Impact of Customer Satisfaction for Residential Apartment Sales

IMPACT OF CUSTOMER SATISFACTION FOR RESIDENTIAL
APARTMENT SALES - A CASE FROM SEAGULL
DEVELOPERS (PVT) LTD
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Abstract
The research focuses on implication on different factors and attributes related to customer
satisfaction so that a effective shift in Seagull business approach can be adapt. One of the
significant benefits of this research is enhancing market share by at engaging a maximum
number of consumers, both new and existing of the progressive development of the company. A
systematic way has been selected that facilitates in analysing the impact of potential issues so
that an effective strategy can be developed positively. A friendly work environment supports
Seagull in understanding the expectation of consumers that enhance the progressive development
of the company in a systematic way. This approach to consumers enables the organization in
implementing an innovative way to service so that financial performance can be enhanced in a
systematic way.
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Table of Contents
Chapter 1: Introduction....................................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Research problem identification............................................................................................7
1.2.1 Symptoms of the problems..............................................................................................7
1.2.2 Justification of the problems...........................................................................................9
1.2.3 Defining research problem..............................................................................................9
1.3 Research Question................................................................................................................10
1.4 Objectives of the study.........................................................................................................10
1.5 Significance of the study......................................................................................................10
1.6 Limitation of the study.........................................................................................................11
1.7 Chapter outline.....................................................................................................................12
Chapter 2: Literature review..........................................................................................................13
2.1. Discussion on customer satisfaction and its importance.....................................................13
2.1.1 Concept of customer satisfaction..................................................................................13
2.1.2 Factors that affect customer satisfaction.......................................................................15
2.2 Empirical Literature.............................................................................................................18
2.2.1 Importance of customer satisfaction in a business........................................................18
2.2.3 Overview of Strategies that influence customer satisfaction........................................20
2.2.4 Improvements in customer satisfaction approach.........................................................21
2.2.4 Theories and model.......................................................................................................23
2.2.6 New Ideas and customer satisfaction............................................................................25
Gather Product or Services Data and customer satisfaction....................................................26
2.2.7 Literature gap................................................................................................................27
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2.3 Literature Summary.............................................................................................................28
Chapter 3: Research Methodology................................................................................................29
3.1 Literature mapping...............................................................................................................29
3.2 Conceptual framework of the research................................................................................30
3.3 Development of Hypothesis.................................................................................................30
3.4 Operationalization................................................................................................................31
3.5 Research onion.....................................................................................................................31
3.6 Research philosophy............................................................................................................32
3.6.1 Justification...................................................................................................................32
3.7 Research Approach..............................................................................................................32
3.7.1 Justification...................................................................................................................33
3.8 Research Design...................................................................................................................33
3.9 Data collection methods.......................................................................................................34
3.10 Population and sampling....................................................................................................35
3.11 Ethical consideration..........................................................................................................35
3.12 Limitation...........................................................................................................................36
3.13 Conclusion.........................................................................................................................36
Chapter 4: DATA ANALYSIS......................................................................................................37
4.1 Introduction..........................................................................................................................37
4.2 Descriptive Analysis............................................................................................................37
4.3 REGRESSION.....................................................................................................................38
4.4 Conclusion...........................................................................................................................45
Chapter 5: Conclusion and Recommendation...............................................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Linking with objectives........................................................................................................48
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5.3 Future scope.........................................................................................................................49
5.4 Recommendations................................................................................................................50
5.4.1 Recommendation 1: Improvement of work safety and environment at the workplace.53
5.4.2 Recommendation 2: Implementation of customer feedback.........................................54
5.4.3 Recommendation 3: Encourage open communication with consumers........................54
Reference list.................................................................................................................................56
Appendix: Survey Questions.........................................................................................................65
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Chapter 1: Introduction
Customer satisfaction is elucidated as the process of fulfilment of customers' needs and
expectation that help in building long run relationship for a successful business. The objective of
this study is to examine different attributes that influence customer experience so that a positive
change can be amended. Seagull Developer Pvt. Ltd case study has been selected to understand
broad aspects of customer satisfaction along with its implication within a business. The
importance of customers has been examined by considering some assumptions and hypothesis
that facilitates in increasing the economic accomplishment of a company. The issues and
challenges in customer satisfaction have been analysed vigilantly so that an effective strategy can
be developed for sustainable development.
1.1 Background of the study
The research aims to determine different factors that influence customer satisfaction to improve
the sustainable development of Seagull developer by elimination potential issues and challenges.
