Analyzing Customer Engagement Through Service Quality at 'The Works'

This case study investigates the impact of customer service quality on customer engagement and satisfaction within 'The Works', a retail shop in Kingston upon Thames. The study uses a questionnaire to gather customer feedback on various aspects of service, including staff willingness to help, knowledge, timeliness, politeness, and appearance. The findings indicate that staff willingness to help and appearance are key factors influencing customer experience. The discussion highlights the importance of building strong customer relationships in a competitive market and the positive impact of service quality on customer satisfaction and loyalty. The total engagement model, which aligns employees, customers, brand advertising, organizational culture, customer experience, and customer value proposition, is presented as a framework for creating engaged customers. The conclusion emphasizes the need for companies to focus on high service quality to enhance customer behavior, boost sales, strengthen brand image, and eliminate barriers to buying, ultimately contributing to increased customer engagement and business performance. The study also recommends that companies understand customer needs and respond quickly to inquiries to improve reputation and provide excellent service quality.

The impact of customer service quality on
customer engagement through customer
satisfaction: a case study in a retail shop
“The Works” in Kingston upon Thames

Table of Contents
1. ANALYSIS AND FINDINGS....................................................................................................3
QUESTIONNAIRE.....................................................................................................................3
2. DISCUSSION..............................................................................................................................7
3. CONCLUSION..........................................................................................................................10
REFERENCES..............................................................................................................................12

1. ANALYSIS AND FINDINGS
QUESTIONNAIRE
Q1 Please state your age (optional):
18 to 35
36 to 50
51 to 65
Over 65
Q1 Please state your age (optional): Frequency
18 to 35 16
36 to 50 11
51 to 65 15
Over 65 8
Interpretation: As per the gathered piece of information it is interpreted that there are
total 50 respondents. Out of these respondents 16 respondents have answered that they belong
from the age group of 18 to 35. Another 11 respondents have answered that they are in the age
group of 36-50. The other 15 respondents have said that they are of 51-65 age and the rest 8
respondents have said that they are above age of 65.
Q2 How do you classify your experience in the shop? Tick the box below
S
a
t
i
s
f
i
e
d

D
i
s
s
a
t
i
s
f
i
e
d
5 4 3 2 1
a) Staff willingness to help: ✓
b) The staff respond knowledgeable
to the requests:
✓
c) The staff provided service on time: ✓
d) The staff is polite, positive,
and enthusiastic:
✓
e) The appearance of the staff: ✓
Interpretation: With the above gathered data it is being analysed that staff willingness to
help and the appearance of the staff is one of the main experience of the customers within the
shop.
Q3 Using the provided options above in Q3 (a, b, c, d, e), rank them in boxes below:
Very important
Fairly Important
Important

Slightly important
Less important
Q3 Using the provided options above in Q2 (a, b, c, d, e), rank
them in boxes below:
Frequency
Very important 30
Fairly Important 5
Important 5
Slightly important 5
Less important 5
Interpretation: According to the above question 2, it has been determined that staff
willingness to help is a biggest experience of customers. For this statement majority of
participants are agreed with very important.
Q4 How likely is it that you would recommend this company to friends or colleagues?
Tick the box below:
Extremely
likely
Not at all
likely
5 4 3 2 1 0
✓
Interpretation: From the above mentioned table or information, it has been interpreted that most
50 respondents are extremely likely to recommended The Works to their friends or colleagues.
Q5 How likely is it to leave feedback to the company to improve its service quality?
Tick the box below:
Extremely
likely
Not at all

likely
5 4 3 2 1 0
✓
Interpretation: From the above mentioned table, it has been interpreted that most of the
participants are not likely to leave feedback to the company to improve its service quality.
Q6 How likely is it that you would participate in the referral program?
“Referral program” is a program that incentivises customers to recommend the
company and receive a reward voucher in return.
Tick the box below:
Extremely
likely
Not at all
likely
5 4 3 2 1 0
✓
Interpretation: From the above mentioned table or information, it has been interpreted
that referral program is a type of program that incentivises customers to recommend the
company. For this statement, 50 out of 50 respondents are extremely likely to participate in the
referral program. Along with this, it is important for company to provide reward voucher to their
customers that resulted in higher customer base.
Q7 Would you like to add anything else? (optional)
Interpretation: It is important for The Works to improve customer satisfaction because
this helps them in increasing their sales and profitability. Higher customer satisfaction is also
beneficial for the company in increasing their customer engagement and business performance.
There are some recommendations to the The Works about how to increase customer satisfaction.
These ways are providence of quality products or services, use penetration strategy and many
others.

