PROJECT ON CUSTOMER SERVICE IN TESCO
PROJECT ON CUSTOMER SERVICE IN TESCO
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PROJECT ON CUSTOMER SERVICE IN TESCO
ABSTRACT This study has investigated how customer service in TESCO (This case study of retail business) offers more sales and customer satisfaction. TESCO boost their sales promotion and speed up product sales. Customer service can not only boost sales but also creates loyal customers to the store. This study has been made on a research how satisfied are the customers in Hackney Central branch of TESCO. This study researched used a very detailed method and quality data analysis and calculates attributes of the sample data collected, requirements, values and viewpoints of the consumers. Achievement level of product marketing, product branding, consumer satisfaction and sales promotion all these depends on customer service satisfaction of any retail business like TESCO. To gather data a collection of 150 survey questionnaire has been distributed in TESCO, Hackney central branch. This study made a discovery of TESCO'S customer satisfaction and dissatisfactions on TESCO'S service, sales promotions and products. Their regularity of campaign, production information, service providing the best product in the market with very competitive price. To improve customer service there are some techniques during the shopping time procedure. It's important that the consumers know about exactly what they will get when it comes to the support provision, which provides us onto any personal subsequent crucial location that is trustworthiness. One of many factors a buyer will certainly move their viewpoint of the service through getting 'very satisfied' to 'dissatisfied' or 'very dissatisfied' is once they feel they haven't yet already been supplied with the support they'd sought after or they'd learned they'd get. Once again another old-fashioned stating, however trustworthiness truly is the greatest policy. Two of the worst errors a retail company could make are usually to create guarantees they are unable to maintain and also to lie about their problems within the hope in which their clients can never discover. If they have created an error or even cannot provide a distinct program it's much better to do something sensibly and become honestly.
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So it is suggested that increasing customer service level, getting close to customer/consumers, follow up their needs and providing service accordingly can increase and sales and customer level radically.
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ACKNOWLEDEMENT At first I want to thank my supervisor ------------------------- for his / her professional advice and guidance, valuable advice, patience and continuous encouragement to prepare this report. I also like to thank you Mr. ----------=======-, Store Manager of TESCO, Hackney who helped me to get the Survey done and interview the customers to gather data. I am also thankful to the customers who take the time to fill up the questionnaire form and share their opinion with me, which helped a great lot to finish the research with proper valuable data. The lecturers I am also grateful to them. From their lectures and teaching instructions i have learned a lot, which helped me to get through this study. Finally, I want to thank you all, the students and LSC for the facilities they provided to continue my study.
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TABLE OF CONTENTS
1. INTRODUCTION 1.01 Introduction:......................................................................................... Page 06 1.02 Firstly let's deep dig into "What is customer service?"................... Page 06 1.03 Secondly why would anyone need a customer service?..................... Page 06 1.04 Tools of Trade in customer service..................................................... Page 06 1.05 Some information about TESCO...................................................... Page 07 1.06 History and performance of TESCO................................................ Page 07 1.07 Types of TESCO ............................................................................... Page 08 1.08 TESCO Motto ................................................................................... Page 09 1.09 TESCO RETAILING Products and services: .............................. Page 10 1.10 Product sales advertising AT TESCO:........................................... Page 11
2.0 RESEARCH AIM AND OBJECTIVES:..................................................... Page 13 3.0 REASON FOR CHOOSING THIS TOPIC:............................................... Page 13 4.0 QUICK ASSERTION OF THIS METHODOLOGY: ............................. Page 14 5.0 Framework OF THE DISERTATION:...................................................... Page 14
6.0 LITERATURE REVIEW ......................................................Page 15 6.01 Introduction: ............................................................................... Page 15 6.02 Advantages of customer service and necessity......................... Page 16 6.03 Rules to provide excellent customer service ............................ Page 16 6.04 Why good customer service is Vital?........................................ Page 17 6.05 Tesco's Existing Customer Service Policy And Techniques
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6.06 UK & Europe sales performance of TESCO.......................... Page 19 6.07 Marketing motto & other themes followed by TESCO.......
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6.08 Main reason for customer dissatisfaction..............................
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6.9 Sections that can be improved .................................................. Page 23 6.10
Personal skills needs to be improved ........................................ Page 23
6.11 Techniques to improve employee's customer service skills...... Page 24 6.12 The Benefits Of Customer Loyalty Plans ............................... Page 26
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7.0 RESEARCH METHODOLOGY 7.01 Introduction: ......................................................................... Page 29 7.02 Research philosophy: ........................................................... Page 29 7.03 Positivism: ............................................................................. Page 29 7.04 Phenomenology: ................................................................... Page 29 7.05 Realism: ................................................................................ Page 30 7.06 Research Design: ................................................................. Page 30 7.07 Exploratory: ......................................................................... Page 31 7.08 Detailed: ............................................................................... Page 31 7.09 Explanatory or Causal: .................................................... Page 32 7.10 Data Collection Methods:................................................... Page 32 7.11 Secondary Data: ................................................................. Page 33 7.12 Survey Questionnaire: ....................................................... Page 34 7.13 Interview: ............................................................................ Page 35 7.14 Observation: ........................................................................ Page 35 7.15 Questionnaire Design: ......................................................... Page 36 7.16 Sampling Concerns: ............................................................ Page 37 7.17 Sampling Method: ............................................................... Page 37 7.18 Sample Size: ......................................................................... Page 39 7.19 Data Analysis:....................................................................... Page 39 7.20 Reliability and Validity........................................................ Page 39 7.21 Limitations............................................................................ Page 40
8.0 FINDINGS AND DISCUSSION 8.01 INTRODUCTION.......................................................................... Page 41 8.02 DEMOGRAPHIC PROFILE OF RESPONENTS..................... Page 41 8.03 RESPONDS TOWARDS CUSTOMER SERVICE................... Page 45
9. CONCLUSION 9.01 INTRODUCTION ....................................................................... Page 67 9.02 SUMMARY OF KEY FINDINGS ............................................. Page 67 9.03 RECOMMENDATIONS ............................................................ Page 69 9.04 LIMITATION & DIRECTION FOR FUTURE ...................... Page 69 10 REFERENCES ........................................................................................... Page 70 Page | 6
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11. BIBLIOGRAPHY........................................................................................ Page 71 1. INTRODUCTION 1.01 Introduction: This research is all about customer service for a retail business such as TESCO at Hackney Central. This study had the aim to go into the deep of the customer service plan of TESCO and monitor a live demonstration of service practice at the retail shop. TESCO has become one of the top rated and continuously growing super store. It is chain shop business and rapidly growing worldwide. In this study I tried to put together all the information as per the guidance and presentation of their customer service policy. 1.02 Firstly let's deep dig into what is the definition of customer service? According to Jamier L. Scott. (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation." In their book Rules to Break and Laws to Follow, Don Peppers and Martha Rogers, Ph.D. write that "customers have memories. They will remember you, whether you remember them or not. Customer trust can be destroyed at once by a major service problem, or it can be undermined one day at a time, with a thousand small demonstrations of incompetence." 1.03 Secondly why would anyone need a customer service? From overall sales view plays an important role in any organization to create more income. A quality customer service is the lifeblood of any business organization. Organizations can put offers, promotions and cut down prices to get as many new customers they want but unless they come back the business won't be profitable for long. Good customer service always creates the possibility of getting the customer back. By sending them away happy can possibly passing the positive word about the business along to others. Later on they may try the products or the services of the business. 1.04 Tools of Trade in customer service In business, the better someone realizes and knows of the consumers, the better they appreciate their demands as well as convert those into earnings. In the current business community there's substantial levels of competition among the organizations. There is several Page | 7
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technology or program in Client Management System for example CRM or CMS application available in the market these days. A very carefully selected and effectively executed CRM will deliver all the information concerning the consumers. About whom they're the things they buy, once they buy and just how they're buying. All crucial information and facts whenever it concerns producing leveraging as well as developing an effective marketing technique which in turn to feed into it just as much information as possible.
