Main Article Content
Abstract
Boba is currently one of the favorite products consumed by generation Z. Popularity of boba products can be seen from the purchases level of boba and how it is viral on the internet such as Instagram, twitter, Zomato, or food blogs. The spread on the internet is called electronic wordof-mouth (EWOM). One of the factors that increase EWOM is customer satisfaction. The study was conducted to explain the relationship between customer satisfaction and EWOM using the correlation study method. This study involved 111 respondents. The sample characteristics are students who have bought boba and have posts about boba in the internet. The consumer satisfaction measurement tool was adapted from Martín Consuegra et al. (2007).. Meanwhile, the EWOM measuring instrument was adapted from the Jeong and Jang (2011). The results show that there is a significant relationship between customer satisfaction and EWOM. The higher the consumer satisfaction, the higher the spread of positive EWOM regarding boba products. Results also show that women do the spread of EWOM higher because satisfaction encourages their desire to promote their favorite boba products to others. Consumers who have deployed EWOM can increase loyalty to the products used because consumers experience high satisfaction with their products. Sellers can increase consumers’ loyalty by paying attention to the product quality and service so that consumers feel satisfied with the products used and disseminate the product information.
Article Details
Copyright (c) 2022 Kania Sarinastiti, Rezki Ashriyana Sulistiobudi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
- Ahn, J. (Jennie), Choi, E.-K. (Cindy), & Joung, H.-W. (2020). Does gender moderate the relationship among festival attendees’ motivation, perceived value, visitor satisfaction, and electronic word-of-mouth? Information, 11(9), 412. https://doi.org/10.3390/info11090412
- Aimee, R. M. (2019). A thorough literature review of customer satisfaction definition, factors affecting customer satisfaction and measuring customer satisfaction. International Journal of Advanced Research, 7(9), 828–843. https://doi.org/10.21474/IJAR01/9733
- Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social- and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531–546. https://doi.org/10.1007/s11747-012-0323-4
- Astutik, Y. (2019). Penjualan bubble tea lewat GrabFood naik 31 kali lipat. Cnbcindonesia.Com. https://www.cnbcindonesia.com/tech/20190430132514-37-69686/penjualan-bubble-tea-lewat-grabfood-naik-31-kali-lipat
- Bilal, M., Jianqiu, Z., Akram, U., Tanveer, Y., Sardar, T., & Rasool, H. (2020). Understanding the effects of internet usage behavior on eWOM. International Journal of Information Systems in the Service Sector, 12(3), 93–113. https://doi.org/10.4018/IJISSS.2020070106
- Chen, Z., & Yuan, M. (2020). Psychology of word of mouth marketing. Current Opinion in Psychology, 31, 7–10. https://doi.org/10.1016/j.copsyc.2019.06.026
- Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
- Choi, Y., Thoeni, A., & Kroff, M. W. (2018). Brand actions on social media: Direct effects on Electronic Word of Mouth (eWOM) and moderating effects of brand loyalty and social media usage intensity. Journal of Relationship Marketing, 17(1), 52–70. https://doi.org/10.1080/15332667.2018.1440140
- Christensen, L. B. (2007). Experimental methodology (10 Edition). Pearson Education.
- DÜLEK, B., & AYDIN, İ. (2020). Sosyal medya pazarlamaninElektroni̇k ağizdan ağiİleti̇şi̇m, markaSadakati̇ ve satin almNi̇yeti̇nEtki̇si̇. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
- Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. (Michael), & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120–128. https://doi.org/10.1016/j.jcps.2014.05.004
- Fan, Y.-W., & Miao, Y. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. Int. J. Electron. Bus. Manag., 10(3), 175–181.
