Bronco Bookstore Store Customer Satisfaction Report

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Bronco Bookstore Store

Customer Satisfaction Report

Spring 2017

Table of Contents

Methodology / Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Overall Store Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Risk Assessment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Yearly Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Textbooks/Course Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Purchasing Behaviors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Renting Behaviors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Buy Back Behaviors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Shopping at Bronco Bookstore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Events/Sales Information Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Net Promoter Score (NPS) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Respondent Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

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Methodology and Objectives

During the spring of 2017, the Bronco Bookstore conducted an online Customer Satisfaction Survey created by

OnCampus Research, a division of indiCo. The survey fielded from January 12 through February 5, yielding a total

of 338 completed surveys. All surveys were compiled, tabulated, and analyzed by OnCampus Research staff.

The objective of the Customer Satisfaction Survey was to assist the Bronco Bookstore in identifying and measuring

factors essential to serving customers. This includes discovering store strengths and pinpointing areas for

improvement.

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Overall Store Evaluation (scale of 1- Very Poor to 5-Excellent)

3.96

4

Overall Store Evaluation

0 1 2 3 4 5

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Risk Assessment

5

The Risk Assessment is designed to provide directional guidance by classifying store attributes

into one of four performance categories. Individual attributes are classified based on how their

specific importance and satisfaction ratings compare to the overall importance and satisfaction

means for the store. The four performance categories include:

1. Areas of Success

2. Exceeding Expectations

3. Priority Improvement Opportunities

4. Less Priority Opportunities

When prioritizing attributes, you should first look at their importance rating (the higher the

number, the greater the importance). Next, consider the overall gap between importance and

satisfaction (the larger the gap, the greater the difference between customer expectations and

what they are actually receiving). The attributes with the highest importance ratings and largest

gaps should be considered among your top priorities.

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Importance vs. Satisfaction Ratings

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The average satisfaction rating for the attributes is a 3.92 on a scale of 1-Very dissatisfied to 5-

Very satisfied. The satisfaction ratings ranged from a high of 4.35 (clean and organized store) to

a low of 3.09 (textbook buyback program).

The average importance rating for the attributes is a 4.14 on a scale of 1-Not at all important to

5-Extremely important. The importance ratings ranged from a high of 4.67 (course materials

available when classes start) to a low of 3.24 (selection of seasonal/holiday products).

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Areas of Success

Areas of Success

(Above average

importance and above

average satisfaction)

This indicates where the

Bronco Bookstore is

meeting expectations.

These items have a

significant impact on overall

satisfaction.

The Bronco Bookstore

should maintain (or slightly

increase) emphasis on

items in this area.

Importance Satisfaction Gap Industry

Average Gap

Clean and organized store 4.35 4.39 -0.05 -0.11

Ease of locating items 4.21 4.26 -0.05 -0.04

Confidence that textbook will be correct edition

4.63 4.22 0.41 0.35

Ease of checkout / placing order

4.39 4.22 0.18 0.11

Quality of service 4.35 4.17 0.18 -0.02

Helpful, knowledgeable store staff

4.29 4.14 0.15 -0.11

Store support of the university's identity/brand

4.18 4.11 0.07 N/A

Convenient location 4.21 4.04 0.17 -0.12

Responsiveness to requests, issues, and complaints

4.37 3.99 0.38 0.09

Ability to compare textbook prices on store website

4.29 3.98 0.31 0.4

Convenient store hours 4.34 3.98 0.36 0.19

Resolution of issues/problems 4.36 3.96 0.40 N/A

User-friendly website 4.34 3.94 0.41 0.3

Information is accurate and up to date

4.53 3.93 0.60 N/A

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Exceeding Expectations

(Below average importance

and above average

satisfaction)


Bronco Bookstore is

performing significantly

better than expected.

These items do not

significantly affect the

overall level of satisfaction.

The Bronco Bookstore

should maintain (or

slightly decrease)

emphasis on items in this

area.


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Averages Gap

Store appearance 4.03 4.23 -0.20 N/A

Speed of service at other times 4.01 4.22 -0.22 -0.42

Visually appealing displays 3.90 4.21 -0.30 -0.43

Selection of school supplies 4.04 4.17 -0.13 -0.18

Inviting shopping atmosphere 4.05 4.16 -0.11 -0.25

Selection of apparel and accessories

3.78 3.98 -0.20 -0.36

Selection of snacks and beverages

3.35 3.94 -0.59 -0.78

Selection of gift and novelty items

3.48 3.93 -0.46 -0.65

Selection of general and reference books

3.85 3.92 -0.07 -0.24

Overall variety of all non-textbook product selection

3.72 3.92 -0.21 -0.22

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Priority Improvement Opportunities

Priority Improvement

Opportunities

(Above average importance

and below average

satisfaction)


Bronco Bookstore is not

performing as well as

students expect it to

perform.

These items have a

significant impact on

satisfaction, and the Bronco

Bookstore should increase

emphasis on items in this

area.

