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(PBP60143)STRATEGIC MARKETING – CUSTOMER SATISFACTION

1.0 INTRODUCTION

Customer service as an antecedent of both satisfaction and loyalty was emphasized

in this research. In the literature, there are many studies which show the relationships of

the other antecedents of satisfaction and loyalty such as perceived quality, expectations,

perceived value, and service quality on satisfaction and loyalty (Parasuraman et al., 1!! "

Cronin and #aylor, 1$" %ornell et al., 1&" 'ivadas and a)er*Prewitt, $+++" Pizam and

lIis, 1" Cronin et al., $+++" -/eill and Palmer, $++0" od et al., $++" 2ar3aluoto et

al., $+1$4. In this research, 3ust customer service effects on satisfaction and loyalty were

investi5ated. #he main aim of this research was to investi5ate whether customer services

have effects on customer satisfaction and loyalty.

Customer service effects in creatin5 customer satisfaction and loyalty were

analysed in the shoppin5 centres in #ur)ish retail sector. 'hoppin5 centres were chosen for

implementation area since they provide lots of customer services such as free car par),

clean restrooms, shoppin5 experience in wide and quiet area, credit cards, customer

complaint units, and so on.

mployee satisfaction has been frequently measured by as)in5 customers

perception of employee and customer satisfaction also has been measured by employees

via survey. #hou5h the use of indirect measures in assessin5 mployee 'atisfaction and

Customer 'atisfaction is quite common, it still remains unclear whether this practice is

appropriate (6eon and Choi, $+1$4. esearch indicates that satisfaction primarily consists

of co5nitive and affective variables (%raerin5 and 7inor, $+184. fforts to improve the

measurement of satisfaction led to the discovery of affective variables.

-nline shoppin5, based on the internets 5rowth, is emer5in5 in a fast manner. 9

5reat number of opportunities for the e*vendors have risen in order to create and preserve

interaction with customers. 9lthou5h not all customers are the same for a company, those

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who spend more money and buy more often are the most important ones. #hus, customer

retention includes a ma3or concern for firms wishin5 to obtain a competitive advanta5e

(Ilias et al., $+104.

Islamic ban)in5 is one of the most dynamic se5ments in the ban)in5 industry, and

constitutes a se5ment in which some of the traditional rules of mar)etin5 in the ban)in5

industry may not apply. :ndoubtedly, the whole notion of ;Islamic ban)in5< implies that

this se5ment must appeal primarily to 7uslim customers who use Islamic ban)s to fullfill

their reli5ious obli5ations. In the Islamic tradition, if people want to invest in a business

venture, they should do so as partners, sharin5 both the ris) and the profit. %or 7uslims,

usin5 modern Islamic ban)s is an obvious choice as they simultaneously invest their

income and fulfill their reli5ious obli5ations (9min et al., $+104.

esearchers 5enerally a5ree that service quality leads to hi5her levels of customer

perceived value and customer satisfaction (Chen et al., $+1$4

1.1 ac)5round of study

#his summary focused on customer satisfaction.

1.$ 'tatement of problem

Customer satisfaction as a dependent variable and others factors as an

independent variable.

1.8 -b3ectives of summary

#he main ob3ective of this summary is to identify independent variable that

can be a factor that contribute to customer satisfaction.

1.0 'cope of summary

#he summary focuses on the 3ournals that use customer satisfaction as it

)eyword. #here are $= 3ournals that received from www.emeraldinsi5ht.com

1.= >imitation of study

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#here are some limitations that have caused problems to this summary

where efforts have been done to reduce it. #he followin5 are some of the

limitations.

i4 #ime constraint

#he researcher had limited time for implementin5 this summary at a

full time scale. It is where the researcher has to find a specific period of time

to conduct a session interviewin5. #his problem turns up because the

researcher has to schedule a limited time for reference search, preparation of

pro3ect paper and office tas) to be done.

ii4 Cost

9s a student, the researcher has a limited financial for doin5 the

research. #his limited financial was allocated for cost of livin5 and cost of

study. #he bud5et was done as affordable by the researcher such as cost of

transportation, printin5, photostat and others.

iii4 >ac) of expertise

#he summary was limited by the researcher who is lac) of expertise

and )nowled5e about the customer satisfaction itself.

1.& Conclusion

#herefore, this summary has its own ob3ectives in order to find out what is

customer satisfaction. esides that, to identify independent variable that can

be a factor that contribute to customer satisfaction. ?hile doin5 this

summary, the researcher has to face some limitation. It will 5ive )nowled5e

and experience to the researcher in finishin5 this summary.

