Research Project: Employee Satisfaction and Customer Service at ASDA

This research project investigates the impact of employee satisfaction on customer service, using ASDA as a case study. The project begins with an introduction outlining the research aims, objectives, and a description of ASDA as a case study, emphasizing its retail operations and the importance of employee satisfaction for customer service. A comprehensive literature review follows, exploring the concepts of employee satisfaction and customer service, drawing upon various scholarly sources to establish a theoretical foundation. The methodology section details the research design, which includes a descriptive research design with an interpretivism philosophy and a qualitative research approach, employing both primary and secondary data collection methods. The project then presents the data collection process and findings, followed by an analysis and discussion of the results. Finally, the project concludes with recommendations for enhancing employee satisfaction and customer service, along with suggestions for further study. The project is structured into five main chapters: introduction, literature review, methodology, data collection and analysis, and conclusion and recommendations.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER -1 introduction..............................................................................................................3
P1.1, 1.2 Research project description.........................................................................................3
P1.1 Research Aims and Objectives............................................................................................3
P1.1, 1.3, M1 Literature review..................................................................................................4
P1.1, 1.4 Research methodology..................................................................................................4
1.5 Structure of the Project.........................................................................................................5
CHAPTER -2 literature review........................................................................................................6
1.3, M1 Introduction....................................................................................................................6
Literature review..........................................................................................................................6
CHAPTER -3 methodology...........................................................................................................10
P2.2, M2 Methodology, Methods and Techniques....................................................................10
P2.2 Sampling............................................................................................................................11
P2.2 Data collection...................................................................................................................12
P2.2 Ethical consideration.........................................................................................................12
CHAPTER -4 data collection ........................................................................................................13
P2.3, M3 Data collection ..........................................................................................................13
P2.3, D1 Data analysis and discussion.......................................................................................19
CHAPTER -5 conclusion and recommendations .........................................................................22
P3.3 Conclusion.........................................................................................................................22
P3.3, D3 Recommendations.......................................................................................................23
P3.3 Areas of further study........................................................................................................23
REFERENCES ............................................................................................................................25
2

CHAPTER -1 INTRODUCTION
Title: Analysis of the impact of employee satisfaction on customer service
P1.1, 1.2 Research project description
ASDA is considered as American owned British founded supermarket retailer that is
being headquartered in West Yorkshire England. Apart from the core supermarket retail format
the firm is engaged in offering greater number of other products as well. This is comprised of
financial services as well as mobile phone organization. The company is one of the largest
retailers across the globe. The aim of the present investigation is towards making analysis of the
impact of satisfaction of employees over customer service (Jeon and Choi, 2012). Moreover the
study would be carried out for the purpose of gaining insight to the concept of employee
satisfaction. The investigation would also explore the association among customer service in
order to attain the objectives of the research in an effective manner. The personnel of the firm are
engaged in offering personalized services to the customers in order to offer them higher level
satisfaction.
The retail sector to a greater extent is affected by the performance of the employees.
Effectiveness in the customer service can be measured when clients are provided with better
services that leads to enhancement of their satisfaction level. Employee's performance to a
significant level depends on the extent of satisfaction that is being offered to them by higher
level authority in the business. There is presence of close relationship among employee
satisfaction as well as customer service. This is due to the reason of increasing competition
among the firms that are operating in this sector. Therefore in this relation the retailer makes
efforts in bringing improvement in the services that are offered to them. This acts as an aid in
enhancing its sales by enhancing the number of customers. The fact or like employee
satisfaction is crucial for customer service. In this regard the association among both the factors
is being analyzed in the present investigation. As such ASDA is recognized retailer thus it is
essential for the organization to provide quality products and services.
P1.1 Research Aims and Objectives
Aim: To analyze the impact of employee satisfaction on customer service: A case study of
ASDA.
Research objectives:
3

