Research Project: ASDA Employee Training and Customer Satisfaction

This research project investigates the effectiveness of training and development programs on customer satisfaction within ASDA, a major UK retailer. The report begins with an overview of the research, including its aim to identify how training impacts customer satisfaction. The literature review explores the benefits of training and development, emphasizing its role in enhancing employee skills and improving customer service. The methodology section details the use of a qualitative research approach, with data collected through questionnaires from a sample of 20 respondents. The data analysis focuses on the findings from the questionnaires, examining the relationship between training and customer satisfaction. The conclusion and recommendations summarize the key findings and suggest strategies to further enhance training programs and improve customer satisfaction within ASDA. The research highlights the importance of training in achieving organizational objectives, enhancing overall business performance, and providing a competitive advantage. The study also emphasizes the significance of prioritizing customer needs and offering quality products at reasonable prices to achieve customer satisfaction.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of research....................................................................................................1
1.3 Research aim....................................................................................................................2
1.4 Research objectives..........................................................................................................2
1.5 Research questions...........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction......................................................................................................................3
2.2 Effectiveness of training and development......................................................................3
2.3 Resources necessary for gaining customer satisfaction in ASDA....................................4
CHAPTER 3: RESEARCH METHODOLGY................................................................................5
3.1 Types of methodology......................................................................................................5
3.2 Data sampling...................................................................................................................5
3.3 Sources of data.................................................................................................................6
3.4 Limitations........................................................................................................................6
CHAPTER 4: DATA ANALYSIS..................................................................................................7
4.1 Data analysis.....................................................................................................................7
4.2 Data and relation variables...............................................................................................8
CHAPTER 5: CONCLUSION AND RECOMMEDATION........................................................17
5.1 Conclusion......................................................................................................................17
5.2 Recommendations..........................................................................................................17
REFERENCES..............................................................................................................................17

TITLE: “ To identify effectiveness of training and development of employees on customer
satisfaction”. A case study on ASDA.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In today's competitive business environment, employees of firm play a significant role in
the success of company. For achieving its set goals and objectives in an effective way, it is very
important for every firm to ensure effective management of human resources at workplace.
Training and development is one of the most integral parts of human resource management. One
of the benefits of T&D is that it enhances skills of employees and help enterprise in offering
quality products and services to customers. Further, it helps the firm in gaining satisfaction of its
customers (Luo and Homburg, 2013). ASDA is a big retailer based in the UK which offers
different type of products and services to its customers. Enterprise provides training to all its
employees in order to enhance their skills, abilities and knowledge so that they can offer better
and quality services to its customers. It is essential for every enterprise to offer high quality and
unique products to its customers as this firm gains loyalty of clients and at the same time
provides various long term advantages to them. Further, it is essential for the firm to treat all its
employees in a fair manner.
1.2 Background of research
Training is known as one of the most integral parts of every enterprise as this helps in
developing employee's skills which assist organisation in gaining customer satisfaction. Training
helps in creating a positive work environment which contributes in the success and growth of
company (Regis,2008). Purpose of research is to examine customer satisfaction with the help of
training and development in ASDA. Firm operates on international level and offers various types
of products and services to satisfy the needs of its customers. Aim of this research project is to
examine the effectiveness of training programmes. Managers formulate effective plans and
policies in order to attract a large number of customers as well as to increase sales and profits of
company.
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1.3 Research aim
Aim of this research is “To identify effectiveness of training and development of
employees on customer satisfaction”. A case study on ASDA.
1.4 Research objectives
Determining outcomes of various types of research is one of the most integral parts of
every investigation. Case study of ASDA is taken in this report to analyse the purpose of
research. Major objectives of this research are:
 To identify effectiveness of training and development of employees on customer
satisfaction. A case study on ASDA.
 To identify the ways in which T&D (training and development) help in enhancing sales
of various products of ASDA
 To examine various methods available to gain customer satisfaction
 To determine the impact of T&D programmes on satisfaction of customers
1.5 Research questions
Research questions are known as one of the most integral parts of every type of research.
