customer satisfaction literature review project report

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A Literature Review and Critique on Customer Satisfaction

Abstract: The concept of customer satisfaction has attracted much attention in recent years. Organizations that try to analyze this concept should begin with an understanding of various customer satisfaction models. In this paper, the emphasis is on reviewing the main concepts and models of customer satisfaction. Keywords: Customer satisfaction, Definition, Macro-models, Micro-models

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Komal Singh

Sergiu Rusu

Customer satisfaction is considered as the "cornerstone" of marketing, which is presented in many works the final aim of marketing function. Although the specialty literature has tried to provide multiple definitions of the concept of consumer satisfaction, has not yet reached a consensus on the elements of a widely accepted definition. The lack of consensus limits the contribution of the consumer satisfaction theory. This paper analyzes the main problems that persist in defining consumer satisfaction and suggest some implications for managers.

Ahmet Nuri KUCUKOSMANOGLU

"This paper provides a review on consumer satisfaction in four areas: 1) definition and importance of satisfaction, 2) antecedents or determinants, 3) measurement of satisfaction, 4) consequences of consumer satisfaction. An emphasis is placed on providing a conceptual basis for understanding existing literature in definition part."

Théophile B . Nassè

The purpose of this research is to redefine the construct of customer satisfaction in a marketing perspectives. This research relies on qualitative approach and it is characterized by a comprehensive systematic literature review, and a thorough documentary analysis on the construct of customer satisfaction. The findings imply that there should be a consideration of customer satisfaction by marketers and other industry players. Customer satisfaction should be highly valued in marketing strategic decisions for companies to be competitive and performant. To the best of the author's knowledge, this research reveals how marketers and industry players should understand customer satisfaction and how it is important for companies' success.

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Anne Suhaniya

Customer satisfaction is a primary marketing construct in the last three decades. In the past, it was unpopular and unaccepted concept because companies thought it was more important to gain new customers than retain the existing once. However, in this present decade, companies have gained better understanding of the importance of customer satisfaction (especially service producing companies) and adopted it as a high priority operational goal. This review examines with the variety of literature support the relationship of variables with respect to customer satisfaction. To broaden and make possible further studies contextually and empirically, a mind-map is presented to show how these relationship variables relate to customers satisfaction. This would improve the studies related to customer satisfaction in particular.

The main objective of this work is to develop a practical approach to improve customer satisfaction, which is generally regarded as the pillar of customer loyalty to the company. Today, customer satisfaction is a major challenge. In fact, listening to the customer, anticipating and properly managing his claims are stone keys and fundamental values for the enterprise. From a perspective of the quality of the product, skills, and mostly, the service provided to the customer, it is essential for organizations to differentiate themselves, especially in a more competitive world, in order to ensure a higher level of customer satisfaction. Ignoring or not taking into account customer satisfaction can have harmful consequences on both the economic performances and the organization's image. For that, it is crucial to develop new methods and have new approaches to THE PROBLEMATIC customer dissatisfaction, by improving the services quality provided to the costumer. This work describes a simple and practical approach for modeling customer satisfaction for organizations in order to reduce the level of dissatisfaction; this approach respects the constraints of the organization and eliminates any action that can lead to loss of customers and degradation of the image of the organization. Finally the approach presented in this document is tested and evaluated.

