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Customer Satisfaction of Quality in a Malaysian Mobile Phone Manufacturing Company: An Employees Perception

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Author(s): J. Sreenivasan | S. Bains

Journal: Journal of Applied Sciences
ISSN 1812-5654

Volume: 11;
Issue: 22;
Start page: 3688;
Date: 2011;
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Keywords: Customer satisfaction | quality | manufacturing industry | employee`s perception

ABSTRACT
Quality can never be achieved without commitment, competence and communication. Companies should understand that quality is doing a few things very well over a long period which when done properly can improve profit and ensure the long term survival of the company. Unsatisfied customers not only stop acquiring services from a particular organization but also can quickly damage the organizations image. Dealing effectively with customers can actually boost satisfaction, loyalty, retention and the organizations image as well. This study aims at studying the employees perception of customer satisfaction and quality. It is highly essential for the employees to be aware of the importance of customer satisfaction which can be an excellent means and ways to improve the organization. Hence, the main objective is focused on Employees perception of the importance of customer satisfaction with mobile manufacturers in Malaysia. However, the specific objective is to assess the awareness of the importance of customer satisfaction and to study the practices followed in order to improve customer satisfaction. As quality is an important sphere of customer satisfaction, from the results it can be said that the manufacturer provides quality products to its customers in the race of pursuing a long term relationship with these customers. Attaining high levels of customer satisfaction ultimately encourages customer loyalty which leads to growth and profitability for the manufacturer.
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