Data Design Project: Analyzing Customer Satisfaction at Gant Stores

This project delves into analyzing customer satisfaction at Gant Stores in the Helsinki area, employing quantitative research methods to gather and interpret data. The research focuses on understanding factors influencing customer satisfaction, utilizing questionnaires distributed across various store locations to collect primary data. The project describes two datasets, primary data from customer surveys and secondary data from a national consumer study, detailing data collection methods, sample populations, and potential biases. It outlines the business objective of improving customer service and selections to enhance satisfaction levels. The project discusses data integration points, limitations of exploratory research, and relevant research design considerations. The project also assesses the ethical and business implications, considering data applicability, resource availability, and ethical considerations. The analysis includes graphical representations of survey results, highlighting customer preferences and satisfaction levels regarding product quality, customer service, and store design. The project concludes with a summary of findings and implications for Gant Stores' operations and customer relationship management.

DATA DESIGN PART 2

Table of Contents
INTRODUCTION...........................................................................................................................1
QUESTION 1...................................................................................................................................1
Phrasing business objective for targeting and assessing study...................................................1
QUESTION 2...................................................................................................................................3
Describing two datasets and describe how data set is being collected and bringing short
preview of the data. Specify and tool used, sample population and biases to be aware of.........3
QUESTION 3...................................................................................................................................8
Describing the integration points and what cannot be concluded using exploratory research. . .8
QUESTION 4...................................................................................................................................9
Describing relevant exploratory research design in view of not using experiment design.
Identifying problem which can be resolved and summarising results of graphs and critically
evaluating report..........................................................................................................................9
QUESTION 5.................................................................................................................................12
Considering deployment, ethical and business conclusion of the project.................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Data handling is activity in which various ways of data analysis is done and it helps in
decision-making. Maintaining the quality of business operations and customer services is
important for a proper management of the business operations which will help in increasing
sustainability of the firm. All these factors plays a very crucial role in the achievement of
customer satisfaction level. Besides this, it will help in gaining a good profitability. The current
research assessment involve the Gant Stores in Helsinki Area. They are the apparel brand,
operating all around the world.
This research assessment will include the evaluation of various data sets and effective
research activity will be conducted that will help in proper increment of knowledge regarding the
quality of customer services, offers and selections and increasing the customer satisfaction level
to enhance functionality of selected clothing enterprise.
QUESTION 1
Phrasing business objective for targeting and assessing study
The business objective can be framed which is listed below-
“To analyse and improve the quality of customer service, offered selections for attaining
customer satisfaction- A study on Gant Stores in Helsinki Area”
Question
What are the factors that lead to customer's satisfaction in Gant Stores?
The type of research being conducted in the study was quantitative research. It is crucial
in order to gather numerical data, facts and figures so that desired research can be conducted in a
better manner. With regards to this, information was collected by offering questionnaire to
people visiting stores. The survey was being conducted in order to find out general opinion of the
customers about the company. The survey was taken from three localities such as Kamppi, Sello
and Kämp Gallery in the best manner possible.
The implications on the type of question such as how to improve customer services so
that desired satisfaction level may be attained (CUSTOMER SATISFACTION IN THE RETAIL
MARKET, 2009). This will have implication as customers will demand for higher quality of
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goods which will be required to fulfil by company so that desired outcome can be accomplished
in a better manner. Furthermore, implication will be to satisfy customers, listening to their
feedback and improve quality of goods and services. In today's competitive environment, higher
understanding of customer's demands, desires are required so that they may be satisfied in the
best manner possible. The implication in the future will be that consumers will be demanding as
they will access to greater variety of commodities and services.
Data requirements -
The unit of analysis from the data set is individuals, groups are assessed from the
customers provided in the research study being conducted. It is required that opinions of
consumers are analysed so that customer's satisfaction may be provided by improving upon
services in the best way possible. Unit of analysis means about 'whom', study is being conducted
to take opinions for improving upon services (Marczyk, DeMatteo and Festinger, 2017). The
implications in quantitative technique of data are that it is quite reliable technique for assessing
how the facts and figures can be integrated in order to form opinion quite effectually. Another
implication is that facts regarding customer's satisfaction can be gathered in a better manner and
as a result, conclusion can be drawn from the research by taking into account the study. The risk
assessments can be outlined below-
Applicability-
The quantitative method is applicable for identifying opinion regarding the research topic
in the best manner possible. It can be identified that customer's satisfaction of Gant stores in
Helsinki area can be assessed from choice of their selections, regarding sales of firm and
purchasing power of consumers which will have good approach of applying research type and
derive results with ease. By gathering such facts and opinions of people, quantitative research
method can be applied which will have better results about study. However, applicability of data
technique imposes several restriction and does not provide value and desires of customers and
perceptions.
Availability of resources-
The availability of various resources are required for conducting research in effectual
manner. It includes human, technical considerations, using secondary resources such as books,
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journals, articles available from internet and related reliable resources (Morse, 2016). There
prevails risk regarding the availability of resources which will have impact on overall quality of
research up to a high extent. Timely availability of such resources are needed so that research
can be conducted in a better manner by taking into consideration all resources quite effectually.
