Impact of Customer Satisfaction on Residential Apartment Sales

This project investigates the crucial role of customer satisfaction in driving sales and financial performance within the residential apartment sector, specifically focusing on Seagull Developers (Pvt) Ltd. The research explores the multifaceted influence of various factors and attributes related to customer satisfaction, aiming to facilitate a strategic shift in Seagull's business approach. The study analyzes the impact of customer satisfaction on sales, highlighting its importance in enhancing market share by engaging both new and existing customers. The project delves into the identification of research problems, including challenges in gathering customer feedback, understanding customer needs, and addressing potential risks. The methodology includes a literature review, conceptual framework, hypothesis development, and data analysis to examine the relationship between customer satisfaction and sales performance. The project also outlines recommendations for improving work safety and environment, implementing customer feedback mechanisms, and fostering open communication with consumers to optimize customer satisfaction and achieve sustainable development. The findings offer valuable insights for construction companies looking to improve customer satisfaction and sales.

IMPACT OF CUSTOMER SATISFACTION FOR RESIDENTIAL
APARTMENT SALES - A CASE FROM SEAGULL
DEVELOPERS (PVT) LTD
1

Abstract
The research focuses on implication on different factors and attributes related to customer
satisfaction so that a effective shift in Seagull business approach can be adapt. One of the
significant benefits of this research is enhancing market share by at engaging a maximum
number of consumers, both new and existing of the progressive development of the company. A
systematic way has been selected that facilitates in analysing the impact of potential issues so
that an effective strategy can be developed positively. A friendly work environment supports
Seagull in understanding the expectation of consumers that enhance the progressive development
of the company in a systematic way. This approach to consumers enables the organization in
implementing an innovative way to service so that financial performance can be enhanced in a
systematic way.
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Table of Contents
Chapter 1: Introduction....................................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Research problem identification............................................................................................7
1.2.1 Symptoms of the problems..............................................................................................7
1.2.2 Justification of the problems...........................................................................................9
1.2.3 Defining research problem..............................................................................................9
1.3 Research Question................................................................................................................10
1.4 Objectives of the study.........................................................................................................10
1.5 Significance of the study......................................................................................................10
1.6 Limitation of the study.........................................................................................................11
1.7 Chapter outline.....................................................................................................................12
Chapter 2: Literature review..........................................................................................................13
2.1. Discussion on customer satisfaction and its importance.....................................................13
2.1.1 Concept of customer satisfaction..................................................................................13
2.1.2 Factors that affect customer satisfaction.......................................................................15
2.2 Empirical Literature.............................................................................................................18
2.2.1 Importance of customer satisfaction in a business........................................................18
2.2.3 Overview of Strategies that influence customer satisfaction........................................20
2.2.4 Improvements in customer satisfaction approach.........................................................21
2.2.4 Theories and model.......................................................................................................23
2.2.6 New Ideas and customer satisfaction............................................................................25
Gather Product or Services Data and customer satisfaction....................................................26
2.2.7 Literature gap................................................................................................................27
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2.3 Literature Summary.............................................................................................................28
Chapter 3: Research Methodology................................................................................................29
3.1 Literature mapping...............................................................................................................29
3.2 Conceptual framework of the research................................................................................30
3.3 Development of Hypothesis.................................................................................................30
3.4 Operationalization................................................................................................................31
3.5 Research onion.....................................................................................................................31
3.6 Research philosophy............................................................................................................32
3.6.1 Justification...................................................................................................................32
3.7 Research Approach..............................................................................................................32
3.7.1 Justification...................................................................................................................33
3.8 Research Design...................................................................................................................33
3.9 Data collection methods.......................................................................................................34
3.10 Population and sampling....................................................................................................35
3.11 Ethical consideration..........................................................................................................35
3.12 Limitation...........................................................................................................................36
3.13 Conclusion.........................................................................................................................36
Chapter 4: DATA ANALYSIS......................................................................................................37
4.1 Introduction..........................................................................................................................37
4.2 Descriptive Analysis............................................................................................................37
4.3 REGRESSION.....................................................................................................................38
4.4 Conclusion...........................................................................................................................45
Chapter 5: Conclusion and Recommendation...............................................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Linking with objectives........................................................................................................48
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5.3 Future scope.........................................................................................................................49
5.4 Recommendations................................................................................................................50
5.4.1 Recommendation 1: Improvement of work safety and environment at the workplace.53
5.4.2 Recommendation 2: Implementation of customer feedback.........................................54
5.4.3 Recommendation 3: Encourage open communication with consumers........................54
Reference list.................................................................................................................................56
Appendix: Survey Questions.........................................................................................................65
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Chapter 1: Introduction
Customer satisfaction is elucidated as the process of fulfilment of customers' needs and
expectation that help in building long run relationship for a successful business. The objective of
this study is to examine different attributes that influence customer experience so that a positive
change can be amended. Seagull Developer Pvt. Ltd case study has been selected to understand
broad aspects of customer satisfaction along with its implication within a business. The
importance of customers has been examined by considering some assumptions and hypothesis
that facilitates in increasing the economic accomplishment of a company. The issues and
challenges in customer satisfaction have been analysed vigilantly so that an effective strategy can
be developed for sustainable development.
1.1 Background of the study
The research aims to determine different factors that influence customer satisfaction to improve
the sustainable development of Seagull developer by elimination potential issues and challenges.
Customer satisfaction is the most prior thing in today's era of business in terms of sales and
progressive development. There is a large variety of customer satisfaction that relies on different
factors and attributes that create a problem for an organization in reducing the gap between
customers and management. Seagull came into existence in 1999 as a commercial builder that
completed about 1205 units in 38 complexes. The company solely believes in quality services
over quantity by giving priority to a customer that drives business towards sustainable growth.
The mission of Seagull is to serve ample information with innovative ideas that support the client
in decreasing the impact of probable risks and challenges (Archive.rpgroup.org, 2019). In 2015,
the company experienced a range of problems in applying an integrated approach due to a
change in market trends that gradually reduce its sales performance. This issue brought a number
of challenges in enhancing sales performance due to gradually decrement of customers. There
are ranges of factors that influence customer satisfaction that includes quality of product,
environment and accessibility that demand for firm planning and strategy.
The latest study of UKCSI has shown that the impact of customer satisfaction in the construction
and service industry increased by 78.8% in 2013. In the construction industry, the customer plays
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an important role in establishing businesses through continuous improvement of product or
services that eventually help in achieving sustainable development. On the contrary,
organizational behaviour and approach create a significant role in ensuring the respective work
or task can be delivered on time without compensating with quality. It includes quality
assurance, safety at work, personnel and co-operation that facilitate in creating transparency
between customer and worker positively. Hence, it can be said that customer satisfaction issues
need to trigger vigilantly for the progressive development of an organization.
The Customer Satisfaction can be considered as one of the key factor in this examination
(Tookey, Murray, Hardcastle, and Langford, 2011). Seagull Developers can't pitch their pads to
their Customers; this is a greatest test for the development business. Achieving an anomalous
territory of Customer Satisfaction is a target shared by all Construction associations (Newlin,
Dyess, Allard, Chase, and Melkus, 2012). Fulfilled Customers as often as possible breeze up
resolute, go over Customers, which are to incredible degree critical assets for a business
(Weinberger, 2013). It costs extensively less to serve a present Customer than to pull in another
through advancing strategies, for instance, customary postal mail or publicizing (mckevitt, and,
Davis, 2013).The method of Customer Satisfaction begins positively before a Construction is
reached the Customer. Development agents should be set up to listen carefully to Customers and
find what their necessities are. Exactly when a businessman totally appreciates a Customer's
needs, he is in a circumstance to recommend the thing or organization that best tends to these
issues. Fulfilled Customers are the people who, in the wake of making the Construction, are
induced that they picked that particular thing or organization, not that a business delegate
compelled it on them (Radosavljevic, & Bennett, 2012).
1.2 Research problem identification
1.2.1 Symptoms of the problems
The key research problems are given below.
 Challenges in getting the Customer Feedback
Rather than think about what Customers need from the business, ask them. Since most
Customers likely won't need Construction Companies to flame broil them in the store, request
that they take a snappy review before they clear out. To build the odds of getting the review
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returned, offer a prize, for example, being participated in into an attracting to win $500.
Guarantee the review is brief however incorporates enough data so Construction Companies can
make enhancements to the business. On the off chance that the dominant part of Customers
communicates dissatisfaction with something, roll out improvements as needs be.
 Challenges in identifying the Customer Needs and Wants
Going well beyond to guarantee the Customer has a charming knowledge requires the workers to
help the Customer at whatever point required. Advise the representatives to welcome Customers
with a grin and a well-disposed. The disposition of the workers regularly manages the activity to
the business. Customers essentially won't come back to a business that utilizes priggish,
pessimistic and impolite individuals. Prepare the workers to assist the Customer with any issue
they've encountered with the item or administration. On the off chance that a Customer wishes to
restore a thing, teach the workers to either concede in-store credit or give the Customer his cash
back. Try not to tell the Customer that he can’t restore the thing, unless he didn't restore the thing
completely or destroyed the thing.
 Programs
Target visit Customers and reward them with rebates. A simple and frequently utilized strategy
for remunerating return Customers is actualizing a prizes program or participation program.
Development Companies can coordinate the two if Construction Companies wish. For a reward
programs, Customers get focuses they can reclaim for cash off their next buy or a free thing.
Participation programs give Customers the chance to save money on exceptionally checked
things. For instance, assume Construction Companies run a pet shop. To offer a prizes program,
Construction Companies could give each Customer a card. After they buy 10 amounts of a
similar thing, they get that thing with the expectation of complimentary one time.
 Products and Services
Whatever Construction Companies offer – be it an item, benefit or both – Construction
Companies must ensure the quality meets Customer desires. For instance, if Construction
Companies publicize as a top of the line garments store however offer low-quality pants,
Customers will not return. Offer an unconditional promise on all items and administrations.
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1.2.2 Justification of the problems
Customers can be immediately killed by managing business people or Customer benefit agents
who are not totally transparent about parts of the buy, for example, evaluating or merchandise
exchanges. Another moral slip by is making guarantees that the organization can't keep just to
make a deal or beat a contender. Customers who trust they were misdirected on the principal
exchange with an organization are probably not going to make a moment one. Other than costing
Customers, trashy Customer administration can incite a Customer to post negative surveys about
an organization at shopper arranged sites or even through online networking. Then again,
Customers who are totally satisfied may utilize online networking to prescribe the organization
to their companions or make verbal suggestions that convey extra Customers to the organization.
On the off chance that a Customer isn't totally satisfied and voices an objection through a
telephone call or email, this doesn't mean the Customer is lost. An organization that is skilled at
taking care of grievances or issues in a political and thoughtful way can transform the negative
circumstance into a positive and cause the Customer to keep working with the organization.
These organizations contact Customers and ask them how satisfied they were with the
experience they had with the organization. They ask what should be possible to better serve these
Customers later on. Enhancing Customer satisfaction is an essential business target, and
approaching Customers for their information demonstrates that a business really thinks about
them and is continually taking a stab at change. Customers likewise react well to getting notes to
say thanks and email declarations of new items or administrations a business offers that may
intrigue them in light of the business' comprehension of their individual needs.
1.2.3 Defining research problem
As per the above key research problems, the construction organizations are progressively
discovering that a viable method to separate themselves from contenders is to be viewed as the
place Customers can go to get finish and dependable data about the advantages and employments
of items they are mulling over buying. A business site can be another helpful data source. Home
change stores, for instance, have started giving on the web instruments to Customers to use in
arranging home rebuilding ventures. The Customer sees that the organization as of now gave an
advantage before he sets foot in the store or showroom.
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1.3 Research Question
Q1: What are the factors that influence customer satisfaction in Construction Company?
Q2: How customer satisfaction impact sales and financial performance of an organization?
Q3: What are the effective ways to tackle potential risks and challenges in sales performance?
1.4 Objectives of the study
 To determine respective factors that influence customer satisfaction with respect to Seagull
Developer
 To analysis the importance of customer satisfaction on sustainable development in the
construction company
 To develop an effective strategy that helps in eliminating potential issues in bringing
customer satisfaction
1.5 Significance of the study
This research creates an opportunity for Seagull Developer in bringing a positive change
in that help in developing a strong relationship with consumers to assure that maximum positive
result can be gathered. It helps in exploring all possible ways or strategy to tackle potential risks
that improve the quality of product or services for better customer experience. One of the
significant benefits of this research is enhancing market share by attracting a large number of
consumers, both new and existing of the progressive development of the company (Kasiri et al.
2017, p.581). A traditional approach has been selected that help in analysing the impact of
potential issues so that an effective strategy can be developed positively. The importance and
significance of customers satisfaction within Seagull Developer have been explored so that
legitimate policy and regulations can be amended that reduce the risk of failure. Hence, it can be
stated that this research is significant and reliable in making a positive change.
The significance of this research would be this research will help to construction
companies to develop right marketing strategies with the base of customer satisfaction and to sell
flats or target customers. Therefore, this may help to understand the customer’s concern towards
the location, parking issues and other customer needs and wants. Boosting Customer satisfaction
makes an imperative commitment to amplifying gainfulness; albeit different factors, for
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example, cost control, efficiency and advertising procedure additionally affect the main issue. By
amplifying Customer satisfaction, Construction Companies can build the open door for rehash
deals to Customers, while diminishing the cost of offers and showcasing. Customer satisfaction
expands Customer steadfastness, diminishing the need to dispense promoting spending plan to
get new Customers. Satisfied Customers may likewise prescribe the items or administrations to
other potential Customers, expanding the potential for extra income and benefit.
Customer satisfaction is the foundation of any Customer-centered business. In this case,
the selected organization has a sales drop, as compared to 2016, in 2017 there is 32% sales drop
of the organization. Without individuals to purchase the item or administration, the business will
join other fizzled wanders. Carrying individuals into the store and guaranteeing their experience
is satisfying requires Construction Companies to offer cash sparing arrangements, to prepare the
representatives and to guarantee that Customers are content with their buys.
1.6 Limitation of the study
Customer satisfaction has a leading role in enhancing the sales and financial performance of an
organization by meeting their needs and requirements vigilantly. Presently, construction
Company contributes about 110 million euro that is 7% of UK GDP that enforced Seagull
developer to give the customer a priority for progressive development (Ibisworld.com, 2019).
Proper research enables seagull in assessing the needs and expectation of consumers that
facilitates in strengthening the customer relationship. Several factors influence customer loyalty
and productivity that create barriers in achieving sustainable development that demands firm
strategy and planning. The research explores all particular issues in the construction industry
along with its impact on productivity and feasibility of Construction Company for long run
relationship. This research allows several construction companies in changing its approach for
better customer experience through developing an effective strategy and planning.
This chapter highlights a broad concept of customer satisfaction and different factors that
influence customer behaviour so that an effective strategy can be developed for sustainable
development of Seagull Developer. It gives a reason behind researching to assure that approach
to customers can be changed for the progressive development of the company. The aim and
objectives of the research have been developed that drive the research towards positive outcome
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by compliance with business goal and strategy. The rise in competition within the construction
industry demands a firm approach and planning to gain a competitive advantage.
1.7 Chapter outline
Figure 1: Structure of the dissertation
(Source: Created by the researcher)
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Chapter 5: conclusion and discusion
Chapter 4: Data ollection and analysis
Chapter 3: Methodology
Chapter 2: Literature review
Chapter 1: Introduction

