Staff View: Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman

Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman

Relationship marketing is an importance strategy to implement by the company in order to success in the market. Through relationship marketing, every company will create the total customers satisfaction in competing with their competitors, The relationship strategic becomes a heart of the company...

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Main Author:	Othman, Khairol Azli
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2003
Subjects:	Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations
Online Access:	http://ir.uitm.edu.my/id/eprint/22339/1/PPb_KHAIROL%20AZLI%20OTHMAN%20M%20BM%2003_5.pdf http://ir.uitm.edu.my/id/eprint/22339/
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id	my.uitm.ir.22339
record_format	eprints
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations
spellingShingle	Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations Othman, Khairol Azli Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman
description	Relationship marketing is an importance strategy to implement by the company in order to success in the market. Through relationship marketing, every company will create the total customers satisfaction in competing with their competitors, The relationship strategic becomes a heart of the company to get better profitability's and stronger sustainable competitive advantage. Building a good relationship with customers is necessary and should be one of the company's main goals , Relationship marketing allows the company to focus on quality, customer service and marketing in order to maintain and build up good relationship with their customers. The linkages between quality, customer service and marketing must be exploited to achieve total customer's satisfaction and long-term relationship. From the research observation, many companies are still not noticeable towards the important of relationship marketing. CSSB is one of the company for example, which the researcher found it is still lacking in practicing of "relationship marketing" in their marketing activities whereby the company is still didn't have any special department to handle customer's requests, the follow-up after sales only done to a small number of customers, the service provided is only at a time of purchased and CSSB will only meet their customers once a year when the time of collecting payment for tile advertising services of their customer's website. Moreover, CSSB also didn't have activities or program to initiate a long term relationship with customers such as sending cards; asking they how the service offered, meet the customers and etc. Based on the problem statement, this research was conducted to achieve these objectives: (1) to study the effects of relationship marketing towards customers' satisfaction, (2) to determine strengths and weaknesses of CSSB In building and maintaining their relationship with customers and (3) to find-out and sub sequentiy to recommend the appropriate relationship marketing strategies to increase the customers' satisfaction. In terms of research methodology and design, 70 questionnaires had being distributed to the CSSB customers such as car dealers, manufacturers, suppliers, and workshops at Selayang and Klang Valley areas. However, only 47 questionnaires were successful colleted. Statistical Package for Social Science (SPSS) has been used to analyze the data in terms of frequencies and cross-tabulation. From the finding, it can be summarized the.t relationship marketing has a positive effect towards customers' satisfaction especially in terms of efficiency and friendliness, level of pricing and relationship with customers. It is also found that all of the variables which had being mentioned earlier become the strengths of CSSB. Several weaknesses has also to be focus by CSSB such as in terms of after sales services, incentives given; punctuality of services and the level of CSSB staffs encounter the customers' problem effectively in order to create good relationship with their customers and to make them satisfied with the services or products offered. From the study, several recommendations for maintaining good relationship and subsequently satisfy the customers were obtained from the respondents, which are: {1} focus on customers and quality orientation and (2) increase and maintain quality of services, Therefore, from the researcher opinion, CSSB should improve their management; such as marketing team, advertising and web designer in order to increase staffs' performance and also focus on services provided in order to deliver only what customers wants and needs. In maintaining relationship, it is important to create commitment, satisfaction and trust between staffs and their customers by providing high standard of quality in services or products offered.
format	Student Project
author	Othman, Khairol Azli
author_facet	Othman, Khairol Azli
author_sort	Othman, Khairol Azli
title	Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman
title_short	Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman
title_full	Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman
title_fullStr	Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman
title_full_unstemmed	Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman
title_sort	relationship marketing and its effects towards customers' satisfaction: a case study on cari sparepart sdn. bhd. / khairol azli othman
publisher	Faculty of Business and Management
publishDate	2003
url	http://ir.uitm.edu.my/id/eprint/22339/1/PPb_KHAIROL%20AZLI%20OTHMAN%20M%20BM%2003_5.pdf http://ir.uitm.edu.my/id/eprint/22339/
_version_	1685649590070542336
spelling	my.uitm.ir.223392018-12-18T08:43:14Z http://ir.uitm.edu.my/id/eprint/22339/ Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman Othman, Khairol Azli Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations Relationship marketing is an importance strategy to implement by the company in order to success in the market. Through relationship marketing, every company will create the total customers satisfaction in competing with their competitors, The relationship strategic becomes a heart of the company to get better profitability's and stronger sustainable competitive advantage. Building a good relationship with customers is necessary and should be one of the company's main goals , Relationship marketing allows the company to focus on quality, customer service and marketing in order to maintain and build up good relationship with their customers. The linkages between quality, customer service and marketing must be exploited to achieve total customer's satisfaction and long-term relationship. From the research observation, many companies are still not noticeable towards the important of relationship marketing. CSSB is one of the company for example, which the researcher found it is still lacking in practicing of "relationship marketing" in their marketing activities whereby the company is still didn't have any special department to handle customer's requests, the follow-up after sales only done to a small number of customers, the service provided is only at a time of purchased and CSSB will only meet their customers once a year when the time of collecting payment for tile advertising services of their customer's website. Moreover, CSSB also didn't have activities or program to initiate a long term relationship with customers such as sending cards; asking they how the service offered, meet the customers and etc. Based on the problem statement, this research was conducted to achieve these objectives: (1) to study the effects of relationship marketing towards customers' satisfaction, (2) to determine strengths and weaknesses of CSSB In building and maintaining their relationship with customers and (3) to find-out and sub sequentiy to recommend the appropriate relationship marketing strategies to increase the customers' satisfaction. In terms of research methodology and design, 70 questionnaires had being distributed to the CSSB customers such as car dealers, manufacturers, suppliers, and workshops at Selayang and Klang Valley areas. However, only 47 questionnaires were successful colleted. Statistical Package for Social Science (SPSS) has been used to analyze the data in terms of frequencies and cross-tabulation. From the finding, it can be summarized the.t relationship marketing has a positive effect towards customers' satisfaction especially in terms of efficiency and friendliness, level of pricing and relationship with customers. It is also found that all of the variables which had being mentioned earlier become the strengths of CSSB. Several weaknesses has also to be focus by CSSB such as in terms of after sales services, incentives given; punctuality of services and the level of CSSB staffs encounter the customers' problem effectively in order to create good relationship with their customers and to make them satisfied with the services or products offered. From the study, several recommendations for maintaining good relationship and subsequently satisfy the customers were obtained from the respondents, which are: {1} focus on customers and quality orientation and (2) increase and maintain quality of services, Therefore, from the researcher opinion, CSSB should improve their management; such as marketing team, advertising and web designer in order to increase staffs' performance and also focus on services provided in order to deliver only what customers wants and needs. In maintaining relationship, it is important to create commitment, satisfaction and trust between staffs and their customers by providing high standard of quality in services or products offered. Faculty of Business and Management 2003 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/22339/1/PPb_KHAIROL%20AZLI%20OTHMAN%20M%20BM%2003_5.pdf Othman, Khairol Azli (2003) Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman. [Student Project] (Unpublished)
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Relationship marketing and its effects towards customers' satisfaction: a case study on Cari Sparepart Sdn. Bhd. / Khairol Azli Othman

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