Customer Service Quality, Engagement, and Satisfaction at The Works

This case study investigates the impact of customer service quality on customer engagement through customer satisfaction, focusing on 'The Works', a retail shop in Kingston upon Thames. The research aims to determine the extent to which service quality influences customer engagement, identify key service quality factors affecting customer satisfaction, and analyze the overall impact of service quality on engagement. The study reviews literature on customer experience, highlighting the importance of addressing customer issues and building brand reputation. It also discusses the role of customer relationship management (CRM) and digital marketing in enhancing customer engagement and satisfaction. The research uses hypothesis to test the relationship between service quality and customer engagement and satisfaction, emphasizing the importance of understanding customer views to improve service delivery and achieve higher returns in a competitive market. The study also highlights the importance of customer-centric approaches and continuous improvement to build customer loyalty and boost overall business performance.

THE IMPACT OF CUSTOMER SERVICE QUALITY ON
CUSTOMER ENGAGEMENT THROUGH CUSTOMER
SATISFACTION A CASE STUDY IN A RETAIL SHOP
THE WORKS IN KINGSTON UPON T

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
Background.................................................................................................................................1
CHAPTER 2....................................................................................................................................3
Literature Review........................................................................................................................3
Service quality factors influencing customer satisfaction...........................................................6
REFERENCES................................................................................................................................9

TOPIC- the impact of customer service quality on customer engagement through customer
satisfaction. Case study on retail shop The Works
CHAPTER 1: INTRODUCTION
Background
As the globalization is increasing with that digitization is also increasing. With the evolving in
the technology, it has become essential for the company to adopt advanced technology in their
business practice (Kumar and et.al., 2019). Nowadays demand of the customers also changing
rapidly and easily so that is why business has to come up with innovative products and services
if they wanted to take competitive advantage. If company want to survive in the market for
longer time period then they have to make good relations with their customers. Listening to
customers and fulfilling their needs will help company in attaining growth and success. There
are two factors of customer engagement. Very first factor is to concentrate on psychological and
behavioral aspect of customer engagement. And the other one is that focusing on building or
developing brand value. the current research has done so that to know that how customer
services has helped in bringing customer experience and customer satisfaction. If customer will
get good service from the employees of the company then that will definitely increase their level
of satisfaction (McLean and Wilson, 2019).
Satisfied customers will help company in doing the promotion of the company through word of
mouth. If company want to retain their customers or to bring new customers then it is important
to satisfy their customers. Company can satisfy their customers by fulfilling their demand or
providing good after sales services. Company should have always focus on what their potential
customers want. If company will take care about the needs of the customers then it will be easy
for them to attain goods sales and they will also generate good revenue. In order to enhance
customer engagement, company can do research to their their priority and customer behavior.
Customer behaviors consists of the value, belief etc of the customer. So that is why before
manufacturing new product it is important to understand customer behavior.
This research has discussed about The Works organization which is the UK based company and
is the retail company (Naqvi, Jiang and Naqvi, 2020). Retail sector plays important role in the
economic development of the country because it is one of the most growing sector. Company
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deals with clothing, footwear, accessories, bags etc. this sector also helps in providing
employment to many people so that is why it has also got support from the government.
Aim
the aim of this research is to analyse the impact of customer service quality on customer
engagement through customer satisfaction. Case study on The Works.
Objectives
 To determine to what extent the customers’ service quality impacts customers’
engagement in the retail shop “The Works” in Kingston upon Thames
 To identify the main service quality factors influencing customers’ satisfaction
throughout customers experiences in the retail shop “The Works” in Kingston upon
Thames
 To analyze the impact of customer service quality on the customer engagement
Research questions
 To what extent does “customer service” impact customer engagement in the retail shop
“The Works” Kingston upon Thames?
 What are the service quality factor which will impact customer's satisfaction in the retail
shop?
 What are the impact of customer service quality within the customer engagement?
Hypothesis
 H1 A high level of service quality has a positive effect on customer engagement.
 H2 A high level of service quality affects customer satisfaction positively.
Rationale of the research
the rationale of this research is to understand the view of customer so that company can provide
better service to the customers (Yen, Teng and Tzeng, 2020). The report will identify various
factors which will impact customer satisfaction and their experience in retail shop. It will help
company in setting target so that they can gain more profits. Customer satisfaction has become
issue because if customer is not satisfied then company will not able to generate profits. It has
became issue now because competition in the market has increasing day by day and they are
succeeding in providing good experience to the customers. If company will provide good
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customer service then it can give high customer satisfaction which will help company in getting
higher returns. It is also important that company should have promote themselves or start
marketing them if they want to generate higher revenue (Carlson and et.al., 2019). If company
failed to satisfy their customers then they can go to their rival brand. In today's competitive
world every customer is important so that is why company should have make every possible
efforts so that they do not loose their potential customers. Company can use various marketing
strategies if they want to attract more customers. This research also helpful to the researcher in
building various skills alike research skills, communication skills, decision-making skills,
problem solving skills, analytical skills etc. likewise report has also helped company in
understanding the customer preferences and the factors which can influence customer decisions.
