Saudi Telecom Company Research Proposal

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Saudi Telecom Company Research Proposal
Abstract
This research proposal wants to study the relationship of employees’ and customers’ satisfactions in the attempt of increasing company’s profitability and productivity. This study is guided by a hypothesis stated as; there is a relationship between employees’ satisfaction and customers’ satisfactions. The purpose of this research is well indicated and how it can benefit customers, employees and employers. The methodologies that will be used in data collection are observation, interview and observation. The data collected will be analyzed in order to come up with a viable conclusion.
Introduction
Saudi Telecommunication Company is based in Saudi Arabia where it provides landline, mobile and internet services both to the domestic market and the world wide markets. This company was established in the year 1998 when the council of ministers in Saudi Arabia passed laws to approve the development of a Saudi stack company which was called Saudi Telecom Company. After this, the Saudi Telecom Company set up difficult programs that were aimed in changing ...
... its business from the government system to the documented profitable business principles. On this basis, this company established clear processes that were mainly focused internal reorganization and development of its staffs with an aim of attracting more customers than before (Allen 2004).
Most importantly, there were strategies of enhancing the internal processes which helped in the research of the needs of the customers in order to attract them by fulfilling their needs. It the attempt of fulfilling the needs of the customers, the Saudi Telecom Company works in relation to the emerging technologies in their marketing and supplying services. As a result of this, the Saudi Telecom Company has managed to attract many customers not only within the Kingdom of Saudi Arabia but also to the rest of the world. As a matter of fact, satisfying customers’ needs and requirements of their customers by providing them with the best quality products at affordable prices is the motto and aim of this company. In this relation, this company attempts to alter its policies to fit the varying technologies in terms of telecommunications in order to gratify their customers (Barnes 2001).
Over the years, customers of this company have been satisfied by the products produced in here through a number of factors. Importantly, Saudi Telecom Company is the largest phone company in the Middle East and some parts of Asia especially Arabs populated countries where it provide it customers with new brand phone and phone accessories both in domestic and global markets. Significantly, the Saudi Telecom Company has wide range of markets in Malaysia, India, South Africa, Indonesia, and Kuwait among others. In order to be able to compete very stiffly with other companies in Arab’s world; this company has come up with strategies of satisfying their customers. World wide it has been known that for every business to prosper, customer must be considered as the most important asset. On this basis therefore, Saudi Telecom Company has improved and developed at a very high rate as a result of its strategies in marketing (Allen 2004).
A point worth noting, customers of this company benefit from its competition with other Arab’s largest companies in Arab economies as the quality of the product is usually improved. Additionally, the STC has as a result of competition decreased its charges for internet services by seventy percent making customers enjoy more than ever. The key reason of decreasing these charges it to seek for increased number of internet users in order to make more profits. In addition, this company has cut down the mobile phone charges by over 63% in certain economies following the introduction of rules by the Kingdom telecoms regulators (Bettley et al 2005).
It should be noted that, the aim of this company is to effectively compete with Bahrain Telecommunications Company which is the largest telecommunication company in Saudi Arabia and Zain Bahrain. In order to do this, this company is aiming at operating in islands nations in order to increase the number of customers it has. It is of importance to note that, the Saudi Telecom Company has employed very effective workers who work in all the centers of this company (Cochran 2003).
Thesis statement
This research will be guided by a thesis statement stated as; there is a significant relationship between employee’s satisfaction and customer satisfaction. On this basis, these relationships will be established in the context of Saudi Telecom Company. In proving this thesis, this research proposal will look at the factors that determine the service quality in relation to customer satisfaction. It has been revealed that, when employees are satisfied in a company, they will provide the customers with quality products which will bring about their satisfaction.
The purpose of the research
The main purposes of this research are to identify and outline the factors that enhance customer satisfaction in a company. Additionally, this research proposal will be helpful in determining the internal factors that make customers contented with the services provided by a company. By conducting this research, the research will be able to state the connection between the motivations of employees and the happiness of customers. It is of importance to note that, when customers are pleased with products of a certain company they will build a confidence in that company which will result to increase in sales. The purpose of this research is to determine whether the wellbeing has any influence in customer satisfaction.
Research objectives
Depicted above is the aim of the research and the following are the research objectives
a). Identify the factors leading to customer’s satisfaction
b). Identify and analyze the factors leading to employees’ satisfaction
c). Outlining and explaining the relationship between employees’ satisfaction and customers’ satisfaction.
d). Establish how customers’ satisfaction in a business impacts the profitability of that business.