Chapter 2: Literature review
2.1. Discussion on customer satisfaction and its importance
This chapter focuses on a broad concept of customer satisfaction along with its impact on
business with the help of available sources. The purpose of this chapter is to examine different
attributes of customer satisfaction by applying the theoretical approach in order to interpret the
implication of customer satisfaction positively. The collected data from various sources such as
journals and websites help in developing a firm strategy for achieving sustainable development.
2.1.1 Concept of customer satisfaction
Customer satisfaction is one of the productive ways to upsurge the sales and financial
performance of an organization by fulfilling the needs and requirement of consumers vigilantly.
It enables organizations in applying new and innovative techniques to upsurge sales and financial
performance. In the UK, the demand and expectation of consumers are increasing especially in
the construction industry from 25% to 38% that enforce companies in sharing perceived value to
consumers for the progressive development of the company (Tontini et al. 2015, p.458). There
are various elements that affect customer satisfaction are needed to tackle wisely to increase
customer retention. One of the significant advantages of customer satisfaction is gaining a
competitive advantage that supports organization in establishing the business. In the construction
industry, the needs and expectation of consumers are needed to be considered to serve better
customer experience and sustainability positively. Therefore, customer satisfaction is required to
view vigilantly for achieving sustainable development within a limited period of time. Balfour
Beatty case study has been taken into considers for exploring the implication of customer
satisfaction so that a positive change in construction approach can be amended. In 2015, Balfour
Beatty experienced financial loss of about 2.1 million euro due to quality in service and delivery
of service. This issue brought a range of difficulties for Balfour in retaining a customer for
progressive and sustainable development.
Customer satisfaction studies are utilized by entrepreneurs to check how the organization is seen
by the benefactors they benefit (Tookey, Murray, Hardcastle, & Langford, 2011). Arranging an
overview is the initial phase in evaluating Customer response to the items or administrations
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(John, 2016). Finishing by making required changes guarantees the future development and
achievement (Bridge, 2010). Development Companies can set up an overview on the site,
contract a review organization or give the Customers polls to return face to face or electronically
(Podlas, 2012). Regardless of whether Construction Companies offer a reward, for example, a
coupon for a free item, or Customers finish the review without inciting, be set up to find data that
can require anything from an unimportant change in organization strategy to an entire change in
the working worldview (Zhao, Wayne, Glibkowski, & Bravo, 2007).
Customer Satisfaction is a key and regarded consequence of right exhibiting exercise. As shown
by utilizing (Haga, 2011).), the govern inspiration at the back of a business is to make Satisfied
customers. Extending customer Satisfaction has been found to start off better future productivity
(Blau, 2014), pass on down accuses analyzed of lacking stock and ventures (Uhl-Bien, 2015),
quickened customer status to pay esteem charges, supply referrals, and use a more measure of
the thing (Hausdorf, 2015), and more noteworthy hoisted measures of customer insurance and
dedication. Expanding commitment, consequently, has been found to set off additions in future
income and diminishes inside the cost of future trades. The larger part of this test assertion
recommends that customer Satisfaction is essential from both a customer liberality perspective
and an alliance's cash related perspective.
An affiliation's fate efficiency is predicated after Satisfying customers inside the present - held
customers must be obvious as pay creating resources for the organization. Trial examinations
have discovered proof that more grounded customer Satisfaction require not contain better
expenses, truth be told, more alluring customer Satisfaction can likewise convey down expenses
because of a decline in flawed items, thing re-work, et cetera. (DeVellis, 2011). Notwithstanding,
the way to building whole deal customer Satisfaction and safeguarding and accepting the prizes
those undertakings can give is to center over the advancement of extraordinary things and
organizations. Customer Satisfaction and insurance which may be purchased through esteem
changes, discounts, supplanting deterrents, and other such strategy are perhaps never again going
to have the same protracted run effect on productivity as while such conditions of musings and
practices are gotten by means of most imperative devices and organizations (Hoyle, 2011). At
some point or another, devastating additional steadfastness out of an amassing or administration
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movement way may not increase saw wonderful and customer Satisfaction as tons as getting to
be stock and dares to address customer inconveniences (Chandler, 2009).
While it seems, by all accounts, to be evident that extending customer Satisfaction is valuable to
an advancing boss, an approach to check it is less clear. Customer Satisfaction has been
considered from the perspective of the character customer and what drives their Satisfaction and
moreover from a sweeping viewpoint to ponder on consideration customer Satisfaction
appraisals across finished organizations and organizations (Gerbing, 2013), in the meantime as
other research has dissected customer Satisfaction in a single affiliation or over a couple of
affiliations. What are additional, specific contraptions for assessing customer Satisfaction were
created already, together with SERVQUAL. Thus, there exists a plentiful composition on which
to pull in while attempting to check customer Satisfaction (Schaubroeck, 2000).
2.1.2 Factors that affect customer satisfaction
There are ranges of factors that influence customer satisfaction that needs to trigger vigilantly to
assure that the company can successfully improve their business and financial performance
without compensating with quality. It includes a variety of service, accessibility, sharing value
and atmosphere that help in influencing customer behaviour. In the construction industry,
customer expectation is comparatively higher that increase the vulnerability of quality service for
progressive development. The significance of identified factors has been discussed with respect
to large business operations below are as follow:
Accessibility
Accessibility has a leading role in giving all the information to consumers that help in bringing
transparency for the progressive development of the company. It enables consumers to purchase
products or services again by gradually strengthening the relationship with consumer effectively.
The significant benefits of accessibility are a determination of consumers’ needs and expectation
of consumers that reduce the risk of failure gradually. In addition, this factor helps companies in
applying a new and innovative approach to service in order to meet the quality and reliability of
service positively. The Morgan Sindall Group case study has been considered to understand the
significance of accessibility with respect to customer experience. The net income of Morgan
Sindall in 2018 is about 66.8 million euro with approximately 6,600 employees that upsurge the
15

