BT Mobile Customer Satisfaction Survey

This assignment focuses on understanding employee perspectives on customer satisfaction and loyalty within BT Mobile. It utilizes a questionnaire to gather insights from employees regarding the impact of various factors, such as technological development, value for money, and customer service, on customer satisfaction. The questionnaire also explores how elements like satisfaction, convenience, and customer service influence customer loyalty. Employees are asked to rank service quality aspects and suggest strategies BT Mobile can implement to enhance customer satisfaction and loyalty.

Dissertation

EXECUTIVE SUMMARY
It is very well known that service users are most important stakeholders of the company
and it has very significant for firm to ensure their satisfaction level. The quality services has
become a key aspect of gaining consumer satisfaction level. From various researches, it has
determined that the business organizations have faced the issues related to customer satisfaction
and customer loyalty because of the poor service quality. So, there is a question raise that what is
the relationship between service quality and customer satisfaction and their loyalty.
Purpose: The aim of the study is to analyse the impact of service quality in business consumer
satisfaction and consumer loyalty in Mobile phone service provider organizations.
Methods: Probability random sampling method has been used to conduct the investigation where
20 sample units have selected from operations department of British Telecom. Primary and
secondary data collection methods have been chosen for gathering information from various
sources.
Findings: On the basis of the generated outcomes from data analysis, it has identified by the
researcher that most of the employees have worked in BT from last 3 years. According to them,
technological development, value for money, customer service, cost, quality, performance and
efficiency of the product and complaint management has some factors that affect customer
satisfaction towards BT Mobile services. Along with this, satisfaction, convenience, expectations
and customer service have few elements that have brought the shift in customer loyalty for cited
organization. Further, the scholar has determined from the data analysis that in terms of service
quality aspect, BT mobile services have reliability, assurance, tangibility, empathy and
responsiveness. Beside this, Customer Satisfaction Surveys and educate customers has two
strategies that followed by BT Company to maintain customer satisfaction and loyalty. While,
SERVQUAL and Customer Effort Score (CES) has two major methods that followed by the cited
company in order to maintain service quality of Mobile services. In addition to this, the
researcher has determined that there is a string relationship between customer satisfaction,
customer loyalty and service quality of BT Company.

