Appendix 1: Interviews ... 2
Appendix 2: The survey ... 9
Appendix 3: Survey Blauw research: Prisma Wave IV ... 20
Appendix 4: Added survey questions... 21
Appendix 5: overview costs loyalty program... 23
Appendix 6: Consumer Electronics market according to GfK ... 24
Appendix 1: Interviews
Research scheme
Risk aversion Involvement Variety seeking Commitment Reputation Substitutes
Quality of alternatives, Satisfaction
Brand identity Brand image Approachability Responsiveness Social groups
Peers’ recommendation
Communication Communication
Communication Communication
Driver Driver Driver Driver
Loyalty
2. Organizational characteristics 3. Segment characteristics
1. Market Developments
Questions
Welke drivers zijn in het bijzonder belangrijk om loyaliteit te creëren, rekening houdend met de doelgroepen en de Company X producten (is er verschil per doelgroep)?
Welke van die drivers zijn mogelijk te beïnvloeden voor Company X (producten), en met behulp van welke communicatie-instrumenten of incentives? Wat moet je doen om de drivers te activeren?
Communication message
Planned messages (mass, brochures, direct response, sales and www) Product messages (usefulness, design, appearance)
Service messages (interactions, deliveries, help centre, claims handling)
Unplanned messages (WOM, referrals, references, news stories, gossip, internet chat groups)
Informational/lifestyle communications Rewarding loyalty
Enhance consumer service
Up sell and cross-sell opportunities
Referral and influencer programs
Partner opportunities
Results Persoon 1
Involvement, risk aversion verhogen door goed de voordelen en alle mogelijkheden te communiceren. De nadruk moet worden gelegd op het totaal concept. Internet kan gebruikt worden als communicatiemiddel.
Service is extreme belangrijk voor risk reduction, approachability and responsiveness. Het service systeem moet erg goed in elkaar zitten waardoor bovenstaande drivers geactiveerd kunnen worden.
Reputation moet een gevoel zijn, nostalgisch, goed image beeld blijven creëren en communiceren. Veel nieuwe producten van Company X laten zien en laten zien dat Company X helemaal niet stoffig is. De nieuwe producten zonder awareness goed communiceren in jip en janneke taal met verkoopadressen.
Social groups and peers’ recommendation bewerkstelligen door middel van bijvoorbeeld bekende Nederlanders en het ECI concept.
Persoon 2
Om de risk aversion zo laag mogelijk te houden moet kwaliteit en service systeem van Company X goed gecommuniceerd worden. Daarbij kan het zo zijn dat wanneer je altijd Company X producten koopt je in plaats van 1 jaar 2 jaar garantie krijgt.
Involvement verhogen door het product de registreren, en dan goed op de hoogte te houden van de updates en alle mogelijk heden van het product.
Variety seeking verlagen door middel van een product advise tool in het programma en daarbij goed de kwaliteit en service benadrukken. Ook gerichte acties doen.
Commitment verhogen door een punten systeem of een kortingssysteem waar bij ook gedacht kan worden aan cash refund door middel van bonnetjes o.i.d.
Approachability en responsiveness zijn erg belangrijke aspecten van het service systeem, dat moet perfect in elkaar zitten.
Het loyaliteitsprogramma in het algemeen moet erg levend gemaakt worden en daarbij kunnen “winnaars” goed gecommuniceerd worden in de nieuwsbrief.
Social groups en peers’ recommendation door middel van test groepen bijvoorbeeld. Of gratis producten proberen en het ECI principe.
Persoon 3
Per productgroep zijn verschillende drivers belangrijk en je moet kijken waar je je met het loyaliteitsprogramma op moet richten. Met andere woorden de involvement bij een batterij is vele malen lager dan bij een LCD-tv.
Commitment en involvement verhogen door de consument actief bij de
producten te betrekken en de tijdsduur van acties goed aan te geven, daarbij
moet er continue communicatie zijn waarbij goed ingespeeld wordt op de
voordelen. Bovendien moet het voor de consument supergemakkelijk zijn om
deel te nemen, geen obstakels. Grote voordelen moeten gecommuniceerd worden.
