Chapter 1: Introduction 1.1 Overview
Few reporters might deny that client fulfilment is vital. However why it in is this way, and where has this generally late expansion to our business concerns originated from, and would it say it is going to stay around? In the event that we can see how it now be such a characteristic of the way we work together today, then we can understand whether it is going to keep on having an effect, and afterward make an insightful, educated evaluation of whether it is something worth contributing time, cash and human assets in. (Taylor, 1995)
The Customer Satisfaction Survey is a tool which majority of the organizations use to gain feedback with respect to the products or services they offer, Customer Satisfaction Survey can do wonders for the organization since it provides them the specific areas to target to improve their operations or quality of the goods or service they provide. This activity allows the organization to set a benchmark so that in the future they may improve their activity and compare it with the results of the previous survey. This all keeping in mind that the customer actually provides a truthful response to the survey.
Now the issue we face is not truthful response of the customers the issue which has arisen is the relevance of the questions asked in the questionnaire to the customer or the importance the customer assigns in his/her mind to each aspect of the product. Our survey is not to analyse the satisfaction derived by the consumption of a good or a service, but this particular survey is based on whether if there is any possibility that if any such elements exist whose absences or negligence in the survey might yield a negative result or have disastrous effect on an organization.

1.2 Problem statement
Missing elements in customer Satisfaction Survey
1.3 Hypotheses
H1 - it is important to keep relative importance of product in survey form which reflect the outcome decision on the basis of satisfaction / dissatisfaction
1.4 Outline of the Study
First of all we have to keep in mind that we our question should above all focus on the priorities of the customers, not the priorities we assume a customer might have but the customer’s actual priorities based on his/her characteristics income and behavioral psychology.
Second step of the survey would be to make the questionnaire as simple as possible. Using multiple choice questions to minimize the chances of ambiguity between the customer’s perception and the perception of the analyst. Furthermore using a ranking scale permits you to make a standard, and then when compared to any other or previous research you can track when you fall below the set standard.
Thirdly according to previous researches we have discovered that the concept of customer loyalty depends heavily upon on the satisfaction the customer has gained from it. The moment a customer’s fails to derive the satisfaction he/she intends to gain from the utilization of a good or service that moment he/she start to look for alternatives to satisfy his/her need, even if he is not consciously aware of it.

1.5 Definitions 1.5.1. Customer Satisfaction:
Customer Satisfaction is a term used to show how the products or services which have been to the customer by the organization surpass their needs or desire.

