6 10 Definition of the research problem 11 Market research problem MRP The

6 10 definition of the research problem 11 market

  • Monash University
  • MKF 2121
  • Essay
  • hzhe40
  • 27
  • 100% (5) 5 out of 5 people found this document helpful

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1.0 Definition of the research problem 1.1. Market research problem (MRP) The marketing research problem (MRP) that we are researching is: To understand a customer attitude towards satisfaction of discover card. The main components of this MRP are as follows: To understand customer satisfaction with service representative. To investigate the difference in customer satisfaction across different demographic groups. To understand how customer loyalty of Discover credit card effects customer satisfaction. 1.2. Brief justification for your MRP To understand customer satisfaction with service representative. Quality of staff service is extremely important in providing customers with an enjoyable experience with Discover credit card. By understanding customer satisfaction with the Service Rep, telephone operators can provide a better service, knowing what the customer wants and expects. To investigate the difference in customer satisfaction across different demographic groups. If demographic is linked to satisfaction with Discover credit card this can help us identify which demographic groups are satisfied and then determine the target market. Once this is determined we can then customize our services to maximize satisfaction. 7
To investigate the customer satisfaction differs across their different degree of loyalty of Discover credit card. Being able to identify customer loyalty in relation to customer satisfaction can better help us understand our customers. With this information we then need to pinpoint why, as so we can provide what these customers want. 2.0 Research approach and hypotheses RQ1: Do male and female differ in their perception of Customer Service Rep’s friendliness? Component: Satisfaction with Service Rep, demographic groups Constructs/ Variables: Gender – Q6 Satisfaction with service rep – Q5h H1 0 : Male and female do not differ in perception of Customer Service Rep’s friendliness. H1 1 : Male and female do not differ in perception of Customer Service Rep’s friendliness. Proposed test: Two independent-sample t-test in perception of Customer Service Rep’s friendliness between male and female. RQ2: Is the average customer rating for the value of the credit card above good? Component: Customer loyalty Constructs/ Variables: Value of credit card – Q4c H2 0 : The average customer rating for the value of the credit card is not above good. H2 1 : The average customer rating for the value of the credit card is above good. Proposed test: one sample t test in value rating above good or not. 8
RQ3: Is there a relationship between customer overall satisfaction and likelihood toward keep using the credit card? Component: Demographic groups, customer loyalty Constructs/ Variables: Recode income level: groups 1: negative and neutral: very dissatisfied, dissatisfied and neither satisfied or dissatisfied; group 2: positive: satisfied and very satisfied – Q4 in questionnaire Customer loyalty - Q4a ‘likely to keep your discover credit card in future’ H3 0

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