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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%.
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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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Features Points # of people
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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Features Points # of people
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.
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