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Service Marketing : The Effects Of Website Usability Towards Customer Satisfaction By Examining The Website Usability As Marketing Channel

Muhamad Hafizul, Mamat (2013) Service Marketing : The Effects Of Website Usability Towards Customer Satisfaction By Examining The Website Usability As Marketing Channel. Project Report. UTeM, Melaka. (Submitted)

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Abstract

Customer loyalty on websites, e-loyalty, is reflected on customer behavior or customer satisfaction, regardless of online or offline business. Specifically, it is believed that customer loyalty on a website is strongly associated with website service quality. Thus, this study aims to evaluate the usability of Air Asia website as well as examine the customer satisfaction on it. In order to do it, a series of survey is conducted on UTeM students who are or might be the web browser or more specifically potential customer of Air Asia. 234 questionnaires were distributed for that purpose. The quantitative method approaches were used as the research involved in analyzes the data from questionnaire. As the elements of website usability being evaluated, the customer satisfaction were examined, this research could contribute on the better performance of website in the future. Keywords : Customer satisfaction, website usability

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Customer services, Customer relations, Consumer satisfaction
Subjects: H Social Sciences > HF Commerce
H Social Sciences > H Social Sciences (General)
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: F Haslinda Harun
Date Deposited: 11 Nov 2014 11:10
Last Modified: 28 May 2015 04:27
URI: http://eprints.utem.edu.my/id/eprint/12699

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