reliability and feasibility of consumers (morgansindall.com, 2019). In 2012, the number of
consumers was gradually reducing that create a range of problems in assessing the needs and
requirements of the consumers that also reflect on its financial performance. This issue creates
problems for Morang Sindall in improving their services and delivery on-time that reduce the
profit margin by 12%. A customer feedback option has been implemented that help in
determining potential issues and risks (Zablah et al. 2015, p.2285). This approach enables
companies to develop an effective strategy to tackle potential threats and challenges within a
limited period. Therefore, accessibility is playing an essential role in giving better customer
experience.
Figure 3: Factors affecting customer satisfaction
Perceived Value
Customer satisfaction has been significantly influenced by sharing values with consumers. This
increased consumer experience and progressive fiscal performance. It implies that companies are
required to changes its priority and preference based on customers demand and expectation to
assure that customer gets firm services positively. By sharing firm value and ethics with
consumers, the reliability and feasibility of companies get improved by eliminating potential risk
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Quality assurance
Accessibility
Perceived value
Service quality

and challenges systematically. Perceived value is the purchaser's general evaluation of the utility
of an item in light of the view of what is gotten and what is given (Bridge, 2010). It included that
the topic is a subjective one and shifts from one client to the next. The view normally shared by
most researchers is the take a gander at value as the subjective impression of the exchange off
between different advantages and forfeits with respect to competition (Watkins, 2010). The
advantages said considered the client's coveted value quality (Nurmandi, &, Kim, 2015). Forfeits
then again was in reference to the money related (cost) and non-financial contemplations of the
customer (Shiffrin, 2009). Upgrading ideal here may furthermore envision construction
companies to trade the business framework or the type of records construction companies give
about time length or due dates at the off peril which construction companies find customers are
baffled with delays. Inside the event that the customers remember construction companies mind
adequate to ask what they lean toward and hatred roughly the business undertaking, construction
companies may have an over the top repeat business endeavor charge. Likewise, in case
construction companies get strong challenges from perceived customers, get in contact with them
to apologize, offer acclaim and clarify alterations snared subsequently. Construction companies
would conceivably have the potential construction companies got again their business - in
mellow of reality which construction companies saw out about the condition by means of the
customer take a gander at.
Service quality
High-quality services increment consumer loyalty and can enhance the organization's notoriety
(Radosavljevic, & Bennett, 2012). To reach and keep up an abnormal state of quality in services,
Construction Companies need to ensure every service addresses the issues of the clients who
utilize it and accomplishes inside organization objectives (John, 2016). Every one of the basic
parts required for quality execution must be set up before Construction Companies can assess
how well Construction Companies have met the objectives Construction Companies set
(Solanke, & Fapohunda, 2015). Development Companies can't have top quality services until the
point when Construction Companies measure how well Construction Companies are performing
and have the instruments set up to impact the work (Moyer, Sinclair&, Diduck, 2014). Quality
controls distinguish key measurements that reveal to Construction Companies whether
Construction Companies have the level of quality Construction Companies need (Mak, 2014).
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For services, target factors, for example, the level of rehash clients, the quantity of grievances
and the circumstances a client needs to come back to take care of an issue give a decent measure
of the quality of the service (Zhao, Wayne, Glibkowski, & Bravo, 2007). At the point when
Construction Companies need to enhance quality, find the explanations behind grievances and
issues and create arrangements with the staff included (Smith, 2013). At that point check whether
the relating quality metric has made strides (Rodgers, 2012).
2.2 Empirical Literature
2.2.1 Importance of customer satisfaction in a business
Customer satisfaction has a leading role in enhancing fiscal performance by gathering the needs
and requirements of consumers for sustainable growth. There is several importance of
customer’s satisfaction in supermarket businesses, which are highlighted below:
Confronting competitors: Customer satisfaction supports organisations to take new challenges
and risks that an increase the potential and capabilities to make sure threat from competitors can
be tackled easily. In Australia, there are more than 100 supermarkets who deal with similar
product and services that demand for new and innovative customers approach in order to gain a
competitive advantage. In 2015, the total generated revenue from the online and offline
supermarket has increased to 12.5% due to high customer satisfaction (Tontini et al. 2015).
Through high customer satisfaction, it is easy to improve current business operation and quality
of the product that eventually reduce the potential threat from growing competitors. Therefore, it
can be stated that customer satisfaction supports businesses in improving business operation and
drives into sustainable development by controlling potential risks and challenges positively.
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Figure 5: Importance of increasing customer satisfaction in the retail business
Enhanced brand value: This is an essential aspect of business that can be achieved through
high customer satisfaction by creating awareness related to product and services vigilantly. It
develops loyalty and trust among consumers that increased awareness about a brand that
eventually improved the value of the brand gradually. In Australia, the grocery sector and
supermarket are considered as the largest contribution of retail turnover that demand for firm
marketing strategies to achieve sustainable development positively (Faculty.msb.edu, 2019).
Hence, it can be stated that supreme companies are required to prioritize customer preference
level to target the largest number of consumers that gradually improve brand value.
Increased market value: Market value is an essential aspect of supermarket business by
measuring impact and reliability of business in a broader aspect. A secure customer experience
enables an organisation to change to business and customer approach for sustainable growth of a
business. It is analysed that satisfied customers shares their experience and benefits with others
that eventually increase customer base and facilitates in enhancing market value in a significant
manager. In 2016, the profit growth of the supermarket business had improved by 35% - 40% as
compared to the last five years fiscal performance of retail and grocery sectors (Ramanathan et
al. 2017). One of the primary reasons behind the progressive growth of a business is firm
19
Confronting
competitors
Enhanced
brand value
Increased
market
value

