Business Research Methodology: Customer Satisfaction in Business

This report examines the critical role of customer satisfaction in contemporary business, drawing upon a review of four academic articles. The analysis explores the evolution of customer satisfaction theories, including Construct, Assimilation, Disconfirmation, and Negativity theories, and their impact on business outcomes. The report identifies common themes across the articles, such as the importance of quality management, effective marketing strategies, and the influence of customer behavior on revenue. It also highlights the differing perspectives presented in the articles, including the impact of service quality, organizational behavior, and pricing models on customer satisfaction. The report further discusses the limitations of the studies and proposes future research directions, emphasizing the need for a deeper understanding of customer expectations, brand loyalty, and the development of innovative strategies to meet customer needs and drive profitability. The reviewed articles cover various industries like hospitality and general business environments.

Running head: BUSINESS RESEARCH METHODOLOGY.
Business research methodology
Name of the student
Name of the university
Author note

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List of reviewed article
References for reviewed articles
Proposed theory Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring
positive feedback: Factors that influence customer satisfaction in
the contemporary hospitality industry. Tourism
Management, 51, pp.13-21.
Quantitative article Namasivayam, K., Guchait, P. and Lei, P., 2014. The influence
of leader empowering behaviors and employee psychological
empowerment on customer satisfaction. International Journal of
Contemporary Hospitality Management, 26(1), pp.69-84.
Qualitative article Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016.
Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management, 53, pp.172-180.
Mixed method article Kimes, S.E. and Wirtz, J., 2015. Revenue management:
Advanced strategies and tools to enhance firm
profitability. Foundations and Trends® in Marketing, 8(1), pp.1-
68.

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Table of contents
Brief summary of the theory and progression in the field.........................................................3
Common themes/ findings across the four article......................................................................4
Different themes/findings across the four articles.....................................................................4
Study limitations and how these differ across the various study designs..................................6
Future research directions proposed in the articles....................................................................6
Reference list..............................................................................................................................8

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Brief summary of the theory and progression in the field
In the current business scenario, customer satisfaction has become an important
influencing factor in business organization. Total business revenue and brand popularity of an
organization depend on the customer satisfaction. In the current business scenario, various
theories have been launched in order to bring more efficiency in the employee performance,
so that they will be able to provide better service. In order to measure the customer
satisfaction in an organization, various theories and models have been introduced in the
business industry. The study has highlighted the Contrast theory, Assimilation theory,
Disconfirmation theory and Negativity theory of customer satisfaction. Construct theory
is high gets influenced by the psychological factor of a person. Therefore, this theory
provides an alternative view of the process of customers’ post-usage evaluation, which gets
influenced by customers’ satisfaction and expectation. The theory of Assimilation presents
the customers’ perception about the product and service provided by the organization. In the
case of disconfirmation theory, it has been mention that the customers’ satisfaction depends
on the service performance of an organization against the customers’ expectation. Last
theory, which has been mentioned in this study is Negativity Theory of customer satisfaction.
In this theory, it has been mentioned that any kind of performance discrepancy from
expectation may cause individual disruption, which can produce negative energy in
customers’ mind. Therefore, this can be said that when expectations increases. Customers’
response negatively for any kind of disconfirmation. Depending on these theories, this can be
said that customer satisfaction is highly connected with the expectation and psychological
status.

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Common themes/ findings across the four article
After reviewing all the articles this has been analysed that all the theories has
discussed about the importance of customer satisfaction in the business industry. By using the
customer satisfaction theory, the Radojevic, Stanisic and Stanic (2015) focused on the
importance of quality management in an organization. Here the author has said that
depending on the proper management in the organization, the level of customer satisfaction
can be increased. By supporting this Namasivayam, Guchait and Lei (2014) stated that, it has
been mentioned that customer satisfaction is an important marketing term that plays an
important role for measuring if the service and products served by the company meet the
needs of the customers or not. By using the qualitative and quantitative data collection
methods in these articles, the organizations get the chance to survey on the customers, this
has helped to analyse the needs and demands of the customers from the organizations. Here
Agnihotri et al., 2016 also mentioned that customer satisfaction is very important in the case
of improving the business revenue of the company. Therefore, this can be said that by
developing the proper marketing strategy the organization gets the chance grab the attention
of the customers. Another way Kimes and Wirtz (2015) opined that, the customer satisfaction
has interconnected with the purchasing behaviour, therefore this has been identified that
customer satisfaction depends on various elements such as personality, interest, age, family
influence and brand popularity. Hence this can be said that the aims of four articles were to
analyse the importance of customer satisfaction in business industry.
Different themes/findings across the four articles
The major differences, which have been identified in this study is that these articles
have been highlighted four different areas. The first article has discussed depending on the
hotel industry. Here the author has used mixed model techniques for analysing the influences
customer satisfaction by using the accommodation, service system and financial resources of

