Unit 20 : Marketing Research Assignment-Btechnd
Q4.2 For an organisation of your choice, design and complete a customer satisfaction survey. Your questionnaire should contain a minimum of 10 appropriate questions.
Customer satisfaction surveys are conducted by several organisations to get an idea about what the customers exactly think about the products of the organisations which they are using. The final stage of the buyer behaviour is the process of the customers weighing the product’s cost and the decision to buy it with the benefits and the ease of use it provides (Bettman, 1991). The questions in the customer satisfaction survey are designed in a way to ensure the collection of both qualitative and quantitative data. A questionnaire for a mobile phone manufacturer like Nokia is provided in the next segment containing different types of questions.
Questionnaire
- What is the model of the mobile phone you own?
- Which of the features of the mobile you like the most?
- Touchscreen
- Build quality
- Battery backup
- Camera
3. When did you last receive any after sale service from our organisation?
4. Which of the following services have you received?
- Accessories change
- Firmware update
- Resetting the mobile to an earlier version
- Change of cabinet of the mobile
- Are you completely satisfied with the solution provided by the service centre? Yes/No
- Is the problem with your mobile completely solved? Yes/No
- How satisfied are you with the overall service provided to you?
- Very satisfied
- Satisfied
- Unsatisfied
- Very unsatisfied
- Would you recommend any of your friends and colleagues to receive our service? Yes/ No
- What can we improve in our service?
- What did you like the most about the service you received?
Q4.3 For the organisation you used in Q4.2 above, review the success of the completed customer satisfaction survey.
The customer satisfaction surveys are conducted by the organisations to determine the mind-set of the customers regarding them and their products or services. The questionnaire associated with the customer satisfaction survey is designed in such a way that the questions cover all the aspects of the usage of the product or service (Chen, 1996). The questions are also designed to collect both qualitative and quantitative data. The number of respondents for the customer satisfaction survey designed in the last segment is very high. This allows a huge amount of data to be collected. This information is related to all the aspects and features of the mobiles. The customer satisfaction survey was proved to be a success as the number of people attending the survey provided the answer honestly. The objectives of the questions were met as there are a lot of suggestions for several areas of improvement in the mobiles and the services provided by the mobile company. The number of customers who received any type of service from the mobile company are also determined and documented (Stávková, 2008). The demand for a particular model of mobile from the company is also determined by looking at the number of people owning that model. Some of the common problems in some of the mobiles of the corresponding company are also identified according to the problems faced by the customers included in the survey. The training and development processes for the employees in the service centres of the mobile company are started according to the feedback from the customers. The feedback about several models of mobiles allows the company to identify, anticipate and satisfy the needs of the customers further in the future.
References
Andreassen, T. W., & Lindestad, B. 1998. Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.
Bettman, J. R., Johnson, E. J., & Payne, J. W. 1991. Consumer decision making. Handbook of consumer behavior, 44(2), 50-84.
Chen, M. J. 1996. Competitor analysis and interfirm rivalry: Toward a theoretical integration. Academy of management review, 21(1), 100-134.
Deshpande, R., & Zaltman, G. 1982. Factors affecting the use of market research information: a path analysis. Journal of marketing research, 14-31.
Häubl, G., & Trifts, V. 2000. Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21.
Howard, J. A., & Sheth, J. N. 1969. The theory of buyer behavior (Vol. 14). New York: Wiley.
Malhotra, N. K., Birks, D. F., Palmer, A., & Koenig-Lewis, N. 2003. Market research: an applied approach. Journal of marketing management, 27, 1208-1213.Order Now
