CSISG 2007 Process, Methodology, and Implications · The CSISG questionnaire is essentially a localised ... McDonalds Pizza Hut, KFC All Others Restaurants 67.5 34 . CSISG Baseline

CSISG 2007

Process, Methodology, and Implications

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

Overall Process

Between May 1 and July 23 2007, 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

CSISG 2007

Description of Respondents

Singapore Resident Respondents

5

Singapore Visitor Respondents

6

CSISG 2007

Description of Sectors and Sub-sectors covered

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)

Healthcare

Retail Telecommunications (Telecom)

Tourism, Hotels, and Accommodation Services

(THAS)

Transportation and Logistics (T&L)

8

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 + 250 others 500 per sub-sector

9

Proportion of Residents and Visitors by Sub-sector

10

CSISG 2007

Methodology

CSISG Structural Model

12

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

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

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

CSISG Structural Model

16

Validation of CSISG

17

CSISG 2007

Implications

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 sub-sector the company happens to be in, thus allowing the possibility of comparisons between companies in different sectors

19

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

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

CSISG 2007

Highlights of Findings

CSISG 2007 Highlights of Findings

Singapore National Benchmark, Sector and Subsector Performance

Satisfaction and its outcomes

Strategic Insights and Opportunities

23

GDP Contribution by Sector

24

Singapore Residents vs. Tourists

25

CSISG 2007

National, Sector, and Sub-sector Performance

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 70.9

27

CSISG Baseline Results by Sector


Transportation and Logistics 69.1

Airlines 69.7

Cathay Pacific Qantas

Singapore Airlines All Others

Courier and Postal Services

66.4

DHL SingPost

UPS All Others

MRT Systems 69.9

SBS Transit SMRT

Public Buses 64.3

SBS Transit SMRT

Taxi Services 67.1

Comfort Group All Others

Water Transportation

66.0

28



Tourism, Hotels, and Accommodation Services 71.0

Attractions 71.5

Sentosa Underwater World Wildlife Reserves

All Others

Hotels 73.5

Travel Agencies, Tour Operators, and Ticketing Agencies

66.4

29



Telecommunications 67.4

Internet Service Providers 67.2

Pacific Internet SingNet StarHub

Telcos 67.7

M1 SingTel StarHub

30



Retail 68.5

Clocks and Watches

69.4

Departmental Stores 68.5

DFS Robinson & Co Takashimaya

All Others

Fashion Apparels 68.7

Furniture 68.0

Jewellery 70.0

Motor Vehicles 68.7

Borneo Motors Cycle & Carriage Tan Chong Motor

All Others

Petrol Service Stations

68.9

Caltex ExxonMobil

Shell SPC

Supermarkets 67.1

Cold Storage Mustafa

NTUC Fairprice All Others

31



Healthcare 67.7

Polyclinics 62.1

NHG SingHealth

Private Hospitals 72.8

Parkway Holdings All Others

Public Hospitals 64.6

NHG SingHealth

All Others 68.6

32



Finance 68.4

Commercial Banks 68.4

DBS OCBC UOB

All Others

33



Food and Beverage 67.7

Bars and Pubs 68.2

Cafes, Coffee Houses, Food Courts, Snack Bars

67.3

Fast Food Restaurants 68.4

Burger King McDonalds

Pizza Hut, KFC All Others

Restaurants 67.5

34



Education 70.0

Commercial Schools 69.5

Polytechnics 69.2

Nanyang Ngee Ann Republic

Singapore Temasek

Universities 70.9

NTU NUS SMU

35

CSISG 2007

Satisfaction and its Outcomes

Complaints and Satisfaction

37

Complaint Handling and Satisfaction

38

Repurchase Intention, Satisfaction, Complaint Handling

39

CSISG 2007



41

42

Documents

CSISG 2007 Process, Methodology, and Implications · The CSISG questionnaire is essentially a localised ... McDonalds Pizza Hut, KFC All Others Restaurants 67.5 34 . CSISG Baseline