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Impact of personalized service on the level of customer satisfaction- A study on okTSHIRT.co.uk

Customer satisfaction has got importance after the introduction of the marketing concept and now it is the prime concern of every business as it is shaping the profit margin and ensuring sustainability as well. okTSHIRT.co.uk is a customized T-shirt 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).

Research aim

The research aims to investigate the impact of personalized service on the level of customer satisfaction in the context of okTSHIRT.co.uk.

Hypothesis

Null Hypothesis: Personalized service has no impact on the level of customer satisfaction

Alternative Hypothesis: Personalized service has a great impact on the level of customer satisfaction

Objectives

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 for improving the rate of customer satisfaction

Philosophy

Positivism philosophy encourages that all the information has to be clear and acceptable from the logical point of view. Moreover, it helps to interpret the responses of society. As the research is going to collect primary data through a survey, this philosophy is appropriate (Bowen and Chen, 2021).

Approach

For the researches that have a clear aim and objectives, the deductive approach works best. In this research, the aim and objectives are clear so that the deductive approach will better for it (Kwortnik Jr, et al. 2019). It will also impact the data collection process aligning with the objectives.

Strategy

Online survey strategy is appropriate as the COVID-19 has still impact on the lives of people 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).

Method

The quantitate method allows the processing of numerical data and the research will be dealing with quantitative data so that this method will help to do so (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 primary data. It will include secondary data from the published journals, annual reports, website of the company, etc. Simple random sampling is an effective sampling technique for researchers that want to eliminate bias information and make sure highest credibility as well (Desatnick, 2020). Therefore, the research will follow this technique for 8 sampling by choosing 40 customers of okTSHIRT.co.uk randomly following some criteria like the frequency of purchasing, interest, engagement, etc.

Data analysis

The primary data will be interpreted using the frequency analysis technique and the secondary data will be presented by the content analysis. The questionnaire will follow the 5-point scale of Likert.

Result and discussion

Data analysis

Excellence in customer service improves customer loyalty

Excellence in customer service improves customer loyalty chart

Figure 1: Statement-01 responses

75% of responses were recorded as positive for statement one. The respondents said that 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

Personalized service removes cognitive dissonance chart

Figure 2: Statement 2 responses

Among the respondents, 30 of them have agreed with this statement as they also face the same situation. They stated that when they get the scope of personalizing their products, it delights them and removes their post-purchase discomfort. Disagreement for the statement is very low as only 5 of them take their position against the statement.

Personalization accelerates customer satisfaction

Personalization accelerates customer satisfaction chart

Figure 3: Statement 4 responses

More than 76% of responses were marked as positive for this statement. This 76% have agreed that when the company involves them in the designing process or allows them to give their designs, it makes them satisfied because they get the products that they desire. 6 respondents disagreed with it by saying that personalized service sometimes increases the expectation of customers.

Discussion

The first and second objective of the assessment is obtained with the analysis of secondary data because both have described the term customer satisfaction with proper justification. The third objective of the assessment is reached with the statement 2 and 3. The responses of 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. Statement 1 has supported objective 4 by demonstrating the impact of service excellence on the loyalty of customers which is helping to recommend the areas of improvement.

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