Customer Satisfaction - Case of South Wales University - Research Paper Example

A research paper on satisfaction a case of South Wales Table of Contents Research Methods 3 Survey 3 Focus group 4 Findings 5 Survey Findings 5 Focus group Findings 21 Discussion and Analysis 21 Conclusions 22 Recommendations 22 References 24 Research Methods Here in this section of the research two methods which have been used for this research are discussed. Two methods are survey and focus group interview. Survey It is a research method which is used for assessing different feelings, opinions and thoughts of different people. This method is very specific and well designed in method. It is a very famous method for conducting research. Generally survey consists of a predetermined set of questions posed in front of customers. It is one of the most important methods of measurement in the field of research. Survey is a descriptive and non-experimental method. Survey is a very suitable method for this research because in this case researcher cannot directly observe customer satisfaction of South Wales University (Floyd, 2009). It is social investigation methods where different questions are being asked by researchers to collect data for their researches. It is a method which will help the researcher to get information about customer’s satisfaction levels from South Wales University. In this research participants of the survey are university students. In this research students of the university are given some question. Those questions are to be answered on the basis of one to seven scales. Starting from scale one which signifies that the participants strongly agree with the statement and scale seven signifies that participants strongly disagree with the statement. In this research the survey is having 27 questions. The survey has been divided into six parts. In the first part of the survey questions were related with Demographics of university students (Roger, 2006). This part is consisting of 5 questions and here one to seven scales have not been used. Here all questions are very simple in nature and all questions are having more than one option for furnishing information. This part will help researcher to get all different information related with customer’s demography. The next portion of the survey is related with different aspects of lecturers in the university. This portion of the survey is having six questions. Here all six questions are have to be answered on the basis of one to seven scales. Third portion of the survey focuses on class rooms of the university. This part is having seven questions. Those entire questions are to be answered on the basis of 1-7 scales. It would give clear information to researcher about class rooms of the university (Keith, 2003). The fourth stage of the survey is related with library of the university. The portion is having 4 questions to answer on the basis of 1-7 scales. 5th portion of the survey is related with course materials of the university. This portion is having 3 questions on the basis of 1-7 scales. The last or 6th portion of the research is related with student’s satisfactions. This portion is also having three questions. All three questions are to be answered on the basis of 1-7 scales. The total survey method in the research is very simple and effective for gathering important information (Peter and James, 2010). Focus group It is a type of interview where participants are interviewed in group. The group must consist of minimum four members (Holly, 1999). In this kind of interview participants generally give in depth information related with any topic. It is face to face method for conducting research. In this method body language of participants are also taken into the research consideration. Here in this research two focus groups were created. These two groups are having six members. One group is consisting of final year students of the university and another group of the students are from first year of the university. It is a qualitative research method. Final year students are having three years experience with the university. They have noticed all the aspects for the last three years. On the other first year students are only 2 months old in the university. This group will share their initial impression about the different aspect of customer satisfactions related to South Wales University (Richard, 2009). Findings Here in this section of the research all findings from these two methods will be given. Survey Findings Figure 1: Management staffs are friendly Participants were asked a question that whether management staffs are friendly or not. The research findings are showing that only 4% of participants strongly agree with this concept. It also shows that 25% of total participants strongly disagree with this concept. It also shows that 21% of the total participants have chosen scale 6. 18% of total participants have chosen scale five. 14% percent of total respondents have chosen sacle 4. 11% of total respondents have chosen scale three and 7% percent of total respondents have chosen scale 2. It clearly tells that most of the customers are not at all satisfied with the friendlyness of the univeristy management staffs. Figure 2: Management staffs are kind and helpful Participants were asked whether staffs are kind and helpful towards students. The above figure is showing that 13% of total participants are strongly against the statement. 22% of total participants are strongly agreeing with the statement. 14% of the total participants are choosing scale 6 for this statement. 22% of total respondents are choosing scale five. 14% participants are on scale 4. 11% percent of the total participants are choosing scale 3. 17% of total respondents are choosing scale two. It clearly shows that customers are not satisfied with management staff supportiveness. Figure 3: Management staffs solve the problem Then participants were asked a question whether staffs are having problem solving attitude or not. Here the above picture is showing that 8% of the total participants are strongly agreeing with the statement and on the other hand 10% of the total participants are strongly disagreeing with the statement. Figure 4: Lecturers are polite and friendly Here it is clearly showing that 10% of total participants strongly agree that lecturers are polite in nature. 11% of total respondemts are strongly opposing with the fact. 15% of total participants are choosing scale 6. 19% of the total participants are on scale 5. 