Investigating Employee Motivation and Customer Satisfaction at Tesco

This research project investigates the significant impact of employee motivation on customer satisfaction within Tesco, a leading retail organization. The study aims to assess factors affecting customer satisfaction, examine employee motivation, and analyze the effects of motivated employees on ...Read More

RESEARCH
PROJECT
1

TABLE OF CONTENTS
chapter 1: introduction.....................................................................................................................5
1.1 Research project description..................................................................................................5
1.2 Research aim and objectives..................................................................................................5
1.3 Factors contribute to the process of research project selection..............................................6
1.4 Literature review....................................................................................................................7
1.5 Research methodology...........................................................................................................8
1.6 Action plan.............................................................................................................................8
1.7 Structure of the project...........................................................................................................9
Chapter 2: Literature review..........................................................................................................10
Introduction................................................................................................................................10
To assess the factors affecting customer satisfaction................................................................10
To examine several factors associated with employees motivation..........................................11
To analyze the effect of motivated employees on customer satisfaction...................................13
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................15
3.1 Methods and techniques.......................................................................................................15
3.2 Sampling..............................................................................................................................15
3.3 Data collection ....................................................................................................................16
3.4 Ethical consideration ...........................................................................................................17
Chapter 4: Data Collection and Analysis.......................................................................................18
4.1 Data Collection....................................................................................................................18
4.2 Data analysis........................................................................................................................20
5....................................................................................................................................................1
CHAPTER 5: CONCLUSION AND REMMENDATIONS........................................................31
5.1 Conclusion...........................................................................................................................31
5.2 Recommendation.................................................................................................................31
5.3 Area for further research consideration...............................................................................32
REFERENCES..............................................................................................................................33
APPENDIX:Questionnaire............................................................................................................35
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ILLUSTRATION INDEX
Illustration 1: Maslow's Need Hierarchy Pyramid.........................................................................12
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CHAPTER 1: INTRODUCTION
1.1 Research project description
Customer satisfaction is the most important aspect behind the success of any retail
organization. Companies make efforts to satisfy the needs of buyers by providing them quick
responses and through addressing their issues in a right manner. In this regard, employee
motivation is also an imperative concept because employee motivation is directly linked with the
customer satisfaction. Buyers are the king of market where company focuses on their desire and
preferences. Furthermore, employees are the keys to meet the expectations of buyers and to
increase the customer base towards corporation. This facilitates corporation to deliver good
quality of services to a large number of buyers. Apart from this, it is important for a corporation
to take into account the needs of workforce. By focusing on their needs, company can provide
them good quality of products and services (Eskildsen, Kristensen and Westlund, 2004).
Present report is based on Tesco which is the third largest retail store in the world in
context of profitability. It is based in UK which is a grocery & general merchandise firm. This
corporation has stores across 12 countries and serves as the grocery market leader in UK.
Further, corporation has diversified itself into several segments like clothing, furniture, toys and
books as well as electronics and more. Tesco caters the needs of its buyers effectively by
offering them several additional services. However, organization's employees are provided with
monetary and non-monetary benefits in order to enhance their level of motivation and
satisfaction. Accordingly, it leads to enhance the level of customer satisfaction as well as the
profitability of firm. Tesco uses several strategies to enhance customer satisfaction such loyalty
card scheme for customers, extra activities for workforce and other related activities which in
turn its objectives can be accomplished on right time. Furthermore, employees of corporation are
are provided good working environment whereby they can easily contribute towards increasing
customer base and determining high rate of return.
1.2 Research aim and objectives
The research aim and objectives are specified as follows thereby research will be
conducted in specified manner.
Aim:
To investigate the impact of employee motivation on customer satisfaction
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Objectives:
Research aim and objectives are crucial part of study for which research is done. In the
present study on impact of employee motivation on customer satisfaction following research
objectives will be formulated. It will help scholar to create database for the study and reach at the
aim of the same.
 To assess the factors affecting customer satisfaction.
 To examine several factors associated with employee’s motivation.
 To analyze the effect of motivated employees on customer satisfaction. To suggest different ways to enhance the employee motivation and customer satisfaction.
Research questions:
Research questions for the study are prepared in the light of formulated research
objectives. It will assist researcher to collect right kind of data to fulfill research purpose in an
appropriate manner-
 What are the different factors that are affecting customer satisfaction?
 What are the several factors that are associated with employee’s motivation?
 What is the effect of motivated employees on customer satisfaction?
