Impact of CRM Factors on Customer Satisfaction and Loyalty

7/25/2019 Impact of CRM Factors on Customer Satisfaction and Loyalty

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Asian Social Science; Vol. 9, No. 10; 2013

ISSN 1911-2017 E-ISSN 1911-2025

Published b !anadian !en"e# o$ Science and Educa"ion

I%&ac" o$ !'( )ac"o#s on !us"o%e# Sa"is$ac"ion and *oal"

!hoi San+ *on+1, 'aha hala$inehad

1, an hai#ua%an an Is%ail

2/ Si"i aleha Abd 'asid

2

)acul" o$ (ana+e%en", nie#si"i e4nolo+i (alasia, (alasia

In"e#na"ional usiness School, nie#si"i e4nolo+i (alasia, (alasia

!o##es&ondence6 !hoi San+ *on+, )acul" o$ (ana+e%en", nie#si"i e4nolo+i (alasia, oho#, (alasia. el6

80-18-783-19:. E-%ail6 cslon+1< ahoo.co%

'eceied6 (a 9, 2013 Acce&"ed6 une 5, 2013 =nline Published6 Au+us" 1, 2013 doi610.5539>ass.9n10&27

'*6 h""&6>>d?.doi.o#+>10.5539>ass.9n10&27

Abstract

his &a&e# e?a%ined "he i%&ac" o$ cus"o%e# #ela"ionshi& %ana+e%en" @!'( ele%en"s on cus"o%e# sa"is$ac"ion

and loal". !'( is one o$ "he c#i"ical s"#a"e+ies "ha" can be e%&loed b o#+ania"ions "o i%oe co%&e"i"ie

adan"a+e. )ou# c#i"ical !'( ele%en"s a#e %easu#ed in "his s"ud a#e behaio# o$ "he e%&loees, Buali" o$

cus"o%e# se#ices, #ela"ionshi& deelo&%en" and in"e#ac"ion %ana+e%en". he s"ud Cas &e#$o#%ed a" a

de&a#"%en"al s"o#e in eh#an, I#an. he s"ud e%&loed Buan"i"a"ie a&oach and base on 300 #es&onden"s.

(ul"i&le #e+#ession analsis is used "o e?a%ine "he #ela"ionshi& o$ "he a#iables. he $indin+ shoCs "ha" behaio#

o$ "he e%&loees is si+ni$ican"l #ela"e and con"#ibu"e "o cus"o%e# sa"is$ac"ion and loal".

Keywords: cus"o%e# #ela"ionshi& %ana+e%en", #ela"ionshi& deelo&%en", cus"o%e# loal", cus"o%e#

sa"is$ac"ion, in"e#ac"ion %ana+e%en"

1. Introduction


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!us"o%e# #ela"ionshi& %ana+e%en" @!'( is a conce&" $o# %ana+in+ a co%&anDs in"e#ac"ions Ci"h cus"o%e#s,

clien"s, and sales os&ec"s. I" inoles usin+ "echnolo+ "o o#+anie, au"o%a"e, and snch#onie business

ocesses. he obec"ies o$ !'( a#e "o enhance o$i"abili", inco%e, and cus"o%e# sa"is$ac"ion. o a""ain

!'(, %an o#+ania"ions use se" o$ "ools, "echnolo+ies, and ocedu#es "o su&&o#" "he #ela"ionshi& Ci"h "he

cus"o%e# "o enhance sales. he#e$o#e, !'( is an issue o$ s"#a"e+ic business and ocess #a"he# "han a "echnical

one @FoClin+,2002.

he si+ni$icance o$ cus"o%e# sa"is$ac"ion canno" be dis%issed Chile ha&& cus"o%e#s a#e li4e $#ee ade#"isin+ $o#

"he co%&an. I" is necessa# "o &u" "he cus"o%e# a" "he cen"#e o$ "he business acco#din+ "o i"s s"#a"e+ies, een"s

and ocesses. In $ac", i" is easie# and %o#e o$i"able "o sell "o esen" cus"o%e#s "han "o $ind neC ones.

=#+ania"ions a#e se""in+ "he%seles s"#a"e+ies "o ensu#e cus"o%e# #e"en"ion, and chan+in+ "hei# e%&loees "o be

%o#e cus"o%e#-$ocused and se#ice-o#ien"ed @(ohsan et al.,2011.

