Customer Satisfaction and Service Quality

This assignment delves into the crucial relationship between customer satisfaction and service quality. It examines various research papers exploring factors influencing customer satisfaction, including service experience, switching costs, employee job satisfaction, and corporate social responsibility. The analysis considers diverse industry contexts, such as ICT, retail, hospitality, and tourism. The assignment aims to synthesize insights from these studies to understand how businesses can enhance customer satisfaction through effective service delivery.

CUSTOMER
SATISFACTION ON
WAITROSE

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................1
CONTEXT.......................................................................................................................................1
Industry information...............................................................................................................1
Problem definition..................................................................................................................1
AIMS/ OBJECTIVES/ RESEARCH QUESTIONS........................................................................2
Aim and Objectives................................................................................................................2
Research question...................................................................................................................2
METHODS......................................................................................................................................3
Research approach..................................................................................................................3
Research design......................................................................................................................3
Research philosophy...............................................................................................................3
Data collection and analysis...................................................................................................3
Reliability and Validity..........................................................................................................3
ETHICAL CONSIDERATION.......................................................................................................4
Research limitations...............................................................................................................4
SECONDARY RESEARCH...........................................................................................................5
PRIMARY RESEARCH.................................................................................................................5
RESPONDENTS.............................................................................................................................6
ANALYSING THE FINDINGS......................................................................................................6
DISCUSSION OF FINDINGS......................................................................................................12
RECOMMENDATION.................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

EXECUTIVE SUMMARY
To manage the satisfaction level of consumers there is need to make adequate changes in the
operations which benefits the firm in having better long terms relationship. In the preset research
there has been analysis over the various factors which are influencing the consumer satisfaction
and that will be helpful to Waitrose. The organisation works as the best retailer of UK which
delivers the food products. The purpose of the research is to ascertain the various factors which
influences the consumers in making the adequate decision relevant with the purchasing the
products and services. Furthermore, it also contains the quantitative analysis over the various
issues and brings the statistical outcomes which represents the accuracy of such outcomes.

INTRODUCTION
To design the products and services as better the consumer satisfaction, it is essentially
required that the business must make accurate market research and analyse the actual wants and
desires of buyers. In relation with Waitrose supermarket chain in UK, the researchers will
perform a market research which in turn highlights all current market preferences, trends and
fashion. Therefore, it will benefit professionals of industry to make appropriate development of
strategies, planning and overall framework. There research will be helpful in analysing consumer
satisfaction level as per interacting with all derivative group as per gender, age, employment etc.
which makes it easier in analysing preferences of people. The research will be based on
collecting information regarding consumer behaviour in pricing, quality and convenience with
the products that will improve the growth of organisation.
CONTEXT
Industry information
The framework of Waitrose is consisted with providing the food retail services in which
organic food is the main priority. This business has also participated in sponsoring the English
cricket team. In organic business, it has owned 18% of the shares in organic food market. Thus,
motive is to promote the use of organic food which will be good for society. It has 352 branches
in the UK which includes 30 little Waitrose stores. Annual turnover of firm is more than 5,400
million. workforce of organisation is around 91000 which makes their fruitful efforts in
attaining goals of business. In relation with the operation of entity. Main motive is to serve the
quality products which must be convenient in prices and good for health (Ladhari, Souiden and
Dufour, 2017).
Problem definition
Main motive of organisation is to make adequate changes in the operational practices and
bring the innovative changes which will be helpful in delivering satisfactory services to the
consumers. The consumers' satisfaction is main priority and need of business for long terms
profitability (Prayag and et.al., 2017). Thus, the framework of Waitrose is that they make
qualitative and quantitative efforts in providing the organic food to the consumers at convenient
prices and must be fresh as well as healthy.
1

