SUMMER INTERNSHIP REPORT

ON
AN EMPIRICAL STUDY ON CLIENT SATIFACTION LEVELS
AND FACTORS AFFECTIN IT IN BGV INDUSTRY

AMITY INSTITUTE OF COMPETITIVE INTELLIGENCE AND

STRATEGIC MANAGEMENT
AMITY UNIVERSITY, NOIDA, UTTAR PRADESH

Under the Supervision of-: Submitted by-:

Industrial Guide: V Aditya Reddy
Ms Akamsha Bipin MBA-BA (2018-20)
Faculty Mentor (A006110818006)
Dr Abhishek Bushan Singhal AICISM
Faculty Guide:
Mr. Samarth Sharma

0
 ANNEXURE II
TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project titled “An empirical study on Client Satisfaction
Levels and factor affecting it in BGV industry” submitted by V ADITYA REDDY
(A006110818006) as partial fulfilment of the degree of Master of Business
Administration in Business Analytics is a bona fide work carried out by the student at
our institute.

This Summer Project Study is his/her original work and has not been submitted to any
other University/Institute.

(Dr Abhishek Bushan Singhal)

Asst Professor, AICISM
Amity University, Noida.

1
2
 DECLARATION BY THE CANDIDIATE

I hereby declare that the content in the project report titled as “An empirical study on
Client Satisfaction Levels and factors affecting it in BGV industry” is submitted to Dr
Abhishek Bushan Singhal, Asst Professor, Amity Institute of Competitive Intelligence
and Strategic Management, Amity University (Noida).

This report is a legitimate and genuine research report under the guidance of Dr
Abhishek Bushan Singhal. The work done in the report is original and has not been
submitted earlier for the award of any degree, diploma, or fellowship of any other
university or institution

Project Associate
V Aditya Reddy
(A006110818006)

3
 Acknowledgment

I express my gratitude towards my faculty mentor Dr Abhishek Bushan Singhal,

AICISM for his valuable critiques, assistance and encouragement which enabled me
to carry on my research successfully.

I would like to thank Ms Akamsha Bipin of Pinkerton Corporate Risk Management

India Limited for her kind support throughout the internship.

I also wish to extend my gratitude to our faculty guide Mr. Samarth Sharma for the
kind co-ordination and support.

Project Associate
V Aditya Reddy
(A006110818006)

4
Table of Contents:

S.No Contents Page Number

1 Annexure II 1

2 Certificate from the company 2

3 Declaration by the Candidate 3

4 Acknowledgement 4

5 Abstract 6

6 Introduction 7

7 Company Profile 10

8 Literature Review 11

9 Objectives of the Study 13

10 Data Analysis and Interpretation 14 – 23

11 Findings 24

12 Limitations of the study 25

13 Recommendations 26

14 Bibliography 27

5
Abstract:

Many organizations invest huge amounts of time, money and other resources in CRM
solutions. CRM is a modern business and management practice which focuses on the
client/customer.

Marketing considers that the customer is the King and every marketer should know
their customers’ needs, expectations and how those needs and expectations can be
satisfied. Customer satisfaction level is a measure of how well the services offered by
the service provider meet or satisfy or exceed those needs and expectations of the
customers.

There are many models to conceptualize customer satisfaction measurement. Out of

which, the most basic level customer satisfaction measurement is to assess the
customers’ expectation of a product or service and customers’ experience of the
product or service and measure the difference between the two.

Quite simply, customer satisfaction measurement involves the collection of data that
provides information about how satisfied, or otherwise, customers are with the
service.1

The general objective of the study is to understand the customer satisfaction on the
background verification services provided by the company. The deeper objectives
include identifying the factors affecting the customer satisfaction, gap between
clients’ expectations and service offerings by the company.

The challenges faced during the study were difficulty in contacting clients and
unawareness of the operations process flow. Also, the challenge in preparing the
report is confidentiality and non-disclosure agreements in place which became a
restriction to produce certain elements of the study in the report.

1
HM Government 2007. Promoting Customer Satisfaction: Guidance on improving the customer experience in
Public Services. http://www.tns-bmrb.co.uk/uploads/files/iips-insight-customer-satisfaction-guidance.pdf

6
Introduction:

Background screening in India is becoming an extremely serious process. Cases of

employee fraud and misrepresentation of resume/CV or employment data have been
flooding in the recruitment industry.

