Customer Satisfaction Report: ASDA Products and Services

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How satisfied customers are about the products and services extended by ASDA?
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Table of Contents
1. Introduction..................................................................................................................................3
2. Methodology................................................................................................................................3
3. Findings.......................................................................................................................................4
4. Conclusion.................................................................................................................................12
Reference list.................................................................................................................................13
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1. Introduction
One of the initial or primary steps needed being taken whenever any research is being conducted
is the development or creation of an effective research question (Jenset et al., 2017). It is the
question or the subject around which the research revolves (Wildemuth, 2016). This report has
been prepared on the research question “How satisfied customers are about the products and
services extended by Asda?” and is going to analyse the findings determined from the survey
conducted for addressing the question. This research question aims at finding out the level of
satisfaction prevailing among customers through the means of consumption of Asda’s wide
range of goods and services. A detailed survey has been conducted with closed ended questions
for the customers visiting the differing stores of Asda in London for answering this question, the
findings of whicgh have been summarised within this report.
2. Methodology
2.1 Research design
In order to conduct the research over this topic, the explanatory research design has been chosen.
As per the statements of Meyers et al. (2016), it can be said that the explanatory research design
is concerned with connection of differing ideas while understanding the differing causes, reasons
along with their effects. Since the survey is going to be conducted on the satisfaction level of
customers over Asda and its varying aspects, the explanatory research design is going to be
beneficial for the connection of the differing ideas customers possess about Asda through
summarising their causes, effects as well as reasons.
2.2 Data collection
In the words of Thuries and Gillet (2016), one of the major aspects of any research is the
collection of relevant and useful data. The gathering of all the different forms of data needed for
answering the research questions has been done through the primary method of gathering data.
Primary data is going to be gathered via the medium of conducting a survey comprising of six
differing closed ended questions aimed at the respondents for understanding how satisfied they
are with Asda and what are the different factors that have led to their satisfaction.
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2.3 Sampling technique
In statistics, sampling is of two forms - probability and non-probability, both of which are
associated with gathering of primary data (Etikan et al., 2016). Since only primary data would be
gathered for deriving answer to the research question via survey, the probability sampling is
going to be utilised for giving equal amount of chances while being chosen.
2.4 Justification of the sample size
The sample size for the survey is 80 respondents. This sample size has been selected since
questionnaire for the survey had been distributed between 100 customers of Asda, out of which
only 80 of them have shown their interest to respond to the survey questions. As a result, 80 is
the selected sample size.
3. Findings
For the determination of the answer to the research question, the survey questionnaire had been
distributed between 100 customers of Asda among who 80 responded to the questionnaire. The
following section discusses about the findings determined from the survey that has been
conducted depending upon the answer that these 80 respondents have given -
1. From the following options, please tick and select your gender
Options Responses Response %
Female 37 46.25%
Male 43 53.75%
Other 0 0%
Table 1: Responses on gender
(Source: Learner)
Mean 1.14
Median 1
Mode 1
Standard deviation 0.35051
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Table 2: Calculations on gender of respondents
(Source: Learner)
Male
Female
Other
Figure 1: Graph on responses on gender
(Source: Learner)
Analysis of findings - The findings of this survey questions shows that the respondents consisted
of a mixture of male and female respondents. While 53.75% of them were male respondents,
46.25% of them were female.
2. You fall under which of these below age groups?
Options Responses Response %
18 to 30 22 27.5%
31 to 45 32 40%
45 to 60 18 22.5%
60 or more 8 10%
Table 3: Responses on age group
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(Source: Learner)
Mean 2.24
Median 2
Mode 1
Standard deviation 1.36367
Table 4: Calculations on age group of respondents
(Source: Learner)
18 to 30 31 to 45 45 to 60 60 or more
0
5
10
15
20
25
30
35
Figure 2: Graph on responses on age group
(Source: Learner)
Analysis of findings - Analysis of the findings of the age group of respondents show that the
survey consisted of a mixture of people from all age groups. Though majority respondents
belong to the age groups of 18 to 30 and 31 to 45, respondents are also found in the age group
between 45 and 60 and 60 and above.
