Chapter 1 Introduction

1.1 Introduction
This research deals with the issues involves in customer satisfaction and service quality of Post Office. This chapter begins explaining general concepts in research background part that uses a considerable corps of literature review about customer satisfaction, service quality and its related key points. Besides it, explanation of the aim and objectives of the study is explained. Then, it moves to an explanation of the rationale for the chosen topic. At last formation of the dissertation is presented in order to channel for the person who reads.


Research Title


1.3 Research Background
In this competitive business world, all organisations want to be the best in their industry, either its manufacturer or service industries, all try to make themselves in superior position in Global Market, its possible when they satisfy the customer and make better service quality of the product or service. Customer satisfaction makes customer loyalty as J. Paul Peter James H. Donnelly. Jr. (2004) describes “Satisfied customers can become loyal customers, service quality and customer satisfaction are of growing concern to business organisation thought the world”. Various researchers have study the factors persuading the customer satisfaction and service quality in different service industries as Juline E. Mills and Rob Law (2004) defined in their book “Service quality assessment focuses primarily on dimensions of service, perceived service quality is only a components of customer satisfaction that is also influences by product quality” The research on the Customer Satisfaction and Service Quality, however, Focuses on the service of Post Office in UK. Further to this most research has concentrated on Customer Service, Customer Loyalty, Customer Satisfaction and Service Quality of Postal Office.


1.4 Research Aim and Objectives
As argued above the aim of this study is to classify the factor affecting the Customer Satisfaction and Service Quality of Post Office. Objectives of the study are mentioned below, these were set to meet the aim of the research.
 Review the literature on the factors persuading the Customer Satisfaction and Service

 To identify how much Customers satisfied are with the Post Office. 

To identify in what factors Customers satisfied are with the Post Office.

 Recommendation to Post Office for making better Customers Services and its Service


1.5 Rationale for the Chosen Topic
Many students have done research in study of Customer Satisfaction and Service Quality in different industry like airlines, mobile phone companies, state agencies etc. but I would not say that no body has done research in Postal Service but fewer researchers has done in same industry. I selected this topic, because have experience in customer service, about seven years worked in courier company (in my home country), due to my better performance got two times promotion, during my work experience have practical experience of Customer Service and Service Quality of Post Service. I have experience of all kind of customers, friendly customers to rush customers. In such kind of experience faced very different behaviour of customers, a few of them like service by the name of company and couple of them like value for money. I want to know what excactly customers want in same service, my study will be focused on the services of Post Office of Royal Mail, how much customers satisfied are with it and how can they improve in services, so I decided to study on the given topic its also my intrest on the topic of customer service and its service quality. I consider important factors of the customer satisfaction and service quality of postal service.


I strongly believe that this customer satisfaction and service quality factors are nowadays one of the most important subject for the service industry of any company.

1.6 Background of Organisation
Royal Mail and Postal Service Post office Ltd is part of Royal Mail Group Ltd works under the post office® brand. Their network national is wide around 12,000 Post Office® branches. They claim that they have the largest Post Office network in Europe and the largest retail branch network in the UK handling more cash than any other business, but according postcomm annual report (see Appendix 4) by the end of March 2009, there were 11,952 post office branches in the UK, compared to 13,567 at the end of March 2008. Post Office® branches are for providing products and services that offer value for money and are valuable to customers’ live. They reach means that over 94% of people live within a mile of a Post Office® branch and often visit them more than once a week - that’s about 4 million customer visit. Around 550 Post Office® branches are managed directly by Post Office Ltd. The remaining branches are managed on an agency basis either by sub postmasters/mistresses or franchise partners. Some of their franchise partners include Tesco, SPAR and Londis. Through their network, they sell around 170 products and services. Of the 2.7 billion transactions they carry out each year, the majority are for banking, leisure and postal services. (Web 1) Post Office offers not only sending mails but also offers many services at their counter, like insurance coverage of car and travel, finance/banking, Broadband and phone and also you can deposit your bills at Post Office counter. If we look at (Appendix 6) the topic “Postcomm proposes a licensing framework for the fully open market” Postcomm wants to make better performance of all Post Service, and they have issue more licences to more Postal Service organisations, 18 Postal Service organisations got licences in this competitive market so now Post Office has big competition.



Structure of the Dissertation

Structure of the dissertation (See Appendix 1), is defined short titles of research chapters wise. In this Chapter researcher introduces short introduction of the dissertation, research title, research background, research aims and objectives, rational chosen for the topic, back ground of organisation (Royal Mail and Post Service) and at last structure of dissertation. In the Second Chapter researcher makes a theoretical background integrating number of finding and ideas related to valuable the factors affecting customer satisfaction and service quality and its related topics also importance of literature presented about new ideas of authors and past researcher. In Chapter Three, researcher defines; the methodology is used for analysing the data of customer satisfaction and service quality of post office, also defined research approach, research design, data collection method. A quantitative research is proposed; the research is focused on questioner, with the help of data that is completed by respondents, researcher will analysis the data with sample technique. In Chapter Four the researcher will present the data analysis that researcher got during the survey, questionnaire was filled by respondents and short interviews and its finding of research, discussion of primary and secondary data regarding the topic of research that how much customers satisfied are with the Post Office? Finally, Chapter Five presents general conclusion of the research and recommendation to Post Office for making better their services.


Chapter 2 Literature Review 2.1 Introduction
Baines, Fill and Page (2008) “Measuring the quality of a service encounter has become a major factor in the management of service based organisations. Service quality is based on the idea the customers’ expectations of the service they will receive shape their perception of the actual service encounter. In essence, therefore, customers compare the perceived service with the expected service.” Service industries always try to make better their service to achieve good quality of service, as customers need; different author has written different theories for service quality. Service quality can be effected with different factors mostly is to customer satisfaction when customer is satisfied then you may get customers’ loyalty, customers value and repetition of using of the services, totally business profit is depend on customer’s satisfaction and it could be profitable as Hill and Alexander (2006) argue that, “it is becoming accepted that there is a strong link between customer satisfaction, customer retention and profitability and Griffin (2002), agrees that “People whose problems and complaints have been handled effectively become your most loyal customers.” Above authors has clearly defined about service organisations that they totally depend on customers expectation, and it could be achieve through overall performance of organisation. Royal Mail Postal Service is basically chain of different departments, from booking of shipment to delivery of shipment all employees performance their service. If any of one them would be failed or delay to perform his/her job the customer delivery would be effected and beside it customer service should be good to manage these mistakes could tackle customer accordingly. When customer is satisfied with Post Office he/she will repeat the services will be loyal to Post Office. We will discuss more in literature review that what authors say regarding service quality, customer expectations, customer loyalty etc.


The extent to which service envelopes a product varies according to a number of factors. customer loyalty. customer expectation. In 21st century mostly organisations earn money from services. customer satisfaction.” Several companies mostly focus on their services in service industry. These concern the level of tangibility associated with the type of product. quality. we may say 21st century is for service industry. differentiation. we go to the doctor. customer service. the type of relationship between service provider and customers. We get the car repaired. especially for the existence customers because they are very important for organisation. 2. its service quality and related to topic. in this competitive world every organisation wants to be number one. As Baines. But this way of thinking about service provides little insight into what really makes a service a service. knowledge of service. if the services are better as customers’ expectations. customers bring their envelopes or and parcel organisation provide them services. as in Royal Mail Post Office.2Service Schneider and white (2004) illustrate about service in their book “a major reason for the development of the field now called services marketing and management was the realization that services were in the extreme different from goods.A literature review gives knowledge of research of the works that already conducted on the same my topic and It will give me guidelines also will help me in conducting the research properly. but can’t be before making their better service with the people who are involved in organisation. that could higher earn. service. they would not only bring they business himself but also bring others. 6 . service quality. or we go to bank.” Many service organisations have product and service. customer retention and value for money. We typically think of service as something that is done for us or to us. suggests other customers to use of same service. and the degree of involvement people experience in the service. they provide the service for organisation. My study is followed by the nature of services of organisation. and earning higher return. Fill and Page (2008) “Most products contain an element of service: there is a product/service combination designed to provide a means of adding value. the level of customisation. It helps to understand the topic better.

