Examining Factors Affecting Customer Satisfaction: (A Case-Study of A Swedish Firm)

Examining Factors Affecting Customer
Satisfaction (A Case-study of a Swedish Firm)
Master Degree Project in Business Administration

One year. Advance Level, 15 ECTS
Spring Term, 2011
Rizwan Khan & Ganesh Narawane
Supervisor: Dr. Peter Hultén

Examiner: Dr.Stefan Tengblad
“Whole-heartedly dedicated to our parents… by dint of their
continuous encouragement we were able to attain this sort of
knowledge!”
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Acknowledgement
Bundles of thanks and deep hearted gratitude go to Dr. Desalegn Abraha &
our supervisor Dr. Peter Hultén! We really feel proud and pleasure that we
had a chance to learn from above mentioned qualified personalities. Their
lectures and discussions provided us esoteric & exoteric perceptions to look
from the research point of view. They deserve more than thanks, indeed!
We would like to thank to Mr. Andreas as well, the CEO of DAVELO AB

who made, certainly, great cooperation with us to bring this study to an end
successively. Thank you Sir!
Here how we can forget our classmates whose precious suggestions and
straight forward, but constructive criticism helped us a lot to learn really
with an essence of a true sense. Thanks to all fellows!
Lastly, we appreciate each other as were fully devoted to get this study
accomplished and so many thanks to our families who supported us by and
large during the entire study period.
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Abstract
Customer satisfaction, are not just two words simply to be used in any business
context. Actually, these are the words that encapsulate the theme of what sort of
business practices are being done by the companies in terms of making their
customers satisfied or delight. Customer satisfaction plays a pivotal role in
today’s business scenario and there are some basic factors which may impact on
customer satisfaction either positively or negatively. For instance; responsiveness,
efficiency & performance, service quality, price and technology etc may have
strong influence on company’s products (goods or services). Few researchers
discussed only some factors regarding services which impact on customer
satisfaction and none of them discussed particularly some basic, common and
major factors regarding services/e-services for companies which are small, new
and growing enterprises. Therefore, authors made an attempt to highlight some
basic factors and examined how they effect on customer satisfaction. Our findings
showed that the factors such as responsiveness, professionalism, complaint
management system, customer care, technology, efficiency & performance, price,
service quality and experience are examined with negative impact on customer
satisfaction as almost half of company’s customers were observed dissatisfied.
One factor that is found with positive impact on customer satisfaction is
company’s attitude towards its customers. It is quite notice worthy for a company
to take serious considerations to remove the negative impact of above mentioned
factors in terms of making customers satisfied. Therefore, in the last chapter of
this study we put some recommendations which might help for a company in this
regard. Furthermore, future suggested research areas are also discussed for
creating further research grounds.
Key Words: Customer satisfaction, Services, Factors affecting customer

satisfaction.
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Table of Contents
CHAPTER 1:
INTRODUCTION………………………………………………………………………………………….……………………….06-11
1.1 ResearchBackground……………………..…………………………………………………………………………………………………………………06
1.2 ProblemDiscussion…………………………………………………………………………………………………………………………………………. 08
1.3 ResearchQuestion……………………………………………………………………………………………………………………………………………10
1.4 ResearchPurpose……………………………………………………………………………………………………………………………………………..10
1.5 Limitations……………………………………………………………………………………………………………………………………………………….10
1.6 Disposition………………………………………………………………………………………………………………………………………..……………..11
CHAPTER- 2:
THEORITICAL FRAMEWORK …………………………………………………………………………..….………12-18
2.1 Defining customer satisfaction…………………………………………………………………………………………………………………………12

2.2 Customer satisfaction and services/eservices…………………………………………………………………………………..………………13
2.3 Factors affecting customer satisfaction………..………………………………………………………………………………………………….15
2.4 Need to work out factors affecting customer satisfaction………………………………………………………………………………..18
CHAPTER-3:
METHODOLOGY…………………………………………………………………………………………………..……19-27
3.1 Research approach ………………………………………………………………………………………………………………………………………….19

3.2 Research methods……………………………………………………………………………………………………………………………………………21
3.3 Data collection methods………………………………………………………………………………………………………………………….……….22
3.3.1 Primary data collection………………………………………………………………………………………………………….22
3.3.2 Secondary data collection………………………………………………………………………………………………..….…23
3.4 Research Design……………………………………………………………………………………………………………………………………..….......23
3.5 Validity & Reliability………………………………………………………………………………………………………………………………………….25
CHAPTER-4:
DATA PRESENTATION ………………………………………………………………………………………………27-33

4.1 Responsiveness…………………………………………………………………..................................................................................27
4.2 Professionalism………………………………………………………………………………………………………………………………….…………….28
4.3 Complaint management system……………………………………………………………………………………………………….………………28
4.4 Attitude…………………………………………………………………………………………………………………………………………………………….29
4.5 Efficiency & Performance……………………………………………………………………………………………………………………………..….30
4.6 Price ………………………………………………………………………………………………………………………………………………………………..31
4.7 Service Quality…………………………………………………………………………………………………………………………………..…………....31
4.8 Customer care………………………………………………………………………………………………………………………………………………….32
4.9 Technology……………………………………………………………………………………………………………………………………………………….33
4.10 Experience……………………………………………………………………………………………………………………………………………………..33
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CHAPTER-5:
ANALYSIS ………………………………………………………………………………………………………..……..34-39
5.1 Responsiveness and Attitude……………………………………………………………………………………………………………….…………..34

5.2 Professionalism……………………………………………………………………………………………………………………………………….……….35
5.3 Customer care & Compliant management system……………………………………………………………………………………………35
5.4 Efficiency & Performance………………………………………………………………………………………………………………………………...36
5.5 Price……………………………………………………………………………………………………………………………………………………………..….37
5.6 Service Quality………………………………………………………………………………………………………………………………………………….37
5.7 Technology………………………………………………………………………………………………………………………………………………..……..38
5.8 Experience …………………………………………………………………………………………………………………………………………………….…39
CHAPTER-6:
CONCLUTIONS ……………………………………………………………………………………………………..….41-43
6.1 Conclusion………………………………………………………………………………………………………………………………………………….……..41
6.2 Recommendations……………….…..............................................................................................................................42
6.3 Future suggested research areas ……………………………………………………………………………………………………………………...43
REFERENCES ….………………………………………………………..……………………………………….......43-46
APPENDICES. ….……………………………………………………………………………………………………….47-55
Appendix I Questionnaire sent to the company’s customers………………………………………………………………………………………47

Appendix II Interview of the CEO of the company………………………………………………………………………….……………………………53
Appendix III Individual Reflections on learning by authors…………………………………………………………………….……………………55
FIGURES
Figure: 2.1 Factors affecting customer satisfaction………………………………………………………………….………………………………….16

Figure: 3.1 Quantities research vs. Qualitative research …………………………………………………………………………………………….20
Figure: 4.1 Responsiveness ………………………………………………………………………………………………………………………………………..27
Figure: 4.2 Professionalism………………………………………………………………………………………………………………………..……………….27
Figure: 4.3 Compliant management system…………………………………………………………………………………………………..……………28
Figure: 4.4 Attitude……………………………………………………………………………………………………………………………………….……………29
Figure: 4.5 Efficiency & Performance………………………………………………………………………………………………………………….………30
Figure: 4.6 Price……………………………………….......................................................................................................................30
Figure: 4.7 Service Quality…………………………………………………………………………………………………………………………………………..31
Figure: 4.8 Customer care…………………………………………………………………………………………………………………………………………..32
Figure: 4.9 Technology…………………………………………………………………………………………………………………………………………..……32
Figure: 4.10 Experience………………………………………………………………………………………………..…………………………………………….33
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Chapter 1st: Introduction
This chapter presents the background of the study, problem definition, research
question, research purpose, limitations of the study and the disposition of this
research study.
1.1 Research Background:

