Consideration of Expectations to Enhance Customer Satisfaction: How Customer Expectations are Formed and Identified during a Project Delivery: A Case study of Thomas Cook
Chapter 1: Introduction:
1.1: Research Background:
Customer satisfaction is crucial for firms relying on customer relationships, where revenue Streams are based on recurring sales. One such context is project business where service deliveryisconductedinprojectsinclosecontactwiththecustomer.Insuchanenvironment the customer is not only in contact with the final service or product, but also with its production. Customer satisfaction is achieved through an evaluation of the customers perceived service quality against the customer´s expectations on the upcoming service quality. As such, the understanding of the phenomenon of customer expectations becomes important for firms operating in this type of context. Where long term customer relationships are of importance for profitability, customer satisfaction is essential for long term survival (Cova & Holstius 1993). This is the case within project business where customer deliveries are made through joint projects with the customer. In such a setting, it becomes important to provide both a good product as¶0 well¶0 as¶0 a¶0 good¶0 customer¶0 interaction¶0 during¶0 the¶0 project,¶0 To¶0 achieve¶0 customer¶0 satisfaction¶0 and¶0 consequently¶0 a¶0 good¶0 customer¶0 relationship.¶0 Customer¶0 ¶0 satisfaction¶0 ¶0 is¶0 ¶0 a¶0 ¶0 state¶0 ¶0 which¶0 ¶0 customers¶0 ¶0 experience¶0 ¶0 when¶0 ¶0 they¶0 ¶0 are¶0 ¶0 feeling¶0 ¶0 a¶0 ¶0 sense¶0 ¶0 of¶0 ¶0 satisfaction¶0 ¶0 and¶0 ¶0 happiness¶0 ¶0 with¶0 ¶0 the¶0 ¶0 delivery¶0 ¶0 of¶0 ¶0 a¶0 ¶0 supplier.¶0 ¶0 This¶0 ¶0 state¶0 ¶0 is¶0 ¶0 the¶0 ¶0 result¶0 ¶0 of¶0 ¶0 an¶0 ¶0 evaluation¶0 ¶0 between¶0 what¶0 the¶0 customer¶0 thought¶0 that¶0 they¶0 would¶0 receive¶0 and¶0 what¶0 they¶0 felt¶0 that¶0 they¶0 received,¶0 ¶0 i.e.¶0 ¶0 between¶0 ¶0 their¶0 ¶0 expectations¶0 ¶0 and¶0...