Chapter 2: Literature Review
A key component that impacts consumers′ decision of retailers, and other administration suppliers, is client administration. Case in point, numerous individuals decide to shop at specific stores, do their managing an account at a specific money related organization, stay at a particular lodging, consume at specific restaurants, or take their apparel to a specific dry cleaner, and so forth., focused around the level of client administration gave by that foundation. This part of client administration envelops such elements as the level of responsiveness, cordiality, unwavering quality, and expeditiousness of representative. (Blodgett, Wakefield, & Barnes)
The prime objective of this research is to examine the various proximities that evaluate the directives of customer satisfaction through a varied array of domains. This study highlights various methodologies developed over a period of time based upon signifying components of services offered in educational institutes that measure their satisfaction. This research work highlights the practice tools which were adopted in carrying out a questionnaire based survey which was focused on being an operative tool rather a research study. The major challenge is identifying directives(tools) to base the evaluation upon; in designing an assessment framework. Considering a survey for an educational institute as proposed in this study work were the varying levels of experiences students familiarize themselves with during their tenure of education and quality of study that they are getting. The survey in this regard was designed focusing primarily on the present methodology of collecting responses which was then further studies in order to overcome the lapse present in a survey in order to make it more effective. Not every institution has a rather rigorous framework developed in order to evaluate their customer satisfaction. Inferring the creation and continued development for evaluating customer (student) satisfaction it leads to a progression of unrelenting quality improvement. Furthermore continued research in this aspect leads to another relevant tool in customer satisfaction which is the service quality. The fundamental assessments in the literature of service quality lie in the domain of alleged quality, set of expectations and perception and satisfaction sets which should be given prime importance in the development of tools for measuring satisfaction. Researchers need to make judgements about the respective findings integrated within a framework so as to identify relevant tools to be incorporated while conducting a research work (Aldridge & Rowley, 1998)
The prime purpose of this research is to identify the relationship that interlinks the profitability as being proportional to the customer-related constructs and that which have a rather huge impact on profit projections. This research focuses primarily on identifying an empirical study that supports the relationship of customer satisfaction which leads to customer loyalty leading to profitability. The support of this study in regards to the pertaining literature has two major aspects. It primarily focuses on service management satisfaction which is concentrated towards customer satisfaction of the services that they are provided which ultimately leads to profitability. The literature proposes the idea supporting the idea that customer satisfaction is inferred based on the dimensions created through customer perception; these directives further lead to tools that will be closely evaluated while carrying out a survey. Another aspect and a rather important aspect to this literature unfolds while considering the dimensions of the existing market. Where there are many studies proposing the idea that the determinant of satisfaction of any relative product further leads in creating a purchase intention; driving a customer to buy that product, which ultimately creates a lasting image of that particular product. The survey created, should be precise in identifying these proximities of customer satisfaction where the prime focus should be on identifying relevance in the tools generalized to measure the satisfaction. This research study proposed the idea that in creation of a survey, the questionnaire designed comprised of set of questions that simply inquired about if a customer is satisfied or if he is dissatisfied. Whilst study suggests that the questionnaire should be designed in a way that identifies tools which recognizes the evaluating determinants of satisfaction. (Hallowell, 1996)
It is imperative to know who in the organization is responsible of conducting the survey. This determines the relative contact the department has with the customers thus insuring the authenticity of the information that is gathered.
Out of the total population most of the respondents with the range of 64 selected the second option
(i-e) their research is conducted by their own marketing and operation department. While with the range of 51, respondents selected the first option (i-e) their research is conducted by their own quality control department. Respondents with the range of 10 selected the third option (i-e) they hire research firms.
The method or the medium of conducting this survey is crucial as the questions have to be designed in a way relative to the method of tools used to measure the customer satisfaction.
The respondents with the range of 56 selected the first option that the tool used to measure customer satisfaction is self respondent’s survey (printed questionnaires). Group discussion, the third option was selected by the range of 47 respondents from the organization. Range of 43 respondents opted for option two that is interview is the tool of measuring customer satisfaction.
The frequency of the survey further adds to the authenticity of the information, the world we currently live in is dynamic with needs and wants changing and interchanging frequently. The more frequent surveys are conducted, the more updated an organization would be with regards to the current need and wants of the customers. Thus giving them a chance to bring about innovation in their products or services.
Second option was selected by 28% of the respondents that they conduct the survey once a year. 27% of the respondents opted for the first option that is Forms are kept and customers can respond to it anytime. Option 4 that is the organization conduct the survey more than 2 times in a year was selected by 25% of the respondents. And 21% respondents opted for the option that twice a year.
Now what are the basic items or questions one should put in a survey form. Does the frequency of the customers visit matter does the attributes or the characteristics of the product matter the ambiance or the type of customer service he/she receives matter to him/her? The purpose of this question was to understand the priorities of the customer they he/she sees it. What matters most to the customer from the customer’s perspective.
Respondents think that it is highly important to know the relative importance of each aspect of product or service before taking any decision based on their satisfaction or dissatisfaction because it will be easier for the company to know a customer’s priority as whenever they’ll make any changes in their product/service it will be convenient for them to know the important factors of their product/service so that they keep those factors constant. A company will have a clearer view on their important and likable factors. If the company cuts down and make any changes they will probably not cut down or change the important factors of their product/service.
Items related to the quality of general products services that is an option two was selected by 67 respondents. Option one that is items related to transactional/service quality of staff was opted by 54 respondents. 50 respondents selected the sixth option that is items related to customer preference of selecting various product attributes. Fifth option was selected by 46 respondents that were items related to customer frequency of visit. 35 respondents opted for fourth option that was Items related to customer profile. And 12 respondents selected option three that was items related to ambiance /environment of the place.
Everything, every product or every service have multiple uses naturally these uses bring the customers satisfaction is different ways depending upon the customer’s intentional use of the product or service. Before we can decide if the customer is satisfied with his/her purchase we must be sure that the customer is aware of all the benefits a product can provide them, also all of the possible side effects a product might have. For example in case of Pharmaceutical Drugs.
According to our research we found that majority of the managers responsible for the survey believe that it is crucial for the customers to know the overall characteristics of the product or the survey. Our research showed a Mean of 4.6 supporting the above statement.

