This case study analyzes quality issues at Tech Book Stores. Customer surveys revealed dissatisfaction with service and selection at both on-campus and off-campus locations. Tools like fishbone diagrams, Pareto charts, and scatter plots were used to identify causes. Key issues included a lack of customer focus, poor employee training, and inconvenient store layouts. Improving quality through practices like 5S, employee incentives, and a better return policy could boost repeat business while reducing costs from complaints and lost sales. However, obstacles to change include budget constraints and resistance from part-time student employees.

1. Case Study Analysis of
Tech Book Stores Presented By: SQC Group
Department of Decision Sciences

2. 01. Reasons For Organizing A Customer
Survey
Main Reason:
• Due to the failure of random visit to the stores by
Mr. Watson.
Others:
• Low Cost, Easy to Conduct, Easy to gather accurate
data, More Sample Size, Little or no observer
subjectivity.

3. Tools That Uses To Analyze The Quality Issue
• Fishbone (Ishikawa) Diagram:
– Identifies many possible causes for an effect or problem and
sorts ideas into useful categories.
• Pareto Chart :
– shows on a bar graph which factors are more significant.
• Scatter Diagram:
– graphs pairs of numerical data, with one variable on each
axis, to help you look for a relationship.
• Set video cameras .
• Place customer suggestion boxes or Obtain the details of
customer satisfaction through telephone calls .
• Conduct an exam or an interview to employees continuously .

4. 02.
ANALYZING
THE
SURVEY RESULTS

5. Campus Store - Students
Campus store -Student Campus Store – Non Student

6. Campus Store – Student / Non Student

7. off campus store –Non studentOff campus store -Student

8. Off Campus Store
Off campus Store – Student / Non Student

9. Overall Customer Dissatisfaction
Level Both In Off & On Campus
Book Store

10. 03. Quality of A Book Store
“The creation of customer satisfaction by providing a
good basis for the purchase of books and other items on the
right time at right quantity at right price with perceived
condition and re-creation of customer loyalty”

11. 03. Quality of A Book Store
• Time and Timeliness
– Reduction of waiting time to search and purchase a book
– Quick response of service personnel to customer requests
• Completeness
– Maintaining a satisfactory level of stocks to meet customer
requirements
– Update the Bookstore’s website regularly
• Courtesy
– Treat the customers in a friendly manner
– Politeness to the customer
• Consistency
– Equally treat all the customer

12. Contd.
• Accessibility& Convenience
• Appoint knowledgeable employees
• Maintain a proper layout that makes convenience
• Convenience to access the website
• Accuracy
• Deliver the exact product that customer requires
• Ensure the accuracy of billing
• Ensure the correct information available in the website at
anytime
• Responsiveness
– satisfactorily responding to customer complaints

13. 04. Quality Issues in The Tech Bookstores
• Lack of customer focus
• Unmindful Recruitment procedure
• Less induction and training program
• Lack of courtesy and knowledge of employees
• Lack of management commitment
• Failure to respond to customers
• Inappropriate arrangements of books

14. 05. Cost of Poor Quality
The Cost of Quality is made up four
cumulative area of costs:
1) Appraisal
2) Detection
3) Internal Failure
4) External Failure Cost of Poor Quality

15. Internal Failure Cost
• Cost of re-entering data in to the organization data base.
• cost of keeping wrong or unnecessary items within book store
inventory.
• Delay in providing service on time to the customer.
External Failure Cost
Cost of handling customer complaints
Cost of handling & replacing the returned products.
Cost of loss sales.
Loss of reputation.

16. 06. How To Improve Quality At The Book Store
•Apply 5S practices to the bookstore
 Sort - Making things cleaned up and organized
 Set In Order - Organize, Identify & Arrange everything in a
work area
 Sweep or Shine - Regular cleaning and maintenance
 Standardize - Make it easy to maintain, simplify & standardize
 Sustain - Maintaining what has been accomplished

17. • Conduct training programs aimed at student employees .
• Incentive schemes to staff on attracting customers .
• Maintain a suggestion box .
• Design proper service level agreements.
• Develop a proper return policy & communicate it clearly.
• Implement a camera system to detect and control employees
misbehavior.
• Appoint a leader, responsible for quality issues, from
employees in the book store on daily basis.
• Induce customers to use bookstore’s web site.
• Application of quality tools to identify routine quality
problems at the book store.
Contd.

18. 07. Obstacles for Improvements
• Lack of control over Part time student employees
• Negative attitude towards system upgrades
• Employee redundancy and grievances due to technology usage
• Pressure on maintaining low prices
• Have long –standing policy of selling textbooks with a very
small markup
• Lack of funds
(Use all profit to fund student related projects like new
athletic fields, student center enhancement)

19. To the Book Store:
• Higher repeat business/referrals from a satisfied client base.
• Enhanced reputation in the business and its market share.
• Improves morale and Stimulates creativity of employees.
• To the Employees:
• Improved awareness amongst locations of book store
• Improved morale of employees
• opportunity to participate in decision making
08. Benefits of Quality Improvements

20. • Higher quality service.
• Increased reliability of the end product.
• Increase the customer own satisfaction.
To the Customers: