An Empirical Study to Evaluation of Customer Acquisition Processes on Customer Satisfaction

Abstract

In today's highly competitive environment, the organizations have been paying considerable attention to improve their customer satisfaction. For this reason, the purpose of this paper is to suggest a model defines how the combination between customer acquisition processes and knowledge about customer would improve the customer satisfaction. This paper adapts the quantitative research approach by using the survey strategy which is conducted by a questionnaire collected from 193 people working in the management position of Jordanian telecommunication organizations. The researcher uses the PLS as an analysis technique to test all hypotheses. The findings suggest that there is a positive effect of adapting the customer acquisition processes in improving the customer satisfaction mediating by the knowledge about customer. The proposed model makes a contribution on the part of the customer acquisition processes and the knowledge about customer and can be used as a structure of reference for the incorporation between them in order to attain the customer satisfaction.