 What are the different ways to enhance the employee motivation and customer
satisfaction?
1.3 Factors contribute to the process of research project selection
The main motive behind conducting this research is to minimize the intensity of
competition by adopting effective measures to cater the needs of buyers. This is because; now
days, corporations are facing competition because of changing preferences of buyers and high
turnover rate of employees. Here, rate of employee’s turnover and changing preferences of
consumers create barriers in meeting long as well as short term objectives of company. Also,
strategies implemented by the firm are not working well to retain the buyers. The issue is arising
because of de-motivated workforce as it affects their overall work and they cannot pay attention
on requirement of consumers. Owing to this, present study is being conducted to address all
these issues to enhance the customer satisfaction. Further, study will be done by focusing on two
factors that is level of motivation in employees and its impact on customer satisfaction. This will
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prove to be effective for the corporation to determine long run growth and success of corporation
in the marketplace.
1.4 Literature review
According to Eskildsen, Kristensen and Westlund (2004) motivated employees contribute
towards enhancing the customer satisfaction because of their response and concern towards
potential buyers. This is because; customers directly interact with the service providers or seller.
Owing to this, attitude and emotional appeal of workforce has the direct impact of consumer
satisfaction. However, organization ensures two way communication to ensure smooth flow of
communication among employees and customers but still this affects the level of satisfaction.
Paswan, Pelton and True (2005) asserted that in service industry, employees play a vital
role because of they contribute a positive influence on the customer satisfaction. This assists the
organization to build a positive impact in the marketplace and to persuade buyers for repeat
purchase. Apart from this, organization put efforts to ensure competitive position of company in
the market. For example, it is easy for any corporation to copy other in term of technology,
processes and organization structure but having dedicated employees is require crucial task. In
this regard, Plantinga (2006) reported that employees are influenced by two major factors that is
personal characteristics and workplace environment. This is because; workplace is the foremost
aspect where personnel devote much of their time. In case if they find an inappropriate
environment to work, they get affected in a negative manner and effect of the same can be seen
on customer satisfaction. Apart from this, personal characteristics consists of involvement of
workforce in the decision making process and incorporating their views while bringing change in
the current work environment.
The aforementioned factors play active role in giving motivation to employees so that
they can effectively contribute towards growth and success of the corporation. With the presence
of highly motivated workforce there will be high level of satisfaction among large number of
buyers. Podmoroff (2005) explained that for every organization it is required that employees are
valued and their needs are fulfilled. This aspect of corporation aids to deliver good quality of
services to large number of buyers so as to meet long as well as short term objectives of the
same.
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1.5 Research methodology
The research methodology is the most imperative part of study which consists of several
tools and techniques used in the study. For the current study qualitative type of investigation will
be used. Also, both primary and secondary data will be collected to gain in-depth knowledge for
the study. It leads to gather detail information for the topic under investigation (Punch, 2009). On
the other hand, research interpretivism research philosophy will be used to understand the
assumption and views on which research will be based. In addition to this, descriptive research
design will be used by which researcher can present the findings effectively (Sapsford and Jupp,
2006). Apart from this, thematic analysis will be used to analyze the collected data by
considering formulated research aim and objectives. Thus, selected tools and techniques are
helpful in driving valid conclusion fro the study and accordingly provide recommendation for the
improvement in corporation.
1.6 Action plan
The action plan of project will consist several action which will be covered in the project.
These are listed in following Gantt chart which provide researcher a guideline to complete the
project on right time. It facilitates to complete all research activities on right time so as to
achieve aim of the study. The following Gantt chart is showing that all research activities will be
completed in 16 weeks where research proposal will be prepared in 2 weeks. On the other hand,
background of research project will be prepared in two weeks.
Activity/ weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Preparing research
proposal
Creating a
background of
study
Setting objectives
Application of
various research
methodologies and
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approaches or
Conduct a
literature review
Primary data
collection
Data analysis
Draw Conclusion
Evaluation of the
business proposal
Implementation
1.7 Structure of the project
Structure of present research topic will be divided into several chapter. Each chapter will
provide detail information related to topic, its aim as well as findings. The first chapter of
research project will be of introduction. Under this topic general overview will be provided for
the study. It facilitates to describe all the methodologies to be used in the study. Further, second
chapter is of literature review which include secondary information of study wherein research get
in-depth knowledge. In addition to this, third chapter is of research methodology which will give
detail explanation of methods used for data collection and analysis. It proves to effective in
drawing valid conclusion and reaching at the aim of the study. In addition to this, four section
will be of data analysis which include analysis of collected data. At last fifth chapter is of
conclusion and recommendations wherein conclusion will be drawn in the light of research
objectives and accordingly suggestions will be provided fro the corporation under study.
Therefore, all chapters will be done as per the specified aim and objectives.
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review basically refers to as the review on study which is conducted in the
past. Literature review is the most important part of study as it consists of several studies done
previously on the same topic. Under this researcher access to number of sources so as to get
detail information related to topic under investigation. For the present study o impact of
employee motivation on customer satisfaction themes are prepared and accordingly literature
review has been done.
To assess the factors affecting customer satisfaction
According to Bennett and Thiele (2004) customers are the basic unit or element for
whom products and services are designed and sold and all the operations and functioning is
carried out in order to sell those products and services to the customer. For this purpose, it is very
necessary for the enterprise to satisfy their customers. Customer satisfaction refers to as the term
which is often used in marketing and it measures that how well the expectations of the customers
