Analysis of Service Quality and Consumer Satisfaction at Sainsbury's

This report investigates the impact of service quality on consumer satisfaction within Sainsbury's. The research aims to understand service quality in the retail sector, analyze factors influencing customer satisfaction, examine the impact of service quality, and recommend improvements. The methodology includes a descriptive research design, interpretivism, primary data collection through questionnaires, and thematic data analysis. A sample of 60 customers was used, and the report includes data on shopping frequency, satisfaction with shopping experiences, and the quality of services based on price range, customer service, reliability, and discounts. The findings are presented through charts and percentages, offering insights into customer perceptions and satisfaction levels.

TASK 3
'To identify the impact of service quality on consumer
satisfaction in retail industry: A study on Sainsbury”

Research Aim and Objectives
The main aim of the study is to analyse the impact of service quality
on consumer satisfaction: A study on Sainsbury. Therefore, on the
basis of this topic, some objectives have been framed and these
are:
To understand the concept of service quality in retail sector
To analyse factors which influence customer satisfaction in retail
sector
To examine the impact of service quality on consumer satisfaction
in retail sector
To recommend measures for enhancing service quality for
improving customer satisfaction in retail sector

Research Questions
On the basis of research objectives, some research questions
have been developed as it will assist in conducting research
in appropriate manner. These questions are as follows;
What is the importance of service quality in Sainsbury?
What are the factors which affect customers satisfaction in
Sainsbury?
What are the major impacts of service quality on consumer
satisfaction in Sainsbury?

Research methodology
Research design- Descriptive research design
Research phiplosphy- Interpretivism
Data collection- Primary data will be collected through
questionnaire
Data analysis- Thematic approach
Sample and sampling- 60 customers are taken as
sample in the research by taking simple random
sampling method.

How often do you shop from
Sainsbury?
Once a week Twice a week Once a month Rarely
0
5
10
15
20
25

How convenient your shopping experience is
with the service given by Sainsbury employees?
Excellent
Good
Average
Below Average
Not Good
0 5 10 15 20 25

Are you contented with the information
so provided by the sales person?
87%
13%
Yes
No

How the quality of services within Sainsbury can
be rated on following satisfaction level?
Excellent Good Average Below Average Not Good
0
5
10
15
20
25
Price
Range of products
Customer service
Reliability
Discounts

THANK YOU