Effective Communication and Customer Satisfaction: A Waitrose Study

This research project investigates the relationship between effective communication and customer satisfaction, focusing on the retail environment of Waitrose. The project begins with an introduction outlining the research title, rationale, significance, aim, objectives, and research questions. A comprehensive literature review explores various communication-related issues, such as improper span of control, language barriers, and lack of feedback, and their impact on customer satisfaction. The methodology section details the qualitative research approach, data collection methods (questionnaires and secondary data), ethical considerations, sampling techniques, and data analysis procedures. Findings and discussion analyze the collected data, addressing research limitations and presenting key insights. The project concludes with recommendations for improving communication strategies to enhance customer satisfaction within Waitrose, supported by an appendix containing relevant supplementary information.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Research title..........................................................................................................................3
1.2 .Rationale (Background)........................................................................................................3
1.3 Significance of research.........................................................................................................3
1.4 Aim........................................................................................................................................3
1.5 Objectives.............................................................................................................................3
Research questions ......................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Different communication related issues ...............................................................................4
2.2 Impact of effective communication on customer satisfaction...............................................5
2.4 Conclusion.............................................................................................................................6
CHPATER 3: RESEARCH METHODOLOGY.............................................................................6
3.1 Introduction............................................................................................................................6
3.1 Data collection.......................................................................................................................6
3.2 Ethical issues..........................................................................................................................7
3.3 Gantt chart .............................................................................................................................7
3.4 Sampling................................................................................................................................8
3.5 Data analysis and interpretation ............................................................................................8
CHAPTER 4: FINDINGS AND DICUSSION.............................................................................14
4.1 Research limitations.............................................................................................................14
4.2 Findings................................................................................................................................14
4.3 Discussion............................................................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................15
APPENDIX....................................................................................................................................16
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CHAPTER 1: INTRODUCTION
1.1 Research title
To investigate the relationship between effective communication and customer
satisfaction: Study on Waitrose
1.2 Significance of research
Customer satisfaction is achievement for an organization which is made possible by
effective contribution of employees and managers. In this regard communication serves as the
most powerful tools whereby employees can proper guidance and understand the need of
customers in an effectual manner. It is the most common issues which create problem in increase
level of customer satisfaction and retaining them for longer time span. Owing to this, study is
important for overall retail industry to integrate workforce and retain customers for longer time
span. It aids to increase sales turnover and profitability of company. It enables management to
create competitive edge of the firm and increase number of customers in the marketplace.
1.3 Aim
The main aim of the research is to investigate the relationship between effective
communication and customer satisfaction. It aids to sort out the issues which are being faced by
Waitrose, Westfield London.
1.4 Objectives
 To identify different communication related issues at Waitrose
 To assess the impact of effective communication on customer satisfaction.
 To recommend different ways for better communication in order to increase customer
satisfaction.
1.5 Research questions
 What are communication related problems occur at Waitrose while dealing with
customers?
 What is the impact of effective communication on customer satisfaction?
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 What are different ways to strengthen communication in company so as to increase
customer satisfaction
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
After completion of introduction part, the next chapter is of literature review beginning. It
consists of several secondary date related to topic that aid to develop deep understanding among
researcher. The present research is on an investigation of relationship between effective
communication and customer satisfaction. Communication is the greatest tool of success and
growth of an organization because it makes employees well informed about task to be done. It is
also effective for management to manage all business activities by which organizational
objectives can be achieved with specified time span.
2.2 Different communication related issues
According to Webster and Sundaram (2009), there are different communication related
issues such as improper span of control, lack of deadlines and language barriers. This is because
employees belong to different areas and possess different culture. Owing to this, they can face
problem while rendering services to customers. Furthermore, different ethnic background, people
of different levels of industry possesses different characteristics from each other’s. It leads to
misunderstand customer's need by which number of customer decreases to a great extent. He also
stated that Kurt Matzler and et.al., (2015) slow communication among people from different
ethnic group decreases productivity. In this regard diversity of culture is ensured at workplace so
that employees can come to know about each other. Furthermore, just because of lack of
communication it becomes impossible to get feedback from customers related to services
provided.
Komunda and Osarenkhoe (2012), reported that lack of communication determine
uncertainty at workplace. It assists corporation to bring improvement in the present situation so
as to accomplish specified objectives in an effectual manner. It generates need of training and
changes in organizational structure whereby personnel can get proper information related to task.
They also become capable enough to deal with buyers. Apart from this, Hartman and Conklin
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(2012) asserted that lack of communication channels like internet, time to time meeting and
ineffective leadership approach are the greatest barriers in delivering good quality of services to
number of buyers.
