Customer Satisfaction Research Project at ASDA: Unit 8 Analysis Report

This report presents a research project focused on customer satisfaction at ASDA supermarket. The research begins with defining the research specification, including the aim to understand customer satisfaction levels with ASDA's products and services, and the formulation of research questions and hypotheses regarding the relationship between customer satisfaction, product quality, and customer service. The methodology involves a descriptive research design, employing a mixed-methods approach, including questionnaires with both Likert-style and multiple-choice questions administered to 25 randomly selected customers. The report details the data collection plan, the background of ASDA, and a literature review discussing customer relationship management. The analysis includes the use of SPSS software for data interpretation, and the report concludes with an assessment of research results, including recommendations based on the findings, and the presentation of results using an agreed format. The research adheres to ethical guidelines and aims to identify areas for improvement in ASDA's customer satisfaction strategies.

UNIT 8 RESEARCH PROJECT

Table of Contents
Introduction ....................................................................................................................................4
Task 1..............................................................................................................................................4
LO1: Developing Research Specification.......................................................................................4
1.1 Plan for Collecting Data........................................................................................................4
1.2 Background of ASDA...........................................................................................................5
1.3 Aim of the Research .............................................................................................................6
1.4 Research Question ................................................................................................................8
1.5 Research Hypothesis..............................................................................................................8
1.6 Research Design and Methodology.......................................................................................9
1.7 Research Plan......................................................................................................................10
Task 2............................................................................................................................................11
LO2: Research Project Operations ...............................................................................................11
2.1 Efficient matching of resources with research questions ...................................................11
2.2 Future investigation research with the help of certain procedures .....................................12
2.3 Sensitive data recording.......................................................................................................13
Task 3............................................................................................................................................14
LO3: Assessment of research results.............................................................................................14
3.1 Unique research assessment techniques .............................................................................14
3.2 Explanation and result analysis ..........................................................................................14
3.3 Recommendations ..............................................................................................................20
Task 4............................................................................................................................................21
LO4: Presentation of research results............................................................................................21
4.1 Using agreed format and unique media to assess the research results ...............................21
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Conclusion ....................................................................................................................................30
References.....................................................................................................................................31
Appendices....................................................................................................................................33
Appendix 1: Gantt chart ...........................................................................................................33
Appendix 2: Questionnaire........................................................................................................34
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Introduction
The most central portion of research design process for Asda Supermarket is research
specification. Research specification will help Asda's organisation to find the individual learning
outcome. It also contributes to accomplice the certain types of data and the goals in a proper
manner (Stevenson, 2014). This research has different learning results and will be discussed in
the following sections. The first task will formulate and record the research project outlines. The
next article will critically examine references and research project specifications which are
required for Asda to drive the outcomes. The other following tasks would implement the
research project, and evaluation of the research results will be obtained. Latest recommendations
would be used to detect the issues in the system and their appropriate analysis. The outline of the
research design will help to determine the requirements and various factors associated with the
research (Aigner, 2014). The outline will help to bring an overall idea before the project is put on
the run. The evaluation and recommendations will later play their part in designing of the
project.
Task 1
LO1: Developing Research Specification
1.1 Plan for Collecting Data
The data will be collected through questionnaire with the participation of randomly
chosen 25 customers coming in ASDA Colindale supermarket. Since the research is about
customer satisfaction, the questionnaire helps to establish a good knowledge of the participant’s
opinions. The questionnaire will allow the researcher to clarify the questions and would be able
to seek follow-up information whenever required (Gransberg, 2014). Moreover, the
questionnaire process is perfect for research topic like the customer satisfaction. The survey
response rate will be high, and cooperation of the respondents can be gained personally. The
questionnaire is designed as a closed end questionnaire combining the Likert-style and the
multiple choice questions regarding various aspects of the customer and level of satisfaction
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from each department (Zellner, 2014). Though questionnaire process is time consuming and
expensive, the results and benefits totally work the expense.
1.2 Background of ASDA
ASDA’s history dates back to the 1920s where a farming family in Yorkshire founded
Hindell’s Dairies which sold meat and milk to the customers. In 1991 ASDA was formed as a
brand which emphasised on internal communication and motivation. During June 1999 ASDA
was taken up by Wal-Mart and became part of the company (Fournier, 2015). Currently, ASDA
is the second largest supermarket chain in the UK. ASDA currently possess 525 stores across
UK and part of Wal-Mart family. The company promises low-cost products so that customers
have to pay less. They aim to become the Britain’s most trusted retailer. Their strategy deals
with providing good service to their customers, respect to the individuals while striving for
excellence (Hausman, 2014). ASDA relies on its supplier management team to connect with
ASDA and their trading partners. ASDA follows the corporate social responsibility towards the
sustainable environment. They work towards energy consumption through a reduction in energy
use by almost 45 percent and save the carbon emission by travelling less. ASDA also keeps an
ethical approach which chooses employment freely, ensures safe working and safety conditions,
discourages child labour, sets the working hours according to the legal standards, practice a no
discrimination policy and are compliant with immigration laws (Mason, 2014). ASDA puts their
price range on the line as customers are assured of the lowest prices of the products available in
the market. The USP they emphasise is to put out a price range and stay ahead of its top
contenders in the market like Tesco, Sainsbury's, and Morrisons, etc. The strategies are pricing,
service and satisfaction of the customers which ASDA relies on to stay ahead in the competition.