ACKNOWLEDGEMENT
The present report is the significant reflection of the efforts made by various individuals
and this is my responsibility to pay a humble gratitude for their time and efforts they have given
to me. I am thankful to my mentor and all the people who have given me support and guidance
for completing the dissertation. I am grateful to my team members, family and friends who
helped me in all possible accords. I would also like to thank my parents who supported me while
conducting this particular study. The combine efforts of all these people helped me in
successfully completing the research in the desired manner. Branding plays a critical role in
developing high market attraction and enhancing the market sales as well. Packaging helps in
developing the brand identity for the product. Apart from this, company can use the packaging in
most creative form for the purpose of influencing the customers towards it.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................2
ACKNOWLEDGEMENT....................................................................................................................3
CHAPTER 1 INTRODUCTION..........................................................................................................6
1.1 Introduction................................................................................................................................6
1.2 Rational of doing the research...................................................................................................6
1.3 Aim.............................................................................................................................................7
1.4 Objectives..................................................................................................................................7
1.5 Proposed methodology..............................................................................................................7
1.6 Limiting and delimiting factors.................................................................................................8
1.7 About the organization...............................................................................................................8
CHAPTER 2 LITERATURE REVIEW...............................................................................................9
2.1 Introduction................................................................................................................................9
2.2 Service quality...........................................................................................................................9
2.3 Customer satisfaction...............................................................................................................10
2.4 Customer loyalty......................................................................................................................10
2.5 Relationship between quality service and customer satisfaction.............................................11
2.6 Relationship between quality service and customer loyalty....................................................11
2.7 Ways by which British Telecom can maintain mobile service quality in order to maintain
customer satisfaction and customer loyalty...................................................................................12
2.7 Conclusion...............................................................................................................................12
CHAPTER 3: RESEARCH METHODOLOGY................................................................................14
3.1 Introduction..............................................................................................................................14
3.2 Research approach...................................................................................................................14
3.3 Research philosophy................................................................................................................15
3.4 Research design.......................................................................................................................15
3.5 Research type...........................................................................................................................15
3.6 Data collection.........................................................................................................................16
3.7 Sampling..................................................................................................................................16
3.8 Data analysis............................................................................................................................17
3.9 Ethical consideration................................................................................................................17
3.10 Research limitations...............................................................................................................17
3.11 Reliability and validity...........................................................................................................18
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CHAPTER 4: DATA ANALYSIS.......................................................................................................19
4.1 Introduction..............................................................................................................................19
4.2 Thematic analysis.....................................................................................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATION...........................................................27
5.1 Conclusion...............................................................................................................................27
5.2 Recommendations....................................................................................................................28
REFERENCES...................................................................................................................................29
REFLECTIVE STATEMENT............................................................................................................32
CONTEXTUALIZATION STATEMENT.........................................................................................33
APPENDIX........................................................................................................................................35
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CHAPTER 1 INTRODUCTION
1.1 Introduction
The concept of quality, productivity, efficiency and growth are the most challenges for the
organizations to survive in the industries. The demand related to the augmentation and survivals are
intensifying by the need to attract and retain customers. In the business, service users are the main
focus of the companies (Iddrisu, Noonib, Fianko and Mensah, 2015). The success levels of
enterprises are highly depended on the understanding and meeting the needs of end users. In the
UK, value provision has always suffered a setback as utility firms have always been praised for
good quality services. In this context, one of the important utilities in UK economy is mobile phone
services. It has played a very important role in the growth of the economic condition of any nation.
The contribution of this industry cannot be overemphasised because it is the way by which all
regular transactions and activities are undertaking. This helps the organizations in decision making,
organizing plans, instructing the work to the employees, providing feedback by the customers,
exchange of information with the business clients and develops as well as maintains business
relationships (Ahmad, Hussai and Rajput, 2015). So, it can be said that all political, social,
economic, culture, commercial etc activities are completing with the application of mobile phone
services. In this context, service quality has been found as a competitive tool for To analyse the
impact of service quality in business consumer satisfaction and consumer loyalty in Mobile phone
service provider organizations of the UK. This is even much more prominent in the present era of
highly globalized and competitive markets. Mobile phones are becoming more important part of the
people life and with the passing of time; it makes the life of users simpler (Deng, Lu, Wei and
Zhang, 2010). On the other hand, mobile service providers largely depend on the customers to
survive in the market. In this regards, consumer satisfaction and consumer loyalty are essential for
mobile service deliver organizations. This dissertation will investigate the impact of service quality
in business consumer satisfaction and consumer loyalty in of British Telecom of the UK.
1.2 Rational of doing the research
The importance of customers in the business process has influenced the organizations to
always carry out the research on the services users to find out their needs and requirements. It has
been proven that when a company continuously satisfy its consumers then they enjoy high retention
level and huge amount of profit because of increase customer loyalty. This is the only reason why
all mobile service companies are working hard every day to win the trust and heart of the service
users by delivering quality services (Yuksel, Yuksel and Bilim, 2010). This has helped in increased
the number of those customers who shows the loyalty towards the particular brands and achieve the
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extent satisfaction level. When the consumers have good perceptions about the mobile service
provider brand then they always go with the same company in the future to use other mobile
services. Customer satisfaction and customer loyalty are major issue for mobile service provider
organizations because the problem related to satisfaction has affected the success level of business
in the market. From the following research, the researcher will try to shed lights on service quality
which is one of the factors that help the mobile service companies to attain the customer satisfaction
and their loyalty (Kassim and Asiah Abdullah, 2010).
1.3 Aim
To analyse the impact of service quality in business consumer satisfaction and consumer
loyalty in Mobile phone services: A study of British Telecom, UK.
1.4 Objectives
 To understand the meaning of service quality, customer satisfaction and customer loyalty for an
organization.
 To determine the significant relationship between service quality and customer satisfaction for
British Telecom
 To explore the significant relationship between service quality and customer loyalty for British
Telecom.
 To suggest the ways by which British Telecom can maintain mobile service quality in order to
maintain customer satisfaction and customer loyalty.
1.5 Proposed methodology
In the context of the present dissertation topic, the researcher will use different research
methodologies to attain the research objectives. So the proposed methodologies with the respect of
current study are as follows:
Research approach: For the current study work, the scholar will use inductive research
approach because there will no hypothesis form in research. There will objectives formulate that
will help in answer the research aim.
Research philosophy: Interpretivisim research philosophy will follow by the researcher in
the present investigation because it will aid in determine the relationship between mobile service
quality, customer satisfaction and customer loyalty in the context of British Telecom (Flick, 2015).
Research design: Here, the investigator will use causal research design in order to explain
the impact of quality of mobile services of British Telecom on retain the customer loyalty and met
the consumer satisfaction level.
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Research type: The scholar will adopt qualitative research type to present the responses of
the respondents in numerical form. It will helpful in examine the relationship between mobile
service quality and customer satisfaction level along with their loyalty (Gast and Ledford, 2014).
Data collection: The researcher will use both primary and secondary data collection
methods to gather the information on the present investigation. The primary data will gather from
the questionnaire that will contain both open and close ended questions. On the other hand,
secondary data will collect from different sources such as books, articles, journals, previous
researches, British Telecom customer feedback and review etc.
Sampling: Probability random sampling method will be used by the researcher for present
research work in order to reduce the chances of biasness with the respondents. The 20 sample units
will take into the consideration which will be employees of British Telecom (Mackey and Gass,
2015).
Data analysis: In order to analyze the data, the scholar will use thematic method. In this, the
data and its outcomes will represent in the form of charts, figures, diagrams etc. Along with this, it
will deliver a great insight to the researcher to understand the relationship between quality services,
customer satisfaction and customer loyalty in British Telecom context.
1.6 Limiting and delimiting factors
relating to the present study, the researcher is herby require to individually approach to
