A Study of Customer Satisfaction at Litus Automobiles: Research Report

This report presents a comprehensive study on customer satisfaction concerning Litus Automobiles, investigating the influence of service and product quality on customer loyalty, repeat purchases, and word-of-mouth referrals. The research employs a mixed-methods approach, incorporating both qualitative and quantitative methodologies. The qualitative phase involves video call interviews with company heads and face-to-face interviews with employees, while the quantitative phase utilizes surveys via questionnaires. The report explores the research background, aims, and objectives, followed by an extensive literature review examining existing research on service quality, customer satisfaction, and their interrelationships. The methodology section details the research approach, design, types, strategy, data collection methods (primary and secondary), sampling methods, data analysis techniques, limitations, ethical considerations, and a timeline for the study. The findings aim to provide valuable insights into customer perceptions and experiences, ultimately contributing to the enhancement of customer satisfaction and business strategies for Litus Automobiles. The report concludes with a summary of the key findings and recommendations.

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Table of Contents
1 Introduction...................................................................................................................................3
1.1 Research background.............................................................................................................3
1.2 Research aim and objectives..................................................................................................3
1.3 Research question..................................................................................................................3
2 Literature review...........................................................................................................................4
2.1 Research Approach................................................................................................................6
2.2 Research design.....................................................................................................................6
2.3 Research Types......................................................................................................................6
2.4 Research Strategy..................................................................................................................7
2.5 Data Collection Method.........................................................................................................7
2.5.1 Sampling Method...........................................................................................................8
2.5.2 Data Analysis Method....................................................................................................8
2.5.3 Research limitation........................................................................................................8
2.5.4 Ethical Consideration.....................................................................................................9
3 Timeline........................................................................................................................................9
4 Conclusion...................................................................................................................................10
5 References...................................................................................................................................11

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1 Introduction
Research title
A study of antecedents and consequences of customer’s satisfaction with respects to Litus
Automobiles.
1.1 Research background
In the recent era, it is vital for the organization to comprehend different factors that affected
the consumer. Consumer satisfaction is vital for operating the business in one direction for
operating the business. Moreover, consumer satisfaction is vital in increasing the profitability
of the organization. In addition, the organization could increase their satisfaction level by
directly communicate with them. There are certain factors that could also be affected by the
consumer satisfaction level of consumers such as service quality and consumer perception.
There are certain sources which might be considered by different sources named as social
media sources and digital media marketing.
1.2 Research aim and objectives
The key purpose of study is to examine role of product quality on customer’s satisfaction.
The following research objectives will be considered to operate the research acts:
To discover the role of product and service quality on customers satisfaction.
• To determine the extent to which customer satisfaction influences on its
consequences such as customer loyalty, word of mouth and repeat purchase.
• To understand customers opinion about the quality of service provided by Litus
Automobiles.
1.3 Research question
How service quality and product quality of LITUS Automobile leads to customer satisfaction
which ultimately generates customer’s loyalty, repeat purchase and word of mouth?

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2 Literature review
As per the view of Lee et al. (2014) service quality of any product is determined as difference
between consumer expectation and actual product quality. It is related to how consumer gets
services during final shopping in-store. The insight related to service quality could favourable
and unfavourable effect on purchasing behaviour of customers. Service quality is assessment
of what experienced as well as expected through entailing the image of company. The theory
of service quality, service loyalty as well as, customer satisfaction is associated with each
other. In contrast to this, Malhotra, (2015) evaluated that the service quality is assessment of
what expected as well as, what experienced through considering the image of company. The
approach of customer satisfaction is associated with service loyalty as well as, service quality
is associated with each other.
As per the opinion of Jones (2014) service quality is measurement related to company serves
their consumers and results and prospects of perceived services. Furthermore, it is related to
how a customer can perceive the services. In the context of retaining, loyalty as well as,
customer satisfaction, service quality is significant in the automobile industry and nearly each
business profit influenced by higher consumer satisfaction.
In contrast to this, Hulland et al. (2018) evaluated that service quality is perceived by
customers and it highly depends on what left of their past perception of service quality as
well as level of their satisfaction with existing performance of services. SERVQUAL model
facilitates basis for measurement of customer satisfaction related to products and services
across the sort of different service features by comparing and measuring both expectations
and perception. As per the view of Hulland et al. (2018) service quality dimension contains
Reliability (Accurate and dependable performance), Empathy (understanding of customer,
good communication, easy access), Responsiveness (helpfulness and promptness), Tangible
(physical appearance), and Assurance (security, credibility, courtesy, competence). On the

