The Customer Satisfaction Influencing The Organizational Financial Performance

Hamdan, Nurul Fatin Nabila (2014) The Customer Satisfaction Influencing The Organizational Financial Performance. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, competition in market between firms becomes fierce. As a prominent factor in firm’s profitability, customer satisfaction has been given much attention in the measurement of a firm’s financial performance. However, the factor of customer satisfaction towards the organizational financial performance has been relatively neglected in this research. The purpose of this study is to examine the relationship between customer satisfaction and organizational financial performance. Furthermore, the objective of this research is to identify the characteristics of customer satisfaction that can contribute to the organizational performance and to investigate the relationship between customer satisfaction and organizational financial performance. Besides that, descriptive study used a quantitative method aims to find answers to these questions. A questionnaire will be used to gain data and information. In addition, data for this research will be collected from 50 respondents in organization in Johor and will be collected within the allotted time. Moreover, the data will be analyzed using Statistical Package for Social Sciences (SPSS) and analysis results are displayed in the form of frequencies and percentages. Additionally, findings reveal that the influence of customer satisfaction is reflected in the return on asset (ROA), return on equity (ROE) and profit margin (PM), proxies of a firm’s profitability. The results indicate that customer satisfaction positively affect an organizational financial performance in the product and service industry. Recommendations for future research are discussed.

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