 To explore the concept of customer satisfaction and its importance for ASDA.
 To examine the association among employee satisfaction and customer service.
 To recommend the factors that can enhance the satisfaction level among the personnel.
P1.1, 1.3, M1 Literature review
In accordance with the views of Kuballa, (2007) satisfaction among employees can be
utilized with the aim to state the condition of personnel in terms of whether they are happy with
the job. The factor that relates with morale of employees at workplace and motivation among the
personnel to a greater extent has contribution towards employees satisfaction. It is being assessed
that positive satisfaction among the personnel leads to increasing their retention in the
organization. As per the views of Landy and Conte, (2010) it has been examined that the role of
satisfaction is crucial in making employees feel delighted. The importance of the satisfaction
among the personnel is crucial for the success of ASDA. This is due t to the reason that such
would act as an aid in minimizing the rate of absenteeism. Retention of the skilled employees is
important as they can facilitate the for the new personnel in providing effective guidance. In this
relation the satisfaction within the employees can assist in improving the quality of service.
Further the satisfied employees possess the ability to tackle the pressure in the organization in an
effective manner. It is being examined that the personnel who have higher satisfaction level can
take par t in the training programs which are organized by the firm.
P1.1, 1.4 Research methodology
Research methodology is regarded as the means with which the outcomes relating with a
particular problem can be determined in an effective manner. It makes utilization of the tools as
well as methods that assist the firm in attainment of particular aim. The present research that
aims at making analysis of the impact of employee satisfaction on customer service uses wide
range of methods for investigation so as to attain valid outcome from the investigation. The
research design that is being used in the present research is referred to as descriptive research
design. Along with this Interpretivism philosophy would be employed in the present
investigation. In order to make evaluation of the impact of employee satisfaction on the customer
service qualitative research would be utilized. The research approach that would be utilized in
the present investigation is regarded as inductive. As such it would act as an aid in making
determination of the phenomenon under research. Under the present investigation the collection
4

of data is being done through both primary as well as secondary sources. This acts as an aid in
attainment of quality information that can assist on drawing outcome from the investigation.
1.5 Structure of the Project
The tool such as Gantt chart is being utilized with the aim to develop schedules. This
reflects the time scale wherein the particular activity would start and end. It is effective in
ensuring that the investigation is being carried out in sequential way. Thus no delays are
encountered while carrying out the research.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Drafting of research proposal
Defining aims and objectives
of research
Carrying out literature review
Research methodology
Primary data collection
Analysis of data and
interpretation
Conclusion
Recommendations
Submission to tutor
Changes Based On responses
Final Submission
5

The present research is being divided into five major sections. This is comprised of
introduction, literature review, methodology, data collection as well as conclusion and
recommendation. The initial section deals with development of research aim and objectives in
whose regards the entire investigation would be carried out. Following this the past researches
relating with the topic under investigation would be analyzed with effectiveness so as to draw
valid conclusion. Next in the series tool and techniques that would be used in carrying out the
investigation are being analyzed. After this data is gathered and it is being analyzed. At last
conclusion is drawn from the results of research and further recommendations are made on the
basis of the outcomes.
CHAPTER -2 LITERATURE REVIEW
1.3, M1 Introduction
Literature review is considered as one of the essential chapter of the research project. The
major factor behind carrying out such section is towards development of appropriate and
theoretical base on the subject matter is being selected. The chapter is consist of greater amount
of data through the secondary sources. The researcher within this section focuses on including as
well as reflecting the studies that have been conducted by varied authors in past on the particular
subject matter. In the present investigation the emphasis of the researcher is towards making
analysis of the impact of employee satisfaction on customer service. It can be presented that
process of literature review plays significant role. In this researcher will reflect the impact of
employee satisfaction on the services that are being delivered to the customers. In this chapter
the phenomenon in the subject matter is discussed so as to attain suitable findings from the
investigation. Therefore such acts as an aid in drawing valid resultants from the research.
Literature review
Concept of employee satisfaction
Employee satisfaction is the concept that reflects the state of whether the personnel is
happy with the job that is performed by them. In accordance with the views of Lee and et.al.,
(2012) there is presence of various factors like morale of employees within the organization and
their motivational level that to a greater extent has contribution to satisfaction of employees. The
employee can be made satisfied in case when they are offered with recognition, compensation
as well as perks on their performance. This is being assessed that employee with positive
6

