Bronco Bookstore Customer Satisfaction Report

Bronco Bookstore Customer Satisfaction Report Spring 2015

Table of Contents Methodology / Objectives.............................................................. 3 Overall Store Evaluation............................................................... 4 Importance vs. Satisfaction Ratings..................................................... 5 Yearly Comparison.................................................................... 11 Textbooks/Course Materials........................................................... 19 Purchasing Behaviors............................................................ 22 Renting Behaviors............................................................... 23 Buy Back Behaviors............................................................. 24 Shopping at Bronco Bookstore......................................................... 26 Preferred Promotions............................................................. 29 Events/Sales Information Sources................................................... 30 Respondent Demographics............................................................ 31 2

Methodology and Objectives During the spring of 2015, the Bronco Bookstore conducted an online Customer Satisfaction Survey created by OnCampus Research, a division of indico. The survey fielded from January 12 through January 30, yielding a total of 1,117 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. 3

Overall Store Evaluation Overall Store Evaluation (scale of 1-very poor, to 5-excellent) 3.92 0 1 2 3 4 5 4

Importance vs. Satisfaction Ratings The average satisfaction rating for the attributes is a 3.91 on a scale of 1-Very dissatisfied to 5- Very satisfied. The satisfaction ratings ranged from a high of 4.43 and a low of 3.09. The average importance rating for the attributes is a 4.21 on a scale of 1-Not at all important to 5-Extremely important. The importance ratings ranged from a high of 4.73 and a low of 3.35. 5

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. Confidence that textbook will be correct edition Importance Satisfaction Gap Industry Average Gap 4.66 4.20 0.46 0.40 Clean and organized 4.51 4.43 0.08 0.06 Ease of website navigation 4.48 3.96 0.52 - Useful store website (www.broncobookstore.com) Speed of service during first week of classes 4.47 4.02 0.45 0.47 4.47 3.97 0.50 0.56 Quality of service 4.43 4.20 0.23 - Ease of textbook ordering online 4.41 4.10 0.31 0.34 6

Areas of Success (continued) 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 Ease of locating items 4.38 4.21 0.17 0.19 Responsiveness to requests, issues, and complaints 4.38 4.04 0.34 0.28 Resolution of problems 4.38 4.03 0.35 N/A Helpful, knowledgeable, store staff 4.34 4.17 0.17 - Convenient location 4.32 4.05 0.27 0.02 Convenient store hours 4.30 3.92 0.38 0.41 Store appearance 4.22 4.28-0.06 N/A 7

Opportunities for Improvement Opportunities for Improvement (Above average importance and below average satisfaction) This indicates where the 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. Course materials available when classes start (in stock) Importance Satisfaction Gap Industry Averages Gap 4.73 3.81 0.92 0.85 Availability of used textbooks 4.62 3.52 1.10 1.13 Competitively priced course materials Communication about expected arrival of late or out-of-stock course materials Ability to compare textbook prices 4.62 3.09 1.53 1.65 4.60 3.66 0.94 0.87 4.49 3.79 0.70 N/A Refund/exchange policies 4.38 3.90 0.48 0.60 Availability of textbook rentals 4.36 3.74 0.62 - Textbook buyback program 4.36 3.16 1.20 1.40 Promotional offers 4.28 3.51 0.77 0.63 8

Exceeding Expectations Exceeding Expectations (Below average importance and above average satisfaction) This indicates where the 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. Importance Satisfaction Gap Industry Averages Gap Inviting shopping atmosphere 4.18 4.17 0.01-0.10 Selection of school supplies 4.14 4.15-0.01-0.11 Visually appealing displays 4.07 4.20-0.13 - Speed of service at other times 4.02 4.27-0.25-0.28 Selection of apparel and accessories Selection of general and reference books Selection of technology products and accessories Selection of gift and novelty items Selection of snacks and beverages 3.93 3.98-0.05-0.26 3.85 3.97-0.12-0.25 3.67 3.97-0.30-3.49 3.94-0.45-3.42 3.97-0.55-0.85 9

Less Important Less Important (Below average importance and below average satisfaction) This indicates where the 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. Store support of institution's academic mission Communication about store services, sales and events Special order of course materials Good source for "one-stop shopping" Availability of digital/electronic course materials Competitively priced nontextbook products Selection of non-textbook merchandise online Overall variety of all nontextbook product selection Store selection of seasonal products Importance Satisfaction Gap Industry Averages Gap 4.17 3.89 0.28 N/A 4.17 3.65 0.52 0.34 4.12 3.73 0.39 N/A 4.11 3.88 0.23 0.16 4.07 3.72 0.35 0.14 3.99 3.57 0.42-3.97 3.63 0.34 0.20 3.81 3.86-0.05-3.35 3.84-0.49 N/A 10

Yearly Comparison Importance & Satisfaction Ratings 2015 vs. 2014 11

Service Importance Ratings Satisfaction Ratings Service Attributes 2015 2014 Helpful, knowledgeable, store staff 4.34 4.29 Quality of service 4.43 4.43 Speed of service during first week of classes 4.47 4.53 Speed of service at other times 4.02 4.09 Responsiveness to requests, issues, and complaints 4.38 4.35 Refund/exchange policies 4.38 4.44 Convenient store hours 4.30 4.36 Resolution of problems 4.38 - Mean 4.34 4.32 Service Attributes 2015 2014 Helpful, knowledgeable, store staff 4.17 4.20 Quality of service 4.20 4.26 Speed of service during first week of classes 3.97 4.16 Speed of service at other times 4.27 4.38 Responsiveness to requests, issues, and complaints 4.04 4.03 Refund/exchange policies 3.90 3.90 Convenient store hours 3.92 3.92 Resolution of problems 4.03 - Mean 4.06 4.10 12

