Influencing factors on customer satisfaction: Empirical study on outsourced business in Ho Chi Minh City
Main Article Content
Abstract
The purpose of the study is to determine the factors affecting customer satisfaction in the case of outsourcing enterprises in Ho Chi Minh City as well as to examine the impact to aspects of product and service prices on customer satisfaction. On the basis of qualitative research including expert discussions, group discussions, research models and research hypotheses are proposed. Formal quantitative research using SPSS software version 22.0 to analyze descriptive statistics, test scales, EFA, and multivariate regression. The author uses a sample set of 357 samples after surveying customers using outsourced products and services to conduct analysis. The research results show that the price of products and services has a negative impact on customer satisfaction. For customer satisfaction, the service quality factor has the greatest influence and at the same time, the price of products and services has a negative impact on customer satisfaction. The study provides managerial implications to help enterprises outsourced construction complete ODA and FDI factories in the strategy of setting selling prices of goods and services to help improve competitiveness in the market.
Article Details
Keywords
Customer satisfaction, Prices of products and services, Outsourced business
References
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Al-Khalaf, E., & Choe, P. (2020). Increasing customer trust towards mobile commerce in a multicultural society: A case of Qatar. Journal of Internet Commerce, 19(1), 32-61https://doi.org/10.1080/15332861.2019.1695179
Al-Msallam, S. (2015). Customer satisfaction and brand loyalty in the hotel industry. International Journal of Management Sciences and Business Research, 4, 1-13. https://ssrn.com/abstract=2738998.
Anouze, A. L. M., & Alamro, A. S. (2019). Factors Affecting Intention to Use e-Banking in Jordan. International Journal of Bank Marketing, 38(1), 86–112. https://doi.org/10.1108/IJBM-10-2018-0271
Anouze, A. L. M., Alamro, A. S., & Awwad, A. S. (2019). Customer satisfaction and its measurement in Islamic banking sector: a revisit and update. Journal of Islamic Marketing, 10(2), 565-588.https://doi.org/10.1108/JIMA-07-2017-0080
Awe, O. A., Kulangara, N., & Henderson, D. F. (2018). Outsourcing and firm performance: a meta-analysis. Journal of Strategy and Management, 11(3), 371-386. https://doi.org/10.1108/JSMA-03-2017-0019
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. https://doi.org/10.1177/014920639101700108.
Benoit, S., Kienzler, M., & Kowalkowski, C. (2020). Intuitive pricing by independent store managers: Challenging beliefs and practices. Journal of Business Research, 115(4), 70-84. https://doi.org/10.1016/j.jbusres.2020.04.027
Bhat, S. A., Darzi, M. A., & Parrey, S. H. (2018). Antecedents of customer loyalty in banking sector: a mediational study. Vikalpa, 43(2), 92-105. https://doi.org/10.1177/0256090918774697
Bhattacharya, A., Singh, P. J., & Bhakoo, V. (2013). Revisiting the outsourcing debate: two sides of the same story. Production Planning & Control, 24(4-5), 399-422. https://doi.org/10.1080/09537287.2011.648491
Bolat, T., & Yılmaz, Ö. (2009). The relationship between outsourcing and organizational performance: is it myth or reality for the hotel sector?. International Journal of Contemporary Hospitality Management, 21(1), 7-23. https://doi.org/10.1108/09596110910930151
Cortinhal, M. J., Lopes, M. J., & Melo, M. T. (2019). A multi-stage supply chain network design problem with in-house production and partial product outsourcing. Applied Mathematical Modelling, 70, 572-594. https://doi.org/10.1016/j.apm.2019.01.046
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
De Ruyter, K., Bloemer, J., & Peeters, P. (1997). Merging service quality and service satisfaction. An empirical test of an integrative model. Journal of Economic Psychology, 18(4), 387-406. https://doi.org/10.1016/S0167-4870(97)00014-7
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Friani, G., Igir, J. R. E., & Tampi, H. T. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mobil Daihatsu Grand Max Pick Up (The Influence of Product Quality and Price on the Decision of Daihatsu Grand Max Car Pick Up). Jurnal Administrasi Bisnis, 6(2), 86-96. https://doi.org/10.35797/jab.v6.i002.%25p
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Herviana, V. P, S. & Anik, LA, (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening (Effect of Product Quality and Price on Loyalty with Satisfaction as an Intervening Variable). Jurnal Ilmu Manajemen, 6(1), 1-9. https://ejournal.unesa.ac.id/index.php/jim/article/view/22567.
