The Quality of Service and Customer Satisfaction

A Qualitative Investigation in British Sky Broadcasting Corporation Plc: A Case Study Approach

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ACKNOWLEDGEMENT

First of all, it would give me great pleasure to show my gratitude to my professor, for his propositions, remarks, understanding and patience. It would also be an honour to express gratitude to my parents, my mother, my father, my sister and my brother for their endless support in my life and allowing me to make all my decisions. I would also like to take the opportunity to show appreciation to my co-workers for their expert cooperation on every occasion. I would also like to be grateful to the Department, managers of the university, instructors and students who have supported me throughout this research.

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DECLARATION

I declare that the content presented in this thesis/dissertation is, in my understanding and opinion, original and has not been presented for scholarly assessment in the past, either completely or partly, for an academic degree at this educational institution or elsewhere. I would also like to admit that I have studied and understood the principles, prerequisites, processes and guidelines of the University regarding the higher academic degree research award and to my dissertation. I would also like to declare that I have abided by the University's principles, prerequisites, processes and guidelines.

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ABSTRACT

The revolutionising industry of broadcasting and media communication provides its customers, providing a popular family shows, news, movies, sports, documentaries and other products for a growing number of participants tends willing to pay for home entertainment. As an example, the high definition (HD) TV greatly improves the quality of the show and attracts customers even as revenue declined due to the recession. A major issue for managers is how they can help the British Sky Broadcasting Corporation to increase its value to its existing customers. Managers must emphasize the role of all employees in maintaining consistently high levels of service quality for creating superior customer satisfaction. The British Sky Corporation is without a doubt, one of the largest broadcasting organizations in the world. This is a public service established by Royal Charter and funded by subscription fees, which is paid by households. When a customer buys a product or service and then receives it falls short of your expectations, then most likely be satisfied and buy or visit again, although you may decide to go to the competition if you find a better deal. But when a customer buys a product or get a service that not only gets to meet your expectations but exceeds them, then you will be pleased and not just buy or visit again, but will very likely become a loyal customer to our product, company or brand, and we recommend to other consumers. The research makes it clear that customer's satisfaction is high, and does not need any dramatic steps. Service quality continues to be a major area of concern for researchers. It has an association with business ...