1.05 TESCO Background TESCO is one of the world's most popular business retailers. TESCO first started their business in the mid 1920s, then after that it has broadened into various formats and sectors. (Tesco corporate, 2008)
1.06 History and performance Tesco PLC is established grocery store and standard selling retail chain in Britain. Tesco PLC is in the top place within food retailers in the United Kingdom, along with a share of the Page | 8
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market which surpasses fifteen percent. Throughout Great Britain, Scotland, and Wales, the organization operates 588 supermarkets, of which 257 used to be superstores. Tesco PLC offer food products in addition to many different other products, which includes fuel, garments, household items, as well as alcohol-based drinks. Tesco additionally manages 32 retailers in Northern Ireland and 77 inside the Republic of Ireland under different brand names, 43 in Hungary within Worldwide and Tesco brands, 31 in Poland in the Salvia title, and 13 inside Czech Republic and Slovakia within Tesco brand name. In Northern Ireland, the organization furthermore operates 52 Wine Barrel off-license retailers. Tesco is the biggest fuel merchant in Britain. Business inventions contains the Club card customer loyalty card and also offerings coming from Tesco Personal Finance, that include a grocery store budgeting account known as Club card Plus. (Business, 2008) Tesco is devoted to generating investors benefit via a ingenious consumer targeted technique. This plan is founded on the upcoming concepts: Importance for the money, focused on providing consumers high quality products or services with assured hard to beat rates, Customer support, concentrate on consumers is definitely distinctive as well as lead just how during providing Top class Facility, Consumer Trustworthiness, Shoppers reward with regards to their loyalty and be thankful to them via Club card, Items, Functioning very closely with vendors, motivated to provide merchandise from the finest quality and with the greatest feasible option, as well as devoted to providing consumers the most effective buying experience. (Business, 2008) 1.07 Types of TESCO Tesco express stores approximately 3,000 sq ft and gives consumers excellent price, high quality and fresh food close to where consumers live and operate. Tesco opened very first Express store in 1994. They offer a range of up to 7,000 items such as fresh generate, wine beverages and spirits and in-store bakery. (Corporate, 2008) Tesco metro stores are approx. 7,000-15,000 sq foot. Tesco opened very first Metro in 1992, getting the ease of Tesco to city and town centre locations. Metros look after a large number of crowded consumers every week and give a customized selection of mainly food products, which includes ready-meals and snacks. (Corporate, 2008)
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Tesco superstores tend to be approx. 20,000-50,000 sq ft. Tesco started launching superstores in the 1970s and also throughout the 1980s and 1990s created a nationwide network, to which adding each year. Tesco come with an ongoing programme of offering and exhilarating superstores to enhance the entire knowledge for consumers. In recent years Tesco have launched numerous new non-food ranges into superstores such as DVDs and books (Corporate, 2008) Tesco extra retailers are approx. 60,000 sq ft and over. Considering beginning extra in 1997, the one-stop location retailer has turned out very popular. Extra stores delivers the broadest selection of meals and non-food collections, which range from electrical products to home items, clothes, health and periodic items such as furniture for your garden. (Corporate, 2008) Tesco home plus stores approx. 35,000 sq ft. to 50,000 sq ft. Tesco home plus stores specialize in non food, which includes clothing. These trial stores offer our largest selection of non food products waiting for you, with more on the market through their Tesco Direct order and also collection points. (Corporate, 2008) 1.08 TESCO Motto Tesco’s primary objective is simply to produce benefit for buyers to generate lifelong trustworthiness for consumers. Tesco feels successes are determined by consumers, visitors who go shopping in Tesco. Tesco follow a couple of morals: • No-one aims harder for consumers, as well as • Treat everyone of them as we want to be treated. (Corporate, 2008) Consumers informed what they need - very clear aisles, to manage to acquire what they desire at a bargain price, no queues and excellent employees. Tesco refer to this as Every Little Helps Grocery shopping for consumers and use it each day to make sure staff members doing work hard to make Tesco the best place to shop, both at home and overseas. (Corporate, 2008)
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Tesco employees has informed of which it is important for them - to be given admiration, using a manager who assists them, getting a fascinating job and a chance to get on. Assisting accomplish the most important thing to employees will help us to provide an Every Little Helps Shopping Tour for our consumers. (Corporate, 2008) Tesco possess several neighbourhood offers that express just how Every Little Helps becomes active in the communities. It’s essential that employees and consumers realize that with each other can create a big difference, and that through Tesco those differences can definitely mount up. These assurances affect people, customers, suppliers, the environment and the communities perform in, and set Local community at the centre of business. (Tesco Corporate, 2008)
1.09 TESCO RETAILING Products and services: Tesco’s consumers vary, and the requirements are always changing, that is why presenting many different ways to buy. Tesco Personal Finance, JV with Royal Bank of Scotland (RBS) and during the last several years it's turned out to be Britain's most successful supermarket bank or Investment Company. Consumers have a selection of twenty six products starting from personal savings accounts and credit cards to automobile and travel insurance. Tesco projects for the future development of TPF contain an elevated existence in-store, a larger variety of cost savings items and, later on, current accounts. (Tesco Corporate, 2008) Tesco.com moved from durability to sturdiness, with over a million established consumers today finding to purchase on the internet since introducing in year 2000. Buying household goods on the internet is a huge revolution for individuals leading hectic lifestyles and people without having access to transportation.Tesco.com model additionally works in the Republic of Ireland and South Korea. (Tesco Corporate, 2008) Tesco Telecoms provides easy, self-explanatory telecoms providers along with excellent value contract deals. Consumers can usually benefit from cellular network, household telephone service, access to the internet and an internet phone service. Tesco Telecoms offers a wide selection of telecoms items in store an internet-based. (Tesco Corporate, 2008) Page | 11
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1.10 Product sales advertising AT TESCO: From the institute of product sales promotion, product sales is a variety of strategic marketing and marketing strategies created within a proper selling and promotion platform to include a value to the overhaul or invention in order to accomplish certain marketing and advertising targets. The main factor of this cataloguing is the product sale cause must boost value to a service or product. It is an issue in addition to the standard item providing that may help to make consumers stop and also consider whether or not to change their own typical purchasing behaviour or change their purchasing requirements. (Brassington and Pettit 2003, p.653) In great Brittan, Tesco ran more than three hundred special offers on fresh new-fangled fabricate, seafood, whole-foods and Diet and weight trouncing items. Tesco deliberate on for 3 years ago were to possess several 50% off offers on vegetables and fruits each week in 600 United Kingdom stores -Tesco vegetables and fruit as well as featured almost 23 50% price off offers each week in 842 stores. These contribute to an expansion in merchandise sales of vegetables and fruits by 8%. This particular advertising furthermore extends in Ireland in Europe. Tesco tend to be dealing with the belief that balanced diet can be more costly, via pricing and special offers. In Poland, that promoted new a healthier lifestyle selection with special offers in March 2007 and February 2008, which includes an unchangeable selling price drop on over 50 items. (Tesco Corporate, 2008)
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2.0 RESEARCH AIM AND OBJECTIVES: The aim of this dissertation is to investigate how TESCO can improve their customer service using several methods and tools. To achieve it the following objectives have been set: 1. To review a literature on their customer service policy and future plan for it. 2. Doing a market survey to grade their exiting policy. 3. Differentiate between good customer services to excellent customer service. 4. Make an investigation at TESCO Hackney Central Store to review the customer services over there. 5. Asses on how exactly customers at Hackney Central TESCO are satisfied with the customer service.