Textbooks/Course Materials Importance Ratings Satisfaction Ratings Textbook/Course Materials Attributes Course materials available when classes start (in stock) Communication about expected arrival of late or out-of-stock course materials Confidence that textbook will be correct edition 2015 2014 4.73 4.74 4.60 4.60 4.66 4.71 Availability of used textbooks 4.62 4.64 Availability of textbook rentals 4.36 4.24 Availability of digital/electronic course materials 4.07 3.91 Competitively priced course materials 4.62 4.65 Textbook buyback program 4.36 4.39 Special order of course materials 4.12 4.12 Mean 4.46 4.44 Textbook/Course Materials Attributes Course materials available when classes start (in stock) Communication about expected arrival of late or out-of-stock course materials Confidence that textbook will be correct edition 2015 2014 3.81 3.80 3.66 3.67 4.20 4.22 Availability of used textbooks 3.52 3.59 Availability of textbook rentals 3.74 3.74 Availability of digital/electronic course materials 3.72 3.75 Competitively priced course materials 3.09 3.07 Textbook buyback program 3.16 3.17 Special order of course materials 3.73 3.78 Mean 3.63 3.64 13

Other Products Importance Ratings Satisfaction Ratings Other Products Attributes 2015 2014 Selection of general and reference books 3.85 3.79 Selection of school supplies 4.14 4.22 Selection of apparel and accessories Selection of snacks and beverages Selection of technology products and accessories 3.93 3.87 3.42 3.32 3.67 3.61 Selection of gift and novelty items 3.49 3.51 Store selection of seasonal products Competitively priced non-textbook products Overall variety of all non-textbook product selection 3.35-3.99 3.92 3.81 3.75 Mean 3.74 3.69 Other Products Attributes 2015 2014 Selection of general and reference books 3.97 4.03 Selection of school supplies 4.15 4.18 Selection of apparel and accessories Selection of snacks and beverages Selection of technology products and accessories 3.98 4.02 3.97 3.99 3.97 4.00 Selection of gift and novelty items 3.94 3.93 Store selection of seasonal products Competitively priced non-textbook products Overall variety of all non-textbook product selection 3.84-3.57 3.62 3.86 3.88 Mean 3.92 3.94 14

Store Importance Ratings Store Attributes 2015 2014 Ease of locating items 4.38 4.42 Clean and organized 4.51 4.49 Visually appealing displays 4.07 4.00 Inviting shopping atmosphere 4.18 4.16 Convenient location 4.32 4.38 Store appearance 4.22 - Mean 4.28 4.31 Satisfaction Ratings Store Attributes 2015 2014 Ease of locating items 4.21 4.22 Clean and organized 4.43 4.45 Visually appealing displays 4.20 4.25 Inviting shopping atmosphere 4.17 4.20 Convenient location 4.05 4.09 Store appearance 4.28 - Mean 4.22 4.24 15

Website Importance Ratings Satisfaction Ratings Website Attributes 2015 2014 Useful store website (www.broncobookstore.com) 4.47 4.47 Ease of website navigation 4.48 4.48 Ease of textbook ordering online 4.41 4.46 Selection of non-textbook merchandise online 3.97 3.90 Ability to compare textbook prices 4.49 4.49 Mean 4.36 4.36 Website Attributes 2015 2014 Useful store website (www.broncobookstore.com) 4.02 4.04 Ease of website navigation 3.96 4.04 Ease of textbook ordering online 4.10 4.13 Selection of non-textbook merchandise online 3.63 3.66 Ability to compare textbook prices 3.79 3.77 Mean 3.90 3.93 16

Other Importance Ratings Satisfaction Ratings Other Attributes 2015 2014 Good source for "one-stop shopping" Communication about store services, sales and events 4.11 4.11 4.17 4.18 Promotional offers 4.28 4.30 Store support of institution's academic mission 4.17 - Mean 4.18 4.19 Other Attributes 2015 2014 Good source for "one-stop shopping" Communication about store services, sales and events 3.88 3.88 3.65 3.73 Promotional offers 3.51 3.51 Store support of institution's academic mission 3.89 - Mean 3.73 3.76 17

Overall Ratings Overall Store Evaluation 2015 2014 Store Evaluation 3.92 3.92 Average Importance Rating 2015 2014 Importance 4.21 4.20 Average Satisfaction Rating 2015 2014 Satisfaction 3.91 3.93 18

Textbooks/Course Materials 19

Acquiring Course Materials When Students Acquire Course Materials More than a month in advance Weeks before classes begin Week of classes beginning After classes begin 3.4% 20.3% 25.6% 48.4% Almost 50% of students wait to acquire their course materials the week classes start with an additional 20% waiting until after classes begin. With so many students waiting until the last minute to obtain their materials, the Bronco Bookstore should continue to develop strategies regarding the delivery of course materials. Not until I have a test or assignment from the book I do not purchase or rent course materials 1.7% 0.6% Specifically, the attributes course materials available when classes start (in stock) and communication about expected arrival of late or out-of-stock course materials were classified as an opportunity for improvement. 20

Content Format 50.7% Preferred Format 37.2% Fifty-one percent of students prefer a printed version of their course materials versus 9% that prefer a digital/electronic version. 9.2% 3.0% Students are using a combination approach to acquire their course materials. In the past 12 months, 92% of students purchased at least one course material while 70% rented at least one of their course materials. Printed Depends on course Digital/electronic No preference Meanwhile, the average student at the California State Polytechnic University purchased 63% and rented 36% of their course materials in the past 12 months. Actual Course Material Format Acquired Purchased 91.6% Rented 69.8% Digital (purchased or rented) 34.2% In the past 12 months, the Average Student Purchased 62.6% of their course materials Rented 36.2% of their course materials 21