Hypothesis
This study is aimed at proving a hypothesis stated as; when employees at any place of work directly affect customers and as a result, the profitability and productivity of that company or organization is affected. On this basis, there is a direct relationship between employees’ satisfaction in place Saudi Telecom Company and the customers’ satisfaction in this company. It should be noted that, employees’ behaviors directly affect those of the customers. When employees are satisfied, they will be willing to work hard to provide customers with the best quality products hence customers; satisfaction. On the other hand, when customers are satisfied with the services they receive from the employees they will be willing to spend their money in buying products from that company.
Research methodology
In this study, the methodologies to be used will be financial figures, written texts indicating the customers’ and employees’ satisfactions. Some tables will be used to support the hypothesis with information from the Saudi Telecom Company. Additionally, the specific methodology in this research will be the literature review which indicates the views and thoughts of other authors who have ever tackled this problem. Importantly, all the information collected will be relating to the Saudi Telecom Company. Certainly, this information will help to support the hypothesis (Mallette & Duke, 2004).
Moreover, this research will conduct data testing and investigation of various records of the company’s financial. Further, in order to adequately support the formulated hypothesis, the company’s information about employees’ motivation will be examined clearly and results indicated. This will involve the work of employees in various centers where this company operates. Most importantly, employees’ conducts will be examined in order to determine whether their conducts affect those of the customers (Mallette & Duke 2004).
Significance of the research
This research is ve1ry essential to both businessmen and entrepreneurs as it will help in determining what factors should be put into consideration in increasing sales and profitability of any business. Entrepreneurs will use this study to add to their knowledge on employees’ satisfactions in order to increase the number of customers visiting their businesses. These numbers of visits will increase as the customers will be satisfied with the services they receive from the employees. Additionally it is very essential to customers as they will know what they are supposed to expect from the employees of a given companies in order to frequently buy products and services from that company. A point worth noting is that, customers influence other people when it comes to purchasing products. In this case, if a customer is satisfied with the services she/he receives in a certain company; he/she will influence other people to come or run away from that company. In this case therefore, it is good to provide customers with the best services when they visit any organization or company. It can be revealed that, there are a lot of competitions in Arabs countries concerning telecommunications and internet services and therefore Saudi Telecom Company has to adequately satisfy its customers in order to win the competition.
Further, this study will be very useful to employees and employers of any company which is business related as it will outline and describe the factors that are related to customers’ satisfaction in a company. On the basis, of employees, this study will be very significant as they will know what is required from them in order to adequately satisfy customers. On the other hand, employees will learn the factors which determine customer satisfaction in a business especially when considering the services provided by employees. It should be noted that, employees are supposed to know factors that will lead to their satisfaction within their places of work. When employees are adequately satisfied, they will be motivated to provide the best of their services to customers which will lead to customers’ satisfactions. Importantly, this study will benefit employers by outlining and explaining to them what are the factors that bring about employees’ satisfactions. Further, employers will be educated on how to improve their employees’ qualities and skills so that they can effectively satisfy the customers. As indicated earlier, customers are the most valuable assets in any business.
Significantly, this study will be very beneficial in the establishment of the relationships between employees; satisfactions and customers’ satisfaction in any business. On this basis, the entrepreneurs and businessmen will be able to know how they will increase the number of their customers by directly increasing their employees’ satisfactions. When satisfied, employees will be in a position to take care of the customers in terms of service provision which will lead to increased numbers of customers and hence increased profitability and productivity of a business.
Literature Review
The concepts of connection marketing and interactive marketing are increasingly gaining attention as businessmen and entrepreneurs concentrate on the ways of maintaining and enhancing customer connections with the present customers rather than attracting new customers. In this connection, the existing researches on employees and customers satisfactions have been having deficit as most of them focus on how to attract new customers (Denove & Power 2007).
According to Scott (2000), customer satisfaction is a business term that is used in measuring how goods and services supplied to a company to a customer meet or surpass the expectations of a customer. On this basis, it is a tool used in determining how a business is handling its customers in terms of goods and services supplied to them. A point worth noting is that, customer satisfaction is an element of a business strategy mostly applied in places where businesses compete for customers. As indicated by Scott (2000), the significance of customer satisfaction usually decreases when companies increase their bargaining power. It should be noted that in monopolized businesses customer satisfaction is usually low as there is no competition. In this type of a business the products supplied to the customers can not be found in any other company and therefore customers are forced to buy them even though they are not satisfied with the services provided (Eichorn 2005).
It has been found that, it is very essential to retain existing customers as companies continue searching for new customers. On this basis, when customers’ satisfaction is measure it offer an indication of the successfulness of a company when it comes to provision of services in the market place. Cochran (2003) suggested that, customer satisfaction will be different from one person to the other and from one product service to the other. On this basis, companies should strive to satisfy their customers by providing them with the best services they require. Certainly, the level of satisfaction among different customers will be varied both psychologically and physically depending on how the employees serving the customer behaved (Evans, & Lindsay 2007).
