Service Quality and Customer Satisfaction

This assignment provides a detailed analysis of the relationship between service quality, customer satisfaction, and loyalty. It reviews several studies from various industries, including banking, hospitality, and retail, to identify the key factors that influence customer satisfaction and loyalty. The studies examine the impact of service performance, customer satisfaction, and switching barriers on customer loyalty. The findings of these studies are presented in a summary format, providing an overview of the current research in this area.

Customer Service Management
for tourism and management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Customer service management refers to the process of supply chain management that
represents the company who face to customer. It is an important point of contact to provide
goods & service agreements created by consumer groups as part of client relationship
management process (Clemes, Gan and Ren, 2011). It is the term which refers strategies,
technologies and policies that firm utilize to manage and evaluate customer data & interaction
throughout the life cycle. The present assignment is based on Eden Project which deals in
transformation of desolate pit into educational treasure. The report includes Hofsted's model
related to cultural dimensions as well as determination and exploration of important differences
between British and Chinese consumer behaviour. Apart from this, on this basis of behaviour of
consumers, considerations that Eden project management must make to marketing mix in order
to adjust to local culture in china and improve service encounters is included in this project.
TASK 1
TASK 2
A) Using Hofstede's Model of cultural dimension, identify and explore the key differences
between Chinese and British consumer behaviour
Hofstede's Model of cultural dimensions theory is a framework for cross-cultural
communication, proposed by Geert Hofstede's. The model defines the effects of society's culture
on the values of its members and along with this it also determines how these values are related
with their behaviour, using a structure derived from factor analysis. The model is mainly used by
business enterprise as it describe the relationship that exist between behaviour and value, with
the assistance of a structure rely on factor analysis. In simpler words, this framework studies
important elements of culture and provides them a ranking or rating on a comparison scale.
These value have not only influence how people with diverse cultural background behave but
also signifies the manner in which they behave when placed in a work-associated context.
As per the give case study, Eden Projects has signed a historic agreement with Jinmoa
Holding, a real estate developer in China. The main aim of this project is to further Eden's
mission and transform an environmentally damaged sites into the new high tech and latest zone
of Qingdao into a new Eden Project. The theme they have chosen is water in all forms which
makes it look more attractive and ravishing (Edward and Sahadev, 2011). For successful
implementation of their project, there are various aspects that that they need to be undertaken by

them such the customer behaviour, power distance, availability of resources etc. The model
covers six main cultural dimension which are discussed below:
 Power Distance: This define the extent or limit to which less powerful people of
organization accept and expect that power is unequally distributed among them. It refers
to the degree of inequality that is available and accepted among the one who has power
and the one without power. High PDI score signifies that society is accepting unfair or
unequal hierarchical distribution of power so that people can exactly understand their
place in the system (Ganguli and Roy, 2011). The power of each and every person vary
from one another. On the other hand, Low PDI means where all employees and
supervisors are considered as almost equals. As per the given case study, Eden Project
wants to open their next project in China. However they need to explore key differences
between British and Consumer behaviour which might directly or indirectly affect the
execution of the project. Here the significant difference is Chinese create more complex
hierarchies which may cause hindrance in project implementation. There is high PDI
exist in China which means that their Government delegate power as per the abilities of
the individuals. On the contrary, Government grant power equally among supervisor and
employees so equal and fair opportunities are given to employees which makes their
work easy and reduce complexities. According to this model, in a high PDI country as
China, team member will not initiate or take any step on their own until and unless they
get any guidance or direction from Government. In addition to that, if Chinese managers
does not take the step this signifies that they are not considering that task important or
necessary to complete.
 Uncertainty Avoidance: This step describes about the methods through which people
can deal with stress and anxiety. Chinese people try think they can make their life
predictable and they can control their own lives. Through this they can deal with stress
and tension as compared to Britain. In China people mainly focuses on the risky
behaviour so that they can reduce the risks as compared to Britain. It is suitable condition
to establish Eden project in China. In this Chinese people can take conservative decisions
so that they can solve all their problems as compared to Britain. They are rigid means
they cannot take decision in every situation (Grissemann, and Stokburger-Sauer, 2012).
They have follow all rules and regulations and conventions given by society so hence

