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1.0 Definition of the research problem1.1. Market research problem (MRP) The marketing research problem (MRP) that we are researching is: To understand acustomer 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 demographicgroups.To understand how customer loyalty of Discover credit card effects customersatisfaction.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 anenjoyable experience with Discover credit card. By understanding customersatisfaction 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 demographicgroups.If demographic is linked to satisfaction with Discover credit card this can help usidentify 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 ofloyalty of Discover credit card.Being able to identify customer loyalty in relation to customer satisfaction can betterhelp us understand our customers. With this information we then need to pinpointwhy, as so we can provide what these customers want.2.0 Research approach and hypothesesRQ1:Do male and female differ in their perception of Customer Service Rep’sfriendliness? Component: Satisfaction with Service Rep, demographic groupsConstructs/Variables:Gender – Q6Satisfaction with service rep – Q5hH10: Male and female do not differ in perception of Customer Service Rep’sfriendliness.H11: Male and female do not differ in perception of Customer Service Rep’sfriendliness.Proposed test: Two independent-sample t-test in perception of Customer ServiceRep’s friendliness between male and female.RQ2: Is the average customer rating for the value of the credit card above good? Component: Customer loyaltyConstructs/ Variables:Value of credit card – Q4cH20: The average customer rating for the value of the credit card is not abovegood.H21: 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 likelihoodtoward keep using the credit card? Component: Demographic groups, customer loyaltyConstructs/Variables:Recode income level: groups 1: negative and neutral: verydissatisfied, dissatisfied and neither satisfied or dissatisfied; group2: positive: satisfied and very satisfied – Q4 in questionnaireCustomer loyalty - Q4a ‘likely to keep your discover credit cardin future’H30