Campus Enterprises April 25, 2014 Documents1/24 - BOT... · The overall mean score for the Campus Enterprises for 2013 is a 3.77. This was an increase from 3.50 in 2012. Importance

North Carolina Agricultural and Technical State University

Division of Business and Finance

Campus Enterprises

April 25, 2014


www.ncat.edu

Background

North Carolina A&T State University Campus Enterprises conducted its seventh comprehensive student customer satisfaction survey. The surveying period, which began on October 9, 2013, included seven Campus Enterprises services: Mail Center, Ticket Office, Aggie OneCard, Bookstore, Food Services, C-Store and Shuttle & Parking Services. This study measured the level of importance and satisfaction of attributes both within each of the seven service areas, across the service areas and included comparisons to the prior year. The overall purpose is to continue the efforts of focusing on continual improvement and identifying the opportunities where Campus Enterprises could have the most significant impact on student satisfaction.

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Objective

The core business objectives of this student customer satisfaction survey were:

• To measure the levels of student customer satisfaction within seven Campus Enterprises units (Mail Center, Ticket Office, Aggie OneCard, Bookstore, Food Services, C-Store, and Shuttle & Parking Services). • To identify areas of success and opportunities for improvement within these seven areas. • To measure progress toward improving areas previously identified as “Opportunities for Improvement”.

• To continue to track student customer satisfaction over time, thereby supporting Campus Enterprises’ efforts of continual improvement.

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An online survey was conducted among North Carolina A&T State University students. Campus Enterprises emailed the survey link to our students and OnCampus Research hosted the survey on their website. A total of 2,135 students participated in the survey. The majority of the attributes measured were essentially identical to the previous surveys to allow for on-going tracking. Also, certain attributes were held consistent across service areas in order to provide the ability to compare and contrast the results across service groups. In all cases, students were asked to first rate the level of importance of an attribute within a service area and then to rate their level of satisfaction with the attribute on a 1 to 5 scale.

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Customer Satisfaction Within Each

Auxiliary Service Area

The overall mean score for the Campus Enterprises for 2013 is a 3.77. This was an

increase from 3.50 in 2012. Importance levels remained the same in 2013 at 4.30.

Sections

Mail Center

Ticket Office

Aggie OneCard

Bookstore

Food Services

C-Store

Shuttle & Parking

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Respondent Demographics


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21.3%

19.6%

21.7%

21.5%

16.0%

Freshman

Sophomore

Junior

Senior

Graduate Students

0% 5% 10% 15% 20% 25%

Female 62.9%

Male 37.1%

45.6%

49.5%

4.9%

Live on campus

Live off campus in an apartment/house

Commute from parents' house

92.2%

7.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Full-time Part-time

Stu

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nt

Cla

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Re

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ce

Ge

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er

Fu

ll-tim

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s. P

art

-

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e

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4.31

4.22

4.43

4.01

3.90

4.03

1 2 3 4 5

Friendly & courteous staff

Timeliness of service

Overall quality & value of services

Satisfaction Importance

4.25

4.18

4.39

3.46

3.30

3.47

1 2 3 4 5





October 2013 October 2012

MAIL CENTER


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4.16

4.26

4.32

4.05

4.24

4.26

1 2 3 4 5

Timeliness of service in the ticket office




4.09

4.19

4.25

3.76

3.85

3.90

1 2 3 4 5

Timeliness of service in the ticket office





TICKET OFFICE


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3.3% 7.3% 15.0% 28.9% 45.6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Not at all likely Slightly likely Moderately likely Very likely Extremely likely

Likelihood of Using Online Event Ticket Service

Approximately

75% of students indicated they are very to extremely likely to use an online event

ticket service.

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Aggie OneCard

4.37

4.37

4.27

4.40

4.08

4.01

4.05

4.19

1 2 3 4 5

Ease of using Manage My ID online

Clear & accurate communication about the services available


Overall quality & value of the Aggie OneCard program


4.39

4.36

4.24

4.39

3.75

3.62

3.63

3.82

1 2 3 4 5

Ease of using Manage My ID online

Clear & accurate communication about the services available


Overall quality & value of the Aggie OneCard program



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4.42

4.50

4.34

4.49

4.27

3.98

3.89

3.90

4.51

4.12

2.74

3.02

3.34

3.70

3.45

3.69

3.82

3.78

1 2 3 4 5


Competitively priced textbooks

Textbook buyback program

Availability of used textbooks

Availability of new textbooks

Availability of digital / electronic textbooks

Selection of apparel

Selection of school supplies

Overall quality & value of bookstore services


4.37

4.44

4.39

4.48

4.27

3.94

3.85

3.87

4.47

3.55

2.48

2.81

2.97

3.27

3.09

3.36

3.51

3.37

1 2 3 4 5


Competitively priced textbooks

Textbook buyback program

Availability of used textbooks

Availability of new textbooks

Availability of digital / electronic textbooks

Selection of apparel

Selection of school supplies

Overall quality & value of bookstore services


BARNES & NOBLE at NC A&T


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Where Students Purchased

Course Materials Course Materials

• Approximately 84% of North Carolina A&T students

purchased at least one of their required course materials for

the fall semester from the bookstore (compared to 86% in

2012).

