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Applied Business Research Doc

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Added on  2020-03-16

Applied Business Research Doc

   Added on 2020-03-16

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Running head: APPPLIED BUSINESS RESEARCH Applied Business Research Name of the StudentName of the UniversityAuthor Note
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1APPPLIED BUSINESS RESEARCHTable of ContentsIntroduction......................................................................................................................................2Literature Review............................................................................................................................3The Concept Related to Customer Satisfaction...........................................................................3Customer satisfaction in supermarket Retail Industry.................................................................5Conclusion.......................................................................................................................................7Reference.........................................................................................................................................9
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2APPPLIED BUSINESS RESEARCHIntroductionThe chosen business organization for the current study is Countdown supermarket chain,which is one of the largest retail units operating in New Zealand. The business firm is one of thesubsidiary units of the Woolworths Limited, which is the largest retail supermarket chain ofAustralia. Countdown has the largest number of retail stores in all over New Zealand with a totalnumber of 275 franchise shops. The company was established in the year 1981 and is currentlyhaving its headquarters in Auckland. The owner ship of the company is with the group ofProgressive Enterprise. However, in the initial stage the ownership was under RattraysWholesale Group. The ownership shifted to Progressive Enterprise in the year 2002, whichoccurred after the group decided to buy the Woolworths Limited enterprise (Countdown, 2017). Hence, it is evident that the Countdown has undergone several organization changes from1993-2005. This had great impact of the organizational decision making process and upon thequality of service and products that are sold the company. The company has been able to buildtheir reputation in the consumer market of New Zealand due to the effective and quality level ofcustomer service. This has allowed the company to build high level of brand reputation over theyears, as the customers are able to have high level of trust over the service and the products. Thecompany has also been able to gain high level of competitive advantage with the help of thebetter level of customer service. In the recent times however, due to the poor quality of customer service, it is not possiblefor the company to maintain high level of customer satisfaction, thereby compromising on thelevel of brand reputation and brand popularity of the company. The aim and scope of the currentstudy is to discuss about the existing literature that is related to various parameters that can
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3APPPLIED BUSINESS RESEARCHultimately affect level of customer satisfaction. It is important for a business organization tofocus upon these factors as it can help in improving upon the brand popularity of a company. Thescope of the existing literature is to discuss about the expectation level of the customers, which isbelieve to be the primary factors for implementing high level of customer satisfaction. It is alsoimportant to understand about the fact that in the recent days the customers have the option toswitch over different brands if they are not satisfied with the quality of service and products. Inthis context, the scope of the current study will include about the matters related to that ofcompetitive environment that has huge influence over the matters related to that of customersatisfaction. The study will also discuss about the factors that are related to high level ofcustomer satisfaction in the supermarket retail industry of New Zealand. Literature ReviewThe Concept Related to Customer SatisfactionThe concept of customer satisfaction is one of the basic elements of marketing plan.Satisfaction is believed to be one of the major outcomes of the marketing activity and is believedto serve a link between culminating purchase and consumption. This is also believed to be one ofthe major factors that decide upon the customer buying behaviour. As a customer chooses abrand and decides to stick with the same for longer period, it gives rise to the concept of brandloyalty. This concept is important due to the fact that can help a company to maintain brandreputation. As said by Haumann et al., (2014), the concept of brand loyalty is entirely dependentupon the satisfaction level of the customer. Hence it is essential for all business organisations tosatisfy the needs of the customers, which can be achieved by considering several factors ofbusiness.
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