A Conceptual Framework on Customer Satisfaction: The Mediating Role of Corporate Image

Muhammad Salman Azhar, Ismail Bin Lebai Othman and Norzieiriani Ahmad
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Muhammad Salman Azhar: PhD Scholar, School of Business Management, Universiti Utara Malaysia, Malaysia.
Ismail Bin Lebai Othman: Associate Professor, School of Business Management, Universiti Utara Malaysia, Malaysia.
Norzieiriani Ahmad: Senior Lecturer, School of Business Management, Universiti Utara Malaysia, Malaysia.

Global Social Sciences Review, 2018, vol. 3, issue 4, 254-272

Abstract: This research study is intended to deliver a swift review of what is previously known about customer satisfaction and enhanced understanding of the factors of customer relationship management (CRM) in relation to customer satisfaction. By examining the literature of prior studies, this article requires enhanced understanding of customer satisfaction in international airline industry of Pakistan. The study delivers a conceptual framework to broaden the customer satisfaction and the influence of CRM factors comprising service quality, social network interaction, and relationship through solving customer problems, physical environment and trust. The mediating role of corporate image will further strengthen the connection of CRM factors and customer satisfaction. The research findings supplement the present literature of CRM by enhancing the understanding of the dimensions of customer satisfaction. The proposed conceptual framework makes an essential input to the current literature on customer satisfaction by addressing its theoretical and practical implications.

Keywords: Customer Satisfaction; Customer Relationship Management; CRM Factors; Corporate Image; Expectancy Disconfirmation Theory (EDT) (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:gss:journl:v:3:y:2018:i:4:p:254-272

DOI: 10.31703/gssr.2018(III-IV).17

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