Investigating Customer Satisfaction in the NHS: A Research Project

This research project examines the impact of customer satisfaction on the performance and growth of the National Health Service (NHS) in the United Kingdom. The project begins with an introduction to customer satisfaction and its importance, followed by an analysis of factors influencing research project selection, including knowledge, time, and access to information. A literature review explores the concept of customer satisfaction, factors affecting firm performance, and the impact of customer satisfaction on the NHS. The project then outlines research specifications, including aims, objectives, research questions, and methodology, such as descriptive research design, inductive approach, and data collection techniques like questionnaires. The study utilizes primary and secondary resources, including questionnaires administered to NHS customers, and presents collected data in frequency tables. Appropriate evaluation techniques and analysis of results are discussed, leading to conclusions and recommendations for enhancing customer satisfaction and organizational performance within the NHS. The project also includes a plan and references to support the research.

Research Project

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
1.1 Introduction............................................................................................................................1
1.2 Factors that contribute into the process of research project selection...................................1
1.3 Literature review....................................................................................................................2
Concept of customer satisfaction.................................................................................................2
Factors that contribute into the performance or growth of firms.................................................2
Impact of customer satisfaction on growth of NHS....................................................................3
1.4 Research project specifications..............................................................................................3
1.5 Appropriate plan....................................................................................................................5
TASK 2............................................................................................................................................5
2.1 Resources for the current research.........................................................................................5
2.2 Research investigation in the form of questionnaire.............................................................5
2.3 Collected data in the form of frequency table.......................................................................7
TASK 3............................................................................................................................................8
3.1 Appropriate evaluation techniques for the current research..................................................8
3.2 Analysis or interpretation of result........................................................................................9
3.3 Conclusion and recommendations.......................................................................................12
TASK 4..........................................................................................................................................13
Covered in PPT..........................................................................................................................13
REFERENCES..............................................................................................................................14

TITLE: How good customer satisfaction is der in NHS? How does it impact business
performance and overall growth?
TASK 1
1.1 Introduction
A business organization always start or end with their consumers so they should treat them
as an important part of their success. Customer satisfaction is a vital term that identifies that how
services which are offered by company meet with their requirements. This play an important role
at the time of achieving profits, higher sales growth, success, brand image, competitive
advantage and so on (Ryu, Lee and Gon Kim, 2012). This kind of satisfaction level among
service users can be attained by maintaining a strong relationship with them. In order to achieve
this, it is necessary for an enterprise to focus on some aspects like quality, innovation, price, cost
and so on.
The present analysis is based on NHS (National Health Service) which provide health
services to their customers in United Kingdom (Chakraborty and Majumdar, 2011). This is one
of the largest or leading public health care services that offer effective services to their patients
so that they can get recover timely. In the context of this, current field of study evaluate the
effectiveness of customer’s satisfaction level and its impact on their overall performance. For
this, some important methods and approaches are used by an investigator that are more effective
in order to get the result (25 Surefire Ways to Improve Customer Satisfaction, 2017).
1.2 Factors that contribute into the process of research project selection
Research project selection is a process that is used by an investigator in order to select a
most appropriate topic for the field of study. It is necessary for an investigator to prepare a
problem statement for the current study so that a guideline can be set for all the other people who
are associated with the analysis (Eid, 2011). There are some other factors which contributed into
the selection of project topic or subject area on which overall study will be carried out. Some of
these are like knowledge, experience, time, size, interest, access to information, benefits and so
on. Apart from these, some resources like financial, human and physical also contribute at the
time of selecting a subject area.
Knowledge and experience should be there within an individual regarding to the selected
topic so that they will be able to conduct overall analysis. Time is also a factor which should be
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considered by the researcher so that study can be completed within given time limit. Access to
information explain the availability of current data which is related to the subject matter (Ramez,
2012). Apart from these, interest play a big role like if an individual has some interest in this then
objectives can be accomplished in successful manner. Further, all the available resource should
be utilised appropriately so that goals can be achieved.
1.3 Literature review
In the section of Literature review, data has been collected on the basis of published
resources like articles, journals, books, research papers and so on. Along with this, some past
literatures are also reviewed as through this a base can be created which will help them in
achieving specified research objectives.
Concept of customer satisfaction
According to the views of Flint, Blocker and Boutin (2011) customer satisfaction is related
to the perceptions that people have regarding to the services of a particular industry. If needs of
end users are meet, then as per the services which are offered by specific company then through
this their satisfaction level can be enhanced. This can also be reflected that experience of an
individual with the specific industry contributed in enhancing the satisfaction level of people. On
the other hand, it has been evaluated by Angelova and Zekiri (2011) that it is important for every
organization due to some reasons like it shows the repurchasing ability of an individual, its
provides lifetime value, enhance brand image by reducing negative publicity, existing users can
be retained and new one can be attracted. Through this, an enterprise will be able to achieve
various benefits which can help them in achieving success (Why Customer Satisfaction is
Important (6 Reasons), 2015).
