Research Aims: The current study proposes to fill in the gap in customer orientation literature by focusing on the relationship between customer orientation, employee rhetorical sensitivity and customer retention from the customer perspective. Design/methodology/approach: The questionnaires were distributed at the KLIA and KLIA2 among experienced customer of travel agency, where the respondents were selected using convenience sampling. Research Findings: The finding indicates that customer orientation and employee rhetorical sensitivity has positively influence customer retention. Additionally, employee rhetorical sensitivity partially mediates the relationship between customer orientation and customer retention. Theoretical Contribution/Originality: Academically, this study contributes to the literature of customer orientation and rhetorical sensitivity. Managerial Implication in the South East Asian context: Practically, it will lead to better understanding of customer orientation as well as employee rhetorical sensitivity in enhancing travel agency’s services in Malaysia and South East Asian Country. Research limitation & implications: This study only focuses on customer orientation and employee rhetorical sensitivity as a predictor of customer orientation. It also employs a cross-sectional research design, which only measures the phenomenon once.
| Published by | Universitas Indonesia |
| Journal Name | The South East Asian Journal of Management |
| Contact Phone | - |
| Contact Name | - |
| Contact Email | - |
| Location | Kota depok, Jawa barat INDONESIA |
| Website | tseajm| http://journal.ui.ac.id/index.php/tseajm| |
| ISSN | ISSN : 19781989, EISSN : 23556641, DOI : 10.21002, |
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| Meta Desc | The South East Asian Journal of Management Aim and Scope The South East Asian Journal of Management (SEAM) aims to present the latest thinking and research that test, extends, or builds management theory and contributes to management practice. Contents of the Journal will be of interest to management teachers, student and researchers as well as to practicing managers and material will be analytical rather than descriptive. Whilst a major focus of the journal is on the Asian countries and management issues connected with it, increasingly, global concerns and conceptual topics will be covered. The Journal does not take a narrow view of business and management and will publish in other disciplines if they contribute significantly to problems considered by managers and researchers. To be published in SEAM, a manuscript must make strong empirical and theoretical contributions and highlight the significance of those contributions to the management field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks while empirically examining issues with high importance for management theory and practice. |
| Penulis | Suraya Akmar Mokhtaruddin , Che Aniza Che Wel , Nor Rahimy Khalid |
| Publisher Article | Department of Management, Faculty of Economics and Business, Universitas Indonesia |
| Subtitle Article | The South East Asian Journal of Management Vol 13, No 2 (2019): October 2019 |
| Scholar Google | http://scholar.google.com/scholar?q=%2Bintitle%3A&… |
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