The topic of the research is to identify the impact of service quality on the satisfaction of customers. This research is prepared for analyzing the factors that affect the quality of services that also affect the satisfaction of customers. The researcher has been focused on the research objectives by a case study of Outlook care. The researcher also has been given adequate recommendations to Outlook care for developing its service quality.
This study has analyzed customer satisfaction, quality of service, dimensions of service quality and the impact of service quality on customer satisfaction. This research prepared on the basis of positivism philosophy as well as descriptive design. The researcher collected data from the primary sources and secondary sources and using questionnaires to collect quantitative and qualitative data. The researcher collected primary data by using an online questionnaire from the 100 consumers of Outlook care. This research focused on the overall condition of Outlook health care and found out the exact impact of the service quality on the level of customer satisfaction. This research also focused on the analysis and findings of the research by using various charts. The researcher also discussed the finding and analysis and finally given some recommendations to Outlook health care, UK.
Chapter 1: Introduction
Business is an economic activity whose main target is earning profit through customer satisfaction. It is no doubt that customers are regarded as the main party of the firm and their satisfaction is the key to the success of the business. Satisfied customers are turned into loyal customers they returned, again and again, to buy products and services from the same organization. But it is not an easy way to attract customers (Alzheimer’s Association, 2018). That’s why; service quality is an important weapon to attract more potential customers easily. Without better service quality, the business firm can’t attain customer satisfaction (Beard, 2014).
1.2 Research background
Service quality indicates the quality of products and services of a firm (Altman, 2018). Service quality can be measured by the differences between customer demand and the actual performance of service. Higher deviation indicates the lower quality of services and lower deviation indicates a higher quality of services. It is no doubt service quality is a very much important factor for the firm (Beard, 2014). Service quality also affects directly the satisfaction of customers. Customer satisfaction indicates the fulfillment of customers’ demands (Outlook Brochure, 2017). The success of a firm largely depends on the satisfaction of customers.
Outlook is an extraordinary institution that provides services to people who are helpless. Already, this organization has won awards for giving services like mental support, health services to people for the last 25 years. Outlook (2017) noted that most of their earning part has spent on providing services to helpless people. In London and Essex, the outlook has many branches. The main objective of outlook is to provide services to people who are helpless.
The mission of Outlook is to give services to people who are helpless people; provide mental health to old age people. Outlook has many experts for giving services to the disabilities people. Outlook has many experts to provide service for Autistic disorder people, needs of communication, physical support, and mental support to the people. Outlook always has enough facilities to provide services to the people and make their life better and a free life (Outlook, 2017). Outlook has also enough facilities to give few holidays to the disabled and old age patients.
Outlook has arranged various strategies to give services to dementia patients. Outlook has a branch in Colchester to provide adequate services like nursing as well as dementia care services. In this branch, Outlook has various supportive nursing systems as well as other facilities. They can provide services to dementia patients and nurses have enough experience to build a friendly relationship with the patients (Outlook, 2017). Alzheimer’s Association (2018) stated that dementia is regarded as a serious disease that influences the brain. Due to this disease, a person cannot perform daily work, can’t attain new information, takes decisions. This disease also affects the communication power and future forecasting power negatively. Kennedy (2018) stated that the patients can come round by providing 24 hours home care. The caregivers provide patients. Caregivers give housekeeping, medicines, financing & shopping, helping and other daily functions of the patients (Verulava et al., 2018).
1.3 Research rationale
Ruyter (2017) motioned that service quality is an important factor for satisfying the customers in this competitive stage. Service quality affects not only customer satisfaction but also the profitability of a firm. In the case of Outlook, service quality affects the quality of another service them (Anna and Zinaida, 2010). On the contrary; customer satisfaction indicates the customer response to the products and services. The brand image of the outlook also depends on the service quality and customers’ satisfaction (Caruana, 2015).
It is surely said that service quality ensures the success of a health care organization service because without better service quality health care service organization can’t be imagined. Better service quality helps to enhance the selling amount and the number of customers that increases the satisfaction of customers. We know that the Health care sector is the key sector of every society (Rui, 2016). That is why; this sector should provide better services and better care to the patients for attaining the goals of the care and fulfill the patient’s biological expectations (Caruana, 2015). But it is a matter of sorrow that most health care organizations can’t understand the customer’s demand and can’t build up a better relationship with the customers (Thomas, 2011). That is why; the aim of the research is to find as well as analyze the factors that affect service quality and customer satisfaction of Outlook care. Therefore it is cleared that this research has two variables. The first one is a study about the service quality of Outlook and the second variable is to study the satisfaction of customers of Outlook care.
Kennedy (2018) noted that most people are interested to take services from health care organizations. That is why; this paper can be used as the guidelines for the health care organization and it provides adequate knowledge to improve the overall condition of the health care organization. By this study, the health care organization can acquire knowledge to improve their service quality and attract more customers as well as satisfy them. Also, this research will be very helpful for the researcher.
1.4 Research questions
- What is service and what are the features of service quality?
- What is the necessity of service quality in terms of Outlook Care’s patients?
- How service quality affects the level of customer satisfaction?
- How can service quality increase for increasing the level of customer satisfaction of Outlook Care?
1.5 Research aims and objectives
The main aim of the research is to analyze the impact of service quality on customer satisfaction in the UK health care sector: a case study of Outlook Care
- To identify the meaning of service and the features of service quality.
- To know about the necessity of service quality in terms of Outlook Care’s patients.
- To find the factors that affect the level of customer satisfaction?
- To recommend the process to increase service quality for increasing the level of customer satisfaction of Outlook Care.
1.6 Structure of the study
This paper consists of 5 chapters. The first chapter is an introduction, the second is literature reviews, the third is methodologies, the fourth is finding and analysis, and the fifth is conclusion and recommendation. Research background, rationale, aims and objectives and research questions are the sections of the first chapter. Literature review on the basis of research topic is the main discussion of the second chapter. Research methodologies are mentioned in chapter 3. The analysis and findings part is discussed in chapter four. The 5th chapter consists of recommendations and conclusions to the Outlook care.
Chapter 2: Literature review
A literature review is an important section for every research. A literature review can be defined as gaining knowledge and investigating data from books, journals and the internet. It is regarded as the theoretical discussion of the research (Bowers, 2001). A literature review is also regarded as the secondary data for the research. In this section, the researcher focuses the literature review on the quality of service and level of the satisfaction of customers of Outlook care.
Service is regarded as the intangible features that are provided by the organization to the people (Caruana, 2015). In the business sector, service is regarded as products and other intangible things (Altman 2018). Service is concerned with accounting, banking, consultancy, education sector………….