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Averages Gap

Competitively priced course materials

4.52 3.25 1.27 1.43

Textbook buyback program 4.32 3.09 1.22 1.19

Communication about expected arrival of late or out-of-stock course materials

4.52 3.60 0.93 0.7

Availability of used textbooks 4.52 3.63 0.88 0.82

Course materials available when classes start (in stock)

4.67 3.86 0.81 0.69

Availability of textbook rentals 4.37 3.76 0.61 0.44

Speed of service during first week of classes

4.40 3.88 0.53 0.23

Refund/exchange policies 4.34 3.81 0.53 0.27

Ease of website navigation 4.39 3.91 0.48 0.47

Special ordering/reordering course materials

4.14 3.76 0.38 N/A

Store profits go back to support the institution

4.20 3.89 0.30 0.2

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Less Priority Opportunities

(Below average importance

and below average

satisfaction)


Bronco Bookstore is not

performing well relative to its

performance in other areas;

however, these items are

generally considered to be

less important to students.

This area does not

significantly affect overall

satisfaction because the

items are less important.


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Averages Gap

Promotional offers 4.12 3.65 0.47 0.39

Availability of digital/electronic course materials

4.05 3.68 0.37 0.12

Selection of online merchandise (non-textbook )

3.97 3.68 0.28 N/A

Competitively priced non-textbook products

3.90 3.62 0.28 1.43

Visually appealing website 4.07 3.80 0.27 0

Communication about store services, sales and events

4.05 3.79 0.26 0.19

Good source for "one-stop shopping"

4.01 3.85 0.16 -0.04

Selection of technology products and accessories

3.50 3.91 -0.41 -0.38

Selection of seasonal/holiday products

3.24 3.90 -0.66 N/A

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NOTE: While the above technically qualify as areas where customers are less satisfied based on OnCampus Research

criteria, it should be noted that some have satisfaction ratings higher than importance ratings.

Yearly Comparison Importance & Satisfaction Ratings

2016 vs. 2017

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Service

Service Attributes 2016 2017

Helpful, knowledgeable, store staff 4.32 4.29

Quality of service 4.37 4.35

Speed of service during first week

of classes 4.46

4.40

Speed of service at other times 4.02 4.01

Responsiveness to customers and

requests 4.37

4.37

Refund/exchange policies 4.37 4.34

Convenient store hours 4.33 4.34

Resolution of problems 4.38 4.36

Service Attributes 2016 2017

Helpful, knowledgeable, store staff 4.22 4.14

Quality of service 4.27 4.35

Speed of service during first week

of classes 4.14 4.40

Speed of service at other times 4.38 4.01

Responsiveness to customers and

requests 4.06 3.99

Refund/exchange policies 3.88 3.81


Resolution of problems 4.05 3.96

Importance Ratings Satisfaction Ratings

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Textbook/Course Materials

Attributes 2016 2017

Course materials available when

classes start 4.69 4.67

Communication about expected

arrival of late or out-of-stock

course materials

4.58 4.52

Confidence that textbook will be

correct edition 4.63 4.63

Availability of used textbooks 4.59 4.52

Availability of textbook rentals 4.39 4.37

Availability of digital/electronic

course materials 4.09 4.05

Competitively priced course

materials 4.56 4.52

Textbook buyback program 4.40 4.32

Special order of course materials 4.20 4.14

Textbook/Course Materials

Attributes 2016 2017



Communication about expected

arrival of late or out-of-stock

course materials

3.72 3.79

Confidence that textbook will be

correct edition 4.28 4.22

Availability of used textbooks 3.68 3.63

Availability of textbook rentals 3.83 3.76

Availability of digital/electronic

course materials 3.80 3.68

Competitively priced course

materials 3.16 3.25

Textbook buyback program 3.22 3.09

Special order of course materials 3.82 3.76


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Textbooks/Course Materials

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Other Products Attributes 2016 2017