management of British Telecom in order to collected relevant information from them. This has the
very time consuming process which may create hurdle for the study. Fund is also a limiting factor or
the present investigation because to meet with the respondents, travel to organization more than one
time, take permission to access paid sites etc, the researcher will require funds. On the other hand,
delimiting factors for the present research are scope of the study, settling limits on the sample size,
response formats related to data collecting methods etc.
1.7 About the organization
British Telecom is a British multinational telecommunication service provider company
which has situated in London, UK. It has operated its business in more than 180 nations across the
world. The numbers of employees in the present time are 102,500. The cited company has
controlled a number of large subsidiaries such as BT Ireland, BT Italia etc. Company has listed in
London Stock Exchange as well as in New York Stock Exchange. It was established in 1969 and
over the time, it has grown in UK telecommunication industry. The products offers by British
Telecom are Fixedline telephony, Mobile telephony, Broadband internet, Fibre-optic
communication, Digital television and IT services. Till the 2015, the revenue of the cited company
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in 2015 has £17.851 billion and the profit has £2.135 billion.
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CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
The present dissertation is based determine the impact of service quality in business
consumer satisfaction and consumer loyalty in Mobile phone services where British Telecom of the
UK is taking into the consideration. Company is focusing over improving the quality of services so
that it becomes easy to meet the service users’ satisfaction level with their loyalty (Ryu, Lee, and
Gon Kim, 2012). The current section has related to literature review where different points
regarding the investigation will discuss. For this, some previous researches, articles, journals etc
will be considered to critically evaluate the collected information with the respect of the selected
research topic.
2.2 Service quality
According to Ryu and Han, 2010, “service quality is a multi-dimensional concept that
focuses over the customer judgements regarding particular service or product of an organization”
(Ryu and Han, 2010). It can be seen as the difference between service users’ expectations and
perception for the services that helps the companies to build a competitive advantage base. This
presents that delivering quality service confirms about the consumers expectation and aids in to
make sure that whether perceived services delivery met customer hopes or not. On the other hand,
Flint, Blocker and Boutin, 2011 has stated that “the perception of quality services related to loyalty
of end users” (Flint, Blocker and Boutin, 2011). There are two main reasons that explore breakdown
relationship between customers and the company and these are natural and artificial causes. In this
context, it becomes important for the organizations to eliminate both factors to increase and gain
customer loyalty for long term duration. In the context of above statement, Eid, 2011 has asserted
that “service quality of a product or a service makes an impact in the terms of development of
customer loyalty” (Eid, 2011). It is also important for meet the satisfaction level of service users
which responsible for the gain the customer loyalty. The aim of every organization in delivering the
quality services to the users so that they can get the value from the product against the paid amount.
As per the view point of Santouridis and Trivellas, 2010, “measuring service quality is a better way
to decide whether the services are worth full or not and whether it will satisfy the needs of the
customers or not” (Santouridis and Trivellas, 2010). The level of service quality has one of the most
important reasons for the companies to get the success in the business and survive in the market
place. Along with this, it is also one of the factors that have defined the customer satisfaction level
and their loyalty towards the brand.
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2.3 Customer satisfaction
According to Siddiqi, 2011, “those who are buying the services or goods that offer by the
companies are called customers” (Siddiqi, 2011). It can be considered as a stakeholder for an
organization that gives payment in the exchange of offer products with the aim o completing the
needs and requirements. When a service user is contenting with service or product then it is called
satisfaction. Munusamy, Chelliah and Mun, 2010 has stated that “it can be defined as a person’s
feeling in the form of pleasure or disappointed” (Munusamy, Chelliah and Mun, 2010). This thing
has affected the performance of the goods of the company either in negative or positive manner. So,
in the other words, satisfaction can be stated as pleasure derived by someone after the consumption
of services or products that offered by other person or a group. This can be a state of being happy or
with the situation. Satisfaction level varies according to person to person because it based on
consumption of utility and the perception regarding this. In the context of above statement, Fornell,
Rust and Dekimpe, 2010 has pointed that “for an organization, the client happiness is the most
essential thing which can create a good image in the market place” (Fornell, Rust and Dekimpe,
2010). The satisfaction level of the users assists the companies to take decisions who to improve
services quality and other business processes. To gain the high customer satisfaction level, the
organizations have to satisfy the customers which is more important as compare to gain loyalty of
them. On the other hand, Iddrisu, Noonib, Fianko and Mensah, 2015 has given attention that “the
firms should treat their services users in a right way because most of the time, consumers not openly
dissatisfaction towards the offer products and services” (Iddrisu, Noonib, Fianko and Mensah,
2015). This thing has increase the number of complaints from the end users side that may work as a
hurdle for the success of the business. It has lead to raise the dissatisfaction level in the customers.
2.4 Customer loyalty
Ahmad, Hussai and Rajput, 2015 has pinpointed that “customer loyalty can be defined in
two different way: one is related to attitude and second is behavioural” (Ahmad, Hussai and Rajput,
2015). When different feelings create in individuals after consuming the services then it is called
customer loyalty in the terms of attitude. But when a person purchase the same goods again then it
is also called consumer loyalty but in the terms of behavioural aspect. In the support of the above
statement, Deng, Lu, Wei and Zhang, 2010 has stated that “customer loyalty has developed over the
time when the offer products of a company meet the satisfaction level of individual” (Deng, Lu, Wei
and Zhang, 2010). The cost of attracting the new consumers is higher as compare to the cost of
keeping happy to existing service users. The frequency to which a consumer demonstrates towards
repeat purchase behaviour for a particular commodity creates a positive attitude in the direction of
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service providers.
On the contrary, Yuksel, Yuksel and Bilim, 2010 has defined his view that “customer loyalty
is a multi-dimensional construct which covers both positive and negative response” (Yuksel, Yuksel
and Bilim, 2010). It is not necessary that loyal customers are always satisfied users. There are
various factors which has brought the variations in the satisfaction level of the consumers with the
time. Service quality, value added services, customer support services etc some elements that have
affected loyalty of the consumers towards a company. If the firm delivers the good quality services
to its customers then it becomes easy to reduce their retention with the time.
2.5 Relationship between quality service and customer satisfaction
As per the viewpoint of Ahmad, Hussai and Rajput, 2015, “there is a strong relationship
between quality service and customer satisfaction” (Ahmad, Hussai and Rajput, 2015). With the
application of SERVQUAL model, it has determined that difference between consumer expectations
regarding the performance of service providers and their evaluation of actual performance of
business has helped in creating the perception of quality of products in the mind of service users.
So, it becomes important for the organizations to identify the level of quality services with the help
of service quality assessment process. In this context, Munusamy, Chelliah and Mun, 2010 has
stated that “when mobile service provider companies raise their quality of services than it will leads
to increment in the customer satisfaction” (Munusamy, Chelliah and Mun, 2010). The high degree
of service quality has made overall good impression over the consumers that will aid in creating a
good image of mobile service providers in the service users mind.
2.6 Relationship between quality service and customer loyalty
According to Siddiqi, 2011, “quality services of mobile services and customer loyalty has
depended on each other” (Siddiqi, 2011). Implication of SERVQUAL model on this statement has
shown that when a company delivers a quality services to its customers then it becomes easy for
management to gain the loyalty of service users. This thing has assisted in increase market share
and become competitive in the marketplace. In the context of mobile service providers, the
companies of the UK are trying to bring the improvement in mobile services so that more and more
customers can use their services. This strategy has very helpful in gaining the customer loyalty at
huge amount. On contrary, Fornell, Rust and Dekimpe, 2010 has stated that “SERVQUAL model
has helped in determined five major gaps that may causes customers to experience poor service
quality which has reduced their loyalty towards a mobile service provide brand” (Fornell, Rust and
Dekimpe, 2010). These gaps are between management perception of customer expectations and
customer expected services, between management perception of customer expectations and services
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quality specifications, between service delivery and specification of service quality, between
external communication and delivery of services and the gap between expected service and
experience services. These all reasons have affected the quality of services and this has made direct
or indirect impact over the customer loyalty. Therefore, from the above discussion, it can be said
that there is a strong relationship between service quality and customer loyalty.
2.7 Ways by which British Telecom can maintain mobile service quality in order to maintain
customer satisfaction and customer loyalty
As per the viewpoint of Iddrisu, Noonib, Fianko and Mensah, 2015, “British Telecom should
adopt some methods with the aim of maintaining mobile service quality that can help in preserve
customer satisfaction and customer loyalty for long time” (Iddrisu, Noonib, Fianko and Mensah,
2015). In this context, by tracking out the mistakes at the time of delivering of quality mobile
services, company can overcome those identified loopholes and able to make improvement in
quality services. To track down those errors in more effective manner, organization should adopt
statistical quality control technique which can easily highlight the issues at the time of delivery of
quality mobile services. On the other hand, Siddiqi, 2011 has stated that “British Telecom should
more invest on giving the training to the employees of the quality management department”
(Siddiqi, 2011). This will make capable them to meet the firm’s different quality standards. It will
be a best way to improve quality of mobile services and resolve relevant issues. In this context,
Yuksel, Yuksel and Bilim, 2010 has suggested that “by organizing quality circles, British Telecom
can easily identify and address quality related problems” (Yuksel, Yuksel and Bilim, 2010). Under
this, company can prepare a team of workers who are giving authorities and responsibilities for
making better decisions for the business. This will allow the management to get the effective
suggestions regarding improving quality service of mobile services. Hence, from the above stated
different suggestions of various authors, it can be said that by using the simple and effective quality
improvement methods, British Telecom can maintain its service quality and this thing will lead to
make strong customer satisfaction and customer loyalty aspect of the organization.
2.7 Conclusion
From the above literature review, it has determined that service quality; customer satisfaction
and customer loyalty has the most importance aspect of mobile service provider companies’ of the
UK. Quality services have made impact over customer satisfaction and their loyalty. It has created a
uniqueness of organization in against of its rivals in UK. There have different quality management
and improvement methods have followed by British Telecom. But still, company has faced various
quality service related issues that has made negative impact over the customer satisfaction and
13

