Customer satisfaction in Services

The purpose of this thesis “A Context Analysis of Customer satisfaction in Services“, is to examine selected elements, which have influence on customer satisfaction in services. The investigation is conducted bot from a theoretical and empirical point of view. The theoretical analysis considers four dimensions. The first dimension is concerned with the service company’s internal services, which have an indirect influence on the overall customer satisfaction. It focuses on internal services which involves an analysis of operations, processes, and activities which influence the behavior of employees within service companies, e.g. internal marketing decision making processes, management styles, communication patterns, empowerment, and employee motivation.

The second dimension deals with the external value and therewith the relation between service providers and their customers. It focuses on issues of strategic service marketing relating to customer satisfaction, e.g. service marketing mix, service delivery, and service encounter. The third dimension takes the concept of service quality into account which corresponds to the level of customer satisfaction.

Author: Mohammad Rafiqul Islam


Executive Summary

Chapter 1: Introduction and Overall Methodology
1.1 Setting the Scene
1.2 Problem Formulation
1.2.1 Identifying the Problem
1.2.2 Interpretation of Topic Sentence
1.2.3 Research Question
1.3 Overall Method and Structure
1.3.1 Overall Methodology
1.3.2 Structural of the Thesis

Chapter 2: Service Value Chain
2.1 Introducing Service
2.1.1 History and Evaluation of Services
2.1.2 Characteristics of Services Intangibility Inseparability Heterogeneity Perishability
2.1.3 The Service-Goods Continuum
2.2 Service-Profit Chain
2.3 Service Value Chain

Chapter 3: Internal Service
3.1 Internal Marketing
3.2 Employee Involvement
3.2.1 Managerial Issues in Decision Making
3.2.2 Management Styles
3.2.3 Empowerment
3.2.4 Motivation
3.3 The Role of Staff
3.4 Subconclusion

Chapter 4: External Value
4.1 Strategic Service Marketing
4.1.1 Service Marketing Mix Processes Customer Service
4.2 Service Delivery
4.2.1 Core Services
4.2.2 Secondary Services
4.2.3 Delighting Services
4.3 Provider-Customer-Interaction
4.4 Subconclusion

Chapter 5: Customer Satisfaction
5.1 Consumer Buying Behavior
5.1.1 Purchase Decision Processes
5.1.2 Consumer’s Learning Processes
5.2 Service Evaluation
5.3 Customer Value
5.4 Service Quality Dimensions
5.5 Dissatisfaction
5.6 Dissatisfaction
5.7 Service Recovery
5.8 Subconclusion

Chapter 6 Customer Loyalty
6.1 The Concept of Loyalty
6.2 Switching Costs
6.3 Relationship Marketing
6.3.1 The Evaluation and Development of Relationship Marketing 91
6.4 Link between Customer Loyalty and Profitability 94
6.5 Subconclusion 98

Chapter 7: Empirical Methodology and Research Sample
7.1 Purpose of the Empirical Study
7.2 Focus of the Empirical Study
7.3 Research Design and Proceedings
7.4 Data Collection
7.5 Delimitation
7.6 Reliability and Validity of the Empirical Research
7.7 Presentation of the Research Sample
7.7.1 Hotels
7.7.2 Restaurants
7.7.3 Transportation
7.7.4 Tour Operations
7.7.5 Banks
7.7.6 Grocery Chains
7.8 Service-Goods Continuum

Chapter 8: Internal Service
8.1 Internal Marketing
8.2 Management Styles
8.3 Motivation and Performance
8.4 Control and Training

Chapter 9: Service Product
9.1 Core Services and Secondary Services
9.2 Service Development
9.3 Customer Orientation

Chapter 10: Customer Satisfaction
10.1 Attitude Towards Customers
10.2 Measurements of Customer Satisfaction
10.3 Service Quality
10.3.1 Tangibles
10.3.2 Reliability
10.3.3 Responsiveness
10.3.4 Assurance
10.3.5 Empathy

Chapter 11: Service Recovery and Customer Loyalty
11.1 Complaint Management
11.2 Customer Defection Registration
11.3 Customer Loyalty


Chapter 12 Conclusion

List of Literature

Source: Blekinge Institute of Technology

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