A study on customer satisfaction in the training service sector: Saffone Counselling Training and Consultant Sdn Bhd / Noradahwiah Moktar, Noraini Zainuddin and Noor Zaidah Omar

Moktar, Noradawiah and Zainuddin, Noraini and Omar, Noor Zaidah (2016) A study on customer satisfaction in the training service sector: Saffone Counselling Training and Consultant Sdn Bhd / Noradahwiah Moktar, Noraini Zainuddin and Noor Zaidah Omar. Masters thesis, Universiti Teknologi MARA, Johor.

Abstract

Saffone Counselling and Training Consultant (Saffone) provides professional and corporate training programs. The ever expanding training industry in Malaysia requires Saffone to remain competitive to maintain the business and ensure higher return. This research focuses on the study of customer satisfaction in the training sector in Saffone by identifying the current business condition of Saffone, determining the relationship between price, service quality and corporate image towards customer satisfaction. The final objective is to propose a strategic initiatives using Blue Ocean Strategy to improve customer satisfaction and ultimately financial performance for Saffone. The primary data was obtained through an interview with key personnel of Saffone. Quantitative data was obtained through survey conducted where questionnaires were distributed to participants of selected courses. Survey questionnaire was analysed using SPSS and analysis such as correlation and regression were used to compute the data. The finding recommended Saffone to focus on its market penetration and product development. There are strong positive relationship between the Price, Corporate Image and Service Quality, the three variables and customer satisfaction. The Blue Ocean Analysis revealed certain initiatives to be taken to increase customer satisfaction and better allocation of its funds. The suggested increase in price would enable funds to be used elsewhere. Service quality dimensions that do not require funding should be raised whilst those that incurs high costs like empathy should be reduced. Reliability and responsiveness can be improved by staff training and better management both of which require minimal injection of funds. Furthermore, creating a customer data base would further enhance Saffone's performance.

Metadata

Item Type: Thesis (Masters)
Creators:
Creators
Email / ID Num.
Moktar, Noradawiah
2013145357
Zainuddin, Noraini
2013123841
Omar, Noor Zaidah
2013173969
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Daut, Azizah
132295
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Personnel management. Employment management > Training of employees. Employer-supported education
Divisions: Universiti Teknologi MARA, Johor > Pasir Gudang Campus > Faculty of Business and Management
Programme: Master in Business Administration
Keywords: Training industry, customer satisfaction, UiTM Pasir Gudang
Date: 2016
URI: https://ir.uitm.edu.my/id/eprint/40342
Edit Item
Edit Item

Download

[thumbnail of 40342.pdf] Text
40342.pdf

Download (159kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

40342

Indexing

Statistic

Statistic details