Selection of general and reference

books 3.86 3.85

Selection of school supplies 4.12 4.04

Selection of apparel and

accessories 3.88 3.78

Selection of snack and beverages 3.45 3.35

Selection of technology products

and accessories 3.67 3.50

Selection of gift and novelty items 3.53 3.48

Competitively priced non-textbook

products 4.01 3.90

Overall variety of all non-textbook

product selection 3.77 3.72

Store selection of seasonal

products 3.53 3.24

Other Products Attributes 2016 2017

Selection of general and reference

books 4.06 3.92

Selection of school supplies 4.23 4.17

Selection of apparel and

accessories 4.08 3.98

Selection of snack and beverages 4.06 3.94

Selection of technology products

and accessories 4.04 3.91

Selection of gift and novelty items 4.09 3.93

Competitively priced non-textbook

products 3.68 3.62

Overall variety of all non-textbook

product selection 4.00 3.92

Store selection of seasonal

products 4.01 3.90


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Other Products

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Store Attributes 2016 2017

Ease of locating items 4.31 4.21

Clean and organized 4.44 4.35

Visually appealing displays 3.98 3.90

Inviting shopping atmosphere 4.10 4.05

Convenient location 4.30 4.21

Store appearance 4.17 4.03

Store Attributes 2016 2017

Ease of locating items 4.30 4.26

Clean and organized 4.48 4.39

Visually appealing displays 4.30 4.21

Inviting shopping atmosphere 4.23 4.16

Convenient location 4.15 4.04

Store appearance 4.34 4.23


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Store

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Website


Website Attributes 2016 2017

Ease of website navigation 4.41 4.39

Visually appealing website 4.08 4.07

Selection of non-textbook

merchandise online 3.99 3.97

Ease of checkout / placing order 4.39 4.39

Ability to compare textbook prices 4.39 4.29

Website Attributes 2016 2017

Ease of website navigation 4.04 3.91

Visually appealing website 3.93 3.80

Selection of non-textbook

merchandise online 3.82 3.68

Ease of checkout / placing order 4.17 4.22

Ability to compare textbook prices 4.01 3.98

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Other Attributes 2016 2017

Good source for "one-stop

shopping" 4.05 4.01

Communication about store

special events 4.13 4.05

Promotional offers 4.26 4.12

Store profits go back to support

the institution 4.30 4.2

Other Attributes 2016 2017

Good source for "one-stop

shopping" 4.01 3.85

Communication about store

special events 3.83 3.79

Promotional offers 3.70 3.65

Store profits go back to support

the institution 3.93 3.89

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Other

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Average Importance Rating

2016 2017

Store Evaluation 4.00 3.96


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Average Satisfaction Rating

2016 2017

Importance 4.00 4.14

2016 2017

Satisfaction 4.20 3.92

Overall Ratings

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Textbooks/Course Materials

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Content Format

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Almost half of students strictly prefer a printed version of their course materials while one-quarter say it depends on the

course. Digital preference typically grows with experience. Within the last 12 months, 47% of students have purchased or

rented a digital/electronic course material.

41.3%

26.4%

13.2% 11.9%

3.3% 2.3% 1.7%

Print textbook Depends on course Print textbookbundled with a digital

component (e.g.,online access codes,

support)

Digital textbook(ebook)

Custom course pack(Developed

specifically for yourclass.)

Digital textbookbundled with anadditional digitalcomponent (e.g.,

online access codes,support)

No preference

Preferred Format

46.8% purchased or rented a

digital/electronic course

material within the past year

Acquiring Course Materials

3.6%

25.6%

46.9%

23.0%

0.0%

1.0%

More than a month inadvance

Weeks before classesbegin

Week of classesbeginning

After classes begin

Not until I have a testor assignment from

the book

I do not purchase orrent course materials

When Students Acquire Course Materials

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While all students are concerned with convenience and price,

according to the Student Watch™ study, students who shop

before the term starts have different priorities compared to

those who shop once classes have started.

Early bird shoppers, students who shop two or more weeks

prior to classes starting are more likely to shop online and

value the return policy, easy online navigation, and guarantee

before classes start.

However those rush shoppers, students who shop the week

before and week of classes starting are more likely to shop in-

store. The week-before shoppers value knowledgeable staff,

whereas week-of shoppers value the convenience of location

and that it saves time.

*OnCampus Research. (2015). Student WatchTM Attitudes & Behaviors toward Course Materials Fall 2015.

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Purchase Rent Borrow Free/Download

from internet TOTAL

Mean 4.09 2.17 0.27 1.14 7.67

Minimum 0 0 0 0 0

Maximum 20 15 7 12 54

Methods to Obtain Course Materials

Students are using a variety of methods to obtain their course materials. In the past 12 months, students have acquired an

average of 7.67 course materials. Similar to Student Watch data, most students are purchasing, some our renting and a few

students have borrowed or downloaded their course materials.

7.67 Course Materials Obtained

4.2%

4.2%

5.3%

6.5%

10.7%

11.8%

13.3%

21.7%

74.9%

87.5%

Facebook

Other campus bookstore

Other:

ValoreBooks.com

eBay / Half.com

Barnes and Noble

Other students

Chegg.com

Amazon

Bronco Bookstore (in-store/online)

Where Students Purchased Their Textbooks

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Purchase Behaviors

1.3%

8.0%

19.5%

18.5%

29.1%

23.5%

Price does not influence mydecision

20% or more cheaper

11-20% cheaper

5-10% cheaper

1-4% cheaper

Price is the only factor Iconsider

How much cheaper do course materials need be to influence where you purchase?

Of respondents who indicated purchasing course material from the campus store within the past

year, they purchased an average of 3.16 materials from Bronco Bookstore.

When deciding where to purchase, half of customers are influenced by even minimal price

difference. More than a quarter are only influenced by a 10%+ difference in price.

1.0%

1.0%

3.0%

4.9%

4.9%

6.4%

10.3%

29.6%

54.7%

64.5%

Other:


ebay / Half.com

ValoreBooks.com

CampusBookRentals.com

BookRenter.com

Barnes and Noble

Chegg.com

Amazon


Where Students Rented Their Textbooks

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Rental Behaviors

Majority of students who rented their course

materials obtained them from the Bronco

Bookstore, followed by Amazon.

Of respondents who indicated renting course

material from the campus store within the past

year, they rented an average of 2.21 materials

from Bronco Bookstore.

31.6%

0.0%

0.8%

1.5%

2.7%

2.7%

4.6%

4.6%

12.2%

13.3%

28.5%

30.0%

I haven't had a chance tosell back my course…

ValoreBooks.com

Barnes and Noble


Other:

eBay / Half.com

Chegg.com

Facebook

Amazon

Other students

I keep my books


Where Students Sold Their Textbooks

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Buyback Behaviors

# of Units Sold Mean

Bronco Bookstore 2.25

Sources other than Bronco

Bookstore 1.03

Total 3.28

3.5%

3.5%

5.2%

5.2%

10.3%

12.1%

20.7%

39.7%

69.0%

Inconvenient hours at Bronco Bookstore

Takes too long to sell my books back toBronco Bookstore

Other:

Inconvenient location of BroncoBookstore

Better chance of selling all materials toanother source

Limited buyback period at BroncoBookstore

I didn't sell them back, I kept mytextbooks

Bronco Bookstore would not buy mybook

Bronco Bookstore did not offer enoughmoney

Reasons Students Sold Textbooks Back Elsewhere

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Buyback

Course Materials Summary

According to Student Watch™,

students are shopping around and

looking for the best deals when it

comes to acquiring and selling their

course materials. The same is true

for Bronco Bookstore customers.

Amazon appears to be the Bronco

Bookstore’s biggest competitor when

it comes to students buying and

selling their course materials.

The Bronco Bookstore should

consider strategies that highlight the

advantages of buying/selling from the

campus store versus online.

Shopping at Bronco Bookstore

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Frequency of Visits

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4.44%

18.05%

34.62%

25.15%

13.31%

2.07%

2.37%

More than once aweek

About once a week

About once a month

At the beginning andend of the term

Only at the beginningof the term

Only at the end ofterm

Never

Frequency of Customer Visits to Bronco Bookstore

0.3%

2.1%

3.6%

3.9%

11.0%

11.3%

26.6%

41.2%

Store policies

Customer service

Parking

Other:

Product selection

Location

No reason to shop

Prices

Main Reason for Not Shopping at Bronco Bookstore More Often

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Approximately 77% of customers only visit the bookstore about once a month or less and 41% indicated they don’t

shop more often due to store prices Bronco Bookstore should investigate new ways to get customers into their

store that would provide a reason for students to visit more often.

Approximately 40% of customers only visit the bookstore at the beginning and/or end of the term. The Bronco

Bookstore should investigate new ways to get these customers returning later in the term. Consider running a

promotion that would provide a reason for student to return to the store later in the term.

Store Purchases

4.3%

0.9%

1.8%

5.2%

6.4%

7.6%

14.6%

23.7%

28.0%

50.5%

57.8%

72.3%

No purchases made

Other

Cosmetics & beautyproducts

Health & hygieneproducts

Computer products &supplies

Other technologyproducts &

accessories

General & referencebooks

Gift & novelty items

Food / Beverage / Snacks

Clothing & accessories

School supplies(notebook, pens, etc.)

Course materials

Bronco Bookstore Purchase Within Past 3 Months

$0.00 $188.00

$3,000.00

$0.00

$500.00

$1,000.00

$1,500.00

$2,000.00

$2,500.00

$3,000.00

$3,500.00

Minimum Mean Maximum

Money Spent at Bronco Bookstore Within Past 3 Months

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Product Pricing

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68.42%

52.63%

44.74%

31.58%

26.32%

15.79%

10.53%

General andreference books

School supplies Apparel andaccessories

Technologyproducts andaccessories

Gift and noveltyitems

Snacks andbeverages

Other:

Products Not Competitively Priced

Price was the primary reason respondents stated they do not shop more often from Bronco Bookstore. Furthermore, 15% of

students indicated they were dissatisfied with the prices of non-textbook products. These respondents were then asked what

products they felt were not competitively priced.

Sources for Events/Sales Information

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10.68%

1.78%

2.08%

8.61%

12.46%

15.73%

24.33%

24.93%

29.08%

38.28%

54.30%

3.29%

1.20%

15.57%

8.38%

23.65%

17.07%

25.75%

13.17%

26.65%

46.41%

75.45%

I never hear about storeevents and sales

Other

Text messages

The Poly Post

Social networking sites(Facebook, Twitter, etc.)

Fliers/ad in campus mail

Website

Word-of-mouth

In-store signage

Posters / signs / bulletinboards / chalking on

campus

Email from store

Sources for Information

Preferred Source

Current Sources

One in ten students never hear about store

events and sales, which is 6% lower than

the industry average.

The majority of customers are finding out

about store events/sales through emails

from the store, but students are also using a

variety of other sources.

Customers are currently receiving

information about the store in their preferred

sources. Bronco Bookstore should continue

sharing information in customers preferred

sources like email, posters/signs, and in-

store signage.

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Net Promoter Score (NPS)

The Net Promoter Score is a loyalty metric. The Net Promoter Score uses a 0-10 scale and tracks how

customers represent a company to their friends, families and associates. Research suggests that higher NPS

scores indicate more loyal customers, which leads to more revenue and higher profits.

Promoters: customers who are loyal and enthusiastic about your company and will continue buying and

referring others.

Passives: satisfied customers, but lack the enthusiasm seen in the Promoter group and are vulnerable to

competitive offerings.

Detractors: unhappy customers who can diminish your brand through negative word of mouth.