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other side, Shin Rohani, et al. (2014) evaluated that service quality, customer satisfaction, as
well as loyalty is significant factor in existing global economic downturn for profitability,
retention, as well as productivity-related to business. Service quality contribution is
significant factors in terms of assessing the result of consumers perceived and expected
service attributes related to business.
According to Zikmund et al. (2017), service quality is significant component for company
who wishes for increasing the productivity and profitability via attainment of differential
benefits over their competitors. With the application of service quality, company would be
competent for addressing their weakness and strength to become more successful in
providing goods and services as per the expectation of customers. There are several
touchpoints for any individual that can create dissatisfaction in terms of sales demonstration,
client service team, and finance department.
In contrast to this, O'Gorman and MacIntosh (2014) evaluated that evaluating the client
agreement is simple as compared to improvement in task implementation. There are some
approaches to gaining customer satisfaction. These are treating consumers named as boss,
keen to measure consumer treat satisfaction, create customer loyalty for gaining customer
satisfaction, and avoiding making such consumer memory mistakes. Another approach is
learning how to follow consumer in suitable method and set customer expectations early.
Email is best source for increasing customer satisfaction.
Research methodology
Introduction
The research methodology section could be vital in evaluating the matter. It is evaluated that
the research methodology section can enable to select research methods for effectively collect
the data towards research matter. There are different sources which might be entailed by the
investigator for timely performing their research named as research philosophy, research

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approaches, research strategies, data collection methods, and data analysis methods.
(Vitouladiti, 2014). These methods could facilitate to the investigator for meeting the
research task. These are discussed below:
2.1 Research Approach
Research approach provides a way to research scholar for conducting their study by
evaluating different tool. There are different approaches are known as the inductive as well as
deductive approach. With respect to this study, the inductive approach will be practiced by
investigator to perform study activity as well as getting conceptual data about study manner.
Herein, the investigator could facilitate to enhance reliability of study outcome. In this
strategy, the researcher can enable to obtain higher benefits and support to make a reliable
conclusion towards the role of service quality for improving customer satisfaction. Apart
from this it is illustrated that the deductive approach can facilitate to create hypothesis, which
could be considered in this study (Malhotra, 2015).
2.2 Research design
Research design could enable to get data in favor of the study. The researcher will use
consider different methods named as qualitative, quantitative, and mixed research design. In
this, mixed research design could be practiced as it considers both qualitative as well as
quantitative method. It can be imperative in getting theoretical and conceptual information
towards the research issue.
2.3 Research Types
For completing the purpose of this research, descriptive design is implied by the investigator.
This method could assist to conduct the study in an effective manner and obtain quality
outcome. This tool could facilitate to get conceptual data towards the study about the research
issue. This method could lead to deeply evaluate the concern and making the decision in
favour of the concern. It would also affect the study outcome. In this, it is also founded that

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this method could support to get more accurate conclusion that is associated with the
particular concern. It could support to meet the particular task (Shin Rohani, et al., 2014).
2.4 Research Strategy
For this, the survey through questionnaire tool will be implemented by the investigator as it
facilitates to meet the organizational task. This method could enable to directly meet with the
people who will be part of this study. The selected participants will share their responses
towards the role of services quality in improving consumer satisfaction towards goods and
services. The survey through questionnaire will enable to ask objective-based questions that
are distributed by considering social media sources (Kubacki and Rundle-Thiele, 2016). This
method could also be more suitable as compared to another method. This interview method
will be conducted on 50 consumers who react in contrast to the questions for making an
effective conclusion.
2.5 Data Collection Method
This study is relied on examining role of service quality on customer satisfaction in context
of Litus Automobile. Furthermore, the researcher has selected both methods to conduct this
study like secondary as well as primary data gathering technique. It will assist to obtain
conceptual and factual data in the favour of research dilemma. The use of primary data
gathering tool will permit researcher to get diverse result in the favor if research result. These
methods could enable to the firm for sharing their data with respect to the research issue
(Smith, 2015). It is also illustrated that secondary data will assist to get the data from books,
online and offline sources. It will assist to the organization in obtaining accurate data towards
research issue. The primary information will be collected by considering face to face
interview to obtain depth data towards the study manner. This strategy could be supported to
get views and opinion of research participants about the research issue (Dolnicar and Ring,
2014).

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2.5.1 Sampling Method
With the purpose of this research, the probability sampling techniques would be used to get
accurate information about study matter. It is examined that simple random sampling
technique will allow to investigator in randomly choose the participants and get their opinion
and views towards the concern. The data will be obtained by considering the quantitative
method source named as survey through questionnaire (Bell, et al., 2018). Herein, 50
consumers have been selected by the investigator to get depth information towards the study
matter. This study will be conducted on the employee of Litus Automobile. This tool could
permit the researcher to get the depth data towards study. Moreover, it is evaluated that non
probability sampling tool will not executed by study. It is examined that this method could
permit the researcher to choose the participants on the basis of their gender, experience, and
age. It would facilitate to meet the organizational task in an effective manner. It is also
examined that the researcher gives more value to the simple random probability sampling
tool. It could make accuracy of the research outcome (Gaur, et al., 2014).
2.5.2 Data Analysis Method
From the analysis of data, the statistical data evaluation technique will be used as it permits
the investigator to accomplish the research issue. Further, there are different tools that could
be practised by an investigator named as cross-tabulation and correction for interpreting the
collected responses (Truong, 2014). For evaluating the data, SPSS and MS-Excel software
are used to present graphs and table, which will be imperative in evaluating the role of
service quality on customer satisfaction.
2.5.3 Research limitation
The research limitation could negatively reflect the overall quality of study concern. In this,
time, cost, and resources could directly affected to the overall outcome. The specified time
period could force the researcher to meet their task in particular time, which could be affected