are met out by using the particular product or services. If the customer will not get satisfy then
the products will not get sold.
Jüttner and et. al., (2013) examined that there are various quantitative factor which affect
the satisfaction level of customers. He found that there are correlation between the factors and
customer satisfaction. According to him these factors are billing queue time, number of times
after sales services are provided, customer care waiting time, etc. these factors have a direct
impact on the customer satisfaction. Moreover, it is explained that if these processes takes lesser
time than customer will be highly satisfied because the service of a firm have a more impact than
the product provided to the buyers. On the contrary, Swan and et.al., (2002) argued that thee are
qualitative factors which affect more for determining the level of satisfaction among customer.
He also stated that those factors put a long lasting impact on the minds of a customer than the
quantitative factors. Such factors are that quality and features of the product because if the
product is of high quality and have utmost features than it will meet the expectations of the
customers. Moreover, he commented that the behavior of an employee affects the customer
satisfaction as they can influence them in a more better manner than any other factor. Further, it
can be explained that employee of a firm is providing the best services, the way of interaction is
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quite good than customer will get influence and will buy the product. After the purchase of the
product, if staff member is listening to the complaints and resolving it on the spot than it will rise
the level of satisfaction among buyers. In the support of above discussion, Giese and Cote (2002)
commented that the employee plays a major role and it is considered to be the most important
factor in providing the highest satisfaction to the customers. It is because employees are one
which can influence the customers by providing better services in the form of assisting,
communicating, promoting, after sales services, etc.
To examine several factors associated with employees motivation
As per the viewpoint of Hill Roche and Allen (2007) employees are the human resource
of the company which assist in carrying out the operations and other functional activities in an
organization. Furthermore, employee motivation refers to as the energy, commitment and
creativity which an employee possess for carrying out the work at workplace. Eskildsen,
Kristensen and Westlund (2004) cited that, it is very important for the organization to enhance
the motivation among employees so that efficient working can be done. If the employee is highly
motivated than the performance of a worker will be highly effective and efficient while the low
motivation level will reduce the effectiveness of the performance by an employee.
It has been explained by Manolopoulos (2007) that there are various factors which are
related with the employee motivation. He stated that monetary factors helps in increasing the
level of motivation among employees. For this purpose, there are many monetary incentives
which should be provided to the employees in order to boost the morale in them. Like, bonuses,
extra incentives other than salary, monetary rewards, shared ownership, etc., If these are
provided to the employee than he will get motivated and thus, they will work in accordance to
accomplishment of a company's goal. As per the study of Paswan, Pelton and True (2005) it has
been assessed that enterprise should have appropriate reward system so that employee should
have knowledge about it and work accordingly. Moreover, company must have formalized wage
structure as this act as a motivational factor and employee have satisfaction that they will be paid
in an appropriate manner. This is how monetary incentives acts as a motivational factors for the
employees. However, Plantinga (2006) criticized that monetary factors solely does not prove to
be a factors associated for the employee motivation but there are also the employment of non-
monetary incentives which motivate the employees for working in an efficient manner. He
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explain that the factors are proper performance appraisal, need satisfaction, recognition, non-
monetary rewards, training and development, information about the company's goals, etc. Thus,
he recommended that if employee will be informed about the company's goal than he will get a
direction and thus, they will work in accordance with the achievement of those goal and a proper
guided employee will work more efficiently than less directed. Moreover, if there is unbiased
performance appraisal than it will boost the employee morale so that they can work for getting
better review. Similarly, if there is proper recognition, needs of the employee are getting satisfied
and they are provided with excellent working environment and culture than they will be highly
motivated.
Therefore, the study of Podmoroff (2005) reveals that along with the monetary factors,
the non monetary factors are also associated with the employee motivation and company should
aim to provide both types of incentives in order to raise the level of motivation among
employees. Company should aim to provide motivation as per the theory of Maslow need
hierarchy which states that there are 5 level of needs and if one level get satisfied than people
tends to satisfy next level of need. Similarly in organization, employee have basic needs such as
good salary than next level is of safety need that is there should be job security. If second level
get satisfy than employee look for satisfying third level that is belongingness where employee
get group, teams, etc. Further, than they want to satisfy esteem need that is recognition, rewards,
high position, etc. After that they want to satisfy the need of self actualization in which they want
top most position and promotion.
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(Source: Maslow’s Hierarchy of Needs for a Small Scale Business, 2011)
To analyze the effect of motivated employees on customer satisfaction
It has been perceived by Stum (2001) that highly motivated employee will provide
quality service to the customer and will influence the customer to do repeat business. It is known
that employee are the most important factor for the success and failure of an organization. They
do the research, manufacture the product as per the customer's need, sells the product and
provide after sales services. All these service influence the customers in one or the other manner.
If employees are not satisfied and have a full potential to provide services than they cannot
satisfy the customers at highest. Employee motivation has a direct impact on the customer
satisfaction. It is because, if employee is not motivated than they will not listen to customer's
need and complaints. Moreover, they will not communicate with them in an influential manner
and also the less motivated employee will behave in an inappropriate manner with the customers.
All these factor will leave the employee dissatisfied. However, Namasivayam (2005) argued that
in order to provide good services and satisfy the customers, it is necessary that proper motivation
should be provided to the employees and also training should be provided to them for the
shaping of an attitude and enhancing communication skills among them which will influence the
customers and ultimately satisfy them. Thus, it has been commented by White and Yu, (2005)
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Illustration 1: Maslow's Need Hierarchy Pyramid

