Customer Complaints, False Claims and AAP's Profitability Report

This report examines the issue of customer complaints and their impact on the profitability of Andrew's Airport Parking (AAP), an Australian-based company. The study investigates the reasons behind customer dissatisfaction, including poor service quality, high prices, and staff attitudes, which lead to false damage claims and affect AAP's brand image. The research utilizes a qualitative approach, gathering data through primary and secondary sources, including customer surveys and staff interviews, followed by thematic analysis. The findings reveal a strong correlation between customer dissatisfaction, poor staff responses, and pricing strategies that influence false claims. The report recommends revising pricing, providing staff training, and improving service quality to enhance customer satisfaction, reduce complaints, and ultimately improve AAP's financial performance. The report also includes a literature review, research methodology, findings, discussion, recommendations, and limitations to provide a comprehensive analysis of the problem and potential solutions.

Customer complaints affecting the
overall profitability at Andrew’s
Airport Parking

EXECUTIVE SUMMARY
The customer satisfaction is the key success factor of the business which facilitates to
create its competitive edge in the marketplace. However, the increased complaints and their
higher level of dissatisfaction tend to affect the brand image which results in a low rate of return.
This is because companies continuously put efforts to make the customers satisfied and retain
them for the longer time span. In this context, the current study is being carried out to assess the
factors affecting the profitability of the business and customer dissatisfaction. The study is based
on Australian based Andrew Airport Parking which is suffering from lower profitability due to
false complaints made by the customers. Therefore, below objectives of the study are framed-
Aim
To analyze the factors the leading the customer dissatisfaction and customer complaints
to make the false damage accusations
Objectives
 To assess the main reasons for customer complaints
 To analyze the main factors that are compelling the customers to make claims
 To critically evaluate the implications of false damage claims to the company
 To suggest different strategies for AAP to prevent customer dissatisfaction
For carrying out the current study, qualitative type of investigation has been carried with
focus on both primary and secondary data. For this purpose, customers of the company have
been selected along with the selection of staff members who can provide valuable information
related to the problem under consideration. Furthermore, thematic analysis has been used for the
detailed or in-depth analysis of the findings derived from the primary and secondary data.
The findings of the current study reveal that customer dissatisfaction affects the brand
image of the business and also their poor engagement with the brand influence them to make the
false claims on the brand. However, the poor staff response and higher pricing affect the
satisfaction of customers. Owing to this, it has been suggested to organization to revise the
pricing strategies and providing training among staff so they can provide the quality services to
users.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Overview of Andrew Airport Parking (AAP).......................................................................1
1.3 Research problem..................................................................................................................2
1.4 Research aim and objectives..................................................................................................2
1.5 Structure of the report............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Determining the main reasons for customer complaints.......................................................4
2.2 Main factors that are compelling the customers to make claims...........................................5
2.3 Implications of false damage claims to the company............................................................8
2.4 Conceptual framework.........................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Research methodology.........................................................................................................12
3.2 Research approach...............................................................................................................12
3.3 Sampling..............................................................................................................................12
3.4 Data collection.....................................................................................................................13
3.5 Data analysis........................................................................................................................13
3.6 Ethical consideration...........................................................................................................14
CHAPTER 4: RESEARCH FINDINGS.......................................................................................15
4.1 Sample characteristics (demographic profile).....................................................................15
4.2 Presenting the results...........................................................................................................16
CHAPTER 5: DISCUSSION........................................................................................................25
CHAPTER 6: RECOMMENDATIONS.......................................................................................29
CHAPTER 7: LIMITATIONS AND CONCLUSION..................................................................31

7.1 Limitations of the researcher...............................................................................................31
7.2 Conclusion and recommendations.......................................................................................31
REFERENCES..............................................................................................................................33
APPENDIX....................................................................................................................................38
Survey questionnaire.................................................................................................................38
Interview questions....................................................................................................................39
List of figures
Figure 1: Consumer behavior theory...............................................................................................7
Figure 2: Theory of planned behavior.............................................................................................8
Figure 3: Model of contingency theory.........................................................................................10
Figure 4: Conceptual framework...................................................................................................11

CHAPTER 1: INTRODUCTION
1.1 Background
The customer is considered as the kind of market so every strategy of the business is
shaped in accordance with their requirement (Munusamy, Chelliah and Mun, 2010). However,
several studies reveal that customers get dissatisfaction due to poor service quality offered with
the higher prices and bad attitude of staff members (Mohsan et. al., 2011; Khan, 2012;
Santouridis and Trivellas, 2010). This aspect tends to affect the brand image of the business
because customers start complaining about the poor service quality and accusation of higher
prices charges for the poor services (Varman, Skålén and Belk, 2012). This leads to incurring
huge cost of the business because management invests money in changing the perception of
buyers towards the brand image (Vermillion and Peart, 2010). For example, the extensive budget
is kept for the marketing of products and services that reduces the overall margin of the business.
Still, companies keep on investing a certain amount of money so as to make the
customers satisfied. This helps in reducing the customer dissatisfaction and increases their
interest towards the particular brand (Rosenbaum, Billinger and Stieglitz, 2014). Otherwise,
competitors grab the opportunities and persuade buyers by alternating their internal business
strategy related to pricing, service and others (Taylor, Bogdan and DeVault, 2015). In this
context, the current study is being carried out to analyze the factors the leading the customer
dissatisfaction and customer complaints to make the false damage accusations. This uncovers the
potential strategies for increasing rate of return by improving the service experience of
customers.
1.2 Overview of Andrew Airport Parking (AAP)
The Australian based company AAP deals in full-service airport support facilities so as to
ease customers with the same. The company founded in 1997 as the off-airport parking which
also has approximately 5 other businesses across Brisbane, Adelaide and Melbourne with its
focus on detailing and automobile parking. In this regard, the company charges different prices
for the parking services provided for the bus, two-wheelers, car or trucks etc. This aids to
1

