Order Description
This study will investigate the effect of service quality on customer satisfaction. In this study approximately 100 questionnaires will be answered, the respondents will be Tesco customers from Turnpike Lane North London area.
All the research questionnaires will be filled and analysed by using SPSS (Statistical Programming for Social Science). Data will be obtained from customers, data collection will be based on the responses of the questionnaire given. Reliability and validity analysis will be applied on questionnaire and to test the hypothesis structural equation modelling (SEM) will be used. Quantitative analyses of the service quality ased on the 1 point for every £1 spent, customers tare bale to spend and acquireredeemable points using the loyalty club card. Tesco allow shoppers to scan the card so thatthey can also acquire points when they shop online and for every 150 points collected, thepoints are converted to vouchers that can be used. The scheme also gives shoppers a range ofactivities they can engage in through redeeming the points (Tesco, 2013). This way,customers are able to conveniently redeem points and the information and trends stored in thecard are useful to the company when analysing and planning strategy for the supermarket.Based on the data from both the UKCSI and results which indicate a gap in customersatisfaction gaps must be identified. It is essential that the employees serving any customershave a positive and strong influence on the perception customers owing to the fact thatultimately the outcome will be gauged on how employees carried themselves out and this inturn affects the level of customer satisfaction.As Hill (2008) indicated; in areas whereemployees are not motivated the customer service is likely to be bad and unmotivatedemployees give unsatisfactory services. Motivating employees and initiating anorganizational learning initiative to ensure good customer service therefore leading tocustomer satisfaction According to Gwinner et al. (2005) ensuring that the staffs relating tocustomers are knowledgeable about the products is essential for the satisfaction of customers.It has been established that the more courteous or warm staff of a company are, the more itenhances positive perceptions about quality and therefore influence customer satisfaction.5.2 RecommendationsIt is recommended that quality of products is high and variety is vital to customerespecially in a competitive market such as UK retail market. The competition is currentlysteering to products in the niche market such as organic foods and clothes, as well as,products that suit green consumers. Adapting product variety based on this growing trend isessential because consumer awareness is increasing as well.It is also recommended that th