14% of the total participants are choosing scale 4. 15% of the total respondents are choosing scale 3. 16% of the total respondents are choosing scale 2. It shows that customers are having mixed satisfaction regarding politeness and friendlyness of lecturer. Figure 5: Opportunity to participate in class Then respondents were asked whether they get opportunity to participate in the class. Only 9% of total participants strongly agrees with this. On the other hand 11% of total participants strongly disagree with this. 15% of total participants are choosing scale 6. 14% of the total participants are on scale 5. 19% of the total participants are choosing scale 4. 14% of the total respondents are choosing scale 3. 18% of the total respondents are choosing scale 2. It is clearly showing that students are having mixed reaction about their perticipation in the classroom. Figure 6: Comfortable approaching and talking to lecturers Participants were asked whether they feel comfortable for approaching or talking to lecturers. The above picture is showing 10% of the total participants are strongly agreeing with the statements. It is also showing that 12% of the total respondents are strongly disagreeing with the statement. 14% of total participants are choosing scale 6. 15% of the total participants are on scale 5. 17% of the total participants are choosing scale 4. 22% of the total respondents are choosing scale 3. 10% of the total respondents are choosing scale 2. It is clearly showing that students are having mixed feelings regarding how easily they can apporoach or talk with their lecturers. Figure 7: Lecturers have extensive knowledge Participants of the survey method were asked whether the lectureres are having very good knowledge of their subjects. The chart clearly tells that 20% of the total participants are strongly agreeing with the statement. On the other hand 11% percent of the total participants are strongly opposing the statement. 14% of total participants are choosing scale 6. 16% of the total participants are on scale 5. 13% of the total participants are choosing scale 4. 15% of the total respondents are choosing scale 3. 11% of the total respondents are choosing scale 2. It is clearly showing that lecturers are having pretty good knowledge about their subjects. Figure 8: Lecturers have good teaching ability In the course of survey customers were asked about good teaching abilty of lecturers. It clearly shows that only 9% of total respondents strongly agree with the satement. On the other hand 10% of the total respondent are strongly disagreeing with the satement. 16% of total participants are choosing scale 6. 14% of the total participants are on scale 5. 15% of the total participants are choosing scale 4. 20% of the total respondents are choosing scale 3. 16% of the total respondents are choosing scale 2. It is clearly showing that customers are having mixed feelings regarding teaching abilities of lecturers. Figure 9: contact lecturers with minimum difficulty Participants of the survey method were asked about the accessibilty of lecturer. Here 8% of the total respondents strongly agree with the statement. 13% of the total participants strongly disagree with the statement. 15% of total participants are choosing scale 6. 17% of the total participants are on scale 5. 20% of the total participants are chosing scale 4. 15% of the total respondents are choosing scale 3. 12% of the total respondents are choosing scale 2. It is clear from the result that students accessibilty to lecturer is not at all satisfactory. Figure 10: class rooms are well prepared and organized Here in the course of the reserach participants were asked whether class rooms are well organised or not. Results are showing that 9% of the total participants are strongly agreeing with the staement and 9% of the total participants are strongly against the statement. 12% of total participants are choosing scale 6. 18% of the total participants are scale 5. 18% of the total participants are choosing scale 4. 21% of the total respondents are choosing scale 3. 13% of the total respondents are choosing scale 2. It shows that there is a mixed reaction among customers regarding their preparation and organization of class room. Figure 11: class rooms are comfortable Here participants were asked about the comfort level of their class rooms. Here 8% of total participants are strongly agree with the comment. On the other hand 9% of total respondents strongly disagree with the comment. 13% of total participants are choosing scale 6. 16% of the total participants are on scale 5. 21% of the total participants are choosing scale 4. 20% of the total respondents are choosing scale 3. 13% of the total respondents are choosing scale 2. It shows that 21% of the total participants are choosing scale 4. It is very evident that participants are having fair satisfaction regarding their class room comfort. Figure 12: classrooms have quality equipment As per the above picture it is very clear that only 9% of total participants strongly agrees with the statement and 10% of total participants strongly disagree with the statement. Figure 13: library has extensive collection The chart is clearly showing that only 9% of total participants strongly agree with the statement and 10% of total participants strongly disagree with the statement. Figure 14: library is quite place to study According to the above picture it is evident that only 7% of total participants strongly agree with the statement and 15% of total participants strongly disagree with the statement. Figure 15: library staffs provide relevant information when required This graphical representation is clearly stating that 7% of total participants strongly agree with the statement and 16% of total participants strongly disagree with the comment. Figure 16: library staffs solve my problems As per the above picture it is evident that only 8% of total participants strongly agree with the statement and 17% of total participants strongly disagree with the statement. Figure 17: the course materials According to the above picture it is clear that only 8% of total participants strongly agree with the statement and 10% of total participants strongly disagree with the statement. Figure 18: course materials are relevant to the subjects The chart is making it very clear that no participants think that course materials are relevant to the subjects. As per the above picture it is clear that 0% of total participants strongly agree with the statement and 18% of total participants strongly disagree with the statement. Figure 19: course materials conform to the students interets According to the above picture it is evident that no participants are finding any interest in their course materials. 