motivated employees provides high customer satisfaction so for this purpose, motivation should
be provided to employees by the organization in order to satisfy the customers.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Methods and techniques
Research methodology is set of methods and techniques which can be used in a study so
as to produce valid results. There are two types of research investigations are used such as
qualitative and quantitative. In the present study qualitative type of study has been used to assess
the effective motivated employees on customer satisfaction where researcher will not use any
quantitative tools to analyze the collected data (Punch, 2009). In the present study interpretivism
philosophy has been used because of taking assumption that a single truth has multiple aspect.
This proves to be effective collecting data and reaching at aim of the study. Furthermore,
descriptive research design has been used to present the findings of research in right manner. The
selected research design aid to describe the characteristics of population and thus it leads to
collect data in simpler form (Robson, 2011). On the other hand, inductive research approach has
been used. Under this approach researcher begins research with general approach and reach to
specific one. This in turn corporation can be develop alternative ways to resolve the issues and
enhance satisfaction level of customer and motivation of workforce. The reason behind selecting
the inductive approach is the prepare strong base regarding customer satisfaction and employee
motivation and accordingly reach at the specific issue of Tesco. Apart from this, the main reason
behind selecting descriptive research design is to understand the perspective of sample and
collect data from socially constructed environment.
3.2 Sampling
Sampling is the most important technique which represent overall population to be
studied. It consists of group of people which represent overall population and thereby large
amount of data can be collected for the study. There are two types of sampling method used such
as probability and non-probability sampling (Sapsford and Jupp, 2006). However, it depends of
scholar to select the method in accordance with objectives. For the present study on impact of
employee motivation on customer satisfaction probability sampling is used. The reason behind
selecting this sampling is give to equal chance to all respondents to be selected in the study. In
the present study simple random sampling has been used. However, population for the study are
customers and employees of Tesco. It is not possible to approach overall population for
collecting data. Owing to this, simple random sampling has been selected to approach target
14

