1. Technology company:
Dynex
EVALUATION, INTERPRETATION AND ANALYSIS

2. Backround: Dynex
 Technology company that sells household electronic equipment, cameras, cell-
phones, computers etc.
 Shops have a rough factory look and feel
 All products are kept in boxes (Unable to observe products physically and get
attached)
 Staff are ill- equipped and unengaged
 Low prices

3. Research
methodology  Store Layout
 Staff engagement
 Value for money ( Cost effective)
 Recommendations
 Experienced problems within stores
 Customer loyalty
Surveys were conducted to
analyse the customer
satisfaction. The captured data is
then compared to a competitor.
Sample sizes vary, all findings are
in percentages

4. Store Layout
76.00%
78.00%
80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
Dynex Connect!
Store layout
Store layout
Dynex is roughly 10% lower than
Connect! According to the
survey.
The comparison made is based
on the layout of the stores. The
layout will determine consumers
experience in the store.
Convenience is important
,however, product strategies and
price competition should be
considered. Physical appeal is
what differentiate online buying
and in-store.

5. Staff Skills
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Dynex Connect!
Staff skills
Staff skills
Dynex is 14% lower than
Connect! On staff skills,
customers do not find Dynex
competency for service high.
Employees are the information
boards of the products the
company has to offer.
Capabilities and competency are
key players when assisting
consumers in their purchase
decisions.

6. Value for money
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Dynex Connect!
Value for money
Value for money
16% More customers find
Connect! To have better value
for money than Dynex.
Depending on the price
sensitivity of the target market,
consumers are always looking
for value for money, however,
being too price effective can
influence how consumers
perceive the quality of the
products.

7. Shop again
65.00%
70.00%
75.00%
80.00%
85.00%
90.00%
Dynex Connect!
Shop again
Shop again
72,6% of shoppers will return to
Dynex for their services.
Consumer loyalty is important,
having loyal consumers will set
predictable sales. After sales
service and in-store sales and
assistance will determine how
consumers perceive the
company. Loyal consumers gives
a company opportunity to recruit
new customers while have
predictable sales

8. Recommend
54.00%
56.00%
58.00%
60.00%
62.00%
64.00%
66.00%
Dynex Connect!
Recommend
Recommend
59% of Dynex customers will
recommend Dynex services to
their family and friends.
Word of mouth is still one of the
biggest marketing strategies that
is most effective. People trust
their family and friends opinions
more than physical
advertisements.

9. Conclusion
 Connect! Has the majority of the target market, Dynex needs to consider to attend
to the problem areas in order to close the market gap and obtain the untouched
market percentage.
 Middle management needs to be addressed
 Staff needs more training
 In-store development
 Problem solving skills improvement
 Re think operation costs and suppliers

10. Experienced a
problem
0.00%
5.00%
10.00%
15.00%
20.00%
Dynex Connect!
Experience a problem
Experience a problem
18,5% of Dynex consumers said
that they had experienced a
problem in a Dynex store.
Problem solving is the backbone
for a company to survive,
consumer satisfaction and
reaction time to problems
experienced in stores. The
employees capabilities to satisfy
unsatisfied customers.