12 May COMPARE WITH TWO COMPANIES, WHOSE CUSTOMER SATISFACTION IS HIGHER?
Customer Satisfaction of Gas Station of UK
Abstract
This research is designed to indicate existing customer satisfaction of retailing gas stations in UK. The main subject of investigation is Royal Dutch Shell Company and its competitor British Petroleum (BP). Through measuring customer satisfaction to both the Shell and BP, it can significantly aid the company in planning and further strategies. Moreover, by researching and analyzing its rivals, we can learn about the advantages from these competitors and gain suggestions from those non-shell customers.
The whole participation is 200 people. 33 out of them are not the customers of Shell and BP. After surveying the rest 167 people, we can conclude, the price, staff, services quality and so on showing the a positive relationship with customer satisfaction. In depth, the high level of customer satisfaction will enhance the customer loyalty. In addition, in order to increase the satisfaction, companies can focus on the perspective of customer relationship management.
Part1. Introduction
Part 2. Literature Review
Part 3. Methodology
Part 4. Finding
Part 5. Conclusion
1. Introduction (1800 words)
1.1 The background: Retailing Fuel Marketing of UK
1.2 The current situation: Gas Station of UK
Such as：In the past 20 years, a sharp decline in the number of gas stations has been occurred in the United Kingdom, which from 17000 in 1995 to 8591 in 2014. In recent years, the annual average of the number of gas station closed about 420.
1.3 What is the project about?
The customer satisfaction of the retailing petrol station (Shell and BP) in UK
1.4 What are the research questions?
Compare with two companies, whose customer satisfaction is higher?
How to improve customer satisfaction
Higher Products/ service quality, promotion shows positive relevance with customer satisfaction?
Customer satisfaction shows positive relevance with customer loyalty?
Compare with two companies, whose customer satisfaction is higher?
1.5 Running order of the dissertations (200)
1.6 Why it is important to marketing studies
3.Literature Review （3500 Words）
3.1 Customer satisfaction (700-800 words)
a. Definition
b. The importance of customer satisfaction
c. How to measure
In order to increase the customer satisfaction, company usually focus on product/ service quality, customer relationship quality
3.2 Service Quality (400-500)
3.3 Promotion (400)
3.4 Customer Relationship Management (500)
3.5 Customer loyalty (700)
a. Customer loyalty definition
b. The relevance between customer satisfaction and customer loyalty
High level of customer satisfaction will lead the loyalty customer.
3.6 Research gap (700+)
Research Hypothesis /Research aim/ objectives（ideally, these should address some of the existing research gap）
4. Methodology (3500)
4.1 Research Design
a. Introduce: Three types of research design (exploratory, descriptive and causal) and its important
b. We decided to choose the Descriptive research and causal research and the reason
4.2 Identify Information Types and Sources
4.3 Sampling Techniques
Non-probability sampling method
4.4 Data collection strategy, approach to coding and analysis
SPSS
4.5 Questionnaire operationalization
4.6 Other methodologica
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