Effective customer service

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Question Description

The Bose Corporation, makers of high-end speakers, headphones, etc., has noted a decrease in the customer satisfaction levels with their customer support system, primarily their telephone support (1-800-379-2073).The primary issue appears to be perceived wait time; how long people feel they have been on-hold (in a queue), waiting for service.As customer satisfaction is very important to Bose, they are interested in improving it at this point of customer contact (the call center).They are looking to improve this measure (without the major investment of expanding the call center and the number of people answering telephones).What, if anything can be done to mitigate this problem?

Here is the problem, The rubric and example is in the attachment, Please use APA format to write this project. Do not copy online. For part one, write at least 8 pages, Part two write at least 6 pages, Thanks



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Research Plan:

Identify the type of research to be conducted: exploratory, descriptive and/or causal/experimental (and your logic for your decision).

The research design will:

a) Define the nature of the information to be collected,

b) Identify the population of interest, the sampling frame, and the sample from which the data will be collected,

c) Describe the instrument (e.g., questionnaire discussison ) to be used to collect the information – including scales to be used, 

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More and more organizations have realized that diversification is a good way to manage the risks, because if the return on one investment decreases, there is another investment that can help to balance the whole situation. Diversification in investments is a good example because it not only can mitigate risks that may be brought by difference of investment paths, but can also create new business opportunities, as well as locate and reach out to a variety of customers. Sponsorship is indeed a form of investment. Researchers have identified that the essence of a sponsorship bond has two sides: the sponsor and the sponsee, the corporate sponsor exchanges an event or property for available commercial potential (Fortunato, 2009). Obviously, the direct purpose of both sides of a sponsorship bond is to increase revenues and profits. Actually, in addition to tangible benefits, there will be intangible benefits, such as boosting employee morale and forming public trust (Dean, 2002). With the development of commercial society, sponsorship is not fresh news, but a commonplace means of investment. While sponsorship is consistently involved with all sorts of sports, entertainment and public activities, O’Reilly and Seguin (2009) comment that many corporations prefer to sponsor sporting events and entities. Sports can be characterized as “big business” based on the billions of dollars that corporation sponsors 2 have invested in them. The rapid development of the Internet has led to electronic media becoming a part of people’s daily life. When people watch sports through different media options, they enjoy the convenience and instant reporting of results, which have been brought about by sports programming combined with the Internet and technology, such as high-fidelity sports arenas and the live global network. It is obvious that sports bring delight to many people; sports also create business opportunities and benefits for many corporations. Raynaud and Bolos (2008) point out that the reason why an ever-increasing number of companies are interested in investing in sports is “because it is a big, growing and has measurable impacts of rational and emotional benefits”. Hence, some examples of sports sponsorship come from famous companies that have indicated that they are more likely to invest in all sorts of sports event and entities. For example, since 1985, Chevrolet has been the official sponsor of Major League Baseball. Major League Soccer’s official sponsors include different industries, such as American Airlines, AT&T, NAPA, Panasonic, and so on. Almost every sports event and entity have their own official sponsors, which include a variety of brands. Google, as one of the high-tech and Internet search leaders, is planning to become a sponsor of a U.S. Major League Soccer team. They would like to know, if they become a sports sponsor, what benefits they will receive on such an investment. The purpose of this research study is to analyze the factors that impact on Google, as a sports sponsor and to explain that their benefits will occur in two ways: economic and non-economic. Furthermore, as an example, Chevrolet and Major League Baseball will be utilized to 3 further this research study. Sources List Raynaud, J., & Bolos, G. (2008). Sport at the heart of marketing: The integration debate. Journal of Sponsorship, 2(1), 31-35. Raynaud was appointed Vice Chairman and Bolos was appointed Vice-President Marketing and Sales, by Eurosport Group. As a sports media group, Eurosport is now in lead position in the sports multimedia platform, which has reached out to pan-Europe. The purpose of the study is to explain how in today’s world, sports play an important role because an increasing number of corporations have realized that sports are a powerful marketing platform. The authors briefly introduce the history of sports marketing, and further explain that sports marketing has been a favorite of global brands. The example of Emirates is used to indicate the fact that brands leverage sports-sponsorship platforms in order to meet their own business purpose. Hence, the authors conclude that more and more corporations are realizing that sports sponsorship doesn’t mean “an expense,” but rather, is a form of investment. Furthermore, the authors explain some success factors that are used to