Customer satisfaction (Hill et al., 2007) is the phrase commonly used to
encapsulate the phenomenon that customers search out different companies and
stay with them which full fill their needs best. No doubt about it that ultimate goal
of a private sector company is to deliver profits to its shareholders and certainly
that will be achieved by delivering the results to its customers. It is based on the
psychological principle that people will want more of the experiences that give
them pleasures; and, obviously, will avoid from unpleasing experiences. (Hill et
a.l, 2007).
There is a great importance of customer satisfaction in the business. Customers

are source who provide companies revenue. Companies which know very well
how to keep customers satisfied can do longer successful business. Customer
satisfaction impacts on future business, indeed. Satisfaction is the consumer’s
fulfillment response. It is a judgment about a product or service itself provides a
pleasurable level of consumption which is related to the fulfillment (Zeithaml et
a.l, 2009).
Customers expect to be responded with prompt and proper assistance from their
vendors while they are encountering problems in business (Sugandhi, 2003,
p.111).
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Customer satisfaction is the customer’s perception (Sugandhi, 2003, p.111) that
shows that his supplier has met with his expectations fully, efficiently and
promptly.
Customer satisfaction is the summary of the views of the customer for its
concerned vendors. Higher satisfaction level leads to more close attachments and
build strong relationships between customer and its vendor.
Whether the products or services, there is always a chance of problem arising.
And companies, which handle these problems in an appropriate and good way, are
the successful ones.
According to (Sheng & Liu, 2010), the e-service quality will have positive effect
on customers’ satisfaction and loyalty. Furthermore, regarding e-services
efficiency and fulfillment have positive effects on customer satisfaction. Al
Hawari and Warid, (2006) also agree that service quality impact positively to
customer satisfaction.
There is a discussion (Finn et al., 2009) in their research work about customer
satisfaction regarding e-services related with large companies not with small ones
and they interpreted facts among attribute perceptions and customer satisfaction
for e-services.
The study conducted showed that customer satisfaction in terms of e-services

affected by perceived convenience, perceived security and user characteristics
(Zhang et al., 2006). According to (Ha & Janda, 2008) perceived value impacts
on customer satisfaction regarding e-services.
Many authors discussed about online factors that impact on customer satisfaction
as (Lin et al., 2011), but very few researchers discussed only some factors
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regarding e-services which impact on customer satisfaction and none of them
discussed particularly some basic, common and major factors regarding both
services and e-services for companies which are small, new enterprises and
growing ones.
Knowing the importance of the notion ‘customer satisfaction’ in today’s business

arena within services sector, authors took an attempt to do research for a company
which is almost newly growing and performs its services (web designing and web
marketing) for its customers. As prior much research hasn’t been done for small
and new growing companies under the topic of customer satisfaction with respect
to services/e-services so, hopefully, this study will be reflecting worthy insights
and developing further understanding for other practicing organizations which
have been indulging in services area and study will also be helpful to understand
the effect of basic factors on customer satisfaction for the people concerned with
academia as well.
Furthermore, this study regards with both contexts non e-services and e-services.
As concerned company is in business with e-services, so we understood necessary
to put something in the research background and same we tried to put in the
theoretical framework from that perspective; but we also mentioned some stuff
which regards with non e-services. In this way, this study will generally be useful
for both e-services and non e-services as factors discussed in this study are
regarded services/e-services.
1.2 Problem Discussion:

Keeping customers satisfied is no simple task. It requires in-depth research to
determine what customers really want. It also requires creative thinking to
identify important things that may delight them, and a long term strategy to
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implement new customer-satisfying strategies. Satisfaction has great links
towards customer loyalty and relationships (Lovelock et al., 1999).
As many companies participating in e-business today, so it is important for online

marketers to understand and monitor customer satisfaction (Mittal et al., 2001).
Satisfaction plays a particularly important role in competitive environments such
as e-commerce because of its impact on customer loyalty (Shankaret al., 2000).
Customer satisfaction (Zeithaml et al., 2009) is measurable, but it is dynamic and

may evolve over time and it is influenced by a verity of factors. Basically these
factors can be divided into two broad categories and these are; vendor behavior &
vendor’s product and service performance. First one includes how the
management and employees of vendor behave with the customers. Factors say
vendor’s response; service and compliant handling are dependent on the attitude
and skills of the vendor’s human resource.
The second one belongs to the product itself that depends on the capabilities of
the vendor and the skills of its employees. It shows the engineering and
technology developed or acquired by the vendor. Generally speaking, not a single
vendor is able to provide all features to its customers. (Sugandhi, 2003)
There are always some positive and negative features or factors in the product and
human behavior which cause customers pleased or bothered.
Positive feelings make customers more satisfied. The vendor must identify factors
generating positive feelings and should make an attempt to strengthen them and at
the same time he should keep an eye on negative factors and try to remove them.
Doing so, level of customer satisfaction can be enhanced. (ibid)
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As it is understood that there are always some factors exist whether they impact
positively or negatively when it comes to the topic of customer satisfaction, so it
seems interesting to conduct a study which shows how such factors could impact
on customer satisfaction. And hope, this study will bring worthwhile outcomes
which could help concerned company’s business within its customers and it will
also be providing a useful peace of knowledge to other companies and general
readers. Therefore, we attempted to design a research question which is as
follows:
1.3 Research Question:
“Identify some basic factors with a positive and negative impact on customer
satisfaction.”
1.4 Research Purpose:

The purpose of conducting this research study is to examine some basic factors
which may affect customer satisfaction either positively or negatively.
1.5 Limitations of the Study:

It was quite complicated for us to just highlight factors which particularly
regarded with e-services only as we were hardly able to find not much specific
literature about that; that is why we happened to mention the stuff included in this
research study, which regards both non e-services and e-services as well and that
will, hopefully, be useful too in general perspective of services. Focus group
interview would have been a plus from company employees’ point of views to
contribute strongly in the analysis if it were to be included; which couldn’t be the
part of this study due to a short and limited time span. However, the study still
covers the basic requirements of research as customers of the company have been
questioned and the company CEO has been interviewed which support us to make
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analysis to reach at conclusion that hopefully fulfills the purpose of this research
study.
1.6 Disposition:
This research study comprises of six chapters, excluding reference and
appendices. The chapters are presented below:
Chapter 1: Introduction
This chapter includes: the background of the study, problem definition, research
question, research purpose, limitations of the study and the disposition of this
research study.
Chapter 2: Theoretical Framework

This chapter concerns some of important theoretical concepts and discussion
which are part and parcel of this study; and in the light of these concepts we were
able to do analysis. It expresses about the basic theme regarding customer
satisfaction and the factors which may impact customer satisfaction with respect
to the services which customers receive.
Chapter 3: Research Methodology

This chapter contains the research methodology applied for gathering data in order to
answer the research question for this study. The chapter covers scientific approach,
scientific credibility, research approach, research design, research methods and data
collection methods as well.
Chapter 4: Data Presentation

This chapter includes presentation of data and findings which are collected
through questionnaire and interview. On the basis of these facts and figures,
analysis made in the next chapter.
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Chapter 5: Analysis
This chapter includes analyses which are made upon the findings with respect to
theoretical framework mentioned in the previous chapters.
Chapter 6: Conclusion
This chapter presents the extraction of analysis made in the previous chapter.
Conclusion is finally drawn and recommendations with future suggested research
areas are mentioned as well.
Chapter 2nd: Theoretical Framework

