Implementing Strategies to Enhance Customer Satisfaction in the UK Grocery Market Industry, a Case Study on Lidl

This study focuses on implementing strategies to enhance customer satisfaction and improve sales in the UK grocery market industry, with a case study on Lidl. It explores the industry overview, problem faced by Lidl, research objectives, and the impact of customer satisfaction on sales. The study also includes a literature review on enhancing customer satisfaction and the methodology used for data collection and analysis.

CORPORATE STRATEGY
AND GOVERNANCE
1

Table of Contents
INTRODUCTION...........................................................................................................................3
Title..............................................................................................................................................3
Overview of the industry and organization.................................................................................3
Problem faced by the organization..............................................................................................3
Aim of the study..........................................................................................................................4
Research Objectives.....................................................................................................................4
Research Question.......................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Enhance customer satisfaction.....................................................................................................4
Impact of customer satisfaction on sales.....................................................................................6
Summary......................................................................................................................................6
METHODOLOGY..........................................................................................................................7
Research technique......................................................................................................................7
Data collection.............................................................................................................................7
Data analysis................................................................................................................................7
Sampling......................................................................................................................................8
Research Approach......................................................................................................................8
DATA ANALYSIS.........................................................................................................................9
DISCUSSION................................................................................................................................23
RECOMMENDATION.................................................................................................................24
ACTION PLAN.............................................................................................................................26
SUMMARY AND CONCLUSION..............................................................................................27
REFERENCES..............................................................................................................................29
Appendix........................................................................................................................................31
2

INTRODUCTION
Title
The main title of this study is: Implementing Strategies to Enhance Customer Satisfaction
in the UK Grocery Market Industry, a Case Study on Lidl
Overview of the industry and organization
Retail sector of UK is continuously enhancing and expanding. Over past few years various
changes have been brought within this industry as per the changing requirements of the
customers. These changes have been majorly brought because of changing shopping habits of
customers. Another reason because of which these changes have been brought within this
industry is because of increasing competition (Tandon, Kiran and Sah, 2018). There are various
large super markets that compete with each other in UK who have tough competition with each
other. Tesco, Sainsbury, Asda etc. are few of the top supermarkets of UK who have tough
competition with each other and compete with each other for both enhancing customer base and
increase their market share within this industry. Lidl Stiftung & Co. KG also known as Lidl is a
German global super market chain that was founded in 1930 whose headquarters is in Germany.
It is basically a German food retail organization who operates mainly in United states and
European countries. It has more than 10,000 stores in approximately 28 plus European countries
and in United States as well. Other than this they have more than 22,000 employees working for
them. In UK market they entered in 1994 and specifically in UK they have more than 22,000
employees working for them and have approximately 750 stores. They are one of the top most
leading super market food retail chain present in Europe. This is mainly because they majorly
focus on providing high quality products to their customers in as lowest possible price.
Problem faced by the organization
According to the below graph sales percentage of Lidl has been continuously decreasing
according to the below statistics in past 2 years. From January 2018 sales of Lidl is decreasing
constantly (Swaffield, Evans and Welch, 2018). There are various reasons because of which Lidl
is facing this issue. One of the main reasons because of which this issue is being faced by Lidl is
decreasing customer Satisfaction because of poor customer service. Many customers of Lidl are
focusing on switching to other brand even through quality of products of Lidl is high and they
offer it in a quite low price but still customer satisfaction level of Lidl is getting affected and
main reason of this issue is poor customer service which is provided to their customers.
3

Figure 1 Change of Sales percentage at Lidl in UK
(Source: Sales percentage of Lidl in UK. 2019)
Aim of the study
Main aim of this study is “To explore the perspectives of implementing the strategies that
will enhance the customer satisfaction and improve upon the overall sales of Lidl”.
Research Objectives
Main research objectives of this study are:
 To identify how the customer satisfaction can be enhanced in Lidl.
 To investigate the impact of customer satisfaction on sales.
 To recommend areas for future research.
Research Question
Main research question of this study is: “How can Lidl enhance it customer satisfaction?”
LITERATURE REVIEW
Enhance customer satisfaction
According to the view of Iglesias, Markovic and Rialp, (2019) Customer satisfaction is one
of the most important factors which is required by the organizations to focus on as it can impact
their business in many different ways. There are various factors because of which customer
satisfaction of an organization is affected but some of the main factors that can impact
4