Factors that contribute into the performance or growth of firms
Williams and Naumann (2011) explained that some factors are there which play an
essential role in enhancing the performance of an organization. These different aspects are like
employee’s performance, job satisfaction among people, marketing activities, productivity level,
technological advancements and so on. If all these factors are performing in well manner at the
marketplace, then they will be able to achieve competitive advantage as compare to any other
rivals. Apart from this, it has been analysed by Eid (2011) that if a customer will get some
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innovative or quality services and their experience regarding to the particular services are good
then their satisfaction level can be enhanced to some extent. Along with this, it is all depends
upon the services providers as if they will perform better and due which service users will also
get satisfied.
Impact of customer satisfaction on growth of NHS
As per the viewpoints of Ryu, Lee and Gon Kim (2012) customer satisfaction level can
affect the performance or growth of an organization in positive manner. As if, people are highly
satisfied then they can recommend the services to their other known person and due to which
positive mouth publicity can be enhanced to some extent. This will also affect the brand image of
NHS so they will be able to gain the attention from different people. Along with this, if all such
things will happen at the firm then due to which their market share can be increased and they will
be able to sustain their competitiveness.
1.4 Research project specifications
Aim: To investigate the impact of customer satisfaction on the performance and growth of
organization- A case study on NHS, UK
Research objectives: Some objectives are explained on the basis of above presented aim
and these are as follows:
 To identify the effectiveness of customer’s satisfaction level among the clients of NHS.
 To evaluate the factors which can affect the overall performance of a business
organization.
 To determine the impact of customer’s satisfaction level on the organizational
performance.
 To suggest some approaches so that NHS will be able to sustain their competitive
advantage by enhancing the customer satisfaction.
Research questions: These questions are framed on the basis of above stated objectives.
Some of these are like:
Q1. Why customer’s satisfaction is important for the organization?
Q2. What factors contributed into performance or growth of business organization?
Q3. What is the link between customer’s satisfaction and organizational performance?
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Research methodology
The current section of methodology represents some different approaches and techniques
that can be beneficial for the study. These all are explained in an appropriate manner:
Research design: Some different designs are there like experimental, exploratory,
description and so on (Onwuegbuzie, Leech and Collins, 2012). Here, descriptive research
design will be followed by researcher where the effectiveness of customer’s satisfaction level is
evaluated.
Research approaches: Two approaches are there like inductive and deductive which can
be used by an investigator in achieving the result (Yilmaz, 2013). Here, in the present study
inductive has been followed where new concepts have been developed on the basis of survey
which will be conducted on customers.
Research philosophy: Two philosophies are there like interpretivism and positivism. Here,
in the present section interpretivism is used as qualitative type of investigation has been used in
the current research project (Malterud, 2012). Through this, different perceptions of people can
be evaluated that they have regarding to the services of NHS.
Data collection technique: The data can be collected on the basis of some sources like
primary and secondary. Primary is related to the questionnaire which is conducted on the
customers of NHS (Smith, 2015). Secondary is related to some published sources like books,
articles, government policies and so on.
Sampling: It is a type of technique that is used by an investigator in order to select a
sample size from whole population. Here, random sampling has been followed where customers
are selected randomly (Jennings, 2012). The 20 sample size is selected and survey will be take
place at market area.
Data analysis: The data can be analysed on the basis of qualitative type of investigation so
that outcome can be achieved. Here, thematic type of evaluation technique has been used where
themes are coupled with their graphical representation.
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1.5 Appropriate plan
TASK 2
2.1 Resources for the current research
When an investigator conducted a research then they have to collect data from some
authenticate sources or many published sources. Through these, the valid information can be
extracted which play an important role in order to carried out the field of study. Some different
resources are there like primary and secondary (Shirley and Sanders, 2013). Primark is the first
hand data which is not published anywhere as in this some investigations are conducted on the
sample people. Some of these surveys are like interview, observation, focus group and
questionnaire. Here, questionnaire is conducted on customers who are consuming the services at
health care centre.
Apart from these, secondary are related to some published sources like books, blogs,
journals, articles and so on. By getting the data from such resources, validity and reliability can
be ensured of the information which is gathered from different sources. So, in this manner it can
be analysed that how customer’s satisfaction level can affect the organizational growth as well as
performance.