3. Are you satisfied with the product portfolio that is available in the stores of Asda?
Options Responses Response %
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Satisfactory 23 28.75%
Highly satisfactory 44 55%
Neutral 4 5%
Non satisfactory 6 7.5%
Highly non-satisfactory 3 3.75%
Table 5: Responses on satisfaction on product portfolio
(Source: Learner)
Mean 1.54
Median 2
Mode 2
Standard deviation 0.50346
Table 6: Calculations on satisfaction of respondents on product portfolio
(Source: Learner)
Sastisfactory
Highly satisfactory
Neutral
Non satisfactory
Highly non-satisfactory
0
5
10
15
20
25
30
35
40
45
Figure 3: Graph on responses on satisfaction on product portfolio
(Source: Learner)
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Analysis of findings - Analysis of the findings of responses on satisfaction on product portfolio
of Asda, one can find that customers are largely satisfied with the products that the organisation
offers since 28.75% of the respondents are satisfied with them while 55% of them are highly
satisfied.
4. Are the prices of products set by Asda and the discounts that it provides on its goods and
services satisfactory in nature?
Options Responses Response %
Satisfactory 22 27.5
Highly satisfactory 45 56.25
Neutral 5 6.25
Non satisfactory 4 5
Highly non-satisfactory 4 5
Table 7: Responses on prices and discounts of products offered by Asda
(Source: Learner)
Mean 1.56
Median 2
Mode 2
Standard deviation 0.50143
Table 8: Calculations on prices and discounts of products offered by Asda
(Source: Learner)
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Sastisfactory
Highly satisfactory
Neutral
Non satisfactory
Highly non-satisfactory
0
5
10
15
20
25
30
35
40
45
50
Figure 4: Graph on responses on prices and discounts of products offered by Asda
(Source: Learner)
Analysis of findings - Analysis of the findings on the responses of customers on prices and
discounts of products offered by Asda also show that customers are satisfied with the prices
which the organisation quotes since 27.5% of the customers say that prices are satisfactory while
56.25% of them say that they are highly satisfactory.
5. As per your opinion, is the quality of goods and services provided from Asda satisfactory
in nature?
Options Responses Response %
Satisfied 23 28.75
Not satisfied 5 6.25
Neutral 2 2.5
Highly satisfied 46 57.5
Highly non-satisfied 4 5
Table 9: Responses on quality of goods and services provided from Asda
(Source: Learner)
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Mean 2.38
Median 2
Mode 1
Standard deviation 1.41263
Table 10: Calculations on quality of goods of Asda as opined by respondents
(Source: Learner)
Sastified
Not satisfied
Neutral
Highly satisified
Highly non-satisfied
0
5
10
15
20
25
30
35
40
45
50
Figure 5: Graph on responses on quality of goods and services provided from Asda
(Source: Learner)
Analysis of findings - Analysis of the findings of responses on the level of satisfaction that
customers have on the quality of goods and services provided from Asda shows that majority of
the customers of the organisation are satisfied with its goods and services in terms of quality.
Since 28.75% of the total respondents say that they are satisfied while 57.5% of them say that
they are highly satisfied.
6. Are you satisfied with the loyalty and reward points programs that Asda provides to its
customers?
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Options Responses Response %
Satisfied 24 30
Not satisfied 7 8.75
Neutral 2 2.5
Highly satisfied 45 56.25
Highly non-satisfied 2 2.5
Table 11: Responses on customer satisfaction on Asda’s loyalty and reward points
programs
(Source: Learner)
Mean 2.24
Median 2
Mode 1
Standard deviation 1.36367
Table 12: Calculations on customer satisfaction of Asda’s loyalty and reward points
programs
(Source: Learner)
Sastified
Not satisfied
Neutral
Highly satisified
Highly non-satisfied
0
5
10
15
20
25
30
35
40
45
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Figure 6: Graph on responses on customer satisfaction on Asda’s loyalty and reward points
programs
(Source: Learner)
Analysis of findings - Analysis of the findings of responses on customer satisfaction on Asda’s
loyalty and reward points programs also indicate that the customers of the organisation are
largely satisfied in terms of the loyalty programs that are offered by it as well. This is because it
can be observed that 30% of the respondents are satisfied with its benefits programs while
56.25% are highly satisfied with it.
4. Conclusion
Thus, from all the data gathered as well as their interpretation and analysis, it can be said that the
findings of the survey say that the population from which the sample had been drawn are highly
satisfied with the goods and services extended from Asda. This helps in evaluating that the
answer to the research question is that customers of Asda are quite satisfied. However, there are
certain issues in the methodology used. Certain issues aroused in the documentation and
interpretation of the findings of the survey because of lack of adequate time and varying
financial constraints. However, before carrying out the same task during any forthcoming period,
it will be ensured that adequate time is there in hand and enough finances are kept in hand for
better conclusion of the findings of the study.
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