dear all

1. “Customer Perception on
how to make customer
satisfaction” for CamboTech
Internet Shop in Phnom Penh
Group Member
Mr. Ka Rathy
Mr. Heng You Y
Miss. Ngil Apsara
Mr. Kan Chamreun
Mr. Heng Sokheang
Group Member
BUILD BRIGHT UNIVERSITY
Graduate School of Management
Master of Business Administration
Research Methodology
Tuesday, Evening Class
Facilitator: Dr. Elenida L. Marizo
Room 420C /Group 4
“Customer Perception on
how to make customer
satisfaction” for CamboTech
Internet Shop in Phnom Penh
“Customer Perception on
how to make customer
satisfaction” for CamboTech
Internet Shop in Phnom Penh

2. Contents
 Introduction
 Problem Statement
 Research Questions
 Research Objective
 Scope & Limitation
 Literature Review
 Research Methodology
 Presentation of Research Result
 Conclusion
 Recommendation
 Future Work
 Reference
 Question & Answer
Research Methodology Page 2

3. Introduction
 Internet is the information and communication technology which
bring Cambodia to world large by connected million of computers
around the world.
 The generalization in practice are research various news from
anywhere in the world, send email, text chat, VoIP call etc…
 CamboTech, own by Mr. Ly Dina, is one of the local largest internet
shops which located at 70E0, Street 163, Phum Mouy, Sangkat Tuol
Tumpung Pir, Khan Chamkar Mon, Phnom Penh City.
 It has been open in the mid of 2005 to provide internet service and
oversea call service for both local and foreigner.
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4. Problem statement
 Since the first initiating till 2008 CamboTech has been widely
recognized by the local customer as well as the foreigner, but in the
early of year 2009 till now the owner has observed that their
customer is decreasing from day to day.
 Due to most competitors, CamboTech is facing some problems about
losing of customer and profit. So, a research has been set up by
focusing on:
- Customer service in greeting and serving the customer
- The tariff of using internet and phone call
- Location of shop which easy to access and parking
- Decoration inside and outside the shop
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5. Research questions
As mention above that the CamboTech shop faced some problems
that require special attention to address. In particular, they include:
 How do customers rate for customer service?
 What price would customer be willing to pay for the service?
 How do customers rate the convenience of our location and decoration?
 Do customers believe that competitor’s service is more convenience
than ours?
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6. Research objective
This research is very importance for CamboTech Internet Shop to
improve service quality and price in order to recover the widely
recognized and to better gain more customer. The aim of this
research is to find out what is the cause of losing customer.
 Determine how much customer like and dislike CamboTech service.
 Determine what is the optimum price CamboTech should charge to the
customer.
 Identify how much CamboTech can improve their offer to customers.
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7. Scope & Limitation
 This research is focus on four main areas of CamboTech Internet
Shop:
- Price
- Service
- Location and Decoration
- Competitor
 The research will focus on how much of customer come to
CamboTech for suffering internet and how much come for Oversea
Phone call.
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8. Literature Review
 There has been large scale growth into the CamboTech internet shop
in Phnom Penh during the last four years as the performance growth
is influenced by the customer satisfactory.
 However, situation has been changed and results in lost profit as
well as lost customer. Moreover, dissatisfied customer are leaving
without given any feedback to the shop for improvement.
 Owner should consider to buildup the individual relationship with
customer. It's the same ways as give them the chance to evaluate the
satisfaction of the shop base on the four factors such as Price,
Service, Location and decoration, and Competitor.
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9. Research Methodology
 Research Design: The research is conducted by means of
questionnaires designed based on the four factors that might influence
the overall customer satisfaction level to collect data from all kind of
customer.
 Data Gathering Procedure: Survey questionnaire is categorize into
specific purpose for whom surfing the internet and use the phone call.
These are known as the primary data. The secondary data is collected
from the shop owner by direct interview as own judgment and some
hardcopy according to the appropriate requirement of the research.
 Respondents: Customers who come to suffering the internet or using
the phone call at CamboTech shop. Additional interview will be
conduct with CamboTech staffs and shop owner for detail information
of the research.
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10. Research Methodology (con’t)
 Population & Sample: All customers visited the shop during one
week is the population which approximately about 500 customers.
Sample size is 105 customers who are selected 15 customers per days
during one week.
 Sampling: This research was employed the non-probability,
convenience sampling technique. 15 customers are selected in
convenience way during busy hour or non-busy hour for answering the
questionnaire per day.
 Research Instrument: To get the valuable and accuracy result of
research, the questionnaire were develop and design base on the main
objective. Group discussion among the research team.
 Statistical Tool: Excel and grant chart are used as the statistical tool
to display the result. The percentage was used for this research as well.
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11. Presentation of Research Result
 Starting from the opening
date of second semester of
2005 until the end of 2008,
the total number of
customers both surfing
internet and phone call
increase from 14361 to
32712. Second semester of
2008 is duration which
consists of maximum
number of customer during
4 year and a haft of
business.
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 Full of 2009, the numbers of customers are decreased every month. As result, second
semester in 2009 consist of 13956 less than 14361 compared to the opening semester
in 2005.

12. Presentation of Research Result (con’t)
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 Total duration of surfing internet & phone call are represented in hours. It increases
from second semester in 2005 and growth up to 18936 hours as the maximum value in
the second semester of 2008. But it decreases every month since early of 2009.
Finally, it’s 9964 hours in the second semester in 2009.

13. Presentation of Research Result (con’t)
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 The income is the total
amount which gathering
from customer using
internet and phone call.
 The expense is the total of
payment for the internet
service provider, building
rental, electricity, water,
staffs salary and other un-
mention
 So, the net profit calculation
formula is total of income
substrate by total expense.
 In paralleled with the trend of total customer surfing internet and phone call and trend
of total duration of surfing internet and phone call, it show the incensement from
second semester in 2005 until second semester in 2009 which is the maximum net
profit.

