Section A_Group 7_Letter Writing Survey.docx
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Transcript of Section A_Group 7_Letter Writing Survey.docx
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LETTER WRITING EXERCISE
Analysis of Survey Results A Report
Submitted to
Prof. K.R.Jayasimha
Marketing of Services
Term IV
Kavya Amarnath 2012PGP163
Mayank Jain 2012PGP201
Saloni Urvesh Mehta 2012PGP204
Swati Verma 2012PGP395
Vivian Paul Gonsalves 2012PGP445
on
16th July, 2013
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PURPOSE
The purpose of this exercise is to develop and test a conceptual model to study the
relationship and possible correlation between different constructs of customer satisfaction,
quality of service and the post-service interaction between the customer and service provider,
as established in this case through letters of complaint/praise written to different
organizations.
DESIGN
The conceptual model is designed to feature six key features, each of which have antecedent
variables that account for the entire service encounter, the letter sent and the response
received. Hypotheses are postulated and tested to establish relevant relationships between the
six key variables.
LIMITATIONS
The sample size of 160 is small and may not be ideally representative of the relationships
postulated. In addition to this, the perception of several parameters like profitability, extent of
satisfaction, significance of the encounter, etc may be subjective and hence result in a slight
skew of results.
METHODOLOGY
The data consisting of 161 responses from students on their praise/ complaint letters has been
analysed in the following manner:
1. Framing of a null hypothesis to check for an association between different keyvariables
2. Using SPSS to obtain the chi-square distribution to test the hypothesis3. Analysing the acceptance or rejection of the hypothesis using chi-square value,
approximate significance, degree of freedom and contingency coefficient
Segmentation of data into categories
For the purpose of analysis, we have divided the data in six broad categories. Attributes are
assigned to each category based on the questionnaire provided. The six broad categories are
as follows:
1. Knowing and understanding the customer2. Organisations attributes3. Response (Communication)4. Characteristics of the letter written by the customer5. Postservice behaviour intentions6. Compensation
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H1: There is no association between mention of IIM Indore affiliation in the letter and the
speed of the response from the organization.
Alternate H1: There is an association between mention of IIM Indore affiliation in the letter
and the speed of the response from the organization.
For 9 Dfs and given a 90% confidence interval the Chi Square value is 14.684 which is < the
obtained Chi Square test statistic. This statistic would be valid for a 93.3% confidence
interval.
Hence we can reject the Nul l hypothesis
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H2: Duration of affiliation is not associated with future recommendation to friends
Alternate H2: Duration of affiliation is associated with future recommendation to friends
For 16 Dfs and given a 90% confidence interval the Chi Square value is 23.542 which is