increase the profitability of the business but the issue related to false claim is affecting its overall
rate of return.
1.3 Research problem
The satisfied customers are the key success of the business which facilitates to create its
competitive edge in the marketplace. However, the increased complaints and their higher level of
dissatisfaction tend to affect the brand image and accordingly, company suffers from the low rate
of return. This is because companies continuously put efforts to make the customers satisfied and
retain them for the longer time span. Owing to this, the current study is being carried out to
assess the factors affecting the profitability of the business and customer dissatisfaction. It would
be helpful to recover losses because appropriate strategy would be implemented so as to address
the problem in the more precise manner. Therefore, lower profitability and higher customer
complaints are considered as the crucial aspects of the poor growth of AAP. Owing to this, the
present study will provide the fruitful outcome for meeting the expectations of stakeholders.
1.4 Research aim and objectives
The aim and objectives of the current study are stated as follows-
Aim
To analyze the factors the leading the customer dissatisfaction and customer complaints
to make the false damage accusations
Objectives
• To assess the main reasons for customer complaints
• To analyze the main factors that are compelling the customers to make claims
• To critically evaluate the implications of false damage claims to the company
• To suggest different strategies for APP to prevent customer dissatisfaction
1.5 Structure of the report
The current study has been completed into seven sections wherein the first one is of
introduction which provides detailed overview related to the research objectives and aims along
2

with the rationale behind conducting the present study. The second section of the report is
literature review wherein researcher develops deep understanding through the collection of
secondary data. Apart from this, the third section of research methodology is presented wherein
methods used for the data collection, analysis, research philosophy and design are explained
along with the justification of their selection in the report. This provides valid justification for
selected research methods through which readers can get an extensive idea regarding their
particular research methodology. In addition to this, findings section provides results of collected
information which is followed by discussion. At this juncture, the collected data are analyzed in
the in the line of research aim and objectives. Moreover, the recommendations have been
provided in the sixth section for preventing the customer dissatisfaction associated with AAP.
Lastly, conclusion and limitation of the study have been provided in the last section so as to
conclude the main findings and provide the optimal solution for the issue faced by AAP in
context of dissatisfied customers.
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CHAPTER 2: LITERATURE REVIEW
2.1 Determining the main reasons for customer complaints
Customer dissatisfaction
According to Li-hua (2012), customer dissatisfaction is that feeling of consumers in
which nature of services failed and customers expectations do not meet. Dissatisfaction creates
negativity in the consumers for the further buying of services. In this context, Dominici and
Guzzo (2010) stated that customers complaints arise from the dissatisfaction of the customers
regarding rendered services and consumers leads to shifting from existing services or products to
other competitors. It shows that needs of the customers are changing in nature so organizations
always have to perform the activities as per the requirements of the customers and through this
dissatisfaction can be completely minimized or removed. However, Shahin and Janatyan (2011)
stated that level of dissatisfaction is not always remained same for all kinds of services because
of conditions are varied at different point of time. Dissatisfaction makes an impact on the others
in the form of negative aspects because customers get distraction from the outdated services.
Therefore, it indicates that customer dissatisfaction arises due to lower services and customers
become bound to complain regarding those services.
Nimako and Mensah (2014) mentioned that there is a relationship between customer
satisfaction/dissatisfaction and complaints responses because when people get dissatisfaction
from services then there will be a higher number of complaints towards an organization. But in
contrary, there may be fewer complaints regarding the services because of the higher satisfaction
level. Similarly, Heung and Lam (2003) stated that overall satisfaction is getting affected by
complaints because frequency of complaints increases the satisfaction level. More complaints
increase the satisfaction level because as per the problems firm will perform the up-gradation in
the services and provide the facilities according to expectations that will ultimately in turn to
satisfaction. On the other hand, Nimako and Mensah (2014) asserted that service quality always
affects the level of satisfaction of consumers because it is not necessary that all the organizations
provide the superior quality of services every time and that may incur the dissatisfaction in the
customers. However, Mensah (2012) argued that generally satisfied customers also do complain
4