This chapter concerns some of important theoretical concepts and discussion
which are part and parcel of this study; and in the light of these concepts we
were able to do analysis. It expresses about the basic theme regarding customer
satisfaction and the factors which may impact customer satisfaction with respect
to the services which customers receive.
Everyone knows what satisfaction is, until asked to give a definition. Then, it
seems, nobody knows.” These are the words once quoted to express the
complexity of basic customer concepts by Richard L. Oliver, a famous icon in
research on the topic of customer satisfaction.
However, Oliver defines his own formal definition about customer satisfaction:
“Satisfaction is the consumer’s fulfillment response. It is a judgment that a

product or service feature, or the product or service itself, provides a pleasurable
level of consumption-related fulfillment.” (Zeithaml et al, 2009)
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2.1 Defining Customer Satisfaction
Although the marketing literature highlights the importance of satisfaction, but
there is no general agreement on how the concept to be defined (Rogers et al.,
1992). That is why this lack of agreement shows that satisfaction may not mean
the samething to everyone (Oliver, 1980).
Anyway, generally speaking in less technical terms (Zeithaml et al, 2009), it can
be defined, ‘Satisfaction is the customer’s evaluation of a product or service in
terms of whether that product or service has met the customer’s need and
expectations. Failure to meet needs and expectations is assumed to result in
dissatisfaction with the product or service.’
According to (Srinivasan, 2004), ‘It is a comparison of customer expectations

with perceptions regarding the service encounter.’
Kotler & Armstrong (2010, p37) defines customer satisfaction, ‘the extent to
which a product’s (whether goods or services) perceived performance matches a
buyer’s expectations.’
Thus, it is clear to understand from the above mentioned definitions that customer
satisfaction particularly regards with the strong match of buyers’
expectations(about the product or service) and the quality of product or service
they receive.
2.2 Customer Satisfaction and Services/e-Services

Unlike products (goods), customer satisfaction is more complex in services. More
firms need to do research to find out features and attributes which may affect to
service satisfaction. Research studies revealed that customers of services will be
making trade-offs among different service features (for an instance, price level
versus quality versus friendliness of personnel versus level of customization),
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depending on which type of the service is being evaluated and with the criticality
of the service as well (Zeithaml et al., 2009).
In services, customer satisfaction is the result of a customer’s perception of the

value received (Cronin et al., 2000).
As many companies participating in e-business today so, it is important for online

marketers to understand and monitor customer satisfaction (Mittal et al., 2001).
Satisfaction plays a particularly important role in competitive environments such
as e-commerce because of its impact on customer loyalty (Shankaret al., 2000).
Oliver (1980) states that customers will feel satisfied when products are above
their expectations. Products and service quality(Sheng & Liu, 2010) affect the
customers’ satisfaction. The e-service quality will have positive effect on
customers’ satisfaction and loyalty. (ibid)
Anderson and Srinivasan (2003, p128) proposed that e-satisfaction is altered by

perceived value; even satisfied customers are unlikely to be as a customer in an e-
business if they feel that they are not getting the best value for the money they
spent.
Although the marketing literature highlights the importance of satisfaction, but

there is no general agreement on how the concept to be defined (Rogers et al.,
1992). That is why this lack of agreement shows that satisfaction may not mean
the same thing to everyone (Oliver, 1980). There will always (Sugandhi, 2003),
be some positive and negative features in the product and human behavior that
may affect customer satisfaction.
However, avoiding the complexity, we will discuss some factors generally (as
supporting to our research question) which impact on customer satisfaction and
these factors pertain to services/e-services.
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2.3 Factors Affecting Customer Satisfaction
Customer satisfaction (Zeithaml et al., 2009) is measurable, but it is dynamic and
may evolve over time and it is influenced by a verity of factors. Different scholars
discuss different factors. We will put here those factors only, which are
considered more important in general perspective and e-services perspective as
well, and these are the factors, which may impact positively or negatively on
customer satisfaction.
Factors which may impact positively or negatively on customer

satisfaction discussed by different authors:
According to (Sugandhi, 2003), factors that impact on customer satisfaction can

be divided into two broad categories and these are:
1) Vendor behavior and 2) Vendor’s product or service performance.

First one includes how the management and employees of vendor behave with the
customers. Factors say vendor’s response, service and compliant handling are
dependent on the attitude and skills of the vendor’s human resource. The second
one belongs to the product itself that depends on the capabilities of the vendor and
the skills of its employees. It shows the engineering and technology developed or
acquired by the vendor. (ibid)
There are some aspects of product (goods & services) that worry a customer after
that has come into the operation. For example, efficiency and performance may
affect customer satisfaction in a way that if a product is having a frequent
breakdowns or it requires expert attention more frequently, it may create a kind of
irritation for the customer apart from the financial loss. Below are some common
factors (both human and product) which may impact on customer satisfaction:
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Customer Satisfaction
Affecting Factors
Human Factors Product Factors
• Response • Performance
• Service • Efficiency
• Commitment • Technology
Adherence • Management
• Complaint Requirement
Management • Life Span
System • Price
• Customer • Appearance
Importance • Customer
• Orientation Friendly Features
• Attitude • Quality
• Trouble Free
Operation
Fig. 2.1 Factors Affecting Customer Satisfaction (Sugandhi, 2003)
3) Perceived Value
Anderson and Srinivasan (2003, p128) proposed that e-satisfaction is altered by
perceived value, even satisfied customers are unlikely to be as a customer in an e-
business if they feel that they are not getting the best value for the money they
spent. The perceived value will directly affect satisfaction due to the perception of
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utility received. This position is supported by prior research that shows the great
importance of value in an e-context (Burke, 2002; Reibstein, 2002). Perceived
value is conceived as the consumer’s evaluation of the utility of perceived
benefits and perceived sacrifices (Zeithaml, 1988).
4) Previous experience, Personal recommendation, Personal needs,

Marketing communications, and Level of the involvement in the
purchase
As studies show that customer satisfaction depends upon expectations and

expectations shape satisfaction, so some authors explain these factors which
ultimately impact on customer satisfaction. For instance, Mudie & Pirrie (2006,
p241) state that there are five key factors that influence a customer expectations
and these are; previous experience, personal recommendation, personal needs,
marketing communications, and level of the involvement in the purchase.
Research also suggests that most important of these factors are the customers’
past experience of the services and what other people say about it. It is revealed
by (Shankar et al, 2000) that satisfaction for an online service (which also regards
with e-services) is very high when information content at the website is enriched
and when customers enjoy the online experience.
5) Efficiency and fulfillment

As it is closely linked among service quality, efficiency and fulfillment so the
service quality must be analyzed from different aspects only to find that the
requirement fulfillment has relatively great effect on customers’ satisfaction.
Efficiency and fulfillment both have positive effects on customer satisfaction
(Sheng & Liu, 2010).
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6) Service quality
Numerous research studies did support that the service quality is recognized as an
antecedent of customer satisfaction (Anderson, Fornell, & Lehmann, 1994;
Cronin & Taylor, 1992; Zeithaml et al., 2009). Saying about customer satisfaction
with respect to quality, Armstrong (2008, p 66) expressed as whether it is
products or services, depends upon the service quality customers require and what
was promised with them to deliver to. Rust & Oliver (1994, p 73) stated that
‘‘without a doubt, the customer’s overall satisfaction with a particular service
provider, and perceptions of service quality are interrelated and in many instances
highly correlated’’.
2.4 Needs to work out factors affecting customer satisfaction
It is generally seen (Sugandhi, 2003) that not a single vendor would be able to put
all appropriate features in the product (goods or services). There will always be
some positive and negative features in the product and human behavior that may
affect customer satisfaction. More the positive feeling, the more satisfied a
customer feels.
The vendor must figure it out to increase this positive feeling. He must identify
the factors generating positive feelings and make a strong attempt to strengthen
them. At the same time, he should also look for the negative factors and try to
eliminate them in order to enhance customer satisfaction.
What will satisfy customers, or what factors will impact strongly it is not easy to
predict. It is, thus, necessary to target a customer and then work out factors that
seem important and address them appropriately (ibid).
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Chapter 3rd: Research Methodology
This chapter contains the research methodology applied for gathering data in order to
answer the research question for this study. The chapter covers scientific approach,
scientific credibility, research approach, research design, research methods and data
collection methods as well.
The term research methodology refers to the theory of how research should be
undertaken (Saunders 2009). In this thesis the authors have collected two types of
data primary and secondary data, both can give of qualitative and quantitative
aspects. The research approach will be both deductive and inductive, and
exploratory study will be the type of business research.
3.1 Research Approach

