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 management’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 ‘decreasing response times in the
CompleteCare division’ and ‘the loyalty rewards program at
Computers R Us’?
5. Do any of the initiatives of ‘decreasing response times
in the CompleteCare division’, ‘the level of advice
CompleteCare staff provide on Computers R Us products and
services’, ‘the
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level of communication with staff and management’ and
‘new loyalty rewards program’ influence the overall
satisfaction of Computers R Us customers?
Required:
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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