customer loyalty. To resolve this, some methods and ways have suggested to the cited organization
that can help in solve quality issues as well improve quality services of mobile.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a process to collect information and data for a particular purpose.
It is considering the most important thing that needed to be considered to carry out a research on a
specific topic (Bauer, 2014). It can be defined as a way to systematically resolve a research
problem. From the researcher point of view, research methodology is a science of studying which
states how a research can be performed in a right way to attain objectives of the investigation. There
are various types of research methodologies follow by the scholars to solve research problems in
logical way. The work of the investigators are not only to apply the tests or any kinds of method to
get the answer of research questions but also try to understand what are the reasons behind using
several research methodologies (Billig and Waterman, 2014). Along with this, the researchers need
to understand the assumptions which take during the application of different research techniques as
well as require knowing those criteria which can help the scholars to select the particular research
method for the study.
The present dissertation is based on to analyse the impact of service quality in business
consumer satisfaction and consumer loyalty in Mobile phone services of British Telecom. To carry
out this investigation, the researcher has developed several research objectives which have assisted
in answering research questions (Cammarota and Fine, 2010). In the context of current dissertation
topic, the scholar has been used different research methodologies to attain the research objectives.
The major research methods that will highlight under the following chapter are research approach,
research philosophy, research design, research types, ways of data collection, sampling technique,
data analysis methods, ethical consideration, research limitations and reliability and validity.
Therefore, the proposed methodologies with the respect of current study are describing below.
3.2 Research approach
Research approach defines a plan to conduct an investigation as per the agreed action plan.
It identifies the measures that the research requires to achieve the aim of the study. Basically, the
following concept has categorised into two sections: inductive and deductive research approach
(Flick, 2015). The inductive approach focuses on developing a significant and well defined analysis
about the research outcomes and analysis. It identifies the specific research issue and focuses on
designing the research in an effective and well defined manner (Inductive Approach, 2014).
However deductive approach demands the development of specific hypothesis the acceptance of
rejection of which helps in analysing the research results for the study (Deductive Reasoning Versus
Inductive Reasoning, 2014).
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For the current study work, Inductive approach has been adopted as research questions will
be used to analyse the research plan and thus data collection measures will be adopted for the study.
Moreover the present study is qualitative and hence selected approach will help in attaining
individual perception for the study in a significant manner.
3.3 Research philosophy
This aspect of the research plays a significant role in developing the research tools and
techniques to undertake effective and well defined analysis for the study. It develops a well-defined
foundation to carry out the research analysis (Gast and Ledford, 2014). It will help the business unit
in developing a well defined growth aspect for the researcher. The two major philosophies
identified in the economies are Interpretivisim and positivism. The prior philosophy focuses on
dealing with research issues regarding social contribution. These are the issues which are to be dealt
with the researcher to collect different perceptions. Positivism however deals with rigid research
issues and problems which help in creating an ineffective growth and development impact on the
overall business growth within the market. Interpretivisim research philosophy has been followed
by the researcher in the present investigation because it has been aided in determine the relationship
between mobile service quality, customer satisfaction and customer loyalty in the context of British
Telecom (Flick, 2015).
3.4 Research design
Research design helps the researcher in analysing the research styles which can be adopted
by the researchers in order to enhance the effective evaluation of tools and techniques in the study.
It develops a significant growth impact on the research evaluation (Research design, 2009). The
major research design which could be undertaken for the study includes descriptive exploratory,
case study analysis, scientific researches, casual research are some commonly undertaken research
designs for the analysis. Exploratory research focuses on analysing the specific research issue
however descriptive analysis focuses on analysing the theories and concepts and resolving the
research issue based on the same (Hunleth, 2011). Casual research however focuses on creating
analysing the academic or business purpose for enhancing the knowledge on the topic. Here, the
investigator has been used causal research design in order to explain the impact of quality of mobile
services of British Telecom on retain the customer loyalty and met the consumer satisfaction level.
3.5 Research type
Different types of researches are to be undertaken by the researcher in order to attain effective
growth and development aspects within the market. Qualitative and quantitative are commonly
adopted means which researchers adopt in order to carry out the evaluation for the research issue.
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Qualitative studies are the ones which focus on dealing with social issues and problems. Perceptions
of different people are under taken for the same. It demands application of different tools and
techniques (Qualitative Research Methods Overview, 2014). Quantitative techniques on the other
hand are the ones which involve rigid applicability of tools and models to attain the final and
effective research outcome for overall research result. The scholar has been adopted qualitative
research type to present the responses of the respondents in numerical form (Quantitative Methods
in Education Research, 2014). It has been helpful in examine the relationship between mobile
service quality and customer satisfaction level along with their loyalty.
3.6 Data collection
Data collection is one of the most crucial aspect of research which helps researcher in
attaining significant and well defined research results for the study. Primary and secondary data
collection n measures are the two effective measures adopted to attain valid and reliable results for
the study. The secondary data helps in attaining the past data from different researches conducted on
similar topics which provides considerable information on the topic of the study. Primary data helps
in attaining valid and reliable business information on the topic to develop a significant impact on
overall research analysis (Research Instruments for Data Collection, 2014). The researcher has been
used both primary and secondary data collection methods to gather the information on the present
investigation. The primary data has been gathered through questionnaire that contained both open
and close ended questions. This helped the researcher in attaining fresh research information from
the employees of the business in order to develop valid research information. Primary research
conducted on the research issue helped in developing a well-defined understating about individual
perception on the stated issue (Mackey and Gass, 2015). This helped the researcher in analysing an
effective base of resreach information for the given analysis.
3.7 Sampling
Sampling is an effective measure in which a representable sample from the overall
population is selected in order to attain the conformation for the study. Probabilistic and non-
probabilistic are the common sampling techniques adopted by the researcher for an effective study
(Miller, Birch, Mauthner and Jessop, 2012). Non probabilistic sampling are the ones where every
element of the population does not have an equal opportunity of selection. Probability random
sampling method has been used by the researcher for present research work in order to reduce the
chances of biasness with the respondents(Mackey and Gass, 2015). For the present study employees
of BT has been surveyed. A sample of 20 managerial employees were selected on random basis.
Questionnaire were sent to them through mail.
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3.8 Data analysis
Data analysis is an effective technique to effectively represent the overall research findings
and attaining effective and well defined research results. Qualitative and quantitative research
techniques are used for data analysis in order to attain valid and well defined research results.
Qualitative techniques such as thematic analysis is used to effective evaluate the overall research
data on the basis of different themes. This will help in attaining well defined research results for the
data. In order to analyse the data, the scholar has been used thematic method. In this, the data and
its outcomes have been represented in the form of charts, figures, diagrams etc. Along with this, it
has been delivered a great insight to the researcher to understand the relationship between quality
services, customer satisfaction and customer loyalty in British Telecom context (Neuman and
Robson, 2012).
3.9 Ethical consideration
Undertaking research demands significant ethical considerations in order to attain effective
and well defined aspects for the analysis. The aim of the present study is to analyse the impact of
service quality in business consumer satisfaction and consumer loyalty in Mobile phone services. In
order to achieve this objective researcher ensured that academic guidelines and norms are
effectively followed (Panneerselvam, 2014). Moreover for primary and secondary research every
research outcome was based on valid interpretations. Researcher ensured data security of the
collected information in an effective and well defined manner. All personal data of the respondents
was effectively stored in password protected system. Moreover access to this information was
limited to people involved in the study only. It was ensured that the research data was not used for
any personal benefit of the researcher.
3.10 Research limitations
Undertaking research is a challenging aspect as it is highly integrated process which demands
effective analysis and evaluation. The present research was challenging as well because it
demanded a well-defined impact on analysing individual perception for the analysis. In order to
attain the aims and objectives of the research effectively different tools and techniques were
adopted however limitations regarding limitation of time and resources were a major challenge. The
aim of the study was wide however due to limited time was undertaken in limited area and the
sample size of the study was also small (Silverman, 2016). Moreover sampling technique for the
analysis may create a biased outcome as sample of consumers using the services of BT was taken
but it was done to complete the study in given time frame.
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3.11 Reliability and validity
In order to ensure the aspect of reliability and validity of the research the data was collected
from valid and reliable sources. The official websites and researches were undertaken for the study.
The researcher ensured that no information of other researcher was presented in one’s own name.
Each content thus taken was cited in an effective and well defined manner. This helps in making the
study highly reliable and referable as well. To attain the stated purpose the researchers uses the
information which is logically sound and factual. It has the capability of generalizing the research
outcomes and objectives as well (Smith, 2015).
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CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Before starting of writing of a research, it becomes important to collect the data with the
application o various data collection techniques. To serve the purpose of the research by using data
analysis, the researchers needed to ensure the accuracy of gather information with complete
verification in terms of reliability and validity. For any investigation, data analysis is very essential
because it provides an appropriate explanation of those theories, frameworks, concepts, methods etc
that are going to be used to attain a final conclusion and testing of hypothesis. Data analysis defines
as a process that emphasise over the strategic evaluation of gather data from various resources so
that a valid conclusion can be drawn. This is used to inspect, transform and remodel information as
per the need of expected outcomes and reach towards a particular conclusion for a given research
study. It can be divided into two parts: qualitative and quantitative. The present study is relating to
analyse the impact of service quality in business consumer satisfaction and consumer loyalty in
Mobile phone services of British Telecom. As per the proposed method of data analysis in the
previous chapter, the research has been used thematic analysis to evaluate collected primary
information. The aim of adopting the following analysis technique is because of structuring the
findings from primary source of data with proper statistical method.
4.2 Thematic analysis
Thematic analysis is a qualitative analytic method which use for determining, analyzing and
reporting patterns of the data. The major work of the following concept is to organize and describe
the collected data set in a more describing manner. It is most widely used qualitative data analysis
technique. Thematic analysis can be considered as a cluster of method which emphasise over
determining patterns of a gather database. The outcomes and analysis from this process shows with
the help of tables, charts, figures etc. It allows the researchers to explain the collected data and its
interpretation in more effective manner. Flexibility of Thematic analysis facilitates the scholars to
apply various models and theories with the aim of determining the right solutions of the research
problem and research questions. With the application of the following concept, it becomes easy for
the investigators to ensue the validity and reliability of collected data from different sources of
information. In the context of the present investigation, the researcher has been selected thematic
analysis in order to determine the customer satisfaction and loyalty within the context of service
quality of British Telecom in mobile services. By using primary and secondary sources, the scholar
has gathered data and has applied thematic analysis to evaluate them. Along with this, it has helped
the investigator to determine the relationship between the service quality and customer satisfaction
20

