survey report.dosurvey on customer satisfaction on departmental stores c

7/29/2019 Survey report.dosurvey on customer satisfaction on departmental stores c

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Report on Customer

Satisfaction in

Departmental Stores

Survey

Submitted to:

Professor Nasreen Wadud,

I/O Psychology Course Coordinator,

Bangladesh Universities of Professionals

Prepared by:

Ahmed Istehad Shoumik, B1203044

Abdullah Muhammad Dhrubo, B12030

Al Amin Shuvo,

Noyon

Sadia


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Table of Contents

Objectives.....................................................................................3

Survey Experience..5

Statistics........................................................................................6

Classification based on gender................................................15

Remark and Suggestion............................................................17

Objective


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The primary objectives of the survey on customer satisfaction on departmental stores

are to:

Gain a better understanding of customers perspectives of the services provided

by departmental stores with areas that are perceived as valuable and crucial to a

positive customer experience and satisfaction by the departmental stores.

Practise basic surveying and involve in interactive fieldworks to develop the

needed skills.

Learn representation of data in various form like grantt chart, graph, pie-chart

and myriads of survey formats and styles.

Link the surveys results to MS Excel spreadsheet to explicitly comprehend and

observe the performance measures. Departmental stores have developed and

are in the process of implementing an international standard service and a simple

survey like ours might help translate overall goals and objectives into results-

oriented activities and related measurements. A key element of each of

development plans are consistent, based on statistically valid measures of

customer satisfaction, which can be repeated to measure changes over time.

Measure change in customer cravings since the last carried out customer

satisfaction survey.Analysis of the survey results and their comparison with the

previous results aim to clarify the ideas on changes taking place.

Survey Experience


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The fieldwork of the survey took place at Mirpur-12, Mirpur-11, Mirpur-10, Mirpur-1, on

19th and 20th April, 2012, in two sessions afternoon session (1500-1700) and evening

session (1800-2000).

The majority of our participants felt the most important characteristic of their survey

taking experience was that it is easy to complete. This general response

encompasses more than one desire our participants have when it comes to survey

taking. We know they desire a shorter survey or that they have an opportunity to

share their full opinion. But it also means that they do not want a survey opportunity

that is difficult to complete (which considering ours is a scary thought, but a reality). We

took a good amount of time out of them and it resulted in very poor response rate or

appreciation on part of the participants. We photocopied 30 sets of our original surveyquestionnaire and our highest response in a question was 19 which is 63.3%.
http://ssiknowledgewatch.files.wordpress.com/2011/11/nov-15.jpg


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However, we did put some efforts on making the survey experience an inspective and

effective. Let us share some of the things we have learned from it.

Communication with the participant. We made sure that the participants have

adequate, clear and precise directions throughout your questionnaire. We tried to keep

the questions straight forward and objective type for quick and prompt fill ins. We also

asked questions outside the questionnaire to have a deeper insight. We kept the

participants informed on where they are within the survey (half way through, etc.). We

provided incentives like free pen for completing a questionnaire.

There is nothing more annoying than trying to answer a question, but not given the

answer options, forcing the participant to write something. Our questionnaire contained

2 such questions and it was mainly our lack of ideas that we included such questions.

This is both bad for participant experience and bad for data quality. Participants got

fatigued with the question itself and complained us and in some cases refused to

complete the survey. Certainly, those types of questions are not easy on the eyes.

Statistics


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2. In terms of the service customers received from the customer service

representatives, how satisfied were they with the following?

Figure 1 Customer response to question 2

Features Points # of people

Friendly and courteous manner 29 19


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Knowledge of departmental store's products & Services 25 19

Willingness to listen and respond to your need 21 19

Fast and efficient service 23 19

Recognition of you as valued customer 23 19

Professional and attractive appearance 20 19

The raw data collected were sorted out and quantified into points according to pointstable and represented in a grantt chart spreadsheet of MS Excel which is then pasted to

this report.


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3. In terms of the service customers received from the Supervisors and

Management of the branch, how satisfied were customers with the

following?

Figure 2 response to question 3


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Features Points

# of

people

Friendly and courteous manner 33 19

Knowledge of departmental store's products & Services 26 19

Willingness to listen and respond to your need 30 19

Fast and efficient service 25 19

Recognition of you as valued customer 26 19

Professional and attractive appearance 19 19

Available to customers when needed 21 19

4.1. How satisfied were customers with the following aspects of the branch


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facility?

Figure 3 Response to question 4.1


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Clean & well cared facilities 1 9

Efficient, no wait service 0 9

No long line ups at counter 3 7

Availability of various offers 2 5

Pleasant & attractive decor-1 5


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4.2 How would customers describe their views about ATM facilities in the

Departmental store?

Figure 4 Customers' opinion on question 4.2

Features Points

# of

people

Distribution of ATM booths of different banks 22 17

Continuous service 20 13

General assessment about the service 14 11


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5. How would you describe your views about Online shopping service?

Figure 5 Customer response on question 5


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Flawless/correct operations5 5

Range of products and services3 5

Speed of conducting operations 3 5Page setup/Menu flow

5 4

Ease of use/navigation5 4

Speed of page loading3 3

Content and sufficiency2 2

Visual design2 2

General assessment about the service1 2

Remark

This apparently seemed to be a redundant question as the online shopping yet to be

bloom in Bangladesh and most response appeared like a guesswork only to complete

the survey.


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Classification Based on Sex

# of

days/week

# of

Participents

Recommendedthe store

Males 2 9 3

Femal

es 4 13 10


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Shopping Budget/week (TK)

Males 1750

Females 5300


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Remarks and Suggestions

We have visited around 9 departmental stores at Mirpur-12, Mirpur-11, Mirpur-

10, Mirpur-1, on 19th and 20th April, 2012, in two sessions afternoon session

(1500-1700) and evening session (1800-2000) and found out the number of

customers varies to a considerable level. In afternoon session, there are fewer

customers and the age level of shoppers at the time is low and so is the budget.

Quite a number of customers complained on speed of service as we have seen

via questionnaire and interview. It can be reduced by designing ways to ensure

some continuity in operations. Retailers should address the problems of

consistency in policies and change longstanding policies only after carefully

considering the consequences.

Apparently, it is observable that there is lack in professionalism of the

employees. It is recommended to professionalize the personnel function

especially the sales representative.

Stores that abandon in-house (only Meena Bazaar and Agora in Mirpur) training

efforts get poor productivity, nonadherence to standards, inefficiency and

confusion.

Most departmental stores lack the standard display and showcasing features. It

is suggested to hire an interior design firm experienced in departmental design to

create a comfortable and attractive environment for the customers.

Most departmental stores lack enticing membership facilities to lure the random

customers into regulars. They should provide lucrative schemes, discounts and

gifts and also make sure that they carry out the needed publicity, advertisementsto propagate their offers.

survey report.dosurvey on customer satisfaction on departmental stores c

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