Quantitative Study: Customer Satisfaction Factors at IKEA Glasgow

This report presents a quantitative study on the factors contributing to customer satisfaction at IKEA Glasgow. It begins with an introduction outlining the research background, aim, objectives, and research questions. A comprehensive literature review explores customer satisfaction, service quality, pricing, and employee satisfaction, drawing on various academic sources. The research methodology section details the use of primary and secondary data collection methods, including surveys with IKEA employees, and statistical data analysis techniques. The study investigates the impact of factors such as service quality, employee satisfaction, and pricing on customer satisfaction levels. The report recommends strategies to improve customer satisfaction, such as utilizing the SERVQUAL tool and employee training programs. Ethical considerations are also discussed, emphasizing informed consent and data privacy. The report concludes with a discussion of the findings and their implications for IKEA's customer satisfaction strategies.

Running Head: MANAGEMENT
MANAGEMENT

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Table of Contents
Introduction......................................................................................................................................3
Research topic..............................................................................................................................3
Literature Review............................................................................................................................4
Research methodology.....................................................................................................................8
References......................................................................................................................................13

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Introduction
Research topic
Factors That Contribute Towards Customer Satisfaction a Quantitative Study of Ikea, Glasgow”
Research background
For sustaining the position of the business in the marketplace, it is imperative for the
organization to understand the factors affecting the customer satisfaction level. It is because
customer’s satisfaction is a way by which an organization could be capable to increase their
existing market share in the least time and get higher competitive advantages. Further, it founded
that certain factors could be affecting the customer satisfaction level in the organization named
as product quality, service value, employee satisfaction, and billing accuracy. These factors
might be affecting the level of customer satisfaction. The organization could use different
strategies could improve the satisfaction level of consumers named as higher quality products
and service, customers value, reasonable price, and higher employee satisfaction (Akbari and
Darabi, 2015).
Research aim and objectives
The main aim of this study is to evaluate the factors that contribute towards customer satisfaction
a Quantitative Study of Ikea, Glasgow. The following objectives will be accomplished by a
research scholar to meet the research goal:
 To comprehended theoretical understanding about customer satisfaction of Ikea, Glasgow
 To address factors affecting the customer satisfaction of Ikea, Glasgow
 To recommend the strategies improve the customer satisfaction of Ikea, Glasgow
Research questions
 What do you understand by customer satisfaction?

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 Which factors could affect the customer satisfaction of Ikea, Glasgow?
 Which strategies could improve customer satisfaction of Ikea, Glasgow?
Research structure
This study emphasized on evaluating the factors affecting the customer satisfaction level. This
report considers the following section:
Introduction:
This section demonstrates the research rationale, background, research purpose, and study
objectives. It will support to gain a basic understanding of the study.
Literature review
This section could critically evaluate the different opinion and views of different authors about
the research matter. This section could critically be evaluating factors could affect the customer
satisfaction of Ikea, Glasgow. It also supports to understand the different strategies that will be
effective in improving customer satisfaction of Ikea, Glasgow.
Research methodology
This is the section that supports to understand many methods which will be imperative in
selecting different methods that could be considered in this study. This research will consider
qualitative research design method for conducting their study. This method will permit to get the
conceptual information about the study.
Research rational
This study will be imperative to increase the theoretical understanding of customer satisfaction.
It also leads to comprehended factors affecting to the customer's satisfaction. In last, it supports
to understand many strategies that will be imperative in improving the customer’s satisfaction.

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Literature Review
The literature review section is imperative for the researcher as it assists the researcher to
critically evaluate the concern. The data of the literature review is collected by considering
certain sources named as articles, books, and journals. This literature review could support to
comprehend the factors that affect the customers' satisfaction. It could also support to understand
different strategies which will be used by the firm to improve the satisfaction level of customers.
To comprehended theoretical understanding about customer satisfaction of Ikea, Glasgow
De Oña et al. (2014) stated that customer satisfaction is considered as the imperative factors for
the organization as it affected the overall productivity of the firm. Further, it is about the
organization’s purpose to accomplish consumer satisfaction and through that organization will
increase the competitive benefits to stay survival. Moreover, the marketers could consider
satisfying the consumers as the key component of the business acts in the competitive
marketplace. Customer satisfaction is a source that could influence any business sources as well
as organizational performance.
On the other side, Sakhaei et al. (2014) stated that satisfaction affects repurchase intention
wherein the dissatisfaction has been seen as the primary purpose for the purchase
discontinuation. Higher customer satisfaction could lead to getting higher advantages. It is also
illustrated that customer satisfaction might offer an opportunity to the firm for operating the
business and get befits. A higher satisfied person could repurchase the products and services
along with generating the loyalty of consumers. It will also support the opportunity to the
organization for increasing their existing profitability for the long-term.
To address factors affecting the customer satisfaction of Ikea, Glasgow
Bhatt and Bhatt (2016) depicted the service quality is an imperative factor that affecting to

