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11-21 Using a Balance Scorecard to Evaluate Initiative Success (LO 2)
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11-21 Using a Balance Scorecard to Evaluate Initiative Success (LO 2)
(Dataset based on San Francisco International Airport 2014 and 2015 customer survey data, available at http://www.flysfo.com/media/customer-survey-data).
In an effort to attract and retain air passengers, Metropolitan International Airport has implemented several initiatives over the past year focused on improving the customer experience at airport restaurants and retail outlets (shops). Management also believed that upgrading the free WiFi network would enhance passengers’ experiences at the airport. While overall customer satisfaction with the airport has been a metric included on the airport’s balance scorecard for several years, general manager Parks Gheesling has collected more detailed customer satisfaction data to help assess the initiatives’ success.
Gheesling has asked you to examine the data to determine if the initiatives appear to be increasing customer satisfaction. To begin your analysis, review the information in the “Question Legend” tab of the Excel workbook to understand the data and possible passengers responses. The “Year 1” tab presents data collected before implementing the initiatives; the “Year 2” tab presents data collected after implementing initiatives.
Required
a. What percentage of surveyed passengers purchased items from the airport store before the initiatives were implemented? From the airport restaurants? Used the free WiFi? Hint: Using Excel COUNTIF formula will help with this calculation.
b. What percentage of surveyed passengers purchased items from the airport store after the initiatives were implemented? From the airport restaurants? Used the free WiFi? Hunt: Using Excel’s COUNTIF formula will help with this calculation.
c. What was the average customer satisfaction score for food quality before the initiatives were implemented? For free WiFi? For the airport as a whole? Hint: You will find Excel’s AVERAGEIFS formula useful for completing this analysis.
d. What was the average customer satisfaction score for food quality after the initiatives were implemented? For free WiFi? For the airport as a whole? Hint: You will find Excel’s AVERAGEIFS formula useful for completing this analysis.
e. Does it appear that the initiatives had the desired effect of increasing customer satisfaction? Why or why not?
f. Gheesling wonders if the initiatives may have had an effect on some passengers but not others. For instance, did the initiatives increase the satisfaction of passengers who fly more frequently but not that of less frequent flyers? To examine this possibility, repeat the above analysis after dividing the data into the TIMESFLOWN variable. Hint: You will find Excel’s COUNTIF and AVERAGEIFS formulas useful for completing this analysis.
g. What other analyses would you want to perform to better understand the initiatives’ impact on customer satisfaction?

 

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