they can work in effective manner as compared to Britain. In this people can express their
views freely and they can also show their anger as compared to Britain. Through this
manager can find views of people and hence they can take necessary steps. Hence it is
easy to establish Eden project in China as comp[red to Britain. In this people can accept
any change innovative ideas so hence as a result all people can easily accept the
establishment of Eden project (Han and Hyun, 2011). Through this Eden project can be
more successful in China as compared to Britain.
 Individualism vs Collectivism: This define the strength of the ties that members have
towards others within their community. Basically it define the degree to which people are
interconnected with each other in their groups. Individualistic societies mainly emphasize
on “I” element rather than focus on “We”part. On the contrary, Collectivism can be
defined as a society where people is laid stress on “We” factor and shares strong
relationship with each other. High IDV signifies that member under this dimension
enjoys challenge and expect reward for their hard work. On the other hand, low IDV
denotes that they emphasize more on building and improving their skill so as to become
master of something. Such type of people work for intrinsic rewards. Country like China
have high IDV which means that their Government and companies mainly laid stress on
achieving goals at any cost. They assume that their employees are highly skilled, talented
and competent which means that they are working incredibly hard towards achieving
organisational objectives. On the other hand, British people focus on improving their skill
and makes them effective and efficient towards their respective goals.
 Masculinity vs Femininity: Masculinity is a term in which male are very assertive,tough
and success through living of material life. While women focuses on modest and quality
of the life. They also focuses on the tender. In masculine there are different features and
characteristics such as both are ego oriented. For both leisure is very important so hence
they focus on the money and different. Both male and female work so that they can earn
some money. Chinese people and British people both focus on money so that they can get
success (Jahanshahi and Gashti, 2014). But Chinese people put more emphasis on money
as compared to Britain people. So hence it is easy to launch Eden project in China. In
view of politics and economics growth of economy is their priority and problems and
issues can be solved through different forces. In view of religion for both male and

females religion is very important is important in society. In work there is lot of
differences between male and female. Both China and Britain focus on higher pay so
hence they can work their so that they get higher wages in China. Chinese people also
work in that companies where they get more money and hence they have lot of money.
Hence it is easy to establish Eden project in China. In this both male and female have
features that they focus on improving quality of life and they are modest. Both China and
Britain focuses on creating relationship with each other (Nawaser and Khaksar, 2011).
China gives more emphasis on creating relationship with each other so hence it is useful
to establish Eden project. For China quality of life and people are most important. They
do not give priority to work but more focus on people. They put more emphasis on work
and hence they can earn more money. So it is suitable to establish Eden project in this
area. In politics and economics China put more emphasis on environment and problems
can be solved through negotiations. Through this it is easy to establish and develop Eden
project here as all problems can be solved. China gives less importance in religion as
compared to Britain. So hence they do not believe in superstitious so hence they all
activities can run in proper and efficient manner. Thus it is suitable and appropriate to
develop Eden project in China.
 Long Term vs Short Term Orientation: This dimension defines the extent to which
people are strongly related towards their nationalism and religiosity. On the other hand,
short term orientation dimension defines that they are dedicate towards their country but
not in much extent. High long term orientation means people wonder and ask question
relates with how to know what is true or not. Whether it is going to affect its performance
or not. People under this are modest whereas on the other side in short time orientation
dimension members are often wanted to know the reason “Why”. They laid stress on
rights and values. In countries like China, people are having strong long term orientation
which indicates that Chinese consider education and thrift as positive values.
 Indulgence vs Restraint: This dimension covers the measure the happiness of people.
They measure whether their joys are simply fulfilled or not. Indulgence means a society
that believes that they have a effective control of their own emotions and life (Jhandir,
2012). On the other hands restraint means Customer service management refers to the
process of supply chain management that represents the company who face to customer.

