Analysis Concepts of Customer Satisfaction - Essay Example

?Introduction Different research studies are designed to create specific details about an industry and the management relationships which occur from these outlets. When examining the sports retailing sector, it can be seen that there are specific concepts which relate to customer satisfaction. The qualitative and quantitative results determine specific factors that show how each of the studies relates to the other. At the same time, there are differences in the details, all which are specific to the way in which the surveys are conducted and the focus of the research study. Examining the similarities and differences of each of the studies creates a deeper understanding of how results can differ and what is excluded from different studies, despite the similarity of focus with the studies. This research paper will examine four different studies related to the sports retail industry. These will be evaluated first to show how each links to the sports industry and what the main conclusions were. When looking at the different studies, there will be the ability to evaluate and determine both similarities and differences between the studies. By looking into this and examining the alterations between various types of studies, there is the ability to create a deeper understanding about the sports retail stores and how this relates to customer service and management. At the same time, the limitations and developments with the studies can help to define what changes need to be made for more effective applications to the studies. Qualitative Studies The first qualitative study was based on observations of perceived value which customers had, specifically which related to attitudes, self – image congruence, satisfaction and behavioral intentions. The model which was used included showing how each of these levels related directly to how shoppers’ was influenced when shopping in a sports retail store. The concept of measuring the attitudes to customers was related to how the management treated each individual and was assessed directly after a purchase from the store to show how the attitudes changed during and after the purchase of the item. It was found that shoppers expected to have help at specific times, while at others the attitude changed for them to find what was needed. If the positioning wasn’t correct, then it was likely that the behaviors would become negative and the management would seem inflictive. Positioning directly affected the purchase and the feeling of customer satisfaction when creating behavioral intentions from customers (Ibrahim, Naijar, 207: 2008). A second concept which is known to relate directly to the impact of customer relationships and management is with defining the relationship qualities which are built in retail stores and in fitness centers. It has been found that when there are more services and products in sports centers, individuals are more likely to respond in a positive manner. When management follows this with orientation toward different products, then it is also known that the relationships become more significant in the stores. Specifically, there is the belief from the customers that the orientation of services and products is based on building relationships and orientation toward the individuals working in the sport centers, as opposed to only the sale of various products. This increases quality and shows a sense of loyalty, customer satisfaction, commitment and social bonds that are a part of customer needs (Athanassopoulou, Mylonakis, 355: 2009). Quantitative Studies The first quantitative study which was defined was based on the customer satisfaction related to various approaches to management and customer service. This was defined with the customer satisfaction index, which included stated and derived importance variables. The scores were based on the importance that customers had to basic concepts within the store as well as performance that was a part of the store. A regression analysis was performed to find which was considered the most valuable to customers. It was found that stated importance was higher at 79.1% and derived importance was at 57.4%. The stated importance was based on the number of employees available as well as the space and room that was available for selling sports goods. The customer satisfaction was based specifically on the aesthetics first, followed by the ability for managers to meet specific needs with the customers who were within the main setting (Chu, 285: 2002). A second study was designed to show how the customer satisfaction related to several dimensions and behaviors. The tool used was SERVQUAL, which defined the quality, control, references and dimensions based on quality within the survey. This was evaluated on a scale with participants from poor quality to excellent value. There was also a division in different types of sport centers, including fitness centers, facilities areas, events and product sport areas. It was noted that the perception of customers in terms of value held 32% of the decision of whether to use one of the centers or to continue going to get the different sports materials. The perception was based on the way in which management handled specific inquiries as well as the ability to build relationships with the customers. When the customers related the management higher, there were also higher amounts of traffic and loyalty from the customers to continue using the quality system (Perez, et al, 298: 2010). Exclusivity of Studies The exclusivity of both studies is based first on the methods which are used and how this affects the results. The qualitative studies are based on observations of what is occurring as well as how this creates specific responses. The quantitative methods are limited to research and statistical data that provides harder proven methods to the study (Sale et al, 43: 2002). When looking at both of these studies, it can be seen that the methods created the main sense of exclusivity in both. The qualitative study focused on emotions and behaviors of consumers from the perspective of consumers. This didn’t give insight into the direct attributes related to responses and why these occurred. At the same time, the quantitative studies gathered statistics and were not able to relate how the attitudes and behaviors related specifically to the way in which the perspectives were altered and changed. A second difference between both was based on the references to the main definitions in both studies. The concept of quality was the defining factor in all four of the studies. However, the quality was based on what was expected in different terms, making both exclusive in being able to define what quality meant within retail shops. This made the evidence limited to what should define quality in management as well as what this was defined by and what was altered from this specific application (Mays, et al, 6: 2005). The quality in the qualitative studies was based on the responses of consumers with the observation determining what each consumer meant by quality. This may have led to a variety of responses while finding a limited mean to understand what the quality perceptions