UNIVERSITI KUALA LUMPUR

BUSINESS SCHOOL
PBP 60143
STRATEGIC MARKETING
INDIVIDUAL ASSIGNMENT : CUSTOMER SATISFACTION
PREPARED FOR : DR. MOHD FARID SHAMSUDIN

MD SAHROM BIN MD NASRUDIN

62386113297

KEYWORD :
CUSTOMER
SATISFACTION

defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or
its services (ratings) exceeds specified satisfaction goals."

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

Article 1

The relationship between employee

satisfaction and customer satisfaction

Reference (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 - 341

Objective / Industry / Location

This 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 Question

The authors conducted an empirical test on this relationship in an educational service

context. Structural equation modelling was employed to test the hypotheses.

Theory used

Social exchange theory. Psychological contract theory.

Respondent

227 samples (227 pair of

customers and corresponding employees) were used in the
final analysis after discarding the incomplete questionnaires

Location

One private education companies in Korea

Independence Variables

Employee satisfaction

Moderating / Mediation Variables

Self efficacy acts as a moderating variable.

Dependent variable

Customer satisfaction

Findings

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

Article 2

Beyond loyalty: customer satisfaction, loyalty, and fortitude

Reference (APA format)

Martin Fraering Michael S. Minor, (2013),"Beyond loyalty: customer satisfaction,

loyalty, and fortitude", Journal of Services Marketing, Vol. 27 Iss 4 pp. 334 344

Objective / Industry / Location

This 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 Question

Oliver proposed an innovative framework to explain the relationships between

satisfaction, loyalty, fortitude, and
a sense of community.

Theory used

Progression of successive theory. Self -isolation and integration theory. Sense

of community perceives customers theory.

Respondent

493 customers

Location

Undergraduate Business Administration students at

universities in Indiana, Louisiana, New Mexico, Texas, and
Virginia, as well as college graduates in Mississippi, Utah,
Florida, Maryland, Ohio, Illinois, Texas, North Carolina,
Tennessee, and California were surveyed.

Independence Variables

Loyalty and fortitude

Moderating / Mediation Variables

cognitive, affective, conative, and action loyalty.

Dependent variable
Customer satisfaction
Findings

Analysis 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 3
Moderating effects of online
shopping experience on customer
satisfaction and repurchase
intentions

Article 3

Moderating effects of online shopping experience on customer satisfaction and

repurchase intentions

Reference (APA format)

Ilias O. Pappas Adamantia G. Pateli Michail N. Giannakos Vassilios Chrissikopoulos ,

(2014),"Moderating effects of online
shopping experience on customer satisfaction and repurchase intentions",
International Journal of Retail & Distribution
Management, Vol. 42 Iss 3 pp. 187 - 204

Objective / Industry / Location

This 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 Question

This 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 repurchase

Theory 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.

Location

Greek users of online shopping

Independence Variables

Repurchase intentions

Moderating / Mediation Variables

Online shopping experience

Dependent variable

Customer satisfaction

Findings

The 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 4
Islamic banks
Contrasting the drivers of customer
satisfaction on image, trust, and loyalty
of
Muslim and non-Muslim customers in
Malaysia

Article 4

Islamic banks.Contrasting the drivers of customer satisfaction on image, trust,

and loyalty of Muslim and non-Muslim customers in Malaysia

Reference (APA format)

Muslim Amin Zaidi Isa Rodrigue Fontaine, (2013),"Islamic banks", International Journal
of Bank Marketing, Vol. 31 Iss 2 pp. 79 - 97

Objective / Industry / Location

The purpose of this study is to investigate customer satisfaction and its effect on image,
trust, and customer loyalty for Islamic banks.

Research Question

The 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).

Location

Peninsular Malaysia.

Independence Variables

image, trust, and customer loyalty

Moderating / Mediation Variables

Employees response and prompt services, financial services advice, products and
services provided, Shariah compliant.

Dependent variable

Customer satisfaction

Findings

The 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 5
The impact of financial services
quality and fairness on customer
satisfaction

Article 5

The impact of financial services quality and fairness on customer

satisfaction

Reference (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 - 421

Objective / Industry / Location

The 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 satisfaction

Research Question

cross-sectional questionnaire survey. PLS-Graph is used to evaluate the

measures of reliability as well as validities, and to test the hypotheses.

Theory used

Equity theory

Respondent

420 customers from the financial services industry in Taiwan

Location

Taiwan

Independence Variables

financial services quality and fairness

Moderating / Mediation Variables

Trust, customer value, perceived value

Dependent variable

Customer satisfaction

Findings

The 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 and
perceived value, which in turn lead to customer satisfaction

appendix
Hoseong Jeon Beomjoon Choi, (2012),"The relationship between employee
satisfaction and customer satisfaction", Journal of Services Marketing, Vol. 26
Iss 5 pp. 332 - 341
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 - 421
Ilias O. Pappas Adamantia G. Pateli Michail N. Giannakos Vassilios
Chrissikopoulos , (2014),"Moderating effects of online
shopping experience on customer satisfaction and repurchase intentions",
International Journal of Retail & Distribution
Management, Vol. 42 Iss 3 pp. 187 - 204
Martin Fraering Michael S. Minor, (2013),"Beyond loyalty: customer satisfaction,
loyalty, and fortitude", Journal of Services Marketing, Vol. 27 Iss 4 pp. 334 344
Muslim
Amin Zaidi Isa Rodrigue Fontaine, (2013),"Islamic banks",
International Journal of Bank Marketing, Vol. 31 Iss 2 pp. 79 - 97