3.0 REASON FOR CHOOSING THIS TOPIC: I have chosen this topic from my personal interest on customer service and its role to satisfy customers in the retail store business at TESCO, Hackney Central. I consider this as an opportunity to learn about the real world scenario. TESCO tries different policy for attaract customers in their store and online. By branding, sales promotions etc. But all these can be vain if it creates a bad reputation on customer service. I have selected the store of TESCO in Hackney Central which is TESCO 24 hour store with lot of customers and very busy store. A perfect place to observe and mark out the customer service and gain real life experience with it. In addition closely observe how Britain's one of the most successful retail business companies operates and follows the customer service policy. To be exact, customer service is the heart of any business. Bumping in new customers won't maintain the business running. Any business needs loyal customers to come back again & again. Otherwise they would be out of business. New customer can be generated by promotions and vast marketing but keeping loyal old customers in the business is a very crucial thing. So my point exactly, hoe TESCO is determined to do that, research and find out there lacking and ways to improve it.
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4.0 QUICK ASSERTION OF THIS METHODOLOGY: Research methodology utilized to tackle the objective of the research and figure out how buyers are happy via customer service. There's not necessarily just one ideal method of adhere to considering that the selecting procedure differs from the others to each and every investigation along with the objectives by themselves. The investigation viewpoint selected because of this research may be the positivism primarily because of its notion on the planet as a possible exterior atmosphere exactly where individuals are impacted and respond in related methods. Positivism method facilitates utilizing huge examples by which to generalize towards the populace and quantitative techniques. This particular investigation implemented a detailed style because of its viability to calculate as well as decides features of the human population or sample, their demands, values, viewpoint and satisfaction degree towards the product sales marketing. For this research author decide on questionnaire to get information. Author found in store questionnaire through the submission surveys to the consumers. Because of this investigation 125questionnairewere dispersed to consumers at Tesco, Hackney Central. 5.0 Framework OF THE DISERTATION: This research is separated into 5 main chapters; the 1st section provides the benefits of this investigation beginning by providing a short summary of the research adopted by aims and targets to be accomplished by the investigation, logical for the research, strategy, as well as the framework of the dissertation. The 2nd section describe the concept of Customer Service as well and focuses on retailers’ views and make use of product sales marketing, as well as product sales promotion techniques. The literature is structured on a wide variety of theoretical as well as empirical research providing to the investigator the foundation on which subsequent chapters were arranged. The 3rd chapter is composed of the investigation strategy which has been selected by the investigator beginning by determining the investigation philosophy, investigation design, data assortment techniques, questionnaire layout and sampling things to consider in order to select the the majority of appropriate technique for this investigation. Page | 14
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The 4th chapter exhibits the conclusions and discussion. The information gathered by survey questionnaires and examined by using Microsoft Excel as a good simple and affordable system to collect and analyze data for this investigation. The 5th chapter summarize the summary, which consists of conclusion of crucial information, and mainly focus on suggestion, limitation and direction for the upcoming study.
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6.0 LITERATURE REVIEW This literature aims to identify how important is a marketing plan for business and a case study on Customer service policy for retail business. 6.01INTRODUCTION: In Sales operation customer service is very crucial and necessary thing. Every organisation heavily relies on customer service to generate more new customer and keep loyal old customer to come back to them. Most of these days a lot of retailers as well as stores employ younger store assistants to sell products and solutions for example shoes, purses, food, refreshments, clothes and a number of some other products. Store owners for that reason have to put a large amount of trust and rely upon their workers to supply outstanding customer service to ensure that clients remain satisfied and happy with the service they've been provided. This can be very hard due to the fact a number of customers can be argumentative and a little overwhelming, so regardless how helpful or warm and friendly you try to be they'll never be happy with the services presented. Fortunately, a large number of customers don’t cause any kind of difficulties simply because they either get into a retail store to have a shop around or to buy something.
Even though all consumers need to be valued and supplied with great customer support all the time, it’s only normal that participating to the ‘buying’ consumer is usually the individual who is given priority. Let’s face it, buyer's buying goods from a company will mean an treatment of cash that will assist a business to cover expenses, unsettled financial obligations and employees salaries.
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6.02 Advantages of customer service and necessity •
Easy to get Satisfied Customers
•
Customer Loyalty
•
Less Costs Needed to Attract New Customers
•
Edge on Competitors
•
Promotes Customer Service Employee Retention
6.03 Rules to provide excellent customer service •
Answering phone
•
Not to make any promises that can't be kept
•
Listen to customers
•
Deal with complains
•
Be helpful- even if there's no immediate profit in it
•
Train staff- to be always helpful, generous, knowledgeable and cheerful
•
Providing something extra. Like coupon, additional information, service out of the business.
