Customer Satisfaction and Loyalty PDF

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UniversityCritical Literature Review and MethodologyByDateNameLecturer’s name
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.................................................................................................................................................21Page2of22
Critical Literature Review and MethodologyLiterature ReviewCustomer satisfaction is one of the most important factors for any company especially for thecatering companies like M&D Catering Company. However, there are some key factors whichare affecting the customer satisfaction level for the service providers. This paper is focused onthe effects which are influencing the customers and their satisfaction levels. Following theresearch, the chapter will provide some previous researches which are already focused on thetopic. On the other hand, with the help of literature review chapter, researchers will understandthe exact way of conducting the further research in future. Customer satisfaction depends onglobal trends and the modern era's activities. Buyer's behaviors is also a part of the effects whichare 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 satisfactionchapter. They provide the service to the people with their ability. From previous research, it isvery 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 satisfycustomers 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.Page3of22
Critical Literature Review and MethodologyCosting and quality:clients are always in search of better quality service within their budget orfewer expenses. Thus, making a better service cost can engage more clients in the serviceprovider's database. Nowadays, the competition of catering service providers is very high, andthere are many emerging companies who can provide better service within a low budget.Customer management:managing customers in a rush is very important. According toresearchers, service should be quick and presentable. In this way, customers will gain faith ontheir service providers(Kang and James, 2004). However, managing customers with best qualityservice are also very much needed. In this way, customer management is playing a great role incustomer satisfaction.Effect of suppliers:suppliers provides the required accessories which are needed for presentingthe executives and service to the people. In this way, the material which the suppliers provide isvery effective for the catering companies. However, the supply quality and the product qualityshould be very innovative that should attract the customers.Time limit:time is the most important factor in the customer satisfaction. In this prospectiveworld, 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 showcasethe 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 muchresponsible 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 ofexecutives who are providing the service to the customers. Customers have their perspectiveswhich may lead a company's destiny about the customer base. From the research, it is proved thatPage4of22
Critical Literature Review and Methodologywith the review of another customer other customers will decide to have any service from theservice providers or not. Thus, mostly in the sector of the hospitality industry, the customerreview is very much necessary for other customers to take a decision. If the customer is notsatisfied, then he will provide a negative feedback and if he is satisfied he will provide positivefeedback for the service that he has taken by the company. This customer behavior ratherdepends on the review process of another customer. In this way, it is important for the serviceproviders 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 seenby customers and their effect on customer satisfaction. The model relies on upon three sorts ofproperties; (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 thecustomer. 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 satisfactioncharacteristics are those, which are beyond the customers' yearnings(Machi and McEvoy, 2009).Kano model measures satisfaction against customer impression of property execution; audits thecustomer requirements and chooses the levels of satisfaction. The shrouded supposition behindKano's procedure is that the customer satisfaction is not for the most part in respect to howtotally valuable the thing or organization is or by the day's end, higher quality does not by anymeans provoke to higher satisfaction for all thing properties or organizations requirements. Kanomodel perceives three sorts of fundamental requirements, which affect customer satisfaction.Page5of22
Critical Literature Review and MethodologyThey are: (1) must be requirements – If these requirements are not fulfilled, the customer will beincredibly baffled. On the other hand, as the customer disparages these requirements, theirsatisfaction won't extend his satisfaction. (2) One-dimensional Requirement – One-dimensionalrequirements are for the most part explicitly asked for by the customer – the higher the level ofsatisfaction, the higher the customer's satisfaction and the different way. (3) AttractiveRequirement – These requirements are the thing/benefit criteria which have the best effect onhow satisfied a customer will be with a given thing". The additional attributes, which Kanonotification, are: Indifferent qualities, Questionable properties, and Reverse qualities(Machi andMcEvoy, 2009).Gaps Model of service qualityGaps model refers to five gaps which lead a poor customer service. This poor customer servicecan 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 externaldiscussion with customers.5.Customer gap is the gap between the service given by the company and the customers’expectation(Quality service, 2004).Service QualityPage6of22
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