2. DISCUSSION
As per the assembled piece of information in the section of literature review through
journals, articles, newspapers, books, publications and many more it is analysed that
requirements and needs of the customers are ever-changing, increasing level of competition and
many more. This creates need of building stronger and greater relationship with customers for
maintaining good position in the market. Engaging with customers on a personal level is quite
essential and crucial of any organisation. There are two essential focuses in relation to customer
engagement. The first one gives more importance to behavioural and psychological elements of
customer engagement. The second one gives more significant to how consumers make value for
a brand and firm. Brand experience and customer service quality has positive impact over
customer satisfaction because it helps company in building more developed position in the
market. Service quality holds great importance and directly connected to the customer
satisfaction. On the other hand, service quality indirectly impacts customer loyalty and customer
engagement (Chang and et. al., 2021). Generally, service quality in two significant philosophies
which are: European philosophy and the USA philosophy.
As per the European philosophy, consumers analyse service quality dependent upon the
degree through service meets expectations of the customers and perceptions of customers of
delivery and production. On the other hand, as per the USA philosophy service quality is
determined by five important dimensions which are: empathy, reliability, assurance, tangibles
and responsiveness. It is seen as the difference between expectations of customer service and
actual service performance. Managing and arranging service quality has great contribution in
repeating sales, as it positively influences future buying decisions of the customers and
increasing the market share to focus on customer satisfaction for promoting customer
engagement. Commitment of customers to again visit to the store or outlet is known as customer
loyalty and this ultimately shows that customers would return to the organisation in any situation
or circumstance. Customer loyalty can also be seen when customers purchase products and
recommend it to other customers about the brand. This helps in attracting large number of
customers and make them to refuse products and services of the competitors. The total
engagement model assists in aligning important elements to create engaged consumers. This is
the model which clearly outlines connection between the employees, customers, brand
advertising, organisational culture, customer experience and customer value proposition. The

systematic implementation and execution of the total engagement model is needed for creating
engaged consumers for the organisation as well as increasing consumer consideration, loyalty,
sales and repurchase rates (Prentice, Weaven and Wong, 2020).
Customer value proposition is defined as the breakout point between expectations of
customers and taken out value from the company. It generally starts with the vision of the
organisation and proper planned customer experience. This clearly reflects the organisation's
business strategy. On the other hand, the company's delivered value is the reason why consumers
purchase from that specific company over the other competitors. It is a strategic tool that assists
in communication of a company's ability of sharing resources and offering a great platform for
reaching out prospective and targeted customers. The present research is based upon Works
Company which is popular as retailer providing high quality and great value commodities and
products. Some of the targeted customers are: books, crafts, family gifts and many more
(Panjaitan and Panjaitan, 2021).
Brand advertising is another connection between the organisation and consumers. As this
simply assists in everyday and constant communication (Hapsari, Hussein and Handrito, 2020).
As per the preferences and needs of the consumers, retailers align the different marketing
strategies through special pricing and many other supporting activities for fulfilling the demands
of the customers. The Works company restocks its significant zones as per the demands of the
customers. On special occasions, organisation provides special offers for making events
important. Organisational culture is the other important element that connects an organisation
with its every employee. The Works is the company that depends upon its employees. So,
company gives inclusive and friendly environment to employees so that they can also contribute
in customer satisfaction as well as customer loyalty (Behnam and et. al., 2021).
The fourth element which is customer experience is the outcome of interaction and
communication between employees and customers. The employees who work at the front of
stores have major and significant impact over customer experience. This helps customers to
remain connected with the organisation and make themselves satisfied with the products and
services of the organisation (Barari and et. al., 2021). The sales assistants in the shops and stores
have great impact over the customer engagement, satisfaction and experience. It is quite essential
for surviving in the competitive marketplace. The total customer engagement model gives great
importance to customer value proposition. The provided four dimensions are: company

perspective, customer perspective, context perspective and co-creation perspective. These
dimensions have great significance have great importance in engaging the large number of
customers and also known as viable way to enhance brand and performance of the company. On
the other hand, the relationship between employees and company problems could occur
(Hollebeek, Sprott and Brady, 2021).