As a4e# @2003 indica"es, all businesses hae been a$$ec"ed "o so%e de+#ee and eolu"ion Chich is ha&&enin+ in

"he +lobal %a#4e" &lace. NoC, no" onl "he o#+ania"ions ai% "o sa"is$ "he cus"o%e#s bu" "he a""e%&" "o do "his

%o#e e$$icien"l and e$$ec"iel "han "hei# #ials in "he co%&e"i"ie %a#4e" &lace "o a""ain "hei# +oals @o"le# and

A#%s"#on+, 2011. he %os" i%&o#"an" +oal o$ an o#+ania"ion is "o %ain"ain cus"o%e# loal" and $ocus on

cus"o%e# cen"#ic a&oach in "hei# o#+ania"ional and %a#4e"in+ s"#a"e+ies @ain / Sin+h, 2002.

oCen and !hen @2001 a#+ue "ha" hain+ sa"is$ied cus"o%e#s is no" su$$icien". his is because cus"o%e#

sa"is$ac"ion needs "o hae di#ec" i%&ac" "o cus"o%e# loal". Siadas and a4e#- P#eCi"" @2000 s"#ess "ha" "he#e is

a #isin+ #eco+ni"ion "ha" "he las" obec"ie o$ cus"o%e# sa"is$ac"ion %easu#e%en" should be cus"o%e# loal".

(an o#+ania"ions %e#el ca"e+o#ie cus"o%e# sa"is$ac"ion %easu#e%en" as a "&e o$ G%a#4e"in+ in"elli+enceH

ins"ead o$ usin+ i" as a %ana+e%en" "ool "o build cus"o%e# se#ice Buali" i%oe%en" ocesses and inc#ease

o$i" @*innell, 2008.

2. Previous Studies on the Relationship between Effectiveness of R!" usto#er Satisfaction and

usto#er $oyalty

hali+h et al. @2012 ines"i+a"e "he i%&ac" o$ !'( on cus"o%e# loal" and #e"en"ion in "he "eleco% indus"# in

I#an. he da"a a#e collec"ed $#o% 200 I#anian "eleco% se#ices use#s. )indin+ shoCs "ha" co%%i"%en" and ision

o$ "he %ana+e%en" ss"e% is hi+hl #eBui#ed $o# a success$ul !'( i%&le%en"a"ion. he s"#uc"u#e o$ "he s"#a"e+

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CCC.ccsene".o#+>ass Asian Social Science Vol. 9, No. 10; 2013

should be based on $le?ibili" and e?&lici"l o$ "he &olicies es&eciall icin+ &olicies. hese $ac"o#s a#e e#

i%&o#"an" "o inc#ease cus"o%e# loal" and bene$i" o$ "he $i#% @hali+h et al.2012.

Acco#din+ "o "he #esea#ch b ha""acha#a @2011, !'( is i%&le%en"ed in an o#+ania"ion "o #educe cos" and

inc#ease co%&an &e#$o#%ance, Chich %eans o$i"abili" #esul" "h#ou+h cus"o%e# loal". Indeed, in a

success$ul !'( i%&le%en"a"ion, da"a a#e collec"ed $#o% in"e#nal and e?"e#nal sou#ce such as sales de&a#"%en",

cus"o%e# se#ice, %a#4e"in+, a$"e# sales se#ices, ocu#e%en", and o"he#s. his is c#ucial in ob"ainin+ a holis"ic

ieC o$ each cus"o%e# #eBui#e%en" in a #eal "i%e ss"e%. his in$o#%a"ion Cill able "o aid e%&loees "o %a4e

$as" and accu#a"e decision Chen dealin+ Ci"h "he cus"o%e#s in di$$e#en" a#eas and "ouch &oin"s. he $indin+ o$

"his s"ud shoCs "ha" "he cus"o%e# &e#ce&"ion and "#ea"%en" +ien "o each cus"o%e# indiiduall able "o assis" in

solin+ %an cus"o%e#Ds oble%s. hus, cus"o%e# sa"is$ac"ion and loal" Could be achieed "h#ou+h a

success$ul !'( i%&le%en"a"ion. he#e$o#e, o#+ania"ion should discoe# di$$e#en" #eBui#e%en"s o$ "he

cus"o%e#s and adus" "hei# &olicies acco#din+ "o "hei# needs "o inc#ease "he $i#%Ds co%&e"i"ieness.

