Business HND 2017
UNIT-11 Research Project
Table of Contents page No
Induction—————————————————————————-2
Task -1
- Topics ———————————————————————-2
- Aim and Objectives——————————————————2
- Research question——————————————————-2
- Literature review ———————————————————2-3
- Background rational —————————————————–3
- Methodology—————————————————————4
- Ethical consideration—————————————————–5
Task-2
- Gann chat——————————————————————-10
- Data analysis ————————————————————– 10-11
- Justifications for selected approaches——————————-11-13
- Recommendation ———————————————————13-14
Task-3
oral presentation —————————————————————–13
Task-4
- Reflect report ————————————————————–14-16
- Conclusion —————————————————————–16
- Reference list ————————————————————–17
- Appendix -A —————————————————————-18
- Appendix -B —————————————————————-19
- Appendix -C —————————————————————-22
Task 1
Research Project proposal
Topic
The challenges of integrating emerging technologies to gain customer satisfaction- A case study of Mahnush Limited.
Aim
- To investigate the main factors that affect service quality.
- To investigate new technologies are useful to solve challenges that Mahnush Limited faces.
Objectives
- To investigate new technologies are useful to solve challenges that Mahnush Limited faces.
- Identify factors that affect digital technology and then measure service quality.
- Recommend solutions that address issues and improve digital technology and service delivery.
Introduction
Mahnush Limited is a private limited company located in Hertfordshire and branches also in Barnet. It claims to work as a supermarket or convenience store, providing basic food and home items. The company was founded in 2012 and set up by appointed directors’ Sureshan and Naresh Kasilingam. As a supermarket, technology is crucial in assisting in money related matters to evaluate and profit, daily use as cashiers, insecurity and when ordering stock.
Research questions
Would Mahnush Ltd be more popular if it issues emerging technologies within their shops?
To what extent does digital technology affect customer satisfaction?
What is the financial challenge brought when planning to use emerging technologies?
Would communication improve between customers and the company through digital technology?
Literature Review
This review includes a range of sources and authors that have established different focal points and ideas about the impact of digital technology on business. From the secondary data gained, I will be able to proceed with my research with a firmer idea on what to expect and predict.
Firstly, the Harvard business review survey (2010) suggests that79% of businesses use social media as a vital strategy for promoting their products. It is, furthermore, advised that smaller companies should use social media also as it is an easy and quick way to increase their customer base and presence. (yodel,2013).
The term of use of digital technology was rapidly becoming conceptualised, implying its success as witnessed by Patel and McCarthy (2000). Leading on from this, Westerman (2011) initially defined digital technology as a method “to improve performance or reach of enterprises radically”. Similarly, Stolterman and Croon Forst (2006) defined it as “the changes that digital technology causes or influences in all aspects of human life”. Following this Lankshear and Knobel (2008) describes the digital transformation of business the final level of digital literacy. Concluding form such indications, digital technology is relevant to the success and development of the market. At this level, digital technologies enable innovation, creativity and stimulate significant changes in professional and knowledge domains.
Evidence of the success of digital technology is provided by Kramer, Bothner, & Spiro (2013). They explain how strong supermarkets operate in complex systems based on various components, which enhances the quality of services provided. This thus argues that digital communication is a crucial part of providing opportunities to adjust to complexities, strengthen the quality of service and hence customer satisfaction. Furthermore, digital technology can improve how customers communicate or access information, such as gaining info and making ordering product etc., all can be done online.
Widarsyah (2013) also exhibits how digital technology would enhance the airport experience based on various facets of digital communication imposing better airport service quality dimension.
With technology also comes tougher competition as stated by (Hendershott, Jones & Menkveld,2011). It now becomes a competition between sophisticated technology innovations such as high-frequency trading and algorithmic trading, as well as people in the business field.
The goal for customer satisfaction between rivalries is also in the hands of digital technology where conjointly argued by (Widarsyah, 2013) that digital communication in field hubs reduces the discrepancy between client expectations and perceptions and therefore the level of service provided within the business.
