ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 6: Management a Successful Business Project (5039)

Submission date 19th June 2023 Date received (1st submission)

Re-submission date Date received (2nd submission)

Student name Bui Thi KhanhTan Student ID GBD210387

Class GBD1009 Assessor name Phan Tran Phuong Trang

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 I. Introduction

II. Literature Review

Definition: Customer satisfaction can be defined as the overall evaluation or judgment made by customers
regarding their experience with a product, service, or organization. It reflects the extent to which customer
expectations are met or exceeded. According to Oliver (1980), customer satisfaction is a psychological state
resulting from the customer's comparison of the perceived performance of a product or service with their
expectations.

1. Service quality
The experience of waiting for service is frequently a customer's first face-to-face engagement with most service
delivery operations. The literature on wait satisfaction has been compared to the literature on service satisfaction in
general, where actual performance, perceived performance, and no confirmation are all rated differently. debated
the relationship between perceived performance and expected performance. According to research, happiness with
the wait experience is influenced by real wait time, perceived wait time, and no confirmation between predicted
wait time and perceived wait time (Davis, 1988). It also highlights how variations in consumer demands affect how
important each of these factors is in predicting satisfaction. As the significance of the satisfaction metric rises, so
does the significance of perceived experience. More particularly, for consumers who value their time, perceived
wait time rather than real wait time is a greater predictor of satisfaction (Davis, 1988).

To prevent the spread of COVID-19, operations must be able to customize services for customers by providing
hand sanitizers, disinfectants, and changing masks, not only for customers but also for employees. Finding
masks and hand sanitizers is very difficult. The increase in operating costs has increased significantly because
banks also have to spend a budget to treat employees infected with the COVID-19 virus.

2. Product quality
Product quality describes how effectively a product fulfills industry standards, satisfies client demands, and
accomplishes its intended function. Businesses examine a number of important elements when assessing the quality
of a product, including whether it solves a problem, functions well, or serves the needs of customers. Customers
will find it hard to part with things that have already been associated with well-known brands. Research by
Syafarudin et al. (2016) indicated that consumer satisfaction was influenced by product quality, even when they had
received positive advantages. The findings of Hertati & Sumantri's (2016) study support several ideas and studies
that claim that high product quality offers consumers several advantages that make switching to competing goods
challenging. Therefore, it is reasonable to accept the notion that product quality significantly affects consumer
happiness.

3. Price fairness
According to Xia et al. (2004), pricing fairness refers to customers' assessments and feelings on whether a price
difference between a seller and comparable competitors is reasonable, acceptable, or justifiable. The wide range of
prices that airlines provide might lead to injustice since customers can mistake a fair price for a low one (Darke &
Dahl, 2003). Customers enjoy this situation because it matches their own expectations. On a personal level, it is
regarded as being reasonable and fair (Maxwell et al., 2009). A price, however, would be deemed unjust if it fell
short of the public's expectations. Customers would anticipate that the price being supplied would satisfy their
wants, equality, and societal standards. Using two dimensions—comparable choices and consumer knowledge—this
study refined Setiawan et al.'s (2016) method for measuring pricing fairness. Consumers would consider additional
factors, such as comparability of ticket rates provided to other consumers, those supplied by agents or similar
airlines (comparable choices), in deciding the price fairness. Additionally, they would evaluate the facilities
supplied in relation to their expectations, the price being given, and other factors (consumer knowledge).

4. Research Finding
Mean
Q1 3.5
Q2 3.6
Q3 3.5
Average 3.53

Mean
Q1 2.8
Q2 3.1
Q3 3.3
Average 3.06

Mean
Q1 3.6
Q2 2.7
Q3 2.4
Average 2.9