Purchase Behaviors Where Students Purchased Their Textbooks Percentage of Required Course Materials Purchased from Bronco Bookstore Bronco Bookstore 83.1% 100% 13.8% Amazon 72.2% 90% 7.6% Chegg.com 17.8% 80% 9.5% Other students 12.9% 70% 9.0% Half.com ebay Other 12.4% 10.4% 6.7% 60% 50% 7.0% 13.7% Barnesandnoble.com 6.0% 40% 7.6% Facebook 5.6% 30% 10.6% Other campus bookstore 4.0% 20% 12.0% ValoreBooks.com 3.6% 10% 9.2% 91.6% of students purchased at least one course material within the past 12 months. Students that indicated purchasing some of their books from the Bronco Bookstore, purchased an average of 55.1% of their course materials there. 22

Rental Behaviors Where Students Rented Their Textbooks Percentage of Required Course Materials Rented from Bronco Bookstore Bronco Bookstore 65.8% 100% 27.9% Amazon 46.4% 90% 8.3% Chegg.com 23.8% 80% 3.6% BookRenter.com 8.3% 70% 5.7% Other 6.4% 60% 3.1% Half.com CampusBookRentals.com 5.7% 4.9% 50% 40% 30% 4.0% 12.1% 11.7% Valorebooks.com 3.1% 20% 11.2% Other campus bookstore 1.3% 10% 12.4% 69.8% of students rented at least one course material within the past 12 months. Students that indicated renting some of their books from the Bronco Bookstore, rented an average of 58.7% of their course materials there. 23

Buyback Behaviors Bronco Bookstore I keep my books Where Students Sold Their Textbooks 33.7% 26.8% 100% Percentage of Required Course Materials Sold Back to Bronco Bookstore 30.2% Other students 13.3% 90% 6.6% Amazon Marketplace 11.8% 80% 4.2% Amazon Trade-In 8.8% 70% 6.9% Facebook 4.8% 60% 4.5% Chegg.com 4.2% 50% 5.6% Half.com 2.3% 40% 6.3% Other campus bookstore 2.1% 30% 10.1% ebay 2.0% 20% 9.0% Other 1.6% 10% 16.7% ValoreBooks.com 0.8% Barnesandnoble.com I haven't had a chance to sell back books 0.6% 24.9% Students that indicated selling back books to the Bronco Bookstore, sold back an average of 58.8% of their course materials there. 24

Buyback Could get more money somewhere else Bronco Bookstore would not buy my book Reasons Students Sold Textbooks Back Elsewhere 20.1% 49.4% 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. Limited buyback period at Bronco Bookstore Other Takes too long to sell my books back to Bronco Bookstore 10.3% 7.3% 3.8% Amazon and Chegg appear to be the Bronco Bookstore s biggest competitors when it comes to students buying and renting their course materials. Furthermore, Amazon and other students are the store s biggest competitors when it comes to students selling their materials. Inconvenient hours at Bronco Bookstore Inconvenient location of Bronco Bookstore I didn't sell them back, I kept my textbooks 3.5% 2.8% 48.1% The Bronco Bookstore should consider strategies that highlight some of the advantages of buying and selling to the campus store versus online. The bookstore should also continue strategies that would improve the availability of used and rental course materials as well as the textbook buyback programs as all three attributes are classified as opportunities for improvement. 25

Shopping at Bronco Bookstore 26

Frequency of Visits More than once a week Frequency of Customer Visits to Bronco Bookstore 4.3% Main Reason for Not Shopping at Bronco Bookstore More Often Prices 55.9% About once a week 20.5% No reason to shop 20.4% About once a month 32.2% Location 10.0% At the beginning and end of the term 22.3% Product selection Other 6.1% 3.7% Only at the beginning of the term 16.8% Parking 1.7% Only at the end of the term 2.0% Customer service 1.7% Never 2.0% Store policies 0.5% Approximately 75% of customers only visit the bookstore about once a month or less and more than half of customers indicated they don t shop more often due to store prices With 39% of customers visiting the store at the beginning of the term, Bronco Bookstore should investigate new ways to get these customers back into their store as well as examine possible new products with price points that customers are more comfortable with. 27

Store Purchases Bronco Bookstore Purchase Within Past 3 Months Textbooks 75.0% School supplies Clothing & accessories 48.2% 66.8% $12,000.00 Money Spent at Bronco Bookstore Within Past 3 Months Food/beverages/snack 31.0% $10,000.00 $10,000.00 Gifts and novelty items 17.9% $8,000.00 General & refernce books Other technology products & accessories Computer products and supplies Health & hygiene products Cosmetics & beauty products 10.5% 9.4% 9.3% 2.9% 1.0% $6,000.00 $4,000.00 $2,000.00 $0.00 $236.04 $0.00 $150.00 Minimum Median Mean Maximum Other No purchase made 0.6% 3.3% $200.00 Most common response (mode) mentioned by 117 respondents. 28