Source: https://www.netpromoter.com/; https://www.qualtrics.com/

https://www.netpromoter.com/


https://www.qualtrics.com/



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Detractors Passive Promoters NPS

28% 35% 36% 8%

0.91% 0.30% 0.61%

1.82%

4.26%

9.12%

11.25% 12.46%

22.80%

13.37%

23.10%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

0 1 2 3 4 5 6 7 8 9 10

Likelihood to Recommend Store (0- Not at all to 10-Extremely likely)

Respondent Demographics

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68.34%

28.99%

2.37% 0.30%

Female Male I don't wish to disclose Transgender

0.59%

0.59%

2.66%

3.25%

5.92%

86.98%

Guest / Visitor

Faculty member

Alumni

Part-time student

Administration / Staffmember

Full-time student

Type of Customer

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Gender

Respondent Demographics (continued)

4.26%

2.30%

11.48%

22.62%

20.66%

13.11%

25.57%

Other

Graduate student

Fifth-year student

Fourth-year student

Third-year student

Second-year student

First-year student

Student Classification

0.00%

0.99%

0.99%

2.64%

2.97%

3.96%

3.96%

6.27%

7.26%

9.57%

17.49%

17.82%

26.07%

Vocational/Technical

Communication Sciences

Undecided

Arts

Health-Related Sciences

Computer Sciences

Humanities

Social Sciences

Other

Education

Sciences

Engineering

Business

Major

74.43%

16.07%

9.51%

Where do you live?

House/ApartmentNOT within walkingdistance to campus

Residence hall

House/Apartmentwithin walkingdistance to campus

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© 2017 OnCampus Research

All rights reserved. No part of this report may be used or reproduced in any manner without express permission from

OnCampus Research, 500 E. Lorain St., Oberlin, OH 44074.

Bronco Bookstore

Faculty Satisfaction Report

Spring 2017

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Table of Contents

Methodology / Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Overall Store Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Importance vs. Satisfaction Ratings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Yearly Comparison. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Faculty Use of Course Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Store Visits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Net Promoter Score . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Respondent Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

2

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Methodology and Objectives

During the spring of, the Bronco Bookstore conducted an online Faculty Satisfaction Survey created by OnCampus

Research, a division of indiCo. The survey fielded from January 12 through February 5, yielding a total of 113

completed surveys. All surveys were compiled, tabulated, and analyzed by OnCampus Research staff.

The objective of the Faculty Satisfaction Survey was to assist Bronco Bookstore in identifying and measuring factors

essential to serving faculty. This includes discovering store strengths and pinpointing areas for improvement.

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3

Overall Store Evaluation (scale of 1-very poor, to 5-excellent)

4.04


0 1 2 3 4 5

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4

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5

Risk Assessment

The Risk Assessment is designed to provide directional guidance by classifying store attributes

into one of four performance categories. Individual attributes are classified based on how their

specific importance and satisfaction ratings compare to the overall importance and satisfaction

means for the store. The four performance categories include:

1. Areas of Success

2. Exceeding Expectations

3. Priority Improvement Opportunities

4. Less Priority Opportunities

When prioritizing attributes, you should first look at their importance rating (the higher the

number, the greater the importance). Next, consider the overall gap between importance and

satisfaction (the larger the gap, the greater the difference between customer expectations and

what they are actually receiving). The attributes with the highest importance ratings and largest

gaps should be considered among your top priorities.

Importance vs. Satisfaction Ratings

The average importance rating for the attributes is a 3.79 on a scale of 1-Not at all important to

5-Extremely important. The importance ratings ranged from a high of 4.64 (course materials

available when classes start) and a low of 2.26 (store selection of food and beverage).

The average satisfaction rating for the attributes is a 3.81 on a scale of 1-Very dissatisfied to

5-Very satisfied. The satisfaction ratings ranged from a high of 4.13 (course materials available

when classes start) and a low of 3.39 (out reach with info on trends in course materials i.e.,.

Digital, OER).

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Areas of Success

(Above average importance / above average satisfaction)


Averages

Store support of academic mission 3.96 3.98 -0.03 -0.02

Knowledgeable store personnel 4.16 4.07 0.09 0.10

Convenient method for handling copyright and permissions

3.96 3.85 0.10 N/A

Helpful and friendly store personnel 4.32 4.20 0.12 0.09

Convenient store hours 4.16 3.94 0.22 0.10

Timely resolution of course material-related problems

4.45 4.12 0.33 0.61

Store support of students with course materials assistance

4.34 3.89 0.45 0.30

Course materials available when classes start

4.64 4.13 0.51 0.59

Communication of potential problems (e.g., out-of-stock)

4.42 3.87 0.55 0.79

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Areas of Success

This indicates where the Bronco Bookstore is meeting expectations. These items have a

significant impact on overall satisfaction. Bronco Bookstore should maintain (or slightly

increase) emphasis on items in this area.

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(Below average importance / above average satisfaction)

This indicates where Bronco Bookstore is performing significantly better than expected. These

items do not significantly affect the overall level of satisfaction. Bronco Bookstore should maintain

(or slightly decrease) emphasis on items in this area.


