csisg 2007 process, methodology, and implications · the csisg questionnaire is essentially a...
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CSISG 2007
Process, Methodology, and Implications
Overall Process
CSISG 2007 is a nationwide survey jointly designed by WDA and NQRC (University of Michigan)
The CSISG questionnaire is essentially a localised version of the American Customer Satisfaction Index (ACSI) questionnaire
NQRC generated the scores from the survey data and ISES analysed the results
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Overall Process
Between May 1 and July 23 2007, face to face interviews were conducted with
10,229 households filling out 20,190 questionnaires
2,159 departing tourists filling out one questionnaire each
In all, 22,349 questionnaires were completed
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CSISG 2007
Description of Respondents
Singapore Resident Respondents
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Singapore Visitor Respondents
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CSISG 2007
Description of Sectors and Sub-sectors covered
Sectors covered in CSISG 2007
In each questionnaire, respondents are asked about their experiences with a single business entity in one of 31 sub-sectors across 8 economic sectors
Education Finance Food and Beverage (F&B)
Healthcare
Retail Telecommunications (Telecom)
Tourism, Hotels, and Accommodation Services
(THAS)
Transportation and Logistics (T&L)
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Sub-sectors covered in CSISG 2007
Group 1 (Full coverage) Group 2 (Top share + others) Group 3 (Fragmented)
Internet Service Providers
MRT Systems
Petrol Service Stations
Polyclinics
Polytechnics
Public Bus Services
Public Hospitals
Telcos
Airlines
Attractions
Commercial Banks
Courier and Postal Services
Departmental Stores
Fast Food Restaurants
Motor Vehicles
Private Hospitals
Supermarkets
Taxi Services
Universities
Bars and Pubs
Cafes, Food Courts, Snack Bars
Clocks and Watches
Commercial Schools
Fashion Apparels
Furniture
Hotels
Jewellery
Other Healthcare
Restaurants
Travel/Tour/Ticketing Agencies
Water Transportation
250 per company 250 per company + 250 others 500 per sub-sector
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Proportion of Residents and Visitors by Sub-sector
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CSISG 2007
Methodology
CSISG Structural Model
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Drivers of Satisfaction Questions
Customer Expectations — Captures all of the customer’s prior knowledge and accumulated experiences with a company’s products or services
Perceived Quality — Captures the degree to which a product or service provides key customer requirements and how reliably they are delivered
Perceived Value — A quality per dollar measure
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Satisfaction Questions
Overall satisfaction — an overall measure of how satisfied a customer is with a product or service
Expectancy disconfirmation — whether perceived performance falls short of, or exceeds expectations
Distance from ideal product or service — performance versus the customer’s ideal product or service in the category
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Outcomes of Satisfaction Questions
Complaint behaviour – whether the customer complained to the company in the last 3 or 6 months
Customer loyalty – loyalty is made up of 2 components, (a) repurchase likelihood rating (i.e., retention), and (b) price tolerance
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CSISG Structural Model
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Validation of CSISG
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CSISG 2007
Implications
Implications
Each company, sub-sector, sector, and Singapore as a whole will have scores along 7 dimensions, namely (1) expectations, (2) perceived quality, (3) perceived value, (4) satisfaction, (5) complaints, (6) loyalty, and (7) retention
Having the frame of reference centred on the consumer abstracts away details of the particular sector or sub-sector the company happens to be in, thus allowing the possibility of comparisons between companies in different sectors
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Frequently Asked Questions
Which scores will be made available to the public?
Am I able to compare my score against someone else’s score?
My company doesn’t have a score in CSISG 2007, how do I get included in CSISG 2008?
My company has a score in CSISG 2007, should I expect to be included in CSISG 2008?
How do I get my company excluded from future CSISG annual surveys?
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Frequently Asked Questions
How is the CSISG different from existing customer satisfaction research conducted by marketing research firms?
Will ISES be giving us advanced notice so that we may inform our customers of the survey?
My company had a less than ideal score on the CSISG 2007, how will this affect us?
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CSISG 2007
Highlights of Findings
CSISG 2007 Highlights of Findings
Singapore National Benchmark, Sector and Subsector Performance
Satisfaction and its outcomes
Strategic Insights and Opportunities
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GDP Contribution by Sector
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Singapore Residents vs. Tourists
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CSISG 2007
National, Sector, and Sub-sector Performance
Sectors and Sub-sectors Significantly better than SG Avg
CSISG Singapore Average 68.7
Education 70.0
Tourism, Hotels, and Accommodation Services
71.0
Airlines 69.7
Attractions 71.5
Hotels 73.5
Jewellery 70.0
MRT Systems
69.9
Private Hospitals
72.8
Universities 70.9
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Transportation and Logistics 69.1
Airlines 69.7
Cathay Pacific Qantas
Singapore Airlines All Others
Courier and Postal Services
66.4
DHL SingPost
UPS All Others
MRT Systems 69.9
SBS Transit SMRT
Public Buses 64.3
SBS Transit SMRT
Taxi Services 67.1
Comfort Group All Others
Water Transportation
66.0
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Tourism, Hotels, and Accommodation Services 71.0
Attractions 71.5
Sentosa Underwater World Wildlife Reserves
All Others
Hotels 73.5
Travel Agencies, Tour Operators, and Ticketing Agencies
66.4
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Telecommunications 67.4
Internet Service Providers 67.2
Pacific Internet SingNet StarHub
Telcos 67.7
M1 SingTel StarHub
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Retail 68.5
Clocks and Watches
69.4
Departmental Stores 68.5
DFS Robinson & Co Takashimaya
All Others
Fashion Apparels 68.7
Furniture 68.0
Jewellery 70.0
Motor Vehicles 68.7
Borneo Motors Cycle & Carriage Tan Chong Motor
All Others
Petrol Service Stations
68.9
Caltex ExxonMobil
Shell SPC
Supermarkets 67.1
Cold Storage Mustafa
NTUC Fairprice All Others
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Healthcare 67.7
Polyclinics 62.1
NHG SingHealth
Private Hospitals 72.8
Parkway Holdings All Others
Public Hospitals 64.6
NHG SingHealth
All Others 68.6
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Finance 68.4
Commercial Banks 68.4
DBS OCBC UOB
All Others
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Food and Beverage 67.7
Bars and Pubs 68.2
Cafes, Coffee Houses, Food Courts, Snack Bars
67.3
Fast Food Restaurants 68.4
Burger King McDonalds
Pizza Hut, KFC All Others
Restaurants 67.5
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CSISG Baseline Results by Sector
CSISG Singapore Average 68.7
Education 70.0
Commercial Schools 69.5
Polytechnics 69.2
Nanyang Ngee Ann Republic
Singapore Temasek
Universities 70.9
NTU NUS SMU
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CSISG 2007
Satisfaction and its Outcomes
Complaints and Satisfaction
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Complaint Handling and Satisfaction
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Repurchase Intention, Satisfaction, Complaint Handling
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CSISG 2007
Strategic Insights and Opportunities
Strategic Insights and Opportunities
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