The Impact of Service Quality on Consumer Satisfaction in Retail Industry: A Study on Sainsbury
Added on 2020-01-28
18 Pages2796 Words426 Views
RESEARCH PROJECT'To identify the impact of service quality on consumer satisfaction inretail industry: A study on Sainsbury”
TABLE OF CONTENTSTASK 1 RESEARCH PROPOSAL.................................................................................................3Title.............................................................................................................................................31.1 Formulate and record of possible research project outline and specifications .....................31.2 Factors which contribute to process of research project and motivated to choose topic .....31.3 Literature Review .................................................................................................................41.4 Research Questions ..............................................................................................................41.5 Implementation of plan ........................................................................................................4TASK 2............................................................................................................................................52.1 Matching the resources with formulated research questions ................................................52.2 Carrying out research as per agreed specification ................................................................82.3 Keeping the record of the collected data ............................................................................103.1 Description of the method which is used to analyse the collected data .............................123.2 Analysing the data and interpreting the results ..................................................................123.3 Conclusion and recommendation .......................................................................................13TASK 3..........................................................................................................................................14Covered in PPT.........................................................................................................................14REFERENCES...............................................................................................................................15APPENDIX....................................................................................................................................17
TASK 1 RESEARCH PROPOSALTitleTo identify the impact of service quality on consumer satisfaction in retail industry: Acase study on Sainsbury1.1 Formulate and record of possible research project outline and specifications Background of studyService quality plays a crucial part in the success of enterprise. This concept has gotimportance since the time customers have become more conscious regarding the products andservices, which they are using. Moreover, consumers having significant position in the businessoperations of organisation and they make necessary changes in the functioning so that the needsand demands of customers gets satisfied in a cost effective manner. Product based firms usuallymake continuous change in their products, so that they will be able to increase their customerbase and gain their loyalty towards the merchandise. Undertaking the present scenario into consideration, this research has been done toidentify the impact of service quality on consumer satisfaction in retail industry: A case study onSainsbury. However, there are various retail ventures, which are in competition within UKmarket and they try to seek competitive advantage over each other. With this, they will be able toenhance their brand image, profitability as well as market share. Furthermore, with the economicgrowth within the nation, their exists development of knowledge among customers and they areaware of the products which they are using. With this, it has become utmost important for retailventures to increase the satisfaction level of the consumers.1.2 Factors which contribute to process of research project and motivated to choose topic The rationale of the study emphasise on impact of service quality on consumersatisfaction. Consumers usually get dissatisfied when they do not get good services from theenterprise. Taking this aspect in their mind, they tend to have wrong perception towards theventure and they focuses on switching the brand or venture to satisfy their needs and demands ineffective manner. It is necessary for organisation to take this fact and plan activities so thatcustomers get maximum satisfaction and they become loyal towards the enterprise products.Sainsbury is one of the most renounced name in the retail sector of UK where firm emphasise onsatisfying the needs and demands of customers in effective manner.
1.3 Literature Review By taking the help of various books, journals and online sources, critical evaluation of thecurrent topic has been done. From the viewpoint of Komunda and Osarenkhoe (2012) there is ahuge influence of the service quality on consumer satisfaction. This is because when the qualityof products is not delivered to the customers, then they will no longer accept the product nomatter whether it is low in cost. Apart from it, if the customers like the quality of products andare in utmost need of the same, then surely they will be ready to pay higher price for the same aswell. Anderson and Swaminathan (2011) also supported that their exists stiff competitionnowadays in the retail sector and firms are seeking competitive advantage over each other. Inrelation to it, many firms have also started online services so that needs and demands ofcustomers are satisfied in an effective manner.Research aims and objectivesThe main aim of the study is to analyse the impact of service quality on consumersatisfaction: A study on Sainsbury. Therefore, on the basis of this topic, some objectives havebeen framed and these are: To understand the concept of service quality in retail sectorTo analyse factors which influence customer satisfaction in retail sectorTo examine the impact of service quality on consumer satisfaction in retail sectorTo recommend measures for enhancing service quality for improving customersatisfaction in retail sector1.4 Research Questions On the basis of research objectives, some research questions have been developed as itwill assist in conducting research in appropriate manner. These questions are as follows;What is the importance of service quality in Sainsbury?What are the factors which affect customers satisfaction in Sainsbury?What are the major impacts of service quality on consumer satisfaction in Sainsbury?1.5 Implementation of plan The above study will be considered as more effective when it gets completed within righttime period. Further, to effectively analyse the progress of the study, Gantt chart method hasbeen implemented. By taking the above approach into consideration, researcher of the study willbe able to set specific direction of the study and will be able to complete the research within
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