Enhancing Customer Satisfaction of a Graphic Design Firm in Chengdu, China


  • Dengzixuan MMODAU
  • Somchai Tantasanee


DOI: 10.14456/abacodijournal.2022.33
Published: 2022-11-03


This research applies a mixed method, which aligns with qualitative and quantitative research. The major research objective is to study the factors affecting customer satisfaction in the graphic design industry in Chengdu, China. It was carried out in Chengdu Golden Wave Advertising Company. The research instruments are questionnaire and interview, and the sample size is 103 respondents. Multiple linear regression was used as the inferential analysis to test the hypotheses and interviews were applied to support and confirm quantitative results. It can be concluded from the research findings that all five factors, which are product quality; communication, service quality; price, and teamwork, have a significant impact on customer satisfaction. Therefore, for recommendations, the company needs to provide high-quality products at reasonable prices, provide customers with quality services, and achieve the best results through team cooperation and communication to enhance customer satisfaction.


Berry, L. L. & Parasuraman, A. (1985). Evaluation of outpatient service quality of a cancer hospital in Veracruz based on SERVQUAL model.

Cai, H. H. (2010). Z company customer satisfaction assessment system research and design. Economist, (5), 244-245.

Chen, J.F. (2014). Research on improving Customer Satisfaction of Mobile software Products -- TAKING BC company's product "Beautiful Anhui" as an example. Doctoral dissertation, Capital University of Economics and Business.

David, L. C. (2017). The articulator of appreciative inquiry.

Fang, X. R. (2015). The research of landscape design firm a for customer relationship management. Doctoral dissertation, Shanghai Jiaotong University.

Guo, Q. (2009). Discussion on the definition of price. Journal of Mianyang College of Economics and Technology. 15(1).

Hamzah, A. A., & Shamsudin, M. F. (2020). Why customer satisfaction is important to business. Journal of Undergraduate Social Science and Technology, 1(1).

Han, H. J. (2019). Research on customer relationship management of jiahao design company. Master's thesis, Lanzhou University of Technology.

Juran, J. M. (1988). Quality-control handbook. Mcgraw-Hill, 6, 157-159.

Liu Y. H., Liu H., & Yu L. J. (2007). Modern Economics. Machinery Industry Press.

Maskat, R., Razak, S. A., & Shamsudin, M. F. (2009, April). A semistructured data approach to heterogeneous health plan data in malaysian managed care organizations. In 2009 International Conference on Information Management and Engineering (pp. 698-702). IEEE.

Ning, Y. F. (1998). Discussion on the definition of price. Journal of Mianyang College of Economics and Technology. 15(1).

Pan, X.W. (2014). Study on CUSTOMER Satisfaction of XY Printing Company. Doctoral dissertation, Donghua University.

Robbins, S. P., Bergman, R., Stagg, I., & Coulter, M. (2014). Management. Pearson Australia.

Schmutz, J. B., Meier, L. L., & Manser, T. (2019). How effective is teamwork really? The relationship between teamwork and performance in healthcare teams: a systematic review and meta-analysis. BMJ Open, 9(9), e028280.

Storbacka, S., & Gronroos (1994). Quality of Service model.

Suchánek, P., Richter, J., & Králová, M. (2014). Customer satisfaction, product quality and performance of companies. Review of Economic Perspectives, 14(4), 329-344.

Yao, X. F. (2012). Strengthen communication to improve customer satisfaction. China Economic and Trade, (18), 67-68.




How to Cite

Dengzixuan, & Tantasanee, S. (2022). Enhancing Customer Satisfaction of a Graphic Design Firm in Chengdu, China. ABAC ODI JOURNAL Vision. Action. Outcome, 10(1), 359-382. https://doi.org/10.14456/abacodijournal.2022.33

Most read articles by the same author(s)