and service quality and customer loyalty. Therefore, it can be said that thematic analysis has assisted
the researcher to attain the major objectives of the present study in an appropriate manner.
Theme 1: Employees are working in British Telecom Company, UK from last 3 years.
From how long you are working in British Telecom Company,
UK? Frequency Percentage
Less than 1 year 4 20
2 years 5 25
3 years 8 40
More than 3 years 3 15
Interpretation: When the respondents were asked about their time duration of working in
the British telecom company, then majority of participants were working in the organization from
more than three years. It was analysed that 25% employees were associated with the firm from two
years. However, research found that there were 15% people those who were working in BT mobile
company from more than three years and approx 20% workers have recently joined the enterprise,
they have not completed one year in the organization. Thus, it can be concluded that maximum
people are working for the entity from 3 years.
Theme 2: There is various factors affect customer satisfaction towards BT Mobile services.
2. As per your opinion, kindly rate how much the mentioned factors affect customer satisfaction
towards BT Mobile services?
FACTORS Very
high High Moderate Low Very
low
Technological development 5 6 3 4 2
Value for money 7 5 2 3 3
21

Customer service 8 3 3 4 2
Cost, quality, performance and efficiency of the
product 3 9 1 2 5
Complaint management 5 4 2 3 6
Interpretation: When researcher asked about factors which affect satisfaction level of
customers, then it was analysed that technological development is the element which positively
affect the satisfaction level. Maximum people are positive towards this point that if firm adopts the
latest machineries and equipments then it can produce quality products which can help in increasing
the satisfaction level of the persons. Most of the service users look upon the value for money,
maximum people found strongly agreed on it. It is analysed that customers are satisfied towards BT
mobile services because they think that amount they are paying for mobile are accurate for his
quality phones. However, five respondents were slightly satisfied with this factor. Whereas, 3
people were very dissatisfied towards BT mobile services. It is analysed that some thought that they
are paying high amount for the phones. Customer service affects the satisfaction level of consumers.
When it was asked by researcher then maximum people were highly agreed on it and said that
effective service make them loyal and satisfied towards the BT mobile. However, approx four
respondents were low satisfied with the customer service of the company. Cost, quality,
performance and efficiency of the product are another factor, when researcher asked upon it then
maximum persons were agreed on this. It is analyzed that lower price, quality, efficient goods
increase customer satisfaction to high extent. However, five participants were very low; they were
not satisfied towards cost, performance of the products of BT mobile. When it was asked about
complain management then it was analyzed that maximum respondents were having very low
satisfaction. However, five participants were strongly satisfied with complain management of BT
mobile services.
Theme 3: There are four major factors that bring the shift in customer loyalty of for BT Mobile
services.
3. Following factors bring the shift in customer loyalty of for BT Mobile services?
FACTORS Highly
agree Agree Neutral Disagree Highly
disagree
Satisfaction 9 3 5 1 2
Convenience 8 7 1 3 1
Expectations 6 3 5 1 5
Customer Service 7 4 3 4 2
Interpretation: When researcher asked about shifting of customer loyalty then 9 respondents
22