- Gonçalves, H. M., & Sampaio, P. (2012). The customer satisfaction‐customer loyalty relationship. Management Decision, 50(9), 1509–1526. https://doi.org/10.1108/00251741211266660
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (seventh ed). Upper Saddle River. https://www.amazon.com/Multivariate-Data-Analysis-Joseph-Hair/dp/0138132631
- Hariono, L. (2019). Apakah E-WOM (Electronic Word of Mouth) bisa mengalahkan WOM (word of mouth) dalam mempengaruhi penjualan produk kuliner. Competence : Journal of Management Studies, 12(1), 12-23. https://doi.org/10.21107/kompetensi.v12i1.4946
- Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
- Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60. https://doi.org/10.21427/D7CF7R
- IDN Times. (2019). Xing Fu Tang minuman boba yang lagi hype banget, sudah coba? IDN Times. https://www.idntimes.com/food/dining-guide/roh-cahaya-padang/review-minuman-boba-xing-fu-tang/full
- Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
- Jeong, E., & Jang, S. (Shawn). (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005
- Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143. https://doi.org/10.1504/IJSEM.2018.096077
- Krishnapillai, G., & Ying, K. S. (2017). The influence of E-WOM on travel intention among foreign students in Malaysia: Does gender really matter? International Review of Management and Marketing, 7(1 SE-Articles), 475–483. https://econjournals.com/index.php/irmm/article/view/3582
- Kumparan. (2019). BOBA fest: Tempat berkumpulnya penggemar Boba Tea. Kumparan. https://kumparan.com/karjaid/boba-fest-tempat-berkumpulnya-penggemar-boba-tea-1rz9SBqTWTp
- Lee, H.-S., Lee, E. S., & Shin, Y.-J. (2020). The role of calling in a social cognitive model of well-being. Journal of Career Assessment, 28(1), 59–75. https://doi.org/10.1177/1069072719825777
- Lidyana, V. (2019). Boba yang jadi primadona milenial hingga generasi Z. Detik Finance. https://finance.detik.com/berita-ekonomi-bisnis/d-4761337/boba-yang-jadi-primadona-milenial-hingga-generasi-z
- Martín‐Consuegra, D., Molina, A., & Esteban, Á. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product and Brand Management, 16(7), 459–468. https://doi.org/10.1108/10610420710834913
- Millot, M. (2018). Embarrassment of product choices 1: How to consume differently. ISTE Ltd and John Wiley and Sons. https://www.wiley.com/en-us/Embarrassment+of+Product+Choices+1%3A+How+to+Consume+Differently-p-9781786303110
- Mishra, A., Maheswarappa, S. S., Maity, M., & Samu, S. (2018). Adolescent’s eWOM intentions: An investigation into the roles of peers, the Internet and gender. Journal of Business Research, 86, 394–405. https://doi.org/10.1016/j.jbusres.2017.04.005
- Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168. https://doi.org/10.1016/j.dss.2019.113168
- Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge. https://doi.org/10.4324/9781315700892
- Putra, Y. S. (2017). Theoritical review: Teori perbedaan generasi. Among Makarti, 9(2), 123-134. https://doi.org/10.52353/ama.v9i2.142
- Putri, N. R., & Suhariadi, F. (2013). Hubungan antara kepuasan pelanggan dengan word of mouth pada pelanggan. Jurnal Psikologi dan Industri, 2(1), 1–8.
- Qurniawati, R. S., & Nurohman, Y. A. (2018). eWOM pada genersi Z di sosial media. Jurnal Manajemen Dayasaing, 20(2), 70–80. https://doi.org/10.23917/dayasaing.v20i2.6790
- Rayinda, M. A. (2019). Pengaruh user generated content terhadap perilaku para foodie pengguna media sosial. Jurnal Komunikasi dan Kajian Media, 3(2), 116–127. https://doi.org/10.31002/jkkm.v3i2.1257
- Sabrina. (2020). Sedang berlangsung festival kuliner boba mania 2.0 di PVJ Bandung. Kesatu.Co. https://kesatu.co/sedang-berlangsung-festival-kuliner-boba-mania-2-0-di-pvj-bandung/
- Shamsudin, M. F., Nayan, S., Ishak, M. F., Esa, S. A., & Hassan, S. (2020). Customer loyalty in the fast food restaurants: Case of GEN Z. Journal of Critical Reviews, 7, 684–692. https://doi.org/10.31838/jcr.07.19.83
- Simangunsong, E. (2018). Generation-Z buying behavior in Indonesia: Opurtunities for retail bussiness. MIX: Jurnal Ilmiah Manajemen, 8(2), 243-253. https://doi.org/10.22441/mix.2018.v8i2.004
- Sohaib, M., Akram, U., Hui, P., Rasool, H., Razzaq, Z., & Kaleem Khan, M. (2019). Electronic word-of-mouth generation and regulatory focus. Asia Pacific Journal of Marketing and Logistics, 32(1), 23–45. https://doi.org/10.1108/APJML-06-2018-0220
- Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (Thirteenth). Pearson.
