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RESEARCH METHODS AND
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MARKETING
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Case study of Sainsbury's Supermarket Plc
Contents
Introduction..............................................................................................................................................................4
Background Of The Study........................................................................................................................................5
About Sainsbury's Supermarket...........................................................................................................................5
Statement Of The Problem...................................................................................................................................6
Literature Review.....................................................................................................................................................7
Customer Service.................................................................................................................................................7
Competitive Advantage........................................................................................................................................8
Competitive Advantage And Customer Service..................................................................................................8
Research Objectives.................................................................................................................................................9
Research Questions................................................................................................................................................10
The Research Methodology...................................................................................................................................10
Sources Of Data.................................................................................................................................................10
Methodology......................................................................................................................................................11
Analysis And Findings...........................................................................................................................................12
Level Of Customer Satisfaction.........................................................................................................................12
Facts Drawn Up From Interview.......................................................................................................................15
Conclusion And Recommendation:........................................................................................................................16
Reference................................................................................................................................................................17
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CUSTOMER SERVICE
A service process begins with identifying the needs and wants of customers and passes
through important issues such as corporate communication, the definition of the products
offered, the structure of the store, the payment methods and the training of the sales team.
The CRM is not tied to a specific program and is more comprehensive than the use of a tool
or forming a database on the client.
CRM is a business strategy focused on understanding and anticipating the needs of existing
and potential customers and your company. Point Technologically, CRM involves capturing
customer data along across the enterprise, consolidate all internal and external data captured
in a central database, analyze the consolidated data, distribute the results of this analysis to
various points of customer contact and use this information to interact with the customer
through any point of contact with the company. (Peppers & Rogers Group, 2004, p. 59)
The analysis of these and other interpretations of CRM makes it clear that this is a
comprehensive concept, which goes beyond the boundaries of departments and / or processes,
levels hierarchical and inter-organizational boundaries, and brings with it the requirement to
raise customer issues at the strategic level of the organization. The concept of CRM involves
people, technology, process review, and information aligned with a strategy focused on the
Galbreth and Rogers (1999, p. 162), emphasize the strategic importance of managing
customer relationship. For the authors, CRM is a strategy for competitive advantage is a
transformation of philosophy and an ideal of how businesses should compete in the
21st century.
Meeting the needs of customers includes understanding the needs that are implicit and are not
reported. Carvalho (1997), explains that there are cases where the consumer "forgets" some
basic requirements (e.g. tickets - forgets to ask a plane insurance, which does not fall, but
remember to ask for better service and punctuality, or else not acts according to what it says states prefer food without sugar but consumes sugar). All this going extra miles will come
into the scope of customer service.
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Organization by offering customer service along with the product add value to the goods. Grating with
the aesthetic dimension, it is said that the environments of the company should be enjoyable and
appropriate to the target audience of the same appearance. The Employees must present themselves
appropriately to the audience and the context, all that the customer notice (in terms of environment)
must satisfy their expectations.
RESEARCH OBJECTIVES
The primary objective of this research is to establish whether Sainsburys has managed to
gain competitive advantage in customer service over its competitors.
To meet the above objective of this research, following secondary objectives has been
established:
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SOURCES OF DATA
During the research conduction period, the researcher uses different kind of data
collection methods which makes the research more reliable and accurate. The most
common data collection methods are primary and the secondary data collection
methods. On the basis of the source of the data, research can be categorized into
primary data and secondary data collection method.
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Secondary Data: Secondary data are those which have already been collected,
tabulated, sorted, and sometimes even analyzed for other purposes to meet the needs
of ongoing research. Since these types of data are readily available to be used by the
researcher, they are sometimes called as second hand data. The sources of secondary
data involve journals, books, websites, the company annual reports etc.
In this research study, the researcher will use both the primary and the secondary data
collection methods for the Sainsburys customers in order to measure the customer
satisfaction as they are getting good customer service or not? The datas will be
distributed and collected in order to identify the customer satisfaction.
For this purpose, researcher has developed a questionnaire to be distributed to the
customers so that how they feel about Sainsbury's and their level of customer
satisfaction can be explored.
Also the researcher will hold a face to face interview with the store managers at three
Sainsbury's stores in Greenwich, Lewisham and Crayford.
METHODOLOGY
Research Methodology can broadly be categorized into two categories:Qualitative Research Methodology: Qualitative research is descriptive in nature as it
doesn't not involve with numbers. Researchers who use this method try to explore and
explain why things needs to be done without identifying the values that suppress the
evidence data, because the data analyzed by this method are not based on numbers.
Quantitative Research Methodology: Unlike qualitative research, this method
search results that can be quantified by means of collecting data without formal and
structured in a more organized and intuitive tools.
This research will me a mix of both qualitative and quantitative approaches for decision
making. The level of customer satisfaction has been quantified in the scale of 0 to 5 where 0
stands for very dissatisfied while 5 stands for the highest degree of satisfaction.
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In the questionnaire, customer was asked how satisfied they were with the shopping
experience at Sainsbury's.
The second question was asked about whether they would visit Sainsbury's again for
The response to these questions has been quantified and presented in the tabulated form
below:
LEVEL OF SATISFACTION
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Customer 10
Percentage
15%
Satisfied
Neutral
Unsatisfied
Highly
Dissatisfied
25
15
10
39%
23%
15%
8%
Neutral; 23%
Satisfied; 39%
Finding:
It was found that in the overall majority of customers were satisfied from their shopping
experience at Sainsbury's however around 23% which is 15 out of 65 were dissatisfied with
their shopping experience.
Yes
No
45
20
Percentage
69%
31%
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YES; 69%
Finding
When asked with if they would shop again at Sainsbury's store, majority customer replied 'yes'
which was almost 70%.
Yes
No
Staff's Helpful?
35
30
Percentage
53%
47%
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NO; 47%
YES; 53%
Finding
Most of the customers, 35 out of 65 customers were happy with the way they were treated by
the staffs at the store, while a significant number of customers, in the same time, were
unhappy with the employee's response.
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Sainsbury's need to train each and every staffs on serving the customers. While what
makes a customer happy is different in every scenario, there must be uniformity on the
minimum standard of customer service that is to be delivered to every customer.
Those staffs who go extra miles when serving customers must be rewarded for their
job. This will keep motivated them to keep customers satisfied.
The company needs to invest more and more on customer management technology,
staff trainings etc.
After the analysis of direct response from over 65 customers, it can be concluded that in the
overall majority of customers are happy about the shopping experience at Sainsbury's
supermarket. However, whether if this is sufficient to become of a market leader is subject to
benchmarking the performance of the rival store. It can be vividly visible that much need to be
done esp. in the area of staff's helpfulness and serving customer's. This gives importance to the
regular staff training and motivating them to go extra miles serving customers.
Study of the role played by the nectar card in contributing to the organizational success is a
remarkable one. Without nectar it would have never been possible to pinpoint what customer's
in different market segments would actually want.
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