| Author | Pham Thi Hai Van |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business- Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of the research is to analyze the satisfaction and loyalty of customers to the brokerage services of PSI. The aim to understanding and identify the factors have influenced to the customers‟ satisfaction and loyalty to the services of the company.
The questionnaire survey is base on the SERQUAL model, and the collected data was processed by SPSS software. The result has pointed out some meaningful information that reflects the PSI‟s brokerage service quality in the current situation, what main factors are impacting on the satisfaction or not satisfaction of customers. It also describes the difference of perception in the each group of customers to the dimension of the services. Additional, the survey indicates what customers expect in and make them be loyal to the brokerage services of PSI.
The research has identified the main factors have lead to the customer‟s dissatisfaction and not meet the expectation of customers. Some appropriate recommendations and proposal marketing strategies are given to improve the services quality and customers‟ satisfaction.
In the next step is how to implement the measures and marketing strategy to improve the brokerage services quality, satisfaction and loyalty of customers. |
| Year | 2013 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Sununta Siengthai;Bechter, Clemens; |
| Examination Committee(s) | Anandkumar, Soundara Pandian Victor ; |