to the service providers because of to give the feedback regarding the services and make
amendments on the available services. More, feedback from satisfied customers is helpful in
doing further improvement in the quality of services so that customers complain can be reduced.
Therefore, it reveals that customers complain are interlinked with level of satisfaction or
dissatisfaction regarding services offered by the firms. It shows that if there will be a higher level
of satisfaction then there will be more complains to improve the excellent quality of services.
Moreover, Tatikonda (2013) stated that customer complains increases due to hiding
information and cost related factors from the customers that will enhance the level of
dissatisfaction. Additionally, hidden facts create an uncertainty in the minds of consumers that
company is cheating on us and mentioning the clear data related to rendered services. Finally,
customers will complain to the service provider that why they are showing the information and
uncovering the figures in the process of purchasing. However, Zhao and et al., (2012) mentioned
that not only hidden information and cost increases the level of customers complains because
reliability, quick solution for conflicts, correct and timely billings also affects the satisfaction of
consumers. Moreover, these factors will be in a perfect manner and no delay in the billing then
people will be more satisfied with that service and fewer complaints will take place. It indicates
that hidden information regarding rendered services decreases the satisfaction of the clients and
that may incur number of complaints at higher rate.
Nonetheless, Srivastava and Sharma (2013) asserted that there is not always negative
impact on the image of the firm which is rendering services because in some cases customers
complaints have positive effects for the improvements of the services. Moreover, customer’s
communications can be improved and senior level management will remain informed regarding
complains so that management can be effective and customers needs will be fulfilled as per their
requirements. On the other hand, Anderon and et al., (1994) stated that if the service provider
firms are not listening to the customers carefully and do not have emphasized on the problems of
the consumers then there will be an increment in the customer dissatisfaction and they will
complain against service providers. Therefore, it shows that organizations should listen to the
customers problems carefully and try to resolve the obstacles are arising in the services so that
customers complain can be minimized.
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2.2 Main factors that are compelling the customers to make claims
According to Racherla, Mandviwalla and Connolly (2012), there are various factors
including quality, performance, delivery time, consistency in rendering services etc. so if these
factors do not fulfil by the providers then customers become enforceable to make claims and
complains against services. In this context, Andrew’s Airport Parking facing the problem of false
damage claims which are made by the dissatisfied customers. Further, it forces customers to put
claims regarding the services for the unfulfillment of the expectations.
Customer loyalty
Van Doorn and et al., (2010) stated that customer loyalty is one of the main aspects to
make claims against the services which are provided by the firms to the customers. If services
are not up to the mark and customers get dissatisfaction then it leads to do claims because
dissatisfaction turns into breach of loyalty towards organization. Similarly, Hollebeek (2011)
asserted that customer loyalty can be breached due to bad quality of services of the firms
to the loyal customers because quality of services has potential aspects to the customers for the
long-lasting relationships with organization. Further, Siddiqi (2011) mentioned that if the quality
of services is not as per the expectations then customers get dissatisfaction and make claims
against service providers. Therefore, it reveals that customer loyalty has equal importance which
is directly linked with quality of services and that will give an option that customer can make
claims or not, it depends on the level of satisfaction\dissatisfaction.
Customer engagement
According to Jaakkola and Alexander (2014), customer engagement is one of the
important points for the making interactions with the customers and try to reduce the claims
against the dissatisfied services. Customers engagement behavior involves the cross-buying,
recommendations regarding rendered services and word of mouth actions etc. are helpful to
increase the customer participation. Moreover, Goldsmith and Goldsmith (2012) mentioned that
if consumers will be more engaged with the firm then there will be fewer chances to make claims
against services because they will have a thought that company image should not be dissolved.
However, Verhoef, Reinartz and Krafft (2010) argued that the above all things are related to
transactional elements and that may lead to claims if those are not adequately performed. On the
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other hand, Deng and et al., (2010) mentioned that customer engagement is helpful in making
value co-creation by the centralized customers and it represents that if the customer engagement
is not in a perfect manner then values of services cannot be enhanced. Therefore, it may lead to
the dissatisfaction of the focal customers and ultimately people will involve in the complain
sectors and make claims for the low valuable services because those are not meeting the
requirements.
Consumer engagement is generally related to consumer behavior that will have direct
impact on the customer satisfaction/dissatisfaction. Consumer satisfaction level depends on the
availability of services as per the expectations and if the services are not rendered according to
need then it may lead to dissatisfaction (Brodie and et al., 2011). Further, consumer behavior can
be associated with engagement or behavior which can be related to Maslow's need hierarchy
theory. Maslow’s theory concerned with behavior of customers that is derived by the satisfaction
or dissatisfaction of needs as per the expectations. In this context, De Mooij and Hofstede (2011)
stated that if people lower level needs: food and shelter are satisfied then they will be move on
the fulfillment of higher level: self-actualization and ego needs. In this way, this kind of levels of
satisfaction shows the behavior of consumers which relates to the expectations. In this regard,
Andrew's Airport Parking have a problem that customers making false claims against the
services because of dissatisfaction so their level of satisfaction can be assessed with Maslow's
consumer behavior theory that if they will be satisfied with the services then they will not claim
and desire to adopt the next updated services for the parking.
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Figure 1: Consumer behavior theory
Source: (Solomon, Russell-Bennett and Previte, 2012)
On the other hand, Solomon and et al. (2006) asserted that consumer behavior is the
combined form of customer attitude towards adoption of services and behavioral norms because
purchasing power is reflected by the other behavior which influences the positivity and
negativity towards offered services. Further, Solomon, Russell-Bennett and Previte (2012)
argued that once the behavior of customers was measured then it may have an impact on the
attitude towards purchasing of services. Therefore, it shows that consumer behavior is affected
by the attitude of the people regarding services that it will satisfy the expectations or not that
reflects the behavior.
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Figure 2: Theory of planned behavior
(Source: Solomon, Russell-Bennett and Previte, 2012)
2.3 Implications of false damage claims to the company
False damage of claims have a direct impact on the company in the form of the reputation,
image, decreases profitability, low volume and growth, decreases the no. of customers etc.
(Anderson, Fornell, and Lehmann, 1994). Generally, false complaints provide the dissatisfied
customers because they do not receive the expected things and make senseless claims that are not
good for the company's presence as well as future aspects.
Low profitability
According to Naumann and et al. (2001), the profitability of the company is affected by
the customer satisfaction or dissatisfaction because when the consumers do not get satisfied by
the services rendered by the organization then they will mislead to the unoffensive activities.
Additionally, make claim against the company which is not favorable for the company and that
have an impact on the profitability. In this context, Kompaso and Sridevi (2010) asserted that
profitability of the firm reduces because due to false statements other customers will get
distraction and demotivated towards organization and switch to other firms that will ultimately
minimize the profits. Further, Suchánek and Králová (2015) stated that a link is required between
performance of services and satisfaction of customers because it will lead to the volume of
profitability. If the performance of the rendered services are as per the expectations then
customers will be highly satisfied and demand for the more services which will be helpful to
9

