Maximizing Customer Satisfaction for Business Growth

This assignment requires exploring methods to maximize customer satisfaction and loyalty, focusing on perceived employee emotional competence's role in rapport building, as outlined in Delcourt et al. (2013). You'll analyze the impact of customer satisfaction on business performance, drawing from Sun & Kim (2013) and Grigoroudis et al. (2013). Additionally, consider the influence of customers' voices (Lam & Mayer, 2014) and social media technology usage (Trainor et al., 2014) on customer relationship performance.

UNIT - 8
RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
RESEARCH TITLE : “To understand the impact of employee performance on raising customer
satisfaction : A case study on ASDA”.............................................................................................1
1.1 Formulate and record possible research-project outline specification.............................1
1.2 Identification of those factors involved in research-project selection..............................2
LITERATURE REVIEW................................................................................................................2
1.3 Literature review of the key-references............................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
1.4 Research-project specifications........................................................................................4
Questionnaire..........................................................................................................................4
DATA ANALYSIS AND FINDINGS............................................................................................5
1.5 Suitable plan & procedure for agreeable specifications in research-work.......................5
2.1 Matching of the available resources with formulated research-questions........................7
2.2 Proposed Research-investigation according to the agreed-procedures including
specifications..........................................................................................................................7
2.3 Recording and collating appropriate & relevant data.......................................................7
3.1 Evaluation of research-evaluation techniques................................................................11
3.2 Interpretation and analysation of obtained results..........................................................12
4.1 Presentation of the outcomes..........................................................................................13
CONCLUSION AND RECOMMENDATIONS .........................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
RESEARCH TITLE : “To understand the impact of employee performance on
raising customer satisfaction : A case study on ASDA”.
Research-project is defined as the process of doing research into a set of formulated
questions via aid theories & hypothesis. In addition to this literature review provides a method of
critically reviewing associated elements with chosen topic. The research-methodology also
assists in carrying research-work in appropriate direction. In addition to this utilisation of
primary as well as secondary sources will help in gathering authenticated and relevant
information.
Coming towards the present topic of research, every organization aims for gaining higher
customer-satisfaction. In order for achieving this, performance of an employee plays a crucial
role. The way he is performing a particular task allotted to him affects overall organizational
production. Furthermore, in order for achieving success in terms of profits & sales, employee
performance plays key role. So, present topic deals with the role played by employee
performance in enhancing customer satisfaction with reference to ASDA. Also, the employees
working at ASDA have also been taken into account to gather information. With respect to this,
for proper analysation of outcomes, quantitative methodology has been considered as well.
Furthermore, diversified financial as well as physical resources have been used by the researcher
for meeting aim & objectives of the research. Furthermore, in order for getting the desired
outcomes various set of activities have been undertaken.
1.1 Formulate and record possible research-project outline specification
Aim:-
To understand the impact of employee performance on raising customer satisfaction : A
case study on ASDA. The present research has been carried out on ASDA since it has been
facing consistent issues regarding employee performances because of which their customer
satisfaction level has decreased a bit.
Objectives:-
 To analyse the impact of employee performance in enhancing the organizational-
performance.
1

 To determine the importance of customer satisfaction for ASDA.
 To analyse the impact of employee performance in enhancing customer satisfaction
levels for organizations. To recommend ways in which employee performance at ASDA could be enhanced.
Research-Questions:-
 What is the impact of employee performance in enhancing the organizational-
performance?
 What is the importance of customer satisfaction for ASDA?
 What is the impact of employee performance in enhancing customer satisfaction levels
for organizations?
 What are the possible ways in which employee performance at ASDA could be
enhanced?
1.2 Identification of those factors involved in research-project selection
Before the selection of this particular topic for research, researcher had undergone
through a diversified range of research-topics. The facts and figures available regarding this topic
were more feasible so that's why researcher chose this topic. Further the resources which were
utilised regarding the chosen topic were more relevant and authenticated to be utilised in the
research. Moreover, the researcher had keen interest in determining the reason behind customer
satisfaction levels getting reduced at ASDA. Furthermore, he was interested in knowing the ways
in which performance of employees assists an organization to make their customer satisfaction
levels more enhanced. Also, a diversified range of tools and techniques were easily available that
assisted the researcher to analyse the impact imposed by employee performance in enhancement
of customer-satisfaction at ASDA. So, diversified set of activities assisted the researcher in
analysing the role played by performance of employees in raising customer-satisfaction levels.
LITERATURE REVIEW
1.3 Literature review of the key-references
The viability of every organization is linked to the performance of employees. According
to Delcourt and et.al, (2013), performance of an employee plays a key role in enhancement of
organizational-performance as well. In an organization, every task that is carried out involves a
major involvement from the side of employees. So, evaluating the performance of an
organization as a whole involves the key role of performance levels of all employees. If the
2

