Introduction to the research of a theoretically motivated and motivated individual researcher

Dissertation

Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Title........................................................................................................................................1
1.2 Introduction............................................................................................................................1
1.3 Background............................................................................................................................1
1.4 Rational..................................................................................................................................2
1.5 Aim and Objectives...............................................................................................................2
1.6 Research Questions................................................................................................................3
1.7 Focus and Purpose.................................................................................................................3
1.8 Dissertation structure.............................................................................................................3
1.9 Framework and analysis........................................................................................................4
1.10 Significance of the research.................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
3.1 Introduction............................................................................................................................7
3.2 Research philosophy..............................................................................................................7
3.3 Research approach.................................................................................................................8
3.4 Research design.....................................................................................................................8
3.5 Research strategy...................................................................................................................9
3.6 Data collection methods........................................................................................................9
3.7 Sampling..............................................................................................................................10
3.8 Data analysis........................................................................................................................10
3.9 Ethical considerations..........................................................................................................11
3.10 Research limitations...........................................................................................................12
3.11 Conclusion.........................................................................................................................12
Chapter 4: Empirical data and research findings...........................................................................14
4.1 Introduction..........................................................................................................................14
4.2 Thematic analysis................................................................................................................14
CHAPTER 5: Analysis..................................................................................................................28
5.1 Analysis...............................................................................................................................28
CHAPTER 6: CONCLUSION AND RECOMMENDATION.....................................................30
6.1 Conclusion...........................................................................................................................30

6.2 Recommendation.................................................................................................................31
REFERENCES..............................................................................................................................33
APPENDIX 1.................................................................................................................................38
QUESTIONNAIRE...................................................................................................................38
APPENDIX 2.................................................................................................................................40
QUESTIONNAIRE...................................................................................................................40

CHAPTER 1: INTRODUCTION
1.1 Title
“Customer Satisfaction and Service Quality in retail sector in Copenhagen: A comparative study
on Netto and Fakta.”
1.2 Introduction
Companies around the world focus on gaining maximum profit. This is attained by the
business when they are able to understand the requirement of customers (Udo, Bagchi and Kirs,
2010). With this respect, there are certain set of expectations that individuals have before any
type of purchases. In order to make purchases, there are factors that motivate them. In this
context, it includes price, quality, quantity, etc. When all the requirements of the service users
are taken into consideration, then it makes that business to achieve their goals and objectives.
Within a business, there are different departments that work together to make sure that objectives
made by them can be achieved. In all these aspects, it is highly important to have support from
that side of employees. They are the face of organization as they have direct interaction with
customers (Ryu and Han, 2010). It is required by them to have understanding towards the roles
and responsibilities that have to be played by them. In conditions when they do not have
appropriate knowledge, then it affects the business and level of satisfaction gets negatively
affected. Apart from this, service quality and satisfaction of customers have close relationship
with each other. When level of quality for the services increases, then satisfaction level of
customers also increases simultaneously (Angelova and Zekiri, 2011). Main focus of the current
research is carried out on analysing the customer’s satisfaction and service quality in retail sector
in Copenhagen. To conduct the research in an effective manner, there are two of the companies
that are taken into consideration. Netto Marken-Discount in a German supermarket chain which
was founded in the year 1928. Further, Fakta is a Danish supermarket that was founded in 1981.
Both these firms are supermarkets and aim at delivering their customers with high quality
services.
1.3 Background
At the early stages, business was done in order to satisfy the basic aspect of living and it
was not to gain profit but to satisfy the basic requirements. In this modern world, there are many
changes that have taken place in relation with the focus of the business (Naik, Gantasala and
Prabhakar, 2010). Organizations aim at understanding the requirements and implementing
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strategies so that strong relationship can be maintained. There are many companies that have
come up and deliver similar type of products and services. This way, customers have wider
options to selecting the goods and so, they make use of strategies that can enable to attain
competitive advantage. For example, employees are monitored so that management is able to
determine the areas in which improvement is required to be made (Siddiqi, 2011). This way, the
areas that is required to be improved is needed to be considered and proper training is provided
so that workers are able to develop their skills and work with their full efficiency.
1.4 Rational
The rate of competition is high and due to this issue, management fail to provide
customers with attain their goals. With this respect, to gain profit, companies do not provide high
quality services and thus affects the satisfaction level of customers. In order to make individuals
satisfied, it is important for the business to understand the requirement and appropriate steps are
taken to satisfy them (Munusamy, Chelliah and Mun, 2010). Growth of business depends on the
meeting up needs of customers and making them develop positive perception within the mind of
service users. There are many issues that are faced by companies due to which they fail to meet
up requirements of customers. However, these are done effectively when issues lack of
employees support, low finance, in effective materials, etc. At initial stage when there are
problems faced by organizations like Netto and Fakta, they lose customers and people shift on to
other companies that are able to meet the needs. For example, when Netto is able to provide
satsifation to customers by provide them with high quality with low price, then there are situation
in which service users of Fakta can shift to other Netto.
1.5 Aim and Objectives
Aim: “To analyse Customers Satisfaction and Service Quality in retail sector in Copenhagen: A
comparative study on Netto and Fakta”.
Objectives:
 To understand the concept of Service Quality and Customers Satisfaction.
 To determine the relationship between customers satisfaction and service quality.
 To compare level of satisfaction and service quality delivered by Netto and Fakta at
Copenhagen.
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 To recommend way to improve customers satisfaction and service quality of Netto and
Fakta at Copenhagen.
1.6 Research Questions
 What is the concept of Service Quality and Customers Satisfaction?
 What are the relationship between customer’s satisfaction and service quality?
 Which one is able to provide customer satisfaction and service quality delivered by Netto
and Fakta at Copenhagen?
1.7 Focus and Purpose
In accordance with the objectives set, the researcher is willing to make analysis of the
business strategies that are applied by both the companies, when this is done, then it provides
information regarding which one is highly effective. Further, there are ways like conducting
market research, etc. that are helpful to determine the preferences of service users. Main focus is
made to identify the analysis for service quality and customers satisfaction (Kassim and Asiah
Abdullah, 2010). In addition to this, there are considerations made to determine the skills that are
required by a person so that they can understand the requirements and in making the business
research their desired goals. In accordance with the purpose, the researcher will make analysis of
the findings from all the companies and then the best one can be identified with their strategies
that are applied by them to raise satisfaction level of workers.
1.8 Dissertation structure
In accordance with the current dissertation, there are different chapters that are included
so that viewers are able to understand the research and get benefited. In this context, below given
are the chapters that are included in the dissertation:
Chapter 1- Introduction: This is the chapter in which proper information about the topic
that are to be covered are discussed. Viewers are able to understand the main research topic that
is covered and the areas rations for which the research is conducted. Further, it also provides
information about the objectives that are covered so that in systematic manner the research is
conducted. Further, it also covers the chapters that will be covered in the dissertation.
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