Identifying Customer Satisfaction in ASDA

Research Project
UNIT 8
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TABLE OF CONTENTS
TASK 1............................................................................................................................................3
1.1 Formulate and recording of possible research outline specifications....................................3
1.2 Identify the factors that contribute to the process of research project selection....................3
1.3 Undertake a critical review of key references........................................................................4
1.4 Produce a research project specification................................................................................5
1.5 Produce plan and procedure for subsequent research ...........................................................6
TASK 2............................................................................................................................................7
2.1 Matching resources effectively to frame the research questions...........................................7
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures.............................................................................................................................8
2.3 Recording and collating the related data................................................................................8
TASK 3............................................................................................................................................9
3.1 Effective use of appropriate research evaluation technique..................................................9
3.2 Interpreting and analysing the results ...................................................................................9
3.3 Making recommendations and justifying the areas for further considerations....................13
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................16
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Topic: To identify the level of customer satisfaction within ASDA
Why not ‘Evaluate the level of customer satisfaction within Asda’?
TASK 1
1.1 Formulate and recording of possible research outline specifications
Aim: Current study key motive is to have identification of current level of customer
satisfaction. In order to have effective understanding about the subject the researcher has
considered ASDA as an organisation.
Objectives:
 To understand the importance of customer satisfaction in ASDA
 To identify the relation between customers satisfaction and profit margin ratio of ASDA
 To determine tools and techniques of customers satisfaction adopted by the company
 To recommended ways through which ASDA can enhance its customer satisfaction level
In order to have effective identification of customer satisfaction among service users of
ASDA, it is necessary for business firm to have designing of objectives. Researcher will have
effective formation of objectives so that different features in respect to subject can be
determined. Study will have efforts to evaluate the relation between customer’s satisfaction and
profit margin ratio of ASDA (Ariffin and Maghzi, 2012). Diverse ways to improve the existing
consumer's satisfaction will also be examined so that company can have better opportunities in
market.
1.2 Identify the factors that contribute to the process of research project selection
As per the detailed study, customers are considered as one of key aspect that plays vital
role in success of every organisation. Rationale behind the investigation is to evaluate current
state of client satisfaction level will be taken into account. Market conditions has also become
highly competitive so it is critical task for organisations to attract more new customers and retain
old ones (Brownell, 2010). In present market scenario the business firms like ASDA are also
focused towards development of employee’s skills in order to provide better satisfaction to the
customers. Businesses are also focused towards high ratio for investment on market research so
that customers need can be identified because it also assists in developing effective strategies to
increase the level of contentment (Carraher, 2008). The main factor which has supported in
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selection 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 about
ways that can amend the level of satisfaction so it can also be referred as rationale behind the
selection of topic.
1.3 Undertake a critical review of key references
As per the view of Keyton (2006), it can be stated that the customer satisfaction is
considered as one of most significant aspect that has direct impact on the organisation. Consumer
satisfaction is termed as level of degree that allows business firm to understand the effectiveness
of products and services that are offered in the market. Client contentment advancement also
enhances the sales and profit margin ratio of company (Keyton, 2006). If ratio of customer
satisfaction within organisation is high, then long term objectives can easily be accomplished in
the market. Kotler, Bowen and Makens (2006) has stated that the buyer satisfaction allows
business firm to hold better position in highly competitive market. With an assistance of this, the
company can also have better development market share and lead business to impressive level of
success (Ryu and Han, 2010).
Schmitt (2011) has asserted that the purchaser satisfaction and market share also have
great relationship because changes in customer satisfaction impacts the market share of retail
organisation. If client emotional state is advanced then profit margin ratio will also increase that
means the customers are more attracted towards business firm (Schmitt, 2011). As same low
level of consumer satisfaction will have negative impact on the sales ratio which will affect
overall development in negative manner. Shaw, Bailey and Williams (2011) has contended that
if any organisation is acquiring market share by meeting the needs and expectations of its
customer. It means the company is providing high quality of products and services that easily
accomplish service user needs. There are number of strategies that are being adopted by
businesses 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 to
attract more customers. It will attract service users to purchase product and services of retail firm
because acquisition of merchandise at low prices is one of key need of customer. It will also
enhance the buyer satisfaction level and lead business to impressive level of success.
As per view of Sigala (2015), company can also focus on promotion of brand image and
loyalty aspects so that more and more customers can be attracted. If business firm is offering
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