The Realization of Customer Satisfaction with Technology Integrations

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Author(s): Ooi Chien Shing (Sunway University, Malaysia), Seng Kah Phooi (Sunway University, Malaysia)and Ang Li-Minn (Edith Cowan University, Australia)
Copyright: 2014
Pages: 14
Source title: Cases on Consumer-Centric Marketing Management
Source Author(s)/Editor(s): Vimi Jham (Institute of Management Technology, Dubai, UAE)and Sandeep Puri (Institute of Management Technology, Ghaziabad, India)
DOI: 10.4018/978-1-4666-4357-4.ch005

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

This case is about the technology component of integrations in the marketing strategy of U-Globe Organization–a travel service provider organization to assess their customer satisfaction. The general information about the company is firstly provided in organization background. It is then followed by the stage setting which describes the current technology utilization and management practices of the organization. In the case description the customer satisfaction tools that are used by the organization are explained and compared, as well as the management concerns in conducting these customer satisfaction assessment. The limitation or challenges with their current approach in technology related ways to realize the satisfactions are also discussed. At the end of the case, the recommendations and solutions are provided to show the possible ways in solving the existing problems and improving the way of assessing customer satisfaction by integrating the appropriate technology.

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