Date of Publication

11-30-2020

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization

Thesis Adviser

Rachel Quero

Defense Panel Chair

Maria Paquita Bonnet

Defense Panel Member

Marissa Marasigan
Maria Victoria Tibon

Abstract/Summary

Critical to a business organization’s success is to know what customers say about their actual experience on the service rendered. This Integrated Action Research addressed the issue of delayed timing of customer feedback collection in our company, ABC Express Philippines. We are one of the world’s largest express transportation companies, providing export and import courier delivery services, in and out of the Philippines, via air transportation. But ironically, when it comes to rolling out our project initiatives, it takes us several months before we are able to get customer feedback. Our team uncovered this issue through our series of discussions with the help of the Five Whys and Force Field Analysis. We were guided by the Balanced Breakthrough framework for a gap analysis of the current state versus the ideal scenario pertaining to market desirability, company viability, and feasibility of solutions. We also used Kaizen as a framework on continuous improvement. For our intervention, we designed and implemented an online customer survey project to get timely feedback and rating on recent customer experience with ABC Express Philippines. We piloted the online customer survey project in North and Central Luzon. The results showed that the improved timely mechanism generates regular customer insights towards their recent experience. Thus, the Local Market Development Team is now able to further understand how to specifically enhance customer experience that is timely and relevant.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Customer services—Evaluation

Upload Full Text

wf_yes

Embargo Period

8-3-2022

Download

Share

COinS