Research Proposal

Effect of Customer Experience on Customer Satisfaction

Group 6
Asma Kokatnur Bindiya Gawde Khushboo Harmalkar Rohan Haldankar Safaz Sayed Gilbert Mendes

Summary
Defining and improving customer experience is a growing priority for market research because experience is replacing quality as the competitive battleground for marketing. Service quality is an outgrowth of the total quality management (TQM) movement of the 1980s and suffers from that movements focus on the provider rather than the value derived by customers. Researchers today state that customer experience is generated through a longer process of companycustomer interaction across multiple channels, generated through both functional and emotional clues. Our research with practitioners indicates that most firms use customer satisfaction, or its derivative the Net Promoter Score, to assess their customers experiences. Managers realize that the quality of service provided by frontline service employees customer satisfaction, which, in turn, influences an organizations ability to attract new customers, retain existing customers, and cross-sell and up-sell products/services.

Research Objective
The objective of the research is to conduct an investigation on the customer service of service industry, which is categorized into objectives. They are as follows: 1. To find out how customer experience contribute to customer satisfaction. 2. Develop mechanisms for accurate measurement of customer satisfaction. 3. Review existing literatures on models of customer satisfaction and correlate this with the existing study. 4. Extend current understanding of customer satisfaction. 5. Provide feedback on level of satisfaction Management Perspective: To identify the factors affecting customer experience which in turn affect the customer satisfaction. Employees Perspective: To identify the issues concerning the environment in which they are working and to analyze the measures and ways to affect customer satisfaction.

Research Design
Survey method will be used. The survey research method will be the basic research design. The methodology adopted is as follows: Questionnaire Interviews o Personal o Telephonic

Sample Design
Survey of all customers of service industry (hotels, shopping, airlines etc.) can be carried out to find the required research information.

Data Gathering
Primary data: collected from sample survey questionnaire and interviews as mentioned earlier. Secondary data: will be collected using the office of statistics and feedback mechanisms of the industry. Reference to previous literature studies and study on customer experience.

Constructs
1) o o o o o 2) o o Customer Experience Customer support Order tracking On-time delivery Product meet expectation Product availability Customer Satisfaction Overall rating Shop again

Hypothesis

Customer experience has a significant positive impact on customer satisfaction Customer experience has a significant positive impact on word-of-mouth behavior