A Study of Antecedents and Consequences of Customer Satisfaction with Respect to Litus Automobiles

Running Head: MANAGEMENT
MANAGEMENT

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Table of Contents
1 Introduction........................................................................................................ 3
1.1 Research background....................................................................................... 3
1.2 Research aim and objectives..............................................................................3
1.3 Research question........................................................................................... 3
2 Literature review.................................................................................................. 4
2.1 Research Approach......................................................................................... 6
2.2 Research design............................................................................................. 6
2.3 Research Types.............................................................................................. 6
2.4 Research Strategy........................................................................................... 7
2.5 Data Collection Method................................................................................... 7
2.5.1 Sampling Method..................................................................................... 8
2.5.2 Data Analysis Method............................................................................... 8
2.5.3 Research limitation...................................................................................8
2.5.4 Ethical Consideration................................................................................9
3 Timeline............................................................................................................. 9
4 Conclusion..................................................................................................... 10
5 References.................................................................................................... 11

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1 Introduction
Research title
A study of antecedents and consequences of customer’s satisfaction with respects to Litus
Automobiles.
1.1 Research background
In the recent era, it is vital for the organization to comprehend different factors that affected
the consumer. Consumer satisfaction is vital for operating the business in one direction for
operating the business. Moreover, consumer satisfaction is vital in increasing the profitability
of the organization. In addition, the organization could increase their satisfaction level by
directly communicate with them. There are certain factors that could also be affected by the
consumer satisfaction level of consumers such as service quality and consumer perception.
There are certain sources which might be considered by different sources named as social
media sources and digital media marketing.
1.2 Research aim and objectives
The key purpose of study is to examine role of product quality on customer’s satisfaction.
The following research objectives will be considered to operate the research acts:
To discover the role of product and service quality on customers satisfaction.
• To determine the extent to which customer satisfaction influences on its
consequences such as customer loyalty, word of mouth and repeat purchase.
• To understand customers opinion about the quality of service provided by Litus
Automobiles.
1.3 Research question
How service quality and product quality of LITUS Automobile leads to customer satisfaction
which ultimately generates customer’s loyalty, repeat purchase and word of mouth?

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2 Literature review
As per the view of Lee et al. (2014) service quality of any product is determined as difference
between consumer expectation and actual product quality. It is related to how consumer gets
services during final shopping in-store. The insight related to service quality could favourable
and unfavourable effect on purchasing behaviour of customers. Service quality is assessment
of what experienced as well as expected through entailing the image of company. The theory
of service quality, service loyalty as well as, customer satisfaction is associated with each
other. In contrast to this, Malhotra, (2015) evaluated that the service quality is assessment of
what expected as well as, what experienced through considering the image of company. The
approach of customer satisfaction is associated with service loyalty as well as, service quality
is associated with each other.
As per the opinion of Jones (2014) service quality is measurement related to company serves
their consumers and results and prospects of perceived services. Furthermore, it is related to
how a customer can perceive the services. In the context of retaining, loyalty as well as,
customer satisfaction, service quality is significant in the automobile industry and nearly each
business profit influenced by higher consumer satisfaction.
In contrast to this, Hulland et al. (2018) evaluated that service quality is perceived by
customers and it highly depends on what left of their past perception of service quality as
well as level of their satisfaction with existing performance of services. SERVQUAL model
facilitates basis for measurement of customer satisfaction related to products and services
across the sort of different service features by comparing and measuring both expectations
and perception. As per the view of Hulland et al. (2018) service quality dimension contains
Reliability (Accurate and dependable performance), Empathy (understanding of customer,
good communication, easy access), Responsiveness (helpfulness and promptness), Tangible
(physical appearance), and Assurance (security, credibility, courtesy, competence). On the