Unit 8 Research Project: Evaluating Customer Satisfaction at ASDA

This research project evaluates customer satisfaction levels within ASDA, a major retail company. The study begins by outlining the research specifications, including the aim to understand the current level of customer satisfaction and its impact on ASDA's profit margins. It identifies factors influencing research project selection, emphasizing the importance of customer emotional state in the competitive retail market. A critical review of key references highlights the relationship between customer satisfaction, market share, and the strategies employed to enhance customer experience, such as pricing and brand loyalty. The research project specification details the introduction, aims, objectives, literature review, methodology (including positivism, deductive approach, and data collection methods), findings and analysis (using qualitative techniques), and conclusions with recommendations for ASDA. The project also includes a plan and procedure for research, along with data analysis based on a questionnaire, interpreting results on customer purchase frequency, information sources, and the impact of product quality and employee assistance on satisfaction and loyalty. The study concludes with an analysis of the research evaluation techniques and the interpretation of the results, providing insights into customer behavior and preferences, and offering recommendations for ASDA to improve customer satisfaction.

Research Project
UNIT 8

TABLE OF CONTENTS
Why not ‘Evaluate the level of customer satisfaction within Asda’?..............................................3
TASK 1............................................................................................................................................3
1.1 Formulate and recording of possible research outline specifications....................................3
1.2 Identify the factors that contribute to the process of research project selection....................3
1.3 Undertake a critical review of key references........................................................................4
1.4 Produce a research project specification................................................................................5
1.5 Produce plan and procedure for subsequent research ...........................................................6
TASK 2............................................................................................................................................7
2.1 Matching resources effectively to frame the research questions...........................................7
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures.............................................................................................................................9
2.3 Recording and collating the related data..............................................................................10
TASK 3..........................................................................................................................................11
3.1 Effective use of appropriate research evaluation technique................................................11
3.2 Interpreting and analysing the results .................................................................................11
3.3 Making recommendations and justifying the areas for further considerations....................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................16

Topic: To evaluate the level of customer satisfaction within ASDA
TASK 1
1.1 Formulate and recording of possible research outline specifications
Aim: Current study key motive is to have evaluation 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
In order to have effective identification of customer satisfaction among service users of
ASDA, it is necessary for business firm to have designing of objectives. Researcher will have
effective formation of objectives so that different features in respect to subject can be
determined. Study will have efforts to evaluate the relation between customer’s satisfaction and
profit margin ratio of ASDA (Ariffin and Maghzi, 2012). Diverse ways to improve the existing
consumer's satisfaction will also be examined so that company can have better opportunities in
market.
1.2 Identify the factors that contribute to the process of research project selection
As per the detailed study, customers are considered as one of key aspect that plays vital
role in success of every organisation. Rationale behind the investigation is to evaluate current
state of client satisfaction level will be taken into account. Market conditions has also become
highly competitive so it is critical task for organisations to attract more new customers and retain
old ones (Brownell, 2010). In present market scenario the business firms like ASDA are also
focused towards development of employee’s skills in order to provide better satisfaction to the
customers. Businesses are also focused towards high ratio for investment on market research so
that customers need can be identified because it also assists in developing effective strategies to
increase the level of contentment (Carraher, 2008). The main factor which has supported in
selection of this research project specification is the importance of customer’s emotional state in

highly competitive retail industry. Researcher is also looking forward to gain information about
ways that can amend the level of satisfaction so it can also be referred as rationale behind the
selection of topic.
1.3 Undertake a critical review of key references
As per the view of Keyton (2006), it can be stated that the customer satisfaction is
considered as one of most significant aspect that has direct impact on the organisation. Consumer
satisfaction is termed as level of degree that allows business firm to understand the effectiveness
of products and services that are offered in the market. Client contentment advancement also
enhances the sales and profit margin ratio of company (Keyton, 2006). If ratio of customer
satisfaction within organisation is high, then long term objectives can easily be accomplished in
the market. Kotler, Bowen and Makens (2006) has stated that the buyer satisfaction allows
business firm to hold better position in highly competitive market. With an assistance of this, the
company can also have better development market share and lead business to impressive level of
success (Ryu and Han, 2010).
Schmitt (2011) has asserted that the purchaser satisfaction and market share also have
great relationship because changes in customer satisfaction impacts the market share of retail
organisation. If client emotional state is advanced then profit margin ratio will also increase that
means the customers are more attracted towards business firm (Schmitt, 2011). As same low
level of consumer satisfaction will have negative impact on the sales ratio which will affect
overall development in negative manner. Shaw, Bailey and Williams (2011) has contended that
if any organisation is acquiring market share by meeting the needs and expectations of its
customer. It means the company is providing high quality of products and services that easily
accomplish service user needs. There are number of strategies that are being adopted by
businesses in order to have advancement in customer satisfaction (Shaw, Bailey and Williams,
2011). For example, the company has decreased the pricing of product and services in order to
attract more customers. It will attract service users to purchase product and services of retail firm
because acquisition of merchandise at low prices is one of key need of customer. It will also
enhance the buyer satisfaction level and lead business to impressive level of success.
As per view of Sigala (2015), company can also focus on promotion of brand image and
loyalty aspects so that more and more customers can be attracted. If business firm is offering