Heydari, J., Govindan, K., Nasab, H. R. E., & Taleizadeh, A. A. (2020). Coordination by quantity flexibility contract in a two-echelon supply chain system: Effect of outsourcing decisions. International Journal of Production Economics, 225, 107586. https://doi.org/10.1016/j.ijpe.2019.107586
Huo, C., Hameed, J., Sadiq, M. W., Albasher, G., & Alqahtani, W. (2021). Tourism, environment and hotel management: an innovative perspective to address modern trends in contemporary tourism management. Business Process Management Journal, 27(7), 2161-2180.https://doi.org/10.1108/BPMJ-12-2020-0543
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135. https://doi.org/10.1016/j.spc.2020.07.019
Kaura, V., Durga Prasad, C. S., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422. https://doi.org/10.1108/IJBM-04-2014-0048
Kern, T., Lacity, M. C., & Willcocks, L. (2002). Netsourcing: renting business applications and services over a network. New Jersey: Prentice-Hall
Kotler, P., & Armstrong, G. (2016). Principles of Marketing.16th edition. Pearson Education. Inc., England
Larsen, N. M., Sigurdsson, V., & Breivik, J. (2017). The use of observational technology to study in-store behavior: Consumer choice, video surveillance, and retail analytics. The Behavior Analyst, 40, 343-371. DOI: 10.1007/s40614-017-0121
Leavy, B. (2004). Outsourcing strategies: opportunities and risks. Strategy & Leadership, 32(6), 20-25. https://doi.org/10.1108/10878570410568875
Lou, Y., Feng, L., He, S., He, Z., & Zhao, X. (2020). Logistics service outsourcing choices in a retailer-led supply chain. Transportation Research Part E: Logistics and Transportation Review, 141, 101944. https://doi.org/10.1016/j.tre.2020.101944
Maden, C., Arıkan, E., Telci, E. E., & Kantur, D. (2012). Linking corporate social responsibility to corporate reputation: a study on understanding behavioral consequences. Procedia-Social and Behavioral Sciences, 58, 655-664. https://doi.org/10.1016/j.sbspro.2012.09.1043
Makanyeza, C., & Chikazhe, L. (2017). Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540-556. https://doi.org/10.1108/IJBM-11-2016-0164
Manju, S. (2020). Customers’ perception towards retail banking services of the commercial banks in Mandya town. Studies in Indian Place Names, 40(12), 1163-1174.
Nguyễn Thị An Bình (2016). Nghiên cứu các nhân tố tác động đến lòng trung thành khách hàng trong lĩnh vực bán lẻ tại các ngân hàng thương mại cổ phần Việt nam. Đại học Kinh Tế Quốc Dân.
Ofori, K. S., Boakye, K., & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: Evidence from Ghana. Total Quality Management & Business Excellence, 29(5-6), 580-598. https://doi.org/10.1080/14783363.2016.1219654
Ong, K. S., Nguyen, B., & Syed Alwi, S. F. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International Journal of Bank Marketing, 35(3), 370-390. https://doi.org/10.1108/IJBM-04-2016-0054
Ou, J. (2021). Relationship Between the Big Five Personalities Traits and Customer Loyalty in the Retail Industry. Review of Integrative Business and Economics Research, 10(2), 75-83.
Qasim, S., Siam, M. R., & Sallaeh, S. B. (2017). The impact of CSR on consumers purchase intention: The mediating role of corporate reputation and moderating peers pressure. International Journal of Supply Chain Management, 6(3), 239-245.https://core.ac.uk/reader/230747600
Quélin, B., & Duhamel, F. (2003). Bringing together strategic outsourcing and corporate strategy: Outsourcing motives and risks. European Management Journal, 21(5), 647-661. https://doi.org/10.1016/S0263-2373(03)00113-0
Raza, A., Rather, R.A., Iqbal, M.K., &Bhuttua, U.S. (2020). An Assessment of corporate social responsibility on customer company indentification and loyalty in banking industry: a PLS-SEM analysis. Management Research Review, 43(11), 1337-1370. https://doi.org/10.1108/MRR-08-2019-0341
Romdonny, J., & Rosmadi, M. L. N. (2019). Factors affecting customer loyalty in products. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2, 337-343. https://pdfs.semanticscholar.org/d506/8a163b1484066c1bd3e00feb6892e37bf90d.pdf
Ruhnau, R. C., & Harz, N. (2019). Customer engagement and the true value of a lost customer. In Proceedings of the European Marketing Academy Conference, 2019 (p. 486). European Marketing Academy.
