Acta Univ. Agric. Silvic. Mendelianae Brun. 2017, 65, 1031-1038

https://doi.org/10.11118/actaun201765031031
Published online 2017-07-03

Influence of Customer Focused Mission Statement on Customer Satisfaction

Chijioke Nwachukwu1, Pavel Žufan2

1Mendel University in Brno, Business and Economics, Department of Management, Zemedelska 1, 61300 Brno, Czech Republic
2Mendel University in Brno, Business and Economics, Associate Professor Department of Management, Zemedelska 1, 61300 Brno, Czech Republic

The purpose of this study is to examine the influence of customer‑focused mission statements on customer satisfaction in selected cell phone manufacturing companies in the United States. The study employed content analysis for the mission statement and data from America customer satisfaction index (ACSI). In analysing our data, Pearson correlation, and multiple regression techniques were used. The result showed that product and service, technology, philosophy, self‑concept, and public image mission statement components are strongly positively correlated with customer satisfaction. Customer, survival, growth and profitability and market mission statement components are insignificantly negatively correlated with customer satisfaction. The study, therefore, recommends that companies that want to remain competitive by enhancing customer satisfaction should formulate mission statements from a customer perspective so that they include product and service, technology, philosophy, self‑concept, and public image components. The main limitation of the study represents the sample size and structure. This study empirically investigated the correlation and association of nine mission statement components with customer satisfaction.

References

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