Role of Corporate Governance in Implementing Accountability for Eliminating Customer Satisfaction Issues

This research focuses on the role of corporate governance in implementing accountability for eliminating customer satisfaction issues in the travel and tourism industry. It explores the importance of accountability in offering services to customers and the factors that lead to customer satisfaction issues. The case study is based on Top Deck Travel, a tour operator company. The research aims to provide valuable insights and recommendations for enhancing customer satisfaction and loyalty through effective corporate governance.

Corporate strategy part 2
(Role of corporate governance in
implementing accountability for eliminating
customer satisfaction issues)
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Contents
Introduction, Background and review of the problem faced...........................................................3
1.1 Overview of research.............................................................................................................3
1.2 Background of research.........................................................................................................4
1.2 Research aims and objectives................................................................................................4
1.3 Outline of methodology.........................................................................................................5
1.4 Research rational...................................................................................................................5
Literature Review.............................................................................................................................6
2.1 Chapter Overview..................................................................................................................6
2.2- Theme 1: Explain importance of accountability in offering services to customers?...........6
2.3- Theme 2: What is the role of corporate governance in developing loyal customers for Top
Deck Travel?................................................................................................................................7
2.4- Theme 3: What are the several factors that lead to intensify in customer satisfaction
issues?..........................................................................................................................................8
2.5- Theme 4: Explain relationship between maintaining accountability in corporate
governance and enhancement of customer satisfaction?.............................................................9
2.6 Research framework and Hypothesis....................................................................................9
Research Framework...............................................................................................................9
Hypothesis...............................................................................................................................9
2.7 Conclusion...........................................................................................................................10
Discussion of primary and secondary research undertaken...........................................................10
3.1 Chapter Overview................................................................................................................10
3.2 Research Philosophy and justification.................................................................................11
3.3 Research Approach and justification...................................................................................11
3.4 Research method/Strategy and justification........................................................................11
3.5 Research Choice and justification.......................................................................................12
3.5 Data collection method and justification.............................................................................12
3.5.1 Sampling.......................................................................................................................12
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3.6 Research instruments...........................................................................................................13
3.7 Data analysis Method..........................................................................................................14
3.8 Ethical consideration...........................................................................................................14
Critical review of the results of the research.................................................................................15
Recommendation and action plan..................................................................................................26
Recommendation...........................................................................................................................26
Conclusion.....................................................................................................................................27
REFERENCES..............................................................................................................................27
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Introduction, Background and review of the problem faced
Corporate governance is comprehensively said to be as the integration of rules, regulations,
laws and processes that are being used while operating the businesses activities. It is also being
used with the motive of controlling and regulating all activities in rightful manner (Rivera,
Bigne, and Curras-Perez, 2016). It has also been acknowledged that corporate governance
supports business organisations in enhancing their sustainability at marketplace by simply
helping supporting them in implementing their business activities in such a manner that does not
create any kind of legal obligation in the near future. Accountability, independence, fairness and
transparency are acknowledged as the main four pillars of corporate governance which is
ultimately placing equivalent contribution in developing strong relationship with the customers
by simply satisfying their needs and requirements. By making use of these pillars business
association can easily improvise customers’ relationship that would contribute in enhancing their
sustainability at marketplace in rightful manner. The present investigation is based on Top Deck
Travel, a tour operator company which generally organizes trips for people belonging to the age
group of 18 – 39 years old people. These trips are generally Europe, North America, Africa,
Egypt and the Middle East, Australia, New Zealand, and Asia. Along with this, the company also
offers almost 330 tours in 65 nations. This investigation will be based on specified research aim,
objectives and questions that will provide adequate guidance to the investigator in determining
valuable research outcome towards the research issue. Also, both the primary and secondary
form of investigation would be conducted for obtaining valid conclusion by simply covering
each and every aspect related to it.