In the past, it was largely huge companies with multiple avenues of businesses,
banking and financial companies where the domain is basically related to money and
monetary equivalents transactions, IT and ITES companies who believed in having a
reliable employee due diligence mechanism which included the verification of
candidate details. Mid-sized and small-sized organizations rarely focused on due
diligence and verifications in such companies are mostly carried out by the internal
HR team.

As the time progressed and the market witnessing many frauds and wrong practices at
the workplace, background verification of the candidates has become an important
and regular practice from almost all the registered businesses. Since the market is
growing and many new business entities are being established, recruitment has
become a continuous process across the industries. As the recruitment does not have a
limit and employee onboarding is a continuous process, most companies look for the
third-party background verification companies who can perform the background
verification checks for the profiles recruited by them.

This increased the scope and market of the background verification companies. Also,
there is a great potential in this market space, which led to many companies getting
into this domain.

With such increase in competition, it is always important for any BGV company to
maintain loyalty, reliability and credibility with their clients, which otherwise may
impact its business in a negative direction, possibly allowing the clients to choose
other BGV company.

To reduce this risk of losing business, company should always try to satisfy their
customers and even exceed their satisfaction levels. In a competitive marketplace
where businesses compete for the clients, client satisfaction is seen as a key
differentiator. There is also a substantial amount of empirical literature that
establishes the benefits of the customer satisfaction for the firms.

7
In any business, customer is the leader and it is the primary duty of any organization
to satisfy their customers by providing quality services to them. However, satisfying
customers is not a simple task and it needs collective efforts to be put in by relevant
stakeholders. To provide such exceptional collective service, it is necessary to identify
what exactly the clients’ needs and expectations are, so that the firm and its
stakeholders can perform better and exceed the clients’ expectations and work
towards their delight. This study is such an attempt to identify the parameters and
factors which affect the client satisfaction in BGV industry.

What is Background Verification of employees?

It is a process in which an employer collects all the public and private records of the
applicant and verifies if there is any misrepresentation of the information from the
applicant during the hiring process. Typically, BGV takes place when applicant
applies for job, but can also happen anytime the employer deems necessary.

What does background verification check include?

It includes checks regarding criminal records, education history, identity checks,

credit history, employment history and address history etc. which can impact the
employment in any way. Depending on the nature of the work, few organizations also
check the medical records, social media profiles and others which are not directly
related to the work.

8
Background Verification as an Industry:

Background verification or employment screening service market is expected to grow

to US $5.46 billion by the end of 2025.2

Better standards of living, increased job opportunities, access to modern amenities

and services are the few major factors that have contributed in the migration of rural
population to urban areas around the world. Developing economies witnessed a study
growth in recent times and thus there was rise in the disposable income by consumers.
Also, as urbanization has increased, there have been increasing need for creation of
jobs in the urban areas. The number of applicants applying for a job in any
organization has increased to very high numbers.

Key drivers for BGV market:

Globalization has resulted in large influx of job immigrants majorly in the highly
advanced countries of the world in search of better standards of living as well as
better job opportunities. As per the statistics by US Government, the total number of
working immigrants in the age group from 16 to 65 increased to 5.7 million by the
first half of 2014. There has been increased influx of immigrants in lower-skilled jobs
as well as highly professional jobs in the developed countries of US, UK, Germany
and Canada. Private households, textile, apparel and leather manufacturing;
agriculture; information technology, computer & electronic products and
administrative & support services are the sectors that have witnesses rising number of
job immigrants. Mischievous immigrants pose a risk to the security of the
organization and even country sometimes. The countries witnessing higher number of
immigrations for seeking jobs have laid down various regulations and pre-requisites
for the applicants.

Employment Screening Services market by services is segmented into background

screening, verification, medical testing, electronic auditing & verification. Increase in

2
https://www.prnewswire.com/news-releases/employment-screening-services-
market-is-expected-to-grow-to-us-546-billion-by-2025-from-us-374-billion-in-2016-
300583844.html

9
mobile workforce and job immigrants as an after effect of globalization, rising
fraudulent activities by applicants and the need to mitigate such activities are some of
the factors that are proving to be highly conducive to the growth of employment
screening services market. The market for car wash machines is highly fragmented
market with the top ten companies accounting for approximately 20% of the market
share. Less entry barriers to enter the business has favoured the influx of many small
companies into this business.

Company Profile:

Nature of work and sensitivity of the information regarding various stakeholders of

the organization demands a high level of confidentiality and with non-disclosure
agreements in place, certain information related to the organization cannot be
disclosed. Therefore, the name and details of the company and few elements of the
research are kept confidential and cannot be disclosed in the report.

