Dolor Alegrado, Tasha Chambers-Harvey, Avery

Dolor Alegrado, Tasha Chambers-Harvey, Avery Dunn, Marie Jeffery, Joseph Piatti and Tammy Walker RES/320 Foundations of Research Mr. Robert Etter JD MATT Technology has come under extreme pressure as its customers are shifting their attention to their competitors. Previously the company has buried assumption in optimizing their marketing mix to connect with customers, sell more of whatever it is to sell, and thus earn more profit.

However, it becomes entirely impossible to invest in perfecting products, expanding distribution channels, or rock the airwaves with advertising because more new products are already on the market exhibited by diversified competitors are more saleable. JD MATT Technology believes their marketing strategy does not produce the results that they anticipated and paid for, and far too often they either don't know if that will truly helps in attracting new customers.

Previously, the company has performed a study to reduce pricing of their Matt iPad product and set an irresistible price but the sales still declined by 25% from the past six months. The Vice-President of the company conducted a general meeting with the staff to address several issues and to re-examine their product marketing plan in an efforts to align and support their sales department. The goal is to investigate the root causes of the problem.

From this investigation, some questions were addressed such as: What exactly the customers want? How customer frustration and dissatisfaction problem could be solved? How we create a winning innovative solution? How to improve our product or services? All these questions are the driving aspects that alerted JD MATT Technology to focus on customer satisfaction.

According to Vee, Miller, and Bauer (2008), "It doesn't matter what technology you bring to the market, use pricing strategies, or employ persuasive style in advertising, if you don't aim at the right target then finding success is hard to reach" (p. 48). Knowing what your customers expect is the first step to create a solution to this problem. Now everyone understands that the problem is customer satisfaction.

Customer expectations of service organizations are loud and clear; look good, be responsive, be reassuring through courtesy and competence, be empathetic but, most of all be reliable (Zemke, R., 2003, p. 11). Literature Review In an effort to systematically find a resolution to the problems the following secondary data are reviewed by JD MATT Technology to assist the company in developing methodologies: Customer Satisfaction Surveys Rice University took a look at marketing benefits and pitfalls associated with customer-satisfaction surveys.

The University found that customers who participated in firm sponsored post-service surveys delayed conducting follow on business with the company. This is a very important item of interest to businesses. The industry typically uses a significant amount of their marketing-research budget on customer-satisfaction survey (Rice.