ISO, consumer satisfaction was similar across five age groups. In respect of determinants of consumer satisfaction, satisfaction with response time, satisfaction with the level Of advice from staff at call centre, satisfaction with the level of communication and satisfaction with loyalty rewards program from consumers are all key contributors while only satisfaction with the level of communication has positive relationship with overall consumer satisfaction. Thus, in order to make effective strategy to improve overall satisfaction, Computer R Us should increase methods of communication.
Introduction Computer R Us, whose main business focuses on manufacture and retail of computers, recently set up a division called Completer. This division offers consumers service and repair for its computers. However, in its everyday operation, R Us has received many complaints from consumers because the division is suffering from such problems as lack of trained work staff in the call centre, distribution problem and availability of computer parts. This report aims to investigate what current level of satisfaction is and which strategy is the most effective to improve the overall satisfaction.
In order to et out most potent strategy to improve overall satisfaction, this report studies that satisfaction with response time, satisfaction with the level of advice from staff at call centre satisfaction with the level of communication and satisfaction with loyalty rewards program from consumers which one contributes significantly to overall satisfaction and then recommends respective strategy. Research Design In primary research, a consumer satisfaction survey which consists of three parts, personal information, current satisfaction and determinants of consumer satisfaction, has been designed.
This survey was randomly strutted among 500 consumers of R Us. This sample size is sufficient to represent the population and the sampling is at random. Out of 500 copies of questionnaires sent, 420 samples were collected . This set of data is the basis to further research. In the process of collecting data, there are several human ethical considerations -Consent with this survey should be given by participants before data process begins. Make sure consumers everyday life would not be disturbed by this sample survey both physically and emotionally.
The most salient ethical values implicated by the use of human artisans in research are beneficence, fidelity and trust within the fiduciary investigator/participant relationship, personal dignity, and competent decision making and the privacy of personal information. (Kappa, 2006)Len our surveying, consumers were able to respond anonymously, which protects the privacy of personal information. Even in reporting results, the private information provided by those 420 consumers must not be disclosed.
Analysis Six hypotheses tests were conducted to work out current consumer satisfaction and the determinants of overall satisfaction. From appendix, it an be seen that current consumer satisfaction with the business doesn’t reach management’s expectation (6 out of 10)by using p value one tail though analysis of two tails are illustrated Tat’s necessary to take right actions to boost consumers’ satisfaction with profound insight into the determinants of overall satisfaction.
Also it’s worth noting that male satisfaction differs from female satisfaction with means of 3. 626 and 5. 885 respectively, indicating that female consumers are much more satisfied with current situation more than male are. With regards to satisfaction across the specified age groups, the hypothesis test shows no difference at all. By means of Chi-Square test, we conclude that composition of male and female is quite the same in those five age groups.
In addition, consumer’s satisfactions in response to the initiatives of ‘decreasing response times in the Completer division’ and the ‘new loyalty rewards program’ are quite different. With respect to the determinants of overall satisfaction, satisfaction with response time, satisfaction with the level of advice from staff at call centre, satisfaction with the level of communication and satisfaction with loyalty rewards program from nonusers all are significant factors to overall satisfaction, evidenced by the t- statistics of table 6.
From the regression model, it can be seen that coefficient of determination reaches 98% showing that the obtained model explains all those variables quite well. However, it is odd that only consumer’s satisfaction with the level of communication has the positive relationship with the overall satisfaction since its coefficient is 0. 167 while the other three have negative relationship with overall satisfaction. This result is crucial to determine which strategy is the most effective one, in which management is most interested.
Recommendations In short, current overall consumer satisfaction IS below the expected level and different between genders. The key determinants to consumers’ overall satisfaction are satisfaction with response time, satisfaction with the level of advice from staff at call centre, satisfaction with the level of communication and satisfaction with loyalty rewards program from consumers. Less of great necessity to improve the overall consumers’ satisfaction by increasing methods of communication between Computer R Us and its consumers.