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Measuring Customer Satisfaction at ImageStream Statement of the Problem Research Question and Purpose ImageStream Internet Solutions Inc is a privately held company in its 9th year of operation ImageStream engineers manufactures and distributes Linux-based routing products for network and Internet applications ImageStream products are used by Internet service providers ISPs governments schools and businesses in more than 75 countries around the world As ImageStream moves toward its next decade market forces require it like most high technology companies to be fast and responsive The company faces constant change in demands and needs along with the pressures of mission creep in the face of limited resources It is against this backdrop that ImageStream started its ISO 90002000 certification process This process requires not only the implementation of quality processes but measurement of their efficacy as well ImageStream conducts key manager meetings twice monthly and a company-wide review on a semi-annual basis During these managerial and company reviews the senior executives identify key metrics driving the success of the companys mission including those metrics that would benefit most from significant improvement This proposal outlines the use of a customer satisfaction survey and seeks to answer the management question What is the current customer satisfaction with the level and type of customer service provided by ImageStream The study will explore the conceptual framework of service quality the positive and negative impacts of service quality on ImageStream and the effect of favorable and unfavorable customer intentions on perceived quality using survey research Armed with the statistical analyses outlined below the operations management team will identify current trends in customer satisfaction in a proactive attempt to resolve to any issues Background and Literature Review The study and development of customer service techniques and customer retention management programs has blossomed into its own industry This increasing focus on customer satisfaction is not surprising given the positive correlation between happy customers and successful companies illustrated in countless marketing research studies This study
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