Risk reduction door bijvoorbeeld de premium service. In de doos zit een folder met een stappenplan en als installatie niet lukt dan kan je Company X direct bereiken en komt er als het echt nodig is iemand langs.
Met betrekking tot de approachability en responsiveness kan gezegd worden dat het systeem goed is maar de kwaliteit zou nog moeten verbeteren, moet erg duidelijk zijn.
De retail moet zeker in beschouwing genomen worden, die kunnen een consument vaak naar een merk toepraten. Bovendien moet de service snel en duidelijk zijn! Retail bezit waarschijnlijk ook NAW gegevens van consumenten die recent Company X hebben gekocht.
Peers recommendation en social groups zijn ook erg belangrijk. Internet kan hier een grote rol in spelen. Bovendien kan je high-end consumers producten laten proberen en vervolgens hun promopraatjes laten houden.
Persoon 5 Loyaliteit
Over het algemeen is de loyaliteit in de consumentenelektronica hoog.
Voornamelijk bij de duurdere en innovatieve producten. Ook bij Company X is de loyaliteit hoog, het is natuurlijk een van oudsher Nederlands bedrijf en wordt door veel consumenten gezien als een erg betrouwbaar en innovatief merk. Daarom lijkt het dat de Nederlandse consument over het algemeen meer loyaal is aan Company X dan aan andere merken.
Met betrekking tot communicatie om de loyaliteit te verhogen denkt Dennis dat communicatie via “normale” communicatie-instrumenten heel goed mogelijk is.
Maar dat om de loyaliteit te verhogen communicatie op de winkelvloer ook enorm belangrijk is, 1 beeld zegt meer dan 1000 woorden.
Consumenten die bewust kopen op technologische innovaties, kunnen goed gebruikt worden voor cross-selling.
Daarbij is het voor een eventueel programma misschien handig om de consument te koppelen aan een winkel (retail). Op die manier creëer je ook een voordeel voor de retail. De retail is sowieso belangrijk, want over het algemeen worden veel consumenten op de winkelvloer door een verkoper naar het product toe gepraat.
Drivers
- Het risico voor de consument kan verkleind worden door bijvoorbeeld de garantietermijn te verhogen. Voor de meer high-end consument zou bijvoorbeeld een prijsgarantie gegeven kunnen worden.
- De betrokkenheid van de consument kan goed door directe communicatie via
een gerichte nieuwsbrief of iets dergelijks. Daarbij zou bijvoorbeeld demo-
avonden voor een goede consument gehouden kunnen worden omdat je
hierdoor ook emotie creëert bij de consument.
- Om variety seeking gedrag te verminderen is goed en tijdig informeren over de stand van zaken, technologische innovaties en dergelijke. Dit verschilt dan ook weer per segment. Ook na de verkoop blijft communicatie dan belangrijk.
- De commitment van een consument naar Company X kan bijvoorbeeld verhoogd worden door een puntensysteem. Je kan een soort community (als Club Company X) opzetten en daarbij een evenwaardig puntensysteem.
- Om de reputatie goed te houden is nazorg erg belangrijk. Als een consument iets gekocht heeft kan er vervolgens achterna gebeld worden om te vragen of alles naar wens is en of er problemen zijn, daar moet natuurlijk wel onderscheid in gemaakt worden per product/consument. Dit geldt ook om de tevredenheid te waarborgen. Bovendien moet de consument goed geïnformeerd worden over het reilen en zeilen van Company X en daarnaast moet Company X ervoor zorgen dat ze overal zijn waar de consument hen zoekt.
- Voor approachability en responsiveness is een goed servicesysteem erg belangrijk. Ook tussen de retail en Company X. De consument moet op heel veel verschillende manieren de service kunnen bereiken en daarbij moet er adequaat op ingespeeld worden.
- Met betrekking tot social groups en peers’ recommendation zou een forum opgericht kunnen worden waarin consumenten over de producten kunnen praten. Ook zou je consumenten producten kunnen laten proberen zodat ze erover gaan praten.
Over het algemeen
- Ten eerste is informatievoorziening erg belangrijk, de consument moet duidelijk, adequaat en tijdig geïnformeerd worden over de producten. In dit geval niet alleen de consument maar ook de retail. Daarbij zal dit een combinatie moeten zijn met demonstratie op de winkelvloer.
