African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

Customer satisfaction and innovative service science by marketing programs: A case study of Cliven products

Cheng-Wu Chen1,2
  1Institute of Maritime Information and Technology, National Kaohsiung Marine University, Taiwan. 2Global Earth Observation and Data Analysis Center (GEODAC), National Cheng Kung University, No 1, Ta-Hsueh Road, Tainan 701, Taiwan.
Email: [email protected]

  •  Accepted: 09 January 2012
  •  Published: 31 October 2012



To meet the needs of modern society, each part of the world has its own different popular products and seasonal merchandise. Variety is necessary in order to achieve marketing aims to not only meet the needs of customers but also lead to the development of successful marketing programs tailored for the company. The customer also has some understanding of commodities, such as product features. These characteristics will affect the price of the commodity and customer satisfaction as well as, customer intentions to purchase other future products from this company. This study utilizes a questionnaire method to investigate customer satisfaction with Cliven products and services, and uses the SPSS (software for statistical analysis) system to calculate the results, the reliability and the validity. The purpose of this study is to forecast future social trends, bring attention to customer needs, and improve service quality and customer satisfaction in future.


Key words: Internet shopping service, customer value, human factor, Taiwanese enterprises, Cliven.