1.1 Overview of research
Corporate governance is acknowledged as the effective initiative taken by the business
associations through which they can easily execute their business activities without any sort of
legal obligations in the near future (Kiliç, Kuzey and Uyar, 2015). It has been seen that if
corporate governance is effectively used by business organisations then they can easily eliminate
the issues which are placing major influence over the customer satsifaction level. In addition to
this, it has also been seen that if any of pillars such as Accountability, fairness, independence and
transparency of the corporate governance is missing in the business entity then it directly places
major influence over the customers satisfaction level as they won’t be able to trust the company
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in any manner. It has been analysed that there are various reasons which might place influence
over working pattern of employees as well as management. This directly develops range of
issues at workplace which ultimately affects customers’ satisfaction level as they are not able to
serve the customers in expected manner (Saeidi, and et.al., 2015). It has also been analysed that
the business organisation often takes several initiatives with the motive of enhancing customers’
satisfaction level and influencing them to stay loyal with the same entity for longer period of
time. With reference to the travel and tourism sector, it can be further said that customer
satisfaction is the preliminary motive of the business dealing within it. Thus, this research will
cover information about the corporate governance that would definitely help them out in
accomplishing their motive of rectifying customer satisfaction issues which would definitely
support the company and also contribute in maximising their profitability within the same.
1.2 Background of research
There are many reasons which might influence customers’ satisfaction level. These issues
can be related to anything such as higher prices of product and service, indulgence of company
into any type of illegal issue, delay in services, misbehaviour with the customers or many other
associated reasons. With reference to the present investigation, it can be said that business
association which are dealing in travel and tourism industry are required to offer high quality
services to the customers’ and incorporate corporate governance within their company so that
they can easily eliminate the issues related to the customer satisfaction. As a result, it supports
business organisation in enhance their sustainability within the same nation in rightful manner. In
context of Top Deck Travel, it has been analysed that the respective top management of the
company have analysed that issues which are affecting customer satisfaction level are increasing
day by day within their company (Uyar, Gungormus, and Kuzey, 2017). In order to address
them effectively they simply emphasizes on conducting effective research with which they can
easily find out the best possible way of eliminating the issues that might influence customers
satisfaction level. For this, the management team have hired investigator who would perform
research on the same issue and find out proposed solution towards the same by simply including
both the primary and secondary research into it.
1.2 Research aims and objectives
Research aim:
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Main aim of this research is “To determine the role of corporate governance in implementing
accountability for eliminating customer satisfaction issues” A case study on Top Deck Travel.
Research Objectives
 To ascertain importance of accountability in offering services to customers
 To ascertain role of corporate governance in emerging loyal customers for Top Deck
Travel
 To determine several factors that leads to intensify customer satisfaction issues
 To explore relation between maintaining accountability in corporate governance and
enhancement of customer satisfaction.
1.3 Outline of methodology
Research methodology is important part for completing full project effectively. There are
different methods that will be used within a research project such as positivism research
philosophy, deductive approach, questionnaire, quantitative research etc. All these are effective
and useful for investigator in gathering of appropriate information regarding the current topic.
1.4 Research rational
The preliminary purpose of conducting this is investigation is the personal interest of the
investigator on towards the topic that is role of corporate governance in implementing
accountability for eliminating customer satisfaction issues (Yeo, Thai and Roh, 2015). Also,
the investigator wishes to develop their own skills and knowledge related to the research which
would definitely help them out in conducting more effective research in the near future. Also,
outcome developed with this investigation would enhance knowledge of businesses dealing in
travel and tourism industry about the corporate governance and its usage in implementing
accountability for eliminating customer satisfaction issues
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Literature Review
2.1 Chapter Overview
Literature review can be describe as analysis and evaluation of different topic for other
point of view. This is significant and effective process that needs to be consider by a researcher
while collecting information and details about different topics (Bhaduri and Selarka, 2016).
This includes search and analysis of available literature regarding chosen topic for better
decision making. Study of literature review will help researcher to collect information from
existing and available sources of information. This can be consider as secondary method of data
collection process in order to determine different aspects and information through books,
journals or internet. This is helpful in critically analysing topic and better decision making in
order to improve understanding about that topic and taking correct decision form research.
2.2- Theme 1: Explain importance of accountability in offering services to customers?
