The Knowledge and Accuracy Roles in Explaining the Business Communication on Customer Satisfaction inside SMEs

Abstract

The literature explains that some SMEs tend to deal with a business communication problem during the market share customer satisfaction development, for example, there is a personal interest of employee, which is the tendency in changing the information inside the company in every management levels, or the lack of product knowledge of sales person in communicating the detail information of product/service to the potential buyers. As such, this study aims to explore the role of business communication on customer satisfaction through the emphasis of knowledge and accuracy, given that there are less literatures explain such role, especially within the developing countries. Through the application of quantitative method, this study collects the data from SMEs throughout a distribution of 115 questionnaires. As theoretical implication, this study finds that knowledge and accuracy inside business communication play a significant role on customer satisfaction development. In addition, as managerial contribution, this study also recommends a constructive guideline for business owners, especially SMEs to enhance their marketing strategy.