1.1 Introduction
Customer satisfaction is the state in which customers are satisfied with the services, independent of whether or not they satisfy their needs (Andaleeb and Conway, 2006). One of the primary goals of the marketing process is to satisfy customers (Kandampully et al., 2000). Practices that improve customer satisfaction have a favorable impact on variables that determine the possibility that customers will make more purchases (Choi & Chu, 2001). A competitive advantage and higher customer retention are the outcomes of improved customer satisfaction and greater quality of service (Dominici and Guzzo 2010). Since this increases client happiness and loyalty, a service provider's success mostly depends on the quality of its offers (Panda, 2003).
This chapter will address the background information that motivated this study, the challenges that prompted it, its aim, and its objectives as a preface to subsequent sections of the study. Additional factors include the study's significance, scope, limitations, research questions and hypotheses, and the definition of technical terms.
1.2 Background of Study
Over the years, a company's ability to meet the demands of its consumers with regard to its products and services has come to define its level of customer satisfaction. An alternate definition of customer satisfaction would be the percentage of all customers or the quantity of customers that rate a company's products or services higher above pre-established thresholds for satisfaction (Farris, Paul W. et al., 2010). According to Rigby and Bilodeau (2005), customer relationship management has gained widespread recognition as a significant management discipline in recent years. The quality of the services has a significant favorable impact on customers' intents to repurchase, which also helps to increase customer loyalty (Caruana, 2002).
Services providers have to focus upon quality of services for their success and to gain competitive advantage, which ultimately have positive relationships with customer loyalty (Panda, 2003). Individual freedoms of information were supplanted by sophisticated programs that could open company activities, nevertheless, as cultural barriers within corporations began to crumble. Thus, the concept of a single view of the client originated with these apps. In order to improve production demands and forecasting accuracy, organizations can now monitor sales activities, watch and evaluate shifting customer needs, and relate marketing efforts to sales results.
Businesses started to make customer relationship management more of a two-way street in the 1990s. Rather than just collecting data for their own purposes, they started to give back to their customers in the form of incentives, gifts, and other perks for their continued patronage, in addition to the apparent goal of better customer service. This marked the inception of the now-familiar frequent flier programs, booms point credit cards, and a plethora of additional tools derived from CRM tracking of customer behavior and spending trends.
The ability of a business to draw in new business, keep existing clients, and develop strong bonds with them over time is known as customer satisfaction. It is frequently understood to be the level of satisfaction with the goods or services provided by a company. It is also regarded as the secret of prosperity and sustained competitiveness. Understanding customer satisfaction is the first step towards meeting customer expectations, keeping them as clients, and researching organizational efficacy in the service delivery process. If a company understands perceptions, it can determine the steps needed to meet client needs. It is also capable of determining its own advantages and disadvantages as well as outlining a plan for future development and enhancement of the procedures and work practices employed by the company.
Customer satisfaction is the degree to which a customer feels that a firm has performed up to their expectations (Angelova and Zekiri, 2011). Another way to characterize customer happiness is as a function of expectations and disconfirmation from comparing perceived performance to expectations. Accordingly, positive or positive disconfirmation of customer expectations leads to satisfaction, while negative disconfirmation of consumer expectations leads to unhappiness (Forero et al., 2017).
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to examine the Impact of Customers Satisfaction in an Organization.
1.3 Statement of Problems
Investigation revealed that a lot of businesses failed to draw in new clients while also losing their previous clientele. Since building good client relationships can help draw in new business and keep it over the long run. To please clients and keep their loyalty, though, requires more than just managing solid relationships. To maintain customer happiness and loyalty in the modern era, a company's reputation needs to be improved.
Customer happiness is impacted by a number of things. The primary variables that contribute to this are product differentiation and service excellence. Using Chicken Republic Eatery Ado-Ekiti as a case study, the study's challenge is to investigate the impact of customer satisfaction in an organization.
1.4 Aim and Objectives of Study
The aim of the study is to examine the Impact of Customers Satisfaction in an Organization using Chicken Republic Eatery Ado-Ekiti as a case study. In achieving this aim, the following specific objectives were laid out as follows:
- To determine the roles of internet banking in enhancing customer satisfaction in Chicken Republic Eatery Ado-Ekiti;
- To investigate the factors limiting the use of technology in the study area;
- To determine the level customer satisfaction in the study area; and
- To offer recommendations on how to improve customer satisfaction and the organisational performance of the study area.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- What is the level of customer satisfaction in the study area?
- What are the factors limiting the use of technology in the study area?
- What are the roles of internet banking in enhancing customer satisfaction in Chicken Republic Eatery Ado-Ekiti?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There are no significant factors limiting the use of internet banking in the Chicken Republic Eatery Ado-Ekiti
- H1: There are significant factors limiting the use of internet banking in the Chicken Republic Eatery Ado-Ekiti
1.7 Significance of Study
The study will be extremely valuable to bakery operators due to how it will enable them to understand the role that high-quality raw materials have in consumer happiness. The best advertisement is a delighted consumer, and this will increase the organization's revenue. Additionally, it would be very important to the customers because high-quality raw materials will result in high-quality finished products that meet their expectations.
This study may be utilized by non-researchers to expand on their own research endeavours and will be of great use to fellow researchers seeking to learn more about it. It will also add to the body of knowledge and may help direct future investigations.
1.8 Scope of Study
The scope of this research is focused on the Impact of Customers Satisfaction in an Organization using Chicken Republic Eatery Ado-Ekiti as a case study.
1.9 Limitations of the Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents: A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.10 Definition of Terms
There are some terms that need to be defined, these include: ü Customer: the online business dictionary defines a customer as a party that receives or consumes products (goods and services) and has the ability to choose between different products and suppliers.
Satisfaction:
This is the customer level of approval when a company product perceived performance with his or her performance.
Impact:
This is a measure of the tangible and intangible effects on consequences of one thing or entity’s action or influence upon another.
Customer Satisfaction:
It refers the meeting or exceeding customer expectations.
…
