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organizations, customer satisfaction rankings can have strong outcomes. They concentrate on
employees on the importance on satisfying customers prospects. Moreover, it is important for
businesses to essentially accomplish customer satisfaction.
work to enhance our high-speed network, which is the largest in the country. In addition, our
super high-speed 4G network in 2013 is already available in major areas across the country.
Research Questions
1. What are the effects of customer satisfaction towards telecommunication service provider?
2. How satisfied are Maxis and Digi customers with their services?
3. How does Service Provider Company make their customer satisfy with their services?
Research Objectives
1. To determine the effects of customer satisfaction towards telecommunication service provider.
2. To know how satisfied Maxis and Digi customers with their services.
3. To identify how the service provider company make their customer satisfy with their services.
Significance of the Study
The objective of this research is to identify the effects of customer satisfaction towards service
Provider Company which are digi and Maxis Company. Furthermore, this study can help the digi
and Maxis Company to identify the how satisfied their customer with their services and the
effects of customer satisfaction towards digi and Maxis Company. This research is significant
and useful for the company because this can help them to understand what the customer
expectation towards service Provider Company is and it can be used as indication to improve
company growth.
Research Scope
The target audiences for this study were the people who are using digi and maxis
telecommunication in age of 18 to 60 years old. The venue where the questionnaires were
distributed is in Petaling Jaya, Malaysia
Chapter Outline
Title
Chapter 1: Introduction
Project
Chapter
3:
Evidence
Evaluation
and
current study.
In this chapter, the research methods will be
explanied. Sources of primary and secondary data
will be examined. Findings will be graphically
represented and analysed.
Chapter 4: Discussion
Chapter 5: Conclusion
suggestion.
This chapter will do the ultimate result for the study
and give some recommendation and suggestion for
this study.
CHAPTER 2
Background of Study
This chapter reveals the linked concepts, models and also the theories that have been used in this
research whereby it covers the previous research, articles, and studies from relevant journals, and
books. Hence, this literature review is one of the beneficial elements to achieve the objectives of
this project.
Theories and Concept
This section is about the theories and concepts that used by the current researcher in this research
to provide an in-depth justification and also explanations to this specific topic.
Customer Satisfaction
Vavra, T.G. (1997) defined satisfaction as a satisfactory post-purchase knowledge with a product
or service given a current purchase expectation. Besides that, Howard and Sheth (1969) define
satisfaction as, The buyers cognitive state of being adequately or inadequately rewarded for the
sacrifices he has undergone. According to Westbrook and Reilly (1983) customer satisfaction is
an customer satisfaction is an emotional response to the experiences provided by, associated
with particular products or services purchased, retail outlets, or even molar patterns of behavior
such as shopping and buyer behavior, as well as the overall market place.
Conceptually, satisfaction is an outcome of purchase and use resulting from the buyers
comparison of the rewards and costs of the purchase in relation to the anticipated
consequences. Operationally, satisfaction is similar to attitude in that it can be assessed as the
sum of the satisfactions with the various attributes of the product or service (Churchill
&Suprenant, 1982).When satisfaction is mentioned it is generally considered a wide of area
that includes both high levels of satisfaction and also neutral levels where there is no
dissatisfaction. However, it is also suggested that there needs to be a separate consideration
for different levels of satisfaction with different ranges of effect and varying magnitudes of
impact on business results. (Best,2009)The Random House Dictionary states: "dissatisfaction
results from contemplating what falls short of one's wishes or expectations. Consumer
dissatisfaction, then, might be measured by the degree of disparity between expectations and
perceived product performance (Anderson 1973).
that are satisfied. Because dissatisfied customers are not expected to discontinue purchasing and
exit leaving the company with an erosion or customer portfolio. Yet this is not the nly issue to be
considered. Dissatisfied customer usually dont complain. (TARP, 1986) They usually exit, walk
and talk. They start producing negative WOM. Sometimes the situation even gets worse.
Dissatisfied customer may become customer terrorists .they try to ease their dissatisfaction by
telling to other, trying to affect the other potential customer by destroying the reputation of the
firm in market place (Best, 2009).
