Market Research - Customer Satisfaction
MSc in MARKETING
“Market Research”
MN7036/D
Prepared By: Wye Ee Liew Student No: 069019862 Oct 2007
1
CONTENTS
Introduction to Customer Satisfaction Case Scenario Research Objective Methodology - Survey Method - Sampling Method - Determining Sample Size Questionnaire Design Analysing Result Conclusion Appendix Bibliography
Word Count: 2,721
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6 9 10 11
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Introduction to Customer Satisfaction
Satisfaction arises when an expectation is being fulfilled. Customer satisfaction refers to the extent to which customers are happy with the products and services provided by a business. It is important to gain high levels of customer satisfaction in a business as satisfied customers are most likely to be loyal and make repeat orders and continue using the services provided by a business. There are many factors that can lead to high customer satisfaction, namely: • • • • Providing personal attention to the needs of individual customers Offers of products and services which are customer focused High levels of “value for money” attribute Excellent after sales services
Customer satisfaction can be measured through various methods, namely, focus groups, face-to-face interviews, phone interview, questionnaire through mail and email, etc. By conducting customer satisfaction survey, it allows a business to be aware of the following: • • • • How satisfied are the customers with their services Strong or weak spots of their service Possible ways to improve their service Customers’ loyalty
3
Case Scenario
McTuckey Ltd owns a number of restaurants throughout United Kingdom, in which some it are directly managed by McTuckey and some are operated as franchise operations. A franchisee is given the right and authorisation by McTuckey Ltd to operate a specific McTuckey restaurant for 20 years, with the agreement of operating the business in accordance with McTuckey’s standards of quality, service, cleanliness and value. It is important
“Market Research”
MN7036/D
Prepared By: Wye Ee Liew Student No: 069019862 Oct 2007
1
CONTENTS
Introduction to Customer Satisfaction Case Scenario Research Objective Methodology - Survey Method - Sampling Method - Determining Sample Size Questionnaire Design Analysing Result Conclusion Appendix Bibliography
Word Count: 2,721
Page
3
4 4 4
6 9 10 11
12
2
Introduction to Customer Satisfaction
Satisfaction arises when an expectation is being fulfilled. Customer satisfaction refers to the extent to which customers are happy with the products and services provided by a business. It is important to gain high levels of customer satisfaction in a business as satisfied customers are most likely to be loyal and make repeat orders and continue using the services provided by a business. There are many factors that can lead to high customer satisfaction, namely: • • • • Providing personal attention to the needs of individual customers Offers of products and services which are customer focused High levels of “value for money” attribute Excellent after sales services
Customer satisfaction can be measured through various methods, namely, focus groups, face-to-face interviews, phone interview, questionnaire through mail and email, etc. By conducting customer satisfaction survey, it allows a business to be aware of the following: • • • • How satisfied are the customers with their services Strong or weak spots of their service Possible ways to improve their service Customers’ loyalty
3
Case Scenario
McTuckey Ltd owns a number of restaurants throughout United Kingdom, in which some it are directly managed by McTuckey and some are operated as franchise operations. A franchisee is given the right and authorisation by McTuckey Ltd to operate a specific McTuckey restaurant for 20 years, with the agreement of operating the business in accordance with McTuckey’s standards of quality, service, cleanliness and value. It is important
Bibliography: University of Leicester (2001) “MN7037/D Module 2, Strategic Marketing Management” Learning Resources, Cheltenham Naresh K. Malhorta & David F.Birks (2005) “Marketing Research: An Applied Approach” Prentice Hall Baker, T.L. (1994), Doing Social Research (2nd Edn.), New York: McGraw-Hill Inc. Bennekom, Frederick C. Van (2002), Customer Surveying: A Guidebook for Service Managers, North Hampton: Nicolin Fields Publishing. Mason, D.J. and Zuercher, S.L. (1995). Pilot studies in clinical nursing research. Journal of the New York State Nursing Association 26: 11. http://www.guidestarco.com/customer-satisfaction-questionnaires-howto.htm http://www.iccs-isac.org/eng/pubs/ICCS-CustSurveyManual.pdf http://www.articlecafe.net/Article/Customer-Satisfaction-is-Good-for-Business/51399 12