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RU JASS


Student Name: Wong Ke Er
Faculty of Business
Keywords: Customer Relationship Management (CRM), E-service Quality, Website Design, Employee Behavior, Relationship Development, Customer Satisfaction, E-Commerce Industry
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A Study on Relationship Between Customer Relationship Management (CRM) and Customer Satisfaction on Taobao Website in Johor Bahru

Abstract

The main objective of this study is to examine the relationship between Customer Relationship Management (CRM) and customer satisfaction on Taobao website in Johor Bahru. In this study, CRM is discussed by using four dimensions which are e-service quality, website design, employee behavior and relationship development. The relationship between CRM and customer satisfaction was investigated by 5-point Likert scale questionnaire. The sample of this study used the convenience sampling that includes the online customers of Taobao website in Johor Bahru. Furthermore, this study used the Statistical Package for Social Science (SPSS) and Partial Least Square (PLS-SEM) with SmartPLS to determine the relationship between CRM and customer satisfaction. The independent variable is CRM whereas customer satisfaction is dependent variable. Based on the findings that represents there is a positive relationship between the components of CRM, website design and employee behavior and customer satisfaction on Taobao website in Johor Bahru. Moreover, the findings also indicate that e-services quality and relationship development does not have a significant relationship with customer satisfaction. This study also indicated that website design contributes the most to customer satisfaction on Taobao website in Johor Bahru.