increase profitability of the firm. In contrast, Anderson, Fornell, and Lehmann (1994) asserted
that productivity and profitability of the firm are associated with customer
satisfaction/dissatisfaction. Lack of trust increases due to dissatisfaction and through this
productivity will decrease and it will have effects on the profitability which can be reduced.
Therefore, it indicates that fraud and false claims always decreases the profitability of the
organization because of trust of the customers reduces and they do not desire to engage with
same company for the further services.
In the case of the false damage claims, above mentioned that profitability of the
company is affected by the claims which are made by the dissatisfied customers. It indicates that
profitability of the firm depends on the customer's satisfaction or dissatisfaction level. In this
context, contingency theory can be applied because contingence establish the relationship
between dependent and independent variables and in this profitability is dependent and customer
level of satisfaction/dissatisfaction is independent (Donaldson, 2006). Further, the volume can be
measured on the basis of customers preference and behaviors. In this regard, Grötsch, Blome and
Schleper (2013) stated that contingency showed that there is no other option in front of the
consumers to make claims against the services provided by the organization. So the customers
make complaints and false claim to the performance of the services. Therefore, it reveals that
statements of the customers have a major aspect on the profitability that if customers will be
more satisfied then profitability of the firm can be maximum and dissatisfaction leads to
misconceptions so that output of the company reduces.
On the other hand, Han, Kim and Hyun (2011) asserted that retention of customers
associated with switching barriers and satisfaction. If the customers will be satisfied then there
will be lesser claims and intentions for the re-purchasing based on the switching barriers in the
case of services. Moreover, barriers of exit will be higher then satisfaction will be less and in
contrast, it will play a greater role when exit barriers will be high. It indicates that claims have a
direct impact on the re-purchaing behavior of the customers and claims will not take place in
case of the better performance of services and number of consumers may be increased.
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Figure 3: Model of contingency theory
(Source: Nudurupati and et al., 2011)
Image of the company
According to Sudin (2011), false claims and complaints have a direct impact on the
image of the company because it depends on the customers feedback that how the firm is
performing in the marketplace. Further, it explains that false statements have a negative relation
with the reputation of the company because it increases the irrelevant aspects regarding the firm's
services which are provided by it. Moreover, Aula (2010) asserted that risk of reputation is
dangerous for the company because once the organization losses the global image then it is
difficult to build the image again. Due to this company may have to face the higher level of
competition, positioning of the firm may be loose and relation with media can be disrupted along
with loyalty, a trust of the shareholders can be minimized (Shahin and Janatyan, 2011).
Further, Anderson and et al., (1994) stated that customers are the external factors for the
company and those cannot be controlled by the firm so that if these are facing the problem
related to the services then they will make the claims. This claims may be real or false but the
image of the company get affected in the direct or indirect way and losses may occur. It reveals
that reputation of the organization is majorly affected by the false statements which are given by
the dissatisfied customers and company may lose it loyal customers and shareholders may take
11