Specifications for service operation may relate to on-time deliver or response time.“Many service companies have instinctively recognized this and have focused on their existence client base as never before.” Quality is very important for all business organisation. touch and judge about the product that is in hand of customer he/she can see. Manufactured product may have up and down in quality but in service it’s totally bad or good. which makes specifying service outputs much more difficult. but if deliver late then comments will be bad service. customer can see. thereby trying their customers even more closely to the company”.” In service organisation time is really valuable for the quality. either its manufacturing product or service. Example: A customer has dropped his envelope in letter box of Royal Mail of Postal Service. cause. These factors all make the measurement of quality in services for more difficult than with goods. Customer always expects the quality of either service or product is higher than as advertise by the organisation as Krajewski and Ritzman (2002) defined “customer expect the products or services they buy to meet or exceed certain advertised level of performance. quality of manufacturing product easy than service. McDonald and Payne (2006) 2. even though tangible outputs are not produced. Beckford. conformance to specifications is important. if not undesirable. (2002) “A challenge for the service is to develop ways of addressing the quality problem which are appropriate to the needs of sector whose principal asset is people and where the application of the skills and knowledge of those people.” 7 . customers may expect the time delivery of service that his packet will be delivered on given time by the organisation Krajewski and Ritzman (2002) illustrate in same book “in service systems also. cannot be stored. but in service organisation it’s not easy to satisfy customer in quality of service in service organisation. By increasing their understanding of client needs. the singular nature of many customer service encounters makes their standardization more difficult. they invariable find opportunities for additional cross-selling.3Quality Barnes (2008) “Services are different from goods in that they are intangible. Similarly. if envelope is deliver at given time then customer will comments its good service. are consumed at the point of production and often involve contact with customers. it employs is the key differentiator between good and bad service.

flexibility and cost. There are two types of delivery timing.3 Flexibility Flexibility. Dependability = due delivery time – actual deliver time Source: Slack and Lewis (2002) Due deliver time means. dependability. Organisation should have a range of alternate in operational work in service. then they should improve their service timing by given below equation. depend on the response of individual customer relating with individual staff” and more they discussed in same book we can measure by speed. 2. Example: Post office has received a envelope. This is largely because soft dimensions. First. If service organisation is type second. from above equation service organisation can check their service speed. it should be rapid and fast. now it is very important to end all process on time it is quality of service of organisation. either its product or service. 2.3.There should be measurement of dimension of quality either its product or service that how much organisation is near to expect quality of customer and how much it is important for the organisation Slack and Lewis (2002) has defined “generally the conformance to soft dimensions of quality is more difficult to measure and more difficult to achieve. it should be deliver on given time to customer but post office must have arrangement of delivery of envelope in all way 8 . In organisation language I would like to define as flexible in all operational work. Customer is given time by organisation that your given order will be end on the time. time that is commitment with the customer and actual deliver time mean. long delivery time as commitment with the customer when his or her order was received.2 Dependability Dependability also related to speed and time that is given to customer.1 Speed It is basic and important indicate the time between from starting operation’s work of organisation to process and end. by the word we may understand ‘able to be flexible’. By this equation they may improve in service quality and can check where we are for satisfying or expectation of customer. customer is served. 2.3. finish work on given time to customer and second. being related to interpersonal interaction.3.

but in service industries if customer is using first time the service of any organisation of service industries. customers mostly compare by the price of product or service. Services do not have a physical presence and they cannot be touched. Once customer satisfied then he repeats to use the services. They are improving tasks and processes for which they are responsible and are likely to be a major force in any continuous improvement scheme – generating masses of small ideas in teams rather than as individuals. the lower can be the price to their customers. 2. received. Fill and Page (2008) defined about service industries. as “services are different from products One of the distinguishing dimensions of products is that they have a physical presence. supported and funded by management. Quality concerns the fitness for purpose of a product or service.4Service Quality Baines. For manufactured products that can include the durability.4 Cost Cost is also very important for quality of service. Hooley.” Service Quality is a powerful way of involving large numbers of people in the quality improvement drive. organisation should have low price compare with the competitors. judge and then buy the product. It could measure by the cost of time. 9 . Service quality is highly effective if properly organised.” Of course there is very different between product industry and service industry.3. in product industry always customer measure quality of product. the reliability and responsiveness of the service provider. he relays on that organisation or he asks others about that service. Slack and Lewis (2002) defined more about cost “the lower the cost of producing their products and service. Saunders and Piercy (2004) “A prime factor in differentiating the product or service from that of competitors is quality. This is because their distinguishing characteristic is that they are an act or a performance. then post office must have arrangement of alternate. or caring attention.that might be the motorcycle of postman is not operating and he is on the way. Service quality involves groups of junior staff tackling problems that they understand better than anyone else.” 2. the assurance provided of the value of service and empathy. he pays before have any experience with it. appearance or grade of the product while in services it often comes down to the tangible elements of the services. and how its fast its efficiency of organisation.

It is something that is more emotional than a business model. then his money value to services. deeper than a brand. Krajewski and Ritzman (2002) defined "Customer define quality is through value. and that increase companies sale and have good value. Slack and Lewis (2002) illustrate “Any means of collectivising the 10 . If customer visit on Saturday and pay extra amount for urgent delivery but it will be delivered on Monday cause Sunday is off.5Knowledge of Service All organisations. how these works. also we will discuss more titles or important factors those are necessary to understand. but is often misunderstood and/or under utilised. price has value for the service organisation as Lee J. either its service or manufacturing industry knowledge of their product or service is very important. It is also something that can unite employee and customers and create a business advantage. that would make low expectation of customer. so might be he will send his post in normal cause His money does not worth according to his expectation that it would be deliver tomorrow on Sunday. that may help to employees or staff of customer service for solving the problem of customers. if any of one will be down in service." An example: customer use Royal Mail Post Service. Service quality should be very attractive to attract all customers. more complex than a good idea and more solid than vision." It is very important for the all service organisation to know very well about their services. he visits post office on Monday he expect that his parcel will be deliver tomorrow positively Because he pays extra amount for urgent delivery cause his documents are very necessary to send early. when all will perform their jobs perfect that could achieve the target of organisation. total chain has to play their service role.Johnston and Clark (2005) illustrate "The service concept is something very important to service organisations. 2. are they works as customer needs or want? That very hardly to understand all service steps of organisation. In service organisation. if I will talk about my case study organisation that is totally service base. or how well the product or service serves its intended purpose at a price customers are willing to pay How much value a product or service has in the mind of customer depends on the customers' expectation before purchasing it.

for getting the knowledge of service or how they can improve their knowledge. Knowledge of service may depend on organisation or its culture. Many organisation have arranged Knowledge Management. explicit knowledge is that which can be easily codified and shared asynchronously and tacit knowledge is difficult to express in words as it includes cognitive such as belief.cumulative knowledge and experience within the organisation must greatly assist the development of new concepts and framework. Barnes (2008) defined “Knowledge in organisation can be thought an existence in two forms: Explicit or tacit. Johnston and Clark (2005) defined “ there are number of ways that technology can bring both flexibility and an extension to the service” and also have written “A part from the desire to protect its business. company and all would be able to understand it well. the knowledge of service for the employees. Mullins (2007) illustrate regarding knowledge that how much it is important for the organisation “Competitive advantage is founded in the ability of companies to create new forms of knowledge and translate this knowledge into innovative action. images and mental models as well as technical and know-how. A manager must have knowledge of service more than their subordinators. We may find two kinds of knowledge once its explicit knowledge and second tacit knowledge. Technology helps to customer service staffs for solving the problem of query in many ways.” All staffs who directly deal with the customer must have better knowledge of service that may help to staff for serving the customer and staff can quickly reply to customer.” Knowledge of service should be easy to understand for the staff. technology may help improve knowledge of staff and help to reply customers either customer is on phone or in front. explicit knowledge can transfer or share with others but tacit knowledge is difficult to define in words. the organisation might be more effective if information is made more widely available in order to tailor its approach to its client more efficiently. especially customer service staff who directly serve the customers.” above authors have defined how knowledge is very important for organisations.” 11 . which should have what knowledge. Service organisation may arrange the training programmes for their staff to train them. they are responsible for distribute knowledge to concerned department or person.

2 Tacit knowledge Tacit knowledge is very difficult to communicate.2. Same way customers are informed that price is reduced or buy one get free. same way fashion designer. as he will offer him drink or try to make him cool.6 Customer Satisfaction Johnston and Clark (2005) defined “Service as the combination of outcomes and experience delivered to and receive by a customer. From above all factors we may understand. 2. design new dress. Customers therefore judge the quality of the service on the experience as well as the outcome. he will use his mind to handle this customer. as they have a rush customer.” Customers are satisfied when they receive the service that they expected. he is not informed to make this way but he design himself. In service organisation I would like to give you example of Post office.1 Explicit knowledge Explicit knowledge is commonly use in organisation.5. it is totally created from mind. If we see in post office all staff is informed in service. 12 . as map designer. it is tacit knowledge. customer service staff has not knowledge by given other person from what he will be handle but he will handle from his tacit knowledge that how to handle the customer. knowledge of service is very important for organisation. now customer service staff will handle him according to customer’s behave. customers are informed accordingly that is also knowledge and easy transfer to others. as company launch new product and organisation firstly arrange meeting with the managers and then managers arrange training to transfer their knowledge of new product to all staff. design maps from his mind.5. If they have new campaign of buy one get one free or some time operation mangers are asked to reduce the price and they inform their staff that price is reduced. he is hyper and does not understand and shouting. as very heavy snow is in some areas so delivery would be effected in these areas. they could easily convenience customer. All organisations always try to make better services. They want to make happy their customers by more than their expectation. organisation arrange trainings for staffs and teach them knowledge of new product or any new campaign. would try to tackle him in different way. 2. cause.

