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Research Project on Customer Satisfaction - Harrods

   

Added on  2020-06-04

24 Pages4010 Words55 Views
Project

TABLE OF CONTENTSTask 1...............................................................................................................................................11.1 Formulating and recording research project outlines.......................................................11.2 Factors in contributing in project selection......................................................................21.3 Critical analysis of references..........................................................................................31.4 Preparation of project specification..................................................................................51.5 Producing plan and procedures for research specification...............................................6Task 2...............................................................................................................................................72.1 Matching resources to research hypothesis......................................................................72.2 Research investigation with procedures...........................................................................82.3 Record and collate data..................................................................................................103.1 Enumerating research evaluation techniques.................................................................193.2 Interpretation of results...................................................................................................203.3 Providing recommendations and conclusion..................................................................20Task 3.............................................................................................................................................214.1 Producing agreed format to present results to audience.................................................21REFERENCES..............................................................................................................................22

Task 1Research Topic: To critically evaluate customer satisfaction in Harrods and factors leading toorganization growth in the sector 1.1 Formulating and recording research project outlinesBackground of the studyThe research project taken with view to analyse and extract outcomes is Evaluation ofcustomer satisfaction in Harrods UK. The firm is one of the largest luxury department storesituated in London. Moreover, it is one of successful retail business aiming to attain greatermarket share by satisfying customers in the best possible way. Formulating of research isessential and as such, customer satisfaction topic is taken for conducting appropriate research.The topic were focus on achieving consumer perspectives, needs, demands and how they areconcern about quality of goods provided by the company in effective way. Aims and ObjectivesAimThe aim of research project is to analyse factors influencing customer satisfaction inHarrods.Objectives: The objectives can be outlined from the aim discussed above-To assess the significance of customer satisfaction in retail sector.To identify the factors leading to enhancement of customer satisfaction.To analyse the impact on Harrods leading towards success with the help of enhancedsatisfaction level of customers.To recommend various ways to Harrods in order to maximise customer satisfaction.Research questions1. What factors have impact on level of satisfaction of customers of Harrods?2. Do customer satisfaction leads to organization's growth? 1

Literature ReviewAs per the views of O'Leary (2017), customer satisfaction is required in the business. It isone of the tool by which loyalty of consumers increases towards organization. The satisfaction isenhance because of fair practices by company, commitment in providing quality goods tocustomers etc. On contrary to this, Smith and Wynne (2017) said that customer satisfactionengages different liabilities to organization which incurs cost for the same. However, Bumiller(2017) said that service quality, loyalty are important tools in order to inject sales and revenue ofcompany. Research MethodologyResearch type: Quantitative research will be taken for analysing outcomes of research ineffective manner.Philosophy and approach: The research will be made by using deductive approch andpositivism philosophy to identify results. Data collection: For collecting data, primary and secondary resources will be gathered.Customer survey will also be taken to assess outcomes.Sampling: The sampling technique will be used by taking 30 customers of Harrods withthe help of simple random sampling method.Data analysis: Descriptive analysis will be done to produce results by resolving issue.1.2 Factors in contributing in project selectionRationaleThis research topic is taken as primary and secondary data is easily extracted. Moreover,customer satisfaction has positive impact on sales and revenue of organization and as such,survey taken has been successful to accomplish outcomes. By conducting survey on consumers,factors have been analysed which has led to organization growth in the best possible way.Moreover, as a researcher, I have considered my own interest in extracting research in effectivemanner. Customer satisfaction topic is being explored in effectual manner and sales of thecompany has increased. The factors in consideration of research is assessed with regards ofperceptions of consumers of Harrods. Furthermore, various factors have been evaluated which2

has given clarity of satisfaction level of customers quite effectually. Thus, these factors areconsidered in order to carry out research in the best possible manner. Importance and scope of study The importance of conducting this research is that customers are provided bad qualitygoods and services by which they are disheartened. The study will highlight this important issuewhich provide dissatisfaction to customers when inadequate services are imparted by retailsector. This will help Harrods and other retail companies in implementing well-structuredstrategies in order to attain customer satisfaction with much ease. Moreover, outcomes of thisresearch will also help other scholars having interest in the same topic. 1.3 Critical analysis of referencesCustomer satisfaction is one of the main aspect of company so that it may be able to gainrevenue in the best possible way. This is required in the organization in order to fulfil desires ofpotential consumers and garner profits quite effectively. Harrods which is one of the largestretailer in food, medicine, clothes and many other areas is able to satisfy customers andproviding them with good quality of products at affordable price. This has turned out to beeffective for company as customers have become loyal towards brand which is the ultimatemeaning of satisfaction attained by consumers. However, there are various issues to be rectifiedby the company to gain more customer base and in turn enhanced profits as well. Issues such asdecreased revenue because of low quality goods and services provided by company. Moreover,poor marketing research in order to assess needs and preferences of customers. Effectivetechniques can be enumerated of customer satisfaction to help to resolve issues (Leithwood,Seashore, Anderson and Wahlstrom, 2017). Theme 1: Customer satisfactionOne of the main factor which help organization to achieve goals in effective way iscustomer satisfaction. The importance of this element is required in the business so that it may beable to expand its reach and garner more revenue in the best possible way. There are varioustheories in the context of customer satisfaction such as expectation disconformation theory andpsychological theories. Expectation disconformation theory states that customers provides theirjudgements on the basis of products sold by the organization. This clearly implies thatorganization is required to impart quality goods and services to consumers in order to attain3

satisfaction level and positive views from them leading to higher growth. Psychological theoriesprovided by Anderson have been successfully obtained expectancy and level of satisfaction ofthe customers and outlines that the balance between these factors are required in order to attainhigher level of satisfaction. Theme 2: Kano model and satisfaction of customersCustomer satisfaction is required in organization to maximise sales in the best possibleway. This is essential for Harrods for removing loopholes by providing quality services andcommodities in the best possible manner (Helmreich, Klinect and Wilhelm, 2017). It can beanalysed that retail sector is ineffective in providing better quality of services which has incurreddissatisfaction among customers. In relation to this, Kano model can be used for achieving higher level of consumersatisfaction in effectual way. This model is quite useful to retail sector to develop products andattain customer satisfaction quite easily. There are five categories such as Must-be Quality, One-4Illustration 1: Kano Model Source: uxness.com

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