Acco#din+ "o "he conce&"ual $#a%eCo#4 o&osed b )aed @2010, cus"o%e# #ela"ionshi& %ana+e%en" a%&li$ies

"he #ela"ionshi&s o$ cus"o%e#s and co%&e"i"o#s in a $i#% "o inc#ease "he sha#e o$ "he o#+ania"ion in %a#4e"&lace

b in"e+#a"in+ "echnolo+, ocedu#es and &eo&le. he ai% o$ !'( is "o %ain"ain "he cus"o%e#s and inc#ease

"hei# loal" and o#+ania"ion o$i". !us"o%e# sa"is$ac"ion and &leasin+ a#e "Co %ain ele%en"s in a success$ul

!'( i%&le%en"a"ion $o# #e"ainin+ cus"o%e#Ds loal" "o a $i#%.

i% et al.,@2003 s"#ess "ha" each &e#s&ec"ie o$ "he !'( $#a%eCo#4 is ealua"ed b a se" o$ #ela"ed %e"#ics. In

"his #e+a#ds, a case s"ud has been ca##ied ou" b i% et al.,@2003 "o an online sho&&in+ co%&an in Sou"h

o#ea "ha" sales 30,000 oduc"s in 12 ca"e+o#ies. his co%&an #an4ed as 1:"h

online sho&&in+ %all in Sou"h

o#ea. Fa"a collec"ed "h#ou+h e?&e#"sD in"e#ieC, Bues"ionnai#es and Ceblo+ analsis. )indin+s illus"#a"es "ha",

"he $ac"o# Chich is e# i%&o#"an" "o inc#ease cus"o%e# sa"is$ac"ion, cus"o%e# loal" and bene$i"s o$ "he $i#% is

"o clea# all a+ueness and i%&lici" oble%s "ha" e?is" in "he "o& leel o$ s"#a"e+ic %ana+e%en"s. A sin+le and

e?&lici" lan+ua+e Could be oided $o# accu#a"e co%%unica"ion in an o#+ania"ion.

Acco#din+ "o a s"ud on 100 $i#%s Cho a#e ac"ie in di$$e#en" a#ea o$ indus"# such as6 %anu$ac"u#in+,

co%%unica"ion, $inancial and o"he#s, ohlin+ et al.@2008 deelo& a nu%be# o$ c#i"e#ia "o i%&le%en" !'(

success$ull. hese c#i"e#ia a#e diided "o "h#ee %ain +#ou&s6

P#oec" $ocused

In"e#nall o#ien"ed %e"#ics, e%&loeesD ado&"ion

E?"e#nall o#ien"ed %e"#ics, cus"o%e# sa"is$ac"ion and loal"


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Acco#din+ "o "he $indin+s, "he %os" i%&o#"an" e?"e#nall o#ien"ed c#i"e#ia a#e as $olloCs6

e#i$ied cus"o%e# in$luence in "e#%s o$ loal" and sa"is$ac"ion

%easu#eable #eenue deelo&%en"

enhanced in$o#%a"ion and &e#ce&"ion

%easu#able cos" d#o&

enhanced e%&loee e$$icienc

ac"ice b e%&loees

co%&liance "o &a#"icula#s

an+ and *o @200 $ound "ha" !'( %odel is based on "Co &e#s&ec"ies. )i#s", %easu#es "he $ac"o#s #ela"ed "o

cus"o%e# behaio# such as6 #e&u#chasin+, c#oss and u& sellin+ and cus"o%e# acBuisi"ion #a"e, and second,%easu#es "he #ela"ionshi& Buali", such as cus"o%e# sa"is$ac"ion and cus"o%e# loal" @an+ and *o, 200. Fa"a

Ce#e collec"ed #ando%l $#o% 00 selec"ed cus"o%e#s o$ "Co secu#i" co%&anies $#o% !hina. he $indin+ shoCs

"ha" e%o"ional and $unc"ional behaio# o$ cus"o%e#s has &osi"ie i%&ac" on cus"o%e# sa"is$ac"ion and cus"o%e#

sa"is$ac"ion has &osi"ie e$$ec" on cus"o%e# behaio# based on !'( ele%en"s. )inall, "he #esul" o$ "his s"ud

shoCs "ha" cus"o%e# behaio# based on !'( hae a &osi"ie e$$ec" on cus"o%e# and b#and loal" @an+ and

*o, 200.