• Due to satisfaction of internal customer they can rely upon accurate information and better service from their colleagues are more likely to experience job satisfaction and off course that help to working as member of an effective and supportive team. Customer satisfaction. depend on service that is used by customer. customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. • The organisation always gets profit due to satisfaction of customer. Every customer expect they have got value for money. Saunders and Piercy (2004) have written in his book the words of Storbacka et al. This occurs when a quality service is priced very high and the transaction provides little value for money. cause. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. it may different. In a competitive marketplace where businesses compete for customers. • Satisfied customers help in advertising of company as he introduce the service of organisation to their friends its word of mouth advertising and that can improve organisation reputation for more effetely than the same organisation marketing method. either its normal service or special service of that organisation. is a measure of how products and services supplied by a company meet or surpass customer expectation. (1994) “Customer satisfaction can also be high even with mediocre performance quality if the customer has low expectation. measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.These are very important factors for customer satisfying: • • All customers who are using the service must be confidence in the service that have been provided by organisation. (Web 2) Hooley. when 13 . a business term. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. first customer repeat using the service of customer second it may not increase the expensive in advertisements and third satisfied customer of same organisation always make new customers.” I am agree with that theory. Organizations are increasingly interested in retaining existing customers while targeting non-customers.

customer has low expectation and he got normal service he may say good service. Albert Caruana (2002) “An important reason for the interest in service quality by practitioners results from the belief that this has a beneficial effect on bottom-line performance for the firm. the process of adding relationship value in each exchange in such a way as to delight customers. other hand if customers’ expectation is very high but the service is provided by organisation is good but customers’ expectation was very high then service provided.7Customer Service “Customer service is the process of delivering the organisation’s focus. due to bad experience with the same organisation. customers may imagine the value of organisation after using the service. It arises in the moments of truth that build loyalty. customer would not be satisfied with the product. service organisation try to improve their service quality. so organisation always try to satisfy customers in all way.” Jenkinson 1995 In service industries. Customer service plays very main role for satisfying to customers. and customer services role is also very important and that could affect the service standard of organisation. Indeed. signally the higher priority they now give to creating customer satisfaction. Piercy and Nicoulaud describes. some of these companies now promote and reward staff on the basis of customer satisfaction ratings achieved." Customer services play very main role for satisfying the customer. 2. The strategy needs to demonstrate the company's commitment to service and its role in overall corporate strategy. Increasingly companies are using customer satisfaction measures alongside financial and other criteria for measuring overall performance. "There is need to have a clear service strategy that is communicated through customers and clients. However. Customer service is the human orientation of the business. customer mostly face firstly customer service staff and customer has comments according to first meeting with 14 . In 2008 hooley. Customer service staff can make good or bad image of organisation by the their service that they are providing to customers. practitioners often tend to use the terms service quality and customer satisfaction interchangeably. Customer can be switched to another same service provider.

If they are satisfied they are more likely to become valuable customers who not only use the service 15 . all customer service staff would try to get this achievement and what will be benefit for the company. As Evenson (2005) defined “Customer service training is important because your customers are important. And that you can understand very well when you are being served by someone else organisation’s customer service staff. By influencing expectations. you should be served. Some organisation gives the medals or appreciation letter to staff for their good service. or indeed exceeds them. 2. If the operation meets the expectations. then customers are satisfied with the service. bank dry cleaners. customers service employees are not needed” and said “Take off your customer service provider hat for a moment and put on your customer hat.” Customer service staff’s training is very important. you will serve very well when you understand exact meaning of customer service. without training the staff is zero. It is imperative that only a level of service that can be consistently performed should be communicated. what you judge yourself? What mistake they do? How can I improve myself when I am also serving customer same customers expects. Think about your own interactions as a customer. Donaldson and Toole (2002) defined “An organisation that is confident about its service quality capability can influence customers’ expectations of its performance. or your child school? How many times you eat a meal out?” She has illustrated key point for customer service staff. service as you feel. In the past few days. always customer has expectation with the customer service staff that staff attitude would be fine to me and will solve my problem.8Customer Expectation “The purpose of trying to understand customers’ expectations is to try to ensure that service can be designed and delivered in order to meet those expectations. organisations can minimise the differences between what customers expect and what they actually get.customer service staff. and that organisation should fully train their staff that they could achieve their target. how many times were you a customer? Did you have to the grocery store or run into a convenience store? Go to the mall? How about visits to the post office. once staff will have good relation with the customer will try to be first in providing the good service to customer and customer will advise to others for the using services. Without customers. doctor’s office.

how and what organisation can improve or provide better service to customers. (2008) “discussed two different ways in which expectations may be used as comparison standards. when customer is satisfied with the service of organisation. it does have some downsides. before use of the service customer expect service of organisation that customer will have such kind of service as customer thinks in his mind for the organisation and these service also customer wants from the organisation. how it is important and valuable for the organisation to understand what customer expect to company and should improve their services if they need. “While the expectation-perception approach to understanding service quality is extremely useful in focusing on the outcome of customer satisfaction and helps identify on mismatches between operational and customer views of quality. if appropriate. Second is what customers want from the service. Johnston and Clark (2005) more defined for the customer expectation “organisations need to understand expectations and. manage those expectations. Some customers’ expectation is high than service is provided.” Johnston and Clark (2005) Johnston and Clark theory is very clear for customers’ expectation.” Johnston and Clark (2005) As above authors have discussed that customers’ expectations are very important to service organisation. Organisation has to care of both customers’ expectation. might be he or she has is used to high service with other service provider but some customers’ expectation is low cause they use regular service that’s why their expectation is low. but are positively disposed towards it and may even recommend it to others. customer repeat the use of service.again. Berry and Parasuraman (1991) in Hooley et al. Customer expectation would be low or high. Indeed it may be 16 . organisation should have feedback of customers to know what customer expect against he pays for the services. according to feedback of customers and organisations’ approach. different levels of people have different expectation and some time as per need they have different expectations to organisations.” Customer predict for the service how it would be. First are expectations of what customers believe will occur in a service encounter? These they call predictive expectations. Customers’ expectation help to improve the service standard of organisation and satisfy the customers. it is depend on situation especially in service industry.

on two levels of retail relationships: person to person (salesperson level) and person to firm (store level)” in the same article has defined two different level of Customer loyalty.” Service organisation must understand customer expectations that what customers wants. Customer loyalty is the specific activity of buying from you or recommending you to others on a repeat basis.” 2. Organisation may have loyal customers.” Wong and Sohal (2003) “Loyal customers are less likely to switch to a competitor due to a given price inducement. they are more likely to become repeat buyers and be more loyal. and these customers make more purchase compared to less loyal customers” also defined level of customer loyalty “The impact of service quality dimensions on customer loyalty. once person to person. because he would be loyal to organisation and continuously he got same service he would be good loyal of Royal Mail. customer repeat the use of service as Johnston and Clark (2005) has defined “If existence customers are more satisfied because they have experienced a better service than before and/or better than other providers by alternative or similar suppliers.” Lawfer (2004) As we discussed before. If customer couldn’t receive it service as he expect then might be switch to another service provider.9 Customer Loyalty “Customer loyalty is an activity: it is not an emotion or an opinion. these factors approach new customers also entertain existence customers. they are existence customers when they buy or use the product. they compare with the other service provider. when customer find good service then customer will repeat the service. second time he will repeat the same service. When customers buy from you again and again and tell the world why everyone else should buy from you. it would be high then our services as Krajewski et al (2001) defined that customer must have a high level of quality in a good or service to be satisfied. “Quality may be defined as meeting or exceeding the expectation of the customer. customer satisfaction and service quality. second person to organisation or branch. customer service. if they found service is better or equal than other service provider. they are demonstrating loyalty. A customer who has sent has envelope through Royal Mail postal service and delivered on time. 17 .appropriate to try to rein-in customers’ expectations in order to keep them at right level that can be met or just exceeded by service delivery.

means organisation understands well customer expectation. Also Rose (1995) describes “One way to put a value on customer retention is to assign or estimate a lifetime retention value. Marketing essentially means keeping customer loyalty. It makes profit for the organisation and organisation has to retain by providing continues good services. Zineldin (2006) argues. “Satisfied customer is merely a passive recipient of service the loyal customer feels a positive connection to the service provider. and they should introduce gift or extra facility for loyal customer. customers will be loyal with the organisation for lifetime.” Butcher et al. customer retention and profitability. (2001) Good service to customers can help for making loyal customers. So organisation has to make strong connection with customers. Hill and Alexander (2006) defined “It is becoming accepted that there is a strong link between customer satisfaction. it will not also make happy the same time but also will make loyal for long time.” When organisation retain customer in good way. Once customer is loyal because of good service of staff that serves them. customer loyalty. secondly they will be loyal with the organisation by providing such of offers. more better customer satisfaction and that will be profitability for the organisation. Not only salesman should care of customer but also organisation should introduce benefits for loyal customers in shape of offering discount vouchers. Smith & Taylor (2004) “Kindness and efficient service to customers can help to retain them by building customer satisfaction and. If a company does not retain its customers. inevitably it will fail. Loyal customers become active ambassadors for the business. ultimately. according to customer expectation organisation provide all service and customer is loyal to organisation. “Indeed there is a positive impact of customer loyalty and retention on company profitability.” After providing all service to customer. the additional sale that would result if the customer were retained.10 Customer Retention Lovelock (2004) illustrates importance of customer retention “The hardest part of a business is customer retention. percentage off on a few services or any such kind of other service as TESCO’s club card.” And Johnston and Clark (2005) describe regarding customer retention and 18 .” 2.Service organisations must care of customer loyalty.