guide marketers to choose, operate and evaluate a sports-marketing effort. These factors are: ● ● ● Treating sports as serious investment; A corporate champion; 360-degree activation coming from a single point. Meanwhile, Raynaud and Bolos give the example of ING Bank presenting its process 4 on sports sponsorship to point out that sports-sponsorship decision is “as rigorous, sophisticated and strategic as for any other industrial investment.” In summary, from the point of view of the authors, sport is at the heart of marketing and this trend is growing. Likewise, the study by Fortunato cited below shows that sports sponsorship is increasingly recognized as an ideal communication vehicle for a company because of the large and loyal audiences. Fortunato, A. J. (2009). Using sponsorship as a form of public relations: A Case study of Chevrolet and Major League Baseball. Journal of Sponsorship, 2(4), 330-339. John A. Fortunato, a professor at Fordham University and author of several articles that have been published in various sports journals, describes Chevrolet’s sponsorship of Major League Baseball (MLB) to promote understanding that sponsorship can be thought of as a form of public relations, not simply a form of advertising. He uses this case to demonstrate how Chevrolet achieves its objectives of public relations by sponsoring MLB. His example refers to some previous works on the topic, “image transfer in sports sponsorship” (International Journal of Sports Marketing & Sponsorship 1(1) October 2005 42-48). This case study vividly reveals how the sponsorship effectively associates with public relations: “Target audience for the sponsorship will transfer their loyalty from the sponsored property or event to the sponsor itself.” In addition, Fortunato points out that a corporate social responsibility in a sponsorship will further a brand’s image and have greater influence on consumer behavior. However, 5 this point has not been academically analyzed in this article. Finch, D., O’Reilly, N., Varella, P., & Wolf. D. (2009). Return on trust: An empirical study of the role of sponsorship in stimulating consumer trust and loyalty. Journal of sponsorship, 3(1), 61-72. The authors all are teaching and conducting research at universities. Among them, in addition to being an Associate Professor at Syracuse University; Norm O’Reilly is also a Visiting Scholar at Stanford University and has had more than 40 articles published. The authors conducted this study to examine whether the construct of trust can be a valid and reliable variable in the relationship between sponsorship and customer loyalty. The core purposes of the empirical study were: (1) To identify the relationship between sponsorship and the metric of trust, and (2) To clarify whether the subsequent influence of sponsorship and customers’ trust may lead to customers’ loyalty. The authors also proposed the following two hypotheses: H1: The level of customers’ trust in their mobile phone supplier predicts higher customer loyalty H2: Customers of a mobile phone company who attend an event sponsored by the company will have higher levels of trust in this company, when compared with the general population. In total, four population groups and 1,328 surveys were involved in the research study, which lasted over 90 days; the results indicated that sponsorship is likely to stimulate consumer trust, and the subsequent influence leads to consumer loyalty. 6 The authors realized that there were some limitations, which must be considered for further research. Further research may focus on the relationship between sponsorship, trust and loyalty under different conditions. For example, does the industry of the sponsoring company influence these relationships? O’Keefe, R., Titlebaum, P., & Hill, C. (2009). Sponsorship activation: Turning money spent into money earned. Journal of Sponsorship, 3(1), 43-53. The authors include an Associate Professor, an experienced member of the sponsorship industry and a graduate student. The purpose of this study was to understand the impact of the money spent on sponsorship, as well as to explain how to improve returns on this investment by sponsorship activation. This study group found that a tip to maximizing sponsorship profits is how to effectively and efficiently utilize sponsorship of an event or property and not to depend on selecting the right event or property. The authors use interviews as a way to survey the current state and trends of sponsorship activation. The people surveyed for this study included representatives of the corporate sponsors of the four major professional sports leagues. The results suggested that sponsors must clearly know their own objectives and their expected value. Especially at the beginning stage, it’s important to utilize the eduselling theory, which is a thorough, fully-prepared education for potential sponsors. Harvey, B. (2001). Measuring the Effects of Sponsorships. Journal of Advertising Research, 41(1), 59-65. 7 The author is CEO and president of Next Century Media, Inc. and has more than 35 years experience in the area of media research. The purpose of this study is to explain the business value of sponsorships compared to advertising. In the author’s previous work, he has been an advocate of higher efficiency for sponsorship than for advertising. Originally, the goal of this study was to develop a methodology for measuring the effects of Internet sponsorships in 1999. Subsequently, it was expanded to make methodologies applicable across all media, including television and event sponsorships. The research group designed four hypotheses for testing the effects of sponsorship, but only three of the hypotheses were tested and clarified. The result showed that (1) Sponsorship will play a larger role in the future and has a persuasion effect, as does advertising. (2) Sponsorship has its more positive business effects