- Suwandee, S., Surachartkumtonkun, J., & Lertwannawit, A. (2019). EWOM firestorm: Young consumers and online community. Young Consumers, 21(1), 1–15. https://doi.org/10.1108/YC-03-2019-0982
- Tee, J., Erdiansyah, R., & Aulia, S. (2020). Pengaruh word of mouth dan brand awareness terhadap keputusan pembelian Xing Fu Tang di Indonesia. Prologia, 4(1), 18-24. https://doi.org/10.24912/pr.v4i1.6420
- Tribun Jabar. (2019). Kokokuliner hadir di private testing Xing Fu Tang PVJ Bandung. Jabar.Tribunnews. https://jabar.tribunnews.com/2019/10/24/xing-fu-tang-hadir-di-bandung
- Tungka, D., Lionardo, M. M., Thio, S., & Iskandar, V. (2020). Pengaruh social media marketing pada instagram terhadap minat beli Chatime Indonesia. Jurnal Hospital dan Manajemen Jasa, 8(2), 77–87. https://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/10554
- Wirtz, J., & Lovelock, C. (2016). Services marketing. World Scientific (US). https://doi.org/10.1142/y0001
- Xi, J., Lee, M. T., Carter, J. R., & Delgado, D. (2022). Gender differences in purpose in life: The mediation effect of altruism. Journal of Humanistic Psychology, 62(3), 352–376. https://doi.org/10.1177/0022167818777658
- Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions. Journal of Hospitality and Tourism Research, 41(1), 93–127. https://doi.org/10.1177/1096348013515918
- Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing: Integrating customer focus across the firm (seventh). McGraq-Hill Education
References
Ahn, J. (Jennie), Choi, E.-K. (Cindy), & Joung, H.-W. (2020). Does gender moderate the relationship among festival attendees’ motivation, perceived value, visitor satisfaction, and electronic word-of-mouth? Information, 11(9), 412. https://doi.org/10.3390/info11090412
Aimee, R. M. (2019). A thorough literature review of customer satisfaction definition, factors affecting customer satisfaction and measuring customer satisfaction. International Journal of Advanced Research, 7(9), 828–843. https://doi.org/10.21474/IJAR01/9733
Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social- and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531–546. https://doi.org/10.1007/s11747-012-0323-4
Astutik, Y. (2019). Penjualan bubble tea lewat GrabFood naik 31 kali lipat. Cnbcindonesia.Com. https://www.cnbcindonesia.com/tech/20190430132514-37-69686/penjualan-bubble-tea-lewat-grabfood-naik-31-kali-lipat
Bilal, M., Jianqiu, Z., Akram, U., Tanveer, Y., Sardar, T., & Rasool, H. (2020). Understanding the effects of internet usage behavior on eWOM. International Journal of Information Systems in the Service Sector, 12(3), 93–113. https://doi.org/10.4018/IJISSS.2020070106
Chen, Z., & Yuan, M. (2020). Psychology of word of mouth marketing. Current Opinion in Psychology, 31, 7–10. https://doi.org/10.1016/j.copsyc.2019.06.026
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Choi, Y., Thoeni, A., & Kroff, M. W. (2018). Brand actions on social media: Direct effects on Electronic Word of Mouth (eWOM) and moderating effects of brand loyalty and social media usage intensity. Journal of Relationship Marketing, 17(1), 52–70. https://doi.org/10.1080/15332667.2018.1440140
Christensen, L. B. (2007). Experimental methodology (10 Edition). Pearson Education.
DÜLEK, B., & AYDIN, İ. (2020). Sosyal medya pazarlamaninElektroni̇k ağizdan ağiİleti̇şi̇m, markaSadakati̇ ve satin almNi̇yeti̇nEtki̇si̇. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. (Michael), & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120–128. https://doi.org/10.1016/j.jcps.2014.05.004
Fan, Y.-W., & Miao, Y. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. Int. J. Electron. Bus. Manag., 10(3), 175–181.
Gonçalves, H. M., & Sampaio, P. (2012). The customer satisfaction‐customer loyalty relationship. Management Decision, 50(9), 1509–1526. https://doi.org/10.1108/00251741211266660
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (seventh ed). Upper Saddle River. https://www.amazon.com/Multivariate-Data-Analysis-Joseph-Hair/dp/0138132631
Hariono, L. (2019). Apakah E-WOM (Electronic Word of Mouth) bisa mengalahkan WOM (word of mouth) dalam mempengaruhi penjualan produk kuliner. Competence : Journal of Management Studies, 12(1), 12-23. https://doi.org/10.21107/kompetensi.v12i1.4946
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60. https://doi.org/10.21427/D7CF7R
IDN Times. (2019). Xing Fu Tang minuman boba yang lagi hype banget, sudah coba? IDN Times. https://www.idntimes.com/food/dining-guide/roh-cahaya-padang/review-minuman-boba-xing-fu-tang/full
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Jeong, E., & Jang, S. (Shawn). (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005
Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143. https://doi.org/10.1504/IJSEM.2018.096077