MEASUREMENT OF SATISFACTION LEVEL
There are some practices are customer satisfaction measurements. Even on a national scale
consumer satisfaction indexes are developed as in the case of Swedish National Customer
Satisfaction Barometer and The American Customer Satisfaction Index (Fornell, 1992 andFornell
& Anderson 1996). Also business practices are developed to measure customer satisfaction. One
of the many ways of measuring customer satisfaction is to compute a Customer Satisfaction
Index (CSI) based on customers ratings of their satisfaction. A CSI can be derived from a six
point scale that ranges from very dissatisfied to very satisfied. Some practical information
about formation of such a customer satisfaction index is described by Roger Best
(2009).Evaluation of a customer satisfaction index is also an important issue. A wide view
evaluation may reveal the most strategic information to the firm about its customer portfolio. In
such an evaluation, for example s satisfied or somewhat dissatisfied customer segments will
be considered as vulnerable to competitor attacks. Dissatisfied and very dissatisfied
customer segments should be further investigated to protect the company against a negative
WOM and customer losses.
efforts in obtaining benefits and lastly expectations of social values. Perceived product
performance is considered as an important construct due to its ability to allow making
comparisons with the expectations. It is considered that customers judge products on a limited
set of norms and attributes. Olshavsky and Miller (1972) and Olson Andover (1976) designed
their researches as to manipulate actual product performance, and their aim was to find out how
perceived performance ratings were influenced by expectations. These studies took out the
discussions about explaining the differences between expectations and perceived performance.
Here, we will have an overview of those theories to base a better understanding of the
mechanisms that play an important role in satisfaction process.
Contrast Theory
Even in the studies supporting assimilation theory, some individuals tend to shift their attitudes
and evaluations away from expectations aroused by communications if inconsistent with reality
(Hovland, Harvey & Sherif 1957). Contrast theory suggests that incase the expectations are not
matched by actual product performance, the surprise effect or contrast between expectations and
outcome will cause the consumer to exaggerate or magnify the difference. Here it is implied that
a little understatement of the product's qualities in advertising might result in higher customer
satisfaction with the offered product.
CHAPTER 3
Evidence and Evaluation
This chapter outlines the method of research that is found fit to be adopted in this research with
the sources of data been used been mentioned.
Research Methodology
Research methodology is a method used to collect info and data for the reason of making any
decisions. According to Jennifer Williams (2011) defined research methodology is a method to
find out the answers of a given problem on a particular issues or problem that is also referred as
research problem. In Methodology, researcher uses other strategy for solving or searching the
given research problem.
Formulating Research Problem
This research problem is to analyses the customer satisfaction towards service provider in
Malaysia.
Research Design
Descriptive research has been used to design to identify the customer satisfaction towards service
provider in Malaysia in Petaling Jaya. Through this, the research can provide a detail and
accurate description to answer the research problem.
Method of Data Collection Form
The data for this specific research will be collected via a survey questionnaire that consists of
three main components and one demographic component. It is a scale and close ended type of
questions. Hence, 15 questions will be distributed to the people randomly as a pilot test in order
to identify the weaknesses and error occurred before the actual questionnaires are distribute
(Refer appendix 3 for sample questionnaire)
Population
Based on Explorabble.com (2014), say that population is usually a big group of individuals or
stuff is the mainly considered of a scientific question. The population chosen was the people who
are using Digi and Maxis service.
Sampling
According to William M.K. Trochi (2008) define sampling is a method by which implication is
made to the whole by examining a part. The reason of sampling is to give different types of
statistical information of a qualitative or quantitative nature about the whole by considering some
of the choose units. In his research, researcher was chosen 60 respondents to find the sample data
for this study using simple random sampling. The center place is Petaling Jaya.The concentration
group was mainly people who are using Digi and Maxis services chosen for answering the
questionnaire and 5 students for the interview. However, researcher gets response from 60
people.
Collect the Data
The researcher was collected 60 respondents of questionnaire through online such as Facebook
and direct collected after their answer the questionnaire and collected the answer of the four
interviewees through the face to face.
Analyze the Data
Analyze the primary data has used by Microsoft Excel in order to tabulation all the essential data
collected by questionnaires. (Refer appendix )
Write the Research Report
The researcher was used a report format to analyse the finding. This is because report format can
show concise and clear information for reader to further understanding.
Chapter 4