|
Nowadays, "Customer
Satisfaction" is known to be one of the most crucial factors and
key indicators in customer loyalty. It reflects customers' likelihood
in repurchasing the product or service amongst other choices available
in the market. In view of this revenue potential, leading companies are
measuring their customer satisfaction level on the core services to sharpen
their competitive edge. Yet such survey should be viewed as a long-term
customer satisfaction survey, which concentrates on the core services
offered to customers.
HKCSC conducted several
successful online eSurvey's on Customer Satisfaction & Loyalty Research
of Internet Banking, Internet Purchasing and Internet Securities Services
during the period of March to April 2001, with a total sample size of
over 10,000. The eSurvey partners included hongkong.com, Motorola,
Market Probe Asia Limited and eCRM Service Limtied. Hongkong.com provided
an effective online channel of "Biz & Finance" to HKCSC
for reaching appropriate survey samples. Such representative samples provided
primary research findings significant to Hong Kong Internet Banking,
Internet Purchasing and Internet Securities Services.
The eSurvey is conducted
on a continuous basis, twice per year and is very customized to each individual
company with performance tracking and other indicators reflecting its
market competitiveness and directions for future planning.
.jpg)
| The
strategic aims of the eSurvey are to: |
| • |
Identify and evaluate the critical factors influencing customer acceptance
of Internet Banking, Purchasing and Securities in Hong Kong. |
| • |
Measure and track the performance level of critical service attributes
of Internet Banking, Purchasing and Securities Service providers. |
| • |
Benchmark with the Internet Banking, Purchasing and Securities market
sectors for competitiveness assessment to identify areas that are
leading or lagging in their respective market. |
| • |
Highlight the individual company's strengths and weaknesses through
respondent customers' experience in using its Internet Banking / Purchasing
/ Securities service. |
| • |
Recommend
how to strategically improve the Internet Banking, Purchasing and
Securities Services to retain customers and increase customer loyalty.
|
| Each questionnaire is specific to the market
sector (Banking, Purchasing and Securities) |
| • |
Part ONE qualifies
the survey audience and identifies from which company the customer
subscribes the Internet service. The company identified as the primary
service provider is the reference usage experience in answering Part
TWO questions. |
| • |
Part TWO consists of high impact questions relating to the company's
service acceptance, satisfaction and loyalty outcomes on the categories. |
| •. |
Part THREE asks
for an open-ended question as well as the demographic information
about the respondents. |
| • |
Order
one report (November 2001) at HK$20,000 for each industryreport |
| • |
Order one report (April 2001) at HK$15,000 for each report |
| • |
Order
BOTH report (April 2001 & November 2001) at HK$30,000 for each
report |
| • |
Participate
in 2002 research (May 2002) at HK$35,000 |
| Disclaimer |
| Reports,
methodologies, and other outcomes from the work of this project team
will be delivered first to the clients. Publication of such materials
will be embargoed for 12 months, allowing sufficient time for member
companies to develop and implement strategies that help them maintain
a leading position in the marketplace. |
|
