Importance of Customer Service in Retail Sector

[CUSTOMER SERVICE ESSENTAIL IN RETAIL SECTOR] April 9, 2011
CUSTOMER SERVICE ESSENTIAL IN RETAIL SECTOR

SUBMITTED TO UWIC In partial submission of MBA degree course 2010-2011
NAME: Muhammad F. Tanzeem STUDENT ID: 09007802 Date: 9th April 2011
DECLARATION
I declare that no portion of the work referred to in the dissertation has been submitted in support of an application for another degree or qualification of this or any other university or other institute of learning. Further, all the work in this dissertation is entirely my own, unless referenced in the text as a specific source and included in the bibliography.
Name: Mohammad Farhan Tanzeem
Date: 09th April 2011
ACKNOWLEDGEMENTS
I am grateful to the almighty and merciful God to give me strength and without his grace and blessings I would not be able to complete this dissertation successfully.
This study could not have been possible without motivation and inspiration from my parent. They have been my support in numerous ways and I am thankful to God give me such an inspirational brother and sister.
Thanks are due to my supervisor; Ian Harvey for him insights, perspectives, knowledge, guidance and patience. My sincere thanks and gratitude is due to all the faculty members Mr. Ian Harvey and staff of UWIC, who have been very helpful, supportive and generous to me.
I would like to thank from bottom of my heart to staff and management team of Primark management for their great support during the research. They provided me with guidance and information as much as they could. My work would have not been worthwhile without the information provided by them.
At last, I would like to thanks all kind support received from my friend as specially Miss. Raina Wehvaria, Mr. Mayur Patel and all those around me not been mentioned by name but do deserve respect.
Contents
DECLARATION ............................................................................................................................... 2 ACKNOWLEDGEMENTS ................................................................................................................ 3 Summary ........................................................................................................................................ 6 CH: 1 INTRODUCTION ..........................................................................................................................................8 1.1 Introduction ............................................................................................................................. 8 1.2 Organization background Primark ......................................................................................... 9 1.3 Hypothesis .............................................................................................................................. 10 1.4 Aims and objectives ............................................................................................................... 10 CH: 2 LITERATURE REIVEW .......................................................................................................................... 12 2.1 Brief outlook of literature ..................................................................................................... 12 2.2 What is customer satisfaction? ............................................................................................. 12 2.3 Performance differences: ...................................................................................................... 12 2.4 Service Profit Chain: - ............................................................................................................ 14 2.5 Service quality and customer satisfaction relationship: - .................................................. 16 2.6 Different model for measuring customers perception:- .................................................... 17 4. Defection Analysis.................................................................................................................... 21 2.7 Types of Loyalty ..................................................................................................................... 23 2.8 Relationship between satisfaction and loyalty: - ................................................................ 25 2.10 Relationship between loyalty, behavior and customer satisfaction:-.......................... 29
CH: 3 RESEARCH METHODOLOGY .............................................................................................................. 35 3.1 Research methodology .......................................................................................................... 35
3.2 Research approaches............................................................................................................. 36 3.3 Research philosophy ............................................................................................................. 37 3.4 Data collection........................................................................................................................ 37 3.5 Sample selection .................................................................................................................... 38 3.6 Data analysis ............................................................................................................................ 38 3.7 Ethical issues .................................................................................................................................................... 39 CH: 4 DATA PRESENTATION AND ANALYSIS ........................................................................................ 40 4.1 Data analysis .......................................................................................................................... 40 4.1.1 Analysis of Customer Contacts and Relationships ........................................................... 40 4.1.2 Experience of the Researcher ............................................................................................ 41 4.1.3 Impact of the Care on Customer Satisfaction ................................................................... 41 4.1.4 Analysis of Customer Satisfaction and Customer Loyalty ............................................... 42 CH: 5 CONCLUSION AND FUTURE RESEARCH ...................................................................................... 43 5.1 Conclusion .............................................................................................................................. 43 5.2 Limitation of study ................................................................................................................ 47 5.3. Future Research .................................................................................................................... 48 Reference ...................................................................................................................................... 49
Summary
Study to better understand the forces and factors were present in profits after sales activities, and enhance business or put at risk in these roles. How successfully a supplier for the purpose dynamic mobile telecommunications market "customer service" had acquired a better understanding of the activities can handle. After the sale of business activities in the industry have received little systematic research attention. The study described herein after the sale of business to business activity aspects of the mobile telecommunications industry sectors with emphasis on providing the service centers. Method of study primarily relied on case study approach. Some aspects of qualitative and action research methods were integrated in the process of formal study. Qualitative and quantitative information and data from the individuals interviewed in each of the supplier and customer organizations were collected. Term, large-scale "care" is used in the study as a gateway to the world of after sales activities as well as an event produced to explain what was found. The concepts of care-related activities include maintenance and preventive maintenance. The additional services to help link back to the delivery of products or systems can enhance pre-existing capabilities. Procedures and measures of customer satisfaction and loyalty studies provide two important aspects. The importance of the concept of care and actions that define it to a customer's total satisfaction critical to serious were found. In the process the importance of total customer care phase was found to increase as customer relationship matures. Different services offer different features and challenges, for many customers, their satisfaction with a provider, loyalty is non-linear relationship. Customer needs, satisfaction and loyalty, and how these relate to the profitability of the firm finally seen to provide a connection between the complex ways linked. Complexity can be studied in many ways, but with this event each
service with customer satisfaction, loyalty was first evaluated separately. Customer satisfaction and loyalty were then connected to each other than to separate and combined features. The analysis and forecast how a customer's behavior relative to their level of satisfaction may vary depending on the context provided. While there are clear boundaries determinants of these evaluations, they also provide a basis for mapping to improve behavior and satisfaction levels were found among the many possible types of more systemic dialogue.
CH: 1 INTRODUCTION
1.1 Introduction
In the 2010 round is very difficult to approach how to get more customers to retail their products to attract customers directly in order to sell their business strategy are developed. If there is a need to consider the importance of supermarkets, many customers have achieved their brand. There Tesco, Asda, Sainsbury, Morrison, and others are private supermarkets such as supermarkets. If we look at the Marks and Spencer Reliance on international supermarket and Wal-Mart will. It really is hard to gain in retail value, as these strategies in the market due to fierce competition would be tough to follow. Retail core area of the business house and are looking forward to do business with customers and directly to customer's requirements by offering products at favorable prices to create satisfied customers as well as understanding and reduce the benefits of the different channels lets distributors. Definition of retail client services such as customer service is important "work and elements that consumers obtain what they need or desire to allow the amount of your retail establishment." By Discovery Based Retail. Retail industry to large retail stores are coming forward rapidly in this period of time due to direct population are cool. This being the time for every business issues as with retail coming in, because this area makes customers more reliable and rational for the best buy by paying less. During the 1990's many studies have been related to customer loyalty in the consumer market. Such studies often focused on themes such as relationship marketing, but only a few studies have focused on business to business market.
There services after sales service and sales activities in the field of management literature generally an overlooked area and that only a few researchers have paid attention after several studies to represent, are. For the most part, issues related to sales activities and after sales services in those studies after partial attention has been paid. However, the importance of after-sales service for customer satisfaction may be important, especially in business to business environment can, at the customer's equipment capital expenditure is important, as is the case in mobile telephony . It is expected that after sales stage, ie, the focus phase, environments where high capital investment needs and such investments are made over long periods of time will increase particularly well the importance of managed services. Grnroos (1980) said at the time of service practitioners and academics to marketing issues were not paying too much attention. Lele and Karmarkar (1983) claims that the product support services are a business opportunity for many companies.
Four extensive case studies and current studies and surface detail through case studies specifically focused on the following issues. Its foundation in project-based industry is in business to business environment
1.2 Organization background Primark