It is an important point of contact to provide goods & service agreements created by
consumer groups as part of client relationship management process. It is the term which
refers strategies, technologies and policies that firm utilize to manage and evaluate
customer data & interaction throughout the life cycle (Komunda and Osarenkhoe, 2012).
The present assignment is based on Eden Project which deals in transformation of
desolate pit into educational treasure. The report includes Hofstede's model related to
cultural dimensions as well as determination and exploration of important differences
between British and Chinese consumer behaviour. Apart from this, on this basis of
behaviour of consumers, considerations that Eden project management must make to
marketing mix in order to adjust to local culture in china and improve service encounters
is included in this project. that their life and emotion are dictated by others factors. They do not have a control over
their emotions and life which means they can be affected by any factor exist in market or
working environment easily. High IVR means people are optimistic and laid stress on
their personal happiness. On the other hand Low IVR means people are pessimistic and
own rigid behaviour towards solving problems or issues. For example Low IVR found in
China because their power lies in the hand Government that indirectly signifies that they
entire joy or happiness of any member is totally depend upon how their Government
assign work to them.
Ethnocentric approach: It is one of the international recruitment method in which human
resource manager recruits right individual for correct position for business. Based on required
skills and willingness of individual to mix with culture of organisation. In this approach,
important positions in firm are filled manpower of parent country. All the decisions related to
management such as formulation of vision, mission and objectives by multi national companies
at their head office & the same is followed by host firm. This approach provides some
advantages in Eden Project such as it creates better coordination among parent and host
company, effective control over subsidiary, better exchange of technical know how etc.
Polycentric approach: Under this method, the nationals of host nation are recruited for the
position of management in order to perform operations of subsidiary firm (Mohammad and
Alhamadani, 2011). Rationale behind this method is that locals of host nation know their culture
in more better way and are able to run business with more efficiency and effectiveness in

comparison to their foreign counter parts. Advantages of using this approach in Eden project is
that it enhance the morale of local staff as well as administer better productivity because of good
knowledge regarding host market. Apart from this, chances of getting success is high.
B) Marketing Mix
Marketing mix is the best technique which is used by company to perform activities ion
better and effective manner. Organisation has to perform marketing mix to know what changes
are happening in company. This is beneficial for achieving targets and this can be done with joint
efforts of employees ad employer (Torres and Kline, 2013)There are different concepts which
has to be undertaken in marketing mix. As there are different people working in organisation, so
there is difference in there perception. Business environment is changing very frequently, so it is
essential to modify policies which helps in growth and development of project.
Marketing mix means to put right product, at right time with right price at right time in
front of right customers. This is effective through achieving targets on time and then there is
requirement of policies which are associated with development of product and services. Concept
of marketing mix was developed in 1990. under this there are 7P's which are effective by proper
management and helps in launching product and services at appropriate time. In initial days there
are 4 P's which was launched by marketing expert E. Jerome McCarthy in 1960.
 Product- There are different factors which has to be considered before launching new
product and services in market. There are many product which take place to satisfy need
of society. It is essential to perform activities which are beneficial for achieving business
targets. There is requirement of factors which can be positive known to achieving targets.
There are various policies which can be effected in positive and appropriate manner.
Eden product is one which helps in improving condition of natural places through which
conditions of country improves and then corrective measures can be take to perform
modify policies. There are various factors which has to considered at the time of
performing activities which are effective to perform activities for betterment of project.
There is difference in product as exchange in targeted consumer (Okumus and Genc,
2013). This can be done in effected manner after considering need and demand of
society.

 People- There are many people residing in society and with their help it is possible to
achieve targets. People are the source through which and for which Eden product are
working. In this project there is involvement of many people and it is essential to perform
activities in better and effective manner. Organisation has to achieve targets through
proper completion of task (Orel and Kara, 2014). This can be done through organisation
has to achieve targets through performing actions in way which is effective and helpful in
performing actions in better way. Company has to do actions which can be done with
numerous workers. In China there is requirement of workers, they are hard working and
this helps in achieving targets ion time and effective. There use of different technologies
so it is essential to perform activities in better and effective manner. Training program
must be provided when there is need and then it is essential to change in activities then
they can be effective with performing activities.
 Price- This is one of important component which has to considered before start any
project. It is essential that company has to perform activities which help in achieving
targets on time. There are possibilities that company has to perform actions which help in
achieving targets proper way and effective manner. There is requirement of funds
through which organisation can perform task. There is requirement of sources which help
in achieving targets on time and within specified cost. If cost of project is high then it
does not get approved by stakeholders. So management has to perform activities which
help in achieving targets ion time and within specified time. There is regular involvement
of management which help in perform task in better way and organisation has to measure
pros and cons. It is essential to reduce negative impact on price and tries to come over
good and positive points.
 Physical Evidence: In the service industry, the physical evidence can be in the form of
services that they are going to delivered. It pertain how a business and its services are
perceived in the marketplace. For example: Here the physical evidence can be in the form
if services given by provided by Eden Project.
 Process: Process defined how services are executed by the company among target
customers (Raub and Liao, 2012). It depicts which processes has been undertaken by the

