organisational goals would need to be developed based on customer satisfaction level. Along with this, the organisation will need to collect customer feedback for measuring their satisfaction level. The analysis of customer feedback would be helpful for reviewing best strategies for business and service development so that customer’s satisfaction level can be met. However, Gill & Johnson (2010) stated that customer demands are changeable. Therefore, it is necessary for the company to have alternate strategies to meet customer’s changing demands.
Along with this, through the T-testing, it has been assessed that the result has come with a negative Pearson correlation of -0.149. Therefore, it could be concluded that customer satisfaction level and management goals are directly correlated to each other and there is significant linearity between those variables. Moreover, it has been cleared that management strategies of Computers R Us is not able to meet customer satisfaction level. Therefore, it is necessary for the company to increase the service quantity for satisfying the customer’s to have positive responses.
T-testing application has been used to derive the relationship between the customer satisfaction and sex group of the customers. It has been found that the P value is less compared to T critical factor, as 0 < 1.96. Therefore, the alternative hypothesis, in this case, would be accepted, which automatically rejects the null hypothesis. This implies that the customer satisfaction level based on gender have a strong linkage with the communication level of the organisational staffs and the entire management. Therefore, organisational process related to communication is required to be developed for improving the level of customer satisfaction.
As commented by Woodside (2013), the satisfaction level of the consumers could be improved with the application of suitable methods of communication. Along with this, the organisation needs to incorporate both top-to-down and down-to-top communication methods for ensuring smooth flow of information. Thus, ensuring such communication methods would help the staffs of the organisation to deliver effective messages to the customers. However, as argued by Hair (2015), the lack of knowledge and skills amongst the existing staffs might hinder the smooth flow of communication.
Moreover, the negative Pearson correlation coefficient has been obtained in this case, which is equal to -0.3429711576. Therefore, it could be inferred that the satisfaction margin of the consumers and the communication techniques of the organisational staffs, and the entire management are negatively correlated with each other. Hence, there is clear cut absence of linearity between these two variables. Moreover, it also ensures that the management of Computers R Us has been inefficient to enhance its methods of communication for improving the overall level of customer satisfaction.
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