Service quality factors and customer relationship management factors affecting customer purchase decisions on IT products and services of Tonkla books Limited Partnership
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Abstract
This research aimed to study the service quality factors and customer relationship management factors that affected customers’ decisions on purchasing IT products and services of Tonkla books Limited Partnership. The samples were 190 customers who registered after sales services. The simple random sampling was adopted by lottery method. The instrument used in this study was questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation and stepwise multiple regression analysis. The significance level was set at 0.05. The results revealed that the respondents had highest levels of opinion toward the service quality factors, customer relationship management factors and IT products and services purchasing decision. The hypothesis testing showed that service quality factors that affected customers’ decisions on purchasing IT products and services consisted of tangibility and assurance, and customer relationship management factors that affected customers’ decisions on purchasing IT products and services consisted of relations with customers and personalization.
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