Introduction
It needs to be said that service organizations have been developing at a fast rate over the last few years in UAE, and they started to focus on the customer service.
Research
It is paramount to conduct studies in this field because the importance of customer satisfaction for every single business should not be disregarded.
Scope and Importance of the Study
This study is focused on Sharjah Electricity & Water Authority (SEWA) organization that operates in Sharjah and is focused on the provision of a range of services. It needs to be said that this study is incredibly important because most firms have started to view satisfaction levels of customers as one of the most important factors that influence the success of an enterprise. However, they frequently lack the understanding of ways in which this issue needs to be addressed and are satisfied with the current situation. Nevertheless, improvement of customer satisfaction should be viewed as an opportunity for most companies to increase their profits. It is also paramount to note that new technologies are always being developed, and it becomes easier for consumers to have access to essential information.1 This aspect is significant and should be taken into account because any reviews of customers that had a bad experience should be avoided in the modern world because information is being spread at an incredibly fast rate on the Internet.
Objectives: Primary and Secondary
The primary purpose of this study is to identify the level of importance of customer satisfaction for service organizations. The secondary goal is to determine if customers are currently satisfied with the level of services that are provided by this company, and how the levels of satisfaction may be improved in the future. Another factor that should be taken into account is the development of recommendations that should be considered by the firm. Also, one of the core objectives of this study is to draw attention to this issue because it is currently perceived as not significant.
Data Analysis
A range of tools has been chosen for this particular study. First of all, literature and peer-reviewed journals were reviewed to get a better understanding of this problem in this sector. Another aspect that needs to be noted is that customers of this company were surveyed with a use of various questionnaires, and interviews. The response rate is one of the primary issues that needed to be addressed because it affected the validity of the received data. Paper-based surveys were chosen because they have several advantages such as an ease of conducting and others.2
Finally, the information was manually reviewed and compared to the information that is available in other sources to determine any connections. Analysis of the literature reveals that a consensus on this topic is present, and most authors agree that customer satisfaction is of utmost importance for service organizations, and an enormous number of resources should be devoted to this address this point. Critical incidents were noted as a significant issue that should be identified because it is one of the most important factors that frequently affect the experience of customers.3
Data Interpretation
The data has been categorized in spreadsheets and organized. Manual analysis was chosen as a tool in this case. It needs to be said that the data that has been collected can be viewed as valid because the response rate were approximately 80 percents, and people of different nationalities and religions were questioned. It is paramount to note that data may be interpreted differently in this case. It is paramount to limit the number of customers that are not happy in this sector most of the time, and even a small percentage should not be disregarded.4 Another pattern that has been identified in the responses is that expatriates are much more worried about the price of services that are provided because of exchange rates and other factors. A possibility of any possible bias also should not be disregarded.
Findings
The results of the study indicate that only 70 percent of individuals that participated in this study agree that the price for services that are provided is fair. Also, it needs to be said that 85 percents have noted that the situation has improved significantly over the last few years. Those individuals that viewed the prices as appropriate also reported a higher income, than those who disagreed with this point of view. Also, it is important to say that most have reported that the name of the organization plays a significant role in their opinion, and 90 percents have said that they believe that SEWA is capable of providing high-quality services.
Only 20 percent think that complaints are taken into consideration by the firm, and it is a significant problem because many individuals do not know how to make such reports.5 It is understandable that it is not possible to prevent all the instances of service failure, but 55 percents of individuals have voiced their opinion that service recovery could be managed much better. It is an essential aspect that should not be disregarded because customers are less satisfied with services than they are with products in most cases.6 This point needs to be considered by the firm, and it is paramount to take necessary measures to improve the experience of customers in other ways other than gradual changes to the quality of the service to maximize the effectiveness of activities.
Conclusions
In conclusion, it is paramount to note that customer satisfaction is a significant aspect that should be taken into account by service companies. Results indicate that most clients are satisfied with the way SEWA treats customers, but some points are in need of improvement. It also needs to be said that one of the studied has shown that clients who are satisfied with the quality of services that are provided are ready to pay more in most instances, and this should be viewed as an opportunity by SEWA to increase profit.7 It is imperative to address the fact that this company does not have many competitors, but it does not affect the way customers are treated, and the firm tries to improve the quality of the services. It is evident that satisfaction levels have a significant influence on the overall financial results of the company. Another important factor that should be considered by the firm is to make sure that the levels of customer satisfaction are reasonable compared to global competitors.8
Recommendations
It is paramount to ensure that the percentage of customers that are satisfied with the services are provided is increased, and it is especially important in this sector. A use of modern technologies for the analysis of customer satisfaction is of utmost importance and should be considered in this case. Its stance on the identification of service quality gaps also needs to be reviewed by SEWA, and continuous improvement should be viewed as a primary objective. Critical incidents should be minimized because electricity and water services are vital to everyday lives of consumers. Also, necessary measures should be taken to make sure that a company is ready for any possible emergencies that may affect the satisfaction levels of customers.
