- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
Relation Between Employees and Customers Affects to the Positive Word of Mouth Through Customer Satisfaction
Relation Between Employees and Customers Affects to the Positive Word of Mouth Through Customer Satisfaction
TRAN, Ba Thinh (Ho Chi Minh City Open University)
HUYNH, Luong Tam (Ho Chi Minh City Open University)
Abstract
Purpose - Vietnamese customers have a crowd psychology when choosing and buying cars, they believe the advice and comments of those who have used the product. This paper aims to explore how factors in the relation between employees and customers affect to the customer's positive word of mouth (WOM) through customer satisfaction. Research design, data, and methodology - A survey was conducted with 250 customers. This research focus on six factors: (1) familiarity, (2) care, (3) personal connection, (4) employee competence, (5) customer satisfaction, (6) positive WOM. By using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM), this research determined the impact of relation between eployees and customers to the customer satisfaction in order to have the positive WOM to another customers. Results - This result shows that 3 factors: care, personal connection and service quality, have positive effects to customer satisfaction. Moreover, the similar relationship is found between customer satisfaction and positive WOM. The familiarity is not significant in this research. Conclusions - The research results indicate that positive WOM has an important impact of market development for automobile business enterprises in Vietnam. Therefore, administrators should have appropriate strategies to encourage positive WOM to customers.
- keywords
- Automobile Business Company, Customer Relationship, Customer Satisfaction, Relation between Employees and Customer, Positive Word of Mouth
참고문헌
Ahearne, M., Jelinek, R., & Jones, E. (2007). Examining the effect of salesperson service behavior in a competitive context. Journal of the Academy of Marketing Science, 35(4), 603-616.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Anderson, J. C., & Narus, J. A. (1984). A model of the distributor's perspective of distributor-manufacturer working relationships. Journal of marketing, 48(4), 62-74.
Arndt, J. (1967). Word of mouth advertising and informal communication. Risk taking and information handling in consumer behavior, 1, 188-239.
Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction:an empirical study. European journal of marketing, 35(5/6), 687-707.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International journal of bank marketing, 26(6), 399-417.
Coulter, K. S., & Coulter, R. H. (2000). The effects of service representative characteristics on trust: the moderating role of length of relationship. In American Marketing Association. Conference Proceedings (Vol. 11, p.1). American Marketing Association.
Delcourt, C., Gremler, D. D., Van Riel, A. C., & Van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty: The mediating role of rapport. Journal of Service Management, 24(1), 5-24.
Dell, S.A. (1991). Relationship communications and organizational customer loyalty. unpublished Ph.D. dissertation, University of Denver.
Duck, S. (1976). Interpersonal communication in developing acquaintance. In G. R. Miller (Ed.), Explorations in interpersonal communication(pp.127-147), Sage, Beverly Hills.
Duck, S. E. (1994). Dynamics of relationships. Sage Publications, Inc.
Ejaz, R., Ahmed, M. A., & Ahmad, Z. (2013). Impact of CRM practices on customers’ behaviors. International Journal of Business and Management Invention, 2(7), 79-88.
Gremler, D. D., & Gwinner, K. P. (2000). Customeremployee rapport in service relationships. Journal of Service Research, 3(1), 82-104.
Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59.
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: The experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40-57.
Kaladhar, Ch. (2016). A Study on Customer Satisfaction and Customer Care Support in Car Servicing Industry with Reference to the State of Andhra Pradesh. International Journal of Advance Research in Computer Science and Management Studies, 4(2), 45-52
Kattara, H. S., Weheba, D., & El-Said, O. A. (2008). The impact of employee behaviour on customers' service quality perceptions and overall satisfaction. Tourism and Hospitality Research, 8(4), 309-323.
Kirby, J., & Marsden, P. (Eds.). (2006). Connected marketing: the viral, buzz and word of mouth revolution. Elsevier.
Kotler, P. (2007). Marketing Management–The Millennium Edition Prentice Hall of India Private Limited. New Delhi, 35-8.
Lai, F., Hutchinson, J., Li, D., & Bai, C. (2007). An empirical assessment and application of SERVQUAL in mainland China's mobile communications industry. International Journal of Quality & Reliability Management, 24(3), 244-262.
Liu, A. H., & Leach, M. P. (2001). Developing loyal customers with a value-adding sales force: Examining customer satisfaction and the perceived credibility of consultative salespeople. Journal of Personal Selling &Sales Management, 21(2), 147-156.
Lundberg E & Rzasnicki V, 1999, To measure or not to measure: A study of the effects of measuring prepurchase expectations prior to consumption on perceived service quality and customer satisfaction, Marketing Thesis in 5501, Stockholm School of Economics, Sweden.
Miller, L. C., & Berg, J. H. (1984). Selectivity and urgency in interpersonal exchange. In Communication, intimacy, and close relationships (pp.161-205). Academic Press.
Nam, P. N, Ha, N. M, & Dung, N. H. (2015). Impact of relations between employees and customers to the customers’ positive word-of-mouth in real estate industry. Journal of Science, (4), 16.
Oliver Richard, L. (1997). Satisfaction: A behavioral perspective on the consumer. New Yorkˈ NY:Irwin-McGraw-Hill.
Ramezani, M., Bashiri, M., & Tavakkoli-Moghaddam, R. (2013). A new multi-objective stochastic model for a forward/reverse logistic network design with responsiveness and quality level. Applied Mathematical Modelling, 37(1-2), 328-344.
Sivadas, E., & Jindal, R. P. (2017). Alternative measures of satisfaction and word of mouth. Journal of Services Marketing, 31(2), 119-130.
Söderlund, M. (2002). Customer familiarity and its effects on satisfaction and behavioral intentions. Psychology &Marketing, 19(10), 861-879.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수