Small Project I did for a local business to determine better marketing strategies.

1. April 25, 2013
Courtney Rock, Tucker Marsden,
And Aimee Hewitt
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2. Goal
The general goal of the research is to figure out
what leads to customer delight and what Fuzzy
Peach can do to increase this delight.
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3. Introduction
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To enjoy success firms were told to satisfy their
customers. This was achieved by having:
Historically:
Satisfaction has been shown as an inadequate
measure of consumer profitability, loyalty, or
repatronage (i.e., Jones and Sasser 1995; Keaveney
1995; Reichheld 1996)
Present Day Dilemma
Performance Expectations Customer Satisfaction
Performance Expectations Customer Delight

4. Customer Delight vs. Satisfaction
• Is customer delight the same as customer satisfaction?
NO!!!
• Satisfaction is Cognitive
• Delight is Affective
• Customer satisfaction is based on customer’s judgment
of quality, based on expectations, whereas, customer
delight is a “profoundly positive emotional state
generally resulting from having one’s expectations
exceeded to a surprising degree”
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5. Construct Defined
A construct is a concept used in theoretical
models to explain how things work. It includes
such things as attitudes, personality, and
intentions. They represent things that cannot be
seen but that are useful in theoretical
explanations
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6. Constructs
• Task Uncertainty
– The degree to which tasks are open to chance-based, task
relevant influences
• Perceived Control
– Refers to people's perceptions of their ability to perform a
given behavior
• Servicescape
– The environment in which the service is delivered and in
which the firm and the customer interact, and any tangible
commodities that facilitate performance or communication
of the service
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7. Constructs
• Perceived Fun
– Represents the extent to which the activity is perceived to
provide reinforcement in its own right, apart from any
performance consequences that may be anticipated
• Time pressure
– The feeling of having too little time to do what one has to
or wants to do
• Shared Experiences
– The response customers have to any direct or indirect
contact with others in a service encounter
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8. Description of the Data
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• Data collected by
surveys
• Surveyed in November,
2012 at Fuzzy Peach
Location
• Gender (N=310)
– 111 Males
– 198 Females
Age (N=300)
12-17 = 12 people
18-23 = 175 people
24-29 = 19 people
30-35 = 21 people
36-41 = 27 people
42-47 = 12 people
48-60 = 20
61+ = 14

9. Constructs to Delight
Construct High/Low Number of
respondents
Mean F-statisticConclusion
Task
Uncertainty
High
Uncertainty
200 4.20
6.29
The more certain the
customer is of the task
the higher delight
reported
Low
Uncertainty
110 3.95
Shared
Experiences
High Shared
Experiences
168 4.37
40.81
Customers with shared
experiences reported
higher delightLow Shared
Experiences
142 3.81
Servicescape High
Servicescape
159 4.42
52.03
People who enjoyed the
servicescape reported
higher levels of delightLow
Servicescape
151 3.79
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10. Constructs by Gender
Construct Male Female F-Statistic Conclusion
Task Uncertainty
6.43 6.71 10.08
Males are more uncertain of tasks
Perceived control
6.47 6.75 8.84
Females have higher perceived
control
Servicescape 5.94 6.32 11.66 Females enjoy servicescape more
Perceived Fun
5.98 6.37 10.79
Females have more fun
Time Pressure
2.23 1.92 3.34
No statistical difference between male
and female time pressure
Shared
Experiences 6.19 6.26 .29
No statistical difference between male
and females shared experiences
Delight
3.96 4.21 6.68
Females have higher delight than
males
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11. Constructs by Age
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Construct
Young
(1-21.5)
Old
(21.51-
86)
F-Statistic Conclusion
Task Uncertainty 6.64 6.59 .242
No significant difference between age
groups
Perceived
control
6.67 6.64 .120
No significant difference between age
groups
Servicescape 6.30 6.08 4.12
Younger people enjoyed the
servicescape more than older people
Perceived Fun 6.32 6.18 1.35
No significant difference between age
groups
Time Pressure 2.13 1.99 .73
No significant difference between age
groups
Shared
Experiences
6.46 6.09 10.7
Younger people enjoy shared
experiences more than older people
Delight 4.19 4.04 2.40
No significant difference between age
groups

12. SEM
• Structural equation modeling (SEM) is
a statistical technique for testing and
estimating causal relations using a
combination of statistical data and qualitative
causal assumptions.
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13. Task
Uncertainty
Service-
scape
Perceived
Control
Time
Pressure
Fun
Customer
Delight
Shared
Experiences

14. Interesting Results
• Servicescape is enjoyed the most by young
females
• Females have a higher perceived fun and
perceived control
• Males are more uncertain of tasks
• Younger people are more delighted by
experiences that they share with family and
friends than older people
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15. Implications/Suggestions
– The décor and design of the store should be targeted to
younger females, as they derive the most delight from the
servicescape
– Coupons aiming to bring people in their friends (e.g. bring a
friend and get half off) should be targeted to the younger
segments (<21.5 years old)
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16. Limitations
• Surveys are not good at following trends over
time
• Surveys cannot provide strong evidence of
cause and effect relationships
• Questionnaire is subjective; respondents may
not answer truthfully/accurately
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17. Future Research
• We found that men are overall more uncertain
of the tasks they are to perform regardless of
age.
– What aspects of the tasks are unclear?
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