The cheapest in the UK market and large retailers a "Primark is." The Primark concept for retail stores was the first time beginning in the year 1969 in Dublin, the British food groups (ABF) is the peer sub-part. Year founded the company in the UK variety of retail space that Ireland, Northern Ireland and the UK, Scotland, etc. developed by corporate Primark stores to give value to our customers and satisfy them as targeting the culture of your business detail the various components such as customer focus, etc. is highly dynamic, products etc. and exhibits proposed
resources are developed by the company were so customers need to make more reliable on their services. Most of the company with different designs and unjust attitude of the younger generation is paying attention to clothing, just as they started to target the age of 35 years of age 4-5 years customer. As one site noted that the company Primark UK, Spain, Holland, Ireland, etc. Better services to customers will give huge satisfaction is the main purpose built by Primark Company offer. They follow the motto for their predetermined course of action to achieve optimal benefit with sales as well as try to increase.
1.3 Hypothesis
H0: customer service is the importance to make the business more profitable rather than other factors in retail sector H1: customer service in the retail field does not affect business profits and other factor plays important role
1.4 Aims and objectives

There has to be allocated in this research are a variety of purposes, as the research was done with the proper research purposes. This report describes the research aims and objectives are clear and consistent. 1.4.1 Target The main objective of this research is to explore the importance of customer service in the retail industry as well as various factors that affect the retail sector in particular is looking forward to checking the case of Primark. 1.4.2 Objective Check and define how customer service in retail, especially the Super Store will help build a good relationship with the client.
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Assessment feels that the retail firm Primark customer service as their particular business strategy makes sense of sustainability in market examine the various roles client services in order to develop CRM in the firm Explore how excellent customer service in the retail industry will bring optimum benefit to particular firm.
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CH: 2 LITERATURE REIVEW
2.1 Brief outlook of literature

Customer satisfaction levels in the retail industry a Primark company's database search with the case of this particular topic relevant to many research articles which support the findings of this research, offers more knowledge on the subject to date has revealed. LoBiondo-Wood and Haber (2006) to ask a question when critiquing a research article is' literature search suggest what seem to be enough? Being used is dated literature and magazines in view of limited material, the reader may conclude that appeared inadequate background information.
2.2 What is customer satisfaction?

Nigel Hill and Jim Alexander as explained (2005) How people customer satisfaction as the organization according to the total product or service will perform with the aspect of customer satisfaction is the measure can be interpreted. The literature covers the extent of customer satisfaction throughout the course, to conclude it portrays an evaluation covers all aspects of manipulating it, including the survey after the initial achievement. And many more journalism customer service, price, include such topics. Such as differential display customer satisfaction, customer lifetime value, loyalty to retain existing customers and investigate some basic essential assumption of this literature review began.
2.3 Performance differences: Gap model of service quality performance in 1985, Parasuraman Berry, and Zeithaml by the customer's expectation and performance among firms has developed with four different intervals. But in 2003, Zeithaml fifth overall difference
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that was leading by four specific intervals with the outcome Five different display intervals are described in figure 2.1
Gap 1
The promotional gap What is said about the services differs from the standards actually delivered
Gap 2
The Understanding gap
Gap 3
The Procedural gap Customers expectations are not translated into appropriate operating procedures/systems
Gap 4
The Behavioral gap
Gap 5
The Perception gap
Managers perception of customers expectations are inaccurate
The services that is delivered is different from the specification for the service
The level of service perceived by customers differs from the service actually provided
The Service Quality Gap