performance of employee is enhanced then, they would be able to efficiently deal with customers
as contextualised by Grigoroudis, Tsitsiridi and Zopounidis, (2013). This would also assist them
in increasing their efficiency.
Customer satisfaction is the key towards maintaining long term relationships with them.
Customers are the key factors which determine whether the business of particular organization is
success or not. Henceforth, it accounts to be of utter importance for every organization to fulfil
all the needs and requirements of customers in order for enhancement of their organization sales
and profits. Furthermore, customer-satisfaction assures to have a large customer base that are
loyal towards that particular organization. Also, it is the key factor which is necessary for an
organization to lead in the increasing competition as argued by Sun and Kim, (2013). Adding
more to this, customer-satisfaction also assists in marketing and positioning of organization
within market.
According to Trainor and et.al., (2014), the performance of an employee is the key
parameter involved in determining whether an organization will be able to enhance its customer
satisfaction levels or not. The employees are directly responsible for whether an organization is
able to enhance its customer base or not. This enhancement of customer satisfaction could only
be achieved if employees are helpful enough in satisfying the needs and requirements of
customers. Adding more to this, efficient performance showcased by employees provides them
motivation to deliver their duties in satisfying customers as argued by Stock and Bednarek,
(2014). So, it becomes a necessity for all the organizations that they should imply effective
measures that would assist in enhancing the performance of employees.
In order for enabling the employees to enhance their overall performance organization
could take of various strategies or methods that would effectively assist in enhancing their
efficiency. According to Lam and Mayer, (2014), first of all the authorities need to provide
necessary training to their employees for carrying out their work in an efficient manner.
Furthermore, training provides employees necessary guidelines which could be utilised by an
employee for adding more quality in his methods of delivering services to customers. If an
employee is able to perform as per the needs and requirements of customers then, the customer-
satisfaction level begins to enhance at an unexpected rate. This proves out to be quite beneficial
for the organization since their sales and profits are also increased. Adding more, besides
employees need to be provided necessary motivation by aid of rewards or appraisals as argued
3

by Wilder, Collier and Barnes, (2014). This technique is quite effective enough for motivating
the employees to enhance their efficiency.
RESEARCH METHODOLOGY
1.4 Research-project specifications
In order for carrying the research forward, several tools and techniques have been utilised
in an effective manner to fulfil all aim and objectives of research. So, present research works
involves the following methods : Data-Collection : Regarding the method of collecting data, relevant & authenticated
information will be obtained from primary and secondary resources. Research will be
collected relevant and authenticated information with its aid. Research-approach : Diversified theories as well as observations will be utilised by the
researcher by aid of inductive approach. Research-philosophy : For deeply studying the involved key elements in study,
researcher will be interpretivism philosophy. The results will be found out from a
particular set of involved respondents. Research-design : Researcher will be using the descriptive category for carrying out
research on employee-performance role in enhancing customer-satisfaction levels. Sampling : For fulfilling the aim and objectives of research, researcher will be gathering
information from 10 employees of ASDA. Error rates will be reduced.
 Data-analysis : Researcher will be utilising both qualitative & quantitative methods
collecting both numerical and theoretical data. So, statistics along with thematics will be
applied.
Questionnaire
Name : ____________
Age : ________
Gender : _____________
1. Does employee-performance hold any importance for enhancing the customer-satisfaction
levels ?
 Yes
 No
2. Are any sort of measures undertaken by your organization to enhance the performance of
4

