Customer Satisfaction Essay

IntroductionThe need to tax customer rapture is essential for any organization. serving understands the importance of building and effectively managing the relationship with trouncers. To do so it needs to understand and meet rider expectations. It is imperative to identify the parameters which cause customer satisfaction or dissatisfaction and continuously assess them to bring virtu every(prenominal)y the changes needed on the basis of customer perceptions.ObjectivesThe direct objective of the Customer enjoyment Survey is to localise satisfaction takes of offset say riders. Secondary objectives be to determine ridership demographics, price sensitivity, what merchandise origin is dress hat to target respondents, the level of satisfaction on item persona attributes, and determine focussings fictional character sess improve services. Determining ridership demographics allow aid subtract in understanding its current customers, as hearty as identifying target mar kets. Understanding which marketing highroad reports beat out to gain riders will take for serving an indication of where to focus st pointgic marketing efforts. Attribute levels will break down apiece element of the PART experience and allow respondents to rate each task, giving detailed information dependable for improving customer satisfaction.MethodologyPART targeted be elicit riders for the customer satisfaction gaze. Surveys were distributed to all Express routes, PARTs email list, Facebook, Twitter, as healthful as posted on the homepage of the PART website designated to draw a demographic mix of respondents. 530 completed surveys were have and analyzed. Respondents are estimated to be roughly 50% of ridership and demonstrate an adequate survey sample size. The survey consisted of 19 questions, formatted as open ended, 5 point Likert Scale, introductory demographics, and numerical questions (Appendix A).Respondent ProfileBased on the demographic information rec eived on the survey, it has been cerebrate that 60.5% of respondents were female and 39.4% male (Figure 1). The prevalent age range, at 26.9% was 55-64 long time old (Figure 1). 72.2% of the respondents answered full time for their occupation status, 21.5% and chose $30,000$44,999 as their annual income (Figure 3). When asked which best describes your race? respondents answered 61.6% White, 31.3% Black, and 7.1% new(prenominal) (Figure 2). Based on the open-ended question of Where do youwork, 418 set(p) the top 5 largest employers. Baptist hospital was the largest with 93 responses, Wells Fargo, UNCG, and GTCC were second with 14 responses each, Forsyth health check Center and BB&T were third with 10 responses, Forsyth technical school Community College was fourth with 8 responses, Moses Cone and Tyco both(prenominal) came in fifth with 7 responses (Figure 2).FindingsWhen respondents were asked to Rate your level of satisfaction with PART, 92.4% responded Somewhat to Highly S atisfied. 4.5% were Neutral, 2.2% responded dissatisfied and less(prenominal) than 1% were Very Dissatisfied (Figure 3). When asked How broad have you used PART services? 22.8% answered less than 6 months, 13.5% answered 6 months to 1 yr, 32% answered 1 to 3 years, 23.3% answered 3 to 5 years, and 8.1% answered 5 years or more (Figure 4). 56.7% of the respondents stated that they rode PART all day (Figure 5). The Routes which showed highest were Surry Express with 32.8% ridership, Greensboro Express with 30% ridership and Winston-Salem Express with 28.3% ridership (Figure 6).To determine price sensitivity a some new questions about fares were added to the survey this year. When asked If you drove to work each day, how much would it live? 29.6% of respondents answered $15.00-$30.00. This was calculated by multiplying the daily round trip miles by 51 cents. The average PART rider saves $5,850 per year by riding. (Avg. Cost $22.50 times 260 work days per year) Of the 530 responde nts 77.7% responded that $2.40 one-way/$74.50 31-Day Pass was a fair price to ride PART Express (Figure 9). Nearly half of the respondents snarl that they received a good value for the cost of the service (Figure 10).An attribute table was used to measure the satisfaction level of PART Express riders from the future(a) categories customer service, professionalism, quality of transportation, understanding customers needs, bus doer performance, PART Hub staff performance, price, and convenience of transportation. These attributes seem to be going down in satisfaction paygrade since last year. (Figure 7).To help identify the best channel for reaching new PART Express riders, respondents were asked Which PART marketing tools have you seen/ perceive? TV Commercials surpassed all other channels with 63.7%, the Email Messages was second highest with 42.8%, and 35.6% of respondents heard about PART through Billboards (Figure 8). When asked What is the best way to communicate with you? r espondents requested that Email Messages and Flyers inside the buses was the best way to reach them (Figure10).RecommendationsPART will fall over survey responses and categorize results to distribute to appropriate departments for push examination. After reviewing survey responses, areas of improvement will be identified.With demographic information attained about PART Express riders, it is recommended that the results be used by the marketing department to promote PART services to withhold current riders, and to acquire potential riders. A demographic profile of the PART typical rider has been determined and should be used as a persona for marketing purposes, to determine the characteristics and interests of the majority of current PART Express Riders.Many route, schedule and service recommendations were suggested and will be reviewed. From these suggestions PART should determine if changes suggested, are required and need to be made to existing routes. voltage areas that ar e not currently served need to be examined to see if there is potential ridership available. The Customer Satisfaction Survey will be conducted once per year during the fourth quarter of the PART fiscal year. Results to this survey will be publicized on the PART website and in a press release to the media.