marketing strategies and promotional activities. Hence, satisfied customer supports organisations
in enhancing the market value that increases its importance and reliability.
2.2.3 Overview of Strategies that influence customer satisfaction
Customer satisfaction reviews make inquiries about different regions, including Customer
benefit, worker information or supportiveness and the approaches and systems of the business
(Solanke, & Fapohunda, 2015). Asking about a current return may reveal to Construction
Companies that Customers are content with the approach and will purchase from Construction
Companies again in light of the fact that Construction Companies move down the items (Boddie,
& Cnaan, 2016). Accordingly, tout the arrival approach on the site and in promotions (Stewart,
2015).
The articulation "contemporary individuals from the family" insinuates the exam and trade of big
business relatives. Business pioneers can likewise use bleeding edge relatives to upgrade the
Satisfaction of an association's customers. This may be accomplished with the guide of making
utilization of sensible conduct adjustment systems to agents to encourage the representatives to
assemble levels of customer mind (Liden, 2007). Worker motivational systems have an
enormous effect in the utilization of front line individuals from the family to finish customer
Satisfaction. Get ready individuals in needed customer advantage procedures and frameworks.
Individuals with an accumulation of customer Satisfaction skills are frequently higher arranged
to adapt to a combination of customer gain endeavors. Preparing agents in customer Satisfaction
systems additionally enables individuals to perceive the centrality of every errand. Satisfied
agents will perhaps work together with customer Satisfaction tries. Added substances including
to specialist Satisfaction contain pay, level of work commitment, open entryways for headway,
nature of supervision and nature of establishments with uncommon delegates (Baxter, 2012).
Engage and acclaim customer Satisfaction related games. Several agents respond positively to
prizes and respects.
Organize customer advantage conditions. Guarantee that workers have a systematized course of
action of prerequisites and wants for his or her dealings with customers. Individuals will likely
agree to progressive prerequisites inside the occasion that they comprehend what is normal from
them (Drasgow, 2007). Offer delegates the ability to design, set objectives and inspect customer
Satisfaction attempts. Delegates may furthermore welcome a more quickened measure of
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consideration in work organizing. Likewise, agents dependably working with customers may
likewise have colossal plans to help upgrade customer Satisfaction. Take after measurements and
exchanges development to each customer and agent structures. Development encourages in short
and cleans correspondence, which oftentimes makes it substantially less requesting for workers
to encourage customers and considerably less distressing for business endeavour pioneers to
converse with agents. Make a customer enter system to gather customer Satisfaction realities
(Phillips, 2011). This can enable executives to perceive which current relatives attempts works of
art and dole out domains that need change. Legitimate pioneers may likewise in like manner
need to organize an inside delegate feedback system to check worker Satisfaction with customer
gain tries (Fiske, 2009).
2.2.4 Improvements in customer satisfaction approach
Some entrepreneurs may utilize Customer satisfaction reviews after they encounter a drop in
deals volume (Shiffrin, 2009). It might be past the point where it is possible to charm back
supporters once they've gone, so study the Customers when business is great (Campbell, 2015).
Ask how the costs contrast with the contenders (Rodgers, 2012). In the event that Construction
Companies get overpowering reactions that the organization is more costly, Construction
Companies will have a chance to alter estimating or fabricating strategies to be aggressive (John,
2016). On the off chance that Construction Companies charge more since Construction
Companies have a prevalent item, include that detail in the promoting efforts (Watkins, 2010).
Studies reveal an assortment of unsatisfactory territories, for example, impolite representatives,
late conveyance and a site that is hard to explore (Weinberger, 2013). Rolling out improvements
previously the notoriety is discoloured can lessen the negative effect on the organization (Smith,
2013).
Customers contain current individuals, brokers, venders or work environments. Those type of
customers are vital in exchanging reasons for the item offering and rely upon their boss to
display the general finished stock to external customers. In no way, shape or form like external
customers, inside customers don't through and gigantic have a choice in positive business
undertaking sees. For example, if the back working environment would not agree with strategies
made with the guide of the HR division, the fund office can't chimney HR. The achievement of
21

the business can likewise depend on upgrading the inside customer Satisfaction. Assuming this is
the case, construction companies can find a way to grasp change.
These may contain after consistently departmental gathering, holding fast to one of a kind
procedures or rules, or achieving beyond any doubt goals each undertaking area. Teach inner
customers of timetables and due dates to all the more probable guide them toward finishing
dreams. Hold solitary, all-group of specialists or among departmental social affairs wherein
construction companies can demonstrate the requirements to exceptional individuals or get-
togethers. Following the social affairs, pass on an email to the inward customers rehashing what
the key wants are so there might be no chaos. Imagine inside customer objectives, as an example,
legitimize increments or progressions, title degrees of progress while wanders are refined, or
higher execution bearing by means of higher-degree organization. Show screen every day
execution and urge customers to come back to construction companies with exact wishes and
issues so construction companies might be better orchestrated to control them going already.
Customer Satisfaction is the motivation of any customer-focused on business venture. without
people to buy the protest or organization, the business venture will be a piece of various failed
meanders. Conveying individuals into the shop and guaranteeing their experience is Satisfying
anticipates that you will give money saving courses of action, to assemble the workers and to
ensure that customers are content material with their purchases.
As opposed to consider what customers require from the undertaking, ask them. Since greatest
customers potentially probably won't require construction companies to fire cook them in the
store, ask for that they take a quick report before they take off. To make greater the rates of
having the assessment bring down back, offer a prize, for instance, being taken an interest in into
a pulling in to win $500. Guarantee the survey is brief however conveys adequate records with
the goal that construction companies can make enhancements to the business venture. Inside the
event that the lion's extent of customers discusses dissatisfaction with something, take off
upgrades in like way.
Going great past to guarantee the customer has an enchanting data requires the general
population to help the customer at anything point required. Propose the agents to welcome
customers with a grin and a sincere "hello." the attitude of the representatives routinely guides
22

the movement to the business undertaking. Customers essentially may not return to a business
that makes utilization of forward, opposite and rude people. Set up the delegates to help the
customer with any issue they have experienced with the thing or organization. If a customer
wants to repair a factor, instruct the agents to both yield in-shop fico rating or give the customer
his money back. Endeavor now not to tell the customer that he cannot repair the thing, other than
if he neglected to reestablish the component totally or pulverized the factor. Target visit
customers and reward them with refunds. A simple and frequently connected procedure for
compensating return customers is executing a prizes program or enlistment application.
Construction companies could facilitate the 2 inside the occasion which construction companies
need. For an acclaim applications, customers get centers they can recuperate for money off their
next purchase or a free segment. Enlistment applications give customers the hazard to shop
money on extraordinarily checked issues. For example, depend on construction companies run a
construction companies doggie spare. To offer a prizes application, construction companies may
give each customer a card. When they purchase 10 amounts of a comparable factor, they get that
angle with the desire for complimentary one time. Whatever construction companies give – be it
a thing, advantage or each – construction companies should ensure the top notch meets customer
wants. For instance, at the off risk that construction companies advance as an apex of the street
garments keep however offer low-magnificent jeans, customers won't return. Offer an
unqualified guarantee on all things and organizations.
2.2.4 Theories and model
2.2.4.1 Macro and Micro models of customer satisfaction
The macro and micro model of customer satisfaction gives a wide the perspective of consumer’s
needs and expectation are require implementing to ensure that business can be improved
systematically. The macro- model of customer’s satisfaction implies that a high-quality product
and services are needed to provide in order to grow customer loyalty and trust that enhance sales
performance of an organisation. As per this model, the impact of customer’s satisfaction on
business so that a positive change within an organisation can be revise effectively. It is observed
that the outcome of satisfaction may involve communication, repurchase and feedback from
consumers. With the help of the macro model, it can be stated that the compliant behaviour of
23

consumers is needed to determine vigilantly in order to meet the expectation of consumers
systematically.
On the contrary, the micro model of consumer satisfaction implies a different attribute that
influences buying and preference level of customer (Neupane, 2015). According to this model,
there are several types of micro models of customer's satisfaction such as expectation
disconfirmation, perceived performance and equity that enforce organisations to operate its
business based on the expectation of consumers. Under the micro model, the perceived
performance of consumer's satisfaction is needed to consider making sure a maximum number of
consumers can be engaged productively. In addition, multiple process models asserted that
customer preferred different standard of products and services. This model implies that
companies are needed to understand the needs and demand of consumers positively that improve
the level of customers satisfaction.
2.2.4.2 Customer Satisfaction Model
This customer satisfaction model gives a framework of customers satisfaction based on the
relationship between performance and people that present a wide impact of traditional 4Ps
market mix. As per this model, customer satisfaction majorly depends upon communication and
meeting by sharing values and understanding requirement of the consumers to make a positive
change in delivering services and products (Zablah et al. 2016). It is analysed that customer
satisfaction increased market value and high profitability in terms of broad volume base with
respect to spreading fixed costs. This model implies that the progressive growth of business in
terms of sales and business operation is the significant impact of customer's satisfaction.
Figure 4: Customer satisfaction model
(Source: Faculty.msb.edu, 2019)
24

With the help of this model, it is easy to increase the feasibility of business by eliminating or
shifting potential risks in sustainable growth. According to Ramanathan et al. (2017), high
Customer satisfaction increased the market shared of business by sharing relative perceived
value in which customer expectations and needs positively triggered (Faculty.msb.edu, 2019).
On the contrary, it also stated that organisation might need to spend high economics to shift
satisfied consumers to very satisfying that require proper marketing planning and quality
services. Through high customer satisfaction, it is easy to develop loyalty, trust and long-run
relationship with customers without suffering with quality and excellence of product positively.
Hence, customer satisfaction can be maintained within the Australian retail industry by creating
bottom line profit that progressively increases the financial performance of the business.
2.2.6 New Ideas and customer satisfaction
Understand into the future needs of the customers and the bearing to take the organization with
the items or administrations Construction Companies give (Podlas, 2012). Include a rundown of
proposed things to the review to find what customers most want from the organization (Mak,
2014). For instance, if Construction Companies thinking about offering new items or enhancing
highlights of a current line, give the customers a few decisions and ask which one they'd be well
on the way to buy (Rowan, 2010).
Customer Satisfaction outlines are used by advertisers to quantify how the business is noticeable
by the supporters they advantage. Looking at a best level view is the underlying area in
reviewing customer reaction to the things or organizations. Finishing by means of making
required enhancements guarantees the fate change and satisfaction. Construction companies can
set up a construction companies on the page, enroll an examine business or convey the customers
surveys to return no holds barred or electronically. Regardless of whether construction
companies offer an acclaim, for instance, a markdown for a detached thing, or customers end the
take a gander at without instigating, be set up to find data that can require something from an
irrelevant change in business venture technique to an entire interchange inside the working
perspective.
Gather Product or Services Data and customer satisfaction
Development Companies may not know the customers' dissatisfaction with the items or
administrations until the point when Construction Companies read about it on business survey
25