AIMS/ OBJECTIVES/ RESEARCH QUESTIONS
Aim and Objectives
Aim: “To develop strategies for better consumer satisfaction- Case study on Waitrose”
Objectives:
 To identify the desires and wants of consumers in the market
 To ascertain the current trends, fashion and market environment
 To develop strategies and tactics for improving the operational conditions
 To suggest favourable changes needed to be adopted by professionals
Research question
 How to identify the desires and wants of consumers in market?
 How to ascertain the current trends, fashion and market environment?
 What are the strategies and tactics for improving operational conditions?
 What are the favourable suggestions for changes needed to be adopted by professionals?
2

METHODS
Research approach
The researcher has designed that the quantitative approach will be followed by them.
Therefore, in this type of positivist research, here the statistical and mathematical
mismeasurement will be considers over analysing the hypothesis on the research (Hosany and
et.al, 2017). However, the questions are relevant with addressing the human behaviour,
predictions and making the possible relationship between the research problems they are
investigating.
Research design
The integrated research has been adopted by the professionals to make appropriate
analysis over the collected information. It makes sure that all the gathered information must have
logical and coherent way which will ascertain a valid reason behind such issues (Hill and
Alexander, 2017). Therefore, it will be helpful in determining the reasons among consumer
behaviour and preferences.
Research philosophy
The philosophy has been adopted by the professionals in terms of making most
appropriate analysis over the research issue. However, in relation with analysingconsumers'
satisfaction techniques, the researchers has followed positivism technique to be considered and
implemented by them.
Data collection and analysis
To have the accurate outcomes over the research issues, the research has planned to
collect the data with the help of various questionnaires which will be asked to the randomly
selected individual. Therefore, in the present study, there will be analysis over various
consumers' behaviour and the satisfaction level over several issues such as prices, quality,
quantity, etc. Therefore, outcomes has been gathered on the basis of research hypothesis and will
be analysed and the relevant outcomes will be helpful to the professionals in decision-making
(Blut and et.al, 2015).
Reliability and Validity
In consideration with making the research over quantitative techniques which will be
helpful in representing adequate analysis over statistical and mathematical analysis. The
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measurements and the results obtained through them brings the most satisfactory and reliable
information regarding consumer behaviour, attitude and preferences in the market (Hill and
Brierley, 2017).
ETHICAL CONSIDERATION
To consider all the norms and regulations in conducting a research, there is need to have
referenced text. Therefore, the information must be referenced to authenticated and acceptable
sources (Zablah and et.al, 2016). In the present report, the collected information has been
perfectly cited and referenced.
Research limitations
In consideration with performing the research, it has been analysed that there are several
limitations which has narrowed the scope of research in some cases. The respondents do not
present their views and thoughts for the proposed questions (Saeidi and et.al, 2015). The
limitations lie over the time of conducting survey and gathering the accurate information which
abounds the researchers in presenting the efficient reasons behind of it.
4

DATA COLLECTION
The data collection is the most fruitful technique which in turn helpful for making the
adequate analysis over the research queries and problems which are currently faced by the
professionals in terms of consumer satisfaction. The products and services offered by an
organisation were designed to satisfy the buyers and retain them for the lifetime business (Han
and Hyun, 2015). Moreover, in order to analyse the consumer’s preferences for business
products and their satisfaction level, the research has been conducted through primary and
secondary researches. It has been asked to various consumers of Waitrose for ascertaining their
requirements and satisfaction with various activities.
SECONDARY RESEARCH
To analyse the market trends and changes in the consumer presents this technique will be
helpful in ascertaining the changes in the environment. This the most convenient and accurate
research method which helps in making determination over various sources and present the
outcomes for decision making. It includes various sources such as analysing the journals, books,
articles, internet data and annual reports of firms as well as social sites which bring accurate
reasons behind any issues (Sengupta, Balaji and Krishnan, 2015). Moreover, to analyse social
media, relevant information bring the most favourable outcomes such as preferences of
consumers, current trends, attraction and various competitors in market which are fetching high
customer attention.
PRIMARY RESEARCH
This is the type of research which follows the technique to perform the direct interaction
with the individuals which is the most correct and accurate method of analysing the issues. It
generally includes interviewing the individual, observation, focus group, asking questionnaires,
etc. In the present study, the researchers have prepared various questionnaires which were to be
asked to the various consumers in relation with having the appropriate response towards the
research problem (Hussain, Al Nasser and Hussain, 2015). All the questions represent the
statistical and mathematical analysis which brings accurate output that derive the correct
observation.
5