The difference between customers expectations of a service and their perceptions of the actual service delivered by an organization
Figure 2.1: Service gaps [source: Nigel hill, Jim Alexander (2006), Customer satisfaction and loyalty measurement, Pg. no.-006] Promotions interval>: - The business of the organization for failure to meet potential clients in the mindset of age, it primarily by marketing communications can be. Impatience to succeed in selling your product or service companies reimburse very easy to convince customers that will be hard to meet customers in mind, the possibility can form. Understanding gap>: - differences in customer needs and the organization's managers ranked by imprecise conceivable due to arise. If the customer's needs are not understood, it is very difficult for the product or service that is desired by customers and thus causing harm to the organization is to sell. Many customer satisfaction surveys associations looking for deals in a
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category that includes customer explains the importance of getting this problem from falling. Procedural gaps>: - the difference that it deals only assumed that the organization felt it best to customer needs and desires expressed to customer satisfaction will lead to failure, if appropriate in the customers' perspective does not explain the functions and system functions. Behavior Gap>: - understood as the obvious solution that many times organizations are well-integrated customer needs and preferences but also for the organization of customer satisfaction is a continuous high intensity to get may fail because the employees could be resentful proficient or not to train at all times act to follow to the letter. 5 Perception Differences: - As stated above there is a possibility that the gap does not exist, but the dissatisfaction of the client survey may appear to an undesirable level. The people can fluctuate with the performance of the organization of reality more customers due to the sensitivity. Unfortunately due to some kind of a people to the organization to customer dissatisfaction is a wrong interpretation and it may be undesirable for the organization, this relationship takes lots of effort in developing again.
2.4 Service Profit Chain: The service profit chain to understand about the author Zeithaml (2000 p.73) explains that a positive relationship between quality of service and earnings on direct correlation was measured in the investigation. If a partial number of studies and other unions on the extent of power and therefore will be discussed due to have a big impact studies. Storbacka Strandvik, and Gronroos (1994 p.21) dispute regarding service quality text, a number of hypotheses that have been made regarding quality to show the way how to increase productivity
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Figure:2 service profit chain The above data on our customer service, that if once again the organization to provide excellent service to loyal customers will get the benefit of the organization is the quality is about to illustrate. In this picture the green represents the peripheral service assessment through the right hand side and the organization's development has been shown to increase the income. Also the service profit chain's three key factors we examine the value and importance of customer satisfaction, customer satisfaction and loyalty second result is the relationship between loyalty and productivity are going. Figure of critics that the organization provides excellent service, quality of life for the organization, it is clear to make money to cover the client. Accept the principle that customer service providers as a factor which helps companies to offer better productivity and quality of the response are used. Thus, for this reason the principle
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of satisfaction in the market price or services to the satisfaction of the report is analyzed.
2.5 Service quality and customer satisfaction relationship: Also for us the relationship between service quality and customer satisfaction are going to see, it is critical to customer satisfaction. Quality of service in the power of an organization to assess the quality of service levels can be interpreted as a way of satisfying customer demand. Provide a good quality of service to the customer's needs to get way. (Lewis and in Ziethalm Booms (1983) and Berry 1985 p.42) As explained by Gronroos (p.37 1984) two important aspects of service excellence that clearly inconsistent predictable service and the service are up. Clear services service ratio is a collection of customers to see results, it can be technical or character work. Gronroos also clear that customer satisfaction feedback, the organization or any equivalent predictable workforce management services and is alleged to serve. Organization coordination between service quality and customer satisfaction is being offered by Liljander and Strandvik (1994) have been printed by. Also opinion against models that link service quality and customer satisfaction connect. Think of it as it is shown how service quality and satisfaction may not be connected with each other directly is shown below. This means that even if the quality of service but still poor customer (Storbacka Strandvik, and Gronroos p.24 1994) is satisfied
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Fig.2.3 the link between service and customer satisfaction
2.6
Different model for measuring customers perception:-
1: Five SERVQUAL dimensions: Gronroos (1984) argue that, for technical quality, customer service, (p.39 1984 Gronroos), whilst functional quality way the customer gets it (p.39 1984 Gronroos). Awareness of customer service according to the calculations, Parasuraman Zeithaml, and Berry (1988) five SERVQUAL dimensions are used for the cost of service (Parasuraman Zeithaml, and Berry, p.5 1988) determined the sensitivity of the consumer developed These dimensions include: 1. "Tangible: adequate facilities, materials, and expression of human resources, a sense of service items have specialized their non touch ability. After serving patrons
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often no tangible signs of contamination, possibly the quality of service condition will be used as the impression of being do. 2. Reliability: ability of the organization plan for the organization are determined to give our valued customers, according to presumed, that customer satisfaction will improve reliability. 3. Response: Will customer service organization to facilitate and set the organization's response time is known as available. SERVEQUAL defined as the customer's requirement 4. Assurance: knowledge and courtesy of staff and their ability to generate trust and confidence. Customer if he / she do not feel about the service provider's ability will not be satisfied. 5. Empathy: compassionate and individualized concentration to provide consumers better quality of service offered the sympathy of the organization. Also serve the purpose of SERVQUAL customer expectation and deliver services according to certain extent as that of the real pattern of the intensity of its sharpness (1988 Parsuraman Jabnoun and 2004 quoted in Saad included) violation is fixed. Next we see that when they expect to serve than it is alleged that the service quality of service is more than satisfactory (Parsuraman Gupta and Jain, 2004). However, most probably as a result of the vague assurance that the policy on customer satisfaction and increase service tester used in support of the ratio between one and four is not suitable for determining crack. SERVQUAL in service industries was explained by the pro-Buttle, 1994 and 2004 Jabnoun Saad cited
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Up to the reliability, responsiveness, assurance and empathy of service quality standards to calculate the satisfaction and space as functional tools to weigh the various aspects are: Equipment was found out to be accurate in different service conditions It was verified that a similar compound to its analog signal to the reader is expected difficulties. The test results support system reconcile vaccine. Usefulness of the system Rain amount of items to meet customer and staff is helpful.
SERVQUAL, despite disagreement in support of many critics and the largely abstract work on a variety of foundations ignore the purpose of SERVQUAL dimensions. Against the magnitude of several rejection extrapolative control equipment, questionnaires, score the extent of space and strength to recite five dimensions configuration. (Babakus and Boller, 1992; Cronin & Taylor, 1992, Shepherd and Countryside, 2000, Tea, 1994 SERVQUAL device is subjected to different amounts of Fantasy and condemn operations has been increasing mainly as a rejection. Primary SERVQUAL range of work demands large data collections. Tool designed to broaden the consumer and organizational performance and customer response organization in the direction that would be an impaction in anticipation sensitivity is set questionnaire. SERVQUAL services delivered after the service encounter rather focuses on the progress of the results have been approved. The main cool proportion with the amount and stability of various conditions are apprehensive. 2. Profit Impact of Marketing Strategies Research
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Profit organization due to impaction on the marketing strategies began with the fact research, service and study the relationship between the qualities of benefits was measured. Marketing Strategies (PIMS) cross-sectional business records (Zeithaml, p.71 2000) Effects of the benefits. PIMS list to facilitate the reimbursement to the investigators because of other variables such as economic cost to scheming to check the quality of service later the brunt of the consequences. (Zeithaml, 2000 p.71). A PIMS study of rejection is most important, "of course customer service excellence from the perspective of organizations from concept to a certain extent responsible. (2000 p.74 Zeithaml). The model for the research reports the different companies market strategies, as well as Primark Company is analyzed. 3. Customer perceived value model (CPV models) Another area of theory which include quality of service value is that a customer derives from the organization. Gronroos (1997) developed a model to illustrate this way:
Fig.2.4
Nominatives a restaurant meal, which is then divided by denominatives are such benefits to the consumer. These are a consumer makes sacrifices, such as price paid, time and effort. If consumers believe that they encounter is beyond value, the relationship is satisfied on how they are run. This model is used or implied, expect to see what makes customer satisfaction the customer as much to influence the fall
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in the categories Primark hinder the model in the company of the customer's behavior was used for further analysis are For those in the research
4. Defection Analysis Defection analysis shows that the steady increase in service excellence an expense but a buyer an opportunity to bargain (Reicheld and Sasser p.107 1990) on one side of the business to make more than the margin is not speculation. Figure. 3 below shows that as the defection rate from 20% to 10% are low, "the average life span of his relationship with a client five years to ten and that more than doubles the value of customer Couple "(Reicheld and 1990 Sasser P 0.107). Defection analysis links between benefits, as shown by MBNA America all the way through the stems (Reicheld and p.107 1990 Sasser) "defection rates over a 5% improvement over 125% average price increases by its customers. 5. Basic model Fundamental representation and the expansion of consumer satisfaction questionnaire used is shown. Structure as shown in the figure shows the growth materializes and all purpose. Each step of course obvious step for each of them conceivable important component of consumer beliefs with the idea, are included.
Step-1 Determine customer requirements.
Step-2 Develop and evaluate questionnaire.
Step-3 Use Questionnaire
Step: 1
Customer's requirements or dimensions of excellence identified in Phase 1 of the process - steps are carried out. Essential feature of the goods or services is
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determined. Move not only recognizes the superiority of products and services and quality ratio, but the exact pattern of these dimensions shows. Testers here for two main reasons include the introduction of customer requirements. The first customers for the services and products characterization offer an enhanced feel. For questions and customer satisfaction questionnaire to determine the relationship between the services provided are. Step 2
The second step is to build up questionnaire. This step is important and certain components are different. The main purpose of the questionnaire considers certain information to facilitate assessment. Step: 3
It has been shown to move using customer satisfaction questionnaire. Each use permits us to acquire accurate information about customer feedback. This practice permits us to move beyond customer satisfaction and loyalty, customer satisfaction assessment to know about the customer. Methods or procedures to move out of research lies in the company as to what your needs are things the company uses more resources to better satisfy customer as satisfied. 6. Flagship model Check customer satisfaction leading to represent the ideal opportunity disconfirmation (, 1997 Oliver, 1980) is based on. Matzler purchase represented by satisfaction with the possibility to be one presentation during cognitive assessment is produced. It is believed that more than presentation is expected to be optimistic coming into fulfillment, or if it's inferior than it is considered desirable to the expectations of the business success of the product will cause damage or with the service provided by, temperate satisfaction or indifference (Oliver and DeSarbo,
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1988) the organization advocates the evaluation results. Enhanced and includes all the customer's satisfaction regarding the performance of the usually well thought out as linear and symmetrical. The study shows that there is a relationship that is complicated to say the strong factor. Current test customer satisfaction shows and states that service or product feature three main aspects that impact on customer satisfaction fundamental issues, performance facilities, and anticipation facility (Anderson and Mittal, 2000 Matzler and Hinterhuber, 1998, related to Oliver, 1997, Kano, 1984). The researcher as well as customer satisfaction (Kano, 1984) used with the Kano model. As the Kano model of customer satisfaction explained by the structure or disagree that between satisfaction and the fulfillment can be asymmetric association has given the product or service depends on the range. As basic aspects of customer satisfaction is considered essential factors that need to factor that customer dissatisfaction, apparently not satisfied to be customer satisfaction. A minimum requirement that to be accomplished does it? Anticipation convenience factor if customer satisfaction is to increase the dialogue, but the reason is dissatisfaction in case you do not buy it. Production facility surprised and pleased customer anticipation. Performance of the organization provided the performance is enhanced satisfaction draws. organization's
2.7 Types of Loyalty

