Investigating the Quality of Customer Service Offered by DHL Birmingham

This investigation examines the quality of customer service offered by DHL Birmingham and its impact on customer satisfaction and brand success. The study aims to identify the importance of quality services, the benefits DHL receives from offering quality customer service, and different ways to examine service quality.

Investigating the quality of
customer service offered by
DHL Birmingham

Table of Contents
TOPIC:- Investigating the quality of customer service offered by DHL Birmingham...................3
1) INTRODUCTION ......................................................................................................................3
Background of project.................................................................................................................3
Rationale.....................................................................................................................................4
Research aims & objectives........................................................................................................4
2) LITERATURE REVIEW............................................................................................................5
The main importance of quality services for customer satisfaction............................................5
Several benefits that DHL get through its offering of quality customer services.......................5
Different ways through quality of customer services can be examined for DHL Birmingham..6
3) METHODOLOGY .....................................................................................................................7
Intended methodology.................................................................................................................7
Resources required and action plan.............................................................................................8
REFERENCES..............................................................................................................................11

TOPIC:- Investigating the quality of customer service offered by DHL
Birmingham
1) INTRODUCTION
The service quality plays a significant role in provide satisfaction to the need and want of
customers as well as also contribute toward retaining them for long term duration. This is so
because, the higher quality services support in developing trust among the customers towards a
particular brand which always attract them toward the organisational offering. As a result of
which they prefer to get services from that particular organisation instead of approaching others
to avail services (Kaura, Prasad and Sharma, 2015). To study about the importance of high-
quality services for customers, this investigation is performed over DHL which is a multinational
brand operating throughout the world, being best among other available brands.
Background of project
Customer services refers to the act of taking care about the customers' need in order to
offer and deliver the helpful, professional as well as high quality services, during, before and
after meeting with the customer's main requirement or expectations toward a company. The
quality of customers services plays a major role in forming up the perception of customers
toward an organisation. This provide customers some basic factor over which they can made
comparison with the other available brand and then choose the best one out of the companies that
are performing within the marketplace. For performing investigation over this appropriately,
DHL company is taken into consideration (Guirao, García-Pastor and López-Lambas, 2016).
DHL is a larger multinational American German brand which offer services related with the
parcel, courier and express mail. This company is the division of German logistics company
which is named as Deutsche Post DHL that is consider as world's largest logistic company which
is currently operating in around 220 countries as well as territories worldwide.
DHL mainly work toward performing international express deliveries which make it
crucial for them to provide high quality services. It offers range of services such as global freight
forwarding through the sea, air, rail or road transportation, warehousing related services from
packaging, repairing to storage, deliveries of mail worldwide along with several different logistic
services with an aim to connect people throughout the world. It was established in year 1969
that means offering its services from around 51 years which make it crucial for this brand to

maintain its position within marketplace with same positive image which it develop from years
of efforts (Chou, Lu and Chang, 2014). But as the competition is rising from several players
throughout the country, the quality of services will act as a savage in order to keep the old
customers of this brand connected with it for longer and prefer to have services from DHL over
others. By maintaining the quality of services DHL would be able to retain its existing customers
while on the same scale be able to attract new customers by considering the quality of services as
a main factor for differentiating its brand from that of others.
Rationale
The main aim of performing this investigation is to gather information regarding the
quality of services offered by DHL Birmingham and manner in which it is helpful to the brand in
term of its success as well as performance (De Oña and de Oña, 2015). This support in
determining the several benefits that DHL is getting with maintaining quality in there services
and manner in which it is contributing toward the customer satisfaction among its target market.
By performing this investigation, it become easier for the DHL to get an idea regarding the
quality of services they are offering and up to what extend it satisfy the consumer expectation.
This in remain importance from business point of view as information provide DHL an idea
regrading the area of improvement, they must consider for maximum customer satisfaction.
Research aims & objectives
Research Aim : -
“To investigate the quality of customer service offered by DHL Birmingham”
Research Objectives : -
 To identify the importance of quality services for customer satisfaction
 To find out different benefit that DHL get by through its offering of quality customer
services
 To determine different ways through quality of customer services can be examined for
DHL Birmingham
Research question : -
 What is the main importance of quality services for customer satisfaction?
 Explain about several benefits that DHL get through its offering of quality customer
services ?