RESPONDENTS
The questions have been asked to 125 respondents which are representing their views
over various questions in analysing their satisfaction level (Fornell, Morgeson III and Hult,
2016). They randomly selected consumers of Waitrose and have presented the most appropriate
reasons to such questions.
ANALYSING THE FINDINGS
6

1. Independence T-Test
Group Statistics
GENDER N Mean
Std.
Deviatio
n
Std.
Error
Mean
SATISFACTI
ON
Male 77 3.53 1.176 0.134
Female 48 3.63 0.914 0.132
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df
Sig.
(2-
tailed)
Mean
Differenc
e
Std.
Error
Differenc
e
95%
Confidence
Interval of
the
Difference
LowerUpper
SATISFAC
TION
Equal
variances
assumed
4.0
52
0.0
46 -0.464 123 0.64
3 -0.093 0.199
-
0.48
7
0.30
2
Equal
variances
not
assumed
-0.492 117.0
26
0.62
4 -0.093 0.188
-
0.46
5
0.28
0
The independent-samples t-test (or independent t-test, for short) compares the means
between two unrelated groups on the same continuous, dependent variable. People use an
independent t-test to understand whether there is a difference in level of satisfaction based on
gender. The dependent variable would be "satisfaction" and the independent variable would be
"gender" which has two groups i.e. "male" and "female".
It can be seen that the group means are not statistically significantly different because the
value in the "Sig. (2-tailed)" row is more than 0.05 (p = 0.624). The Group Statistics table shows
that in general, men are not as satisfied as women when shopping at Waitrose with the mean
equal to 3.53 and 3.63, respectively.
One-way ANOVA
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One-way analysis of variance (ANOVA) is used to determine whether there are any
statistically significant differences between the means of two or more independent (unrelated)
groups.
One-way ANOVA Satisfaction by Age
Test of Homogeneity of Variances
Levene
Statistic df1 df2 Sig.
SATISFACTION
Based on Mean 1.820 3 121 0.147
Based on Median 1.785 3 121 0.154
Based on Median
and with adjusted
df
1.785 3 113.711 0.154
Based on trimmed
mean 1.764 3 121 0.158
ANOVA
SATISFACTION
Sum of Squares df Mean
Square F Sig.
Between Groups 10.292 3 3.431 3.089 0.030
Within Groups 134.380 121 1.111
Total 144.672 124
People use a one-way ANOVA to understand whether the level of satisfaction differed
based on the age of people, dividing them into five independent groups (the age of 18–25, 26-35,
36-45, 46-55 and other).
This is the table that shows the output of the ANOVA analysis and whether there is a
statistically significant difference between the group means. We can see that the significance
value is 0.030 (p = 0.030), which is below 0.05. Therefore, there is a statistically significant
difference in the mean level of satisfaction between different age group.
One-way ANOVA Satisfaction by Employment
Test of Homogeneity of Variances
Levene
Statistic df1 df2 Sig.
SATISFACTION Based on Mean 2.343 4 120 0.059
Based on Median 1.319 4 120 0.267
8

