Improving customer satisfaction

Bachelor thesis English OPEN
Wei, Yu (2011)
  • Publisher: Laurea-ammattikorkeakoulu
  • Subject: asiakastyytyväisyys | palvelut | laatu | customers | satisfaction | service | quality

Today, the competition among enterprises is growing in intensity and organizations of all types and sizes have increasingly come to understand the importance of customer satisfaction and good services. The purpose of this study is to investigate the present level of customer satisfaction with language training institutes and find out any possible areas of improvement. This thesis will discuss and analyze the factors that influence the customer’s level of satisfaction and assist the case company to analyze the current situation and identify any existing problems with their services. The theoretical background of this thesis comprises theories concerning service, service quality, and customer satisfaction. Service characteristics, service classification, the four elements of good service are introduced in the beginning of the theoretical section. The core discussion concerns the main factors influencing customer satisfaction: customers’ expectation, customers’ perception, and service prices. The empirical study of this thesis was accomplished by quantitative research using a questionnaire. The questionnaire was designed on the basis of theoretical study related to service quality and customer satisfaction. It was distributed at the case company for a period of one month. Based on the research results, the level of customer satisfaction level in Compass would be judged as positive. Although the majority of customers were satisfied with the overall service quality of the case company, several areas for improvement were found. In order to improve customer satisfaction, it is recommended that Compass should improve the service environment, adjust the service price, increase the employee’s training in order to serve customers better, keep promises to the customers, and adjust marketing communication promptly.
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