ineldin, @2008 deelo&ed a "#ian+le s"#a"e+ be"Ceen Buali", !'(, and cus"o%e# loal" Chich is leadin+ "o

co%&anies co%&e"i"ieness. his #esea#ch Cas desi+ned "o %easu#e sa"is$ac"ion and loal" o$ "he cus"o%e#s based on

"Co %ain condi"ions Che#e "he cus"o%e# da"abase in$o#%a"ion and s"#a"e+ o$ !'( should be Cell s"#uc"u#ed and "heca&aci" o$ "he ss"e% should be enou+h "o oduce da"a $o# accu#a"e analsis. Acco#din+ "o "he $indin+s o$ "he

#esea#ch, an chan+es o$ "he Buali" o$ "he se#ices o# oduc"ions in a $i#% oe# "i%e could be used as an

2:


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indica"o# "o $ind "he leel o$ cus"o%e# loal" "h#ou+h a Cell-s"#uc"u#ed !'( s"#a"e+. I$ "he indica"o#s o$

in"e#ac"ion, in$#as"#uc"u#e, and a"%os&he#e a#e lin4ed "o "he oduc" and ocess Buali", i" hel&s "he #esea#che#s "o

$ind Cha" chan+es a#e #eBui#ed in !'( s"#a"e+ "o i%oe cus"o%e# sa"is$ac"ion and loal".

IBuie#do et al.@2005 deelo&ed a %odel in Chich, ca# #e&ai# and %ain"enance a#e "es"ed as a case Che#e lon+

"e#% cus"o%e# #ela"ionshi& is $#eBuen"a"ie. Pa"h analsis is used "o ealua"e "he associa"ion o$ cus"o%e#sD

&e#ce&"ion, %a#4e" loal" and %a#4e" &osi"ion. he h&o"heses Ce#e ealua"ed usin+ a &a"h analsis, Chich

e?a%ines "he #ela"ionshi& be"Ceen %a#4e"in+ ac"ii"ies and econo%ic &e#$o#%ance.

his %odel is o&osed based on &e#$o#%ance o$ "he %a#4e" and econo%ic. he %easu#es o$ o&osed %odel a#e

as $olloCs @IBuie#do et al.,20056

he &osi"ion o$ (a#4e"

!us"o%e# *oal"

!us"o%e# insi+h"

Econo%ic and %a#4e" &e#$o#%ance

he $indin+s su++es" "ha" !'( i%&le%en"a"ion include a""#ac"ion ac"ii"ies Chich a#e se#ice Buali", co%%e#cial

ac"ices and loal" o+#a%s such as bonus, con"ac", sa"is$ac"ion and co%&lain"s handlin+. his #esul" in

a&oia"e &e#ce&"ion o$ cus"o%e#s leadin+ "o inc#easin+ cus"o%e# loal" and "he#e$o#e, econo%ic &e#$o#%ance

o$ "he $i#% Could be inc#eased.

)einbe#+ and ada% @2002 a#+ue "ha" e%&hasiin+ "o online business #a"he# "han "#adi"ional Ca o$ business is

necessa# noCadas. So in "his Ca, "he usa+e o$ in"e#ne" oides an o&&o#"uni" $o# business "o use i" as a "ool

$o# !'(. Acco#din+ "o "hei# #esea#ch, "he#e a#e 2 di$$e#en" e-!'( $ea"u#es used b "he #e"aile#s. he $indin+

shoCs "ha" "he#e is si+ni$ican" #ela"ionshi& be"Ceen !'( i%&le%en"a"ion on Cebsi"es o$ "he #e"aile#s and

cus"o%e# sa"is$ac"ion Chich leads "o cus"o%e# loal". oCee# all a""#ibu"es o$ i%&le%en"ed !'( a#e no" eBual

in "e#%s o$ edic"in+ "he cus"o%e# sa"is$ac"ion and loal" @)einbe#+ and ada% , 2002.

%. ritical Ele#ents of R!


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)ou# c#i"ical ele%en"s o$ !'( a#e "o be e?a%ined in "his s"ud. hese ele%en"s a#e in"e#ac"ion %ana+e%en",

#ela"ionshi& deelo&%en", cus"o%e# se#ice and e%&loeesD behaio#.

