Service Quality and Customer Satisfaction - Literature review Example

Welsh (2012) reported a survey that revealed how drivers have a preference for dealer service over other shops simply because of their superior services. In that understanding, it is apparent that service firms should carefully position themselves so that their customers expect a little less than the company can actually deliver. Therefore, B2B business practitioners are enthusiastic about precisely measuring perceived quality as a way of understanding its important antecedents and effects and, eventually, techniques of enhancing quality to attain a competitive position and create customer satisfaction.

Due to the fact that customer satisfaction is linked to customer loyalty, leading service companies cautiously measure and keep an eye on customer satisfaction. One of the common methods used to measure customer satisfaction is a survey. Hutt and Speh (2002) observed how Xerox surveys more than 400,000 customers as regards product and service satisfaction where they employ a 5-point scale. The outcome of the survey revealed that satisfied customers were most likely to repurchase the firm’s products.

Through market research, organizations have also been able to determine the extent to which their customers are satisfied in regard to the services or products offered. For B2B, the use of the internet as a tool for their marketing research has particularly been effective especially if their websites are designed appropriately. This platform allows the firm to cover a wider customer base at the lowest cost possible.