Averages

Assistance with course packs/duplicated course materials

3.14 3.84 -0.70 -0.63

Direct contact with the text department (e.g., buyers, manager)

3.49 4.07 -0.58 -0.52

Store layout/organization 3.55 3.97 -0.42 -0.28

Store selection of university apparel/accessories

3.51 3.81 -0.31 -0.53

Store support of campus culture 3.74 3.92 -0.18 -0.29

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(Above average importance / below average satisfaction)

This indicates where Bronco Bookstore is not performing as well as faculty expect it to perform.

These items have a significant impact on satisfaction, and Bronco Bookstore should increase

emphasis on items in this area.

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Averages

Convenient process for submitting course material adoptions

4.44 3.49 0.94 0.24

Availability of used books 4.37 3.74 0.63 0.19

Transparency of course materials price at campus store compared to other retailers

4.13 3.69 0.44 0.49

Availability of rental books 4.03 3.62 0.41 -0.16

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(Below average importance / below average satisfaction)

This indicates where Bronco Bookstore is not performing well relative to the store’s performance

in other areas; however, these items do not significantly affect overall satisfaction because

the items are less important.

Importance Satisfaction Gap Industry Averages

Availability of digital (e.g., eBooks, access codes) 3.74 3.67 0.08 -0.12

Availability of other alternative course material formats (i.e., non-bound, custom published etc.)

3.51 3.49 0.01 -0.43

Communication from store staff of alternative course material availability (e.g., different formats available at lower cost)

3.78 3.78 0.00 -0.09

Outreach with information on trends in course materials. (i.e., digital, OER)

3.37 3.39 -0.02 N/A

Store selection of technology products/accessories

3.52 3.75 -0.23 -0.46

Store selection of office and academic supplies 3.46 3.79 -0.32 -0.36

"Professional" performance Bronco Gear items suitable for faculty and staff

3.20 3.57 -0.37 N/A

Store support of faculty and college events (e.g., author signings, seminars, etc.)

3.16 3.67 -0.50 -0.62

Store selection of gift and insignia merchandise 3.19 3.77 -0.58 -0.89

Store selection of food and beverage 2.26 3.54 -1.28 -1.25

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NOTE: While the above technically qualify as less important based on OnCampus Research criteria,

please note that almost many satisfaction ratings are higher than the corresponding importance means.

10

Yearly Comparison Importance & Satisfaction Ratings

2016 vs. 2017

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Yearly Comparison: Textbook

Textbook Attributes 2016 2017



Communication of potential problems

(e.g., out-of-stock) 4.47 4.42

Timely resolution of course material-

related problems 4.60 4.45

Communication from store staff of

alternative course material availability

(e.g., different formats available at

lower cost)

4.21 3.78

Convenient process for submitting

course material adoptions 4.31 4.44

Direct contact with the text department

(e.g., buyers, manager) 3.41 3.49

Assistance with

coursepacks/duplicated course

materials

3.36 3.14

Transparency of course materials price

at campus store compared to other

retailers

3.97 4.13

Outreach with digital, trends, etc. 3.51 3.37

Mean 4.07 3.98


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Textbook Attributes 2016 2017



Communication of potential problems

(e.g., out-of-stock) 3.93 3.87

Timely resolution of course material-

related problems 3.83 4.12

Communication from store staff of

alternative course material availability

(e.g., different formats available at

lower cost)

3.96 3.78

Convenient process for submitting

course material adoptions 3.96 3.49

Direct contact with the text department

(e.g., buyers, manager) 4.00 4.07

Assistance with

coursepacks/duplicated course

materials

3.75 3.84

Transparency of course materials price

at campus store compared to other

retailers

3.93 3.69

Outreach with digital, trends, etc. 3.78 3.39

Mean 3.92 3.82

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Store Operations 2016 2017

Availability of used books 4.38 4.37

Availability of rental books 4.21 4.03

Availability of digital (e.g., eBooks,

access codes) 3.97 3.74

Availability of other alternative

course material formats (i.e., non-

bound, custom published etc.)

3.72 3.51

Mean 4.07 3.91


Availability of used books 4.07 3.74

Availability of rental books 3.93 3.62

Availability of digital (e.g., eBooks,

access codes) 3.93 3.67

Availability of other alternative

course material formats (i.e., non-

bound, custom published etc.)

3.78 3.49

Mean 3.93 3.63

Yearly Comparison: Textbook Format

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Knowledgeable store personnel 4.15 4.16

Helpful and friendly store

personnel 4.27 4.32

Store layout/organization 3.69 3.55

Store support of faculty and

college events (e.g., author

signings, seminars, etc.)

3.42 3.16

Store support of academic mission 4.05 3.96

Store support of campus culture 3.80 3.74

Store support of students with

course materials assistance 4.39 4.34


Convenient method for making

copyright requests 3.64 3.96

Mean 3.95 3.93


Knowledgeable store personnel 4.07 4.07

Helpful and friendly store

personnel 4.31 4.20

Store layout/organization 3.98 3.97

Store support of faculty and

college events (e.g., author

signings, seminars, etc.)

