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Table of Contents
QUESTION 1 ……………………………………………………………………………………………………………………………….. 2
1.1 ………………………………………………………………………………………………………………………………………………… 2
1.2 ………………………………………………………………………………………………………………………………………………… 6
QUESTION 2 ……………………………………………………………………………………………………………………………….. 7
2.1 ………………………………………………………………………………………………………………………………………………… 7
2.2 ………………………………………………………………………………………………………………………………………………… 7
2.3 ………………………………………………………………………………………………………………………………………………… 7
2.4 ………………………………………………………………………………………………………………………………………………… 7
2.4.1 ………………………………………………………………………………………………………………………………………….. 7
2.4.2 ………………………………………………………………………………………………………………………………………….. 8
QUESTION 3 ……………………………………………………………………………………………………………………………….. 9
3.1 ………………………………………………………………………………………………………………………………………………… 9
3.2 ………………………………………………………………………………………………………………………………………………. 15
REFERENCE LIST …………………………………………………………………………………………………………………………. 17
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Question 1
1.1
Yoco’s search for service quality measurement
Definition of the problem
Business problem:
Yoco requires a quarterly feedback on levels of customer service from current YOCO
owners, and Yoco customers who have cancelled their relationship with YOCO in the
last 12 months, in the form of an electronic dashboard highlighting and tracking
changes in the level of customer service over time.
Research problem:
Provide information on the needs, wants, likes, dislikes and perceptions of the Yoco
brand and its level of customer service from current Yoco owners.
Provide information on the perceptions and reasons for no longer using the Yoco
product from Yoco customers who have cancelled their relationship with Yoco within
the last 12 months.
Background of the problem
Yoco was founded in 2015 by four university friends with an interest and passion for
small business success and technology (Yoco, 2020). They recognized a gap in the
market for mobile point-of-sales (M-POS) for small businesses and entrepreneurs
due to the difficultly of access of card facilities (Shapshak, 2017). The result was the
development of the Yoco point-of-sale solution, a small, mobile card accepting
device with paperless receipts (Yoco, 2020).
Yoco offers its customers two of its device, no hidden cost, no additional monthly
fees, no contracts, free delivery, paperless receipts, no contracts and a free access
for clients to dashboards and reporting facilities (Yoco, 2020).
Yoco’s mission is the empowerment and growth of entrepreneurs in Africa (Yoco,
2020).
Yoco has a range of competitors and alternatives such as iKhokha, Snapscan,
Zapper, Zomato etc (Owler, 2020).
Yoco is customer centric and wishes to provide superior service quality to its
customers. Yoco therefore requires feedback from its current customers and users
as well as those who have cancelled with Yoco in the past year. This will ultimately
help Yoco gain a better understanding of their target market and current customers
and allow it to fulfil the goal of being the market leaders.
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Why the research is necessary
iKhokha is currently the market leader and subsequently, Yoco’s biggest competitor.
Currently the competition has a substantially larger revenue than Yoco (Owler,
2020).The research into service quality and customer care is imperative to the
survival, and growth, of Yoco moving forward.
This research will enable Yoco to successfully develop corrective strategies and
actions to gain traction in the market and recover market share.
Statement of research objectives
Primary objective:
To establish the satisfaction of current service quality and identify strengths and
weaknesses
Secondary objectives:
– Understand the needs, wants, likes and dislikes of all current clients of Yoco
in detail.
– Evaluate the level of customer satisfaction and dissatisfaction from both
current and recently cancelled clients of Yoco.
– Assess how Yoco’s customer service quality compares to that of its
competitors.
– Investigate reasons why clients have decided to cancel their relationship with
Yoco in the past 12 months.
– Explore various options of improving customer service and service quality
– Measure customer loyalty
– Explore customers’ perceptions of service quality at competitors
– Identify any current service quality issues
Use of the information
The information obtained will be used by the market research manager to brief the
respective service quality departments at Yoco ,who will then develop corrective
strategies and action when goals and objectives are formulated for the future.
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Target population
– Current customers of Yoco
– Customers of Yoco that have lapsed in the past 12 months
– Customers of the competitor
Current and lapsed customer lists will be provided by the market research manager.
Agency is required to locate the respondents of the competitor.
Suggested approach
Qualitative research followed by quantitative research.
Analysis required
Qualitative research
Quantitative research
Offline ethnography with the role of the
researcher being the ‘observer-as–
participant’
– Current customers
– Competitor customers
Email surveys
– Current customers
Web ethnography
– Social media platforms for Yoco
and its competitors
Web surveys
– Competitor customers
In-depth interviews
– Current customers
– Lapsed customers within the last
12 months
Telephonic interviews/surveys
– Lapsed customers within the last
12 months
Outputs/deliverables
– A written report and a presentation
– An electronic copy of the findings
– An electronic dashboard tracking and highlighting changes in customer
service over time
Liaison arrangements
Tamryn Boonzaaier
Market Research Manager on behalf of Yoco
+27 83 565 7788
tamrynb@yocomarketresearch.com
Preferred method of contact- email or Zoom
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Ivan Boonzaaier
Market Research Correspondent
+27 83 445 6678
ivanb@yocomarketresearch.com
Please make contact with Mr Boonzaaier to arrange meetings with the Market
Research Manager
Mr Boonzaaier will provide agencies with current and lapsed customer lists. Agents
are requested to obtain competitor customer lists.
Meetings will be arranged for the 27 July 2020 at our offices in Century City.
Agents are thereafter required to meet with the Yoco market Research team
quarterly to provide feedback. All arrangement are to be made through Ivan
Boonzaaier.
Timing
Research start date: 1 June 2020
Progress report due dates: 6 July 2020
Main findings/report/presentation/dashboard: 27 July 2020
Budget