” Krajewski and Ritzman (2002) defined value of money “Another way customers define quality is through the value.50 for urgent signatory delivery. or how well the product or service serves its intended purpose at a price customers are willing to pay. cost will be clearly their major performance objective. How much value a product or service has in the mind of the customer depends on the customer’s expectations before purchasing it” For example: customer is using service of Post office and paying £4. those are provided to loyal customers and it’s important to retain. but in today’s business world it’s necessary. is the cost of service that is provided to customer. generate long term revenue of the organisation. Laura Lake (2010) defined “Customer retention is not only a cost effective and profitable strategy. The value of customer for organisation.” more described “customer life time value is generally defined as the present value of future profits of a customer over his or her life of relationship with a firm. Customer compare the charges of service with the other service providers.loyalty “Customer retention and loyalty have a direct impact on revenue and profitability. (2010) described in their article “The small change in customer loyalty can retention can yield substantial change in profitability. is depends on relationship of customer with the organisation.” (Web 3) Organisation must care of its all services. and customer was commitment the envelope will be deliver next working day in morning and 19 .11 Value for Money The meaning of value for money in service organisation. To companies that compete directly on price. but because it is the important. some of them change the service provider.” Loyal customers always continue to use of the service. for lifetime. not because it is the last important performance objective. any change may affect business of organisation.” Weinstein and Johnson (1999) recommend that companies should spend "75% of its marketing budget on customer retention strategies" and to strengthen these relationships 2. As Zhang et al. due to low cost of service as Slack and Lewis (2002) defined value of cost “Cost is here treated last. With these statistics I am wondering why most marketing and sales campaigns are designed for the new customer. This is especially true when you remember that 80% of your sales come from 20% of your customer and clients.

Barnes (2008) defined value of money “Quality is considered to be the best value for money for a given purpose. In a number of instances. In the start of this chapter current and clear view of the service quality and customer satisfaction use further in this dissertation. According to Berry et al. Service quality is both person to individuals and collective among many customers. customer satisfaction and its related topics that will be widely used in further chapters to support our analysis in the experiential study. (1988) in article of Wong and Sohal (2003) “Service quality has become significant differentiator and the most powerful competitive weapon which many leasing service organisations posses. perceptions move up with positive experiences and down as a result of negative ones.” 2. They bring in essential and information to reach a proper understanding of service quality and customer satisfaction in subsequent chapters because they process and combine previous knowledge for service quality and customer satisfaction. impressions of service quality can be changed. Hernon and E.” Service quality is still important for all organisation in satisfying the customers as P.12 Conclusion This chapter aims at providing a global theoretical background to the topic and its factors influences the service quality.” And Brown et al. value of money and so on. customer retention.” 20 . Altman (2010) defined “Service quality is complex concept: it has several dimensions beyond the content/context and the performance/performance expectations gap. because customer could not get value for money. (2001) describe “Value based quality is performance or conformance at an acceptable price or cost. So customer will be satisfied but if envelope would not be delivered next working day in morning he or she may switch to other service provider. knowledge of service. It includes important aspects such as customer loyalty. Different customers may be prepared be accept a product offered with a lower specification if price is low.customer expected his or her envelope would be deliver next working day in morning.

customer satisfaction and its related topics. 3.Chapter 3 Methodology 3. data collection methods and data analysis to finally select the most appropriate methodology for the current research and it will be finished by concluding the main points through this chapter. 3. customer services. customer satisfaction etc. research designs.  To identify how much Customers satisfied are with the Post Office. Saunders et al. M. (2007) 21 .1 Introduction In previous chapter we discussed literature review on service quality. Thus. the research philosophy relates to the development of knowledge and the knowledge’s nature. it moves to explain the most relevant approaches.  Recommendation to Post Office for making better Customers Services and its Service Quality.2 Aims and Objective of research The aim of this research is to identify the evidence on the service quality of postal service of Royal mail and how it’s satisfying customers.  Review the literature on the factors persuading the Customer Satisfaction and Service Quality. The objective of this research is to identify the factors of service quality of Royal in terms of service quality. The aim of this chapter is to discuss and justify the methodology used in this research. as there are different approaches about the way in which the knowledge is developed and judged as acceptable.3 Research Approach The research approach is determined by the philosophical points of views.  To identify in what factors Customers satisfied are with the Post Office.

it will make possible the researcher to evaluate different methods and avoid unsuitable use and unnecessary work by identifying the limitations of particular approaches. Three main different research philosophies can be identified in the literature Positivism.1 Research Approach. At last. Sanders et al.Frank Crossan (2004) describes there are different reasons that why the study of philosophy may be critical in the research methodology. the selection of a research philosophy will have an impact on the kind of evidence gathered and its origin. 22 . need to have some results from proved examples. Interpretivism and Realism. In fact positivism is one of the strongest research philosophies for creating new ideas. M. (2003) Figure: 3. Creating or generating new ideas. the way in which such evidence is interpreted. it can help the researcher to identify the research methods to be used in a study and secondly.3.1 Positivism John W. Creswell (2009) describe positivism assumptions as reflect the traditional way of research that adopts a clear quantitative approach to investigating phenomena rather than qualitative. and how it helps to answer the research questions posed. The positivism adopt a clear quantitative approach to investigating phenomena. The positivism system philosophy is more powerful than ideas for successful achievement and target. Research Approach Positivism Interpretivis m Realisam Source: Created by researcher (2010) 3. the researcher uses the philosophical approach of positivism while using a questionnaire with a group of people.

3 Realisam M.3. The essence of realisam is that the sense shows us. It details the procedures necessary for obtaining the required information”.3. as reality is the truth”. they study in order to be able to make sense of and recognize their actions. A research design is a plan that identifies the methods and procedures for 23 . The basic characteristic of realism is that the truth is present and what people’s sense and observe is called reality.2 Research Design. (2007) “it is necessary for the researcher to understand differences between humans in our role as social actors.4 Research Design Figure: 3.3. The researcher has chosen a positivism approach due to its perception of the world as a competitive atmosphere also its researcher interest to find out the issues that can persuade customers’ decision on choosing post office. 3. motives and intentions.” 3. Saunders et al. M. which relates to scientific enquiry. The interpretivist search for to recognize the subjective actuality of those who.2 Interpretivism Interpretivism intends at discovering the subjective meanings motivating people’s behaviour in order to be able to be aware of social constructionism. Saunders et al. (2009) “Realisam is another philosophical position. This approach explains that there is some total truth. Research Design Explanatory Descriptive Casual Source: Created by researcher (2010) According to Malhotra (2004) “Research design is a framework or blueprint for conducting the marketing research project. but there are some various observations or realities of the truth.

opinion and needs. as literature above recommends. descriptive research is appropriate in formative position among subgroups. design technique. and the schedule and cost of the research are determined. Researchers seek certain types of evidence to help them understand and predict relationships. This research goes behind a descriptive design due to its appropriateness to evaluate and find out characteristics of sample or population. another thing will follow.collecting and analysing required information. It explains who use the service. and describe the size of market and more. M. According to Robson (2002) “The objective of descriptive research is to portray an accurate profile of persons. when. what. their belief. define characteristics of the population. (Zikmund. Exploratory and descriptive research in general leads the cause-and-effect relationships studies. Casual research helps recognize cause-and-effect relationships between variables. the decision making and also help in selecting best path of action to take in a given circumstance. 24 . this study is helpful when the researcher wants to understand the significance of the problem. Saunders et al. It is a research that focuses on studying a situation or a problem in order to explain the relationship between variable M.” Descriptive research means. In casual studies researches characteristically have hopes about the relationship to be described. descriptive research is designed to support evaluating. Objectives of the study are included in the design to ensure that all information collected is suitable for explaining the problem while sources of information. Saunders et al. conduction focus on group interviews. it answers the question what to explain the objectives of any procedure explanatory the best means of action. sampling methodology. Zikmund (2002) describes regarding casual research that Casual research attempts to establish that when a thing happens. 2000) An explanatory study intends to create the relationship between variables.” Descriptive research seeks to determine the answers to who.” An exploratory study is suitable for illustrative the accurate nature of the problem. recognise competitor’s action. interviewing experts in the subject. where and how questions. (2007) suggests “there are three principles ways of conduction exploratory research. a search of the literature. (2007) and Robson (2002) illustrate that a research project carried out by using exploratory study can find out what is happing to seek new inside to ask questions and asses phenomena in a new light. events or situations.

