Literature Review
In this world of science and development, the large-scale businesses along with the small scale and medium scale businesses are facilitated with the implementation of the new technologies in the business system. This boost in the domain of business services is helping them to foster in the commercial market. Although the business sectors are getting large help from the new technologies, there are other factors as well following which the business services are able to foster in the commercial market.
One of such factors includes the customer satisfaction and its role in business. Customers of a business are one of the greatest assets of that play a major part in the leading the industry forward. The customers are one of the great assets that forms the backbone of any business. The satisfaction of these customers determine whether the business is thriving with time or just surviving in the commercial market.
Discussion
The following section discusses about the various impacts of customer satisfaction in a business in a form of literature review of six articles.
Service quality and customer satisfaction of a UAE-based airline: An empirical investigation
According to (Hussain, Nasser and Hussain 2015), this article is based on the investigation of the connections among the quality of service, image of the service provider, expectations of the customer, professed worth, customer satisfaction along with the brand loyalty in the UAE grounded airline services. In this article, at first the identification of the determinants of the quality of service takes place by using the SERVQUAL framework with the slightest of the modifications. The quality of service has been used by the article as the precursor to the measuring of the customer satisfaction. The customer satisfaction has been described in this article as a condition that is closely associated with the brand loyalty of the business organisation.
The article is devoted upon using a quantitative approach and data from a collection of 253 questionnaires was critically analysed. The quantitative analysis of the article focusses on utilizing a structure equation modelling that states that the factors of the quality of service, perceived value and the brand image plays an active role in portraying a positive impact on the values of the customer satisfaction. This positive impact on the customer satisfaction have higher chances of leading to a stage of brand loyalty (Vega-Vazquez et al. 2013). Along with all these the theoretical and managerial implications has also been discussed in this article.
Paradigm Shift of Small and Medium-Sized Enterprises Competitive Advantage to Management of Customer Satisfaction
According to (Kraj?áková, Navikaite and Navickas 2015), this article is based on the competitive advantage that is gained by the small and the medium based organisations in the management of customer satisfaction. This articles state that the small and medium sized enterprises at the present time are struggling to hold their grounds strong in the commercial market due to the fact that there is immense pressure from the other large enterprises. As stated by the article the, chief motive of the carried exploration is to analyse the prototype shift of the small and the medium sized organisations competitive benefit through the contemporary intangible models.
Service quality and customer satisfaction of a UAE-based airline: An empirical investigation
The approaches that this article has integrated in the study have proven to be logical in nature and a comparative analysis of the literature has been performed in this article. The article is also incorporated with deduction, synthesis and graphical methods. The remaining part of the literature has focussed on the minimal explanation of the competitive advantage concept and its significance with respect to the small and the medium sized enterprises (Agnihotri et al. 2016). Thus, it is clear that more information is required. This literary article is dedicated enough in opening the doorways for the futuristic investigations and further research in the same topic.
The effects of supply chain integration on customer satisfaction and financial performance: An organizational learning perspective
According to (Yu et al. 2013), the article has stated about customer satisfaction with a correspondence to the supply chain management. It closely portrays the part of customer satisfaction and the linked presentation effects through the viewpoint of the organisational learning theory. The study focusses on the investigation of the connections among the internal integration, external integration, customer satisfaction and fiscal enactment with the use of the data gathered from 214 industrial firms of China in form of a survey in the form of a survey.
The interpretations of the results from the survey shows that both the extents of the external integration, customer and dealer integration is influenced by the internal integration. It also shows that the supplier integration is really and significantly associated with the fiscal enactment. Further inference of the results show that the customer satisfaction is ominously connected to the fiscal enactment and entirely intercedes the connection between the financial performance and the integration of the customers (Okumus and Genc 2013). Information consolidated from the article reveals that integration is the mechanism where transmission and synthesis of the information takes place at the same time. The integration helps in the catering of the contextualisation and organisation of information by making the organisations aware of the worth of the information.
Customer satisfaction and competitiveness in the Chinese E-retailing: Structural Equation Modelling (SEM) approach to identify the role of quality factors
According to (Subramanian et al. 2014), the article has stated about the effect of the customer satisfaction and the competitiveness among the Chinese e-retailers using the excellence factors. The article is based on the portrayal of the two conceptual models that is focussed on the analysis if the Chinese customer satisfaction and the tough competition. The study uses an empirical survey involving the youth who are extremely dependent upon the online purchases. The survey is performed with the support of the Structural Equation Modelling or the SEM that is useful in the identification of the importance of the reliability in the quality of the provided service along with the buying practice in e-service feature as the factors relating to dominant customer satisfaction (Amin et al. 2016).
In addition to all this, the study proposes that the Chinese e-retailers needs to be viable enough in order to emphasise more on the logistics of the company in comparison to the service quality factors. The article states that the deductions of the article would be highly helpful for the e-retailers of China to attenuate the strategies according to the growing demand. The article states that the whole study would act as guideline for the third party logistics and the government policy makers.