Slidesharenet,2016) proposed the Flower of services theory that explains a method of breaking down and analysing the underlying service delivery process into all core and supplementary services that transport service, such as the UL, provides for its passengers. Alongside (Lepmets,2013), the authors suggest that best service quality is measured and directed through IT, to maintain punctuality and order.
According to David Prepletancy of the technological platforms gift an incredible potential within the type of access to information. Such information is examined to get a complete read of the client on the one hand and to boost and enrich the client expertise on the opposite side. Additionally, expressed Tom Evens (2014) suggests that technological innovation over the past ten years, specifically through quick access and therefore the exploitation of the web has reworked film and tv supply. Edward Mercer (2009) writes that technology together with everything from physical devices to data technology networks includes a very transformative influence on the contemporary world and economy. From Osmon Vitez (2017), the dynamics in shopper preferences to reshaping the approach businesses manufacture and market product, technology may be seen even within the smallest details of day-after-day business processes, increasing the productivity of staff and savings, fast economic activity, promoting exchange between industries and granting the continued preparation of recent technologies and additionally making new industrial risks. Osmond Vitez (2017) likewise expressed that E-business represents the employment of net and business technology in an exceedingly company’s operations. Most firms within the business surroundings have applied some loss or business technology into their business operations.
Therefore, Supermarkets should delve deeper into the use of technology as according to David Repetency of the technological innovations, digital technology can give incredible potential within the type of access to information. It can be at the purpose of sale (POS) and examined to get a complete read of the client on the one hand and to boost and enrich the client expertise on the opposite side. Additionally, Tom Evens (2014) claims that technology has managed to develop over the past ten years, specifically through increasing quick access and therefore the exploitation of the web has reworked film and tv supply. Edward Mercer has claimed that technology is influential and beneficial for businesses, manufacture and market products. It is a useful tactic for business processes, increasing the productivity of staff and savings, fast economic activity, promoting exchange between industries and granting the continued preparation of recent technologies and additionally making new industrial risks.
Throughout, technology is defined to include an increase in the accuracy of work completing the task, higher output, and an increase in the amount of work completed (Yoon and Guimaraes,1995).
(Torkzadeh and Gemoets 1998-1999) Beside Gray (2015), said by problem-solving, decision rationalisation, vertical integration and customer service. It advice that Centre Edge digital transformation involves creating a value-multiplying business model in customer centre industries such as financial services, real estate, travel, entertainment, and retail.
Journal O’Brien (2018) stated that digital technology changes at an incredibly fast pace; often overnight. Relentless in its speed, these changes require employees across departments to be agile, work collaboratively and most importantly keep up to date with development, so they have the skills to adapt and use these changes to the company’s advantage.
This new landscape has forced brands to be innovative using new ways to reach out and engage with their customers. In the face of disrupters, many sectors have had to be creative and take initiatives that enable them to compete.
Background rationale -what are the reasons for the chosen the topics
I was interested in selecting the theme of the challenges of integrating emerging technologies for customer satisfaction- A case study of Mahnush Limited. Because I wanted to learn more about the digital technology how to develop the business and their customer satisfaction also if I were to start a new business how I can use the technology and success of my business.
Ethical consideration in the research
Ethical considerations in research are critical. Ethics are the rules or standards for conduct that distinguish between right and wrong. They help to determine the difference between acceptable and unacceptable behaviours.
Because ethical considerations are so important in research, many professional associations and agencies have adopted codes and policies that outline ethical behaviour and guide researchers. (Bryman and Bell2007).
I will take the permission from the Mahnush ltd.’s manager or owner. So, I will make a sample of consent latter for manager and consent latter for the participants.
To assure the confidentiality of participants, names are not to be put forward nor any sort or personal details to be published within the research.
A sample of consent latter in the appendix -A
Methodology
I am going to research the challenges of integrating emerging technologies for customer satisfaction- A case study of Mahnush Limited. So, I will start with the secondary research of Mahnush Limited’s website and will gather information about their sales and services.
Afterwards, I will start the primary research through a Questionnaire to Mahnush Limited, from which there will be quantitative and qualitative questions to answer.
The qualitative research method is going to use to conduct this study. The research findings are analysed by qualitative data analyses techniques to build analyses and draw conclusions. (Louis,2017)
Below the Sample constant letter plan to give my participant then after they accept, I’ll provide them with a questionnaire.
