ABC Ltd Customer Services and Satisfaction Survey - Essay Example

ABC Ltd. Services and Satisfaction Survey s Part ABC limited is a firm that sells computers and electronic products. So as to improve their services, they have sought to conduct a customer service and satisfaction survey. Question 1: The gender of the respondents, mode of transport and convenience of the store The advantages of random sampling comprise of the following: the whole process is unbiased since samples are taken at random thus every member is offered an equal chance of being chosen, it is god to use for smaller populations, it is a quicker technique for achieving information, lastly, it is easy to assemble the samples. On the other hand, the disadvantages of random sampling is that if you are sampling information from a large population, it takes too much time as well as patience. Another drawback is that it cannot be assumed that what the respondents say is an actual reflection of what another category of people believe or think. Finally, it is cumbersome to make a complete list of all the population members since in some instances it does not cover an effective area of the sample (Creswell, 2009). The advantages of a postal survey: it is less costly, especially with very large samples; it can integrate long and complex questions because the respondent can see the question and evaluate it at their own pace; it makes provisions for a picture to be made known as part of a question; it can also cover a large number of people thus increasing the sample size; they are highly targeted. The disadvantages of a postal survey consist of the following: since there is little control of who completes and returns the survey, there numerous mailed surveys that are never returned making the sample less random and self-selective; the method is that it does not offer the option of someone explaining the questions as well as following up or probing the responses since some of the questions can be misunderstood; the sample is usually more self-selected with a lower response level; the body language of the respondent cannot be observed; lastly, only a few individuals will be interested to fill the mailed questionnaire (Frankfort-Nachimias, & Nachimias, 2008, p.34-38). In the survey, female and male customers responded to the questionnaires. A total 48 of 100 respondents were male while 52 were female. This means that 48% of the respondents were male while 52% were female. Of these, 12 males use public transport to visit the store, 12 also walk to the store, and 24 are in possession of personal cars thus drive to the store. From these statistics, it can be deduced that the majority of male customers that visit ABC are high-end clientele. On the other hand, 9 females use public transport to visit the store, 12 walk to the store, while 37 come with cars driving to the store. However, majority of the shoppers are women and most of them come to shop while driving. With regard to the store convenience split by mode of transport, those who use public transport 3 found it extremely convenient, 6 very convenient, 1 found it moderately convenient, 3 found it slightly convenient, while 3 of those who use public transport found it not at all convenient. Those who walk, 11 found it extremely convenient, 4 found it very convenient, 2 found it moderately convenient, 3slightly convenient, while only 2 found it not convenient all. For those customers who drive to the store, 14 found it extremely convenient. 9 very convenient, 4 moderately convenient, 6 found the store slightly convenient, while 5 noted the ABC store as not being convenient at all. From the data, customers who drive found the store convenient. However, of the driving customers both male and female, majority found the store extremely convenient. Graph showing the relationship between mode of transport and gender. Question 2: Customer service In most cases, one has to wait before being served by the customer service. However, the waiting period has a significant impact on service delivery. Those respondents who noted that the customer service was extremely helpful found the waiting time not long at all. Those who reported that the customer service was very helpful, noted that the waiting period was slightly long. For the customers who found customer service to be moderately helpful, reported that the waiting period was also moderately long, while those who found claimed customer service was slightly helpful rated the waiting period as very long. However, for those who noted that customer service was not helpful at all, found the waiting to be extremely longSlightly helpful ABC needs to reduce the waiting for customer service since most customers like prompt service in addition to being impatient. This can be done by increasing the staff at the customer service department as well as offering online customer services for those people who may not be accessed to the firm directly. A graph showing male and female opinion differences on waiting time Question 3: Prices and quality of products The consumer responded varied about the relationship between pricing and product quality. ABC’s products that had a much better quality had a more reasonable pricing. Those with a slightly better quality, it was noted that they had a slightly reasonable price. The products with about the same quality was noted by the consumers to be having about the same price. Products with somewhat worse quality had less reasonable pricing, while those with much worse quality had much less reasonable pricing. So as to gain competitive advantage, firms need to offer high quality products but at a reasonable price. However, the firm can also use price as a signal for product quality. Those products that are regarded to be of high quality need to be priced highly while those of low quality may be priced lowly. This view is shared in the work of (Shugan, 2009). Most consumers use the products price to determine its affordability. A graph of customers’ views on ABC’s product prices Question 4: Descriptive statistics, correlation and regression The maximum income was £2926.66 while the minimum income was £240.62. The mean income is £1435.89, the median was £1389.37, the mode was £1343 and £1646, the range was found to be £2686.40 (2926.66-24.62), while the standard deviation was 5.16. On the other hand, the maximum expenditure was £316.11 while the minimum expenditure was £1.73. The mean expenditure was £137.30, the median was £128.94, the mode was 159.27, the range was £314.38, and the standard deviation 7.57. The best measure of central tendency was the mean, while the best measure of spread was the standard deviation. The standard is measured with relevance to the mean. On the other hand, the mean is always sensitive to extreme observations. However, both the mean as well as the standard deviation are sensitive to the skewness of the observations. Income group Number Cumulative frequency 0-500 4 4 501-1000 14 18 1001-1500 41 59 1501-2000 27 86 2001-2500 8 94 2501-3000 6 100 From the frequency table, it can be deduced that most of the respondent’s income lies in the group of £1001 and £1500 followed by those earning between £1500 and £2500. This implies that most of these respondents are high end consumers considering the income levels. This means that the firm needs look for a target market that has an average income of £435.89. Most of the people with such an income would buy purchase electronic products without much bargaining. A graph of grouped income data and frequency Customer expenditure Frequency table showing the expenditure of the respondents Expenditure Group Number Cumulative frequency 0-40 8 8 41-80 10 18 81-120 23 41 121-160 29 70 161-200 13 83 201-240 10 93 241-280 3 96 281-320 4 100 Majority of the customers have an income of between £80 and £160. The respondent with the lowest expenditure on electronics was £1.73. This shows that majority of the people in sampled population have the ability to purchase most of ABC’s products. Part 2: Question 5 The linear relationship between the respondents’ ’’Income” and “Expenditure”, Dependent variable: expenditure Independent variable: income Income (independent variable) has an effect on expenditure (dependent variable).In most cases, income is directly proportional to expenditure. When someone earns a higher income, he/she has higher chances of spending. Majority of these consumers are characterised by inelastic demand. This implies that regardless of the product’s price, they would go ahead and purchase the price. On the contrary, an individual with a lower income level has low purchasing power. As a result, they tend to spend less. As a result, they are characterised by elastic demand. A slight increase in the price of the product would make than shift to another cheaper product or cease buying altogether. A graph showing the relationship between Income (Independent variable) and expenditure (dependent variable). Income Gradient Expenditure So as to approximate the strength and to test the significance of the bivariate relationship between income and expenditure, the simple correlation coefficient was used. Assuming that the data will follow a normal distribution, Pearson correlation coefficients are usually presented for consistency. The mean income is £1435.89 with a standard deviation of 5.16. Therefore, 1435.89 ± 5.16. The mean expenditure is £137.30 with a standard deviation of 7.57. Therefore, 137.30 ± 7.57 Since the differences between these two variables yielded p values of Read More