Business Decision Making Assignment Example

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1SPSS REPORTMeasure the customers’ satisfaction levelof Passio CoffeeApril 12th, 2020Subject:Business Decision MakingTeacher:Nguyen Huu Hoang GiaoClass:FPTU-BA1401-BDM201Members:Nguyen Le Minh HanTran Dai DuongLe Trong QuangLuong Nhat TuanNguyen Ngoc Ky ThoaPham Dao Tan Dung
2ContentsAbstract........................................................................................................................................................31.Introduction.....................................................................................................................................32.Literature review.............................................................................................................................43.Methodology...................................................................................................................................54.Data analysis....................................................................................................................................74.1.Descriptive Statistic .......................................................................................................................... 7a.Frequencies .................................................................................................................................... 7b.Descriptive ...................................................................................................................................... 94.2.Cronbach’s alpha............................................................................................................................ 10a.Definition ...................................................................................................................................... 10b.Accreditation standards ............................................................................................................... 11c.Test Cronbach’s Alpha scale in SPSS............................................................................................. 114.3.Pearson correlation ........................................................................................................................ 15a.Definition ...................................................................................................................................... 15b.Accreditation standards ............................................................................................................... 15c.Test Pearson correlation in SPSS .................................................................................................. 154.4.Linear regression ............................................................................................................................ 17a.Definition ...................................................................................................................................... 17b.Accreditation standards ............................................................................................................... 17c.Test Regression in SPSS ................................................................................................................ 18d.Charts ........................................................................................................................................... 205.Recommendation & Conclusion...................................................................................................21a.Recommendation ......................................................................................................................... 21b.Conclusion .................................................................................................................................... 21References..................................................................................................................................................22Appendix.....................................................................................................................................................23
3AbstractStudy objectives: this research was aimed to evaluate the short-form 35-item questionnaire as aninstrument for measuring how service quality of Passio effect to customer satisfaction. Theresults of which would enable the management to improve the quality of service accorded toclients.Design:the research is briefly demonstrated by a small survey conducted on a randomly selectedbunch of customers regarding the service quality.Implication:the findings of this study can be used as a guideline by the management to improvethe quality of Passio in FPT area.Result:the outcome of multiple regression analysis showed that empathy and tangible variablesreflected a high correlation with customer satisfaction. On the other hand, responsiveness,reliability and assurance variables recorded an insignificant correlation with customersatisfaction.1.IntroductionWith the strong development of the F&B market, the development and competition betweendomestic and foreign coffee brands is getting stronger, and Passio is not out of this war.Launched in 2006, Passio is one of the first clean coffee brands to take away in Vietnam. Themain color of Passio is the green color that shows the freshness, youthfulness, and personality.With slogan “Passio is Passion without “N”” Passio has consistently pursued the path ofelevating Vietnamese coffee through the use of clean coffee and enjoying in a modern style,integrating with the world. Thereby introducing to international friends, the image of"Vietnamese people create and develop Vietnamese coffee", including the brand Passio. Thequality of the drinks as well as the service space are very important factors to create the successof the brand. Therefore, Passio need to capture the satisfaction of customers with Passio productsand services, so the surveys will used to help Passio understand customer needs and want,strengths and weaknesses of the brand through which the most effective remedies anddevelopments for products and services are found.
