Effect of Customer Service on Customer Shopping Experience at Sainsbury Barkingside London

Inquiry Based
Learning
(Research Project)

Table of Content
RESEARCH TITLE: ANALYSES THE EFFECT OF CUSTOMER SERVICE ON
CUSTOMER SHOPPING EXPERIENCE AT SAINSBURY BARKINGSIDE LONDON..........3
INTRODUCTION...........................................................................................................................3
Aim of research......................................................................................................................3
Research Questions................................................................................................................3
Research Objectives...............................................................................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................5
Qualitative Research...............................................................................................................5
Quantitative Research.............................................................................................................5
Primary data............................................................................................................................6
Secondary data........................................................................................................................6
RESULTS / DISCUSSION.............................................................................................................6
Frequency Data Analysis........................................................................................................6
Interview Answers................................................................................................................10
RECOMMENDATION.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDICES...............................................................................................................................13
Appendix 1 – Questionnaire.................................................................................................13
Appendix 2 – Interview Questions.......................................................................................13

RESEARCH TITLE: ANALYSES THE EFFECT OF CUSTOMER
SERVICE ON CUSTOMER SHOPPING EXPERIENCE AT
SAINSBURY BARKINGSIDE LONDON.
INTRODUCTION
Customer service was defined as a communication or an interaction that takes place
between the buyers of the product and the companies. In the modern environment of business the
definition of customer service and other duties of the department have upgraded (Batheja, 2020).
Now customer service is known to be a very important aspect for success of a business and
ensure earning brand loyalty. Retail is a huge industry contributing a significantly to the
economy of the United Kingdom. Customer service is a very significant and dominant part of
retail sector which certainly put influence over future decisions of customers and their shopping
through the brand.
Aim of research
“The aim of this research is to find out the influence of customer service on customer
shopping at Sainsbury Barkingside London.”
Research Questions
 What are the effects of customer service over customer shopping at Sainsbury’s
Barkingside London?
 What is the relationship between customer service and customer shopping at performance
of Sainsbury’s Barkingside London?
Research Objectives
 To examine the effect of customer service over customer shopping at Sainsbury’s
Barkingside London.
 To determine the relationship between customer service and customer shopping at
performance of Sainsbury’s Barkingside London.
LITERATURE REVIEW
The retail sector has always be independent upon sales taking place in the market of
different companies. The lifeblood of a retail business organisation have always been the
revenues it earns through sales. The major factor which has significant influence over the sales of

a respective retail organisation is the customer service. In views of (Moorthy and et. al., 2018),
Every customer is important for a retail organisation and customer service is one key component
that turns the casual customers all purchases into the loyal buyer’s bringing revenue and profits
towards the entity. There are number of customer service practices that contributes in providing a
best experience to the purchaser and making them potential future buyer of the brand. Some of
the examples of these practices are trained sales person, responsive communication, effective use
of Technology, showing empathy for customers needs and providing personalized experiences.
(Kaipainen, Ahtinen and Hiltunen, 2018), Customer refers to providing seamless
experiences to the people by showcasing them that the company is not just only care about the
sales but also concerns about the satisfaction of their buyers which they seem to provide through
their offerings. Customer service is a simple option which refers to providing support to the
people who had brought sales to the company. Everybody is important for organisations and
when they require support either before or after the sales they want it to be easily receivable
without any hassle and within efficient manner.
According to the views of Bemporat. T. (2018), a customer buying journey is a very long
process and it is no longer simple like visiting a store and buying a respective commodity.
Maximum customers use separate channels and actually multiple channels during the shopping
journey to buy one particular product. People have easy access to information and for doing so
before making shopping decisions buyers always look over their options and make a
comparisons buy the best product for satisfying their needs. Customer service and customer
shopping are both interlinked with each other and dependent as well.
As per the opinion of Tsernove. K. (2021), retail deal with both products and services and
these are two tangible and intangible offerings, where consumers or buyer consumes the product
but experience the service. The role of customer service seems very important in changing
customers future buying decision in favour of the brand. Customer service is a key factor which
attracts respective purchase towards a respective organisation for making further purchase and to
satisfy their needs. Clearly indicates that customer service and customer shopping are dependent
variables as when a buyer receives appropriate service on all stages of the decision making
process for shopping the company automatically becomes a prior option for buyers in future
changing a random purchaser into a potential long-term customer off the brand.