satisfaction leads to enhancement within the retention of the business. According to the views of
Madupalli and Poddar, (2014) the role of satisfaction is crucial in making employees feel
delighted. Further with this they are able to make delivery of quality services and products to the
customers. The personnel with higher level of satisfaction become loyal towards the
organization. There is huge importance of employee satisfaction towards the success of the firm
like ASDA. This is imperative as it assist the organization in reducing absenteeism. The retention
of the highly talented employees is important as this assist in increasing their role towards
offering training to the new employees. This important as with this the hotel is able to minimize
the situation of absenteeism. In this regard it can be stated that satisfaction level of the personnel
can lead to enhancement of the quality of services. Further satisfied employees at ASDA can
manage the pressure in the firm with greater ease. It can be be examined that personnel who have
higher satisfaction level have willingness in participating within the training programs which are
organized by the firm.
Concept customer service
There is greater role of customer services in attainment of success by the business to a
significant level. In accordance with the views of Solnet, (2006) it has been examined that
effectiveness within services provided to the customers acts as an aid in satisfaction of the
requirements to a greater extent. Thus such leads to bringing improvement in the services offered
to the customers. It can be assessed that ineffectiveness with services offered to customers lead
to enhancement in the customer complaints. Through the presence of such the organization
would lose its sales as well as profitability. In this regard sound customer service would act as an
aid for the firm towards maintenance of sound relationship with the clients. As per the views of
Specht, Fichtel and Meyer, (2007) such assist the firm in gaining loyalty of the customers for the
firm. It can be assessed that efficiency within the services offered requires the firm to make
investment for the purpose of maintaining and delivering standardized services. Customer
service has greater impact on the satisfaction level of the customers to a significant level. It is
being taken into account that for the purpose of building effective relationship with the
customers it is important to maintain efficiency as well as effectiveness while offering services to
the clients. The role of customer service is significant in enhancing the revenue of the firm like
ASDA.
7

Impact of employee satisfaction on customer service
In accordance with the views of Treyti, (2008) it has been examined that maintaining
level of satisfaction within the personnel assist in creation of positive impact on the services that
are delivered to the customers. The personnel who possess satisfaction are able to work with
fuller zeal as well as enthusiasm. Thus they make effective contribution towards deliverance of
quality services to the customers. It is essential for the retail business to gain insight to the
impact of employee satisfaction on the services offered t o the customers. It can be assessed that
superior services from the satisfied personnel leads to creation of satisfied customers. In
accordance with the views of Hanks, (2014) it has been examined that when employees have
higher level of satisfaction then they can pay attention towards offering quality services to the
customers in great er effectiveness. It has been gained that when employees have greater amount
of satisfaction then they take care of the customers of the firm with effectiveness. In addition to
this their behavior changes when treating the customer to a significant level. Satisfied personnel
would carry out performance of their job in an effective way. This demonstrates proactive image
of the firm before the target market. Therefore firm would be able to make development of sound
reputation that will assist in attracting new base of customers.
As per the views Kuballa, (2007) it can be examined that personnel who makes
deliverance of quality services to the customers are considered satisfied. Moreover such
influence their level of commitment as well as loyalty to a greater extent. Employee satisfaction
has greater impact in terms that it assist the organization in gaining insight to the needs as well as
demand of the customers. This is due to the reason that personnel are having direct
communication with the clients. Thus this assist in development of awareness in relation to the
needs and targets of customers. In this relation satisfied personnel are motivated employees who
are able to put their efforts in making delivery of quality services to the customers. In accordance
with the views of Lee and et.al., (2012) it is being examined that all the firms to a greater extent
are dependent on the services provided to the customers. Enhancement within the services
offered to the customer can be ensured when the employees level of satisfaction is sound. The
firm can carry out monitoring of the employee behavior for the purpose of determining whether
they are satisfied or not. This is due to the reason that their satisfaction level has direct impact on
the service offered by them to the clients. It is being evaluated that as ASDA is retailer thus its
8

