Customer Satisfaction at EE: A Comprehensive Report

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CUSTOMER SATISFACTION AT EE
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Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
CUSTOMER SATISFACTION AND LOYALTY IN EE COMMUNITY...............................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Han and Hyun (2015), states that it becomes essential for the companies involved in the service
sector to develop strong service to the customers for attracting new customers as well as
retaining existing customers. The companies can only survive if they were able to satisfy the
needs of the customers. Based on the research of Hussain et al., (2015), even the company uses
customer satisfaction as a tool to gain a competitive advantage over its competitors. The EE
community’s services started even before contact with potential customers. The company
believes that they can maintain their effectiveness only when the customers are satisfied. The
service companies believe that in order to maintain a long-term relationship with the customers
they must be satisfied. In the EE also customer looks for the trust, satisfaction, commitment
and perceived value are the important determinants to maintain customer loyalty.
LITERATURE REVIEW
Hill and Brierley (2017), defines customer satisfaction as the measure to calculate the customer
experience derived from products or services. The customer expects some return in exchange
of price paid to the company if the expectations are not met by the company the customer
becomes dissatisfied and will never come again. According to Hill and Alexander (2017),
customer loyalty can be said as the extent to which the customer purchases the services from
the company. They are not willing to switch over another competitive brand.
CUSTOMER SATISFACTION AND LOYALTY IN EE COMMUNITY
According to Izogo and Ogba (2015), the EE community's strategies focus on gaining customer
satisfaction because a satisfied customer is likely to become a loyal customer and will more
contribute in the profitability of the company. The customer loyalty provides a favorable
atmosphere for the company and it helps in reducing the operating and marketing cost because
the customers develop an emotional attachment with the company and have a favorable
attitude towards a service provider. For the EE, customer acquisition is more costly as
compared to customer retention. The process of customer retention is a simple and easy
process for expanding the business of EE. Therefore in order to retain the customers, the
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company must meet the expectations and needs of the customers. In addition to this Kasiri et
al., (2017), also states that the company is not providing the services with the first contact of
the customers but it also focuses on concern or complaints related to the network, device,
online safety, and others. The company provides its services 24 hours a day and the customer
gets the answers without having the conversation with the service provider.
Chung et al., (2015), believes that in the service industry, positive word-of-mouth is the best
tool of advertising and is the driver of the business. It is very rare in the service industry to find
the clients that direct contact with the service provider for their problems and such customers
create negative word-of-mouth and recommendations in a negative way that damage the
image and reputation of the company in front of the potential customers. Therefore to avoid
this situation the company continuously interacts with the customers even after providing
services in order to make the customer satisfied. The company uses the strategy to improve
customer feedback as a happy customer will more likely to recommend the service to his friend
or family members (Xu et al., 2015).
On the contradiction to this Bijmolt and Verhoef (2017), the main challenge that the company
faces in the service industry is to maintain the quality of service which is the main element of
customer satisfaction. The company must meet the expectations of its stakeholders because a
stakeholder is one who pays for the services provided to him. The quality of services is difficult
to maintain due to its intangible characteristics such as security, credibility, reliability,
competencies, and responsiveness, etc. Further, the services have the following four unique
features such as intangibility, heterogeneity, perishability, and inseparability. The customer
service in the EE is a dynamic interactive process which requires continuous improvement to
make them satisfied. The success of the EE depends on the consistent quality as well as
innovative strategies to provide better customer services to make the customer satisfied and
loyal.
The EE community also develops an approach to measure and collect the record of customer
satisfaction to gain the knowledge, behaviors, and expectations from the company. The
company does not measure satisfaction because of achieving some percentage for the purpose
of showing off. But it is the best approach to understand what the customer seeks in the
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services that make them happy and what displeases them and generates dissatisfaction
(Pantano and Viassone, 2015).
Further, Premkumar and Rajan (2017), they say that challenges faced by the EE community in
delivering high quality of service are to understand the changing and different expectations of
the customers. There are some services that require some basic services but EE has to focus on
the needs, expectations, and preferences to offer the services as required by its clients. The
second challenge faced by the company is to reach its target customers. The company has to
invest in different media such as phones, emails, print media, social media and many more for
advertising its services. Further, it has to design and develop the message according to media
which again requires different competent personnel to deliver the quality services matching
with the customer expectations. Consistency is another challenge faced by the company
because it is probably difficult to achieve. But to overcome this challenge the company
develops policies for delivering outstanding customer service and the company also ensures
that all the employees are aware of these policies and they must strictly implement these
strategies to make the customer satisfied with consistent policies (Alnaser et al., 2018).
CONCLUSION
The major element contributing to the success of the EE community is customer satisfaction
and a large number of loyal customers. The studies by different researcher show the
importance and the challenges faced by the community to make the customer satisfied and
loyal. The strategies used by the EE are based on the customer-centric approaches to make
them satisfied.
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REFERENCES
 Alnaser, F., Ghani, M. and Rahi, S., 2018. Service quality in Islamic banks: The role of
PAKSERV model, customer satisfaction and customer loyalty. Accounting, 4(2), pp.63-72.
 Bijmolt, T.H., and Verhoef, P.C., 2017. Loyalty Programs: Current Insights, Research
Challenges, and Emerging Trends. In Handbook of Marketing Decision Models (pp. 143-
165). Springer, Cham.
 Chung, K.H., Yu, J.E., Choi, M.G. and Shin, J.I., 2015. The effects of CSR on customer
satisfaction and loyalty in China: the moderating role of corporate image. Journal of
Economics, Business, and Management, 3(5), pp.542-547.
 Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry:
Impact of quality, satisfaction, trust, and price reasonableness. Tourism
Management, 46, pp.20-29.
 Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
 Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
 Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer
satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport
Management, 42, pp.167-175.
 Izogo, E.E. and Ogba, I.E., 2015. Service quality, customer satisfaction and loyalty in the
automobile repair services sector. International Journal of Quality & Reliability
Management, 32(3), pp.250-269.
 Kasiri, L.A., Cheng, K.T.G., Sambasivan, M. and Sidin, S.M., 2017. Integration of
standardization and customization: Impact on service quality, customer satisfaction, and
loyalty. Journal of Retailing and Consumer Services, 35, pp.91-97.
 Pantano, E. and Viassone, M., 2015. Engaging consumers on new integrated
multichannel retail settings: Challenges for retailers. Journal of Retailing and Consumer
Services, 25, pp.106-114.
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 Premkumar, G. and Rajan, J., 2017. Customer Retention in Mobile Telecom Service
Market in India: Opportunities and Challenges. Ushus-Journal of Business
Management, 12(2), pp.17-29.
 Xu, C., Peak, D. and Prybutok, V., 2015. A customer value, satisfaction, and loyalty
perspective of mobile application recommendations. Decision Support Systems, 79,
pp.171-183.
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