satisfaction level of customers majorly are poor quality of products, high process of the products,
poor service which is provided to customers and many more. Organizations should make it their
first and foremost priority to enhance their customers satisfaction level. As the customer enters
their store or super market they should focus on ways to build or strengthen their relationship
between them and their customers. It can help organizations especially retail sector organization
not only to enhance their sales but can also help them to gain competitive advantage and increase
their market share in the current market in which they operate. Iglesias, Markovic and Rialp,
(2019) further elaborates that customer satisfaction can only be enhanced by providing them with
excellent products within their desired price range, providing them with excellent service and
fulfilling needs, requirements and desires of their customers. There are many more ways to
improve customer satisfaction Level such as: focusing on building customer centric culture
within an organization where customers are given first priority and most of the decisions taken
by the organizations are based on customer’s choice. Another way to improve satisfaction level
of customers is by providing them with personalized customer service by focusing on improving
customer engagement strategy. This can help retail sector organizations to improve their
operational strategy as well.
As per the view of Otto, Szymanski and Varadarajan, (2019) In order to improve
satisfaction level of customers it is important for organizations like Lidl to understand customer
satisfaction in a detailed manner because Lidl is a retail sector global super market whose annual
sales and profit indirectly depends upon customer satisfaction level. Otto, Szymanski and
Varadarajan, (2019) further explains that there are many theories that can help an organization to
understand customer behaviour and ways in which their behaviour affects their shopping
experience and satisfaction level. One of the most commonly used theory that can be used to
explain customer satisfaction is expectancy-value concept. This, expectancy-value theory helps
in explain an individual’s attitude towards various objects and actions. As per this theory,
expectancy represents idea that most of the individuals do not choose to do a task where they fail
or when they fail. Value represents different reasons or beliefs that an individual has to get
engaged in a task. So according to this theory customers might only buy a product if they find it
fruitful and beneficial and if they think that buying or using this product will have positive
outcome on them. Their beliefs regarding the product or services helps them to get engaged with
5

the product. this theory helps in explaining customers attitude towards buying a product and
reasons that can affect their decision making for buying a product.
Impact of customer satisfaction on sales
As per the view of Garton, Murphy and O’Halloran, (2016) satisfaction of customers
directly/indirectly affects the overall sales of a product or service. Lower customer satisfaction
level can affect overall sales of products or services of an organization which can impact their
sales and product of an organization. Organizations are required to bring changes within their
strategies that they use for sales of their products or services that they provide to their customers
as it can affect overall sales of that organization. Other than these strategies especially retail
sector organizations should focus on building strategies that can help them to retain their
customers by enhancing their satisfaction level. This is majorly because higher satisfaction level
means higher customer retaining rate and higher sales of products. Garton, Murphy and
O’Halloran, (2016) further elaborates that retaining customers can also help the organization to
lower their cost of new customers. Many times, due to continuously decreasing customer
satisfaction organizations have to suffer loss or decrease in overall sales or profit. Debenhams
sales hit by changing the shopping habit of customer in marketplace. As per theory, it has found
that supply chain increasing and excluding sales at store open for less than years. In this way, it
also responding to the shopping habit with customer, those who are spending more of disposable.
As elaborated by Wang, Lu and Tan, (2018) explained that, there are many ways through
which organizations can increase their customer satisfaction level in order to decrease its
negative impact on sales of an organization. One of the mast basic way through which
satisfaction level of an organization’s customers can be increased or enhanced is by enhancing
their customer experience level. Lidl is facing lower customer satisfaction level which is
affecting their overall sales and one of the major reasons because of which they are facing this
issue is because of poor customer service. Wang, Lu and Tan, (2018) further explains that Lidl
offers excellent product quality, offers products in lowest possible price but the only factor
which they failed to fulfil or provide it to customers is proper and excellent service. Only
because of poor customer service, Lidl’s customer satisfaction level was decreasing which was
directly/indirectly affecting their overall sales.
6

