Introduction
To improve customer service, Deli Depot has embarked on initiatives to better understand its customers and provide them with the products and services that they want. For carrying out this goal the company has gathered information from the customers using in the form of field/ market research using a questionnaire-based survey as a data-gathering tool. The following sections highlight the objectives of the company pertaining to this research, and how the research has provided insight into the customers.
Research Objectives
The main research objectives that are being targeted by Deli Depot for the purpose of this research pertaining to the following:
- To determine who are Deli Depot Customers
- To understand how Customers perceive the services of Deli Depot
- To understand if any changes made to current services will impact other service areas of the Business Data Analysis
Data Analysis
A questionnaire-based survey was disbursed amongst 50 customers of Deli Spot who were provided with a researcher/ interviewer who aided them in completed the questionnaires. The interviewer was responsible for gathering the data and recording to responses of the respondents.
The data gathered revealed that amongst the respondents who were interviewed the majority of them provided that Deli Depot has competent employees as represented by a mean of 8.02 and excellent food quality represented by a mean of 5.48 along with fast service which was depicted by a mean of 6.80. The respondents also provided that the friendliness of the employees was passable with a mean of 3.62.
The following table depicts the aspects of the Deli Spot products and services which were analyzed and their respective means.
The correlation analysis using Pearson’s correlation between the identified factors provided that when it comes to the friendliness of the employees, it has the highest correlation with the competence of employees at 0.455 correlation while the lowest level of correlation is with fast service at -0.346 correlation Competitive prices have the highest correlation with the fast service at 0.418 correlation while the lowest level of correlation is with the competence of employees at -0.528 correlation.
The Competence of employees has the highest correlation with the friendliness of employees at 0.455 correlations while the lowest level of correlation is with competitive prices at -0.528 correlations. The excellence of food quality has the highest correlation with the wide variety of food at 0.745 correlations while the lowest level of correlation is with the competence of employees at -0.133 correlations. When it comes to fast service, it has the highest correlation with the competitive prices 0.418 correlation while the lowest level of correlation is with the competence of the employees at -0.346 correlations. The following table depicts the correlations between the different factors.
Amongst the respondents, 30 of the respondents were females while 20 were males. The females provided that The data gathered provided 20 respondents could be categorized as light users who frequented Deli Depot less than two times a week, while 30 of them were heavy users who frequented Deli Depot more than two times a week.
The satisfaction level of the customers as analyzed using ANOVA provided that the customers were satisfied with the level of competence of the employees and the friendliness of the employees. The customers were also satisfied with the quality of the food. However, the variety of food provided, along with the competitive pricing strategy needs to be improved in order to increase their contribution to customer satisfaction.
Concluding Results
The research conducted provided that Deli Depot has primarily female customers who come in to the restaurant for availing the products and the dine-in services of the company. The perception of the Deli Depot as revealed by the survey provided that customers have mixed perception of Deli Depot.
The data provided that the prices offered at the Deli Depot Need to be improved in order to be more competitive when it comes to prices while a wide variety of food options also need to be provided by Deli Depot. The friendliness of the employees at Deli Depot is perceived by the customers as being passable while not being very exceptional
The research provided that if changes are made to the current services by Deli Depot, there would be significant impacts on other areas of the business as well. Any change in improving the friendliness of the employees would have an effect on the competence of the employees, while any changes made to the food quality in order to make it excellent would result in an impact oin the wide variety of food as these two areas are interrelated. Similarly changes made to the pricing strategy would have an effect on the service level at Deli Depot
The research results provide that in order to improve the appeal of the deli amongst the customers, and in order to attract new customers, the company will have to increase the variety of food products provided and make the menu more competitive in terms of price. Similarly the company will also have to train its employees, while implementing motivational and healthy strategies that help raise their friendliness level.
References
Case: Deli Depot Data Analysis Management reporting.