文章基本信息

标题：Customer Retention Structural Model of Direct Selling Employees
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作者：Lee Wen Chiat ; Lee Wen Chiat ; Nik Kamariah Nik Mat 等
期刊名称：American Journal of Economics
印刷版ISSN：2166-4951
电子版ISSN：2166-496X
出版年度：2012
卷号：2
期号：4
DOI：10.5923/j.economics.20120001.11
语种：English
出版社：Scientific & Academic Publishing Co.
摘要：Customer orientation of service employees is seen as important success factor for gaining customer retention in Gano Excel, a direct selling company in Malaysia. The objective of this study is to understand how customer orientation (CO) of service employee (SE) can affect the commitment (COM) and customer retention (CR). A structural model of all the variables was developed for the study. Each variable is measured using 7-point interval scale which is grouped into 3 exogenous latent variables: technical skills (3 items), social skills (3 items), and decision making authority (3 items); and two endogenous latent variables: commitment (3 items) and customer retention (3 items). The responses collected were 119 completed questionnaires whereby, 2 respondents were deleted due to outliers problem (D2). The data was analyzed using Structural Equation Modeling (SEM) through AMOS7. Confirmatory factor analysis of measurement models indicates adequate goodness of fit when 1 item was eliminated through modification indices verifications. Goodness of fit for the revised structural model shows adequate fit a[GFI=0.918, P-VALUE=0.359, RMSEA=0.021 and ratio (cmin/df) =1.053]. This study has established four direct significant and positive causal effects: (1) technical skill and commitment; (2) social skill and commitment; (3) technical skill and customer retention and (4) commitment and customer retention. The findings are discussed in details.
关键词：Customer Retention; Direct Selling Employees; Commitment; Customer Orientation ; Service Employee