Organization’s services include:

 Risk Advisory Services

 Risk Based Screening
 Security Risk Management
 Corporate Investigations
 Protection Services
 Threat Response Services
 Protective Intelligence

10
Literature Review
Rapp and Poertner (1987) mentioned that the key challenges encountered by the
service managers are to identify the customer needs and expectations and adopting a
more customer – centered approach to deliver the services.3

In the similar context and with similar ideology, Baronet and Gerber (1997) opined
that seeking inputs and ideas from the customers help the service delivery managers
to organize a more customer – centered intervention. With this approach, the customer
satisfaction measurement will prioritize the needs of the customers or clients of an
organization to position them in a better way at the center of the service delivery
experience.4

Though, there are many ways and models to assess customer satisfaction levels, there
is no single definition for customer satisfaction (Giese and Cote, 2000).5 Customer
satisfaction can be typically defined as a post consumption evaluative judgement
concerning a specific product or a service (Gundersen, Heide and Olsson, 1996)6.

Customer satisfaction measurement is the outcome of an evaluation process that

contrasts pre-purchase expectations with the perceptions of the customers regarding
the performance during and after the consumption experience of the products and
services rendered to them by the organizations (Oliver, 1980).7

The most widely accepted concept of measuring the customer satisfaction level is the
expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000)8. This
expectancy disconfirmation theory which is developed by Oliver, proposed that the
difference between expected and perceived performance is the base for the customer
satisfaction levels. When the product or service is better than the customers’

3
Rapp, C. and Poertner, J. 1987. “Moving Clients Center Stage Through the Use of Client Outcomes”
in Administration in Social Work, 11, pp. 23 – 38.
4
Baronet, A-M. and Gerber, G. 1997. ‘Client Satisfaction in a Community Crises Center’ in Education
and Program Planning. 20, 4, pp. 443 – 453.
5
Giese, J.L. & Cote, J. A. Defining Customer Satisfaction. Academy of Marketing Science Review,
2000
6
Gundersen, M. G., Heide, M. & Olsson, U. H. Hotel Guest satisfaction among Business Travellers:
What Are the Important Factors? The Cornell Hotel and Restaurant Administration Quarterly,
1996:37(2): 72-81
7
Oliver, R.L. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.
Journal of Marketing Research, 1980:17: 460-469
8
McQuitty, S., Finn, A. & Wiley, J. B. Systematically Varying Customer Satisfaction and its
Implications for Product Choice. Academy of Marketing Science Review, 2000

11
expectation, it results in satisfaction (positive disconfirmation). On the flip side, when
the performance does not reach the expectations of the customers, it leads to
dissatisfaction (negative disconfirmation).

According to studies, customer satisfaction may have direct and indirect impact on
business results. Luo and Homburg (2007) concluded that the profitability of business
is affected by the customer satisfaction positively9.

9
Luo, X. & Homburg, C. Neglected Outcomes of Customer Satisfaction. Journal of Marketing,
2007:71(2): 133-149

12
Objectives of the Study:

The key objectives of the study are as follows:

 To understand the needs and expectations of the clients

 To determine if company’s performance in terms of services is meeting the
clients’ expectations
 To understand the gap between clients’ expectations and company’s
deliverables
 To identify the factors affecting the client satisfaction
 To prioritize the factors affecting the client satisfaction
 To check the effectiveness of the feedback mechanism

13
Research Methodology:

The study is empirical in nature. Therefore, most of the data collected is primary in
nature. Secondary data is collected from websites, business journals and previous
research publications and news articles.

As the study is empirical, primary data collection is done by surveys through personal
telephonic interviews and email feedback forms.

Research type:

Research is a mix of qualitative and quantitative methods. The surveys contained

open ended questions and close ended questions (5-point Likert Scale). Few open-
ended questions sought the opinions of the respondents about a particular element
related to the service. Along with that, the respondents were encouraged to give an
open feedback without any boundaries, which yielded more of subjective answers and
qualitative method is applied.

General mathematical tools, along with statistical correlation were applied to analyze
the data obtained from the responses.

Sampling:

All the active clients were considered as the total population and in order to ensure an
acceptable number of responses, convenience sampling was used and tried to receive
response from every person in the total population.

Therefore, a total of 173 clients form the sampling frame and the minimum sample
size required was 76, which is calculated by taking the margin of error as 5% and
confidence level of 75% for the total population.

