Case Study 2 OPM

1. WHY DO YOU THINK MR. WATSON ORGNANIZED THE CUSTOMER SURVEY THE WAY HE DID?
WHAT OTHER THINGS DO YOU THINK HE MIGHT HAVE DONE TO ANALYSE THE STORE’S QUALITY
PROBLEMS?
REASONS FOR ORGANIZING THE CUSTOMER SURVEY
To identify the issues in tech stores Mr. Watson organized a customer survey during a two week
period in the middle of the semester by appointing some of employees to ask brief questionnaire
from the customers as they left the store. Due to following advantages of customer survey he may
feel to arrange a customer survey like this.
 Low cost- Surveys are less expensive than many other data collection techniques.
 Easy to conduct- Surveys can be created quickly and administered easily.
 Easy to gather the data- Through preparing sample of questionnaires can gather necessary
information on a wide range of things, including personal facts, attitudes, past behaviours
and opinions.
 More sample size- According to our requirements we can select the sample size.
 Little or no observer subjectivity- Surveys are ideal for scientific research studies because
they provide all the participants with a standardized stimulus. With such high reliability
obtained, the researcher’s own biases are eliminated.
Because of the above reasons Mr. Watson thought this is the most suitable analytical tool than the
others for identify major problems.
Tools That Can Use to Analyse the Book Store’s Quality Issues
Due to the disadvantages regarding to the selecting Sample size, Rigidity and Possible In
appropriateness of Questions survey methods can get failure. Therefore to get better information
they can use this survey method through in this normal way, through their online web site and
observing their customer behaviour. After that they can use the tools like Fishbone Diagrams, Pareto
chart and Scatter diagram for analysing this quality issues. Fishbone (Ishikawa) diagram: identifies
many possible causes for an effect or problem, identify bottlenecks in the process and sorts ideas
into useful categories. Pareto chart: The Pareto Principle states that only a "vital few" factors are
responsible for producing most of the problems. This principle can be applied to quality
improvement to the extent that a great majority of problems (80%) are produced by a few key
causes (20%).Scatter diagram: graphs pairs of numerical data, with one variable on each axis, to help
you look for a relationship.
2. DEVELOP A PARETO CHART TO HELP ORGANIZE THE SURVEY RESULT?
ANALYZING THE SURVEY RESULT
When we analysing quality issues in campus book store in terms of students, non-students and
ultimately combined results of both students and non-students can be drawn following conclusions.
As per the Pareto chart 1, around 65% of dissatisfaction level of students in on campus comprises
visiting to the book store website, purchase price of the item and employees’ knowledge and there
is no significant dissatisfaction on overall service, Campus store -Student Campus Store – Non
Student CAMPUS STORE
employees’ courteous, waiting time for service and

check out and the availability of the item. As per the
Pareto chart 2, around 72% of dissatisfaction level of
non-students in off campus book store comprises visiting
to the website, waiting for service and check out and
employees’ knowledge and there is no material issues
on overall service quality, employees’ courteous,
availability of the items required by the customers and
the prices of the items. The major problem we could
have identified in the campus store are the lack of visiting to the book store’s website, lack of
knowledge of employees, a higher purchase price of the items and the long waiting time for service
and checkout which comprises 75% of overall dissatisfaction level. It is noted that the prices of the
items available in the campus book store is a big issue among students but not among non-students
which comprises 24% and 3% of total dissatisfaction level respectively. And also there are no
material issues on waiting for service and checkout among students but among non-students.
Analysis of survey results of off campus book store in terms of students and non-students, the
following conclusions can be drawn.
 As per Pareto chart 1, the results of survey in off campus store among students reveal that
there is around 81% of dissatisfaction level comprises visiting to the book store’s website,
the purchase price of the items, overall service and employees’ knowledge and courteous.
But there are no significant issues in availability of the items required and the waiting time
for the service and check out.
 As per Pareto chart 2, the survey results among non-students in off campus reveal that there
is around 82% of dissatisfaction level comprises visiting to the book store’s website, the
employees’ knowledge and courteous, waiting time for service and overall service. But there
are no material undesirable impacts on availability of the items required, the purchase price
of the items available and the waiting time for checkout.
 As per the Pareto chart 3, the major problems identified in the off campus book store are
lack of visiting to the book stores website, lack of employees’ knowledge and courteous,
dissatisfaction with overall service and long waiting time for service.
 Also noted that there is a big issue on prices of items available among students surveyed in
off campus store, but not among non-students which comprises around 20% and 2.3%of
total dissatisfaction level of on and off campus store respectively. This is more than17% of
dissatisfaction level of the non-students.
As per the analysis of overall results of the survey, the following conclusions can be drawn. The
major problems faced by both on and off campus book store as per the above Pareto chart are lack
of visiting to the book store’s website, lack of employees ‘knowledge and courteous, dissatisfaction
with overall service and the purchase price of the items which comprises around 74% of total
dissatisfaction level. So from the survey results it is concluded that the both books stores hold the
items required by the customers.
3. HOW WOULD YOU DEFINE QUALITY AT THE BOOKSTORES?
QUALITY OF A BOOK STORES