0% of total participants strongly agree with the statement and 13% of total participants strongly disagree with the statement. Figure 20: attending my university is a satisfying experience The graphical representation is clarifying the fact that no customers are believing the statement. As per the above picture it is clear that 0% of total participants strongly agree with the statement and 13% of total participants strongly disagree with the statement. Figure 21: I would choose this university again According to the above picture it is evident that only 8% of total participants strongly agree with the statement and 14% of total participants strongly disagree with the statement. Figure 22: satisfied with my decision The graphical representation is clearly showing that no customer is strongly believeing the statement and 13% of total participants strongly disagree with the statement. Focus group Findings With the help of the survey method only quantitative analysis is possible. It is not enough. Qualitative findings are also important. Here two focus groups gave their point of views. Group of final year students believe that they are not very satisfied with different facilities of the university. They told that different aspects like class room organization, qualities of lecturer, library facilities are pretty good. Most of the group members are sharing the same thinking. On the other hand group members are very dissatisfied with the accessibility with their lecturers. They are also very dissatisfied with the behavior of management staffs. The final year students are not overall satisfied with the university. Group of first year students are having almost same point of views as their seniors are having. Their first impression with the university is not very good. This group is also not that much satisfied with the university. It was very clear from their body languages and answers that they are taking it very negatively (Reuvid, 2012). Discussion and Analysis It is very clear from these two research methods that most of the students are having low level of satisfaction regarding their university. All quantitative and qualitative results are showing that customers are having very below average reactions towards different facilities of the university. During the survey methods it is being noticed that all 22 questions resulted in a mixed reaction from the side of participants (Fitzroy and Herbert, 2007). Even focus group interviews are also showing that groups are on the same page regarding their satisfaction level related with the university. One thing is common from the research that customers not at all satisfied with the behaviour and cooperation of management staffs. It is also being noticed that relevancy of course materials, motivations of students out of course materials and overall satisfaction level is not at all up to the mark. Customers are very dissatisfied with some of the aspects of the university. It is also very evident that there are certain positive aspects of the university as well but those positive aspects are getting over shadowed by all negative aspects of the South Wales University (Hüseyin, 2007). Research results are not giving good indications regarding customer satisfaction. Here in this research all different aspects of the university are discussed in detail. Detailed discussion with first year students is clearly proving that students are not very satisfied with the facilities in the university. According to them modern day university should have more and more improved facilities than they are getting from their university (Shapiro and Glicksman, 2004). It is very easy to analyse from the above research that the university is facing severe problems regarding customer’s satisfactions. Conclusions The research is very important for monitoring customer satisfaction regarding the university. The research is a good mixture of both qualitative and quantitative analysis. It is very clear from the research report that the university is finding some serious problems to satisfy their customers. Research reports are not at all good indicators for the university. The university is having serious concern in every aspect. Some of the specific aspects are very serious in nature. Most of the customers are very dissatisfied with the university. There are too many issues with the university. The university is failing to provide basic satisfaction level to its customers. If the university could not change the scenario immediately it will be a disaster for the university. Recommendations The university have to find different ways for increasing customer satisfactions. The university have to improve more in every aspect. There is huge scope of improvement for the university. They can assign any expert committee for the betterment of the university. They can take each and every aspect on its merit and can design reviving strategy according to the issue. The university have to understand different needs of their customers. The university must take some proactive measures for changing the present scenario. The university can conduct more research regarding the customer satisfaction. Regular research will help the university to understand their position. It will keep the university updated with the changing world and will give a clear direction regarding customer satisfaction. References Fitzroy, P. and Herbert, J.M., 2007. Strategic Management: Creating Value in a Turbulent World. New York: John Wiley & Sons. Floyd, J.F., 2009. Survey Research Methods (Google eBook). London: SAGE. Holly, E., 1999. The Focus Group Research Handbook (Google eBook). London: McGraw Hill Professional. Hüseyin, G., 2007. Emotional Satisfaction of Customer Contacts. Amsterdam: Amsterdam University Press. Keith, F.P., 2003. Survey Research: The Basics (Google eBook). London: SAGE. Peter, V.M. and James, D.W., 2010. Handbook of Survey Research. London: Emerald Group Publishing. Reuvid, J. 2012. Managing Business Risk: A Practical Guide to Protecting Your Business. New York: Kogan Page Publishers. Richard, A.K., 2009. Focus Groups: A Practical Guide for Applied Research. London: SAGE. Roger, S., 2006. Survey Research. London: SAGE. Shapiro, S.A. and Glicksman, R.L., 2004. Risk Regulation at Risk: Restoring a Pragmatic Approach. New York: Stanford University Press. Read More