CSISG Process, Methodology, and Implications

Transcription

1 CSISG 2007 Process, Methodology, and Implications

2 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 2

3 Overall Process Between May 1 and July , 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 3

4 CSISG 2007 Description of Respondents

5 Singapore Resident Respondents 5

6 Singapore Visitor Respondents 6

7 CSISG 2007 Description of Sectors and Sub-sectors covered

8 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) Retail Telecommunications (Telecom) Tourism, Hotels, and Accommodation Services (THAS) Healthcare Transportation and Logistics (T&L) 8

9 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 others 500 per sub-sector 9

10 Proportion of Residents and Visitors by Sub-sector 10

11 CSISG 2007 Methodology

12 CSISG Structural Model 12

13 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 13

14 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 14

15 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 15

16 CSISG Structural Model 16

17 Validation of CSISG 17

18 CSISG 2007 Implications

19 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 subsector the company happens to be in, thus allowing the possibility of comparisons between companies in different sectors 19

20 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? 20

21 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? 21

22 CSISG 2007 Highlights of Findings

23 CSISG 2007 Highlights of Findings Singapore National Benchmark, Sector and Subsector Performance Satisfaction and its outcomes Strategic Insights and Opportunities 23

24 GDP Contribution by Sector 24

25 Singapore Residents vs. Tourists 25

26 CSISG 2007 National, Sector, and Subsector Performance

27 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

28 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Transportation and Logistics 69.1 Airlines 69.7 Courier and Postal Services 66.4 MRT Systems 69.9 Public Buses 64.3 Taxi Services 67.1 Water Transportation 66.0 Cathay Pacific Qantas Singapore Airlines All Others DHL SingPost UPS All Others SBS Transit SMRT SBS Transit SMRT Comfort Group All Others 28

29 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Tourism, Hotels, and Accommodation Services 71.0 Attractions 71.5 Hotels 73.5 Travel Agencies, Tour Operators, and Ticketing Agencies 66.4 Sentosa Underwater World Wildlife Reserves All Others 29

30 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Telecommunications 67.4 Internet Service Providers 67.2 Telcos 67.7 Pacific Internet SingNet StarHub M1 SingTel StarHub 30

31 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Retail 68.5 Clocks and Watches 69.4 Departmental Stores 68.5 Fashion Apparels 68.7 Furniture 68.0 Jewellery 70.0 Motor Vehicles 68.7 Petrol Service Stations 68.9 Supermarkets 67.1 DFS Robinson & Co Takashimaya All Others Borneo Motors Cycle & Carriage Tan Chong Motor All Others Caltex ExxonMobil Shell SPC Cold Storage Mustafa NTUC Fairprice All Others 31

32 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Healthcare 67.7 Polyclinics 62.1 Private Hospitals 72.8 Public Hospitals 64.6 All Others 68.6 NHG SingHealth Parkway Holdings All Others NHG SingHealth 32

33 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Finance 68.4 Commercial Banks 68.4 DBS OCBC UOB All Others 33

34 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 Restaurants 67.5 Burger King McDonalds Pizza Hut, KFC All Others 34

35 CSISG Baseline Results by Sector CSISG Singapore Average 68.7 Education 70.0 Commercial Schools 69.5 Polytechnics 69.2 Universities 70.9 Nanyang Ngee Ann Republic Singapore Temasek NTU NUS SMU 35

36 CSISG 2007 Satisfaction and its Outcomes

37 Complaints and Satisfaction 37

38 Complaint Handling and Satisfaction 38

39 Repurchase Intention, Satisfaction, Complaint Handling 39

40 CSISG 2007 Strategic Insights and Opportunities

41 Strategic Insights and Opportunities 41

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