It can be utilised to help to answer research question or questions and to meet objectives. Secondary data can be defined as both quantitative and qualitative data that have been collected by other researchers. Lancaster.5 Data Collection Method Maylor and Blackmon (2005) defined importance of data “Data are the prerequisite for all research work.1 Secondary Data Secondary data provides the research with assumptions and theories made by other researchers. Massingham and R. L.” In order to meet the objectives of the research was necessary to use both primary and secondary methods of data collection.3.5. Ashford (2002). Data Collection Method Secondary Data Primary Data Source: Created by researcher (2010) 3. In other words no research can be conducted without data. G. secondary data was a fast and costless method to collection information in the short period of time available for the purpose of the research. The study of other researches can be used as an evidence to support this research. 25 . M. Secondary data is also important in the study of the collected data and these information will be used for the purpose of literature review to support study of the research area which will later on directions towards the in depth research for the primary data supporting the analysis. Saunders et al. (2007) “Due to the originality of the topic covered by the researcher. Figure: 33 Data Collection Method.

Online questionnaires are managed electronically via the Internet. This is so that all respondents are asked the questions that are appropriate to them. or researcher has chosen to use questionnaires to collect primary data. self-administered and interview-administered (See Figure 3. 3.2 Primary Data Primary data provides information from the researcher. postal questionnaire and delivery and collection questionnaire. (participant observation) By using semi-structured.6 Questionnaire A questionnaire is a research tool. they are always asked in exactly the same way. Therefore. Saunders et al. Self-administered questionnaire can be distributed in three ways. The primary data is exclusively collected by the researcher. when those questions are asked. questionnaires. (2007) 26 . consisting of a series of questions and other prompts for the rationale of collection information from respondents. which shows the way to the data analysis stage. online questionnaire. (2007) describes two types of questionnaire. By using questionnaires. in-depth and group interviews.4). Questionnaires delivered and collected by hand to each respondent are called delivery and collection questionnaire. Postal questionnaire are distributed to respondents by the post that normally include reply envelope that is a stamp free envelope for posting back after completion.” M. provide information so the research subject can be answered. and so that. The second part of this section explains the design of questionnaires used for this research. M. We may collect primary data by three different methods. Saunders et al.3.5. • • • Through observation. Data can be analysis by using the questioner and could get objectives of the research. case studies that are designed by the researcher. Primary data can be collected by the researches in result of interviews. Ian Brace (2008) defined role of questionnaire in survey “In all cases the role of the questionnaire is to provide a standardized interview across all subjects.

demographic character (sex. The questionnaire is used to collect information on the respondent’s behaviour. the customer’s satisfaction with the post office. attitudes and opinion. that is the service provider which allows the researcher to design questionnaire. A structured interview involves the interviewer to meet respondents in person. stage of knowledge. which became the method for the data collection. age. Respondent can complete a questionnaire through telephone. by using of email or intranet. A 27 . (2007) 3. create link and collect response. Figures 3.6. This questionnaire is mostly used by the organisations through websites they offer online survey service. Malhotra (2004) illustrates “The most common used instrument in survey research is usually the questionnaire. like researchers use a website is called survey monkey that distribute questionnaire to respondent. income). occupation. Saunders et al.Interviewer administered questionnaire can be completed by the contact through telephone/through structured interview. Online questionnaire can be distributed through Internet. Cilliers Diedericks that focus on the topic of research.1 Questionnaire Design Researcher has designed the Questionnaire with the help and guidance of our supervisor Mr. The survey monkey was chosen for the purpose of this study.4 Types of Questionnaires Questionnaire Self-Administered Interviewer Administered Online Questionnaire Postal Questionnaire Delivery and Collection Questionnaire Telephone Questionnaire Structured Interview Source: Created by researcher (2010).

Source: Created by researcher (2010) Questionnaire (see Appendix 2) contents in two sections. Table: 3. they are much more likely to response appropriately and helpfully or.questionnaire must be designed based on the data required for the research. the way of communication to be used. So this research developed a questionnaire where required data related to customer satisfaction is measured in an easily understandable design with a logical series. These questions cover objectives of research that could analysis and section B is helping for demographic 28 . section A. Identify the form and layout. Establish the question wording. No 1 2 3 4 5 6 7 8 9 Identify the information needed. Steps Design the questions to overcome unwillingness to answer and the respondent’s inability. Malhotra (2004) that is presented as a sequence of steps. Pre-test the questionnaire. questions must be clear and easy to understand then respondent may reply of all your questions and would comments on that and these things will help to get right information regarding the research as Bill Gillham (200) said “If respondents are clear about what you are trying to find out and why. questions are designed to know about customers satisfaction with the Post Office and services. indeed.1 Questionnaire Design S. Reproduce the questionnaire. Establish the content of individual questions. reasonable series of questions. Arrange the questions in sequence. ease. Questionnaire should be very easy to understand for respondents. at all.” The questionnaire is designed by the following questionnaire design process that is proposed by Naresh K. Settle on the question structure. quick to respond questions. starting from simple question to more complex ones at the end. and at last.

researcher has designed methodology.profile of respondents and help to collect data and could analysis or compare as demographic. this research 29 . It is not likely to in the same way select the respondents by this sampling technique. 3. In next Chapter data will be analysed and its findings. Probability sampling is generally related with survey-based research strategies where researchers need to create inferences from their sample about a people to response their research questions and objectives and non-probability sampling is also identified as judgemental sampling. The purpose of this technique is to select a sub-group that represents the research population.7 Sampling Techniques Two sampling techniques that can be used to select respondents for the research: Probability sampling and Non-probability sampling. occupation and income. origin. 200 sets of questionnaires were meet that data was analysed by utilising Excel.8 Data Analysis Researcher once. To review the previous justification and clarification. by questionnaire filling by respondents and by one by one interview with the people and in-group who are customers of post office during the survey. in different areas of London. 3. The probability sampling is knows representative sampling.9 Conclusion For the success of the research. This research has selected the probability sampling. 3. collected primary data. as gender. this is because it requires the data collection and researcher can achieve objectives by quantitative research. as there is no assurance for all questions being answered for the survey. This is an easy way to understand and analyse form of summarise and could discuss secondary data and primary data. 200 respondents are targeted to analysis the data. age. what and why chosen the method of research. Researcher would like to get accurate data what customer’s like. sex.

The coming chapter will present the results gained with this methodology. this research may take some sort of the explanatory type of research. for the nature of research. Chapter 4 Data Analysis and Discussion 4. though.adopted the positivism approach and the design will be descriptive.1 Introduction 30 . the research used quantitative methods of research as questionnaires. The information is collection of this research used questionnaires and the technique was used in this research. was the method using a mixed a population group with regards of age. The largely suitable choice for the nature of the research itself was the descriptive type of research. origin and sex.

amount these the male were 110 respondents and 80 were female participated as shown in figure 4. those took long time but got good result to analysis the data and researcher had interviews with the different customers of Post Office during the research. The researcher visited different places of London and surrounding and met with the different people of different categories to collect right data and could analysis objectives. 4.1. Table: 4. The graphics below present the demographic profile of the 200 responders participating in this research. Researcher had 200 questionnaires. we will discuss in next part of this chapter regarding respondents views.2.1 and Table 4.1 Gender Ratio Gender Male Female Respondent 110 80 Percentage 55% 45% Source: Created by researcher (2010) 31 .2 Demographic Profile of Respondents The section B of the questionnaire was designed to get data on the demographic characteristics of the responders and general information for classification.1 Gender 200 respondents participated in the research.In previous chapter we discussed the research methodology to identify the most appropriate way to measure the customer satisfaction and service quality of Post Office and this chapter aims to investigate and analysis on the basis of primary and secondary data. 4.

Table: 4. More than 41 years old people were mostly pensioner.2. and during the this research we found also few of them were unemployed.1 Gender Ratio Gender Ratio 45% Male Female 55% Source: Created by researcher (2010) 4.2 Comparing Age Ratio Age 15 to 25 years 26 to 30 years 31 to 35 years 36 to 40 years 40 or Above 40 years Respondents 5 62 83 26 24 Source: Created by researcher (2010) Percentage 3% 31 % 41 % 13 % 12 % 32 . old people visit for same also for depositing the bills. from 26 to 30 years old respondents were 62.2 and Figure 4.2 the researcher target age from 15 years to more than 41 years.5% percentage means only 5 respondents.5% that was high percentage of respondents.Figure: 4.2 Age As shown in Table 4. between in age of 31 to 35 years old were 83 means 41. they use to visit Post Office for collecting benefits. between in age of 15 to 25 years or only 2. from 36 to 40 years old respondents were 13% and 41 or above 41 years old were 24 out of 200 respondents.

