Customer Satisfaction

Principal Component Analysis of Customer Satisfaction and Repeat Purchase Behaviour in the Mobile Telephony Market in Ghana (Published)

The purpose of the current study was to establish the relationship mobile telephony customers in Ghana’s repeat purchase behaviour and satisfaction. In order to achieve the aim of the study, principal component analysis was made to establish the principal components factors of customer repeat purchase behaviour, dimensions of customer satisfaction, and the relationship between repeat purchase and satisfaction. A sample of three thousand (3,000) mobile phone users was selected from the three major cities in Ghana of Accra, Kumasi and Takoradi for the survey, using Likert scale questions. The findings revealed that three variables: call rate, service reliability, meeting customer’s expectation were the key underlying dimensions determining customer satisfaction of mobile telephone users in Ghana. Again it was found that change of mobile network is a permanent feature of mobile users in Ghana which might not necessarily reflect dissatisfaction. The results further indicated that customer satisfaction of mobile telephony users in Ghana is reflected by high or very high commitment to repeat purchase. Finally, the study showed that mobile users repeat purchase behaviour is influenced primarily by reference group influence rather than customer satisfaction. Thus no relationship was found between customer repeat purchase and satisfaction of mobile users in Ghana.

Keywords: Customer Satisfaction, Principal Component Analysis, Purchase Intentions, Repeats Purchase

Effect of Service Quality Dimensions on Customer Satisfaction: A Comparative Analysis of Pakistan Telecom Sector (Published)

The purpose of this study is to establish the relationship between service quality and customer satisfaction. Two main dimensions of service quality were taken i.e. reliability and empathy. This is a quantitative analysis and the data was collected in the form of communication-based questionnaires. The sample size was 400 respondents and four main telecom service providers were considered for the study. The results were calculated by analytical software SPSS-20. It was concluded that service reliability and service empathy both have an effect on customer satisfaction. It was also determined that some factors were more satisfactory than the others. The findings of study reveal that percentages of customer satisfaction change with the service quality dimensions of reliability and empathy. Overall, it can be established that there is a significant relationship between customer satisfaction and service quality dimensions of empathy and reliability.

Keywords: Customer Satisfaction, Empathy, Reliability, Service Quality

ASSESSING THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY: A CASE STUDY OF THE CELLULAR INDUSTRY OF GHANA (Published)

The study investigated the relationship between service quality and customer loyalty in the Cellular industry of Ghana. The research was conducted after the introduction of the Mobile Number Portability (MNP) system. The SERVQUAL model was used to measure relationship between service quality and customer loyalty among cellular service providers with customer satisfaction mediating these variables. Survey questionnaire was used to collect 311 data from mobile users who are subscribers of 5 of the major cellular firms in Accra Metropolis of Ghana. The data was analysed using correlation and multiple regression analysis. The findings revealed that service quality variables such as Tangibles, Responsiveness, Reliability, Assurance and Empathy have a positive influence on customer loyalty through customer satisfaction. The result further revealed customer satisfaction has a direct relationship with customer loyalty. The study recommends that mobile operators endeavour to improve the quality of mobile services offered to clients.

Keywords: Customer Satisfaction, Customer loyalty, Dimension., SERQUAL model, Service Quality

MODERATING EFFECT OF INFORMATION TECHNOLOGY UTILIZATION ON THE RELATIONSHIP BETWEEN COMMITMENT AND CUSTOMER SATISFACTION (Published)

