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LITERATURE REVIEW
CUSTOMER SATISFACTION
LITERATURE REVIEW
DEFINITION
Parker and Mathew (2001) expressed that there are two basic
definitional approaches of the concept of customer satisfaction.
The first approach defines satisfaction as a process and the
second approach defines satisfaction as an outcome of a
consumption experience.
These two approaches are complementary, as often one
depends on the other.
Customer satisfaction as a process is defined as an evaluation
between what was received and what was expected (Oliver,
1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988),
emphasizing the perceptual, evaluative and psychological
processes that contribute to customer satisfaction (Vavra, 1997,
p. 4).
LITERATURE REVIEW
Parker and Mathews (2001) expressed that attention has been
focused on the nature of satisfaction of the outcome approach
which include:
1. Emotion: Satisfaction is viewed as the surprise element of product or
service purchase and or consumption experiences (Oliver, 1981), or is an
affective response to a specific consumption experience (Westbrook and
Reilly, 1983).
CONCEPTUAL FRAMEWORK
CONCEPTUAL FRAMEWORK
H1A: Reliability has a significant and positive
effect on Service quality;
H1B: Assurance has a significant and positive
effect on Service Quality; and
H1C: Tangible has a significant and positive effect
on Service quality.
H1D: Empathy has a significant and positive effect
on Service quality
H1E: Responsiveness has a significant and
positive effect on Service quality
H2A: Service Quality has a significant and positive
effect on Customers Satisfaction
RESEARCH METHODOLOGY
The data will collect through survey. The information will be
collected directly from respondents.
The survey is to be done by personal interview, where the
information collects directly from respondents in face-to-face
situation. The measurement technique used was a questionnaire.
Questionnaire as instrument of the research as a formalized
instrument would give the respondents and the researchers a fixed
pattern to conduct a survey.
The questionnaire is structured, as it would provide better means of
recording the information.
SAMPE SIZE
SAMPE SIZE
The sample contains 100 respondents. This number is chosen
taking into consideration on the time limit and inadequacy of
manpower for the survey. This population is from Kuala
Lumpur.
SAMPLING METHOD
SAMPLING METHOD
The sampling method is non-probability in this survey we will use
judgmental sampling. The respondents shall be interviewed in their
work areas such as office, hospital, home, school, and college, and
super market in Klang Velly area.
QUESTIONNAIRE
CUSTOMER SATISFACTION SURVEY
Section A
1. Which of the following age category are
you?
16-25
26-40
41-55
56-65
66-75
2. Please indicate your gender
Male
Female
QUESTIONNAIRE
3. Which of the following indicate your type
of employment
Public employment
Private employment
Self-employment
Student
Unemployed
QUESTIONNAIRE
Section B:
4. Which of the mobile operators do you
subscribe to?
Digi
Celcom
Maxis
Others
5. Please rate your
satisfaction
this
Very
Satisfie Dissatisfie ofVery
d
d
dissatisfied
service on the satisfied
following:
No opinion
Network availability
Billing
Validity period
QUESTIONNAIRE
dissatisfied
No opinion
QUESTIONNAIRE
7. Overall, how satisfied are you with the use
of this service
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
No opinion