Summary
From the above literature review it is clear that customer satisfaction is one of the most
important factors which is required to be focused on especially for retail sector organizations as
for these organizations satisfaction level of customers can affect their sales and overall profit in
many ways. It has also been identified that there are many factors that can affect expectation
level of their customers. By fulfilling desires, requirements, expectations of customers
organizations can enhance their customers satisfaction and expectation level. This chosen topic
will help the retail sector organizations to understand the ways in which customer satisfaction
impact overall sales of an organization. Main gap in this literature review is that this does not
helps in addressing ways in which gaps in service quality can be fulfilled and customers
expectation level can be reached.
METHODOLOGY
Research technique
There are two main types of research techniques: qualitative and quantitative. In qualitative
technique non-numerical data is used where as in quantitative technique numerical data is used
for analysis. Qualitative research method is a term that uses for existing theoretical approach for
further case study expansion. It is the most suitable method for collecting and gathering large
number of data related case study.
On the other hand, quantitative method is based on the mathematical concepts that help for
identifying the accurate result or outcome.
For this research quantitative technique has been used as it is quite simpler and easy to
define, use and identify. It has justified that quantitative method provide better finding result and
useful for analysing research problem effectively.
Data collection
In this study both primary and secondary research has been done. For secondary research
data will be collected from books, journals, online portals, articles, case studies related to
problem, organization’s annual report (Haar, Staniland and McGhee, 2018). Most of the
secondary research data is available freely on various kinds of online and offline sources.
Secondary data has helped the researcher to build a base for this research study and has also
helped in enhancing knowledge about the current study in a much-detailed manner. Primary
research data has been collected by the researcher from customers of Lidl. All the primary data
7

has been collected with the help of a survey that consisted of closed end questions. These closed
ended survey questions helped the researcher to collected all quantitative and numerical values
for statistical analysis.
Data analysis
There are two types of data analysis: thematic and statistical data analysis. Thematic data
analysis is done in qualitative research study whereas statistical data analysis is done in
quantitative research study (Kebritchi, McCaslin and Rominger, 2019). As it is a quantitative
research study in which all the data has been collected with the help of observations, in-depth
exploration of things and ways in which things happened. All the primary data collected has been
analysed with the help of statistical method using various kinds of mathematical methods as
well.
For this quantitative data analysis SPSS tool has been used. SPSS is one of the most
commonly used tool that helps researchers to analyse complex statistical data as well.
Sampling
For this research study probability sampling technique has been used because in
probability sampling all the members of the population has a known chance of participating in
the study (Elman, Gerring and Mahoney, 2016). In probability sampling all the respondents has
been chosen or selected randomly with the help of simple random sampling method. Sample
chosen for this study is customers of Lidl organizations and sample size of this study is 30
customers. Chosen respondents of the study has been asked to participate in a survey that consist
of closed ended questions. It has justified that simple random sampling method is reliable in
terms of cost and time. in this way, researcher has used in the members selections.
Research Approach
There are two main types of research approaches: inductive and deductive research
approach (Gray, Grove and Sutherland, 2016). Deductive research approach uses hypothesis in
order to confirm or reject research process whereas in inductive approach aim, objectives and
research questions are formed that are required to be achieved during the research process. For
this research study inductive approach has been used as in this generation of new theory has been
done based on data collected.
8

DATA ANALYSIS
satisfiedwiththep
roductofcompan
y
welldidourproduc
tmetyourneeds
wouldyouratethe
valueformoneyof
product
ourproductqualit
yisbetterthanco
mpetitors
featureyouliked
mostlyinourprod
uct
N Valid 20 20 20 20 20
Missing 0 0 0 0 0
Mean 1.5000 2.8500 2.1500 1.5000 2.2000
Median 1.5000 3.0000 2.0000 1.5000 2.0000
Mode 1.00a 4.00 2.00 1.00a 2.00a
Std. Deviation .51299 1.08942 .74516 .51299 .76777
Variance .263 1.187 .555 .263 .589
Statistics
youbuyourproductevenifpricegetshi
gher
recommendproducttofriendsfamilyo
rothers
N Valid 20 20
Missing 0 0
Mean 1.6000 1.6000
Median 2.0000 2.0000
Mode 2.00a 2.00
Std. Deviation .50262 .50262
Variance .253 .253
a. Multiple modes exist. The smallest value is shown
Frequency Table
satisfiedwiththeproductofcompany
Frequency Percent Valid Percent Cumulative
Percent
Valid 1.00 10 50.0 50.0 50.0
9

