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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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Today, what sets great
organizations apart is their commitment to drive customer-valued action
throughout the organisation. These organisations have leaders with a
vision of creating exceptional value for customers and shareholders. The
leaders make resources available to deliver superior value. They have
also designed environment where performances are evaluated based on what
customer's value. Thus any organization that is committed to a strategy
of delivering what customers value will achieve goal by focusing on
three strategies. (Plat, 2008)
a. A true Passion for Customers
This
encourages employees to embrace an attitude of being in business to
serve only the customer. It includes managerial leadership and the
commitment to provide the resources employees need to take a personal
ownership for resolving customer problems. It fosters a culture where
employees constantly connect customer loyalty through customer focused
actions and listening skills.
b. Organising Around Customers
This
requires corporate and business units to structurally align around the
customer. It includes effective internal and external customer
communication and a commitment across all parts of the company to become
customer centre.
c. A Deep Understanding of Customers.
Here, quantitative and qualitative data are collected and knowledge of
what customers' value is shared throughout the organization. This forms
the foundation for key decisions. Corporate and business units'
strategies and tactics are driven from what customers' value. While most
companies measure some form of customers' satisfaction, that measure
does not predict customers' loyalty. Customer satisfaction is an
attitude. High level of customer satisfaction does not necessarily
translate into repeat purchases and increased sales measurement that
directly ties to repeat purchase behavior.
The goal of customer
superior value management is to define and deliver superior value at
superior points. Stated another way, the goal is to optimize the
exchange of value between the company and its customers. Improving
loyalty and profits requires an integrated customer value management
system which consists of these elements.
- Entity leadership and customer advocacy function to provide an organization focus and leadership for the customer.
- Customer loyalty measurement to obtain statistically significant quantitative customer data through survey methodology.
- Qualitative Customer voice listening posts allow for a view from the streets.
- Value delivery system includes cross-functional and cross organizational process centers.
In
conclusion, the use of the integrated customer value management system
for improved customer loyalty and profitability will optimize the
exchange of value between the company and the customer. For many
organizations, the challenge of aligning a customer focused strategy
within and between the organizations fiefdoms is a daunting task.
However, the business payback makes the efforts more than worthwhile.
Creating a system to assess and monitor customer assets will allow
organizations to thrive in the new business environment.
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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---