employees ?
 Yes
 No
3. If not, what possible measures should be undertaken to enhance employee performance ?
 Effective training programmes
 Rewards and Appraisals
4. What is the importance of having higher customer satisfaction levels ?
 Sales are raised
 Market position is increased
 Long-term relationships with customers
5. Do you agree that enhancing the employee performance will assist in increasing the
customer-satisfaction levels ?
 Agreed
 Strongly Agree
 Disagree
 Strongly Disagree
DATA ANALYSIS AND FINDINGS
1.5 Suitable plan & procedure for agreeable specifications in research-work
Activity May, 2017 June, 2017 July, 2017 August, 2017
1 13 22 30 4 10 18 25 5 12 20 28 6 19 22 31
Research-title selection
Research-proposal
formulation
Literature-sources
reading
Final formulation of
aim & objectives
5

Drafting the literature-
review
Secondary-data
collection
Collected secondary-
data analysation
Research-approach
formulation
Questionnaire
development
Conducting the
interview
Gathering of data
Analysing the collected
data
Completing the
remaining chapters
Waiting for feedback
after submitting it to
tutor
Introducing the
necessary changes
Printing and binding of
the final draft
Accomplished
According to Gantt chart activities, it is the responsibility of researcher to further execute
the research-work. All the involved activities will be monitored by the researcher to get an idea
6

about any sort of existing modifications. The research is expected to be completed within a time
of 4 months. Henceforth, researcher would be able to do a detailed study of research-work by
effectively evaluating each and every aspect.
2.1 Matching of the available resources with formulated research-questions
To make the research study go in proper direction, both primary and secondary sources
will be utilised. Questionnaires, interviews, etc., will be used to gather primary data. Articles,
newspapers, web-portals, etc., will be used to collect secondary information. Then, financial
resources will be determined that will assist in carrying the research work forward. Moreover,
the course of study would be determined by the set of formulated research questions. This will
effectively guide the entire course of study to fulfil the aim and objectives of research.
Keeping in mind the current topic of research, researcher will analyse the importance of
employee’s performance in enhancement of customer-satisfaction levels. For every organization
maintaining a larger customer is of utter importance and so to assess this, all their needs and
requirements need to be taken care of. Once the employee performance impact has been
effectively analysed, their role in raising the customer-satisfaction levels would be effectively
assessed. Adding more to this, all the activities need to be planned accordingly so that required
modifications will be introduced in time.
2.2 Proposed Research-investigation according to the agreed-procedures including specifications
For effectively carrying the research-work forward, both primary as well as secondary
resources will be utilised by the researcher. In addition, the work of other researchers who had
already done research in this field will be assessed. Their research-work will assist in gathering
relevant information. This will be included in secondary-sources. In addition, 10 employees of
ASDA will be utilised to obtain information regarding the research-topic. The obtaining of
information will be aided by use of questionnaire. Various factors involved in enhancing
customer satisfaction by aid of employee performance will be assessed. This will be included in
the primary sources of information. Proper analysation of the obtained outcomes will be done for
introducing any sort of required modifications. Thematics will be used to get desirable outcomes.
Along with this, graphs as well as statistics will be used for outcome evaluation.
7

2.3 Recording and collating appropriate & relevant data
Information for the current research will be gathered from 10 employees of ASDA that
has been mentioned below. This will provide assistance in analysing the impact of employee-
performance in enhancement of customer-satisfaction levels.
Theme 1 : Importance of employee-performance in raising customer-satisfaction levels
Criteria Response
Yes 9
No 1
9
1
Yes
No
Theme 2 : Any measures undertaken by organization for enhancing employee-performance
Criteria Response
Yes 2
No 8
8

2
8
Yes
No
Theme 3 : Possible measures that need to be undertaken for enhancing employee-performance
Criteria Response
Effective training programmes 4
Rewards and Appraisals 6
4
6
Effective training programmes
Rewards and Appraisals
Theme 4 : Importance of higher customer-satisfaction levels
Criteria Response
9

Sales are raised 3
Market position is increased 3
Long-term relationships with customers 4
3
3
4
Sales are raised
Market position is increased
Long-term relationships with
customers
Theme 5 : Enhancing employee's performance will increase customer satisfaction or not
Criteria Response
Agreed 1
Strongly Agree 6
Disagree 2
10