Commitment is an essential ingredient for successful long-term relationships between customer satisfaction and information communication technology utilization. Developing Customer’s commitment in business relationships pays off in increased profits, customer retention, willingness to refer and recommend. Practitioners and scholars have identified customer value as a pivotal issue in the management of hotel business relationships. Of late the hospitality industry has witnessed growing interest in relationship marketing, customer satisfaction and information communication technology utilization. Although relationship marketing has been identified as an effective strategy to attract, maintain and enhance customer relationships, there are few empirical studies that have tested the underlying assumptions on classified star hotels of the relationship marketing research is based on. The aim of this study was to determine the moderating effect of information technology communication (ICT) utilization on the relationship between commitment and customer satisfaction by classified hotels. Descriptive research design was adopted for this study. The target population was 6067 customers at classified star hotels in Nairobi Kenya and a sample size of 375 was obtained using proportionate sampling from five categorized star hotels. Data was collected using a 5 Likert-scale questionnaire. Data was analyzed using multiple regression analysis. The study revealed that commitment strategy significantly affects customer satisfaction (β= .309, p-value = 0.001) thus the study rejected H01 since β≠0 and p-value was less than α. The moderating effect of Information Technology Utilization explained 5.7% variance in Customer Satisfaction above and beyond the variance by commitment strategy scores. H02 was rejected since β≠0 and p-value was less than α. This study concluded that commitment strategy as an element of relationship marketing practices significantly affects customer satisfaction. This study recommends that classified star hotels managers should develop high levels of affective commitment and calculative commitment to build the strongest relationships with customers. Important factors of commitment include creating attachment, flexibility and a good environment for the customers.

Keywords: Classified Star Hotels, Commitment, Customer Satisfaction, Information Technology Utilization, Relationship Marketing

7PS MARKETING MIX AND RETAIL BANK CUSTOMER SATISFACTION IN NORTHEAST NIGERIA (Published)

Customer satisfaction is a continuous process that management must engage in. This study analysed customer satisfaction using 7Ps marketing mix elements to retail bank customers in North east Nigeria. Objectives include examining product, price, place, promotion people, process and physical evidence as drivers of retail bank customer satisfaction. Seven hypotheses were formulated to address the objectives. Data were collected from a sample size of 405 respondents comprising of academic and senior non-academic staff in universities and polytechnics in North east region of Nigeria through questionnaire administration. The study used correlation and regression analysis. The results found that product, process and physical evidence were significantly related to customer satisfaction while price, promotion, place and people are not significantly related. It was also found that process is the most influential driver while price is the least influential. Finally, the study recommends that management should improve the marketing mix elements by applying the right mix to attract and retain customers.

Keywords: 7Ps Marketing Mix, Customer Satisfaction, Northeast Nigeria, Retail Banking

ANALYZING THE ANTECEDENTS OF CUSTOMER LOYALTY (Published)

This research study looked at analyzing the antecedents of customer loyalty namely; corporate image, customer satisfaction, and service quality. Based on the review of the previous literature, the research hypotheses were drawn. Questionnaires were designed and distributed to the tourists’ residents of the five stars hotels in Egypt. Findings revealed a positive relationship between corporate image and customer loyalty, customer satisfaction and customer loyalty and service quality and customer loyalty. It’s suggested that future research may be extended to other sectors and domains within Egypt.

Keywords: Corporate Image, Customer Satisfaction, Customer loyalty, Service Quality

MODERATING EFFECT OF INFORMATION TECHNOLOGY UTILIZATION ON THE RELATIONSHIP BETWEEN COMMUNICATION AND CUSTOMER SATISFACTION (Published)

Relationship marketing has been identified as an effective strategy to attract, maintain and enhance customer relationships. Hospitality industry by extension supports and enhances tourism sector and has grown, evolved and developed over the years globally, regionally and in Kenya thus making meaningful contribution to economy in terms of employment, revenue and profit. Classified star hotels provide services such as reservation, telecommunication, front office, restaurant and accommodation for customers or guests. Communication as relationship marketing practice is therefore important in service industry. Despite the importance of communication in the hospitality industry, there are few empirical studies that have tested the underlying assumptions on classified star hotels which much of the relationship marketing research is based on. The aim of this study was to determine the moderating effect of information technology communication (ICT) utilization on the relationship between communication and customer satisfaction by classified hotels. Descriptive research design was adopted for this study. The target population was 6067 customers at classified star hotels in Nairobi Kenya and a sample size of 375 was obtained using proportionate sampling from five categorized star hotels. Data was collected using a 5 Likert-scale questionnaire. Data was analyzed using multiple regression analysis. The study revealed that communication (β= .011, p-value = 0.908) as a relationship marketing practice did not have a statistically significant effect on customer satisfaction. Thus, the study failed to reject H01 since p-value was greater than α. The moderating effect of Information Technology Utilization explains 7.8% variance in customer satisfaction above and beyond the variance by communication scores. H02 was rejected since β≠0 and p-value was less than α. This study concluded that communication strategy has no significant effect on customer satisfaction. The study concluded that ICT utilization moderated the relationship between relationship marketing practices and customer satisfaction. It is therefore recommended that managers of classified star hotels should understand the implications of prioritizing elements based on their effect on customer satisfaction.