2.00 10 50.0 50.0 100.0
Total 20 100.0 100.0
welldidourproductmetyourneeds
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 3 15.0 15.0 15.0
2.00 4 20.0 20.0 35.0
3.00 6 30.0 30.0 65.0
4.00 7 35.0 35.0 100.0
Total 20 100.0 100.0
10

wouldyouratethevalueformoneyofproduct
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 4 20.0 20.0 20.0
2.00 9 45.0 45.0 65.0
3.00 7 35.0 35.0 100.0
Total 20 100.0 100.0
11

ourproductqualityisbetterthancompetitors
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 10 50.0 50.0 50.0
2.00 10 50.0 50.0 100.0
Total 20 100.0 100.0
12

featureyoulikedmostlyinourproduct
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 4 20.0 20.0 20.0
2.00 8 40.0 40.0 60.0
3.00 8 40.0 40.0 100.0
Total 20 100.0 100.0
13

youbuyourproductevenifpricegetshigher
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 8 40.0 40.0 40.0
2.00 12 60.0 60.0 100.0
Total 20 100.0 100.0
14

recommendproducttofriendsfamilyorothers
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 8 40.0 40.0 40.0
2.00 12 60.0 60.0 100.0
Total 20 100.0 100.0
15

Regression
Descriptive Statistics
Mean Std. Deviation N
satisfiedwiththeproductofcom
pany 1.5000 .51299 20
welldidourproductmetyournee
ds 2.8500 1.08942 20
Correlations
satisfiedwiththep
roductofcompan
y
welldidourproduc
tmetyourneeds
16

Pearson Correlation
satisfiedwiththeproductofcom
pany 1.000 -.330
welldidourproductmetyourne
eds -.330 1.000
Sig. (1-tailed)
satisfiedwiththeproductofcom
pany . .078
welldidourproductmetyourne
eds .078 .
N
satisfiedwiththeproductofcom
pany 20 20
welldidourproductmetyourne
eds 20 20
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .330a .109 .059 .49759 .109 2.194 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 18a .156 1.930
a. Predictors: (Constant), welldidourproductmetyourneeds
b. Dependent Variable: satisfiedwiththeproductofcompany
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .543 1 .543 2.194 .156b
Residual 4.457 18 .248
Total 5.000 19
a. Dependent Variable: satisfiedwiththeproductofcompany
17

b. Predictors: (Constant), welldidourproductmetyourneeds
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.942 .319 6.095 .000
welldidourproductmetyourne
eds -.155 .105 -.330 -1.481 .156
a. Dependent Variable: satisfiedwiththeproductofcompany
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.3215 1.7871 1.5000 .16909 20
Residual -.63193 .67849 .00000 .48432 20
Std. Predicted Value -1.056 1.698 .000 1.000 20
Std. Residual -1.270 1.364 .000 .973 20
a. Dependent Variable: satisfiedwiththeproductofcompany
Interpretation – From above table it is interpreted that the significant value is P= .159 that is
less than P= 0.05. So, null hypothesis is rejected. there is no difference in mean and significant
value.
Regression
Descriptive Statistics
Mean Std. Deviation N
wouldyouratethevalueformon
eyofproduct 2.1500 .74516 20
ourproductqualityisbetterthan
competitors 1.5000 .51299 20
18

Correlations
wouldyouratethe
valueformoneyof
product
ourproductqualit
yisbetterthanco
mpetitors
Pearson Correlation
wouldyouratethevalueformon
eyofproduct 1.000 .069
ourproductqualityisbetterthan
competitors .069 1.000
Sig. (1-tailed)
wouldyouratethevalueformon
eyofproduct . .387
ourproductqualityisbetterthan
competitors .387 .
N
wouldyouratethevalueformon
eyofproduct 20 20
ourproductqualityisbetterthan
competitors 20 20
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .069a .005 -.051 .76376 .005 .086 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 18a .773 1.513
a. Predictors: (Constant), ourproductqualityisbetterthancompetitors
b. Dependent Variable: wouldyouratethevalueformoneyofproduct
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression .050 1 .050 .086 .773b
19

