CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION

Added on - 26 Nov 2019

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Running Head: CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT”ORGANIZATIONCustomer Service Improvement in “Spotlight” OrganizationName of the StudentName of the UniversityAuthor Note
1CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATIONExecutive SummaryThe study includes the factors that can improve the customer services in “Spotlight”organization. To analyze this matter, data has been collected from 50 customers who have visitedspotlight and their responses have been recorded. The responses were collected on the basis of aquestionnaire attached in Appendix B. From the analysis, it has been seen that the major factorsthat are responsible for poor customer service is the poor quality and high cost of the productsthat the shop provides. Friendliness of the employees is also an important factor towardscustomer satisfaction. It has been seen that the employees are quite friendly with the customers.Thus, keeping in mind the factors of customer satisfaction, the employer has to develop theservice so that they can increase the customer satisfaction and be recommended to morecustomers. This will help the store to flourish more.
2CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATIONTable of Contents1.0 Introduction................................................................................................................................32.0 Project Aims..............................................................................................................................33.0 Literature Review......................................................................................................................44.0 Research Methodology..............................................................................................................55.0 Findings and Discussions..........................................................................................................65.1 Descriptive Analysis..............................................................................................................65.2 Analysis of the Research Questions....................................................................................176.0 Conclusion...............................................................................................................................217.0 Recommendations....................................................................................................................22References......................................................................................................................................23Appendix A....................................................................................................................................24Appendix B....................................................................................................................................27
3CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION1.0 IntroductionOne of the most famous Australian family owned businesses is Spotlight. It has a lot ofstores spread all over Australia, New Zealand and Asia. More than 6700 colleagues are utilizedby spotlight. These colleagues consistently provides the company with the best quality,administration, cost and mastery in textures, art and home goods to a huge number of clients.Their smartness towards the business and solid drive helped them to open the first store ofSpotlight in Malvern in September 1973. The quality of the products sold by the store has beenconstantly improving from that day onwards. In the mid 1970’s, Victoria Market was the firstspotlight store. Today, there are 108 spotlight stores in Australia, around 18 stores in NewZealand and 1 store in Malaysia. The first spotlight store that opened in New Zealand was in theyear of 1996 in Wairau Park. This store had a grand opening. Later in 1997, three other storeswere inaugurated in Wellington, Manakau City and also in Christchurch. The research identifiesa way to measure the satisfaction of the customers and the effectiveness of the customer servicequality in order to measure, deliver and meet with the customers’ experiences. Thus, the mainresearch aim is to find out the customer service quality that can be used to measure, deliver andmeet with the customers experiences. The satisfaction of the customers with the product andservice provided by the brand will lead them to repurchase the product and continue usingit(Lam & Mayer, 2014). This the tendency of a person. Better satisfaction with the product willmotivate the customers to recommend the brand to others and thus their number of customerswill gradually increase.2.0 Project AimsThe primary aim of this research is to evaluate the satisfaction and expectation of thecustomers and their perception towards the service quality of the organization “Spotlight”. It has
4CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATIONbeen observed that, for most of the products and services provided by the organization“Spotlight”, the service quality has been a little less. This lack of customer service quality has ledthe customers to provide negative reviews about the organization. According to the feedbacksprovided by various customers.There has been problems with the customers towards the newproducts and services provided by the company. The main problem lies in the perceptions of thecustomers regarding the service quality and the expectations from that product. The main aimsand objectives of the research can be stated as follows:What are the primary reasons provided from “Spotlight” organization management andemployee perspective for poor customer service?What are the methods for improving customer satisfaction?How can the effectiveness and efficiency of staff be improved along with dealing withcustomers?3.0 Literature ReviewDifferent scholarly articles and past researches have shown that the key system to run abusiness is to display the services and administration such that this will retain the currentcustomers and build up an association with new customers as well (Andersonet al.,2013). If thecustomers are satisfied with a product, brand or administration, they will continue to buy andutilize the respective product, brand or administration. They will also recommend others to availthe service by discussing with them the positive involvement they had with the product or brand(Baird, 2014). When the customers are not satisfied with the product, brand or administration,they tend to change the brands or organizations. They can also complain to the administrationabout it and spread the news to any person they meet. Satisfying the customers by fulfilling theirneedsis said to be the least expensive method for promotion and advancement of a company. The
5CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATIONmost important goal of this research is to measure the desires and impressions of the customerstowards the administration quality in Spotlight. It is also important to spot the holes between thedesires and the observations of the customers(Hudson & Hudson, 2012; Andersonet al., 2013).This information will be used as a groundwork to identify the difficulties that the organizationspotlight faces from its customers. Thus, this will help in the development and fulfilment of theneeds of the interior as well as the external customers of the store. Overcoming these difficultieswill help in developing the two qualities. This will likewise develop a usable model for theassociation from which strategies can be made for the intense organization of client relations.This will also guarantee the customers desires if the quality is not met by the administration.4.0 Research MethodologyThere are two types of methods in which a research can be conducted. These arequalitative method and quantitative method. The qualitative method includes talking withindividuals and the quantitative technique includes numeric premise by topping off of surveysfrom clients and understanding their inclinations, different preferences about the organization.Contextual analysis includes an observational study that looks into the present patterninside its own setting. The examination will make usage of various techniques for collectingdata, which will be both subjective and quantitative in nature (Valmohammadi & Beladpas,2014). Contextual analysis research will fill in as the test technique. Contextual analysisbasically falls in the subjective research. It can also be said that, it could be associated inside thequantitative research perspective.Questionnaire is a list of certain systematically arranged questions pertaining to thesubject of enquiry. In this study, a questionnaire has been prepared to collect customer and
6CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATIONmanager responses (Hill-Wilson & Blunt, 2013)from the “Spotlight” organization. Besides, theresponses will be examined with an explanatory tool, such as, SPSS for running the analysis suchas, regression modeling, statistical modeling, and chart-based discussion.In this study, the quantitative method of analysis has been usedto conduct the study forresearch questions 1 and 2. To analyze research question 3, subjective analysis has beenperformed. Using descriptive statistical methods in SPSS, the analysis has been performed.5.0 Findings and Discussions5.1 Descriptive AnalysisTo analyze and the research questions, at first the variables are to be analyzed. From thedata collected of 50 respondents, it can be seen that in the past 6 months, most of the respondentshave visited Spotlight 2-3 times (Table 5.5, Appendices). Very little percentage of people havevisited the store more than 5 times in the last 6 months. Thus, it can be said that none of therespondents have visited the store once a month in the last 6 months. Hence, the store is not thatimportant to people that they visit it for anything they need. The distribution of frequency of visitto the store is shown in figure 5.1.
7CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATIONFigure 5.1: Frequency of visiting “Spotlight” in the last six monthsIt can also be seen from table 5.6 (Appendices) that, there is a tendency of people to visitthe store monthly. Most of the respondents visit the store monthly. Hence, from the here, it canbe said that the respondents visit the store seasonally. At certain months they visit Spotlight a lotof times and at certain months, they do not visit the store at all. The distribution of the monthlyvisit of the customers to the store is shown in figure 5.2.