3.3.2 Customer satisfaction survey

3.3.2 Customer satisfaction survey 2006. Observations were made of the case under review, a manufacturing company which is classified as an SME. Its main products are three classes of wheat flour products (high, medium and low protein content), divided into
16 brands with additional products, such as pellets, bran and pollard. We observed only wheat flour, since it accounts for 85 per cent of the total sales. In addition, pellets, bran and pollard are consumed by the cattle and wood industries and are thus not as sensitive
as those for the wheat flour customers. The product quality and customer service of the company were observed together with those of its three local competitors and of the imported flour distributed in the market and the views of 150 customers were gathered; they bought various products (bread, noodles, biscuits, cakes, spring rolls, pastry and
fried snacks). Sales regions and weekly consumption totals were also examined.
The observation was not concerned with the matter of product price. Surveys were conducted in 2006 and again in 2008.
Due to the low education levels of SME operators, the method was used of in-depth interviewing, on the recommendation of Churchill (1999), who suggests that this method is best suited to theory generation, in that in-depth interviewing allows the
interviewer to change the wording of questions in accordance with the “universe of discourse” (Gorden, 1975), jargon and contextually specific phraseology and terminology of the informant.

Results (Indonesian) 1:

3.3.2 survey kepuasan pelanggan 2006. Pengamatan dilakukan kasus di bawah review, sebuah perusahaan manufaktur yang diklasifikasikan sebagai UKM. Produk utamanya adalah produk tepung terigu (tinggi, menengah dan rendah protein konten), yang dibagi menjadi tiga kelas16 merek dengan produk tambahan, seperti pelet, bran dan pollard. Kami mengamati hanya tepung terigu, karena account untuk 85 persen dari total penjualan. Selain itu, pelet, bran dan pollard dikonsumsi oleh ternak dan industri kayu dan dengan demikian tidak sensitifsebagai orang-orang untuk pelanggan tepung gandum. Produk kualitas dan layanan pelanggan perusahaan yang diamati dengan pesaingnya lokal tiga dan tepung terigu impor yang beredar di pasar dan pandangan dari 150 pelanggan berkumpul; mereka membeli berbagai produk (roti, mie, biskuit, kue, lumpia, kue dangoreng camilan). Kawasan penjualan dan mingguan total konsumsi juga diperiksa.Pengamatan tidak peduli dengan masalah harga produk. Survei dilakukan pada tahun 2006 dan lagi di tahun 2008.Karena tingkat pendidikan rendah UKM operator, metode yang digunakan untuk wawancara mendalam, atas rekomendasi Churchill (1999), yang menunjukkan yang metode ini terbaik cocok untuk generasi teori, dalam bahwa wawancara mendalam memungkinkanpewawancara untuk mengubah kata-kata pertanyaan sesuai dengan "alam semesta wacana" (Gorden, 1975), jargon dan ungkapan kontekstual tertentu dan terminologi informan.