PhD Research Proposal on Customer Satisfaction Sample

Recommendations

Info

CRM.<strong>PhD</strong>researchon.com PHD RESEARCH PROPOSAL ON CUSTOMER SATISFACTION transaction, pleasure is viewed as a judgment after purchase, while cumulative satisfaction is assumed to be a product choice, product purchase and experience related to using same. Most satisfaction definitions are aimed at comparing unfulfilled expectations and the performance and performance of a product/service, while few definitions focus only on product or service performance. Satisfaction can be defined in different ways, but most when defining satisfaction, satisfaction is viewed as a result of a subjective assessment of the customer about whether a particular product or service has met or exceeded expectations. Therefore, it can be concluded that the satisfaction and value of the buyer are extremely related because satisfaction is the result of the value received in relation to the expected value for the buyer. Every company or company that seeks to achieve the satisfaction of its customers gains multiple benefits. Along with the already mentioned positive publicity, realized through the oral communication of satisfied users, the most obvious advantages are: a) The loyalty of the existing and attracting a large number of new users; b) Satisfied users use the service more often and more, and the risk of their departure to competition is reduced; c) The company gains competitive advantages - especially in the area of prices. Satisfied users are willing to pay more and remain loyal to a company that meets their needs, and do not want to risk going to a company whose offer is cheaper; d) Atmosphere and working conditions in such a company are better - developing a specific organizational culture, employees are motivated and rewarded for their efforts; e) Surveys and other types of research form formal means of collecting feedback from users, simplifying and facilitating identification and recording of existing and potential problems; f) Surveys and other types of research provide users with a message that the company cares about them and the value the service the company has for them. Customer Satisfaction leads to customer loyalty by product, service, or enterprise, so it's important for companies to understand the importance of their customers' satisfaction and to adopt satisfaction tracking systems, all aimed at improving their business, building a positive image, and taking on more market share than competitors. The concept of customer satisfaction and value for customers represents a new and revolutionary way of thinking about the customers and the value that companies need to deliver to meet their expectations and thus gain customer satisfaction. Equity theory focuses on a fair distribution of resources between two relational partners. Equality is measured by comparing the contribution (or cost) ratio and benefit (or reward) for each person. It is considered one of the theories of fairness and developed in 1969 by J. Stacy Adams, a psychologist of behavior and work environment, who found that employees are trying to maintain equality between the inputs they bring to their work and the output they receive from it versus the perceived inputs and outputs of their colleague. This theory rests on the belief that people value the just treatment that causes them to be motivated to preserve fairness within the relationships of their associates and the entire organization. The theory of equality implies the mechanism of an individual's need to activate when the ratio of received funds such as awards by an individual is unequal to others in exchange relations. The inputs in this theory are the contribution of the exchange participants that an individual or observer sees as the right to the award, and the results are positive or negative consequences that an individual has achieved in exchanging with others. The activated need for equality promotes behavior aimed at creating a fairer distribution, the one in which the relationship is invested and obtained equal. The state of perceived injustice creates the tension that an individual wants to reduce or avoid, and a possible reduction in injustice may include diminution of input, change of perception of exchange rate outcomes, or outbound exchange. Many researchers point out that equality is an individual need, but can also be seen as a common cultural value, a norm that prescribes the way in which resources should be subdivided, but there are also deviations in cultural patterns. When a person experiences injustice, a feeling of dissatisfaction or some other emotional state, such as anger, anger or guilt, is considered to motivate the individual to establish equality or balance. According to the theory of equality, the customer estimates their own inputs and outputs and compares them with the observed inputs and outputs of the reseller in an effort to estimate the equality of
CRM.<strong>PhD</strong>researchon.com PHD RESEARCH PROPOSAL ON CUSTOMER SATISFACTION transactions. Cultural differences, however, can influence the assessment of equality in the following ways: 1) In some societies, not all exchange transactions are considered. For example, in collective societies, there is a possibility of developing relationships between the owners of trade in the neighborhood and the consumer, which is different from the relationship between the owners of trade and consumers in the individualistic society. This is because the owner of a store and a consumer in the neighborhood are more likely to have close social connections outside the context of the trade and are considered to be part of the same society. In this type of relationship, equality setting would not play a major role in evaluating the transaction. Customers in the collectivist companies are loyal to distribution channels and are more tolerant of the bad service they offer and will not go to another store because the nature of the relationship between the buyer and the store owner extends beyond the scope of the exchange. 2) In certain societies there is a high level of tolerance of inequality and this is not considered unacceptable. In these companies, buyers accept hierarchical relationships and inequality. In these cases, equality theory has no effect on customers. Customers will not necessarily compare the relationship invested and gained in determining satisfaction. This implies that buyers can accept situations where the product and/or service is of inferior quality and/or at a higher price than elsewhere. In such companies the buyer accepts the fact that the inferior is in the process of exchange and therefore inequality is not a problem. 3) Different cultural groups evaluate investment or exchange results differently. For example, buyers in a particular culture can look for a good deal of a particular product in a shopping center as a pleasant activity, while in another culture it can be seen as an awkward task. Search for a particular product at a shopping center is considered a buyer's investment and the nature of the activity has an impact on the estimate of trade equity. Also, exchange results are perceived differently in different cultures. For example, in some cultures, wrapping gifts is seen as an extra effort, while in other cultures this is also expected. This has important implications in marketing because in cases where gift wrapping is considered additional effort, the merchant can charge gift wrapping. On the other hand, in companies where wrapping gifts is expected, the salesperson will not be able to charge a higher price for gift wrapping. References Burt, S. & Sparks, L. (2002) Corporate branding, retailing and retail internationalization, Icorporate Reputation Review, Vol 5, 194 - 212. Mill, R. (2002). A comprehensive model of customer satisfaction in hospitality and tourism: Strategic implications for management, International Business & Economic <strong>Research</strong> Journal, Vol. 1., No. 6, 7 – 18. Brink, A. & Berndt, A. (2009). Customer Relationship Management & Customer Service, Lansdowne: Juta and Co Ltd.
Page 1: CRM.PhDresearchon.

PhD Research Proposal on Customer Satisfaction Sample

Create successful ePaper yourself

Delete template?

Save as template?