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customers for purchasing the products and services. The service quality is determined as the
difference between the services perception and expectation of customers. It would create the
probability of less satisfied consumers at the working place. It is also addressed that satisfaction
could be affected by different components named as courteous employees, helpful employees,
and billing accuracy. It would affect the overall performance of the organization.
In support of this, Kim et al. (2014) illustrated that employees satisfaction competitive pricing is
another imperative factor that could influence the consumers for purchasing goods and services
of the organization. It is also founded that the price of goods could demonstrate the willingness
to pay for the consumption of any goods thus it can be said that if an organization is not capable
to determine the actual prices of a product then it could be affected to the demand of goods and
services.
On the other side, Ahmed et al. (2014) examined that knowledgeable employees could another
factor that affects the consumer behavior. If the organization has not hired a suitable person at
the place then they would not be successful to attract the consumer for purchasing the goods and
services. It is also stated that a knowledgeable employee has the capability to handle the query of
consumers that would be imperative to retain them for long-terms. The skills employees could
also make a positive relationship among the consumers and organization that would be affected
to increase the satisfaction level of consumers.
To recommend the strategies improve the customer satisfaction of Ikea, Glasgow
Suchánek et al. (2014) recommended that an organization should use the SERVQUAL tool,
which facilitates to measure the quality of products. This tool assists to evaluate the quality of
services as well as identify the satisfaction level of consumers that would be imperative in
evaluating the difference between the actual experience and customer’s expectation. It is also

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stated that services quality could consider different dimension that is named as reliability,
tangibles, assurance, empathy, responsiveness, credibility, courtesy, and access. It will lead to
getting higher competitive advantages in the least time and cost.
Srivastava and Kaul (2014) suggested that an organization should also increase the satisfaction
level of employees by meeting their expectation as it would support to increase their interest in
managing the consumers. It is illustrated that the company should also use the training and
development method by which knowledge of employees has been improved to handle the
customers in an effective way. It is also founded that if an organization could give the higher
value to an employee then the organization would be able to increase the satisfaction level of
employee in the long term. It is also illustrated that the organization should also use a discount
method by which customer could be attracted to purchasing the goods and services of the
organization.

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Research methodology
In the researcher, many kinds of methods have been considered named as the primary and
secondary data collection method (Chen and Chen, 2014). Investigator will exercise both
methods of data accumulation primary and secondary for obtaining the authentic information in
the context of Factors that contribute towards Customer Satisfaction a Quantitative Study of
Ikea, Glasgow. A researcher has utilized primary data pooling tool for collecting reliable
information in the favor of Factors that contribute towards Customer Satisfaction a Quantitative
Study of Ikea, Glasgow. As the primary data is known as the fresh and innovative data that are
not used before so that certain types of resources are practiced by the research scholar that is
named as a case study, interview method and survey through a questionnaire (Watjatrakul,
2014). Apart from this, a secondary data collection technique is essential in improving and
developing the theoretical data with respect to research matter. In order to get secondary data
different type of sources are utilized by the research scholar like books, articles, journals
authentic websites and academic publication along with several offline and online sources which
assist in improving the authenticity of research result. Further, the survey through questionnaire
method has conducted for obtaining the primary data related to the research concern. Herein, the
researcher has attained the beliefs of particular research candidates with respect to Factors that
contribute towards Customer Satisfaction a Quantitative Study of Ikea, Glasgow by using this
survey method.
Sampling
Appropriate sample size has chosen by research scholar through probability sampling technique
and under this, an investigator has selected a random sampling tool for choosing the research
participants randomly (Khuong and Dai, 2016). It facilitates the researcher to conduct a survey

