Research Project: Customer Satisfaction Strategies at Tesco Plc

This research project investigates customer satisfaction in relation to Tesco, a UK-based retail company. It uses various methods, including surveys, to analyze customer satisfaction levels. The research outlines specifications, identifies factors contributing to project selection, and reviews key references. A research project specification is produced, along with a plan and procedures. Resources are matched to the research question, data is recorded and collated, and evaluation techniques are applied. The results are interpreted and analyzed, recommendations are made, and areas for further consideration are justified. The report summarizes findings, presents conclusions, and offers recommendations, highlighting the importance of customer satisfaction for Tesco's performance in a competitive environment and the potential benefits of digital technology.

Research Project
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Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................5
1.1: Formulate and record possible research project outline specifications................................5
1.2: Identify the factors that contribute to the process of research project selection...................8
1.3: Undertake a critical review of key references......................................................................9
1.4: Produce a research project specification............................................................................10
Task 2.............................................................................................................................................12
1.5: Provide an appropriate plan and procedures for the agreed research specification............12
Task 3.............................................................................................................................................14
2.1: Match resources efficiently to the research question or hypothesis...................................14
2.2: Undertake the proposed research investigation in accordance with the agreed specification
and procedures...........................................................................................................................15
2.3: Record and collate relevant data where appropriate...........................................................16
3.1: Use appropriate research evaluation techniques.................................................................17
3.2: Interpret and analyse the results in terms of the original research specification................18
3.3: Make recommendations and justify areas for further consideration..................................23
Task 4.............................................................................................................................................24
4.1: Produce a written report, summarising the findings, presenting the conclusions and
appropriate recommendations for an audience..........................................................................24
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Conclusion.....................................................................................................................................26
References......................................................................................................................................27
Appendix........................................................................................................................................29
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Introduction
The research study is based on the topic customer satisfaction in relation to products of the Tesco
Company which is situated in the UK and is a retail company dealing in wide variety of
products. There are various methods which are used for conducting the research and analysing
the level of satisfaction among the customers. Surveys are conducted to know the responses of
the customers and appropriate resources are used for carrying out the research successfully. The
collected data and responses are analysed with the help of certain tools and techniques which
enables the company to get an effective result.
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Task 1
1.1: Formulate and record possible research project outline specifications
Research question
What strategies are required to be formulated by Tesco for increasing its performance and level
of satisfaction among the customers?
Purpose of the research
The research project is required to have a purpose so that it becomes easier for the researcher to
carry out the research study effectively. The purpose of the research study is:
 To evaluate the performance of the company in the market.
 To analyse the satisfaction level among the customers regarding the products of the
company.
 To adequately analyse the market and find out the opportunities available to the company
to grow and develop.
 To examine the effectiveness of current operations of the business.
Research outcomes
The outcome of the conducted research is that Tesco and other companies are required to focus
on its various activities and functions to improve its operations so as to enhance its performance.
Customer satisfaction is an aspect which requires consideration by the company for getting
success in the competitive business environment. In order to increase its share in the market, the
company needs to ensure that it highly satisfies the needs of the customers by providing them
with the products they actually desire (Ryu, et. al., 2012).
Tesco Company requires making use of advanced and latest technology so as to enhance its
performance according to the rapidly changing business environment. This way they can
improve their overall performance and provide the customers with the products of their
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preferences and choices which would increase the customers’ satisfaction level. This will help
the company in maintaining a good relationship with the customers for a longer period. Making
use of digital technology the company can benefit to a large extent in terms of performance and
customers satisfaction.
The rationale for the choice of research
The research is conducted on the company’s performance and the level of satisfaction among the
customers regarding the products as well as services of the company. The reason for choosing
this topic is to know the current position of the company in the market and to also to analyse the
level of customers’ satisfaction which is the major part in running the business successfully. In
the rapidly changing business environment, it is highly important to know whether the products
of the company match the standards of the market and the expectations of the customers (Saeidi,
et. al., 2015).
