Customer Perception on Quality Service: A Case Study on White stuff Limited in Dulwich

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ACKNOWLEDGEMENT

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DECLARATION

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TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 01: INTRODUCTION1

Background of the Study1

The Nature of Service Quality2

Importance of customer service expectations and perceptions2

Company Profile of White stuff Limited4

Research Purpose4

Research Questions4

Aim5

Objectives5

Significance of the Study5

CHAPTER 02: LITERATURE REVIEW6

Service Quality6

Customer Perceptions6

Approaches to Understanding Service Quality7

Customer Satisfaction7

Service Quality and Customer Perceptions9

Performance/ Perception Approach11

CHAPTER 03: METHODOLOGY13

Overview of Quantitative Research Approach13

Research Method and Design Appropriateness13

Informed Consent14

Confidentiality14

Validity15

Reliability16

Data Analysis17

REFERENCES18

CHAPTER 01: INTRODUCTION

Background of the Study

The expectations and perception of the customers have increasingly being used for forecasting the profitability of the company and projections for improvement in the market share. Although many “quality focused” initiatives fail to improve business performance, the customer perceives service improvements have been shown empirically to improve profitability. The transition from an industrial economy to a paradigm of value customers service areas in the centre of the company's efforts to improve profitability. Like most organizations compete to some extent on a service basis, and the U.K. economy has become a “service economy,” the quality of service becomes an important means to achieve real competitive advantage. Service companies are obliged by the nature of their product to provide excellent service to succeed in national and global markets increasingly competitive.

Fashion is extremely important to a society because it involves our tastes, reveals our character mainly in the field of clothing, and it is something that helps us see how we live. Since fashion has become an important part of people's lives all over the world, the industry has to face the challenge of marketing fashion products in the most creative manner.

Fashion industry plays a major role in attracting the target audience and capitalizing on the choices, demands and tastes of the target audience so that they continue purchasing the products. For instance, fashion industry targets a particular group of people and assesses their likes and dislikes regarding fashion as well as their consumer behaviour. Moreover, a market research on how people perceive style and what appeals to people is also a part of the fashion industry.

The Nature of Service Quality

Service quality strategies are generally characterized by customer segmentation, customized service, guarantees, continuous customer feedback, and comprehensive measurement of company performance. Market segmentation by customer expectations is to create separate levels of service that exceed expectation levels have been found essential to attract customers and build customer loyalty.

Knowing exactly what customers want, successful companies can offer services to customers exactly what they want by customizing the ...