SERVQUAL

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SERVQUAL

  1. 1. NatalieOrcuttMK 503Winter 2013
  2. 2.  Importance of customer service in today’scompetitive business environment Nassau Broadcasting background Connoisseur Media Competitive landscape
  3. 3.  Respondents will rank Nassau Broadcastingslightly above the competition Respondents will believe that trust is mostimportant in the weighting section Respondents who indicate they spend more onadvertising will be more satisfied Respondents with higher education levels will bemore critical Female respondents will be less satisfied thanmale respondents
  4. 4.  Surveymonkey.com Clients emailed by their sales rep Posts on LinkedIn.com Standard SERVQUAL Questionnaire adaptedto media companies Likert Scale▪ Choices 1-6 to “force” a positive or negative response Demographic questions Questions related to client preferences
  5. 5.  Total Respondents 68 Complete Responses 53 QualifyingQuestion “Are you involved in the decision-making processfor marketing and advertising your business?” Total Qualified Responses 35
  6. 6. 9%14%63%14%Highest level of educationcompletedTrade School/Associate’s DegreeSome CollegeBachelor’s DegreeGraduate Degree54%43%3%SexMale Female No Response
  7. 7.  Healthcare 7 Advertising/Marketing 6 Food & Beverage 5 Auto 3 Education 2 Energy 2
  8. 8. -0.9825-0.59-0.185-0.3775-0.314-0.4898-1.2-1-0.8-0.6-0.4-0.20Tangibles Reliability Responsiveness Assurance Empathy AverageUnweightedScore
  9. 9. 0.001.002.003.004.005.006.00ExpectationPerception
  10. 10. 4.404.604.805.005.205.405.605.806.00yees promise to do something by a certain time, they dohen a customer has a problem, employees show a sincere interest in solvingitServices are performed right the first timeServices will be provided at promised timesAccurate records are keptExpectationPerception
  11. 11. 0.001.002.003.004.005.006.00Employees tellcustomersexactly whenservices will beperformed*Employeesgive promptservice tocustomersEmployees arealways willingto helpcustomersEmployees arenever too busyto respond tocustomers’requests*ExpectationPerception
  12. 12. 4.804.905.005.105.205.305.405.505.605.705.80The behaviorof employeesinstillsconfidence incustomersCustomers feelsafe intransactionsEmployees areconsistentlycourteous withcustomersEmployeeshave theknowledge toanswercustomers’questionsExpectationPerception
  13. 13. 0.001.002.003.004.005.006.00CustomersreceiveindividualattentionOperatinghours areconvenientto allcustomers*EmployeesgivecustomerspersonalattentionCustomer’sbestinterestsare at heartEmployeesunderstandthe specificneeds oftheircustomersExpectationPerception
  14. 14. 11.4732.2920.4318.7117.4305101520253035Tangibles Reliability Responsiveness Assurance Empathy
  15. 15. -11.27-19.05-3.78-7.06-5.47-9.326-25-20-15-10-50Weighted Score (P-E xWeight)
  16. 16. 20%40%14%26%Less than $1,000$1,000-$10,000$10,000-$25,000More than $25,000
  17. 17. AverageTangliblesAverageReliabilityAvergageResponsivenessAverageAssuranceAverageEmpathyOverallAverageLess than $1,000 -1.06 -0.54 -0.26 -0.25 -0.20 -0.46$1,000-$10,000 -0.65 -0.36 0.02 -0.14 -0.04 -0.23$10,000-$25,000 -1.35 -0.96 -0.55 -0.65 -0.68 -0.84More than $25,000 -1.25 -0.82 -0.26 -0.69 -0.65 -0.73-1.60-1.40-1.20-1.00-0.80-0.60-0.40-0.200.000.20
  18. 18. AverageTangliblesAverageReliabilityAvergageResponsivenessAverageAssuranceAverageEmpathyOverallAverageTrade School/Associate’sDegree-1.25 -0.67 -0.50 -0.33 -0.60 -0.67Some College -1.15 -0.60 -0.24 -0.76 -0.25 -0.60Bachelor’s Degree -0.81 -0.58 -0.12 -0.38 -0.24 -0.43Graduate Degree -1.30 -0.56 -0.20 0.00 -0.44 -0.50-1.40-1.20-1.00-0.80-0.60-0.40-0.200.00
  19. 19. AverageTangliblesAverageReliabilityAvergageResponsivenessAverageAssuranceAverageEmpathyOverallAverageMale -1.10 -0.73 -0.27 -0.49 -0.39 -0.60Female -0.82 -0.34 -0.16 -0.18 -0.23 -0.35-1.20-1.00-0.80-0.60-0.40-0.200.00
  20. 20. 27%24%20%15%7%3% 2%2% 0%0%0%Most Effective AdvertisingOtherOnline (GoogleAds, SEO, etc.)RadioSocial MediaNewspaperBillboard/OutdoorCable TVDaily Deals (Groupon, LivingSocial, etc.)Broadcast TVMagazineYellow Pages “Other” Responses Word of Mouth▪ 3 A combination of most of theabove Combination ofradio, print, billboard, online Internet in general LOCAL MEDIA AND EVENTSPONSORSHIP No one; multiple effectiveforms depends on purpose Our web site Radio combined with cableTV! We are an agency and this willvary by client
  21. 21. 14%86%Annual Contracts vs. As-Needed BuysAnnualAs Needed Small Sample Size Open-ended questionsdifficult toanalyze/categorize Industry, JobTitle, Measurement ofAdvertisingEffectiveness Reverse questionslikely skewed results Q# 10/32, 13/35, 19/41
  22. 22.  H-1 Respondents will rank Nassau Broadcastingslightly above the competition▪ Additional research needed▪ Poor question wording made research objectiveimpossible to answer
  23. 23.  H-2 Respondents will believe that trust is mostimportant in the weighting section▪ Respondents ranked the reliability dimension far aboveall others▪ Constant Sum Scale▪ Weight = 32.29
  24. 24.  H-3 Respondents who indicate they spend more onadvertising will be more satisfied▪ Rankings by Gap Score do not show a clear correlation▪ $1,000-$10,000 -0.23▪ Less than $1,000 -0.46▪ More than $25,000 -0.73▪ $10,000-$25,000 -0.84▪ More research is necessary
  25. 25.  H-4 Respondents with higher education levels will bemore critical▪ Rankings by Gap Score Indicate that the opposite is true▪ Bachelors Degree -0.43▪ Graduate Degree -0.5▪ Some College -0.6▪ Trade School/Associates Degree -0.67
  26. 26.  H-5 Female respondents will be less satisfied thanmale respondents▪ Rankings by Gap Score Indicate that the opposite is true▪ Males -0.60▪ Females -0.35

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