- Daarnaast is het servicesysteem erg belangrijk omdat een goede service voor de consument vaak nog belangrijker is dan een prijskorting.
Tenslotte moet tegenover de medewerking (naam en gegevensverstrekking) van de consument een stukje beloning staan, wat zou kunnen in de vorm van een puntensysteem.
Interview - Pieter Haas - MediaMarkt
Loyaliteit aan een bepaald merk is afhankelijk van het product. 70% van de koopbeslissingen worden op de winkelvloer genomen, dus retail heeft een grote invloed. Met betrekking tot marketing(investeringen) wordt de rol van retail beperkt. Dus volgens Pieter Haas moet er meer geld geïnvesteerd worden aan marketing op de winkelvloer.
Een voorbeeld van ultieme loyaliteit aan een product is de Ipod, en ook wel
Nespresso. Maar voor Company X over het algemeen zal het moeilijk zijn om
een loyale klant te creëren, hooguit bij bepaalde producten, je moet er dus voor
zorgen dat je de standaard wordt in iedere productcategorie om loyaliteit te
creëren.
Met betrekking tot Company X in Nederland kan gesteld worden dat in Nederland de consument natuurlijk iets meer loyaal zal zijn aan het Company X merk dan aan andere merken dit omdat Company X natuurlijk een Nederlands merk is.
Wat staat voor goed, vertrouwd en degelijk. Maar met betrekking tot internationalisering van Company X wordt dit sterke punt van Company X juist helemaal niet uitgebuit. Bovendien geldt als nadeel voor Company X de veraldinalisering van de markt, goedkoop kan ook goed zijn wat natuurlijk niet in het voordeel van Company X spreekt. Bovendien zouden marketing gelden gebruikt moeten worden individuele acties per retailer.
Met betrekking tot de verschillende drivers ziet Pieter Haas vooral risk reduction (garantie, at home service, installatie, apart telefoonnummer, infoline) als goede driver en ook satisfaction. Bovendien is X naleven en daarbij exceeding expectations ook erg belangrijk.
Involvement is alleen belangrijk bij sommige producten een driver van loyaliteit, vooral bij meer lifestyle producten. Daarbij is de belevenis dimensie ook erg belangrijk.
Als je echt wat aan je reputatie wil dan moet je dat groots aanpakken door een sponsoring van het F1 team bijvoorbeeld. Doe het of serieus of niet, wel iets dat bij je image past.
Approachability en responsiveness met betrekking tot service, belangrijk om service en de retail goed op elkaar af te stemmen.
Peer recommendation als driver is voornamelijk belangrijk als het echt Guru’s zijn op een bepaald gebied.
Drivers to influence with communication
x x Dennis
Tomassen Pieter Haas x
Risk Reduction + + + + +
Involvement + + + +/- +
Variety seeking + +
Commitment + + + +/- +
Reputation + + + +/- +
Substitutes Quality alternatives Brand identity
Brand image + + + +/- +
Approachability + + + + +
Responsiveness + + + + +
Satisfaction + + + + +
Social groups + + + +
Peers
recommendation + + + +/- +
Appendix 2: The survey
Here the survey design and the survey results will be discussed in detail.
Successively the designed questionnaire and the analysis method are presented.
Analysis method
According the analysis method, several methods are used. The computer programs SPSS and Excel are used to perform the analyses.
First of all it is important to discover the target segments out of the data. The analyses will be executed with the four target segments, tech innovators, hip innovators, selectives and classics. In order to obtain that data, only those cases are selected. Like this 552 respondents remain, which are all part of one of the target segments. Further analyses are executed with those 552 respondents.
Next, an overall analysis of the data is executed to provide an overview how the data is distributed over several descriptives. In this case these are descriptives about the target segments, the net promoter score, products bought and whether consumer faced problems. Frequencies are displayed to make a clear overview.
For the first question, according to the personal degree of importance on several extra services, frequencies are executed. The mean score on every extra service is obtained and percents with relation to the amount of respondents placing one or two on an extra service.
Then differences between segments according to their personal degree of importance are discovered. “Analysis of variance (ANOVA) is used for examining the differences in the mean values of the dependent variable associated with the effect of the controlled independent variable. Essentially, ANOVA is used as a test of means for two or more populations. (Maholtra, 1999)” In other words, one- way between groups analysis of variance is used when there is one independent (grouping) variable, with three or more levels (in this case the target segments) and one dependent continuous variable. (In this case the degree of importance, on scale 1 to 5.) The independent variable (target segment) is categorical and the dependent variable is metric (degree of importance).
Next, frequencies of the score on the different extra services are calculated and the file is split into three groups (promoters, passives and detractors). The percents are calculated that are scored on extremely important are calculated per group.
Finally, a chi-square is executed. “The chi-square statistic is used to test the statistical significance of the observed association in a cross-tabulation. It assist is determining whether a systematic association exists between two variables.”
(Maholtra, 1999) So this test is used to explore the relationship between two categorical variables. Each of these variables can have to or more categories.
This analysis is performed twice. First to see whether there exists a significant
relationship between facing a problem and the net promoter score and secondly
it could be that respondents who face problems are significant more interested in
some extra services. The categorical variables that are used are: having
problems, yes or no versus the net promoter score and services variables where the consumer that can help to solve the problem. These services are online product support, tips and tricks for product use, personal exclusive service system, Message boards/ discussion boards, interactive (chat)helpdesk.
For the second question, several cross tabulations are made of the different additional services and which ones contribute the most to the stimulation of recommendation, so the extra service that are chosen the most. The question is a multiple response question. The percents can accumulate over 100 percent.
Results
Here the results of the analyses will be described.
Basic descriptive statistics
Before the main analyses are performed first some basic statistics that came forward out of the results of the survey will be provided.
Frequenc
y Percent Cumulative
Percent Valid Tech-
Innovators 130 23.6 23.6
Hip-Innovators 158 28.6 52.2
Selectives 81 14.7 66.8
Classics 183 33.2 100.0
Total 552 100.0
Table 1: frequencies of target segments
Table 1 shows that of the 645 respondents 552 respondents belong to one of the target segments. The greater part of the respondents is classified as classic and the smallest part as selective. Of the current Company X consumer this distribution comes forward as well. So in the analyses each target segments will represented more or less in the same way as the original distribution. The analyses that will be performed from here on will be with these 552 respondents.
Frequenc
y Percent Cumulative
Percent Valid Promotor 252 45.7 45.7
Passive 195 35.3 81.0
Detractor 105 19.0 100.0
Total 552 100.0
Table 2: frequencies of net promotorscore
Of the respondents of the survey 45,7 percent is classified as a promoter, 35,3 percent is classifies as a passive and 19 percent is classified as a detractor.
Frequenc
y Percent Cumulative
Percent
Valid TV 203 36.8 36.8
DVDp 26 4.7 41.5
HTS 34 6.2 47.6
PA 71 12.9 60.5
DVDr 178 32.2 92.8
WACS 33 6.0 98.7
Port
DVD 2 .4 99.1
MCPC 5 .9 100.0
Total 552 100.0
Table 3: bought products (per product group)
Table 3 shows the distribution of the products that are bought by the respondents of this survey. The main group bought a TV, Personal Audio (PA) or a DVD- recorder (DVDr). Together these three groups represent 81,2 percent of the products bought. At Company X these three product groups normally represent more or less 70 percent of sales.
Frequenc
y Percent Cumulative
Percent
Valid yes 226 40.9 40.9
no 326 59.1 100.0
Total 552 100.0
Table 4: facing problems
Table 4 shows that almost 60 percent of the respondents did not face any problems with the product bought. However, 40 percent of the respondent did face a problem with the product. According to these percents it seems useful to analyze whether this affects the net promotion score and whether there are correlations between what kinds of extra services are important for the respondents and whether these respondents faced any problem. This will be done later in this analysis.
Question 1
The question that will be answered here is which of the extra services is considered as important or not important for the respondents. See appendix 4. A cut-off score for the mean will be used to judge this. The scale that is used in this survey is as said before from one to five, whereby one is extremely important, two very important, three somewhat important, four not important and five not at all important. Keeping this in mind extra services scoring lower than two are considered important. Percents are displayed as well, they represent the percent of respondents that ranked the extra service one or two, so as extremely important or very important.
