Home Delivery Service - Case Study Example

Home delivery is a marketing weapon by which the products are made available at the door steps of customers. The most important attraction of this system is that the customers need not shop at the outlets; instead products are made available at customers' home at their convenient time. With this background, the present study aims to measure the satisfaction level of the customers of Hong Kong Electrical Appliances with special reference to home delivery. The study aims to explore how successful the home delivery service wing of the organization.

Customer satisfaction perhaps is one of the most sought after area of research since time immemorial. The present literature review covers the studies undertaken in the various service businesses. In the word of S.S. Andaleeb, satisfied customers is the outcome of communication, competence and demeanor cost, facilities, among hospital customers in Pennsylvania (Andaleeb 1998). Another significant study observes that the core service quality and perceived value were the most important drivers of customer satisfaction (McDougall and Levesque 2000).

However, F. Olorunniwo and Hsu M. K. were of the conclusion that responsiveness, tangibility, reliability, knowledge and accessibility determine service quality and satisfaction (Olorunniwo 2006). . There are two states among the customers on a product or service after its use/consumption. Some of the customers are satisfied and the rest is dissatisfied. For the purpose of this study, the variables considered for measuring customer satisfaction on home delivery include the following:Availability of Products at convenient times of end users (Nguyen et al.

, 2007; and Abubakar et al., 2001); Range of Products for selection (Nguyen et al., 2007; and Abubakar et al., 2001)Products are of good quality (Spiller et al., 2006; and Abubakar et al., 2001);Reasonable Price (Spiller et al., 2006; and Abubakar et al., 2001); Helping Marketing Team (Parasuraman et al., 1988; Nguyen et al., 2007; and Sivadas and Baker-Prewitt, 2000); Pleasing Marketing Team (Parasuraman et al., 1988; and Wong and Sohal, 2003); andFlexibility in mode of Payment (Wong and Sohal, 2003)Objectives of the StudyThe ultimate objective the study is to measure the satisfaction level of the customers on the home delivery service of Hong Kong Electrical Appliances and thereby understand how successful the firm is in home delivery service.

Specifically, the following objectives are set by the organization:To understand whether the customers are satisfied with home delivery service; To identify what are the defects of the present home delivery service;To explore the present problems of the home delivery service wing;To improve the service quality of the wingResearch MethodologyThe overall typology of the present study is exploratory one as it seeks to establish relationship among the variables stated above. The study takes a quantitative approach wherein data relating to customer satisfaction are analyzed using quantitative methods.

Moreover, it takes a survey approach in which