Thusyanthy Vadivelu

In marketing, customer satisfaction is considered as a key construct in the last few decades. Previously it is a less acceptable construct, since most of the marketing oriented organizations are perceived that attracting new customers better than retaining existing one. However, currently, these organizations are using customer satisfaction as a prime business performance indicator and a weapon in the dynamic environment to get the sustainable competitive advantage. This customer satisfaction is impact by several variables and dimensions. Therefore, this qualitative comprehensive review examines with the variety of literature support the relationship of variables with respect to customer satisfaction. To broaden and make possible further studies contextually and empirically, a mind-map is presented to show how these relationship variables relate to customers satisfaction. This would improve the studies related to customer satisfaction in particular. Abstract-In marketing, customer satisfaction is considered as a key construct in the last few decades. Previously it is a less acceptable construct, since most of the marketing oriented organizations are perceived that attracting new customers better than retaining existing one. However, currently, these organizations are using customer satisfaction as a prime business performance indicator and a weapon in the dynamic environment to get the sustainable competitive advantage. This customer satisfaction is impact by several variables and dimensions. Therefore, this qualitative comprehensive review examines with the variety of literature support the relationship of variables with respect to customer satisfaction. To broaden and make possible further studies contextually and empirically, a mind-map is presented to show how these relationship variables relate to customers satisfaction. This would improve the studies related to customer satisfaction in particular.

International Journal of Tourism and Hospitality Management in the Digital Age

Dr.Sara Sarwari

In the service industry, one of the main challenges is to provide customer satisfaction. Though the number of budget hotel in Bangladesh is increasing, but customer satisfaction of these hotels are still ignored. The aim of the study is to identify the determinants that satisfy the customers in these hotels. The research targeted a total of 350 selected respondents from different budget hotels in Bangladesh. The descriptive analyses were conducted by using Amos SPSS 24. Findings reveal that price is the ultimate preference for budget hotels along with products and service quality for satisfying customers. Customers are unconcerned with the services provided by the hotel staff and the location of the hotel as well.

Journal of marketing Research

GILBERT A. CHURCHILL, JR., and CAROL SURPRENANT* ... The authors investigate whether it is necessary to include disconfirmation as an intervening variable affecting satisfaction as is commonly argued, or whether the effect of ...

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Unravelling customer gratitude: navigating the literature and paving the way forward with the TCCM framework

• Original Article
• Published: 30 August 2024

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• Karan Grover   ORCID: orcid.org/0009-0006-3430-3722 1 &

In light of the critical need for businesses to cultivate enduring customer relationships, this study investigates the role of customer gratitude (CG). Research has demonstrated that gratitude plays a transformative role in interpersonal relationships. Despite significant research growth in CG in recent years, there is a notable lack of comprehensive reviews in this field. This study conducts a systematic review of the extensive literature on CG and introduces a unified framework that identifies potential avenues for future research. The thorough review encompasses 44 articles spanning the period from 2005 to 2023, offering an in-depth exploration of the CG concept. The study synthesizes diverse literature on CG, by employing theories, contexts, characteristics, and methodologies (TCCM) framework as outlined by Paul and Rosado-Serrano (2019). The framework-based approach effectively provides a comprehensive analysis of the evolutionary trajectory of CG research over time. Findings of the study indicate that research on CG has been conducted in 16 countries, with a significant focus on the United States, where it has been featured in 19 studies. The majority of research in this area employed survey-based designs, followed by experimental and mixed-method approaches. Among the 25 theories used in CG studies, Social Exchange Theory is the most frequently employed. Based on the synthesis, a conceptual framework is proposed, outlining the antecedents, mediators, and consequences of CG. Additionally, the TCCM framework is utilized to structure potential trajectories for future research. This study makes various forms of contributions, including incremental, revelatory, and consolidatory contributions. Furthermore, marketers can capitalize on the insights gathered from this study to cultivate a nuanced understanding of CG across diverse industries and countries. The current study presents a thorough analysis of CG that has rarely been explored in depth previously.

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Grover, K., Garima Unravelling customer gratitude: navigating the literature and paving the way forward with the TCCM framework. Int Rev Public Nonprofit Mark (2024). https://doi.org/10.1007/s12208-024-00415-8

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1. Purpose and Scope

To help you develop a literature review, gather information on existing research, sub-topics, relevant research, and overlaps. Note initial thoughts on the topic - a mind map or list might be helpful - and avoid unfocused reading, collecting irrelevant content.  A literature review serves to place your research within the context of existing knowledge. It demonstrates your understanding of the field and identifies gaps that your research aims to fill. This helps in justifying the relevance and necessity of your study.