 What are several different ways through quality of customer services can be examined for
DHL Birmingham?
2) LITERATURE REVIEW
It is consider to be a significant part of an investigation as it contribute toward evaluating
the already presented data regarding the area of study to ascertain valid information required for
developing an understanding regarding a particular area of study. Under this investigator mainly
perform a critical evaluation of view point of several authors to develop a thorough
understanding regarding the nature of study so that investigation can be proceed further on the
basis of current understanding.
The main importance of quality services for customer satisfaction
As per the view point of Angelova. B and Zeqiri. J (2011), customer satisfaction as well
as service quality is consider to be an important concept which an organisation must consider if
they want to remain the competitive edge and try to grow in marketplace. This is so because in
today's competitive world delivering high quality services is consider to be a crucial for the
achieving sustainable competitive edge. The customers satisfaction brings up positive influence
over the growth as well as productivity of an organisation. Because satisfied customers forms up
the foundation to the successful business as it directly leads to the brand loyalty, repeat purchase
and positive word of mouth publicity. This is so because the satisfied customers prefer to share
their experience with their friends as well as peer group i.e. around 3-4 people. On contrary to
this, the dissatisfied customers mainly share there experience with more people and recommend
them not to purchase particular product or services from a brand. Hence, several organisation
now a days get a realisation regarding the significance of managing and delivering the quality of
services that leads to maximum customer satisfaction. But the service quality which is delivered
can exceed or meet the customer expectation that get mainly influence by the customer's prior
expectations.
Several benefits that DHL get through its offering of quality customer services
According to the view point of Ethan, 2015, quality customer service is consider to be a
crucial factor which is required for the success of a business. Within this customer driven market
where the competition is getting more and more difficult and critical deadlines are getting rife,

no one can even imagine the business growth without exceptional customer service. Number of
organisations mainly fails to consider this factor and work toward improving its operations
despite of considering expectation of consumers. But by maintaining the quality of customer
services, DHL get benefited in many ways such as,
 Good public publicity:- When customers receive better services then they will refer it to
their friends and families too which in turn help in performing better word of mouth
publicity. This is the main reason DHL is growing in global market and at the same time
create more popularity among products, visibility within marketplace among
competitors.
 Better morale:- By creating a better working environment where customer services are
vital this leads to improve employee morale. Employees who are more eager to help
support in improving the shopping experiences of customers. This support DHL in
creating a more pleasurable environment which in turn help customers in getting an
environment where staff feel nice about what they are actually performing.
 Higher profit :- Better customer satisfaction always provide an organisation a chance to
earn higher profit. This is so because by maintaining a higher customer satisfaction,
DHL would be able to get a chance of repeat business from its existing business as well
as also become able to attract potential customers. This in turn further support in earning
higher profit to DHL.
Different ways through quality of customer services can be examined for DHL Birmingham
As per the view point of Pascal, 2016, The main objective of each business is to keep its
customer happier as it support in achieving competitive edge a marketplace. This can be achieve
by providing higher quality of services to the customers before, during and after the transaction
made among the brand and customer. Therefore, DHL must try to examine the quality of its
customer services so that it can be improve as per the demand of customers. This can be
performing with the help of several methods such as customer satisfaction survey, customer
satisfaction score, Net promoter score, customer effort score, social media monitoring etc. These
all are the methods which support in getting feedback from current customers regarding their
satisfaction level, factors that dissatisfy them, things that are getting wrong, modification they
want and suggestion they want to provide.