Based on Median
and with adjusted
df
1.319 4 116.127 0.267
Based on trimmed
mean
2.241 4 120 0.069
ANOVA
SATISFACTION
Sum of Squares df
Mean
Square F Sig.
Between Groups 2.299 4 0.575 0.484 0.747
Within Groups 142.373 120 1.186
Total 144.672 124
This one-way ANOVA result examines whether the level of satisfaction differed based
on the employment of people, dividing them into five independent groups (full-time working,
part-time working, unemployed, student and other).
This is the table that shows the output of the ANOVA analysis and whether there is a
statistically significant difference between the group means. We can see that the significance
value is 0.747 (p = 0.747), which is higher than 0.05. Therefore, there is a statistically
insignificant difference in the mean level of satisfaction between different employment groups.
One-way ANOVA Satisfaction by The number of times per month that people go shopping
at a supermarket
Test of Homogeneity of Variances
Levene
Statistic df1 df2 Sig.
SATISFACTION Based on Mean 0.396 3 120 0.756
Based on Median 0.398 3 120 0.754
Based on Median
and with adjusted
df
0.398 3 119.655 0.754
Based on trimmed
mean
0.539 3 120 0.657
ANOVA
SATISFACTION
Sum of Squares df
Mean
Square F Sig.
9

Between Groups 3.541 4 0.885 0.753 0.558
Within Groups 141.131 120 1.176
Total 144.672 124
This one-way ANOVA result examines whether the level of satisfaction differed based
on the number of times per month that people go shopping at a supermarket, dividing them into
five independent groups (1-3 times, 4-6 times, 7-10 times, more than 10 times and other).
This is the table that shows the output of the ANOVA analysis and whether there is a
statistically significant difference between the group means. We can see that the significance
value is 0.558 (p = 0.558), which is higher than 0.05. Therefore, there is a statistically
insignificant difference in the mean level of satisfaction based on the number of times per month
that people go shopping at a supermarket.
Correlations
The Pearson product-moment correlation coefficient (Pearson’s correlation, for short) is a
measure of the strength and direction of association that exists in between two variables
measured on at least an interval scale. People use a Pearson’s correlation to understand whether
there is a relationship in between Satisfaction (the dependent variable) and Price, Quality,
Tangibles, Responsiveness and Convenience (the independent variables).
Price and Satisfaction
Correlations
PRICE
SATISFACTIO
N
PRICE Pearson Correlation 1 .300**
Sig. (2-tailed) 0.001
N 125 125
SATISFACTION Pearson Correlation .300** 1
Sig. (2-tailed) 0.001
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
A Pearson correlation was run to determine the relationship between Price and
Satisfaction. There was a positive correlation in between Price and Satisfaction, which was
statistically significant (r = 0.300, n = 125, p = 0.001).
10

Quality and Satisfaction
Correlations
QUALITY
SATISFACTIO
N
QUALITY Pearson Correlation 1 .414**
Sig. (2-tailed) 0.000
N 125 125
SATISFACTION Pearson Correlation .414** 1
Sig. (2-tailed) 0.000
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
The Pearson correlation was run to determine the relationship between Quality and
Satisfaction. There was a positive correlation between Quality and Satisfaction which was
statistically significant (r = 0.414, n = 125, p = 0.000).
Tangibles and Satisfaction
Correlations
TANGIBLES
SATISFACTIO
N
TANGIBLES Pearson Correlation 1 .335**
Sig. (2-tailed) 0.000
N 125 125
SATISFACTION Pearson Correlation .335** 1
Sig. (2-tailed) 0.000
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
A Pearson correlation was run to determine the relationship between Tangibles and
Satisfaction. There was a positive correlation between Tangibles and Satisfaction which was
statistically significant (r = 0.335, n = 125, p = 0.000).
Responsiveness and Satisfaction
Correlations
RESPONSIVENESS
SATISFACTIO
N
RESPONSIVENESS Pearson Correlation 1 .339**
Sig. (2-tailed) 0.000
11