Preferred Promotions Preferred Promotions % off (no minimum purchase) 62.3% Buy one item, get one item free $ off (no minimum purchase) Free gift with purchase Free shipping Buy one item, get a discount on a second item % off (with minimum purchase) $ off (with minimum purchase) Box sale 24.2% 18.7% 13.2% 13.1% 10.2% 9.0% 52.5% 52.0% Preferred Promotions Bronco Bookstore s customers most preferred promotions are those that do not require a minimum purchase in order to redeem. While more than half of customers prefer to receive money or a percentage off (no minimum required), customers are 10% more likely to prefer a percentage off their purchase (62%) versus a specific dollar amount off (52%). Buy one, get one free promotions are also very popular with customers. Products that generally have higher margins such as clothes and mugs are most commonly used for these promotions. Connect2One s Commit2Win program is one way stores have been able to offer these types of promotions in the past. Secret sale (find out % discount at checkout) 3.9% Founders sale 2.3% Other: 1.0% I do not prefer any promotions 1.5% 0% 20% 40% 60% 80% 29

Events/Sales Information Sources Sources Used to Learn About Store Sales and Events E-mail from store 54.7% Posters/signs/bulletin boards/chalking on campus In-store signage Word-of-mouth Website Fliers/ads in campus mail Social networking sites (Facebook, Twitter, etc.) Poly Post Text messages Other I never hear about bookstore events and sales 2.5% 0.5% 8.0% 33.8% 27.5% 22.6% 19.8% 16.3% 14.0% 14.4% Email is the most popular way customers hear about store sales and events. Additionally, one-third of customers also learn about bookstore happenings through posters/signs on campus. Bronco Bookstore should consider further investigation into what events customers would like the bookstore to hold as well as what they would want to hear from the store. With prices and having no reason to shop being the primary reasons customers are not shopping at Bronco Bookstore more often, the store should craft strategies that advertises sales/promotions and provides customers a reason to visit the store. 30

Respondent Demographics 31

Respondent Demographics Type of Customer Gender Full-time student 83.6% Administration/staff member Part-time student Alumni 0.5% 4.7% 10.4% Female 63.3% Male 36.7 % Faculty member 0.4% Guest/visitor 0.4% 32

Respondent Demographics (continued) Student Classification Major First-year student 25.2% Business 21.1% Second-year student 18.8% Engineering 18.1% Third-year student 24.7% Sciences 16.7% Fourth-year student 16.0% Other 11.8% Fifth-year student 8.7% Social Sciences 9.2% Graduate student 3.8% Arts 5.6% Other 2.7% Health-Related Sciences 4.5% Where do you live? Education Computer Sciences 4.3% 2.8% 16.1% 8.9% 75.1% House/Apartment NOT within walking distance to campus Residence hall House/Apartment within walking distance to campus Undecided Communication Sciences Humanities N/A Vocational/Technical 2.0% 1.9% 1.3% 0.4% 0.2% 88.3% of respondents were students. 33

Respondent Demographics (continued) Department Other: 26.7% Administration - Student Affairs 21.7% Administration - Information Technology College of Letters, Arts& Social Sciences Administration - Academic Affairs 8.3% 7.5% 7.5% College of Business College of Agriculture College of Environmental Design Admissions Extended University College of Science College of Engineering Administration - University Advancement Police/Parking Services Foundation Associated Students (ASI) College of Education 4.2% 3.3% 3.3% 3.3% 2.5% 2.5% 2.5% 2.5% 1.7% 0.8% 0.8% 0.8% 10.8% of respondents were administration/staff or faculty. 34

Customer Satisfaction Survey Industry Averages Report

Industry Averages About the Industry Averages The Industry Averages Report are the combined averages from all Customer Satisfaction Surveys conducted during the summer of 2012 through spring of 2014. There were a total of 31 surveys conducted during this timeframe. Majority of the surveys conducted were at large, public, four-year colleges/universities. Enrollment Size Public vs. Private 2 Year vs. 4 Year More than 10,000 45.2% Public 77.4% 4-Year 90.3% 5,000 or 10,000 29.0% Less than 5,000 25.8% Private 22.6% 2-Year 9.7% 0.0% 20.0% 40.0% 60.0% 0.0% 50.0% 100.0% 0.0% 50.0% 100.0% The Industry Averages can be used as a benchmark for your store. Take into account the differences between your store s enrollment/type of campus and the breakdown of overall averages. The closer you are to the majority of responses shown in the averages above, the easier it is to benchmark against the survey data. Stores that do not fit enrollment or campus type may still use the Industry Averages as a general guideline. The Customer Satisfaction Survey underwent an evaluation during the summer of 2013. During this evaluation, new questions and attributes were added, others re-worded and a few removed. New questions and answer options are noted in this report. There is no comparable data available yet for these new questions and answer options. 2

Industry Averages (continued) Service Attributes Importance Satisfaction Gap Helpful, friendly bookstore staff*** 4.32 4.09 0.23 Knowledgeable bookstore staff*** 4.42 4.05 0.33 Quality of service* * * * Speed of service during first week of classes 4.38 3.82 0.56 Speed of service at other times 3.89 4.16-0.28 Responsiveness to requests, issues, and complaints 4.35 4.07 0.28 Refund/exchange policies 4.32 3.73 0.60 Convenient store hours 4.25 3.84 0.41 *New question/answer option. Comparable data not yet available. ***Question/answer option has been reworded. 3

Industry Averages (continued) Textbook/Course Materials Attributes Importance Satisfaction Gap Course materials available when classes start 4.70 3.85 0.85 Communication about expected arrival of late or out-of-stock course materials 4.51 3.64 0.87 Confidence that textbook will be correct edition 4.61 4.21 0.40 Availability of used textbooks 4.56 3.42 1.13 Availability of textbook rentals* * * * Availability of digital/electronic course materials 3.81 3.67 0.14 Competitively priced course materials 4.60 2.95 1.65 Textbook buyback program*** 4.42 3.02 1.40 *Comparable data not yet available. ***Question/answer option has been reworded. 4

