Analysis of Customer Satisfaction for sgCarMart.com Services Report

This report presents a qualitative analysis of customer satisfaction at sgCarMart.com, a leading online marketing site in Singapore. The study explores various aspects of customer service, including waiting times, information quality, driver behavior, and overall customer experience. The methodology involved a survey of 50 respondents, and the analysis focuses on identifying key factors that contribute to customer satisfaction and dissatisfaction. The findings reveal that while customers are generally satisfied with the quality of service, they express concerns about waiting times, incomplete information, and ride comfort. The report concludes by providing recommendations for improvement, such as reducing waiting times, providing more detailed information on the website, and ensuring comfortable rides. Ultimately, the report aims to assess the effectiveness of sgCarMart.com's customer service management and identify areas for enhancement to improve customer loyalty and brand reputation.

Abstract
The marketplace does not only aim to attract new customers but it also concentrates on retaining
their existing customers by implementing various procedures and policies for customer
satisfaction and loyalty. In the automobile sector, customer satisfaction is associated with service
and its quality. In order to improve customer loyalty and to enhance the brand reputation of the
organization, a management approach focused primarily on customer satisfaction is required.
This study aims to perform a qualitative analysis of sgCarMart.com in order to evaluate the
overall customer satisfaction rate. The study concludes by discussing on the result and then
proposes improvement in the customer satisfaction management for the company.

Table of Contents
Abstract............................................................................................................................................1
1. Introduction..............................................................................................................................2
1.1 Background history...........................................................................................................2
1.2 Purpose of the Study.........................................................................................................2
1.3 Objectives..............................................................................................................................2
1.4 Research Questions...........................................................................................................3
2. Literature Review.....................................................................................................................3
3. Methodology............................................................................................................................5
4. Analysis....................................................................................................................................6
5. Discussions...............................................................................................................................8
6. Conclusion................................................................................................................................9
7. References..............................................................................................................................10

1. Introduction
1.1 Background history
sgCarMart is Singapore’s leading online marketing site which operates in variety of businesses
relating to car auction, vehicle classified, car insurance, loans and settlement services. This
company was founded in 2004 originally as a car classified service with three-person team. In
2007, it managed to break even and since then it has grown to a wide team having more than 60
staff members. As per some reports, the leading online marketing site has earned an annual
revenue of US$4.04 million with over 10,000 listings on its site. For upgrading their network,
sgCarMart was seen to tap into IDA's IPv6 Transition Programme in March 2012. The company
therefore aims to fulfill all the needs and wants of the customers.
1.2 Purpose of the Study
The purpose of this study is to recognize the customer service level of the food court. The
study will initially address the literature related to the customer service for constructing the
study.
1.3 Objectives
 To assess the customer satisfacton in online marketing site
 To study various factors required for customer serice implementation
 Identifying the priciple causes for dissatisfaction and satisfaction among the customers
 Collect various figues and facts of sgCarMart.com

1.4 Research Questions
The primary question aimed for this study is “What is the importance of customer satisfaction in
development of the online marketing site?” Keeping this in mind, the questions framed for this
study are:
 What is the perception of the customers regarding sgCarMart.com in terms of the services
being provided?
 Does sgCarMart.com have an efficient customer service management?
 What are the factors for implementing a successful customer service?
2. Literature Review
Customer satisfaction has been generating immense interest and is considered as a tool for
evaluating the quality of the service or the product. Positive response from the customers is
considered as the best indicator of future profit of any organization. Kotler & Philip (2009),
characterized satisfaction as the evaluation of the quality of the product or service post-
purchasing as compared to the expectations from the pre-purchasing. Customer services are
highly personal assessment which are directly related to the expectations of the customers. Han,
Mack and Karp, Peter (1989) defined a satisfied customers present in public as well as public
sector as the one who receives significant added value to their bottom line. The marketing
managers are bound to be influenced by the expectations of the customers in this competitive
business environment and look out for meeting the demands of their customers. Nick Wreden
(2004), stated that in order to avoid any issues and problems arising from the complex between
customer differences and expectations, company should concentrate on customer equity and

should encourage their marketing managers to determine various factors on how the customers
hold them accountable.
Berry and Parasuraman (1991) define customer satisfaction as, “the consumer’s response to the
evaluation of the perceived discrepancy between prior expectations (or some other norm of
performance) and the actual performance of the product/service as perceived after its
consumption” (p.204). Since the satisfaction is influenced by the customer services and their
availability, the major concern for all the organization and business is the provision of quality
customer services. Similarly customer satisfaction has been defined as the emotional response of
the customer after using the product or the service (Oliver, 1997).
In online mode of customer behavior it is seen that the features of the website, characteristics of
the products, perceptions regarding control over web environment, consumer skills and attitude
towards online purchasing are considered. According to Jarvenpaa and Todd (1996-97), the
factors influencing the purchase decision of the online customers are:
1) Understanding of the product or the Product Perception: Price, Product variety and Product
Quality,
2) Customer Experience: Convenience, Attributes of time, Enjoyment of shopping process,
Effort and Product availability and Lifestyle Compatibility.
3) Customer service: Assurance, Vendor responsiveness, and Reliability.
4) Consumer Risk: Performance, Economic, Social, Security, Personal and Privacy risk.
Hsuehen (2006) investigated the relationship between customer, customer value and website
quality and concluded that the web-customer satisfaction is classified into two integral attributes

namely, Web Information Quality which is the perception of the customers regarding the quality
of information being provided in the website and Web System Quality referring to the perception
of the customers regarding the retrieval and delivery of the information. And cost-based value,
quality and performance outcomes are mentioned from the customer value side (Oliver, 1999).
3. Methodology
Purpose of
the study
Exploration
Description
Hypothesis
Testing
Types of
Investigation
Establishing-
relationships
Group
differences
Research
interference
Extent
Studying
events when
they occur
Study
Settings
-Contrived
-Non-
contrived
Measurements
and measures
Measures
Scaling
Coding
Organizing
Unit of
Analysis
Group
organizations,
Machines etc.
Sampling
Design
Sample Size,
Probability
Non-
probability
Time
Horizon
Longitudinal
Cross-
sectional
Data-
Collection
Method
Interview
Questionnaire
Observation
Data
Analysis
-Data
importance
-Data quality
-Testing of
Hypotheses