The confidence level considered in only 75%, as against to the popular 90% or 95%
which are considered in many researches/analyses, because the surveys and feedbacks
taken by the client are primarily subjective in nature.

 Sampling Frame: 173

 Sample Size required: 76 (75% confidence level)
 Sampling Method: Convenience sampling

14
DATA ANALYSIS AND INTERPRETATION:

1. Response Count:

The following table gives us the details of the number of responses received and,
divided based on the categorization as per the parameters defined by the organization
i.e., Gold, Silver and Bronze.

Table 1.1: Response Count

Category Total Population Number of Responses

Received
Gold 93 31
Silver 70 40
Bronze 18 10
Total 173 81

From the above table, we can observe that we received 81 responses (Sample Size)
are received from the total population of 173, which is good enough to carry out the
analysis.

Out of 81 feedbacks received, 67 feedbacks (82%) were taken over phone calls and 14
feedbacks (18%) were email feedbacks. Of all the email feedbacks, 13 are from Gold
category clients and 1 is from Silver category.

The minimum sample size required was 76 (received 81 responses), which is

calculated by taking the margin of error as 5% and confidence level of 75% for the
total population of 173 clients.

The confidence level considered is only 75%, as against to the popular 90% or 95%
which are considered in many researches/analyses, because the surveys and feedbacks
taken by the client are primarily subjective in nature.

Interpretation:

Only 81 responses are received out of 173 sample frame which is 47%. Though, the
response count is good enough to carry out the analysis, increasing the response count
will give more solidity. Thus, current feedback mechanism can be reviewed.

15
 2. Overall Rating given by the Clients:

The following rating scale was used by the company, on which the client was asked to
rate the services.

Table 2.1: Rating Scale used by the company

Rating Scale Description

Outstanding Delighted by the performance
Good Met the Expectation Level
Average Satisfied
Below Average Common
Poor Below Average

The following table gives the information about how the clients rated the services
received from the company overall on a rating scale which contains 1 to 5 stars.

Table 2.2: Ratings received by each category of clients

Category 1 star 2 star 3 star 4 star 5 star Total

Gold 0 0 9 17 5 31
Silver 0 1 7 23 8 39
Bronze 0 1 2 5 2 10
Total 0 2 18 45 15 80
Percentage 0 2.5% 22.5% 56.25% 18.75% 100%

Out of 31 Gold clients, 9 clients gave 3 star rating, 17 client gave 4 star rating, 5
clients gave 5 star rating for the services provided by the company.

Out of 40 responses received from Silver category clients, 1 client gave 2 star rating,
7 clients gave 3 star rating, 23 clients gave 4 star rating and clients gave 5 star rating
for the services. 1 client out of 40 silver, a relatively new client (2 months old), gave
its feedback but did not give any rating and told that it will rate the company later in
the next feedback after 3 months.

Among 10 Bronze clients responded, 1 client gave a 2 star, 2 clients gave 3 star, 5
clients gave a 4 star and 2 clients gave a 5 star rating for the services.

16
Interpretation:

We can infer that, majority of the clients (56%) who responded said that their
expectations levels are met by the company and 22% are satisfied.

19% are delighted with the services.

Only 3% of the clients mentioned that the services are common and below average.

Therefore, in terms of client satisfaction levels, we can say that the service provided
by the company is beyond the satisfaction levels for majority of the clients (over 75%)
and the company should focus on customer delight.

17
 3. Performance of the SPOCs/CAMs:

SPOC – Single Point of Contact

CAM – Client Account Manager

In the company, the SPOC or CAM is the person serving as the coordinator of
information concerning the anything related to the client account. He/she is
responsible for all the first level communications between the client and the company
for the BGV services. Not only the communication, he/she is responsible for
facilitating the smooth process flow, and timely & prompt responses for the service
requests raised by the client.

The following table gives the average rating given by the SPOCs respective clients.

Please note that because of the confidentiality clauses and non-disclosure agreements,
names of the SPOCs cannot be published in the report and only the average score is
mentioned instead of giving the count of individual ratings.