N 125 125
SATISFACTION Pearson Correlation .339** 1
Sig. (2-tailed) 0.000
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
A Pearson correlation was run to determine the relationship between Responsiveness and
Satisfaction. There was a positive correlation between Responsiveness and Satisfaction which
was statistically significant (r = 0.339, n = 125, p = 0.000).
Convenience and Satisfaction
Correlations
CONVENIENCE
SATISFACTIO
N
CONVENIENCE Pearson Correlation 1 .528**
Sig. (2-tailed) 0.000
N 125 125
SATISFACTION Pearson Correlation .528** 1
Sig. (2-tailed) 0.000
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
A Pearson correlation was run to determine the relationship between Convenience and
Satisfaction. There was a positive correlation between Convenience and Satisfaction which was
statistically significant (r = 0.528, n = 125, p = 0.000).
DISCUSSION OF FINDINGS
To ascertain the accurate results which represents the adequate outcomes that will be
helpful in redesigning the operational framework of Waitrose. Therefore, there were 125
respondents were selected to be answer several questions. They have presented their favourable
views on various questions which represents convenience of consumers in each operations.
1. Independence T-test: In relation with making the adequate changes in the operation of
the business to enhance the consumer satisfaction level. In order to analyse the ratio of
male and female reposted in the survey the independent t-test has been performed by the
researchers which determines that there are 77 male and 48 females. It has been asked to
12

these consumers regarding their satisfaction in shopping with Waitrose. Thus, the
significant outcomes (2- tailed) derived from the observation which is 0.643 which
determines that the men are not that much satisfied with the shopping in Waitrose as
compared with females (Kim, Vogt and Knutson, 2015). The mean value of both the
respondents were 3.53 and 3.63 which brigs the clear estimation that the females are quite
satisfied in shopping with organisation.
2. One way ANOVA satisfaction by Age: It determines that the satisfaction level with the
age group of individuals in the survey. Therefore, the One-way ANOVA statistical
measurement has present the outcomes on the basis of research hypothesis. It has been
asked to the people of age starts from 18 to 55 on which the significant result was 0.030.
Therefore, in accordance with such analysis it can be said that here alternative hypothesis
(H1) will be followed which determined that there is a significant relationship between
the variables and the mean (Oliver, 2014). Thus, it can be said that there are differences
in-between the satisfaction level of consumers as per the differences in their age group.
On the other side the mean value was 1.820 which determines that people between age
26-35 has higher satisfaction with Waitrose than other groups.
3. One way ANOVA satisfaction by Employment: This statistical test in performed to
gain the adequate analysis over the stratification level of people as per their employment
which has divided in five groups (Hsiao, Chang and Tang, 2016). It includes full-time
employment, part-time employment, unemployed, students and others. Therefore, as per
analysing the significant value of the outcomes which represents 0.747 which is higher
than 0.50. Thus, here the null hypothesis will be followed which means that there is
insignificant relationship among the employment and stratification level (Difference
Between One Way and Two Way ANOVA, 2016). In accordance with the mean value it
can be said that there are mostly part-time workers who has presented their views on it.
4. One way ANOVA Satisfaction by The number of times per month that people go
shopping at a supermarket: In relation with the analysis it has been asked to the
individuals regarding their preferences in frequent visit to the organisation thus, it can be
said that there are five categories such as 1-3 times, 4-6 times, 7-10 times and more than
times in a month (Orel and Kara, 2014). The significant analysis has been observed here
13