Customer satisfaction is the most prior thing in today's era of business in terms of sales and
progressive development. There is a large variety of customer satisfaction that relies on different
factors and attributes that create a problem for an organization in reducing the gap between
customers and management. Seagull came into existence in 1999 as a commercial builder that
completed about 1205 units in 38 complexes. The company solely believes in quality services
over quantity by giving priority to a customer that drives business towards sustainable growth.
The mission of Seagull is to serve ample information with innovative ideas that support the client
in decreasing the impact of probable risks and challenges (Archive.rpgroup.org, 2019). In 2015,
the company experienced a range of problems in applying an integrated approach due to a
change in market trends that gradually reduce its sales performance. This issue brought a number
of challenges in enhancing sales performance due to gradually decrement of customers. There
are ranges of factors that influence customer satisfaction that includes quality of product,
environment and accessibility that demand for firm planning and strategy.
The latest study of UKCSI has shown that the impact of customer satisfaction in the construction
and service industry increased by 78.8% in 2013. In the construction industry, the customer plays
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an important role in establishing businesses through continuous improvement of product or
services that eventually help in achieving sustainable development. On the contrary,
organizational behaviour and approach create a significant role in ensuring the respective work
or task can be delivered on time without compensating with quality. It includes quality
assurance, safety at work, personnel and co-operation that facilitate in creating transparency
between customer and worker positively. Hence, it can be said that customer satisfaction issues
need to trigger vigilantly for the progressive development of an organization.
The Customer Satisfaction can be considered as one of the key factor in this examination
(Tookey, Murray, Hardcastle, and Langford, 2011). Seagull Developers can't pitch their pads to
their Customers; this is a greatest test for the development business. Achieving an anomalous
territory of Customer Satisfaction is a target shared by all Construction associations (Newlin,
Dyess, Allard, Chase, and Melkus, 2012). Fulfilled Customers as often as possible breeze up
resolute, go over Customers, which are to incredible degree critical assets for a business
(Weinberger, 2013). It costs extensively less to serve a present Customer than to pull in another
through advancing strategies, for instance, customary postal mail or publicizing (mckevitt, and,
Davis, 2013).The method of Customer Satisfaction begins positively before a Construction is
reached the Customer. Development agents should be set up to listen carefully to Customers and
find what their necessities are. Exactly when a businessman totally appreciates a Customer's
needs, he is in a circumstance to recommend the thing or organization that best tends to these
issues. Fulfilled Customers are the people who, in the wake of making the Construction, are
induced that they picked that particular thing or organization, not that a business delegate
compelled it on them (Radosavljevic, & Bennett, 2012).
1.2 Research problem identification
1.2.1 Symptoms of the problems
The key research problems are given below.
 Challenges in getting the Customer Feedback
Rather than think about what Customers need from the business, ask them. Since most
Customers likely won't need Construction Companies to flame broil them in the store, request
that they take a snappy review before they clear out. To build the odds of getting the review
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returned, offer a prize, for example, being participated in into an attracting to win $500.
Guarantee the review is brief however incorporates enough data so Construction Companies can
make enhancements to the business. On the off chance that the dominant part of Customers
communicates dissatisfaction with something, roll out improvements as needs be.
 Challenges in identifying the Customer Needs and Wants
Going well beyond to guarantee the Customer has a charming knowledge requires the workers to
help the Customer at whatever point required. Advise the representatives to welcome Customers
with a grin and a well-disposed. The disposition of the workers regularly manages the activity to
the business. Customers essentially won't come back to a business that utilizes priggish,
pessimistic and impolite individuals. Prepare the workers to assist the Customer with any issue
they've encountered with the item or administration. On the off chance that a Customer wishes to
restore a thing, teach the workers to either concede in-store credit or give the Customer his cash
back. Try not to tell the Customer that he can’t restore the thing, unless he didn't restore the thing
completely or destroyed the thing.
 Programs
Target visit Customers and reward them with rebates. A simple and frequently utilized strategy
for remunerating return Customers is actualizing a prizes program or participation program.
Development Companies can coordinate the two if Construction Companies wish. For a reward
programs, Customers get focuses they can reclaim for cash off their next buy or a free thing.
Participation programs give Customers the chance to save money on exceptionally checked
things. For instance, assume Construction Companies run a pet shop. To offer a prizes program,
Construction Companies could give each Customer a card. After they buy 10 amounts of a
similar thing, they get that thing with the expectation of complimentary one time.
 Products and Services
Whatever Construction Companies offer – be it an item, benefit or both – Construction
Companies must ensure the quality meets Customer desires. For instance, if Construction
Companies publicize as a top of the line garments store however offer low-quality pants,
Customers will not return. Offer an unconditional promise on all items and administrations.
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