• Online stores, such as Amazon.com and Half.com have

surpassed the campus bookstore as the retail channel where

students purchase MAJORITY of their required course

materials (43%). Online stores have been steadily increasing

over the few past years: 2012 (36%), 2011 (23%), and 2010

(15%).

• Approximately 41% of students stated that they purchased

MAJORITY of their course materials in-person at the campus

bookstore (compared to 47% in 2012).

• Eighty-four percent of North Carolina A&T students indicated

they ARE aware that textbooks are available for purchase

through the bookstore’s website. However, only 18% have

purchased some of their materials through the website and

merely 6% purchased the majority of their course materials

there.

• One-fourth of students (25.7%) RENTED at least one of their

course materials from the Bookstore ( in-store or online).

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Reasons That Majority of Course Materials Purchased from Certain Retailer

2013 2012

Competitively priced 54.9% 46.1%

Availability of used textbooks 51.0% 50.1%

Convenient location 43.0% 46.7%

Carry most of the materials I need 42.0% 39.9%

Availability of rental textbooks 34.4% 27.9%

Can get my course materials immediately 32.6% 32.0%

Availability of new textbooks 30.0% 30.4%

Return/exchange policy 29.3% 27.8%

Convenient hours 28.1% 27.1%

Ability to sell a textbook back 25.1% 28.3%

Ability to easily access my financial aid/grant money to pay for course materials

21.4% 19.9%

Availability of digital/electronic textbooks 16.2% 12.5%

Knowledgeable staff 11.6% 12.8%

Selection of other supplies (e.g., notebooks, pens, backpacks) 10.8% 12.7%

Other 7.5% 9.5%

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Food Services

4.37

4.62

4.43

4.44

4.45

4.05

4.65

4.05

4.52

3.96

3.30

3.39

3.58

3.55

3.87

3.98

3.76

3.74

1 2 3 4 5


Taste of the food

Variety of menu choices

Convenient hours of operation

Timeliness of service in the cafeteria

Ambiance in the dining facility during meal times

Cleanliness of dining facility

Accuracy of information on the website

Overall quality & value of dining services


4.32

4.58

4.28

4.41

4.43

4.39

4.01

4.59

4.11

4.51

3.54

2.95

3.12

3.07

3.13

3.23

3.43

3.60

3.25

3.33

1 2 3 4 5


Taste of the food

Competitively priced meal plan options

Variety of menu choices


Timeliness of service in the cafeteria

Ambiance in the dining facility during meal times

Cleanliness of dining facility

Accuracy of information on the website

Overall quality & value of dining services



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4.18

4.20

4.31

4.18

4.13

4.27

4.29

4.21

4.28

3.42

3.87

4.00

4.10

4.07

1 2 3 4 5



Competitively priced items


Selection of products carried

Quality of products carried

Overall quality & value of the C-store


4.14

4.19

4.29

4.20

4.15

4.26

4.27

3.81

3.92

3.13

3.46

3.68

3.74

3.70

1 2 3 4 5



Competitively priced items


Selection of products carried

Quality of products carried

Overall quality & value of the C-store



C-STORE

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SHUTTLE & PARKING SERVICES

4.30

4.31

4.23

4.49

4.29

4.41

4.16

4.37

3.70

3.74

4.10

2.82

3.74

3.50

3.34

3.67

1 2 3 4 5

Convenient hours of shuttle operation

Convenient shuttle pick-up / drop-off locations

Cleanliness of shuttles

Availability of campus parking



Convenience of paying traffic citations (fines)



4.34

4.33

4.26

4.45

4.27

4.42

4.40

3.29

3.40

3.80

2.66

3.45

3.14

3.35

1 2 3 4 5

Convenient hours of shuttle operation

Convenient shuttle pick-up / drop-off locations

Cleanliness of shuttles

Availability of campus parking






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Summary

Overall student customer satisfaction levels in Campus Enterprises units at North Carolina A&T State University have increased across the board. While importance levels have remained consistent, some year-to-year variance may be the result of the adoption of new scales. Valuable insight has been gained through the survey process toward best practices led to marked increases in satisfaction and identify those areas which still have opportunities for improvement.

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New Temporary Dining Facility

Sprung Unit

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Campus Enterprises will be opening a new temporary 12,450 square-foot dining facility. This is designed to meet campus dining needs until the completion of the New Student Center. This temporary facility will include four (4) branded concepts, the Aggie OneCard satellite location and the convenience store. The dome shape membrane structure will have seating for approximately 228 customers. It will be located in the Moore Gym Parking Lot.

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