3 Occupation The ratio of respondents’ occupation in this research is mentioned in detail Table 4. Building/Construction 7.2. The highest percentage of participated is 29% and these were students. pensioner were 19 and no any one participated other than these occupation.3 Comparing Occupation Ratio Compring Occupation Ratio Student 10% 21% 0% 28% Academics Finance/accounting Building/contraction Law /legal Business 3% 20% 1% 4% 7% 6% Health care service Unemployed Pensioner Other Source: Created by researcher (2010) 33 .3 and you may compare also in Figure 4. Figure: 4. academics respondents were 11. health care service 6.2 Comparing Age Ratio Comparing Age Ratio 12% 13% 3% 31% 15 to 25 Yrs 26 to 30 Yrs 31 to 35 Yrs 36 to 40 Yrs 40 or Above 40 41% Source: Created by researcher (2010) 4.Figure: 4. law/legal 2. finance/accounting 13. and second number higher percentage of respondents is unemployed that is 22%. respondents who has occupation business were also 20% that is third highest participated.3.

4 Ethic Respondents Origin British Respondents 39 Percentage 19% 34 .Table: 4. The origin of respondents who participated in research is shown in Table 4.4 and also in Figure 4.4 Origin/Ethnicity The origin is very important part of demographic because different origin people have different culture. Table: 4.2.4 easy to understand ratio. Lowest percentage of respondents is American that is only 1%.3 Comparing Occupation Ratio Occupation Student Academics Finance/Accounting Building/Construction Law/Legal Business Health Care Service Unemployed Pensioner Other Respondents 58 11 13 7 2 40 6 44 19 0 Percentage 28% 6% 7% 4% 1% 20% 3% 21% 10% 0% Source: Created by researcher (2010) 4. different choice and different buying behaviour so researcher targets respondents of different origin. research target different origin of people due to areas were targeted where there mostly Asian people live and they responds positively and cooperate more than other origins that’s why percent of Asian respondents is high as shown in below Table and figure.

000 to £35.5 Income The respondents were requested to fill their yearly average income.000 to £15.000 in research questionnaire and they were 121 out of 200 means 60% percentage. The 20% were between £15.000 and 19% was less than £5.4 Ethic Respondents Ethic Ratio of Respondents 10% 11% 1% 19% British Asian African American European Oriental 43% 16% Source: Created by researcher (2010) 4.2.£15 000 Respondents 37 121 35 Percentage 19% 60% .5 Average Income of Respondents (per annum) Income of Respondent Less than £5 000 £5 000 .Asian African American European Oriental 87 31 2 21 20 43% 16% 1% 11% 10% Source: Created by researcher (2010) Figure: 4.000 per year.5. The highest percentage of per annum income of the respondents was £5. only person respondent was between £25. Table: 4.000 to £25.5 and Figure 4.000 as shown in Table 4.

In section A of questionnaire. Firstly researcher would like to 36 . researcher has collected and analysis the data according to objectives of research that how much customers are satisfied with the Post Office. researcher asks questions regarding customer satisfaction with the Post Office and service quality of Post Office. after collecting data of demographic.£45 000 More than £45 000 41 1 0 0 20% 1% 0% 0% Source: Created by researcher (2010) Figure: 4.3 Customers Satisfaction and Service Quality of Post Office In primary data.£25 000 £25 000 .5 Average Income of Respondents (per annum) Average Wages per Annum of Respondents 20% 1% 0% 19% Less than £5 000 £5 000 . In section A of questionnaire.£25 000 £25 000 .£35 000 £35 000 .£35 000 £35 000 . customers were asked different questions regarding services of Post Office and how much customers are satisfied with them.£45 000 More than £45 000 60% Source: Created by researcher (2010) 4.£15 000 .£15 000 £15 000 .

Researcher also find during short interviews with respondents that people visits depend on need. in second part of this chapter will discuss more on primary data and secondary data. Table: 4. Average of respondents visits Post Office is shown in Table 4. how often customers visit the Post data of questionnaire. The first question was asked which branch of Post Office customer usually visits.5% also you can see in Figure 4.6 Average visits of respondents Source More than once a week Once a week More than once a month Once a month More than once in 6 months Once in 6 months Visits of Respondents 48 20 53 26 35 18 Percentage of visits 24% 10% 26% 13% 17% 9% Source: Created by researcher (2010) 37 . they visit the Post Office The second question was. the percentage of these categories are quite same 24% and Average of the respondents.6 mostly people visits post office more than once a week or more than once a month. 4.

We will more discuss about this in discussion section of this chapter. and Asian respondents cooperate more than other ethics to fill the questionnaire. 38 . The highest percentage of respondents visit Post Office for sending their mails means envelopes that is 31% and second highest percentage the purpose of visit is collecting benefits 16.7.2 Purpose of visits the Post Office? In section A of questioner.7 also in Figure 4. visit also for pay bills or sending money. the fourth question was asked to respondent that what’s purpose of respondents to visit the Post Office. Many of them also used to visits Post Office more than one purpose.4. because according to market segment mostly Asian used to send mails or parcels to their home country. Researcher targets mostly Asian.5% also people used to visit for buying envelopes or stamps its near to percentage of collecting benefits.6 Average Visits of Respondents Visits of Respondents Post Office 9% 18% 24% More than once a w eek Once a w eek More than once a month Once a month 10% More than once in 6 months Once in 6 months 13% 26% Source: Created by researcher (2010) 4. as you see in Table 4. other hand researcher is also Asian. so mostly Asian used to visit for sending their mails to their home country. as a customer who use to visit collect benefits or sending mails.3. the percentage of Asian respondents was high see Table 4.Figure: 4.

3. Envelopes Send Mail 11% Send Parcel Send Money Pay Bills 7% 5% 14% 30% Banking Collect Benefits Source: Created by researcher (2010) 4.3 Customer Service of Post Office 39 . Envelopes Send Mail Send Parcel Send Money Pay Bills Banking Collect Benefits Response 32 62 28 9 14 22 33 Percentage 16% 31% 14% 5% 7% 11% 17% Source: Created by researcher (2010) Figure: 4.7 The purpose of visit Purpose of Visit 17% 16% Buy stamps.Table: 4.7 The purpose of visit Source Buy stamps.

customer service is very important of service quality of company specially in service organisation.8 Average of friendly Staff of Post Office Source Every time Some times Most of the time Never Response 148 37 13 2 Percentage 73% 19% 7% 1% Source: Created by researcher (2010) Figure: 4. Does the staff greet you in a friendly.3. so in questionnaire the question no 5 was asked to respondents. welcoming manner? As shown in Table 4.As researcher has discussed in chapter 2 literature review the comments of authors.4 The Knowledge of Staff of Post Office The knowledge of staff of Post Office is also part of customer service. the question was asked in questioner to respondents that how do you compare the knowledge of staffs of Post Office 40 .8 mostly respondents find staff of Post Office with good manners 74% means 148 out of 200. a little quantity of customers find bad and rest of them respondents said average.8 Average of friendly Staff of Post Office Average of friendly staff of Post Office 7% 19% 1% Every time Some times Most of the time Never 73% Source: Created by researcher (2010) 4. Table: 4.8 and Figure 4.

The question was asked in questionnaire that how satisfied are you with the service of Post 41 .3.5% respondents response good knowledge.9 Knowledge of Staff of Post Office Source No Knowledge Poor Knowledge Adequate Knowledge Good Knowledge Expert Knowledge Response 0 5 158 35 2 Percentage 0% 3% 78% 18% 1% Source: Created by researcher (2010) Figure: 4.5 Overall Satisfaction of Customers with the Post Office Mostly respondents are somewhat satisfied with the Post Office as shown in Table 4.9 and Figure 4. 17. Table: 4.9 Knowledge of Staff of Post Office Knowledge of Staff of Post Office 18% 1%3% 0% No Knowledge Poor Knowledge Adequate Knowledge Good Knowledge Expert Knowledge 78% Source: Created by researcher (2010)) 4.10.9 that 158 out of 200 means 79% respondents response that the knowledge of staffs of post office is average.regarding service? As we see in Table 4.

39% respondents were some what 42 .6 Customer Satisfaction with the Service Charges of Post Office The last question of section A was how satisfied are you with the service charges of Post Office? 112 respondents out of 200 not dissatisfied not satisfied means average and all of them are satisfied with the overall services of Post Office. Table: 4. You may also compare in Figure 4.10 Satisfaction of Customers with the Post Office Source Strongly dissatisfied Some what Dissatisfied Not Dissatisfied Not Satisfied Somewhat Satisfied Strongly Satisfied Response 0 0 17 159 24 Percentage 0% 0% 9% 79% 12% Source: Created by researcher (2010) Figure: 4.Office? 79.10 Satisfaction of Customers with the Post Office Satisfaction of Customers with the Post Office 12% 0% 9% Strongly Dissatisfied Some what Dissatisfied Not Dissatisfied Not Satisfied Somewhat Satisfied Strongly Satisfied 79% Source: Created by researcher (2010) respondents are average satisfied and 12% respondents are strongly satisfied with Post Office.

