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PURPOSE
The purpose of this exercise is to develop and test a conceptual
model to study the
relationship and possible correlation between different
constructs of customer satisfaction,
quality of service and the post-service interaction between the
customer and service provider,
as established in this case through letters of complaint/praise
written to different
organizations.
DESIGN
The conceptual model is designed to feature six key features,
each of which have antecedent
variables that account for the entire service encounter, the
letter sent and the response
received. Hypotheses are postulated and tested to establish
relevant relationships between the
six key variables.
LIMITATIONS
The sample size of 160 is small and may not be ideally
representative of the relationships
postulated. In addition to this, the perception of several
parameters like profitability, extent of
satisfaction, significance of the encounter, etc may be
subjective and hence result in a slight
skew of results.
METHODOLOGY
The data consisting of 161 responses from students on their
praise/ complaint letters has been
analysed in the following manner:
1. Framing of a null hypothesis to check for an association
between different keyvariables
2. Using SPSS to obtain the chi-square distribution to test the
hypothesis3. Analysing the acceptance or rejection of the
hypothesis using chi-square value,
approximate significance, degree of freedom and contingency
coefficient
Segmentation of data into categories
For the purpose of analysis, we have divided the data in six
broad categories. Attributes are
assigned to each category based on the questionnaire provided.
The six broad categories are
as follows:
1. Knowing and understanding the customer2. Organisations
attributes3. Response (Communication)4. Characteristics of the
letter written by the customer5. Postservice behaviour intentions6.
Compensation
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H1: There is no association between mention of IIM Indore
affiliation in the letter and the
speed of the response from the organization.
Alternate H1: There is an association between mention of IIM
Indore affiliation in the letter
and the speed of the response from the organization.
For 9 Dfs and given a 90% confidence interval the Chi Square
value is 14.684 which is < the
obtained Chi Square test statistic. This statistic would be
valid for a 93.3% confidence
interval.
Hence we can reject the Nul l hypothesis
