The contribution of customer satisfaction of after sale service Dissertation

The contribution of customer satisfaction of after sale service - Dissertation Example Volkswagen is a German automobile manufacturing company and is one of the largest car manufacturing companies in the world. The stated vision of Audi is â€Å"Audi – the number one premium brand†. As per a strategy document released by Audi named Strategy 2020, Audi aims to achieve the leadership position in premium segment, and wants to consolidate its leadership position in that segment (Audi USA, 2009, p.27). After sales service is one of the most important factors influencing brand loyalty. According to a survey conducted by Bain and Co, â€Å"one of the most powerful techniques for converting buyers into die-hard fans is providing exceptional after-sales service† (Flees & Senturia, 2008). This report will aim to evaluate the existing customer satisfaction level of Audi customers, identify how critical is after sale service towards overall satisfaction, and identify possible areas in after sale service where there is a scope of improvement. These will be eval uated by analysing data collected by administering a questionnaire to the customers who come to the Audi dealer for after sale service. This questionnaire will capture both qualitative and quantitative data. The data collection process will also include interviewing customer facing staff in the dealership and the service manager of the dealer shop. I will be able to have access to Audi Company through my friend who holds a position as a service manager. I will be able to provide a confirmation letter from the company with their approval, in order to carry out the project research proposal. 2. Research questions Explanatory Objectives RQ1: Investigate levels of customer satisfaction with Audi? (This objective will assess and quantify the level of satisfaction that an Audi customer has.) RQ2: Which specific factors in the provision of after sales service affect customer satisfaction? Explanatory Objectives RQ3: identify main reasons for low customer satisfaction of after sales service RQ4: identify the factors that influence customer service from after sales service Developmental Objectives RQ5: evaluate methods that can potentially improve customer satisfaction 3. Research Ethics â€Å"Ethical issues are present in any kind of research. The research process creates tension between the aims of research to make generalizations for the good of others, and the rights of participants to maintain privacy† (Orb, Eisenhauer & Wynaden, 2001, p.1). The entire data collection process will be voluntary in nature where all respondents, including customers, dealer staff and the service manager, will share their responses after explicitly agreeing to participate in the survey. Before the survey is conducted, each respondent will be informed about the nature and goal of the survey. Each respondent will be informed about their nature of involvement in the survey process. Additionally, each respondent will have the right not to participate further at any point of time. In dividual responses as well as the final results of the survey will kept strictly confidential, and all response forms as well as stored data will be destroyed once the analysis is completed to ensure complete privacy of participants. 4. Literature Review RQ1: Investigate levels of customer satisfaction with Audi? There are a multitude of factors that influence the levels of customer satisfaction for a premium, life style brand like Audi. Audi, as discussed above, is a premium car brand that sells high value cars. Till the late 1990s after sale service had been viewed by manufacturing