population (Scruggs and Masotropieri, 2006). Furthermore, sample size of customers are 50
whereas number of sample for employees are 20. The reason behind selecting the sample is to
represent the population effectively and derive valid conclusion for the study under investigation.
Thus, selected sample size aid to collect detail information in the light of research aim and
objectives.
3.3 Data collection
Data collection is another most important part of research project as it provide evidence
for study and improvement in the present scenario of corporation. There are two types of data
collected for any research; primary and secondary. The primary data are collected at first hand
with indirect or direct interaction with respondents (Silverman, 2004). There are number of ways
used for collecting primary data such; online survey, observation, in-depth interview and
telephonic interview. For the current study questionnaire method has been used to approach
selected respondents as customers and employees. The questionnaire consists of set questions
related to aim of the study (Bazeley and Jackson, 2013). The prepared questionnaire is sent to
respondents via online survey so as to gather information related to their views and ideas.
Furthermore, secondary data are collected by accessing number of studies done previously on the
same topic. Hence, for the research on impact of employee motivation on customer satisfaction
book, journals and published material have been used. This is because these all resources serve
better in developing in-depth knowledge regarding selected topic. In addition to this, collected
primary and secondary play active role in reaching at the aim of research project and provide
valid recommendations to Tesco.
The collected data are analyzed by using qualitative technique. Under this techniques
themes are prepared for each research questions. This themes is shown with frequency table and
detail description of responses. This aid to brief about the responses and attitude of buyers
towards the workforce of Tesco (Saunders, Thornhill and Lewis, 2009). In addition to this, the
main motive behind using thematic analysis is to clarify the aim of study by providing analysis in
the same direction. It enables researcher to fulfill aim as well as objectives of study. Thus, it
depicts that because of selection of qualitative type of investigation it proves to be effective in
selecting the thematic analysis for
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3.4 Ethical consideration
Ethics is most important part of study and every researcher need to keep into mind the
ethical aspect of the study. For the current study ethics are taken into account by collecting data
in ethical manner. Furthermore, to determine ethical aspect researcher provide detail information
to respondents for the purpose of research project (Punch, 2009). Also, personal information of
participants has been stored with confidentiality. Further, during collection of secondary data
many of the sites were restricted to use. However, the issues has been resolved by taking prior
approval for the same. In addition to this, proper citation is done for all collected information.
However, representative sample size is selected by which researcher can provide evidence for the
collected data. This in turn valid proper suggestions are also provide for Tesco in increasing
customer satisfaction and employee motivation. Therefore, ethical aspect of study is ensured in
an effective manner (Robson, 2011).
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CHAPTER 4: DATA COLLECTION AND ANALYSIS
4.1 Data Collection
Data collection is the imperative process wherein research present all the collected
information in tabular form. This proves detail information of responses to findings
For Employees
Theme 1: Satisfied with work environment of TESCO
Highly satisfied 60%
Satisfied 25%
Neutral 0%
Dissatisfied 10%
Highly dissatisfied 5%
Theme 2: Agree that management of TESCO incorporate employees in the decision making
process
Strongly agree 45%
Agree 30%
Neutral 10%
Disagree 10%
Strongly disagree 5%
Theme 3: Non-monetary benefits is the most important factor for increasing your
motivational level
Monetary benefits 30%
Non-monetary benefits 45%
Both of them 25%
Theme 4: Strongly agree with the pay scale of TESCO
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Strongly agree 75%
Agree 10%
Neutral 5.00%
Disagree 5%
Strongly disagree 5%
Theme 5: Work environment motivates workforce to retain in the organization for long
time
Work environment 40%
Pay and benefits 30%
Management system 30%
For Customers
Theme 1: Weekly customer visit the TESCO store
Daily 24%
Weekly 50%
Fortnightly 16%
Once in a while 10%
Theme 2: Employee behaviour is the most important element which satisfy their need at
the best
Product quality 14%
Product features 10%
Employee behaviour 30%
After sales services 20%
Customer handling services 22%
Others 4%
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Theme 3: Highly satisfied with the services provided by the staff member of TESCO store
Highly satisfied 40%
Satisfied 30%
Neutral 16%
Dissatisfied 10%
Highly dissatisfied 4%
Theme 4: Agree that employees are highly competent in their respective fields
Strongly agreed 50%
Agreed 32%
Neutral 10%
Disagreed 4%
Strongly disagreed 4%
Theme 5: Agree that staff member of TESCO provide clear and detailed information about
the products
Strongly agreed 36%
Agreed 40%
Neutral 16%
Disagreed 6%
Strongly disagree 2%
4.2 Data analysis
For Employees
Theme 1: Satisfied with work environment of TESCO
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According to the collected primary data it has been found that 60% participants are
highly satisfied with the work environment provided to them at TESCO store. Further, it has
been analyzed that 25% of employees are satisfied with the work environment of store.
Moreover, 10% respondents are those which are not satisfied with the working conditions and
environment and only 5% are highly dissatisfied for the same. It can be concluded that majority
of people are highly satisfied with the working environment but some people are not, so
company should focus upon the weaker area and satisfy the 100% population.
Theme 2: Agree that management of TESCO incorporate employees in the decision making
process
20
60%
25%
10%
5%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