had views that they are highly agreed. It is analysed that when service users are satisfied with the
BT mobile services then individual will become loyal consumer of the brand. However, five
participants were neutral they were neither positive nor negative. When the same thing was asked
for convenience then eight respondents were highly agreed. They said that BT mobile service
provide them convenience products thus, they have become its loyal user. However, several
participants were slightly agreed with it and it is analysed convenience bring the shift in consumer
loyalty. When researcher asked about that expectation's element shift in loyalty or not then six
respondents were highly agreed. It was analysed that BT mobile service is meeting with consumers’
expectation thus, they become loyal towards the brand. However, five participants were highly
disagreed with this factor. On customer service factor of BT mobile service it was analysed that
maximum respondents are highly agreed with services of the company that bring the shift in
customer loyalty. However, four participants were disagreed with this factor.
Theme 4: Ranking of service quality aspect of BT mobile on following mentioned factors.
4. How will you rank the service quality aspect of BT mobile on following mentioned factors?
(1 being lowest and 5 being highest)
FACTORS 1 2 3 4 5
Reliability 3 2 5 6 4
Assurance 2 4 6 7 1
Tangibility 3 2 3 4 8
Empathy 1 2 4 5 8
Responsiveness 2 5 4 7 2
Interpretation: When researcher asked about service quality of BT mobile services then on
reliability six respondents had said that BT mobile is high reliable. However, three participants had
vies that its reliability is very low. When the same question is asked for the element of assurance
then maximum answerer ranked it high. It is analysed that product assurance of the company is
good and people are quite happy with this factor. However, six participants have given ranked
average to it. When researcher asked to give rank on tangibility factor of BT mobile then maximum
respondents had views that its highly tangible. On other hand three answerers had views that
tangibility of the firm is lowest. When researcher asked to rank the service quality aspect of BT
mobile on empathy actor then maximum participants were highly agreed with the empathy factor. It
is analysed that BT is providing services to consumers by focusing on empathy. On responsiveness
factor, seven respondents had views BT is giving immediate response to consumers and it is
analysed that its responsiveness is high. However, some answerer has given lower rank on this
23

service quality aspect.
Theme 5: Educate customers and Customer Satisfaction Surveys are two major strategies that
followed by BT Company to maintain customer satisfaction and loyalty.
5. What kind of strategy follows by BT Company to maintain
customer satisfaction and loyalty? Frequency Percentage
Deliver a pleasant user experience 4 20
Follow up calls with customers 3 15
Educate customers 6 30
Build a loyalty program 2 10
Customer Satisfaction Surveys 5 25
Interpretation: When respondents were asked about several strategies which helps to
maintain customer satisfaction and loyalty of BT company, then on strategy of delivering a pleasant
user experience 20% respondents had vies that it is great plan of action. It is analysed that by
delivering idyllic experience to service users, firm can maintain customer satisfaction and loyalty in
the workplace. Maximum 30% participants had views that by educating service users firm can
maintain loyalty of them. It is analysed that by making people aware about products and its benefits
BT will be able to gain their trust and they will be loyal towards the brand. However, 25%
respondents had views that customer satisfaction survey is the strategy which can help to maintain
their loyalty towards the BT mobile. It is analysed that some of the participants are agreed that
survey is great strategy and can motivate service users to be loyal consumer of the company.
However, 10% answerers have given their concern on building loyalty programs. Thus, it can be
concluded that BT mobile company needs to follow educating people strategy by making them
aware, firm will be able to increase their satisfaction level which will turn them into ;loyal
consumers
24