As explained by Jim Alexander, Nigel Hill, as loyalties are many, is one of a lot of reasons. Declaration of loyalty right signals little commitment, integrity or responsibility is involved. Monopoly loyalty is a tremendous example, where little or no choice to the customer and customer loyalty is fixed. Incentivized loyalty is probably mainly marketing approach highlighted in the current year. It is not money for the consumer that they have an impaction is possible to explain recurrent
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business brochures can be taken. Habitual loyalty is the biggest part of that business can be repeated regularly. That type of talk as far as what type of loyalty and customer relationship, there are different levels of customer loyalty, and these differences are portrayed in literature as the ladder as will be shown in the picture are not considered are. Figure espouses loom as tree graphs corresponding to the typical customer's final pre-expansion level. As a measure of customer loyalty can be shown
(Figure: 2.5 level of customer loyalty ladder) Suspicious account all customers who need the type of product or service in the market are taking. Doubtful about the product or service they are buying or to buy affection, but they are not sensitive too. Prospective patrons who are known or have been attracted to the organization but not yet purchased. Customer organization products and services to buyers. Customer recur mentor the organization with a passion and organization loyal to the service or product may be due to the domination.
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Advocate with impaction of service and products to customers who are in favour of the organization are to promote the organization. Partners in a healthy, customer supplier relationship which constantly as both parties see it as equally as profitable business.
2.8 Relationship between satisfaction and loyalty: Here we loyalty and customer satisfaction is the relationship between an organization, Oliver (1997 p.13) the achievement of customer satisfaction as the harvesting of response features are going to learn about. It marks a product or service to facilitate the decision, the organization has been satisfactorily to meet customer's needs is provided by "Current estimates on the foundation that customer satisfaction measures for copy service or product based on their insights of excellence and it gives them satisfaction, it seems that customers are getting the performance and desire, and that a gives loyal customers and a dedicated customer is less beneficial(Storbacka Strandvik, and p.21 1994 Gronroos). Hill and Alexander (p.1 2006) disagree that "it is traditional savoury satisfaction and customer retention, profitability link between a well-made.(P.191 2002) Griffin, says, "clients whose problems and complaints have been rectified efficiently turn out to be your most loyal customers that. As much as has been shown, there is much literature that further concern is with customer satisfaction and performance. Keiningham (2005) it the author's decision, there is a strong connection between satisfaction and customer loyalty is. He says that the connection is not easy and it is not linear. He also stated that the relationship between satisfaction and customer loyalty, we relationship satisfaction and customer loyalty of existing customers as well as if the sides are bound to attract new customers need to think .
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Jones and Sasser (1995), market competition and relationship with customers about the impaction illustrate that aspect. Course content to customers faster data downwards curvature of the show suggests, it reflects the level of satisfaction. The other side of the coin there is evidence that this satisfaction can be carried out at the border to explore, perhaps a weak satisfaction threshold range to calculate the satisfaction can be seen as a dig 4 'as is' in be seen as inconsistent. Reichheld. (2003) show that a little too conservative reliable customer satisfaction through action to determine the truth of the revenue is less dependable. Research shows that a constant satisfaction confirmable certain customer behaviour and a lack of development on. Xerox has been ravaged by a search conservative insight, their study has shown that customers who were perfectly satisfied to six times their arguments were expected to mentor the repurchase Xerox products. Only consumers who might prefer to suit your needs is made attractive enough to loyalty. The writer says that only those customers who are completely satisfied with the direction of the organization are faithful. Fig. 2.6
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Customer satisfaction with all customers to maintain critical role in the much realism that it is possible to please each and every customer, it also depends on the customer's needs and mind set and not all the It is awesome every satisfied customer (Wu and 2004 Fock) is difficult to maintain. Griffin (2002) also says that the only satisfactory alone is not enough to create a loyal customer.
2.9 Relationship between loyalty and profitability: For example equal loyalty, Zineldin (p.433 2006) argues that, Whilst keingingham, et al (2005 p.144) states that only "really the profitability of the company of a customer loyalty and retention have a positive impact. "Not" profitability. The other well-documented argument that the link is satisfied with the suggestion, that "As a customer relationship with the company lengthens, profits rise." (P.105 Reicheld and 1990 Sasser). Reichheld (p.105 1990) also states that companies just over 5% of our customers by maintaining almost 100% can increase profits. "One factor that determines whether or not a relationship between a consumer and a service is maintained or that the" critical episodes "cannot bear it." P.29 on the analysis of internal factors we consider How important episodes (Storbacka, 1994b) are handled "on the strength and longevity of the relationship during the handling of important cases as regards internal factors may start.." "(Storbacka Strandvik, and p.30 1994 Gronroos). Storbacka Strandvik, and Gronroos (1994), state that an important episode in the relationship that is of most importance is defined as an episode. A triumphant important Case relationship is so strong that it may face in the future negative episodes. It can be suggested that with regard to these important events to strengthen loyalty, leading to increased profits in the long run can do. Loyalty model has been developed which argues the relationship between loyalty
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and profitability. Dick and Basu model behavior and behavioral integrity (1994) regarding the strengths and weaknesses can be analyzed.
Fig.-2.7
Consumer loyalty depends on the mindset of attitude, and reliability can be a customer for an emotional or psychosomatic affection of a business. (Bowen and 2001 chains) show that clients who are excessively loyal to the organization sometimes are harmful and some beneficial to the organization over time as they believe most of the business and themselves as their Except for the expensive lawyers can do for friends. Where practice and further treated as long-term loyalty count (Hobbs and 2008 Rowley) is set based on. Instead of repeating it again and again impressed with a strong product or service (Uncle Dowling, and 2003 Hammond) is orientated towards the acquisition of the connection. Between the behaviors of the client to develop loyalty, excellent customer service that will bring favorable results should provide you with. As explained by Heskett et
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al (2008) the results of that devotion to customer satisfaction directly. On the other hand, Palmer, McMahon-Beattie, and Beggs (2000) was his opinion that loyalty conflicts are the result of the periodic behavior is weak to express. Keiningham Wallard, (2005) disagreed that it was wrong to equate with the recurring purchase loyalty taken too.
2.10 Relationship between loyalty, behavior and customer satisfaction:Dick and Basu (1994) argue that the loyalty of the Union to add the power is seen in terms of attitude and behavior and that devotion to the factual elements consist of both attitudes and behavior. Griffin (2002) a (attitude) Business and recur (behavior) is important to buy the affection of devotion or loyalty to disagree. On the other hand, Keiningham, (p.144 2005) Corporation for many consumers who really thought out well attitudinally be equally beneficial and be behaviorally prominence will be dedicated on the dispute. Group to assess the benefits of the Union - could be linked to model fidelity. The long-term relationship with the organization with the intention of the fight could be terrorists to pass on their worst incident in the course of an association with customers and potential customers can affect organizations. While Jones and Sasser (995 p.96) show that the loyal customer who is satisfied and recurring organization to serve the living, as Griffin (2002 p.5) states that the relationship with gains satisfying Depending on the customer's loyalty between, the customer is loyal like a long time so that the benefits to get ahead of the blessing that is to reverse it if the customer is not loyal. A company may collect from a client; missionary arguments so that the customers are loyal and they are doing anything to promote the company. It is believed that the
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impact of customer loyalty or customer that helps to increase productivity of the organization wages. (2003 Page -49 Reichheld). Hire a buyer who Satisfaction - Loyalty Rules full satisfaction so that company loyalty customer relationship (Jones and Sasser p.97 1995) is to be reduced to cope with yet. Thus it (SPC) of the satisfaction - loyalty relationship against disagrees. For example, people hostages, which the Corporation proposes that nastiest aspect of the event and I acknowledge (Jones and p.97 1995 Sasser) will. Is (Keiningham, et al 2005 p.89) said that the hostages are normally called as a faithful. What a detainee client solutions point of literature has been hesitant to win once in production decisions in the Sixth Pay Commission established a weakness, even if a customer is not satisfied nor a free determination of reliable Keiningham (2005 p.7) goes on top of the authentic way to disagree with him that the client to survive to provide the best that it can provide a company is aware of number of authors and organizations that customer satisfaction with loyalty to the organization will yield increased productivity have been studied about the relationship between. (Storbacka Strandvik, and Gronroos 1994 p.34). (Hill and Alexander 2006 p.19) recommended the example of loyalty to the notion that the accused, specificity commitment, obligation restraints, and commitment as the emphasis. It completely impossible for an enterprise to make the most money for your customers to look forward to the organization include such approaches. According to (Keiningham, et al 2005 p.16), the spirited way in which the administration has approved the ability to mentor worship can hardly be comprehended. (Keiningham 2005 p.28) goes against the consequences of disagreement is apparent that it is hard to maintain customer loyalty, despite the time and money is spent on them. Too much competition in the retail market is currently the cause the organization to develop strong customer service to your customers more loyal to brands and products have been selected to make the company not only compete on may due to
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the pricing strategies. Company in relation to customer service and customer service as well as customers own other companies (Cook.S, 2008) better look as proven strategies must satisfy. It is essential that the company provides services to its customer-focused organization while paying attention to each customer to make smoother deal making eye contact there should be important as the building while saying anything to them. It is providing better solutions and services to re-appropriate solutions in time towards reaching satisfactory levels. Author (Leland K & K Bailey, 2006) some of these services the customer must take care to mention time.
Figure: 2.8 customer services

