The moderation effect of gender: a case study at an international airport in Malaysia

Abstract

Marketing is concerned with the satisfaction of the customers’ needs and wants while achieving one’s own organisational (or self) goals (Chung & McLarney 2000). The word satisfaction has been fundamental to the marketing concept for over three decades (Parker & Mathews 2001). Outstanding marketing companies go out of their way to keep important customers satisfied (Kotler et al., 2010). Satisfying customer is a key issue for all organisations in both the private and public sectors (Rampersad 2001). For an organisation to remain solvent, information regarding customer satisfaction must be adequately collected and analysed. Knox, Lindsay, and Kolb (1992) used product/ service content and the ability to satisfy customer demands as the basis for customer satisfaction strategies and analysis. As noted by Barsky and Labagh (1992), when analysing customer satisfaction strategies, one must consider the three vital factors, namely expectation and past experience, product and service performance and the factors affecting actual perception.