N Minimum Maximum Mean Percenta
ge
Online Product Support 552 1 5 1.81 85,5%
Table 5: frequencies extra services
The extra services that Company X have to offer that are considered most important for the respondents when a Company X product is bought are: online product support, announcement and download of soft/firmware updates, tips and tricks for product use and a price guarantee. The highest scores, so the least
Exclusive
offers/prices/promotions 552 1 5 2.36 60,3%
Announce and download of
soft/firmware updates 552 1 5 1.71 88%
Tips and tricks for product
use 552 1 5 1.86 84,1%
Information about
accessories 552 1 5 2.23 69,6%
Previews and information
about new products 552 1 5 2.45 57%
Independent reviews of
products 552 1 5 2.08 75,9%
Possibility exclusive offers/prices/promotions at
other companies 552 1 5 2.72 46,8%
Online music/movie store 552 1 5 3.11 30,3%
Reward system for buying
products 552 1 5 2.65 48,7%
Message boards/
discussion boards 552 1 5 2.97 32,9%
Online product selling 552 1 5 2.67 45,7%
Belonging to a exclusive
group or club 552 1 5 3.32 21,4%
Enhanced warranty 552 1 5 2.34 60,9%
Newsletter with information about Company X CE
Products 552 1 5 2.68 44,6%
Price guarantee 552 1 5 1.94 78,8%
Personal Exclusive service
system 552 1 5 2.51 53,4%
Lifestyle communications
personal preferences 552 1 5 3.02 31,7%
Participation in events 552 1 5 3.30 22,1%
Interactive (chat)helpdesk
(24h service) 552 1 5 2.34 60,3%
Referral program with
exclusive discounts/offers 552 1 5 3.01 33,9%
important extra services are on online music/movie shop, membership of exclusive group or club, lifestyle communications focused on personal preferences, participation in events and referral program with exclusive discounts/offers. Nevertheless the average score of these items is still around three, somewhat important.
Looking at the percents per extra services that represent the amount of respondents considering the extra service relevant several conclusions can be drawn. A service is considered to be important when more than three fourths consider the extra service extremely important or very important. Online product support, announcement and download of soft/firmware updates, tips and tricks for product use and price guarantee are again the most important. Independent reviews of products are added and considered important as well.
A one-way between groups analysis of variance was conducted to explore the impact of belonging to a certain segment (i.e. Tech-innovator, Hip-innovator, Selective, Classic) on the degree of importance placed on the extra services.
Subjects are divided in the four groups (segments). A statistically significant difference at the p< .05 level on the scores for the four segments was not present for every extra service. These extra services were independent product reviews, message boards/ discussion boards; online product selling; belonging to a exclusive group or club, Enhanced warranty, Personal Exclusive service system;
Lifestyle communications focused on personal preferences; Interactive (chat)helpdesk (24h service); Referral program with exclusive discounts/offers.
So for these nine extra services the assumption of homogeneity of variance is violated. This has to be taken into account when interpreting the results.
Despite reaching statistical significance for the other services, the actual difference in mean scores between the groups was quite small. The effect size (calculated using eta-squared) was for every service between 0,00 and 0,06 what is considered a small effect size. (0,06 is a medium effect size) This means that the actual effect of the different segments on the level of importance is small.
Due to the big size of the output tables of the ANOVA analysis only a summarized version is drawn here. The whole table can be provided as an electronic file on demand.
Conclusions that can be drawn from table 6 are the following. The service has to
have a statistically significance difference between the segments and the effect
size has to be at least 0,06 to be medium. In this case online product support,
exclusive offers/prices/promotions, announcement and downloading of
soft/firmware updates, tips and tricks for product use, information about
accessories, previews and information about new products, possibility exclusive
offers/prices/promotions at other companies, online music/movie store, reward
system for buying products, newsletter with information about Company X CE
Products, price guarantee and participation in events have a statistically
significant difference. Nevertheless their effect sizes are small. For independent
reviews and price guarantee there is absolutely no statistical significant
difference between the segments is present.
