Master thesis customer satisfaction

This was the definition of Crosby et al. How can the factors influencing customer retention as perceived by the professional service providers be described?

Demarcation The author is aware of the broad context of customer relationship management and has therefore limited this study to the concept of relationship marketing as the retaining of customers, in other words, customer retention. Sharma and Patterson discuss of switching cost as being in addition of economical nature, of both psychological- and emotional nature.

As Lowendahl writes in his book, the transformation from input to output of professional services is a process of creativity and new solution development which makes it rather difficult to objectively evaluate quality. The second chapter, the literature review, presents the relevant literature around the topic of customer retention.

Illustration of the theoretical frame of reference Patterson, Johnson and Spreng argue that satisfied customers are perceived as indispensable means Master thesis customer satisfaction creating sustainable advantages in competitive environments.

This close contact enables clients to reduce dissonance and uncertainty around the selected service provider as well as enables them to have increased confidence in the providers ibid.

Zeithalm and Bitner argue that no two services will be exactly the same and therefore it is difficult Master thesis customer satisfaction ensure consistency in service quality across time, organizations, and people.

To gain a better understanding of how professional service providers retain their targeted customers over time. As can be viewed in table 2. Ambivalence makes the customers less committed, although conversion is delayed as neither choice offer obvious advantages.

According to EganBerry has been noted as one of the first to introduce the concept of relationship marketing which he defined as the attracting, the maintaining and the enhancing of customer relationships.

Based on that, the firm needs to constantly learn and develop its knowledge in order to have valuable expertise to sell to clients who are educated in the process.

Outline of the thesis This thesis consists of six chapters including the introduction, the literature review, the methodology, the data presentation, the data analysis and finally, the conclusions and implications chapter.

Consequently, it is argued that the greater the perceived technical quality, the stronger is the trust in the relationship, and the greater the perceived quality of the advisor, the stronger is the level of trust in the relationship.

As today s markets and industries are characterized by high competition, it is crucial for firms to in such environments create new ways to gain competitive advantage over competitors Morgan and Hunt, Other exist barriers proposed by the authors are the difficulties in evaluating professional services, that clients cannot evaluate the service before purchasing it ibid.

Also the outputs such as for example advertising concepts and new production processes are intangible. The authors further argue that it is reasonable that interactions as well as other form of communications take a higher importance when clients have difficulties in evaluating outcomes.

The more a customer trusts a supplier, the higher is the perceived value of the relationship. The purpose of such is to educate and keep clients informed about their investments in a language that they can understand. West makes a differentiation between generic services and professional services.

They further state, clients don t care how much you know until they know how much you care. The American marketing association s AMA description of marketing states, Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders AMA on Magnosticism.

If the customers are both dissatisfied and uninvolved, they would not even care about fixing the relationship but simply switch providers.

Finally, in the conclusions and implications chapter, the overall conclusions are drawn and these conclusions will then lead to the implications for future researches around the thesis topic. The fourth chapter, data collection, includes the empirical data collected for this study.

Therefore, they argue that consumer research should not be limited in researching conscious decisions but also non-conscious ones or involuntary customer relationships.

As regards to professional services, there are little agreement as to which services are considered to be in the professional services industry Lowendahl, The authors further state that literature on measuring customer indifference is rather scarce and has sometimes been used in the marketing literature in relation to consumer s attitude towards advertising, described as neither positive nor negative.

Although customer satisfaction is a good base to start with when retaining customers, it not the only influencing factor. Ranaweera and Neely base their definition of inertia in their study as the one of Huang and Yua non-conscious form of retention. Afterwards, a conceptual framework will be constructed, which will serve as the base for analyzing the empirical data.

The authors here define customer retention as the propensity for customers to stay with their services providers.

Service quality and customer satisfaction thesis

Lowendahl summarizes those characteristics of professional services in terms of five I s namely Intangible inputs and outputs, Interaction, Individual judgment and local solutions, Innovation, and Information asymmetry. Lowendahl argues that in many cases, their standard advices are not only wrong but even damaging to firms operations.

Based on that, the author will later on analyze this data and compare it with how professional service providers perceive these factors as influencing on customer retention. Crosby, Evans and Cowles argue that relationship marketing is particularly important in service marketing as it determines output, quality, customer satisfaction and service providers differentiation.

MASTER'S THESIS. Customer retention

To conclude, when dealing with professional services, the traditional strategic management frameworks and models cannot be applied without substantial adjustments. Sharma and Patterson further points out that all interactions between the professional service firms and its clients are opportunities for the firm to portray a positive image or a negative one.

On the other hand, if the alternatives attract, customers may converse even though they are highly satisfied ibid. Consequently, the greater is the communication effectiveness, the stronger is the relationship commitment. The findings of this study first and foremost indicate that professional service providers do not have any formal nor standardized procedure which they follow when it comes to retaining their customers.THREE ESSAYS ON THE CUSTOMER SATISFACTION-CUSTOMER LOYALTY ASSOCIATION by Young Han Bae An Abstract Of a thesis submitted in partial fulfillment.


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Master thesis customer satisfaction
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