ASSIGNMENT BRM:

SIR NOOR ELLAHI.

TOPIC: FACTORS OF CUSTOMER SATISFACTION ON SERVICE.

PRESENTED BY:

BUSHRA AYUB.

2411-215-002.

BBA (MORNING).

6TH SEMESTER.
FACTORS OF CUSTOMER
SATISFACTION ON
SERVICES.
LATER OF APROVAL:
Kindly refer to your initial proposal for understanding the study on
“FACTORS OF CUSTOMER SATISFACTION ON SERVICES” in
the view of subsequent meeting and discussions in the initial
proposal was finalized. Kindly initiate the study on the finalized
Terms and Reference

Proposal Supervisor,
Sir Noor Ellahi
ACKNOWLEDGMENT:

In the first place I would like to gratefully acknowledge the

encouragement and supervision of Professor Noor Elahi. who
gave me thegoldenopportunity to do this wonderful project on the
topic interne uses t, which and its impact n secondary school also
helped me in doing a lot of Research and i came to know about
so many new things I am really thankful to them.Secondlyi would
also like to thank my parents and friends who helped me a lot in
finalizing this project within thelimitedtime frame.
DEDICATION:
I truly dedicate this report to my University i.e PRESTON UNIVERSITY &
my respected proposal teacher Sir NOOR ELLAHI. Whose guidance
always accompanied me like a shining star whenever I was in darkness
and enable me to reach this stage.
LETTER OF AUTHORIZATION:
Project title:FACTORS OF CUSTOMER SATISFACTION ON SERVICES

Prepared by: Bushra Ayub Khan

Date of submission: _________________

Project Supervisor: SIR NOOR ELLAHI

The above project has been submitted by the above mentioned

student and has my formal approval and can be submitted for
evaluation.

Approval: _________________________
Sir Noor Ellahi
Proposal Supervisor
TABLES OF CONTENTS

Abstract.....................................................

Chapter no 1 INTRODUCTION..........................................1

1.1 History........................................................................1
1.2 Purpose......................................................................2
1.3 Scope.........................................................................2
1.4 Variable......................................................................2
1.4.1 Depending variable.....................................................2
1.4.2 Independing variable...................................................2
1.4.3 Mediating....................................................................3
1.4.4 Moderating..................................................................3
1.4.5 Limitation.....................................................................3
1.4.6 Hypothesis...................................................................3

Chapter no 2 literature review............................................6

Chapter no 3 Frame work....................................................7

Chapter no 4 References................... ………………………8

ABSTRACT:
This paper attempt to demonstrate that history of consumer behavior with
respect to research methodology, substantive knowledge and the influence
of external disciplines has been highly intertwined with the history of
marketing thought. It describes tire classical schools, tire managerial
schools and the behavioral schools in shaping consumer behavior. Finally,
it attempts to forecast the new emerging trends in behavior consumer as a
consequence of the emerging adaptive Marketing school of thought. Over
the years, marketing has shifted its reliance on other disciplines as well as
its focus of understanding. Eventually, marketing kept its focus an
individual customer but began to borrow more and more from the
behavioral sciences. This resulted in “what” we will call us the behavioral
schools of marketing thought. More recently, marketing has begun to shift
its attention away from the individual customers and concentrate oil the
markets. In tire process, it is also relying less on the behavioral sciences
and more on tire traditional social science. We shall call this emerging trend
as adaptive schools of marketing thought. It appears that each marketing
era lids motivated specific types of consumer behavior research, and
thereby shape its history. The classical schools, the functional school of
marketing are identified as tire commodity school, the functional schools,
and the institutional school. The commodity school focused on the objects
of marketing transactions, and generated the specialty, shopping
convenience. Goods trichotany which is still popular in marketing practices.
The managerial schools of marketing thought still radical on the recent
concepts and methodology. As expected, this created a shift in consumer
behavior. Rather than focusing on the aggregate market behavior. It
became fashionable to study the individual customers in the market place.
As the focus of research shifted to individual customers in the market
place, marketing discipline discovered that behavioral science could
contribute more to the understanding at individuals than the social
sciences. It began to borrow both concepts and methods from clinical,
social and organizational, psychological resulting in numerous theories of
buying of buying behavior, attitude research, family and organizational
buying behavior as well as psychographics and life style research. It is
important to note that, it is the behavioral schools of marketing which has
been largely responsible for increasing the scientific sophistication of
consumer behavior with respect to both theory development and theory
testing procedures. More recently, the marketing discipline is shifting its
focus towards the market behavior by focusing on the environ-mental
opportunities and threats generated by technology, regulation and global
competition. Companies are likely to utilize more and more behavior
modification strategies and less and less persuasion strategies in order to
cope with rapidly changing competition and technology. This should result
in shifting the focus of behavior consumer away from perception and
cognition and towards behaviors of consumers and markets.
1. INRODUCTION
1.1 HISTORY:
It simply showed the depends of consumer behavior on marketing. It has
shown, that consumer behavior theory and research methodology have
been heavily affected by the changing trend. In the market when the market
becomes more mature, than automatically competition will be increased.
However, a market does effort to follow the disciplines than the consumer
behavior will automatically follow the marketing. It is likely that behavior
consumer faces in the process, and the science of consumer of behavior
may emergence as a standalone discipline while marketing continues to
understand consumer of behavior from its own perspectives. It appears that
each marketing era lids motivated specific types of consumer behavior
research, and thereby shape its history with respect substantive body of
knowledge. Thus has resulted in the emergence of the adaptive marketing
concept in which it is argued that it is better to bend the organization to fit
the environment realities rather than bending the environment to tit the
organization. The adaptive schools of marketing thought are analyzing as
well as social science. Tire managerial schools of marketing thought still
relied on the social sciences but borrowed the more concepts and
methodologies. For example, it eagerly borrowed concepts and methods of
the emerging field of managerial economics which shifted focus away from
demand theory to the theory of the firm and especially the concepts of
monopolistic competition and product differentiation. Similarly, it latched
onto the diffusion of innovations traditions in economic anthropology.