** Not significant
Table 6: Significant differences segments with ANOVA
Significant Difference s
Effect size Online Product Support TI - Clas 0,03 Exclusive
offers/prices/promotions TI - HI
TI - Clas 0,03 Announce and download of
soft/firmware updates Clas - TI
Clas - Sel 0,05 Tips and tricks for product
use
TI- HI TI- Sel
TI - Clas 0,02 Information about
accessories TI - Clas 0,02
Previews and information
about new products TI - Clas 0,02 Independent reviews of
products** 0,00
Possibility exclusive offers/prices/promotions at other companies
TI – Sel
TI - Clas 0,02
Online music/movie store 0,00
Reward system for buying
products TI - Clas 0,02
Message boards/
discussion boards** TI - Clas 0,03 Online product selling** TI - HI
TI - Clas Sel - Clas 0,06 Belonging to a exclusive
group or club**
TI - Sel TI - Clas HI - Clas 0,05 Enhanced warranty** TI - Clas 0,02 Newsletter with information
about Company X CE
Products TI - Clas 0,03
Price guarantee** 0,01
Personal Exclusive service system**
TI - HI TI - Sel
TI - Clas 0,04 Lifestyle communications
personal preferences**
TI - Sel TI- Clas
HI - Clas 0,04 Participation in events TI- Clas
HI- Clas 0,04 Interactive (chat)helpdesk
(24h service)** TI - Clas 0,02 Referral program with
exclusive discounts/offers**
TI - Clas 0,03
Next differences between the promoters, passives and detractors are identified.
The purpose of looking at the differences between detractors, passives and promoters is to see what services are extremely important in order to make a detractor a passive, or even a promoter and to make a passive a promoter. In order to do that frequencies are calculated of the score on the different extra services whereby the file is split into three groups (promoters, passives and detractors). The percents showed in table 7 are scored on extremely important are calculated per group.
Table 7: percents extremely important per promoter score
The main objective here is to identify extra services that are considered extremely important by passives and detractors. For both the passives and the
Promotor Passive Detractor Online Product Support 46,0 30,8 33,3 Exclusive
offers/prices/promotions 22,6 16,4 6,7 Announce and download
of soft/firmware updates 55,6 37,4 38,1 Tips and tricks for
product use 39,3 24,1 35,2
Information about
accessories 21,8 11,8 7,6
Previews and
information about new
products 18,3 9,2 8,6
Independent reviews of
products 26,6 19,0 28,6
Possibility exclusive offers/prices/promotions
at other companies 14,3 7,7 7,6
Online music/movie
store 7,5 6,2 2,9
Reward system for
buying products 18,7 11,8 7,6
Message boards/
discussion boards 8,7 5,1 8,6
Online product selling 14,3 9,2 5,7 Belonging to a exclusive
group or club 8,3 3,1 1,9
Enhanced warranty 25,8 17,4 17,1
Newsletter with information about
Company X CE
Products
14,7 6,7 7,6
Price guarantee 34,9 28,7 32,4
Personal Exclusive
service system 15,5 9,7 19,0
Lifestyle communications
personal preferences 7,5 4,6 2,9
Participation in events 7,5 1,0 11,4 Interactive
(chat)helpdesk (24h
service) 26,2 15,4 24,8
Referral program with exclusive
discounts/offers 15,1 6,7 5,7
detractors counts that overall online product support, announcement and downloading of soft and firmware updates, tips and tricks for product use and price guarantee are considered extremely important as those specific extra services have the highest percents compared with the other extra services.
Promoters, passives and detractors compared makes clear that independent reviews, a personal exclusive service system and participation in events are more important for detractors than for the other two groups.
The next analysis is performed to see whether having problems significantly affects the net promoter score of the respondents. The relationship between the problems that occur and the net promoter score will be explored using the chi- square analysis. The chi-square test is used since the relationship between two categorical variables is wished to be explored.