Lastly we discuss that, commonly in a survey form it does not always mean that if a customer is not as satisfied with a particular characteristic of a service, say the comfort level of a transportation service the improvement of that particular characteristic by either upgrading the seats or increasing the leg space by reducing the number of chair, may not necessarily improve the sales or appeal the customer because the element which was supposed to be taken into consideration was the relative importance of the comfort level in comparison to the price of the service. If the customers first priority was the price and the second the comfort level which the survey form failed to point out then the upgrading would increase the cost incurred to the organization which would be passed on to the customer thus increasing the ticket prices. This in return would discourage the customers from using this particular service and use an alternative.
(ANderson, Fornell, & Rust, 1997) This paper suggests if there lays a reason to make an understanding if there is a relationship between customer satisfaction and productivity. This study proposes idea for the development of testable proposition which will further augment arguments in regards of identifying tools for survey to measure customer satisfaction.

Chapter 3: Research Methods 3.1 Method of Data Collection
The research conducted which is illustrative in characteristics and base of information is primary, thus information collected is through personal reviews or surveys. Originally, planning was done as to how information should be collected. When device was recognized, examining was conducted. In the end, real information was collected. Each specialist conveyed and synchronized with customers of different market to gather the information and inquiring them to forward their opinion by filling set of questionnaire provided to them. 3.2 Sampling Technique
Testing strategy that has been taken to analyse for the Information is “Convenient sampling” .The participants in our research were the marketing managers and customer relationship officer of different organization. They were quickly available and easily contacted that is why this strategy is said to be the most encouraging out of all methods.
Initially, the sampling structure was recognized and then the strategy of sampling was. Scale of one hundred participants was taken. Finally, the sampling process was implemented in which we shift toward our participants that belong to different organizations. 3.3 Sample Size
The predictable number of consumers is one hundred (103) who were the marketing managers and customer relationship officers of different organizations. 3.4 Instrument of Data Collection
The set of questions was done for accomplishment of understanding of “ Losing customer through customer satisfaction survey - A study of missing elements in customer satisfaction”
There were nine (9) variety of set of questions in complete. The first query asked was either the organization they work for conduct customer satisfaction survey or not. Question asked next was who in the organization conduct the survey. The third query was based on tools or methods used for the survey. Question that came 4th was in how much time an organization conducts survey. Question variety fifth to be responded to by the participant is what are the measurement items included by them on the survey form. The 6th question answered by the participants was about either the priorities were also marked in the in the customer survey form or not. 7th question was how important is to know the relative importance of each aspects of product or service before taking decision based on their satisfaction or dissatisfaction. Question number 8th was at what extents do they agree or disagree that the relative importance to customers of each items in the survey form be measured along with its satisfaction or dissatisfaction. 9th was if you think what items should be added to customer satisfaction survey.
In complete, the set of questions was structured to gain the understanding about stage of attention the people of Karachi, Pakistan have about effect of protection techniques on their product changing. 3.5.1 Validity and Reliability test
The set of questions is effective and reliable which was used for information selection for the reason that it was clearly designed to discover and research the Effects of losing customers through customer satisfaction through customer satisfaction survey.
Questionnaire has been designed from past research configurations and customized according to Pakistani perspective to ensure credibility and stability of the designed instrument
Verification of credibility and reliance of device design examining was associated and set of questions were said to be legitimate and efficient in compliance to research as there were no mistake. Hence, information gathered and gathered with the help of this device is legitimate and certainly reliable 3.5 Research Model developed
INDEPENDENT VARIABLE
Losing Customer
DEPENDENT VARIABLE
Customer Satisfaction
INDEPENDENT VARIABLE
Missing Elements
INDEPENDENT VARIABLE
Losing Customer
DEPENDENT VARIABLE
Customer Satisfaction
INDEPENDENT VARIABLE
Missing Elements

3.6. Statistical Technique
The most efficient way for us to know the relative result of the responses and to see what were the similarities between the responses, we used the One-Sample Statistics test this also provided us with the frequencies of the respondents who shared the same or relatively opinion about a question in the survey.

