To address these issues, a research proposal was prepared
(Assignment 1) and the research overseen by the management of
Computers R Us. It was found that customer satisfaction was a
contributing factor to the issues experienced in the CompleteCare
division. Consequently, the management of Computers R Us have
developed several possible initiatives to improve customer
satisfaction to a minimum level of 7 out of 10. These initiatives
include: decreasing response times in the CompleteCare division,
increasing methods of communication between Computers R Us and its
customers, the level of advice CompleteCare staff provide on
Computers R Us products and services, and a new loyalty rewards
program. Management is interested to know which of these strategies
is considered the most effective by Computers R Us customers.
A member of your team has already collected data that can be used for this analysis. To collect this data, a simple random sample of 500 customers was selected. Of the 500 customers to whom surveys were sent, 420 responded. The survey used to collect this data is provided below and the survey responses have been collated in the CompleteCare.xls Excel file. You are required to write a report after performing an analysis on the data collected from the customers of Computers R Us.
A member of your team has suggested that, when you perform this analysis, you should undertake a series of hypothesis tests to examine the following:
1. Does the current level of customer satisfaction differ from managementâ€™s goal of 7 out of 10?
2. Is there any difference between the satisfaction of male and female customers with the level of communication with staff and management at Computers R Us?
3. Are there any differences in the overall customer satisfaction across the following age groups: 1, 2, 3, 4 and 5?
4. Is there any difference in customer satisfaction between responses to the initiatives of â€˜decreasing response times in the CompleteCare divisionâ€™ and â€˜the loyalty rewards program at Computers R Usâ€™?
5. Do any of the initiatives of â€˜decreasing response times in the CompleteCare divisionâ€™, â€˜the level of advice CompleteCare staff provide on Computers R Us products and servicesâ€™, â€˜the
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level of communication with staff and managementâ€™ and â€˜new loyalty rewards programâ€™ influence the overall satisfaction of Computers R Us customers?
Write a data analysis report that provides the results to each of the five hypothesis tests above and make overall recommendations to Computers R Us that management can use for future business decision-making. Based on your analysis relating to these hypotheses, your report should focus on two key issues: the current degree of customer satisfaction and the strategy or strategies that would be most effective to increase customer satisfaction.
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