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the overall performance. The lack of cost could also affect the research outcome. It is also
examined that the researcher has considered such factors for making eh decision towards the
study. The primary data collection could take higher time as compared to secondary data
gathering technique, which can be affected by overall outcome (Gratton and Jones, 2014).
2.5.4 Ethical Consideration
The ethical consideration could enable the research candidates for meeting the research task
and perform effective behavior. The ethical consideration act could enable to the conduct
suitable behaviour with research candidates (Pieters and Wedel, 2017). It could also enable
the investigator to select the investigator select the suitable behavior in the context of
completing the study. The researcher could use ethical norms, lack of data manipulation, and
lack of plagiarism, and follow university guideline (Park and Park, 2016).
3 Timeline
The study timeline can be vital in examine the research activity which will be gathered at the
time of performing research activities:
key areas of study
and research
Initial Day Last Day Duration
Selection of research
act
02-09-2019 02-10-2019 30
Literature review 03-10-2019 08-11-2019 35
Data collection 09-11-2019 09-01-2019 60
Data analysis 10-01-2019 10-02-2019 30
Report write up 11-02-2019 12-03-2019 31
Submission 13-03-2019 13-04-2019 30

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Selection of research act
Literature review
Data collection
Data analysis
Report write up
Submission
9/2/2019
10/3/2019
11/9/2019
1/10/2019
2/11/2019
3/13/2019
30
35
60
30
31
30
Gantt chart
Initial Day
Duration
The above table demonstrated that there are certain acts that are considered in the study
named as the selection of research act, literature review, data collection, data analysis, report
write up, proofread for final submission, and submission. In this, data collection tool could
take higher time as compared to the other research acts.
4 Conclusion
With respect to the overall interpretation, it can be summarized that the section of research
methodology is practised to collect depth information about research matter. It can be
illustrated that there are different factors that could be affected to the consumer satisfaction
like services quality, delivery of goods and services. The organization could use digital
marketing tool and social media sources as it might be affected by the overall performance of
study outcome. It can also be summarized that service quality could directly affect the
satisfaction level of consumers. It can be summarized that the mixed research design could be
practiced to get conceptual and non-conceptual information about the study. This method will
lead to making an effective conclusion in favour of the research outcome.

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5 References
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university
press.
Dolnicar, S. and Ring, A., 2014. Tourism marketing research: Past, present, and
future. Annals of Tourism Research, 47, pp.31-47.
Gaur, S.S., Herjanto, H. and Makkar, M., 2014. Review of emotions research in marketing,
2002–2013. Journal of Retailing and Consumer Services, 21(6), pp.917-923.
Gratton, C. and Jones, I., 2014. Research methods for sports studies. Routledge.
Hulland, J., Baumgartner, H., and Smith, K.M., 2018. Marketing survey research best
practices: evidence and recommendations from a review of JAMS articles. Journal of the
Academy of Marketing Science, 46(1), pp.92-108.
Jones, I., 2014. Research methods for sports studies. Routledge.
Kubacki, K. and Rundle-Thiele, S. eds., 2016. Formative research in social marketing:
Innovative methods to gain consumer insights. Springer.
Lee, J.G., Henriksen, L., Myers, A.E., Dauphinee, A.L. and Ribisl, K.M., 2014. A systematic
review of store audit methods for assessing tobacco marketing and products at the point of
sale. Tobacco Control, 23(2), pp.98-106.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
O'Gorman, K.D., and MacIntosh, R., 2014. Research methods for business and management.
Goodfellow Publishers Limited.
Park, J. and Park, M., 2016. Qualitative versus quantitative research methods: Discovery or
justification?. Journal of Marketing Thought, 3(1), pp.1-8.

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Pieters, R. and Wedel, M., 2017. A review of eye-tracking research in marketing. Review of
marketing research (pp. 143-167). Routledge.
Shin Rohani, L., Aung, M. and Rohani, K., 2014. One step closer to the field: visual methods
in marketing and consumer research. Qualitative Market Research: An International
Journal, 17(4), pp.300-318.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Truong, V.D., 2014. Social marketing: A systematic review of research 1998–2012. Social
Marketing Quarterly, 20(1), pp.15-34.
Vitouladiti, O., 2014. Content analysis as a research tool for marketing, management and
development strategies in tourism. Procedia Economics and Finance, 9, pp.278-287.
Zikmund, W.G., D'Alessandro, S., Winzar, H., Lowe, B. and Babin, B., 2017. Marketing
Research: Asia-Pacific Edition. Cengage AU.