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You searched Library Catalogue - Publisher: Cambridge University Press,
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Call Number (WOU)
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SP CEMBA 2011 27
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Author
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Kang, Geok Suan
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Title
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Customer satisfaction in direct marketing : a case study in Syarikat Menang Glassware Sdn Bhd / Kang Geok Suan
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Abstract
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A study of customer satisfaction in Syarikat Menang Glassware Sdn. Bhd. (SMGSB) was
conducted from mid March to Mid April 2011. This study focused on customer satisfaction
based on price, product quality and service quality. Besides these main factors there are several factors affected customer satisfaction, i.e. stock availability, promotion, company policy in exchange damaged goods and company policy in goods return. Based on the research findings, it was found that there is a strong relationship between price and product quality (.663) and between service quality and product quality (.535). However, there is no significant relationship between service quality and price (.382). It is recommended that further research using Kano method should be conducted as to study direct marketing in relation to customer satisfaction and company performance and sustaining SMGSB sales performance by restructuring the company marketing policy.
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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, 2011
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Physical Description
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46 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 -- Malaysia
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