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Customer Satisfaction Research

2761 Words12 Pages

CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION

This chapter will introduce the elementary theories and information of this research paper. This research paper will touch the most determinants that have correlation with customer satisfaction at Amanah Saham Nasional Berhad Kangar, Perlis. Generally, by go through into this chapter the researcher can get an idea about the importance of customer satisfaction to make improvements and increase value to the customers. The study is quite useful for understanding the changes in customer of unit trust fund behavior, so it will help the policy makers to developed appropriate and adaptive strategies. Besides, with an effective customer satisfaction research program, Amanah Saham Nasional Berhad will be able …show more content…

To identify the relationship between physical quality and customer satisfaction

1.6 SCOPE OF THE STUDY

The scope of the study is focus on the determinants s the customer satisfaction in Amanah Saham Nasional Berhad Kangar, Perlis that helps to create good service for the customers. This study was conducted with limitation of time for only 20 weeks.

Firstly, regarding the population sample, this study is limited only for the customer of Amanah Saham Nasional Berhad Kangar, Perlis. The researcher can deliver the questionnaire during work hour to the respondents to answer the questionnaires and next to fulfill this research.

Moreover, the variables in this study also a part of the scope in the study, whereby the variables consist of services quality, relationship quality and physical quality as the independent variables and customer satisfaction as the dependent variable.

1.7 SIGNIFICANCE OF THE …show more content…

It is one of the important variables that significant repeat purchase behavior (Cronin & J Joseph, 1992).

1.9.2 Service Quality

Service quality is a function of five dimensions which is tangibility, reliability, responsiveness, assurance, and empathy that tested by the SERVQUAL scale (Parasuraman, Zeithaml, & Berry, 1988).
Service quality outcomes and measurement is primarily dependent on the type of service setting, situation, time and need (Seth, Deshmukh, & Vrat, 2005).

1.9.3 Relationship quality

The basic aim of the communication in the relationship quality is mutual understanding, initiating and maintaining customer loyalty and encouraging the customers for their desired decisions (Nelson Oly, 2004).

1.9.4 Physical quality

Physical quality of facilities provides a wide range of services to the community and is proud to ensure the safe operation, maintenance and development of

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