Impact of Service Quality on Customers’ Satisfaction
Background:
When customers receive good service, customer satisfaction increases. Businesses seek that their employees uphold a certain level of service quality to provide satisfaction so that consumers in return have a sense of loyalty towards the brand. When brand loyalty exists, customers will then most likely seek a specific brand over its competitors. Dimensions of quality of service include: tangibles, empathy, reliability, responsiveness and assurance (Arlen, 2008). Customers will be randomly chosen for this study to find out which aspects of these dimensions are most important to them, and those data will help businesses understand and build better strategies to enhance service
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RQ2: Is empathy positively correlated with customer's satisfaction?
RQ3: If there is a positive and significant relationship between reliability and customer satisfaction?
RQ4: Employer responsiveness positively related to satisfaction of customers?
RQ5: Positive relationship between assurance and customer satisfaction?
From the above, we can draw the following hypothesis:
H1: Tangibles such as appearance of physical facilities, equipment, personnel and communication materials influences Singtel customers purchase decisions.
H2: Caring, individualised attention of the firm (empathy) affects purchase decision of customer.
H3: The ability to perform promised service accurately affects purchase decision of customer.
H4: The willingness to help customers and prompt service affects purchase decision of customer.
H5: Knowledge and courtesy of employees and ability to convey trust and confidence affects purchase decision of customer (Arlen, 2008).
Research objectives:
1.To analyse questionnaire response to find out which factors of service customers care about when making a
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They will also be available on the main Singtel site as popups once a customer visits. Mail questionnaires will be made for free returns and that it should be returned in two weeks. Although emailing and online questionnaire methods are of higher convenience and less cost (Gingery, 2009), the normal mail is still needed for consumers who have no access electronically.
Customers can expect to receive incentives such as a $10 voucher for their next purchase in all Singtel stores or that it automatically deducts itself in their next bill. To ensure that our survey results are representative, the sample size is kept at 100 to allow a percentage of error of 10% (Science Buddies, 2002).
Timescale:
For smooth completion of the research, a schedule is planned and shown as the Gantt Chart as
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• Helps to track an improve time to deliver the products to
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