There are two main research approaches - inductive and deductive. According to
Bryman & Bell (2007), deductive approach is an approach that the researcher
deduces a hypothesis, which is subject to empirical scrutiny. Data collection for
deductive research approach is generally quantitative. Inductive approach is
research approach involving the development of a theory as a result of the
observation of empirical data (Saunders et al, 2007). The authors give the
explanation to these approaches in a way that if researchers develop a theory and
hypothesis and design a research strategy to test the
hypothesis is called a deductive approach. Whereas, if the research is based on data
collecting and the researcher develop theories as a result of the data analysis,
then the approach is inductive.
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At the beginning Researcher has to decide which approach is to use in conducting
research. In this work we are collecting both primary and secondary data. In this
study we chose both approaches deductive and inductive, to give more effective
solution to the research questions - identification of factors which impact

customer satisfaction positively an negatively and thus serve research purpose. As
mentioned in the beginning, Deductive approach is testing theory and Inductive
approach is developing theory. To make it simple –
Deduction approach is - Theory → observations/findings, on the other hand.
Induction approach is - Observations/findings → theory. (Bryman & Bell, 2007)
In the thesis, we are using quantitative and qualitative data to make the quality
work. (Biemans, 2003) explain the simple distinguish between qualitative and
quantitative research approaches in his journal of business and consumer
marketing.
Figure 3.1: Quantitative research versus Qualitative research
[Source: (Biemans, 2003)]
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3.2 Research Methods
A research method refers to systematic, focused and orderly collection of
data for the purpose of obtaining information from them. According to
Jankowic (1991 cited in Ghauri and Gronhaug, 2002, pp.85) which methods
and techniques are most suitable for which research or project depends on
the research problems and its purpose.
There are two types of methods, which are based on data type i.e.
quantitative and qualitative. Quantitative data is in numerical and
standardized data while qualitative data is based on results, which are not,
standardized requiring classification into categories (Saunders, et al., 2009,
p 480).
This study aims in understanding of a certain problem area and offering

solution for the same; and for this reason researchers use interviews as the
one method to collect the primary data, this is mainly used to collect the
qualitative data for thesis. Besides this, researchers also use questionnaires
to collect data, which is quantitative method. In order to make more quality
work we cover both aspects qualitative and quantitative.
The qualitative methods should be applied when the researcher need to

define the parameters of the market, understand the nature of the decision
making process, elicit attitudinal and motivational factors which influence
behavior and help understand why people behave the way they do (Michael
J.B. 2007). In this study primary qualitative data is collected by in-depth
interviews of company CEO and and Secondary data from scientific articles
and existing literatures.
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The quantitative methods described as entailing the collection of numerical
data and as exhibiting a view of the relationship between theory and
research as deductive, a predilection for a natural science approach and
having an objectivist conception of social reality (Bryman & Bell, 2007). In
this study questionnaire was sent to the customers of company for
collection of quantitative data.
3.3 Data Collection method

Saunders, et al. (2009) explain that literature sources helps a lot to a
individual to develop and get a better insight of what was the finding of the
previous researchers and further explain that this type of research can be
divided into three categories that are primary, secondary and tertiary data.
The data collection start from primary to secondary and then tertiary is
difficult to collect and less reliable. The reason is that the primary data is
difficult to collect and locate.
3.3.1 Primary Data Collection

Primary data are the data that is organized by a researcher for the specific
purpose of addressing the problem recently in hand (Naresh, 2004).
Questionnaires, interviews and observations are the means to collect this
sort of data (Saunders, et al., 2009).
a) Personal Interview: In the personal interview, an interviewer asks

questions of one or more respondents in face to face situation. The
interviewer’s task is to contact the respondent or respondents, ask the
question, and record the responses.
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b) Mail interview: In the mail interview, a questionnaire is mailed to the
respondent, and the completed questionnaire is returned by mail to the
research organization. The mail interview is as popular as the personal
interview but less popular than the telephone interview (Kinner & Taylor,
1996).
In this study, authors use above two data collection methods to elicit the
information regarding study for collecting primary data. Questionnaire was
sent by an email to all existing customers of the concerned company. Data
is also collected through personal interview of the CEO. Sometimes
researchers happened to us skype video conferencing techniques for
personal interview whenever it was not possible to meet at work station in
company.
3.3.2 Secondary Data Collection

Secondary data can be defined as the data that others have collected before
for their specific purposes. When implementing secondary data the
researchers must be critical to avoid inaccuracy (Haue & Jackson, 1996).
Both primary and secondary data can be of qualitative and quantitative
aspects (Babbie, 2004).
Secondary data for this study is collected through academic books, journals,
various articles, thesis work of previous students, Internet sources, database
of university etc.
3.4 Research Design

Research design refers to the frame work for the collection and analysis of
data and the choice of the research design reflects decisions about the
priority being given to a range of dimensions of the research process such
as causality and generalization. According to Bryman & Bell (2007) the
23 | P a g e
research designs can be classified as: experimental; cross-sectional or social
survey; longitudinal; case study; and comparative designs.
For this study researchers choose case study as the research design to gain a
rich understanding of the context of the research and the processes being
enacted. Robson (2002) defines case study as “a strategy for doing research
which involves an empirical investigation of a particular contemporary
phenomenon within its real life context using multiple sources of evidence”.
The case study strategy has considerable ability to generate answers to the
questions why, what and how questions; although, what and how questions
tend to be more the concern of the survey strategy. For this reason, the case
study strategy is most often used in explanatory and exploratory research.
The data collection techniques employed may be various and are likely to
be used in combination. It includes interviews, observation, documentary
analysis and questionnaires. Consequently as we are using a case study
strategy, we also need to use and triangulate multiple sources of data.
Triangulation refers to the use of different data collection techniques within
one study in order to ensure that the data is cross-checked means getting it
conformed from various sources. For example, qualitative data collected
using semi- structured group interviews may be a valuable way of
triangulating quantitative data collected by other means such as a
questionnaire. (Saunders, et al., 2009).
Yin (2003) distinguishes between four case study strategies based upon two
discrete dimensions:
1) Single case V. Multiple case;
2) Holistic case V. Embedded case.
According to Yin (2003) holistic v. embedded, refers to the unit of analysis.

If research is concerned only with the organization as a whole then it is a
holistic case study.
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Conversely, even though research is concerned with a single organization as
a whole, if number of logical sub-units within the organization (departments
or work group) under study, then this would be an embedded case study.
Furthermore, an embedded case study methodology provides a means of
integrating quantitative and qualitative methods into a single research study
(Scholz & Tietje, 2002; Yin 2003).This study regarded with embedded case
study (as a single case study) as more than one department is considered
with quantitative and qualitative aspects of research within analysis.
3.5 Validity and Reliability

The validity is extent to which data collection method or methods
accurately measure what they were intended to measure. Yin defines
validity as an instrument’s ability to measure what it is supposed to
measure. Validity is divided into two types: internal validity and external
validity. Internal validity is the validity of (causal) inferences in scientific
studies, usually based on experiments as experimental validity. External
validity refers to the degree to which a study’s findings can be generalized
(Mitchell & Jolley, 2001).
Reliability – Reliability (Esterby-Smith et al., 2002) refers to the extent to
which your data collection techniques or analysis procedures yield
consistent findings. It can be assessed by posing the following three
questions:
1) Will the measures yield the same results on other occasions?

