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Customer Satisfaction Assignment

   

Added on  2019-12-03

14 Pages1942 Words409 Views
CUSTOMERSATISFACTION(Sainsbury)

TABLE OF CONTENTSINTRODUCTION......................................................................................................................1TASK 4......................................................................................................................................14.1 Evaluation of two techniques for assessing consumer response......................................14.2 Customer Satisfaction Survey for Sainsbury....................................................................24.3 Success of the completed customer satisfaction survey...................................................7CONCLUSION..........................................................................................................................8REFERENCES...........................................................................................................................9Appendix..................................................................................................................................10

INTRODUCTIONCustomers are the most important part of any organization as they are the one whichhelps in enhancing sales as well as profit margin of the company. In order to sustain in thiscompetitive business environment, supermarkets are changing the way they do business(Gomez, McLaughlin and Wittink, 2004). For this, it is quite essential for them to assessresponse of all their customers and provide them with high quality services as per their needsand demands. In this regard, the present study will explore the marketing research processand assess the importance of different types of information. Sainsbury is taken intoconsideration as a case scenario where appropriate customer satisfaction survey is organizedin order to measure the level of consumer loyalty and satisfaction as well. Further, evaluationof different techniques for assessing customer satisfaction also takes place in this report. TASK 44.1 Evaluation of two techniques for assessing consumer responseWith the help of two techniques, Sainsbury can easily assess their customer’sresponse such as: Direct Methods: In this technique, Sainsbury can directly contact with their customers andget their valuable feedbacks. For this, some of the most common approaches which companycan use are as follows:Receiving consumers feedbacks through third party agenciesComplaint handling department need to be settled in the store of Sainsbury and it canbecome a first point of contact for getting customer feedback. Direct methods also assess customer’s feedbacks through face to face conversation Appreciation letter Direct customer feedback through customer satisfaction survey and questionnaires Further, all the above given methods help in assessing customer feedbacks in a uniformway and assist in resolving queries for the appropriate customer satisfaction (Caruana, 2002).In all the above techniques, face to face meetings highly create immediate issues whetherexternal agencies listen to their consumers and provide dedicated feedbacks to them. Inaddition to this, the best way is to gather consumer responses with the help of survey. Itbasically consists of uniformed questionnaire to get customer feedback from well segmentedcustomers. All the questions should be designed in an appropriate way so that customer canrespond in an appropriate way. However, another most effective way is surprise market visit.1 | Page

With the help of this technique, information about the different segment of products providedto customers could be obtained effectively. Indirect Methods: In the direct method, company is required to go through the pre compiledpreparations in order to implement (McKinney, Yoon and Zahedi, 2002). Under this, thereare different indirect methods regarding the assessment of customer responses which are asfollows:Customer complaints: It is a method under which consumer can report any type ofissue or problem that may arise regarding specific product or service. Complaints aremeasured as per their severity and seriousness. In case of diminishing customer complaints,Sainsbury is performing well and customer satisfaction level is high. Customer Loyalty: In order to increase the consumer loyalty, it is essential forSainsbury to regular interact with their customers. With the help of this, company can gothrough customers’ needs and requirements and respond accordingly. A loyal customer maycome up for the revisit and by this supplier can indirectly measure the customer satisfaction. 4.2 Customer Satisfaction Survey for SainsburyAge 18%38%32%12%18-2121-3030-4040+The above graph shows the gender distribution of the sample respondents. On gettingthe responses it was derived that 38% of the sample were in age group of 21-30 years, 32%were in 30-40 years, 18% were in age group of 18-21 years and rest of them were 40+. 2 | Page

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