Statement of the Problem
There is the need for a company to satisfy its customers through the production of goods that are designed as per market demands. On the other hand, reaching customer satisfaction is not very easy, and it is technically impossible in the event that the qualities of the services produced are below the standard that the clients expect. Therefore, it is necessary for companies to find out the importance of customer satisfaction in relation to their operations, and this should include the manner in which it provides the owners of the business with a metric that can be effective in managing and improving the business.
Research Design
The effective and efficient research designs for this study will encompass the use of quantitative research techniques such as questionnaires and surveys, and these will have a number of sampled questions. The participants for the study will be required to be the buyers of the particular products that are produced by the industry in question (Daikh, 2015). The participants for the study will be randomly chosen, but this will follow the selection of the companies for study. The customers’ surveys will be conducted with consideration of the views of potential or lost clients. Such will happen because the clients who have lapsed will have concrete narrations with respect to the services already being outputted whereas the potential clients are a valid source of information for benchmarking the competition. Conversely, it will be critical to conduct an e-research or a postal survey because of its low cost as well as the possibility for such surveys to have visual elaborations. Additionally, the surveys will contain scalar questions that the participants will find easier to complete. The research design will also involve the manner in which the frames of samples influence the results. The questionnaires and surveys are important for this study, seeing as they present questions that directly deal with the satisfaction of customers. Additionally, they get the personal views of every client and not a collective view.
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Methodology
Instrumentation
The questionnaires will be designed in various linguistic versions so as to make it easier for respondents from diverse social backgrounds to read and understand them. The contents of the questionnaire will be segregated into four various parts. The first section will implore the relevant personal details of the interviewee such as the age, income, occupation, nationality, and gender of the participants (Hague & Hague, n.d). The second section of the questionnaires will measure the expectations and perceptions of the participants regarding the quality of the services that the company offers. The questionnaires will have ten features in order to reciprocate the dimensions of the services of the organization. These features will conform to the Likert scale, which is a five-point range of scale that represents the individuals who strongly disagree and those who strongly agree to be chosen as the respondents. The Likert scale is essential for the determination of the study’s sample population in accordance with the responses provided. The third section will contain the queries that measure the level of the satisfaction of the customers concerning the goods and services that the company provides. The sample queries would be:
How satisfied are you with the company?
How satisfied are you, the customer, with the professional services of the company?
How satisfied are you, the customer, with the goods that are on offer by the company?
The fourth section will contain three sections which will weigh the behavioral intentions of the participants, and this will go to show their allegiance to the agency. Some of the problems that will be sampled will include: How likely and willing is the customer to have more of his investments in the company? Does there exist the likelihood that the customer is thinking of switching allegiance to another organization? How high is the likelihood that the participant will recommend the organization to other potential customers? The measurement of every behavioral intention will be conducted by an item. For instance, one=very unlikely; five=very likely.
The Collection of Data and Sampling
The research will involve the carrying out of a survey with the core intention of testing the hypothesis that the study generates. The frame of the population under study will be a consideration also of the customers of different companies that fall within the same industry. The use of survey, which will be quantitative in nature, as the research methodology will be essential (Hague & Hague, n.d). The questions that such customers will be asked will seek to determine their responsiveness, reliability, perceptions, behaviors, expectations, and attitudes. Also essential, is that the survey will put into consideration factors like the level of education, employment status, income, and age of the participants. Such factors will be imperative to consider because each one of them has a dissimilar standard on the satisfaction of the customers. The objective stratified unspecified size of the sample will be M=250 which will have a sample error approximation of +-5%.
Expected Results and Analysis
The presentation of solutions that can help a company to meet the needs of their customers in a manner that brings them satisfaction can only be possible through carrying out research. As such, the research design will involve the use of quantitative research methods such as surveys and questionnaires, seeing as this will be vital in order for effective results to be realized. It is imperative to note that the results of the surveys and questionnaires should ideally indicate whether or not customer satisfaction in the present environment in regard to the dynamic corporate world is actually significant (Daikh, 2015). Notably, the dissatisfaction of customers has been seen as a vital reason behind the intention of these very customers to switch their allegiance relative to a company’s products. Customers who are dissatisfied are more and more likely to inform their friends and relatives about the unfortunate experiences that they’ve had with an organization. Additionally, the satisfaction of the customers will greatly influence repurchase intentions on the part of customers. As such, satisfied clients will most likely share their fortunate experiences with their family members as well as with their friends. Therefore, it is essential for companies to ensure that the provision of goods and services are at a top notch level so as to satisfy the demands of the customers and in the process accrue customer loyalty.
Organizations must be in a position to create and maintain relationships that last for long with their customers through the satisfaction of the various demands and needs of the customers. Such a good relationship will motivate the clients in a way that makes them continue doing business with the organization, and on a long term basis (Lungiswa, 2009). Organizations should engage research so as to realize any of the challenges that might be in the market concerning the needs and demands of their clients. Such research will also enable them to know their customers better and to discover the new technologies within the market, and these may be employed in order to enhance their production. Also important, is that there is a need to incorporate new technologies as a necessity for measuring the quality of services, both for present and for future studies. The questionnaires and surveys must accommodate market requirements as per prevailing consumer needs. As such, there will be a clear understanding of the relationship between the satisfaction of customers and the quality of goods and services. Therefore, the company will be in a position to make sure that the penetration of the targeted market is attained through the use of the available but scarce marketing resources so as to minimize unnecessary losses.
References
Daikh, J. (2015). A Research Proposal: A Relationship between Customer Satisfaction and Consumer Loyalty. Retrieved from http://scholarsarchive.jwu.edu/cgi/viewcontent.cgi?article=1039&context=mba_student
Hague, P., & Hague, N. (n.d). Customer Satisfaction Surveys & Research: How to Measure CSAT. Retrieved from https://www.b2binternational.com/publications/customer-satisfaction-survey/
Lungiswa, M., C. (2009). Customer Satisfaction in Hotels in Cape Town. Retrieved from http://digitalknowledge.cput.ac.za/jspui/bitstream/11189/315/1/customer%20satisfaction%20in%20hotels%20in%20CT.pdf