-Short term advantage -Informing potential customers about new product launched -Long term advantages
Customer
Customer
-Attracting customers
-Increasing revenue and profits rising market share customer loyalty.
Sources: Gillespie A (2009). "Customer service is always important, but today the last decades of customers have more freedom of choice so that every product or service to market much more competitive" (Hayes and dredge, 2001). It will be more special for the company to trust the customer feel more loyal customers the services they provided enough sometimes things are moving in the wrong, so that employees respond positively and effectively with customers and
31
handle at the appropriate time should as appropriate, gets in the eyes of the customer will emphasize the company's business. So when the complaint deals with the staff more than enough to make the customer (Jane Smith 2000) will provide excellent services (Sarah Cook, 2000) in terms of the definition of customer service that the company itself and with customers to develop their relations through dialogue and firm to maintain healthy environment. Also the author says that talks between company and customers can now rely on their relationship. Held by an empirical (Jane Smith, 2002) in research to find out that there are not. Factors that influences the customer to buy certain products. So the customer to achieve the necessary things there that employees should reveal that promises to keep, they helped to build confidence at the time of purchase, as the king at the time of buying them all the comfort and safety by providing treatment . The way to make your business clients through staff and is more easily. Customer retention in a magazine a week, by attracting customers as to how and what customers are coming to the company that published. Serve as the customer makes the first impression to make, within 30 seconds of the customer to judge whether or not purchase as you are to start. Appurtenance should provide standards for company employees, there is clear and provide security threats board sign will be all business premises and finally there's reasonable business documents can be read by the client (customer retention in a week) taken into should be. Author (Horovitz J, 2000) core values that employees deliver customer service in the retail industry in particular must comply with some of the time mentioned. These key points are providing services faster, treat customers with pleasant, with customers to make careful, and transaction time by helping make them more credible about the services. Also the author between the customer and the company negotiate down 2.9 points diagram.
32
Figure 2.9: Staff profile according to service requirement
Interaction
Be quick in serving customer Be pleasant
Be thoughtful in relationship with customer Be helpful in transaction

Contact
The author author (LyndsaySwinton, 19 March 2009) was made by access to research findings that customers refer to features writer at the time of delivery of services can be seen therefore that the company's customer contact information must be given to all 're so customers can contact their prorities. Make sure that staff and product knowledge holds information about the market because they are internal customers.
(Kotler P, Armstrong G, Vong W., Saunders, 2008 J) writers know that they have in the past many companies had customer with the previous research. There is no competition in the market the companies were not concerned with resentment. But now is different scenario 100 new customers in the future if the companies due to customer service to 10 clients are loose with the same companies in the business fails to arrive.
33
By author View (Saunders J, 2008, Richard D., 2002, customer response management, J Horovitz, 2000) the importance of customer retention is the firm's needs or as evidence that the company provided the same service As the firm has been effective in winning new customers is excellent.
Difference model was important in providing the quality customer service and customer more targets. Relevant to models with high quality services focusing on various strategies to target a different customer (Zeithaml and Bitner, 2003) to provide drivers attention. Author Oliver (1999) loyally according to customer's satisfaction as the prime factors, but the author further says that the more asymmetric relationship between them is connected with the show.
2.11 Summary of literature: According to several studies enhanced productivity and service quality results and the fact also is designed to increase customer satisfaction. Service profit chain associations that result in better service at the reception have shown a positive impact on customer satisfaction was shown. This is a level beneficial to the consumer a lifetime of profitable customers and the impact is shown. Helgesen (2006) positive relationship between customer satisfaction and loyalty described in detail, also to increase customer loyalty and customer profitability to join an optimistic touch to give the impression. As well as Bolton (1998) shared their views that customers are privileged in the organization's long relationship with former increasing satisfaction are assessed and the customers who are not in long-term relationship with him with less in numbers.
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CH: 3 RESEARCH METHODOLOGY
3.1 Research methodology

