AU GSB: Vol. 15, No. 1 (June 2022)
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Browsing AU GSB: Vol. 15, No. 1 (June 2022) by Subject "Customer satisfaction"
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ItemAction research of goal-setting as ODI to improve employee motivation, engagement in Thai CCTV, ThailandThis study intended to answer the question of how to make Thai Central Chinese Television Group (Thai CCTV) profitable while improving customer satisfaction? The study investigations were through observations, interviews, and analysis of primary data from employees, suppliers, cable TV owners with total of thirty-three participants. In particular, the main research questions encompass as: 1) What is Thai CCTV’s current situation on employee motivation, employee engagement, operational excellence and customer satisfaction? 2) What ODI techniques can be implemented/ applied to increase the level of employee motivation and to increase the level of employee engagement? 3) Are there any differences between pre and post OD intervention on the level of employee motivation and employee engagement? 4) Are there any differences between pre and post OD intervention on the level of operational excellence? 5) Are there any differences between pre and post OD intervention on the level of customer satisfaction? The study used open-ended interview questions and qualitative approaches to conduct interviews during diagnosis, pre- and post-intervention and compare the results before and after the intervention. The findings reveal that the participants were unanimous in belief that goal setting plays a significant role which influenced employee motivation, employee engagement, operational efficiency and customer satisfaction.
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ItemThe effect of coffee-mix experience and experience quality through perceived value, satisfaction towards repurchase intention in MyanmarThe main purpose of this study is to determine the factors influencing repurchase intention of coffee-mixed products in Myanmar. Content sensory attribute beliefs, and packaging and branding attribute beliefs represent experience characteristics, and are important aspects of utilitarian value. Experience quality is also used to determine customer satisfaction, and customer perceived value. Utilitarian value, customer perceived value, and customer satisfaction are hypothesized to have significant influences on repurchase intention of coffee-mixed product in Myanmar. Stratified random sampling, snowball sampling, and convenience sampling techniques were used to gather the survey (436 respondents) from online questionnaires. The data were analyzed by using simple linear regression, and multiple linear regression to validate the conclusions. The results revealed that experience characteristics, and experience quality of this coffee-mixed brand have significant influences on utilitarian value, customer perceived value, and customer satisfaction, respectively. Customer satisfaction, customer perceived value, and utilitarian value were found to be important, and beneficial factors in repurchase intention. While all factors have a substantial effect on repurchase intentions, customer perceived value has the least impact on repurchase intentions. Therefore, the researcher suggested that the May Myo Fresh coffee-mixed company should focus on customer expectation from this product more to fulfil customer’s desire in the future. May Myo Fresh coffee-mixed company would use the results of this study to improve communication strategies, and increase sales volume in future.