Introduction
It is paramount to note that most businesses have been developing over the last few years in UAE, but customer satisfaction is still not perceived as a core aspect.
Research
It is imperative to conduct such studies because the role of customer satisfaction in service organizations is still not fully understood.
Scope and Importance of the Study
This study is focused on DU, an enterprise that operates in Dubai and mainly focuses on telecommunications services. It is paramount to say that this study is incredibly important because this sector is developing at an incredibly fast rate, and many companies lack the understanding of business strategies that view customer satisfaction as one of the most important factors that influence decision-making.
Objectives: Primary and Secondary
The primary goal of this study is to get a better understanding of the role of customer satisfaction in organizations that are focused on the provision of services that are related to modern technologies. It needs to be said that sector is incredibly important, and it is imperative to make sure that the standards that are set by foreign enterprises are met. Tourists also should be viewed as a critical part of the client base, and it is imperative to make sure that the services that are provided are of highest possible quality.
The secondary objective of this study is to identify the way customer satisfaction is perceived by employees of a particular organization. This aspect is incredibly important because their attitude may change depending on the level of understanding of this aspect. The ways in which the company may address the problems that are currently present and improve the position on the market are also listed.
Data Analysis
It is imperative to say that a broad range of tools has been selected in this case. One of the most significant phases that should not be disregarded is a review of peer-reviewed journals and literature. Surveys were used as a primary tool of data collection. The observation was also incredibly important, and it helped to identify how consumers are treated by employees, and the quality of services that are provided was also monitored. One hundred individuals have participated in the study. Eighty customers were randomly selected, and twenty employees of the company were also questioned after an approval of higher management. According to the literature on this topic, it needs to be said that most scientists believe that a direct connection between the levels of satisfaction of customers and success of a particular firm is present in most cases.
Data Interpretation
The information that has been collected was categorized in spreadsheets and organized. It is imperative to understand that such issues as bias are present quite often, and it is necessary to limit the influence of both internal and external factors that may affect the results. It needs to be said that the instrument that was chosen is extremely reliable, and issues with the validity of results that are received are not expected in most cases. Another aspect that needs to be noted is that some customers are still suspicious towards modern technologies because of culture and traditions, and it has reflected in their answers.1
Findings
According to the results of the research, 80 percent of those questioned have voiced the opinion that the level of service is satisfactory. On the other hand, 50 percents believe that the level of communication needs to be increased. The issue that should be noted is that most feel like they lack control over the repair process. Most individuals would like to receive updates about the situation, and how soon it may be resolved. Eighty percents of employees believe that company devoted enough attention to customer satisfaction. However, it is imperative to note that some employees do not directly interact with consumers, and they have different perspectives on this topic.
It needs to be said that it is essential to make sure that workers are focused on aspects that are associated with customer satisfaction, and it can be achieved with such tools as motivation or exceptional leadership.2 Seventy-five percents of clients have voiced their opinion that they trust the company, and they believe that they care about the needs of consumers. It needs to be said that no particular issues with the service were identified during the observation, and the behavior of both employees of the company and customers has been exceptional. Overall, it is imperative to note that the perceived quality of the services plays a significant role that should not be overlooked, and it influences intentions of customers.3 The level of satisfaction stays high if most individuals believe that the services that are provided are of the highest possible quality.
Conclusions
In conclusion, it needs to be said that it is quite evident that customer satisfaction is an essential factor for every organization that wants to be competitive in this sector. DU is viewed as an enterprise that highly values its customers, but some issues are still present. Loyalty is one of the most important factors that should not be overlooked, and it is imperative to take all the necessary measures to make sure that customers are retained. However, it needs to be said that it is likely that some individuals may change their opinions depending on the offers by competitors.4 It is essential to make sure that customers are provided with a range of benefits to ensure that long-term relationships are developed.