2) Will similar observations be reached by other observers?
3) Is there transparency in how sense was made from the raw data?
The validity and reliability of collection methods of survey data will be

easier to assess where clear explanation of the techniques used for data
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collection given. This needs to include a clear explanation of any sampling
techniques used and response rates as well as a copy of the survey
instrument, which is questionnaire in this case. For this research both
primary and secondary data collected from reliable sources, such as
interviews with CEO and emails with company employees; also through
questioners from customers. Secondary data collected by library data base,
scientific articles, books. Before collecting data from company’s CEO and
customers through interviews and questionnaire respectively; we had long
discussion with supervisor about structure and contents of the interview and
questionnaire. Authors followed all the guidelines of the books which
referred along with valuable guidance of the thesis supervisor. Thus,
authors believe this thesis work covers all the aspects of reliability and
validity as referred in the books.
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Chapter 4th: Data Presentation
This chapter includes presentation of data and findings which are
collected through questionnaire and interview. On the basis of these
facts and figures, analyses are made in the next chapter.
Here is the presentation of the primary data that is obtained by designing a

questionnaire an interview. Questionnaire which was regarded to elicit
information from customers’ point of view, mailed to them. Questionnaire
was based on some major factors which may impact positively or
negatively on customer satisfaction. Total no of respondents were 50.
Almost all customers attempted all questions. All relevant information is
gathered and now presented below:
Note: (Both questionnaire layout and interview of the CEO of the company
are mentioned in the appendix)
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Niether
satisfied nor Responsiveness
dissatisfied
30%
Satisfied
50%
Very dissatified
0%
Dissatisfied
10%
Very satisfied
10%
Fig 4.1: Responsiveness
4.1 Responsiveness:
Answering to the question regarding responsiveness of the company
towards its customers for the services company provides, data shows that
50% of the company’s customers are satisfied, 10% are very satisfied
satis and
10% are dissatisfied. 30% of customers didn’t mention either they were
satisfied or dissatisfied.
Niether Professionalism
satisfied nor
dissatisfied
30%
Satisfied
50%
Very dissatified
10%
Dissatisfied Very satisfied
10% 0%
Fig 4.2: Professionalism
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4.2 Professionalism:
Answering to the question regarding professionalism of the company
towards customer
customers for its services, data shows that 50% of the company’s
customers are satisfied, 10% are dissatisfied and 10% are very dissatisfied.
30% of the customers did not answer whether they were satisfied or not.
Complaint management system

Niether
satisfied nor
dissatisfied
Very dissatified 13%
Satisfied
13%
37%
Dissatisfied
12% Very satisfied
25%
Fig 4.3: Complaint management system
4.3 Complaint management system:

Answering to the question regarding complaint management system (the
way company handles the complaints of their customers) of the company
towards its customers for services, data shows that 37% of company’s
customers are ssatisfied, 25% are very satisfied, 12% are dissatisfied and
13% are very dissatisfied. 13% of the customers did not answer whether
they were satisfied or not.
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Fig 4.4: Attitude
4.4 Attitude:
Answering to the question regarding attitude of the
he company towards their
customers for services, data shows that 50% of company’s customers are
satisfied
tisfied and 50% are very satisfied
satisfied.
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Efficiency & Performance
Niether
satisfied nor
dissatisfied Satisfied
40% 40%
Dissatisfied
0% Very dissatified Very satisfied
10% 10%
Fig 4.5: Efficiency & Performance
4.5 Efficiency & Performance:

Answering to the question regarding efficiency & performance of the
company towards customers for their services, data shows that 40% of
company’s customers are satisfied, 10% are very satisfied, 10% are very
dissatisfied and 40% of the customers did not answer whether they were
satisfiedd or not.
Price
Satisfied Very satisfied
10% 10%
Dissatisfied
0%
Niether
satisfied nor Very dissatified
dissatisfied 10%
70%
Fig 4.6: Price
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4.6 Price:
Answering to the question regarding price that customers pay for getting
gett
services, data shows that 10
10%% of company’s customers are satisfied, 10%
are very satisfied, 10% are very dissatisfied and 70% of the customers
custo did
not answer whether they were satisfied or not.
Niether
satisfied nor
Service Quality
dissatisfied
20%
Very dissatified Satisfied
0% 40%
Dissatisfied
30%
Very satisfied
10%
Fig 4.7: Service Quality
4.7 Service Quality:

Answering to the question regarding service quality of the company for
customers for its services , data shows that 40% of company’s customers
are satisfied,
sfied, 10% are very satisfied, 30% are dissatisfied and 20%
2 of the
customers did not answer whether they were satisfied or not.
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Niether Customer Care
satisfied nor
dissatisfied
20%
Very dissatified Satisfied
0% 40%
Dissatisfied
30%
Very satisfied
10%
Fig 4.8: Customer Care
4.8 Customer Care

Care:
Answering to the question regarding customer care of the company for
their customers for services, data shows that 40% of company’s customers
are satisfied,
sfied, 10% are very satisfied, 30% are very dissatisfied and 20%
2 of
the customers did not answer whether they were satisfied or not.
Technology
Niether Satisfied
satisfied nor 30%
dissatisfied
30%
Very dissatified
10%
Very satisfied
Dissatisfied 20%
10%
Fig 4.9: Technology
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4.9 Technology
Technology:
Answering to the question regarding technology of the company towards
their customers for services, data shows that 30% of company’s
any’s customers
are satisfied, 220% are very satisfied, 10% are dissatisfied, 10% are very
dissatisfied
sfied and 330%
0% of the customers did not answer whether they were
satisfied or not.
Experience
Niether
satisfied nor
dissatisfied Satisfied
40% 40%
Dissatisfied
0%
Very dissatified Very satisfied
10% 10%
Fig 4.10: Experience
4.10 Experience
Experience:
Answering to the question regarding overall experience of the customers
towards company’s services, data shows that 40% of compa
company’s
ny’s customers
are satisfied, 10% are very satisfied, 10% are very dissatisfied and 40% of
the customers did not answer whether they were satisfied or not.
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Chapter 5th: Analysis
This chapter includes analysis in light of theoretical framework to reveal out the
facts delineated in the previous chapter.
5.1 Responsiveness and Attitude:

Factors say vendor’s response (Sugandhi, 2003), service and compliant handling
are dependent on the attitude and skills of the vendor’s human resource.
Responsiveness is one of important human factors, which may impact on
customer satisfaction positively and negatively. Looking at the data presented in
previous chapter, it shows that 10% of the company’s customers are dissatisfied
with the company’s response when dealing with customers. Although majority is
satisfied with the company how it responses to their customers, but it needs to be
paid strong attention to those customers who are not satisfied with company, the
way it responses. Less responsiveness towards customers may bring unfavourable
results for making customers satisfied or loyal for future. Asking about
company’s attitude it is found that all of customers like company’s attitude when
they are treated. We find this factor ‘attitude’ with positive impact on customer
satisfaction. Good attitude makes customers close towards company which is
helpful to accomplish business activities successfully.
In reply about responsiveness and attitude CEO said that he is satisfied with his
employees’ attitude and the way they respond to our customers. And looking at
data received from customers about responsiveness and attitude of company, they
rated as satisfactory which indicates responsiveness and attitude as a factor with
positive impact. Good attitude and timely responsiveness may make customers
close and satisfied towards company and its services.
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5.2 Professionalism:
Here we see that just half of company’s customers are satisfied which is not
favourable for company. If 30% of customers who showed nothing either satisfied
or dissatisfied; become dissatisfied in future, meaning that company will be doing
business with half satisfied and half dissatisfied customers which easily get
company’s business down. Therefore, the factor ‘professionalism’ may impact
negatively if company is unable to overcome on their deficiencies.
Having gone through CEO’s interview, it is noticeable that company does not
have any customer care department. And, performing customer care services the
company is just relying on sales people which seems out of professionalism!
Same situation is about getting feedback from customers which is handled by
sales people. It is understood that customer care department is how much
important that keeps all the records of customers, handles their complaints and
perform too after sales services. Companies do their job good if they know their
customers well, have all information, and if there have been allocated specific
people whose job is totally dedicated towards customer care. On other hand,
results will be not effective if sales people are to do this job.
5.3 Customer care and complaint management system:

Customers get dissatisfied when they are not entertained appropriately regarding
their complaints. Data shows that around 50% (approx) customers are satisfied
and 50% are the customers who do not stand in the category of satisfaction. In
replying about customer care and complaint management system CEO told us that
they don’t have even customer care department in their company nor there any
kind of complaint management system. He said that we have to fix these things
up. If company pays strong attention to handle their complaints in an effective
36 | P a g e
way then, indeed, this will bring positive impact to make company’s customers
satisfied.
Data received from customers shows that only half of customers expressed their
satisfaction for company’s customer care. What about rest of them? It seems not
effective if majority is not satisfied. It is necessary for a company to establish at
least customer care department so that customers could be treated against queries
or problems they have. Therefore, these factors customer care and complaint
management system may impact very negatively if not handled in a strategic way.
5.4 Efficiency and performance:

Efficiency and fulfillment both have positive effects on customer satisfaction
(Sheng & Liu, 2010). Efficiency and performance are one of important factors
which lead ultimately to the service quality. Looking at the data, it depicts that
only around 50% of company’s customers are satisfied. And, 50% of customers
do not stand in the list of satisfied customers regarding company’s efficiency and
performance of their services. It is noticeable that half of company’s customers do
not seem satisfied for company’s performance which definitely will impact
service quality. And if customers experience continuously bad quality then they
go for other seller.
For a question about efficiency and performance regarding services which

company provides CEO told us that he is not satisfied with that and company has
to improve efficiency and performance of services to their customers. Efficiency
and performance may impact strongly negative if done with low level of
competency. If company moves further with the same existing pace of low
efficiency and performance then it will produce low quality of services which, at
the end, will dissatisfy company’s customers. Company needs to take serious
steps in terms of removing their negativities out, which make still half of its
customers unsatisfied.
37 | P a g e
5.5 Price:
Price that is one of the important product factors (Sugandhi, 2003) which may
impact both positively or negatively if not set properly with respect to the given
value to customers. Very few customers expressed that they are not satisfied with
current price for services they are paying. And majority which is 70% of the total
expressed nothing. It is a general phenomena that if customers get real value for
the services for which they are paying and if that fits good in their perception that
we are getting what we pay then price brings positive impact. But, if customers
feel that they are paying more and getting less value then this price factor will
surely bring negative impact for company’s customers. Majority did not respond
that either they are satisfied or not satisfied and only 20% (approx) of company’s
customers are satisfied. It may be said that customers are not getting satisfied by
company’s services as they do not think so that they are paying right price for the
quality they receive.
During the interview for a question about pricing, CEO of the company told that
current price is unfavorable for us and we think it should be increased according
to the services which we provide. If company intends to raise price with the same
existing pace of low efficiency and performance (as expressed out by customers)
then it will produce low quality of services which, at the end, will dissatisfy
company’s customers. Thus, this factor ‘price’ may impact negatively on
company’s customers to make them dissatisfied.
5.6 Service Quality:

Quality of service is an important factor when we talk about customer satisfaction that
generates positive perception. Anderson and Srinivasan (2003, p128) proposed that
e-satisfaction is altered by perceived value, even satisfied customers are unlikely
to be as a customer in an e-business if they feel that they are not getting the best
value for the money they spent.
38 | P a g e
The perceived value will directly affect satisfaction due to the perception of utility
received. Saying about customer satisfaction with respect to quality, Armstrong
(2008, p 66) expressed as whether it is products or services, depends upon the
service quality customers require and what was promised with them to deliver to.
Data reveals that half of company’s customers seem satisfied regarding quality of
services. 30% are dissatisfied and 20% selected neutral option, which may go
either way. Replying about service quality CEO admitted that he is not very
satisfied with that and company has to improve its quality of services to make
their customers satisfied. For service quality 30% dissatisfaction with respect to
company’s customers, may harm company in near future. Rust & Oliver (1994, p
73) stated that ‘‘without a doubt, the customer’s overall satisfaction with a
particular service provider, and perceptions of service quality are interrelated and
in many instances highly correlated’’. So, company should focus on service quality
and more focus is needed for converting dissatisfied customers to satisfied ones. It
is important to find reasons behind dissatisfaction.
5.7 Technology:
It is revealed by (Shankar et al, 2000) that satisfaction for an online service is very
high when information content at the website is enriched and when customers
enjoy the online experience. Technology which is one of the product factors
(Sugandhi, 2003) depends on the capabilities and the skills of company and its
employees. Data revealed that approximately half of company’s customers are
satisfied and half are not, which shows that might something with respect to
technology is producing problem to get customers satisfied. Company should pay
great consideration regarding the technology they use to satisfy their customers.
Company needs to find out and remove all hindrances regarding technology
which they use to their services for their customers.
39 | P a g e
Replying about technology CEO said that he is quite satisfied with the technology
which is being used by company for delivering its services. CEO expressed his
satisfaction about the technology they are using, but half of customers are not
satisfied with the technology company is going with. Company should make
aware customers if they are really using good technology in their services or
improve existing technology; otherwise, this technology factor may generate
negative impact if customers are getting dissatisfied with.
5.8 Experience:
Mudie & Pirrie (2006, p241) state that there are five key factors that influence a
customer expectations and these are; previous experience, personal
recommendation, personal needs, marketing communications, and level of the
involvement in the purchase. Research suggests that most important of these
factors are the customers’ past experience of the services and what other people
say about it. Data shows that only half of company’s customers are satisfied in
terms of their overall experience regarding company’s services and half of
customers don’t rank in the category of satisfaction. It may show that half of
customers have not experienced well for services they receive from company.
Replying about overall experience CEO shared his views that nothing exactly can
be said right now, but the thing he understands is that company has to improve its
services to get it customers satisfied.
We see this factor ‘experience’ with negative impact as half of customers didn’t
experience good which further may involve many reasons; for instance, might be
they are not satisfied with the quality of services, with the technology and
customer care etc. And, as a matter of fact, the customers who have had bad
experience regarding company’s services may pass negative word of mouth which
brings company’s image down.
40 | P a g e
Chapter 6th: Conclusion
This chapter presents the extraction of analysis made in the previous
chapter. Conclusion is finally drawn and recommendations with future
suggested research areas are mentioned as well.
6.1 Conclusion:
No one can deny from the fact that there are always some factors exist with the
product whether goods or services; which may impact positively or negatively as
well. Drawing conclusion, we hopefully meet our research purpose and question
which is to be meant that examining factors affecting customer satisfaction for the
services used by concerned company’s customers. Our study for a concerned
company’s services reveals that the factors such as professionalism, complaint
management system, customer care, technology, efficiency & performance, price,
service quality and experience are examined with negative impact on customer
satisfaction as almost half of company’s customers were observed dissatisfied.
Customers showed their dissatisfaction level with respect to above these factors
which considered with negative impact. Two factors that are found with positive
impact on customer satisfaction are company’s responsiveness and attitude
towards its customers. It is quite notice worthy for a company to take serious
considerations to remove the negative impact of above mentioned factors in terms
of making customers satisfied.
Responsiveness, attitude, professionalism, complaint management system,

