Crm Asci Model

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International Journal of Academic Research in Business and Social Sciences October 2011, Vol. 1, No. 3 ISSN: 2222-6990

Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model) Biljana Angelova
Full Professor at Ss Cyril and Methodius University, Economic Institute, Prolet nr 1, SkopjeMacedonia; E-mail: angelova@ek-inst.ukim.edu.mk ; Mob: ++389 70 234 360

Jusuf Zekiri
Assistant Professor at South East European University, Business and Economics Faculty, Ilindenska nn, Tetovo-Macedonia; E-mail: j.zekiri@seeu.edu.mk ; Mob: ++389 76 403 313.

Abstract
Service quality and customer satisfaction are very important concepts that companies must understand if they want to remain competitive and grow. In today’s competitive environment delivering high quality service is the key for a sustainable competitive advantage. Customer satisfaction does have a positive effect on an organization’s profitability. Satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth. The aim of this research was to apply the ACSI model in the context of service quality in the Macedonian mobile telecommunication industry in order to describe how customers perceive service quality and whether they are satisfied with services offered by T-Mobile, ONE, and VIP (three mobile telecom players). A structured questionnaire was developed from the ACSI model and was randomly distributed to the users of the three mobile operators to determine their satisfaction with service quality delivery in the Macedonian mobile telecommunication market. From the analysis carried out, it was found out that the overall service quality perceived by the customers was not satisfactory, that expectations were higher than perceptions. Customers were not satisfied with service. The results and findings will provide extra information concerning customers’ needs, wants and their satisfaction. It will also contribute to research since this study sets the ground for further research in measuring service quality in the service industries in Macedonia.

Key words: ACSI Model, Customer, Service, Satisfaction, Retention, Loyalty.

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International Journal of Academic Research in Business and Social Sciences October 2011, Vol. 1, No. 3 ISSN: 2222-6990

1. Introduction
In today’s competitive environment delivering high quality service is the key for a sustainable competitive advantage. Customer satisfaction does have a positive effect on an organization’s profitability. Satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchases, brand loyalty, and positive word of mouth. There are numerous studies that have looked at the impact of customer satisfaction on repeat purchases, loyalty and retention. Many researchers point out the fact that satisfied customers share their experiences with other people to the order of perhaps five or six people. On the contrary, dissatisfied customers are more likely to tell another ten people of their experience with product or service. Customer satisfaction is the outcome felt by those that have experienced a company’s performance that have fulfilled their expectations. Many researchers and academicians highlight the importance of customer satisfaction. Many researchers see that customer satisfaction has a positive effect on organization’s profitability. Much empirical evidence also shows the positive connection between customer satisfaction, loyalty and retention. Nowadays all companies are realizing the significance of delivering and managing service quality, which leads to customer satisfaction. Service quality that is delivered can meet or exceed customers expectations are mainly influenced by customer’s prior expectations. According to Hansemark and Albinson (2004) “satisfaction is an overall customer...
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