Ruiz, B., García, J. A., & Revilla, A. J. (2016). Antecedents and consequences of bank reputation: a comparison of the United Kingdom and Spain. International Marketing Review, 33(6), 781-805. https://doi.org/10.1108/IMR-06-2015-0147
Rothenhoefer, L. M. (2019). The impact of CSR on corporate reputation perceptions of the public—A configurational multi‐time, multi‐source perspective. Business ethics: A European Review, 28(2), 141-155.https://doi.org/10.1111/beer.12207
Sadiq, M. W., Hameed, J., Abdullah, M. I., & Noman, S. M. (2020). Service innovations in social media & blogging websites: enhancing customer’s psychological engagement towards online environment friendly products. Revista Argentina de Clínica Psicológica, 29(4), 677.DOI: 10.24205/03276716.2020.873
Singh, S. (2023). Role of Relationship in the Mediation of Satisfaction and Loyalty in Logistics Services Context. Review of Integrative Business and Economics Research, 12(3), 85-102.
Stank, T. P., Goldsby, T. J., Vickery, S. K., & Savitskie, K. (2003). Logistics service performance: estimating its influence on market share. Journal of Business Logistics, 24(1), 27-55. https://doi.org/10.1002/j.2158-1592.2003.tb00031.x
Świtała, M., Cichosz, M., & Trzęsiok, J. (2019). How to achieve customer satisfaction? Perspective of logistics outsourcing performance. LogForum, 15(1), 39-51. http://doi.org/10.17270/J.LOG.2019.316/
Vũ Thị Minh Hiền, Vũ Thị Minh, Phạm Văn Dũng, & Trần Kim Loan (2023). Đánh giá sự hài lòng của khách hàng sử dụng dịch vụ bay ngắm cảnh tại Vịnh Hạ Long. Tạp chí Kinh tế và Kinh doanh, 3(1), 59-69. https://doi.org/10.57110/jebvn.v3i1.163
Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. https://doi.org/10.1086/209243
Qiao, Y. (2011). Instertate fiscal disparities in America. New York and London: Routledge.
Zephan, N. (2018). Relationship between customer satisfaction and customer loyalty. Centria University of Applied Science Business Management. https://www.academia.edu/download/59159759/Relationship_Between_Customer_Satisfaction_and_Customer_Loyalty_20190507-25314-1r7eija.pdf.
Al-Khalaf, E., & Choe, P. (2020). Increasing customer trust towards mobile commerce in a multicultural society: A case of Qatar. Journal of Internet Commerce, 19(1), 32-61https://doi.org/10.1080/15332861.2019.1695179
Al-Msallam, S. (2015). Customer satisfaction and brand loyalty in the hotel industry. International Journal of Management Sciences and Business Research, 4, 1-13. https://ssrn.com/abstract=2738998.
Anouze, A. L. M., & Alamro, A. S. (2019). Factors Affecting Intention to Use e-Banking in Jordan. International Journal of Bank Marketing, 38(1), 86–112. https://doi.org/10.1108/IJBM-10-2018-0271
Anouze, A. L. M., Alamro, A. S., & Awwad, A. S. (2019). Customer satisfaction and its measurement in Islamic banking sector: a revisit and update. Journal of Islamic Marketing, 10(2), 565-588.https://doi.org/10.1108/JIMA-07-2017-0080
Awe, O. A., Kulangara, N., & Henderson, D. F. (2018). Outsourcing and firm performance: a meta-analysis. Journal of Strategy and Management, 11(3), 371-386. https://doi.org/10.1108/JSMA-03-2017-0019
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. https://doi.org/10.1177/014920639101700108.
