The contribution of customer satisfaction of after sale service Table of Contents 1. Rationale and context 3 2. Research questions 4 3. Research Ethics 4 4. Literature Review 5 5. Research plan 8 6. Personal learning statement 10 Reference 11 Bibliography 12 1…
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Volkswagen is a German automobile manufacturing company and is one of the largest car manufacturing companies in the world. The stated vision of Audi is “Audi – the number one premium brand”. As per a strategy document released by Audi named Strategy 2020, Audi aims to achieve the leadership position in premium segment, and wants to consolidate its leadership position in that segment (Audi USA, 2009, p.27). After sales service is one of the most important factors influencing brand loyalty. According to a survey conducted by Bain and Co, “one of the most powerful techniques for converting buyers into die-hard fans is providing exceptional after-sales service” (Flees & Senturia, 2008). This report will aim to evaluate the existing customer satisfaction level of Audi customers, identify how critical is after sale service towards overall satisfaction, and identify possible areas in after sale service where there is a scope of improvement. These will be evaluated by analysing data collected by administering a questionnaire to the customers who come to the Audi dealer for after sale service. This questionnaire will capture both qualitative and quantitative data. The data collection process will also include interviewing customer facing staff in the dealership and the service manager of the dealer shop. I will be able to have access to Audi Company through my friend who holds a position as a service manager. I will be able to provide a confirmation letter from the company with their approval, in order to carry out the project research proposal. 2. Research questions Explanatory Objectives RQ1: Investigate levels of customer satisfaction with Audi? (This objective will assess and quantify the level of satisfaction that an Audi customer has.) RQ2: Which specific factors in the provision of after sales service affect customer satisfaction? Explanatory Objectives RQ3: identify main reasons for low customer satisfaction of after sales service RQ4: identify the factors that influence customer service from after sales service Developmental Objectives RQ5: evaluate methods that can potentially improve customer satisfaction 3. Research Ethics “Ethical issues are present in any kind of research. The research process creates tension between the aims of research to make generalizations for the good of others, and the rights of participants to maintain privacy” (Orb, Eisenhauer & Wynaden, 2001, p.1). The entire data collection process will be voluntary in nature where all respondents, including customers, dealer staff and the service manager, will share their responses after explicitly agreeing to participate in the survey. Before the survey is conducted, each respondent will be informed about the nature and goal of the survey. Each respondent will be informed about their nature of involvement in the survey process. Additionally, each respondent will have the right not to participate further at any point of time. Individual responses as well as the final results of the survey will kept strictly confidential, and all response forms as well as stored data will be destroyed once the analysis is completed to ensure complete privacy of participants. 4. Literature Review RQ1: Investigate levels of customer satisfaction with Audi? There are a multitude of factors that influence the levels of customer satisfaction for a premium, life style brand like Audi. Audi, as discussed above, is a premium car brand that sells high value cars. Till the late 1990s after sale service had been viewed by manufacturing
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INTRODUCTION In the recent years research relating to customer satisfaction in the service industries has increased dramatically (Peterson and Wilson, 1992). This has been accredited due to an increase in the growth of service industries (Danaher and Haddrell, 1995).
A literature review is conducted to understand better how ICT relates to the hotel business and how applications also feed back into the central database and compiles information on any customer who comes to stay at a hotel. A questionnaire was also conducted to get an understanding of how hotel employees felt about their jobs and how ICT has improved (or not improved) their lives on the job through technical adeptness and attaining satisfaction in making customers happy to be at their hotel.
The spillover effects of the global economic recovery, declining exports and volatile capital flows call for adjusting economic policies (Nasution, 2012). Political uncertainties in advanced economies are responsible for downside risks that continue to loom large.
The research objectives are as follow:
To analyse the role of loyalty programs in customer loyalty in HSBC, Barclays and Royal Bank of Scotland
To investigate the impact of customer loyalty on customer retention
To assess the loyalty patterns of customers
To understand the importance of loyalty programs in attracting, retaining and empowering customers
The author states that to regulate service delivery, supervisors tend to enforce procedures and rules on the staff to restrict their discretion and autonomy. These similar procedures and rules are envisioned to restrict the magnitude of service delivered for the client and the subsequent absence of customization.
ut UK Retail Banking 4.2 Roles and Impact of the Financial Services Authority (FSA) 4.3 Results of 2010 UK Retail Banking Satisfaction Survey 4.4 Results of 2010 UK and Europe Retail Banking Market Survey 4.5 Results of Web Survey of 1,000 Bank Customers 4.6 Results of Telephone Survey of Barclay Life Customers in the Past 4.7 Results of an Industry Study of Internal Marketing of UK Retail Banks Chapter 5 - Conclusions Chapter 6 - Recommendations 6.1 Limitations of Recommendations 6.2 Room for Further Research References Appendix Abstract This project unveils the global economic situation as well as the UK economic conditions behind the UK Retail Banking industry problems with customer satisf
100 samples will be used for the current study with 10 employees from Apple and 90 customers who have experienced Apple’s after sales services. They will be provided with questionnaires via email as well as in printed form. Statistical tools such as, SPSS, will be implemented for filtering and data analysis.
Reforms in the banking sector have also blurred the lines between banks and non-banks, thereby increasing pressure on banks to perform. Customer experience now defines service quality and poor service quality can push customers to switch service providers.
This specifically is an important finding in this paper and is further justified by the Gap model. This paper therefore tries to combine the actual or observed information from the acquired concepts in the review of related literature. The literature review was conducted in order to provide additional information about the delivery of customer value as in line with handling an excellent customer care.
The cases that would be discussed in this report are the cases of Tesco, Sainsbury and ASDA. In chapter one, the aims and objectives of the research topic are discussed and the research would be carried forward based on these aims and objectives. In second chapter, the literature review will be discussed followed by the methods used to conduct the research; primary and secondary methods.
16 Pages(4000 words)Dissertation
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