back their profits from the firm. In this way, the competition for the firm may higher in the
marketplace in comparison to other.
2.4 Conceptual framework
Figure 4: Conceptual framework
Source: (Haaften, 2017)
The above conceptual framework is related to customer satisfaction that leads to organizational
profitability. This framework shows that brand loyalty is helpful in increasing the customer
satisfaction. On the other hand, quality and relative cost of the rendered services have a major
part in the increment of current performance and that will ultimately turn to long-term profits and
outcomes. Therefore, it reflects that customer satisfaction maximizes the level of profitability of
the firm.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research methodology
Research methodology is termed as the process to find out results of a given problem in
any specific research area which is also referred as research problem (Smith, 2015). The section
basically aids in reaching towards the aims and objectives; hence for such aspect, different
approaches and techniques have been utilized. In order to reach towards the end results of the
research, the researcher has to consider the effectiveness of all tools and techniques (Maxwell,
2012). All the techniques are mentioned in the below section.
3.2 Research approach
In order to conduct the present study qualitative research has been conducted wherein
research laid emphasis on potential reasons behind customer dissatisfaction and its impact on the
profitability of the business. By selecting the qualitative research approach, an in-depth
investigation is carried out so that researcher can find the root cause of the problem and provide
the alternative solution in an effectual manner (Bernard, 2017). However, quantitative research
requires to use statistical methods wherein researcher sticks to collected data only; yet,
qualitative investigation allows the researcher to be the important part of the study by applying
own knowledge in the process of data analysis (Mertens, 2014). Owing to this, selection of
qualitative research investigation can be justified.
3.3 Sampling
Sampling is the method in which researcher segregates the population in a selected area
so as to involve them in research work (Bohl and et. al., 2014). There are various techniques of
sampling and in the present study; sample size is 20 customers and 3 staff members. Data will be
grabbed through interviewing the participants. Sampling has been carried out with the help of
non- probability sampling method in which sample size is being selected on a specific basis. The
subsequent research has been focusing on selective and convenience customers who can be
easily accessed. Such people have been selected because they have substantial experience with
the current research issue (Denzin and Lincoln, 2011). Hence, it can be said that with the help of
sampling appropriate data is being collected about the subject matter.
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3.4 Data collection
It is the most important part of the research study in which researcher emphasizes on a
different source to collect information about the subject matter (Wilcox, Gallagher, Boden-
Albala and Bakken, 2012). The categories of data collection are split into two types such as
primary and secondary and most often both the sources are being used for grabbing quality data
about the topic. A secondary source is being utilized so that the section of literature review can
be completed in an effective manner (Simmons, Nelson and Simonsohn, 2011). Articles, books
and journals are being reviewed in the present study for the purpose of showcasing the relevancy
aspects. Hence, it can be said that the sources have helped the research study in making valid
conclusions. Secondary sources seem to be most important for the research procedure because it
allows the researcher to have quality and accurate data about the subject matter.
However, under primary source, data has been collected from customers and staff
members. The researcher has directly approached the customers with the help of the survey. On
the other hand, a small interview will be conducted with staff of AAP so as to get the
information related to the performance of AAP affected by customer dissatisfaction. With the
help of primary source, the investigator has grabbed quality and useful data which is not yet been
used in any other studies (Rapley, 2011). Primary source always assists the investigator to collect
accurate and feasible data through collecting data from the research participants (Levy and
Lemeshow, 2013). Thus, interview, survey and observation methods have been used for the
collection of primary data. Owing to this, both primary and secondary data have been collected
for the current study.
3.5 Data analysis
The data analysis procedure provides the detailed analysis of the collected data in the line
of research aim and objectives (Guest, MacQueen and Namey, 2011). The current study is based
on thematic analysis wherein themes have been prepared and accordingly research findings are
presented in the respective themes. This provides in-depth analysis the collected so that research
can effectively provide the suggestions. Furthermore, the qualitative type of investigation has
been used; therefore, thematic analysis the most suitable for the completion of the current study.
14

3.6 Ethical consideration
Ethics is the important part of the study which requires the researcher to comply the
relevant code of conduct (Fraley and Hudson, 2014). While carrying out the current study
research ensures to access the authentic sources for the collection of secondary data (Morse,
2010). Also, the referred content was rephrased properly and presented with the citation of the
respective author. Furthermore, no any participants were forced to take part in the data collection
procedure, infect their willing contribution of determined. In addition to this, personal
information of participants was kept confidential and the same was removed after the
accomplishment of research objective.
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CHAPTER 4: RESEARCH FINDINGS
4.1 Sample characteristics (demographic profile)
Gender
Responses Frequency Respondents
Male 60% 12
Female 40% 8
Total 100% 20
The calculation is
based on the sample
size 20 and from
which it is found that
60% male
respondents who
provided their views
regarding AAP
services and 40% were female participants.
Age
Responses Frequency Respondents
15-20 20% 4
21-30 40% 8
31-40 30% 6
41 and above 10% 2
Total 100% 20
16
60%
40%
Male Female

20%
40%
30%
10%
15-20 21-30 31-40 41 and above
In the analysis, there were different age group of people. In this 20%, respondents were from the
age of 15-20 and 40% participants from the 21-30. On the other hand, 30% respondents from the
31-40 and remaining 10% people were included from the age of 41 and above. Therefore, it is
found that majority of the person from the age group of 21-30 who were using the AAP services
regularly.
4.2 Presenting the results
Theme 1: Customers access services of AAP
1. How frequently you access the services of AAP?
Responses Frequency Respondents
Very often 20% 4
Often 20% 4
Sometimes 30% 6
Rarely 20% 4
Never 10% 2
Total 100% 20
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20%
20%
30%
20%
10%
Very often Often Sometimes Rarely Never
On the basis of collected data, it is found that 20% respondents’ very often use the
services of AAP for the parking but on the other hand, 30% participants sometimes frequently
access the services of AAP. In addition to this, 20% people often adopted the AAP services in
the market and on contrary, only 20% respondents rarely use the services of parking which are
offered by AAP. Remaining participants of 10% never adopted the AAP services. It indicates
that majority of people 30% accessed the AAP services in the marketplace.
Theme 2: Customer engagement helps in reducing the number of complaints
2. Do you agree that consumer engagement is helpful in
reducing the number of claims against dissatisfied services?
Responses Frequency Respondents
Strongly agree 40% 8
Agree 20% 4
Neutral 20% 4
Disagree 10% 2
Strongly disagree 10% 2
Total 100% 20
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40%
20%
20%
10% 10%
Strongly agree Agree Neutral
Disagree Strongly disagree
Collected data shows that 40% of respondents strongly agreed that consumer engagement is
helpful in reducing the number of claims against services. Another side, 10% people strongly
disagreed that it is not helpful in reducing the claims for this kind of services. In addition to this,
It found that 20% participants agreed that consumer engagement is really helpful in minimizing
the claims but 10% of respondents disagree with that point. The remaining 20% participants have
their neutral view that they do not have knowledge of AAP services so that they were unable to
give their response. Therefore, it indicates that majority of participants strongly agreed that
engagement of customers with the company is helpful in reducing the claims.
Theme 3: Service quality offered by AAP is not satisfactory
3. Are you satisfied with the quality of services offered by
AAP?
Responses Frequency Respondents
Highly satisfied 25% 5
Satisfied 20% 4
Neutral 5% 1
Dissatisfied 30% 6
Highly
dissatisfied 20% 4
Total 100% 20
19