Theme 6: SERVQUAL and Follow-Up Survey are two methods use by BT Company in order to
maintain service quality of Mobile services.
6. Which type of method use by BT Company in order to
maintain service quality of Mobile services? Frequency Percentage
SERVQUAL 5 25
Mystery Shopping 2 10
Post Service Rating 3 15
Follow-Up Survey 4 20
Customer Effort Score (CES) 3 15
Objective Service Metrics 3 15
Interpretation: When respondents were asked about methods to maintain service quality of
BT Company, then 25% answerer had views for SERVQUAL. It is analysed that by using this
method BT mobile will be able to maintain quality services of mobile phones to high extent in the
workplace. However, 20% participants had views that company needs to use follow-up survey
technique. It is analysed that by using this method BT will be able to know drawback of existing
service and will be able to improve its service to high extent. 15% respondents have given their
concern for customer efforts score and objective service metrics methods. 10% participants had
views for Mystery Shopping technique. Thus, it can be concluded that SERVQUAL method can be
used by BT Company in order to maintain service quality of mobile services. It is analyzed that by
adopting this method firm will be able to provide quality services and will be able to satisfied its
needs of consumers effectively. Maximum people are giving their positive concern towards the
SERVQUAL method.
Theme 7: There is a strong relationship between customer satisfaction and service quality of BT
Company
25

7. There is a strong relationship between customer satisfaction
and service quality of BT Company. Frequency Percentage
Strongly agree 8 40
Agree 5 25
Neutral 4 20
Disagree 2 10
Strongly disagree 1 5
Interpretation: When researcher asked to respondents about relationship between customer
satisfaction and service quality, then 40% people had views that they are strongly agreed that by
providing quality services firm can enhance satisfaction level of consumers. It is analysed that
slightly changes in quality may reduced satisfaction level of workers. By this way sales of the
enterprise can get decreased to great extent, if corporation do not provide quality services to service
users. However, 25% respondents had views agreed on this, they said that both have good
relationship can influence each other. 20% participants are neutral on this, they are neither positive
nor negative on this. However, 10% answerers are disagreed that had views that customer
satisfaction is not depended upon quality services. It is totally depends upon the brand name of the
firm, people feel satisfied to buy such goods which are having some brand name. Thus, it can be
concluded from the data analyses that customer satisfaction is highly depended upon the service
quality of the organization. Enterprise can make positive and can gain their trust by providing them
satisfactory services to consumers of BT mobile company.
Theme 8: There is a strong relationship between customer loyalty and service quality of BT
Company.
26

8. There is a strong relationship between customer loyalty and
service quality of BT Company. Frequency Percentage
Strongly agree 5 25
Agree 9 45
Neutral 3 15
Disagree 3 15
Strongly disagree 0 0
Interpretation: When respondents were asked about relationship between customer loyalty
and service quality of BT Company, then maximum answerer had views that they are agreed with
this argue. It is analysed that if firm provide them quality services or extra ordinary services then
consumers will be positive towards the brand. It will help to make them loyal towards the
organization. However, 25% participants were strongly agreed and had views that strong
relationship with service users make them loyal towards the BT mobile company. It is analysed that
good bonding encourage end users to purchase again and again to the products of the cited firm. By
this way they will become the loyal consumers of the brand. However, 15% respondents were
neutral on this; they were having no opinion on relationship between customer loyalty and service
quality. It is analysed that 15% participants are disagreed with this argument. Thus, it can be
concluded that by building strong relationship with end users, BT mobile will be able to make
people loyal towards the organization and its products.
27

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
In the present time, the major challenges for mobile service organizations are productivity,
quality, growth and efficiency. These all have important for the firms to survive in the marketplace
for long time and take competitive advantages. Along with this, the level of success of such kind of
companies has depended over appropriately understand the needs of the customers. There are
various factors which have affected services of mobile service providers. In this context, customer
satisfaction and their loyalty which has influenced by service quality that offered by mobile service
organizations such as British Telecom to its service users. The conclusion of the current study can
be divided into two sections: summarization of literature review and conclusion of data analysis.
5.1.1 Conclusion of literature review
As per the literature review, it has determined that service quality has affected two major
things of BT which has consumer satisfaction and consumer loyalty. These two factors have helped
the company to stay remain in the competition for long time. From the study, the researcher has
explored that service quality has a combination of various concepts on which a customer take
decisions whether to purchase a product or service or not. It has become important for mobile
service provider cited company to meet the satisfaction level of its service users so that their loyalty
can gain. Along with this, it has essential for BT to deliver such kind of quality mobile services that
can added value to that offered service.
On the other hand, conducted literature review has evidenced that customer satisfaction has
defined as a feeling of a person after consuming a product or a service. This expression can be in
the form of disappoint or pleasure. The level of customer satisfaction has ensured the success rate of
a company. While, customer loyalty has denoted in terms of attitude and behavioural aspect. It has
developed with the time from the consumer side to the mobile service organizations such as BT etc.
Further, the researcher has determined from the literature review that there has a strong relationship
between service quality, customer satisfaction and customer loyalty. These three elements have
affected the business operations of BT either in positive or negative manner.
5.1.2 Conclusion of data analysis
On the basis of the generated outcomes from data analysis, it has identified by the researcher
that most of the employees have worked in BT from last 3 years. According to them, technological
development, value for money, customer service, cost, quality, performance and efficiency of the
product and complaint management has some factors that affect customer satisfaction towards BT
Mobile services. Along with this, satisfaction, convenience, expectations and customer service have
28

few elements that have brought the shift in customer loyalty for cited organization. Further, the
scholar has determined from the data analysis that in terms of service quality aspect, BT mobile
services have reliability, assurance, tangibility, empathy and responsiveness. Beside this, Customer
Satisfaction Surveys and educate customers has two strategies that followed by BT Company to
maintain customer satisfaction and loyalty. While, SERVQUAL and Customer Effort Score (CES)
has two major methods that followed by the cited company in order to maintain service quality of
Mobile services. In addition to this, the researcher has determined that there is a string relationship
between customer satisfaction, customer loyalty and service quality of BT Company.
5.2 Recommendations
As per the present investigation, the scholar has identified that BT Company has stilled
faced service quality issues which has affected its customer’s satisfaction level and their loyalty. To
overcome this situation, some recommendations for the organization are as follows:
Giving training to staff: It is a crucial aspect by which BT Company can maintain and improve
mobile service qualities in an effective manner. With the help of this, employees will able to handle
quality related issues and determined the new ways to measure the loopholes in quality aspect.
Tracking mistakes: BT Company should adopt some methods by which the mistakes at the time of
delivering of quality of service can be determined. It will assist in measuring deviation in service
delivery time with the responsible causes.
Preparing quality circles: BT Company should develop a quality circle in which key and most
experience with responsible persons will ensure the quality of mobile services. Under this,
management should give authority to them with the aim of making a business better by taking right
decisions to improve quality services.
29

