Introduction (Excecutive summary)

The company (Mind writer) has recently created a

service and repair program, complete care for its
portable computers for providing rapid response to
customer service problems. The company is
experiencing a shortage of trained technical
operators in the telephone centre. The package
courier, contracted to pick up and deliver customer’s
machines to complete care has provided irregular
service. Mind writer has experienced parts
availability problems for some machines.
(Background)

Recent phone logs show complaints about complete

care, its is unknown how representative these
complaints are and implications for satisfaction of
mind writer products.(Management Dilemma).
Management desires information on program’s
effectiveness and impact on customer satisfaction to
determine what should be done to improve complete
care program for mindwriter products. (Mangement
Question)

Research Objectives
The objective of the study is to discover the level of
satisfaction with complete care program. (Research
Question).Specifically, we intend to find out the
component and overall level of satisfaction with
the complete care program.(Refined research
question).
Components of research process are important targets
for investigation because they reveal
(1) How customer tolerance levels for repair
performance affect overall satisfaction and
(2) Which process components should be
immediately improved to elevate overall satisfaction
of mindwriter customers experiencing product
failures? (Investigative Questions)

Importance of the Study

High levels of user tolerance translate into positive

word of mouth product endorsements. These
endorsements influence the purchase outcomes for
(1) friends and relatives (2) business associates.
Critical incidents such as product failures potentially
undermine existing satisfaction levels and preserve or
increase existing levels of product satisfaction. The
outcome depends on the quality of maufacturer’s
response.

Literature Review
Impact of Online/Internet Marketing on
Computer Industry in Malaysia in Enhancing
Consumer Experience
Hamed Armesh, Habibollah Salarzehi, Noor
Mohammad Yaghoobi, Alireza Heydari, Davoud
Nikbin. International Journal of Marketing Studies.
Toronto: Nov 2010. Vol. 2, Iss. 2; pg. 75, 12 pgs

A study on customer’s perception by ABC research

organization towards such a customer satisfaction
program run by XYZ Computer Company revealed a
high degree of correlation between slow response
time to repairing servicing technical faults and
overall customer satisfaction. The study surveyed 200
respondents across India in the middle income
young population who were active users of
technology products to arrive at this conclusion.
However, we intend to use a broader sample for our
study across a wide cross section of demographic
income groups to arrive at a more balanced and
representative response.

A study conducted by ABC research on the initial

consumer perception towards such a program
concluded a clear ranking of customer preferences
towards various elements of servicing repairs and
complaints.
 (a) Friendliness and promptness in attending
complaints
(b) Technical expertise in servicing complaints.
(c) Turnaround time in completing requests.

Research Design

Qualitative Study;Exploration
We intend to augment our knowledge of the
company by interviewing the service manager, call
centre manager and independent package company’s
account executive. Based on a thorough
understanding of the company’s internal and external
process, we develop a mail survey.

Questionnaire Design

A postcard size questionnaire offers the most cost

effective method of securing feedback on complete
care. Some Questions will be based on investigative
questions mentioned previously while others will be
dawn from executive interviews. A maximum of 10
questions will be asked A new 5 point expectation
scale, compatible with existing customer satisfaction
scales is being designed.
Logistics

Postal arrangements are “business reply priveleges”

to be arranged in a few days. Approval for a reduced
postage rate will take one to two weeks.

Pilot Testing

We will test the questionnaire with a small sample of

customers using tech line operators. Revised
questions will be incorporated and forwarded to the
graphics designer for a layout.

Nonresponse bias

Non responders will be interviewed on telephone and

responses compared statistically to those of
responders.

Data Analysis

We will review the postcards and send a weekly

report on customers who express a 1 or 2 rating with
any question or submit a negative response to enable
you to resolve customer complaints in a timely
fashion. A report will be prepared on ferquencies and
category percentages for each question. Visual
displays of data will be chart/histogram form.
References:

Hamed Armesh, Habibollah Salarzehi, Noor

Mohammad Yaghoobi, Alireza Heydari, Davoud
Nikbin “Impact of Online/Internet Marketing on
Computer Industry in Malaysia in Enhancing
Consumer Experience” Toronto: Nov 2010. Vol. 2,
Iss. 2; pg. 75, 12 pgs