Formulating direct sales customers’ satisfaction strategies : Application of Importance-Performance Analysis (IPA) approach / Rosidah Musa

• Main Author: Musa, Rosidah
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA Cawangan Pahang 2005
• Subjects: Planning. Business planning. Strategic planning; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: http://ir.uitm.edu.my/id/eprint/31531/1/31531.pdf; http://ir.uitm.edu.my/id/eprint/31531/
• Institution: Universiti Teknologi Mara

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 s...