E/M/194. Dissertation. FACTORS AFFECTING CUSTOMER SATISFACTION: case study of Ashraf & company

The dissertation investigates the factors behind customer satisfaction (CS) in modern businesses examining the measures needed to attain CS and conducting a case study of CS approaches in Ashraf & Co (ASHRAF Group) of Kuwait. The history and overview of the company are given; a review of academic literature on the theory of CS is presented including definitions of customer satisfaction, CS measures, CS results, etc. Research methodology is based on the positivist inductive approach combining the analysis of the primary data (questionnaires) and secondary data. Conclusions are made about the trends in customer attitudes towards the company performance and the implications of the research findings for the company's management.