UNIVERSITI KUALA LUMPUR BUSINESS SCHOOL

PBP 60143STRATEGIC MARKETINGINDIVIDUAL ASSIGNMENT : CUSTOMER SATISFACTION

PREPARED FOR : DR. MOHD FARID SHAMSUDIN

MD SAHROM BIN MD NASRUDIN 62386113297

KEYWORD : CUSTOMER SATISFACTIONdefined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfactiongoals."

ARTICLE 1: The relationship between employee satisfaction and customer satisfaction.

Article 1The relationship between employeesatisfaction and customer satisfactionReference (APA format) Hoseong Jeon Beomjoon Choi, (2012),"The relationship between employee satisfaction and customer satisfaction", Journal of Services Marketing, Vol. 26 Iss 5 pp. 332 - 341Objective / Industry / LocationThis study aims to examine whether the relationship between employee satisfaction (ES) and customer satisfaction (CS) is bilateral or unilateral based on dyadic data. In addition, it seeks to examine the role of moderating variables which have incremental impacts on this link.Research QuestionThe authors conducted an empirical test on this relationship in an educational service context. Structural equation modelling was employed to test the hypotheses.Theory usedSocial exchange theory. Psychological contract theory. Respondent 227 samples (227 pair ofcustomers and corresponding employees) were used in thefinal analysis after discarding the incomplete questionnaires

LocationOne private education companies in KoreaIndependence VariablesEmployee satisfactionModerating / Mediation VariablesSelf efficacy acts as a moderating variable.

Dependent variableCustomer satisfactionFindingsResults indicate that employee satisfaction leads to CS but CS did not affect ES, which suggests that the relationship between ES and CS is unilateral rather than bilateral. The findings also demonstrate that the dispositional variables (i.e. self efficacy, cooperative orientation) moderate the impact of ES on CS

ARTICLE 2Beyond loyalty: customer satisfaction, loyalty,and fortitude

Article 2Beyond loyalty: customer satisfaction, loyalty, and fortitudeReference (APA format) Martin Fraering Michael S. Minor, (2013),"Beyond loyalty: customer satisfaction, loyalty, and fortitude", Journal of Services Marketing, Vol. 27 Iss 4 pp. 334 344Objective / Industry / LocationThis paper aims to discuss the first effort to examine the relationships between satisfaction, the four loyalty phases, fortitude, and a sense of virtual community.Research QuestionOliver proposed an innovative framework to explain the relationships between satisfaction, loyalty, fortitude, anda sense of community.Theory usedProgression of successive theory. Self -isolation and integration theory. Sense of community perceives customers theory.Respondent 493 customersLocationUndergraduate Business Administration students atuniversities in Indiana, Louisiana, New Mexico, Texas, andVirginia, as well as college graduates in Mississippi, Utah,Florida, Maryland, Ohio, Illinois, Texas, North Carolina,Tennessee, and California were surveyed.Independence VariablesLoyalty and fortitudeModerating / Mediation Variablescognitive, affective, conative, and action loyalty.Dependent variableCustomer satisfactionFindingsAnalysis of questionnaire responses of 493 customers of banks and credit unions indicated that satisfaction, cognitive, affective, conative, and action loyalty are positively related to fortitude.

ARTICLE 3Moderating effects of onlineshopping experience on customersatisfaction and repurchaseintentions

Article 3Moderating effects of online shopping experience on customer satisfaction and repurchase intentionsReference (APA format) Ilias O. Pappas Adamantia G. Pateli Michail N. Giannakos Vassilios Chrissikopoulos , (2014),"Moderating effects of onlineshopping experience on customer satisfaction and repurchase intentions", International Journal of Retail & DistributionManagement, Vol. 42 Iss 3 pp. 187 - 204Objective / Industry / LocationThis study aims to verify the moderating effect of experience on two types of relationships: the relationship of certain antecedents with satisfaction, and the relationship of satisfaction with intention to repurchase.Research QuestionThis paper applies structural equation modelling (SEM) and multi-group analysis to examine the moderating role of experience in a conceptual model estimating the intention to repurchaseTheory used. Theory of reasoned action (TRA). Theory of planned behaviour (TPB).. Expectation confirmation theory (ECT). Social cognitive theory (SCT).Respondent 393 questionnaires were used for analysis.LocationGreek users of online shoppingIndependence VariablesRepurchase intentionsModerating / Mediation VariablesOnline shopping experienceDependent variableCustomer satisfactionFindingsThe research shows that experience has moderating effects on the relationships between performance expectancy and satisfaction and satisfaction and intention to repurchase. This study empirically demonstrates that prior customer experience strengthens the relationship between performance expectancy and satisfaction, while it weakens the relationship of satisfaction with intention to repurchase.

