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You searched Library Catalogue - Title: Thousand Oaks, Calif. : Corwin Press, 2010.
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Call Number (WOU)
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SP CEMBA 2012 51
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Author
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Lim, Wan Ling
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Title
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The correlation between service quality and customer loyalty of OGAWA products in Johor Bahru / Lim Wan Ling
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Abstract
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The main objective of this research is to identify the correlation between service quality and customer loyalty for OGAWA product in Johor Bahru. In this study
The study sought to investigate the most important attributes that affect outcome of customer loyalty. Besides that, this study has also suggested the method to improve service quality by using SERVQUAL model.
The study has used both descriptive and inferential research design in presenting the data findings. 200 of sample seizes were selected by using convenient sampling, and the targeted populations were the existing customer of OGAWA.
The study provided empirical evidence that the service qualities are positively related to customer loyalty. The service quality dimensions were namely tangibility, reliability, assurance, responsiveness and empathy which are developed from SERVQUAL model.
From the findings, the most important attributes that significantly affect the loyalty outcome were identified as tangibility and assurance. The investigation indicated that customers are more concern on company’s product quality and outlet facilities. Besides that, the courteous attitude of employees is another important factor that leads to customer loyalty. The areas that needed to be improved are suggested in this study which including enhancing focuses on visual merchandising, improving responsiveness to customer called and providing intensive staffs training.
This study has found that the SERVQUAL model is suitable to measure service quality of company and customer loyalty forecasting. Company is suggested to carry out this research extendedly to other branches where located in different places in order to obtain more details for customer perception on service quality
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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, 2012.
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Physical Description
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1 online resource ( 104pages) : illustrations, text file, PDF.
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Subject
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Customer services -- Quality control -- Malaysia
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Subject
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Consumer satisfaction
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