Importance of Quality of Services and Customer Satisfaction - Dissertation Example

The review of literature brings forth prior research findings on the subject along with organizational experiences and examples. The findings of researchers and empirical findings are provided in this section.

Primary research is conducted in the project. This is done using the questionnaire method distributed among a sample population of 100 respondents including telecom service users, employees, and persons belonging to the management of telecom companies. The idea of including all the above respondents is to get a complete and comprehensive view of the perception of quality aspects in business and how it reflects through the purchasing behavior of customers which subsequently reflects through the organization’s performance and profitability.  The data so collected are compiled and put into statistical analysis and presented in the form of graphs and charts. This is in the form of both qualitative and quantitative findings. Based on the findings, suitable recommendations are developed for businesses. Finally, a brief summary of the project is provided in the form of a conclusion that highlights the crucial critical factors analyzed in the study.



Introduction
Quality is regarded as one of the key factors in creating worth and also influencing the satisfaction of customers. This is particularly true for the telecommunications sector. Faced with cutthroat competition, the telecommunications industry has been regarding customer satisfaction as a necessity for surviving in the market. With the dramatic entry of a large number of new service providers in this sector offering a wide variety of products and services the need to compete with each other has caused them to ensure optimal satisfaction of customers in terms of their products and services. It is also seen that at the same time consumers have also become well-equipped with the necessary knowledge regarding the quality of services provided by service providers. Awareness among customers, coupled with stiff competition in the telecom industry has emerged as the most crucial factor for the provision of superior quality services to customers.

According to the words of Philip Kotler, the level of satisfaction bears a direct relationship with the perceived and expected performance of the product. If the performance of the product matches the expectation of customers, customers are said to remain satisfied. When the product’s performance exceeds the expectation of customers, they remain highly delighted or satisfied; while, on the other hand, a product’s performance falling short of customer’s expectations creates a highly dissatisfied customer. Companies mainly aim at attaining high satisfaction of customers as a merely satisfied customer finds it easy to switch over to another service provider providing a better offering. A wide variety of aspects affecting customer satisfaction includes product quality, product availability, or even after-sales support such as services and warranties. A satisfied customer is nothing but a reflection of superiors and good quality services which subsequently reflects through sales growth and market share growth.