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In order to justify this further, the actual survey and interview with customers and the staffs of the chosen organisation was initiated. The study’s conclusions are based on both the findings of literature review and the actual survey and interview and out from them come the general recommendation of how an organisation should meet the customers’ perceived services and actual received services. ACKNOWLEDGEMENT My heartfelt gratitude goes to my parents who were able to provide me financially for the success of this study. Without them, I would not be able to gather data and other related information because such activity would require extensive time and substantial financial resource. During my sleepless nights, I would like to thank all my friends who were able to impart their time and provide me with their important suggestions in order to improve my paper. I would also like to personally thank my supervisor who was able to give her time and effort for my study. My heartfelt gratitude is also for her. CHAPTER 1: INTRODUCTION TO THE STUDY 1.1 Introduction to the Problem Every organisation requires substantial management in order to succeed. Thus, strategic management tools are necessary in order to evaluate performance in great detail. Performance should be of high quality. Thus a management with exceedingly high quality especially if it is in a progressive approach is said to help organisations achieve their best performance especially on meeting high level of customer satisfaction and eventually obtaining their profit (Yeung and Chan, 1998). In line with this, it is not only important to consider improving internal operations but a considerable amount of quality management system should be implemented both inside and outside of an organisation. At some point, management strategic tools are necessary (Mol and Birkinshaw, 2009; Smith, 2007; Nonala and Kenny, 1991). This is to ensure that the entire business operation is obtaining corporate objectives. This may take time though. However, the right response on the process is necessary in order that the entire business operations both internally and externally are working together for the entire benefit of the whole organisation. However, there are some cases in which an organisation attempts to move forward and ensure its growth and competitive advantage. At this point, it is important that various aspects need to be substantially considered. One of the most highly considered aspects in the present time involves a high consideration for customers. Customer satisfaction in particular is considered tantamount to the success of an organization (Muller, 1991). This means that in order for an organisation to be a success in an industry where it belongs, giving enough time on how to satisfy customers and meet their expectations is necessary. Today, as commonly observed, this is most common in modern profit organisations (Kotler et al, 1999; Boone and Kurtz, 2006). However, it is important to find out how an organisation should build up its competitive advantage knowing that everyone seems to be trying to be a cut above the other. Addressing customer satisfaction is necessary, but there must be a concrete understanding how should it be achieved to ensure competitive advantage (Boone and Kurtz, 2006). 1.2 Background of the Problem With respect to this, ...Show more


ABSTRACT It is important to evaluate customer satisfaction because this is an important aspect of a business organisation in order to develop close connections with its customers. However, it is important that the entire evaluation process needs to be conducted in a manner relevant to customers’ expectations…
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