Ethical issues
During the research, there were certain issues which were faced by the researcher and adequate
measures had been taken to overcome the issues (Oster, 2018).
 Financial and monetary availability.
 Lack of human resources.
 Insufficient time.
 Issues inaccurate decision-making process.
Methodology
For carrying out the research effectively, relevant and required data has to be used by the
researcher for getting a clear view and effective result. As a result of which qualitative, as well as
quantitative methods, have been used for the research. The qualitative method involves the
articles, books, journals, internet etc which are used to collect the already analysed data.
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The quantitative method mainly includes the surveys and questionnaires which are prepared for
collecting the responses and information through first-hand sources. Responses of 100
respondents were collected out of which responses of 20 people were analysed as a part of the
sampling method.
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1.2: Identify the factors that contribute to the process of research project selection
There are certain factors which contribute to the selection process of the research project:
 Monetary resources: Availability of money is quite important for carrying out the project
in an effective manner. Every activity of the research project requires sufficient money.
 Human resources: Carrying out the research requires human resources having the required
skills and knowledge (Zhao, et. al., 2012).
 Adequate time: Every activity to be completed effectively required adequate time and for
getting effective results the researcher needs to ensure that the activities are performed
within the specified timeframe.
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1.3: Undertake a critical review of key references
Every business, in order to be successful, needs to improve its performance through various
methods and also needs to consider the different needs of the customers. Analysing the customer
satisfaction helps the management to judge its performance in the market. Considering the
different needs of the customers enables the company to take effective decisions regarding its
products and service availability (Orel & Kara, 2014). By modifying some of its operations and
formulating effective strategies, the company can focus on customer satisfaction. Understanding
the behaviour of the customers becomes important for the company to enhance its performance.
(Source: Douglas & Craig, 2014)
From the chart, it has been presented that from among various retail businesses in the UK, Tesco
is the company which has a major portion or share in the market due to its better performance
and high customer satisfaction level over the years.
According to the surveys, some of the respondents are dissatisfied with the products as well as
services of the company. It has been reported that the company lacks behind some of its rival
parties. The company’s performance largely depends on the customer satisfaction level (The
Telegraph, 2018).
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1.4: Produce a research project specification
Research proposal
Title: Customer Satisfaction in Tesco Plc.
Executive summary
High-performance standards and the customer satisfaction are the main aspects of the business
which enables the management to effectively grow and develop the profitability of the business.
Customer satisfaction enables the company to firmly establish its business across the countries.
Research question
What strategies are required to be formulated by Tesco for enhancing its performance and
satisfaction level among the customers?
Purpose of the research
The research project is required to have a purpose so that it becomes easier for the researcher to
carry out the research study effectively. The purpose of the research study is:
 To evaluate the performance of the company in the market.
 To analyse the satisfaction level among the customers regarding the products of the company.
 To adequately analyse the market and find out the opportunities available to the company to
grow and develop.
 To examine the effectiveness of current operations of the business.
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The scope of the research
The research study has a wide scope as it will enable the company to make wise and effective
decisions for the business so as to enhance the overall performance. This research will provide a
direction to the company for increasing the customers’ satisfaction level by formulating various
effective strategies.
The significance of the research
The research study is important for the company as it enables them to analyse the customers’
needs and attain the organisational goals and objectives. The research is based on the performance
of the company as well as satisfaction level of the customers which enables the company to take
further steps to make the business more effective.
Research methodology
For carrying out the research effectively, it is important to select the appropriate method to collect
the information i.e. qualitative and quantitative research methods. The qualitative method includes
magazines, articles, internet sources, journals etc. The quantitative method includes the numerical
data which is analysed from the collected data of the respondents. Random sampling is done in
which responses of 20 people are collected for further analysis.
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Task 2
1.5: Provide an appropriate plan and procedures for the agreed research specification
For carrying out the research in an effective manner, the researcher needs to assign every activity
of the research project with appropriate time and resources.
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