Strongly Disagree 1
1
6
2
1
Agreed
Strongly Agree
Disagree
Strongly Disagree
The findings which were obtained from the questionnaire led to the formulation of facts
that employee performance plays a key role in enhancing the customer satisfaction levels. Also,
ASDA need to imply strategies such as effective training sessions and rewards to motivate the
employees to increase their efficiency for raising their customer-satisfaction levels.
3.1 Evaluation of research-evaluation techniques
To provide an effective path for carrying of the research work, research-methodology
will be assisting. So, as per the aim and objectives of current research-work, following set of
tools & techniques will be used. Research Philosophy : The belief along with perception & value is defined by the
research-philosophy keeping in mind the research-topic. Namely, two approaches are
available interpretivism & positivism (Taylor, Bogdan and DeVault, 2015). Keeping in
mind the current research, interpretivism method has been utilised. All the involved
elements in current study will be studied in deep thereby meeting all the aim and
objectives of current research. Research Approach : Basically there are two approaches available namely inductive &
deductive. As per the current study, inductive research-approach will be utilised.
According to it the research-work would be general at the initial stage and afterwards get
11

shifted into a specific course in further conduction of research (Flick, 2015). So to
provide the current study an appropriate direction, to fulfil the aim and objectives for
getting desired results. Research design : Collecting the information and presenting the same to readers is done
according to a specific method provided by help of research design. Namely, three
approaches are there, explanatory, descriptive and exploratory methods are available
(Vaioleti, 2016). The current research will be using the descriptive method. This will
assist in doing theoretical-research regarding the chosen topic. Analysation of the
characteristics present in population will assist in properly structuring the entire research.
This is more effective in understanding the role of employee-performance in
enhancement of customer-satisfaction levels. Deep understanding of current research
elements will be done to fulfil aim and objectives of present research in proper manner. Data Collection : In order for carrying the research-work, information will be obtained
from primary and secondary sources. Questionnaires, etc., will be incorporated within the
primary-methods. Secondary-sources will be including articles, published-materials,
newspapers, etc. along with other researcher's work as well (Gast and Ledford, 2014).
This will be assisting in gathering relevant and authenticated information. Sampling : In this process, a particular-set of people will be selected from a given
interest population. Keeping in mind present aim & objectives of study, 10 employees of
ASDA will be utilised to obtain information. This process helps in reduction of error
rates (Tuohy and et.al, 2013).
 Data analysis : Both qualitative and quantitative methods need to be utilised for
gathering theoretical & numerical information. For proper analysation of the obtained
outcomes from questionnaire, thematics & statistics will be utilised. This way the set aim
& objectives of research will be fulfilled.
3.2 Interpretation and analysation of obtained results
From the questionnaire, the following evaluation has been done for analysing the
collected information according to each question :
Theme 1 : Importance of employee-performance in raising customer-satisfaction levels
Description : From the above questionnaire, it was found out that majority of 9
employees, stated that employee-performance is very much important in raising the customer-
12

satisfaction levels. The remaining 1 respondent stated that it was of no importance. So, overall it
could be said employee-performance plays a key role in enhancing the satisfaction for customers.
This is plus point for organizations who seek to have larger customer base for their business
expansion.
Theme 2 : Any measures undertaken by organization for enhancing employee-performance
Description : From the above questionnaire, it was found out that majority of 8
respondents stated ASDA does not undertake any sort of effective measures to enhance the
performance of its employees. According to remaining 2 respondents, some measures were
consistently being undertaken by the ASDA authorities for enhancing their employee
performance. So, overall it can be said that authorities of ASDA need to understand the
importance of employee-performance for raising customer satisfaction for increasing
organizational efficiency as well.
Theme 3 : Possible measures that need to be undertaken for enhancing employee-
performance
Description : From the above questionnaire, it was found out that majority of 6
respondents stated rewards and appraisals is an effective measure in enhancing employee
performance. The remaining 4 respondents stated that training-programmes are quite effective
enough for enhancing employee-performance. Overall it could be said that both rewards &
appraisals and training-programmes are effective in enhancing the employee performance at
ASDA. So authorities need to take this in consideration and imply them accordingly.
Theme 4 : Importance of higher customer-satisfaction levels
Description : From the above questionnaire, it was found out that majority of respondents
stated long-term relationships with customers are able to be build up by aid of enhanced
customer-satisfaction levels. Other 3 stated that enhanced customer-satisfaction levels help in
raising the sales of organizations. The remaining 3 stated that market-position of an organization
is increased by the same. So, overall, it could be said that maintaining high customer-satisfaction
levels for an organisation is very important in developing long-term relationships with
customers. So, customers shall be given priority and accordingly strategies should be
implemented for enhancing employee-performance in raising satisfaction levels of customers.
Theme 5 : Enhancing employee's performance will increase customer satisfaction or not
13