On the other hand employees satisfactions as indicated by Kuballa (2007), it a business term used in the description of whether workers are happy and satisfied in carrying out their duties at the workplaces. In this case, this is a terminology that measure the work of employees in a company as far as fulfilling their desires and needs is concerned. Studies have indicated that employees satisfaction is low can lead to collapse of the business as they will not be willing to provide the customers with the best service qualities required. In this relation, it is the duty of employers and company managers to make sure that employees are well contented with the job they hold to avoid loss of customers (Grigoroudis & Siskos 2009).
According to the research conducted by Evans and Lindsay (2007), the data collected connected to a relationship between employees’ contentment with customer happiness and hence high productivity. According to this research, the factors found to bring this correlation included; customer satisfaction was found to bring about profits and growth of a company, satisfied works in their places of work provide high levels of customer services in provision of goods and services. Employee’s satisfaction in a company usually emanates fro internal high quality support services and practices that help employees to offer the best of services to customers. It should be noted that, by providing a link of information from employees to customers will enhance in employees providing best services to customers (Kessler 1996).
In companies where employees are motivated by being encouraged or rewarded for the good work, customers are reported to be satisfied as these employees work hard to bring the highest profits of the comp[any by serving their customers in the best way possible. Additionally, engaging employees in decision making will make them feel as part and parcel of the company and therefore will be determined to provide customers with the best services ever. By doing this, employees will feel as having a chance every day to do their best in service provision. Further, employees will feel that their views and judgments are reckoned as an advantage of the company and hence they will feel as they own the company in one way or the other. As indicated in this research, there was a direct connection between the employees’ work and the task and dream of the company (Kuballa 2007).
From the works of Grigoroudis and Siskos (2009), employees’ satisfaction results to better customer management and hence retaining customers in a company. It is of importance to note that, it is very difficult to find customers through marketing systems but very easy to lose them as a result of dissatisfaction. In this relation, employees are found to play the major role in satisfying customers through providing services that are of high quality. As indicated by Grigoroudis and Siskos (2009), in order for employees to provide high quality services there are factors that determine their satisfactions (Mallette & Duke 2004).
For a long period of time, businessmen and researchers have mostly focused on the ways of attracting new customers in a business than on how to retain the existing customers. On this basis, it is very important to retain the present customers to products and services than looking for new ones. This is because if customers stop purchasing products and services provided by a company, even if new ones are attracted they will still run away. On this basis, it is crucial to identify the ways of retaining the existing customers. In this case, the study conducted by Grigoroudis and Siskos (2009) agreed with our hypothesis of the relationship between employees’ satisfaction and customers’ satisfaction (Manuel 2008).
According to Thurau and Hansen (2000), the today’s marketing systems involves social relationship or interaction between employees and customers in a business. Importantly, customer services are one of the most important factors in relationship marketing which will bring about customer retention. According to this study, customer retention will be brought about by the fact that they are adequately satisfied by the services provided by the employees in a company or an organization. It has been indicated that, the cost incurred in attracting a new customer is higher than that of retaining an already existing customer in a business (Oliver 2009).
According to a study conducted by Allen (2004), service quality is vied as the end product of the service provision system in a business. In this case, the services received by customers from employees in a business determine whether they will be retained or not. It should be noted that, good service quality is direct related to customer satisfaction in any company or business. It has been found that, service quality in a business results to customer satisfaction and as a result increase of profitability and productivity. A good way of determining customer satisfaction in a company providing internet services is to ask them as they leave the cyber whether they were satisfied with the services offered to them. In this case, if they say no it is direct that the services are poor and can lead to loss of customers. Studies have indicated that, in order to improve the quality of services offered to customers it is very crucial to look at the satisfactions of employees in a company. This is because employees are the ones providing these services and therefore if dissatisfied will provide poor quality service (Oxford Business Group 2007).
Certainly, employees in a company should be considered as very important and therefore should be satisfied through motivations. On this basis, employees are satisfied by being paid handsomely, provided with training programs that will help them improve their skills and experience, and by being allowed to make decisions and contributions concerning marketing strategies in a company. According to Allen (2004), a happy staff will produce contented customers with the quality of services they will provide to them. It is of importance to note that, staff cohesiveness is one of the most important factors in a business as far as customer retention is concerned. This is because employees will behave negatively to customers if not motivated at their places of work which will result to customers stopping purchasing goods and services in that company and hence poor productivity of the company (Schneider & White 2004).
In conclusion, employees’ satisfaction will bring about service quality which will affect positively the concept of customer satisfaction. On this basis, when customers in a company are satisfied as a result of service quality, they will increase their purchases which will impact positively to the profitability and productivity of this company. In this case therefore, it is the duty of managers, businessmen and entrepreneurs to consider motivating their workers in order to successfully compete with other companies providing the same services and products (Scott 2000).