Chapter 4: Results
4.1 Findings and Interpretation of the results
A total of 103 respondents were selected to test the hypothesis the results are as follows:
H1 - it is important to keep relative importance of product in survey form which reflect the outcome decision on the basis of satisfaction / dissatisfaction One-Sample Statistics | | N | Mean | Std. Deviation | Std. Error Mean | Q7 | 101 | 4.6337 | .48421 | .04818 |

One-Sample Test | | Test Value = 4 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | Q7 | 13.152 | 100 | .000 | .63366 | .5381 | .7293 |

We can see that the test yielded a mean on 4.6 as compared to the test value - 4 thus we can say that our hypothesis has been accepted.
A total of 64 respondents believed that it is critical for all customers to know the details and characteristics of all products or services they purchase.

One-Sample Statistics | | N | Mean | Std. Deviation | Std. Error Mean | Q8 | 100 | 4.1400 | .71095 | .07110 |

One-Sample Test | | Test Value = 4 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | Q8 | 1.969 | 99 | .052 | .14000 | -.0011 | .2811 |

Furthermore 84 respondents believe that each question asked in the survey have a definite impact on the level of satisfaction or dissatisfaction of the customer. Since we the results we have acquired shoe a mean of 4.1 as compared to the test value – 4, we again reach to the conclusion that our hypothesis has been accepted.

Chapter 5: Conclusion
5.1. Discussion:
As discussed in the study relevant to various study material it is clear that measuring satisfaction is a rather crucial aspect for any research finding. In this regard there is a need to identity the tools or determinants that are pertinent to the domain of the research being carried out. These tools can be identified by closely examining the spectrum of what the researcher is actually trying to find out. These determinates of study can be identified in accordance to every particular finding; evaluating what the unique directives to be used in order to measure the aspect of customer satisfaction for that particular study.
Many researches in this regard have been carried out in order to measure customer satisfaction for a varied array of products and services provided. Various surveys are carried out and developed in the form of questionnaire which are designed to capture as much precise information as they can relatively. Carrying out customer satisfaction survey reveals various literature and empirical investigation which further proposes various methodologies and suggestions to carry out research practice. Without any doubt customer satisfaction is one of the most widely used constructs in marketing and using rhe wrong tools can lead to a total waste of study.
5.2. Conclusion:
To be able to interpret and effectively utilize customer satisfaction findings, it is necessary to identify what fuels in creating that satisfaction as well as what are the determinants in underlying the satisfaction. The proposed hypothesis for this research study is identifying how important it is to keep the relevance of the particular product in any survey as they have a proportional impact in the resultant outcome of the decision based on levels of satisfaction and dissatisfaction.
The resultant findings propose that great significance lies in primarily identifying the constructs for a particular level of satisfaction or dissatisfaction based upon which the research finding will be carried out. The outcome findings of this research proposes valid facts and supports the idea that any survey that is designed should pertain tools that have strong relevance to the spectrum of the findings, if this may not be the case the resultant finding will not be credible and insignificant.
5.3 Implications
When a rational consumer will knowingly purchase a product or service that he has the intention that it will satisfy his needs or wants; a survey carried out in regards to measure the levels of satisfaction or dissatisfaction lacks the relevant constructs (question) will lead the study to nowhere, in other words the research findings will carry no significance.
Carrying out a survey without relevant directive is basically useless creating constraints of time and cost. Hence for the research findings to give a relevant outcome researcher must strongly inculcate the tools/directive of relevant materials in questionnaire surveys.
5.4 Future Research:
Studies of customer satisfaction are perhaps best characterized by their lack definitional and methodological standardization. Even so, despite varied shortcomings in the subject matter of the measurements in satisfaction the research design and studies of customer satisfaction share common ground. Which should also be adopted while the developing a survey.

References
Aldridge, S., & Rowley, J. (1998). Measuring customer satisfaction in higher education. Quality Assurance in Education, 6(4), 197–204.
ANderson, E. W., Fornell, C., & Rust, R. T. (1997). Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services. Marketing Science, 16(2), 129-145.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. (n.d.). The effects of customer service on consumer complaining behavior (Vol. 9). Journal of Services Marketing.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service, 7(4), 27-42.
Taylor, C. (1995). Managing Service Quality (Vol. 5).

Appendix