Formulating direct sales customers’ satisfaction strategies : Application of Importance-Performance Analysis (IPA) approach / Rosidah Musa

Musa, Rosidah (2005) Formulating direct sales customers’ satisfaction strategies : Application of Importance-Performance Analysis (IPA) approach / Rosidah Musa. Gading Business and Management Journal, 9 (1). pp. 1-25. ISSN 2600-7568

Abstract

In highly competitive markets, customer satisfaction is a key driver in realising positive outcomes such as customer loyalty, customer retention and, ultimately profitability, thus making its measurement and management crucial. Despite its importance, the attempt to understand what makes customers satisfied remains a difficult task and this pose key challenge and is a critical management issue today. For these reasons customer satisfaction is the primary focus of this study. The data for this research was collected from 400 ustomers of the direct sales channel within three districts in Klang Valley via ‘drop off and collect’ survey technique. The present study aims to unravel the key attributes that drive customer satisfaction with the direct sales channel. Consequently, these attributes will be analysed in order to develop and formulate marketing strategies by utilising the Importance–Performance Analysis (IPA). IPA is an easy-to-use analytical technique that offers prescriptions for the management of customer satisfaction. The results have important implications for future research directions and management practise.

Metadata

Item Type: Article
Creators:
CreatorsEmail / ID. Num
Musa, RosidahUNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management > Planning. Business planning. Strategic planning
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Pahang > Jengka Campus
Journal or Publication Title: Gading Business and Management Journal
Journal: UiTM Journal > Gading Journal for the Social Sciences (GADINGSS)
ISSN: 2600-7568
Volume: 9
Number: 1
Page Range: pp. 1-25
Item ID: 31531
Uncontrolled Keywords: Customer satisfaction, Importance-Performance Analysis (IPA), marketing
URI: http://ir.uitm.edu.my/id/eprint/31531

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