According to Douglas Hanna (2020), Accountability is management process that as your
staff members answer to Superior for their actions and supervises behaves responsibility. The
accountable staff members are helpful to enhance performance level of business as hole in
maintaining the positive culture of company, ethics and values. Accountability in the customer’s
services is ability of company to account for business actions as well as decisions. Their main
focus is on developing the trust of customers for customer service representative. Under this, the
employees are accepting their responsibilities for actions and accountable for providing the
answers to outcomes (Accountability in customer service, 2020). Under this, it is the
responsibilities of staff members should provide the high quality of services to customers and
also resolve their query so that they can get the better customer experience regarding the product
and services and also company (Font, Guix and Bonilla-Priego, 2016). It is necessary to
employees to provide the service level to the customers so that they can be satisfied from the
services of company and also be loyal towards its. On the other hand, there is a need to
employees to focus on providing the timely personal assistants to the employees. There is any
issue faced by the customers regarding the product and services then it is a responsibility of
employees to resolve their queries or issue quickly.
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2.3- Theme 2: What is the role of corporate governance in developing loyal customers for Top
Deck Travel?
As per opinion of.. Corporate governance seems to be the combination of rules, procedures
or laws that run, oversee or monitor businesses. Corporate governance term encompasses internal
and external factors, including shareholders, suppliers, customers, government agencies and
management, affecting interests of company interests of shareholders. Consumer loyalty benefits
from consistently pleasant emotional experience, physical satisfaction and the perceived
importance of a goods or brand (Kim and et.al., 2017). The corporate governance is helpful in
developing as well as enhancing loyalty of customers with Top Deck Travel. It has been
determined that corporate governance play crucial and critical role for increase loyalty of
customer with respective company as well as developing strong relationship with customers.
Role of corporate governance in developing loyalty of customer is mention below –
Developing better strategies – Corporate governance is the crucial part of organisation that is
significant for managing social and institutional aspects of business. This play essential role in
creation and development of better and effective strategies. This will help Top Deck Travel
organisation to create and develop strong business strategies which is accurate for increasing
loyalty of customers towards respective company. Role of corporate governance will help
respective organisation to attract more and more customer towards company and implement
strategies in such as manner the needs and wants of customer is achieved.
Increasing performance – It has been determined that corporate governance play critical role in
enhancing performance of employees as well as overall capability of respective company will be
increased. By improving employees performance Top Deck Travel company will be able to
meet with the needs and requirement of customer. The role of corporate governance of respective
company will be very supportive in enhancing loyalty of customers towards respective company.
Conducting social responsibility – Corporate governance of Top Deck Travel company is
focusing on enhancing social responsibility of company towards society and citizens. This play
crucial role in attracting customer as well as developing strong brand image of respective
company is market area. It has been determined that by conducting social activities in effective
and efficient manner Top Deck Travel company will be able to increase its brand image in
market area. This will lead to have significant impact on improving loyalty of customers towards
business.
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2.4- Theme 3: What are the several factors that lead to intensify in customer satisfaction issues?
As per the view of Jana Barrett, it is very important for respective organisation to satisfy
customers as well as deal with their issues in correct manner. It has been analysed that there are
several factors that will support in enhancing performance and capability of business in order to
meet with customer satisfaction issues. It is essential for Top Deck Travel company to resolve
issues of customer as this will help in developing strong relationship with potential customers of
business. Different factors that will lead to intensify in customer satisfaction issues are mention
below in detail.
 Bad customer services – Ineffective services of organisation is one of the crucial factors
that will lead increase customer satisfaction issues in respective company. This is due to
Top Deck Travel company is not able to understand and determine the problem of
customer in correct manner (10 Simple Ways to Increase Customer Satisfaction, 2020).
Bad services to customer will lead to decrease the level of satisfaction of customer with
business. This factor will lead to strengthen the issues of customer satisfaction is
organisation and negatively affect business.
 Poor social skills – Lack of socials skills of employees will lead to have major negative
impact on organisation as well as unsatisfying customers also. Poor social skills can be
consider as the major factor that lead to affect customer satisfaction issues. It has been
determined that due to poor social skills of an employees they will not be able to
communicate solution to the problems of customer and this lead to decrease customer
satisfaction.
 No appreciation – It is very important for a customer to feel valuable for organisation
and if customer does not feel crucial for business they will be unsatisfied with company.
No appreciation form Top Deck Travel company is one of the major factor that will lead
to intensify customer satisfaction issues. This problem arise when company fail to
support its customers as well as ignore their specific requirements. This factor will lead to
increase the issues of customer satisfaction.
