ASDA Customer and Employee Satisfaction Analysis

This assignment focuses on analyzing customer and employee satisfaction levels at ASDA. It involves designing an online survey questionnaire targeting both customer and employee demographics and their perceptions of ASDA's product affordability, offerings, workplace environment, management support, and compensation. The assignment also emphasizes ethical considerations in data collection and highlights the use of a Likert scale for responses.

Running head: INDUSTRY RESEARCH PROJECT
Industry Research Project
Name of the Student
Name of the University
Author’s Note

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Report Title
Research on ASDA Supermarket Chain
Overreaching Problem
In recent years, it has been seen that one of the major issues in United Kingdom
Supermarket giant, ASDA is the continuous increase in employee turnover in the stores of
United Kingdom. This particular aspect is affecting various aspects of ASDA’s business like
revenue, profitability and the degree of customer satisfaction.
It is important to get the speedy solution of these problems as these problems are directly
affecting the revenue of the company.
Overreaching Research Aim
This project aims to analyze various business operations and other aspects of ASDA so
that the main reasons for employee turnover and reduction in revenue, profitability and reduced
customer satisfaction can be found.
Research Questions
1. What are the reasons for ASDA to grow so fast in supermarket chain business?
2. What does the customers’ think about the business in this organization? Are they
satisfied?
3. Is it true that ASDA is considered the worst supermarket chain in UK?
4. If so, what are the major reasons of it?
5. Are the reasons valid?

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6. What are the ways to solve the problems so that ASDA does not retain as the worst
supermarket chain in UK anymore?
7. What is the importance of the concept of employee turnover with respect to retail
supermarket industry?
8. What are the key factors that provide encouragement in the employees to switch their
jobs?
9. What are the impacts of employee turnover on the productivity of the businesses?
Relevant Research Literature
In the recent years, one of the major emerging human resource management issues in the
business organizations is the increasing rate of employee turnover. In every business
organizations, employees are considered as the most valuable resource in the organizations as
they contribute largely towards the success of the organizations. Continuous increase in
employee turnover affects the business organizations from different angles like decrease in
revenue, profitability and customer satisfaction. In addition, it leads to the development of
negative work environment, lowering the motivation level of employees and others. It has been
seen one of the major reasons of the increasing rate of employee turnover is rude behavior of
management and excessive work pressure. Thus, it is necessary for the management of the
companies to treat every employee with respect and the management must implement ways to
motivate them. These processes will be helpful for the reduction of employee turnover in the
organizations. It has also been seen that the employees leave the jobs when they get better
opportunities in another area. Thus, it is needed for the management of the organizations to
provide the employees with better career opportunities in the organizations so that employee

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turnover can be avoided. For this reasons, it is high time of the retail companies to value their
customers, as they are major force behind the success of their companies.
Important References
Christian, J.S. & Ellis, A.P., 2014. The crucial role of turnover intentions in transforming moral
disengagement into deviant behavior at work. Journal of business ethics, 119(2), pp.193-208.
Hancock, J.I., Allen, D.G., Bosco, F.A., McDaniel, K.R. & Pierce, C.A., 2013. Meta-analytic
review of employee turnover as a predictor of firm performance. Journal of Management, 39(3),
pp.573-603.
Hausknecht, J.P. & Holwerda, J.A., 2013. When does employee turnover matter? Dynamic
member configurations, productive capacity, and collective performance. Organization
Science, 24(1), pp.210-225.
Kehoe, R.R. & Wright, P.M., 2013. The impact of high-performance human resource practices
on employees’ attitudes and behaviors. Journal of management, 39(2), pp.366-391.
Mowday, R.T., Porter, L.W. & Steers, R.M., 2013. Employee—organization linkages: The
psychology of commitment, absenteeism, and turnover. Academic press.
Peltokorpi, V., Allen, D.G. & Froese, F., 2015. Organizational embeddedness, turnover
intentions, and voluntary turnover: The moderating effects of employee demographic
characteristics and value orientations. Journal of Organizational Behavior, 36(2), pp.292-312.
Keywords

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Employee turnover, ASDA, strategies for the reduction of employee turnover, effective
human resource management
Research Design
As per the nature of the research, Qualitative research approach will be adopted. As a part
of qualitative analysis, an online survey will be conducted among the customers and employees
of the company.
Sample
Sample refers to a particular set of data that is collected from different kinds of surveys or
interviews. For this research, sample will be collected from the help of online survey of the
customer and employees of ASDA.
Research Tool
As per the above discussion, it can be seen that an online survey will be conducted
among the customers and employees of the organization on the online basis as a part of
qualitative analysis. The survey questionnaire is shown below:
Questionnaire
Section 1: General Information (Please Choose the appropriate answer)
1 Gender Male Female
2 Education Primary or
Below
Secondary Post-
Secondary
Bachelor Mater’s or
Above
3 Monthly Income Below ₤1001 to ₤2001 to ₤4001 to Above

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₤1000 ₤2000 ₤4000 ₤7500 ₤7500
4 Age Group 18-29 30-39 40-49 50+
Section 2: Survey for Customers (Please Choose the appropriate answer)
SD=Strongly Disagree; D=Disagree; N=Neutral; A=Agree; SA=Strongly Agree
1 The prices of the products of ASDA is affordable SA A N D SD
2 ASDA has products for all age group of people SA A N D SD
3 The products of ASDA are able to satisfy the
needs of the customers
SA A N D SD
4 ASDA provides attractive product offers for their
customers
SA A N D SD
Section 3: Survey for Employees (Please Choose the appropriate answer)
SD=Strongly Disagree; D=Disagree; N=Neutral; A=Agree; SA=Strongly Agree
1 There is a productive workplace environment in
ASDA
SA A N D SD
2 The management of ASDA has been successful to
provide motivation among the employees
SA A N D SD
3 There is a cordial relationship among the
management and employees of the company
SA A N D SD
4 The employees are provided with effective SA A N D SD

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salaries and wages in the organization.
Ethical Consideration
It has not been possible for the researcher to access confidential data of some of the
companies due to security and privacy concerns. No ethical code of conduct is violated at the
time of the research.