Sample of participants’ s contents latter in appendix – B
I am going to make a Gantt chart for my research project schedule sample of the Gantt chart below
Research proposal Gantt Chart
The justification for selected approaches
I chose the secondary research because I need to know the knowledge of the company and I am going to use my research and want to learn from others the researcher wrote about the digital technology impact in business. Also, easy to get information from the secondary analysis.
After I am going to choose the primary research approached because I must find out the present data.
My primary research method will be through questionnaires that consist of queries over aspects of digital technology in the marketing field. (Walliman,2011).
TASK 2
Introduction
This section will present my research process, including the conduction and analysis of customer information with regards to Mahnush Ltd.
Here, will discuss my methodology of research, and the advantages and limitations that came from using a questionnaire and my chosen sample of customers and staff.
The information collected for research work was classified into two categories – primary information and secondary data. Basic information collected from various initial sources such as respondents (samples) in various ways, papers were collected in different laboratories such as research or non-printed in the same part of the study Using various Internet search engines, research, magazines, articles, magazines, various Internet sources etc. This research work was used to collect and use both primary and secondary data.
I successfully proposed my questionnaire with a consent latter to the customers and staff of the Mahnush Ltd, whom were to be sample to understand the opinions toward technology.(Creswell, 2007).
Approved letter attached to assignment
A sample of the question in Appendix – C
Methodology
My research revolved around the challenges of integrating emerging technologies for customer satisfaction- A case study of Mahnush Limited. So, I gathered information about their sales and services. I was prepared with background knowledge from reading articles about digital technology and its effect on businesses.
I conducted a survey with a Questionnaire containing. quantitative and qualitative questions and gave them to be answered. The survey featured comments on Mahnush Ltd and whether a business should use digital technology.
The qualitative data in my findings analysed techniques to build and draw conclusions on the ideas toward technology and the quantitative data helped change research to statistical information. (Louis,2017)
The consent letter was give alongside a questionnaire. Starting from there, I used the Gantt Chart to measure the progress.
GANTT CHART
The justification for selected approaches
I choose the secondary research because I need to know the knowledge of the company and I used my research and learned from others the researcher wrote about the digital technology impact in business. Also, easy to get information from the secondary analysis.
Afterward, I chose the primary research approach to find out the present data.
My primary was research method through questionnaires that consist of queries over aspects of digital technology in a marketing field.
This is the simplest option to collect required information from people without excessive amounts of data.
It allows for reliable data and therefore increases validity.
Questionnaires are affordable to produce in a short time and can be handed to more participants without hassle, e.g. via post or email.
Responses become standardised through multiple choice questioning letting the results to be summarised in an efficient, statistical and manageable way
Data analysis
The process of systematically applying statistical and logical techniques to describe and illustrate, condense and recap, and evaluate data.
Collecting the appropriate data will vary in context of cost, time and other resources. Primary data can be collected either through experiment or through survey. In a survey, data can be collected by any one or more or by observation. Through personal interviews, telephonic interviews, and mailing of questionnaires, appropriate qualitative and quantitative data can be achieved.
The project will require many tools to gather data. Testing be a tool of measurement, guidance in data collection and in evaluation. Tools may also vary in complexity, interpretation, design and administration. Each tool is suitable for the collection of the certain type of information for example, using a sampling frame is a tool to find the right participants needed to enquire about technology in Mahnush Ltd. Different tools used for data collection may be Questionnaires, Interviews, Schedules, Observation Techniques and Rating Scales. (Shamoo and Resnik,2003).
I used the finding tools from my Quantitative survey Data used a pie chart, bar chart, area chart and Column chart.
Would Mahnush Ltd be more popular if it issues emerging technologies within their shops?
Finding data – I took a sample of 30 customers for the answering question 87% customer yes
I took Sample of 5 staff form the Mahnush Ltd for the answering question 13% staff yes
From my finding, most of the customer and staff suggested that they would fin Mahnush Ltd more ideal approachable, if more advanced technologically.