14. Customer Service - Communication
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 The pie chart represent about
the customer service focus on
communication of speaking
category. There is 91.43%
shown as polite speaking and
8.57% shown as impolite.
 As shown in the pie chart of
communication of attitude
category, it is parallel to
speaking category. There are
13.33% impolite and 86.67%
polite.

15. Customer Service - Problem Solving
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 The result of computer
problem solving is shown in
39.05% as ontime, 10.48% as
late, and 50.48% as delay.
 As shown in the pie chart, the
duration of internet problem
solving which respond by
customer is 30.48% ontime,
29.52% delay, and 39.05% late.

16. Location & Decoration
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 As shown in the pie chart, of
the respondent, 84.76% is easy
to find the shop, 15.24% is
difficult to find the shop.
 As show in the pie chart, of the
respondent, 37.14% is easy for
parking car, and 62.86% is
difficult to park the car due to
the small area of parking place.

17. Location & Decoration (con’t)
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 The result from the pie chart of
decoration inside shop is
shown in 46.67% as attractive
and 53.33% as non-attractive.
 As The result from the pie
chart of decoration outside
shop is show in 32.38% as
attractive and 67.62% as non-
attractive.

18. Price & Customer Satisfaction
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 As shown in the pie chart, of
tariff price, 12.38% is satisfied
with price 2000 Riel, 35.24% is
satisfied with price 1500 Riel,
and 52.38% is suggest with
other price 1000 Riel per hour.
 The questionnaire focuses on
overall satisfaction of customer
with the CamboTech shop. As
shown in the pie chart, of the
respondent, 7.62% is very
satisfy, 39.05% is satisfy, and
53.33% is non-satisfy.

19. Customer Suggestion
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Out of the specific questions of customer service, price, location and
decoration and customer satisfaction, we collected other suggestion
from customer by providing the open comment for the point which is
not satisfy. The respondents come up with the following comments:
 The internet is so slow and limitation of download. There have suggestion to
improve the internet speed and free download.
 The price of internet access should be 1000 Riel to 1200 Riel
 Upgrade the computer speed or lay off second hand computer which always error or
hang both hardware and software. This really affected to the customer feeling.
 Add the air-conditioner within the fan to make cool temperature and comfortable.
 Provide motor ticket or personal lock key for security
 Provide Lan cable or WiFi access for customer using laptop

20. Conclusion
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 Base on the primary and secondary data, the researcher can conclude that amount of
customer both surfing internet and phone call is maximums in the second semester
in 2008. Otherwise, it starts decrease since end of 2008. Full year of 2009 which
represent by the line chart, it is starting decrease from the top amount until the
lowest amount. In the same time, the duration of internet surfing and phone call, the
net profits are also decrease.
 The overall customer satisfaction which focuses of the CamboTech shop is 39.05%
and very satisfy is 7.62%. Totally, it’s 46.67% smaller than 53.33% where as non-
satisfy. The areas of non-satisfy including: problem solving in computer error
(60.96%), problem solving while internet problem or disconnect (70.48%), internet
price per hour (87.62%), location of CamboTech shop (15.24%), parking place
(62.86%), decoration of inside shop (53.33%), decoration outside shop (67.62%).
 A few comments from customers are focus on increasing the internet speed and
computer speed, provide WiFi for laptop access, low down the price, and providing
security of transportations, attach the air-conditioner to be comfortable and
efficiency.

21. Recommendations
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Totally the net profit is decreased full of 2009 due to some reason as
shown in the chapter IV, the researcher would give the following
recommendation for considerations to improve the livelihoods of
CamboTech shop as below:
 Decrease the internet fee from 2000 Riel to the range of 1000 Riel to 1500 Riel.
Regulation the calculation method by 5 minute step. Here is the example
calculation method within the price 1200 Riel per hour.
 Add another Internet Service Provider for protection while internet problem and
increasing the speed for access internet and download documents. Prepared WiFi
service for customers who using own laptop. Update the computer system by
replacing the second hand computer which most often trouble both hardware and
software
 New decoration both inside and outside by additional one air-conditioner and
provide personal lock key of transportation for security of lost.
 Regularly conduct the survey of customer satisfaction in every six month to find out
the fault and correct it before the problem happen.

22. Future Work
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 Because of the limitation period for our case study of the Research
Methodology, the result found seems not enough for conclusion and
recommendation to the CamboTech shop such as small and
limitation of sample size, non-detail questionnaire for phone call and
internet surfing etc...
 So, for the next future research, it’s better to prepare the
questionnaires into two parts. One is using with shop owner,
manager and staffs and another one is using for customer. The
questionnaire must be logical and technical to get accuracy answer.
The survey should conduct within other competitor shops,
competitor customers which mean of increasing population and
sample size.

23. 1. Elenida L. Maizo, Ph.D, Method of Research, Modules Supplemental
Instructional Material
2. Elenida L. Maizo, Ph.D, reading material of Topic 4 Data Collection Methods
3. Elenida L. Maizo, Ph.D, reading material of Topic 5 Sampling
4. Elenida L. Maizo, Ph.D, reading material of Topic 6 Data Interpretation
5. ARPA and Internet, http://www.internet-story.com/arpa.htm
6. Internet Café History, http://www.internet-cafe-guide.com/internet-cafe-
history.html
7. http://www.google.com
8. Burns, A.C. and Bush, R.F. (2000). Marketing Research 3rd edition, Prentice
Hall, USA
Reference
Research Methodology Page 23

24. Thanks

Questions