A Comparative Study on the Effectiveness of Customer Satisfaction in the Food Retailing Business in the UK
Buy custom A Comparative Study on the Effectiveness of Customer Satisfaction in the Food Retailing Business in the UK essay
The two companies chosen for this research proposal are Tesco and Sainsbury’s. In this regard, this research focuses on filling the gaps, which exist in both the theoretical models and the perception that customers prefer shopping at grocery stores to conventional stores. Therefore, it can be ascertained that more customers shop at gourmet shops than at supermarkets. However, it is probable that both Sainsbury and Tesco Companies are likely to face more competition in the grocery industry.
Tesco Company is regarded as a multinational grocery that is located in the United Kingdom, with its headquarters in Cheshunt. Tesco is also referred to as general merchandise and was started by Jack Cohen in 1919. Currently it operates in more than 14 countries, and it has been ranked third, after Carrefour and Wal-Mart. On the other hand, Sainsbury’s is currently ranked as the third major supermarkets in the UK. Its support centre is located in Holborn Circus. John James Sainsbury found this supermarket in 1869. Moreover, the company has interest in banking and property.
The paper focused on the background research and its implication in explanation; the questions were placed in such a way such that the preceding question resulted to the cumulative questions in the research topic. However, the greatest barrier in this research was on how collected data finding could be implemented within the given time in regard to the chosen sample.
When conducting the research, validity and reliability would be thoroughly assessed. To clearly focus on the interview questions that address the research questions, the method used for collecting data from interviews ought to be cautiously designed. The reasoning was to acquire information on corporate performance and the relationship between the impact of customer satisfaction on food retailing business at Tesco and Sainsbury’s (Hackman & Oldham 1976, p.262). For the main research areas, the questions ought to be designed in such a way that they request information exhaustively; for utmost validity. This helped greatly not only in understanding the current information but also in sensing the occurrences that are exclusive to the study.
It is important to determine the reliability of the collected data and as thus the measurement of validity for analysis. Validity can be measured to determine the statistical trends during the analysis period. Where necessary, regression analysis will interactively take up the qualitative data in form of codes, trends and differences of similarities will be depicted graphically (Lopez 2010, p.264). Validity content test was done during the gathering sessions by checking whether data at hand from the respondents in order with the research topic. According to Hochschild (1983, p. 95), content validity results in increasing the logic of the answers as they are built towards the objectives of the research. During the interview process, validity checks done indicated that data was very reliable in measuring finance managers’ experience gain. This was done while gauging mangers’ corporate performance based on the impact of customer satisfaction on foods retailing at Sainsbury’s and Tesco.
It is vital that the reliability of correlation/regression as the right tool to be used for qualitative analysis is tested by using test data and comparing them to the presentation results that were made to the corresponding attributes cases (Porter 1980, p. 68). Such results gives a clear presentation that the system is accurate and if manipulated as required the system can pick over values that are not required to be presented in graphs or charts.
Aims, objectives and contribution
The critical aims and objectives of the research are to emphasise the contribution of a comparative study on the effectiveness of customer satisfaction in the food retailing business in the UK. In addition, its critical contribution to the field of knowledge will be thoroughly assessed. Therefore, this research proposal aims to provide a significant guideline to the study, providing annotated links to a comparative study on the effectiveness of customer satisfaction in the food retailing business in the UK, which will enable Tesco and Sainsbury’s managers in the United Kingdom (UK) to critically improve their understanding, especially on the major risks involved in food retail businesses and customer satisfaction regarding their business operations, and to become fully aware of more suitable strategies for managing such risks involved in food retail businesses and customer satisfaction (Korczynski 2002, p.47). The intended outcomes of this research proposal are not subject to any kind of specific predictions. While the research will be carried out in the United Kingdom, it is possible that a research outcome is going to be broadly relevant to some other market locations, especially in the United States (US).
2.1 Research objectives:
- To critically identify the risks involved in food retail businesses and customer satisfaction associated with a comparative study on the effectiveness of customer satisfaction in the food retailing business in the UK through the available literature on this subject.
- Assessment of these risks involved in food retail businesses and customer satisfaction by a comparative study on the effectiveness of customer satisfaction in the food retailing business in the UK.
- To critically identify different ways of treating these risks involved in food retail businesses and customer satisfaction according to the points of view expressed.
- To make relevant recommendations about the conclusions to be drawn from the questionnaire and interviewees respondents.
3 Research Methodology
The purpose of this study was to explore the impact of customer satisfaction on food retailing business at Tesco and Sainsbury’s (UK). The research focused on the effect of customer satisfaction on food retailing business at Tesco and Sainsbury’s, UK. Below is a list of sections that contain a summary of the methodology of the study that was considered as appropriate for the pursuit for information (Liu & Wang 2010, p.64).
For this study, quantitative data was collected from the companies’ annual statements/reports. The data includes selected population summaries used for the study, reliability and validity, procedures used for data collection, scope and limitations of the study, assumptions, trustworthiness, method used to analyze recovered data and an explanation of research bias.
We will use the positivist approach whereby a quantitative approach will be used to in analysing the collected data. The reasons for using the positivist approach and quantitative approach to analyse data was mainly to qualify or disqualify certain hypothesis in the research. Therefore, it would be ascertained whether customer satisfaction and employee service delivery were correlated. The association between the impact of customer satisfaction on food retailing business at Tesco and Sainsbury’s (UK) variables was assessed through statistical methods (Abusabha & Woelfel 2003, p. 567).
Research Method and Design Appropriateness
The quantitative research method was used to because it was considered appropriate as it is uses an inquiry approach that is useful in understanding and exploring the problem of study The selected process of inquiry was intended to study the impact of customer satisfaction on food retailing business at Tesco and Sainsbury’s (UK) in details. This is typical of a qualitative approach. The quantitative research method usually focuses on problems of finance throughout predications that testable forecast is based on variables. On the other hand, a qualitative approach provides data through analysis, descriptions, and observation of the financial pointer (Gardener 2011, p.121). However, the limitations of the research design include: the difficulty in understanding and interpretation statistical analysis. In addition, some statistical software requires an expert, and this may be expensive for the researchers.
Population and Sampling
Sampling was used in this study. A sample from the study was selected to represent the population being studied this meant that data recovered from secondary data gave a true reflection of the whole population.
As stated earlier, sampling is a method whereby a researcher chooses a representative example to represent the whole population. It was not feasible to send out questionnaires to all stakeholders of the two companies or conducting interviews. Hence sampling proved to be the best way of getting a representative from the entire population (Karasek & Theorell 1990, p. 90).
It was important to identify participants to ensure that the most qualified interviewees were used. A lot of care was taken to ensure that all stakeholders of the companies were used. Is some special situations, a purposive sample was chosen a form of data collection (Gustavo, Michaely & Swaminathan 2002, p.389). Sampling involved gathering data through analysing the companies’ financial statements and analysing its contents
It was important to create timelines for different activities for this research mainly for the viability and success of the coverage of the whole research process. The research indentified potential problems and points of failure for the research as well as taking positive countermeasures in advance. It was realized from the data collected that samplings from individuals proved to be the most critical and time consuming. As with the scope of this research, it was vital that we allocated enough time and resources for a thorough analysis of financial statements of the company as well as being on time with the scheduled interviews. The research procedures followed a chronological order that was spelt out by the research plan that also included the selection of the appropriate sample (Abusabha & Woelfel 2003, p. 568). It was imperative that the confidentiality of the data collected was explained during the interview stage. Then the respondents are explained the background of the research, the research ssignificance explanation. It was ensured that each question was spaced carefully such that the proceeding questions resulted to the cumulative questions with the research topic. The biggest limitation of this research was on how to implement the findings of the chosen sample within the required time frame (Hatfield, Cacioppo & Rapson 1994, p.97).
Different answers were gained from data collected and coding was used to standardize answers that were gained in finding the trends and possible relationships in responses as collected by the samples (Jones 1998, p. 123). After coding process was through, the data collected was given textural descriptions and the material recorded in the database. The appropriate analysis tools for this research were deemed to be multiple regressions analysis and spread sheets due to the complexity of some formulas that were seen to be flexible with manipulated data (Jackson, Schwab & Schuler 1986, p.117).
After the data was incorporated into the software, it was possible for the analysis to identify trends in responses as well as checking for patterns with common themes especially the ones that dealt with web based environments as far as the research question is (Dobbs, Huyett & Koller 2009, p. 87). It was discovered that there are some similarities as well as differences with the two listed companies in management. There was a certain pattern that the similarities or differences formed. It can therefore be suggested that research demands that the analysis should give many explanations from a broad perspective.
This analysis involves use of statistical tools. These statistical tools are used to set up the required attributes and aim at having relationships to the nodes and cases (the attributes have defined values) (statistical tools used in quantitative analysis are very versatile in the creating trees and nodes for numerical data to help in matching up with similar responses (Korczynski 2005, p.12). Furthermore, they can be used to show the relationships and links that exist between the quantitative data as well as creating and showing trends within the sample data collected from the whole population. For example, the multiple regression statistical software is used to allow for building of graphical presentations of the data distribution as well as in ccomparing attributes. This is seen in the results section (Sercu & Uppal 1995, p.63).
Buy custom A Comparative Study on the Effectiveness of Customer Satisfaction in the Food Retailing Business in the UK essay