Choi and et.al., (2008) explained that poor staff training and time constraints force
personnel to merely completion of targets without considering criteria. It increase stress level of
employees and they cannot learn to meet the expectations of buyers in an effectual manner.
2.2 Impact of effective communication on customer satisfaction
According to Webster and Sundaram (2009) relationship between corporation and
customer highly depend on effective communication. This is because if an organization is
capable in delivering right information on right time then it is possible that customer satisfaction
can be derived in an effectual manner. Further, Ding and Chai (2012) asserted that, company can
provide information related to products and services and also make use of appropriate sources.
This in turn customers will be well informed so they can easily take purchase decisions. On the
other hand, right selection of media is the effective means by which customer get all information
related to special offer, new product and return policy of the firm. With this corporation can
retain customers for longer time span.
Abu‐ELSamen and et.al., (2011) reported that, employees of the firm must treat with
customer in an appropriate manner. Similarly, they are provided training to deal with customers
so as to establish effective communication. It assists buyers to share their issues and get their
problem solved in less time. It is one of the effective way to build trust among buyers and
generate positive attitude among them (Komunda and Aihie Osarenkhoe, 2012).
According to Al‐Nashmi and et.al., (2011) effective communication is the one of the
important factors behind customer satisfaction. This is because employees or service providers
can understand need of buyers and accordingly provide them products and services on right time.
He further explained that effective communication makes employees well informed about their
targets and time line. Similarly, they are also providing proper guidelines related to their work.
Kimita, Shimomura and Arai (2009) asserted that use of effective communication at workplace
prove to be effective as personnel can share their problems with management. Accordingly
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management can provide training and learning for employees so they can cope up with changing
scenario.
Hur, Moon and Jung (2015) advocated that with the help of proper communication
corporation can enhance learning of employees. Likewise, managers can take right strategic
decisions by incorporating views of personnel, if necessary. It contributes towards increase flow
of production and creating competitive edge of the firm in the marketplace.
2.4 Conclusion
The literature review of study concludes that there is positive relationship between
effective communication and customer satisfaction. Reason behind this is that it enables
employees or mangers to work in the direction of growth and success of firm. Also, it facilitates
to formulate plan and policies accordingly so that customers get good quality of services. It can
also be said that with the help of proper communication with employees or services providers
buyers can give their feedback on right time.
CHPATER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research is the process of searching for the effective alternative for collecting data and
analyzing the same in order to produce valid outcome. Further, it consists of set of specific tools
and techniques for develop alternative solutions for the research issues. In the current study
following tools and techniques are included.
Research methods consist of two types of investigations such as qualitative and
quantitative. However, selection of research method is based on requirement and nature of study.
Further, in the present study qualitative type of investigation will be used (Franklin, 2012). By
applying qualitative study researcher can assess the relationship between effective
communication and customer satisfaction. On the other hand, quantitative research is conducted
in the study which is based on two or more than two variables. It generates need of use of
statistical techniques.
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3. 2.Rationale (Background)
The topic related to communication has been chosen because it plays important role in
the success of organization. It is the powerful tool to manage conflicts and integrate workforce in
order to achieve specified objectives of corporation. Communication among corporation and
customer is the imperative aspect to retain buyers for longer time span by increasing their level
of satisfaction. At this juncture, it is very important for retail stores like Waitrose to use effective
mode of communication for satisfying needs and preferences of consumers.
Fuhrer, effective mode of communication provides detail related to products and services
as well as effective scheme of company. It leads to carry out business in right manner and
increase sales turnover to a great extent. It depicts that communication is the powerful aspect
through which company can approach to target number of buyers.
Moreover, current study is conducted to enhance customer satisfaction in Waitrose. Here,
communication is one of the most effective alternatives to retain buyers for longer time span and
for meeting their requirement in the most effective manner. Owing to this, study sheds light on
relationship between two variables such as effective communication and customer satisfaction.
Accordingly, current scenario of selected organization will be considered in order to assess the
effectiveness of communication with regard to customer satisfaction.
The study is being conducted to solve organizational problem related to communication.
This is because improper span of control mislead employees and they cannot complete their
targets on right time. This again creates hurdles in maintaining good performance of the firm in
the marketplace with increased rate of return. Furthermore, due to lack of communication
employees cannot deliver good quality of services and in turn dissatisfy customers. It leads to
decrease number of buyers. Owing to this, study is being done to identifying relationship
between effective communication and customer satisfaction.
3.3 Data collection
Data collection is the most important process of research. It assists scholar to fulfill the
research aim effectively and produce the end results in an effectual manner. For the current
research both primary and secondary data are collected. Under this, primary data are collected
through questionnaire (Flick, 2011). The questionnaire consists of close ended questions by
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which collected data are analyzed effectively. With this researcher can reach at the aim of the
study. Apart from this, secondary data are also collected wherein different sources like journals,
books and published material are considered. This proves to be effective in collecting large
amount of information. Furthermore, secondary data aid to develop deep understanding
regarding communication related issues.