Significance
this report will help whole retail industry to understand that how by providing quality of services
to their customers can enhance customer satisfaction and experience. If company want to engage
their customers then they have to bring various innovative products. Customer is everything for
the company. So that is why focusing on their preferences will help company in achieving
success. This research will also help scholar which will research on the same topic in the future
(An and Han, 2020). As they will get idea about customer satisfaction, customer service quality
etc. this current research will provide wide view on customer satisfaction. This is the most
common topic but still it is considered as the complex one because to understand customers are
not easy. As every customer have different preference. So to identify customer preferences in
large is very difficult. But there are various research tools which can be used by the company to
analyse their customers preferences.
CHAPTER 2
Literature Review
Customer experience is very important for building the success of the company in the
competitive market. According to Adam, Wessel and Benlian ( 2021) customer services
includes solving the issues of the audience that are being faced by them. Along
with this, by solving the issues of the customer it will help the organization in
increasing the interaction with them. Along with this, the business can provide
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services to the targeted audience such as after sales services as will contributes in
identifying the purchasing preferences of them.
Moreover, it will allow the organization in making the produces according to them as
well as increase the overall sales of the firm in the competitive market. According
to the authored Budur and Poturak, ( 2021) every business marketing strategy includes
customer services such as handling their complaints it was one of the most common
way of interacting with the customer. In addition, to this, the business should have a
functional department of customer care so that it can easily identify the issues faced by
them and make the appropriate solution. That result in increasing the loyalty of the
consumer towards the organization as well as increase the brand image of the firm in
the external environment. Moreover, the author El-Adly,( 2019) has describes the
advantage and disadvantage of the customer services. The major benefits that
organization enjoy is satisfied consumer that increaser the sales of the firm more
effectively as well as it build the brand reputation in the local as well as international
market.
Along with this, according to Forrest and et.al.,( 2021) the great quality of services
help the organization in increasing their profit through increasing the customer
retention and it support the brand that value the choice of them. thus it allows in
increasing the revenue of the firm. In addition to this, strong service culture
contributes in contributing the richer customer experience that allows the firm to
increase its production that lead in expanding the business in new area of market.
However, the authored Gunarathne, Rui, and Seidmann, (2018) stated that bad quality of
services can lead the organization in loss and poor brand image in the external
business environment. Bad customer services include not addressing the issues faced by
the customer as well as not producing the products according to their needs and demands
(Rita Oliveira and Farisa, 2019). Moreover, all this services can lead the organization in
losing the audience as well as the loss of the loyalty. Along with this, the organization
has to spend more on hiring the employees that are expert in dealing with the customer. That
will results in increasing the operational cost of the firm as the company has to invest more
on the training and development programmes. In order to enhance the skills of the
subordinates so that it can easily interact with them. In addition to this, the authored---- states
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the another cons that it will increase the employee turnover as the firm will not be able to
earn the profit as well as goodwill of the form will be damage. Thus, good quality of
customer services increases the engagement with them more effectively and efficiently.
According to the author Kurdi, Alshurideh and Alnaser, (2020) the retail business can
provide the organization with personalized services as it allow the organization in
building the long lasting relation with them. Along with the, with the help of loyalty
programme business can keep the track on their purchase. The retail business can
conduct various activities such as taking the feedback from the audience after the purchase
as it will allow the firm to identify their weakness and strengths. Moreover, the author
Cruz-Jesus, Pinheiro and Oliveira, (2019) has stated that retail business can make use of
digital technology such as CRM (customer relation management). This is strategic tool that
is used by the firm in order to retain the customer. Along with this, it is a software
that allows the company in marinating the interaction with the customer smoothly as
well as increase the profit of the firm (Nuruzzaman and Hussain, 2018). It collects the data
from the multiple channel that contribute in identifying the taste and preference of the
targeted audience, purchasing history, personnel data as well as purchasing behaviour of
them.
Moreover, all this data allows the organization in providing the great quality
of services to consumer as well as increase the profit more effectively and build the
healthy relation with them as well as raise the customer experience. According to authored
Harrigan and et.al.,( 2020) the advantage of using this software is that it helps the firm
in increasing the satisfaction of the customer that is the most crucial part of the
business. Moreover, it increase the interaction with the audiences that contributes in
increasing the overall productivity of the firm in the market. In addition to this,
the retail organization can make use of the digital marketing such as social media,
website and e- mail as it will contributes in knowing the insights of the customer.
Furthermore, the social media survey will help the form in getting the
feedback form the customer that will allow the organization to address the issues as
well as improve the quality of the services. Along with this, digital media is one of
the best tool to engage with the consumer as it benefits the firm by making the
products according to the new trend of the markets (Juanamasta and et.al., 2019). That
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contributes in attracting more and more customer as well as overall performance in the
market. Furthermore, every business should focus on the customer centric approach in
order to sell their products as it helps the firm in boosting the brand names and brand
loyalty in the market.