•
Find out and determine what makes this business makes different than the others
•
Studying customer service rules list, examine them and their feasibility
•
Create your own customer service idea and apply them
•
Stay proactive and gather more customer service ideas and implementation methods
6.04 Why good customer service is Vital? The company or business does not deliver value customers simply turn their backs. Any good customer service adds value to the business. There are no other shortcuts or no way around it. Customer's demands are value for money or they are out of the door. If any customer feels bad how she or he has been treated they will tell friends about it or even worse they will drop notes in any public place, online forums, groups their workplace etc. On the other hand a good customer service can use the same mechanism to gain more customers. In the meantime the business can convert ordinary customers to life time customers.
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6.05 TESCO'S EXISTING CUSTOMER SERVICE POLICY AND TECHNIQUES: Tesco is extremely focused on following consumers, and identifies this particular essential component driving this organization's accomplishment. Hearing consumers allows Tesco to react in order to altering life styles and thus end up being better suited react to altering requirement. It's been recently one of many organization's crucial drivers within the last several decade. Not too long ago, Tesco began a wider ‘customer listening process’ that could permit the organization to figure out ideas most critical to its consumer foundation. This particular assisted Tesco acquire the five ‘Every Little Helps’ promises, which in turn indicate the straightforward issues people today care about once they make purchases price ranges tend to be very good. I'm able to obtain a few things i need the shelves are clear I just don’t queue the employees are excellent. Tesco think about these assurances to be essential to help its success. Being attentive procedure is usually performed by way of a number of techniques. Consumer query time 12000 consumers show up at a program, performed like a discussion board by which Tesco concentrates to customers’ thoughts about almost everything from items, selling price, quality and support, to Tesco’s role in the neighbourhood. Consumer remark notes can be found in just about all Tesco stores. On the other hand, consumers can easily phone Tesco’s customer support helpline totally free.
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Tesco Club Card Tesco has more than 13 million established card holders. Details supplied by the Club card makes it possible for Tesco to get improved understand its customers’ purchasing behaviour. The company rewards consumers for shopping with Tesco by providing these people discount vouchers, the value which depends on just how much they spend. There are actually over six million distinctive promotion variants with each and every Club card subscriber, which in turn helps to ensure that each and every consumer gets a suitable and private offer. This past year almost a million new buyers subscribed to the Tesco Club card and Tesco provided more than GBP 340million Club card vouchers. Clients can take full advantage of their discount vouchers by swapping them for Club card offers, which can be worth four times the actual voucher’s face value. The most used offers tend to be days out at this kind of attractions since the Alton Towers theme park and Lego land. In addition, Tesco is now joining up with theme amusement parks in France and Germany to provide much more adventurous types of days out. In February the year 2007, Tesco additionally released a partnership with the Open University, to ensure that consumers are now able to make use of their Membership card coupons to invest in education; the programmes available vary from a first timers training course in writing family history to some humanities degree. Green Club card in 2007, Tesco began to compensate its buyers for buying in an eco-friendly approach with Green Club card points. Consumers obtain points whenever they recycle carrier bags, and recycle good old cell phones and ink jet printer's ink cartridges. As well as the being attentive method, which supplies the group along with details on developments for instance growing problem for health and fitness, curiosity about neighbourhood finding of food along with a restored communal feeling, studies have additionally assisted Tesco determine fresh common developments for example an ageing populace, a lot more single-person homeowners and much more working moms. Tesco utilizes a variety of qualitative investigation methods for Page | 19
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example focus groups, home visits and supported purchasing to discover problems while they come up. Tesco additionally makes use of quantitative methods for instance on-street, phone or on-line surveys. The organization additionally makes use of continuing investigation trackers who inquire exactly the same crucial queries on a regular basis; this particular enables them to monitor overall performance as time passes. Additionally, Tesco utilizes exterior investigation companies to get specialized investigate actions for example broader customer investigation studies. ‘Broad appeal’ is just one of Tesco’s crucial methods in the technique of as being a market-leader. Tesco constantly operates in creating a wide-ranging charm by continuously finding and purchasing new products to improve selection for the buyers. Included in this are: 'Healthy Living’ items (items lower in fat and sodium); ‘Free From’ items – items made to produce living simpler for those who have food allergic reactions and foods intolerances; specific healthful kid's treats – items that are a useful source of much needed dietary fibre, wholegrain, and five-aday vegetables and fruit natural products (much more different and less expensive organic and natural foods). 6.06 UK & Europe sales performance of TESCO TESCO achieved very strong sales growth over the years. Within a year their sale increased almost 8.9%. Sales from new stores are very encouraging. TESCO is outperforming all the opponents. Sales within UK increase was 19.8%. This contributed to the market share from 12.0% to 13.6%.
The market is continues growing to highly competitive. TESCO's ongoing commitment to offer customers an excellent service, improving productivity, reduced price, sales mix etc.
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The lunch of the Club Card provided TESCO more precise marketing activities and improves the value of the money to the customers. Club card has contributed very strong sales performance. TEXCO even did not do any TV advertisement on the Christmas period but only concentrated on the regular customers.TESCO has connected all their stores online by Wm Low, replenishment of all the front end systems are done. For this business performance has improved a lot. Performance in other Europe countris
Sales in Europe were £596m which is up to 19.9% on the previous year. Operating cost was decreased to £11m. In France retail sales was increased by 13.9% of which 4.2% was due to increased volume of product sales to repetitive customers. This achievement was done by providing excellent customer service. Shareholders and dividends
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Fully diluted earnings per share was 21.9p=, up by 9.0% per share. TESCO's corporate return in capital was increased from 15.7% to 16.9%.
The market – Example (Dakin 1974, pp.29-30)
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6.07 Marketing themes followed by TESCO
Exactly what does Tesco's administration perform to ensure they are so profitable? Tesco maintains a retail strategy to locate just who their clients are in each and every market as well as what they need right now and in the near future. They put into action many of the retail techniques, methods and Retail Company that lets them provide towards the consumer. TESCO follows,
"Find out what the customer wants and give it to them."
Tesco's marketing technique has been structured around a database technique driving a massive direct marketing strategy. There buyer base (since noted down because of the information supplied by the greatly successful Club Card Plan) nearly accurately mirrors the market make-up of the United Kingdom. Plainly this implies they've in some way were able to end up being everything to all men. They've in between 7m and 8m various variants within the mailings eating out in their customers based on demographic and transactional information. The aim happens to be to up-sell to their current buyers via obtaining much better consumer info and achieving their demands. Currently, by means of supplying clients along with what they desire, the most important technique have been targeted at growing the non-food area by way of capitalising around the developing requirement for one-stopshopping developed by an extremely time-starved human population.