3.4 Ethical issues
Ethics consists of moral principles of any study which must be fulfilled by researcher. In
the current study following points have been considered while completing the study-
 Research will keep the data of respondents with confidentiality and the same will not be
shown to any other party. In this regard, Data Protection Act 1998 will also be considered
so that all the important information of respondents can be stored in an effectual manner.
 Anonymity will also consider while analyzing the collected data. Under this names and
addresses of respondents will not be used (Modell and Humphrey, 2008).
 All collected secondary data will be cited properly with respective study. It aids to
complete research report in an ethical manner (Flick, 2011).
3.5 Sampling
Sampling refers to the process of collecting large amount of data from the targeted
population. It serves as the individual unit by which scholar can reach at the aim of the study.
There are different kind of sampling methods such as simple random, purposive and judgment as
well as quota. On the other hand, population refers to large mass of people on which study is
being done (Chapman and McNeill, 2004). Furthermore, sample of 20 customers has been taken
to conduct the study. It contributes towards collecting large amount of data so as to reach at the
aim of the study (Ltd.Smith, 2008). However, customers are selected on the basis of simple
random sampling so that every customer has equal chance to get select in the study. In addition
to this, simple random sampling facilitates to provide right kind of data which prove to be
fruitful to develop valid solution for the problem under study (Goddard and Melville, 2004).
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3.6 Gantt chart
The following Gantt chart is showing time line of the study. It consists of all activities to
be performed to complete the research project. It depicts that total 12 weeks will require to
complete the study where different activities like literature review, collection of data and
conclusion as well as recommendations have will be given (Whiteley and Whiteley, 2006).
Research
Activities
1st
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2nd
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Introduction
Writing
literature
Review
Research
Design
Research
Methodology
Collection of
primary data
Analysis of
collected
data
Completing
the
remaining
work
Revise and
draft
Final
Submission
3.7 Resources
There are several kinds of resources that are used for completing the current study. It can
be monetary and non-monetary resources. The major non-monetary resource used for the study is
time. It is because; researcher devoted his most of the time in collecting data from number of
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primary and secondary sources. On the other hand, monetary resources such as internet,
stationary and transportation charges are included. All these resources require incurring
expenditure so as to complete the research on right time. The tentative amount to be spent on
these different sources are listed as follows
 Internet-£20
 Stationary-£25
 Transportation charges-£60
3.7 Data analysis and interpretation
Theme 1: Response of staff workers is important while rendering services
Strongly satisfied 20% 4
Satisfied 30% 6
Neutral 10% 2
Dissatisfied 20% 4
Strongly dissatisfied 20% 4
20
According to the collected primary data it has been found that 20% participants are
strongly satisfied with positive response of staff workers while rendering services. Further, 30%
respondents are also satisfied. On the other hand, 10% customers are neither satisfied or nor
dissatisfied with response of staff workers of Waitrose at the time of rendering services.
Furthermore, 20% customers are dissatisfied with response of staff workers. In addition to this,
remaining 20% are also not satisfied and stated that they do not get positive response while doing
shopping in mall or retail store.
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20%
30%
10%
20%
20%
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied

Theme 2: Effective communication is the key to increase your interest towards offerings of
an organization
Strongly agree 30% 6
Agree 35% 7
Neutral 10% 2
Disagree 10% 2
Strongly disagree 15% 3
20
According to the collected primary data, it has been found that 30% respondents strongly
agree that communication is the effective way to increase interest of buyers towards offerings of
an organization. Furthermore, 35% respondents also agree that effective communication aid to
generate positive attitude among buyers. On the other hand, remaining participants do not agree
for contribution of effective communication in increasing attention of buyers towards offerings
of corporation.
Theme 3: Staff attitude is considered as the most while shopping in retail store
Quality of services 30% 6
Attitude of staff workers 60% 12
Appropriate environment 10% 2
20
11
30%
35%
10%
10%
15%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

As per the data collection, it has been found that 30% customer focus on quality of
services while doing shopping from retail store. On the other hand, 10% participants consider
that appropriate environment must be there in order to satisfy their needs. Furthermore,
remaining majority of respondents consider staff attitude as the most important factor at the time
of shopping.
Theme 4: Waitrose gives positive response in case of complaints made by customers
Strongly satisfied 25% 5
Satisfied 30% 6
Neutral 0% 0
Dissatisfied 20% 4
Strongly dissatisfied 25% 5
20
12
30%
60%
10%
Quality of services
Attitude of staff workers
Appropriate
environment