DECISION MAKING

Quantitative Decision Making

Quantitative Decision Making

Introduction

Thames.co.uk is a British online multi-media retailer established in 2004. To develop a better understanding of the relationships between customer perceptions and satisfaction levels, the retailer randomly surveyed 100 customers in April 2011 through the use of questionnaires that were completed on a secure website. Respondents were asked to rate their experiences, expectations and perceptions of Thames.co.uk. Responses were collected using a continuous 0-10 scale, with 0 being “Poor” and 10 being “Excellent”.

Data Analysis

Length of relationship with Thames.co.uk

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Less than 1 year

42

42.0

42.0

42.0

1 year and over (i.e. Long-term)

58

58.0

58.0

100.0

Total

100

100.0

100.0

From above table it is observed that most of the respondents in our survey have a long term association with Thames.co.uk. So we can say that the relationships among customer perceptions, satisfaction levels and Thames.co.uk have a strong association as 58% of the respondents are associated with more than one year.

Correlation Analysis

Table 1 shows the Pearson correlation coefficient. The Pearson correlation coefficient measures the linear association between two scale variables. The correlation customer satisfaction and customer type (r=0.828, P= 0.000), customer satisfaction and product quality (r=0.825, P=0.000), customer satisfaction and competitive pricing (r = 0.798, P =0.000), customer satisfaction and website (r =0.550, P=0.000), customer satisfaction and ordering & checkout (r=0.289, P= 0.004), customer satisfaction and delivery (r=0.407, P=0.000), customer satisfaction and Complaint Resolution (r=0.725, P= 0.000) reported in the table is positive and significantly different from 0 because the p-value of 0.000 is lower than 0.05.

The Correlation Customer type and product quality (r=0.753, P= 0.000), Customer type and Competitive Pricing (r=0.706, P= 0.000), Customer type and website (r=0.468, P= 0.000), Customer type and delivery (r=0.399 P= 0.000), Customer type and Complaint Resolution (r=0.572, P= 0.000) reported in the table is positive and significantly different from 0 because the p-value of 0.000 is lower than 0.05. However, the correlation between Customer type and Ordering & checkout is not significant (r=0.197, P= 0.049>0.05).

The Correlation product quality and competitive pricing (r=0.796, P= 0.000), product quality and website (r=0.384, P= 0.000), product quality and delivery (r=0.266, P= 0.008), product quality and complaint resolution (r=0.569, P= 0.000) reported in the table is positive and significantly different from 0 because the p-value of 0.000 is lower than 0.05. However, the correlation between product quality and ordering & checkout is not significant (r=0.129, P= 0.202>0.05).

The Correlation competitive pricing and website (r=0.447, P= 0.000), competitive pricing and delivery (r=0.306, P= 0.002), competitive pricing and Complaint resolution (r=0.556, P= 0.000) reported in the table is positive and significantly different from 0 because the p-value of 0.000 is lower than 0.05. However, the correlation between competitive pricing and ordering & checkout is not significant (r=0.186, P= 0.064>0.05).

The Correlation website and delivery (r=0.801, P= 0.000), website and Complaint resolution (r=0.701, P= 0.000) reported in the table is positive and significantly different from 0 because the p-value of 0.000 is lower than 0.05. However, the correlation between the website and ordering &checkout is not significant (r=0.231, P= 0.021>0.05).

The Correlation ordering &checkout and delivery ...