In this current research, the customer satisfaction efficiency of ASDA will be put to rest (Aigner,
2014). The study will help to find out how satisfied are the customers with various products and
service of the departments offered by ASDA.
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1.3 Aim of the Research
The research aims at finding the level of the customer satisfaction with the product and
services of ASDA. Moreover, the study seeks to locate the strategy of customer satisfaction of
ASDA and its effectiveness in reality. As mentioned customer satisfaction and treating each
with respect is to their main purpose of meeting the competition. Hence the study will help to
find the physical evidence which justifies their strategy and its effectiveness in the competitive
market scenario. Hence, the aim is made to understand the customer satisfaction level which will
help to conclude the main theme of the research as it is aimed. The understanding contributes to
bringing positive result based on the current economy. The development of the research is aided
by the use of application methods and prescriptions of policy. Different areas and extent are
thoroughly investigated by the research personnel to gain approval and also timely renewal in an
appropriate manner.
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Literature Review
In these days we are living in a fast changing world and along with all the changes
customers’ needs are changing also. Acceleration of global economic integration process
markets are changed from the production and sales orientated to customers orientated marketing.
According to Anton and Petouhoff ( 2002 ), many more organisations are realising the
importance of Customer Relationship Management. “Contact Management” is a set of
specialized management to help the organisations to collect and sort the information of contact
between the customer and the organisation.
Barbara Bund Jackson (1985) has transformed the “Relationship Management” in to a
concept which helps people to take new steps for the research of marketing theory. Later on the
“Contact Management” has evolved into “Costumer Care” which includes Call Centres and
Support Data Analysis.
In the 21st century customers are controlling or own the leaders of the business, the
employees of the business and also the business as they are holding the potential success or
failure of any organisation. To be able to establish customers’ dreams and desires means that
their needs and wants are served professionally, quietly, professionally and efficiently. The
customers of 21 century demand personalized services always want to speak with person in
charge so that they can get the best deals and they not only demand everything but also want the
companies that they do business with to change in order to meet those desires and whims
(Galbraith, 2005).
As per Oliver (2010), customers are very wheel aware about the market and its
environment this giving them satisfaction when purchasing and all organisations along with the
entire industry are now being measured on satisfaction that could lead to changes and laws.
Citizens who are satisfied with public and private agencies have been found to have a better
quality of life.
Mueller (2010) has characterised the customer relationship management aspect of the
business as a highly dynamic argues that the business needs to adopt a proactive approach in
devising relevant programs and initiatives in order to remain competitive in their industries.
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Peppers and Rogers (2011) stated that satisfying customers’ needs is not sufficient in these days
in order to ensure the long-term growth of the businesses and that the businesses have to strive in
order to maintain long-term relationships with their customers, in order to maintain flexibility, to
achieve long-life loyalty and to adopt their increased expectations.
As per out case of study, ASDA, the research needs to be orientated towards the constant
changes of our customers’ needs and want as this is the most important aspect of the business
survival. As we stated previously customers have the power to decide the business growth or
failure and the satisfaction of our customers allows the business to remain competitive on the
market. Delivering professional and efficiently services to its customers it the aim and objective
for any organisation as the high increased level of the competition in the market could anytime
bring the failure of an organisation.
1.4 Research Question
There are various issues which are raised while investigating the theme related to ASDA
Colindale supermarket. The questions are:
1. How positively is the customer satisfied by the products of ASDA?
2. How the Departments of ASDA can support the unsatisfied customers by its products?
The question helps to understand the theme or the motive behind the research. The first
question will consider to what extent the customers are satisfied with the products offered by
ASDA. The next question will answer how the work culture of ASDA functions to satisfy the
customer with their services. Both questions refer to the satisfaction of customers towards the
products and services.
1.5 Research Hypothesis
The Hypothesis raised the topic is:
1st Hypothesis:
H0: Customer satisfaction is positively related to the product quality of ASDA
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H1: Customer satisfaction is not positively related to the product quality of ASDA
In H1 the customer satisfaction is the dependent variable, and the product quality of ASDA is the
independent variable. Similarly, the Customer service is the independent variable whereas the
work culture is the dependent variable.
