Service Quality Analysis at Company X

Abstract

In today’s competitive markets, service quality plays a central role in building customer satisfaction and long-term loyalty. Net Promoter Score (NPS) is a widely used metric to assess customer satisfaction. The aim of this thesis is to explore whether higher post-offer NPS scores correlate with higher deal closure rates at Company X, the commissioner of this thesis. In addition, the study explores how showroom managers perceive key aspects of service quality. A case study method is applied, with a two-fold data collection approach. First, a correlation analysis was conducted to examine the relationship between NPS and deal closure rates of selected showrooms over a 12 month period. Then, a survey was distributed to showroom managers to gather internal perceptions of service quality. The questionnaire was structured around two service quality models Grönroos’s (2016) Seven Criteria of Good Perceived Service Quality and the SERVQUAL model by Parasuraman et al. (1985). Closed-ended responses were analyzed using median, mean, standard deviation, and agreement percentages, while open-ended responses were examined through thematic coding. The correlation analysis showed no statistically significant relationship between post-offer NPS and deal closure rates. However, the open-ended responses of the survey highlighted development areas, including a desire for continous training, improved follow-up and complaint handling, more transparancy, better digital tools and standarized service practices. The findings offer practical recommendations for the commissioner, which they can apply in training programs and to enhance service quality.