Krishnapillai, G., & Ying, K. S. (2017). The influence of E-WOM on travel intention among foreign students in Malaysia: Does gender really matter? International Review of Management and Marketing, 7(1 SE-Articles), 475–483. https://econjournals.com/index.php/irmm/article/view/3582
Kumparan. (2019). BOBA fest: Tempat berkumpulnya penggemar Boba Tea. Kumparan. https://kumparan.com/karjaid/boba-fest-tempat-berkumpulnya-penggemar-boba-tea-1rz9SBqTWTp
Lee, H.-S., Lee, E. S., & Shin, Y.-J. (2020). The role of calling in a social cognitive model of well-being. Journal of Career Assessment, 28(1), 59–75. https://doi.org/10.1177/1069072719825777
Lidyana, V. (2019). Boba yang jadi primadona milenial hingga generasi Z. Detik Finance. https://finance.detik.com/berita-ekonomi-bisnis/d-4761337/boba-yang-jadi-primadona-milenial-hingga-generasi-z
Martín‐Consuegra, D., Molina, A., & Esteban, Á. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product and Brand Management, 16(7), 459–468. https://doi.org/10.1108/10610420710834913
Millot, M. (2018). Embarrassment of product choices 1: How to consume differently. ISTE Ltd and John Wiley and Sons. https://www.wiley.com/en-us/Embarrassment+of+Product+Choices+1%3A+How+to+Consume+Differently-p-9781786303110
Mishra, A., Maheswarappa, S. S., Maity, M., & Samu, S. (2018). Adolescent’s eWOM intentions: An investigation into the roles of peers, the Internet and gender. Journal of Business Research, 86, 394–405. https://doi.org/10.1016/j.jbusres.2017.04.005
Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168. https://doi.org/10.1016/j.dss.2019.113168
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge. https://doi.org/10.4324/9781315700892
Putra, Y. S. (2017). Theoritical review: Teori perbedaan generasi. Among Makarti, 9(2), 123-134. https://doi.org/10.52353/ama.v9i2.142
Putri, N. R., & Suhariadi, F. (2013). Hubungan antara kepuasan pelanggan dengan word of mouth pada pelanggan. Jurnal Psikologi dan Industri, 2(1), 1–8.
Qurniawati, R. S., & Nurohman, Y. A. (2018). eWOM pada genersi Z di sosial media. Jurnal Manajemen Dayasaing, 20(2), 70–80. https://doi.org/10.23917/dayasaing.v20i2.6790
Rayinda, M. A. (2019). Pengaruh user generated content terhadap perilaku para foodie pengguna media sosial. Jurnal Komunikasi dan Kajian Media, 3(2), 116–127. https://doi.org/10.31002/jkkm.v3i2.1257
Sabrina. (2020). Sedang berlangsung festival kuliner boba mania 2.0 di PVJ Bandung. Kesatu.Co. https://kesatu.co/sedang-berlangsung-festival-kuliner-boba-mania-2-0-di-pvj-bandung/
Shamsudin, M. F., Nayan, S., Ishak, M. F., Esa, S. A., & Hassan, S. (2020). Customer loyalty in the fast food restaurants: Case of GEN Z. Journal of Critical Reviews, 7, 684–692. https://doi.org/10.31838/jcr.07.19.83
Simangunsong, E. (2018). Generation-Z buying behavior in Indonesia: Opurtunities for retail bussiness. MIX: Jurnal Ilmiah Manajemen, 8(2), 243-253. https://doi.org/10.22441/mix.2018.v8i2.004
Sohaib, M., Akram, U., Hui, P., Rasool, H., Razzaq, Z., & Kaleem Khan, M. (2019). Electronic word-of-mouth generation and regulatory focus. Asia Pacific Journal of Marketing and Logistics, 32(1), 23–45. https://doi.org/10.1108/APJML-06-2018-0220
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (Thirteenth). Pearson.
Suwandee, S., Surachartkumtonkun, J., & Lertwannawit, A. (2019). EWOM firestorm: Young consumers and online community. Young Consumers, 21(1), 1–15. https://doi.org/10.1108/YC-03-2019-0982
Tee, J., Erdiansyah, R., & Aulia, S. (2020). Pengaruh word of mouth dan brand awareness terhadap keputusan pembelian Xing Fu Tang di Indonesia. Prologia, 4(1), 18-24. https://doi.org/10.24912/pr.v4i1.6420
Tribun Jabar. (2019). Kokokuliner hadir di private testing Xing Fu Tang PVJ Bandung. Jabar.Tribunnews. https://jabar.tribunnews.com/2019/10/24/xing-fu-tang-hadir-di-bandung
Tungka, D., Lionardo, M. M., Thio, S., & Iskandar, V. (2020). Pengaruh social media marketing pada instagram terhadap minat beli Chatime Indonesia. Jurnal Hospital dan Manajemen Jasa, 8(2), 77–87. https://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/10554
Wirtz, J., & Lovelock, C. (2016). Services marketing. World Scientific (US). https://doi.org/10.1142/y0001
Xi, J., Lee, M. T., Carter, J. R., & Delgado, D. (2022). Gender differences in purpose in life: The mediation effect of altruism. Journal of Humanistic Psychology, 62(3), 352–376. https://doi.org/10.1177/0022167818777658
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions. Journal of Hospitality and Tourism Research, 41(1), 93–127. https://doi.org/10.1177/1096348013515918
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing: Integrating customer focus across the firm (seventh). McGraq-Hill Education