A speed of repairs is also incredibly important and perceived as one of the most important factors for most clients. The fact that religion may have an influence on the way the quality of a particular service is perceived is another aspect that is still not well studied, and there is a need for future research.9 Another important aspect that should not be disregarded is that SEWA currently does not actively communicate with its customers, and this issue needs to be addressed. It is possible to use such tools as social media and blogs to develop relationships with clients. Valuable information and news about the industry may also be provided.
The fact that customers can ask questions and voice their opinions in a convenient manner is paramount, and satisfaction levels will also be significantly increased in most cases. It needs to be said that orientation on customers may be achieved in three phases in most situations, and implementation is the most important part of the process.10 Overall, the experience of firms that operate in this sector in other countries needs to be viewed as an example.
Reference List
Cochran, C., Customer Satisfaction: Tools, Techniques, and Formulas for Success, Chico, CA, Paton Professional, 2003.
Goldstein, S., Superior Customer Satisfaction and Loyalty: Engaging Customers to Drive Performance, Milwauke, WI, ASQ Quality Press, 2009.
Gustafsson, A., ‘Customer satisfaction with service recovery’, Journal of Business Research, vol. 62, no. 11, 2009, p. 1220-1222.
Hayes, B., Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods, 4th edn., Milwaukee, WI, ASQ Quality Press, 2008.
Hill, N., G. Roche, and R. Allen, Customer Satisfaction: the Customer Experience through the Customer’s Eyes, London, UK, Cogent, 2007.
Homburg, C., N. Koschate, and D. Hoyer, ‘Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay’, Journal of Marketing, vol. 69, no. 2, 2005, p. 84-96.
Noroozi, A., ‘A Study of Islamic Customer Satisfaction’, International Journal of Social Entrepreneurship and Innovation, vol. 2, no. 1, 2013, p. 98-107.
Olsen, L., L. Witell, and A. Gustafsson, ‘Turning Customer Satisfaction Measurements Into Action ‘, Journal of Service Management, vol. 25, no. 4, 2014, p. 556-571.
Reis, D., L. Pena, and P. Lopes, ‘Customer Satisfaction: the Historical Perspective’, Management Decision, vol. 41, no. 2, 2003, p. 195-198.
Vavra, T., Customer Satisfaction Measurement Simplified, Milwaukee, WI, ASQ Quality Press, 2002.
Footnotes
1 D. Reis, L. Pena, and P. Lopes, ‘Customer Satisfaction: the Historical Perspective’, Management Decision, vol. 41, no. 2, 2003, p. 196.
2 N. Hill, G. Roche, and R. Allen, Customer Satisfaction: the Customer Experience through the Customer’s Eyes, London, UK, Cogent, 2007, p. 86.
3 B. Hayes, Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods, 4th edn., Milwaukee, WI, ASQ Quality Press, 2008, p. 24.
4 S. Goldstein, Superior Customer Satisfaction and Loyalty: Engaging Customers to Drive Performance, Milwauke, WI, ASQ Quality Press, 2009, p. 6.
5 C. Cochran, Customer Satisfaction: Tools, Techniques, and Formulas for Success, Chico, CA, Paton Professional, 2003, p. 39.
6 A. Gustafsson, ‘Customer satisfaction with service recovery’, Journal of Business Research, vol. 62, no. 11, 2009, p. 1220.
7 C. Homburg, N. Koschate, and D. Hoyer, ‘Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay’, Journal of Marketing, vol. 69, no. 2, 2005, p. 84.
8 T. Vavra, Customer Satisfaction Measurement Simplified, Milwaukee, WI, ASQ Quality Press, 2002, p. 10.
9 A. Noorozi, ‘A Study of Islamic Customer Satisfaction’, International Journal of Social Entrepreneurship and Innovation, vol. 2, no. 1, 2013, p. 104.
10 L. Olsen, L. Witell, and A. Gustafsson, ‘Turning Customer Satisfaction Measurements Into Action ‘, Journal of Service Management, vol. 25, no. 4, 2014, p. 556.