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2.0 LITERATURE REVIEW

$.1 Introduction

>iterature review is a text written by someone to consider the critical points

of current )nowled5e includin5 substantive findin5s as well as theoretical and

methodolo5ical contributions to a particular topic. >iterature reviews are secondary

sources, and as such, do not report any new or ori5inal experimental wor). 9lso, a

literature review can be interpreted as a review of an abstract accomplishment.

9ccordin5 to 6eon and Choi ( $+1$4 , identifies the employer satisfaction

and customer satisfaction relationship by relatin5 customer satisfaction to employee

performance model. 'ome of the previous research probin5 this lin) was criticized

for the practice of measurin5 focal variables. #he results su55est that the employer

satisfaction and customer satisfaction relationship is unilateral rather than mutual.

In particular, usin5 dyadic data, this study found out employees 3ob satisfaction

leads to customer satisfaction but not vice versa. #his findin5 is noteworthy

because a possible common method bias has been ruled out in the present study

since it has been analysed based on dyadic data. ?e also examined the variables

which moderate the relationship between employer satisfaction and customer

satisfaction. %or a hypothesis testin5, two )ey variables @ dispositional variables

and or5anizational variables were identified. 'elf*efficacy and cooperative

orientation are considered dispositional variables while perceived fairness and

supervisory support are considered or5anizationally related variables. #his study

found only dispositional variables @ self efficacy and cooperative orientation @

mar5inally moderate the effect of employer satisfaction on customer satisfaction.

#his indicate that the hi5her the self efficacyAcooperative orientation, the 5reater the

impact of employer satisfaction on customer satisfaction.

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9ccordin5 to %raerin5 and 7inor ($+184, empirical support for the beyond

loyalty model means that these findin5s are only the be5innin5 of additional

pro5ress in understandin5 satisfaction*loyalty relationships. #he results of this

research are only 5eneralizable to the financial services industry, and furthermore

are only 5eneralizable at the retail level. #hus this research is a startin5 point for

explorin5 the relationships between satisfaction, the phases of loyalty, and a sense

of virtual community in the institutional mar)et for financial services, as well as

related service industries such as insurance, securities bro)erAdealers, and mutual

funds. #he time has also come for mar)etin5 strate5ists to formulate plans to ma)e

5ood use of the empirical evidence obtained in this research.

9ccordin5 to Ilias et al., ($+104, in an attempt to understand customers

intention to repeat their online purchases, the paper sheds li5ht on the effect of

experience on a rather complete and commonly applied online shoppin5 behaviour

model. 'pecifically, this study explores the moderatin5 effect of experience on the

relationship of effort expectancy, performance expectancy, self*efficacy, and trust

with satisfaction, as well as on the relationship of satisfaction with intention to

repurchase. #he findin5s indicate that experience moderates the relationship of

performance expectancy with satisfaction as well as the relationship between

customers satisfaction with intention to repurchase while the effect of trust remains

constant and si5nificant re5ardless of the customers level of experience

'pecifically, experience stren5thens the effect of performance expectancy on

satisfaction, )eeps constant the effect of trust on satisfaction, and downsizes the

effect of satisfaction on intention to repurchase.

9a)er (1$4 defines brand equity as a set of assets lin)ed to the brand

name (or symbol4 that add value, enablin5 the productAservice to command hi5her

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mar5ins and 5enerate current and future sales. #herefore, it is hardly surprisin5 that

brand equity enhances financial performance (Peterson and 6eon5, $+1+4 and that

investors disproportionately value stron5 brands (7adden et al., $++&4. #hese lin)s

between brand equity and favorable financial outcomes can be used to 3ustify

advertisin5 bud5ets (Peterson and 6eon5, $+1+4 , based on the reasonin5 that

communicatin5 product availability, features, and benefits all contribute to

improved brand awareness and to cultivation of favorable attitudes towards the

brand, thereby enhancin5 brand value (9ilawadi et al., $++84.