Survey was conducted using a questionnaire and the same has been attached in the Appendices.
4. Analysis
50 questionnaires were collected for finding out the various factors responsible for successful
implementation of the customer service. The satisfaction is represented by the bar chart’s axis.
The different questions of the survey were presented in the bar chart horizontal.
Q1. Fast Service Q2. Quality Q3. Complete Information Q4.Safety of taxi services
0
1
2
3
4
5
6
Satisfaction
Series 1
Figure 1 depicts the service satisfaction of the customers and from the response it was seen
that the customers had problems with the waiting times and incomplete information but
agreed to have enjoyed high quality services with safety. The customers had problem with
waiting time (3.8) and incomplete information provided online (4) which created a wide gap
between the customers’ expectations and customers’ satisfaction. However, it was seen that
the customers were satisfied with the quality of service being provided and high security and

safety in the taxi services. The customers claimed that they felt secured while driving with
cabby.
Ride comfort Taxi Stand Accessibility Driver's knowledge of
routes customer service provided
by cabby
0
1
2
3
4
5
6
Satisfaction
Questions
Figure 2 depicts the behavior of the cab drivers and the services and from the response it was
seen that the drivers failed to provide a comfortable ride, service provided by cabby, drivers had
knowledge of all the routes and the customers are provided with taxi stand accessibility. The
customers claimed to have had issues with comfortable ride (2.5) but were impressed with the
driver’s knowledge of all the routes (3.5) along with all the services being provided by the cabby
(4.5) and the taxi stand accessibility (5) was the primary factor which created high extent of
satisfaction among the customers.

Price and affordability Response to queries Convenience Web System Quality
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Questions
Questions
Figure 3 depicted the factors related to price and convenience to the customers, company’s
response to queries posed by the customers and web system quality. The customers were seen to
be satisfied with the price and affordability of the services being provided to them along with the
convenience in the whole procedure. Similarly, they claimed that all their queries were answered
in thee hour of need and were equally satisfied with the web system quality of the website.
The survey had 12 questions and were given to 50 respondents and all of them participated in
this survey.
5. Discussions
The research concluded with a gained knowledge on the customer satisfaction level of the
sgCarMart.com and recommended that-
 The waiting times must be reduced to as minimum as possible: Most of the customers
complained of high waiting time leading to irritation and dissatisfaction among them
despite of high quality services.
 sgCarMart.com must provide detailed information on their website: The customers
complained that some of the pages lacked proper and adequate information and therefore
these pages must be updated with detailed information.

 The organization must work towards providing a comfortable ride to their customers: The
customers despite of being happy with the high quality of service claimed to have
discomfort during the ride. Therefore, efforts must be done in order to provide the
customers with best services possible.
6. Conclusion
The first research question was “What is the perception of the customers regarding
sgCarMart.com in terms of the services being provided?” With the help of the literature review
and this research, it was identified that the customers were overall satisfied with the services and
had minor issues with the services which can easily be resolved. For the whole analysis, it was
conclude that sgCarMart has good customer service level as the customers were provided with
high quality of services, high convenience at affordable price.
The second question was “Does sgCarMart.com have an efficient customer service
management?” The research study and the analysis depicted that despite few issues and problems
the leading online marketing site had efficient customer services as the customers asserted that at
the hour of need their queries were answer immediately. Therefore, it has efficient customer
services although there is a room for improvement. The organization must improve their web
content, waiting times and the ride comfort for their customers.
The third question was “What are the factors for implementing a successful customer service?”
The literature review helped in recognizing the factors responsible for implementing a successful
customer service were affordability, product quality, convenience, response to queries, comfort,
accessibility, web system information, web system quality and safety.

7. References
Hanan, M. and Karp, P., 1989. Customer Satisfaction: How to Maximize, Measure, and Market
Your Company's" ultimate Product". American Management Association.
Hsuehen, “An empirical study of web site quality, customer value, and customer satisfaction
based on e-shop,” The Business Review, vol. 5, pp. 190-193, 2006.
Jarvenpaa, S.L. and Todd, P.A., 1996. Consumer reactions to electronic shopping on the World
Wide Web. International journal of electronic commerce, 1(2), pp.59-88.
Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India.
Oliver, R.L., 1999. Whence consumer loyalty?. the Journal of Marketing, pp.33-44.
Oliver, R.L., Rust, R.T. and Varki, S., 1997. Customer delight: foundations, findings, and
managerial insight. Journal of retailing, 73(3), pp.311-336.
Parasuraman, A., Berry, L.L. and Zeithaml, V.A., 1991. Understanding customer expectations of
service. Sloan Management Review, 32(3), pp.39-48.
Wreden, N., 2004. What’s better than customer satisfaction?. Viewpoint, May, 24.