Industry Averages (continued) Other Products Attributes Importance Satisfaction Gap Selection of general and reference books 3.59 3.84-0.25 Selection of school supplies 3.85 3.96-0.11 Selection of apparel and accessories*** 3.68 3.94-0.26 Selection of snacks and beverages 2.96 3.81-0.85 Selection of technology products and accessories* * * * Selection of gifts and novelty items* * * * Competitively priced non-textbook products* * * * Variety of non-textbook product selection* * * * Store Attributes Importance Satisfaction Gap Ease of locating items 4.25 4.06 0.19 Clean and organized 4.37 4.31 0.06 Visually appealing displays* * * * Inviting shopping atmosphere 3.99 4.09-0.10 Convenient location 4.23 4.21 0.02 *Comparable data not yet available. ***Question/answer option has been reworded. 5

Industry Averages (continued) Website Attributes Importance Satisfaction Gap Useful store website 4.22 3.75 0.47 Ease of website navigation* * * * Ease of textbook ordering online 4.20 3.86 0.34 Selection of non-textbook merchandise online*** 3.83 3.63 0.20 Other Attributes Importance Satisfaction Gap Good source for "one-stop shopping" 3.82 3.66 0.16 Communication about store services, sales and events*** 3.90 3.56 0.34 Promotional offers 4.03 3.40 0.63 *Comparable data not yet available. ***Question/answer option has been reworded. 6

Industry Averages (continued) Overall Store Evaluation (scale of 1-very poor, to 5-excellent*) 3.81 0 1 2 3 4 5 *Scale remains a 5 point scale but changed during summer 2013 from 1-low to 5-high to current rating of 1-very poor to 5-excellent. 7

Industry Averages (continued) What is your gender? Male 30.4% Female 69.5% Which one of these categories best describes you? (please check only one) Part-time student 8.5% Full-time student 81.6% Alumni 1.7% Administration/staff member 6.3% Faculty member 1.5% Guest/visitor 1.0% What is your student classification? First-year student 23.5% Second-year student 19.4% Third--year student 22.6% Fourth-year student 21.6% Fifth-year student* * Graduate student 7.4% Other 5.6% In what field is your major? Arts 6.9% Business 14.1% Computer Sciences 2.3% Communication Sciences 6.9% Education 10.2% Engineering 5.9% Humanities 4.3% Health-Related Sciences 12.3% Sciences 14.2% Social Sciences 11.2% Vocational/Technical 0.4% Other 8.5% Undecided 3.2% N/A 2.5% Which best describes where you currently live?*** Residence hall 32.4% House/Apartment within walking distance to campus House/Apartment NOT within walking distance to campus * * *Comparable data not yet available. ***Question/answer option has been reworded. 8

Industry Averages (continued) If the choice were entirely up to you, what would your preferred textbook option be when taking a class?* Printed textbook * Digital/electronic textbook * Depends on course * No preference * When do you typically purchase or rent your course materials? More than a month in advance * Weeks before classes begin * Week of classes beginning*** 35.3% After classes begin*** 17.2% Not until I have a test or assignment 16.8% from the book I do not purchase or rent course * materials Please indicate what percent of your course materials you typically purchase and rent. Combined percentage must not exceed 100%* Purchase * Rent * *Comparable data not yet available. ***Question/answer option has been reworded. 9

Industry Averages (continued) In the past year, where have you PURCHASED your textbooks? (select all that apply)* Campus Bookstore * Other campus Campus Bookstore * Amazon * Barnesandnoble.com * Chegg.com * ebay * Facebook * Half.com * ValoreBooks.com * Other students * Other: * In the past year, what percent did you PURCHASE from the Campus Bookstore? 100% 17.4% 90% 11.4% 80% 9.9% 70% 8.3% 60% 5.6% 50% 12.1% 40% 6.3% 30% 8.8% 20% 8.7% 10% 8.7% *Comparable data not yet available. ***Question/answer option has been reworded. 10

Industry Averages (continued) In the past year, where have RENTED your textbooks? (select all that apply)* Campus Bookstore * Other campus Campus Bookstore * Amazon * BookRenter.com * CampusBookRentals.com * Chegg.com * Half.com * Valorebooks.com * Other: * In the past year, what percent did you RENT from the Campus Bookstore?* 100% * 90% * 80% * 70% * 60% * 50% * 40% * 30% * 20% * 10% * *Comparable data not yet available. ***Question/answer option has been reworded. 11

Industry Averages (continued) In the past year, where have SOLD BACK your textbooks? (select all that apply) Campus Bookstore 42.1% Other campus bookstore 14.9% Amazon Marketplace * Amazon Trade-In * Barnesandnoble.com 1.0% Chegg.com 8.8% ebay 6.6% Facebook 4.6% Half.com 6.4% ValoreBooks.com * Other students 28.3% In the past year, what percent did you SELL BACK to the Campus Bookstore? 100% 9.1% 90% 5.9% 80% 7.5% 70% 5.5% 60% 4.7% 50% 10.4% 40% 5.6% 30% 7.4% 20% 8.3% 10% 12.8% Other: 7.5% I keep my books 40.4% I haven't had a chance to sell back books * *Comparable data not yet available. ***Question/answer option has been reworded. 12