3.84 3.67

Store support of academic mission 4.00 3.98

Store support of campus culture 3.97 3.92

Store support of students with

course materials assistance 3.92 3.89


Convenient method for making

copyright requests 3.57 3.85

Mean 3.96 3.94

Yearly Comparison: Store Operations

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Yearly Comparison: Products

Products Attributes 2016 2017

Store selection of office and

academic supplies 3.42 3.46

Store selection of technology

products/accessories 3.53 3.52

Store selection of university

apparel/accessories 3.59 3.51

Store selection of gift and insignia

merchandise 3.30 3.19

Store selection of food and

beverage 2.47 2.26

"Professional" performance

Bronco Gear items suitable for

faculty and staff

N/A 3.20

Mean 3.19 3.19

Products Attributes 2016 2017

Store selection of office and

academic supplies 3.84 3.79

Store selection of technology

products/accessories 3.86 3.75

Store selection of university

apparel/accessories 3.86 3.81

Store selection of gift and insignia

merchandise 3.95 3.77

Store selection of food and

beverage 3.62 3.54

"Professional" performance

Bronco Gear items suitable for

faculty and staff

N/A 3.57

Mean 3.79 3.71


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Yearly Comparison: Overall Evaluation

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Average Importance Rating

2016 2017

Store Evaluation 3.96 4.04


Average Satisfaction Rating

2016 2017

Importance 3.84 3.79

2016 2017

Satisfaction 3.90 3.81

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Faculty Use of Course Materials

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Faculty Perceptions

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The majority of faculty at Bronco Bookstore see the campus store as a valuable partner in helping to deliver high quality

education to students. Faculty also believe that the cost of course materials has an impact on student learning. The

campus store should continue to offer a variety of course material options at different prices points.

0.91%

1.11%

3.74%

4.55%

10.00%

3.74%

8.18%

27.78%

13.08%

40.91%

46.67%

49.53%

45.45%

14.44%

29.91%

Strongly disagree Disagree Neutral Agree Strongly agree

The campus store is a valued partner in helping deliver high quality education to students.

The campus store offers students a variety of course materials options at different price points.

The cost of course materials has an impact on student learning.

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Course Material Selection

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The majority of faculty respondents indicated that they

select the materials for their courses.

While 86% agreed that the cost of course materials has

an impact on student learning, cost to students is not

the most important factor when deciding what materials

to select / adopt.

The most important factor is one that tends to have

direct impact on student learning -- the breadth and

depth of material.

7.14%

1.79%

17.86%

20.54%

22.32%

56.25%

69.64%

71.43%

Other:

Publisher

Author(s)

Availability of format (digital/print/both)

Availability of supplemental material (videos,prepared study tools for students, etc.)

Layout, organization, structure of content

Cost to students

Breadth and depth of material covered

Factors When Selecting Course Materials

I am the sole decision maker for my courses

I am part of a group discussion, and make the final decision

I am part of a group discussion, and someone else makes the final decision

I have minimal to no input into material selection

Who Selects Course Materials

73%

19%

13%

4%

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Course Material Formats Used

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0.5%

1.2%

4.5%

5.0%

13.3%

13.6%

16.0%

22.1%

23.8%

0.3%

1.3%

5.3%

6.6%

13.4%

13.9%

16.2%

21.8%

21.3%

I do not use materials for any course(s)

Other:

Custom materials from publishers

Open educational resources (OER)

Digital/electronic course materials (eBooks,access codes, etc.)

Blogs, internet articles, etc.

Professional journals and/or articles

Learning management systems (Blackboard,Sakai, etc.)

Traditional printed course materials (textbooks,coursepacks, etc.)

Next 12 Months

Past 12 Months

Virtually all of faculty respondents

indicated using at least one type of

course materials for the classes they

teach.

There was no significant difference in the

materials faculty used in the past 12

months compared to the next 12 months.

Traditional print materials and LMS

continue to be the most used course

materials.

Course Instruction Materials

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Course Material Usage

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According to Student Watch™*, faculty use of course materials

factors significantly into a student’s decision whether or not to

acquire their course materials.

Majority of faculty respondents required students to obtain the

materials adopted for class. The materials are most often needed

for reading and homework assignments.

42.72%

39.81%

10.68%

6.80%

Require Student to Obtain Materials Adopted

Require all Require most Require some Do not require

*OnCampus Research. (2015). Student WatchTM Attitudes & Behaviors toward Course Materials Spring 2015.

21

40.00%

14.95%

14.95%

10.89%

10.19%

5.66%

40.00%

49.53%

40.19%

40.59%

32.41%

14.15%

20.00%

35.51%

44.86%

48.51%

57.41%

80.19%

Other:

Course projects

In-class assignments

Reference materials / Study aids

Homework assignments

Assigned readings

Frequency of Use

Always needed Sometimes needed Not needed

Course Material Sources

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According to the 2017 customer survey, Bronco Bookstore and Amazon are the primary sources for students when

obtaining materials, which parallels where Cal Poly Pomona faculty are referring their students. Additionally, one-fourth of

faculty are recommending the library. The Bronco Bookstore may want to further investigate why faculty are

recommending students to other sources or why they are not recommending any sources at all and how they can

address these factors.