'atisfaction is perceived as a 5lobal consumer response in which consumers

reflect on their pleasure level while C' is defined as the overall level of attainment

of a customers expectations (9)inboade et al., $+1$4. #he conceptualisation of C'

construct follows three theoretical modelsB 2anos model, disconfirmation*of*

expectations model, and 9merican customer satisfaction model (9C'74. %irst, the

2ano model classifies product or service attributes based on how they are perceived

by customers and their effect on C'. 9ccordin5ly, recent research su55ests that

service or product attributes fall into three cate5ories with a different impact on C'B

basic factors, performance, service quality is conceptualised as the difference

between customers expectations for service performance prior to the service

encounter and their perceptions of the actual service received (9subonten5 et al.,

1&4. 9ccordin5ly, it is operationalised as either, the calculated difference between

customer expectations and performance perceptions of a service encounter

(Parasuraman et al., 1!!4 or as a direct comparison between customers

performanceperceptionsandtheirexpectationsoftheserviceencounter(Croninand#aylo

r, 1$4, resultin5 in two competin5 modelsB 'D:9> and 'P%,

respectively. 'D:9> directly measures both expectations and performance

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perceptions whereas 'P% only measures performance perceptions.

'P% assumes that respondents provide their ratin5s by automatically

comparin5 performance perceptions with performance expectations. #hus,

'P% posits that directly measurin5 performance expectations is

unnecessary. Comprehensive meta*analysis studies ( Carrillat and 6aramillo, $++E"

Chen et al., $+114 concluded that both 'D:9> and 'P% are equally

valid predictors of overall 'D. /evertheless, since 'D:9> scale has richer

dia5nostic value than 'P%, this study adopted the 'D:9> scale.

9lthou5h, C> is difficult to define, there are three distinctive approaches to

measure loyaltyB behavioural measurements" attitudinal measurement" and

composite measurements. %irst, the behavioural measurements approach is based

on consistent and repetitious purchase behaviour. Fowever, repeat purchases are

not always the result of a psycholo5ical commitment toward a brand or service. %or

example, in monopolistic electricity utility service, repeated purchase of power

does not necessarily mean commitment. 'econd, attitudinal measurements use

emotional and psycholo5ical data that indicate en5a5ement and alle5iance. %inally,

composite measurements approach of loyalty, combine the first two approaches and

measure loyalty by customers service preferences, propensity of brand*switchin5,

frequency of purchase and total amount of purchase. #he use of both attitude and

behaviour in a loyalty definition substantially increases the predictive power of

loyalty (owen and Chen, $++14. #herefore, this research draws from the

understandin5 that loyalty is a composite measurement that includes repeat

patrona5e" self stated retention, price insensitivity, resistance to counter persuasion,

and the li)elihood of spreadin5 positive word*of*mouth (6aishan)ar et al., $+++4,

however, it focuses on attitudinal measurements $E8 (utcher et al., $++14.

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3.0 RESEARCH METHODOLOGY

8.1 Introduction

#his chapter defines the methodolo5y that was used in conductin5 this

summary. #his summary was made by reviewin5 3ournals that use customer

satisfaction as its )eyword.

4.0 ANALYSIS

0.1 Customer 'atisfaction

#he contribution of this current study is to relate the employee satisfaction

and customer satisfaction lin) to comprehensive models @ employee models and

customer models @ which were proved in previous research. It is noteworthy to

demonstrate that the relationship between employee satisfaction and customer

satisfaction is unilateral rather than mutual. -ur reasonin5 re5ardin5 this unilateral

relationship is as followsB mployee satisfaction and customer satisfaction may

have different antecedent variables. Customer satisfaction may be determined

dependin5 on interaction with employees and emotional bondin5 or connection

durin5 the interaction, whereas employee satisfaction seems to be less affected by

customer satisfaction. Perhaps employees perceive that customer evaluations are

not relevant to their 3ob satisfaction, which are more li)ely to be determined by

factors such as salary, wor) environment, co*wor)ers, supervisors, and benefits.

'imply put, customer satisfaction may not be critical in formin5 employees 3ob

satisfaction. 9ccordin5 to our results, it is possible that previous research which

supported reciprocal effects from customer satisfaction to employee satisfaction

mi5ht be caused by methodolo5ical limitations measurin5 the relationship

employee satisfaction and customer satisfaction.

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esearch on customer satisfaction has a lon5 tradition in mar)etin5 in

5eneral and in service mar)etin5 in particular (e.5. 'yzman)si and Fenard, $++1"

?estbroo), 1!1 " Geithaml et al., 1!!4. -liver (1E4 defines satisfaction as the

consumers fulfillment response, the de5ree to which the level of fulfillment is

pleasant or unpleasant. Fence, satisfaction can be characterized as a 5lobal affect

evaluation or feelin5 state that is influenced by perceived performance as the

co5nitive component of the evaluation (-liver, 1E4. #he expectancy*

disconfirmation paradi5m (e.5. -liver, 1E4 su55ests that customers compare their

expectations to their experiences with a particular offerin5, and that expectancy

confirmation leads to satisfaction (itner, 1+4.