What is the financial challenge brought when planning to use emerging technologies?
I used the sample of 30 customers and 5 staff answered the question most of them was answering more profit
Some of them the answer was responding maybe
Only 2 customer and one staff no idea
From my finding, most of the participant responded if Mahnush Ltd using digital technology they will get more profit also more customer coming to their store.
How far is technology in general beneficial to your satisfaction?
Finding -Customers age 20+ and 31 – 40 find that digital technology is, in general, an excellent/good source of benefit and use to them.
However, above 40 reaching 60+, a large number find that using digital technology is either good/poor.
This perhaps suggests that for 60+, using digital technology or not will not improve their satisfaction.
The advantages and disadvantages of the approaches used.
I benefitted from using a questionnaire as I gained semi – quantitative and qualitative results. My primary research thus allowed me to understand opinions as well as statistically represent such opinions to technology. From my statistics I can interpret how technology affects customer satisfaction.
I was disadvantaged from my questionnaire in that my data my not be representative enough from my sample, as well as this, I did not gain any detailed recommendations to improve the cutomer satisfaction of the company with technology.
Recommendation
For Mahnush Ltd, using digital technology extensively in their company would ultimately increase customer satisfaction and staff requirements.
Facilitating their shops with upgraded technology; e.g. for data and service purposes (computerised till, card payment services, online orders facility). Use technology as a method of communication between, staff, customers and external partners.
Bring an updated online platform of Mahunsh Ltd to inform customers about sales and more.
Task 3
Analysis the research finding and using the different data analysis tools full details in the power point presentation.
Task 4:
Reflective report
Using my research, I aimed to investigate the impact of technology on customer satisfaction, including the potential challenges and other benefits that come with it. For the study, I reviewed the company Mahnush Ltd.
Within my method of research, I initially started with a range of secondary sources as a basis of understanding and to assist with making a reasonable hypothesis. Most sources suggested that companies not only benefit from technology but also quickens the progress of the business because of the easiness in data storage, communication and other services that digital technology provides. This allowed me to predict that by Mahnush Ltd upgrading to the emerging digital technology, it will accelerate in their success and improve customer satisfaction overall.
I next proceeded to use my primary source of research that appropriated specifically to assess the future requirements of Mahnush Ltd, in terms of technology usage. For this I used a questionnaire directed to customers and company staff, asking about the quality of service and their opinions on using digital technology. From my results, I founded that most participants would enjoy a better facilitated shop and with staff idealising the financial benefits of technology in the long term.
The advantages of using a questionnaire were that I managed to obtain a fair mixture of qualitative and quantitative data, which meant I was able to present my data clearly via statistics – from yes and no questions, as well as be provided with extra commentary to further critique on digital technology. However, if I were to improve my study, I would have an additional open survey that offered me more detail on digital technology particularly to Mahnush Ltd. For example, I could receive feedback from customers that will directly help to accurately understand where Mahnush Ltd needs digital technology and how much of it for the purpose of customer satisfaction.
I finalised with my research a range of options for Mahnush Ltd to strategically use digital technology in order to expand its business. Before the research was conducted, I understood that the company was in critical position against its competitors, therefore its main target is to achieve a method that would tackle this. Mahnush should therefore first create a platform on social media to promote its services and make it more credible, this would likely increase the customer bas and intercommunications. Following this, my suggestions were to profit from upgraded facilities at the desire of customers represented by the questionnaire participants. Examples include, CCTV cameras, self – checkout, cashiers and delivery systems that a higher tech. Fundamentally, this will increase customer satisfaction and and cut down in competitor risks.
Personally, found that researching the opinions on Mahnush Ltd challenging because it is a small business with a small customer base, however I agreed with the majority of the participant’s ideas that if the company wanted to expand then it would need to upgrade its technology.
Another challenge faced was maintaining the commitment of participants to obtain data. Had to endure several rejections, misunderstandings and the company when handing out surveys to be completed in time or quickly directly asking for opinions. I was concerned about the bias of staff towards the company and made sure that they did not intentionally favour it in the questionnaire. Furthermore, it was important that my research did not go against the company in policy and reputation, therefore I was strong in constructive criticism that would help improve and promote the company technologically.