25%
20%
5%
30%
20%
Highly satisfied Satisfied Neutral
Dissatisfied Highly dissatisfied
On the basis of collected information, it is found that 25% of respondents were highly satisfied
that quality of services rendered by AAP is quite acceptable. But 20% of participants only
satisfied with the quality of services offered the AAP. On the other hand, it reflects that 30% of
respondents were dissatisfied with the quality of services provided by the AAP and on contrary,
20% of people were highly dissatisfied with the quality of AAP services. And the remaining 5%
participants have their neutral view that they do not have any kind of experience of AAP services
so they were unable to give ideas that either service was quality or not. In this way, it reflects
that majority of respondents were highly dissatisfied with the quality of services offered y the
AAP.
Theme 4: Quality of services, staff attitude and quick response motivates to access services
of AAP
4. What is motivates you to access the services offered by
AAP?
Responses Frequency Respondents
Quality of
services 25% 5
Staff of attitude 20% 4
Quick response 25% 5
All of the above 30% 6
20

Total 100% 20
21

25%
20%
25%
30%
Quallity of services Staff of attitude
Quick response All of the above
The collected data indicates reveals that 25% of respondents said that quality of services
motivates us to access the services which are offered by AAP. On the other hand, 25%
participants provide their views that attitude of the staff is quite better that motivates to use the
APP services. But 25% people said that AAP give the quick response on the problems so it helps
to motivate to use the services but on contrary, 30% of respondents provide the response that all
factors are necessary to motivate person so that they will access the services of AAP. Therefore,
it shows that majority of participants were said that quality of services, staff attitude and quick
response all are required to motivate to adopts the AAP services.
Theme 5: Delay in billing compel buyers to complain
6. In your opinion which factor's influence you the most to
make a complaint?
Responses Frequency Respondents
High price 20% 4
Delay in billing 40% 8
Lack of security 15% 3
All of the above 25% 5
Total 100% 20
22

20%
40%
15%
25%
High price Delay in billing
Lack of security All of the above
On the basis of collected data, it is found that 20% of respondents said that high price of
services influences the customers to make complaints because of people unable to pay more
price. 40% of participants said that delay in billing forces the customers to make complaints
against services but on the other hand, only 15% of respondents have their vies that lack of
security creates the higher number of complaints about the services. In addition, 25% of
participants said that all factors are necessary to influence the customers to make complaints
against services. It shows that majority of people have their views with the delay in billings
forces the customers to make claims.
Theme 6: AAP charges a higher price
7. Do you think that AAP charges a higher price for the
services?
Responses Frequency Respondents
Yes 50% 10
No 30% 6
Can't say 20% 4
Total 100% 20
23

50%
30%
20%
Yes No Can't say
The collected data represents that 50% of respondents said that yes AAP charges the
higher price for the services which are rendered by it. On the other hand, 30% of participants
have their views that AAP does not charge the higher price for their services. But remaining
people of 20% does not have knowledge about the AAP services so they were unable to show
their views regarding the price of AAP services. Therefore, it indicates that majority of
participants agreed with that AAP charges the higher price for the services.
Theme 8: False complaints of customers affect the brand image of the business
From the above analysis, it is found that false complaints of customers have the direct impact on
the brand image of the business because of other consumers will think that brand of the services
is not better which are rendered by the firm. Further, they stated that customers making
complaints against services means the services have low quality and ultimately brand will be
damaged through false complaints.
Theme 9: Dissatisfied customers affect the growth of the business
Yes, dissatisfied customers always affect the growth of the business because when the
customers' expectations will not meet then they will be highly dissatisfied and switch over to the
other brands of services. Therefore, due to dissatisfaction, the number of customers will be
reduced and success will go down as well as the business may be ruined.
24

Theme 10: Dissatisfied customers affect the profitability of the business
Profitability of the business will reduce because of dissatisfied customers do not want to
buy further services by the same company and will move to another service provider which will
offer the better services as per the expectations. It shows that profitability of the organization will
minimize because they do not acquire the existing services from the firm.
25

CHAPTER 5: DISCUSSION
On the basis of analyzed data, it has been found that AAP is less frequent in use because the
majority of the customers dislike its services and accordingly they visit it less. The first objective
or research question of current study “To assess the main reasons for customer complaints” has
been achieved and discovered that less frequent visit to AAP affects the profitability of the
business because no returns are generated during that period of time. This is also followed by the
less engagement of customers with the brand. Customers get dissatisfaction when they are not
provided with the proper engagement mechanisms with the brand. This may force them to make
false comment claims on the basis of single pertaining issue. Secondary data also provide the
same outcome that customers are emotionally attached to the brand and they try not the make
false claims. They further create word-of-mouth by spreading the positive information related to
the brand (Deng and et al., 2010; Jaakkola and Alexander, 2014). Therefore, customer
engagement is crucial which influence management of the business to take the right decision to
increase their satisfaction level by offering them a good quality of services.
However, the level of dissatisfaction is not always remained same for all kinds of services as the
condition varied on the basis of circumstances. Furthermore, dissatisfaction makes an impact on
the others in the form of negative aspects because customers get distraction from the outdated
services. Therefore, it indicates that customer dissatisfaction arises due to lower services and
customers become bound to complain regarding those services. Apart from this, generally
satisfied customers also do complain to the service providers because of to give the feedback
regarding the services and make amendments to the available services. Also, sometimes
feedback from customers is not considered which does not contribute towards the improvement
in the service quality (Mensah, 2012). Therefore, it reveals that customers complain are
interlinked with a level of satisfaction or dissatisfaction regarding services offered by the firms.
It shows that if there will be the higher level of satisfaction then there will be more complains to
improve the excellent quality of services.
The second research questions “main factors that are compelling the customers to make
claims” has been achieved with the analysis of primary data that reveals that service quality has
the direct impact on the satisfaction level of buyers. This is because customers expect the higher
26