Ethics-
Ethical considerations are required so that desired data can be taken and that also with
prior permission from respondents. The respondents included in research are customers of the
stores from whom permission would have been taken for using their viewpoints in the research
so that research can be completed in due time. However, if confidentiality of data is not applied,
then people would not respond to questions and as a result, there would be inefficient results.
It can be analysed that there are two types of variables such as dependent and
independent variables. Dependent variables are those whose value depends on another to extract
value in effectual manner. On the other hand, independent variables are opposite of dependent
variables and do not depend on another one (Brannen, 2017). The business variables are
significant in assessing value in effective manner. With the help of these variables, it can be
analysed that customer's satisfaction is dependent variable on quality of goods and services
provided by company in effectual way. This means that business objective is to target upon
services provided by organisation to customers so that satisfaction level can be accomplished
with the help of improvement of commodities and services quality by Gant stores.
QUESTION 2
Describing two datasets and describe how data set is being collected and bringing short preview
of the data. Specify and tool used, sample population and biases to be aware of.
Data Set 1 (Primary data)
The data set can be evaluated from the research study conducted on customer's
satisfaction which was answered by customers on the basis of questionnaire handled to them in
Helsinki area. It was handed to Gant store in Sello, Espoo, Gant Sore Kamppi and Gant Store
Kämp Gallery. The respondents were 72 customers who answered the survey. Division between
respondents of stores location was not equal. Kamppi and Sello were location in which
respondents were more, 14 % of answers were being attained from Kämp Gallery.
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The age of respondents were being evaluated and it was expected that largest age groups
were between 31-40 and 41-50. It was significant for getting this information when buying
collections. These age groups were quality conscious and as a result, they can also afford to buy
the expensive commodities (Vaioleti, 2016). In addition to this, age group of 20-30 are
significant group of customers and they like to spend money and interested in modern fashion.
The above graph shows that Kamppi has the biggest customer's base and good flow of
them. It is quite interesting to assess that Sello have 26 % of stores where consumer purchases
goods. On the other hand, Kämp Gallery has 25 % of stores making purchase by customers.
Major one among the following locations, Kamppi were 39 % and remaining 10 % is dedicated
to other stores.
Store
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The chart shows that most of respondents found Gant store very stylish. However, little
of respondents found it is not stylish.
Products
It can be analysed that people prefer high quality goods be it is highly-priced. The goods
of Gant are of high prices and good quality showing consumers are happy with price-quality
ratio.
Customer service
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The chart with reference to service quality shows that customers are strongly agreed with
services of Gant and service expertise is good.
Opening hours
Open-hours are framed according to rule specified by shopping center. Respondents
believed that stores would not be open until 21.00 while, most of the respondents were satisfied
with it. Thus, it can be analysed from the results of the questionnaire that customers are satisfied.
The biases in the questionnaire can be made by proxy done by people which may affect results
and further, such research is limited to Gant stores in Helsinki area.
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Data Set 2 (Secondary Data)
Illustration 1: Premier Fashion Retailers.
Source: LOUISVILLE, Colo., 2018
The data is being collected from secondary source. National consumer study was being
conducted by Market force annual study which polled more than 10,000 consumers for study.
The study focused on premium retail fashion brands. Nordstorm, US retailer bagged number one
position as it is predicted from composite loyalty index as it got 56 % vote. However, last year, it
scored 64 %. Second position was gained by Lane Bryant, speciality brand by increasing seven
percentage points and got to 52 %. On the other side, third position was jointly shared by
Dillard's, Forever 21 and Kohl's with 46 %.
Fourth position was gained by JC Penney having 45 % and Macy's had 44 %. On next
position in composite loyalty index was H&M scoring 42 % and Banana Republic had 41 %
scoring second-last position. Last in the top brands list was Old Navy having 36 %. This clearly
shows that people mostly make emphasis on 'value' being offered to them in relation to quality of
goods and services provided by company. Furthermore, satisfaction level remains positive if
services are of enhanced quality to them (Litosseliti, 2018). Thus, Nordstorm being most
favourite premium fashion retailer led to attainment of first position. The data is being collected
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from secondary source. National consumer study was being conducted by Market force annual
study which polled more than 10,000 consumers for accomplishing study.
QUESTION 3
Describing the integration points and what cannot be concluded using exploratory research
There is consideration of dataset for raising quality of customer service with appropriate
unit of analysis is replicated as individuals and groups assessed through customers in conducted
research (Söderlund, 2018.). It has been essential for analysing opinion of consumers for
customer satisfaction to improve possibilities of services. There is implication of quantitative
technique of data is highly reliable for assessment of figures and facts integrated in order for
framing opinion in quite effective manner. In the similar aspect, it will be demanding with access
of huge variety of services and commodities. There is fact on basis of gathering customer
satisfaction in better manner and with its outcome, it could be concluded with this research. This
study could be highly efficient if value and desire of consumers and perception has been
provided and there will be prevailing of risk on basis of resources availability through internet
and via reliable resources with impact of overall quality of research with huge extent.