Table 3.1 Clients rating with respect to SPOCs

S.No SPOC Name Average Score

1 XXXX 4.5
2 XXXX 4.3
3 XXXX 4.3
4 XXXX 4.1
5 XXXX 4.0
6 XXXX 4.0
7 XXXX 4.0
8 XXXX 3.8
9 XXXX 3.5
10 XXXX 3.5
11 XXXX 0
12 XXXX 0
13 XXXX 0
Total Average Score 4.0

18
Interpretation:

From the above table, all the SPOCs (except the last three) received an average score
of 3.5 or more. Also, we can see that the overall average score is 4.0, which shows
that the overall performance level of the SPOCs based on the clients’ ratings is
reasonably good.

The SPOCs who have received an average score of 3.5 to 4.0 have a scope to
improve, which in turn results in customer (client) delight.

Please note that the SPOCs which received an average score of “0” have not actually
received a “0”. The score is “0” because the clients handled by them have not given
any feedbacks. Thus, these SPOCs should try and encourage their respective clients to
give their feedbacks when requested.

19
 4. Key Issues faced by the clients:

Based on the feedbacks received from the clients, it is observed that there are 7 major
factors affecting client satisfaction. They are:

 Turn Around Time (TAT)

 Responsiveness/Communication
 Client Expectations
 Report Errors
 Data/Document insufficiency
 Invoice issues
 Payments collection

From the 81 feedbacks received, 41 clients (51%) clients did not mentioned that they
are not facing any issues regarding the service from the company.

From the rest of the 40 clients, the following table gives us the information about the
number of clients complained about each type of issues.

Table 4.1: No of Clients vs Key Issues faced

Type of TAT Responsiveness/ Data/Document Payments Invoice Report Client

Issue Communication Insufficiency Collection Issue Errors Requirements

Number of 21 13 4 3 3 5 9
mentions

Percentage 52.5% 32.5% 10% 7.5% 7.5% 12.5% 22.5%

20
 Key Issues in % TAT

Responsiveness/Communication
23
Document insufficiency
53
13
Payments Collection

8
Invoice Issue
8
10 Report Errors
33
Client requirements

Fig 4.1 No of Clients vs Key Issues faced

Interpretation:

Among the 40 clients who faced an issue

 Majority (52.5%) of clients mentioned that the TAT should be improved.

 Responsiveness/Communication issue takes the second place with 13
mentions (32.5%).
 Service not as per client requirements is at the third position with 9
observations (22.5%)
 Data/Document insufficiency, Invoice issues and payment collection follow
the first three with 4 (10%), 3 (7.5%) and 3 (7.5%) respectively.

21
 4.2 Relationship between Key Issues and Overall Satisfaction Level of the
Clients:

To identify how each issue affects the overall satisfaction level of the clients,
correlation method is applied to measure the relationship between them.

A correlation coefficient is a statistical measure of the degree to which changes to the

value of one variable predict change to the value of another.

Correlation coefficient measures the proportionate change in one variable when the
other variable is changed by 1 unit.

In positively correlated variables, the value increases or decreases in tandem. In

negatively correlated variables, the value of one increase as the value of the other
decreases.

Following table gives the correlation coefficients for the client satisfaction level and
the key issues faced by the clients.

Table 4.2: Correlation coefficients of key issues and client satisfaction level

Responsiveness Payments Client

TAT /Communication Document Collection Invoice Report requirements
issue issue insufficiency issue Issue Errors ignored None

Correlation -0.42 -0.61 -0.37 0.01 0.00 0.00 -0.30 +0.61

In the above table, the relation between the variables, whether they are directly related
or inversely related are shown by positive and negative signs respectively.

Colour coding is also done accordingly. Positive correlation is shaded with green
colour and negative correlation is shaded with the red colour.

Interpretation:

Responsiveness/Communication is affecting the client satisfaction level the most.

When a client faces this type of issue, there is a 61% chance that the client’s
satisfaction level goes down.

22
TAT, document insufficiency and client requirements come in 2nd, 3rd and 4th position
among the factors affecting the client satisfaction. These issues when faced by client,
have 42%, 37% and 30% chance to reduce the client’s satisfaction level.

On the other side, there is a 61% chance that the client satisfaction level is increased
when they do not face any issues. Therefore, the apart from not facing any issues,
exceptional service quality which is more than what clients expect is needed to
achieve a 100% client satisfaction.

