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GameStop Corporation: A Company Analysis - Essay Example

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GameStop Corporation is one of the largest retailers of video games and PC entertainment software in the United States (Plunkett, 2006). This may be a significant leverage; but the fact that it does not monopolize the industry suggests steering clear of complacency. …
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GameStop Corporation: A Company Analysis
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"GameStop Corporation: A Company Analysis"

Download file to see previous pages GameStop Corporation, as stressed by Wingfield (2011), is facing competition from Tower Records in music to Borders Group Inc. in books to Blockbuster Inc. in movies. On top of that, he continued, is the “surge in the popularity of inexpensive, easily downloadable games on smartphones, Facebook, and tablet computers such as Apple Inc.’s iPad”. In terms of used game trade-in programs, GameStop Corporation also has to contend with Amazon,com and Wal-Mart Stores Inc. as well as the growing digital distribution model favored by publishers (Lynley, 2010). Prices are easily adjustable and usually standardized by major distributors, thus is rarely a factor to account for a company’s success. But what makes a considerable difference apart from location, product features, and advertisements, is superiority of customer service.   Needs Assessment Methodologies The core purpose of GameStop corporation, as reflected in its mission statement is, "Our GameStop, EB Games and Electronics Boutique retail locations set us apart in the industry. Everything that we offer our customers-from our expansive selection of new products, to our knowledgeable associates and our value-added pre-owned products-is geared to deliver customer satisfaction. We complement our store network with GameStop.com and EBgames.com, and publish Game Informer, one of the industry's largest circulation video game magazines" (GameStop Corporation). This clearly indicates that for GameStop, customer satisfaction is what drives all aspects of their business—from products to policies to people and services. It can be deduced then that, when the company fails on customer service, it also fails on its purpose. A number of methodologies were applied to determine whether GameStop is successful in its mission, the underlying factors that contribute to customer satisfaction, and the solutions that can be recommended to address the inadequacy, if this would be the case. 1. Customer satisfaction survey. Randomly selected customers were given a survey form that consists of questions all focused on satisfaction. Pressed by time, only about 30 people were given the chance to rank GameStop on their level of customer service, the staff on their competency and behavior when dealing with customers, and the stores in general in handling customer complaints. GameStop received a passing score in the first two areas, but is graded low by majority of respondents in terms of customer complaints handling. 2. Compiled reviews from the internet and printed literatures. In order to learn the sentiments of other distant customers, reviews posted on dedicated websites and blogs were gathered and analyzed. This may not be given much weight because it is a fact that customers who will take time to read and post comments, are mostly those with grievances. Nevertheless, about ninety percent were unsatisfied with GameStop customer service, and have their complaints left unresolved. 3. Employee skills assessment. A few selected employees were asked to fill out a questionnaire that will test the level of their skills in different categories (See Figure 1). The best scores belonged to active listening, teamwork and technical skills, while the lowest to understanding of company policies, customer information, and decision-making skills. Recommendations In response to the needs assessment presented above, GameStop Corporation is recommended to instigate the following strategies: 1. The development of a policy statement that will address customer service procedure and complaints. The initial proposal therefore, is to develop a characterization of standard and nonstandard behaviors consequential to a precise ...Download file to see next pagesRead More
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