Figure: 3.1 research methodology
Source: Idea adapted from Hair et al (2003: p50) By the author in terms of trade ideas with the definition of research methodology (Kervin, 1992: p.3) "for the organization's information to answer questions and to solve business problems need to achieve a practical application - research tools. In his research report for the company to use various sources by the author as well as past research has examined the data collected. In this review, as well as various aspects of the case by analyzing the author is explained in this report of study. Eisenhardt (1989), according to case study "is a research method which focuses on understanding the dynamics present within the framework. Case studies with multiple levels of analysis are involved in many cases they can work an embedded
35
research design combining qualitative and quantitative data collection can (1989 Eisenhardt, 1994 Yin; Jarvenpaa and Kosonen, 1997). Yin (1994) states that case study method that her real life in terms of an empirical inquiry investigating a contemporary phenomenon, especially when the boundaries between phenomena and context are not clearly evident and in which evidence sources is used. Multiple sources of evidence through data collection methods is a proof of triangulation to strengthen through the grounding of the theory, and provide stronger substantiation of constructs and hypotheses (1991 Patton, 1994 Yin). Research strategies used in a study of selected research problems and research questions, depending on the type said. Case law is a distinct advantage when the "how" and "why" questions about the contemporary phenomenon called a real life context and relevant behaviour researcher cannot be done by the tampering. (Yin 1994)
3.2 Research approaches

There are two approaches as quantitative and qualitative approaches have been calculated numerically as quantitative but not qualitative differ depending on different views. Quantitative research findings have been developed, but in qualitative research findings are drawn. Even authorJames, your scene present P. Key (1997) "Qualitative Research Methods for the search is a general term ethnographic, natural, anthropological, field, or as a participant observer research described.
Research report quantitative data used in this report only because Primark case study has been considered and the company there are quantitative approach should
36
be used to collect information has been considered. This approach takes into account the findings of the cases appear to help.
3.3 Research philosophy

According to Saunders et al (2000), "how a researcher thinks about the development of knowledge as a function of research in philosophy. The research appeared in the report realistic case study is focused on. There are various factors which appeared realistic to hold it where appropriate orgasnaition investigation take place as it is based on experiments, but cannot be based on conclusions have been. Certain extent in the present study, action research is used. Action research, scholarship and practice together bring. The term "action research" approach that partnerships are based on experience and action-oriented shows the whole family. Knowledge can be generated by researchers living and learning, and it is never static or complete. Clinical investigation, the researchers needed to challenge for the researcher, and concurrently process consultant is to embrace the role of twins. In the current study, especially the experience of researchers to engage the interaction between researcher and research, and interviews were used to explain the findings.(Levin, 1999, Stringer, 1999 McDonagh, and Coghlan, 2001, due and Bradbury, 2001, McNiff and Whitehead, 2002).
3.4 Data collection

Used in this research there are different primary and secondary sources of the data source. Primary data, research data that the research objectives (Saunders et al, 2000). According to the purpose of lifting is the first time are collected are mostly two types of primary data to the questionnaire and survey information is collected.
37
There are customers willing to structure questionnaire, 125 clients, where as there are 5 retail stores manager called for personal interview to 100 is the goal. Are 16 years old, while 45 of the questionnaire was focused customer prescription super stores, railway stations etc. are distributed Secondary data is not submitted data for the first time but it is already collected by previous users. The data collection is not the purpose of research but also subordinates used for anxiety as well as data such as cheap to provide good arguments are supported (Saunders et al, 2000 p., 190). Secondary data collected in this research report company information that Primark, the retail industry survey conducted by the government, as well as the company's performance for some Census information.
3.5 Sample selection

"Using a census sample makes possible a high overall accuracy and population data for researchers who need more time to gather the small number" (Saunders, 2009). The research sample questionnaire there are only 15 customers account is taken for analysis of primary data. Even half of a questionnaire is based on the information unanswered or ignored by the investigator, the only reason to maintain the level of accuracy in research.
3.6 Data analysis

The research data shown on graph and tabular form based on the analysis presented in graph and tabular since collection of data. In the analysis of the data as it becomes easier the mathematical and statistical calculations are made according to the need to arrive at final conclusions.
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3.7 Ethical issues

Research in the development of such issues will bring professionalism in research that is conducted. There are different views of different writers, so these are not required to keep in mind that researchers are researching the time to compare. There is also unethical to collect information as to the purpose of research is used appropriately was the source.
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CH: 4 DATA PRESENTATION AND ANALYSIS
4.1 Data analysis