Residual 10.500 18 .583
Total 10.550 19
a. Dependent Variable: wouldyouratethevalueformoneyofproduct
b. Predictors: (Constant), ourproductqualityisbetterthancompetitors
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.000 .540 3.703 .002
ourproductqualityisbetterthan
competitors .100 .342 .069 .293 .773
a. Dependent Variable: wouldyouratethevalueformoneyofproduct
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 2.1000 2.2000 2.1500 .05130 20
Residual -1.20000 .90000 .00000 .74339 20
Std. Predicted Value -.975 .975 .000 1.000 20
Std. Residual -1.571 1.178 .000 .973 20
a. Dependent Variable: wouldyouratethevalueformoneyofproduct
Interpretation- by interpreting table it is stated that the significant value P= .773 that is greater
than P= 0.05. thus, null hypothesis is accepted. It means that there is difference between mean
and significant value.
Regression
Descriptive Statistics
Mean Std. Deviation N
20

recommendproducttofriendsf
amilyorothers 1.6000 .50262 20
featureyoulikedmostlyinourpr
oduct 2.2000 .76777 20
Correlations
recommendprod
ucttofriendsfamil
yorothers
featureyouliked
mostlyinourprod
uct
Pearson Correlation
recommendproducttofriendsf
amilyorothers 1.000 -.055
featureyoulikedmostlyinourpr
oduct -.055 1.000
Sig. (1-tailed)
recommendproducttofriendsf
amilyorothers . .410
featureyoulikedmostlyinourpr
oduct .410 .
N
recommendproducttofriendsf
amilyorothers 20 20
featureyoulikedmostlyinourpr
oduct 20 20
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .055a .003 -.052 .51563 .003 .054 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 18a .819 1.678
a. Predictors: (Constant), featureyoulikedmostlyinourproduct
b. Dependent Variable: recommendproducttofriendsfamilyorothers
21

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .014 1 .014 .054 .819b
Residual 4.786 18 .266
Total 4.800 19
a. Dependent Variable: recommendproducttofriendsfamilyorothers
b. Predictors: (Constant), featureyoulikedmostlyinourproduct
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.679 .358 4.688 .000
featureyoulikedmostlyinourpr
oduct -.036 .154 -.055 -.232 .819
a. Dependent Variable: recommendproducttofriendsfamilyorothers
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.5714 1.6429 1.6000 .02742 20
Residual -.64286 .42857 .00000 .50188 20
Std. Predicted Value -1.042 1.563 .000 1.000 20
Std. Residual -1.247 .831 .000 .973 20
a. Dependent Variable: recommendproducttofriendsfamilyorothers
Interpretation- it can be evaluated that significant value is P= .819 which is more than P= 0.05.
Thus, null hypothesis is accepted and there is difference in mean and significant value.
22

DISCUSSION
It can be analysed that the customers of Lidl are satisfied that product quality met their
needs but not highly satisfied. However, P value is .159 that is less than P= 0.05, so it means
satisfaction of customer depends on how well their needs are met. It enables in identifying that
whether customers are satisfied or not. Also, it is necessary for business to retain them so that
sales are increased. The expectations of customers are high, their perception level is also high
which means quality of product purchased is not up to standards set by them. Moreover, P value
is .773 that is more than P= 0.05. Therefore, customer rate value of product when it is better than
competitors. So, in order to gain satisfaction of customer company needs to keep product quality,
features, value, etc. higher than rivals. Through this, sales can be increased in market. Alongside,
satisfaction level decreased when other firms attract customer by offering high quality goods.
Furthermore, it can be discussed that P= .819 that is more than P= 0.05. Hence, customer
recommend product to others on basis of product features. This indicate that when people like
anything in product they always recommend to others. It also shows their satisfaction level. In
addition to it, Lidl product quality is not high enough that they compete with others. This has
resulted in decrease in customer satisfaction.
However, there is negative impact of customer satisfaction on sales. It means that decrease
in satisfaction led to downfall in sales. This is because when customer remain loyal towards
brand, they promote it. Even in certain situation like hike in price they stick towards that brand
only. Therefore, it is important for organisation to meet customer expectations in effective way.
This can be done by providing them offers, coupons, etc. With help of it, Lidl can gain their
trust. Along with it, after sale service is critical element in understanding the satisfaction level of
customers. Here, it has been observed that value of money is gained through this as well. In
addition to it, company has to focus on this aspect apart from marketing. It is because even if
effective marketing is done and large people are attracted, they will only buy product once or
twice. But if they are not satisfied with it, result will be switch to another firm. As in retail there
is stiff competition among business, so they have to make huge efforts to satisfy customers. Also,
there exist product substitute and similar features. Thus, it provides a lot of options for buy new
products.
23