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through a questionnaire in a comprehensible manner. This technique of sampling offers equal
opportunity to the specified respondents in order to share their beliefs and opinion with respect to
the Factors that contribute towards Customer Satisfaction a Quantitative Study of Ikea, Glasgow.
This technique of sampling supports the investigator for eliminating the issues related to
partiality from the research concern (Asad, et al., 2016).
For this research work, 50 employees of Ikea, Glasgow has selected by the investigator for
pooling trustworthy data related to research matter. In this way, the survey technique has
practiced by the researcher for getting the targeted aim of the investigation in an appropriate
way. Further, it is also analyzed that researcher has rejected the non-probability method of
sampling as respondents are selected on the basis of their knowledge, skills, and experience
when this sampling is used that is not beneficial for this research concern. On the other hand,
probability sampling technique offers a suitable path to the researcher for obtaining the aim of
the research.
Data analysis
The data analysis technique is a vital aspect of the research methodology section that enables the
researcher to assess the accumulated information related to the research concern. Along with
this, it also aids the investigator to determine the improved evidence by practicing different types
of the data analysis tool. Several techniques have consisted of data analysis part which is named
as conversational analysis, content analysis, statistical analysis method, and disclosure analysis.
These techniques of data evaluation assist the researcher to effectively assess the accumulated
facts and figures related to research concern that is beneficial in the terms of getting appropriate
research result (Sabir, et al., 2014).

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For this research work, the investigator has selected statistical data evaluation technique for
meeting the research aim and objectives (Mirabi, et al., 2015). This technique facilitates the
researcher in improving the quality of research and also supports in achieving authentic and
trustworthy information regarding research dilemma. In order to this, table, chart and bar
diagrams have practiced by an investigator and it assists in reaching the precise research
outcome. In addition, it is also essential for converting the data into significant information.
Further, the researcher has used MS-excel software program for developing a reliable accurate
conclusion. It also supports the investigator to comprehend their knowledge related to “factors
that contribute towards Customer Satisfaction a Quantitative Study of Ikea, Glasgow”.
Research Ethics
In the research study, the ethical consideration section is known as the achievement of all the
activities of investigation in an ethical manner. As per this consideration act, research scholar
should secure the privacy of respondent’s personal information and they should also conduct
their study by following guidelines and instructions of a university (Liu, and Zhang, 2014). A
researcher has emphasized different factors to remove the ethical problems and issues from the
current research study, which are described as below:
Informed consent
In this way, research candidates have freely gained knowledge with respect to the main purpose
of the research work before selecting them because it assists the investigator to minimize the
difficulties form investigation. Research scholar has delivered required information on the first
page of a survey questionnaire towards the research aim and objectives to the targeted research
candidates. It has developed awareness in the mind of research participants that research work s
conducting for the academic purpose only (Unyathanakorn and Rompho, 2014).

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Obtaining consent:
On the basis of voluntary participation policy researcher has not pressurized research participants
to participate in the research. It illustrates the necessity of accumulating informed consent by
respondents for the research work. Before conducting the survey, the researcher has gathered
informed consent for accomplishing the research ethically. ss
Anonymity:
This is another aspect of ethical consideration policy and this is related to the privacy of research
participants. As per this policy, the researcher has made the research candidates anonymous
during the research work (Rahman, 2014).
Plagiarism:
A researcher has done written work of this research work in their own language in order to make
the research work free from plagiarism. In this way, research scholar has not copied ay content
from other research and not pasted other’s research material.
General data protection right:
GDPR act was considered by the research scholar for securing the privacy of selected research
participants. As per this policy, the researcher has not shared or distributed personal details of
respondents to anyone (Sabir, et al., 2014).
Right to withdraw:
A researcher has given necessary instruction to the research candidates that if the research
participants feel uncomfortable or wrong then they can leave the interview and survey at any
time.
Confidentiality

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Research scholar has advised the research candidates to fill their accurate and proper name in the
survey questionnaire because it supports in obtaining the trustworthy responses from
respondents. A researcher has assured the research participants that they would not recognize by
their given responses by securing their confidentiality of gathered data. Hence, this policy of
ethical consideration assures the respondents that responses or data which are provided by them
would be reserved (Min, et al., 2015).