Analyzing Customer Satisfaction: A Case Study of ASDA Supermarket

This report aims to identify the current level of customer satisfaction within ASDA. It employs a positivism research philosophy and a deductive research approach, utilizing an exploratory research design. Data was collected from primary and secondary sources and analyzed using a thematic approach, with a sample of 50 customers from an ASDA store in London. The study reveals a high degree of customer satisfaction, attributed to the quality of goods and services. Recommendations include focusing on survey and feedback systems to better identify customer needs, applying brand recognition techniques to enhance brand image, and conducting further research on the significance of customer satisfaction in gaining a competitive advantage. The report concludes that ASDA is well-focused on quality, attracting customers and leading to business success.

To identify the level of customer
satisfaction within ASDA

Research Aim and Objectives
•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

Research Methodology
•Philosophy: Positivism research philosophy
•Approach; Deductive research approach
•Design: Exploratory research design
•Data Collection: Primary and secondary sources of data collection.
•Data Analysis: Thematic approach
•Sampling: 50 customers that visit ASDA store, London.

Theme 1. How often do you purchase products and services of ASDA
Once in a weak Every month In every six month Not fixed
0
5
10
15
20
25
How often do you purchase products and services of ASDA
Column B

Theme 2. Using which source you mostly attain information about
products and services
Internet
Advertisement
Family and friends
Text message
Any other
0 5 10 15 20 25
Using which source you mostly attain information about
products and services
Column B

Theme 3. High level of quality of ASDA products and services enhances
customer satisfaction
50%
20%
10%
10%
10%
High level of quality of ASDA products and services enhances customer
satisfaction
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Theme 4. Employees of ASDA provide better assistance in respect to
customer service
80%
20%
Employees of ASDA provide better assistance in respect to customer
service
Yes
No

Theme 5. Products and services offered by ASDA meets your needs
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
5
10
15
20
25
30
35
Products and services offered by ASDA meets your needs
Column B

Theme 6. High degree of satisfaction enhances your loyalty towards
ASDA
70%
30%
High degree of satisfaction enhances your loyalty towards ASDA
Yes
No

Conclusion
•As per detailed study, it can be concluded that the degree
of satisfaction level is high among customers of ASDA.
•Company is well focused towards quality of goods and
services offered, which attracts more and more customers
and lead business to impressive level of success.
•Along with this, company is also having application of
diverse aspects in order to improve satisfaction level.

Recommendation
•As per above statements, it can be recommended that
ASDA can focus on survey and feedback systems in order
to have identification of customer needs.
•Effective identification of customer needs will assist in
proper designing of activities that may overcome issues.
•Brand recognition techniques can also be applied to have
improvement in brand image and enhance the satisfaction
level.
•To have better understanding in regard to customer
satisfaction further research can be carried out about
significance of customer satisfaction in gaining
competitive advantage.

Thank You!!