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73.87%

43.24%

27.93%

18.92%

11.71% 9.91%

4.50%

19.82%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

BroncoBookstore

Amazon Library Other onlineretailer

Other: Publishersite(s)

Chegg I do not refermy students to

any sources

Where Faculty Refer Students for Course Materials

Course Material Affordability Options

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0.0%

4.4%

19.5%

32.7%

43.4%

Definitely not

Probably not

Might or might not

Probably yes

Definitely yes

Willing to support changes in policy to

improve course material affordability

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14.2%

24.8%

34.5%

19.5%

7.1%

Not at all interested

Slightly interested

Moderately interested

Very interested

Extremely interested

Interest in store assisting faculty in

discovering affordable alternatives to adopt

16.7%

25.0%

24.1%

24.1%

10.2%

Not at all interested

Slightly interested

Moderately interested

Very interested

Extremely interested

Interest in “inclusive access”

digital textbook adoption

76% Yes

26% Very-

Extremely

34% Very-

Extremely

Store Visits

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Visiting the Bookstore

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0.88%

1.77%

22.12%

29.20%

6.19%

15.93%

23.89%

Several times a week

Once a week

Once a month

Once at the beginning of term

Once at the end of term

Only at the beginning and end of term

Never

Frequency of Store Visits

Nearly one-fourth of faculty never visit Bronco Bookstore. This is much higher than the industry average of

9%. Bronco Bookstore should pursue measures to get these faculty into the store.

15.32%

3.60%

8.11%

9.01%

10.81%

14.41%

16.22%

18.02%

27.93%

56.76%

I do not seek out information on store events,promotions, and services

Other:

In-store signage

Social networking sites (Facebook, Twitter, etc.)

Word-of-mouth

Fliers/ads in campus mail

Posters/signs/bulletin boards/chalking on campus

The Poly Post

Store website

E-mail from store

Preferred Sources for Information on Store Events / Promotions / Services

25

Visiting the Website

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0.00%

0.00%

22.52%

26.13%

3.60%

14.41%

33.33%

Several times a week

Once a week

Once a month

Once at the beginning of term

Once at the end of term

Only at the beginning and end of term

Never

Frequency of Website Visits

Half of faculty never visit the Bronco Bookstore website. Most of the faculty that visit the website do so to

look up store information and verify that materials are available in the store.

Faculty Use of Website

Submit course material adoptions 70.67%

Verify adopted course materials are available in store 50.67%

Look up store information (contact info, hours, etc.) 45.33%

Check selling price of adopted course materials 32.00%

Purchase products 17.33%

Other 5.33%

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Store Effectiveness

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8.2%

52.7%

20.0%

6.4%

0.9% 11.8%

Store Effectiveness

Extremely effective Very effective Moderately effective

Slightly effective Not at all effective Don't know

61% Feel the store is very

or extremely effective

at meeting the needs

of the campus.


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The Net Promoter Score is a loyalty metric. The Net Promoter Score uses a 0-10 scale and tracks how

customers represent a company to their friends, families and associates. Research suggests that higher NPS

scores indicate more loyal customers, which leads to more revenue and higher profits.

Promoters: customers who are loyal and enthusiastic about your company and will continue buying and

referring others.

Passives: satisfied customers, but lack the enthusiasm seen in the Promoter group and are vulnerable to

competitive offerings.

Detractors: unhappy customers who can diminish your brand through negative word of mouth.

Source: https://www.netpromoter.com/; https://www.qualtrics.com/







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Detractors Passive Promoters NPS

14% 41% 46% 32%

1.7%

0.0% 0.0%

1.7%

0.0%

6.8%

3.4%

18.6%

22.0% 22.0%

23.7%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

0 1 2 3 4 5 6 7 8 9 10

Likelihood to Recommend Store (0- Not at all to 10-Extremely likely)


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0.9%

1.8%

3.5%

4.4%

4.4%

8.0%

8.8%

10.6%

12.4%

14.2%

15.0%

15.9%

Vocational/Technical

Communications

Mathematics/Computer Sciences

Fine Arts (Graphic arts, theater, music,etc.)

Education

Health-Related

Social Sciences (psychology, sociology,anthropology, etc.)

Physical Sciences (biology, chemistry,physics, etc.(

Engineering

Other

Humanities (English, history, etc.)

Business

Discipline

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31

0.0%

0.0%

2.7%

8.0%

8.9%

23.9%

23.9%

32.7%

Distinguished Professor

Dean

Other

Associate Professor

Full-time Lecturer, Instructor,Professor of Practice or Visiting

Professor

Full Professor

Assistant Professor

Part-time Lecturer, Instructor,Adjunct Professor

Academic Title

Materials Faculty Publish

25.69%

6.42%

9.17%

9.17%

11.01%

11.93%

18.35%

57.80%

None

Open educational resource content

Textbook(s)

Custom course content pack /textbook(s)

Blog(s)

General or trade book(s)

Other:

Journals or scholarly paper(s)

Materials Published by Faculty

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Approximately 84% of respondents are aware the bookstore is a part of the

institution and store profits go back to support the institution.

9.91%

32.43%

16.22%

14.41%

13.51%

13.51%

Less than one year

1-5 years

6-10 years

11-15 years

More than 20years

16-20 years

Years at Cal State Fullerton

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Bronco Bookstore Store Customer Satisfaction Report

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