Analysis of IKEA's Operations: A Report on Customer Satisfaction

This report evaluates customer satisfaction at IKEA, aiming to identify areas for operational improvement. Data was collected via questionnaires from a sample of 30 customers, revealing that a significant portion are regular IKEA shoppers but face issues with customer service and store layout. The analysis suggests that IKEA should introduce products catering to diverse demographics, enhance staffing, and modify store layouts to address customer discontent. Recommendations include staff training, increased billing counters, improved store layouts, and the introduction of premium product lines. The report concludes that IKEA needs to address these issues to maintain competitiveness and meet evolving customer expectations, emphasizing the importance of continuous market analysis and innovation. References to various marketing and consumer behavior studies are included to support the findings and recommendations.

TASK 3
PPT To find out how to improve
operations of IKEA for increasing
customer satisfactions.

Aims
The main aim of this research is to evaluate the
customer satisfaction at Ikea store. Considering this,
following objectives have been framed below:
To design new features in the all stores of Ikea.
To train the staff to become more customer friendly.
To find areas for improving the operations of IKEA
in order to gain customer satisfaction.

Data Collection
Data collection is the most crucial activity involved in
research. The need for collection of data from relevant sources is highly
important. There are two sources from which data cab be gathered, one is
primary other is secondary. To conduct this research primary data will be
considered and it shall be gathered by way of questionnaire. This type of
data collection is a form of semi-structured questionnaire which consists
of open-ended and close-ended questions. This method is a suitable one
because it assists in collection of relevant, reliable and adequate manner
of information for this research.

SAMPLING AND SAMPLE SIZE
This is done in order to select a target group of population
from which data shall be gathered. The targeted group help in acting
as a representative sampling of people. In order to carry out this
research random and purposive sampling can be used for the
selection of respondents. The purposive sampling is used to
determine the research demands collection from IKEA only.
Random sampling will be applied to chose customers from outside
the IKEA. A sample size of 30 customers will be chosen for the
questionnaire (Johansson and Thelander, 2009). It is expected that
such sample size will help me in accomplishing my aims and
objectives of the study.

Data Analysis
 Are you IKEA regular
customer?
It has been seen that the customers in
the sample size were mostly
regular customers of Ikea. There
are at an average 63% of
customers who are regular visitors
of Ikea stores. The customer's
deny being a constant part of Ikea
visits are 37%. This shows that
most people are willing to make a
repeated visit to Ikea store.
37%
63%
No
Yes

Contd.
 Are you facing issues in different customer
service areas?
The customer who have been a part of Ikea
purchases have seen to encounter more issues in
their customer service area's. It seems to be that
the services served by their staff is not up to the
mark of customers expectations with the
company. It has been observed that the
customers do not feel satisfied with the
customer services served by Ikea. There is
approximately 63% of customer's who have
served their assent towards facing issues in their
customer service area. While only, 37% of
customers are facing no issues in the customer
service provided by Ikea staff members.
63%
37%
Yes
No

Contd.
IKEA has a good shopping layout in its
stores for their customers.
The above pie chart has clearly shown that the
customers are not happy with the shopping layout
in its stores. The combined data of customer's
disagreeing and strongly disagreeing to this
statement accounts for more than 70%. There is
only a small proportion about 19% of customer's
belonging to sample size have shown their
approval to the pattern of shopping layout of the
store. The data assists in analysing that the
customers are not happy with the store patterns
and has not been helpful in serving the customer
satisfaction up to the mark.
19%
3%
45%
32%
Agree
Strongly Agree
Disagree
Strongly disagree

Discussion Analysis
 Introduce more products that are useful for elder people. Furniture which can help
in making their life easier can be bought into their stores.
 The product range should incorporate more distinctive and personalized furniture
that serve the needs of females as well.
 Introduce more premium range products to attract the employed customers. More
cheap and stationary must be included to attract the students as well.
 More strategies must be introduced to enhance this number.
 It is important that such areas of concerns must be addressed by duly modifying the
existing strategies.
 More staff should be employed to serve the needs of their customers with greater
effeciency.
 Make suitable changes in the store layout so that the discontentment being observed
in customers towards these stores is resorted.
 Need for necessary improvements is seen which must be adequately fulfilled by the
management of Ikea to keep a sustained level of satisfaction from their customers.

CONCLUSION
 Ikea store is suffering with issues impending their success to a great
extent.
 customers are not completed satisfied with the services obtained from
their store
 there is a need to bring in improvement in the services of Ikea.
Company is also required to understand the adoption of service
standards which are always required to be served high.
 future industry is highly competitive and needs innovation from time
to time. Customer expectations are to be fulfilled through performing
market analysis from time to time and knowing their requirements.

Recommendation
 Management of Ikea must provide adequate training to their staff members
in each store so that it can manage and learn on how to deal with their
customers effectively.
 the increasing crowd at different billing centres can be managed adequately
by introducing more counters for different sections.
 The shopping layout must be changed as lanes in the shop are long and such
lanes make it difficult for customer's to find the products they actually seek
for.
 it is important that Ikea should target customer's other than the general
masses and bring in premium products to attract customers who are willing
to buy more quality products.
 t is important that more innovative products must be provided to the
customer's this will help Ikea in attaining their level of satisfaction.

References
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– 96.
Flock, E., 2011. China now has fake IKEA store: when will we all stop copying?. The
Washington Post.
Johansson, U. and Thelander, Å., 2009. A standardised approach to the world? IKEA in
China. International journal of quality and service sciences. 1(2). pp. 199-219.
Shoham, S, and Makovec, M., 2003. Consumer Buying Behavior. Journal of Consumer
Marketing. 20(2).pp. 127-138.
Varca, P. E., 2004. Service skills for service workers: emotional intelligence and
beyond. Managing Service Quality: An International Journal. 14(6). pp. 457-467.

Thank You!!