 High prices – High or increase in prices of products and services is consider as one of
the crucial reason for dissatisfaction of customers towards business. Customer are very
demanding and they want high quality products in less price. This factor will lead to
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affect the level of satisfaction of customers with the offering of Top Deck Travel
company.
2.5- Theme 4: Explain relationship between maintaining accountability in corporate governance
and enhancement of customer satisfaction?
According to the article of the institute of customer service, it has been determined that
corporate governance and customer satisfaction is interrelated with each other. It is very
important for Top Deck Travel organisation to improve and maintain high accountability in
corporate governance in order to increase level of customer satisfaction (Luo and Du, 2015). It
has been determined that corporate governance play crucial and critical role in managing
performance of organization. Its activities is related to increase capability and effectiveness of
company for performing business operation as well as meeting with the need and requirement of
customers. It has been analysed that customer satisfaction can be increased with the
improvement in business performance (Linking corporate governance to customer service is
more important than ever, 2020). Corporate governance of respective company will develop
strong strategies for business that will support in providing products and services of customer in
more creative and innovative manner that will lead to increase customer satisfaction will
company. Relationship between corporate governance and enhancement of customer satisfaction
will lead to have positive impact on Top Deck Travel company as well as help in developing
strong relationship with customers. This will assist in meeting with the requirement of customer
as well as developing strong brand image of respective company in market area.
2.6 Research framework and Hypothesis
Research Framework
Hypothesis
Hypothesis 1:
 Null hypothesis: μ = There is importance of accountability in offering services to customers.
 Alternative hypothesis: μ ≠ There is importance of accountability in offering services to
customers.
Hypothesis 2:
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 Null hypothesis: μ = There is role of corporate governance in developing loyal customers
for Top Deck Travel.
 Alternative hypothesis: μ ≠ = There is role of corporate governance in developing loyal
customers for Top Deck Travel.
Hypothesis 3:
 Null hypothesis: μ = There are several factors that lead to intensify in customer
satisfaction issues.
 Alternative hypothesis: μ ≠ There are several factors that lead to intensify in customer
satisfaction issues.
Hypothesis 4:
 Null hypothesis: μ = There is relationship between maintaining accountability in
corporate governance and enhancement of customer satisfaction
 Alternative hypothesis: μ ≠ There is relationship between maintaining accountability in
corporate governance and enhancement of customer satisfaction
2.7 Conclusion
From the above literature review it can be concluded that corporate governance is a
combination of rules and process which needs to be followed by organisation in order to
successfully perform business activities. Corporate governance is the crucial part of business and
will help in increasing level of satisfaction with company. This will lead to have positive impact
on business as well as its relationship with customers. It has been analysed that corporate
governance play crucial role in increase customer satisfaction as well as meeting with their needs
and wants. There are different factors of business will lead to strengthen customer satisfaction
issues with business and leads to affect performance of company in market area.
Discussion of primary and secondary research undertaken
3.1 Chapter Overview
Primary and secondary research is considering important part of research methodology that
has been used within an investigation for collecting information about the topic in accurate
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manner. Research methodology introduces to the process of collecting and analysing information
regarding the field of study. This section of research project includes different methods that are
suitable for doing current study in systematic manner.
3.2 Research Philosophy and justification
Research philosophy is the set of beliefs that has been followed within a current research
project for collecting, analysing and interpreting data about the topic (Yeo, Thai and Roh,
2015). There are basically two form of research philosophy which is known positivism and
interpretivisim. For presenting current study over the role of corporate governance, positivism
philosophy has been used by the researcher.
Justification: Main reason for using positivism research philosophy as it will facilitate in
collecting and interpreting of quantitative data and also not take more time of investigator as
compare to interpretivisim philosophy.
3.3 Research Approach and justification
Research approach is refers to the method and process of analysing qualitative and
quantitative information. There are two form of research approach called deductive and
inductive. Inductive approach helps in analysing of qualitative data, whereas deductive approach
support in analysing of quantitative information. For executing present study, deductive
approach has been followed by researcher.
Justification: Main reason behind using deductive approach of research because it is
beneficial in analysing of data in form of quantitative and in lesser time period. On the other
side, inductive approach is another approach that will be not suitable for present study because it
require more qualitative data that resulted in maximum time as well as resources.