Questions of study are basically prepared on the main title of research. It is essential for the
researcher to formulate better and effective research questions in order to draw valid and
effective conclusion about main topic of research (Ryu, Lee and Gon Kim, 2012). Questions of
this research are as follows:
 What is impact of training and development programmes on satisfying the needs of
customers in a better way?
 What are the major methods of training to increase sales of ASDA’s products?
 What is the effectiveness of T&D programmes on satisfaction of customers?
 What are the major methods and tools to gain customer satisfaction?
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is the most important section of every research and one of the main
features of this is that it helps investigator in carrying out research in an effective manner. This
helps the researcher in drawing better and valid conclusion about research. It is very important
that collected data must be relevant to this main topic of research. It is very essential for
researcher to examine the previous information available. One of the main features of this is that
it helps researcher in conducting analysis. Under this part of research, researcher collects detailed
information based on topic of study with the help of secondary sources like books, journals,
online articles, published material, etc.
2.2 Effectiveness of training and development
In present business scenario, T&D is known as one of the most essential parts of every
business to gain success. One of the main advantages of training is that it helps employees in
developing their skills which ensure effective execution of business operations. It is essential for
ASDA to conduct training and development programmes for workers so that they can get
familiar with the working environment of company. This increases their productivity and at the
same time, enhances their contribution in success of company.
Luo,2013 ,concluded that number of methods are there which should be used by
enterprises to offer training to its employees and to attain satisfaction of its customers. Further,
training activities help in reducing the communication gap between employees and managers.
Following are the points which indicate that training and development is effective: Help in accomplishing the organisational objectives: It comes under the responsibility
of manager to combine all efforts of employees in a way so that company can achieve its
both short and long term business objectives. Training helps the employees in
communicating with each other in an effective way which increases effectiveness of
business activities. As per the viewpoints of Regis,2008, training and development
encourages workers to perform well which ensures accomplishment of business
objectives. Enhances the overall performance of business: Success of growth of every enterprise
largely depends on the performance of its employees. When all employees perform their
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duties in an effective way then this increases the profits of company. All this can be
achieved with help of training and development programmes. Training enhances the
worker's ability to complete complex tasks which ensure management of business
operations.
 Provide competitive advantage: Major focus of ASDA to hire skilled candidates for fill
the vacant job position in enterprise. Skilled employees provide competitive advantage to
company. Ryu, 2012summarised that skilled workers help firm in capture a larger market
share. Effective strategies must be formulate and use by ASDA in order to enhance
employee's performance and profits of company.
2.3 Resources necessary for gaining customer satisfaction in ASDA
An enterprise can not achieve success without satisfy the needs of its customers. It is very
important for enterprise to offer quality and effective products to its clients in order to capture a
large market share (Lim and Ting. 2013). Satisfy customers increase the sales of company
which enhance profits of organisation. It is very important for ASDA to produce products as per
the requirements of its customers so they can be attracted towards its products. Further, it is also
important for firm to offer quality products at reasonable prices. Major tools which can be use by
ASDA to get customer satisfaction is given under the following points: Give priority to needs of its customers: To achieve satisfaction of its customers. It is very
important for ASDA to first give priority to specific needs and requirements of its
customers. In this way firm can attract more number of customers and can capture a
larger market share. Use a cost effective approach: For achieve customers satisfaction, it is very essential for
ASDDA to offer quality products at affordable prices. For this, it is important for firm to
use a cost effective approach in its production process.
 Create and maintain a positive image: this can be achieve by ASDA by produce and
offer featured and quality products to its customers.
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CHAPTER 3: RESEARCH METHODOLGY
It is one of the most integral part of research which affect various activities of it. One of
the main advantage of this is that it provide direction to investigator during carry out research
and at the same time help in draw valid conclusion (Conceição and Altman, 2011). This help
researcher in achieve aims and goals of research. Further, this guide researcher in finish research
work in right manner. This help researcher in identify the major and relevant factor which affect
research activities and its outcomes. In this, it is very significant for researcher to choose an
appropriate method to conduct research. It is very important that right effective and right
methodologies must be choose by researcher to examine the topic of research.
