Customer Dissatisfaction Analysis: Super Food Market Report

This report examines customer dissatisfaction at a Super Food Market, employing the fishbone diagram, brainstorming model, and 5 Why methodology to identify root causes and propose solutions. The analysis reveals issues related to machine maintenance, methods of operation, material management, external factors, manpower, and measurement processes. The report details the causes and effects of customer dissatisfaction, including slow order taking, unlabeled products, product expiry, and incorrect pricing. It utilizes the 5 Why method to trace problems to their source and the brainstorming model to find creative solutions. The report emphasizes the importance of addressing these issues to maintain customer loyalty and improve the market's performance. The models used offer a comprehensive approach to diagnosing and solving business problems, promoting critical and creative thinking to enhance the market's ability to meet customer needs effectively.

Running head: INFORMATION FOR MANAGERIAL USE
Information for Managerial Use
Name
Institution

INFORMATION FOR MANAGERIAL USE
Information for Managerial Use
1. Fishbone Diagram
Machine Methods Materials
Unmaintained chiller Products not Short expiry
Temperature faced properly products
Faulty Machine Stuff is not looking improper order
Responsible person not for product
Looking after Temperature
Machine in time
Self-check-out Unlabeled Products Less variety
Of product
Long hold time not proper space to Not enough
Labor Saving putting price tag budget Customer
Dissatisfaction
Health Hygiene Higher Price
Less space Responsible person not
Not enough budgets to do the cleaning on time High cost of material
rent a big property Ineffective marketing
Closing day Untrained employees
Public holiday Proper training is
not provided by leaders
Mother Nature Manpower Measurements
The fishbone model will be helping our Super food Market to understand the
different causes and effects of customer dissatisfaction to identify the different change
needs and thereby undertake mitigating steps for the issues faced by the same. This
model will help us to bring in improvement functions of the business in the market
(Brown & Chandrasekaran, 2014).
Causes and effects Analysis:
By studying the fishbone diagram, we found 6 aspects (machines, methods,
materials, Mother Nature, manpower and measurements) of why customer dissatisfied

INFORMATION FOR MANAGERIAL USE
to our super-food market.
Machine: Unmaintained chiller temperature is the main reason we cannot store
frozen food efficiently, because the technician did not examine and repair the
machines regularly. Another reason is we do not have enough self-checkout machines
for customer, and they have to wait for a long time.
Methods: We did not place the popular product on the most crowed area,
which lead to some of the popular goods did not notified by customer, and also, some
of the goods imported from other countries did not be labeled on time, so the
customer confused by the good’s price.
Materials: We import too much short expire product therefore we made loss
from these products. In addition, our budget is not enough for various brands of a
same good, so this has made the situation of simplex of goods.
Mother nature: Our budget is not enough to rent a bigger place as our
supermarket, and also, we are not a 24/7 store, so when we meet public holiday, we
properly close earlier than other store which make customer unsatisfied.
Manpower: Health and hygiene would be the main reason that customer concern
about our store, so we should keep our market clean and healthy, additionally because
our staffs are not trained enough for work, so we should have a high quality of staff as
well.
Measurement: Because some of the good’s cost is increasing, for getting profit,
we have to increase our price of these goods. And also, marketing is important for our
market, we should put more advertisement for our on sale goods which would attract

INFORMATION FOR MANAGERIAL USE
more customers.
2. Brainstorming model
Problem Identification
The outer reasons
The inner reasons
CASUSES
Possible solutions
The customers are the most important people for any business as they offer the
Customer
Dissatisfaction
i. Slow order taking
process
ii. Unlabeled products
iii. Expiry of goods in the
shelfs
iv. Wrong price tags
Firing of the non-performing staff
Setting up orderly ordering process
Customer promotion
Keen on customer needs
 Failure of the sales
department
 Failure of the marketing
department
 Failure of employees
 Failure of the store
managers

INFORMATION FOR MANAGERIAL USE
market for the produced goods and services. Super food market is facing serious
issue, which may lead to its failure in the market due to lose of customers.
Brainstorming model is very helpful for the firm to enable it be able to know the
quick measures to undertake to avoid consumer dissatisfaction (Hendler, 2014). This
model employs the use creativity and innovation to tackle business problems and
ensure it maintains customer loyalty to the firms’ products.
Causes and effects Analysis:
In studying the brainstorming model, it is clear that problems solving needs
three stages. Theses stages involves identification of the problem experienced in the
firm and in our case was customer dissatisfaction due to inability to meet their needs
in terms of quick order taking, labeling products, price tags among other. After
identification of the problem, it is important for management to carry out research and
be able to find alternatives, which may be used to solve the problem. Finally, the
research provides possible alternatives to be used to solve the problem. Therefore, it is
important for the management to adopt the appropriate alternative to be able to solve
the problem accordingly. In this model, creative and critical thinking is needed to
enable the management solve the problem facing the firm. It encourages intensive
thinking by the problem solvers to be able to arrive to the best alternative possible,
which will attract more customers to the firms’ goods and services. The alternatives
should be original.

INFORMATION FOR MANAGERIAL USE
3. 5 Why Methodology
Basically, this method is used to examine the causes and effects of the
problems facing the firm. This method does not involve statistical analysis
making it the simplest in defining a firms’ problems. Through the
identification of the root cause, it seeks to explain the relationship between
different causes of the problem (Frensch & Funke, 2014).
Causes and effects Analysis:
PROBLEM: Dissatisfaction of Supper food Market customers
as their needs are not met accordingly
Slow order taking process
Unlabeled products
Expiry of goods in the shelfs
Wrong price tags
Why
Why
Why
Why

INFORMATION FOR MANAGERIAL USE
This model does not need data collection plan and tries to identify the
specific problem easily for the firm. In the case of the Super Food market, it
would help define, measure, analyze, improve and try to control the problem
of customer dissatisfaction. It would therefore try to answer;
i. Why products shipped do not meet the customer needs?
ii. Why the manufacturing department created products different from the
specification of the sales department?
iii. Why did the sales and manufacturing department not coordinate to ensure the
customers get the right products?
iv. Why the sales and marketing department did not ensure the products were
displayed correctly?
All the above questions are necessary to identify the root cause to enable
solve the problem. They clearly point out the main cause of the problem
resulting to the problem. In our case, this method clearly outlines the specific
problem, answers the reason for occurrence of the problem in the Supper food
market. Therefore, this model helps the top management know the actions to
take to solve the problems affecting the firm accordingly (De Mast &
Lokkerbol, 2012).
Finally, all these 3 models we researched are directly correlated, and aim
at finding the root cause of business problem in order to find the possible
solutions. The models involve critical and creative thinking to enable an
organization know the causes of its declining businesses in the market.

INFORMATION FOR MANAGERIAL USE
Therefore, it is important for Super food Market to clearly understand the root
causes of its problems in order to find the best solution.

INFORMATION FOR MANAGERIAL USE
References
Brown, D. C., & Chandrasekaran, B. (2014). Design problem solving: knowledge
structures and control strategies. Morgan Kaufmann.
De Mast, J., & Lokkerbol, J. (2012). An analysis of the Six Sigma DMAIC method
from the perspective of problem solving. International Journal of Production
Economics, 139(2), 604-614.
Frensch, P. A., & Funke, J. (Eds.). (2014). Complex problem solving: The European
perspective. Psychology Press.
Hendler, J. A. (2014). Integrating marker passing and problem solving: A spreading
activation approach to improved choice in planning. Psychology Press.