Introduction
Customer satisfaction index is the abbreviation of customer satisfaction survey system in service industry. It is a relative concept, reflecting the degree of match between customer expectations and customer experience (Edvardsson, B., & Enquist, B., 2002). In the marketing process, customer satisfaction reflects the recognition of customers on the product or service, which directly affects the business profit and future growth trend of the enterprise. Therefore, higher customer satisfaction is important for the enterprise becoming thriving and prosperous (Gera, R. Mittal,S. Bartra, in prasad,B. , 2017).
Ikea from Sweden is committed to provide consumers with household products whose advantages are multi-function, innovative design, reasonable prices and reliable quality (Dahlvig, A., & Goteman, I, 2003). It is well-known that Ikea possesses outstanding product quality, good service and outstanding customer satisfaction. On the other hand, Ikea performed brilliant strategies: standard rules, diversity of design styles, excellent services and orderly management systems. These extraordinary measures are conducive to meet the customers’ need and enhancing the company's reputation (Jin-Yuan, Y. U. A. N., Miao, W. A. N. G. ect, 2016).
Therefore, it is significance to determine the influencing factors of Ikea's customer satisfaction, analyze the strength and weakness of Ikea's customer management and put forward relevant suggestions and measures to promote service quality. This research focuses on Ikea's current consumer satisfaction situation and the ways to improve it.
Method
Participants
This study is aimed at the independent consumers who are over 18 years old and shopping in IKEA on Iowa. It includes all walks of people to achieve the diversity of samples and keep the balance on the gender. The survey avoided young customers who are under the age of 18 and elder customers over the age of 70, because they are not representative.
Procedures
In order to comprehensively and carefully grasp the degree of consumer satisfaction, this survey is mainly quantitative research, using questionnaire survey method. There are some multiple choices in the questionnaire, which are related to brand recognition, product quality and service assessment.
Data Analysis
In the process of analyzing data, the main concerns are three levels, brand, product and service. Through sorting out the scores and drawing a table, comparing and analyzing the results longitudinally according the monthly income or gender. Finally, summarize the results and try to find out the relationship among these factors
References
Dahlvig, A., & Goteman, I. (2003). Ikea ceo anders dahlvig on international growth and ikea's unique corporate culture and brand identity. The Academy of Management Executive (1993-2005), 17(1), 31-37. DOI: 10.5465/ame.2003.9474809
Edvardsson, B., & Enquist, B. (2002). 'The IKEA Saga': How Service Culture Drives Service Strategy. Service Industries Journal, 22(4), 153-186. https://doi.org/10.1080/714005098
Gera, R., Mittal, S., Batra, D. K., & Prasad, B. (2017). Evaluating the effects of service quality, customer satisfaction, and service value on behavioral intentions with life insurance customers in India. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 8(3), 1-20.DOI: 10.4018/IJSSMET.2017070101
Jin-Yuan, Y. U. A. N., Miao, W. A. N. G., & Xiao-Ming, Y. U. A. N. (2016). Analysis for Cost Leadership Strategy and Core Competitiveness Points of IKEA CO. DEStech Transactions on Economics, Business and Management, (iceme-ebm). DOI: 10.12783/dtem/iceme-ebm2016/4157
You may want to make the importance of your topic a bit more clear.
ReplyDeleteYou may want to include information on a gap in the research for the topic. It may help to include other perspectives on the topic. The review is very concisely presented.
You may want to make your research question a bit more clear. The last sentence says what you are looking for but it could be more specific. Your tone is clear and concise with formal language.
You use very clear headings. The participants are very clearly discussed. You could explain some of the questions included in your survey. The data analysis is effective.