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607 Main reason for customer dissatisfaction There is some general reason, why customers get disheartens or dissatisfied with an organisation. Avoiding the following reasons will establish a great customer service; •
Promises not delivered
•
Service that was rude and inefficient
•
Conflicting messages from employees
•
Feeling of being victimised of the business or the organisation
•
Misinformation from an employee
•
Delays and long waits
•
Lack of communication between parties and dispute
•
Treatment as being uninformed, wrong or unimportant
•
Defective or inferior products
•
Feelings of being dismissed or discontinued by the personnel
•
Business integrity or honesty that was questionable
6.08 Sections that can be improved Providing any excellent customer service is both challenging and rewarding as well. After conducting survey and a close observation to TESCO's customer service activities there are some places that can be improved; 1) Behaviour towards customer 2) Product knowledge 3) Knowledge on promotional offers 4) Current affairs 5) Proper greetings and willing to sell products 6) Listen to customers 7) Apology for any delay 8) Quick resolution to any problems 6.09 Personal skills needs to be improved 1) A passion for taking care of customers 2) Will to become flexible 3) Dedication on work and following company policy's Page | 24
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4) Eagerness to learn new business and increase sales 5) Goal orientation 6) Self Motivation 7) Persuasive sell skills 8) Leadership ability 9) Communication skills 10) Positive and friendly attitude 6.10
Techniq ues to improve employees customer service skills There are some techniques and approaches to follow to improve customer service in TESCO.
a) Self assessment For personal improvement the employee's should follow some techniques. But firstly they should judge themselves by filling up some questionnaire and mark by themselves. Because if they don't want to improve themselves it's not possible to make them. A quick judgment can be made by using the following set of questions,
Almost Always 1 2 3 4 5 6 7 8 9 1 0
Sometimes
Almost Never
I Don't let any personal feelings get into the way of serving any customers I Follow up customers who have encountered problems with products or services I Thank the customers for their business I Try to build a partnership with my colleagues I Listen to customer complains I Explain any product promotion or features to customer so that they can understand I am firm and gentle when saying NO to customer I Take time to Review interactions with customers and learn from mistakes I always Look for solutions to problems that happened previously with customer I try to Commute Effectively over the telephone
(MacNeill, 1994) Page | 25
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As per the self assessment the employees need to improve them by self motivation and follow the company procedures. b) Understanding customer needs Understanding customer needs is one of the main categories of customer service. Requirements since it had been might be understood to be a "lack of something requisite, desirable, or useful" Merriam-Webster 10th Ed. In relating this particular to Customer or Client Wants within the advertising atmosphere; knowing Buyer Requirements is extremely essential and delicate bedrock with regard to achievement in marketing and advertising of any service or product. Aside the truth that Customer or Clients requires a specific service or product, medical proof indicates and confirmed that knowledge of Customer requirements begin with conclusion that after use some thing, they're buying or purchase 'Satisfaction' using the products or services as properly. This may be symbolized as: Needs = Service or product Gratification Maintaining Clients or Buyers pleased is much more tough compared to it appears since it requires just about all part of the business enterprise. Some businesses along with other profit-oriented agencies toys with the prosperity of their own enterprise through putting lowcadre employees or ill-mannered, lacking employees within the Customer service Unit to get the customers and outsiders/prospects. In some instances, this may be because of favouritism as well as nepotism during recruitment of employees. This kind of administration does not understand that an adverse mindset or unmanageable conduct emanating from the customer service official towards the outsider/prospect includes an unfavourable multiplier impact on the trustworthiness and A positive manner from the organization. This is because such aggrieved outsider or prospective client would certainly spread adverse details about the organization or business to whomever he or she is opportune to satisfy with regards to the support supplied by the business. The aggrieved outsider or prospective client will probably evaluate and be eligible the business or even the corporation in line with the corporation's associates who is actually Page | 26
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the client Care Officials. The overall consider and presumption from the public is how the organization has selected the very best workers obtainable inside, to signify the administration. Comprehending Customer or Client Requirements additionally imply being conscious of the actual time of the obtain.
c) Learn from customer complains It's a bit surprising to learn that there are some crucial information can be learned from customer complain. Any successful business actually invites customers to find their faults. 96% of the customers with complaints never make those complaints known to the business. d) Communication is the key Communication is the main key for any business. Learning to make effective communication is one of the key points for a business. For this training programme can be arranged for the employees, learning programme and practical scenario with real world experience programme. e) Motivation Providing motivation to the employees is one of the main factors of Customer Service Efficiency. Motivation influences employees to work hard, self motivated. Self esteemed to provide more service to customers and generate more business.
Customer loyalty plan can be generated for create more business and customer service.
6.11 BENEFITS OF CUSTOMER LOYALTY PLANS Most of these day’s customers who are searching for a good deal research prices to find out who's providing the best offer before a selection is built to obtain. To motivate consumers to purchase companies have instantly appreciated the consumer loyalty strategy simply because undoubtedly return business signifies a lot more product sales. Usually, supplying outstanding customer support is still an important component for just about any company however in challenging times such as a recession or recession throughout the economy, it's only natural for clients to consider a provider or company that's retailing the product they need at the cheapest price.
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In order to attract much more clients, consumer devotion programs possess quickly removed in attraction to numerous large and small companies in most kinds of markets. For instance niche businesses such as specialised chocolates cake stores and butchers retail outlets provides a loyalty benefits card for his or her consumers that may be stamped each time the buyer spends more than £20 on each and every visit. Along with a complete of 5 imprints the buyer is then rewarded with free products. This kind of buyer loyalty method has become jog by a lot of smaller type businesses for example tyre merchants, DVD and blue-ray leasing stores and publication shops. This straightforward business technique targets buyer's that usually tend to purchase the identical or a very similar product or service from the provider frequently. Several buyers also like the concept of being proposed a reward or free of charge product or service for their business and motivates the client to come back for repeat business. In a large corporate and business type, appealing consumer loyalty programs could be provided to buyers in exchange for a long-term agreement for individuals who subscribe to a fixed time period for the usage of this organization's services or products. For example this may be a cell phone business, broadband internet provider or a television company. The appealing advantages accustomed to attract buyers to register to a longer term agreement are usually provided at that time the agreement is authorized. For instance a cell phone organization may offer new clients a free £200 cell-phone in exchange for signing up to a 12 month agreement. This kind of rewards system can be extremely valuable and customers tend to be tempted as a result of mass media promotion on the benefits and advantages they are able to benefit from staying a part of this kind of programs. Yet another popular consumer rewards scheme is the put together faithfulness system which functions numerous companies joining collectively underneath the similar consumer devotion method. This particular well-known kind of system provides the benefit of businesses providing its devoted customers rewards such as VIP consumer special discounts on a significant selection of various services and products through a multitude of retail stores. These days, businesses have discovered that the key to possessing a highly effective customer loyalty method is in generating the additional effort and time to connect with the consumer.
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6.12 Conclusion This research concludes with review of the business in relation with customer service. It determines how customer service can influence a business. This research concluded with pointing out how crucial a customer service for a business is. If customer service is rude or bad, it can really affect the business. Customers would say, "Their price is good, but customer service is rude". And that's it, he / she tells it to their colleagues and friends which is really bad for the business.
