Customer Service Improvement Research: Spotlight Organization Report

This report examines customer service improvement within the "Spotlight" organization, a family-owned business with stores across Australia, New Zealand, and Asia. The research involved collecting data from 50 customers through questionnaires to assess their satisfaction levels. The study identifies key factors influencing customer service, including product quality, pricing, and employee friendliness. The findings indicate that poor product quality and high costs negatively impact customer satisfaction, while employee friendliness is a strength. The report analyzes customer feedback on service quality, product cost, and employee interactions. The research aims to identify areas for improvement and provide recommendations to enhance customer satisfaction, increase customer loyalty, and drive business growth. The research employs both quantitative and qualitative research methods, including descriptive statistical analysis using SPSS, to analyze customer perceptions and expectations regarding Spotlight's service quality.

Running Head: CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT”
ORGANIZATION
Customer Service Improvement in “Spotlight” Organization
Name of the Student
Name of the University
Author Note

1CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Executive Summary
The 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 visited
spotlight and their responses have been recorded. The responses were collected on the basis of a
questionnaire attached in Appendix B. From the analysis, it has been seen that the major factors
that are responsible for poor customer service is the poor quality and high cost of the products
that the shop provides. Friendliness of the employees is also an important factor towards
customer 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 the
service so that they can increase the customer satisfaction and be recommended to more
customers. This will help the store to flourish more.

2CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Project Aims..............................................................................................................................3
3.0 Literature Review......................................................................................................................4
4.0 Research Methodology..............................................................................................................5
5.0 Findings and Discussions..........................................................................................................6
5.1 Descriptive Analysis..............................................................................................................6
5.2 Analysis of the Research Questions....................................................................................17
6.0 Conclusion...............................................................................................................................21
7.0 Recommendations....................................................................................................................22
References......................................................................................................................................23
Appendix A....................................................................................................................................24
Appendix B....................................................................................................................................27

3CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
1.0 Introduction
One of the most famous Australian family owned businesses is Spotlight. It has a lot of
stores spread all over Australia, New Zealand and Asia. More than 6700 colleagues are utilized
by 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 of
Spotlight in Malvern in September 1973. The quality of the products sold by the store has been
constantly improving from that day onwards. In the mid 1970’s, Victoria Market was the first
spotlight store. Today, there are 108 spotlight stores in Australia, around 18 stores in New
Zealand and 1 store in Malaysia. The first spotlight store that opened in New Zealand was in the
year of 1996 in Wairau Park. This store had a grand opening. Later in 1997, three other stores
were inaugurated in Wellington, Manakau City and also in Christchurch. The research identifies
a way to measure the satisfaction of the customers and the effectiveness of the customer service
quality in order to measure, deliver and meet with the customers’ experiences. Thus, the main
research aim is to find out the customer service quality that can be used to measure, deliver and
meet with the customers experiences. The satisfaction of the customers with the product and
service provided by the brand will lead them to repurchase the product and continue using
it(Lam & Mayer, 2014). This the tendency of a person. Better satisfaction with the product will
motivate the customers to recommend the brand to others and thus their number of customers
will gradually increase.
2.0 Project Aims
The primary aim of this research is to evaluate the satisfaction and expectation of the
customers and their perception towards the service quality of the organization “Spotlight”. It has

4CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
been 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 led
the customers to provide negative reviews about the organization. According to the feedbacks
provided by various customers.There has been problems with the customers towards the new
products and services provided by the company. The main problem lies in the perceptions of the
customers regarding the service quality and the expectations from that product. The main aims
and objectives of the research can be stated as follows:
 What are the primary reasons provided from “Spotlight” organization management and
employee 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 with
customers?
3.0 Literature Review
Different scholarly articles and past researches have shown that the key system to run a
business is to display the services and administration such that this will retain the current
customers and build up an association with new customers as well (Anderson et al., 2013). If the
customers are satisfied with a product, brand or administration, they will continue to buy and
utilize the respective product, brand or administration. They will also recommend others to avail
the 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 administration
about it and spread the news to any person they meet. Satisfying the customers by fulfilling their
needsis said to be the least expensive method for promotion and advancement of a company. The

5CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
most important goal of this research is to measure the desires and impressions of the customers
towards the administration quality in Spotlight. It is also important to spot the holes between the
desires and the observations of the customers(Hudson & Hudson, 2012; Anderson et al., 2013).
This information will be used as a groundwork to identify the difficulties that the organization
spotlight faces from its customers. Thus, this will help in the development and fulfilment of the
needs of the interior as well as the external customers of the store. Overcoming these difficulties
will help in developing the two qualities. This will likewise develop a usable model for the
association 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 Methodology
There are two types of methods in which a research can be conducted. These are
qualitative method and quantitative method. The qualitative method includes talking with
individuals and the quantitative technique includes numeric premise by topping off of surveys
from clients and understanding their inclinations, different preferences about the organization.
Contextual analysis includes an observational study that looks into the present pattern
inside its own setting. The examination will make usage of various techniques for collecting
data, which will be both subjective and quantitative in nature (Valmohammadi & Beladpas,
2014). Contextual analysis research will fill in as the test technique. Contextual analysis
basically falls in the subjective research. It can also be said that, it could be associated inside the
quantitative research perspective.
Questionnaire is a list of certain systematically arranged questions pertaining to the
subject of enquiry. In this study, a questionnaire has been prepared to collect customer and

6CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
manager responses (Hill-Wilson & Blunt, 2013)from the “Spotlight” organization. Besides, the
responses will be examined with an explanatory tool, such as, SPSS for running the analysis such
as, regression modeling, statistical modeling, and chart-based discussion.
In this study, the quantitative method of analysis has been usedto conduct the study for
research questions 1 and 2. To analyze research question 3, subjective analysis has been
performed. Using descriptive statistical methods in SPSS, the analysis has been performed.
5.0 Findings and Discussions
5.1 Descriptive Analysis
To analyze and the research questions, at first the variables are to be analyzed. From the
data collected of 50 respondents, it can be seen that in the past 6 months, most of the respondents
have visited Spotlight 2-3 times (Table 5.5, Appendices). Very little percentage of people have
visited the store more than 5 times in the last 6 months. Thus, it can be said that none of the
respondents have visited the store once a month in the last 6 months. Hence, the store is not that
important to people that they visit it for anything they need. The distribution of frequency of visit
to the store is shown in figure 5.1.

7CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.1: Frequency of visiting “Spotlight” in the last six months
It can also be seen from table 5.6 (Appendices) that, there is a tendency of people to visit
the store monthly. Most of the respondents visit the store monthly. Hence, from the here, it can
be said that the respondents visit the store seasonally. At certain months they visit Spotlight a lot
of times and at certain months, they do not visit the store at all. The distribution of the monthly
visit of the customers to the store is shown in figure 5.2.

8CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.2: Frequency of visiting “Spotlight”
Table 5.7 (Appendices) show that the most of the respondents selected for the study have
bought any product from spotlight twice or thrice. Thus, it can be said from the study that most
of the people visit the store for window-shopping. They do visit the store but do not buy any
product from the stores every time they visit the stores. The distribution of the respondents
opinions on buying frequency from Spotlight are given in figure 5.3.

9CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.3: Frequency of buying products from “Spotlight”
The respondents were asked about their feedbacks on customer services. From the ratings
given by the respondents (Table 5.8, Appendices) it can be seen that most of them have given a
rating of 2 and a significant percentage of people have given a rating of 3. None of the
respondents has given a rating of 4 or higher to the customer service of the store Spotlight. Thus,
it can be said that, no customers are much satisfied with the customer service provided by the
stores of spotlight. The results are shown diagrammatically in figure 5.4.

10CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.4: Distribution of ratings for customer service of Spotlight
For the cost of the products in the store Spotlight, it has been seen that (Table 5.9,
Appendices) most of the customers have given a rating of 2 and 3. A very few percentage of the
respondents have given a rating of 4. Thus, from here, it can be clearly stated that most of the
customers are not satisfied with the price of the products that are offered by the shop Spotlight.
The distribution of the ratings are given in figure 5.5.

11CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.5: Distribution of ratings for cost of the products of Spotlight
For the quality of the products provided by the departmental store “Spotlight” it can be
seen that (Table 5.10, Appendices)most of the respondents have given a rating of 3. Thus, the
quality provided by the store is moderate according to the customers. Very few percentages of
people have said that the quality of the products is satisfactory. Thus, the company has to work
hard on providing the customers with a higher quality of products. The distribution of the quality
ratings are given in figure 5.6.

12CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.6: Distribution of ratings for quality of the products of Spotlight
The respondents were asked about how far they can travel to go to a Spotlight
departmental store. From their responses to this question (Table 5.11, Appendices); it is clear
that most of the respondents agree to the fact that they can travel a maximum distance of 5 km to
visit the store Spotlight. Thus, it can be said that the store is not that satisfactory that it can draw
people a long distance to visit their store. The distribution of their opinions are shown in figure
5.7.

13CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.6: Distribution of ratings for quality of the products of Spotlight
The next factor that will be discussed here is the friendliness of the employees of the
store. From table 5.12 (Appendices), it is clear that most of the customers have given a rating of
3 or higher. Thus, it can be said that the employees of the store are quite friendly. Their
behaviors and help have satisfied most of the customers significantly. The distribution of their
opinions are shown in figure 5.7.

14CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.7: Distribution of ratings for friendliness of the employees of Spotlight
The respondents who have given their views in to the questionnaire, 54 percent of them
are male and 46 percent are female (Table 5.13, appendices). Thus, it can be said that the
responses are not gender biased. Responses of male and female customers are given equal
importance.

15CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.8: Distribution of Gender
The age of the respondents have also been recorded. It can be seen that most of the
customers are between 31-60 years old. Thus, it is clear that middle aged and a little older people
mostly visit the store. The results are shown in table 5.14 (Appendices) and figure 5.9.

16CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.9: Distribution of Age of the customers
Thus, they find the cost of the products high and always expect a much better quality of
the products provided by the store. Hence, they are not satisfied with the products.This resulted
in giving very low customer ratings. This also explains the result that the people do visit the
stores quite frequently but do not always buy the products from the store.
Most of the people have given very low ratings about recommending the store to other
people. 90 percent of the respondents have given very low ratings (Table 5.15, Appendices).
Thus, it can be said that the customers are not at all satisfied with the products and hence they do
not even recommend the store to others. This can be shown in figure 5.10.

17CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Figure 5.10: Distribution of opinions about customer recommendations
5.2 Analysis of the Research Questions
The first research question that has to be analyzed is “What are the primary reasons
provided from “Spotlight” organization management and employee perspective for poor
customer service?”
To analyze this question, and identify the factors that are responsible for poor customer
service. To identify this factor, regression analysis has been performed on the variables cost and
quality of the products and friendliness of the employees to predict the customer satisfaction.

18CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
From the results of the regression analysis, it is clear that these selected independent
factors mentioned above can predict the customer service ratings 26.8 percent correctly (R
Square value, table 5.2). This is a very low percentage. Then also, from the ANOVA table (Table
5.3) it can be seen that the factors that have been considered for the regression analysis such as
friendliness of the employees, cost and quality of the products to predict the customer
satisfaction are significant in predicting the results even 26.8 percent correctly.
The table of coefficients as obtained from the regression analysis shows the significance
of the independent variables separately. From the table (Table 5.4) it can be seen that the
variables that are significant in estimating the customer satisfaction are cost of the products and
the friendliness of the employees. The quality of the products do not have a significant effect
towards predicting the customer satisfaction. Thus, from the analysis, it can be stated that
customer satisfaction is affected by cost of the products and the friendliness of the employees
towards the customers.
Table 5.1: Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1 friendly are the employees at this
store, Quality, Costb . Enter
a. Dependent Variable: Customer Service
b. All requested variables entered.
Table 5.2: Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .517a .268 .220 .472
a. Predictors: (Constant), friendly are the employees at this store, Quality, Cost

19CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Table 5.3: ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 3.746 3 1.249 5.602 .002b
Residual 10.254 46 .223
Total 14.000 49
a. Dependent Variable: Customer Service
b. Predictors: (Constant), friendly are the employees at this store, Quality, Cost
Table 5.4: Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.468 .479 5.149 .000
Cost .330 .122 .358 2.712 .009
Quality -.009 .080 -.015 -.114 .909
friendly are the employees at
this store -.306 .117 -.334 -2.605 .012
a. Dependent Variable: Customer Service
The second research question that has to be analyzed in this study is “What are the
methods for improving customer satisfaction?”
From the regression analysis done previously, it has been identified that customer
satisfaction is affected significantly by the cost of the products and the friendliness of the
employees towards the customers. Hence, from here, it is evident that customer satisfaction for
Spotlight will improve if they can work on the cost of the products sold by them. Customers have
given very low ratings for the cost of the products. Thus, it can be assumed that the cost of the
products are quite high for the store. Thus, the cost needs to be optimized. It has also been seen
that the customers have given considerably low ratings to the quality of the products provided by
the store. Thus, the cost of the products offered by the store is probably high with respect to the
quality of the products that they provide. Thus, the owners have to reduce the cost of the

20CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
products if they continue to sell the same quality of the products. This will earn the customer
satisfaction as the customers will receive products at a much cheaper rate than they used to. On
the other hand, the owners can keep the cost unaltered and provide the customers with a much
quality of products. This will also satisfy the customers, as they will now receive quality
products at a reasonable price. If the quality of the products are improved, then, the cost of the
products will be felt that high by the customers. This is because they will now receive a much
better quality product at the same price as offered earlier. This will also earn the customer
satisfaction.
Another factor that is responsible for customer satisfaction as identified from the
regression analysis is the friendliness of the employees towards the customers. It has been seen
from the descriptive analysis, that the employees of the store have been given high ratings in
terms of friendliness. Still, some of the customers have given lower ratings also. The employees
will have to be more trained to help the customers more and have friendlier attitude than
previous. The main objective of the owners should be to gain the ratings of the customers not
lower than 4. This will increase the customer satisfaction to a much higher level.
However, it has also been seen from the regression analysis that these factors can predict
26 percent of the customer satisfaction correctly. Hence, it can be said that there are a lot other
factors that can affect the customer satisfaction. These factors have not been identidied in this
research.
The third research question that has to be discussed and analyzed is “How can the
effectiveness and efficiency of staff be improved along with dealing with customers?”

21CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
There are certain factors that can affect the effectiveness and efficiency of the staffs to be
improved along with serving the customers. These factors have been discussed below:
 The staffs should not be afraid to delegate. They are working at some organization and
they should have the freedom to share their views and opinions about some matters.
 The tasks given to the employees must match the skills that they have been confident
with, otherwise, they will not be able to perform the tasks properly and this will show that
they are not efficient.
 The employer should communicate effectively with their staffs so that the staffs are
always aware of their responsibilities quite clearly.
 The employees can be provided with incentives according to their work performance. If
the employees are incentivized, they will have the urge to work more and perform better
so that they can earn the incentives.
6.0 Conclusion
From the analysis conducted in the above sections, it can be concluded that Spotlight,
despite of the innumerable stores built in so many locations, is not that common to people in
terms of buying products. The quality of the products are not that good and the prices are also
high. The employees are considerably friendly to the customers. Since, the quality and cost of the
products are not satisfactory to the customers, the customers do not recommend the store to
others. From the regression analysis it has also been stated that the satisfaction of the customers
are highly affected by the cost of the products and the friendliness of the employees. Thus, these
factors have to be taken into consideration and developed so that the satisfaction of the
customers are increased.

22CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
7.0 Recommendations
The customer satisfaction can be increased by developing the cost and quality of the
products and by making the employees of the store friendlier. Other factors that can affect
customer satisfaction are the waiting time of the customers at the time of billing, the availability
of the products that people desire to buy from there. These factors should also be taken into
account in order to improve the satisfaction of the customers. The effectiveness and efficiency of
the customers can also be improved by the factors that has been discussed in the previous
sections. Those factors should also be kept in mind. Improving all these matters will increase the
satisfaction of the customers and thus the store will flourish and be more recommended by the
existing customers to the non-existing customers.

23CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
References
Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., ... &Shirahada, K.
(2013). Transformative service research: An agenda for the future. Journal of Business
Research, 66(8), 1203-1210.
Baird, K. (2014). Customer service in health care: A grassroots approach to creating a culture
of service excellence. John Wiley & Sons.
Duggal, E., &Verma, H. V. (2013). Service quality: Construct comprehension and evolution over
time. Journal of Services Research, 13(1), 135.
Hill-Wilson, M., & Blunt, C. (2013). Delivering effective social customer service: How to
redefine the way you manage customer experience and your corporate reputation. John
Wiley & Sons.
Hudson, S., & Hudson, L. (2012). Customer service for hospitality and tourism. Goodfellow
Publishers Ltd.
Lam, C. F., & Mayer, D. M. (2014). When do employees speak up for their customers? A model
of voice in a customer service context. Personnel Psychology, 67(3), 637-666.
Naicker, V. (2013). Uncovering knowledge management practices in organizations. Journal of
Applied Business Research, 29(6), 1849.
Valmohammadi, C., &Beladpas, M. (2014). Customer relationship management and service
quality, a survey within the banking sector. Industrial and commercial training, 46(2),
77-83.

24CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Appendix A
Table 5.5: How many times in the past six months have u shopped at spotlight
Frequency Percent Valid Percent Cumulative Percent
Valid
None 9 18.0 18.0 18.0
Once 8 16.0 16.0 34.0
2-3 Times 24 48.0 48.0 82.0
4-5 Times 6 12.0 12.0 94.0
More than 5 3 6.0 6.0 100.0
Total 50 100.0 100.0
Table 5.6: How do u visit Spotlight
Frequency Percent Valid Percent Cumulative Percent
Valid
Daily 1 2.0 2.0 2.0
Weekly 12 24.0 24.0 26.0
Monthly 27 54.0 54.0 80.0
Never 10 20.0 20.0 100.0
Total 50 100.0 100.0
Table 5.7: How many times have you purchased any product from Spotlight
Frequency Percent Valid Percent Cumulative Percent
Valid
Once 7 14.0 14.0 14.0
Twice 17 34.0 34.0 48.0
Thrice 16 32.0 32.0 80.0
More than 3 10 20.0 20.0 100.0
Total 50 100.0 100.0
Table 5.8: Customer Service
Frequency Percent Valid Percent Cumulative Percent
Valid
1 1 2.0 2.0 2.0
2 28 56.0 56.0 58.0
3 21 42.0 42.0 100.0
Total 50 100.0 100.0

25CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION

26CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Table 5.9: Cost
Frequency Percent Valid Percent Cumulative Percent
Valid
2 27 54.0 54.0 54.0
3 21 42.0 42.0 96.0
4 2 4.0 4.0 100.0
Total 50 100.0 100.0
Table 5.10: Quality
Frequency Percent Valid Percent Cumulative Percent
Valid
1 7 14.0 14.0 14.0
2 8 16.0 16.0 30.0
3 28 56.0 56.0 86.0
4 7 14.0 14.0 100.0
Total 50 100.0 100.0
Table 5.11: How far would you travel at Spotlight
Frequency Percent Valid Percent Cumulative Percent
Valid
Less than 1 Km 7 14.0 14.0 14.0
Up to 5 Km 26 52.0 52.0 66.0
Up to 20 km 7 14.0 14.0 80.0
More than 20 Km 10 20.0 20.0 100.0
Total 50 100.0 100.0
Table 5.12: friendly are the employees at this store
Frequency Percent Valid Percent Cumulative Percent
Valid
2 12 24.0 24.0 24.0
3 35 70.0 70.0 94.0
4 2 4.0 4.0 98.0
5 1 2.0 2.0 100.0
Total 50 100.0 100.0

27CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Table 5.13: how would you rate the quality of your customer service experience
Frequency Percent Valid Percent Cumulative Percent
Valid
2 14 28.0 28.0 28.0
3 23 46.0 46.0 74.0
4 12 24.0 24.0 98.0
5 1 2.0 2.0 100.0
Total 50 100.0 100.0
Table 5.14: What is your Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
Male 27 54.0 54.0 54.0
Female 23 46.0 46.0 100.0
Total 50 100.0 100.0
Table 5.15: What is your age
Frequency Percent Valid Percent Cumulative Percent
Valid
21-30 years 4 8.0 8.0 8.0
31-45 years 25 50.0 50.0 58.0
46-60 years 21 42.0 42.0 100.0
Total 50 100.0 100.0
Table 5.16: likely you will recommend our product/service to others
Frequency Percent Valid Percent Cumulative Percent
Valid
2 22 44.0 44.0 44.0
3 23 46.0 46.0 90.0
4 5 10.0 10.0 100.0
Total 50 100.0 100.0

28CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Appendix B
Questionnaire
1)How many times in the past six months have u shopped at spotlight ?
1. None
2. Once
3. 2-3 times
4. 4-5 Times
5. Or more
2) How do u visit Spotlight?
1. Daily
2. Weekly
3. Monthly
4. Never
3)How many times have you purchased any product from Spotlight?
a. Once
b. Twice
c. Thrice
4) How do you rate Spotlight’s performance in each of the following factors?
1. Least important 5. Most important
Customer service 1 2 3 4 5
Cost 1 2 3 4 5

29CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
Quality 1 2 3 4 5
5) How far would you travel to shop at Spotlight?
1. Less than 1 Km
2. Up to 5 Km
3. Up to 20 Km
4. More than 20 Km
6) How friendly are the employees at this store?
1. Extreme friendly
2. Very friendly
3. Moderately friendly
4. Slightly friendly
5. Not at all friendly
7) Overall, how would you rate the quality of your customer service experience?
1. Very positive
2. Somewhat positive
3. Neutral
4. Somewhat Negative
5. Very negative
8) What comment do you have for Spotlight about encouraging customer to buy more products?
Comments:
9) What is your gender?
i. Male
ii. Female

30CUSTOMER SERVICE IMPROVEMENT IN “SPOTLIGHT” ORGANIZATION
10) What is your age?
1) 21-30 years old
2) 31-45 years old
3) 46-60 years old
4) Above 60 years old
11) How likely you will recommend our product/service to others?
1)Very likely
2)Likely
3)Neutral
4)Unlikely