ARTICLE 4Islamic banksContrasting the drivers of customersatisfaction on image, trust, and loyalty ofMuslim and non-Muslim customers in Malaysia

Article 4Islamic banks.Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non-Muslim customers in MalaysiaReference (APA format) Muslim Amin Zaidi Isa Rodrigue Fontaine, (2013),"Islamic banks", International Journal of Bank Marketing, Vol. 31 Iss 2 pp. 79 - 97Objective / Industry / LocationThe purpose of this study is to investigate customer satisfaction and its effect on image, trust, and customer loyalty for Islamic banks.Research QuestionThe study uses data from Islamic banks and dual-window Islamic banks, pertaining to two different customer segments (Muslims and non-Muslims).Theory used Cronbachs a, average variance extracted (AVE). Schwartz Value Survey (SVS) Respondent customers visiting the counters of banks and they must have an account with one of the full-fledged Islamic banks and/or dual-banking. 660 questionnaires were distributed and 440 were returned (66.7 percent response rate). The sample characteristic includes 315 Muslim customers (71.1 percent) and 125 non-Muslim customer (28.9 percent).LocationPeninsular Malaysia.Independence Variablesimage, trust, and customer loyaltyModerating / Mediation VariablesEmployees response and prompt services, financial services advice, products and services provided, Shariah compliant.Dependent variableCustomer satisfactionFindingsThe results indicate that customer satisfaction has a significant relationship with image, image has a significant relationship with trust, and trust has a significant relationship with customer loyalty for both customer segments. Furthermore, significant differences occur in the effect of customer satisfaction on image, image on trust, and trust on customer loyalty between Muslim and non-Muslim customers.

ARTICLE 5The impact of financial servicesquality and fairness on customersatisfaction

Article 5The impact of financial services quality and fairness on customersatisfactionReference (APA format) Houn-Gee Chen Julie Yu-Chih Liu Tsong Shin Sheu Ming-Hsien Yang, (2012),"The impact of financial services quality and fairness on customer satisfaction", Managing Service Quality: An International Journal, Vol. 22 Iss 4 pp. 399 - 421Objective / Industry / LocationThe purpose of this paper is to build a broader understanding of the determinants of customer satisfaction throughout the financial services industry by incorporating the perceptions of fairness in service delivery (FAIRSERV) and outlining why and how FAIRSERV is important to customer satisfactionResearch Questioncross-sectional questionnaire survey. PLS-Graph is used to evaluate the measures of reliability as well as validities, and to test the hypotheses.Theory usedEquity theoryRespondent 420 customers from the financial services industry in TaiwanLocationTaiwanIndependence Variablesfinancial services quality and fairnessModerating / Mediation VariablesTrust, customer value, perceived valueDependent variableCustomer satisfactionFindingsThe results show that fair service not only has a significant impact on customer satisfaction, but also plays a role equivalent to service quality in determining customers trust andperceived value, which in turn lead to customer satisfaction

appendixHoseong Jeon Beomjoon Choi, (2012),"The relationship between employee satisfaction and customer satisfaction", Journal of Services Marketing, Vol. 26 Iss 5 pp. 332 - 341Martin Fraering Michael S. Minor, (2013),"Beyond loyalty: customer satisfaction, loyalty, and fortitude", Journal of Services Marketing, Vol. 27 Iss 4 pp. 334 344Ilias O. Pappas Adamantia G. Pateli Michail N. Giannakos Vassilios Chrissikopoulos , (2014),"Moderating effects of onlineshopping experience on customer satisfaction and repurchase intentions", International Journal of Retail & DistributionManagement, Vol. 42 Iss 3 pp. 187 - 204Muslim Amin Zaidi Isa Rodrigue Fontaine, (2013),"Islamic banks", International Journal of Bank Marketing, Vol. 31 Iss 2 pp. 79 - 97Houn-Gee Chen Julie Yu-Chih Liu Tsong Shin Sheu Ming-Hsien Yang, (2012),"The impact of financial services quality and fairness on customer satisfaction", Managing Service Quality: An International Journal, Vol. 22 Iss 4 pp. 399 - 421

*