“ The creation of customer satisfaction by providing a good basis for the purchase of books and other
items on the right time at right quantity at right price with perceived condition and re-creation of
customer loyalty “
Quality dimensions of the Book Store
• Time and Timeliness
– Reduction of waiting time to search and purchase a book
– Quick response of service personnel to customer requests
• Completeness
– Maintaining a satisfactory level of stocks to meet customer requirements
– Update the Bookstore’s website regularly
• Courtesy
– Treat the customers in a friendly manner
– Politeness to the customer
• Consistency
– Equally treat all the customers
• Accessibility& Convenience
– Appoint knowledgeable employees
– Locate the book store in an accessible place to customers
– Maintain a proper layout that makes convenience
– Convenience to access the website
• Accuracy
– Deliver the exact product that customer requires
– Ensure the accuracy of billing
– Ensure the correct information available in the website at anytime
• Responsiveness
– Should maintain a decent return policy and handling customer complaints.
4. DISCUSS WHAT YOU BELIEVE ARE THE QUALITY PROBLEMS THE BOOKSTORES HAVE.
QUALITY ISSUES IN THE TECH BOOKSTORES

  Poor coordination system
Not enough that relationship between management levels and an

operational level employees. Thus the student employees not work in
responsible. Not only that, but also, some student employees have referred
for unmannerly activities.
 Very limited parking facility in the on campus book store.

 Higher turnover and absenteeism among student employees.
 Customer’s disfavour about the prices.
 One of a student employee was arrested on drug possession.
 Lack of knowledge regarding to Book store computerized system.
 Student employees do not threat their customers well.
 Keep registers in Un-manner way.
 Several employees talking together in the store.
 Student employees not familiar in store policy.
 Employees do not have a proper idea about what products available in the store
anywhere it is located
 Sometimes employees got defensive with their customers.
 Some student employees are lackadaisical and bored
 less induction and training program
 The student employees lack knowledge regarding Store policies of bookstores
 Operating system of the store computer system
 Available products types
 Separate located places for each product.
5. WHAT ACTIONS OR PROGRAM WOULD YOU PROPOSE TO IMPROVE QUALITY AT THE

BOOKSTORES?
HOW TO IMPROVE QUALITY AT THE BOOK STORE
QUALITY IMPROVEMENT;
Is the actions taken throughout the organization to increase the effectiveness of activities and
processes to provide added benefits to both the organization and its customers. There are two basic
ways of bringing about improvement in quality performance. One is by better control and the other
by raising standards.
 Apply 5S practices to the bookstore

 Sort - the first step in making things cleaned up and organized
 Set In Order - organize, identify and arrange everything in a work area
 Sweep or Shine - regular cleaning and maintenance
 Standardize - make it easy to maintain - simplify and standardize
 Sustain -maintaining what has been accomplished
 Conduct training programs aimed at student employees
 Incentive schemes to staff on attracting customers
 Maintain a suggestion box
 Design proper service level agreements
 Develop a proper return policy and communicate it clearly
 Implement a camera system to detect and control employee misbehaviour
 Appoint a leader, responsible for quality issues, from employees in the bookstore on daily
basis

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1. WHY DO YOU THINK MR. WATSON ORGNANIZED THE CUSTOMER SURVEY THE WAY HE DID?

REASONS FOR ORGANIZING THE CUSTOMER SURVEY

ANALYZING THE SURVEY RESULT

employees’ courteous, waiting time for service and

3. HOW WOULD YOU DEFINE QUALITY AT THE BOOKSTORES?

QUALITY OF A BOOK STORES

Quality dimensions of the Book Store

• Time and Timeliness

– Reduction of waiting time to search and purchase a book

– Quick response of service personnel to customer requests

– Maintaining a satisfactory level of stocks to meet customer requirements

– Update the Bookstore’s website regularly

– Treat the customers in a friendly manner

– Politeness to the customer

– Equally treat all the customers

– Appoint knowledgeable employees

– Locate the book store in an accessible place to customers

– Maintain a proper layout that makes convenience

– Convenience to access the website

– Deliver the exact product that customer requires

– Ensure the accuracy of billing

– Ensure the correct information available in the website at anytime

– Should maintain a decent return policy and handling customer complaints.

QUALITY ISSUES IN THE TECH BOOKSTORES

Not enough that relationship between management levels and an

 Very limited parking facility in the on campus book store.

5. WHAT ACTIONS OR PROGRAM WOULD YOU PROPOSE TO IMPROVE QUALITY AT THE

 Apply 5S practices to the bookstore

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