than straight product-sell advertising based on different cognitive processes. (3) Sponsorship may have more power to influence consumers’ behavior than advertising. However, the author pointed out that it was far too soon for the second study result to draw the conclusion stated because of the slight amount of evidence, so there needed to be much further study to support it. Brewer, M. R., & Pedersen, M. P. (2009). Franchises, value drivers and the application of valuation analysis to sports sponsorship. Journal of Sponsorship, 3(2), 181-193. Ryan is a Visiting Assistant Professor at Indiana University. Paul is the Director of the Sport Management Doctoral Program at Indianan University and the founding editor of the 8 International Journal of Sport Communication. The authors utilize a qualitative framework combined with literature review, which the aim is to understand the investment value of sports sponsorship through valuation analysis way. The authors proposed a theoretical model that incorporates the logical connections between sporting event attendance, total reach, franchise value, additional sponsorship drivers and expected cost of sponsorship investment at a specific sports event. It is suggested that the theoretical model will help brand managers to value a sporting event that they are interested in investing in, to understand the market rate for sponsorship investment, to know how much to pay sponsor fee generally. The article clearly illustrates what and how valuation analysis can be applied to sports sponsorship in order to better understand the investment value. Conclusion With the rapid development of Internet, today’s 21st century has been characterized as information age. Every moment, consumers are facing a variety of information media options, as well as are intentionally avoiding some information, such as advertising. Bill Harvey (2001) points out that in the future, the rise in penetration of Personal Video Recorders will lead to increased consumers’ ability to avoid advertising. However, sponsorship, as an extension of advertising, is playing a larger role in the future. Even pundits are pronouncing that “the future shall be a new golden Age for sponsorship, product placement and cast presenter commercials” (Harvey, 2001). Fortunato (2009) explains the reason is that sponsorship, as a prominent part of the 9 promotional communication strategy, can help companies to simultaneously achieve advertising and public relations objectives, such as brand exposure, brand recall and even potentially influencing consumer behavior. Furthermore, Fortunato (2009) stated: “because of a large and loyal audience, the area of sports sponsorship serves as an ideal communication vehicle for a company”. Kaynak (2008) said that the organizations are more likely to be a sports sponsor because sport, as a medium, can create a distinctive image between sponsor brands from competitor brands. Even though sports sponsorship will bring both tangible and intangible benefits for companies, there are still some potential risks. For a successful sponsorship, researchers suggest that sponsors must clearly know what their own objectives are, and what their own expectation accomplishment is (O’Keefe, Titlebaum, Hill, 2009). In addition to, there are some opposite opinions about sports sponsorship. Because of an increase in sports scandals, for example, athletes using performance-enhancing drugs, rugby’s ‘bloodgate’ and so on. Sports sponsors should be concerned that negative effectiveness because these may taint sponsor brand’ reputations, in turn, will lead to brand damage, and even destroy sponsors’ brand. Some exporters agree with the point, but there are some opponents (Marketing, 2009). To conclude, sponsorship is a growing trend in business world. As the influence of sports, sports sponsor is becoming a key communication strategy for many companies. It not only will meet management objectives of companies, but can also help sponsors to form customer trust, this, in turn, will lead to customer loyalty. Meanwhile, to decrease 10 potential sponsorship risks, sponsors should utilize a theoretical model to value sporting events that they are interested in investing in and to make a prepared research plan. REFERENCES Ante, E. S., (2010). The science of desire: as more companies refocus squarely on the 11 consumer, ethnography and its proponents have become star player. Annual Editions: Marketing (32nd ed.). New York, NY: McGraw-Hill. Dean, D. H. (2002). Associating the Corporation With a Charitable Event Through Sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77-88. Fortunato, A. J. (2009). Using sponsorship as a form of public relations: A Case study of Chevrolet and Major League Baseball. Journal of Sponsorship, 2(4), 330-339. Grohs, R. & Reisinger, H. (2005). Image transfer in sports sponsorships: An assessment of moderating effects. International Journal of Sports Marketing & Sponsorship, 1(1), 42-48 Harvey, B. (2001). Measuring the Effects of Sponsorships. Journal of Advertising Research, 41(1), 59-65. Kaynak, E., Salman, G. G., & Tatoglu, E. (2008). An Integrative Framework Linking Brand Associations and Brand Loyalty in Professional Sports, Journal of Brand Management, 15(5), 336-356. Marketing. (2009, September, 30). Should sponsors be concerned by cheating in sport. Retrieved from http://web.ebscohost.com/bsi/pdf?vid=3&hid=11&sid=28678eb08521-4531-bdfa-731da167de70%40sessionmgr13 O’Keefe, R., Titlebaum, P., & Hill, C. (2009). Sponsorship activation: Turning money spent into money earned. Journal of Sponsorship, 3(1), 43-53. O’Reilly, N., & Seguin, B. (2009). Sport Marketing: A Canadian perspective. Toronto, ON: Nelson Education Ltd. Raynaud, J., & Bolos, G. (2008). Sport at The Heart of Marketing: The integration debate. Journal of Sponsorship, 2(1), 31-35. ...
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Tutor Answer

