NDLI: The mediating effect of cognitive and emotional satisfaction

Content Provider	IEEE Xplore Digital Library
Author	Omar, Maznah Wan Mohd Noor Mohd Ali
Copyright Year	2010
Description	Author affiliation: Faculty of Business Management, Universiti Teknologi MARA Kedah, 08400Merbok, Malaysia (Omar, Maznah Wan) \|\| Department of Physics, Universiti Teknologi MARA Pulau Pinang, Permatang Paun, Malaysia (Mohd Noor Mohd Ali)
Abstract	The applications of salesperson presentation skills by a salesperson during their interaction with customers in the sales situation was found in previous studies to have a significant effect on customer's intention to promote through word-of-mouth. This research was conducted in order to examine the relationship between salesperson presentation skills and the relative roles played by cognition and emotion in the development of customer satisfaction which latter lead to customer's intention to promote through word-of-mouth particularly in a computer retail setting in Malaysia. The study tested the important variables that are associated with the problem, making it a co relational in nature. Attempts were made to establish relationship through corelational and regression analysis, where data were gathered once by means of a structured questionnaire. Survey method was employed and the unit of analysis was individual customers who patronized computer stores that were selected randomly. This study will lead to increased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customer satisfaction was found to explain customer loyalty through word-of-mouth in a retail setting more than the emotional reaction. This finding holds importance to those retailers who have been able to generate high expectations in the eyes of their customers. This study is unique and makes headway in addressing this empty space by testing a model involving salesperson presentation skills amongst salesperson in Malaysia and it offers a complete distinction to previous research which has been conducted mainly in Western locale.
Starting Page	1053
Ending Page	1058
File Size	436138
Page Count	6
File Format	PDF
ISBN	9781424489879
e-ISBN	9781424489862
DOI	10.1109/CSSR.2010.5773687
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-12-05
Publisher Place	Malaysia
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Analytical models Customer loyalty Customer satisfaction Sales presentation skills Predictive models Computer retail store Marketing and sales Malaysia Regression analysis Mathematical model Word-of-mouth Equations
Content Type	Text
Resource Type	Article

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