quality of services at the affordable price. However, in case poor services are offered at the
higher prices then customers start making the false claims which tend to affect or damage the
service’s quality. These outcomes are consistent with the secondary that service quality and
perception of others related to the service of the business affect their satisfaction level to a great
extent. However, secondary data also reveals that late response and consistency in the service
quality force customers to make the complaints (Solomon, Russell-Bennett and Previte, 2012;
Racherla, Mandviwalla and Connolly, 2012). This reveals that customers expect the quick
response with the positive attitude of staff so as to get the higher level of satisfaction. Owing to
this, response and attitude of staff are also the crucial factors so as to increase the satisfaction of
buyers and make them feel good toward the variety of services offered by the business. At the
same time, customers' loyalty should be considered as the important aspect so as to effectively
retain them for the longer time span. Owing to this, satisfaction and dissatisfaction of buyers are
affected by their brand loyalty also.
The collected or analyzed information reveals that customers’ engagement is helpful in the
significant reduction in the false claims. This requires a business to focus on both the loyalty and
satisfaction of customers. These outcomes are consistent with the secondary data wherein it was
found that customer satisfaction and brand loyalty are connected to each other (Van Doorn and et
al., 2010; Hollebeek, 2011). This indicates that customers’ satisfaction has its own importance in
making the customer loyalty towards the brand. However, pricing is also the important factor
through which customer is compelled to make the false complaints. This is the affected by the
planned behavior of customers. At this juncture, if customers are price conscious then they
would likely to be satisfied with the services offered at the higher prices. These factors influence
their behavior and satisfaction level to a great extent. It is the consistent findings with the
secondary data which reflects that customers' behavior affects their purchasing decision to a
great extent.
The behavior influences customers to take the wrong decision of making the false complaint
against the particular brand. This aspect is backed by their attitude, perceived behavioural control
and subjective norm which shape their intention. Owing to this, their intention related to
purchase is affected by several factors whereby companies like AAP are affected by the negative
comments given by the clients. However, it might be possible that customers are not willing to
27

access the costly services offered by the business. This might be the potential reason behind the
dissatisfaction of some buyers with the same brand. Still, the aspect related to the false complaint
is less effective because it might be backed by pre-planned behavior. Owing to this, the
purchasing behavior of customers has a direct impact on their intention of purchase.
Third research questions “implications of false damage claims to the AAP" has been achieved
with the analysis of primary and secondary data. It was revealed that customers who are making
false complaints are affecting the brand image of the business to a great extent. This is because
companies need to incur huge investment in making those losses good. At the same time, the
brand image got affected and the burden of marketing increases day by day. This scenario also
weakens the competitive edge of the business to a great extent. However, the most crucial impact
of customer dissatisfaction can be seen on the profitability. In this regard, dissatisfied customers
tend to increase the losses of the business. These findings are consistent with the secondary data
which shows that customer dissatisfaction has a direct impact on the brand image of the business
because customer makes the false complaints (Naumann and et al., (2001). Therefore, the false
complaints have a direct impact on the rate of return on the business and overall profitability.
This requires the corporation to adopt effective measures through which satisfaction of
customers can be increased by resolving the potential issues which are being faced by the buyers.
The image of the business is highly affected by dissatisfied customers and false
complaints make upon the business. This kind of scenario affects overall strategic actions of the
company because they need to put efforts to rebuild image by keep on investing a certain amount
of money in different business activities. These findings are consistent with the literature review
which showcase that once the image of the business has affected, it became hard to revive it and
regain the trust of customers (Sudin, 2011; Anderson and et al., 1994). This indicates that false
complaints increase the level of competition, the positioning of the firm may be loose and
relation with media can be disrupted along with loyalty, the trust of the shareholders can be
minimized. However, the claims made by customers may be real or false but the image of the
company gets affected in the direct or indirect way and losses may occur. It reveals that
reputation of the organization is majorly affected by the false statements which are given by the
dissatisfied customers and company may lose it loyal customers and shareholders may take back
their profits from the firm. Therefore, false complaints increase the negative implication for the
28

business and this is the reason that AAP is suffering from the low rate of return or losses as the
higher amount of money goes waste in making the customers satisfied.
29