Industry Averages (continued) What were the main reason you sold you textbooks to a place other than the Campus Store? (select all that apply) Inconvenient location of Campus Store 6.0% Inconvenient hours at Campus Store 5.9% Campus Store would not buy my book 38.0% Limited buyback period at Campus Store * Could get more money somewhere else 55.7% Takes too long to sell my books back to Campus Store 5.9% I didn't sell them back, I kept my textbooks 45.7% Other * Did you purchase or rent any digital/electronic textbooks in the past twelve months?* Yes * What sources do you use to find information on bookstore events and sales? (select all that apply) Campus newspaper 12.0% E-mail from store 57.4% Fliers/ads in campus mail 14.8% In-store signage 22.8% Posters/signs/bulletin boards/chalking on campus Social networking sites (Facebook, Twitter, etc.) 29.4% 13.1% Text messages * Website 17.0% Word-of-mouth 24.8% Other: 1.2% I never hear about store events and sales 18.5% No * *Comparable data not yet available. ***Question/answer option has been reworded. 13

Industry Averages (continued) In the last 3 months, which of the following products have you purchased from your Campus Store? (check all that apply) Textbooks 71.4% General & reference books * School supplies (notebook, pens, etc.) 56.6% Clothing & accessories 39.4% Gift and novelty items 24.6% Health & hygiene products 6.9% Cosmetics & beauty products 2.7% Food/beverage/snack 27.5% Computer products and supplies * Other technology products & accessories * Other: 3.2% No purchase made * Approximately how much did you personally spend at the Campus Store during the past 3 months.* Mean * Median * How frequently do you visit the Campus Store? More than once a week 4.9% About once a week 14.8% About once a month 50.4% Only at the beginning of the term 24.9% Only at the end of the term 2.8% At the beginning and end of the term * Never 2.0% What is your main reason for not shopping at your Campus Store more often? Customer service 1.6% Location 8.2% Parking 3.3% Prices 55.0% Product selection 11.3% Store policies 0.5% No reason to shop * Other 13.0% *Comparable data not yet available. ***Question/answer option has been reworded. 14

Bronco Bookstore Faculty Satisfaction Report Spring 2015

Table of Contents Methodology / Objectives................................................................ 3 Overall Store Evaluation................................................................. 4 Importance vs. Satisfaction Ratings....................................................... 5 Yearly Comparison...................................................................... 11 Faculty Use of Course Materials........................................................... 17 Frequency of Visits...................................................................... 24 Respondent Demographics............................................................... 27 2

Methodology and Objectives During the spring of 2015, 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 12, yielding a total of 83 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. 3

Overall Store Evaluation Overall Store Evaluation (scale of 1-very poor, to 5-excellent) 3.90 0 1 2 3 4 5 4

Importance vs. Satisfaction Ratings The average importance rating for the attributes is a 3.65 on a scale of 1-Not at all important to 5-Extremely important. The importance ratings ranged from a high of 4.66 and a low of 2.24. The average satisfaction rating for the attributes is a 3.87 on a scale of 1-Very dissatisfied to 5-Very satisfied. The satisfaction ratings ranged from a high of 4.32 and a low of 3.42. 5

Areas of Success Areas of Success (Above average importance / above average satisfaction) Course materials available when classes start Timely resolution of course material-related problems Convenient process for submitting course material adoptions Importance Satisfaction Gap Industry Averages 4.66 4.23 0.43 0.66 4.51 3.87 0.64 0.60 4.32 3.93 0.39 0.14 Knowledgeable store personnel 4.15 4.24-0.09 0.19 Helpful and friendly store personnel 4.10 4.32-0.22 0.18 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. 6

Areas of Success (continued) Areas of Success (Above average importance / above average satisfaction) Importance Satisfaction Gap Industry Averages Store support of students with course materials assistance 4.10 3.98 0.12 - Availability of used books 4.09 4.05 0.04 0.17 Efficient and responsive handling of special order requests Communication from store staff of alternative course material availability (e.g., different formats available at lower cost) 3.96 3.98-0.02 N/A 3.87 3.88-0.01-0.47 Store support of academic mission 3.83 3.98-0.15 - 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. 7

Opportunities for Improvement Opportunities for Improvement (Above average importance / below average satisfaction) Communication of potential problems (e.g., out-of-stock) Importance Satisfaction Gap Industry Averages 4.40 3.53 0.87 0.85 Convenient store hours 4.21 3.85 0.36 0.03 Transparency of course materials price in comparison to other sources Availability of digital (e.g., ebooks, access codes)+ 3.86 3.53 0.33-3.76 3.77-0.01 - Availability of rental books+ 3.69 3.86-0.17 - 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. + NOTE: While these attributes technically qualify as an opportunity for improvement based on OnCampus Research criteria, it should be noted that the satisfaction rating is higher than its corresponding importance mean. 8

Exceeding Expectations Exceeding Expectations (Below average importance / above average satisfaction) Importance Satisfaction Gap Industry Averages Store support of campus culture 3.54 3.98-0.44 - Availability of other alternative course material formats (i.e., non-bound, custom published etc.) Store selection of technology products/accessories 3.45 3.92-0.47-0.45 3.43 3.93-0.50 - Store layout/organization 3.42 4.05-0.63-0.28 Direct contact with the text department (e.g., buyers, manager) Store selection of office and academic supplies 3.36 3.90-0.54-0.51 3.17 3.93-0.76-0.23 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. 9

Less Important Less Important (Below average importance / below average satisfaction) Importance Satisfaction Gap Industry Averages Outreach with digital information, trends, etc. 3.53 3.54-0.01 N/A Store selection of university apparel/accessories Store selection of gift and insignia merchandise Store support of faculty and college events (e.g., author signings, seminars, etc.) Assistance with coursepacks/duplicated course materials 3.35 3.75-0.40-0.55 2.99 3.74-0.75-2.97 3.76-0.79-0.64 2.95 3.68-0.73-0.64 Store selection of seasonal products 2.28 3.68-1.40 N/A Store selection of food and beverage 2.24 3.42-1.18 - 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. NOTE: While the above technically qualify as less important based on OnCampus Research criteria, please note that all the satisfaction ratings are higher than the corresponding importance means. 10