commitment to customers in respect to quality and price, then customers' satisfaction will be
increased. It will also allow entity to gain better competitive advantage in the market. In order to
have advancement in customer satisfaction, organization need to ensure about customer needs so
that merchandise can be developed in appropriate manner (Sigala, 2015). It will allow retail firm
to amend level of customer contentment and lead enterprise to impressive level of prosperity.
Along with this, quality standards can also be implemented in order to improve quality of
products and services. It is also advantageous to have improvement in customer satisfaction
because high level of quality is also essential need of service users (Victorino and et. al., 2015).
1.4 Produce a research project specification
Introduction- In order to have better opportunities in competitive market the business
firms are also focused towards identification of customer satisfaction level. Increased level of
information about satisfaction level among service users allows to sustain in highly competitive
business environment. With an assistance of present research report, number of factors that are
associated with the customer emotional state will be evaluated so that citied organization can
have better opportunities in the market (Jackson, 2010). Key motive behind the investigation is
to have determination of satisfaction level among customers while using products and services of
ASDA.
Research aims and objectives- Key motive behind the study is identify the degree of
customer satisfaction within ASDA. However, the one of significant objective is to understand
the importance of client contentment in ASDA. Assessment of relation between customer’s
satisfaction and profit margin ratio of company will also be considered by researcher in order to
attain adequate outcomes (Khan, 2011). Ways through which ASDA can enhance its customer
satisfaction level will also examined the study.
Literature review- It is a chapter that provides a support to overall study by concentrating
on literature review. It is also referred as one of most crucial section of overall research.
Moreover, the section also provides detail knowledge about different factors that are associated
with the research. This written material will be accomplished through assistance of studies that
are carried out by other researchers.
Research methodology- It is also critical chapter that has influence on overall
effectiveness. If methodology selection is not appropriate, then quality of research may get

affected. In present study, the positivism research philosophy will be adopted by researcher to
understand significance of customer satisfaction in organisation success (Dey, 2002). Deductive
research approach and exploratory research design will assist investigator to meet objectives of
study. Determination of tools and techniques in regard to customer’s satisfaction will also be
accomplished by using deductive research approach and exploratory research design. Moreover,
information will be collected by having consideration on both primary and secondary sources of
data collection (Crowther and Lancaster, 2012).
Findings and analysis – It will provide assistance in evaluating the final outcome of
collected data. In this respect, the qualitative technique will be adopted by researcher to meet
objectives. However, the support of thematic approach will be provided to study to present
findings. Different charts and tables will also be presented to meet the standards of qualitative
technique.
Conclusions and recommendations – It is also considered as findings chapter that present
a conclusion of overall findings. It provides brief information of overall report so that outcomes
can be understand in appropriate manner. Along with this, the recommendations will also be
provided so that ASDA can have advancement in customer satisfaction. Recommendations about
further future studies will also be presented in this subdivision (Pring, 2014).
1.5 Produce plan and procedure for subsequent research
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
Identification of research topic
Topic is selected after discussing
with tutor,
Determining the rationale behind
the study and significance are
defined.
literature review is conducted to
collect secondary data related to
topic,
Determining objectives and aim of
the study

For collecting primary data,
researcher approachers to
managers of Marks & Spencer
Selection of research approach
Research methodology used in the
study defined properly.
Questionnaires related to impact of
reward system on employee
motivation is developed
With the help of survey and
questionnaire methods,
information from respondents
collected.
Arrangement of gathered
information in a chronological
order.
Thematic analysis technique is
applied to the present outcomes.
Interpretation of collecting data
and findings of research in
systematic manner.
At the end, recommendations and
suggestions for further study are
provided.
Presentation is developed to
present the findings.
Submission of the report
TASK 2
2.1 Matching resources effectively to frame the research questions
In order to have effective designing of research questions, it is necessary for researcher to
make sure about diverse significant resources. It will assist in carrying out successful research so
that suitable findings can be attained. Classification of resources can be as finance, technology
and human resources. If financial sources are not appropriate, then primary and secondary data

collection process may get influenced in negative manner (Saunders and et. al., 2010). For
effective evaluation of gathered information, the experts and human resources is also required so
that research questions can be answered in appropriate manner. Technological tools will assist in
data collection which is beneficial for better outcome acquisition. Classification of tools can be
as excel, spreadsheet, etc.
Questionnaire
1. How often do you purchase products and services of ASDA?
 Once in a weak
 Every month
 In every six month
 Not fixed
2. Using which source you mostly attain information about products and services
 Internet
 Advertisement
 Family and friends
 Text message
 Any other
3. High level of quality of ASDA products and services enhances customer satisfaction
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4. Employees of ASDA provide better assistance in respect to customer service
 Yes
 No
5. Products and services offered by ASDA meets your needs
 Strongly agree
 Agree
 Neutral
 Disagree