were. This also made the conclusions limited to overall perceptions of management, as opposed to specific terms of quality. While the quantitative studies defined the quality from different dimensions, there wasn’t the ability to understand what this meant to different consumers. For instance, in one of the surveys, the quality was divided by room size, management services, quality of the products and other physical aspects of a given area. However, this didn’t provide an overall understanding of what quality may be perceived by with the different consumers as well as how this may have altered the overall study. The different concepts related to both of the studies were limited by definition and excluded specific terms because of the perceptions of what should be included in the study. When defining qualitative or quantitative studies, there is immediately a difference between the terms and how these relate to each other. More importantly, there are misunderstandings which don’t provide the researchers with capabilities of understanding the complete spectrum of how one concept may affect the other. While some of the studies noted that there were several dimensions related to the main concepts, there were limits in what these were as well as how they linked to the other studies. The exclusivity of each of the studies were based on the defining points as well as the ability to get a complete aspect that related to the dimensions of the concept of sports retail stores. Compliments of Each Study The compliments that were from each of the studies were first based on the ability to define the main components that were important within the study. The use of these studies as a basis is one which is able to link specifically to following a specific process and understanding what types of results should be available. More important, each carries in depth studies that allow one of the studies to reflect the other both with similarities and differences in the results. Each can work together to provide a specific representation of what the other means and how this relates to the main concept of sports retail stores (Malterud, 483: 2009). When looking at each of the studies, it can be seen that each defined the value of customer relationships first and combined this with the management that was available. By defining this perspective, there was the ability to understand the basic needs of retail stores. Each was able to combine this with the results that were based on other compliments that linked to what should or shouldn’t be included in the studies. Another factor which provided compliments to each was based on the ability for each to provide in – depth information that was able to measure the validity of the other study. One of the studies was able to compliment the other by providing information which wasn’t already included in the previous study. By having alternative focuses, there was the ability to combine the information for an overall understanding of the dimensions which were linked specifically to the information available. This was able to provide a different outlook to the study while creating a more effective measurement that allowed for several perspectives to work together with the studies (Adcock, 529: 2001). When looking at the qualitative studies, it can be seen that specific attitudes and behaviors are the main measurement. The quantitative studies use other forms of retrieving information and making conclusions about how management can work effectively within sports retail stores. When looking at both of these, they can combine to create a different understanding of how sports retail stores can work effectively. For instance, the attitudes and behaviors with where management is placed reflected with attitudes of customers in one qualitative study. In the next quantitative study, there were reflections on spacing and the aesthetics and how this linked to services. This can be combined to create a different strategy for those working within management and with consumers to create a specific approach to customer service. This includes noting how to respond to consumer behaviors, looking at perceptions and values within given areas and to provide help in specific areas where it is needed the most. When these different studies are combined, sports retail stores have the capability of changing their managerial strategies for the best alternatives within the store. The concepts that are used with the studies can be seen to compliments each other because of the exclusive ideals which each have about the concept of customer service and managerial skills. While each claims to hold the dimensions needed for customer service while evaluating from similar perspectives, each is also able to show how there are direct dimensions which relate to the study. When combining these into one correlative application, there is the ability to understand more about the sports retail industry and to evaluate even more dimensions and a mixture of results that link directly to managerial skills and how this relates to customer service. Conclusion The concepts which are directly affiliated with sports stores and managerial duties can be seen through the use of several surveys. When comparing these different surveys, it can be seen that there are several similarities and differences between the two. Using all the surveys in one main concept provides an individual with the ability to create a different understanding of how to use specific tactics within managerial work and to provide a different emphasis in building a strategy for customer service within sports retail stores. While some of the concepts in the surveys are limited, each works as a compliment to the other to show the several dimensions which are applicable to sport stores, management and the responses to customer service. References Adcock, Robert. (2002). “Measurement Validity: A Shared Standard for Qualitative and Quantitative Research.” American Political Science Association. (95). Athanassopoulou, Pinelopi, John Mylonakis. (2009). “The Quality of the Relationships Between Fitness Centers and Their Customers.” International Journal of Sport Management and Marketing 5 (3). Chu, Ray. (2002). “Stated Importance Versus Derived Importance Customer Satisfaction Measurement.” Journal of Services Marketing 16 (4). Ibrahim, Hafedh, Faouzi Naijar. (2008). “Assessing the Effects of Self – Congruity, Attitudes and Customer Satisfaction on Customer Behavioral Intentions in Retail Environment.” Marketing Intelligence and Planning 26 (2). Malterud, K. (2009). “Qualitative Research: Standards, Challenges, and Guidelines.” The Lancet 358 (9280). Mays, Nicholas, Catherine Pope, Jennie Popay. (2005). “Systematically Reviewing Qualitative and Quantitative Evidence to Inform Management and Policy – Making in the Health Field.” Journal of Health Services Research Policy (10). Perez, Vicente, JL Minguet, Manuel Freire. (2010). “Sports Management Services: The Dimensions of Quality.” Journal of Human Sports and Exercise 5 (2). Sale, Joanna, Lynne Lohfeld, Kevin Brazil. (2002). “Revisiting the Quantitative – Qualitative Debate: Implications for Mixed Methods Research.” Quality and Quantity 36 (1). Read More