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.

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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.

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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.

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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.

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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.

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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.