Service quality factors influencing customer satisfaction
According to Famiyeh, Kwarteng, and Asante-Darko, (2018) customer satisfaction and
service quality holds an important part in the business. Customer satisfaction is based on the
process of maintaining customer services which in turn is expected to be good service quality to
attain such outcomes. Service quality is defined to be a comparison between the expectations of
the customers and the service provide by the company. Kasiri, and et.al., (2017) agreed that
service quality will lead to customer satisfaction and thus, will help the organisation in gaining
competitive advantage. High quality of service helps in determining various problems and
working on outcomes that will generate the expected level of customer satisfaction. On the other
hand, Liu, Lee, and Hung, (2017) contradicted, that there are many limitations within the quality
of service, that it follows universality, where each customer is expecting something else and
service quality not necessarily will help in providing that. Expectation of the customers is
always high to get the best product, this is not fair to set the price in accordance with standing on
the expectations.
Aburayya, and et.al., (2020) added that it customer's point of view will change on
continuous basis and will vary time to time. Organisation must satisfy the needs of customers
based on the moment of truth as the final evaluation of services is dependent on the moment of
truth. This helps in identifying the continuous changes in the view of customers. On the other
hand, Rita, Oliveira, and Farisa, (2019) believed that setting quality standards and standing on
providing the effective quality will help in enhancing customer satisfaction. With the use of
service quality model, the performance of the product is based on gaining customer satisfaction
while, on a contradictory note, it does not provide any measurement scale for the evaluating the
quality of the service. Prentice, Dominique Lopes, and Wang, (2020) stated that service quality
will help in getting assurance that includes being trustworthy as well as providing secure
services. It includes tangibles such as physical facilities along with personnel communications.
According to Afthanorhan, and et.al., (2019) service quality helps in creating empathy
that is important for the process of understanding the needs and requirements of customers while
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having no chance of any confusion or putting in efforts that go waste. Solimun, and Fernandes,
(2018) added that service quality assist in gaining responsiveness that provides the organisation
with the ability to perform while assisting its customers by providing quality service. From the
customer's side of perspective, service quality is related with various meanings based on
different customers. Quality is attained when the service provided is more customer centred
thus, leading the path of customer satisfaction. Keshavarz, and Jamshidi, (2018) believed that
service expectations are matter that are elaborated to service quality gap and customer
satisfaction.
According to Shahid Iqbal, Ul Hassan, and Habibah, (2018) value based proposition is an
important model for retail business, as it helps in connecting effectively with the customers and
various stakeholders with effective communication. Özkan, and et.al., (2019) added that this
model helps in giving direction, that will the business expand and conduct business operations
where it is more profitable. It helps in satisfying the needs of customers while defining the ideal
audience. Thus, it helps in avoiding any wastage of time, money and other resources in the
strategies that will sell out to its customers. However, Raza, and et.al., (2020) said that this
model leads the company to have price wars and loss the opportunity to build market share in
the process. With this approach, the competitor companies can always came up with the same
products and services. Tuncer, Unusan, and Cobanoglu, (2021) added that customer value
proposition will always make the company in danger of becoming a commodity that is easy to
be excluded from the market in the process of building a hassle- free customer service.
Yadav, and Rai, (2019) believed that service quality comprises of tangibly that includes
services being tangible that will drive the perception of the service with respect to its quality. It
depends on the physical facility and other personnel materials. While reliability is also a
component of this model that s related with the company delivering promises and standing up to
the same. This will help in producing best service outcomes along with its core attributes. This
way, customer will be aware of the expectation of the reliability. Alolayyan, and et.al., (2018)
added that responsiveness in service quality helps in attracting customers by providing prompt
services. It helps in emphasising on dealing with the requests, their complaints and issues they
are facing with company. Giving attention to all this will make them feel valued and will
understand the service will improve. Responsiveness will also helps in gaining flexibility along
with the customise according to the needs and demands of its customers.
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On the other hand, Miranda, Tavares, and Queiró, (2018) said that service quality models
leads to have assurance that is very important in building trust and confidence of them. This trust
as well as confident will link the company with its desired target audience. Thus, gaining
competitive advantage in the process. In addition to this, there is empathy that will provide
individualised attention to its customers. This attention is important to satisfy the needs of the
customers while increasing loyalty. Tandon, Kiran, and Sah, (2017) contradicted, understanding
the needs of customers at the first place, both current and future will help in maintain the pace
within this changing market conditions along with effective strategies that will lead to learn from
customers and measure their satisfaction in the process. Firdous, and Farooqi, (2017) stated that
understanding the customers and gaining related information is important to gain loyalty of its
customers and making tem satisfied. Customer satisfaction will result in having repeated
purchases and enhancing the brand equity while generating higher profits.
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