Impact of Service Quality on Customer Loyalty
Added on 2020-02-24
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Running head: IMPROVING CUSTOMER SATISFACTION AT AVENUE NISSAN WITH AFOCUS ON SERVICE DEPARTMENTImproving customer satisfaction at Avenue Nissan with a focus on Service departmentName of the Student:Name of the University:Author Note:
1IMPROVING CUSTOMER SATISFACTION AT AVENUE NISSAN WITH A FOCUS ONSERVICE DEPARTMENTExecutive summaryThe automobile industry is facing tremendous competition nowadays and in order to gaincompetitive advantage over the others, it is necessary for the companies to emphasize upon itservice quality along with the quality of the products. Avenue Nissan is an automotive franchisedealership that is located in midtown Toronto. A major issue faced by the store has beeninsufficient number of service representatives as a result of high rate of employee turnover. Thereport deals with the improving customer satisfaction at Avenue Nissan with a focus on servicedepartment. The researcher has used qualitative research data in order to find the causes behindthe lower level of satisfaction among the customers and the ways by which the issues can besolved.
2IMPROVING CUSTOMER SATISFACTION AT AVENUE NISSAN WITH A FOCUS ONSERVICE DEPARTMENTAcknowledgementThe research conducted by me has been one of the enriching experiences of my life. Thisresearch helped me in gaining enhancing experience by providing me the understanding toskilfully carry out the research. The research helped me in overcoming the drawbacks by facingthem skilfully. However, this would not have been possible with the help and encouragement Ireceived from my professor. I also received the encouragement from my peers and all the peoplewho helped me carry out the research. I would like to thank my supervisor_______________________________ for the constant support and encouragement to carry outthe research. It would not be right if I do not thank my academic guides who have constantlyassisted me in the research. I would also like to thank by friends who helped and encouraged mefor the research. Finally, I would like to thanks the customers who participated in the survey thatwas conducted to gain primary data. Last but not the least I would like to thank the managerswho gave me their precious time to carry out the interview. The support of all these people hasbeen enhancing and inspiring throughout the research process. Heartfelt thanks and warmest wishes, Yours Sincerely,
3IMPROVING CUSTOMER SATISFACTION AT AVENUE NISSAN WITH A FOCUS ONSERVICE DEPARTMENTTable of ContentsChapter 1..........................................................................................................................................5Introduction......................................................................................................................................51.1 Background............................................................................................................................51.2 Purpose of the project............................................................................................................51.3 Aims and objectives...............................................................................................................51.4 Research questions.................................................................................................................61.5 Summary:...............................................................................................................................6Chapter 2..........................................................................................................................................7Literature review..............................................................................................................................72.1 Meaning of customer satisfaction:.........................................................................................72.2 Factors influencing customer satisfaction.............................................................................72.3 Importance of customer satisfaction......................................................................................82.4 Concept of service department..............................................................................................82.5 Importance of service department.........................................................................................92.6 Impact of service department on customer satisfaction.........................................................92.7 Dimensions of service quality...............................................................................................92.8 Service quality models.........................................................................................................10
4IMPROVING CUSTOMER SATISFACTION AT AVENUE NISSAN WITH A FOCUS ONSERVICE DEPARTMENT2.8.1 Oliver’s satisfaction quality model:..................................................................................10Figure 1: Oliver’s Satisfaction Quality Model......................................................................112.8.2 Service quality and customer satisfaction (SQCS) model................................................11Figure 2: Service quality and Customer Satisfaction (SQCS) Model...................................122.9 Summary..............................................................................................................................12Chapter 3........................................................................................................................................14Research methodology...................................................................................................................143.1 Introduction:........................................................................................................................143.2 Types of investigation:........................................................................................................143.3 Justification of the chosen type of investigation..................................................................143.4 Data collection methods......................................................................................................143.5 Justification of the chosen data collection method..............................................................153.6 Data analysis plan................................................................................................................153.7 Accessibility issue...............................................................................................................163.8 Ethical issues.......................................................................................................................163.9 Research limitations.............................................................................................................163.10 Summary............................................................................................................................164. Findings and analysis:................................................................................................................184.1 Secondary data findings and analysis..................................................................................184.2 Interview findings and analysis...........................................................................................19
5IMPROVING CUSTOMER SATISFACTION AT AVENUE NISSAN WITH A FOCUS ONSERVICE DEPARTMENTChapter 5........................................................................................................................................23Conclusion and recommendation..................................................................................................23Conclusion:....................................................................................................................................23Recommendations:....................................................................................................................23References:....................................................................................................................................24
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