Description : From the above questionnaire, majority of 6 respondents strongly agreed
that enhanced employee-performance is effective in enhancing customer-satisfaction levels. The
remaining 1 agreed for the same. However, 2 of the respondents disagreed and remaining 1
employee strongly disagreed for the same. So, overall it could be said that organization ASDA
should strictly emphasise upon enhancing the performance of their employees. This will assist
them in raising the customer satisfaction levels and henceforth their sales & profits will increase
as well.
4.1 Presentation of the outcomes
Covered in ppt.
CONCLUSION AND RECOMMENDATIONS
It can finally be concluded that performance of an employee plays a key role in
enhancing satisfaction levels regarding customers. Adding more to this, every organization
should always make efforts of enhancing their employee's performance by implementing
strategies such as employee-training, rewards and appraisals as well. In order for enhancement of
sales and profits, authorities within organizations should mainly emphasise upon employee
performance.
The research that was conducted led to know importance of employee-performance for
enhancement of customer-satisfaction levels. This importance needs to be effectively understood
by the authorities of ASDA so that they are able to raise their levels of customer satisfaction
which will further cause associated sales & profits to rise. Also, adding more to this, they need to
provide timely rewards and appraisals to those employees who are performing better for
organizational development. Also, time-to-time training needs to be provided to every employee
so that he is able to increase his efficiency. This will definitely assist ASDA in regaining their
enhanced sales & profits by having a much larger customer-base by satisfying all their needs.
14

REFERENCES
Books and Journals
Delcourt and et.al, 2013. Effects of perceived employee emotional competence on customer
satisfaction and loyalty: The mediating role of rapport. Journal of Service Management.
24(1). pp.5-24.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gast, D. L. and Ledford, J. R. eds., 2014. Single case research methodology: Applications in
special education and behavioral sciences. Routledge.
Grigoroudis, E., Tsitsiridi, E. and Zopounidis, C., 2013. Linking customer satisfaction, employee
appraisal, and business performance: an evaluation methodology in the banking sector.
Annals of Operations Research. pp.1-23.
Lam, C. F. and Mayer, D. M., 2014. When do employees speak up for their customers? A model
of voice in a customer service context. Personnel Psychology. 67(3). pp.637-666.
Stock, R. M. and Bednarek, M., 2014. As they sow, so shall they reap: Customers' influence on
customer satisfaction at the customer interface.Academy of Marketing Science. Journal.
42(4). p.400.
Sun, K. A. and Kim, D. Y., 2013. Does customer satisfaction increase firm performance? An
application of American Customer Satisfaction Index (ACSI).International Journal of
Hospitality Management. 35. pp.68-77.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Trainor and et.al., 2014. Social media technology usage and customer relationship performance:
A capabilities-based examination of social CRM. Journal of Business Research. 67(6).
pp.1201-1208.
Tuohy and et.al, 2013. An overview of interpretive phenomenology as a research methodology.
Nurse Researcher. 20(6). pp.17-20.
Vaioleti, T. M., 2016. Talanoa research methodology: A developing position on Pacific research.
Waikato Journal of Education. 12(1).
15

Wilder, K. M., Collier, J. E. and Barnes, D. C., 2014. Tailoring to customers’ needs:
Understanding how to promote an adaptive service experience with frontline
employees. Journal of Service Research. 17(4). pp.446-459.
16

17