As per the data collection which is done in order to assess that there is a proper employee
participation in the decision making or not. It has been found that 45% of respondents are
strongly agreeing with the fact that management incorporates the employees in decision making
process. Furthermore, 30% of participants agree that there is a proper participation of employees
by the management. Respond of 10% people are neutral but there are some people disagree with
the fact and 5% highly disagree that employee participation are not encouraged for the decision
making process. Thus, it can be assessed that majority of participants are agreeing for the fact
and thus, management incorporates employees for decision making process.
Theme 3: Non-monetary is the most important factor for increasing your motivational level
21
Strongly agree Agree Neutral Disagree Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5 45%
30%
10% 10%
5%

On evaluating the findings which have been collected from the employees of TESCO
store, it has been assessed that there are 45% of employees who get motivated through non-
monetary factors. Moreover, there are 30% participants who get motivated by monetary
incentives and 25% are those who get motivated if they are provided both type of incentives.
Majority proves that non-monetary incentives motivates them more than monetary so company
should take care about the regular motivation mainly through non-monetary incentives.
Theme 4: Strongly agree with the pay scale of TESCO?
22
Monetary benefits
Non-monetary benefits
Both of them
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5
30%
45%
25%

There are 75% of employees who strongly agree that their pay scale is satisfactory and
they have no issues related with that. Further, 10% respondents agree with the pay scale provided
to them. Rest 5% are neutral and does not either agree or disagree with the fact. Furthermore, 5%
people disagree and highly disagree about the pay scale of theirs. It can be evaluated that major
part of employees are strongly agreeing with these and those who are disagreeing must be asked
about the issues in order to motivate them. It shows that corporation is providing appropriate pay
scale for all its workforce.
Theme 5: Work environment motivates workforce to retain in the organization for long
time
23
75%
10%
5%
5%
5%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

