Focusing on Key Customers and Customer Knowledge Management as Predictors of Customer Satisfaction among Graduating Students of UMTC

Abstract

This study aimed to determine if focusing on key customers and customer knowledge management were predictors of customer satisfaction among graduating students of UMTC. 300 graduating students of UMTC were the respondents of this research. The statistical tools used were Mean, Pearson-r, and Regression Analysis. Quantitative non-experimental research utilizing correlational technique with regression analysis was the research design of this paper. Results revealed that the level of focusing on key customers among graduating students in terms of needs assessment, customized services, ongoing dialogue and employee empowerment was high. The level of customer knowledge management yielded a descriptive equivalent of high in terms of knowledge creation, knowledge acquisition, knowledge sharing and knowledge storage. For the level of customer satisfaction of graduating students of UMTC, it yielded a high-level result in terms of customer satisfaction, customer loyalty and customer retention. There was a positive significant relationship between focusing on key customers and customer knowledge management to customer satisfaction among graduating students. In addition, both the focusing on key customers and customer knowledge management was a predictor of customer satisfaction among the graduating students of UMTC.