Are satisfied customers the key to maintaining sales? : an investigation of the effectiveness of customer satisfaction and organizational socialization in customer retention

Pao Yue-kong Library Electronic Theses Database

Are satisfied customers the key to maintaining sales? : an investigation of the effectiveness of customer satisfaction and organizational socialization in customer retention

 

Author: Sun, Wai Jose
Title: Are satisfied customers the key to maintaining sales? : an investigation of the effectiveness of customer satisfaction and organizational socialization in customer retention
Degree: M.Sc.
Year: 1998
Subject: Consumer satisfaction -- China -- Hong Kong
Customer relations -- China -- Hong Kong
Organizational behavior -- China -- Hong Kong
Organizational sociology
Banks and banking -- Customer services -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Dept. of Management
Pages: vii, 78 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1446506
URI: http://theses.lib.polyu.edu.hk/handle/200/1523
Abstract: The worldwide quality movement that has swept the manufacturing sector over the last decade is beginning to take shape in the service sector, especially in the banking field. The shift to quality focus is essential to the comeptitive survival of service business. In order to maintain sales and profit, managers are focusing on satisfying customer by improving their service quality. Research supported the long-term effect of customer satisfaction on customer retention. Also, customer organizational socialization was proved to be an effective tool to increase customer satisfaction. However, little researches study the direct relationship between customer organizational socialization and customer retention. Therefore, in this study, a model of customer repurchases intention was proposed. The model investigates the effectiveness of customer satisfaction and organizational socialization in customer retention. A quantitative study was developed to test the proposed model. One hundred twenty-five corporate customers of a Bank in Hong Kong participated in the survey. Results revealed customer organizational socialization, much more effective than customer satisfaction, is the main key to retain customer. The result gives some managerial implications for the Bank to strengthen its customer base (customers with loyalty).

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