3.1 Interaction Management

Acco#din+ "o "he #oCn and Julc @2002, i$ an o#+ania"ion Cillin+ "o %a4e a s"able #ela"ionshi& Ci"h i"s

cus"o%e#s, "he#e a#e di$$e#en" Cas "o hae an in"e#ac"ion Ci"h "he% includin+ in"e#ac"ion alon+ "ouch &oin"s and

dis"#ibu"ion channels. he %ain &u#&ose is "o $ind ou" hoC and Chen "he cus"o%e#s Could li4e "o in"e#ac" Ci"h "he

o#+ania"ion @P#ahalad and 'a%asCa%, 2001. he in"e#ac"ion ac"ii"ies should be Cell cus"o%ied and

o#+anied "h#ou+h "he aailable "ouch &oin"s. he "ouch &oin"s oide in #ela"ion "o "he cus"o%e#sD o$iles

deelo&ed b da"a +a"he#ed $#o% "he $o#%e# #eco#ds o$ "he cus"o%e#s. Pe&&e#s and 'o+e#s @1997 s"#ess "ha" "he

"ouch &oin"s %us" be used $o# dis"#ibu"ion o$ di$$e#en" oduc"s, se#ices and co%%unica"ion Ci"h "he cus"o%e#s.

Acco#din+ "o "he Co#4s o$ *ind+#een et al.@2008 and Pe&&e#s et al.@1999, in"e#ac"ion %ana+e%en" is

i%&le%en"ed b a $eC %e"hods such as +e""in+ cus"o%e#sD $eedbac4 and inc#ease "he in"e#ac"ion Ci"h cus"o%e#s

b a""#ac"ie Cas such as usin+ social ne"Co#4.

3.2 Relationship Development

Acco#din+ "o )o#d @19:0, "he s"ud o$ #ela"ionshi& deelo&%en" i%a#il inoles #esea#ch in"o s"#uc"u#es and

ocessin+ o$ "he #ela"ionshi& be"Ceen cus"o%e# and su&&lie#. a4ansson and Sneho"a @1995 a#+ue "ha" "he

#ela"ionshi& deelo&%en" ocess conce#ns an in"e#ac"ion Che#e connec"ions hae been deelo&ed be"Ceen "Co

&a#"ies.

he %os" i%&o#"an" ac"ii" "o achiee #ela"ionshi& deelo&%en" is 4noCn as %oni"o#in+ o$ "he #ela"ionshi&

%ana+e%en" ocess such as se#ice o# co%&lain" %ana+e%en" @#oCn and Julc, 2002. his #ela"ionshi&

ocesses include ocedu#es, %echanis%s, schedules, and ac"ii"ies in Chich "he oduc"s and se#ices hae been

delie#ed "o cus"o%e#s @!h#is"o&he# e" al., 1991. he 4e &e#$o#%ance indica"o#s such as #a"e o$ #e"en"ion, li$e

"i%e alue o$ "he cus"o%e#s, and cus"o%e# sa"is$ac"ion should be se" b "he o#+ania"ion @#oCn and Julc,

2002. Acco#din+ "o "he Co#4s o$ anle @200: and *ind+#een et al.@2008, #ela"ionshi& deelo&%en" can be

%ade "h#ou+h co%%i"%en" "o conince cus"o%e#s "ha" "hei# $eedbac4 a#e "a4en se#iousl.

3.3 Quality of Services

Acco#din+ "o Jee e" al @200: in an a""e%&" "o unde#s"and "he $ac"o#s "ha" induce cus"o%e# sa"is$ac"ion, "he conce&"

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o$ se#ice Buali" is inc#easin+l co%%on in "he li"e#a"u#e. S"udies shoC "ha" se#ice Buali" has a &osi"ie e$$ec"

on consu%e# sa"is$ac"ion and also has a si+ni$ican" #ela"ionshi& Ci"h cus"o%e# loal", and "he o$i"abili" o$ "he

$i#%s. Acco#din+ "o "he Co#4s o$ anle @200:, "he Buali" o$ se#ices could be i%&le%en"ed b a $eC %e"hodssuch as6

(ee"in+ cus"o%e# e?&ec"a"ion o$ +ood se#ice leel and hain+ %an a#ie"ies o$ oduc"s.

P#oide +ood Buali" oduc"s Ci"h #easonable ice.

o handle "he cus"o%e# co%&lains abou" "he oduc"s and se#ices "ac"$ull.

