Impact of Customer Service on Satisfaction: Borahurst Limited, UK

This report critically analyzes customer satisfaction within the UK construction industry, specifically focusing on Borahurst Limited. It explores the significance of customer satisfaction in a competitive market, highlighting its role as a key differentiator for construction companies. The report investigates the concept of customer service response and its impact on satisfaction, identifying factors influencing customer perception. It presents a literature review, research methodology including research philosophy, design, approach, strategy, and data collection methods. The study uses both primary and secondary data sources. The report also includes a Gantt chart outlining the research project's objectives and timelines. The findings are based on a survey of employees at Borahurst Limited. Finally, the report aims to provide recommendations for Borahurst Limited to enhance customer satisfaction levels, offering insights into strategic improvements and sustainable business practices.

DISSERTATION

TABLE OF CONTENTS
CHAPTER 1- INTRODUCTION....................................................................................................1
Title..............................................................................................................................................1
Introduction..................................................................................................................................1
Rationale......................................................................................................................................2
Proposed literature sources for the selected topic........................................................................3
Detailed methodology proposal for the investigation..................................................................4
Gantt chart including research project objectives and time lines................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Introduction..................................................................................................................................7
Concept of response of customer service division and consumer satisfaction............................7
Brand image and client satisfaction.............................................................................................7
Competition.................................................................................................................................8
Factors affecting consumer satisfaction.......................................................................................8
Attributes of customer satisfaction in construction industry.......................................................9
Utilization of customer satisfaction information in construction business................................10
Factors that affect consumer satisfaction and impact on business in construction industry......10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
Introduction...............................................................................................................................16
Research philosophy..................................................................................................................16
Research design.........................................................................................................................17
Research approach.....................................................................................................................17
Research strategy.......................................................................................................................18
Data collection...........................................................................................................................18
Sampling....................................................................................................................................19
Ethical considerations................................................................................................................19
CHAPTER 4- DATA ANALYSES...............................................................................................20
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................30
Conclusion.................................................................................................................................30
Recommendations......................................................................................................................31
REFERENCES..............................................................................................................................34
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RESEARCH ETHICS CHECKLIST.............................................................................................38
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CHAPTER 1- INTRODUCTION
Title
To critically identify the response of customer service division and its impact on
customer satisfaction in construction industry: A study on Borahurst Limited, UK.
Introduction
In recent globalized and competitive business environment, the issue related to customer
satisfaction has become increased. Many of the industries have focus towards achieve the high
level of customer satisfaction by offering good quality of products and services to the consumers
(Phan and Nham, 2015). Customer satisfaction can be defined as the expression of happiness or a
positive feeling for a specific good or services from a business that feel by a services user during
the consumption or purchasing. This is the subjective approach that differs from person to
person.
In the context of construction industry, customer satisfaction is paying an important role.
In this sector, the competition is increasing with the alarming rate where greater attention
continuous takes place to meet the customer satisfaction at excellent level. This can be
considered as the USP of the construction companies that enable them to show their uniqueness
in the marketplace against the competitors so that the advantage related to sustainable business
can be taken (Huber and Herrmann, 2015).
Customer satisfaction is an issue because as per the study on construction industry of the
UK, it has found that sales and income of related companies have increased with the time. But on
the other hand, statistical data represents that customer satisfaction of the services users are
decreasing with the time because of delivery of improper quality services by the service
providers (Bansal and Taylor, 2015).
It is the issue now because from the research, it has been determined that there are several
factors that influence the customer satisfaction level towards the construction industry of the UK.
But with the application of different strategies, companies are trying to achieve the high
customer satisfaction level. So, at present analysis of analyze the factors that contributing in
customer satisfaction in construction industry or Borahurst Limited is taking into the
consideration (Eid, 2015).
In order to resolve the issue, the researcher will emphasize on different methods of
achieve a greater customer satisfaction level so that construction companies of the UK can take
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competitive advantages. Further, the investigation will shed light on those elements that have
influence the satisfaction level of the consumers (Kim, Vogt and Knutson, 2015).
