46 gssr 10.31703/gssr Global Social Sciences Review gssr 2520-0348 2616-793X Humanity Publications Pakistan 390590 10.31703/gssr.2018(III-IV).17 1059 1.0 article A Conceptual Framework on Customer Satisfaction: The Mediating Role of Corporate Image Azhar Muhammad Salman Conceptualization Writing – original draft Othman Ismail Bin Lebai Writing – review & editing Ahmad Norzieiriani Writing – review & editing School of Business Management PhD Scholar Universiti Utara Malaysia Malaysia School of Business Management Associate Professor Universiti Utara Malaysia Malaysia Senior Lecturer, School of Business Management Universiti Utara Malaysia Malaysia Corresponding Author: Muhammad Salman Azhar, PhD Scholar, School of Business Management, Universiti Utara Malaysia, Malaysia.. Contact: 0

The authors declare that they have no conflicts of interest.

This study did not require formal ethics approval.

Data sharing is not applicable to this article.

 31 12 2018 12 2018 16 02 2022 3 4 Fall 254 272 16 02 2022

The authors received no specific funding for this work.

 2018 Humanity Publications This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International License. Full Text PDF

This research study is intended to deliver a swift review of what is previously known about customer satisfaction and enhanced understanding of the factors of customer relationship management (CRM) in relation to customer satisfaction. By examining the literature of prior studies, this article requires enhanced understanding of customer satisfaction in international airline industry of Pakistan. The study delivers a conceptual framework to broaden the customer satisfaction and the influence of CRM factors comprising service quality, social network interaction, and relationship through solving customer problems, physical environment and trust. The mediating role of corporate image will further strengthen the connection of CRM factors and customer satisfaction. The research findings supplement the present literature of CRM by enhancing the understanding of the dimensions of customer satisfaction. The proposed conceptual framework makes an essential input to the current literature on customer satisfaction by addressing its theoretical and practical implications.

 Customer Satisfaction Customer Relationship Management CRM Factors Corporate Image Expectancy Disconfirmation Theory (EDT) views3938 downloads45 html-views0 google-scholar-citations0 crossref-citations0 Conclusion and Managerial Implication

Prior literature illustrates that, there are numerous factors which can have either a positive or negative influence on customer satisfaction (Kandampully & Suhartanto, 2000; Alireza, Ali & Aram, 2011). Past researches has linked customer satisfaction with employee performance (Ambroz & Praprotnik, 2008), service quality (Hu, Kandampully, & Juwaheer, 2009), customer value (Hu et al., 2009; Alireza, Ali & Aram, 2011), innovativeness of service (Ambroz & Praprotnik, 2008), monetary price (Lai & Chen, 2011) and product reliability (Ganguli, 2008). Therefore, for the current study customer satisfaction is linked with physical environment, service quality, social network interaction, relationship through solving customer's problems, and trust as a drivers of customer satisfaction. As companies are emphasizing on CRM as an instrument of managing relationship with customers, hence customer satisfaction is increased (Park & Kim, 2003; Khalifa & Liu, 2003; Ngai, 2005).

Moreover, previous studies explains that there are insufficient research that have been conducted on the concept of corporate image (Nguyen & Leblanc, 2002). Conversely, in the evaluation of service framework, the role of corporate Image is still confusing and has to be clarified (Giovanis et al., 2016). The prior studies has not noticeably recognized a clear relationship among satisfaction and corporate image, there is no significant and direct influence of customer satisfaction on corporate image (Azoury et al., 2014). The role of corporate image as a mediator between CRM factors and customer satisfaction in this study will make an addition to the existing literature based on the EDT developed by Oliver (1980).

The study will go on to assist upcoming scholars and academicians as a contribution for conducting related studies in future and estimate to further their insight regarding the issue. Generally the findings and conclusion from this study may be used to by different carriers for decision making by addressing the root problems hindering customer satisfaction. Therefore, it is projected that study in hand will provide insight and understanding to the managers and practitioners on the CRM factors that might affect customer satisfaction level of customers.

 Recommendation of the Study

Past researchers investigated a number of determinants that are associated with customer satisfaction for instance physical environment, service quality, social network interaction, relationship through solving customer's problems, and trust to determine customer satisfaction. However, on a few studies put focus on other factors like customer value, innovativeness of service, monetary price and product reliability that are related to customer satisfaction which are suggested to investigate in future research studies. Moreover, future research should be done to investigate other additional CRM factors to determine customer satisfaction (e.g. customer database, employee behavior; customer commitment).

 Conflict of Interest

The authors declare that they have no conflicts of interest.

 Ethics Statement

This study did not require formal ethics approval.

 Data Availability

Data sharing is not applicable to this article.

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