Comparison of Customer Satisfaction in Different Consumer Electronics Product Line: A Company as a Case
Yang Wan Yu
The purpose of this research is to study whether the Company should design different questionnaire for different product line to understand the difference and similarity between those different product lines. The customer satisfaction survey normally is high correlated with the product type and the purchase amount share of supplier. The Company should design different questionnaire according to the product characteristics and perform the customer satisfaction survey in periodical basis among those selected customers. The feedback from customer should be reviewed by the Company and requested the task force team to prepare the counter plan to make the continuous improvement. The improvement plan should be tracked to ensure the counter measure is carried out and proved to be useful solution to increase the customer’s satisfaction degree. If same questionnaire is applied to the customer of different product line, the customer’s need may not be perceived correctly. Such as restaurant and hotel are classified as same field-service industry, however, their type is not totally the same, the service requirement from their customer are also different. The study contains how the questionnaire is designed per different product line and how the questionnaires are tested, analyzed and feedback to internal system. From the investigation result, it seems that the feedback from the customers of Networking product line is much different from the ones from E-book. As we see in IPA report for Networking , there is about 3/1 of items are located in Zone II which is called “possible overkill”. It means the service delivered to customers are over their expectation and not being appreciated. There is also about 3/1 of items are located in Zone IV which are the areas the Company needs to concentrate on. It is recommend to allocate the resource to dedicate on the items are located in Zone IV for improvement. In the meantime, reduce or just maintain the effort in the items located in Zone II as those are not critical at all. For E-book, all the items are located in Zone I with average points 5(highest score). The survey form for E-book customers has to be modified in order to let customer select the priority from those itmes under each different category. With the priority set of items from customer, the Company will be able to identify the critical items and set up the criteria for internal service indicator.