Formulating Direct Sales Customers’ Satisfaction Strategies: Application of Importance-Performance Analysis (IPA) Approach. Gading Business and Management Journal, 9 (1). pp. 1-25. (2005)
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
customers 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
| Item Type: | Article |
|---|---|
| Keywords: | Business performance, Management, Marketing |
| Taxonomy: | By Subject > Business & Management > Management By Subject > Business & Management > Marketing |
| Local Content Hub: | Subjects > Business & Management |
| Depositing User: | Mohd Fadhli Samsudin |
| Date Deposited: | 01 Aug 2021 13:35 |
| Last Modified: | 01 Aug 2021 13:35 |
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