Rationale
Customers are the assets of the organization, in the construction industry there is high
competition. In such competitive environment it is necessary to satisfy the clients so that
company can sustain in the corporate market for longer duration (Phan and Nham, 2015). There
are many factors that influence their mind such as quality, cost, speed etc. In the current era it is
an essential to satisfy its consumers thus, it is a burning issue so researcher has selected this
topic for the further study.
Scholar has interest in this subject matter that is another reason of choosing this topic.
Investigator has good experience in this field so individual is able to identify the causes that
affect consumers satisfaction in the construction industry. There are many researches have been
conducted on this topic by other scholars so there is good data available that can he;lp the
investigator in preparing a good dissertation (Phan and Nham, 2015).
Research aim
To critically analyze the factors that contribut in customer satisfaction in construction
industry: A study on Borahurst Limited, UK.
Research questions
1. What is the meaning of response of customer service division and its impact on customer
satisfaction for UK construction industry?
2. What strategies adopt by the UK construction companies to achieve the customer satisfaction
level?
3. What are the factors that give contribution in attaining a greater extent of customer
satisfaction level by the UK construction industry?
4. How to utilize customer satisfaction in Borahurst Limited?
5. How the high customer satisfaction level should be attaining by Borahurst Limited?
Research objectives
 To understand the concept of response of customer service division in construction
industry of the UK.
 To analysis Client-Satisfaction Factors in Borahurst Limited.
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 To identify attributes of customer satisfaction in construction industry.
 To explain the utilization of customer satisfaction information by Borahurst Limited in
construction business.
 To suggest some ways by which Borahurst Limited can improve a excellent customer
satisfaction level in the business.
Proposed literature sources for the selected topic
To carry out the following research as per the stated aim and objectives, the researcher
will use different previous literature sources to gather the relevant information (Phan and Nham,
2015). The aim of doing this is to attain the research objective and get the solutions of research
questions in an effective manner. In this context, proposed literature sources for the selected
dissertation topic are as follows:
Author (S) Title Brief explanation
Sami Kärnä, Juha-
Matti Junnonen and
Jouko Kankainen,
2010
CUSTOMER SATISFACTION IN
CONSTRUCTION
The following paper examines
empirically performance of
Finnish construction companies
on the basis of the customer
satisfaction. It has also
demonstrated the main
customer satisfaction factors
that affect the business of
construction company
Ahmed, S. and
Kangari, R., 1995
Analysis of Client-Satisfaction Factors in
Construction Industry
The paper reflects on analyze
those factors that affect the
customer satisfaction level of
clients of construction
companies.
Sami Kärnä, 2009 CONCEPTS AND ATTRIBUTES OF
CUSTOMER SATISFACTION IN
CONSTRUCTION
The following paper provides
better understanding and
knowledge of customer
satisfaction and it examines
widely the concept and of
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attributes of customer
satisfaction in construction.
Sami Kärnä and Veli-
Matti Sorvala, 2012
Factor-specific approach to customer
satisfaction with construction
This paper examines customer
satisfaction through factor
analysis. The purpose of this
paper is to explore empirically
contractor’s performance as
perceived by customers.
Detailed methodology proposal for the investigation
For the present dissertation, the researcher will use different research methodologies in
order to attain the research objectives which are as follows:
Research philosophy: It is used to prepare a research background, knowledge and nature
of the research. It can be considered as a broader framework for the investigation that contains
the combination of various beliefs, assumptions, understanding of various theories etc (Creswell,
2013). This shows the relationship between the research questions and major objectives of the
study. There are two types of research philosophies: positivism and interpretivism. For the
present differentiation topic, the researcher will use the combination of both frameworks. The
positivism research philosophy will focus over the objectivity of the research rather than the
subjectivity. In this context, the scholar will collect the information by large employees’ sample
of Borahurst Limited (Daniel and Sam, 2011). Along with this, interpretivism approach will
emphasize over some values and beliefs that will provide a clear justification regarding the
research problem. In this, the investigator will obtain the several facts and figures about facts that
influence customer satisfaction level in Borahurst Limited.