Faced problems (q24)
yes no Total
Count 78 174 252
% within Total Net
Promotorscore 31,0% 69,0% 100,0%
% within Faced
problems (q24) 34,5% 53,4% 45,7%
Promotor
% of Total 14,1% 31,5% 45,7%
Count 69 126 195
% within Total Net
Promotorscore 35,4% 64,6% 100,0%
% within Faced
problems (q24) 30,5% 38,7% 35,3%
Passive
% of Total 12,5% 22,8% 35,3%
Count 79 26 105
% within Total Net
Promotorscore 75,2% 24,8% 100,0%
% within Faced
problems (q24) 35,0% 8,0% 19,0%
Total Net Promotorscore
Detractor
% of Total 14,3% 4,7% 19,0%
Count 226 326 552
% within Total Net
Promotorscore 40,9% 59,1% 100,0%
% within Faced
problems (q24) 100,0% 100,0% 100,0%
Total
% of Total 40,9% 59,1% 100,0%
Table 8: cross tabulation promoter score * Faced problems
Value df
Asymp.
Sig. (2- sided) Pearson Chi-
Square 63,969(
a) 2 ,000
Likelihood Ratio 64,226 2 ,000 Linear-by-Linear 48,621 1 ,000
Association
N of Valid Cases 552 a 0 cells (,0%) have expected count less than 5.
Table 9: chi-square for problems and net promoter score
Out of this table can be concluded that there exists a significant correlation between having problems and the net promoter score. This underlines the importance to prevent consumers for having problems, since having problems is strongly related to being a detractor.
Finally it is interesting to see whether “having problems” is related to the degree of importance placed on the several extra services. Since the data here is measured on a nominal and a ordinal scale (problems yes or no and the degree of importance from one to five) as well, a non-parametric technique has to be used here. The chi-square test is used since the relationship between two categorical variables has to be explored. The relationships between experiencing problems and several extra services will be explored. Those services have to do with the service part, this because when a consumer has a problem service is required. The variables (extra services) related with that are: online product support, tips and tricks for product use, personal exclusive service system, Message boards/ discussion boards, interactive (chat)helpdesk.
Pearson
chi-square Asymp. Sig.
(2-sided)
Online Product Support 1,541a 0,463
Tips and Tricks for product use 2,036 0,361 Personal exclusive servicesystem 4,298a 0,367 Messageboards/Discussionboards 14,980a 0,005 Interactive 24h(chat)helpdesk 6,241a 0,044 a 0 cells (,0%) have expected count less than 5.
Table 10: Pearson chi-square test
Summarized, table 10 shows the results of the chi-square test. Because of the size of the output, the exact output can be provided on demand. The first thing that is checked is whether one of the assumptions of chi-square is violated concerning the minimum expected cell frequency, which should be five or greater (or at least 80 percent) of cells have expected frequencies of 5 or more. To provide for this violation the scales for the variables online product support, tips and tricks for product use, and interactive chat-helpdesk are reversed. Instead of five scale items three scale items are created and like that the assumption is not violated anymore. The information is found in a footnote below table 10. Only for tips and tricks for product use counts that 1 cell has violated this assumption.
Nevertheless that counts for only one cell, which is less than 20 percent.
From this table can be concluded that there exists a significant correlation
between message board/discussion boards and an interactive 24h(chat)helpdesk
with having problems. This has several implications for the design of the
communication strategy and the loyalty program and those will be discussed
later.
Question 2
Next is computed how many times and how many percents the different
additional services are chosen for stimulating recommendation. The results can
be found in the following table.
total
# %
Online product support 197 38.3
Announcement and downloading firm/software updates 166 32.3
Tips and Tricks for product use 159 30.9
Price guarantee 158 30.7
Enhanced warranty 129 25.1
Exclusive offers/prices/promotions 124 24.1
Independent product reviews 105 20.4
Reward system for buying products 66 12.8
Interactive 24h (chat) helpdesk 56 10.9
Referral program with exclusive discounts/offers 53 10.3
Personal Exclusive service system 33 6.4
Information about accessories 33 6.4
Online product selling 30 5.8
Previews and information about new products 29 5.6
Online music/movie store 22 4.3
Possibility exclusive offers/prices/promotions other companies 16 3.1
Message boards/ discussion boards 12 2.3
Newsletter with information about Company X CE Products 11 2.1
Belonging to a exclusive group or club 9 1.8
Participation in events 6 1.2
Lifestyle communications personal preferences 1 0.2
total 1415 275
Table 11: extra services that stimulate recommendation