Paradigm Shift of Small and Medium-Sized Enterprises Competitive Advantage to Management of Customer Satisfaction
The Effects of CSR on Customer Satisfaction and Loyalty in China: The Moderating Role of Corporate Image
According to (Chung et al. 2015), the article states that in the face of the growing worldwide interest the factors relating to Corporate Social Responsibility or the CSR influence the customer satisfaction and loyalty and whether there is a substantial linkage between the kerbing properties of the customer image with the CSR and customer satisfaction along with customer fidelity are or not. This article also puts emphasis on the fact that there may be variance of the opinions of CSR between the customers of the developing countries and the customers of the developed countries.
This article also utilised the structural equation modelling or the SEM for examining the theories. The results of the modelling shows that CSR positively influences the customer satisfaction and fidelity. It also shows that the customer satisfaction positively affects the loyalty of the customers. The articles states that the importance of CSR can be arranged according to the order of importance in the following order that is consumer protection, philanthropic obligation, economic obligation and the ecological contribution (Abd-El-Salam, Shawky and El-Nahas, 2013). The article successfully identifies the kerbing effects of the commercial image with the relation amid CSR and customer satisfaction. It is found that the article is reliable on the usage of secondary analysis of data thus making the article to be more generic in its mannerism.
Achieving Customer Satisfaction through Integrated Products and Services: An Exploratory Study
According to (Raja et al. 2013), the article states that the manufacturing equipment has always required the maintenance of their service. The business services are implementing new techniques to increase the value for the products and also to increase customer satisfaction. The article effectively highlights the fact that there is a deficiency in exploration in the pitch of the integrated services and the products and how they are impacting on the customer satisfaction (Kaura, Durga Prasad and Sharma, 2015). The article had taken initiatives to understand the various views of the customers regarding the integration of the products and the services along with the value in use derived from those kind of services.
The article has used a technique from the psychology known as the Repertory Grid Technique that was used for the collection of data from the conducting of 33 interviews. The interviews were useful in the deep understanding of the views of the customer on the integrated products and services in order to perform an identification of the value in use on the customer satisfaction through a systematic analysis. The article also used the Honey’s procedure in the identification of the effect of the specific qualities of the values in practice for customer satisfaction. Two important qualities included the relational dynamic attribute and the access attribute.
Conclusion
From the sections discussed in the form of literature review of this assignment, this can be concluded that the concept of customer satisfaction acts an active part in facilitating the business processes. Customers of any business organisation are considered as the greatest stakeholders of that organisation. Therefore, it is necessary for the organisations to come up with ideas that positively influences the loyal customers to make a valuable contribution for the business. This assignment thus formulates a structure of six literature reviews that discusses the various aspects of customer satisfaction in a particular business organisation or the sectors in the business.
References
Abd-El-Salam, E.M., Shawky, A.Y. and El-Nahas, T., 2013. The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company. The Business & Management Review, 3(2), p.177.
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Amin, M., Yahya, Z., Ismayatim, W.F.A., Nasharuddin, S.Z. and Kassim, E., 2013. Service quality dimension and customer satisfaction: An empirical study in the Malaysian hotel industry. Services Marketing Quarterly, 34(2), pp.115-125.
Chung, K.H., Yu, J.E., Choi, M.G. and Shin, J.I., 2015. The effects of CSR on customer satisfaction and loyalty in China: the moderating role of corporate image. Journal of Economics, Business and Management, 3(5), pp.542-547.
Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, pp.167-175.
Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015. Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), pp.404-422.
Kraj?áková, E., Navikaite, A. and Navickas, V., 2015. Paradigm shift of small and medium-sized enterprises competitive advantage to management of customer satisfaction. Engineering Economics, 26(3), pp.327-332.
Okumus, H.S. and Genc, E.G., 2013. Interest free banking in Turkey: a study of customer satisfaction and bank selection. European Scientific Journal, ESJ, 9(16).
Raja, J.Z., Bourne, D., Goffin, K., Çakkol, M. and Martinez, V., 2013. Achieving customer satisfaction through integrated products and services: An exploratory study. Journal of Product Innovation Management, 30(6), pp.1128-1144.
Subramanian, N., Gunasekaran, A., Yu, J., Cheng, J. and Ning, K., 2014. Customer satisfaction and competitiveness in the Chinese E-retailing: Structural equation modeling (SEM) approach to identify the role of quality factors. Expert Systems with Applications, 41(1), pp.69-80.
Vega-Vazquez, M., Ángeles Revilla-Camacho, M. and J. Cossío-Silva, F., 2013. The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), pp.1945-1953.
Yu, W., Jacobs, M.A., Salisbury, W.D. and Enns, H., 2013. The effects of supply chain integration on customer satisfaction and financial performance: An organizational learning perspective. International Journal of Production Economics, 146(1), pp.346-358.
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