success depends on the quality of services that are delivered to the clients. Thus it can be stated
that satisfaction level to a significant level has impact on the customer service.
Relationship between Employee satisfaction and customer service
Employee satisfaction has a undeviating relationship with customer service because a
satisfied employee can only deliver better services to the customers. From many sources, it has
been identified that employee satisfaction helps the workforce to produce more efforts in
organizational work practices which further amends the degree of growth and prosperity. In
order to acquire employee satisfaction, organizations have been paying more attention towards
proper management and leadership so that employees can get adequate direction for their job
profiles. Apart from this, employee satisfaction increases the efforts of organization and huge
investment is required in this area. Moreover, employee satisfaction is directly related to
monetary and non-monetary benefits and through this organizational effectiveness can be
augmented respectively (Jeon and Choi, 2012). Employees are regarded as the only possessions
that aids the business entity to deliver prominent services to the clients; hence employee are
directly associated with service delivery procedure. Employee satisfaction plays crucial role in
enhancing the service quality and this also assists in increasing customer base.
Satisfied employee always perform in productive manner which gives many benefits to
the organization and relatively it brings competitive advantage. Organizational environment has
a direct relationship with employee performance and this further influence workforce's behavior
as well. Motivated and encouraged employees always communicates properly with the customers
which creates good impression of business services and this is yet another beneficiary state for
organizational development. Customer service plays vital role in the organization and this also
brings the opportunities of more growth and prosperity (Landy and Conte, 2010). At the same
time, training also plays vital role in this as it often increases employee efficacy and provides
them more opportunities of prosperity. Satisfied employee contributes positively towards the
functioning of firm. However, looking at the present competitive environment companies
making valiant efforts to satisfy the needs and wants of customers so that they can attain long
term sustainability. Herein, employee being the integral part play significant role to provide the
best possible services to customers. In regards to this, companies irrespective to their sector have
9

to employ different methods of enhancing the employee satisfaction so that they are encouraged
or motivated to provide superior quality of services to the customers.
Satisfaction of employee depends upon several factors such as monetary and non-
monetary benefits, working environment and growth opportunities. Individual employee getting
all these factors covered is encouraged to serve the clientele base of company in the best possible
manner and achieve utmost level of customer satisfaction. On the basis of past studies made on
employee engagement it has been evaluated that, employee satisfaction and quality of customer
services are correlated to each other (Madupalli and Poddar, 2014). It is because of the fact that,
satisfied employees are loyal towards the firm and put tons of efforts in understanding the needs
and wants of customers so that they can provide them superior quality of services to enhance
their level of experience.
CHAPTER -3 METHODOLOGY
P2.2, M2 Methodology, Methods and Techniques
Research design
It is regarded as the outline, based upon which the investigation is being carried out. It is
regarded as the blue print that is comprised of the sequence wherein the actions are required to
be carried out so that solution to particular issue can be identified. Research design is being
divided into three parts (Morgan, 2007). This is comprised of exploratory, casual as well as
descriptive. In the present research project descriptive research design would be employed. This
is due to the reason that in this particular behavior of the personnel as it emerges within the
environment can be determined. Such research design would assist in making analysis of the
impact of satisfaction among the employees on the customer service.
Research approach
Research approach are being categorized into two parts. This is being comprised into
inductive as well as deductive approach. In the present investigation that aims at making
analysis of the employee satisfaction on customer service inductive approach would be
employed. This is due to the reason that it starts with observation and later development of
theories is being done in order to attain end results (Sobh and Perry, 2006). At the starting of the
particular approach no theory is engaged but as a outcome of the investigation the theories are
10