Keywords: Classified Star Hotel, Customer Satisfaction, Information Technology Utilization, Relationship Marketing, communication

THE IMPACT OF RELATIONSHIP QUALITY ON REPURCHASE INTENTION TOWARDS THE CUSTOMERS OF AUTOMOTIVE COMPANIES IN SUDAN (Published)

With the continuous and accelerating changing of the marketing tools, changing of consumer choices, educated consumers, merging of new competitors in the market, the automotive companies will face a fierce competition in automotive market, all these above factors create some challenges for companies such as keeping their and retaining their customers and enhancing the repurchase intention of the customers. Therefore the companies have to adopt new marketing tools such as relationship quality concept to keep and retaining customers, moreover, it is better for automotive companies to pay more effort for retaining customer rather than getting new one, and investigate more to such factors that effecting repurchase intention. There for this paper will aim to find out the relationship quality dimensions affects on repurchase intention depending on the theory of planned behavior intention approach.

Keywords: Customer Satisfaction, Customer commitment, Customer trust, Relationship quality, Repurchase intention

APPLYING HIERCARCHIAL SERVICE QUALITY MODEL IN MEASURING MOBILE PHONE SERVICE QUALITY IN ALGERIA (Published)

Using mobile phone service as an example, we analysed and tested the validity of the hierarchical model of service quality developed by Brady and Cronin in the measurement of service quality in Algeria; using a sample of 350 respondents representing the customers of mobile phone service providers in Algeria. Through using confirmatory factor analysis and correlation coefficient measurements, we were able to confirm that all three levels of the proposed hierarchical structure; including the primary dimensions of interaction, outcome, and environment qualities, were important and valid in measuring mobile phone service quality in Algeria. Our study results have also enabled us to produce a slightly modified version of the hierarchical model of service quality measurement that is appropriate to the Algerian service sector. Our proposed modified model provides implications for future research on service quality measurements in Algeria.

Keywords: Customer Satisfaction, Hierarchical Service Quality Model, Mobile Phone Service, Service Quality

THE EFFECT OF EMOTIONAL INTELLIGENCE ON THE FINANCIAL PERFORMANCE OF COMMERCIAL BANKS IN GHANA: THE MEDIATION ROLE OF RELATIONSHIP MARKETING, SERVICE QUALITY, CUSTOMER SATISFACTION (Published)

This study examines the effect of emotional intelligence on financial performance of commercial banks in Ghana from the perspective of the mediation role of relationship marketing, service quality and customer satisfaction. It goes further to indicate the relative impacts of these mediating variables on financial performance. A complete picture of the monetary effects of investing in the enhancement of employees’ emotional intelligence is hence the core of this paper. The study is a descriptive quantitative study in which a sample of 220 each of service providers and customers in 20 commercial banks in Ghana are used. Pearson’s correlation test, partial correlation test and ordinary least squares regression analysis were used to analyse data. According to findings, emotional intelligence positively relates to relationship marketing (r = .804, p = .000), service quality (r = .601, p = .000), customer satisfaction (r = .426, p = .000) and financial performance (r = .734, p = .000). Emotional intelligence also significantly predicts relationship marketing, service quality, customer satisfaction and financial performance by contributing 64.7%, 63.2%, 23.2% and 32% of the variance respectively. It is made evident that relationship marketing provides the most dominant mediation in the relationship between emotional intelligence and financial performance in the face of service quality and customer satisfaction. Commercial banks are therefore encouraged to deploy resources towards equipping their service providers with emotional intelligence

Keywords: Banks’, Customer Satisfaction, Emotional Intelligence, Financial Performance, Relationship Marketing, Service Quality, service providers