The Quality of Service and Customer Satisfaction

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

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TABLE OF CONTENTS

TABLE OF CONTENTSii

CHAPTER 1: INTRODUCTION1

Background1

Quality management and customer satisfaction2

Significance5

Company profile6

Scope of the study7

Aims and objectives7

Research question8

CHAPTER 2: LITERATURE REVIEW9

Customer satisfaction and Quality Service11

REFERENCES18

CHAPTER 1: INTRODUCTION

Background

Broadcasting industry is in the midst of a revolution, supplying popular family shows, news, movies, sports, documentaries and other products to a growing swarm of eager subscribers willing to pay for in-home entertainment. For example, the introduction of high-definition (HD) TV vastly improved the quality of shows and attracted subscribers even as disposable income dropped due to the Great Recession. In addition to a dramatically improved reputation for quality, new networks, channel offerings and bonus features are strengthening the industry's appeal to consumers. Higher spending on industry services is anticipated to result in a 5.6% annualized revenue growth rate to $38.2 billion in the five years to 2011. This includes an expected 3.4% revenue bump in 2011 as more consumers continue subscribing to broadcasting services.

High initial fixed costs, which major players have already paid off, are a defining aspect of this industry. Not only are they prohibitive to abrupt industry start-ups, but they also indicate the industry backers' confidence in the success of this distribution model. Satellite TV is attractive because of its ability to reach almost any place on the planet. Advancing technologies, like new data compression formats, have advanced the quality and speed of direct broadcast satellite (DBS) transmissions, making this medium more attractive to consumers. Likewise, with satellites already in orbit, existing companies like DirecTV and DISH Network have low costs per additional subscriber.

According to Hanefors and Mossberg (2003) Consumer loyalty seems to be based on a collection of factors. The first is trust. Consumers must trust the vendor or product they encounter. Second, the transaction or relationship must have a positive perceived value greater than that supplied by competitors. Third, if marketers build on the first two factors, they may be able to create a level of positive customer emotional attachment. That emotional response may be a commitment to their brands that is resistant to change. Today, every industry offers a variety of loyalty schemes aiming at differentiating one competitor from another.

Quality management and customer satisfaction

Quality management and customer satisfaction are important to the success of any organization. Strategic designing will extend to be critical in identifying future goals for the association and evolving schemes to complete those targets. BBC needs to recognize the importance of monitoring and tracking all processes within the organization to ensure Total Quality Management is achieved. This has become important as a means to provide quality services and products to their customers. This is also important for the employees for this will ensure a quality workplace in the sense of security, safety, and benefits in every sense of the word.

Customer satisfaction can be defined very easily. “A customer is satisfied when he/she gets what he/she wants.” According to Gerson, Richard, Machosky and Brenda (2010), ...