Benoit, S., Kienzler, M., & Kowalkowski, C. (2020). Intuitive pricing by independent store managers: Challenging beliefs and practices. Journal of Business Research, 115(4), 70-84. https://doi.org/10.1016/j.jbusres.2020.04.027
Bhat, S. A., Darzi, M. A., & Parrey, S. H. (2018). Antecedents of customer loyalty in banking sector: a mediational study. Vikalpa, 43(2), 92-105. https://doi.org/10.1177/0256090918774697
Bhattacharya, A., Singh, P. J., & Bhakoo, V. (2013). Revisiting the outsourcing debate: two sides of the same story. Production Planning & Control, 24(4-5), 399-422. https://doi.org/10.1080/09537287.2011.648491
Bolat, T., & Yılmaz, Ö. (2009). The relationship between outsourcing and organizational performance: is it myth or reality for the hotel sector?. International Journal of Contemporary Hospitality Management, 21(1), 7-23. https://doi.org/10.1108/09596110910930151
Cortinhal, M. J., Lopes, M. J., & Melo, M. T. (2019). A multi-stage supply chain network design problem with in-house production and partial product outsourcing. Applied Mathematical Modelling, 70, 572-594. https://doi.org/10.1016/j.apm.2019.01.046
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
De Ruyter, K., Bloemer, J., & Peeters, P. (1997). Merging service quality and service satisfaction. An empirical test of an integrative model. Journal of Economic Psychology, 18(4), 387-406. https://doi.org/10.1016/S0167-4870(97)00014-7
Dormann, C. F., Elith, J., Bacher, S., Buchmann, C., Carl, G., Carré, G., ... & Lautenbach, S. (2013). Collinearity: a review of methods to deal with it and a simulation study evaluating their performance. Ecography, 36(1), 27-46. https://doi.org/10.1111/j.1600-0587.2012.07348.x
Friani, G., Igir, J. R. E., & Tampi, H. T. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mobil Daihatsu Grand Max Pick Up (The Influence of Product Quality and Price on the Decision of Daihatsu Grand Max Car Pick Up). Jurnal Administrasi Bisnis, 6(2), 86-96. https://doi.org/10.35797/jab.v6.i002.%25p
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Herviana, V. P, S. & Anik, LA, (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening (Effect of Product Quality and Price on Loyalty with Satisfaction as an Intervening Variable). Jurnal Ilmu Manajemen, 6(1), 1-9. https://ejournal.unesa.ac.id/index.php/jim/article/view/22567.
Heydari, J., Govindan, K., Nasab, H. R. E., & Taleizadeh, A. A. (2020). Coordination by quantity flexibility contract in a two-echelon supply chain system: Effect of outsourcing decisions. International Journal of Production Economics, 225, 107586. https://doi.org/10.1016/j.ijpe.2019.107586
Huo, C., Hameed, J., Sadiq, M. W., Albasher, G., & Alqahtani, W. (2021). Tourism, environment and hotel management: an innovative perspective to address modern trends in contemporary tourism management. Business Process Management Journal, 27(7), 2161-2180.https://doi.org/10.1108/BPMJ-12-2020-0543
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135. https://doi.org/10.1016/j.spc.2020.07.019
Kaura, V., Durga Prasad, C. S., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422. https://doi.org/10.1108/IJBM-04-2014-0048
Kern, T., Lacity, M. C., & Willcocks, L. (2002). Netsourcing: renting business applications and services over a network. New Jersey: Prentice-Hall
Kotler, P., & Armstrong, G. (2016). Principles of Marketing.16th edition. Pearson Education. Inc., England
Larsen, N. M., Sigurdsson, V., & Breivik, J. (2017). The use of observational technology to study in-store behavior: Consumer choice, video surveillance, and retail analytics. The Behavior Analyst, 40, 343-371. DOI: 10.1007/s40614-017-0121
Leavy, B. (2004). Outsourcing strategies: opportunities and risks. Strategy & Leadership, 32(6), 20-25. https://doi.org/10.1108/10878570410568875
Lou, Y., Feng, L., He, S., He, Z., & Zhao, X. (2020). Logistics service outsourcing choices in a retailer-led supply chain. Transportation Research Part E: Logistics and Transportation Review, 141, 101944. https://doi.org/10.1016/j.tre.2020.101944
Maden, C., Arıkan, E., Telci, E. E., & Kantur, D. (2012). Linking corporate social responsibility to corporate reputation: a study on understanding behavioral consequences. Procedia-Social and Behavioral Sciences, 58, 655-664. https://doi.org/10.1016/j.sbspro.2012.09.1043
Makanyeza, C., & Chikazhe, L. (2017). Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540-556. https://doi.org/10.1108/IJBM-11-2016-0164
Manju, S. (2020). Customers’ perception towards retail banking services of the commercial banks in Mandya town. Studies in Indian Place Names, 40(12), 1163-1174.