In my opinion, Mahnush Ltd at an aesthetic level should definitely upgrade technology to provide a good first impression to customers that seems to offer their demands at a professional level. Leading on from this, a better facilitated store will also ease the jobs of staff so that they can focus better at strengthening the bonds between customers, which, as a small company will be much easier to do.
I concluded from my research that Mahnush Ltd is drastically in need of new technology, to at the very least maintain its current satisfaction rates and stability.
Conclusion
Overall, I believe that Mahnush Ltd is in crucially in need of updating technologically, because this will bring a significant change to the quality of the business procedure. In my research, I have concluded that the customer experience is heavily influenced by technology and it would be therefore ideal that the company upgrade with emerging technologies. This would accelerate the progress of customer satisfaction.(Walliman,2011).
Reference list:
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- Aberbach, J.& Rockman, B, (2002). Conducting and Coding Elite Interviews.t: http://www.jstor.org/stable/1554807?seq=1#page_scan_tab_contents [Accessed March 10, 2019].
- Bell, J., 2014. Doing Your Research Project: A guide for first-time researchers. McGraw-Hill Education (UK).
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Appendix -A
London School of Management Education,
509-511 Cranbrook Road,
Gant skill, Essex
IG2 6EY
Email: info@lsme.ac.uk/amada@lsme.ac.uk
Tel:
Date:28/09/201
West London (Head office)
299, Rayners Lane
Pinner, Middlesex
HA5 5E
Letter of consent
Dear Sir or Madam,
I am a business HND student at the London School of Management Education, and I have been assigned to create a case study about the use of impact digital technology in businesses. Therefore, I am interested in choosing your company as part of my case study. It would require me to have a letter of consent from your company. If you approve, I would then hand out a survey about your company’s use of digital technology to your customers and perhaps your staff.
I can assure you that this will bring no harm to your business, nor will it try to go against any of your company policies. On the off chance that this is conceivable please might you be able to E-mail me to affirm that you will enable access to the individuals giving them consent to part take.
Thank you for reading this, and I hope that you will approve.
Yours faithfully,
Appendix -B
London School of Management Education,
509-511 Cranbrook Road,
Gant skill, Essex
IG2 6EY
19/09/2018.
Dear Participant,
I invite you to contribute to a research study entitled digital technology. I am currently enrolled in the business student at London School of Management Education and am in the process of writing my research project. The purpose of the research is to determine the challenges of integrating emerging technologies for customer satisfaction- A case study of Mahnush Limited.
The enclosed questionnaire has been designed to collect information at the end of this month.
Your participation in this research project is entirely voluntary. You may decline altogether or leave blank any questions you don’t wish to answer. There are no known risks to participation beyond those encountered in everyday life. Your responses will remain confidential and anonymous. Data from this research will be kept under lock and key and reported only as a collective combined total. No one other than the researchers will know your answers to this questionnaire.
If you agree to participate in this project, please answer the questions on the questionnaire as best you can. It should take approximately 5-10minute to complete. Please return the survey as soon as possible in the enclosed business reply envelope.
If you have any questions about this project, feel free to contact me
Thank you for your assistance in this critical endeavour.
Your Sincerely,
PRINCIPAL INVESTIGATOR
Appendix – C
Quantitative questions
Employees Question
1. How long have you been an employee or employer in Mahnush limited?
| 1-2 years | 2-3 years | 3-4 years |
2. Please indicate how your business use Information and Communication Technologies (ICTs).
- Online-enabled mobile device (e.g., smartphone, tablet)
- Industry-specific software (e.g., the point of sale software)
- No ICTs are used in our business
3. How many digital devices are used within one store on average?
| 0-5 | 5-10 | 10-20 |
4. Which of the following features does your Internet website offer?
- Customised website or information provided for repeat visitors
- Integration with social media (e.g., Facebook, Twitter, Google+)
- Online payment (complete transaction and payment online)
- Media-rich content (e.g., interactivity, videos)
- Online forms for collecting customer information
- None of the above
5. How do you raise awareness about your company online?
- Paid search (e.g., Google AdWords, pay-per-click)
- Social media (e.g., Twitter, Facebook)
- Other media (e.g., television, radio)
- Print Advertising (e.g., newspapers, magazines)
- None of the above
6. How does your business protect personal information that is stored in?
- an electronic format
- Storing data off-line (data is not stored on a network)
- Paper works in folders
7. How does your business collect or obtain personal information?
- Social media (e.g., Facebook, Twitter)
- Directly from customer
- Loyalty or rewards programs
- A third party (e.g., marketing companies)
8. What method do you use to order and receive stock/ supplies/ products?
- Online order
- Direct confrontation/meeting
- Over the phone.
