Professional Documents
Culture Documents
1. Introduction
2. Problem Definition
3. Background
4. Literature Review
5. Justification for this research
5.1. Why this topic?
5.2. Aim of the study
5.3. Research Objectives
5.4. Research Hypotheses
6. Methodology
6.1. Introduction
6.2. Research Design
6.2.1. Primary Data
6.2.2. Secondary Data
6.2.3. Qualitative / Quantitative
6.2.4. Sampling
6.2.4.1. Sampling Size
6.2.4.2. Sampling Method
6.2.5 Data Collection
6.2.5.1 Questionnaires
6.2.5.2 Pilot Testing
6.2.5.2.1 Survey
6.2.5.3 Personal Interviews
6.2.5.3.1 Focus Groups
6.2.6 Data Analysis
6.2.7 Limitations
7 Conclusion
Time Plan of the research study
Mth1 Mth2 Mth3 Mth4 Mth5 Mth6 Mth7 Mth8
Introduction
Problem Def
Background
Lit Review
Justification
Methodology
Significance
Conclusion
1. INTRODUCTION
Recently KD Supermarket has had renovation because there were not much space
for people to move freely. As it plays an important role in serving the nearby villages,
it is important to construct a marketing program that delivers superior value and that
ultimately helps in building profitable relationships and creating customer delight.
KD Supermarket is in existence for quite a long time and nowadays other businesses
are expanding rapidly such as WINNERS. In other words, KD Supermarket operated
in a very dynamic environment and it becomes important to deliver good quality
service to all customers. Consumers have become very demanding and they want
value for money. They opt to so their daily, weekly and monthly shopping at that
Supermarket itself as it is very near and they can also save on travel expenses in some
way. They have a broad array of products that do satisfy them. But due to some
criticisms, it is being heard that some customers are dissatisfied with the quality of
services being offered.
2. PROBLEM DEFINITION
The problem that will be analysed will be based upon the level of customer
satisfaction that KD Supermarket delivers to its customers. As stated above, there
have been criticisms and complaints from, say, various customers that they do not
like the services being offered and they have had bad experiences.
3. BACKGROUND
Customer value and customer satisfaction are key building blocks for developing and
managing customer relationships. If KD Supermarket wants to improve a customer
service policy, it must make changes through training programs and others in order to
win and retain its customers.
Customer service can affect the value of a business in several ways. From the
perspective of customer retention and profitability, the value of customer service
should be ignored. The old stage- that it costs far less to keep a customer than to find
a new one is very true. So, in order to stay competitive, KD Supermarket must
understand the value of customers in order to succeed.
4. LITERATURE REVIEW
When referring to this part, one important focus is on customer service where the
primary role of customer service is concerned with getting the right product to the
right place at the right time. However, a new vision of customer service has
started to emerge. This view of customer service places it in a much broader
context as a multi-dimension issue with an impact on relationships with specific
target groups across a broad range of a company’s activities.
The Literature review part will also talk on the role of customer service, quality
creating true customers, delighting customer, understanding service quality
dimensions, complaints handling and finally dealing with unsatisfied customers.
The research will demonstrate the factors that affect the level of customer
service there. It will also identify and analyse the specific needs of customers,
their perception on the level of service that they get and the extent to which
the staff are committed and well trained and adapted to deliver such as service
to the customers.
H1: there is a relationship between the commitment of the employees and the
quality of customer service provided by the supermarket.
6.1 Introduction
According to the Market Research Society, research is defined as:
“The collection and analysis of data from a sample of individuals or
organizations relating to their characteristics, behaviours, attitudes, opinions or
possessions. It includes all forms of marketing and social research such as
consumer and industrial surveys, psychological investigations, observational and
panel studies” (MRS,1994)
Many customers opt to go that supermaket as its easier for them. Yet they
expect good quality service in return. KD supermarket provides them with variety
of products and as many go to work, reach home late, some have transport
problems, they have no choice than to go there and buy. Finding out what
customers expect from KD supermarket is crucial to offer quality service and
market research is the main medium for understanding customer expectations. It
also helps in understanding its customers much better.
This chapter explains how the study will be conducted to fulfill its
objectives. It shows the methodology to be used and the statistical techniques to
be used to analyse the data. The limitations will also be taken into consideration.
6.2.4 Sampling
A sample of the population will be enough as targeting the whole
population is time-consuming and costly.
For this research study, sampling will be used for the administering of the
questionnaires since it has many advantages and it is convenient too. The sampling
plans may be grouped into probability techniques and non-probability techniques. In
probability sampling, every element in the population has a known non-zero
probability of selection. In non-probability sampling, the probability of any particular
member of the population being chosen is unknown. The selection of sampling units
in non-probability sampling is quite arbitrary, as researchers rely heavily on personal
judgment. Some of the examples of probability sampling method are simple random,
systemic sample, cluster and stratified sampling. Examples of non-probability
sampling are convenience, judgment sampling, snowball and quota sampling.
6.2.5.1 Questionnaire
A questionnaire will be designed to generate the data necessary for
accomplishing the research objectives. The questions are standardized in terms of
wordings and sequence in order that each component is asked to provide information
exactly in the same manner. This is important in order to ensure the validity of any
comparisons to be made between different respondents, as well as to provide data in a
form that can be easily analyzed. It is also sequenced in order to allow respondents to
maintain their train of thoughts on one topic before moving to another, and to go in
line with the event sequence. The questionnaire is divided into two sessions: Section
A on the general option of the target population and section B on the demographics of
the respondents.
6.2.5.2.1 Surveys
They are a type of quantitative primary research that aim to collect specific data from
a sample audience. Surveys can be administered via email, snail mail or phone, and
usually target customers or potential customers.
The four steps to follow are: identifying your audience, writing the survey,
conducting the survey, and analyzing the data collected. When writing the survey,
the questions should be kept simple. Here, we will make use of personal interview.
LINKS:
http://www.coba.panam.edu/faculty/thompson/Mark4378/
http://tutor2u.net/marketing/default.html