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Impact Of Perceived Service Quality On Customer Satisfaction And Brand Loyalty
[A CASE STUDY OF HONEYWELL FLOUR MILLS PLC]
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5.2 Conclusion
Business
is about relationships and successful businesses are about efficient,
effective and successful relationships between the business and their
customers. One needs the other for the satisfaction of their needs.
Since people's needs vary, business also consequently vary- vary in
perceptions, knowledge and the delivery of the perceived right
solutions, at the right times, in the right places, at the right costs
(prices). These are all value indices and so value drives customers in
the pursuit of solutions (satisfactions). To be effective every value to
be provided must match the expectation of the customer. This is because
perception will relate to expectation. When expectation is realized,
satisfaction is generated and when satisfaction is guaranteed, loyalty
develops and grows for brands or company and this could be made to
translate into more business so long as the needs being satisfied
persist. Thus we have an inductive chain:
- The higher the perceived quality service, the higher the satisfaction of the customer
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The higher the satisfaction of the customer the more loyal he/she is to
the brand or company giving or providing satisfaction;
- The more loyal the customer, the more business he/she gives to the company
- The more experienced a person is in business, the more loyal he/she is to a successful brand
For
customers, providing more business to a company is not limited to
making increased purchases. It often includes introducing the product or
service to others; willingness to pay slightly more than the price
charged by competition- the extra payment being justified by the
perceived higher service quality. Studies have shown that customers are
willing to pay as much as 20% more for a brand or service they are loyal
to, than switching to competitors brand. Frazer (2001) "always in the
world, there will be someone who can make things cheaper. Happily,
however low prices are not always the answer to competitiveness. People
buy whatever they believe meets their needs. They don't always buy the
cheapest".
Customer service is described as "high touch" not
necessarily "high tech" because at the end of the day, a company's main
competitive advantage is its relationships with customers, business
partners and employees. The real waste products on the scrap heap of
today's business world are broken promises and failed relationships. If
the results you want are for your customers to thank you, your partners
to trust you, your employees to love you, then you can achieve this with
effective relationship management. It is not a gimmick; it is a method-
American Management Review, April 1998; (Relationship Management). Some
of the methods are in (perceived) service quality. For example you see
your customers as assets to be nurtured and developed not as raw
materials to mine, use, consume and or, throw away.
Customer service
focuses on where and how customers interact with the company. That, in
turn means focusing on the workers who actually create or deliver that
customers value-e.g. safe and comfortable transportation, fitting,
attractive and comfortable clothes, safe and comfortable hotel room,
decent and tasty meals, hygienic and consistently good flour, etc. Hire
the right employees, train them and provide them with the right
equipment and information they need to do the job. Design work to fit
and support workers' (employees) effort and to maximize the impact of
the value they create. There is no business that does not deliver
service. It is either a direct service-business or a service delivered
with a product. In either case, the service should build satisfaction
and / or loyalty.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACT This research is used to explore the impact of perceived service quality on customer satisfaction and brand loyalty. The main objective of this study was to identify the service quality offerings of Honeywell Flour Mills Nig. Plc and Lister Flour Mills Ltd to their customers, to ascertain the level of customer’s satisfaction and to determine the relationship between customer service and brand loyalty. Questionnaires were used in collating respondent’s opinion. The f ... Continue reading---
APPENDIX A - [ Total Page(s): 3 ]APPENDIX IQUESTIONAIRESTUDY QUESTIONNAIREDEPARTMENT OF BUSINESS ADMINISTRATIONFACULTY MANAGEMENT SCIENCESUNIVERSITY OF ILORINKWARA STATE.Dear sir/ MadamThis questionnaire is designed to study your perception of service quality rendered by Honeywell Flour Mill Plc (HFMP) and Lister Flour Mill Ltd. (LFML) and how they influence your satisfaction and loyalty to the companies' product(s). Your sincere response will be treated as confidential as this exercise is purely academic although it may lead t ... Continue reading---
APPENDIX B - [ Total Page(s): 8 ]APPENDIX IISPSS OUTPUT ... Continue reading---
TABLE OF CONTENTS - [ Total Page(s): 1 ]TABLE OF CONTENTSTitle Page Certification Dedication Acknowledgement Abstract Table of Contents CHAPTER ONE: INTRODUCTION1.1 Background of the Study 1.2 Statement of the Problem 1.3 Research Questions 1.4 Objectives of the Study 1.5 Significance of the Study 1.6 Scope of the Study 1.7 Limitations of the Study 1.8 Study Plan 1.9 Definitions of Key Terms CHAPTER T ... Continue reading---
CHAPTER ONE - [ Total Page(s): 4 ]Brand loyalty is linked to customer satisfaction. If a producer readily
produces goods or services that are safe, dependable, economical and
affordable, the consumer is most unlikely to waver in purchases or seek
to alternatives. This is why Liswood (2003) said that customer retention
is the key to competitiveness and to driving profits, that the best
measure of quality and value is customer retention.Brand loyalty or
customer retention is important for very many reasons. Firstly, if ... Continue reading---
CHAPTER TWO - [ Total Page(s): 11 ]A company can learn a great deal by analyzing the degrees of brand
loyalty; by studying its hard-core loyal, the company can identify its
products' strength. By studying its split loyal, the company can
pinpoint which brands are most competitive with its own. By looking at
customers who are shifting away from its brands, the company can learn
about its marketing weakness and attempt to correct them. One caution:
what appear to be brand-loyal purchase patterns may reflects, habit,
i ... Continue reading---
CHAPTER THREE - [ Total Page(s): 5 ]CHAPTER THREEMETHODOLOGY3.0 This examined the authenticity of the research hypothesis and the choice of method used in analyzing the data collected3.1 Historical Profile of Honeywell Flour Mills Plc and Lister Flour Mills LimitedThere are about 22 Mills around the country as shown below; ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 11 ]Table 4.8 displays that 11 respondent’s rated Honey well order taking and processing as excellent and 18 people for Lister. 36 respondents perceived Honeywell to be good and 51 for Lister. 28 respondents rated Honeywell as fair and 5 did the same for Lister while 5 respondents perceived Honeywell to be poor and Lister had 6.Table 4.9 shows that 12 of our respondents rated Honeywell as excellent and 14 for Lister. 42 rated Honeywell services as good and 54 for Lister. 23 respondents rated ... Continue reading---
REFRENCES - [ Total Page(s): 1 ]REFERENCESAbramovitch, E.: "Go surfing" in; Casino World. Issue 23 Nov/Dec 1997, Pg. 32.Alfred A. Chandler Jr.: Strategy and Structure (Cambridge Mass) The M.LI. Press (1962) P.13.Cardoso R.M.: Advances in Experimental Social Psychology. Second Edition,McGraw Hill, USA. 1965, Pg. 107-124.Cardoso R.M.: An Experimental Study of Consumer Effort, Expectation and Satisfaction. Journal of Marketing Research. 2 (August 1968). Pp 244-249.Baker M.J.: Marketing; An Introductory Text. Fourth edition, Macmi ... Continue reading---
