How to satisfy the customers in alain distribution company ( water and Research Paper

How to satisfy the customers in alain distribution company ( water and electricity company) - Research Paper Example Commonly, it has been interpreted that satisfaction is characterized by a feeling that is brought about by the evaluation process regarding what customers expect, such as the decision to purchase the service along with their needs and desires associated with such purchase. Moreover, according to Bitner and Zeithaml (2003), satisfaction reflects whether the service has fulfilled the customers’ needs and expectations. Satisfaction can be a positive and emotional state as an outcome of the evaluation of a working relationship (Boeselie, Hesselink, and Wiele, 2002). Over the recent years, due to such definition, there has been a focus on service quality and customer satisfaction among service providers and researchers alike, although such concepts are two conceptually distinct variables from the perspectives of customers. Background of the Study The researcher aims to focus on the Al Ain Distribution Company (AADC) which is a public joint stock company in the United Arab Emirates owned by the Abu Dhabi Water and Electricity Authority. AADC remains to be the largest distributor of electricity and water in the eastern region of Abu Dhabi (AADC, 2009). The company holds total ownership, control and regulation of electricity and water distribution, and operation of services for electricity and water supply. AADC aims to commit to their shareholders by bringing about the required investment returns. It also attempts to demonstrate excellent service quality by making sure that the provision of electricity and water is at a high level of superiority and that professionalism is shown through customer transactions and business actions that fulfill customer needs. Finally, AADC aims to stay committed to their employees through equitable treatment, effective employee recruitment and development, empowerment, competency maximization, recognition of contributions, and a safe and secure working environment. Through such objectives, the AADC aims to follow high standards t o bring about favorable outcomes in their daily course of action. Research Objectives The current study aims to address one main objective and that is to examine the relationships of perceived service quality dimensions, as suggested by Parasuraman, Zeithaml and Berry (1988) (reliability, responsiveness, tangibility, empathy, and assurance) on the satisfaction of customers in Al Ain Distribution Company (AADC). Review of Related Literature Customer Satisfaction A wide number of researchers have examined the important role that customer satisfaction plays in achieving long-term business success (Homburg and Stock, 2005; Schmit and Allscheid, 1996). Although customer satisfaction has been described through various definitions, generally, a process for evaluation is a vital component that comprises customer satisfaction. It is an evaluation provided by customers with regards to their consumption experience or service encounter based on how favorable it should be (Hunt 1977). Engel and Blackwell (1982) also referred to this concept as an evaluation whether the selected option is in accordance with prior notions regarding such alternative. Hence, such conceptualizations point out that customer satisfaction is the process of assessing the observed differences between expectations and actual performance/encounter. Furthermore, according