customer care are regarded as human factors; and technology, efficiency &
performance, price, and service quality belong to product factors.
41 | P a g e
By providing sufficient training to the company’s employees and establishing
specific department for specific job (as company doesn’t have specific department
for customer care) such as sales department for sales and customer care for
handling customer complaints etc, negative impact of human factors on customer
satisfaction can be reduced. In the same way, company needs to figure out with
product factors. For instance, if customers seem dissatisfied with the service
quality and price; company may add more value to justify the price or set the
reasonable price to give its customers a complete set of offerings in order to wipe
off the impact of dissatisfaction. It is quite general phenomena that customer
satisfaction depends upon expectations and expectation breeds satisfaction.
Therefore, it is needed to work out more by the company to generate positive
impact of both human factors and product factors as well.
6.2 Recommendations:
1) As far as recommendations are concerned, we must say here for a concerned
company to establish its customer care department (in terms of allocating
some specific people who are well-versed with handling customer care &
complaint issues) to make customers satisfied regarding their complaint issues
etc. And this department should be well equipped with all customer previous
and existing records within their data base too, in order to serve them
effectively.
2) It needs for a company to increase its efficiency and performance level for
producing quality services to its customers in order to make them satisfied or
delight.
3) Customers do not always want to go with the same existing technology; if the
latest technological changes occur regarding company’s services, company
should serve its customers accordingly to acquire a competitive edge.
42 | P a g e
4) It will be an advantageous practice for a company if it tries to set the
reasonable price for the value it gives to customers regarding its services
including after sales services; whatever the price is set should be justified
from customers’ point of view. Cost-benefit analysis can also be made in this
regard.
5) Quarterly or monthly surveys regarding customers’ satisfaction or getting

feedback from customers can be made to get to know what customers are
experiencing about company’s services and what they want more, as listening
works always!
6) Saying about ethical reflection, we recommend that; as company does web

designing and web marketing for its customers, so it is not necessary to fulfill
always customers’ demand. For instance, if customers ask to put some
advanced features in websites in order to promote smoking for youngsters
through subliminal marketing (marketing which regards with subconscious),
company needs to avoid that kind of offering which goes against the society.
6.3 Future suggested research areas:

As this study covers the general aspects of non-services and e-services as well, so
that will be quite an effective practice if further research could be conducted in
future which regards purely with e-services in terms of examining some new
factors which may impact on customer satisfaction including the discussion of
the latest technological changes. Same sort of study can also be conducted from
supplier point of view and business to business environment, where some other
unidentified factors may exist in an e-services perspective. Furthermore, it may be
discussed how intangibility factor of the services could be seen in future with the
touch of customer satisfaction, when it comes to the latest technological changes
in an e-service perspective.
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37) Sheng.,T, and Liu,.C, 2010. “An empirical study of An empirical study on the effect
of e-service quality on online customer satisfaction and loyalty”: Nankai Business Review
International Vol. 1 No. 3, 2010 pp. 273-283Emerald Group Publishing Limited.
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38) Shankar, V., Smith, A.K. and Rangaswary, A. (2000), “Customer satisfaction and
loyalty in online and offline environments”, working paper, University of Maryland,
College Park, MD.
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Consumer Research, Vol. 27, pp. 382-7.
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Sage Publications. ISBN 0-7619-2553-8
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Integrating Customer Focus Across the Firm. McGraw Hill International Edition
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43) Zhang, X., Prybutok, V., and Huang, A., (2006) “An empirical study of factors affecting
e-service satisfaction”, Human Systems Management Vol. 25 279–291 279. IOS Press.
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Appendix I
A. Questionnaire:
-Layout of the questionnaire sent to the company’s customers-
(English Version)
Dear Sir/Madam,
Below is the questionnaire as a part of our study for Master Degree Program in Marketing from
University of Skövde, Sweden. The aim of this study is to find out factors which may affect
customer satisfaction. Your cooperation will be helpful for us to make quality research study for
DAVELO AB. Please, fill out the questionnaire given below:
Note - Data collected will be treated confidentially & anonymously and used only for study
purpose.
Questionnaire
1. Responsiveness: How do you rate company responsiveness when they deal with you?
• Satisfied
• Very satisfied
• Dissatisfied
• Very dissatisfied
• Neither satisfied nor dissatisfied
2. Professionalism: How do you rate their professionalism when they deal with you?
• Satisfied
• Very satisfied
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• Dissatisfied
3. Complaint management system: How do you rate company’s complaint management

system when they deal with you?
• Satisfied
• Very satisfied
• Dissatisfied
4. Attitude: How do you rate their attitude when they deal with you?
• Satisfied
• Very satisfied
• Dissatisfied
5. Efficiency & Performance: How do you rate their efficiency and performance in their
services they provide you?
• Satisfied
• Very satisfied
• Dissatisfied
6. Price: How do you rate their set prices against the services they provide you?
• Satisfied
• Very satisfied
• Dissatisfied
7. Service quality: How do you rate their service quality for the services they provide you?
• Satisfied
• Very satisfied
• Dissatisfied
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8. Customer care: How do you rate their customer care after receiving their services?
• Satisfied
• Very satisfied
• Dissatisfied
9. Technology: How do you rate the technology they use for performing their services for
you?
• Satisfied
• Very satisfied
• Dissatisfied
10. Experience: How do you rate your overall experience regarding company’s services?
• Satisfied
• Very satisfied
• Dissatisfied
If you have any suggestion or comment regarding your satisfaction for company’s
services, please write below:
Thank you so much!
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B. Frågeformulär:
-Layout of the questionnaire sent to the company’s customers-
(Swedish Version)
Dear Sir / Fru,
Nedan följer enkäten som en del av vår studie för magisterexamen utbildning i marknadsföring
från Högskolan i Skövde, Sverige. Syftet med denna studie är att ta reda på faktorer som
påverkar kundnöjdheten. Din medverkan kommer att vara till hjälp för oss att göra kvalitet
forskningsstudie för DAVELO AB. Vänligen fyll i frågeformuläret nedan:
Obs - Data samlas in kommer att behandlas konfidentiellt och anonymt och används endast för
studiens syfte.
Frågeformulär
1. Lyhördhet: Vilket betyg ger du företaget lyhördhet när de behandlar dig?
• Nöjda
• Mycket nöjd
• Missnöjd
• Mycket missnöjd
• Varken nöjd eller missnöjd
2. Professionalism: Hur bedömer du deras professionalism när de behandlar dig?
• Nöjda
• Mycket nöjd
• Missnöjd
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3. Klagomål förvaltningssystem: Hur bedömer du företagets system klagomål ledning

när de behandlar dig?
• Nöjda
• Mycket nöjd
• Missnöjd
4. Attitude: Hur bedömer du deras inställning när de behandlar dig?
• Nöjda
• Mycket nöjd
• Missnöjd
5. Effektivitet och prestanda: Hur bedömer du deras effektivitet och prestanda i sina
tjänster de erbjuder dig?
• Nöjda
• Mycket nöjd
• Missnöjd
6. Pris: Hur bedömer du att ställa priser mot de tjänster de tillhandahåller dig?
• Nöjda
• Mycket nöjd
• Missnöjd
7. Servicekvalitet: Hur bedömer du deras tjänst kvalitet för de tjänster de tillhandahåller

dig?
• Nöjda
• Mycket nöjd
• Missnöjd
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8. Kundtjänst: Hur bedömer du deras kundtjänst efter att ha fått sina tjänster?
• Nöjda
• Mycket nöjd
• Missnöjd
9. Teknik: Hur bedömer du den teknik de använder för att utföra sina tjänster för dig?
• Nöjda
• Mycket nöjd
• Missnöjd
10. Erfarenhet: Hur bedömer du ditt allmänna erfarenhet av företagets tjänster?
• Nöjda
• Mycket nöjd
• Missnöjd
Om du har några förslag eller kommentarer rörande din tillfredsställelse för våra
tjänster, skriv nedan:
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Tack så mycket!
53 | P a g e
Appendix II
Interview of the CEO of the company:
[On May 16th, 2011 an interview was conducted with Mr. Andreas. He holds a
position of the CEO in DAVELO AB. The aim of this interview was to get to know
company’s point of view regarding some of important factors which may impact on
customer satisfaction positively or negatively.]
Q.1: What is the structure of your organization?
Ans: Our organization consists of two departments that are production and
sales. I am directly concerned with the sales representatives and production
manager who is responsible for production.
Q.2: What about customer care and complaint handling departments?

