Preview File Edit View Go Tools Window Help 6.51 GB 22% Tue 9:42 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 364 of 433) Q Search MARKETING RESEARCH IN ACTION The Role of Employees in Developing a Customer Satisfaction Program The plant manager of QualKote Manufacturing is interested in the impact his year-long effort to implement a quality improvement program is having on the satisfaction of his customers. The plant foreman, assembly-line workers, and engineering staff have closely examined their operations to determine which activities have the most impact on prod uct quality and reliability. Together, the managers and employees have worked to better understand how each particular job affects the final delivered quality of the product as the customer perceives it. To answer his questions about customer satisfaction, the plant manager conducted an internal survey of plant workers and managers using a 7-point scale (endpoints are 1 = Strongly Disagree and 7 = Strongly Agree). His plans are to get opinions from within the company first and then do a customer survey on similar topics. He has collected com- pleted surveys from 57 employees. The following are examples of the topics that were covered in the questionnaire: Data from a variety of external sources such as customers, competitors, and suppliers is used in the strategic planning process. Independent variable A10. Customers are involved in the product quality planning process. Independent variable A12. Customer requirements and expectations of the company's products are used in devel- oping strategic plans and goals. Independent variable A17. There is a systematic process to translate customer requirements into new/improved products. Independent variable A23 There is a systematic process to accurately determine customers' requirements and expectations. Independent variable A31. The company's product quality program has improved the level of customer satisfac tion. Dependent variable A36. The company's product quality program has improved the likelihood that customers will recommend us. Dependent variable A37. Gender of the employee responding: Male=1; Female =0. Classification variable A40. A multiple regression was run using SPSS with responses of the 57 employees as input to the model. The dependent variable was A36 and the independent variables were A10, A12, A17, A23, and A31. The output is shown in Exhibits 12.22 and 12.23. There is a database of QualKote employee responses to these questions available in SPSS format at connect.mheducation.com. The database is labeled QualKote MRIA_Essn 3e.sav Results indicate a statistically significant relationship between the metric-dependent variable (A36-Satisfaction) and at least some of the five metric independent variables. The R2 for the relationship is 67.0 and it is statistically significant at the .000 level. This suggests that when employees have more favorable perceptions about some aspects of the implementation of the quality improvement program, they also believe the program has improved customer satisfaction. X 19 WP JUN 13 29 SPreview File Edit View Go Tools Window Help 6.51 GB 22% Tue 9:43 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 365 of 433) Q Search 346 Part 4 Data Preparation, Analysis, and Reporting the Results Exhibit 12.22 QualKote Descriptive Statistics Descriptive Statistics Mean Std. Deviation N A36-Product Quality 4.81 953 57 Program has Improved Customer Satisfaction A10-Data from Variety of 5.00 1.414 57 Sources Used in Planning A12-Customers 3.60 1.334 57 Involved in Product Quality Planning A17-Customer Data 2.28 1.176 57 Used in Planning A23-Systematic 4.53 1.104 57 Process to Translate Customer Requirements into Products A31-Systematic 2.89 838 57 Process to Determine Customer Requirements Hands-On Exercise 1. Will the results of this regression model be useful to the QualKote plant manager? If yes, how? 2. Which independent variables are helpful in predicting A36-Customer Satisfaction? 3. How would the manager interpret the mean values for the variables reported in Exhibit 12.22? 4. What other regression models might be examined with the questions from this survey? JUN 13 29Preview File Edit View Go Tools Window Help 6.50 GB 21% Tue 9:43 AM Q Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau - Essentials of Marketing Research-McGraw-Hill (2016).pdf (page 366 of 433) Q Search Chapter 12 Examining Relationships in Quantitative Research 347 Exhibit 12.23 (Multiple Regression of QualKote Satisfaction Variables Model Summary Adjusted R Std. Error o Model R R Square Square the Estimate .819' .670 .638 .574 "Predictors: (Constant), A31-Systematic Process to Determine Customer Requirements, A10-Data from Variety of Sources Used in Planning. 412-customers Involved Product Quality Planning. A17-Cus er Data Used in Planning, A23-Systematic Process to Translate Customer Requirements into Products ANOVA Model df Mean Square sig. Regression 34.095 6.819 20.723 000' Residual 16.782 51 329 Total 50.877 56 Predictors: (Constant), A31-Systematic Process to Determine Customer Customers involved in Product Quality Planning A17-Customer Data Used in Planning, A23-Systematic Process to Translate Customer Requirements into Products Dependent Variable: A36-Product Quality Program has Improved Customer Satisfaction Coefficients' Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta sig. (Constant) .309 .496 .624 535 A10-Data from Variety of .314 068 .466 4.587 .00 Sources Used in Planning A12-Customers 294 990 411 4.451 000 nvolved in Product Quality Planning A17-Customer Data 208 180 257 2.614 012 Used in Planning A23-Systematic 296 108 343 2.744 Process to Translate Customer Requirements into Products A31-Systematic 020 136 017 145 885 Process to Determine Customer Requirements "Dependent Variable: A36-Product Quality Program has Improved Customer Satisfaction X 19 WP JUN 13 29