Dissertation on Customer Satisfaction

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Research Title:
Relationship between customer satisfaction and high level of service quality: Case study of Tesco store.

ABSTRACT
Customer satisfaction is the prerequisite for making relationships. Like any other service industry the retail industry is facing a rapidly changing market. Many researchers found numerous strong evidences which show most of the departmental stores fail to deliver customers’ desired service. High level of service quality resulting in satisfied customers is the key to sustainable competitive advantage. The purpose of this research is to examine the relationship between the customer satisfaction and high level of service quality. In this study the relationship between the customer satisfaction and high level of service quality in the context of Tesco retail store will be explored. A survey was conducted among the 200 people who come to the Tesco for shopping in the Becton city of UK. An interview was taken with each customer and asked the predetermined questions part by part. To analyze the data descriptive statistics and inferential statistics were used. Means, Standard deviation, Variance, and Percent values which are known as descriptive statistics. Correlation analysis was used as inferential statistics. For this purpose Pearson correlation of coefficient was chosen. The aim of this analysis is to show the degree of relationship between the customer satisfaction and the high level of service quality, the core objective of this study. The findings of this study shows that customer satisfaction and service quality of the retail store are highly positively correlated. Therefore, the retailers should consider service quality as the prerequisite for customer satisfaction and strive to improve service quality.

Table of Contents
Contents| Page No.|
CHAPTER-1 (INTRODUCTION)| 05|
1.1 BAKGROUND OF THE STUDY| 05|
1.2 PROBLEM STATEMENT| 06|
1.3 RESEARCH PURPOSE| 07|
1.4 RESEARCH AIM OR OBJECTIVES| 07|
1.5 RESEARCH QUESTIONS| 0 7|
1.6 RATIONALE BEHIND THE CHOSEN RESEARCH TOPIC| 07| 1.7 PROPOSED STUDY STRUCTURE| 08|
1.8 BACKGROUND OF THE CASE COMPANY| 09|
CHAPTER-2 (LITERATURE REVIEW)| 13|
2.1 INTRODUCTION| 13|
2.2 SERVICE QUALITY| 14|
2.2.1 SERVICE QUALITY MEASUREMENT| 14|
2.2.2 SERVICE QUALITY DIMENSIONS OF RETAIL STORE| 15|
2.3. CUSTOMER SATISFACTION:| 19|
2.3.1 MEASUREMENT OF CUSTOMER SATISFACTION: | 20|
2.3.2 RETAIL CUSTOMER SATISFACTION| 21|
2.3.3 THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND SERVICE QUALITY| 24| 2.3.4 EFFECT OF CUSTOMER SATISFACTION ON PROFITABILITY| 27| 2.3.5 CONSEQUENCES OF CUSTOMER SATISFACTION AND DISSATISFACTION| 28| 2.3.6 EFFECT OF CUSTOMER SATISFACTION ON CUSTOMER LOYALTY AND RETENTION| 29| 2.4. SUMMARY| 32|

CHAPTER-3 (METHODOLOGY)| 33|
3.1 OVERVIEW| 33|
3.2 RESEARCH PHILOSOPY| 33|
3.3 RESEARCH APPRAOCH| 34|
3.4 RESEARCH METHOD| 34|
3.5 RESEARCH STRATEGY| 34|
3.6 RESEARCH DESIGN| 35|
3.7 CASE SELECTION| 35|
3.8 DATA COLLECTION METHODS AND TOOLS| 36|
3.9 SAMPLING TECHNIQUE| 36|
3.10 PROPOSED QUESTIONNAIRE| 37|
3.11 MEASUREMENT OF VARIABLES| 37|
3.11.1 MEASUREMENT OF SERVICE QUALITY| 37|
3.11.2 MEASUREMENT OF CUSTOMER SATISFACTION| 38|
3.12 INTERVIEW| 38|
3.13 DATA ANALYSIS & PRESENTATION METHOD| 38|
3.14 VALIDITY| 39|
3.15 RELIABILITY| 39|
3.16 ETHICAL CONSIDERATIONS| 40|
3.17 LIMITATION| 40|
CHAPTER-4 (FINDINGS & ANALYSIS)| 41|
4.0 INTRODUCTION| 41|
4.1 OVERVIEW OF THE SURVEY| 41|
4.2 DESCRIPTION OF THE STUDY SAMPLE| 41|
4.2.1DEMOGRAPHIC DATA| 43|
4.3 DESCRIPTIVE ANALYSIS| 48|
4.3.1 DESCRIPTIVE STATISTICS OF VARIABLE| 48|
4.4 HYPOTHESES TESTING| 49|
4.4.1 HYPOTHESES TESTING FOR EXAMINING THE RELATIONSHIP BETWEEN THE CUSTOMER SATISFACTION AND THE SERVICE QUALITY| 49| 4.4.2 THE SUMMARY OF...
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