4 Discuss on Findings of the data Analysis: Before discuss on findings of data analysis. Table: 4.11. 43% Asian people has filled the questionnaire. as shown in Table 4.satisfied and only two respondents were strongly satisfied.11 and also can compare in Figure 4. Source Strongly dissatisfied Some what Dissatisfied Not Dissatisfied Not Satisfied Somewhat Satisfied Strongly Satisfied Response 0 9 112 78 2 Percentage 0% 4% 56% 39% 1% Source: Created by researcher (2010) Figure: 4. because researcher is also Asian and Asian respondents cooperate to fill the questionnaire.4 and Figure 4. Customers Satisfaction with the Service Charges 1% 4% 0% 39% Strongly Dissatisfied Some what Dissatisfied Not Dissatisfied Not Satis fied Somewhat Satisfied 56% Strongly Satisfied Source: Created by researcher (2010) 4. secondly 19% respondents were British.11 Customer Satisfaction with the service charges. researcher would like to discuss on ratio of respondents in demographic and market segments. see Table 4. if researcher 43 .11 Customer Satisfaction with the service charges.

By analysing the demographic data and the data basis on the determinant of satisfaction of respondents with the Post with both of them means Asian and British ethic.4 Customers Dissatisfied with the Service and Service Charges. during the survey researcher had short interviews with a few respondents. short interview with these respondents. 4. but same time they said its fine now.2 Customer Satisfied with the Service Charges but Dissatisfied with the Services. During survey. they complained that during the strike of employees their mail or parcel were delayed. researcher finds they like to use Post Office but they want to reduce charges of service cause they can’t afford.4. its 60%. These are satisfied with the service charges of Post Office. so about all Asian earn between this figure.11 that 9 respondents were dissatisfied with the service charges but these customers are average satisfied with the services of Post Office mostly we could find the respondents are average satisfied with the service charges and services of Post Office. The main finding of this study will be discussed in below categories.1 Customer Satisfied with the Services but Dissatisfied with Service Charges. the customers of Post Office of Royal Mail can be compared service quality in mentioned below categories. we may find income of 121 respondents out of 200 have between £5.4.5 or Figure 4. secondly. 4.000. 4.4.5 Customers’ Satisfaction with the Customer Service of Post Office. if we see Table 4.3 Customer Satisfied with the Services and Service Charges.4. 4. they feel that the service is 44 . 4. 4.4.4. researcher has more interviews compare to British people. Customers in this category are unemployed and pensioner and their income is less than £5.4. None of them (respondents) was dissatisfied with the service of Post Office.1 Customer Satisfied with the Services but Dissatisfied with Service Charges.2 Customer Satisfied with the Service Charges but Dissatisfied with the Services. 4.000 to £15. As shown in Table 4.

During the time period of strike many customers of Post Office were affected and their mail and parcel were delayed.5 Discussion: Secondary Data and Primary Data 4. it effect business of organisation. however customer expectation may be lower than the service provided by Post Office. When we look in first section of this chapter where data is analysis.4. it’s very important for organisation have better customer services. as we discussed in Customer Expectation in Chapter # 2 Literature Review.5 Customers’ Satisfaction with the Customer Service of Post Office.5.10 and Table 4. service organisations totally depend on service and service may effected due to any cause. that time only customer services can handle the customers accordingly. 4. 4. 4.11.3 Customer Satisfied with the Services and Service Charges.1 Secondary Data 45 .8. a few of them don’t know they are satisfied or dissatisfied cause they use Post Office some time. Researcher couldn’t find any respondent who is dissatisfied with the service and service charges of Post Officer.4.8. As shown in Table 4.4 Customers Dissatisfied with the Service and Service Charges.provided by Post Office is average and that is value for money also had remarks Post Office try to take action and solve the problems of customers. in Table 4. Some of customers are satisfied with service of organisation due to better customer service. customer service of Post Office played very important role to handle customers accordingly.5% customers are average satisfied with the service of Post Office. In survey researcher find overall 80% customers of Post Office are satisfied with the service of Post Office as shown in Table 4.9. we may find in Table 4. Table 4.4. 4. and 12% customers are strongly satisfied.8 that148 customer out of 200 means 74% are happy with the customer services they find very friendly customer service staff. mostly customers are satisfied with the customer service of Post Office. Table 4.10 we may find 79.

as per UK Postal Service Policy (see Appendix 3) the Post Office has to improve Postal Service for business and domestic customers. The primary research was done different areas of London and surrounding. knowledge of staff.1. Post Office always try to make better service quality of its Postal Service. during the survey many of them were short interviewed to get knowledge of what they like or think about Post Office of Royal Mail. 46 . and some of data has been collected from the Post Office website that is also mentioned in Chapter 1 Introduction background of organisation and its related. beside it Post Office has the challenges of changing postal market in both either its domestic or international also in public and private sector services. 200 respondents participated in this research.Secondary data provides the research theories made by the other researchers and others researchers information can be used as support of this research. satisfaction of customers and service quality of Post Office of Royal mail. We have already discussed in Chapter 2 Literature Review that what authors have written in their theories regarding customer service and service quality of organisation. 4. maidenhead. The data collected reflect the customer service. Southall and Ilford.2. Service Quality Service quality is key point for all service organisations and all organisations try to make better to better their service quality either its product or service. Holborn. Instead of these challenges Post Office always try to make it better. Post Office has maintain service quality try to make it more better. still we can find queue in Post Office its evidence of service quality. Secondary data is very important part of the research for the collecting data and data will be used for the purpose of literature review to support study of the research area that will direct towards in depth research for the primary data supporting the analysis.5.5. and internal has/had threat of strike of employees. customers are happy with the Post Office services and repeat to use it.2 Primary Data The primary research was done using the questionnaire. mostly areas were target Slough. Researcher will recommend a few suggestions for making better service quality in next Chapter 5 Conclusion and Recommendations those he found during short interviews with the respondents who participate in this research. 4. If we compare secondary and primary data.

during the short interviews we found. if customers are satisfied with their product or service.5. customer will advise to other customers for using the same organisation. topic of Customer Service that it plays very important role for satisfying the customers. 4.2. Customer Satisfaction helps for advertising the company.4 Customer Satisfaction Service industries and manufacturing industries both rely on customer satisfaction.10 79% customer are somewhat satisfied means average satisfied with the Post Office. when customer is satisfied with the customer service staff.2. In primary research we found 79% respondents feel staff of customers of Post Office has average knowledge of their services or products and they are also happy with them and it make more excellent customer services.2 Customer Service As we discussed in Chapter 2 Literature Review.2. he/she comments good bad after experience with customer service staff. researcher will recommended more in next chapter. Post Office still need to improve in services for making more better service.3 Knowledge of Service Knowledge of service has very important part of customer service that makes better service quality of organisation and help satisfying the customers. If we look at Figure 4. As we discussed and written by many authors in Literature Review. In secondary data (Chapter 2 Literature Review) we have already discussed two kinds of knowledge (Explicit and Tacit). and if customer is not satisfied with service he/she may switch to another service provider. 4.5. Customer Satisfaction is very important for the service organisation.5.5 Customer Expectation 47 .2. that staff of customer service of post office has good skills for handling the customers in all issues. In primary data we knew that mostly customers have good comments for the Post Office due to better service of customer service staff. then customer would repeat to buy or use the product or services. if customer is satisfied with the services of organisation. many organisations arrange training of customer service staffs cause they directly deal customers.4.5. 4.

If we look at same appendix Since January 2004.5. 48 .5. According to area Post Office collecting person collects the all letters from letter box two to three times in a day. During short interviews with the respondents in category of business. some customer’s expectation is very high and some times low then service provided.2. offer different service like normal delivery and recorded urgent delivery. Post Office can satisfy customers by understanding the customer expectation. they paid extra amount to customer as compensate to customer but other hand it may loss its customers. One hand its loss of the Post Office.2. Customer’s loyalty makes customer retention. customer loyalty and retention make profit for the organisation. Post Office tries to reach at customer expectation by using the different tools.6 Customer Loyalty & Retention After customer satisfaction and understanding the customer expectation. Quality is measured to be the best value for money for a given service. Postwatch is department that monitor and ensure that customers get the best possible service at realistic prices. when customer repeats service of same organisation means he/she is loyal to customer and retain the customer. many of them are loyal with the Post Office and they use more than 10 years. Royal Mail has to compensate customers whose mail is delayed three days or more beyond the due date.Customer Expectation is always depend on customer’s need. customer satisfaction and service quality of Post Office and all other service organisation depend on customers’ expectation. its also value for money for the customer and researcher can say its key point of Post Office. due to this monitoring Post Office has to make better their services against the price. Post is really very near to every one whatever service we need they offer. If (see Appendix 4 “Postcomm and Postwatch”).7 Value for Money Customers can be loyal when customers are provided the service is value of customer’s paid charges. 4. customer will be loyal with the organisation if he/she is totally satisfied with the Post Office and its service. very cheap service is provided just affix the stamp and drop it in Post Office letter box and will be delivered next two to three working days. as providing fast service. Simple meaning of customer loyalty. 4. customers rely on Post Office they don’t have any receipt but shipment is delivered. Post Office offers different services as per need and wants of customer.

