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

Table of Contents
Objectives.....................................................................................3

Survey Experience..5

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

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

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

Objective

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 resultsoriented 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

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 survey questionnaire and our highest response in a question was 19 which is 63.3%.

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

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 29

# of people 19

Friendly and courteous manner

Knowledge of departmental store's products & Services Willingness to listen and respond to your need Fast and efficient service Recognition of you as valued customer Professional and attractive appearance

25 21 23 23 20

19 19 19 19 19

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

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

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

facility?

Figure 3 Response to question 4.1

Features

Points

# of people

Clean & well cared facilities Efficient, no wait service No long line ups at counter Availability of various offers Pleasant & attractive decor

-1

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 22 20 14

# of people 17 13 11

Distribution of ATM booths of different banks Continuous service General assessment about the service

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

Figure 5 Customer response on question 5

Features

Points 5 3 3 5 5 3 2 2 1

# of people 5 5 5 4 4 3 2 2 2

Flawless/correct operations Range of products and services Speed of conducting operations Page setup/Menu flow Ease of use/navigation Speed of page loading Content and sufficiency Visual design General assessment about the service

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.

Classification Based on Sex

# of days/wee k Males Femal es 2 4

# of Participen ts 9 13

Recommended the store 3 10

Males Females

Shopping Budget/week (TK) 1750 5300

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, advertisements to propagate their offers.