3.1 Types of methodology
In this, investigator require to examine the research work as this helps in adopts
appropriate method and technique. Quantitative and qualitative are the two major methodology
of research. Quantitative research methods focus use statistical and various quantitative
techniques. Researcher deals with various type of figures and number (Grohmann and Kauffeld,
2013). Opposite of this, in qualitative research, investigator deal with quality of data such as
perception and behaviour of humans. Qualitative research method is used under this research as
this research is related with identify the effectiveness of training and development on customers
satisfaction and in addition to this qualitative research method help in carry out and in depth
study of research topic.
3.2 Data sampling
This aspect of research is related with choose the right sample to carry out the research. A
sample size is choose under this, by researcher to carry out research and investigator use various
type of primary and secondary sources to collect information. Primary method of data collection
helps researcher in collect fresh and new data. In secondary method of data collection, research
use the data already collected by others and take use of articles, books, magazines and many
more (Guercini. 2014). Both methods of data collection helps researcher in carry out research in
an effective manner. For carry out research a sample of 20 respondents is choose by researcher.
Questionnaire is designed by manager of ASDA in order to collect information to carry out
research.
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3.3 Sources of data
Number of sources are there which can be use by researcher to carry out research and to
collect information form people. A sample of 20 respondents is select for carry out research.
Major sources of collecting data are questionnaire, observation, face to face interview and many
more. Questionnaire is choose by researcher to collect data related with topic of research.
3.4 Limitations
A researcher face large number of issues and obstacles while carry out the research. It is
very important for investigator to overcome with those barriers to carry out research in an
effective way. It comes under the responsibility of researcher to keep the personal data of
responders confidential and do not disclose the same before other. Major issues which face by
researcher at time of conduct research are cost and time.
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CHAPTER 4: DATA ANALYSIS
This is known as one of the most essential part of every research. Under this researcher
analyse the collected data. A thematic analysis is use by research. Sample size under this
research is 20.
4.1 Data analysis
Questionnaire
Name:
Age:
Gender:
Contact no.:
Email id:
Q1) Do you like services and products which ASDA offer?
 Yes
 No
Q2) Do you agree that training and development helps in enhance skills and abilities of worker
of ASDA?
 Strongly agree
 Agree
 Disagree
Q3) Does training and development programmes of ASDA are beneficial in enhance company's
performance?
 Yes
 No
Q4) Does training and development programmes is helpful for firm to sustain customers for a
long period?
 Yes
 No
Q5) Which tool and technique should be used by ASDA firm to influence customers for
increase sales of company?
 Economic cost
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 CSR
 Discounts
 Quality services
Q6) Which training is most beneficial for improve skills of employees?
 On the job training
 Off the job training
Q7) What are the major features of products and services of ASDA which influence you to buy
its products?
 Value service
 Quality of its products
Q8) Which rank would you like to give products of ASDA?
 Excellent
 Good
 Satisfactory
 Average
Q9) Does ASDA require to offer more training to its employees to better satisfy the demand of
its customers in an adequate manner?
 Yes
 No
Q10) Any recommendation for ASDA relate with the improvements which should be done by
firm to better satisfy the needs of its customers.
4.2 Data and relation variables
Theme 1: Like products and services of ASDA
Q1) Do you like services and products which
ASDA offer?
Frequency
Yes 17
No 3
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Yes No
0
2
4
6
8
10
12
14
16
18
Interpretation: From the above graph, it can be summarised that 17 out of 20 respondents
gives their views in the favour that they like the products and service which ASDA offer them.
Rest 3 respondents said that they do not like the services offer by ASDA.
Theme 2: Training and development enhance skills of employees
Q2) Do you agree that training and
development helps in enhance skills and
abilities of worker of ASDA?
Frequency
Strongly agree 14
Agree 4
Disagree 2
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Strongly agree Agree Disagree
0
2
4
6
8
10
12
14
16
Interpretation: From the above given picture, it can be summarised that more than 50%
respondents give their answer in the favour that training and development helps employees helps
in increase skills and abilities of employees. On the opposite of this, some conclude that training
does not help in enhance skills of workers.
Theme 3: Training and development are beneficial for firm
Q3) Does training and development
programmes of ASDA are beneficial in
enhance company's performance?
Frequency
Yes 15
No 5
10