sites (Zhao, Wayne, Glibkowski, & Bravo, 2007). A high number of profits can demonstrate low
quality, yet in the event that customers don't indicate why they don't need the things,
Construction Companies may not know Construction Companies are losing deals because of
negative points of interest scattered about the items (Newlin, Dyess, Allard, Chase, & Melkus,
2012). A segment of the Customer benefit review ought to be devoted to the level of satisfaction
with the item or administrations (Campbell, 2015). Notwithstanding getting some information
about quality, incorporate an inquiry regarding how Construction Companies can progress (Xue,
Wang, &, Lu, 2015).
Customer safeguarding and unwavering quality are essential to the long pull achievement of the
business undertaking. Be that as it may, saving up contact with customers and reviewing their
level of Satisfaction is a check for a few offices. Construction companies may lose customers
without understanding that construction companies completed something erroneously or the
articles have forgotten to show the general easing or gain. Through dependably utilizing
customary procedures to music Satisfaction, construction companies could show screen the
customer associations. Outstanding amongst other challenges in looking Satisfaction is moving
customers to respond to examines. On the telephone, advantage laborers regularly approach
customers to sit tight for a short evaluation after an issue is settled. Online examinations are far
reaching as well, considering the way that construction companies can pass on them by methods
for electronic mail and the responses thusly move into the item for estimation. Construction
companies can method customers for contribution in the midst of in-store visits, yet construction
companies danger blocking their shopping data and ruining the results from customers who
believe that its difficult to offer genuine enter - for the most part straightforward feedback - while
eye to eye with an undertaking specialist.
Estimation by means of and substantial contains submit-purchase examinations and periodic tests
to screen persistent Satisfaction. Presently not long after a customer get, construction companies
can call, electronic mail or ship a mail assess with a business arrangement envelope. This start
follow-up empowers construction companies to check incite Satisfaction with a protest or
organization discover. By method for checking in, construction companies have a chance to alter
question or organization issues. Month to month, quarterly or semiannual assessments allow
construction companies to gauge a customer's association with the business venture after some
26

time. On the off hazard that a customer hasn't been in for quite a while, construction companies
acknowledgment on her with a controlled time uncommon to make a visit.
Customer computer programs are laid out particularly to allow construction companies to start
and supervise customer associations. Construction companies could really set aides of exercises
for watch up contacts that absolutely send or remind construction companies to make those calls.
With CRM, construction companies can get equipped and get Satisfaction reviews perspective of
a customer's relationship. While construction companies get responses, construction companies
have a chance to pull in inside the customer, and the blend responses allow construction
companies to spot slants in thing or administration does not have that should be tended to. To
proficiently measure customer Satisfaction, construction companies should study more
noteworthy than regardless of whether a customer is "Satisfied." A customer's looking at of the
genuine go over versus her effect of the appreciate gives construction companies bits of ability
on whether the offering fulfilled the remarkable charging. Likelihood of referrals is each other
imperative metric. Favorable discussion is basic for developing the company, and at the remote
possibility which construction companies don't get it, it's far helpful to perceive why this isn't
going on. In like way, the capacity for go over purchases is a significant metric with new
customers. Given the staggering rate of customer acquisition, estimating the capacity for a repeat
purchase is a huge enhance toward protection.
2.2.7 Literature gap
The entire literature has been commencing within constraint budget and time that resist in
utilizing useful and reliable tools that reduce the feasibility of the research. Due to insufficient
time, the collected data are not adequately validated that reflect on the effectiveness of
development strategies to mitigate potential risk and challenges. Apart from constraint budget,
there is a lack of practical, theoretical approach that creates problems in understating significance
and implication of each factor and positively.
2.3 Literature Summary
This chapter helps in gathering a range of data and information related to satisfaction of
customer that facilitates in exploring the significance of different elements and attributes for the
progressive development of business. The theoretical approach helps in understanding the
27

reliability and feasibility of customer satisfaction, both present and future to achieve long term
goal within a limited period of time. The issues in Seagull have also been examined to assure that
28

Chapter 3: Research Methodology
3.1 Introduction
This examinations process takes peruse thru the ensuing manner. Reality be advised it's miles
expected to give a nice diploma angle of the whole chapter 3 on approach. Beginning with the
investigations method which plots the coast of the work of art, the insolvency spends significant
time within the auxiliary factors in practical request. Method is determined with the aid of the
hypothetical gadget and symbolize of factors. The final portrayal recognizes the elements and
after that characterizes them with a reason to explaining their (elements') person components
within examine as an entire. Speculations or hypothesis include the invalid and possibility. They
should be treated as they might be in their applicable positions. This implies the theories have a
strict significance to the distinguished connections. The factors have been perceived and
presented in conformance with their associated estimations, hence practicing of their significance
inside the examination setting. Explore technique noticed on this examine is basically in view of
3 inclinations – freedom, deductive sound judgment (as contrary to inductive questioning) and
spearheading approach. A self-reliant assessment allows the professional to include a stage of
non-adjustment to assembly together with strict use of policies in collecting primary facts that
represses transparency with respondents. Anything remains of the technique section depicts the
examination method and the expository procedures and gear which have been taken after inside
the take a gander at through using this professional. Over the lengthy haul the final product
introduction has been completed with extra notoriety of enthusiasm at the subjective effects
brought via quantitative appraisal.
3.1 Literature mapping
Variables Literature Study
Service Quality Companies can assess how well Construction
Companies have met the objectives
Construction Companies set
Work Environment Work environment plays an important role in
encouraging employees to work more that help
29

in meeting the organisation’s goal positively.
Perceived value It implies that companies are required to
changes its priority and preference based on
customers demand and expectation to assure
that customer gets firm services positively.
3.2 Conceptual framework of the research
3.3 Development of Hypothesis
H0: Service quality has no effect on customer satisfaction within an organisation
H1: Service quality has a positive effect on customer satisfaction within an organisation
H0: Work environment has no effect on customer satisfaction within an organisation
H2: Work environment has a positive effect on customer satisfaction within an organisation
H0: Perceived value has no effect on customer satisfaction within an organisation
30

H3: Perceived value has a positive effect on customer satisfaction within an organisation
3.4 Operationalization
Concept Variable Dimension Question
Number
Measurement
Method
Independent
Variable
Service
Quality
 Trustworthiness
 Degree of confident
 Open communication
1 & 3 1-5 Likert Scale
Independent
Variable
Work
Environment
 Open communication
 Information Flow
 Suggestion of member
4 1-5 Likert Scale
Independent
Variable
Perceived vale  Transparency
 Team belonging
5 & 6 1-5 Likert Scale
Dependent
Variable
Customer
satisfaction
 Accessibility of
members
7 1-5 Likert Scale
3.5 Research onion
Figure 6: Research Onion
(Source: Saunders et al. 2015)
A research onion diagram is effective for understanding the three underlying principles of
research philosophies that are ontology, epistemology and axiology. Selection of research
philosophy is an essential aspect as it allows the researcher to determine the path by following
31

the future research would have been conducted. From that point of view, research onion can be
considered a roadmap or pathway guide for understanding the way of forwarding into the
research process by following a valid scientific method. This diagram is effective for the
researcher as they pursue to go further from the outer to the inner layer. The more the research
onion would be opened, the more clear the research outline would be. Hence, it can be stated that
research onion helps include scientific procedures in the research.
3.6 Research philosophy
Research philosophy helps to deal with a wide variety of sources and nature for developing
proper knowledge in the study through appropriate evaluation. The research philosophy has
been categorised into different segment that includes interpretivism, positivism and realism, and
so on. By the application of positivism philosophy, the researcher is allowed to develop a highly
structured research model by incorporating a large sample of data (Kasiri et al. 2017, p.45). On
the other hand, the ideology of interpretivism philosophy states that it is effective for small scale
and in-depth evaluation. Realism philosophy argues the both by making the researcher select that
philosophy which is most suitable as per the subject.
3.6.1 Justification
The current study is going to involve a large sample from a diversified population for evaluating
employee satisfaction. Furthermore, the researchers are not going to focus on an in-depth
evaluation. Thus, positivism philosophy is most applicable as per the current context. The study
is going to follow the positivism research philosophy. Hence the subjects have selected as
suitable for primary objectives not appropriate as per on-going evaluation.
3.7 Research Approach
Deductive research approach follows the evaluation of research question as per the investigation
on relevant theories and models. A suitable conclusion would be drawn by developing a new
method or model and sometimes the existing one has also been modified (Faculty.msb.edu,
2019). On contradictory, the inductive approach depends upon the research hypothesis developed
at the initiation of the study. The concluding statement has been drawn as per the primary and
secondary data evaluation to either accept or reject the hypothesis.
32

Figure 7: Research approach
(Source: Created by a researcher)
3.7.1 Justification
The present study is concerned with the development research questions instead of the research
hypothesis. In addition to that, the existing theories and models of customer's satisfaction is
going to be discussed in the current study. Thus, it can claim that in order to identify the
effectiveness of the current research, it is necessary to implicate the deductive research approach.
Therefore, at the end of the study, the modification of the existing research theories and model
has been considered. On the other hand, it can be stated that as the current research has not found
the development of any research hypothesis, then the deductive approach of research has been
followed for this on-going evaluation.
3.8 Research Design
Research design plays a crucial role in assessing factual and legitimate data that upsurge the
effectiveness of the research to make sure Seagull can improve the customer satisfaction level.
Research design is segmented into different categories that include descriptive, explanatory and
exploratory facilitate in building a firm structure. The descriptive design has been chosen to
examine various aspects of customer satisfaction so that different factors and attributes can be
critically considered without delay in service. The major purpose behind selecting a descriptive
design is to include observing and impact of respective factors so that an effective strategy can
be developed.
33
Research
design
Inductive Deductive Abductive