3.4 Research method/Strategy and justification
Research strategy refers to the process of data collection through different number of
research strategies. These strategies are survey, interviews, experimental research, action
research, systematic literature review or a case study research (Gürlek, Düzgün and Uygur,
2017). All these are considering effective and useful strategies but for collecting primary and
secondary data about the role of corporate governance in implementing accountability for
eliminating customer satisfaction issues, survey and systematic literature review have been
applied by researcher.
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Justification: Main purpose for using survey for primary data collection as it provide
reliable and valid data and also not take maximum time. For secondary data collection,
systematic literature review was used by researcher because this support in gathering of detailed
information easily.
3.5 Research Choice and justification
Research choice introduces to the method of research which is called qualitative and
quantitative. These are two choice of research that helps researcher in collection and analisation
of numerical and theoretical information about any kind of research (Thomann, Hupe and
Sager, 2018). For collecting and analysing data about the current topic, quantitative research
will be chosen by researcher.
Justification: Main intent behind choosing quantitative research because it facilitate in
gathering of numerical and reliable information regarding the corporate governance and its role
in implementing accountability for reducing customer satisfaction issues. On the other hand,
qualitative research is not appropriate for performing current investigation for the reason that it
takes more time and need qualitative data.
3.5 Data collection method and justification
There are two methods of data collection are known primary and secondary. In order to
gather primary data, questionnaire is best method that will be taken within an investigation. In
order to collect secondary information, magazines, books, articles, publication research etc.
methods were used by researcher for literature review.
Justification: Main reason for using questionnaire for primary data collection because it
provides reliable and valid data. Main purpose for applying literature review for secondary data
as it helps in analisation of author’s point of view about the title.
3.5.1 Sampling
Sampling introduces to the process of choosing sample from total population. There are
two form of sampling which are probability and non-probability. Within an investigation,
random sampling under probability sampling has been used by researcher for selecting 30
respondents.
Justification: Main intent behind selecting random sampling method as it not require more
time as compare to non-probability sampling and also provide valid outcomes for the research.
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3.6 Research instruments
There are number of research instruments which are interview, observation, focus group,
questionnaire etc. All these are effective but for gathering data regarding the role of corporate
governance, questionnaire has been followed for the reason that it provides reliable data in less
time period as compare to other instruments of research (Yeo, Thai and Roh, 2015).
Questionnaire according to the current project will be presented as below:
Questionnaire
Q1) Do you have an idea about the extent of corporate governance adhered within Top Deck
Travel?
a). Yes
b). No
Q2) Are you satisfy with services provided by Top Deck Travel?
a). Highly satisfy
b). Satisfy
c). Strongly dissatisfy
d). Dissatisfy
Q3) According to you, corporate government helps Top Deck Travel in implementation of
accountability among employees towards performance of their functions?
a). Yes
b). No
Q4) How corporate governance improves accountability among employees?
a). Improves sense of responsibility
b). Brings liability for completion of work
c). Brings obligation to adhere all principles and standards
Q5) What are the different benefits ascertained by a consumer due to the immense level of
accountability among employees and staff members?
a). Ascertainment of quality products
b). High level of service
c). Able to get timely personal assistance
Q6) Does adherence of corporate governance aspect help in building loyal customers for an
organisation?
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a). Yes
b). No
Q7) What are the different factors that leads to the higher level of customer satisfaction?
a). Delivering good quality of products
b). Ascertainment of high level services
c). Timely personal guidance at the time of need
Q8) What is the nature of relation between concept of accountability and enhancement of
customer satisfaction?
a). Positive
b). Negative
c). Can’t say
Q9) What are the main issues that have influence over level of customer satisfaction?
a). No appropriate response from employee’s side
b). Late delivering of products and services
c). Lack of corporate governance
Q10) Provide any recommendations to Top Deck Travel in promoting accountability within their
business.
3.7 Data analysis Method
Data analysis refers to the useful and effective process of analysing data. In order to
analysis quantitative data about the current topic, frequency distribution analysis as an analytical
tool will be used (Wang, and Sarkis, 2017). This is an effective method that facilitates
researcher in analisation of information effectively by using tables and graphs.
3.8 Ethical consideration
There are some important and valuable principles that must be following by investigator for
doping research over the topic of role of corporate governance in implementing accountability
for eliminating customer satisfaction issues. These principles are eliminating the risk of harm,
avoid using deceptive practices, obtain informed consent from potential research, provide
participants the right to withdraw etc. By using these principles within current investigation,
researcher can easily complete full project ethically and systematically.
