The document describes a customer satisfaction survey conducted for Nassau Broadcasting. It includes hypotheses about respondent rankings and perceptions. The survey used SERVQUAL questions adapted for media companies. It found that respondents ranked reliability highest in importance and did not clearly support hypotheses about satisfaction correlations with advertising spend, education levels, or gender. Additional research is needed due to limitations.

1. NatalieOrcutt
MK 503
Winter 2013

2.  Importance of customer service in today’s
competitive business environment
 Nassau Broadcasting background
 Connoisseur Media
 Competitive landscape

3.  Respondents will rank Nassau Broadcasting
slightly above the competition
 Respondents will believe that trust is most
important in the weighting section
 Respondents who indicate they spend more on
advertising will be more satisfied
 Respondents with higher education levels will be
more critical
 Female respondents will be less satisfied than
male respondents

4.  Surveymonkey.com
 Clients emailed by their sales rep
 Posts on LinkedIn.com
 Standard SERVQUAL Questionnaire adapted
to media companies
 Likert Scale
▪ Choices 1-6 to “force” a positive or negative response
 Demographic questions
 Questions related to client preferences

5.  Total Respondents
 68
 Complete Responses
 53
 QualifyingQuestion
 “Are you involved in the decision-making process
for marketing and advertising your business?”
 Total Qualified Responses
 35

6. 9%
14%
63%
14%
Highest level of education
completed
Trade School/Associate’s Degree
Some College
Bachelor’s Degree
Graduate Degree
54%
43%
3%
Sex
Male Female No Response

7.  Healthcare
 7
 Advertising/Marketing
 6
 Food & Beverage
 5
 Auto
 3
 Education
 2
 Energy
 2

8. -0.9825
-0.59
-0.185
-0.3775
-0.314
-0.4898
-1.2
-1
-0.8
-0.6
-0.4
-0.2
0
Tangibles Reliability Responsiveness Assurance Empathy Average
Unweighted
Score

9. 0.00
1.00
2.00
3.00
4.00
5.00
6.00
Expectation
Perception

10. 4.40
4.60
4.80
5.00
5.20
5.40
5.60
5.80
6.00
yees promise to do something by a certain time, they dohen a customer has a problem, employees show a sincere interest in solving
it
Services are performed right the first timeServices will be provided at promised timesAccurate records are keptExpectation
Perception

11. 0.00
1.00
2.00
3.00
4.00
5.00
6.00
Employees tell
customers
exactly when
services will be
performed*
Employees
give prompt
service to
customers
Employees are
always willing
to help
customers
Employees are
never too busy
to respond to
customers’
requests*
Expectation
Perception

12. 4.80
4.90
5.00
5.10
5.20
5.30
5.40
5.50
5.60
5.70
5.80
The behavior
of employees
instills
confidence in
customers
Customers feel
safe in
transactions
Employees are
consistently
courteous with
customers
Employees
have the
knowledge to
answer
customers’
questions
Expectation
Perception

13. 0.00
1.00
2.00
3.00
4.00
5.00
6.00
Customers
receive
individual
attention
Operating
hours are
convenient
to all
customers*
Employees
give
customers
personal
attention
Customer’s
best
interests
are at heart
Employees
understand
the specific
needs of
their
customers
Expectation
Perception

14. 11.47
32.29
20.43
18.71
17.43
0
5
10
15
20
25
30
35
Tangibles Reliability Responsiveness Assurance Empathy

15. -11.27
-19.05
-3.78
-7.06
-5.47
-9.326
-25
-20
-15
-10
-5
0
Weighted Score (P-E xWeight)

16. 20%
40%
14%
26%
Less than $1,000
$1,000-$10,000
$10,000-$25,000
More than $25,000

17. Average
Tanglibles
Average
Reliability
Avergage
Responsiv
eness
Average
Assurance
Average
Empathy
Overall
Average
Less 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 -0.84
More 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
-0.20
0.00
0.20

18. Average
Tanglibles
Average
Reliability
Avergage
Responsiv
eness
Average
Assurance
Average
Empathy
Overall
Average
Trade School/Associate’s
Degree
-1.25 -0.67 -0.50 -0.33 -0.60 -0.67
Some College -1.15 -0.60 -0.24 -0.76 -0.25 -0.60
Bachelor’s Degree -0.81 -0.58 -0.12 -0.38 -0.24 -0.43
Graduate 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
-0.20
0.00

19. Average
Tanglibles
Average
Reliability
Avergage
Responsiven
ess
Average
Assurance
Average
Empathy
Overall
Average
Male -1.10 -0.73 -0.27 -0.49 -0.39 -0.60
Female -0.82 -0.34 -0.16 -0.18 -0.23 -0.35
-1.20
-1.00
-0.80
-0.60
-0.40
-0.20
0.00

20. 27%
24%20%
15%
7%
3% 2%
2% 0%
0%
0%
Most Effective Advertising
Other
Online (Google
Ads, SEO, etc.)
Radio
Social Media
Newspaper
Billboard/Outdoor
Cable TV
Daily Deals (Groupon, Living
Social, etc.)
Broadcast TV
Magazine
Yellow Pages
 “Other” Responses
 Word of Mouth
▪ 3
 A combination of most of the
above
 Combination of
radio, print, billboard, online
 Internet in general
 LOCAL MEDIA AND EVENT
SPONSORSHIP
 No one; multiple effective
forms depends on purpose
 Our web site
 Radio combined with cableTV!
 We are an agency and this will
vary by client

21. 14%
86%
Annual Contracts vs. As-
Needed Buys
Annual
As Needed
 Small Sample Size
 Open-ended questions
difficult to
analyze/categorize
 Industry, Job
Title, Measurement of
Advertising
Effectiveness
 Reverse questions
likely skewed results
 Q# 10/32, 13/35, 19/41

22.  H-1
 Respondents will rank Nassau Broadcasting
slightly above the competition
▪ Additional research needed
▪ Poor question wording made research objective
impossible to answer

23.  H-2
 Respondents will believe that trust is most
important in the weighting section
▪ Respondents ranked the reliability dimension far above
all others
▪ Constant Sum Scale
▪ Weight = 32.29

24.  H-3
 Respondents who indicate they spend more on
advertising 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.  H-4
 Respondents with higher education levels will be
more critical
▪ Rankings by Gap Score Indicate that the opposite is true
▪ Bachelor's Degree
 -0.43
▪ Graduate Degree
 -0.5
▪ Some College
 -0.6
▪ Trade School/Associate's Degree
 -0.67

26.  H-5
 Female respondents will be less satisfied than
male respondents
▪ Rankings by Gap Score Indicate that the opposite is true
▪ Males
 -0.60
▪ Females
 -0.35