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7.0 RESEARCH METHODOLOGY 7.01INTRODUCTION: This section specifies the strategy applied to this research. The objective of this particular section is always to provide depth explanation of the investigation strategy utilized to tackle the objective of the research and figure out how consumers are happy through product sales campaigns. Each and every investigation, examination confronts selecting one of the most appropriate strategies to satisfy its goals. There is not just one finest method of adhere to because the selecting method differs from the others to every investigation along with the goals on their own. Apart from selecting one of the most appropriate strategies additionally depends upon the supply associated with sources amongst a number of other factors. The section begins with a reason with the investigation viewpoint applied, and then your section talks about style from the investigation, the information selection techniques, and set of questions develop, trying methods and dimension and signing having a debate of information evaluation. The section completes which explain limitation of the investigation.
7.02 RESEARCH PHILOSOPHY: There are three types of research philosophy which are known as positivism, phenomenology, and realism. (Gray, 2004) 7.03 POSITIVISM: Positivism had been the prominent epistemological paradigm within community research from the 1960s by way of the 60s, its primary debate becoming how the sociable entire world is available outside the body towards the investigator, which its components could be calculated straight by way of declaration .Essentially, positivism believes that: Ø Reality includes what's accessible to the actual senses –that is, exactly what is visible, smelt, caressed, etc. Ø Inquiry ought to depend on technological statement (instead of philosophical conjecture), and for that reason on scientific query.
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Ø The organic as well as individual sciences reveal typical reasonable and methodological concepts, coping with details and never along with ideals. Hence, tips just are worthy of their own development in to understanding whether they can be placed on the check o f scientific encounter. Positivism saw the organic research as advancing with the individual deposition of information about the globe so that you can generate generalization referred to as technological regulations .To make this happen, the action of technological query had been taken up are the accumulation of ‘brute information ‘such as form, dimension, movement, etc. For positivism, after that, both organic and sociable sides run within a rigid set of laws and regulations, which research needed to find out via scientific query .This can be a quick conclusion of positivism however as Bryan (1998) records there has been a variety of variations of positivism that overlap, as well as which hardly ever arranged exactly on it's vital elements. Implementing a positivism posture isn't just regarding implementing particular methods to the look associated with scientific tests. As Clotty (1998) factors, this means that the consequence of investigation may are likely to be offered because goal as well as determines facts. (Gray2004, p.18) 7.04 PHENOMENOLOGY: Phenomenology retains which any kind of endeavour to comprehend social fact needs to be grounded in individuals encounters of this sociable actuality .Therefore, phenomenology contends that people should place apart existing knowledge of phenomena as well as visit again instant connection with them so that fresh explanation may well arise .Recent comprehending need to be ‘bracketed’ towards the greatest capability to permit phenomena in order to ‘speak for themselves’, fresh by our expectations. The end result will be new which means, bigger meaning or restored explanation. Efforts are created to prevent ways the actual bias of research workers disposition the information. The important thing is actually attaining the very subjective connection with the topic, at times simply by attempting to set ourselves within the place of the topic .Therefore, phenomenology gets a good exploration, via evaluations, of existing social comprehending as well as phenomenology creates make use of nearly solely of selection interviews. (Gray2004, pp.21-22)
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7.05 REALISM: Realism starts in the situation how the impression which research offers around the globe is really a accurate as well as precise one (Chia,2002).Therefore for that realist investigator, items associated with investigation for example lifestyle, the business, business preparing are present as well as behave fairly individually from the viewer . They're as a result as intended for organized evaluation as organic phenomena. Therefore, understanding is actually sophisticated through the entire process of concept –building by which breakthroughs increase what's currently recognized. However even though fact consists entities ,components and occasions, realism retains of which a few visible ‘facts ‘may end up being noticed yet that can be found nothing the actual much less. (Gray2004, pp.22-23) The investigation beliefs selected because of this research may be the positivism primarily because of its belief around the world being an exterior atmosphere wherever individuals are afflicted as well as respond in very similar approaches. Apart from, within the positivism strategy, the investigator is self-sufficient and also research is value-free. Therefore, reactions shouldn't be inspired by researchers’ personal values and encounters. Furthermore, within the positivism strategy concentrate on details, discovers causality among specifics as well as formulates and analyze hypotheses (deductive approach). Positivism strategy facilitates utilizing significant examples out of which to generalize towards the people as well as quantitative techniques. 7.06 RESEARCH DESIGN: There can be 3 feasible types of investigation style which can be specifically exploratory investigation layout, illustrative investigation style, and instructive or causal investigation style. (Saunders, Lewis, and Thorn hill, 2003) 7.07 EXPLORATORY: Exploratory scientific tests look for in order to discover what's taking place and also to inquire concerning the issue. They're especially helpful when insufficient is famous about a sensation. An exploratory research, after that, might help to determine whether it's really worth studying the problem or otherwise .As Saunders et al. (year 2000) recommend, exploratory studies could be carried out by:
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Ø A research from the literary works. Ø Talking in order to specialists within the area. Ø Conducting concentrate team selection interviews. Exploratory investigation could be compared towards the actions with the explorer (Adams and Schvaneveldt, 1991).It's excellent benefit is that it's versatile and flexible to alter. Adams as well as Schvaneveldt (1991) enhances this aspect b quarrelling how the versatility built in in exploratory investigation does not imply lack of course towards the enquiry. What it really does imply is the emphasis is actually initially wide-ranging and gets steadily less wide since the investigation moves along. (Saunders, Lewis, and Thorn hill, 2003, pp.96-97) 7.08 DETAILED: According to Hedrick et al.(1993),the objective of the illustrative research is always to supply a picture of a trend since it normally happens .This might ,certainly ,by solely illustrative, it might additionally consist of a normative research ,evaluating the information towards some standard . (Gray2004, p.32) K.Malhotra (2002) says, “Descriptive studies have as its major goal the explanation of something –usually marketplace or capabilities. The majority of commercial market research is illustrative in nature. Illustrative investigation can be especially beneficial appear investigation queries connect with explaining an industry trend, for example rate of recurrence purchase, determining associations or producing predictions.” (Malhotra 2002, p.89) The item associated with illustrative studies in order to depict a precise report of individuals, occasions or circumstances (Robson.2002).This might end up being an expansion of, or perhaps a precursor to, a bit of exploratory study. It's important to possess a obvious image of the trend which usually you intend to gather information ahead of the selection from the information. (Saunders Lewis, and Thorn hill, 2003, p.97) 7.09 EXPLANATORY OR CAUSAL: Explanatory or Causal research could be correlative as the name indicated, using the increased exposure of obtaining causal relationship among specifics .It's established the connection between your specifics. (Gray2004, pp.32) Page | 33