Research design: It is a systematic plan that uses to resolve the research problem in a
logical manner. It delivers the complete research structure and framework that helps in analyzes
the research objective with the aim of answering the research questions (Gay, Mills and Airasian,
2011). There are three types of research design; descriptive, exploratory and cause and effect.
For the present investigation, the researcher will use exploratory research design. The reason of
selecting the following framework is it will provide the assistance to the scholar to gain
background information about the use of customer satisfaction information in the construction
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business by Borahurst Limited. It will also very helpful to determine the factors that can
influence the customer satisfaction level (Fiegen, 2010). So, with the help of exploratory
research design, the researcher will define the importance of customer satisfaction in the
construction businesses of the UK.
Research approach: It is a method that assists the researcher to develop new theories and
knowledge so that the overall understanding about the subject can be increased (Flick, 2011). In
the context of the present investigation, the scholar will use deductive research approach. The
reason of selecting this concept is the entire study will start with the general discussion on
customer satisfaction and end over the main theme of the investigation. With the help of this, the
investigator will evaluate the important of customer satisfaction information for the success of
the business of Borahurst Limited (Kriz, Gummesson and Quazi, 2013).
Research strategy: For the present investigation, the researcher will use qualitative
research strategy. Under this technique, the scholar will focus on the sample employees of
Borahurst Limited. For this, a structured questionnaire will prepare that help in determining the
factors which affect or influence the customer satisfaction level (McMillan and Schumacher,
2014).
Data collection: The researcher will collect the data from both primary and secondary
sources. In the primary source of information, a structured questionnaire will develop that will
contain the questions related to customer satisfaction (Kumar, 2014). This method will help the
researcher to find out the customer satisfaction influencing factors in the context of Borahurst
Limited. On the other hand, in the terms of secondary source of information, the scholar will use
annual reports, journals, articles and new letters, websites, online data, internet, online research
articles, books and libraries etc. These all sources will assist the investigator to gain the
important information regarding customer satisfaction level (Creswell, 2013).
Sampling: For the present study, the researcher will use purposive sampling in which
respondents will be employees of customer relationship department of Borahurst Limited. The
reason of selecting this is it will help the scholar to get the solution of the research questions in
an appropriate manner. The sample size for the investigation will be 5 employees of Borahurst
Limited who are working at the position of customer relationship management (Flick, 2011).
Separate research methodology back up plan
Research methodologies Suitable method
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Research approach Inductive
Research philosophy Positivism
Research design Descriptive
Research type Qualitative and quantitative
Data collection Primary or secondary
Sampling Random sampling
Gantt chart including research project objectives and time lines
Task / Duration in week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Selection of research project
Research proposal formulation
Determining research aim and
objectives
Review of literature
Primary research
Data analysis
Interpretation ad evaluation of
findings and results
Conclusion and
recommendations
Draft submission
Making changes as per the
feedback comments
Final Submission
From the Gantt chart it can be described that researcher will have to select the research
topic first that would take 2 weeks. After that scholar will have to prepare proposal formulation
and it will also take almost 2 weeks (Phan and Nham, 2015). Furthermore, individual will heave
to determine the aim and objective of study so that it can start the theses. It will take time of 1
week and it will start in the 3rd week. After that individual will review the literature that would
help in understanding the topic and background of the study. In the next phase investigator will
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prepare questionnaire or primary research so that practical information can be gathered. After
that researcher will analyse the data. In the next stage individual will interpret the finding and
will draw a conclusion. Final submission will in taken place in the end stage when final
dissertation will get prepared.