- Third Party management.
9. Did your business make any significant changes in Information and Communication Technologies (ICTs) over the past three years?
- Yes (go to next question)
- No
10. Please indicate what sort of change has been made in ICT over the past three years.
- Computer hardware
- Off-the-shelf computer software
- Customised computer software
- Network operating systems or equipment (e.g., Local Area Network (LAN))
- Database services (e.g., database design or management, data storage, data retrieval)
- Software as a service* (e.g., cloud computing)
- Data processing services (e.g., web analytics)
- Other ICT services
- No expenditures during the past three years
Qualitative question
1. What changes do you think digital technology could bring to your business?
—————————————————————————————————-
2. What purposes do you typically use the Internet within a business?
—————————————————————————————————-
3. How does your company collect or obtain personal information?
—————————————————————————————————-
4. What are the difficulties of digital technology in your company?
—————————————————————————————————-
5. What are the advantages of digital technology in your company?
—————————————————————————————————-
6. Do you think the use of digital technology will make it easy to provide service in your store?
7. What way can digital technology improve your business?
——————————————————————————————
8. How important is digital technology in improving your business?
—————————————————————————————-
9. Do you think there is more technology needed in the communications sector of your industry?
—————————————————————————————–
10. Do you think more technology is required within the logistics sector of your market?
Customer question
Quantitative questions
1.Gender
- Female
- Male
2.Age group (Tick in box)
| 20 | 21-30 | 31-40 | 41-50 | 60+ |
3. Do you prefer technology in your day to day life?
- Yes No
4. How often do you shop at a Mahnush Limited owned store?
- Regularly
- Occasionally
- Rarely
5. Would a Mahnush Limited owned store be your first choice of store to shop at?
- Yes, I always go there.
- No, I prefer another store as my first choice; this is just an alternative.
6. How do you find the quality of customer service at a Mahnush Limited owned store?
- Excellent
- Good
- Unsatisfactory
- Poor
Top of Form7. Do you find that the use of technology helps improve your customer satisfaction?
- Yes, it is highly efficient.
- Sometimes
- Technology is hardly used/useful in this.Top of Form
8. Please rate the following statement on a scale from 1 to 5 (1 being difficult / five being very easy)Top of Form How would you describe the easiness of buying from a Mahnush Limited owned store?
| 1 Difficult | 2 Not very easy | 3 Easy | 4 Fairly easy | 5 Very easy |
9. Where do you find that most of the technology is used within the store?
- Paying services. (e.g. self-checkouts, cashiers)
- Security. (e.g. CCTV cameras.)
- Customer privacy (e.g. online or when giving account details.)
- None of the above.
10. Do you think the staff of Mahnush limited know to manage the computerised till?
- Well known
- No knowledge
- I don’t know
Qualitative questions
1. What way could Mahnush Limited improve using technology?
———————————————————————————————–
2. What is the benefit of the new digital technology on your shopping?
—————————————————————————————————
3. What do you think about the service of Mahnush limited?
——————————————————————————————Bottom of Form
4. What method of payment do you prefer to use in your shopping and why?
————————————————————————————————–
5. Would you prefer if there was home delivery? Why or why not?
—————————————————————————————-
6. How useful do you think technology is in customer service and why?
———————————————————————————————-
7. When has service been weak in the store due to technology?
8. Is security with technical devices put in place like cameras in the store? Why or why not?
9. What way would services be different if little to no technology was used?
—————————————————————————————————————-
10. Did you come to know about Mahnush Limited through technical communication, e.g. online? If not how?