Customers Satisfaction in Rahimafrooz IPS service

Executive summary:

We tried to find out the perception of the customers satisfaction about the Rahimafrooz IPS service. We have tried to get the different information about the research from different sources, especially from the primary data sources based on the surveys. We also collected data from the secondary data sources, like internet.

Management Decision Problem: Are the customers satisfied to stay with the company’s IPS service?

Management Research Problem: Evaluate the factors that affect or create negative impression of the customers satisfaction.

The clear objective of conducting this research is to find out the perception of the customers about Rahimafrooz IPS service. So in order to do that, we have developed a questionnaire and have done a survey on it. We have done this survey on two classes of people based on their income range, one is 30000-40000 and the other one is 15000-25000.

We found that almost 36.7% of the people are satisfied and want to retain with the company’s service, which was previously 90%. It declines by 53.3%. So, Most of the users will switch the brand and will recommend to others, if they get substitute product with low cost to change.

The service performance is 6.7%, according to our research, which was 58.2% previously. So this decline effects in customer satisfaction. 85% customers think the price is high, after the price changed.

Technological problem occurs frequently. But customer care service fixes it as soon as possible. That’s why their customer care service is very good. Service performance of the IPS should be increased by using good Japanese technology.

As most of the customer says the price is high, its better to re-set the price. It will increase the sales of their service.

Problem definition:

 We tried to find out the perception of the customers satisfaction about the Rahimafrooz IPS service. We have tried to get the different information about the research from different sources, especially from the primary data sources based on the surveys. We also collected data from the secondary data sources, like internet.

We made continuous contact as a discussion manager to our dear madam Mrs. Nazia Nabi and talk with the company’s executive to find out the real information.

We conducted this exploratory research to find out the satisfied or dissatisfied perception of the customers and will they stay with the IPS service in future? So our management decision problem (M.D.P) and marketing research problem (M.R.P) is clear.

M.D.P. Are the customers satisfied to stay with the company’s IPS service?

M.R.P. Evaluate the factors that affect or create negative impression of the customers satisfaction.

Approach to the problem:

The clear objective of conducting this research is to find out the perception of the customers about Rahimafrooz IPS service. So in order to do that, we have developed a questionnaire and have done a survey on it. We have done this survey on two classes of people based on their income range, one is 30000-40000 and the other one is 15000-25000. After the survey we tried to find out the intention of the customers that they will retain with the service or not.

We are presenting here some sample of research question based on which we did the survey to find the perception. We are also presenting the verbal model & graphical model that we have performed to complete the report.

Verbal model:

Customer purchases the IPS system and consumes the service for a longer period of time. Then they evaluate the service performance of the service. If they see any technological problem they call for help to the customer care service. In a way the judge the customer cares service. Then they evaluate the price. They take into consideration that, the service that IPS provides is worth to the price they take. Then they feel satisfied or dissatisfied.

Graphical model:

graphic model

Research design:

We tried to find out all the information that is needed to make the report effective and to make a good exploratory research. Different types of information such as price perception, service performance perception, customer care perception, verbal model and graphical model and many more information about customers perception about satisfaction is collected to do this research.

 We have collected the data from many secondary sources also. We got them from internet, books, friends, madam and so other sources.

We got the primary data through conducting our own survey and observations. We have prepared the questionnaire about the factors that relates to the customers satisfaction and collected the answers of them to complete our report with reliable information.

We have used the scaling technique to measure the answers of the questions. It includes a scale that contains various measures. A sample is given below:

1 (Good)

2 (Best)

3 (Average)

4 (Bad)

5 (Worst)

 First of all we have prepared our questionnaire and presented to our dear madam. Then we have gone finally to collect our data by using this questionnaire.

 We have taken our sample according to the direction of our course instructor. Our sample size is 40. In 40 respondents, 30 were Rahimafrooz IPS users and 10 were other brands user. We have selected the professional, general people and others as our sample. Both male and female is included in our sample. We did not use any specific technique to find out the sample for doing the report.

We have performed our field work to make the report perfect and to make the report reliable to all. We went to many respondents to collect our data. We have started our field work after doing all the primary activities of the research. We have gone to respondents’ houses, offices and other places to collect the information. We have also used telephones to collect information. We tried to give our best effort to make the research effective and authentic.

Data analysis of 2011:

To analyze the data we have used the frequency distribution method.

