Problem
Statement
For
decades, ANZ Corporation has been
in existence in Both Australia and New Zealand ANZ ,
2015). As a result, the technological boom and the ever rising demand for
electronic products presented an opportunity for the firm to venture. But soon,
the management realized that consumer satisfaction can only be guaranteed
through additional after-sale services such as computer repairs. This led to
the conception of CompleteCare to meet the rising consumer needs with regards
to laptops and notebooks. Still at its infantry, CompleteCare program is faced
with numerous challenges ranging from the inadequacy of trained personnel to
spare parts scarcity. To help counter the stiff competition and to better
improve service provision, the management is necessitated to carry out an
extensive research from sampled consumer population.
Purpose
of the Research
The
research is mainly focused on understanding the main source of raised consumer
concerns and the dissatisfaction with regards to the customer care service
provision at CompleteCare. Such an understanding will help shed light to the
management in terms of effectively tackling the root cause of the woes that
threatens the organization’s survival. Additionally, the management views the
gathered information as vital in determining how the newly introduced program
has gained momentum in the little time it has been in operation. In turn, the
analyzed research outcome will yield a number of clues on the impact the
program has towards the customer satisfaction and the alternative ways to
improve its performance. It should be also noted that this research is part of
a wider plan to have an estimation of the total cost that will be incurred in
boosting the future performance of CompleteCare.
The
Research Design
A
research design refers to a clearly detailed outline on how an investigation is
supposed to be implemented. In fact, it distinctly features the varied forms of
collecting research data, the choice of instruments and the eventual means to
analyze the data collected (Creswell, 2014). In this research, there is a clear
preference of the descriptive data analysis to other types including
correlation and experimental. The suitability of descriptive analysis, in this
case, is due to the qualitative nature of the data gathered from the consumers
and the need for simplification of the entire research process.
Also,
the research design chosen features the use of questionnaires to gather data.
Up to six questions will be answered by the research volunteers, with the
majority of the questions being open-ended. Gillham (2008) observes that the
open-ended questions confine the sampled population to the pre-defined answers,
hence ensuring that the answers provided are within the scope targeted by the
researchers. Furthermore, the analysis of the open-ended quiz is easier and
less time consuming, especially if the already designed application software
like SPSS is employed. On the
other hand, it was deemed necessary to include an open-ended question as a way
of enabling consumers to have a say on burning issues not addressed by the
close-ended questions.
Given
the wider customer base enjoyed by ANZ
Company, it is appropriate to sample the consumers that will be engaged in the
research. Also, the consumers should be chosen from with up to 20 volunteers
from each pre-set age group, and with reference to the marketing department’s
segmentation criteria. The sampling will be randomized to increase the level of
accuracy in the outcome. To further keep the research process on check while
providing direction, previous research from credible secondary sources on this
field are hereby referred to.
CompleteCare
Questionnaire Design Sample
Take
a few minutes of your time to answer the following questions. Note that utmost
level of confidentiality is guaranteed.
PART A
Tick Where Appropriate
Gender
o
Male
o
Female
Age
o
20-32 years
o
33-45 years
o
46 and Above
PART B
1.
Are you familiar with CompleteCare? If
yes, are you satisfied with the service delivery of the Telephone Centre?
o
Very Satisfied
o
Satisfied
o
Dissatisfied
o
Very Dissatisfied
2.
Do you think that think that Package
Courier is timely in their response?
o
Yes
o
No
o
Not Sure
3.
Have you ever been turned away for lack
of computer spare parts or the unavailability of a technical professional?
o
Yes
o
No
4.
How many times have you launched a
complaint to our Customer Care regarding poor service provision?
o
Never
o
Once
o
Twice
o
More than twice
5.
Do you think your loyalty to the company
can be affected by the persistence in poor service delivery?
o
Yes
o
No
o
Undecided
6.
In your own opinion, what do you think
the company should do to improve its performance and restore your confidence?
