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Customer Satisfaction and Loyalty PDF

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Added on  2020-01-07

Customer Satisfaction and Loyalty PDF

   Added on 2020-01-07

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UniversityCritical Literature Review and MethodologyByDateNameLecturer’s name
Customer Satisfaction and Loyalty PDF_1
Critical Literature Review and MethodologyContentsLiterature Review........................................................................................................................................3Important factors:...................................................................................................................................3Kano Model of Customer Satisfaction.....................................................................................................5Gaps Model of service quality.................................................................................................................6Service Quality.........................................................................................................................................6The relation between service quality and customer satisfaction............................................................8Research methodology..............................................................................................................................12Research philosophy..............................................................................................................................12Research approach................................................................................................................................12Research design.....................................................................................................................................14Sampling method..................................................................................................................................15Data collection method.........................................................................................................................15Research methods.................................................................................................................................17Data analysis..........................................................................................................................................18Ethical consideration.............................................................................................................................18Research limitation................................................................................................................................18Gantt chart................................................................................................................................................20References.................................................................................................................................................21Page 2 of 22
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Critical Literature Review and MethodologyLiterature ReviewCustomer satisfaction is one of the most important factors for any company especially for the catering companies like M&D Catering Company. However, there are some key factors which are affecting the customer satisfaction level for the service providers. This paper is focused on the effects which are influencing the customers and their satisfaction levels. Following the research, the chapter will provide some previous researches which are already focused on the topic. On the other hand, with the help of literature review chapter, researchers will understand the exact way of conducting the further research in future. Customer satisfaction depends on global trends and the modern era's activities. Buyer's behaviors is also a part of the effects which are responsible for changing customer satisfaction. Some key aspects of the chapter are discussedbelow:Important factors:There are some key factors which are playing a crucial game in the customer satisfaction section.The factors are:Service providers: service providers are one of the major parts in the customer satisfaction chapter. They provide the service to the people with their ability. From previous research, it is very clear that the company is lagging with their ability (Downton, 2003). Though they are basedon the catering department, they did not hire experts to provide better service. However, in manycases, it is visible that with low experience and lack of knowledge executives cannot satisfy customers in the catering organizations. Thus, having a good employee in the group is very muchimportant and also experience influences the employees to work with perfection.Page 3 of 22
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Critical Literature Review and MethodologyCosting and quality: clients are always in search of better quality service within their budget or fewer expenses. Thus, making a better service cost can engage more clients in the service provider's database. Nowadays, the competition of catering service providers is very high, and there are many emerging companies who can provide better service within a low budget. Customer management: managing customers in a rush is very important. According to researchers, service should be quick and presentable. In this way, customers will gain faith on their service providers(Kang and James, 2004). However, managing customers with best quality service are also very much needed. In this way, customer management is playing a great role in customer satisfaction.Effect of suppliers: suppliers provides the required accessories which are needed for presenting the executives and service to the people. In this way, the material which the suppliers provide is very effective for the catering companies. However, the supply quality and the product quality should be very innovative that should attract the customers. Time limit: time is the most important factor in the customer satisfaction. In this prospective world, people will not wait for a long to have any service. Thus, doing service within a minimumtime is very much helpful for the service providers. In this way. The executives will showcase the product or service to their customers and clients within a short time.However, from the above discussed it is clear that the mentioned factors are very much responsible for the increasing and decreasing of customer satisfaction level. Depending on that, there is also another factor that the changing behavior of customers and the approach of executives who are providing the service to the customers. Customers have their perspectives which may lead a company's destiny about the customer base. From the research, it is proved thatPage 4 of 22
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Critical Literature Review and Methodologywith the review of another customer other customers will decide to have any service from the service providers or not. Thus, mostly in the sector of the hospitality industry, the customer review is very much necessary for other customers to take a decision. If the customer is not satisfied, then he will provide a negative feedback and if he is satisfied he will provide positive feedback for the service that he has taken by the company. This customer behavior rather depends on the review process of another customer. In this way, it is important for the service providers like M&D to take care of their service quality to satisfy the customers.Kano Model of Customer SatisfactionThe Kano model of customer satisfaction bunches qualities in perspective of how they are seen by customers and their effect on customer satisfaction. The model relies on upon three sorts of properties; (1) crucial or expected qualities, (2) execution or talked properties, and (3) amazement and delight qualities. The execution or talked qualities are the conveyed goals of the customer. The basic or expected qualities are as the significance recommends the basic attributeswith no genuine centrality of worth saying. The third one, the wonder and satisfaction characteristics are those, which are beyond the customers' yearnings (Machi and McEvoy, 2009).Kano model measures satisfaction against customer impression of property execution; audits the customer requirements and chooses the levels of satisfaction. The shrouded supposition behind Kano's procedure is that the customer satisfaction is not for the most part in respect to how totally valuable the thing or organization is or by the day's end, higher quality does not by any means provoke to higher satisfaction for all thing properties or organizations requirements. Kanomodel perceives three sorts of fundamental requirements, which affect customer satisfaction. Page 5 of 22
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Critical Literature Review and MethodologyThey are: (1) must be requirements – If these requirements are not fulfilled, the customer will be incredibly baffled. On the other hand, as the customer disparages these requirements, their satisfaction won't extend his satisfaction. (2) One-dimensional Requirement – One-dimensional requirements are for the most part explicitly asked for by the customer – the higher the level of satisfaction, the higher the customer's satisfaction and the different way. (3) Attractive Requirement – These requirements are the thing/benefit criteria which have the best effect on how satisfied a customer will be with a given thing". The additional attributes, which Kano notification, are: Indifferent qualities, Questionable properties, and Reverse qualities (Machi and McEvoy, 2009).Gaps Model of service qualityGaps model refers to five gaps which lead a poor customer service. This poor customer service can lead to customer dissatisfaction as well. The gaps are:1.Listening gaps between organization’s perception and customer’s expectation.2.Service design and standard gaps refer to customer's given services to the customers.3.Performance gap refers between given service gap and the standard service delivery.4.Communication gap is the distance and gap between service delivery and external discussion with customers.5.Customer gap is the gap between the service given by the company and the customers’ expectation (Quality service, 2004).Service Quality Page 6 of 22
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