The data analysis is on the basis of certain research of the data collected, there are questionnaire distributed to customer and interview on discussion were done for the managers so this way the result of the analysis is been declared.
4.1.1 Analysis of Customer Contacts and Relationships Interviewees were asked about their contacts so that both customer and supplier organizations (Krackhardt and Hanson, 1993) identified the main contact points. Interviewees for the first names of individuals were allowed, and then they were shown pictures of customer and supplier organizations to help them with enrolment. Finally, interviewees if they still have some contacts that they were not named said the people were asked to nominate. When people were asked about their contacts, they were asked about frequency of communication. In this study, only monthly or more often with individual contacts were counted as frequencies. If the communication was more relevant, it was considered one of the special and low cost when it comes to identifying the central persons. Stories often the frequency of their communication with each other about the differences between the interviewees was. In some cases, the other party is not recognized or may be remembered that he or another person was communicating with. It was considered adequate if only one party or the other party admitted that he was in contact with, but not the other party, this is referred to here as unidirectional relationship. This way, people who were interviewed not as central persons and interviewees were identified as individuals not involved in the early Union.
40
4.1.2 Experience of the Researcher Sales environment and Supplier Company in recent years during the development of the concept of care experience in addition to the author, the study of the body of knowledge in the field of study. After reviewing the literature consists mainly of sales, special sales, service, management and customer satisfaction and customer loyalty issues, the management of post. Reviews on the author's previous experience with the initial areas of interest were selected and an initial hypothesis was formulated. Research in the theoretical understanding was deeper during the research process. Both research questions and interview questions were raised further study was focused on literature review and initial interviews focused more specifically defined as. Researchers almost ten years experience in the retail industry, mainly in services is collected. Attention to developing the first after-sales customer services respond to the needs of process is involved in the development. He then was involved in the development of managerial concept managerial challenges associated with managing care phase solution. He has been in nearly five years including more recently, the service managers responsible for developing the ability. Therefore, the used research method can be considered additional action research.
4.1.3 Impact of the Care on Customer Satisfaction Focus on customer satisfaction about the importance of phase, interviewees care phase relative to sales to specific customers were asked about the stock. First, the interviewees think sales ratios to represent the suppliers total sales have been clear with the client. Interview is to judge whether the care phase to total customer satisfaction is more important, less, or total sales to its customers as part of the care phase relative to sales will be the same states. It should be remembered that those who care phase issues, mainly dealing with total customer satisfaction with the care
41
phase to the relative importance of justice. Interviewees in the number of additional care how much they thought represented the total customer satisfaction is the stage, they were told not to do so was to comment on.The person caring for the customer gives a clear indication of the importance, but the focus as part of the sale varies from client to client, this figure is not comparable between different cases.
4.1.4 Analysis of Customer Satisfaction and Customer Loyalty Analysis of each individual service loyalty to the satisfaction metrics by plotting all the individual scores was started. Samples of data so that all client matters little doubt that this kind of statistical significance could be calculated. Instead, the interviewees provide qualitative and quantitative data is based on the method used to evaluate services provides a meaningful way. Result in different services of the relationship between customer satisfaction and loyalty as a rather perfect present study, to give estimates for both a quantitative and qualitative analysis was attempted. If both quantitative and qualitative analysis produces similar results, the event can be considered valid, although the extent of such phenomena cannot go right. It is recognized that the scale used is an ordinal scale. Shows as Valkonen (1971), when the researchers are aware of defects in their processes, they scale with ordinal scale processes using distance matrix and deliberately breaking the rules. In the present study, an interval scale was used, no statistical analysis was used, and statistical significance of the data sample was not tested. However, the mean and standard deviation were calculated for the supplier and customer. For both groups, and central to the entire sample the average was calculated for individuals. The sample additional central persons provided, including scores (Karma, 1980, Karma and Komulainen, 1984, Jarvenpaa and Kosonen, 1997).
42
CH: 5 CONCLUSION AND FUTURE RESEARCH
5.1 Conclusion
Among others, Oliver (1993), Naumann (1994), and Peck (1997) demonstrated that the quality of service customer satisfaction, ie significantly contributes to, the services are satisfiers. Order to reach higher levels of customer satisfaction, a company with high performance enough satisfier "hygiene factor" (Herzberg, 1972) need to combine with the company's performance. Friday and Cotts (1995) state that depending on the customer's perception it is required to change a service. Perceptions of the importance of serving as mobile operators as customers or customer relations, service quality posed an additional challenge in terms of life cycle stage, depending on your platform. On the other hand, it also provides an opportunity for excellence.After the warrant a statement that companies selling long operations is an area that all the attention to it appears based on current research results is not worth holding remains. Companies often focus on new customers because they believe that existing customers are satisfied. However, it is not necessarily the case. Many researchers (Reichheld and Sasser, 1990, Glanz, 1994, Vavra, 1994 and 1995, Zeithaml et al's argument. 1996 and 1996 Reichheld, Anderson and Mittal, 2000) that invest in existing customers due to customer's lifetime value is enabled and because many customers need the assurance after purchase. It has been demonstrated that care satisfaction and customer loyalty step appears to be an important factor. As services are performed in the presence of a frequent customer, customer service and customer satisfaction can be overrepresented in the total customer satisfaction with service are visible. Most common in the customer's perception of supplier performance to the performance of services can be affected, and especially care services by step. It is not necessarily the case in many other industries, but currently in mobile telecommunications, care
43
phase services is an important factor when customers make their opinions on the supplier's performance and that supplier has provided represent value. Previous research on customer satisfaction and loyalty is the very settings that either industries or individual companies as large whole, studies have focused on have been held, Fornell AS (1992), Jones and Sasser (1995) and Heskett et al. (1997), or single service environment is studied. In the present study, the study signs that the single service has an impact on other services. (1992) Fornell and Jones and Sasser (1995) some industries and the way customers behave in the industries studied. This is a logical limit to the industry level study to see if the study takes a macro approach. The supplier's point of view, the buying decision service levels, the current research, which showed that within an industry there are services that are fundamentally different features, are built on the study unit. It shows that, for business purposes to understand a client's behavior, a level where customers are able to buy them to split the need for institutions. All customers are different and they need a variety of services.
Based on customer behavior varies from service to service 'opinions of services, there is evidence that indicates that customers, they are all in the care phase. Customers' buying behavior in mobile telephony appears to depend on the nature of personal service. (1992) Fornell and Jones and Sasser (1995) took the approach to customer behavior by the macro level, mainly in the present study, the started largescale approach to micro-level (Holmlund, 1997, Holmlund and been is Strandvik, 1999, Leminen, 1999).
According to Dijkterhuis et al. (1999), when an organization is confronted with a chaotic 184 environment, companies are likely to change their behavior; the old
44
practice has become less appropriate. Change or in times of turmoil, there are inevitably different stages of life cycles among customers operating in the state and, therefore, practice varies the delay in implementing the new methods. Changes in the importance of individual services by using life cycle theory can be explained, because they are considered from the perspective of customer needs. In the current study, it was reported that over time customers need to change some services, but the event was not for all of the services. Some of the services, change the signs were found in the practice of customer services about Oliva et al. (1992) state that, in the case of consumer durables: the satisfaction rose above a certain threshold, repurchase loyalty climbed rapidly. Conversely, when satisfaction fell below a different limit, customer loyalty is equally rapid decline. However, between these thresholds, loyalty was relatively flat. In the case of the current research were compared to the various services delivered to customers was not. The research findings show that the individual services satisfaction loyalty curves Jones and Sasser (1995) and Heskett et al's(1997) findings are close to specific thresholds. It is observed that a certain threshold or anything of value beyond customer satisfaction, customer loyalty, one can observe rapid growth. It was believed that customer satisfaction, customer satisfaction and loyalty of each customer loyalty curves (0,0) with starts with the (10,10) ends. Captive and competitive services, noted the value of a certain customer satisfaction, loyalty, after which rapid growth was observed. Services that are neutral, in terms of satisfaction and loyalty was to appeared to be almost linear. However, services often appeared to behave in a nonlinear way, as Anderson and Mittal (2000) pointed out. Data findings customer satisfaction and loyalty (Anderson and Mittal, 2000) about the possible asymmetry does not warrant. It is possible that there are such services and products such as those described by Oliva et al are. (1992) that the satisfaction rose above a certain threshold, loyalty climbed rapidly, and when satisfaction fell below a different limit, customer loyalty
45
is waning fast, and between these thresholds, loyalty was flat. Currently in research studies for services, this does not seem an inevitable conclusion According to Heskett et al. (1997), customers and employees of a company recently similar dimensions that are important to customers, according to the evaluation of performance: business, service, and peoples ability, timeliness of services to ease service "availability of representatives, and interest displayed by the service personnel to help customers. Brown (1992) found that with 90 percent of frontline staff to accurately predict when and customers can complain about. On the other hand, Parasuraman et al. (1985), their service quality model, and Barsky (1995) difference of opinion of a supplier and service delivery problems to identify their client as a source. In the current study, customers and suppliers often agreed about services and their problems. Qualitative interviews, both individuals as customer and supplier issues that most individuals will be identified faster in the present study. If there was a recent problem, the customer can be raised in the interview discussed the services used to be. This highlights that, when customers evaluate their services, they looked back at what happened, the individual events there later, and was served an overall picture they made. It is also a greater degree; in the context of a business, organization, perception of quality of the ideas of many individuals are finding underscores. Holmlund(1997) and Holmlund and Strandvik (1999) highlights that it is important to recognize that the perceived quality of an organization representing an overall problem of how to include the views of the total person. According to Solomon et al. (1985), on each participant plays a role. This research confirms these observations. Many studies argue that the notion of an organization would represent an important person. Research support for this hypothesis is not found. In addition, it was found that the critical role individuals have very different
46
approaches. Slightly different to each person in an organization that needs to be met in order to satisfy the person may be. Holmlund and Strandvik (1999) are to propose a configuration map shows the different views diagnosis by the authors in same aspects. As trust relationship map is a systematic tool to build customer loyalty has been highlighted as an important factor as can be used, it is believed that, as trust between counterparts develop their communication can be handled by those that have expertise in a particular area. As a result, communication with important high-level management is not necessary when the problem is that the organization can be solved with the help of the lower level. Present study it is observed that our customer and supplier of communication systems as they like (Krackhardt and Hanson, 1993). In this study, evidence Homlund (1997) that actually talks to negotiate a meaningful dialogue categorizing analytic and provide tools to study the interconnectedness of relationships was found to conclusions about. The study is the lack of extra confidence, which was identified by Leminen as a social distinction (1999) Customer loyalty point was reflected in the customer response was noted.
5.2 Limitation of study

