Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd.
To differentiate one supplier from another, additional dimensions are required within the proposition: some use price and contract terms - and the smart ones use customer experience (CE) (Hollyoake, 2009). This case paper demonstrates the use of CE constructs to understand, analyze and propose strat...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44146 |
| _version_ | 1811682608896016384 |
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| author | Ngeng, Shu Wen. Tan, Jian Yuan. Tok, Ying Wei. |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Ngeng, Shu Wen. Tan, Jian Yuan. Tok, Ying Wei. |
| author_sort | Ngeng, Shu Wen. |
| collection | NTU |
| description | To differentiate one supplier from another, additional dimensions are required within the proposition: some use price and contract terms - and the smart ones use customer experience (CE) (Hollyoake, 2009). This case paper demonstrates the use of CE constructs to understand, analyze and propose strategies in a Singapore SME.
Company-specific in nature, this paper investigates the specific CE situation between Sulpa Office Supplies Pte Ltd and its customers through a two-prong approach consisting of quantitative and qualitative analyses. The quantitative analysis involves an intensive 75-question long survey questionnaire that quantifiably assesses Sulpa’s CE proposition from the customers’ perspective. The qualitative analyses then supplement these findings with in-depth interviews and rigorous observation sessions, revealing the root obstacles hindering Sulpa from achieving a “bonded” CE proposition. To tackle these root obstacles, solutions are evaluated and proposed to Sulpa. Constant communication is closely held with Sulpa’s management throughout the whole research to supplement our analyses, as well as check for feasibility in our solutions. |
| first_indexed | 2024-10-01T03:59:33Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/44146 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:59:33Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/441462023-05-19T05:44:56Z Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. Ngeng, Shu Wen. Tan, Jian Yuan. Tok, Ying Wei. Nanyang Business School Sulpa Office Supplies Pte Ltd Dixon Ho Hillbun DRNTU::Business::Industries and labor To differentiate one supplier from another, additional dimensions are required within the proposition: some use price and contract terms - and the smart ones use customer experience (CE) (Hollyoake, 2009). This case paper demonstrates the use of CE constructs to understand, analyze and propose strategies in a Singapore SME. Company-specific in nature, this paper investigates the specific CE situation between Sulpa Office Supplies Pte Ltd and its customers through a two-prong approach consisting of quantitative and qualitative analyses. The quantitative analysis involves an intensive 75-question long survey questionnaire that quantifiably assesses Sulpa’s CE proposition from the customers’ perspective. The qualitative analyses then supplement these findings with in-depth interviews and rigorous observation sessions, revealing the root obstacles hindering Sulpa from achieving a “bonded” CE proposition. To tackle these root obstacles, solutions are evaluated and proposed to Sulpa. Constant communication is closely held with Sulpa’s management throughout the whole research to supplement our analyses, as well as check for feasibility in our solutions. BUSINESS 2011-05-27T00:51:22Z 2011-05-27T00:51:22Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/44146 en Nanyang Technological University 77 p. application/pdf |
| spellingShingle | DRNTU::Business::Industries and labor Ngeng, Shu Wen. Tan, Jian Yuan. Tok, Ying Wei. Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. |
| title | Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. |
| title_full | Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. |
| title_fullStr | Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. |
| title_full_unstemmed | Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. |
| title_short | Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd. |
| title_sort | analysis of customer experience in a singapore sme a business case of sulpa office supplies pte ltd |
| topic | DRNTU::Business::Industries and labor |
| url | http://hdl.handle.net/10356/44146 |
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