Yearly Comparison Importance & Satisfaction Ratings 2015 vs. 2014 11

Yearly Comparison: Textbook Importance Ratings Satisfaction Ratings Textbook Attributes 2015 2014 Course materials available when classes start Communication of potential problems (e.g., out-of-stock) Timely resolution of course materialrelated problems Communication from store staff of alternative course material availability (e.g., different formats available at lower cost) Convenient process for submitting course material adoptions Direct contact with the text department (e.g., buyers, manager) Assistance with coursepacks/duplicated course materials Transparency of course materials price in comparison to other sources Outreach with digital information, trends, etc. 4.66 4.24 4.40 4.16 4.51 4.04 3.87 3.11 4.32 3.59 3.36 3.39 2.95 2.99 3.86 3.53 Mean 3.94 3.65 Textbook Attributes 2015 2014 Course materials available when classes start 4.23 4.19 Communication of potential problems (e.g., out-of-stock) 3.53 3.90 Timely resolution of course materialrelated problems 3.87 4.18 Communication from store staff of alternative course material availability (e.g., different formats available at 3.88 3.85 lower cost) Convenient process for submitting course material adoptions 3.93 4.03 Direct contact with the text department (e.g., buyers, manager) 3.90 4.24 Assistance with coursepacks/duplicated course 3.68 3.92 materials Transparency of course materials price in comparison to other sources 3.53 Outreach with digital information, trends, etc. 3.54 Mean 3.79 4.04 12

Yearly Comparison: Textbook Format Importance Ratings Satisfaction Ratings Textbook Format Attributes 2015 2014 Availability of used books 4.09 3.87 Availability of rental books 3.69 Availability of digital (e.g., ebooks, access codes) Availability of other alternative course material formats (i.e., non-bound, custom published etc.) 3.76 3.38 3.45 3.27 Mean 3.75 3.51 Textbook Format Attributes 2015 2014 Availability of used books 4.05 4.06 Availability of rental books 3.86 Availability of digital (e.g., ebooks, access codes) Availability of other alternative course material formats (i.e., non-bound, custom published etc.) 3.77 3.90 3.92 3.89 Mean 3.90 3.95 13

Yearly Comparison: Store Operations Importance Ratings Satisfaction Ratings Store Operations 2015 2014 Knowledgeable store personnel 4.15 4.23 Helpful and friendly store personnel 4.10 4.41 Store layout/organization 3.42 3.65 Store support of faculty and college events (e.g., author signings, seminars, etc.) Store support of academic mission 3.83 Store support of campus culture 3.54 2.97 3.27 Store support of students with course materials assistance 4.10 Convenient store hours 4.21 4.05 Efficient and responsive handling of special order requests 3.96 Mean 3.81 3.95 Store Operations 2015 2014 Knowledgeable store personnel 4.24 4.25 Helpful and friendly store personnel 4.32 4.34 Store layout/organization 4.05 4.10 Store support of faculty and college events (e.g., author signings, seminars, etc.) Store support of academic mission 3.98 Store support of campus culture 3.98 3.76 3.94 Store support of students with course materials assistance 3.98 Convenient store hours 3.85 3.93 Efficient and responsive handling of special order requests 3.98 Mean 4.02 4.10 14

Yearly Comparison: Products Importance Ratings Satisfaction Ratings Products Attributes 2015 2014 Store selection of office and academic supplies Store selection of technology products/accessories Store selection of university apparel/accessories Store selection of gift and insignia merchandise Store selection of food and beverage Store selection of seasonal products 3.17 3.42 3.43 3.55 3.35 3.58 2.99 3.18 2.24 2.28 Mean 2.91 3.36 Products Attributes 2015 2014 Store selection of office and academic supplies Store selection of technology products/accessories Store selection of university apparel/accessories Store selection of gift and insignia merchandise Store selection of food and beverage Store selection of seasonal products 3.93 3.99 3.93 3.98 3.75 3.83 3.74 3.72 3.42 3.68 Mean 3.74 3.86 15

Yearly Comparison: Overall Evaluation Overall Store Evaluation 2015 2014 Store Evaluation 3.90 4.05 Average Importance Rating 2015 2014 Importance 3.65 3.64 Average Satisfaction Rating 2015 2014 Satisfaction 3.87 4.01 16

Faculty Use of Course Materials 17

Faculty Perceptions The campus store is a valued partner in helping deliver high quality education to students. 2.5% 9.9% 27.2% 42.0% 18.5% The campus store offers students a variety of course materials options at different price points. 6.6% 10.5% 34.2% 44.7% 3.9% The cost of course materials has an impact on student learning. 1.2% 6.2% 18.5% 51.9% 22.2% Strongly disagree Disagree Neutral Agree Strongly agree The majority of faculty at Cal Poly see the campus store as a valuable partner in helping to deliver high quality education to students. Majority of 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, as one-third of respondents are neutral on whether the store currently does this. 18

Course Material Selection The majority of faculty respondents indicated that they select the materials for their courses. Factors When Selecting Course Materials While 74% agreed that the cost of course materials has an impact on student learning, price is not the most important factor when deciding what materials to select / adopt. The most important factors are those that tend to have direct impact on student learning -- the breadth and depth of material. Breadth and depth of material covered Price Layout, organization, structure of content 44.4% 55.6% 71.6% Who Selects Course Materials Author(s) 24.7% 65% I am the sole decision maker for my courses Availability of format (digital/print/both) 22.2% 22% I am part of a group discussion, and make the final decision Availability of supplemental material (videos, prepared study tools for students, etc.) 21.0% 12% I am part of a group discussion, and someone else makes the final decision Publisher 3.7% 10% I have minimal to no input into material selection Other: 3.7% 19

