THE INFLUENCE OF COGNITIVE FACTORS ON CUSTOMER SATISFACTION

Abstract

In this modern era, it is important for organizations to ensure customers are satisfied from all aspects; virtual and face-to-face satisfaction during a purchase process. Since customers are identified as the main return on investments (ROI) for organization, ensuring they are satisfied will enhance organization well-being. This paper aims to identify the effect of cognitive factors namely marketing and technological factor on customer satisfaction for the purchase of Proton cars. PLS-SEM was utilized to analyse the data and the findings revealed that both factors has positive and significant influence on customer satisfaction. Therefore, it can be inferred that customers’ needs must be carefully managed because treating them appropriately and ensuring their satisfaction will lead to competitive advantage and profitability for the organizations. It is hoped that Proton will be able to improve their sales and capture the market share and gain the younger generation’s attention to be more attracted to the nationally make automobiles and lead Proton to be the market leader once again.