1.6 Research Design and Methodology
The design used in the research is a descriptive pattern which helps to acknowledge the
customer satisfaction level. A mixed method of both quantitative and qualitative study is being
employed (Stark, 2013). As the questionnaire contains both the Likert-style and multiple choice
questions, a mixed approach is made to the studies. A mixed method is used to interpret and
explore to complete studies based on human behaviour and affinity (Eisenhardt, 2012). The
customer satisfaction level will be explored and interpreted by the data collected through the
interview from the customers. The various questionnaires will help to understand their affinity
and level of satisfaction through the Likert question (Zellner, 2014). Mixed methods are
employed because they are easy to describe and report and useful in case of unexpected result
arrival.
The methodology used in any research needs to be made an ethical code as it is the most
important part of the research. There are ten principals of ethical methodology according to
Bryman and bell and these are as following:
a. Any participants to the research should not suffer any harm in any ways.
b. Dignity for the subjects should be prior to the study
c. Before the start of the research it is required consent from any participants
d. Privacy protection needs to be ensured
e. Level of confidentiality needs to be very high
f. Individuals anonymity has to be ensured
g. Any deception or exaggeration about the aims and objectives of the research must
be avoided
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h. Any conflicts of interest or any form of affiliations have to be declared
i. Honesty and transparency in communication
j. Misleading information must be avoided
1.7 Research Plan
First, the theme of the research will be determined. The aim of the research will help set
the questionnaires which will be decided after the survey pattern is considered. In this case, the
questionnaire will be conducted by customers of ASDA. After information is gathered the data
will be analysed using software like SPSS which will help to interpret the data (Babbitt, 2015).
Further analysis and consideration of the data received the Hypothesis will be solved using the
dependent and non-dependent variables (Imrie, 2016). Finally, the research question will be
answered after solving the hypothesis. In this case, the topic is on customer satisfaction of the
ASDA customers.
The research plan including all the steps needed to find the objectives of the research and
to implement the solution gathered after the analyses of the data will be carried out on a duration
of 12 weeks.
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Task 2
LO2: Research Project Operations
2.1 Efficient matching of resources with research questions
Certain criteria are present which are required to be understood to initiate active
advocacy. The understanding will help in the management of a larger number of insurgencies
which can be fulfilled. The various types of the resources and reports present require an
application from methodological and analytical perspectives (Schwalbe, 2013). The current
situation and the landscapes and the status require being identified and adjusted according to the
present rule and policies of regulation allotted to the framework. The questions of research or the
hypotheses require evaluation by ideas of individuals and facts, at the same time also depends on
the motivating techniques and proper functioning of the managerial body. Asda Supermarket’s
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basic practices require being identified keeping in mind the shape and scope of the company and
the nature of the environment which is prevalent within Asda. It is evident that there is an
existence of particular culture at the leadership levels so that the link between the employees and
the governing body can be designed and also recognised efficiently in an appropriate and
authentic manner. The physiological, as well as the psychological needs, requires being fulfilled
so that all the questions can be answered and at the same time preparations can be adequately
done.
The proper introduction of the structure of Asda Supermarket requires effective
management and secured handling. This structure would determine the flow of the research. The
methodology requires being dependent on designing new cycle and procedures (Stark, 2013).
The underlying acts and the matters of reality in the system are also important factors required
by methodology. Mars law’s motivating theory can be utilised for the development of the best
results and tracing out of the same. The motivation also allows adequate tracking of the results
which are obtained. The current generation's requirements also needed to be handled in an
appropriate manner in such a way that practical desires, adequate policies can be good enough to
manage the problems which lie under and the adequacies of the system involved. The leadership
personnel of Asda requires to function in a particular way that various things can be executed
and maintained and at the same time, various factors of motivation can be engaged to draw better
outcome from the current generations deployed (Fournier, 2015). The employees associated with
Asda will require better pay which will ensure them reach the height of efficiency and also solve
the problems and challenges faced in the long run. The employees involved at all cost must be
kept motivated and charged up for the project. The leader also must be able to draw the best of
the team efficiently. Possession of qualified employees is also important criteria of the research
which cannot be overlooked. The execution of the research is equally necessary as accumulation
and implementation.
2.2 Future investigation research with the help of certain procedures
A successful contractor from Asda will be required to record desirable profit and
expenses for use whenever required. The important factors of research specification process need
a fixed particular time and also budget allocation by the researcher. Proper utilisations of the
resources and also time management or its appropriate adjustments are required before work
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