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Critical review of the results of the research
Frequency table
Q1) Do you have an idea about the extent of corporate governance adhered within
Top Deck Travel?
Frequency
a). Yes 25
b). No 5
Q2) Are you satisfy with services provided by Top Deck Travel? Frequency
a). Highly satisfy 10
b). Satisfy 15
c). Strongly dissatisfy 2
d). Dissatisfy 3
Q3) According to you, corporate government helps Top Deck Travel in
implementation of accountability among employees towards performance of their
functions?
Frequency
a). Yes 24
b). No 6
Q4) How corporate governance improves accountability among employees? Frequency
a). Improves sense of responsibility 10
b). Brings liability for completion of work 10
c). Brings obligation to adhere all principles and standards 10
Q5) What are the different benefits ascertained by a consumer due to the immense
level of accountability among employees and staff members?
Frequency
a). Ascertainment of quality products 8
b). High level of service 12
c). Able to get timely personal assistance 10
Q6) Does adherence of corporate governance aspect help in building loyal
customers for an organisation?
Frequency
a). Yes 27
b). No 3
Q7) What are the different factors that leads to the higher level of customer Frequency
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satisfaction?
a). Delivering good quality of products 7
b). Ascertainment of high level services 13
c). Timely personal guidance at the time of need 10
Q8) What is the nature of relation between concept of accountability and
enhancement of customer satisfaction?
Frequency
a). Positive 25
b). Negative 3
c). Can’t say 2
Q9) What are the main issues that have influence over level of customer
satisfaction?
Frequency
a). No appropriate response from employee’s side 10
b). Late delivering of products and services 8
c). Lack of corporate governance 12
Question 1: Knowledge regarding the extent of corporate governance adhered in Top Deck
Travel
Q1) Do you have an idea about the extent of corporate governance adhered within
Top Deck Travel?
Frequency
a). Yes 25
b). No 5
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Interpretation: It has been stated from the above mentioned graph that there are 25
respondents said that they have idea about the corporate governance in a detailed manner.
According to them, corporate governance is collection of the process mechanics and relation
through which the corporations are operated as well as controlled. The governance principles and
structure determine distribution of the rights as well as responsibilities between the various
participants in operations like board of directors, creditors, regulator, managers and some other
stakeholders. There are 5 remaining respondents which do not have any idea regarding the
corporate governance.
Question 2: Satisfaction level of customers towards services provided by Top Deck Travel
Q2) Are you satisfy with services provided by Top Deck Travel? Frequency
a). Highly satisfy 10
b). Satisfy 15
c). Strongly dissatisfy 2
d). Dissatisfy 3
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Interpretation: As per opinion of 10 respondents that they are highly satisfied from the
services provided by the Top Deck Travel company. As per their opinion that the main focus of
these companies to providing the high quality of services towards customers and also providing
them better experience. There are 15 respondents with said that they are also satisfied from their
services as they provide the quick services to customers. There are 2 respondents which are
strongly dissatisfied from its services because there are some problems. 2 respondents are
satisfied from the services.
This is related with the literature review that in this information has been collected by
using the secondary sources such as books for my articles, journals, internet sources and others.
There has been discussion about previous paper regarding the satisfaction level of customers
towards services provided through an organisation.
Question 3: Effectiveness of corporate governance
Q3) According to you, corporate government helps Top Deck Travel in
implementation of accountability among employees towards performance of their
functions?
Frequency
a). Yes 24
b). No 6
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Interpretation: On the basis of 24 respondents that corporate governance is helpful for
Top Deck Travel in execution of accountability between the staff members towards performance
of its functions. The corporate governance provide opportunities to company so that it can give
the roles and responsibilities to employees so that they can enhance their performance ever and
focus on attaining the set objectives route of Management. There are 6 respondents which are not
agreeing with the given statement.