There is graphical presentation of division of respondents with context of location such as
Kamppi, Kamp gallery, Sello and other outlets as well. The respondents were categorised
through age with buying collection as largest age group was 31 to 40 and 41 to 50 as they are
highly quality conscious and afford for purchasing expensive commodities. In the similar aspect,
it had reflected 20 to 30 as significant group of consumers for spending money and interested in
fashionable products (Das, Kumar and Saha, 2010). Henceforth, it had shown respondents
answer on design of store where major proportion were agreeing on strongly aspect. There is
graphical representation related to pricing of its products where nobody was disagreed strongly
as there is huge preference to goods of high quality and priced highly as in simple words, it
reflected happiness for ratio of price quality.
In this aspect, most important aspect is on basis of customer service of Gant with high
quality and service expertise in appropriate aspect. There will be other variables such as open
hours which are specified through shopping centre as outcome of questionnaire with satisfaction
of consumer and proxy is performed with people which impact the outcome and limited research
in Helsinki area. As all these aspects were evaluated from primary research and premier fashion
retailers were gathered from secondary aspect where Nordstrom is at 56% which belong to US
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on basis of loyalty index and premium and followed by Lane Bryant. This study could be
improved if there will be consideration of more stores with more location than it will evaluate
about exploring aspect about customer satisfaction (Sivapalan and Jebarajakirthy, 2017).
It has been evaluated that while measuring customer satisfaction and to analyse success
of company with its possibility of now and future as well. The average business has lost with
revenue and profit related to customer decay and its reason because of this decay is about
promotional, understanding, procedural, perception and behaviour gap. The retention of
consumer is incredibly very high as lifetime value is counted through average spend related to
business. It is multiplied with length of time business as there will be retention of consumer. In
this aspect, very important reason for performing business as it will raise profitability. The
customer satisfaction will be measured and act on appropriate aspect with context of outcome
and increment in profitability (Kaura, Durga Prasad and Sharma, 2015).
There is presentation of exploratory analysis of each dataset along with specified
variables but some data such as customer satisfaction in terms of various other premium retailers
could not be explained because of limited information. Although information is presented but it
is based on secondary data related to multiple products, store, location, services and layout
design as well. In case if there will be data related to its staff which will highly hamper the
dataset and reflects its consideration of resources in effective aspect. With perspective of retailers
there will be huge spending on time learning with customer perspective and information will be
captured with appropriate dataset. Its analysis will be giving appropriate information related to
customer and ways for investing in retailing with best experience instead of chore and brand
experience counts will be brand image (Aagja, Mammen and Saraswat, 2011).
QUESTION 4
Describing relevant exploratory research design in view of not using experiment design.
Identifying problem which can be resolved and summarising results of graphs and
critically evaluating report.
Data Set 1
The exploratory research design is effectively implemented. It has been adopted so as to
attain better results by exploring customer's satisfaction with reference to retail sector of Finland.
It can be analysed that customers are to be provided with value added services so that they may
be able to enhance quality of goods and commodities quite effectively (Bellini, 2017). The
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exploratory design is quite useful in assessing study in a better manner in order to ascertain
customer's opinions so that accurate results may be accomplished. It can be analysed that
questionnaire was being conducted with reference to customers of Gant stores in various
localities so that viewpoints can be drawn in the best manner possible. It was evaluated on the
basis of customer service, products, prices and opening hours. Questionnaire included mix of
open and structured questions which enabled respondents to write about opinions.
The customer satisfaction measurement program should be included in the firm so that
firm may be able to flow customer must reach to every unit of organisation (Olohan, 2017). This
will help to evolve and give new consumer input into organisation, it then will be of real benefit.
The research process can be started by defining problem as when issues are identified accurately,
then only research could be conducted properly and data can give proper result. The data made
available was effectively fitted to question and data as customer satisfaction quality was to be
analysed and as a result, it was fitted with reference to question.
Summarising results
The customer satisfaction is main focus for firm in order to be profitable. Quality of
service helps in creating customer's satisfaction. The survey was meant to study on how quality
of customer's service can be improved and if any suggestions are for improving the same for
remaining competitive. Overall, results of study were positive in favour of company highlighting
that people are satisfied with services. Moreover, it can be analysed that people are happier with
the services as organisation is able to provide good quality goods. The parameters used were
services, products, store and opening hours in which proper analysis was done. The overall study
shows that firm was able to offer superior quality commodities to people. The quality of model
and data set can be evaluated as study was based on 72 people were being surveyed. This means
that people were evaluated on larger basis showing that less error of sampling exists in it
(Goodwin and Goodwin, 2016).
The limitation of this research could be that sample population was only focused in
Helsinki area which has led to less transparent results. It means that research could have been
conducted on more regions of Finland to ascertain retail sector quite effectually. Hence, more
informed report could have been made by referring to attain more accuracy in conducting
research, if more regions would have been covered in a better manner.
Data Set 2
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