23
FINDINGS:

 51% of clients mentioned that they did not have any issues as such. But there
is only 60% chance that the client satisfaction level is increased when there are
no issues faced.
 Responsiveness and Communication gap is the major factor affecting the
client satisfaction. There is a 61% chance that the client gets dissatisfied when
they face this type of issues.
 Turnaround time takes the second place among the factors affecting client
satisfaction levels. When the TAT is delayed, there is a 42% chance that the
client gets dissatisfied. Also, TAT improvement takes the first position in
terms of number of clients faced an issue with.
 Response from the operations to clients as “Data/Document Insufficiency” as
a reason, for the delay or inadequacy in the services, is one of the pain points
for clients.
 Based on the feedbacks received on calls and emails, it is observed that the
clients are not completely aware of the process and misunderstand verification
vs investigation.
 Frequent SPOC changes due to attrition and replacement is also affecting the
relationship with the client. This is because, when the SPOC is changed, the
transfer of knowledge regarding the client requirements to the new SPOC is
not reasonable. Also, there were cases that the client is unaware of the SPOC
changes.
 Though the organization has its presence pan India through its stakeholders,
physical presence of office locations is limited, which is not facilitating a face
to face interaction with the clients. Therefore, there is a lack of personal
connect during the interactions/communications which happen mostly through
electronic media.

24
LIMITATIONS OF THE STUDY:

 Getting the updated contact details of the clients was challenging.

 Nature of the work in the company demands high level of confidentiality.
Therefore, awareness of the process flow is limited and superficial.
 Due to confidentiality and non-disclosure agreements in place, certain
elements of the study cannot be disclosed in the report.
 Majority of the population did not respond to the feedback calls and emails,
which resulted in receiving less feedbacks.
 The respondents might not have given an honest feedback due to various
reasons.
 Since, the level of subjectivity is high, it is not completely advisable to take
decisions based on the quantitative inferences.
 Few clients who responded to calls, asked to send an email for the feedback,
but did not revert.
 All the clients are not aware of the feedback mechanism, so, few responses
were not concrete, but are still considered.
 Since the clients are business entities, it was required to contact them in a
specific timeframe. Considering the business hours, the scope of receiving a
response on a telephone call during lunch hours and evenings after 5 PM is
very less, which resulted in multiple attempts to connect with the clients.

25
SUGGESTIONS / RECOMMENDATIONS:

 On-boarding of the clients and orientation of the processes during on-boarding

and updation of the process/policy/regulations amendments periodically
should be made clear to the clients.
 Feedbacks from the clients should be taken more frequently – Gold clients by
CRM team, Silver and Bronze clients by operations team.
 Online CRM tool will be effective but comes at an expense to the company.
 Updation of online tool will help to update the client about the current status
of the report/case and avoid repeated follow ups.
 Though the responses/feedbacks received are enough for the review and
analysis, there is a need to receive more feedbacks for better understanding of
the gaps between clients’ expectations and level of service offered. Therefore,
feedback collection mechanism should be reviewed and improved to
encourage the clients to give feedbacks.
 Planning a calendar to make physical visits to client will improve the
credibility and integrity among the clients, which in turn increase the
reliability towards the company.

26
Bibliography:

1
HM Government 2007. Promoting Customer Satisfaction: Guidance on improving the
customer experience in Public Services. http://www.tns-bmrb.co.uk/uploads/files/iips-
insight-customer-satisfaction-guidance.pdf

2
https://www.prnewswire.com/news-releases/employment-screening-services-market-is-
expected-to-grow-to-us-546-billion-by-2025-from-us-374-billion-in-2016-300583844.html

3
Rapp, C. and Poertner, J. 1987. “Moving Clients Center Stage Through the Use of Client
Outcomes” in Administration in Social Work, 11, pp. 23 – 38.

4
Baronet, A-M. and Gerber, G. 1997. ‘Client Satisfaction in a Community Crises Center’ in
Education and Program Planning. 20, 4, pp. 443 – 453.

5
Giese, J.L. & Cote, J. A. Defining Customer Satisfaction. Academy of Marketing Science
Review, 2000

6
Gundersen, M. G., Heide, M. & Olsson, U. H. Hotel Guest satisfaction among Business
Travellers: What Are the Important Factors? The Cornell Hotel and Restaurant
Administration Quarterly, 1996:37(2): 72-81

7
Oliver, R.L. A Cognitive Model of the Antecedents and Consequences of Satisfaction
Decisions. Journal of Marketing Research, 1980:17: 460-469

8
McQuitty, S., Finn, A. & Wiley, J. B. Systematically Varying Customer Satisfaction and its
Implications for Product Choice. Academy of Marketing Science Review, 2000

9
Luo, X. & Homburg, C. Neglected Outcomes of Customer Satisfaction. Journal of
Marketing, 2007:71(2): 133-149

27