that 0.558 which is a bit higher than 0.05. Thus, it can be said that there is no significant
relationship among the level of satisfaction and frequent visits to the Waitrose store in a
month. On the other side, the mean value is 0.396 which determines that there are mostly
those people whop used to visit store 1-3 times in a month. Moreover, it can be said that,
it cannot be determined here that the numbers of visiting will identify the satisfaction
level.
5. Correlations: To analyse the relationship between two or more variable the correlation
has been performed as per Pearson's Correlation (Matzler and et.al, 2015). Thus, it can be
said that such analysis will be helpful in determining the adequate analysis over the
depended various that is Satisfaction over the independent variable which are Quality,
Tangibles, Convenience, Responsiveness and price.
6. Price and Satisfaction: In relation with analysing the relation between the prices of the
product sand the consumers' satisfaction with such prices. Thus, it derived the positive
relationship in between the price and the satisfaction (Pizam, Shapoval and Ellis, 2016).
It can be said that as the price rises which does not have more impacts over the
satisfaction of consumers but it will reduce. On the other side, it the prices lowers down
than the satisfaction will be increased.
7. Quality and Satisfaction: As per the outcomes derived from analysing the satisfaction
level of consumers as per the quality and satisfaction it can be said that there is also a
positive relationship among such variables which represents r= 0.414. However, r is more
than 0.1 than it will be treated as the positive relationship among such variables (Pulles
and et.al, 2016). Moreover, if Waitrose make any reduction in the quality of the products
which will conversely reduced the satisfaction level of the consumers. Adversely, if they
rise the quality of the products than the satisfaction will be increased.
8. Tangibles and Satisfaction: In order to identify the relation among such variable the R
is 0.335 which determines that there is positive relationship among the tangibles and
satisfaction. Therefore, as per the rule it can be said that the if the variations in the value
of one variable which will conversely affect the other (Menguc and et.al,, 2016).
Therefore, here the dependent variable will have impacts as per the independent variable
14

have changes in the value. Additionally, it can be said that if the tangible value increase
than there will be reduction in the consumer satisfaction and wise versa.
9. Responsiveness and satisfaction: In accordance with analysing the relationship among
the responsiveness and satisfaction level the outcomes has derived. It reflects the positive
relationship among the variables such as r= 0.339. Thus, it can be said that
Repressiveness and satisfaction have a positive correlation which determines that
Waitrose loss responsiveness over the products and services than it will affect consumers
satisfaction. In these regards they must be more concerned regrading the changes and the
repressiveness towards the duties (Eid, 2015).
10. Convenience and Satisfaction: By considering the analysis over the convenience and
satisfaction it can be said that there is a positive relationship among them. Thus, the r
value is 0.528 which determines that convenience level will affect the satisfaction of
consumers. Therefore, it will e relevant with the convenience of them towards the quality,
prices of products (Kaura, Durga Prasad and Sharma, 2015). Therefore, if there are any
changes in the convenience than it will conversely affect satisfaction level of the
consumers.
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RECOMMENDATION
In relation with the above research it will be recommendation to the professionals of
Waitrose that they must bring innovative changes in the product line as well as maintain the
quality of the previously existing products. It will have positive or negative impacts over the
consumer's satisfaction level as if there are any variations in the prices and relevant factors.
Therefore, to keep the long term relationship among the consumers there is need to have strategic
development plan which will enhance the operational ability of the firm as well as improve its
efficiency. Additionally, if considering the statistical analysis it can be said that there will be
signification relationship among the diversity and the preferences of the consumers in the
stratification level (Radojevic, Stanisic and Stanic, 2015). Thus, the changes in the age,
employment and frequent visits determines the consumer's interest in the company as well as
also check their satisfaction level with the firm. On thee other side, the prices, quality, tangibles,
responsiveness etc. has the positive relationship with the sanctification. Thus, it ascertains that if
the changes between price quality etc. if will conversely reduce the satisfaction of the consumers.
Further, it will be suggested here that the professionals need to make innovations in the products
and make pricing strategies which will be profitable as well a convenient to the buyers.
16

CONCLUSION
In order to analyse the above report it can be said that there will be various techniques
which are need to be implicated by the professionals at Waitrose. There will be efficient enough
for satisfying the higher consumers. Moreover, it has been analysed here that the buyers are very
price sensitive in terms of purchasing any article. Therefore, the business required to make
changes in the pricing tactics as well as have well executed stores which will improve the
consumer turnover.
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Online
Difference Between One Way and Two Way ANOVA. 2016. [Online]. Available
through :<https://keydifferences.com/difference-between-one-way-and-two-way-anova.html>.
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