The significant advantage of the descriptive design is to understand the relation between
different variables or factors that facilitates in improving customer experience. It enables the
researcher in observing and analysing the relevant factors to make sure a positive change can be
amended effectively. It allows researcher in validating collected data and information that
gradually upsurge the reliability and feasibility of a researcher in a systematic way.
3.9 Data collection methods
 Primary Data
The primary research section of this watch consolidates a top level view. It has 8 has a tendency
to that cowl the aggregate hover of research, their relationship and the beyond effect at the
remaining said. A hundred respondents, self-assertively picked clients, examine has been design
in a way that any run of the mill man can get. No specific phrases saw within the survey thinking
about that this research is hooked up with customers. Regardless of the way that there were two
or 3 shortcomings associated with the substances amassing device the examiner rehearsed more
attention to avoid maximum noteworthy of them. Auxiliary data changed into amassed through a
broad research endeavour completed each on line and in libraries. The analyst apparently utilized
books composed at the trouble and in addition test thinks about diaries, assessments, diagrams,
articles, daily paper articles et cetera.
 Secondary Data
The secondary research some portion of this discover twist up essentially completed online on
the undefined time as an widespread degree of it land up being finished in online libraries. This
section of concentrates anchored books, mag articles, every day paper articles and information
items, association every year reports, accurate publications, e-journals, locales and whatnot.
There was furthermore affirmation of facet enthusiasm on viably published research creations on
the scenario, mainly college considers achieved in Sri Lanka. In reality the discretionary studies
arrange mounted the most phase of the whole view in mild of fact that the to be had composing
near emblem control method is extremely good.
Data collection is considered as one of the essential attributes of research that help in determine
relevant tools and techniques that help in understanding the significance of customer experience
on business. There are ranges of methods for data collection such as primary and secondary in
34

which different sources have been explored to get authentic and reliable data. Primary research
has been selected to explore the importance and significance of customer satisfaction on the
progressive development of the company. The primary research has been categorized into two
parts that include qualitative and quantitative research methodology. Primary quantitative
research methodology has been selected for this research in which a survey is conducted so that
the impact of customer satisfaction on sustainable development of Seagull Developer.
3.10 Population and sampling
The sample size for the study is considered as an essential aspect of research that facilitates in
assessing the needs and requirement of research to make maximum authentic data and
information can be collected. A sample of 100 consumers has been selected through random
sampling technique that helps in extracting trustworthy and reliable data for the progressive
development of an organization. The significant advantage of implementing this approach is the
reduction in risk of failure that improves the reliability and feasibility of research in an effective
way (Neupane, 2015). It helps in developing an effective strategy and planning to make sure a
positive change in customer approach can be amended effectively. This approach helps in
understanding the significance of all relevant factors that influence customer experience and
accessibility effectively.
3.11 Ethical consideration
The research has been commenced by considering all legitimate policy and legislation to assure
that collected data can be protected. Data Protection 1998 has been implemented to assure that
collected data cannot be used for any commercial purposes. The implications of these policies
and legislations have been critically followed that eventually upsurge the reliability and
feasibility of research. This ethical consideration help in commencing the survey vigilantly to
make sure authentic and legitimate data can be gathered that help in developing an effective
strategy positively.
3.12 Limitation
The research majorly emphasises on Seagull Developer rather than entire organisations with
respect to customer satisfaction that may reduce its effectiveness. The constraint budget and time
35

are other aspects of research that resist researcher in applying innovative approach to make a
positive change. The limited resources create problem in developing an effective o strategy to
eliminate potential risk and challenges for progressive growth of company.
3.13 Conclusion
This chapter highlights relevant tools and techniques that are required to commence the research
vigilantly so that an essential strategy in research can be deployed. This chapter give the aspect
of research to assure that a systematic way to research can be amended without compensate in
quality and standard. A sample of 100 consumers helps in understanding implication of different
factors and attributes so that an effective strategy can be amended. The descriptive design has
been chosen to examine various aspects of customer satisfaction so that different factors and
attributes can be critically considered without delay in service.
36

Chapter 4: DATA ANALYSIS
4.1 Introduction
This chapter is considered as one of the important aspects of research that helps in understanding
the significance of collected data on a wider scale to make sure potential barriers in customer
satisfaction can be tackled positively. The aim of this chapter is to analyse collected data from
different statistical tools to understand the significant relationship between different variables.
The obtained result has been considered in developing an effective strategy so that an
organization can achieve the desired goal and aim within constraint time.
4.2 Descriptive Analysis
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
Customer
satisfaction 101 1.00 5.00 2.6931 1.46794
Service quality 101 1.00 5.00 2.5545 1.48644
Work environment 101 1.00 5.00 2.4356 1.43816
Quality assurance 101 1.00 5.00 2.4653 1.41820
Perceived value 101 1.00 5.00 2.7030 1.55913
Cooperation 101 1.00 6.00 2.8119 1.54086
Skillemployees 101 1.00 7.00 2.5347 1.55926
Valid N (listwise) 101
Descriptive analysis has been taken into consideration to understand the significance of each
variable on customer satisfaction so that a positive change in business approach can be changed
for sustainable development. The obtained result implies that perceived value has a leading role
37

in customer satisfaction due to a high standard deviation that is 1.559. Therefore, the company
required to share firm value with customers vigilantly to give a better experience to consumers
without compensating with quality and services positively. In addition, the standard deviation of
service quality is 1.486, that implies that quality of services or products influence customer
behaviour in ensuring that Seagull can successfully build a long run relationship with consumers
positively. On the contrary, skill employees enable customers in receiving all requisite
information that gradually improves customer experience. One of the significant challenges in
customer satisfaction is identification of consumers’ needs and expectation for long term
relationship. Hence, each variable is required to consider in developing an effective strategy
towards customer satisfaction to make sure maximum benefit can be gathered expertly.
Following descriptive statistics had been utilized by the specialist to flaunt the highlights for
infer, popular deviation and change for everything about three factors. Enlightening records is
the day and age given to the examination of information that outlines, show up or % data really
with the best possible objective that, for event, delineations may furthermore in addition rise out
of the records. Illustrative estimations don't allow us to make ends past the realities that we have
were given assessed or achieve ends with respect to any speculations we may have made. They
might be least complex an approach to manage delineate our measurements. Undeniable bits of
data are crucial in mellow of the truth that in the event that we basically show our foul data, it is
hard to foresee what the information shows up, especially if there can be a stunning proportion of
it. Unmistakable data along these lines enable us to demonstrate the insights in a more
noteworthy vital way, which allows parts less intense elucidation of the information (statistics,
2016).
4.3 REGRESSION
38

Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .968a .937 .936 .37102
a. Predictors: (Constant), Service quality
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 201.857 1 201.857 1.466E3 .000a
Residual 13.628 99 .138
Total 215.485 100
a. Predictors: (Constant), Servicequality
b. Dependent Variable: Customersatisfaction
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .251 .074 3.413 .001
Servicequalit
y .956 .025 .968 38.293 .000
a. Dependent Variable: Customersatisfaction
39

Regression is one of the effective and reliable ways to determine the contribution of each
element with respect to customer satisfaction. The R value of regression is 0.968 that implies that
service quality is 96.8% significant to customer satisfaction that improves business operations in
terms of sales and financial performance. The P value of service quality is 0.000 that implies that
evidence that this model is reliable in enhancing customer experience through improving quality
of services positively. This variable enforces Seagull in implementing innovative features to
services for the progressive development of the company. On the contrary, the beta value of
service quality implies that service quality is 96.8% significant that needs to consider in
developing a strategic solution for the continuous and progressive development of the company.
Hence, service quality plays a positive impact on customer satisfaction that supports Seagull in
achieving a desired goal or aim in a limited period of time.
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .940a .884 .883 .50223
a. Predictors: (Constant), Work environment
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 190.513 1 190.513 755.288 .000a
Residual 24.972 99 .252
Total 215.485 100
a. Predictors: (Constant), Work environment
b. Dependent Variable: Customersatisfaction
40

Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .355 .099 3.603 .000
Workenvironme
nt .960 .035 .940 27.483 .000
a. Dependent Variable: Customersatisfaction
The work environment is also considered as one of the effective ways to meet the customer
expectation of consumers. The relationship of this variable with customer satisfaction can be
determined through regression test that help in enhancing productivity systematically. The P
value of work environment is 0.00 that implies that the work environment created a positive
impact on consumers that gradually improve customer experience. The R square value of work
environment is 0.884 that asserted that it is about 88% significant in improving customer
satisfaction to make sure sales a financial performance can be enhanced gradually. The obtained
result evident that work environment supports Seagull in increasing customer retention for
sustainable development. Hence, this variable is required to consider vigilantly for the
sustainable development of the company can be improved by creating friendly.
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .938a .881 .880 .50947
a. Predictors: (Constant), Perceived value
41

ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 189.789 1 189.789 731.203 .000a
Residual 25.696 99 .260
Total 215.485 100
a. Predictors: (Constant), Perceivedvalue
b. Dependent Variable: Customersatisfaction
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .305 .102 2.992 .003
Perceivedvalue .884 .033 .938 27.041 .000
a. Dependent Variable: Customersatisfaction
The perceived value is an essential aspect of customer satisfaction that facilitates in creating a
good images or relationship with associate users that improve the brand and market value.
Regression test has been performed that help in determining the significant relationship between
a different variable with respect to customer satisfaction vigilantly. The P-value of variable is
0.000 that implies this variable is vital and needs to consider for continuous improvement in
business operation. In addition, the R square value is 0.881 that implies that perceived value is
approximately 88% significant that eventually help in improving customer’s satisfaction
positively. The considerable advantage of perceived value is tackling potential issues and risks
vigilantly that gradually increased the sales performance of an organization positively.
4.2 Correlation
42

Correlations
Customer
satisfaction
Servicequalit
y
Customersatisfactio
n
Pearson
Correlation 1 .968**
Sig. (2-tailed) .000
N 101 101
Servicequality Pearson
Correlation .968** 1
Sig. (2-tailed) .000
N 101 101
**. Correlation is significant at the 0.01 level (2-tailed).
Correlation plays a crucial role in understanding the relationship between two variables that
increased the feasibility and reliability of developed strategy in a systematic manner. The
Pearson Correlation value is 0.968 that implies that service quality is approximately about 96.8%
significant that eventually improved the feasibility of an organization. The obtained result
suggests Seagull is required to prioritise the task or business operations based on consumer’s
expectation. On the contrary, proper research is required to commence that help in determining
potential risks and challenge for progressive development vigilantly. The implication of
perceiving the value to customer approach facilitates in enhancing sales and financial
performance by improving the reliability of services.
This approach can successfully be implemented by understanding the needs and demand of
consumers that eventually increased the feasibility of customers. Hence, services quality has a
significant relationship on customer satisfaction by meeting their demand within a limited period
of time. The positive value implies that most of the consumers during the survey agree that
quality services help in enhancing engaging a large number of consumers. On the other hand,
perceived value helps in increasing customer retention so that the desired goal and aim can be
achieved positively.
43

Correlations
Customer
satisfaction
Work
environment
Customer
satisfaction
Pearson
Correlation 1 .940**
Sig. (2-tailed) .000
N 101 101
Work environment Pearson
Correlation .940** 1
Sig. (2-tailed) .000
N 101 101
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation test has also been performed to understand the significant relationship between a
different variables that increased the feasibility of the company. The Pearson correlation value is
0.940, that signifies that the work environment has a leading role in influencing customer for a
longer period of time. A firm work environment enables consumers to present their problems and
difficulties so that the feasibility of relevant services can be improved gradually. The obtained
result signifies that the work environment is 94% significant to customer satisfaction that
enhanced the effectiveness of Seagull positively. A friendly work environment supports Seagull
in understanding the expectation of consumers that enhance the progressive development of the
company in a systematic way. This approach to consumers enables the organization in
implementing an innovative way to service so that financial performance can be enhanced in a
systematic way. Therefore, Seagull Company is required to build an effective and friendly
environment to meet the expectation of consumers within a given time limit. The implementing
of this variable helps in enhancing sales and financial performance of Seagull by eliminating
potential risk and challenges vigilantly.
44

Correlations
Customersatis
faction
Perceivedvalu
e
Customersatisfactio
n
Pearson
Correlation 1 .938**
Sig. (2-tailed) .000
N 101 101
Perceivedvalue Pearson
Correlation .938** 1
Sig. (2-tailed) .000
N 101 101
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation test has also been used in determining the significant relationship between
customer satisfaction and perceived value to assure that a firm strategy can be developed. The
Pearson correlation value of this variable is 0.938 that implies that there is a relevant relationship
with customer satisfaction by giving importance to consumer’s demand and expectation. The
obtained result signifies that perceived value is an essential attribute of customer satisfaction
through meeting the requirement and needs of consumers for the progressive development of
business. The major challenge in customer satisfaction is identification of consumers demand
and expectation, which can be triggered vigilantly through perceived value. It creates a platform
where consumers can share their issues and problems that allow the organization to gain
customer loyalty for the progressive development of consumers. Therefore, perceived value has
created a positive impact on customers by giving all requisite information based on the demands
that improve customer experience positively.
45

4.4 Conclusion
This chapter highlights broad perspective of consumers satisfaction based on collected data to
assure that potential barriers and problems can be tackled in a systematic way. The R square
value of work environment is 0.884 that asserted that it is about 88% significant in improving
customer satisfaction to make sure sales a financial performance can be enhanced gradually. A
range of tools and techniques have been used to analysis the collected data to make sure an
effective and reliable strategy can be developed positively. This approach can successfully be
implemented by understanding the needs and demand of consumers that eventually increased the
feasibility of customers. Hence, services quality has a significant relationship on customer
satisfaction by meeting their demand within a limited period of time.
46

Chapter 5: Conclusion and Recommendation
5.1 Conclusion
Customer satisfaction plays a vital role in enhancing the financial performance of Seagull
developer. A constructive approach has been selected that help in analysing the impact of
potential issues so that an effective strategy can be developed positively. The importance and
significance of customers satisfaction within Seagull Developer have been explored so that
legitimate policy and regulations can be amended that reduce the risk of failure. The statistical
tool for analysing the validity and feasibility of collected data that facilitates in developing an
effective strategy for sustainable development. The results imply that workplace safety and
improvement in services are major factors in substantial customer experience that need to trigger
vigilantly for progressive development. The high customer satisfaction helps in developing
customer loyalty, trust and long-run relationship with customers without compensating with
quality and standards of product positively. Hence, customer satisfaction can be maintained
within the Australian retail industry by creating bottom line profit that progressively increases
the financial performance of the business.
Customer satisfaction reviews are a kind of concentrates in which Seagull Developers approach
the customers for their points of view on issues that show how well or how fundamentally the
undertaking is performing. Satisfaction look into are an indispensable device for autonomous
organizations, helping Seagull Developers advantage an unrivalled perception of the customers'
conditions and issues so Seagull Developers improve the articles and the measures of
organization as per customers' needs. By method for checking customer satisfaction and
responding to inconveniences, Seagull Developers could finish customer resolve and make
certain salary and advantage. The realities from a customer satisfaction assess outfits the
association with huge enter on the inconveniences that are fundamental to the customer. Seagull
Developers could design research to find how legitimately the articles adapt to customers' issues
or how satisfied they're with different segments of the organization Seagull Developers offer.
The info can include issues which Seagull Developers didn't think about, giving Seagull
Developers the hazard to respond and influence rebuilding to course. A satisfaction think about
47

offers a channel to customers to particular their perspectives. That is crucial in a situation
wherein expanding amounts of purchasers rate their points of view and tests on protracted
assortment casual dispatch districts which may be open air the oversee. Gravitating toward the
customers for their perspectives on the association's articles and execution shows that Seagull
Developers’ set up to music in to customers and check their viewpoints. Through sharing the
eventual outcomes of a customer satisfaction outline with the labourers, Seagull Developers can
amass a cognizance of business endeavour undertakings from the customers' perspective. Agents
in work environments, for example, insights or demand dealing with probably won't detect that
their work is far reaching to customer satisfaction. By method for consolidating request inside
the examine, for instance, "how satisfied are Seagull Developers with the accuracy of sales" or
"how satisfied are Seagull Developers with the time span taken to methodology orders," Seagull
Developers can include the significance of created with the guide of the ones divisions and unite
a customer-centered air.
5.2 Linking with objectives
Objective 1: To determine respective factors that influence customer satisfaction with respect to
Seagull Developer
A range of journals and online-articles have been analysed that facilitates in determining
different elements that create a positive impact on customer satisfaction. The reliability and
feasibility of each factor have been validating by using statistical analysing software. This
software helps in understanding the relationship between different software to assure an effective
strategy and planning can be developed without compensating with quality and reliability. In
addition, regression test implies that there is a relevant relationship between workplace safety
and customer satisfaction. Therefore, it can be stated that this objective is successfully achieved.
Objective 2: To analysis the impact of customer satisfaction on sustainable development in a
construction company
The quantitative approach has been selected to explore the effects of customer satisfaction to
assure that feasibility of customer satisfaction in the progressive development of the company
can be determined. The current issues with Seagull Developer have been examined so that
legitimate policies and legislation can be implemented that reduce the adverse impact of the
48

potential problems and risks in order to gain competitive advantage. In the quantitative data
collection method, a sample of 100 consumers has been taken for a survey that facilitates in
understanding the impact of customer satisfaction on Seagull Developer. Hence, this objective is
successfully achieved by analysing the significance of each variable for progressive and
sustainable development.
Objective 3: To develop an effective strategy that helps in eliminating potential issues in
bringing customer satisfaction
The current issues and challenges in an organization have been examined critically to assure that
an effective strategy and planning can be developed that drives business into sustainable
development. The collected data through survey have been critically examined that upsurge the
feasibility and reliability of developed strategy for the progressive development of the company.
The present and future implications of developed strategy have been considered so that demand
and expectation of consumers can be fulfilled without compensating in quality. Therefore, this
objective is successfully met by considering all relevant factors that may influence customer
satisfaction.
5.3 Future scope
This research enables Seagull in assessing the needs and requirement of the consumers to make
sure the right services can be delivered at the right time that eventually upsurges the feasibility of
the business gradually. It enforced construction company in changing the approach to consumers
despite from sales approach through prioritized the activities and sharing benefit to consumers in
order to strengthen the relationship with consumers. This research helps in determining current
issues and challenges so that firm strategy can be developed through improving customer
experienced. The research emphasizes on company's productivity and reliability to achieve
sustainable development within a limited period. It develops loyalty and trust among consumers
that increased awareness about a brand that eventually improved the value of the brand
gradually. In Australia, the grocery sector and supermarket are considered as the largest
contribution of retail turnover that demand for firm marketing strategies to achieve sustainable
development positively
49