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the particular hotel. As per the author, the personality, age and interest are the three
influential factor in customer satisfaction. The young people mostly prefer the luxury and
high quality of products. Therefore, if the good quality of products will be available in the
lower ranges, they do not get satisfied with that. On the other hand, this can be said that hey
also attracts towards the branded products. Hence, this can be said that depending on the
brand image young customers are get attracted. Middle-aged people prefer the good quality
of products in the reasonable. Depending on the age and interests the preferences and
satisfaction get changed.
In this second article, it has been identified that customers' satisfaction has the higher
level of impact on the organizational development. In the current scenario, the business
organisations are running in the race to establish their unique image on the customer's mind.
In order to satisfy the customers’ need, various initiatives have been taken by the companies
(Namasivayam, Guchait and Lei 2014). It has been mentioned in this study that the
customers’ satisfaction depends on the quality of products, the relationship between the
customers and agent, previous experience of the customer and product price. In this case the
research has been developed depending on the global industry, not on a particular
organization.
In the third article, the interaction between buyers and sales man has been highlighted.
Here it has been shown that how the organizational behaviour influences the customer
satisfaction. As stated by the author, if the customer is not happy with the products and
service, this can impact negatively on the organization. As the satisfied customers discuss
their experience with others, this influences others to experience the product of the company
(Agnihotri et al., 2016). The dissatisfied customers impact the negative way in the business
revenue of that particular organization. Sometimes it has been identified that many of the
customers do not complain about the products or service they are not satisfied with, they just

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switch their brand. In this situation, the organization loses its customer base. This is very
difficult to retain customers rather than grabbing the attention of new customers.
In the fourth article the author has discussed about, how the business revenue of the
company gets influenced by the customer satisfaction. By using the pricing models, the
customer satisfaction has been discussed (Kimes and Wirtz 2015). According to the author,
product price is an important influencing factor in customer satisfaction. Depending on the
economic condition and target market the product prices are being set. If the customers will
get good quality of products at reasonable price, this increases their trust on the particular
brand. This process is also very effective for those organizations who want to give tough
competition to its competitors. Therefore, this can be said that customers' satisfaction is very
important for increasing the rate of profitability of an organization.
Study limitations and how these differ across the various study designs
In this study, the four articles, which have been reviewed have discussed about the
customer satisfaction on the basis of global industry. Although, in every organizations the
customer satisfaction has been discussed, but none of the articles have mentioned about its
implementation in the particular organization. If the study would specified the organization, it
would be more appropriate.
Future research directions proposed in the articles
In the above articles, it has been identified that if the organizations will focus on this
study that customer satisfaction has the higher level of impact on the business revenue of the
company. It has been also mentioned in this study that depending on the price, previous
experience, brand popularity and relationship with the customers, the profitability rate of an
organization gets changed. If the product or service of the company will be able to satisfy
their expectations, the purchasing behaviour of the customers. By following the articles, if the

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organizations will focus on providing good quality of products in the market, the
organizations get the chance to gain the trust of the customers. By maintaining the healthy
relationship with customers, the organizations will be able to understand the needs and
demands of the customers from the organization. This will be helping the company to bring
some innovation so that it will be able to satisfy the customers’ needs. If the customers, will
be satisfied by the service of the company, they will suggest their friends and families to
experience the products from the particular organization. This increase the sales revenue of
the organization.

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Reference list
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Kimes, S.E. and Wirtz, J., 2015. Revenue management: Advanced strategies and tools to
enhance firm profitability. Foundations and Trends® in Marketing, 8(1), pp.1-68.
Namasivayam, K., Guchait, P. and Lei, P., 2014. The influence of leader empowering
behaviors and employee psychological empowerment on customer satisfaction. International
Journal of Contemporary Hospitality Management, 26(1), pp.69-84.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management, 51, pp.13-21.