And according to our questionnaire result half of your customers seem
unsatisfied by your customer care, how do you see that?
Ans: No, right now we don’t have these kinds of depts. I ‘m quite agree
with you. I ‘m not satisfied with our customer care as we don’t have this
department now properly. We will be trying to fix that up in upcoming
period of time.
Q.3: Ok, then how does your organization manage customer

complaints?
Ans: It is the sales people who deal such kind of issues.
Q.4: How do you get feedback from customers for your services?
Ans: We don’t have proper or structured program for getting feedback.

Sometimes sales people ask for feedback.
54 | P a g e
Q.5: How do you see your company’s responsiveness and attitude
towards your customers?
Ans: I am satisfied with our employees’ attitude and the way they respond
to our customers. We try our best in terms of responding them with good
attitude and cool attitude.
Q.5: How do you see your efficiency & performance for the services
you provide for your customers?
Ans: If I rate it I would give 4 points out of 10 to our efficiency &

performance regarding services we provide. We try our best, but I think we
have to improve more it in near future.
Q.6: What would you say about the price you set for services you
provide to your customers?
Ans: I think price is o.k. with respect to the services which we provide.
Q.7: How do you see the technology you are using delivering services to
your customers?
Ans: Overall, I am satisfied with the technology we are using.
Q.8: How often do you receive complaints about technical failures

regarding services which you provide?
Ans: We haven’t received yet this sort of complaints. And once we receive,
we fully try to resolve it. We do not want to put customers on wait. We try
to resolve it with the very quick and convenient way.
Q.9: Would you like to say something about overall experience of

services which your company offers?
Ans: I can’t say exactly anything right now, but the thing I understand is
that we have to improve our services to get our customers satisfied. We can
realize the fact customer satisfaction and hopefully that is to improve.
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Appendix III
Individual reflections on own learning by Authors:
Rizwan Khan:
At earlier it was very complex to put my efforts for such a research work which
was really a hard nut to crack! …, but with the passage of time and by the virtue
of continuous learning process under the supervision of my well qualified
mentors, I finally became able to bring this study to an end. I myself really gained
a lot in the whole period of this study from start to end. It was quite interesting to
me to look first at theoretical platforms and then come back at the same with the
practical approach to produce valuable results.
Starting from a research background of this thesis, I had to face so many

difficulties in terms of searching and sorting of relevant stuff on the internet as I
found myself not so good at. By mutual discussions with my class fellows and
concerned teachers, eventually, I overcame on the hindrances and then moved
with the smooth pace of work covering all formalities till theoretical frame work.
It was quite interesting too when I happened to design questionnaire and interview
of the CEO of the concerned company related to this study, I made much
discussions with some of my class fellows and especially with my work partner.
Even sometimes, we had to express strong arguments and debates to justify the
true nitty-gritty of learning which was really constructive and appreciated among
us.
56 | P a g e
Same sort of happening came across when it was time to make analysis and
drawing conclusion of the study. However, this study, indeed, enabled me to view
in-depth research insights from both academic and corporate perspective as well.
It was more positive and practical approach by our University to write this Master
thesis within the group of two students (as maximum) which, of course, seemed
me as a competitive, constructive and cooperative learning process compared if it
were to be done by a single student. Moreover, I learnt personally much with the
group work; and hopefully efforts made to get this study done will, successfully,
be helpful too for me in my future to stand out for taking upcoming research
challenges.
Ganesh Narawane:
During the course of writing this thesis, I have learnt so many things. Working
with a co-writer, as a team with different background was a challenging
experience. I am saying it challenging because; it is a face that different
individuals have different opinion. As a group some time you have to
compromises as your partner also doing the same to achieve common goal. It was
not possible to get this extremely rewarding experience of learning if I were
writing this thesis alone. Some things I learnt from my partner that I did not know
how to do and some things my partner learnt from me.
During the process of thesis writing, I learnt how to analyze and assess academic
text, scientific articles journals, which helped me during writing this thesis. Also I
learnt to assess library database, reading many books helped to draft final version
of work.
57 | P a g e
I learnt how to work in-group and independently, how to select theories and a
method to conduct research, also I understand how different theories can be
applied to study data and produce constructive analysis. To gather data from
companies was challenging task, which gave me opportunity to use theories in
practical that we learn from books. By this exposure I came to know that things
are different in reality, it’s not exactly same as said in books.
I would like to thank my supervisor Prof. Peter Hulten, for his continuous support
and recommendation. In this technological world the way of his supervision; to
overcome distance barrier by use of Skype conferencing was exciting experience.
____________________________
58 | P a g e

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Examining Factors Affecting Customer

Satisfaction (A Case-study of a Swedish Firm)

Master Degree Project in Business Administration

Rizwan Khan & Ganesh Narawane

Supervisor: Dr. Peter Hultén

We would like to thank to Mr. Andreas as well, the CEO of DAVELO AB

Key Words: Customer satisfaction, Services, Factors affecting customer

THEORITICAL FRAMEWORK …………………………………………………………………………..….………12-18

2.1 Defining customer satisfaction…………………………………………………………………………………………………………………………12

3.1 Research approach ………………………………………………………………………………………………………………………………………….19

DATA PRESENTATION ………………………………………………………………………………………………27-33

5.1 Responsiveness and Attitude……………………………………………………………………………………………………………….…………..34

Appendix I Questionnaire sent to the company’s customers………………………………………………………………………………………47

Figure: 2.1 Factors affecting customer satisfaction………………………………………………………………….………………………………….16

1.1 Research Background:

There is a great importance of customer satisfaction in the business. Customers

The study conducted showed that customer satisfaction in terms of e-services

Knowing the importance of the notion ‘customer satisfaction’ in today’s business

1.2 Problem Discussion:

As many companies participating in e-business today, so it is important for online

Customer satisfaction (Zeithaml et al., 2009) is measurable, but it is dynamic and

1.3 Research Question:

1.4 Research Purpose:

1.5 Limitations of the Study:

Chapter 2: Theoretical Framework

Chapter 3: Research Methodology

Chapter 4: Data Presentation

Chapter 2nd: Theoretical Framework

“Satisfaction is the consumer’s fulfillment response. It is a judgment that a

According to (Srinivasan, 2004), ‘It is a comparison of customer expectations

2.2 Customer Satisfaction and Services/e-Services

In services, customer satisfaction is the result of a customer’s perception of the

As many companies participating in e-business today so, it is important for online

Anderson and Srinivasan (2003, p128) proposed that e-satisfaction is altered by

Although the marketing literature highlights the importance of satisfaction, but

Factors which may impact positively or negatively on customer

According to (Sugandhi, 2003), factors that impact on customer satisfaction can

1) Vendor behavior and 2) Vendor’s product or service performance.

Human Factors Product Factors

Fig. 2.1 Factors Affecting Customer Satisfaction (Sugandhi, 2003)

4) Previous experience, Personal recommendation, Personal needs,

As studies show that customer satisfaction depends upon expectations and

5) Efficiency and fulfillment

2.4 Needs to work out factors affecting customer satisfaction

3.1 Research Approach

solution to the research questions - identification of factors which impact

Figure 3.1: Quantitative research versus Qualitative research

[Source: (Biemans, 2003)]

This study aims in understanding of a certain problem area and offering

The qualitative methods should be applied when the researcher need to

3.3 Data Collection method

3.3.1 Primary Data Collection

a) Personal Interview: In the personal interview, an interviewer asks

3.3.2 Secondary Data Collection

3.4 Research Design

2) Holistic case V. Embedded case.

According to Yin (2003) holistic v. embedded, refers to the unit of analysis.