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Informal investigation assists determine cause-and-effect associations among specifics. Exploratory and illustrative investigation usually precedes cause-and-effect association's research. In informal research studies usually come with an expectancy concerning the connection to be described, therefore scientists should be really experienced in the topic. Informal investigation attempts to set up that after something occurs, one more thing follows. Researchers look for certain kinds of proof to assist them realize and forecast associations (Zikmund, 2000). This investigation adopted a illustrative style because viability to calculate and decides features of the populace or test, their demands, beliefs, opinion and pleasure level towards the revenue campaign. The actual illustrative technique allow the researcher estimation percentages associated with units inside a specific populace showing a particular actions Furthermore, since the literature above indicates, illustrative studies appropriate in identifying behaviour amongst subgroups. Because this particular investigation tries to evaluate exactly how clients are pleased by items on product sales marketing, illustrative investigation is regarded as the appropriate and helpful to select. (Malhotra, 2004) 7.10 DATA COLLECTION METHODS: These studies have already been performing on two kinds of information selection, the first is primary information and an additional is actually secondary information selection. You will find different types of data selection methods are for sale to gather information for an investigation. The popular information assortment techniques tend to be study list of questions, interview, and declaration in the investigation. (Robson, 2002) 7.11 SECONDARY DATA: The information that are currently have ended up gathered for other objective, are referred to as supplementary information. Supplementary data can offer helpful resource by which to solution or to start to solution on the investigation query. Secondary information consists of both quantitative and qualitative information. They may be utilized in each illustrative and instructive investigation, and there's absolutely no cause to not include secondary information in experimental investigation as properly. Various scientists (for instance Bryman,1989; Dale al.,1988; Hakim,1982,2000;Robson,2002) possess produced a number of categories for supplementary information, and on the first step toward their suggestions there are three Page | 34
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primary subgroups associated with secondary information which includes documented information ,questionnaire –based information, as well as those complied coming from multiple sources . Documented supplementary information includes prepared documents for example realises, communication, moments associated with meetings, reviews to investors, journals, transcripts of messages and management and pubic information. Survey–based supplementary information pertains generally in order to information gathered by surveys which have been currently analysed. Several –source supplementary information could be dependent completely on written or on questionnaire information, or is usually an amalgam equally of these.(Saunders, Lewis, and Thorn hill, 2003, pp.188-93) With regard to the objective of investigation the writer utilized the actual multiple-source supplementary information, since the documented supplementary information resource and also the Survey–based secondary information. The research is founded on educational content articles obtained online; a few private, a few from government web sites allow also to create realize the actual part associated with product sales campaign to fulfill consumers. Additionally, a few of the theoretical details had been extracted from released paperwork and publication by way of your local library so that you can explain ideas and elements that could possess the more powerful or poorest effect within the research. 7.12 SURVEY QUESTIONNAIRE: Survey signifies to discover something regarding what's going on within modern society. There's a feeling by which studies tend to be more just like an investigation method than the usual strategy or even particular technique. Nevertheless most of the worries involved with carrying out a study tend to be less along with queries associated with general proper style just like extremely useful as well as tactical, issues related to the actual in depth style from the device for use (more often than not the set of questions, mostly or even totally made up of repaired option queries) identifying the actual test to become interviewed as well as making sure higher reaction tariffs. . Within customer survey techniques one can find different kinds, mail systems, electronic digital interviews, telephone selection interviews, house interview, on-site mall selection interviews, immediate mail interviews etc. Furthermore, related to studies is a satisfyingly complicated group of technical concerns regarding choosing, question-wording, answer-coding, and so on. (Robson, 2002)
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For this study the author distributed 125 questionnaires among the customers of TESCO Hackney Central. This is consisted of 30 questions. Though this questionnaire is not enough to make a definite solution. But the author tried to get an idea how the customer service is conducting in TESCO central. 7.13 INTERVIEW: Interviewing requires a investigator through asking them questions and getting responding to from the individuals are surveyed. Job interview is very popular within interpersonal investigation.(Miller and Crabtree,1999) claims appointment ,in which the participant is basically liberated to point out what ever these people such as about the wide subject from the job interview ,along with small pressing in the investigator. Within sights are generally oneto-one and face-to-face however they may take location within team configurations and also the telephone is progressively getting used due to the savings over time and also source. You will find 3 kinds of interview for example completely organized interview, that has established queries along with repaired terminology and wording, as well as in any pre-set purchase, semi-structured appointment, which has established queries, however query purchase, query text could be transformed, and when required extra queries could be included, unstructured meet with that's a casual conversation regarding market. (Robson 2002, pp269-74) 7.14 OBSERVATION: Those actions and also the behaviour of individuals tend to be main elements within almost any enquiry, an all natural as well as apparent method would be to view their business, in order to report this particular in some manner after which to explain, evaluate as well as translate exactly what possess noticed. Generally feeling a lot investigation with folks requires declaration. There's two kinds of declaration the first is participator declaration that comes after a good basically qualitative design, as well as a different one is actually organized declaration, which comes after quantitative design. (Robson 2002, pp309-15) Because of this investigation writer select study set of questions with regard to information selection. Writer utilized in shop study through the submitter surveys towards the consumers. Because of this investigation 75 forms had been dispersed on the consumers at Tesco, Hackney Central and it requires 5 days as well as writer invested everyday several hours
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along with clients in store. The purpose is to acquire a genuine reflection of consumers concerning customer service at TESCO. This investigation applied survey questionnaire since the device to gather the principal information mainly due to its straightforwardness as well as proved usefulness to assemble details in short durations of time (this research must be finished inside less than 6 months). A questionnaire was used to accomplish the investigation goals. A questionnaire originated addressing areas like the demographic information of participants, Customers’ attention and usage of Tesco’s customer service.
