Uber: Customer Satisfaction, Digital Skills, and Growth

This report, titled "To identify the impact of customer satisfaction on organisational growth and profitability," investigates the relationship between customer satisfaction, digital skills, and the success of Uber. The research aims to understand customer satisfaction, analyze the importance of digital skills for employees, and examine the link between digitalization and customer satisfaction. The report includes a literature review covering customer satisfaction concepts, the importance of digital skills, and the impact of digitalization. The methodology employed is quantitative, using a questionnaire to collect primary data from a sample of 50 people. The findings reveal that most respondents understand customer satisfaction and recognize the impact of digital skills. Training sessions are identified as the best way to enhance workforce digital skills. The research identifies limitations, such as funding and time constraints, and offers recommendations for future studies. Ethical considerations are also addressed. Overall, the report highlights the crucial role of customer satisfaction and digital skills in driving Uber's growth and profitability.

Relevant and appropriate
workplace topic showing evidence
of a use of a range of research
methodology

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature review: ............................................................................................................................2
Concept of customer satisfaction................................................................................................2
Importance of digital skills of employees to achieve customer satisfaction and high profit......2
Relationship between digitalisation and customer satisfaction...................................................3
Research methodology.....................................................................................................................3
Findings, analysis and discussions .................................................................................................4
Limitations of research....................................................................................................................9
Recommendation for future research ..............................................................................................9
Ethical considerations....................................................................................................................10
CONCLUSION..............................................................................................................................10
.......................................................................................................................................................10
REFERENCES..............................................................................................................................11

