ABSTRACT/EXECUTIVE SUMMARY

1.0 CHAPTER 1

With the task of building an overall customer framework for Sime Darby business, we began our
literature review and research. According to analysis, a company's long-term success is reliant on the
ability to recruit and retain loyal and satisfied customers, and its ability to adapt to changing needs and
preferences. For most businesses, customer happiness is a critical aim. A variety of strategies have been
created and tried so that you may keep track of client satisfaction and take steps to enhance it.
However, a several of conditions must be met in any such measuring system in order to generate
meaningful applications for findings, not least if the goal is to evaluate and benchmark. This is the
mindset in which the customer satisfaction research programmed was started. Every study we do has its
own set of objectives and aims to meet. One of the objectives is to explore Sime Darby's approach to
customer satisfaction, and we will learn more about all of the objectives in the following chapter. Last
but not least, the researcher must employ the appropriate data collection strategy. For our study, we
used a questionnaire to collect all of the information we want. This approach is beneficial because it
letting us to gather a big amount of information from a broad audience in a small space of time. This
procedure is very straightforward and uncomplicated.