5.4 Recommendations
Preferred supporter gain leads over customer satisfaction and assurance. Buyer advantage builds
the estimation of the things and organizations of any business, alongside a cultivating business. It
is fundamental for go over customers, offers change and controlled favorable position.
Independent of regardless of whether Seagull Developers are working a roadside stand giving
strawberries or a residence house equipment leasing business undertaking, satisfied customers
will choose the office's whole deal appropriateness. Comprehend the estimations of buyer
advantage which can be fundamental for strengthening customer satisfaction. As shown by
Pennsylvania country school provincial promoting mentor john berry, these estimations are
physical exercises, for example, set up managing and charging; execution tips, as a case,
organize getting ready cases; and a critical feature on shopper advantage at some phase in the
venture. Get enter from the clients. For a non-open association, Seagull Developers could
basically ask a similar old customer how they encounter about the contraptions, expenses and
buyer advantage. An appropriate supporter devotion assessment could be a viable technique to
get this shopper records for greater organizations. The survey request will rely upon the
possibility of the undertaking. As an occurrence, inside the event which Seagull Developers keep
up a home hardware business, ask about regardless of whether they have become expedient and
convincing administration from the experts. At the remote possibility that Seagull Developers
give sustenance things, ask concerning regardless of whether they're content with the idea of the
devices and at the remote possibility that they could endorse the articles to their allies.
Catch a couple of regions wherein overhauls ought to have the most extreme impact on customer
satisfaction. For example, at the off risk which Seagull Developers offer residence hardware and
the sizeable larger part of the customers have demonstrated issues breaking through to the buyer
advantage gathering of specialists; remember acquiring more prominent care assortment of
laborers to adapt to purchaser concerns. As a concise degree, ask the business advertisers and
organization experts to respond to purchaser calls. On the off risk that a benefactor is having a
trouble with as of past due procured farm equipment, deliver one of the masters to the client site
to study and settle the issue. Execute an every one of the a year making prepared program. Client
advantage group of laborers ought to be able to respond without issues and deferentially to
benefactor request on all components of the articles, including expenses and existing conditions.
50

The gathering of specialists must have the ability to control clients to near to shops and
restaurants that convey the items. The top notch headway for the venture is verbal publicizing.
Along these lines, the clients' initial presentations of the business ought to captivate and
exceptional. Keep away from using a hard-offer technique. Washington Kingdom College
advancing money related proficient ken d. Duft suggests that this approach may be never again
going to work with agriculturists and ranchers who are regularly watchful about loquacious
salespersons. Rather, persuade limit and current clients which Seagull Developers are excited
about helping them with their necessities. Make request and find a couple of solutions with
respect to the clients' needs. Show costs wherein customers can without a decent arrangement of
a stretch see them. Express the portion methods and returns strategy. Offer to help clients with
heavier and difficult to-pick up things. Offer the norm help for tame apparatuses and related
things. Catch up with a cellphone name or email to see how the client is utilizing the protest.
Diagram a site for the business. At the remote possibility which Seagull Developers offer
packaged issues, for example, seeds or took care of sustenance things, remember including on
the web business undertaking features to the site. The hotel of online purchasing may need to
increase the two offers and customer satisfaction.
Analyzing the responses to a satisfaction survey includes the enterprise's highlights and
deficiencies from the customers' stance. Feature on areas of the business endeavor that achieve
low satisfaction rankings and arrange substitute applications with the goal that Seagull
Developers could fix any across the board issues in those regions. The change assignments can
appear as acclimations to big business strategies or specialist making prepared. In case the
outline indicates awful execution in domains, for example, mastermind getting ready or
cellphone reaction, Seagull Developers may be able to improve execution through robotizing the
procedures using records development. Responses that capacity issues with laborer conditions of
considerations or measurements demonstrate a necessity for getting ready. Customer satisfaction
stages affect the ability to protect customers. In case the evaluation shows low scopes of
satisfaction over a serious wide assortment of request, Seagull Developers stand up to the risk of
customers spurning to contenders. Inquire about firm B2B worldwide raises that customers'
conditions of contemplations can fall into 3 undeniable zones: locale of deserting, territory of
loss of intrigue and district of constancy. The zones identify with various phases of customer
satisfaction. The better the level of satisfaction Seagull Developers may achieve, the more
51

plausible Seagull Developers are to hold reliable customers, something this is critical for an
individual assignment, which conceivably has a more diminutive customer pool. A single
satisfaction outline offers Seagull Developers a review of customers' viewpoints at a given
motivation behind time. Through driving different reviews over a couple of indistinct time
allotment, Seagull Developers may evaluate the impacts of any exchange programs Seagull
Developers have endeavoured. Request customers a comparative set from request in each
evaluation and concentrate the results to survey help.
 Hypothesis 1 (Service Quality)
Service Quality influences customer delight for Residential Flat introduction as in undertaking
with the last effects. Connection proposes a high-quality seeking and in effective events and in a
few unique circumstance. Several inquiries approximately executed for provider amazing on
consumer pride for Residential Flat era and most people of the investigations demonstrated that
management excessive quality has an effect client pride for Residential Flat introduction , and
moreover most people of the examines on supplier brilliant elective theory has been revered and
invalid hypothesis has been rejected..
 Hypothesis 2 (Perceived Value)
Seen value impacts patron amuse for Residential Flat creation because of the fact they're
honestly related because of this thing there might be a fine effect, and hence more than one
massive factor usually push to the amazing policies constantly. In beyond any doubt occurrences,
there is probably multiple past any doubt interaction and may bypass on to easy the whole
impact. Therefore, Perceived rate is essential. severe inquires about carried out for Perceived cost
for client fulfillment for Residential Flat introduction and all the exam demonstrated that
Perceived esteem impacts patron satisfaction for Residential Flat improvement and also each one
of the looks into on Perceived value opportunity principle has been pervasive and invalid
hypothesis has been rejected, so this variable furthermore has an extremely good dedication to
benefactor pleasure for Residential Flat technology explores.
In abstract, records evaluation and its consequences of relationships, principle looking at had an
top notch effect toward each of the three elements. Started with Cranach’s alpha and bankruptcy
eleven keeps up with diverse components of the hypothesis searching at and its technique. The
52

weightage of this research indicates how the ones factors are going thru some strategies and
create the result in a factual part. At ultimate, the elements are tested to discover the relationship
and relapse, which changed into attempted and got here to a closing end of invalid or preference
to be prominent. Tested to locate connections and alternate. Along those strains speculations
have been analyzed to locate the reaction for the exploration question.
5.4.1 Recommendation 1: Improvement of work safety and environment at the workplace
Specific To improve work safety and environment at
the workplace
Measurable The reliability of this recommendation can be
measured through improvement in customer
experience that enables Seagull in developing
confidence among employees, which
eventually enhance productivity. Proper
implementation of this recommendation
facilitates upsurge customer satisfaction from
25% to 35% that support an organization in
strengthening progressive development.
Achievable This recommendation can successfully be
achieved through the implementation of legal
policies and regulation that reduce the risk of
failure and drives business into sustainable
development. The significant advantage of this
recommendation is creating confidence among
employees that eventually upsurge productivity
and reliability.
Reasonable This recommendation will support Seagull in
encouraging associate employees in applying
new and innovative techniques to bring
positive change in construction approach
vigilantly.
Timescale 1 Month
53

5.4.2 Recommendation 2: Implementation of customer feedback
Specific To implement customer feedback option
Measurable This recommendation will help in accessing
the needs and requirements of consumers that
allows a company to improve the quality of
services that help in enhancing the feasibility
of an organizational performance positively.
This recommendation will help in increasing
customer base from 10% to 22% by
successfully meeting their demand and
expectation positively.
Achievable A regular meeting and form need to be
provided that contains a review of existing
services and suggestion that help in gaining
customer loyalty.
Reasonable This recommendation enables Seagull in
developing a long run relationship with
consumers by eliminating potential risks and
challenges effectively.
Timescale 2 Months
5.4.3 Recommendation 3: Encourage open communication with consumers
Specific To encourage open communication with
consumers
Measurable The effectiveness of this recommendation can
be measured through consumers’ retention and
sales performance of Seagull. This
recommendation will help in building
54

transparency between consumers and managers
that increase the financial performance from
20% to 35%.
Achievable It can be achieved through implementing
effective communication media such as social
media and email for sharing information and
new ideas that also on productivity.
Reasonable Open communication at workplace reduces the
risk of failure and builds a strong relationship
with consumers. It enables Seagull to deliver
the project on time as per the demand and
requirement of consumers for progressive
development.
Timescale 1 week
55

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Appendix: Survey Questions
Questionnaire 1 2 3 4 5
Q1: Do you believe that customer satisfaction supports
Seagull Developer in achieving sustainable
development?
Q2: Do you think that service quality helps the company
in enhancing customer retention gradually?
Q3: Are you agreeing that work environment and safety
help in giving better customer experience?
Q4: Are you agreeing that quality assurance supports
companies in increasing their sales and financial
performance?
Q5: Do you think that perceived value is one of the
effective ways to upsurge customer retention?
Q6: How far are you agree that co-operation enables the
company in improving the quality of services and
products?
Q7: How far are you agreeing that skill employees help
in giving better customers experience?
1- Strongly Agree, 2 – Agree 3 – Neutral, 4- Disagree, 5 – Strongly Disagree
65