CHAPTER 6: RECOMMENDATIONS
On the basis of evaluation of the report, suggestions can be provided to prevent the
customer dissatisfaction and increase the profitability of AAP. These are explained as follows-
 Customer engagement-On the basis of evaluation of the collected data, it has been
found that customers’ disengagement can be the potential reason behind their satisfaction
and false complaints. In this context, AAP can implement the loyalty card policies
wherein customers are provided the extra points for their regular access to the services.
This can be helpful for business to make the customer satisfaction and motivated along
with the increment in the profitability of the business. This leads to obtaining the
competitive edge of the business because customers will be highly satisfied. Apart from
this, the success of the company can be celebrated with the customers so they get
motivation to engage with the brand and accordingly reputation of the business is created
in an effectual manner. Higher service quality-The service quality should be improved in accordance with the
feedback and response provided by the customers. It would be helpful in making the
existing and new customers satisfaction. This facilitates to deliver good quality of
services and retain customers for the longer time span. In this context, advanced
technologies can be implemented by providing quick billing and self-checkout procedure.
It will reduce the time needed for the completion of the bill payment procedure in the less
time. This would have the direct impact on the brand image of the business and
expectations of all related stakeholders are met in the right manner. Positive staff attitude-The staff attitude should be improved by offering them time to
time training. In this context, their wrong behavior should be assessed and complaints
made by customers should also be assessed so that appropriate action can be taken to
improve the same. Furthermore, employees or staff can be provided training to improve
the response and behaviour of customers. It would positively impact on the satisfaction of
customers. Apart from this, staff should be motivated by offering the monetary reward
for their better performance in retaining the customers and increase their satisfaction
level.
30

 Revising the pricing strategy-It is the most important factor to grab the attention of
buyers and make them feel satisfied with the quality services offered by the AAP. In this
context, AAP can also offer free services for some hours and the discounting rate can also
be provided for the certain day. It would be helpful in creating the unique identity of the
business in the marketplace. This would help in increasing the attention of a large number
of buyers and persuades them to access quality services offered by the clients. Moreover,
the pricing strategy can be revised along with the focus on the quality standards so that
customer would perceive the higher quality and accordingly quick purchase decision will
be made.
31

CHAPTER 7: LIMITATIONS AND CONCLUSION
7.1 Limitations of the researcher
The research limitations should be considered as by every researcher as it affects the
completion of overall research to a great extent. However, every research contains a certain level
of limitations for which some strategies are employed to work upon the same. The present study
is based on factors leading to customer dissatisfaction in AAP, so the data have been collected
from staff and customers. However, the issue was faced in conducting an interview with staff
due to lack of time. Still, researcher managed to find their convenient time and completed the
procedure of data collection. On the other hand, some participants or customers were in a hurry
so it might be possible that they have provided a wrong response. Yet, the researcher took the
responsibility to fill the questionnaire by him with the detailed explanation of each research
questions. Apart from this, lack of the time was the biggest issue in the completion of the entire
study; however, availability of enough time might have provided clear and concise findings of
the study. Nonetheless, the proper timeline was followed in completing every single activity of
the project.
7.2 Conclusion and recommendations
The current study concludes that customer dissatisfaction is increased due to the poor response
of staff and poor service quality. These influence buyers to make the claim against the services
because they perceive that their money is going waste. Owing to this, customer engagement is
crucial whereby management gets to know about the exact requirement of customers and they
are offered services accordingly. However, less engaged customers make a false claim on the
company regarding its service quality which tends to affect the overall rate of return of the
business. It can also be concluded that customer loyalty has a significant impact on the brand
image of the business. This is because loyalty customers have the detailed ideas regarding the
service quality, pricing strategy and another aspect of the business. This helps in resolving the
business and accordingly provides the higher level of satisfaction among buyers.
The study concludes that there remains the issue with the service quality of AAP which affects
the satisfaction level of buyers. This dissatisfaction is the result of poor service quality, a late
32

response from staff members. This kind aspect influences people to switch from one to another
brand in the search for brand satisfaction. At this juncture, the focus can be laid on improving the
engagement of buyers which aid to reduce the false complaints. It is because customers get the
positive response and quick services at the affordable price which tends to influence them to stay
with the corporation for the longer time span.
The dissatisfaction and false claims made by the customers affect the profitability of the
business. This is because it reduces the volume of customers and also influences business to
incur certain cost so as to recover the satisfaction of consumers. Although, investment in
marketing has a positive impact on the brand image of the business it does not positively
contribute when the false claims are made by buyers. Owing to this, it can be said that
dissatisfied customers affect the overall growth of the corporation. This is because of the
constant requirement to do something for making customers highly satisfied. It can also be
concluded that false complaints made by buyers do not create word-of-mouth instead it does not
allow customers to access services of organizations like AAP. This is because their complaints
and dissatisfaction influence them to search for another brand which can meet their expectations
in the more effective manner.
33

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APPENDIX
Survey questionnaire
1. Name____________________________
2. Gender
 Male
 Female
3. Age
 15-20
 21-30
 31-40
 41 and above
4. How frequently you access the services of Andrew parking?
 Very often
 Often
 Sometimes
 Rarely
 Never
5. Do you agree that consumer engagement is helpful in reducing the number of claims against
dissatisfied services?
 Strongly agree
 agree
 Neutral
 Disagree
 Strongly disagree
6. Are you satisfied with the quality of services offered by AAP?
39

 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
7. What is motivates you to access the services offered by AAP?
 Quality of service
 Staff attitude
 Quick response
 All of the above
8. In your opinion which factor/s influence you the most to make complaint?
 High price
 Delay in billing
 Lack of security
 All of the above
9. Do you think that Andrew parking charges higher price for the services?
 Yes
 No
 Can’t say
Interview questions
1. How false complaints of customers affect the brand image of the business?
2. How dissatisfied customers affect the growth of the business?
3. What is the impact of dissatisfied customers on the profitability of the business?
40

41