To avoid over-reading, set a target word count for each section and limit reading time. Plan backwards from the deadline and move on to other parts of the investigation. Read major texts and explore up-to-date research. Check reference lists and citation indexes for common standard texts. Be guided by research questions and refocus on your topic when needed. Stop reading if you find similar viewpoints or if you're going off topic.

You can use a "Synthesis Matrix" to keep track of your reading notes. This concept map helps you to provide a summary of the literature and its connections is produced as a result of this study. Utilizing referencing software like RefWorks to obtain citations, you can construct the framework for composing your literature evaluation.

2. Source Selection

Focus on searching for academically authoritative texts such as academic books, journals, research reports, and government publications. These sources are critical for ensuring the credibility and reliability of your review. 

• Academic Books: Provide comprehensive coverage of a topic.
• Journal Articles: Offer the most up-to-date research and are essential for a literature review.
• Research Reports: Detailed accounts of specific research projects.
• Government Publications: Official documents that provide reliable data and insights.

3. Thematic Analysis

Instead of merely summarizing sources, identify and discuss key themes that emerge from the literature. This involves interpreting and evaluating how different authors have tackled similar issues and how their findings relate to your research.

4. Critical Evaluation

Adopt a critical attitude towards the sources you review. Scrutinize, question, and dissect the material to ensure that your review is not just descriptive but analytical. This helps in highlighting the significance of various sources and their relevance to your research.

Each work's critical assessment should take into account:

Provenance:  What qualifications does the author have? Are the author's claims backed up by proof, such as first-hand accounts from history, case studies, stories, statistics, and current scientific discoveries? Methodology:  Were the strategies employed to locate, collect, and evaluate the data suitable for tackling the study question? Was the sample size suitable? Were the findings properly reported and interpreted? Objectivity : Is the author's viewpoint impartial or biased? Does the author's thesis get supported by evidence that refutes it, or does it ignore certain important facts? Persuasiveness:  Which of the author's arguments is the strongest or weakest in terms of persuasiveness? Value:  Are the author's claims and deductions believable? Does the study ultimately advance our understanding of the issue in any meaningful way?

5. Categorization

Organize your literature review by grouping sources into categories based on themes, relevance to research questions, theoretical paradigms, or chronology. This helps in presenting your findings in a structured manner.

6. Source Validity

Ensure that the sources you include are valid and reliable. Classic texts may retain their authority over time, but for fields that evolve rapidly, prioritize the most recent research. Always check the credibility of the authors and the impact of their work in the field.

7. Synthesis and Findings

Synthesize the information from various sources to draw conclusions about the current state of knowledge. Identify trends, controversies, and gaps in the literature. Relate your findings to your research questions and suggest future directions for research.

Practical Tips

• Use a variety of sources, including online databases, university libraries, and reference lists from relevant articles. This ensures a comprehensive coverage of the literature.
• Avoid listing sources without analysis. Use tables, bulk citations, and footnotes to manage references efficiently and make your review more readable.
• Writing a literature review is an ongoing process. Start writing early and revise as you read more. This iterative process helps in refining your arguments and identifying additional sources as needed.  

Brown University Library (2024) Organizing and Creating Information. Available at: https://libguides.brown.edu/organize/litreview (Accessed: 30 July 2024).

Pacheco-Vega, R. (2016) Synthesizing different bodies of work in your literature review: The Conceptual Synthesis Excel Dump (CSED) technique . Available at: http://www.raulpacheco.org/2016/06/synthesizing-different-bodies-of-work-in-your-literature-review-the-conceptual-synthesis-excel-dump-technique/ (Accessed: 30 July 2024).

Study Advice at the University of Reading (2024) Literature reviews . Available at: https://libguides.reading.ac.uk/literaturereview/developing (Accessed: 31 July 2024).

Further Reading

Frameworks for creating answerable (re)search questions  How to Guide

Literature Searching How to Guide

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• Last Updated: Sep 4, 2024 11:43 AM
• URL: https://library.lsbu.ac.uk/literaturereviews