'ervice quality is conceptualised as the difference between customers

expectations for serviceperformance prior to the service encounter and their

perceptions of the actual service received (9subonten5 et al., 1&4. 9ccordin5ly, it

is operationalised as either, the calculated difference between customer

expectations and performance perceptions of a service encounter (Parasuraman et

al., 1!!4 or as a direct comparison between customers performance perceptions

and their expectation sof the service encounter(Croninand#aylor, 1$4, resultin5 in

two competin5 modelsB 'D:9> and 'P%, respectively. 'D:9>

directly measures both expectations and performance perceptions whereas

'P% only measures performance perceptions. 'P% assumes that

respondents provide their ratin5s by automatically comparin5 performance

perceptions with performance expectations. #hus, 'P% posits that directly

measurin5 performance expectations is unnecessary. Comprehensive meta*analysis

studies ( Carrillat and 6aramillo, $++E" Chen et al., $+114 concluded that both

'D:9> and 'P% are equally valid predictors of overall 'D.

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/evertheless, since 'D:9> scale has richer dia5nostic value than

'P%, this study adopted the 'D:9> scale.

elationship between customer loyalty (C>4,customer service (C'4 and

service quality ('D4 'everal studies have assessed the relationship between 'D, C'

and C> mainly in the context of private sector. %irst, some studies have examined

the relationship between 'D and C' stemmin5 from the debate that 'D and C' are

the same concept, on one hand, and that they are different but related concepts on

the other. C' is perceived as a broader concept, whereas 'D is perceived as a

component of C' (2iran, $+1+4. 'pecifically, 'D is an antecedent of C' (loemer

et al., 1!" Pollac), $++" Han5uli and oy, $+114. 'econd, some researchers

(loemer et al., 1!" Han5uli and oy, $+11 " 6u5a et al., $+1+" Pollac), $++"

'antouridis and #rivellas, $+1+4 have assessed the relationship between 'D and C>

while utcher et al. ($++14, loemer et al. (1!4 , evara3 et al. ($++14, Han5uli

and oy ($+114, 6u5a et al. ($+1+4 and Ismail et al. ($++&4 examined the

relationship between C' and C>. #hese studies focused on private sector services.

-nly 95us et al. ($++E4 and i5neJ et al. ($++84 assessed the relationship between

'D and C' in public sector. %inally, some studies have shown that C' partially

mediates the relationship between 'D and C> (Caruana, $++$" Ismail et al., $++& "

ahim et al., $+1+" 'antouridis and #rivellas, $+1+4. 9lthou5h there is an enormous

amount of research studies that examine the relationship between 'D, C' and C> in

the context of private sector, there is a surprisin5ly paucity of literature on the

application of these concepts in public sector.

5.0 CONCLUSION

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In conclusion, there a lot of factors that contributes to customer satisfaction.

?e have to loo) to the industry to measure its customer satisfaction. %or example

7uslim customers establish relationships with Islamic ban)s because they trust that

Islamic ban)s are 'hariah compliant. #herefore, providin5 secure ban)in5 products

that are fully compliant with Islamic principles are necessary. (9min et al., $+104.

-n the other hand, fair service not only has a si5nificant impact on customer

satisfaction, but also plays a role equivalent to service quality in determinin5

customers trust and perceived value, which in turn lead to customer satisfaction.

rand equity, In summary, the relationship between advertisin5 expenditures and

their brand equity payoff Customer satisfaction, appears 5reater for companies with

not 3ust satisfied customers but customers who are more 9dvertisin5, satisfied than

are the customers of rival brands. 7ana5ers may intuitively have suspected

Competitors that all alon5, but this supportin5 data may help them to act on that

intuition.

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Ilias -. Pappas 9damantia H. Pateli 7ichail /. Hianna)os assilios

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customer satisfaction and repurchase intentionsK, International 6ournal of etail M

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7artin %raerin5 7ichael '. 7inor, ($+184,Keyond loyaltyB customer satisfaction,

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Chris aumann Hre5 lliott 'uzan urton, ($+1$4,K7odelin5 customer satisfaction

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