 Strongly disagree
6. High degree of satisfaction enhances your loyalty towards ASDA
 Yes
 No
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures
For effective identification of customer satisfaction level within ASDA, researcher has
adopted exploratory design. It has facilitated in exploring different aspects that are associated
with client satisfaction that helps in determination of ways to improve degree of contentment.
Validity and reliability are also critical factors that has been concerned by investigator
(Silverman, 2010). It has helped in make sure that information accessed is the research is
beneficial to attain most suitable outcome. Primary and secondary sources have also been
accessed by expert so that data collection can be accomplished in appropriate manner. Moreover,
in order to have effective data analysis, in present study the qualitative technique has been used
which has helped in understanding the importance of service users and their satisfaction in
ASDA. In this respect, the interpretation of evaluation has been presented with an assistance of
thematic approach of qualitative technique (Singh. 2010).
Along with this, the support of positivism philosophy and deductive approach has also
presented in the study. It has facilitated in determination of tools and techniques of customer’s
satisfaction that are adopted by the company. Survey has been carried out by taking responses
from customers who visit to the ASDA Store in London (Saunders and et. al., 2010). It has
helped in identification of key ways that may improve level of customer satisfaction among
service users of ASDA. Questionnaire has been designed to gather information in adequate
manner and provide support to qualitative technique.
In addition to this, the selection of techniques and philosophy is according to nature of
study so that objectives of study can be accomplished in appropriate manner. If selection of
techniques, methods and philosophy is appropriate then overall effectiveness of the study may
get influenced in negative manner (Silverman, 2010). Along with this, the significance of
research study and purpose has also taken into account while selecting the techniques.
Data collection

In order to have better data collection, the researcher has adopted primary and secondary
sources. It has been make sure that accurate and reliable information is being collected so that
the best suitable outcome can be attained. Secondary sources data has been presented in literature
review section. Books, journals and online documents has been accessed by researcher to
understand the key concept and meet standards of secondary sources. Other than this,
questionnaire has been designed in respect to take responses from customers and understand the
level of satisfaction level (Singh. 2010). Questionnaire is designed as per consideration of
research objectives so that research questions can also be answered in appropriate manner.
Responses has been collected by asking questions to customers who visit ASDA Store, London.
Sampling
For meeting the standards, questionnaire has been presented to sample of 50 customers
who visit to ASDA Store, London. In present report, random sampling technique has been
adopted which is considered as essential part of probabilistic sampling method. It has facilitated
in effective collection of data for completion of primary study.
Ethical consideration
Ethical aspects have also been considered effectively by the researcher so that final
outcomes may not get influenced in negative manner. Proper information in regard to nature and
purpose of investigation has been presented with participants. Authentic and reliable sources are
only used to have effective data collection (Khan, A2011). Moreover, plagiarism issue has also
referred by investigator so that objectives of investigation can be accomplished effectively.
2.3 Recording and collating the related data
Following is the spread sheet of responses:
How often do you purchase products and
services of ASDA Frequency
Once in a weak 20
Every month 5
In every six month 5
Not fixed 10

Using which source you mostly attain
information about products and services Frequency
Internet 20
Advertisement 10
Family and friends 5
Text message 5
Any other 10
High level of quality of ASDA products and
services enhances customer satisfaction Frequency
Strongly agree 25
Agree 10
Neutral 5
Disagree 5
Strongly disagree 5
Employees of ASDA provide better assistance
in respect to customer service Frequency
Yes 40

No 10
Products and services offered by ASDA meets
your needs Frequency
Strongly agree 30
Agree 5
Neutral 5
Disagree 10
Strongly disagree 0
High degree of satisfaction enhances your
loyalty towards ASDA Frequency
Yes 35
No 15
TASK 3
3.1 Effective use of appropriate research evaluation technique
As per the detailed study, there are basically two kinds of research evaluation techniques
that are being adopted by researcher. Classification of techniques can be as qualitative and
quantitative techniques. In present report, qualitative techniques have been used by researcher to
evaluate the collected information (Dey, 2002). With an assistance of this technique the degree
of customer satisfaction within ASDA has been evaluated. Themes are being designed as per
consideration of questionnaire and objectives of the investigation. It has provided effective
identification of customer satisfaction within ASDA.