Title: “To identify the impact of customer satisfaction on organisational growth and
profitability”. A study on Uber.
INTRODUCTION
Customer satisfaction is a measure of services and products which are offered by
companies to surpass the expectation of customers. It defines the fulfilment which consumers
drive by doing business with an organisation. A firm can calculate its customer's satisfaction
with the help of CSAT score. This score is the average rating of customer responses towards
services and product offered by a company (Hill and Brierley, 2017). Chosen company for this
research is Uber which is a US based transport network company situated in San Francisco,
California. Company offers services such as peer to peer ride sharing, food delivery, service
hailing etc. at present company is successfully operating at more than 780 metropolitan area. To
access the platforms of Uber, customers can take the help of website and mobile application.
In this regard, it is essential for the workforce in Uber to be digitally skilled so that all
business activities and operations can be managed desirably. This research will helps in
acknowledging the influence of customer satisfaction on growth and profitability of organisation.
Also, it will address the importance of digital skills in satisfying the expectation of customers.
Aim: “To identify the impact of digital skills on customer satisfaction to achieve organisational
growth and profitability”. A study on Uber.
Objectives:
 To understand the concept of customer satisfaction.
 To analyse the importance of digital skills of employees to achieve customer satisfaction
and high profit.
 To understand the relationship between digital advancement and customer satisfaction.
Questions:
 Do you understand the concept of customer satisfaction?
 What is the importance of digital skills of employees to achieve customer satisfaction
and high profit?
 What is the relationship between digitalisation and customer satisfaction?
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Literature review:
Literature review is a type of scholarly article or paper which involves the current
knowledge, findings, methodological and theoretical contributions regarding a specific topic.
Literature review will benefits in understanding different aspects such Uber and customer
satisfaction along with digital skills of employees in an appropriate manner.
Concept of customer satisfaction
According to Bernazzani, S., 2019, Customer satisfaction is a measure which is used to
quantify the degree up to which a customer is happy with the service, experiences and products
of a company. To attain high customer satisfaction, employees in Uber needs to build good
relationship with customers by satisfying their needs and desires in an appropriate manner.
Customer satisfaction is considered as an element of customer's expectation.
According to Rajeev, M., 2019, Customer satisfaction helps in identifying the purchasing
indentations and loyalty of customers towards concerned company. To attain this satisfaction,
employees in Uber are required to respond towards the grievances and queries of customers in a
timely manner along with providing them standardised service and care.
Importance of digital skills of employees to achieve customer satisfaction and high profit
Digital skills are those capabilities which are associated with being digitally literate. Any
work which is carried out by an individual with the help of computer defined the digital skill of
that person. As per the opinion of Berardi, I., 2017, digital skills includes sending a text message,
direct message, Email, developing codes and language etc. in case of Uber, employees are
required to have good digital skills. This is because Uber is a network transport company, where
visits and rides are booked by employees through digital media, website and mobile application.
Beside this, customer also share their grievances and issues by posting their perception on
official website of company. Addressing their queries and problems required digital knowledge
and skills. If employees will be familiar with digital knowledge they will be able to meet the
expectations of customers in a timely manner by giving them desired response. Due to this
satisfaction level of customer towards the services of Uber will increase. This will benefits Uber
in achieving high growth and profitability.
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Relationship between digitalisation and customer satisfaction
As per the perception of Hodson, R., 2018, Digitalisation is a positive force which helps
in brining efficiency and effectiveness within the organisation. Digital advancement is referred to
the advancement in technology from analog and mechanical devices to digital technology. The
main aspect behind digitalisation is internet. As people are getting advanced, their needs and
desires are also enhancing. In return of money, customers prefer standardised services. If a firm
is not able to satisfy the desire of clients, they change their preference towards products and
services of other company.
In case of Uber, most of the business operations and activities are performed with the
help of digital media and internet such as bookings for rides, solving queries of customers,
providing discounts and offer to loyal clients etc. if company will not be digitally advanced then
it will became difficult for employees in Uber to fulfil the expectations of customers. This will
reduce their satisfaction level regarding services of company (Coleman, 2013). If employees will
be digitally skilled and advanced technology will be used in company, then expectation, issues
and desires of customers can be measured in a proper manner.
Research methodology
Research methodology is defined as a systematic plan that helps in conducting research
in an organised way. It is a strategy which outlines the manner in which a research will be
performed with the help of different methods. In general, there are two research methodologies
i.e. Qualitative and quantitative method which are mentioned below:
 Qualitative research: It is a primarily exploratory research which is used to
acknowledge underlying opinions, motivations and reasons. It helps in formulation of
hypothesis so that research can be carried out desirably. It involves individual interviews,
focus groups and observations (Hennig-Thurau and Hansen, 2013).
 Quantitative research: It helps in quantifying problem with the help of statistics and
numeric data. This research methodology is used to quantify behaviour, attitude, opinions
of people and generalise results from large sample population. These methods include
online, mobile and paper surveys, face to face interview, telephonic interview etc.
For this particular research, the researcher is going to use quantitative methodology so
that all the gathered information can be interpreted in the form of statistics and numeric data.
This will helps in enhancing the effectiveness of research.
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Population: It is defined as total number of individuals which inhabits a region, country
or entire world.
Sample: As Entire population is large in number, it is not possible to include the
perception of each and every individual. While carrying out research, a group of people is chosen
at random basis. This group is called as a sample. For this research, taken sample is 50 people.
Sample frame: It is the source device or material from which the required sample is
taken. It will involve list of all employees, customers, or other individuals which can be taken as
a sample for concerned study (Saeidi and et. al., 2015).
Data collection method: In general, there are two methods to collect data i.e. primary
and secondary method. In primary method, fresh data is gathered with the help of interviews,
questionnaire, observations etc. In secondary method, data which is already used or published in
any book, magazine or online journal is taken (Vamsi Krishna Jasti and Kodali, 2014). Here,
data is collected with the help of internet, books, journals, magazines and governmental
agencies. For this research, questionnaire is used to collect primary data. Books and journals are
used to collect secondary data.
Findings, analysis and discussions
Data analysis: It is the procedure of cleansing, modelling, inspecting and transforming
data so that useful information can be gathered in an organised manner.
Questionnaire
Q1. Do you understand the concept of consumer satisfaction?
 Yes
 No
Q2. Do you think digital skills of employees impacts on customer satisfaction?
 Yes
 No
Q3. What is the main advantage to Uber of achieving high customer satisfaction?
 Enhanced revenue
 High profitability
 Increased market reputation
Q4. What are the ways by which digital skills of workforce can be enhanced?
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 High investment in digitalisation
 Training sessions
Q5. What can be the potential barrier faced by employees of Uber in satisfying customers
desirably?
 Lack of interest
 Lack of training
 Shortage of advanced technology
Q6. Recommend ways by which employees in Uber can satisfy customers in a more proper
manner...
Data interpretation
Theme 1: Concept of consumer satisfaction
Q1. Do you understand the concept of consumer satisfaction? Frequency
a) Yes 40
b) No 10
5
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency

Interpretation: From above mentioned graph, it is interpreted that out of total 50
people, 40 individuals are aware about the concept of consumer satisfaction whereas other 10
individuals have no idea about it.
Theme 2: Impact of digital skills on customer satisfaction
Q2. Do you think digital skills of employees impacts on customer
satisfaction?
Frequency
a) Yes 42
b) No 8
Interpretation: From above depicted picture, it is stated that out of 50 respondents, 42
people agrees that digital skill of workers impact customer satisfaction. Remaining 8 people do
not believe in this fact.
Theme 3: Advantage to Uber of achieving high customer satisfaction
Q3. What is the main advantage to Uber of achieving high customer
satisfaction?
Frequency
6
a) Yes b) No
0
5
10
15
20
25
30
35
40
45 42
8
Frequency

a) Enhanced revenue 25
b) High profitability 15
c) Increased market reputation 10
Interpretation: From above shown picture, it can be interpreted that out of 50 people, 25
people think high customer satisfaction will result in enhancing revenue, 15 believe in high
profitability and other 10 people think market reputation will increase.
Theme 4: Ways to increase digital skills of workforce
Q4. What are the ways by which digital skills of workforce can be
enhanced?
Frequency
a) High investment in digitalisation 15
b) Training sessions 35
7
a) Enhanced revenue
b) High profitability
c) Increased market reputation
0
5
10
15
20
25
25
15
10 Frequency

Interpretation: Above depicted graph shows that out of 50 individuals, 15 people thinks
high investment in digitalisation will increase digital skill of employees whereas remaining 35
people consider training session as best option.
Theme 5: Potential barrier faced by employees of Uber in satisfying customers
Q5. What can be the potential barrier faced by employees of Uber
in satisfying customers desirably?
Frequency
a) Lack of interest 30
b) Lack of training 10
c) Shortage of advanced technology 10
8
a) High investment in digitalisation b) Training sessions
0
5
10
15
20
25
30
35
15
35
Frequency

Interpretation: Above mentioned graph denotes that out of 50 respondents, 30 people
think lack of interest can be a barrier. Other 10 people think lack of training is the reason
whereas remaining 10 people believe potential barrier can be shortage of advanced technology.
Limitations of research
While carrying out this research, there are some limitations faced by researcher. On of
them is shortage of funds and capital due to which it became difficult to gather opinion of large
number of respondents. Other limitation is lack of time due to which carrying out research in a
systematic and organised way became difficult.
Recommendation for future research
There are some recommendations that can help in carrying out future research desirably.
Some of these are mentioned below:
 To manage time it is recommended that an appropriate time schedule can be prepared.
Due to which all activities will be accomplished in a timely and organised manner.
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a) Lack of interest
b) Lack of training
c) Shortage of advanced technology
0
5
10
15
20
25
30
30
10 10 Frequency

 For overcoming financial issues, it is recommended that help form family and friends can
be taken. So that research actives can be preformed precisely.
Ethical considerations
There are some ethical considerations which are required to be followed by researcher so
that research can take place in an ethical way. Researcher is required to have informed consent of
respondents, researcher is needed to ask those questions which do not harm respondents in any
way. Beside it, respect for confidentiality, privacy and anonymity must be maintained. If any of
the mentioned aspect is missing, then the concerned research will be considered unethical (Orel
and Kara, 2014).
CONCLUSION
From above mentioned research, it can be stated that in order to satisfy customers,
employees in an organisation require digital skills. Due to this, all the work can be performed in
a timely and organised manner. High customer satisfaction will results in increased revenue,
profit and brand reputation. To enhance digital skills, employees can be given proper training
and guidance. There are some barriers in achieving high customer satisfaction such as lack of
interest and training, shortage of advanced technology which can be overcome with the help of
strategies and planning.
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REFERENCES
Books and Journals
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
Hennig-Thurau, T. and Hansen, U. eds., 2013. Relationship marketing: Gaining competitive
advantage through customer satisfaction and customer retention. Springer Science &
Business Media.
Saeidi, S.P. And et. al., 2015. How does corporate social responsibility contribute to firm
financial performance? The mediating role of competitive advantage, reputation, and
customer satisfaction. Journal of business research. 68(2). pp.341-350.
Orel, F. D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and
Consumer Services. 21(2). pp.118-129.
Vamsi Krishna Jasti, N. and Kodali, R., 2014. A literature review of empirical research
methodology in lean manufacturing. International Journal of Operations & Production
Management. 34(8). pp.1080-1122.
Coleman, R. ed., 2013. Deleuze and research methodologies. Edinburgh University Press.
Online
What is customer satisfaction. 2019. [Online]. Available through:
<https://blog.hubspot.com/service/what-is-customer-satisfaction>
What is customer satisfaction. 2019. [Online]. Available through:
<https://www.freshworks.com/freshcaller-cloud-pbx/call-center-software/customer-satisfaction-
definition-blog/>
Digital skills vs digital literacy. 2017. [Online]. Available through:
<https://www.teachaway.com/blog/digital-skills-vs-digital-literacy-whats-difference>
Digital revolution. 2018. [Online]. Available through: <https://www.nature.com/articles/d41586-
018-07500-z>
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