Course Material Formats Used Course Instruction Materials Traditional printed course materials (textbooks, coursepacks, etc.) Learning management systems (Blackboard, Sakai, etc.) Professional journals and/or articles Digital/electronic course materials (ebooks, access codes, etc.) Open educational resources (OER) Custom materials from publishers 81.9% 81.7% 66.3% 62.2% 54.2% 45.1% 54.2% 42.7% 33.7% 22.0% 16.9% 15.9% Next 12 Months Majority of faculty respondents indicated using at least one type of course material for the classes they teach. Faculty usage of professionals journals/articles, digital/electronic course materials and OER materials is anticipated to increase within the next 12 months. However, it appears that faculty are planning to use these resources in addition to, rather than in place of the current instructional materials they are using. Other: 7.2% 7.3% Past 12 Months I do not use materials for any courses 6.0% 6.1% 20

Open Educational Resources (OER) Despite being a popular topic in higher education, a large section of faculty (42%) are still unfamiliar with Open Educational Resources (OER). The Bronco Bookstore should consider holding information sessions to explain what OERs are, the benefits of using these materials and how the bookstore can assist in the process. Open Educational Resources Usage 3.6% Usage Expected to Increase Even with the lack of familiarity, OER usage is expected to increase about 10% in the next 12 months. While one-fourth of respondents have experience with using OERs in their courses, an additional 29% are considering using it. Only 4% of faculty indicated they have no interest in OERs. 16.9% 8.4% 42.2% I am unfamiliar with OERs No, but considering it Yes, currently using OERs The Bronco Bookstore should consider meeting with faculty who have used OERs and discuss their experiences. Find out the faculty s pain points as well as the advantages of OERs. This then can then assist the store in identifying and understanding their potential role(s). 28.9% Have used it in the past, but not currently No, and have no interest in OERs Definition For the purpose of the survey, open educational resources were defined as teaching, learning, and research resources that reside in the public domain or have been released under an intellectual property license that permits their free use and re-purposing by others. Open educational resources include full courses, course materials, modules, textbooks, streaming videos, tests, software, and any other tools, materials, or techniques used to support access to knowledge. 21

Course Material Usage According to Student Watch *, faculty use of course materials factors significantly into a student s decision whether or not to acquire their course materials. Where Faculty Refer Students for Course Materials Three-fourths of respondents required students to obtain most or all of the materials adopted for class and 82% stated that they moderately or extensively incorporate the materials into their instruction. According to the customer survey, the Bronco Bookstore and Amazon are the primary sources for students when obtaining materials, which parallels where Cal Poly faculty are referring their students. Bronco Bookstore Amazon Library 25.3% 34.9% 74.7% Require Student to Obtain Materials Adopted 6.0% 3.6% Other online retailer 19.3% Publisher site(s) 9.6% 13.3% 28.9% 48.2% 82% regularly incorporate materials Other: 7.2% Chegg 6.0% Require all materials Require some materials Do not require materials Require most materials N/A I do not refer my students to any sources 21.7% *OnCampus Research. (2014). Student Watch TM Attitudes & Behaviors toward Course Materials Spring 2014. 22

Facilitating Faculty-Publisher Relationship Almost two-thirds of respondents have at least a moderate interest in the bookstore facilitating faculty-publisher relationships and communications. About 10% of faculty refer students directly to the publisher site(s). Only 4% of respondents indicated that the publisher was one of the most important factors when deciding what course materials to adopt/select. If not already, the Bronco Bookstore should be having regular conversations with faculty about how the store can better serve their needs as well as current trends like OERs which could have an impact on their instruction. These conversations can help the bookstore maintain and strengthen its image as an invaluable resource for faculty and a partner in helping deliver high quality education to students. Interest with Store Facilitating Faculty-Publisher Relationship 63.9% 25.3% 10.8% 28.9% 21.7% 13.3% Not at all interested Slightly interested Moderatley interested Very interested Extremely interested 23

Frequency of Visits 24

Visiting the Bookstore Frequency of Store Visits Preferred Sources for Information on Store Events / Promotions / Services Once a week 4.9% E-mail from store 68.7% Website 16.9% Once a month 29.3% Posters/signs/bulletin boards/chalking on campus 14.5% Only at the beginning and end of term 12.2% Poly Post In-store signage 12.0% 10.8% Once at the beginning of term 31.7% Fliers/ads in campus mail 8.4% Word-of-mouth 7.2% Once at the end of term 9.8% Social networking sites (Facebook, Twitter, etc.) 7.2% Other: 3.6% Never 12.2% I do not seek out information on store events, promotions and services 15.7% Approximately 95% of faculty only visit Bronco Bookstore about once a month or less. The bookstore should explore new ways to get the faculty into the store more often. 25

Visiting the Website Frequency of Website Visits Several times a week Once a week 1.2% 1.2% Faculty Use of Website Submit course material adoptions 62.9% Once a month 19.3% Verify adopted course materials are available in store 38.7% Only at the beginning and end of term Once at the beginning of term 19.3% 22.9% Look up store information (contact info, hours, etc.) 35.5% Check selling price of adopted course materials 30.6% Purchase products 21.0% Once at the end of term 12.0% Other 3.2% Never 24.1% Majority of faculty only visit the Bronco Bookstore website once or twice a term. Most of the faculty that visit the website do so to submit their adoptions. 26