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You searched Library Catalogue - Author: Chong, Tzy Kien
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Call Number (WOU)
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SP CEMBA 2013 39
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Author
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Choo, Khim Chiew
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Title
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CRM related e-service quality in online shopping : the Malaysian consumer perspective / Choo Khim Chiew
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Abstract
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The development of the Information Communication Technology (ICT) has made the subject of Customer Relationship Management (CRM) having a pivotal role in the success of any online businesses; and Service Quality (SERVQUAL) forms an important part of this process. It provides the very important part in determining the level of customer satisfaction, retention and future purchase intention for any online retail organisation. In order to determine these factors, this study which have referenced prominent researchers on this subject such as Parasuranam who have suggest SERVQUAL dimensions on this subject. These have redefined and modified again by others. Some have specifically obtained results that have been used for the e-commerce environment. The rationale of this study have based upon the fact of these new trends where currently a large base of consumers who are tech savvy and knowledgeable in many ways which was once dependent upon traditionally ways of purchasing and buying goods and services. They have the expectation of the SERQUAL dimensions that are important for the online retailer to determine these needs and in order to win out new customer and retain them which is the reason for this study to be done. The author have applied the stratified random sampling and designed a survey to collect the data and information need from the population residing in Klang Valley and Putrajaya while targeting respondents who are young working adult who are part time student as they formed the majority of online retailer customers. Care was taken to ensure this study maintained the accuracy and reliability of this study but due to the time and resources constraints in this study, there are limitations mainly in the result only obtained on specific locations and majority of respondents are ethnically Chinese do not so much so present a generalise form of data collected.
However, these should not be too significant, as the author has reference this study with similar studies done in this fields and relevant publications by prominent researchers; Parasuranam and Zeithaml. Finally, this study should provide an insight of the consumers’ perspective of service quality of the online retailer business in Malaysia which will serve the purpose it is intended for.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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96 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Consumer satisfaction
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Subject
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Customer services
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