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Customer Satisfaction Research Analysis Essay Example

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Customer Satisfaction Research Analysis

Non-probability sampling method involves selection of respondents from a relatively larger population. The study also makes use of convenience sampling technique, which requires the surveyor to simply request respondents to participate in the survey and it is their own will to either accept or reject the request. The survey in the study is conducted at the premises of optometry practice chosen for this purpose. Patients visiting optometry practice were requested to participate in the survey if they met the initial criteria for selecting the population. The survey was concluded with 357 questionnaires completed by patients during 8 weeks.The study is quantitative in nature, which uses statistical methods for analyzing data collected from the structured survey questionnaire implemented in the study. The methods used in the study include descriptive statistics, which determined the frequency of allowed responses for each Likert Scale based statement. Likert Scale allows respondents to choose their responses from a selection of designated responses allowed to them by the researcher. In the chosen study, five-point Likert Scale has been used (Monette, Sullivan, and DeJong). The study performs a calculation of Cronbach Alpha for assessing the reliability of responses. Furthermore, the study also involves the determination of the distribution of responses to assess their skewness. Moreover, the study analyzed the relationship between predictors and dependent variable using multivariate regression model. This type of regression is suitable when there is more than one independent variable affecting values of the dependent variable and they are working in combination to derive values of the dependent variable (Cohen, Cohen and West 69).It can be argued that commitment and trust of patients over services of optometry services are likely to influence their satisfaction level which eventually leads to customer loyalty.

Works Cited

Wang, George C. S. and Chaman L. Jain. Regression Analysis: Modeling & Forecasting. New York: Graceway Publishing Company, 1993.

Weathington, Bart L., Christopher J. L. Cunningham and David J. Pittenger. Research Methods for the Behavioral and Social Sciences. New York: John Wiley & Sons. , 2010.

van Vuuren, T., M. Roberts-Lombard and E. van Tonder. "Customer satisfaction, trust and commitment as predictors of customer loyalty within an optometric practice environment ." Southern African Business Review 16.3 (2012): 81-96.

Babbie, Earl R. The Basics of Social Research. Mason, OH: Cengage Learning, 2012.

Churchill, Gilbert A. and D. Iacobucci. Marketing Research: Methodological Foundations. Mason, OH: Cengage Learning, 2009.

Cohen, J., et al. Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences. New Jersey: Routledge, 2013.

Monette, Duane R., Thomas J. Sullivan and Cornell R. DeJong. Applied Social Research: A Tool for the Human Services. Mason, OH: Cengage Learning, 2010.

preview essay on Customer Satisfaction Research Analysis
  • Pages: 4 (1000 words)
  • Document Type: Research Paper
  • Subject: Family & Consumer Science
  • Level: College
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