3.4 ehavior of the !mployees

An e%&loee "ha" con$o#%s Ci"h o#+ania"ion behaio# and alue is li4el "o s"#en+"hen "he connec"ion be"Ceen

"he consu%e# and "he $i#%. A #ee#se &a""e#n o$ e$$ec"s is "o be e?&ec"ed Chen "he e%&loee ac" "h#ou+h his>he#

oCn behaio#. In "hese cases, a consu%e# %a "hin4 "ha" "he o#+ania"ion ac"uall does no" delie# "he s%bolic

bene$i"s "ha" s>he had e?&ec"ed $o# and %a ealua"e "he o#+ania"ion in a ne+a"ie Ca. In o"he# Co#ds, unde#

ci#cu%s"ances such as "he ones desc#ibed, an e%&loee Cill obabl e?e#" a s"#on+ i%&ac" on o#+ania"ion

#e&u"a"ion and a""i"udes @!oul"e#, 2002. Acco#din+ "o "he Co#4s o$ anle @200: and !oul"e# @2002, "he e$$ec"

o$ &osi"ie e%&loeesD behaio# could be e?essed b inc#easin+ s&eed o$ #es&onse "o cus"o%e# and ensu#e

e%&loees a#e $#iendl and #es&ec"$ul "o cus"o%e#.

&. Purpose of Study

he &u#&ose o$ "his s"ud is "o e?a%ine "he i%&ac" o$ cus"o%e# #ela"ionshi& %ana+e%en" on cus"o%e#

sa"is$ac"ion and cus"o%e# loal". ase on "he aboe li"e#a"u#e #eieC on a#ious eious s"udies, see#al c#i"ical

ele%en"s iden"i$ied "ha" lin4 closel Ci"h cus"o%e# sa"is$ac"ion and loal" a#e behaio# o$ e%&loee, Buali" o$

cus"o%e# se#ices, #ela"ionshi& deelo&%en" and in"e#ac"ion %ana+e%en". he#e$o#e a conce&"ual $#a%eCo#4 is

deelo&ed as illus"#a"e in )i+u#e 1.


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)i+u#e 1. !once&"ual $#a%eCo#4

'. Research !ethod

In "his s"ud, Buan"i"a"ie #esea#ch Cill be selec"ed. I" Cill dis"#ibu"e a se" o$ Bues"ionnai#es "o collec" da"a $#o% "he

#es&onden"s. he collec"ed da"a Cill be analsed "h#ou+h s"a"is"icall usin+ "he SPSS so$"Ca#e &ac4a+e. In$e#en"ial

s"a"is"ical analsis Cill be conduc"ed in o#de# "o achiee "he obec"ies o$ "his s"ud. he *i4e#" scale #a"in+ is used $o#

da"a collec"ion. he *i4e#" scale #a"in+ is a #a"in+ ss"e% in Chich "he #es&onden"s indica"e hoC s"#on+l "he a+#ee

Ci"h "he Bues"ions o# disa+#ees Ci"h "he% @Saunde#s et al.,2009. A Fe&a#"%en"al S"o#e in I#an, eh#an is chosen $o#

"his case s"ud. he na%e o$ "he o#+ania"ion is no" disclosed as #eBues"ed b "he Fe&a#"%en"al S"o#e %ana+e%en"

"ea%. he#e$o#e, in "his &a&e#, "he o#+ania"ion Cill be na%ed as GA! !o%&anH.

Peo&le Cho lie in eh#an a#e subec"s $o# "his s"ud. he a#e conside#ed "o be "he a&oia"e subec" $o# "his

#esea#ch because "he hae e?&e#ience in a Cide #an+e o$ sho&&in+ ac"ii"ies. he a#e also e?&ec"ed "o be

$a%ilia# Ci"h a a#ie" o$ sho&&in+ ac"ii"ies "ha" Could hel& "his s"ud see4in+ be""e# &e#ce&"ion o$ "he se#ices

oided b A! !o%&an. he#e a#e 300 usable su#e $o#%s #e"u#ned b #es&onden"s ou" o$ "o"al 500 su#e

$o#%s "ha" a#e dis"#ibu"ed.

(. )indin*s

'esea#ch obec"ies a#e "es"ed b usin+ %ul"i&le #e+#ession analsis as shoCn in able 1 / 2.