42.Literature reviewA woman walked up to the branch manager of a bank. "Are you hiring any help?" she asked."No," he said. "We already have all the staff we need.""In that case, would you mind trying to find someone to help me in the safe deposit area?" sheasked.This story is just a comical representation of a customer's dissatisfactory reaction resulted from aservice failure of a bank. The term Customer Satisfaction has become the prime concern of mostof the organizations to be competitive in the industry. Determining and meeting customerexpectation regarding services is the key to make satisfied customers and the best way fordetermining customers‟ needs and expectation is the use of surveys and researches- the keyvehicle for understanding customer expectations and perceptions of services.The survey is based on SERVQUAL model. SERVQUAL is a multidimensional research tool,designed to capture consumers' expectations and perceptions of a five-dimensional service that isbelieved to represent service quality. SERVQUAL is built on the expectation-confirmationmodel, in simple terms, service quality is understood as the level of expectation beforeconsumers' consumption is confirmed or not confirmed by sensors. Get the facts they get afterexperiencing the service.Five-dimensional service quality including:1. Reliability: The ability to deliver promised services reliably and accurately2. Assurance: The knowledge and courtesy of employees and their ability to convey trust andconfidence3. Tangibles: The appearance of physical facilities, equipment, personnel and communicationmaterials4. Empathy: The provision of caring, individualized attention to customer5. Responsiveness: The willingness to help customers and to provide prompt serviceThe SERVQUAL model has gone through a lot of testing to give the final streamlining result.The developers of this tool, Parasuraman, Ziethaml and Berry, have stated that this is the toolthat delivers the most reliable and accurate results. SERVQUAL has been widely used incompanies around the world, in a wide range of contexts and cultures, and is considered to besuitable. It has gradually become a major scale in service quality.
5Because of its ease of use and high accuracy results to measure quality in the service sector that’swhy SERVQUAL models are used in our survey. In addition, in fact, researchers have addeddemographic information questions to classify customers, giving the most accurate results for thesurvey process.Conceptual framework and research hypothesisIndependent VariableDependent VariableThe literature had been used as the foundation to develop a conceptual framework for thisstudy as shown in figure. Based on the framework, it can be hypothesized that there arepositive relationships between:-Tangible and Customer satisfaction-Responsiveness and Customer satisfaction-Reliability and Customer satisfaction-Empathy and Customer satisfaction-Assurance and Customer satisfaction3.MethodologyThis survey is designed to allow researchers to integrate the service quality literature, the actualsurvey to collect and examine the data for optimum results of Passio. A small survey has beenconducted on more than 200 students and employees currently enrolled at FPT universities torepresent the way to conduct SERVQUAL survey. The instrument's design causes it to be bestsuited for use as a diagnostic methodology utilized for determining Passio of service qualitystrengths and weaknesses.This research usesquantitative researchmethods. An experiment is a type of research method inwhich manipulate one or more independent variables and measure their effect on one or moredependent variables. Experimental design means creating a set of procedures to test a hypothesis.This hypothesis is customer satisfaction about Passio Coffee's service. The data collectionmethod is to use a survey to send to each person who used to use the service at Passio Coffee.Customer satisfactionService quality features:TangibleResponsivenessReliabilityEmpathyAssurance
6Step 1: Create SERVQUAL questionnaire tableTo evaluate the service quality dimensions, 35 statements were selected from the structuredSERVQUALquestionnaire and demographic format. The questionnaire representing customerexpectation regarding each criterion. Afive-point Likert scaleis used to get the level ofexpectation and perception associated with each service quality criterion. The SERVQUALquestionnaire format were summarized as shown in table below:Service qualityRespondents’ OpinionIndependentvariables: 25questionsTangiblePassio provides facilities that has adequate, and comfortablein operations areas.ResponsivenessPassio should be willing to take urgent actions, and deliverclear, correct information.ReliabilityPassio should be willing to fulfill promises, improve serviceperformance, and solve problems.EmpathyPassio should be willing to take care and hearcomplaints/suggestions from customers.AssurancePassio exhibits high professionalism and guarantee indealing with customers.Dependentvariables: 5questionsPerceive qualityPassio implement tangible, responsiveness, reliability,empathy and assurance in delivering services to customershad increased their satisfaction.Description:5 questionsDemographyGender, ages, occupation, spending, habit.Step 2: Do surveyA survey was separate into 25% offline samples and 75% online samples.Target sample: customers of Passio in FPT university (generally students and employees).Sample size: consist of more than 200 customers of FPT branch of Passio.Data analysis: collectprimary datato validate the questionnaire for gathering the adequateinformation.Step 3: Collect data and analyzed by SPSSThe survey questionnaire was answered by participants based on their consent and on a voluntarybasis. A statistical package for social science (SPSS) version 26.0 was used to analyze thequestionnaire data and thus tested the research hypotheses.
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