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REFLECTIVE STATEMENT
The entire process of preparing the current research study has helped me to attain a good
opportunity i.e. learning various research aspects. It was a knowledgeable journey for me during
conducting the present investigation and this thing was able me to develop a good learning ability
and habit from the work. The following dissertation was based on the impact of service quality in
business consumer satisfaction and consumer loyalty in Mobile phone services i.e. British Telecom
UK.
The present study proved to be a good learning source for me because it was helped me to
train in writing and presentations skills. With the help of this, I have learned range of research
methods and processes. To carry out the investigation, primary and secondary data collection
methods have been used. On the basis of primary data collection tool, I have able to enhance my
communication skills and from this, I have found that I have felt comfortable to establish a good
communication with the other people on diverse topic. Further, I have also able to prepare
questionnaire on various subjects and conduct an investigation in a right form. This thing has
significantly contributed towards the escalation of my interpersonal skills. Along with this, for the
present study, secondary data collection tool was used in which information were gather from
different sources such as journals, blogs, online articles, books, company records etc. On the basis
of this learning, I have developed a good decision making skills in the context of data collection.
On the other hand, another thing which I have learned from the present report is data
analysis technique. In the current investigation, qualitative method was used to analyze the primary
information by making themes. Apart from this, this dissertation has assisted me to develop
communication and presentation skills. With the help of this, I have gained enough knowledge
about how to present the outcomes of data analysis in an effective manner. In addition to this, I have
understood the importance of ethical consideration regarding the work along with reliability and
validity of chosen secondary information to collect data. Thus, the accomplishment of current
investigation has enhanced by knowledge towards different aspects.
33

CONTEXTUALIZATION STATEMENT
The present study was based on to analyse the impact of service quality in business
consumer satisfaction and consumer loyalty in Mobile phone services in the context of British
Telecom, UK. At the time of carrying the following research, the aim of this was providing
guidelines and advice to learner to successfully complete the work. In this context, the first learning
outcome was identification and critically discuss appropriate literature source. On the basis of
current study, it has determined that I have adopted different literature resources to collect
secondary sources information. For this, I have considered books, journals, articles, company
previous records, past research papers, e-books etc. From these sources, I have gathered enough
data on the impact of service quality in business consumer satisfaction and their loyalty in the
context of mobile service industry.
On the other hand, second learning outcome of the present study had related to Identify and
critically discuss the applicability of a range of research methodologies and paradigms within a
range of disciplines. In order to attain this, I have used various research methods and frameworks.
On the basis of the nature of the study and its objectives, research approach, research philosophy,
research design, data collection methods, research types, data analysis tools etc. For the present
research, I have used inductive research approach, interpretivisim research philosophy, causal
research design, qualitative research type, primary and secondary data collection methods,
probability random sampling method and data analysis thematic method. These all research
methodologies had helped in attaining the research objectives.
Apart from this, third objective related to present research was critically evaluate and
apply appropriate research tools and techniques. In this context, I have adopted various research methods
with proper justifications. For example, for the current study work, I have used inductive research
approach because there have no hypothesis form in research. The objectives have formulated to
attain the aim of the investigation. On the other hand, interpretivisim research philosophy has
followed by me in the present investigation because it has aided in determine the relationship
between mobile service quality, customer satisfaction and customer loyalty in the context of British
Telecom. Along with this, I have used causal research design in order to explain the impact of
quality of mobile services of British Telecom on retain the customer loyalty and met the consumer
satisfaction level. So these kinds of justifications have given by me at the time of selecting the
research methods.
Last but not least learning outcome for the present dissertation was appraised the validity
and reliability of research data. There were two methods used for data collection: primary and
34

secondary sources. During gathering information, I have assured that collected data and their
sources have valid and reliable. To make validity of the information, I have taken those secondary
contents which have written or published after 2010 year. Along with this, that information has
included in literature review which has based on impact of service quality in business consumer
satisfaction and consumer loyalty in industries. On the other hand, in the context of primary
information, I have considered those questionnaire responses which have completely filled by the
customers.
35

APPENDIX
Questionnaire for employees of BT Mobile
Demographic information
Name: _________________
Age: ___________________
Gender: ________________
1. From how long you are working in British Telecom Company, UK?
 Less than 1 year
 2 years
 3 years
 More than 3 years
2. As per your opinion, kindly rate how much the mentioned factors affect customer satisfaction
towards BT Mobile services?
FACTORS Very
high
Hig
h
Moderat
e
Lo
w
Very
low
Technological development
Value for money
Customer service
Cost, quality, performance and efficiency of the
product
Complaint management
3. How the following elements brings the shift in customer loyalty of consumers for BT Mobile
services?
FACTORS Highly
agree
Agre
e
Neutra
l
Disagre
e
Highly
disagree
Satisfaction
Convenience
Expectations
Customer Service
4. How will you rank the service quality aspect of BT mobile on following mentioned factors?
36

(1 being lowest and 5 being highest)
FACTORS 1 2 3 4 5
Reliability
Assurance
Tangibility
Empathy
Responsiveness
5. What kind of strategy follows by BT Company to maintain customer satisfaction and loyalty?
 Deliver a pleasant user experience
 Follow up calls with customers
 Educate customers
 Build a loyalty program
 Customer Satisfaction Surveys
6. Which type of method use by BT Company in order to maintain service quality of Mobile
services?
 SERVQUAL
 Mystery Shopping
 Post Service Rating
 Follow-Up Survey
 Customer Effort Score (CES)
 Objective Service Metrics
6. There is a strong relationship between customer satisfaction and service quality of BT Company.
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
7. There is a strong relationship between customer loyalty and service quality of BT Company.
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
37