According to data collected in the research, it can be analyzed that work environment
motivates them to retain in the organization because out of 100%, 40% have revealed this fact
and 30% states that pay and other benefits motivate them for the retention in the company for
longer period of time. Further, equal number of people that is 30% of respondents confess that
management system are also best part of the organization for their retention. Thus, it can be
evaluated that all the factors are equivalent in retaining the employees for longer period of time
in the company. Apart from this, it can be said that Tesco has appropriate work condition which
in turn enhance level of motivation among existing workforce. It facilitate to achieve long as
well as short term objectives of firm.
For Customers
Theme 1: Weekly customer visit the TESCO store
24
Work environment Pay and benefits Management system
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
40%
30% 30%

After inquiring the customers about their visit to TESCO store, it has been found that
50% of respondents visit the store weekly for the purchases. Further, 24% people visit daily for
purchasing of their daily requirements. Moreover, 16% people visit twice a month and very few
people that is 10% people visit once in a while. Therefore, it can be said that maximum
customers visit every week for satisfying their demand. However, TESCO should provide every
new thing on a weekly basis so that people could find unique items or offer every week. Also it
can be concluded that majority of people do the purchases for the whole week at a weekend.
Theme 2: Employee behaviour is the most important element which satisfy their need at
the best
25
24%
50%
16%
10%
Daily
Weekly
Fortnightly
Once in a while

There are 30% of populations who get satisfy due to the employee behavior at the store
and 22% people are those who get satisfy because their complaints are listened and resolved on
the spot. Moreover, 20% people are able to satisfy their need due to after sales services and 14%
and 10% participants satisfy their need through product quality and product features respectively.
Through this research, it can be assessed that services provided at TESCO store proves to be a
most important factors which satisfy the customers at its best and product quality and features
comes on a secondary level. Therefore, majority of respondents said that employee behavior is
the most imperative element which affect them in getting high level of satisfaction.
Theme 3: Highly satisfied with the services provided by the staff member of TESCO store
26
14%
10%
30%
20%
22%
4%
Product quality
Product features
Employee behaviour
After sales services
Customer handling services
Others

On evaluating the expectations level of customers in the context of service quality by the
staff member of TESCO store, 40% of customers are highly satisfied with the services provided
to them by the staff member at the store. Further, 30% reveals that they are satisfied with the
service quality provided by the staff members and 16% are neutral about the fact. On the other
hand, 10% are dissatisfied with the service quality and argues that staff member do not listen to
them and few respondents that is 4% are highly dissatisfied with the workforce's service. From
this, it can be evaluated that major part6 of customers are satisfied but sometimes due to major
issue, workforce may not have provided the clear solution and due to which they got dissatisfied.
For this purpose, management should work upon this and train the employees in an effective
manner.
Theme 4: Agree that employees are highly competent in their respective fields
27
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
40%
30%
16%
10%
4%

50% of customers replies that they strongly agree that staff members of TESCO are
highly competent in their respective field work. Further, 32% agree about the fact and say that
workforce have high competence and knowledge about the field in which they work. Moreover,
10% are neutral and they have not interacted much with the employees. However, 4% people are
disagree and highly disagree about the competent level of staff members. Thus, majority of
people are agreeing about the fact and thus it can be concluded that TESCO have recruited
highly skilled people and they are highly motivated as well.
Theme 5: Agree that staff member of TESCO provide clear and detailed information about
the products
28
Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed
0 0.1 0.2 0.3 0.4 0.5 0.6
50%
32%
10%
4%
4%

After inuring with the customers about employee assistance at the store it has been
assessed that 40% of people agreed that staff members provide clear and detailed information
about the products and they have complete knowledge about each and every products. 36% are
strongly agreeing that staff members provide clear information and assist the customers in the
shopping and availing best products. Moreover, 16% respondents does not came into the contact
of staff member and they are neutral that workers provide clear information. On the contrary,
there are few people that is 6% and 4% which disagree and strongly disagree respectively that
staff members provide clear and detailed information about the products available at TESCO
store.
29
36%
40%
16%
6%2%
Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagree

CHAPTER 5: CONCLUSION AND REMMENDATIONS
5.1 Conclusion
According to the forth chapter it can be concluded that employees working at Tesco are
highly motivated with working environment. They find it comfortable to work in Tesco which
enables them to provide good quality of services to large number of workforce. Also, company
provide positive response to workforce and ensure incorporation of their views in the decision
making process. It leads to enhance the level of motivation and employees become ready to work
for company for longer time span. However, workforce of Tesco do not only want monetary
benefits but they seek good position in organization as well as recognition among employees.
This is what uniqueness exist among them and motivate them to address issues of consumers. It
can also be said that, personnel are satisfied with pay scale and monetary benefits given by
organization. However, it has been found that management system of Tesco is not highly strong
to retain workforce. Also, some of the respondents are not happy with pay scale also.
Apart from this collected data with regards to customer states that employee behavior,
service quality and customer handling services are the key factors which leads to satisfy their
need in an effectual manner. Further, it can also be said that consumer get good responses from
employees working in Tesco and perceive that all workforce are knowledgeable in their work
areas. However, needs and wants of buyers are satisfied through motivated employees. This is
because personnel of Tesco get good environment as well as appropriate facilities which
contribute towards increasing their level of motivation. This is the reason that consumer are
satisfied.
5.2 Recommendation
The collected data reveals that consumer satisfaction is the foremost aspect for success of
company and it can be derived through motivated workforce. It shows that management Tesco
should actively adopt various kind of strategies to increase the motivation level of employees. In
this regard, company can organize indoor games for employees to enhance their learning with
regards to time management skills or general knowledge. This will also help to reduce stress
level of employees and make them able to concentrate on needs and wants of customers
effectively. Furthermore, employees should be provided deadlines for their targets and
accordingly appreciation program should be there to encourage them. This proves to be effective
30

to provide them non-monetary rewards. It is also helpful for Tesco to increase sales turnover as
well as profitability of corporation. In addition to this, company should be take customer
feedback in less time span and employees should also be known for the same. Here, employees
should be provided information that their promotion and recognition will be based on responses
of customers. This again motivate employees to render good quality of services to buyers. It
leads to increase customer base and they can be retained in the organization for longer time span.
In addition to this, organization need to adopt liberal approach to make employees free to work
in the direction of growth and success.
5.3 Area for further research consideration
Further research can be done in other related sector like hospitality industry or leisure
industry. It will help to identity potential issues behind hampering performance of particular
sector so as to adopt effective strategies and resolve the same. In addition to this, research can be
done on overall retail industry by focusing on only one aspect such impact of employee
motivation on sales performance of retail industry. In addition to this, study could also be done
by focusing on customer satisfaction only.
31

REFERENCES
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APPENDIX:QUESTIONNAIRE
For Employees
1. Are you satisfied with work environment of Tesco?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
2. Do you agree that management of Tesco incorporate employees in the decision making
process?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
3. What is the most important factor for increasing your motivational level?
 Monetary benefits
 Non-monetary benefits
 Both of them
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4. Are you agree with the pay scale of Tesco?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
5. What motivates you to retain in the organization for long time?
 Work environment
 Pay and benefits
 Management system
6. Kindly provide your valuable suggestions to the management for improving the
motivational system in the organization.
_____________________________________________________.
For Customers
Name:
Age:
Occupation:
1. How often do you visit at TESCO store?
 Daily
 Weekly
 Fortnightly
 Once in a while
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2. Which is the most important element which satisfy your need at the best?
 Product quality
 Product features
 Employee behaviour
 After sales services
 Customer handling services.
 Others
3. Are you satisfied with the services provided by the staff member of TESCO store?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
4. Do you agree that employees are highly competent in their respective fields?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
5. Do you agree that staff member of TESCO provide clear and detailed information about
the products?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
6. Please provide your valuable suggestions for improving the service quality at TESCO
store in order to meet your satisfaction level
____________________________________________________________________.
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