250


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CCC.ccsene".o#+>ass

Asian Social Science

Vol. 9, No. 10; 2013

able 1. (ul"i&le #e+#ession analsis $o# !'( on cus"o%e# sa"is$ac"ion

(odel

'

' SBua#e

Adus"ed ' SBua#e

S"d. E##o# o$ "he Es"i%a"e


10/21

1

.32

a

.1:8

.175

.55137

R! Ele#ents

Si+ni$ican"


11/21

ehaio# o$ "he e%&loees

.383

.001

Kuali" o$ se#ices and oduc"s

.100

.20

'ela"ionshi& deelo&%en"

.15:

.00


12/21

In"e#ac"ion %ana+e%en"

-.032

.:1

ase on "he able 1, i" is $ound "ha" !'( ele%en"s oe#all has &osi"ie #ela"ionshi& Ci"h cus"o%e# sa"is$ac"ion

@'L0.32 . oCee#, base on "he adus"ed ' sBua#e alue o$ 0.175, "hese ele%en"s onl con"#ibu"e 17.5M "o

de&enden" a#iables. ehaio# o$ "he e%&loees and #ela"ionshi& deelo&%en" +ie si+ni$ican" i%&ac" "o cus"o%e#

sa"is$ac"ion. I" is clea# "ha" in de&enden" a#iable Ci"h hi+he# leel o$ has hi+he# i%&ac" on de&enden" a#iable. In

"his s"ud #esul" #eeal "ha" "he $ac"o# o$ ehaio# o$ "he e%&loees @L.38:, si+O.01 is %os" in$luen"ial $ac"o# and

#ela"ionshi& deelo&%en" Ci"h "he cus"o%e#s @L.100, si+O.05 is #an4ed second. he #es" o$ "he ele%en"s did no"

shoC an si+ni$ican" con"#ibu"ion.

able 2. (ul"i&le #e+#ession analsis $o# !'( on cus"o%e# loal"

(odel

'

' SBua#e

Adus"ed ' SBua#e

S"d. E##o# o$ "he Es"i%a"e


13/21

1

.2a

.195

.1:

.58180

R! Ele#ents

Si+ni$ican"

ehaio# o$ "he e%&loees


14/21

.575

.000

Kuali" o$ se#ices and oduc"s

.13

.099

'ela"ionshi& deelo&%en"

.032

.585

In"e#ac"ion %ana+e%en"

-.05

.329

ase on "he able 2, i" is $ound "ha" !'( ele%en"s oe#all has &osi"ie #ela"ionshi& Ci"h cus"o%e# sa"is$ac"ion

@'L0.2 . oCee#, base on "he adus"ed ' sBua#e alue o$ 0.1:, "hese ele%en"s onl con"#ibu"e 1:.M "o

de&enden" a#iables. =u" o$ all !'( ele%en" %easu#ed, onl ehaio# o$ "he e%&loees +ie si+ni$ican" i%&ac" "o

cus"o%e# sa"is$ac"ion. he #esul"s o$ "his s"ud #eeal "ha" onl behaio# o$ "he e%&loees @L.575, si+O.01 ele%en"

is %os" in$luen"ial $ac"o# and "he #es" o$ "he ele%en" did no" shoC an si+ni$ican" i%&ac" on cus"o%e# loal".


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+. ,iscussion and onclusion

he aboe #esul"s clea#l shoC "ha" !'( does hae a &osi"ie #ela"ionshi& Ci"h "he de&enden" a#iables @cus"o%e#

sa"is$ac"ion and loal". oCee#, no" all ele%en"s hae si+ni$ican" i%&ac" on "he de&enden" a#iables. he

behaio# o$ "he e%&loees and #ela"ionshi& deelo&%en" $ound "o con"#ibu"e %os" "o cus"o%e# sa"is$ac"ion. his

#esul" con$i#%s "he $indin+s o$ eious s"udies @!oul"e#, 2002; #oCn / Julc, 2002; anle, 200:. he

ou"co%e o$ "he $indin+s i%&lica"e "ha" s"o#e e%&loee Cho has +ood #ela"ion Ci"h cus"o%e# Cill inc#ease cus"o%e#sa"is$ac"ion. ehaio# o$ "he e%&loees is also &la si+ni$ican" #ole in inc#easin+ cus"o%e# loal". his $indin+s a#e

also su&&o#"ed b see#al eious s"udies @anle, 200:; Sce&as4a / JaC#on, 2011.

he o#+ania"ion %us" &u" e%&hasis in "he "Co ele%en"s Chich a#e behaio# o$ e%&loees and #ela"ionshi& deelo&%en".