1.2 PURPOSE:
Through this research people know the importance of consumer behavior.

1.3 SCOPE:
This article gives awareness about the consumer behavior and
the satisfaction of customers.

1.4 VARIABLES:
1.4.1 Depending variables:
The waiting of game, Presentation of service, satisfied staff, opinion of
customer, behavior of consumer, communication of consumer, reaction of
consumer, experience of consumer, at face value, access, responsibility, a
nice atmosphere, the rate of service performance.

1.4.2 Independing variables:

Service

1.4.3 Mediating:
Opinion of customer

behavior of customer

communication of customer

a nice atmosphere

the waiting game

reaction of customer

experience of customer
at face value.

1.4.4 Moderating:
Access
Responsibility
keep promises
friendly staff.

1.5: LIMITATION:
Due to shortage of time. I only work on consumer behavior.

HYPOTHESIS:
Ho: Does services affected on the satisfaction of customer

H1: Does services are not affected on satisfaction of customer?

H2: Does the waiting game impact on services?

H3: Does the waiting game has not any impact on customer services?

H4: Does presenting the services have an effect on customer services?

H5: Does presenting the services have not an effect on customer services?

H6: Does the satisfied staff impact on services?

H7: Does the satisfied staff have not impact on services?

H8: Does the customer opinion are important for the services?
H9: Does the customer opinion are not important for the services?

H10: Does behavior of consumer lead to service?

H11: Does behavior of consumer don’t lead to services?

H12: Does communication of consumer effect services?

H13: Does communication of consumer doesn’t effect on services?

H14: Does reaction of consumer influenced services?

H15: Does reaction of consumer don’t influenced services?

H16: Does face value results on services?

H17: Does face value don’t results on services?

H18: Has access marked services?

H19: Has access don’t marked services?

H20: Do responsibility imprint services?

H21: Do responsibility don’t imprint services?

H22: Does a nice atmosphere is needed for the customer services?

H23: Does a nice atmosphere is not needed for the customer services?

H24: Does the rate of services performance important for services?

H25: Does the rate of services performance doesn’t important of services?

H26: Does the experience of consumer influences services?

H27: Does the experience of doesn’t influences services?

2. LITERATURE REVIEW:
Lina Gekeckaite (2001) suggested factors of satisfaction on services
includes the variables presentation of services, satisfied staff, opinion of
customer, behavior of consumer the rate of service performance, at face
value, a nice atmosphere, the waiting of game, reaction of game,
experience of consumer, access, independent variables:

Satisfaction:

Move your customer feel heard, build a positive reputation, leads don’t
convert your customer lifetimes values drupe, seize the opportunity for
improvement keep promises and friendly staff.

In the research applied research is used. Due to shortage of time. The

research only worked as consumer behavior as available. Some variables
are still in process
3: FRAMEWORK:

DEPENDENT VARIABLES INDEPENDENT VARIABLE

MEDIATING VARIABLES
Opinion of customer
Behavior of customer
Communication of customer
Reaction of customer
Experience of customer
A nice atmosphere Services
The waiting game
At face value

MODERATING VARIABLES
Access
Responsibility
Keep promises
Friendly staff
4: REFERENCES
Bagdonienė L., Hopenienė R. (2005). Paslaugų marketingas ir vadyba:
Vadovėlis. Kaunas: Technologija.

Bakanauskas A., Pilelienė L. (2008). Vartotojų lojalumo stadijų nustatymo

modelis. Organizacijų vadyba: Sisteminiai tyrimai. 2008.48.

Banytė J. (2009). Meilės formulė (efektyvaus klientų aptarnavimo

elementai).

Baraškina I., Kreišmanė Dz. (2006). Produkto vertė, pasitenkinimas ir

lojalumas.

Bitner M., Zeithaml V. (1996). Service marketing. New York: McGraw-Hill.

Cochran C. (2003). Customer satisfaction. Tools, Techniques, and

Formulas for Success. USA: Paton Professional.

Dulskis D. (2010). Vartotojų pasitenkinimo viešosiomis paslaugomis tyrimų

metodika ir jos taikymas. Vilnius: Vidaus reikalų ministerija.

Giese J. L., Cote J. A. (2000). Defining consumer satisfaction. Academy of

Marketing Science Review, Vo 2000 No.1.

Grigoroudis E., Siskos Y. (2010). Satisfaction Evaluation. Methods for

Measuring and Implementing Service Quality. London: Springer.

Hill N., Roche G., Allen R. (2007). Customer Satisfaction. The customer
experience through the customer‟s eyes. London: Cogent Publishing.

Jonikas D. (2010). Paslaugų marketingas.

Singh H. (2006). The importance of customer satisfaction in relation to

customer loyalty and retention.

Szwarc P. (2005). Researching customer satisfaction & loyalty. How to find

out what people really think. London: Kogan Page.

Thompson A. (2002). Customer satisfaction in 7 steps.

Vavra T. G. (2002). Customer Satisfaction Measurement Simplified. United
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Vengrienė B. (2006). Paslaugų vadyba: Mokomoji knyga. Vilnius: Vilniaus

universiteto leidykla.
Citation:
http://www.vakarai.lt/article.php?id=36

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 REFERENCES

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