Sample
Design
Deming
(1990) defines sample design as the overall procedure that is set up before the
commencement of data collection. H further says that it involves the selection
of units’ subset from a targeted population with the sole purpose of gathering
the required information. Then, the inference that regards the entire
population is drawn from the gathered information. In this research, distinct
rules were intentionally established on the inclusion of population elements.
Most importantly, consumers were targeted in order to get a deeper insight on
the existing organizational situation from those directly affected by service
provision. The procedure for the selection reflected on the solution that the
research was intended to provide. Resultantly, a careful consideration of the
equality on the number of elements per age group eliminated any chance of bias
and the imminent threat of information distortion on the outcome. Thus, a good
representation of each market segment confirms the accuracy of the analysis
outcome.
Sample
design also includes estimation. This is the process of calculation of sample
statistics. In the modern times, estimation has been simplified by the computer
statistical application programs, for instance, Microsoft Excel and SPSS . As such, this research utilizes the
percentage formula to for estimation to the open-ended questions. This enables
easier analysis and comparison for the data obtained from the sampled
population (Saris et al. 2007). Of keen to note is that the organization
provided an economized funding for the research, calling for an economical
sample design to avoid the possible financial constraints before the research
conclusion.
Data
Collection Processing and Analysis
The
filled in questionnaires were collected by all the research assistants and
categorized according to both the gender and age groups so as to ease the
process of analysis. Thereafter, there was a thorough cross-checking to
eliminate all the chances of errors and to set aside any spoilt questionnaire.
Subsequently, the entire process of keying in the statistical data for
processing by the system statistical application program commences. The team
utilized the capability of the computer processors plot graphical and chart
representation of the information outcome. The chart and graphs would later be
used as a backup for the final report to be presented to the management
(Bourque et al. 1992). Ultimately, the analysis revealed that there is a varied
extent of satisfaction on the CompleteCare service provision, with clear
difference evidenced in various market segments. The clarity in the variation
of outcome as per the distinct categories is attributable to the careful
analysis by the team of experts involved in the research process.
Budget
and Time Schedule
Finance Table
|
BUDGET PLAN ACTIVITY
|
ESTIMATED
|
|
Transport and Materials
|
$700
|
|
Research Materials, printing, and
photocopy
|
$300
|
|
Miscellaneous expenditure
|
$400
|
|
Payment for research assistants (5Research Assistants each earning $50 per
day)
|
$250
|
|
Total
|
$1650
|
Time distribution
|
ITEM
|
NUMBER OF DAYS
|
|
Proposal and
research plan preparation
|
10 – 12 days
|
|
Secondary data
gathering and literature review
|
10 – 16 days
|
|
Survey and administering
of questionnaire
|
13-18days
|
|
Analysis of data
and hypothesis testing
|
8-11 days
|
|
Final Preparation
of presentation and presentation of the research outcome to management
|
7 – 14 days
|
|
Compiling and
Writing the approved report with due consideration of the management
reconciliations.
|
12 – 14 days
|
|
Total number of
days
|
60-85 days
|
Dummy
Tables
Graph
1
The
graphical representation above is a result of data analysis of customer's level
of satisfaction, especially concerning the telephone center service delivery.
It is evident, therefore that the management has a lot to work to do in order
to neutralize the rising level of dissatisfaction among consumers.
Graph 2
The
bar chart above represents the consumer’s view on the response of the package
courier to the consumer’s call. Over half of the sampled population feels that
the courier is failing in its mandate.
Graph 3
The
above pie chart shows that the majority of the volunteers that participated in
the research have launched a complaint in the past concerning their
dissatisfaction on the way operations are carried out at CompleteCare.
Graph 4
From
the graphical representation above, two-thirds of the customers feel that
loyalty is tied to service delivery.
References
Bourque, L. B. Clark , V. (1992). Processing Data: The Survey Example.
Newbury Park , Calif
Creswell, J. W. Thousand Oaks , California
Deming, W. E. New York
Gillham, B. (2008). Developing a Questionnaire. London : Bloomsbury
Publishing.
Saris, W. E., & Gallhofer,
I. N. (2007). Design, evaluation, and analysis of
questionnaires for survey research. Hoboken
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