The Success Factor of Spirituality Towards Customer Satisfaction
Spirituality is a fundamental aspect of our inner identity that shapes our behaviour in society and cognitive processes. While previous research has primarily examined spirituality from a religious perspective, marketing scholars are now exploring how individuals interact with spiritual products, se...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Global Academic Excellence (M) Sdn. Bhd.
2023
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| Online Access: | http://umpir.ump.edu.my/id/eprint/40417/1/The%20Success%20Factor%20of%20Spirituality%20Towards%20Customer%20Satisfaction.pdf |
| _version_ | 1796996250963279872 |
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| author | Mohamad, Vidyamala Shaiful Azlan, Abdul Putit, Lennora Azim Azuan, Osman Dwita, Vidyarini |
| author_facet | Mohamad, Vidyamala Shaiful Azlan, Abdul Putit, Lennora Azim Azuan, Osman Dwita, Vidyarini |
| author_sort | Mohamad, Vidyamala |
| collection | UMP |
| description | Spirituality is a fundamental aspect of our inner identity that shapes our behaviour in society and cognitive processes. While previous research has primarily examined spirituality from a religious perspective, marketing scholars are now exploring how individuals interact with spiritual products, services, and locations to enhance their spiritual well-being and create meaningful experiences. This has led to a ground-breaking study in the Malaysian mobile service provider industry, where researchers sought to understand how spirituality influences customer satisfaction. The social exchange theory has proven that the exchange of benefits has determined its ability to satisfy individual needs and desires through this study. Using a purposive sampling method, 187 responses were gathered and analysed using the PLS-SEM technique. The results were astounding, revealing that all factors significantly impacted customer satisfaction. Specifically, spirituality mediated the relationship between brand prestige, alternative attractiveness, and customer satisfaction. This discovery has opened new doors for companies to connect with their customers on a deeper level and for researchers to explore the intriguing intersection between brand prestige, alternative attractiveness, and spirituality. On top of that, this study has achieved two critical criteria by looking at spirituality from the perspective of subscribers’ behaviour in society and cognitive processes, eliminating the influence of materialism. The findings anticipate that when mobile service providers offer their best services to their customers, it will bring about significant changes in the industry, leading to a higher quality of life during the endemic. This is especially relevant given the high reliance on digitalisation among customers today. In summary, this study highlights the importance of spirituality in shaping customer behaviour and satisfaction, offering exciting opportunities for companies and researchers alike. |
| first_indexed | 2024-03-06T13:13:56Z |
| format | Article |
| id | UMPir40417 |
| institution | Universiti Malaysia Pahang |
| language | English |
| last_indexed | 2024-03-06T13:13:56Z |
| publishDate | 2023 |
| publisher | Global Academic Excellence (M) Sdn. Bhd. |
| record_format | dspace |
| spelling | UMPir404172024-02-19T04:54:57Z http://umpir.ump.edu.my/id/eprint/40417/ The Success Factor of Spirituality Towards Customer Satisfaction Mohamad, Vidyamala Shaiful Azlan, Abdul Putit, Lennora Azim Azuan, Osman Dwita, Vidyarini HD28 Management. Industrial Management Spirituality is a fundamental aspect of our inner identity that shapes our behaviour in society and cognitive processes. While previous research has primarily examined spirituality from a religious perspective, marketing scholars are now exploring how individuals interact with spiritual products, services, and locations to enhance their spiritual well-being and create meaningful experiences. This has led to a ground-breaking study in the Malaysian mobile service provider industry, where researchers sought to understand how spirituality influences customer satisfaction. The social exchange theory has proven that the exchange of benefits has determined its ability to satisfy individual needs and desires through this study. Using a purposive sampling method, 187 responses were gathered and analysed using the PLS-SEM technique. The results were astounding, revealing that all factors significantly impacted customer satisfaction. Specifically, spirituality mediated the relationship between brand prestige, alternative attractiveness, and customer satisfaction. This discovery has opened new doors for companies to connect with their customers on a deeper level and for researchers to explore the intriguing intersection between brand prestige, alternative attractiveness, and spirituality. On top of that, this study has achieved two critical criteria by looking at spirituality from the perspective of subscribers’ behaviour in society and cognitive processes, eliminating the influence of materialism. The findings anticipate that when mobile service providers offer their best services to their customers, it will bring about significant changes in the industry, leading to a higher quality of life during the endemic. This is especially relevant given the high reliance on digitalisation among customers today. In summary, this study highlights the importance of spirituality in shaping customer behaviour and satisfaction, offering exciting opportunities for companies and researchers alike. Global Academic Excellence (M) Sdn. Bhd. 2023 Article PeerReviewed pdf en cc_by_4 http://umpir.ump.edu.my/id/eprint/40417/1/The%20Success%20Factor%20of%20Spirituality%20Towards%20Customer%20Satisfaction.pdf Mohamad, Vidyamala and Shaiful Azlan, Abdul and Putit, Lennora and Azim Azuan, Osman and Dwita, Vidyarini (2023) The Success Factor of Spirituality Towards Customer Satisfaction. International Journal Of Entrepreneurship And Management Practices (IJEMP), 6 (21). pp. 20-45. ISSN 2600-8750. (Published) http://www.ijemp.com/PDF/IJEMP-2023-21-06-03.pdf 10.35631/IJEMP.621003 |
| spellingShingle | HD28 Management. Industrial Management Mohamad, Vidyamala Shaiful Azlan, Abdul Putit, Lennora Azim Azuan, Osman Dwita, Vidyarini The Success Factor of Spirituality Towards Customer Satisfaction |
| title | The Success Factor of Spirituality Towards Customer Satisfaction |
| title_full | The Success Factor of Spirituality Towards Customer Satisfaction |
| title_fullStr | The Success Factor of Spirituality Towards Customer Satisfaction |
| title_full_unstemmed | The Success Factor of Spirituality Towards Customer Satisfaction |
| title_short | The Success Factor of Spirituality Towards Customer Satisfaction |
| title_sort | success factor of spirituality towards customer satisfaction |
| topic | HD28 Management. Industrial Management |
| url | http://umpir.ump.edu.my/id/eprint/40417/1/The%20Success%20Factor%20of%20Spirituality%20Towards%20Customer%20Satisfaction.pdf |
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