Data collection
The method of data collection for this research study will be well planned so as to ensure efficiency and accuracy in the process. In this case, a team of expertise in different fields like engineers will be incorporated in the research process. It should further be noted that the process is expensive and will need financial support from different stakeholders so as to smooth the progress of gaining of the necessary equipments. The process of data collection will also be diverse and will incorporate data collection from different fields. This is on the basis that, employees and management of Saudi Telecom Company are experienced in different fields (Thurau & Hansen 2000).
In this relation, the marketing field will be given utmost attention since various operations in this company concerning services quality and customers’ satisfaction are involved. It has been noted that, employees have been ignoring the notion of customer satisfaction through service quality in various ways. Firstly, the data collection will involve service provision in various centers of this company in the Kingdom of Saudi. The data collected from customers leaving the internet cyber will help in determining the quality of services they had received in those internet services centers. This aspect of data collection will aid in coming up with precise data and figures which will help in determining the customer satisfaction in Saudi Telecom Company (Oxford Business Group 2007).
A great deal of concern will also be focused in the determination of relationship between employees’ satisfaction and customers’ satisfaction. In this phenomenon, various samples of employees will be taken and interviewed on the motivation they receive from the company. A point worth noting is that, this study will utilize sophisticated equipments as well as incorporation of the modern technology in determining the relationship between employees’ satisfactions and customers’ satisfactions. After the employees will be studied through interviews, questionnaires and observations; this information will be utilized in determining the employees and customers’ satisfaction (Kuballa 2007).
Despite the long culture of assumption of the factors of retaining customers, employees’ satisfactions will be examined in order to show how they affect the quality services provided to the customers. This aspect will involve sampling of various employees and customers in various areas and studied differently in order to come up with precise information (Evans, & Lindsay 2007).
A consideration will be made in the collection of data among the customers in order to determine those customers who have been satisfied and those who have been dissatisfied with the services provided in the Saudi Telecom Company. In doing this, a sample of 50 customers will be selected which will help in providing precise information needed to make a viable conclusion. On the other hand, a sample of 50 customers who visit this company will be studied (Oliver 2009).
Some methods such as table regression, testing data will be applied to support the hypothesis. In accordance with previous works by different scholars and researchers, table regression and data testing have yielded results in collection of data. With this in mind, this research is not exempted from using such viable methods. More importantly, the work of different research and scholars will also be utilized so as to give a green light in the right criteria for attaining good results. Specific methodology for this research will be literature review of various authors who have previously tacked this topic (Oliver 2009).
Data analysis
After the data has been collected from the field, adequate analysis and interpretation will be done so as to come up with accurate conclusions and assumptions. In this aspect, the previous works of scholars and other researchers will also be fully utilized making the analysis. The information obtained from this study will be compared from that of other researchers who had studied the same topic. The information made from the results of the study will be used in the justification and support of the hypothesis of this study (Schneider & White 2004).
From this study data will be analyzed according to the topic of the study and will be related to the works of other researchers. This will help in coming up with a viable conclusion which will be used by employees, employers, and customers in marketing field. With regard to Thurau and Hansen (2000), satisfaction of employees plays a very crucial role in determining the retention of customers in a company. In this case, data will be analyzed in terms of service quality, employees’ satisfaction, customers’ satisfactions, and company’s productivity and profitability (Mallette & Duke 2004).
Conclusion
Based on the previous studies conducted on the relationships between employees’ satisfactions and customers’ satisfactions, service quality in any company will be determined by the motivations given to the employees. On this basis therefore, the service quality will determine the level of customers’ satisfaction in Saudi Telecom Company. When employees are satisfied, they provide the best of their services to customers who get satisfied and as a result increase their purchase of products and services offered by this company hence increased productivity and profitability. In conclusion therefore, there is a very significant relationship between employees’ satisfaction and customers’ satisfaction which will bring about high profitability and productivity of Saudi Telecom Company.
Recommendations
The following points should be considered so as to increase customers’ satisfactions in Saudi Telecom Company;
• Entrepreneurs and businessmen from all fields should ensure the use of different methods of employees’ satisfactions in order to improve the level of service quality.
• Employees in this company should ensure that their ways of providing services to the customers will determine whether they will be retained or not.
• Managers and entrepreneurs should ensure that employees are made happy in order to increase their sales by improving employees’ satisfactions.
Research plan
Week 1- designing the research problem and objectives
Week 2- designing research methodology
Week 3- literature review
Week 4 & 5- data collection and analysis
Week 6-- report writing and submission

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