evolved. Under this on the basis of data gathered the generalization of new theories is being
done. Inductive approach is associated with qualitative investigation. Thus in order to gain
insight to the impact of satisfaction among employees on customer services inductive approach
would be helpful.
Research philosophy
Research philosophy indicates the manner in which the data relating to particular
objective is being collected, utilized as well as evaluated. There is presence of three kind of
research philosophies (Massingham, Massingham and Diment, 2012). This is comprised of
realism, positivism as well as interpretivism. For the purpose of analyzing the impact of
employee satisfaction over customer service at ASDA interpretivism philosophy would be
employed. This is due to the reason that such philosophy makes integration of the interest of the
human beings into the research. It is effective in offering knowledge with respect to justification
in relation to issue of the investigation. In this the opinions of the smaller group can be attained
in deep so that better understanding can be done in relation to the subject matter.
Research type
There is presence of two of kind of research. This includes qualitative as well as
quantitative (Martin and Guerin, 2006). In order to make analysis of the impact of employee
satisfaction on customer service qualitative research would be employed. This technique would
be effective due to the major reason that it is being expressed in the form of variables. The tool
used in qualitative are universal and therefore appropriate outcomes can be attained. In addition
to this it is being gained that employee's satisfaction level cannot be quantified thus it is much
easier to present it in narrative format. This takes smaller sample size therefore it is most suitable
for the topic under the present investigation.
P2.2 Sampling
After making analysis of the research universe suitable representative sample is being
selected. In this regard researcher would make use of sampling tool. In the present investigation
the sample would be the employees of ASDA. These employees would be asked questions with
respect to the influence the employee satisfaction has on the customer service. Here, in the
present investigation for the purpose of making selection technique of simple random sampling
would be employed. Under this every employee is provided with the equal chance of getting
11

selected as part of the investigation. Thus this tool removes the issue that relates with the
biasness as everyone possess equal chance of getting chosen. The size of sample for the present
investigation is 30.
P2.2 Data collection
The most suitable tool that is being used for the purpose of collecting data is referred to
as primary as well as secondary data collection method. In the present investigation both the
techniques would be employed. Under primary method of collecting data survey method would
be used. For this method of questionnaire will be applied. It is regarded as effective source that
can be utilized for the purpose of gaining in-depth knowledge in relation to the views as well as
opinions of the personnel (Massingham, Massingham and Diment, 2012). The responses of the
employees can be attained by the means of research instrument which is referred to as
questionnaire. The structured questionnaire would be comprised of both open as well as close
ended questions. The difference among the two is related with the kind of responses that are
being offered. Under close ended questions the employees are offered with limited choice for
answering. However bin case of open ended questions the respondents are free to express their
views and opinions in own words in detailed way (Khan, 2011). In order conduct the research
secondary investigation would be employed. Under this the data would be gathered by the means
of journals, internet, annual reports, published articles and data etc.
P2.2 Ethical consideration
In the area of investigation ethics is being employed by the professionals. As in case
other profession similarly in condition of the investigation the researcher has to accomplish
various responsibilities. In investigation it is significant for the individual to comply with all the
ethics. It is the ethical responsibility of the person to carry out the investigation in an authentic
way. Researcher often makes review of the other papers that are relating with the investigation.
In case the research paper that is being developed by the researcher is in accurate then this would
lead to occurrence of inappropriate outcomes (Morgan, 2007). Therefore it is the ethical
responsibility of the person to carry out investigation in an appropriate manner. It is the ethical
responsibility of the researcher to make collection of reliable source of information. In case
unreliable data is being gathered then investigation may reflect inappropriate outcomes. Thus it
12