Customer satisfaction has gained importance after the introduction of the marketing concept. It is now the prime concern of every business as it shapes the profit margin and ensures sustainability. okTSHIRT.co.uk is a customized clothes seller that has targeted customers of all age groups based on the belief that customers get more satisfaction when they can get involved in the designing process (okTSHIRT.co.uk, 2021).
Basically, the research aims to investigate the impact of personalized service on customer satisfaction in the context of okTSHIRT.co.uk.
Null Hypothesis: Personalized service has no impact on customer satisfaction.
Alternative Hypothesis: Personalized service has a significant impact on the level of customer satisfaction
The research objectives are highlighted in the following section:
- To understand the concept of customer satisfaction
- To demonstrate the link between personalized service and customer satisfaction
- To find out the impact of personalized service on the customers of okTSHIRT.co.uk
- To recommend significant actions to okTSHIRT.co.uk to improve the rate of customer satisfaction
Positivism philosophy encourages all the information to be clear and acceptable from a logical point of view. Moreover, it helps to interpret the responses of society for branding services. As a matter of fact, this philosophy is appropriate as the research will collect primary data through a survey (Bowen and Chen, 2021).
The deductive approach works best for the research with precise objectives. The aim and objectives of this research are accurate so that the reasoned approach will be better for it (Kwortnik Jr, et al. 2019). It will also impact the data collection process, which aligns with the objectives.
An online survey strategy is appropriate as COVID-19 still impacts people’s lives, and the government’s restriction is still going on. The survey will be done through a questionnaire, which will be comprised of close-ended questions (Nunes and Kambil, 2021).
The quantitative method allows numerical data processing, and the research will deal with quantitative data, which will help (Teevan, et al., 2020). The other two options will not be appropriate.
Data collection and sampling
The researcher will source the primary data through the responses to the survey. The responses of the respondents will be considered as the preliminary data. It will include secondary data from published journals, annual reports, the company website, etc. Simple random sampling is an effective technique for researchers who want to eliminate biased information and have the highest credibility (Desatnick, 2020). Therefore, the research will follow this technique for eight sampling by randomly choosing 40 customers of okTSHIRT.co.uk and following some criteria like the frequency of purchasing, interest, engagement, etc.
The primary data will be interpreted using the frequency analysis technique, and the content analysis will present the secondary data. As a result, the questionnaire will follow a 5-point Likert scale.
Result and discussion
Excellence in customer service improves customer loyalty
Figure 1: Statement-01 responses
75% of responses were recorded as positive for statement one. The respondents said they become loyal to the companies that provide service excellence because it raises the cost of switching to another organization. Only 13% of participants were against the statement, and they said customer service gives intrinsic motivation to stay loyal, but the monetary offers discounts work more effectively.
Personalized service removes cognitive dissonance.
Figure 2: Statement 2 responses
Among the respondents, 30 agreed with this statement as they face the same situation. They stated that it delights them and removes their post-purchase discomfort when they get the scope of personalizing their products. Disagreement for the statement must be higher as only 5 of them take their position against it.
Personalization accelerates customer satisfaction.
Figure 3: Statement 4 responses
More than 76% of responses were marked as positive for this statement. 76% have agreed that when the company involves them in the designing process or allows them to give their designs, it satisfies them because they get the products they desire. 6 respondents disagreed by saying that personalized service sometimes increases the expectation of customers.
The first and second objectives of the assessment are obtained with the analysis of secondary data because both describe the term customer satisfaction with proper justification. The third objective of the evaluation is reached with statements 2 and 3. Moreover, the responses to statements 2 and 3 have demonstrated that personalization in the service okTSHIRT.co.uk has improved the rate of customer satisfaction by minimizing their post-purchase tensions. Also, statement 1 supports objective four by showing the impact of service excellence on customers’ loyalty, which helps recommend improvement areas.