3) METHODOLOGY
Research methodology form up a crucial part of an investigation by providing an
overview regarding the number of tools as well as techniques that are used for conducting this
investigation effectively. It support in providing direction to the researcher regarding the
methods or tools that must be consider by an investigator for performing study so that research
can be consider in right direction so that its objectives can be achieved. The number of tools and
techniques used within this investigation are mentioned below:
Intended methodology
Research philosophy:- The positivism and interpretivism are two philosophy that an
investigation mainly involves. Among them positivism philosophy will be used as it support in
implementing the gathered knowledge appropriately while representing the collection of
information and evaluating them effectively.
Research design:- A research is performed in a well managed pattern which is based on
its design which are of three type such as descriptive, exploratory and experimental. Among
them descriptive research design will be taken into consideration as it help in identifying the
accurate research problem related to area of study.
Research approach :- Inductive and deductive are two type of investigation approaches
that are mainly used by researcher (Walliman, 2017). Among them deductive approach will be
used within this investigation which support in effective analysis of quantitative data to produce
more accurate outcome.
Data sources:- The information for a study mainly gathered from two sources either
primary or secondary. For current study both the sources will be used where primary information
will be gathered using questionnaire and secondary data will be collected using online sources
such as books, journals, articles etc.
Type of investigation :- A research is mainly performed using two methods such as
qualitative and quantitative. Among them quantitative method is taken into consideration for this
investigation where it support in providing quantified data that make it easier to presenting the
information with accuracy as a particular fact can be effectively justified with numerical facts or
figures.
Sampling :- It refers to the process of selecting group of people for gathering information
regarding a particular area of study. Sampling is performing either using probabilistic method or

non-probabilistic methods (Tuohy and et. al., 2013). For current study probabilistic sampling will
be used as it help in avoiding bias behaviour while selecting respondents and sample size would
be 50 customers.
Validity and reliability :- For maintaining the validity and reliability of information,
primary data will be collected using questionnaire. This will further ensure that the reliable and
authenticated information will be gathered directly from the respondents which further support in
maintaining the validity of overall investigation.
Limitation of study :- The main limitation of this study is time provided for the
investigation is very much limited that may restrict researcher in accessing more sources. Other
than this study is also limited to study about the quality of customer services it doesn't focuses
toward determining the ways through which it can be improved.
Resources required and action plan
An investigator require certain resources for performing the investigation like internet
connection, magazine, newspapers, computer system and capital. With the help of these research
data can be gathered and stored in more authenticated manner (Silverman, 2016). Despite of this,
cost, communication, time etc. are consider major among all resources.
Action plan:- For performing the action plan regarding set of activities to be performed
and their schedule Gantt chart will be taken into consideration which present set of activities to
be performed within a study along with duration taken by each of them

REFERENCES
Books & Journals
Chou, P.F., Lu, C.S. and Chang, Y.H., 2014. Effects of service quality and customer satisfaction
on customer loyalty in high-speed rail services in Taiwan. Transportmetrica A:
Transport Science, 10(10), pp.917-945.
De Oña, J. and de Oña, R., 2015. Quality of service in public transport based on customer
satisfaction surveys: A review and assessment of methodological
approaches. Transportation Science, 49(3), pp.605-622.
Guirao, B., García-Pastor, A. and López-Lambas, M.E., 2016. The importance of service quality
attributes in public transportation: Narrowing the gap between scientific research and
practitioners' needs. Transport Policy, 49, pp.68-77.
Kaura, V., Prasad, C.S.D. and Sharma, S., 2015. Service quality, service convenience, price and
fairness, customer loyalty, and the mediating role of customer satisfaction. International
Journal of Bank Marketing.
Silverman, D. ed., 2016. Qualitative research. Sage.
Tuohy, D. and et.al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Walliman, N., 2017. Research methods: The basics. Routledge.
Online
Angelova. B and Zeqiri. J., 2011. Measuring Customer Satisfaction with Service Quality Using
American Customer Satisfaction Model. [Online] Available through:
<https://www.researchgate.net/publication/266590535_Measuring_Customer_Satisfacti
on_with_Service_Quality_Using_American_Customer_Satisfaction_Model_ACSI_Mo
del>./
Ethan. 2015. Top 11 Best Benefits of Good Customer Services. [Online] Available
through:<https://blog.magestore.com/top-11-best-benefits-of-good-customer-services/
>./
Pascal. 2016. 6 Proven Methods for Measuring Customer Satisfaction. [Online] Available
through: <https://www.userlike.com/en/blog/6-proven-methods-for-measuring-your-
customer-satisfaction>./