Customer Satisfaction Dissertation

Customer Satisfaction Dissertation-28
As per a strategy document released by Audi named Strategy 2020, Audi aims to achieve the leadership position in premium segment, and wants to consolidate its leadership position in that segment (Audi USA, 2009, p.27).After sales service is one of the most important factors influencing brand loyalty.

As per a strategy document released by Audi named Strategy 2020, Audi aims to achieve the leadership position in premium segment, and wants to consolidate its leadership position in that segment (Audi USA, 2009, p.27).After sales service is one of the most important factors influencing brand loyalty.

Additionally, each respondent will have the right not to participate further at any point of time.

Individual responses as well as the final results of the survey will kept strictly confidential, and all response forms as well as stored data will be destroyed once the analysis is completed to ensure complete privacy of participants. Literature Review RQ1: Investigate levels of customer satisfaction with Audi?

While many researchers are of the belief that customer satisfaction is very similar to service quality, some others are of the opinion that both are two different concepts.

Admittedly, a look into literature proves that while service quality is something measurable and comparable, customer satisfaction is a more complex one which is influenced by perceptions of satisfaction and customer expectations along with quality.

The dissatisfaction is of two types namely, ‘Voice’ and ‘Exit’ (Reeher, n.d., para. In the given case of the manufacturing company, the voices of the customers are raised against the poor products as well as against the customer service department and as a result, the sales and the profit volume decreases. Services provided or facilitated by a marketer are intangible activities or benefits such as financial advice, entertainment etc in exchange for money or some thing else valuable.

In the third week after the new general manager joined the company, a customer came with a complaint regarding a defective product. MARKETING Service Recovery and satisfaction …………………………………….. Technology, innovation, facilities and entertainment are some of the common elements in the market that deliver some specific experiences to the customers and this explains why some experts (Kerin, Hartley and Berkowitz, 2005, p. Review 2.1 Service Recovery According to Keith (2008), service recovery is the well thought out process solving the issues of aggrieved customer and returning the customer to a state of satisfaction with the product or company.The research process creates tension between the aims of research to make generalizations for the good of others, and the rights of participants to maintain privacy” (Orb, Eisenhauer & Wynaden, 2001, p.1).The entire data collection process will be voluntary in nature where all respondents, including customers, dealer staff and the service manager, will share their responses after explicitly agreeing to participate in the survey.I will be able to provide a confirmation letter from the company with their approval, in order to carry out the project research proposal. Research questions Explanatory Objectives RQ1: Investigate levels of customer satisfaction with Audi?(This objective will assess and quantify the level of satisfaction that an Audi customer has.) RQ2: Which specific factors in the provision of after sales service affect customer satisfaction?Before the survey is conducted, each respondent will be informed about the nature and goal of the survey.Each respondent will be informed about their nature of involvement in the survey process.Volkswagen is a German automobile manufacturing company and is one of the largest car manufacturing companies in the world.The stated vision of Audi is “Audi – the number one premium brand”.Salazar, Rita, & Costa (2004) posit that customer satisfaction and service quality are closely related.Service quality determines the general impression that people have towards an organization.

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