Nguyễn Thị An Bình (2016). Nghiên cứu các nhân tố tác động đến lòng trung thành khách hàng trong lĩnh vực bán lẻ tại các ngân hàng thương mại cổ phần Việt nam. Đại học Kinh Tế Quốc Dân.
Ofori, K. S., Boakye, K., & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: Evidence from Ghana. Total Quality Management & Business Excellence, 29(5-6), 580-598. https://doi.org/10.1080/14783363.2016.1219654
Ong, K. S., Nguyen, B., & Syed Alwi, S. F. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International Journal of Bank Marketing, 35(3), 370-390. https://doi.org/10.1108/IJBM-04-2016-0054
Ou, J. (2021). Relationship Between the Big Five Personalities Traits and Customer Loyalty in the Retail Industry. Review of Integrative Business and Economics Research, 10(2), 75-83.
Qasim, S., Siam, M. R., & Sallaeh, S. B. (2017). The impact of CSR on consumers purchase intention: The mediating role of corporate reputation and moderating peers pressure. International Journal of Supply Chain Management, 6(3), 239-245.https://core.ac.uk/reader/230747600
Quélin, B., & Duhamel, F. (2003). Bringing together strategic outsourcing and corporate strategy: Outsourcing motives and risks. European Management Journal, 21(5), 647-661. https://doi.org/10.1016/S0263-2373(03)00113-0
Raza, A., Rather, R.A., Iqbal, M.K., &Bhuttua, U.S. (2020). An Assessment of corporate social responsibility on customer company indentification and loyalty in banking industry: a PLS-SEM analysis. Management Research Review, 43(11), 1337-1370. https://doi.org/10.1108/MRR-08-2019-0341
Romdonny, J., & Rosmadi, M. L. N. (2019). Factors affecting customer loyalty in products. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2, 337-343. https://pdfs.semanticscholar.org/d506/8a163b1484066c1bd3e00feb6892e37bf90d.pdf
Ruhnau, R. C., & Harz, N. (2019). Customer engagement and the true value of a lost customer. In Proceedings of the European Marketing Academy Conference, 2019 (p. 486). European Marketing Academy.
Ruiz, B., García, J. A., & Revilla, A. J. (2016). Antecedents and consequences of bank reputation: a comparison of the United Kingdom and Spain. International Marketing Review, 33(6), 781-805. https://doi.org/10.1108/IMR-06-2015-0147
Rothenhoefer, L. M. (2019). The impact of CSR on corporate reputation perceptions of the public—A configurational multi‐time, multi‐source perspective. Business ethics: A European Review, 28(2), 141-155.https://doi.org/10.1111/beer.12207
Sadiq, M. W., Hameed, J., Abdullah, M. I., & Noman, S. M. (2020). Service innovations in social media & blogging websites: enhancing customer’s psychological engagement towards online environment friendly products. Revista Argentina de Clínica Psicológica, 29(4), 677.DOI: 10.24205/03276716.2020.873
Singh, S. (2023). Role of Relationship in the Mediation of Satisfaction and Loyalty in Logistics Services Context. Review of Integrative Business and Economics Research, 12(3), 85-102.
Stank, T. P., Goldsby, T. J., Vickery, S. K., & Savitskie, K. (2003). Logistics service performance: estimating its influence on market share. Journal of Business Logistics, 24(1), 27-55. https://doi.org/10.1002/j.2158-1592.2003.tb00031.x
Świtała, M., Cichosz, M., & Trzęsiok, J. (2019). How to achieve customer satisfaction? Perspective of logistics outsourcing performance. LogForum, 15(1), 39-51. http://doi.org/10.17270/J.LOG.2019.316/
Vũ Thị Minh Hiền, Vũ Thị Minh, Phạm Văn Dũng, & Trần Kim Loan (2023). Đánh giá sự hài lòng của khách hàng sử dụng dịch vụ bay ngắm cảnh tại Vịnh Hạ Long. Tạp chí Kinh tế và Kinh doanh, 3(1), 59-69. https://doi.org/10.57110/jebvn.v3i1.163
Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. https://doi.org/10.1086/209243
Qiao, Y. (2011). Instertate fiscal disparities in America. New York and London: Routledge.
Zephan, N. (2018). Relationship between customer satisfaction and customer loyalty. Centria University of Applied Science Business Management. https://www.academia.edu/download/59159759/Relationship_Between_Customer_Satisfaction_and_Customer_Loyalty_20190507-25314-1r7eija.pdf.
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