due to over all best performance of organisation customers feel its better in value for money of services. due to that customers face difficulty and moved to other service providers. In next Chapter # 5 Recommendations researcher will also recommend some ideas to Post Office and all other service organisations for making more better services that all customers will be in a strongly satisfied in all way. Post Office has many branches through out the UK.During the strike many of shipments were hold in operation. 4. Chapter 5 Conclusion & Recommendations 49 . easy approach of the customers.6 Conclusion: By analysing the primary and secondary research. We can see in primary data how much customers are satisfied with the Post Office because of better Customer Service and better knowledge of customer service Staff. it is not difficult to justify the Customer Satisfaction and Service Quality of Post Office. and always try to make it better and better services make Customer Loyalty and Customer Retention. Post Office provide service that is Customers’ Expectations.

for achieving to aim of the objectives and this study is divided in chapters. Focuses on the services of Post Office in UK. knowledge of service. it may describe present and clear views of the customer satisfaction and service quality. for achieving the aim. research aims and objectives. even though there are being great researchers of work on the more quantitative on Customer Satisfaction and Service Quality in different industries. The research on the Customer Satisfaction and Service Quality. In Literature Review chapter researcher has worked on previous authors results on the Customer Satisfaction and Service Quality. customer satisfaction and its related topics that will be widely used in further chapters to support our analysis in the experiential study. it contains important features of customers loyalty. how this dissertation works. Chapter 1 is introductory of topic. Researcher approach to this study is completely quantitative-centred and.5. customer retention. However. customers can find their products on their shops but in 50 . researcher sets objectives those will help to finding and analysis the data. This chapter aims at providing a global theoretical background to the topic and its factors influences the service quality. and may find structure of this dissertation. research may result in research questions being provide completely relevant to the topic. Customer Loyalty. value for money and so on. Various researchers have study the factors persuading the customer satisfaction and service quality. it explains previous work of the other researchers. Quality is defined different ways in manufacturing its totally different from service industries because. These key words convey in meaningful information to understanding of objectives of research and its review. and how customers satisfied are with the Post Office. in manufacturing products customers can measure quality of the product when its in hand of the customers. however. Additional to this largely research has determined on Customer Service. with rationale chosen the topic. Chapter 2 literature review is very important part of the dissertation. I think there to be more need for a review of the factors of my topic. Customer Satisfaction and Service Quality of Postal Office.1 General Conclusion The purpose of the current research is to achieve a deeper understanding of significance of the Customer Satisfaction and Service Quality.

for that they make better service quality of the organisation and it’s not possible without customer satisfaction. The nature of research. The research used quantitative methods of research as a questionnaire. then they repeat after getting experience of first service. he/she use the service and repeat it also. timing and other major things. Service quality of organisation should be expectations of the customer and customer will be loyal to organisation even company has many competitors or low price around. for making the customers loyal organisation introduce buy one get one free or like this other service for only the loyal customers. R. when customer is satisfied with all. When a person has map.service industry its totally different. Service quality is crucial to customer satisfaction and Customer Satisfaction plays very important role of Service Quality as E. origin and sex. they firstly trust and use it. Jhonston and G. (2005) Defined value of customer satisfaction “Satisfaction is the outcome of the consumer’s evaluation of a service. which we sometimes refer to as perceived service quality. as customer compare price of service. The information is collection of this research used questionnaires and the probability sampling technique was used in this research.” Customer Satisfaction is depend on total services of organisation. it will be easy to get their objectives. same in study. this researcher has also defined a method how he will achieve the aim and Next Chapter 3 Methodology. this research may take some sort of the explanatory type of research.” In this competitive business world all organisation makes better performance and want to be no 1. however. was the method using a mixed a population group with regards of age. he/she can find his destination very easily and he/she will be a right path. Then the design was descriptive due to its appropriateness to evaluate and find out characteristics of sample or population. Clark. Grigorousdis and Y Siskos (2010) illustrates “Customer Satisfaction may be considered as an antecedent of service quality. 51 . researchers define way how they will reach at their destination. researcher explained and justified the methodology of this research that which? How? And why? Are used different approaches of research? This research adopted the positivism approach due to its awareness of the world as a competitive environment also its researcher importance to find out the issues that can persuade customers’ decision on choosing post office.

as we discussed in Chapter 4 by analysing the data of questioner average customers are satisfied. with different categories of customers. company has to make better performance of over all companies services that we know in this research. I would like to write these recommendations for the Post Office. in chapter 4 Data Analysis and Discussion. it was not difficult to justify the Customer Satisfaction and Service Quality of Post Office. This research helps that we target right people to analysis our objectives of the research.After defining the methodology. age. individually each kind of demographic is defined.2 Recommendations Through the use of this research methodology in this dissertation we found various points of Customer Service and Service Quality of Post Office. knowledge of customer service staff. millions of letter. over all satisfaction and for what usually customer visit Post Office. mostly customers are average satisfied with the Post Office. Recommendation 1 Couple of months before employees of Post Office gone on strike due their domestic problem. which was used in questionnaire section B of survey. these were very bad days of Post Office. 200 respondents participated more dived in gender. gifts and parcels were effected in delivery. researcher analysis the data in Demographic Profile of Respondents. because of average performance of customer service and over all services of Post Office and secondary data all authors has defined importance of customer satisfaction how its important for the organisation. We knew in primary data those average customers are satisfied. Then discussed on objectives of research. 5. charges of services. income and origin. In short interviews customers were angry with the employees of Royal Mail who were on strike. they advised to higher management of Post Office Royal Mail 52 . In section A of questioner. In next section of same chapter researcher analysing the primary and secondary research. occupation. different age and different location. during the survey researcher has short interviews with many respondents individual and also in small groups. During the interviews with the respondents researcher found few advises of customers. were asked questions of objectives of this research that how much customer satisfied are with the customer service. for achieving the company’s target.

For more advise researcher would recommended to Human Resources of Post Office of Royal Mail they must change their strategy for hiring the people. Post Office should open private Post Office where there they need to open for making convenient to customers. customer do complain of junk mail is delivered by the Post Man of Post Office. when researcher has the short interviews couple of them pointed out Junk Mail. Recommendation 4 53 . it means they closed 1. They know already economical world crisis and UK is also effected country. they must find any other way to solve the problem or try to get solution soon. otherwise when same employees work at same place for a long time. change the employees location after time period. People check their front door of house for checking the mail but during the survey. researcher knows that it makes also profit of Post Office but during the survey many customers complains for the Junk that when they have again threat from the employees or any such kind of problem. every day. Recommendation 2 Post Office is one of the best service. according to annual reports of Postcomm (see Appendix 5) that Post Office had 11. so researcher would recommend Management of Post Office to stop or make low volume of Junk Mail. Post Man of Post Office of Royal Mail drop envelopes. must check their background of candidate secondly don’t allow to make any union. Recommendation 3 Researcher would like to recommended to Post Office. they should increase Post Office on private sector instead to open their own branches.567 Post Office branches.615 Post Office branches in a year it’s a big quantity. and every morning and at almost every door of house of the United Kingdom. researcher mean change recruitment and selection method. they make union and try to threat organisation for using their own requirement.952 Post Office branches in the United Kingdom this is report of end of March 2009 and compare report behind this year end of March 2008 Post office had 13.

at initially level. if you get good business from the chocolate then Post Office may introduce other items. Post Office will be more attractive and could make more better its position in the market. if they want to catch more customers.Post Office should arrange training of staffs. Recommendation 6 At last. like they can arrange deliver of flowers. as TESCO has introduced Club card and Simsbury’s has Nectar Card. they have a best experience and now a days due to good quality of their garments and new fashion people like to buy products of M & S. but its not approach of every customers. as M & S used to sale mostly food products but when they introduced garments. Post Office has introduced Credit Card and have many benefits. Recommendation 5 Researcher like to recommendation its also advise to Post Office. 54 . they may start single gift like chocolate or any other gift on trial. as other courier companies do. even a bunch of flower will be a best present for them and Post Office will have a better chance to make more customers. Easter Holidays and other special occasions. Post Office should introduce any other card or voucher when customers use any of Post Office service. Mostly organisation introduce new products and services for making money or making position in the business market. don’t have good knowledge of services. researcher advised to Post Office they should arrange training the staff of Post Office who works private sectors. Researcher like to advise. People would also like to send gifts their family or friends who lives away from them. customers do apply its up to their credit history either its pass of decline. cake. during the survey researcher found few of the staffs at private sector are not trained fully. chocolate and other gift items. Researcher does not meant to totally change the service of Post Office but would like to recommendation that Post Office should introduce a gift service. price should be affordable for every one. Post Office will not only generate review but also catch more customers. as compare to staffs who are working at Post Office own branches. Researcher sure Royal Mail will have good support of this service. especially in days of Christmas. researcher would like to recommendation to Strategic Management of Post Office that Post Office should introduce any scheme for loyal customers as other super market has introduced.

55 .customers may earn points. This scheme would be for all customers of Post Office. hope will be no 1 always in Postal Service. Best of luck for the Post Office of Royal Mail. and then Post Office gives any reward against their earning of points. These customers will introduce other customers too and Post Office will have to good way to retain their customers.

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