company so that implementation of the process can be be done in an effective and
efficient manner.
 Promotion: They can promote project through using different promotional strategies.
They are required to select the most appropriate promotional channel. For example: They
can use electronic, print, digital media so as to promote it services among Chinese people
(Raub and Liao, 2012).
 Place: Eden Project has decided to open their next project in China market. The reason is
simple because it is an emerging market and more over it is a labour intensive market.
CONCLUSION
It has been concluded from the whole assignment that service given to customers is very
important in order to increase the demand for their goods and services. Further, it is very
essential for organisation to make continuous improvement in their products according to the
external market choice and preferences of customers. In today scenario customer is king of
market so company must establish such strategies and tactics in their working style that help
them to make modification in digital and innovative way in their services. Satisfaction of
consumer decide that whether product and service sustain in market or not .

REFERENCES
Books & Journals
Clemes, M.D., Gan, C. and Ren, M., 2011. Synthesizing the effects of service quality, value, and
customer satisfaction on behavioral intentions in the motel industry: An empirical
analysis. Journal of Hospitality & Tourism Research, 35(4), pp.530-568.
Edward, M. and Sahadev, S., 2011. Role of switching costs in the service quality, perceived
value, customer satisfaction and customer retention linkage. Asia Pacific Journal of
Marketing and Logistics, 23(3), pp.327-345.
Ganguli, S. and Roy, S.K., 2011. Generic technology-based service quality dimensions in
banking: Impact on customer satisfaction and loyalty. International journal of bank
marketing, 29(2), pp.168-189.
Grissemann, U.S. and Stokburger-Sauer, N.E., 2012. Customer co-creation of travel services:
The role of company support and customer satisfaction with the co-creation
performance. Tourism Management, 33(6), pp.1483-1492.
Han, H., Kim, W. and Hyun, S.S., 2011. Switching intention model development: Role of
service performances, customer satisfaction, and switching barriers in the hotel
industry. International Journal of Hospitality Management, 30(3), pp.619-629.
Jahanshahi, A.A., Gashti, M.A.H., and Khaksar, S.M.S., 2011. Study the effects of customer
service and product quality on customer satisfaction and loyalty. International Journal
of Humanities and Social Science, 1(7), pp.253-260.
Jhandir, S.U., 2012. Customer satisfaction, perceived service quality and mediating role of
perceived value.
Komunda, M. and Osarenkhoe, A., 2012. Remedy or cure for service failure? Effects of service
recovery on customer satisfaction and loyalty. Business Process Management
Journal, 18(1), pp.82-103.
Mohammad, A.A.S. and Alhamadani, S.Y.M., 2011. Service quality perspectives and customer
satisfaction in commercial banks working in Jordan. Middle Eastern Finance and
Economics, 14(1), pp.60-72.
N. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of Contemporary
Hospitality Management, 25(5), pp.642-659.
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Okumus, H.S. and Genc, E.G., 2013. Interest free banking in Turkey: a study of customer
satisfaction and bank selection. European Scientific Journal, ESJ, 9(16).
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and
Consumer Services, 21(2), pp.118-129.
Raub, S. and Liao, H., 2012. Doing the right thing without being told: Joint effects of initiative
climate and general self-efficacy on employee proactive customer service
performance. Journal of Applied Psychology, 97(3), p.651.
Shanka, M.S., 2012. Bank service quality, customer satisfaction and loyalty in Ethiopian banking
sector. Journal of Business Administration and Management Sciences Research, 1(1),
pp.001-009.
Siddiqi, K.O., 2011. Interrelations between service quality attributes, customer satisfaction and
customer loyalty in the retail banking sector in Bangladesh. International Journal of
Business and Management, 6(3), p.12.
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