A Customer Satisfaction Scenario $($all students$)$

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Before you do anything else in this unit, tackle the following:

Hypothetical Scenario:

You are an integral component of a well$-$respected retailer $($department store$)$ in Des Moines, Iowa $$ you are top management. Your company, founded in $2006,$ caters to the ultimate consumer, although approximately $5\%$ of your business stems from sales to other intermediaries in the Midwest. Over the life of your firm you$$ve consistently and steadily grown in terms of sales and profits. Very few in the retail field would argue with your firm being labeled as successful.

It is your belief that one key to success is your focus on staying current in your particular retail field $$ you do not rest on your laurels. Thus, every year since $2009,$ you have attended at least one conference on a retail subject of your choosing. In $2011,$ you were introduced to customer satisfaction measures. After attending that $2011$ conference $$Retail Marketing: The Do$$s and Don$$ts of Retail Practice,$$ you became convinced that you needed to begin taking measures of customer satisfaction.

In addition to the more traditional sales and profit measures, the emergence of satisfaction measures as a means of understanding how you were performing seemed to make sense. Thus, beginning in $2011$ you have taken customer satisfaction measurements $($ultimate consumer only$)$ annually. Following are the results of the most recent customer satisfaction survey taken from a random sample of $1500$ customers at year$-$end $2020($the mean for your firm is $4\mathrm{.}2$ on a $5\mathrm{.}0$ scale$)$:

Overall, your level of satisfaction with $\_\_\{$insert department store name$\}\_\_$ is$?$

Completely Completely

Dissatisfied Dissatisfied Neutral Satisfied Satisfied

$12345$

$3\%5\%10\%34\%48\%$

Questions for you to think about:

$1.$ Interpret the overall satisfaction measure $($directly above$).$ What does it mean? How is your firm doing?

$2.$ Given your interpretation$/$findings$,$ what next? What actions, if any, need to be taken for $2021($remember$,$ the data above is from year$-$end $2020)?$

$3.$ Based upon the overall satisfaction measure $($directly above$),$ rate your performance as a retailer on a scale of $1$ to $10,$ with $10$ being the highest score. $\_\_\_\_/10$

$4.$ Overall, what factor$($s$)$ influenced your decision$($s$)$ most $($list them$)?$

And while you do need to answer$/$think about all the questions asked above, for your post immediately below I want you to provide only your response to question #$3($follow the example $-$ I want you to place your response $\{$a number$\}$ and only that so that everyone can see, at a glance, the response of every student$).$ And don't worry, you'll get a chance to expand on your reasoning $($if so desired$)$ at a later point.