Validity
Because there were no possibility to answer the questionnaire anonymously
there might be validity problems with the results. Most of the answers were
given by loyal customers and they might have been answering subjectively.
This is because of they might have wanted to please the staff.
Reliability
This was the first customer satisfaction survey made in the Gant Stores in
Espoo and Helsinki, so there is no previous example at how satisfied 26
customers have been before. This was a good start and I find it very important
to continue this measurement.
The research was conducted in March and the survey was handed out to
customers for two week. I find that the time-period was long enough to collect
reliable results. The number of returned questionnaires between Gant Stores
was relatively high but a low answering percent in Gant Store Kämp Gallery
might have some effect on the results.
The questionnaire scale was also confusing for some customers and there were
some misunderstanding on how to fill the sheet.
Most of the answers belong to main customer group (31-51-year old) and also
most of them were members of Gant Club. This fact clarifies that the answers
are from the right customer group and can be consider as reliable.