Customer Satisfaction

The purpose of this potential research topic is to assess and analyse service quality and customer satisfaction at Top Employers Institute.

Service quality and its measurement have become an important research topic because of its apparent relationship to cost (Crosby, 1979), profitability (Buzzell and Gale, 1987; Rust and Zahorik, 1993), customer satisfaction (Bolton and Drew, 1991), and customer retention (Reichheld and Sasser, 1990). Service quality is regarded as a driver of corporate marketing and financial performance (Buttle, 1996). A sound measure of service quality is necessary for identifying the aspects of service that need performance improvement, assessing how much improvement is needed on each aspect, and evaluating the impact of the improvement efforts.

Parasuraman et al. (1988, 1991) developed the gap model as an instrument to measuring service quality. Developing the service quality measurement scale called SERVQUAL. It compares customer expectation before a service encounter and their perception of the actual service delivered (Gronroos, 1982, Lewis and Booms, 1983, Parasuraman et al., 1985).

Customer satisfaction is closely linked to quality of products and services (Drucker, n.d). Customer satisfaction is the result of cognitive and affective evaluation of a service or a product. In other words, it is the concept of expectation and perception.

My purpose in this research will be to explore and give explanation to the research question posed.

(1) What products / services does Top Employers Institute offers to its customers?

(2) What factors brings satisfaction to customers of Top Employers Institute?

(3) How can customer satisfaction be assessed at Top Employers Institute?

(4) What is the overall customer satisfaction with service delivery at Top Employer Institute?

(5) Which dimensions of service quality are important to customers of Top Employers Institute, in relation to customer satisfaction?

(6) How can service delivery can be improved at Top Employers Institute?

Thanks for your reading and considerations.

...