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CHAPTER 2: LITERATURE REVIEW
Introduction
This can be determined as an important part which help know the different aspects of
research done by diverse researchers on similar topics. This part will help in understand the
concept more clearly and to come up with appropriate outcome for the research objectives and
aim (Phan and Nham, 2015).
Concept of response of customer service division and consumer satisfaction
As per Harrington, Voehl and Wiggin, 2011 “client gratification can be determined as
satisfying the factors that makes the customers motivated and boosted up” (Harrington, Voehl
and Wiggin, 2011). There are certain set of expectations that they have towards the services that
they use. When there are fulfilled, then service users get satisfied. In this context, it essential for
the organization to understand the needs and requirement of customers. Accordingly, services
should be delivered that will help to attract more and more customers. Hoonakker, Carayon and
Loushine, 2010 “there are many companies that deliver their customers with similar products and
services” (Hoonakker, Carayon and Loushine, 2010). In this context, companies make sure that
effective strategies are used so that they attain competitive advantage.
Brand image and client satisfaction
Consumers can get moved to other brand easily if organizations do not provide them
satisfactory services. Thus, it is very important to pay focus on the needs and requirements of the
clients and provide them quality services as per their requirements. It can be beneficial for the
construction firms in enhancing satisfaction level of the customers. Apart from this it is great tool
that make people loyal and help in gaining competitive advantage to the corporation. In
construction industry, customers satisfaction are measured in different aspect, in which people
get satisfaction then all their requirements are fulfilled. Presley and Meade, 2010 stated that
“proper evaluation should be made so that they will be able to understand the areas when they
are fulfilled, then who they get satisfied” (Presley and Meade, 2010). However, satisfaction can
be determined as an essential factors which is helpful to develop strong relationship and
construction process. On other hand it can be critically evaluated that brand image does not
impact a lot because if small firm is providing satisfactory services to clients then individual will
be satisfied and big firms charge high amount that demotivates the person. So consumers needs
satisfactory services and brand image does not impact on their satisfaction level.
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Competition
There is high competition that industry face and they all make use of strategies that are
helpful enough to attract more and more customers. When relationship is developed, then it
requires the management to make sure that all the needs are listed out and work is performed as
their expectation (Harrington, Voehl and Wiggin, 2012). When expectations are not met, then
this causes negative impact over the organization. To survive in the competitive era for longer
duration firms have to satisfy their clients, it is possible by building strong relationship with
them.
Other factors affecting consumer satisfaction
According to Pekuri, Haapasalo and Herrala, 2011 “customer satisfaction is the most
important factor in construction in which that makes the organization differentiate from others
and it also helps to develop sustainable advantages” (Pekuri, Haapasalo and Herrala, 2011). It is
essential for the firm in construction industry to identify the main subjects and to fulfil them. In
other words, customers can be determined as the owner of the project. When construction is
planned, then it is termed to be a project that the organization has to achieved. In the project,
customers play main part as they are the one what come up with the idea for developing the
project and construction organization will understand the requirement and worker according
(Hoonakker, Carayon and Loushine, 2010). When all the requirements are satisfied, then it
enables to satisfy service users. On the other hand, if the services provided by cited firm is
beyond the expectation, then it enables to make customers loyal. In this context, it can be stated
that organization needs to understand the requirement and make sure that all the listed out
requirements are satisfied. As per Eriksson and Westerberg, 2011 “customers are the buyer of
products and services so it should be delivered effectively by considering all the factors with the
help of which high quality services are provided” (Eriksson and Westerberg, 2011). It is found
that consumers want to get satisfactory services but if organizations do not provide these services
then they get negative towards the brand. For that it is necessary hat firms concentrate on their
needs and provide them product as per their requirements. There are different ways through
which customers requirements can be identified. In this context, one of the effective way is to
have proper communication. In order to complete the project, it requires time and at each step
there is proper plan that is developed and at each step it essential to have proper suggestions that
has to be taken from customers so that complete project can be developed effectively and
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