3. CONCLUSION
From the above assembled data, it is summarised that customer service quality plays
significant role in customer engagement as well as customer satisfaction. In the present modern
world where globalisation is at faster pace and which has contribution in changing requirements
of the customers, adopting advance technologies, increasing competitive pressure etc. So, it
becomes necessary to build an emotional relationship with consumers so that companies can
maintain their position in the market. It is quite vital to engage with consumers so that business
could stand in the presence of different number of competitors. The report has clearly
highlighted the main service quality factors which influence customer satisfaction throughout
customer experiences in the retail shop. Service quality is referred as the factor that directly
affects customer satisfaction and indirectly impacts the customer engagement and customer
loyalty. Managing service quality appropriately and properly leads to repeat number of sales and
also positively influences future buying decisions and intentions of the customers. It ultimately
increases the market share by considering on customer satisfaction for promoting customer
engagement. It has defined the total engagement model which clearly aligns necessary elements
significant to create engaged customers. This is the model that creates link among employees,
organisations and customers, customer experience, customer value proposition and organisation
culture.
The proper implementation of the total engagement model is needed for creating engaged
customers towards the brand as well as increasing loyalty, repurchase, sales rates and customer
consideration. It is determined that total customer engagement model includes customer value
proposition and this also considers four significant dimensions that are: company perspective,
customer perspective, context perspective and co-creation perspective. They all play significant
role in creating link between customer experience and internal organisational culture. In simpler
language, it is identified that the customer experience is simply a reflection of the internal
culture. Hence, all the four dimensions given play significant role in contributing to engagement
of the customers. It is determined as a viable and relevant way to enhance company and brand
performance. It is also understood that every company needs to focus on high service quality
because it also has great contribution in influencing behaviour of customers as well as boosting
sales, saving marketing money, attracting quality employees, leading to repeat business,
strengthening the brand of company, eliminating particular barriers to buying and many more.

The company should ensure high service quality by understanding the wants and needs of
customers as it is the responsibility of the organisation to assist them in finding the best solution
for their specific situation. The organisation should also correctly and quickly respond to
inquiries of customers. Giving right answers to the questions of customers for improving the
reputation and image of the company that provides good service quality. Company needs to be
honest regarding its service. When customers inquire about services or require to make decision
between several options, it is generally best for the organisation to be completely honest with
them and disclose all the advantages and disadvantages. This could simply improves customer
trust and hence increase the chance of that consumer returning.

REFERENCES
Books and Journals
Barari and et. al., 2021. A meta‐analysis of customer engagement behaviour. International
Journal of Consumer Studies, 45(4), pp.457-477.
Behnam and et. al., 2021. Exploring customer engagement in the product vs. service
context. Journal of Retailing and Consumer Services, 60, p.102456.
Chang and et. al., 2021. Relational bonds, customer engagement, and service quality. The
Service Industries Journal, 41(5-6), pp.330-354.
Hapsari, R., Hussein, A.S. and Handrito, R.P., 2020. Being fair to customers: A strategy in
enhancing customer engagement and loyalty in the Indonesia Mobile Telecommunication
Industry. Services Marketing Quarterly, 41(1), pp.49-67.
Hollebeek, L.D., Sprott, D.E. and Brady, M.K., 2021. Rise of the machines? Customer
engagement in automated service interactions. Journal of Service Research, 24(1), pp.3-8.
Panjaitan, F.A.B.K. and Panjaitan, H., 2021. Customer value is reviewed in terms of customer
relationship learning and customer engagement: Evidence from banking
industry. Accounting, 7(1), pp.89-94.
Prentice, C., Weaven, S. and Wong, I.A., 2020. Linking AI quality performance and customer
engagement: The moderating effect of AI preference. International Journal of Hospitality
Management, 90, p.102629.