The fact that this company is experienced in this sector is incredibly important because the process of implementation of new technologies is already established. Another essential factor that is frequently forgotten is that the importance of customer satisfaction frequently differs, and the value of clients also should be taken into account.5 It needs to be said that flexibility is perceived as one of the most important factors by customers in this industry, and the company attempts to make sure that the expectations of consumers are met. Innovations are perceived as extremely important by most in this industry, and it is imperative to measure their quality. The most useful ones can lead to the introduction of new services that may satisfy the needs of customers.6
Recommendations
It is imperative to discuss ways in which the company may address the issues that are currently present. Another critical issue that needs to be addressed is that it is quite possible that some of the technologies that are introduced may be disruptive, but the company does not devote enough resources to research emerging technologies. This is a significant problem that should not be disregarded because the level of customer satisfaction may be affected if a company does not keep track of latest trends in the industry. Results of one of the recent studies indicate that the introduction of new services plays a significant role, and the overall quality is the most important factor.7
Another significant aspect that should not be disregarded is that it is essential to consider an advertisement to make sure that customers are aware of new services, and how to use them efficiently. Customer retention is viewed as the most important factor, and a range of activities should be considered to gain numerous advantages over competitors in the market. The most significant problem that needs to be addressed in this case is that some new services that are introduced may be extremely risky, and it is essential to minimize any losses that may occur. It needs to be said that innovations are incredibly important, but their influence on satisfaction levels is only partial in most cases.8
Significant mistakes should be avoided because the image of the company of utmost importance, and key customers and their satisfaction levels may be affected. The fact that it may be necessary to conduct training needs analysis also should not be disregarded because it is likely that some employees need to improve their communication skills and overall expertise.9 It is an essential part of this business that should not be overlooked and directly influence the decision-making process of most customers. The development of customer surveys needs to be considered, and any complaints that are noted by clients should be addressed promptly depending on the level of their significance. Interviews should be viewed as especially important because a personal interaction is highly valued by most customers.10
Reference List
Anderson S. et al., ‘Drivers of Service Satisfaction’, Journal of Service Research, vol. 10, no. 2, 2008, pp. 365-381.
Delafrooz, N. et al., ‘The Impact of Service Innovation on Consumer Satisfaction’, International Journal of Business and Behavioral Sciences, vol. 3, no. 2, 2013, pp. 114-129.
Denby, S., ‘The Importance of Training Needs Analysis’, Industrial and Commercial Training, vol. 42, no. 3, pp. 147-150.
Grigoroudis, E. and Y. Siskos, Customer Satisfaction Evaluation: Methods for Measuring and Implementing Service Quality, Berlin, DE, Springer Science & Business Media, 2009.
Hope, J., ‘Take Steps to Ensure Customer Satisfaction’, Enrollment Management Report, vol. 18, no. 12, 2015, p. 12.
Maillard, P., Competitive Quality and Innovation, Hoboken, NJ, John Wiley & Sons, 2015.
Noroozi, A., ‘A Study of Islamic Customer Satisfaction’, International Journal of Social Entrepreneurship and Innovation, vol. 2, no. 1, 2013, pp. 98-107.
Seto´-Pamies, D.,’ Customer Loyalty to Service Providers: Examining the Role of Service Quality, Customer Satisfaction and Trust’, Journal of Business Research, vol. 23, no. 11, 2012, pp. 1257-1271.
Simon, A. and L. Yaya, ‘Improving innovation and customer satisfaction through system integration’, Industrial Management & Data Systems, vol. 112, no. 7, 2012, pp. 1026-1043.
Yadav, M. et al., Exploring the Three-path Mediation Model: a Study of Customer Perceived Value, Customer Satisfaction Service Quality and Behavioral Intention Relationship’, International Journal of Customer Relationship Marketing and Management, vol. 5, no. 2, 2014, pp. 1-20.
Footnotes
- A. Noroozi, ‘A Study of Islamic Customer Satisfaction’, International Journal of Social Entrepreneurship and Innovation, vol. 2, no. 1, 2013, p. 98.
- J. Hope, ‘Take Steps to Ensure Customer Satisfaction’, Enrollment Management Report, vol. 18, no. 12, 2015, p. 12.
- M. Yadav et al., Exploring the Three-path Mediation Model: a Study of Customer Perceived Value, Customer Satisfaction Service Quality and Behavioral Intention Relationship’, International Journal of Customer Relationship Marketing and Management, vol. 5, no. 2, 2014, p. 2.
- D. Seto´-Pamies,’ Customer Loyalty to Service Providers: Examining the Role of Service Quality, Customer Satisfaction and Trust’, Journal of Business Research, vol. 23, no. 11, 2012, p. 1268.
- S. Anderson et al., ‘Drivers of Service Satisfaction’, Journal of Service Research, vol. 10, no. 2, 2008, p. 376.
- P. Maillard, Competitive Quality and Innovation, Hoboken, NJ, John Wiley & Sons, 2015, p. 56.
- N. Delafrooz et al., ‘The Impact of Service Innovation on Consumer Satisfaction’, International Journal of Business and Behavioral Sciences, vol. 3, no. 2, 2013, pp. 124.
- A. Simon and L. Yaya, ‘Improving innovation and customer satisfaction through system integration’, Industrial Management & Data Systems, vol. 112, no. 7, 2012, p. 1026.
- S. Denby, ‘The Importance of Training Needs Analysis’, Industrial and Commercial Training, vol. 42, no. 3, p. 147.
- E. Grigoroudis and Y. Siskos, Customer Satisfaction Evaluation: Methods for Measuring and Implementing Service Quality, Berlin, DE, Springer Science & Business Media, 2009, p. 174.