Goh Yao Jou
Faculty of Business, Raffles University Iskandar
Johor Bahru, Malaysia. Email: gyaojou@yahoo.com
Abstract
The main purpose of this study is to investigate the relationship between customer relationship management (CRM) and customer satisfaction in Malaysia’s service sector. In this study, CRM is discussed in three dimensions: employee behaviour, service quality and customer orientation. This study used 5 point Likert scale questionnaire and Pearson’s Correlation Coefficient data analysis technique to assess the relationship between independent and dependent variables. Findings of this study demonstrated that there is relationship between three CRM factors and customer satisfaction within hotels in Johor Bahru area. This study also showed that employee behaviour contributed the most on customer satisfaction.
Key word: customer relationship management, employee behaviour, service quality, customer orientation, customer satisfaction
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