E%&loees a#e e?&ec" no" %e#el be &oli"e and cou#"eous "oCa#ds "hei# cus"o%e#, bu" %os" i%&o#"an"l %us" hae "he

oduc" 4noCled+e and co%%unica"ion s4ills "ha" can c#ea"e a #ela"ionshi& Ci"h "he cus"o%e#s anle @200: and !oul"e#

@2002 $u#"he# s"#ess "ha" &osi"ie e%&loeesD behaio# is i"al in sus"ainin+ cus"o%e#sD loal". E%&loees %us" be

"#ained "o #es&onse "o "he cus"o%e#sD needs in an a&oia"e s&eed. he

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%us" also able "o shoC conce#n and ca#e "o "he cus"o%e#s. ehaio# chan+e can onl be done i$ %ana+e%en"

"ea% is se#ious in ines"in+ in "hei# hu%an ca&i"al. his can onl be done "h#ou+h se#ies o$ "#ainin+ and

deelo&%en"al o+#a%s $o# "he e%&loees. i%oin+ "he co%&e"encies o$ e%&loees in "his a#ea Cillde$ini"el i%oe "he oe#all se#ice Buali" o$ "he o#+ania"ion. =#+ania"ion %us" also cons"an"l 4ee& "hei#

e%&loees %o"ia"ed because hi+hl %o"ia"ed &eo&le Could de$ini"el able oide be""e# se#ices.

Adebano @2003 a#+ued "ha" anal"ical !'( "ools can be used in inc#easin+ #ela"ionshi& o$ "he cus"o%e#s

"h#ou+h analin+ "he ca&"u#ed da"a $#o% cus"o%e#s. Anal"ical !'( is used "o analin+ cus"o%e# inBui#ies and

behaio# "o su&&o#" "he decision %a4in+ $o# "he se#ices. )u#"he#%o#e, anle @200: and *ind+#ee n et al.

@2008 s"#ess "ha" #ela"ionshi& deelo&%en" can be i%oed b a $eC %e"hods such as6

In$o#% cus"o%e#s abou" o%o"ions, discoun"s and o"he# $acili"ies o$ "he o#+ania"ions.

Encou#a+e cus"o%e#s "o &u#chase %o#e b shoCin+ a&ecia"ion.

o conince cus"o%e#s "ha" "hei# $eedbac4 a#e "a4en se#iousl.

his s"ud onl $ocuses on one o#+ania"ion in a coun"# in (iddle-Eas". he#e$o#e "he #esul" o$ s"ud canno" be

+ene#alied "o o"he# &a#" o$ "he Co#ld. oCee#, a co%&a#a"ie s"ud can be done in $u"u#e "o loo4 in "he di$$e#ences o$

"Co di$$e#en" #e+ions o# coun"#ies on "he !'( ac"ices "ha" e$$ec" cus"o%e# sa"is$ac"ion and loal".

!'( is "he %os" e$$icien" a&oach in %ain"ainin+ and c#ea"in+ #ela"ionshi&s Ci"h cus"o%e#s. !'( is no" onl

&u#e business bu" also idea"e s"#on+ &e#sonal bondin+ Ci"hin &eo&le. Feelo&%en" o$ "his "&e o$ bondin+ d#ies

"he business "o neC leels o$ success. =nce "his &e#sonal lin4a+e is buil", i" is e# eas $o# o#+ania"ion "o

iden"i$ "he ac"ual needs o$ cus"o%e#s and "o se#e "he% in a be""e# Ca. I" is a belie$ "ha" "he %o#e so&his"ica"ed

s"#a"e+ies inoled in i%&le%en"in+ !'(, "he %o#e $#ui"$ul is "he business. =#+ania"ions %us" conside#

se#iousl in ines"in+ on "ools $o# i%&le%en"in+ !'( ss"e%s in "hei# Co#4&lace.

Ac-nowled*e#ents

he au"ho#s Could li4e "o "han4s "he (alasian (inis"# o$ i+he# Educa"ion, nie#si"i e4nolo+i (alasia

@Vo". 07:9 $o# su&&o#"in+ "his #esea#ch and &ublica"ion.

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30-37. h""&6>>d?.doi.o#+>10.110:>07383780810712975

opyri*hts

!oi+h" $o# "his a#"icle is #e"ained b "he au"ho#@s, Ci"h $i#s" &ublica"ion #i+h"s +#an"ed "o "he ou#nal.

his is an o&en-access a#"icle dis"#ibu"ed unde# "he "e#%s and condi"ions o$ "he !#ea"ie !o%%ons A""#ibu"ion

license @h""&6>>c#ea"ieco%%ons.o#+>licenses>b>3.0>.


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