Question 4: Corporate governance improves accountability
Q4) How corporate governance improves accountability among employees? Frequency
a). Improves sense of responsibility 10
b). Brings liability for completion of work 10
c). Brings obligation to adhere all principles and standards 10
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Interpretation: It has been status from the above mentioned graph that corporate
governance improves the accountability with the staff members in various ways. As per their
opinion of 10 respondents that corporate governance is helpful in improving the sense of the
responsibility of staff members in an organisation. According to 10 respondents that corporate
governance is helpful in bring the liability for completion of work to employees fit in the given
period of time. Remaining 10 respondents are agree with that corporate governance is helpful in
bring the application to their all the standards as well as principal said by the top management
which needs to followed to Staff members at workplace.
This is linked with the literature review part is there has been considered the different
opinions and viewpoints of the various Authors and writers. Their finding has been
communicated to the stakeholders because they are involved in conducting the research
activities.
Question 5: Various advantages ascertained by a consumer due to the immense level of
accountability
Q5) What are the different benefits ascertained by a consumer due to the immense
level of accountability among employees and staff members?
Frequency
a). Ascertainment of quality products 8
b). High level of service 12
c). Able to get timely personal assistance 10
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Interpretation: The given graph has been stated that there are various benefits
ascertained through customers because of immense accountability level between the staff
members. There are 8 respondents which said that the main benefits that customer can get from
accountability level among the employees is a certain point of quality product. The employees
focus on providing the high quality of product and services to customer so that they can be
satisfied. 12 respondents are agreeing with providing the high level of services given to
customers by employees. There are 10 remaining respondents which are agree with able to get
the timely personal assistance which helps in to solve any query or issue of customers
immediately.
Question 6: Corporate governance aspect help in building loyal customers
Q6) Does adherence of corporate governance aspect help in building loyal
customers for an organisation?
Frequency
a). Yes 27
b). No 3
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Interpretation: There are 27 respondents said that corporate governance is helpful in
developing the loyal customers of an organisation. In this company, focus on providing the high
quality of products and also better customer services to customers so that they can be loyal to
company. There are 3 remaining respondents which are disagreeing with the given statement.
Question 7: Factors that leads to the higher level of customer satisfaction
Q7) What are the different factors that leads to the higher level of customer
satisfaction?
Frequency
a). Delivering good quality of products 7
b). Ascertainment of high level services 13
c). Timely personal guidance at the time of need 10
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Interpretation: On the basis of 7 respondents that the main factor that leads to hire
customer satisfaction is providing the better quality of products to customers on the basis of their
needs and demands. 13 respondents are agreeing with providing the high-level services so that
customers can be appreciate the services of company and also its offerings. This will help in
increasing the reputation as well as productivity of company. There are 10 respondents which
said that company provides the timely personal guidance to customers whenever they required.
Question 8: Relationship between concept of accountability and enhancement of customer
satisfaction
Q8) What is the nature of relation between concept of accountability and
enhancement of customer satisfaction?
Frequency
a). Positive 25
b). Negative 3
c). Can’t say 2
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Interpretation: There are 25 respondents which said that there is a positive relationship among
the accountability concept and enhancement of the customer satisfaction. There is negative
relationship among the accountability and customer satisfaction enhancement. 2 remaining
respondents have not any opinion regarding the given statement.
It is related with the literature review part and for collection of information regarding the
relationship among the accountability and enhancement of the customer satisfaction. There has
been secondary sources used such as books for books, articles and these are helpful in providing
the detailed information regarding it.
Question 9: Issues that have influence over level of customer satisfaction
Q9) What are the main issues that have influence over level of customer
satisfaction?
Frequency
a). No appropriate response from employee’s side 10
b). Late delivering of products and services 8
c). Lack of corporate governance 12
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Interpretation: There are 10 respondents with said that the main issue that impact on
overall customer satisfaction is not provide the appropriate response from the side of staff
members to customer. There are 8 respondents with said that the late delivery of product and
services arise the main issue and negatively impact on mindset of the customers. Remaining 12
respondents are agreeing with the lack of corporate governance issue which influence over the
customer satisfaction level.
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Recommendation and action plan
Recommendation
From the above mentioned information it has been recommended that accountability is
more important in offering of customer service because it increase trust and loyalty among
customers which results in strong brand reputation and higher growth in market. There are
number of essential and effective ways for Top Deck Travel in promoting of accountability in
their business. Some useful ways has been recommended to the company which are:
 It is very important for Top Deck Travel company to set high expectation form business
and its teams. This will lead to motive employees in order to successfully achieve high
targets and objective of business. Team will use their full potential and skills to effective
conduct business task and take accountability of their work. This practice will lead to
have significant impact on increasing customer satisfaction.