Microtutor_Burchu
School: UCLA

Attached.

Running head: THE BOSE CORPORATION

The Bose Corporation
Name:
Institution:

1

THE BOSE CORPORATION

2

The Bose Corporation
Part 1: Annotated Bibliography
Introduction
Effective customer service is the primary factor that contributes to the success of every
organization. This is because customer service enhances customers' satisfaction and provides the
feeling of being appreciated. Also, due to high competition among organizations all over the
world, customer's satisfaction plays an important role in ensuring that the organization remains
competitive over its competitors. Despite the size of the organization customers experience plays
an important role in enhancing its competitive advantage. This is because once the customers are
satisfied with the services provided they turn to be loyal customers and in most cases, they refer
other people to purchase from the same organization thus allowing the organization to be
competitive. Satisfaction also makes the organization earn respect and love from its customers
and the community surrounding it. In order to improve customers service especially telephone
waiting without increasing workforce, Bose corporation need to deploy some strategies that will
enhance the improvement.
To begin with, it should communicate its objectives to all employees. Once the
organization objectives are communicated to employees, it ensures that from the top
management to the junior are working towards achieving the goal. The employees should be
reminded regularly that the customers are the major determinants of achieving their objectives.
In this case, Bose Corporation should inform its employees that customers should be given the
best service in order to make them satisfied. Moreover, Bose should ensure that it responds to
every query raised by customers. The thumb rule is to give a response to each question or

THE BOSE CORPORATION

3

complain brought to their attention. Even when customers raise a query or complain that does not
need an answer, the corporation should try to give feedback in order to show customers that their
complain, compliments or queries have been received, and it will be looked at. For instance if a
customer sends an email complimenting that "the telephone service in Bose Corporation is slow
although your products are satisfying" the response should be offered to such customer
indicating that "thank you for your compliment and the service will be improved". In order to
ease the response, Bose Corporation should implement social media platform.
More so, provide training to the available employees within the customer care. They
should be trained on how to handle customers on the telephone and the time that a customer
should be kept waiting on the telephone. At the same time, they should be trained on the matters
they should solve themselves on the phone and the matters that they should refer customers to
the nearby store. This will help all customers to feel that their issues have been appropriately
addressed. Lastly, the corporation should develop a habit of appreciating and valuing its
customers even when they are complaining. The words like thank you, welcome again should
always be communicated to customers even when they are complaining.
Sources List
Dhar, R. L. (2015). Service quality and the training of employees: The mediating role of
organizational commitment. Tourism Management, 46, 419-430.
Dhar is a professor at the Indian Institute of Technology Roorkee, and he works in the
Department of Management Studies. The primary purpose of this research is to study the
relationship between training and employees attitude and examine the impacts of training

THE BOSE CORPORATION

4

towards services provision. The author conducts the study in Indian hotels that are hosting
tourists. He studied a population of 494 workers who were working from both small and
medium tourist hotels. After selecting the sample, he deployed structural equation modeling to
examine the relationship between training and workers performance. From the research, the
author discovered that there is a clear and great association between workforces training and the
quality of services offered by the employees.
The author also discovered that various training activities that are related to the type of
work an employee handles have a positive influence on the commitment of employees because it
makes employees more committed on whatever they do hence give quality services. Therefore,
he affirms that employees should be trained in order to enhance their performance hence
ensuring that customers are provided with the best services. This article is significant for the
Bose Corporation because it will provide information that they should train its customer care
employees in order to ensure that customers are provided with quality services. Again, it will
understand that once employees are trained the quality of their services will improve. Therefore,
if Bose trains it, employees’ they will be in a position to understand how to handle their
customers on the telephone.
Hafeez, U., & Akbar, W. (2015). "Impact of Training on Employees
Performance"(Evidence from Pharmaceutical Companies in Karachi, Pakistan).
Business Management and Strategy, 6(1), 49-64.
Hafeez is a professional network for scientists and Akbar is a doctor of philosophy and a
student at the University of Malaya in the faculty of Business and Accountancy. The purpose of
their study is to establish the impacts of training on servants' performance. They surveyed 356

THE BOSE CORPORATION

5

randomly selected workers who were issued with a questionnaire. The authors discover that there
is a positive connection between workers' performance and their training; the employees who are
trained can perform better. In this case, employees should be trained as per their posts to enhance
their performance.
Jing, F. F., Avery,...

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Anonymous
Tutor went the extra mile to help me with this essay. Citations were a bit shaky but I appreciated how well he handled APA styles and how ok he was to change them even though I didnt specify. Got a B+ which is believable and acceptable.

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