V3I6P101

Examining the Nexus Between Customer Satisfaction and Buyer Relationship Management: An Empirical Investigation at Aneka Mawar Pvt. Ltd.

Sushma N^1*, Dr. Pankajakshi R²

Abstract

This research paper presents a comprehensive investigation into the intricate relationship between customer satisfaction and buyer relationship management practices at Aneka Mawar Pvt. Ltd., a prominent retail organization operating in the Malaysian consumer market. The study employed a quantitative research methodology utilizing secondary data analysis from organizational records spanning three fiscal years (2023-2025). The theoretical framework integrated the SERVQUAL model, relationship marketing theory, and the customer satisfaction index methodology to examine the multifaceted dimensions of buyer-seller relationships. Data were analyzed using descriptive statistics, Pearson correlation coefficients, and multiple regression analysis with SPSS version 26.0. The findings revealed a significant positive correlation between effective buyer relationship management practices and customer satisfaction levels (r=0.782, p<0.001), indicating that organizations implementing robust relationship management strategies experience substantially higher customer retention rates. The regression analysis demonstrated that communication quality, responsiveness, and personalized service emerged as the strongest predictors of customer satisfaction, collectively explaining 67.4% of the variance (R²=0.674, F=42.386, p<0.001). The research contributes to the existing body of knowledge by providing empirical evidence from the Malaysian retail context and offers actionable recommendations for practitioners seeking to enhance customer satisfaction through strategic relationship management interventions. This study holds significant implications for retail organizations operating in competitive markets, emphasizing the imperative of investing in buyer relationship management as a strategic tool for sustainable competitive advantage.

Keywords:

Customer Satisfaction, Buyer Relationship Management, SERVQUAL, Retail Sector, Customer Retention, Relationship Marketing, Malaysia