RECOMMENDATION
In above discussion, it has recommended that implement the different strategies in business
that use to improve customer satisfaction level. By maintaining and achieving the superior client
satisfaction is a type of process that help for identify their significant demand through retail
sector. The Several type of product and service resolve around client demand that needed to
evolve different technologies to increase capabilities of enterprise functionality. First of all, it
must require for organization to understand need and concern (Chatterjee, 2019). The data or
information can be collected by using market research, survey and forum. It will support to
interact with the potential those who have used online tool in product purchased. The retail
business requires to provide facilities of online post where customer show their personal interest
on particular products and services. in most of cases, they also give response so as easy for
organization to collect or gather information related demand of client.
The organization has gained the various idea individuals within enterprise to insight that
how potential adjustment impact on people and business. On the other hand, an effective
customer service is another approach that needs for applying in retail business to manage
customer satisfaction level. In Lidl, sales are the initial step towards the customer satisfaction
where employee thoroughly trained on the particular products and services. it able to increase
confidence level which provide better services to the customers (Das and Mishra, 2019). It has
recommended that provide training and continues education program for employee so that they
can improve their own skill and knowledge. It directly helps for business to improve customer
satisfaction level (Podsakoff and Podsakoff, 2019). Furthermore, Lidl enterprise needed to make
strategy plan of dynamic website creation that helps for increasing visibility in market place
where large number of customers try to interact with product and services. this type of website
has increased the purchasing power for customer because it became easier to access any type of
product information through dynamic website. it often to look towards the enterprise website for
data and implement website for enterprise to include frequently asked questions. In this way, it
commonly addresses queries related product and services.
From the finding, the study recommended that recommend customer satisfaction strategies
which implement to attract and improve customer loyalty towards organization. this would help
to improve overall performance of Lidl retail business (Podsakoff and Podsakoff, 2019). The
management require to have understand customer behaviour, nature, belief and then formulating
24

customer satisfaction strategy. As a result, it applicable in different business operations such as
operation, sales, marketing and financial. This would be enabled the retail business to maintain
position itself when they can use pricing as a competitive benefit across world. In most of causes,
it has been categorised the demand of client and applied segmentation approach to give
preference as per needs. The retail business should ensure that involvement of employee so as
they can easily handle management process and monitor strategies which are implemented
effectively. In this way, it has better chances of bring the desirable result or outcome (Koc,
2019). The research study also recommended that retail management should make it
commitment to boost performance and efficiency of employee. The retail business should be
obsessed about the client demands and reinforce brand with interaction and treated every
customer as VIP. It must require to remain maintain the customer service and communicate in
polite manner.
From the finding, the project study recommends that measure basic aim at customer
satisfaction strategies that should be designed to resolve any type of problem and issues. It
always supports for Lidl enterprise and protecting through customer satisfaction strategy. As per
discussion, it has required to implement strategies to determine positive consequences effectively
and efficiently (Loving, 2019). Furthermore, the Lidl business should be carried out to
investigate the different challenges faced by other organization at the time of customer
satisfaction strategies implementation. Apart from that it has recommended that will make plan
for implementing strategies such as:
 It can be used the email for purpose of promotions.
 It can delight potential customer and offering personalised experience.
 Increase the blogs for providing right information to client (Wahab and Khong, 2019).
 It also measures the satisfaction value to see how client may feel happy.
25

ACTION PLAN
S.No. Strategic
Action
responsible Resources required Stakeholders Due dates
1). Improve
delivery
reliability
 Staff
members
 supplier
 Create a list of
courier
services.
 Use
equipment and
tools.
 Supplier
 Managers
 Owner
2 Month
2). Created the
globally
consistent
service,
training and
process
 Manager
 Employee
 Communicatio
n channel such
as email, text
messages.
 Managers
 Owner
 Activists

