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Marketing - Essay Example

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Abstract The current research aims to determine customers’ assessments of the service quality of STC’s services and their satisfaction towards these. Customer loyalty, word-of-mouth behaviours, and cultural values have also been measured through a self-administered survey questionnaire…
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Download file to see previous pages... Moreover, it has also established low ratings in aspects such as the satisfaction of customers, how loyal customers are and consumers behaviours through word-of-mouth. Significant, positive relationships have been found between customer satisfaction and each of the aspects of service quality that were discussed above; as well as between satisfaction with service and customer loyalty; and word-of-mouth consumer behaviours with customer loyalty. There was no significant correlation found between cultural values and service quality assessments. To measure the degree to which customers uses word of mouth in line with the services provided by the Saudi Telecom Company. To analyse and examine the relationship that is present between customer satisfaction and the quality of service in Saudi Telecom Company. To analyse the relationship between the satisfaction and the loyalty of customers in Saudi Telecom Company. To analyse the relationship that has developed between word-of-mouth and customer loyalty in Saudi Telecom Company. ...
Is the loyalty of customers and their satisfaction related in Saudi Telecom Company? Are customer loyalty and word-of-mouth linked in Saudi Telecom Company? The model presented above serves as the present study’s theoretical framework. It has been influenced by the studies conducted by Parasuraman et al. (1988). Upon the formulation of the framework, the hypotheses would be tested for validity purposes (Parusaraman, Zeithamal, Berry, 1985; Newman & Benz, 1998). 8.2.1. Service Quality and Customer Satisfaction Mittal and Kamakura (2001) stated that an individual’s satisfaction is the general assessment of a performance of a particular item or service at present. The significance of the role of customers in business is emphasized by Kassim (2001) through stating that 75 percent of a firm’s budget allocated for marketing purposes should be allotted for strategies that would retain customers, as well as to build and reinforce relationships with profitable ones. Mittal and Kamakura (2001) discussed that a customer’s satisfaction towards an item, service or the company, is in accordance with the degree of relationship that will be formed between the consumer and the company, as satisfaction is tantamount to one’s predilection to repurchase (Kassim, 2001; Mittal and Kamakura, 2001). The hypotheses for the research questions above are: H1aa: A positive relationship exists between the level of customer satisfaction and tangibles in relation to the services that are provided by the Saudi Telecom Company. H1a0: There is no relationship present between tangibles in the services that Saudi Telecom Company provides and the amount of customer satisfaction. H1ba: Customer ...Download file to see next pagesRead More
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