There are two basic drawbacks to the case are (Eisenhardt, 1989) are. First, intensive use of empirical evidence that a theory is overly complex, can produce rich in detail, but the most important relationships and holistic approach to assess the simplicity of the lack of means. Secondly, building cases result in a narrow and idiosyncratic theory the researcher may be unable to raise the level of generality. Specific rather than a general theory about the incident results in theory. However, using the structure is complex and rich in detail, this study subject. As services customer satisfaction, loyalty matrixes care phase services represent a supplier because of the complexity of the plot was necessary, and the services data
47
were somewhat limited, a conclusion the satisfaction - loyalty to draw curves on the exact size could not. Rather, use the data to a rough description of trends related to the nature of services can. As the nature of the care phase services through customer satisfaction and loyalty have been studied, it is a complete picture of the services available, but the study can provide an approach to services. Therefore, studying how they use the services primarily customer satisfaction and general well-being must be seen to reflect attitudes.
5.3. Future Research

The current study shows that more mature stage of life cycle of customer satisfaction to their customers as an important factor to consider in the care phase. Study of customer satisfaction as a major source of occasional care phase identified. Some evidence suggests that investment in customer satisfaction and loyalty-care steps may result in increased levels were found. Therefore, further study warrant attention in future steps. The current study shows that it is possible that different services were identified for care phase satisfaction - loyalty can set curves. Satisfaction - loyalty to the shape of curves is a topic for further research, the data and the number of customers can increase the amount. Thus, statistical methods using an outside service may get more comprehensive study. Current customer satisfaction and customer loyalty study focused on studying the relationship. Customer satisfaction, customer loyalty, and profit for research is needed on it was found that customer satisfaction, customer loyalty, profitability of different characteristics of various effects, including net profit, it is. To increase customer satisfaction is likely to increase profits, but the effects of individual services should be further studied.
48
Reference
References from Books B Brown (2005), Vargo and Lusch, (2004) Service quality: multidisciplinary and multinational perspectives. Pg 179- 181. Brady & Cronin,(2001) 'Parasuraman Interpersonal quality personal improvement 34. Buttle Francis (2009) Customer Relationship Management: Concepts and Technologies, 2nd Edition. Published by Elsevier Ltd 2009, 204. Buttle Francis (2009) Customer Relationship Management: Concepts and Technologies, 2nd Edition. Published by Elsevier Ltd 2009, 43& 44. C Cook Sarah (2008) Customer Care Excellence: How to Create an Effective Customer Focus, 5th Edition, Published by Kogan Pg 9. D Darlene D. Richard (2002), The Customer Response Management, Australia McGraw Hill. Donaldson and Werhane P.H (2008) Ethical issues in business : a philosophical approach - 8th edition. F Finch Lloyd C (2000) Telephone Courtesy & Customer Service: Achieving Interpersonal Impact in Business. 3rd Edition Published by Cengage Learning Pg 85.
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G Gerson RF (2002) Keeping Customer For Life UK Kogan Page H Hayes and Dredge, (2001) Managing Customer Services, UK Gower page Hayes & Dredge, (2001). Managing Customer Services UK Gower Horovitz j, (2000) customer relationship, managing customers, pg4-7 H Bapuji, M Crossan (2004), Management Learning, Vol. 35, No. 4, 397-417). J Jane smith, (2000) Customer Retention In A Week, UK Hodder And Stoughton. Jane smith, (2000) Customer Retention in a week, Staughton. Jenny Hayes And Frances Dredge, (2001) Managing Customer Services, UK Gower. Jonas Matthing, Bodil Sanden, Edvardsson (2001) Building Customer Loyalty UK 60Minute Success Skill Service. K Khalid Nasir (2003) Communicate With ConfidenceDawlance Training Workshop Kotler P, Armstrong G, Vong W, saunders, J 2008, customer relation, maintaining existing customers, 36 L Leland Karen and Bailey Keith (2006) Customer service for dummies; 3rd edition.Published by For Dummies, 2006 Pg 19.
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Leboeuf, (2002). To Win Customer And Keep Them For Life UK Piatkus M M saunders, P Lewis, AThornhill (2009), Research methods for business students, 5th edition P Primark Staff Handbook.Great Britain 2006/07 Pg 3 & 4. Primark Staff Handbook.Great Britain 2006/07 Pg 55. Proctor, T, (2003) Essentials of marketing research, 3rd edition. S Sarah Cook (2000), Customer Care How To Create An Effective CustomerFocus, UK Kogan Page. Sarah Cook (2000), Customer Care How To Create An Effective CustomerFocus, UK Kogan Page. Saunders, P Lewis, (2009) research methods, pg 112. Smith Jane, (2002) Customer Retention. 2ndEdition, Published by Hodder and Stoughton, Pg 18 and 19. Smith Jane, (2002) Customer Retention. 2nd Edition, Published by Hodder and Stoughton.Pg 6. Smith Jane, (2002) Customer Retention. 2nd Edition, Published by Hodder and Stoughton.Pg 29 46. Swanson & Holton, (2001) assessing financial benifits, pg 34.
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T Taylor (2003), importance customer retention, behaviour with customer, pg 36. Thomsett Michael C(2004), Getting started in six sigma. Published by John Wiley and Sons, Pg 33. W Werther& Davis, 2005 HR & Personal Mgt, McGraw-Hill, 2nd addition. Z Zeithhaml&Bitner, (2003) Services Marketing (page 31)
Website references (Web 1, 17/03/11)=http/www.primark.co.uk/page.aspx?pointerid.
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[CUSTOMER SERVICE ESSENTAIL IN RETAIL SECTOR] April 9, 2011

CUSTOMER SERVICE ESSENTIAL IN RETAIL SECTOR

[CUSTOMER SERVICE ESSENTAIL IN RETAIL SECTOR] April 9, 2011

Name: Mohammad Farhan Tanzeem

Date: 09th April 2011

[CUSTOMER SERVICE ESSENTAIL IN RETAIL SECTOR] April 9, 2011

[CUSTOMER SERVICE ESSENTAIL IN RETAIL SECTOR] April 9, 2011

CH: 3 RESEARCH METHODOLOGY .............................................................................................................. 35 3.1 Research methodology .......................................................................................................... 35

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1.2 Organization background Primark

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1.4 Aims and objectives

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CH: 2 LITERATURE REIVEW

2.1 Brief outlook of literature

2.2 What is customer satisfaction?

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Managers perception of customers expectations are inaccurate

The Service Quality Gap

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Fig.2.3 the link between service and customer satisfaction

Different model for measuring customers perception:-

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Step-1 Determine customer requirements.

Step-2 Develop and evaluate questionnaire.

Step-3 Use Questionnaire

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2.7 Types of Loyalty

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Figure: 2.8 customer services

-Increasing revenue and profits rising market share customer loyalty.

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Figure 2.9: Staff profile according to service requirement

Be quick in serving customer Be pleasant

Be thoughtful in relationship with customer Be helpful in transaction

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[CUSTOMER SERVICE ESSENTAIL IN RETAIL SECTOR] April 9, 2011

CH: 3 RESEARCH METHODOLOGY

3.1 Research methodology

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3.2 Research approaches

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3.3 Research philosophy