2.2 Research investigation in the form of questionnaire
When an investigation has been conducted on a research topic then for this researcher has
to look over different aspects (Büyüközkan, Çifçi and Güleryüz, 2011). A questionnaire survey
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has also conducted on the people who are using services so that goals can be achieved in an
effective way. Here, in this an investigator has asked several closed ended as well as open ended
questions. When the responses will be analysed then due to this research questions are also get
resolved. The questionnaire is stated below:
Questionnaire
Name:
Age:
Gender:
Q1. Do you ever use the services of National Health services (NHS)?
 Yes
 No
 Don’t Know
Q2. Are you satisfied with the healthcare or medical services which are provided by NHS to their
patients?
 Highly satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied
 Highly dissatisfied
Q3. Do nurses and doctors treat you in well manner?
 Yes
 No
 Don’t know
Q4. What factors affect your satisfaction level at the time of taking services?
 Cleanliness
 Work environment
 Safety
 Security
 Others
Q5. Are you agreed that the services of NHS are better than any other public healthcare centre?
 Strongly agreed
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 Agreed
 Neither agree or nor disagree
 Disagree
 Strongly disagree
Q6. Provide some suggestions to the health care centre so that they can grab the attention of
many people towards their services?
______________________________________________________________________________
2.3 Collected data in the form of frequency table
The overall responses can be collected in an appropriate format where the answers have
been presented with their frequency (Creswell, 2013). By preparing a table, it become an easy for
the researcher to make the graphical representation of those responses. This is most common
structured approach which can help the investigator in accomplishing the research objectives.
Here, all the questions are presented with their respective frequencies.
Q1. Do you ever use the services of National Health services (NHS)? Frequency
Yes 12
No 5
Don’t Know 3
Q2. Are you satisfied with the healthcare or medical services which are
provided by NHS to their patients?
Frequency
Highly satisfied 8
Satisfied 5
Neither satisfied nor dissatisfied 2
Dissatisfied 3
Highly dissatisfied 2
Q3. Do nurses and doctors treat you in well manner? Frequency
Yes 14
No 4
Don’t know 2
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Q4. What factors affect your satisfaction level at the time of taking
services?
Frequency
Cleanliness 7
Work environment 7
Safety 3
Security 2
Others 1
Q5. Are you agreed that the services of NHS are better than any other
public healthcare centre?
Frequency
Strongly agreed 10
Agreed 5
Neither agree or nor disagree 1
Disagree 3
Strongly disagree 1
TASK 3
3.1 Appropriate evaluation techniques for the current research
There are two types of research methods on the basis of which overall project can be
completed in an effective manner. The first one is qualitative where information will be
represented in the form of graphical manner. Along with this, data is collected from primary as
well as secondary resources (Mertens, 2014). In another method, quantitative approach has been
followed where data will be represented in the numerical form. For this, some statistical as well
as mathematical models has been used by an investigator so that accuracy can be achieved in the
results. Here, qualitative has been adopted by researcher in order to analyse the impact of
customer’s satisfaction level on the performance of growth of an enterprise.
The evaluation is an approach that can be used by researcher in order to get the results as
per the given set of standards. Here, thematic evaluation tool will be used by an investigator in
which some themes are framed on the basis of given questions in questionnaire. After making the
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themes, graphs can also be made so that effective analysis can be carried out and research
objectives can be achieved.
3.2 Analysis or interpretation of result
Data analysis is a systematic approach where collected information will be transformed or
inspected so that some useful data can be gathered. After this, some effective decisions can be
made which will help researcher in achieving the goals (Venkatesh, Brown and Bala, 2013).
Here, thematic approach has been followed where graphs has been made so that responses can be
explained in the percentage form. By following this, research objectives can also be achieved in
successful and through which questions can also be resolved.
Theme 1: People uses the services of National Health Services (NHS).
Findings: When primary survey has been conducted on selected patients then it has been
explained that there are 60% respondents who are agreed that they use services of NHS. Along
with this, 25% says they didn’t consume services of such healthcare centre and 15% says they
don’t know regarding to this. So, in this way it can be analysed that many people use the services
of current care centre.
Theme 2: Respondents are highly satisfied with the medical services which are provided to
NHS.
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Findings: When researcher asked some questions to their respondents then it has been
analysed that there are approx. 40% people who stated they are highly satisfied with the
healthcare or medical services which are offered by NHS. Along with this, 25% are satisfied,
10% are neither satisfied nor dissatisfied, 15% are dissatisfied and other remaining 10% are
highly dissatisfied. So, in this way it can be analysed that current care centre provided quality
services to their patients and through this they all be able to get recover early.
Theme 3: Patients says service providers treat them in well appropriate manner.
Findings: There are approx. 70% respondents who stated that different service providers
at NHS treat their patients in a well manner. Along with this, 20% says no to this statement and
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