 Effective and efficient leadership practices will be useful for promoting accountability in
organisation. This will have positive impact on customer satisfaction with company
products and services. Leaders will be able to influence employee performance and
capability to meet with the requirement of customers. It is recommended to Top Deck
Travel organisation to consider effective leadership practices with in organisation in
order to overcome issues and problems of business. Leaders will support in guiding and
directing employees to respective company to perform organisational task in effective
manner.
 It is recommended to respective company to set clear and appropriate goals. It is
important for Top Deck Travel organisation to set proper and effective goals of business.
It is crucial that respective company has developed Smart objective which is well written
in order to increase capability and performance of business. Goals should be
communicated to each and every employees of respective company so that they clearly
understand business requirements.
Action plan:
Action for Top Deck Travel Company in order to promote accountability and increase
satisfaction of customer through effective performance in mention below –
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 Phase 1: Identifying the reason – This can be describe as the first step of action plan as
in this main reason for increase in high turnover is determined. In order to identify that
actual reason got increase in staff turnover it is crucial for organisation to analyse and
evaluate the business process, environment and other products which will have
significant impact in retaining employees with in organisation. It has been identified that
large number of employees are leaving job and this will lead to have major impact on
performance and capabilities of Top Deck Travel company.
 Phase 2: Develop the strategies – Once the reason has been identified it is essential to
create and developed effective and efficient strategies for business developing. These
strategies will support respective company to take better and accurate decision for
increasing business performance and capabilities. Strategies such as motivation, right
hiring process, friendly working environment and effective cooperative strategies will
lead to have significant impact on business process and goals accomplishment. When the
strategies of respective business is develop , company should delegate authority to
employees. This is significant in increasing sense of responsibility in employees in order
to improve customer satisfaction with company. Delegation of authority is helpful in
making each and every employees understand about their job role as well as task that
they needs to perform in order to attain objectives.
 Phase 3: Evaluations of the risk – There are various risks and issues that is associated
with business and its performance. It is important for respective organisation to determine
and analyse different risk which is related to Top Deck Travel company. This will help in
creating effective and accurate corporate strategies which will have positive impact on
business and its operations. Increase in employee turnover is one of the biggest risk that
will have impact on organisation and its operations. It is essential for respective company
to take better and effective decision in order to resolve these issues and correct manner.
Evaluation of risk can be consider as best technique that will lead to resolve risk and
issues of organisation.
 Phase 4: Create corporate strategies – This can be consider as the step of overcoming
high turnover of labour form respective company. it is essential for Top Deck Travel
company to develop effective and creative corporate strategies which will lead to have
major impact in performance of business. The corporate strategies of Top Deck Travel
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organisation will be supportive in overcoming of high employee turnover and
successfully attain desired goals of business. It is important for company to measure the
performance and result of employees (Kim and et.al., 2017). This will help in
determining actual performance of employees as per the delegation of task. In this phase
of action plan actual performance and capability of employees towards achievement of
set goals can be analysed.
 Phase 5: Implementation of corporate strategies – This can be describe as the last
stage of action plan and in this step developed corporate strategies are implemented in
effective manner. In this step of action plan corporate strategies is implemented in correct
manner and desired objective. Implementation of corporate strategies will help in
reducing staff turnover and overcoming this issues in effective manner. Once strategies is
implemented effectively it is crucial to measure results and outcomes correctly. In this
last step for action plan and in this phase respective company will address deficiencies of
employees. By reviewing and measuring performance of employees, Top Deck Travel
company will be able to determined skills of capability. This phase will support in
resolving this issues and performing task in appropriate manner.
Conclusion
From the above mentioned findings it has been concluded that most of the respondents have
knowledge regarding the extent of corporate governance adhered within an organisation. This
report is significant in providing information regarding corporate governance as well as its
impact in customer satisfaction. It has been determined that corporate governance play critical
role in implementing accountability among different employees of organisation as well as
improving their performance in business. There are various method that could be used by
company in order to improve accountability in employees. so that they perform organisational
task in required manner and attain set goals of business. There are different benefits that could be
achieve by company and customers by improving level of accountability in employees.
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