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
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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