Customer Service and Satisfaction: Subway

Running Head: CUSTOMER SERVICE AND SATISFACTION: SUBWAY
Customer Service and Satisfaction: Subway
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CUSTOMER SERVICE AND SATISFACTION: SUBWAY1
Executive Summary
The study focuses on the customer service and satisfaction provided by the Subway. The study
possess primary as well as secondary research. It provides a clear idea about the CEM and
application of it in the company. The study also provides idea about customer segmentation, voice
of the customer and customer feedback. Lastly, the study provides a clear idea about customer
experience maps, alignment diagram as well as how the diagram is implement in the business. This
assists the company to grow in the market and earn profit in the future.

CUSTOMER SERVICE AND SATISFACTION: SUBWAY2
Table of Contents
Introduction..........................................................................................................................................3
Primary Research.................................................................................................................................3
Secondary Data....................................................................................................................................4
Customer Experience Management.....................................................................................................5
Customer Segment...............................................................................................................................8
Voice of the Customer and Feedback..................................................................................................8
Customer Experience Map and Alignment Diagram.........................................................................10
Conclusion.........................................................................................................................................11
References..........................................................................................................................................12
Appendix............................................................................................................................................15

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Introduction
The organization, which is been selected in this study is the ‘Subway Restaurants’. Subway
is a chain restaurant, which specializes in submarine sandwiches. The industry mainly competes in
the food industry. It is the largest fast-food chain, which was declare on 2002 in the United State.
Now, the company open its branch in 100+ countries. It is one of the fast-growing food franchises
in the world, who possess an American base headquarter (Simi & Matusitz, 2017).
In 1965, when the organization started it was named as Pete’s Super Submarines in
Bridgeport, Connecticut. Fred DeLuca started the company along with his friend Peter Buck as a
takeaway restaurant. In the year 1982, the company was title as largest sub-chain in the United
States. Subway’s first store outside the United State was open in the year 1984 in Bahrain. In 21st
century, 4000+ stores were open by the company across the globe. After the death of the owner
Fred DeLuca in the year 2015, the ownership of the company is pass on to his sister, Suzanne
Greco (Simi & Matusitz, 2017).
The company offer services to the customer by providing them with quality products in an
affordable price. The main objective of the study is to find out whether the customer service, which
is provide by the company as well as the customer satisfaction is up to the mark or not. The
customer satisfaction is important for the company to grow in the market, as the company is
providing customer service. Therefore, it is important for the company to know about their
drawbacks, so that better services can provided to the customers.
Primary Research
The primary data is interpret based on the survey that has been conduct in the process. The
survey gave a clear idea about the customer’s perception, thinking and level of satisfaction they
obtain from the Subway restaurants. The survey is plan and design in such a way so that the
company can be able to understand the customers’ needs and wants (Hewson & Stewart, 2014).

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There are total 10 respondents of age group 18-35, socio-economic strata A, B+, B and C+ who
have gave their response regarding the service they have received from the company and what is
the satisfaction level they have received from the service. This will help to understand whether the
company is providing proper service to the customers or not. An online survey forms have
distributed to the respondents, so that they can forward their response, which will automatically
help to understand the strength and weakness of the company.
Primary data is consider one of the main parts to evaluate the company. The response or
data, which was collect in the process. Surveys have been conduct to understand consumers’ mind
set and thinking about the company, so that accurate and appropriate data can be collect in the
process (McDaniel & Gates, 2013). When surveys are been conduct the customer only shares their
experience and there is no chance of data manipulation as the response is unbiased in nature and
give insight position of the company in the market. The secondary data can be manipulate but there
is no scope in case of primary data.
In primary data collection process, the respondent provided with full freedom to express
their feeling towards the company. Therefore, it will help the company to target potential
consumers and segregate the market. This will automatically help the Subway to grow in the
market and to earn more profit and provides an opportunity to improve their services. If the
company provide better services, then more customers will be attracted towards the brand.
Secondary Data
The secondary data collection is the process through which summarization of data, the
researchers do analysis of the existing data as well as implementing it in the company environment.
There are different types of secondary data collection process, which can be implement namely
reviewing of articles, business reports, social media reviews, journals or articles, organization
website review and many more (Choy, 2014).

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The secondary data collection process, which can used in case of Subway, is social media
review, business reports and article review. The social media review provides a clear idea about the
company’s well-being and how much satisfaction the company provides to the customer. The
customer in recent times gives reviews regarding the restaurants in different social media platform,
which automatically attract the customers who go through the review if the review is for the
company. This is a psychological way to attract customers (Mazzotti et al., 2016). The other ways
to generate secondary data is by business report of the company, which help to understand and
gather information regarding the business financial and market position. This help the company to
understand, where the company need to make changes and what new things can be implement. For
Subway, it is important to know their standing in the market, which will help them get motivated
and work even harder in terms of service and customer satisfaction.
Lastly, newspaper article/article can be review to understand the mass perception regarding
the company position or status in the market in front of the mass. This help the company to
promote their business in the market in front of the people and attract more and more customer. The
secondary data is also essential for the Subway to evaluate as this type of data help the company to
know about the public opinion regarding their service and customer satisfaction. If there is, any sort
of drawbacks in their service the company can rectify it so that the customer can get quality service
and full mental satisfaction from the service provided by Subway.
Customer Experience Management
Customer experience management gives a clear idea about how the company take control of
interaction with its customer. It helps to understand the customer expectation and increase in
customer’s satisfaction from the service, which have provided to them. The interaction done from
the organizations point of view and not from the customer’s point of view (Homburg, Jozić &
Kuehnl, 2017). The main aim of the customer experience management is to build bonding with the
customer to become loyal customer, which will reduce the fluctuating mind of the customer. This