From the data or information we find that,

  • Out of 30 users, 13 users use only for brand image which is 43.3%, 02 users use only for service quality which is 6.7%, 11 users use for both brand image and quality which is 36.7% and 04 users use for both brand and customer care service which is 13.3%.
  • Out of 40 respondents (users+non-users), 34 respondents said price is high which is 85%, and 06 respondents said reasonable price which is 15%.
  • Out of 30 users, 02 said service performance is best which is 6.7%, 28 users said customer care department is best which is 93.3%.
  • Out of 30 Rahimafrooz users, 11 users are satisfied which is 36.7%, 07 is dissatisfied which is 23.3% and 12 users are satisfied but confused which is 40%. This 40% users want a little more.

Comparative Data Analysis

Comparative data analysis is done between two years, 2011 and 2010.

From the early and present data or information we find that,

  • In 2010, out of 17 users, 05 users use only for brand image which is 29.41%, 08 users use only for service quality which is 47.05%, 03 users use for both brand image and quality which is 17.65%.

In 2011, Out of 30 users, 13 users use only for brand image which is 43.3%, 02 users use only for service quality which is 6.7%, 11 users use for both brand image and quality which is 36.7% and 04 users use for both brand and customer care service which is 13.3%.

  • In 2010, out of 34 respondents, 24 respondents said price is high which is 70.59%, and 10 respondents said reasonable price which is 29.41%.

In 2011, Out of 40 respondents (users+non-users), 34 respondents said price is high which is 85%, and 06 respondents said reasonable price which is 15%.

  • In 2010, out of 17 user, 09 said service performance is best which is 52.94%, 07 users said customer care department is best which is 41.2%, and 01 said both service and customer care is best which is 5.88%.

In 2011, out of 30 users, 02 said service performance is best which is 6.7%, 28 users said customer care department is best which is 93.3%.

  • In 2010, out of 17 Rahimafrooz users, 13 users are satisfied which is 76.47%, 01 is dissatisfied which is 5.88% and 03 users are satisfied but confused which is 17.65%. 17.65% users want a little more.

In 2011, out of 30 Rahimafrooz users, 11 users are satisfied which is 36.7%, 07 is dissatisfied which is 23.3% and 12 users are satisfied but confused which is 40%. This, 40% users want a little more.

Reason to Use: (17 Respondents in 2010)

Parameter

Frequency

Percentage (%)

Cumulative Percentage

Brand Image

5

29.41

29.41

Service quality

8

47.05

76.46

Brand+ Customer care service

1

5.88

82.34

Both Brand Image + Quality

3

17.66

100


 Reason to Use: (30 Respondents in 2011)

 

Parameter

Frequency

Percentage (%)

Cumulative Percentage

Brand Image

13

43.3

43.3

Service quality

2

6.7

50

Brand+ Customer care service

4

13.3

63.3

Both Brand Image + Quality

11

36.7

100


 Price Perception: (30 Respondents = User + Non-user in 2010)

 

ParameterFrequencyPercentage (%)Cumulative Percentage
High price2470.5970.59
Low price00070.59
Reasonable price1029.41100.00

Price Perception: (40 Respondents = User + Non-user in2011)

ParameterFrequencyPercentage (%)Cumulative Percentage
High price

34

85

85

Low price

0

0

85

Reasonable price

6

15

100


 

Best department Perception: (17 Respondents in 2010)

ParameterFrequencyPercentage (%)Cumulative Percentage
Service performance0952.9452.94
Customer Care Service0741.1894.12
Service quality +  Customer Care Service0105.88100.00


 

Best department Perception: (30 Respondents in 2011)

ParameterFrequencyPercentage (%)Cumulative Percentage
Service performance

2

6.7

6.7

Customer Care Service

28

93.3

100


Satisfaction: (17 User respondent in 2010)

 

ParameterFrequencyPercentage (%)Cumulative Percentage
Satisfied 1376.4776.47
Dissatisfied015.8882.35
Satisfied, but …..

(confused)

0317.65100.00


 

Satisfaction: (30 User respondent in 2011)

 

ParameterFrequencyPercentage (%)Cumulative Percentage
Satisfied

11

36.7

36.7

Dissatisfied

7

23.3

60

Satisfied, but …..

