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Importance of Customer Satisfaction in ASDA

Added on - 05 Feb 2020

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Research ProjectUNIT 8
TABLE OF CONTENTSWhy not ‘Evaluate the level of customer satisfaction within Asda’?..............................................3TASK 1............................................................................................................................................31.1 Formulate and recording of possible research outline specifications....................................31.2 Identify the factors that contribute to the process of research project selection....................31.3 Undertake a critical review of key references........................................................................41.4 Produce a research project specification................................................................................51.5 Produce plan and procedure for subsequent research...........................................................6TASK 2............................................................................................................................................72.1 Matching resources effectively to frame the research questions...........................................72.2 Undertake the proposed research investigation in accordance with the agreed specificationand procedures.............................................................................................................................92.3 Recording and collating the related data..............................................................................10TASK 3..........................................................................................................................................113.1 Effective use of appropriate research evaluation technique................................................113.2 Interpreting and analysing the results.................................................................................113.3 Making recommendations and justifying the areas for further considerations....................13REFERENCES..............................................................................................................................14APPENDIX....................................................................................................................................16
Topic:To evaluate the level of customer satisfaction within ASDATASK 11.1 Formulate and recording of possible research outline specificationsAim:Current study key motive is to have evaluation of current level of customersatisfaction.In order to have effective understanding about the subject the researcher hasconsidered ASDA as an organisation.Objectives:To understand the importance of customer satisfaction in ASDATo identify the relation between customers satisfaction and profit margin ratio ofASDATo determine tools and techniques of customers satisfaction adopted by the companyTo recommended ways through which ASDA can enhance its customer satisfaction levelIn order to have effective identification of customer satisfaction among service users ofASDA, it is necessary for business firm to have designing of objectives. Researcher will haveeffective formation of objectives so that different features in respect to subject can bedetermined. Study will have efforts to evaluate the relation between customer’s satisfaction andprofit margin ratio of ASDA (Ariffin and Maghzi, 2012). Diverse ways to improve the existingconsumer's satisfaction will also be examined so that company can have better opportunities inmarket.1.2 Identify the factors that contribute to the process of research project selectionAs per the detailed study, customers are considered as one of key aspect that plays vitalrole in success of every organisation. Rationale behind the investigation is to evaluate currentstate of client satisfaction level will be taken into account. Market conditions has also becomehighly competitive so it is critical task for organisations to attract more new customers and retainold ones (Brownell, 2010). In present market scenario the business firms like ASDA are alsofocused towards development of employee’s skills in order to provide better satisfaction to thecustomers. Businesses are also focused towards high ratio for investment on market research sothat customers need can be identified because it also assists in developing effective strategies toincrease the level of contentment (Carraher, 2008). The main factor which has supported inselection of this research project specification is the importance of customer’s emotional state in
highly competitive retail industry. Researcher is also looking forward to gain information aboutways that can amend the level of satisfaction so it can also be referred as rationale behind theselection of topic.1.3 Undertake a critical review of key referencesAs per the view ofKeyton (2006), it can be stated that the customer satisfaction isconsidered as one of most significant aspect that has direct impact on the organisation. Consumersatisfaction is termed as level of degree that allows business firm to understand the effectivenessof products and services that are offered in the market. Client contentment advancement alsoenhances the sales and profit margin ratio of company (Keyton, 2006). If ratio of customersatisfaction within organisation is high, then long term objectives can easily be accomplished inthe market.Kotler, Bowen and Makens (2006)has stated that the buyer satisfaction allowsbusiness firm to hold better position in highly competitive market. With an assistance of this, thecompany can also have better development market share and lead business to impressive level ofsuccess (Ryu and Han, 2010).Schmitt (2011)has asserted that the purchaser satisfaction and market share also havegreat relationship because changes in customer satisfaction impacts the market share of retailorganisation. If client emotional state is advanced then profit margin ratio will also increase thatmeans the customers are more attracted towards business firm (Schmitt, 2011). As same lowlevel of consumer satisfaction will have negative impact on the sales ratio which will affectoverall development in negative manner.Shaw, Bailey and Williams (2011)has contended thatif any organisation is acquiring market share by meeting the needs and expectations of itscustomer. It means the company is providing high quality of products and services that easilyaccomplish service user needs. There are number of strategies that are being adopted bybusinesses in order to have advancement in customer satisfaction (Shaw, Bailey and Williams,2011). For example, the company has decreased the pricing of product and services in order toattract more customers. It will attract service users to purchase product and services of retail firmbecause acquisition of merchandise at low prices is one of key need of customer. It will alsoenhance the buyer satisfaction level and lead business to impressive level of success.As per view ofSigala (2015), company can also focus on promotion of brand image andloyalty aspects so that more and more customers can be attracted. If business firm is offering
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