1 Month
3). Improved
online
ordering
speed and
functionality
 Manager
 Supplier
 Staff
members
 Social media
platform
 Online
payment
option
 Gather or
collect
feedback
through tool.
 Employee
 Service
provider
2 Month
4). Launch a
specific
proactive
order
management
tool
 Employee
 Manager
 Information
technology
infrastructure.
 ITSM tool or
platform
 Service
provider
 Owner
 Managers
 employee
s
3 Month
26

Table:1
The action plan is mainly described about the actions that needed to reach on specific goals
and objectives. It is the most suitable approach that must be taken or activities to performed, for
strategy to success (Podsakoff and Podsakoff, 2019). The primary purpose of action plan is to
clarify all type of resources that required to formulate an appropriate time line for particular task
need to be completed. It also useful for identifying specific resources essential for completing
task in proper manner.
SUMMARY AND CONCLUSION
From above finding, the research study has established that implement the instant customer
demand items while offers the best customer services in global marketplace. it has developed the
wide networking that effectively attracts more and more customer. Sometimes, it has analysed
that conduct personal strategies, branding and marketing strategies for targeting the large number
of potential clients. As per recommendation, it has needed to implement price strategies that will
create values and also applying the cost reduction. As per analysis, it has summarised that retail
business has replaced their tradition pricing with holistic data driven approach. Sometimes, it
may include the demand of customers, behaviour, price sensitivity and purchasing power. The
study has revealed the different factors that may directly affects on the customer satisfaction
level. It mainly involves poor quality of products and services. it should make it first to identify
customer satisfaction level and then afterward, it provides the better facilities and services to
increase profitability in global marketplace (Podsakoff and Podsakoff, 2019). It has been
concluded that the retail organization can be improved customer satisfaction by implementing
different aspects such as focus on the customer centric culture, build a strong coordination
through customer engagement strategy. in this way, it can be determined that retail business
improve their overall operations and functions. during discussion, it has analysed the issue dur to
low customer satisfaction where retail business cannot fulfil the need of client. So as it directly
impacts on the sale and production rate. In this way, Lidl retail enterprise always focused on the
changes through an effective strategy and generating large revenue. The retail enterprise targets
the new client so that they can use pricing strategies to provide better product and services in low
price or cost. But it only applicable for short term plan otherwise it has decreased the production
27

and sales. Further it can be identified that Lidl offers many types of discount, offers in lowest
price but this factor may fail and support for short duration.
The discussion has summarised about the concept of customer satisfaction level that
important for retail sector to increase their sales rate that can be possible when organization
applied the strategies in business activities. In this way, it can be fulfilled requirements, desires
and expectation of customer in proper manner. The consumer satisfaction level is considered as
main indicator that likely client will make purchase in future. In present competitive
environment, business needed to compete with competitors that must require to maintain their
customer satisfaction level. it helps for business to success in cut throat environment and make
customer satisfaction where assumed as business strategy. it is beneficial for retail enterprise to
measure and track customer level while put new process in place to increase overall quality. It
concluded that customer satisfaction plays important concept of business to maintain product and
services in marketplace.
As per data analysis, it has found that applicable thematic and statistical data analysis
approach to identify accurate result or outcome. through quantitative analysis, the research study
has collected the information or data by using observation and improve depth understanding
towards project. The report must be used the SPSS tool to calculate the statistical data or
information. This type of quantitative method useful in research study because it provides an
accurate result. It mainly focused on the conclusion where finding the solution in the format of
numerical values. It also used the inductive approach for collecting relevant information to
research topic or subject. Furthermore, it has been used to gain more knowledge and improve
own understanding through research methodology.
28

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Appendix
Questionnaire
Name
Age
Contact no.
Q-1 Are you satisfied with the product of company?
Yes
No
Q-2 How well did our product met your needs?
Good
Excellent
Average
Bad
Q-3 How would you rate the value for money of product?
Bad
Good
Excellent
Q-4 Do you think our product quality is better than competitors?
Yes
No
Q-5 Which feature you liked mostly in our product?
Quality
Price
Value for money
31

Q-6 Would you buy our product even if price gets higher?
Yes
No
Q-7 Will you recommend product to friends, family or others?
Yes
No
32