12

40

100

(confused)


 

Findings:

  • Brand image, customer care service is the main reason for using the IPS service.
  • Still now, their brand image is in no.1 position in the market.
  • No substitute popular brand is available. So customers are bound to buy Rahimafrooz.
  • According to our current research, 36.7% of the people are satisfied, which was previously 90%. There is a huge decline in customer satisfaction by 53.3%.
  • The service performance is 6.7%, according to our research, which was 58.2% previously. So this decline effects in customer satisfaction.
  • Most of the users will switch the brand and will recommend to others, if they get substitute product with low cost to change.
  • 85% customers think the price is high, after the price changed.
  • Technological problem occurs frequently. But customer care service fixes it as soon as possible. That’s why their customer care service is very good.
  • Annual customer care service charge is high, which is 1500 taka, right now.
  • Many say the battery quality is not good. They use china battery which is not reliable.
  • There is no installment payment for the customers, in case of purchasing.
  • Customers want the price re-setting.
  • And lastly, there are some technicians who assemble non-brand IPS, which is low in cost. And customers buy it.

Limitations:

Preparation of this report on the perception of Rahimafrooz IPS services involves a number of limitations in its various stages. While preparing the report we face the following problems which we tried best to avoid:

  • Collection of data is a hard job in this stage of project, because many respondents were very busy because of their occupation.
  • We had limited time to complete the task. We got one and half month to complete the research which is very difficult to perform within this time frame.
  • To do this research we have some cost constraints. We needed traffic fare, phone bills and other miscellaneous cost to conduct this report which was a bit tough for us to afford.
  • In the second research, we didn’t get the exact population of the sample of 2010, which is a limitation of our research.

Recommendations and conclusion:

Service performance of the IPS should be increased by using good Japanese technology.As most of the customer says the price is high, its better to re-set the price. It will increase the sales of their service.

 If they can afford 24-hours customer care service, customers will be delighted. Sometimes technological problems occur at midnight, and then they have to spend their whole night in hot environment. But they bought the service to avoid this situation. So if possible, make the customer delight and it will create new dimension for the IPS service.

Above all it can be said the customer of Rahimafrooz IPS service is satisfied and don’t want to switch the brand.

(RAHIMAFROOZ IPS Users)

NAME:                                                                                        Gender:

Family Income:                                                                      Occupation:

Q: 1: How is the service performance of Rahimafrooz IPS?

—-  (a) Good  (b) Bad  (c) average  (d) Best  (e) worst  (f)Don’t care.

Q: 2: How is their customer care service?

—-  (a) Good  (b) Bad  (c) average  (d) Best  (e) worst.

Q: 3. Do you think the company worth the price, they set?

—-  (a) High Price  (b) Low Price  (c) Reasonable Price  (d) It’s ok, but….                     

 Q: 4. Do you think the company worth the price, they set?

—-  (a) High Price  (b) Low Price  (c) Reasonable Price  (d) It’s ok, but….

Q: 5. In comparison to other IPS company, what’s the position of Rahimafrooz? Rating scale                                        

         (1-5)         

—-  (a) 1st      (b) 2nd      (c) 3rd       (d) 4th     (e) 5th

Q: 6. Rate the IPS service based on their overall performance?

—-  (a) 1      (b) 2      (c) 3      (d) 4      (e) 5.    

Q: 7: What is the best department of Rahimafrooz in providing the IPS service?

—-  (a) Service Performance  (b) Customer Care Service.

Q: 8. Are you satisfied?

—-  (a) Yes    (b) No    (c) Yes, but……..    < confused>

Q: 9. Will you switch the brand after a certain period of time?

—-  (a) Yes    (b) No    (c) Depends on.

Q: 10. Would you like to recommend this brand to others?

—-  (a) Yes    (b) No    (c) Depends on    (d) Off-course, Yes    (e) Never.

Q: 11. Should they modify or change or reset any segment? If Yes, than what’s the department?

—-  (a) Price re-setting  (b) Quality Upgrading  (c) 24-hours Customer Care Service.

Q: 12. Do you have any opinion for Rahimafrooz IPS service?

—–  (a)

         (b)

         (c)

(IPS Users of other Brands)

NAME:                                                                                       Gender:

 

Family Income:                                                                      Occupation:

Q:  Why don’t you use Rahimafrooz IPS?

—-  (a) It’s expensive       (b) IPS Battery is not good       

       (c) Customer Care Service is Bad        

       (d) Other reasons, if any                    —————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————.

Thanks for your time and effort.

Customers satisfaction in Rahimafrooz IPS service