7.15 QUESTIONARE DESIGN: The survey questions should be designed to help achieve the goals of the research and to answer the research question. Czaja and Blair (1996) present a model of how the survey questions fit into the overall survey process, shown here as figure follows 3.1:
Figure-3.1: Model of survey data collection process. Source: Czaja and Blair (1996). The model is actually helpful since it not just stresses the actual researcher’s task associated with connecting investigation questions in order to questionnaire queries but additionally challenges the actual respondent’s duties ,that include interpretation the question, remembering info that is strongly related this ,choosing a solution as well as confirming which response to interviewer .This assists to understand that the great set of questions not just provide a legitimate way of measuring the investigation questions but additionally will Page | 37
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get the co-operation associated with participants ,and solicits accurate info. Besides participants should be in a position to realize the queries in the manner how the investigator expects, possess obtainable the info required to respond to them ,be prepared to reply to all of them ,and in actual fact solution within the kind required through the query .A significant component within the art as well as craft of creating a questionnaire set of questions is within composing this in a way which participants know very well what investigator would like through all of them ,and therefore are pleased allow it in order to investigator , as the queries simultaneously remain loyal towards the investigation task.(Robson 2002,pp.241-42) The author organized Questionnaires based on customer satisfactions such as prospect's attention as well as use of Tesco’s client satisfaction along with customer supports not only that Demographic information of consumers. Surveys are made very possibly as well as very easily comprehending the queries in order to reply for responders. 7.16 SAMPLING CONCERNS: The objective of advertising scientific studies are to gather information regarding promotes; when it comes to performing that, samples are utilized primarily due to the cost, period precision and investigation strategy (Proctor, 2003). Sampling design process includes five steps that are shown sequentially in figure 3.2:
Figure-3.2: The sampling design process. (Malhotra, 2007, p.336) Page | 38
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7.17 SAMPLING METHOD: Sampling is an essential requirement associated with enquiry particularly. The thought of choosing is related to population. Population describes just about all instances. It's unconventional in order to deal along with entire of the populace in a survey that's the reason sampling is very useful. Therefore, specific consideration must be inclined to the actual choice of the test individuals within planning for a questionnaire. You will find various kinds associated with sampling approach which usually provide likelihood examples as well as on non-probability examples .Likelihood test in which the possibility from the choice of every participant may be known, however in non-probability wherever it's not recognized. The possibility trying is occasionally known as representative sampling and also the test is actually obtained because consultant from the human population. (Robson 2002, pp.260-61) The author selects because of this studies non-probability examples methods simply because small-scale surveys generally utilize no likelihood samples. Non-probability examples are often simpler to setup and therefore are acceptable if you find absolutely no intention or desire to make the record generalization in order to any populace over and above the sample questioned. (Robson 2002, pp.263-64) 7.18 SAMPLE SIZE: Within questionnaire investigation looks for in order to include more specifics compared to experimental along with other non fresh styles ,Brog and Gall suggest about 1oo findings for each one of the main sub-grouping in the questionnaire, with twenty to fifty for trivial subgrouping .Cohen(1992) indicates more complicated guidelines for a variety of various record tests. The primary curiosity is to generalize the results towards the populace from which the actual sample is drawn, then issue like the homogeneity from the human population are essential .If start function determines considerable heterogeneity, this after that suggests the requirement for a bigger test .Likewise ,the larger a trial is required for additional accurate research. (Robson 2002, p161) Roscoe (1975 reported in Wei-Lun 2004) indicates which nor too big neither too little test sizes help investigation, a sample size bigger than 30 and lower than 500 is acceptable for many investigation.
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A small sample size of 70 participants has been accomplished with this investigation, first of all because of time and some others assets restrictions and next since it is regarded as an acceptable sample size inside the range of acceptable sample dimension Roscoe (1975 reported in Wei-Lun 2004). 7.19 DATA ANALYSIS: The information needs to be examined and construed from which the information may be collected through enquiry. The actual purpose here's to evaluation concern and to include a variety of methods for coping with both quantitative as well as qualitative files. The aspires are mainly to create away suggestions and concepts to use in choosing suitable procedures and to talk about the way the outcomes obtained from these types of treatments may be construed. The views from the literature, because introduced above, tend to be utilized so that you can formulate an incorporate presumption concerning the theory used within the concern analyzed in current paper –sales marketing. In accordance with the above mentioned, research on this paper could be called quantitative. (Robson 2002, pp.386-87). The primary reason for the primary quantitative information from research would be to provide a picture from the precise part of customer support to fulfill customers. As soon as principal information has been collected by disbursing questionnaires, 125 sets of forms were collected to summarize and also evaluate using Microsoft Excel. This really is a simple, costless and clear form to summarize the information for that subsequent section associated with evaluation and conclusions. 7.20 RELIABILITY AND VALIDITY: Reliability signifies trustworthiness, steadiness, regularity, predictability, and precision. Dependability is the severity to which an research, analyze, or any kind of computing process produces that provides the identical outcome on repetitive studies. On the other hand credibility is complicated, questionable, and peculiarly important in investigation. Validity suggests a study which usually correctly echoes or analyzes the precise strategy that's experimented with to calculate.
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7.21 LIMITATIONS: Author thinks that we now have a few restrictions with this investigation. Throughout the primary information selection author confronted numerous problems. Author mentioned previously that major documents have already been gathered by means of survey questionnaire available where there had been large numbers of inquiries with lots of characters as well. So, it was challenging to discover complete co-operation on the consumers to obtain comments at the same time as they were buying in store. Therefore additional investigation by utilizing information might not be sufficient.
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8.0 FINDINGS AND DISCUSSION
8.01 INTRODUCTION: To get an actual picture total of 125 questionnaires was distributed among the customers shopping at TESCO. The first part of the questionnaire was designed to collect demographic data such as gender, marital status, age, annual income, level of education etc.
8.02 DEMOGRAPHIC PROFILE OF RESPONENTS: Q1. What is your Gender? Table 1.1: Table for gender Gender Male Female
Number of Respondents 57 68
Percentage 46% 54%
Chart1.1: Statistic for Gender
Male
Female
The customers were 125 in total. As indicated in table 1.1 and chart 1.1 they were divided into 2 groups (male and female) among these 125, 46% or 57 respondents were Male and 54% or 68 respondents were Female. Thus it appears that majority of respondents were Female. Page | 42
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Q2. Which age group are you in? Table 1.2: Age Group Age Group 12-16 17-24 25-34 35-54 55-75
Number of Respondents 11 34 44 19 17
Percentage 9% 29% 35% 15% 13%
Chart1.2: Statistic for Age Group
12-16
17-24
25-34
35-54
55-75
\
As indicated in table 1.1 and chart 1.1 the customers were divided into different age groups among them 9% was in the age group of 12-16, 29% was in the age group of 17-24, 35% or 44 respondents were in the age group of 25-34, and 15% and 13% were in the age group of 35-54 and 55+ respectively. It can be commented easily that the majority customers are of age group of 25-34.
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Q3. What is your marital status? Table 1.3: Marital Status Status Single Married Divorced Widow
Number of Respondents 41 64 11 9
Percentage 33% 51% 9% 7%
Chart 1.3: Statistic for Marital Status
As indicated in table 1.3 and chart 1.3 the customers were divided into different marital status groups among them 33% was single, 51% was married, 9% or 11 respondents divorced and 7% or 9 people was widow. The majority customers were married.
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Q4. What is your annual income? Table 1.4: Annual Income Income Stage 8000-12000 13000-18000 19000-25000 26000-35000 36000-45000 46000-65000
Number of Respondents 09 51 31 21 11 2
Percentage 7% 41% 25% 17% 9% 1%
Chart 1.4: Statistic for Annual Income
As per the table 1.4 or chart 1.4 the income labels of the responders are 7% between 8,00012,000, 41% of them are in the group between 13,000-18,000. In the group of 19,000-25,000 there are 31 or 25%, 26,000 - 35,000 income group 21 people or 17%, 36,000 - 45,000 income groups are 11 or 9% and remainders are 46,000-65,000 only 2 people which is only 1% of the total.
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Q5. Education completed so far.... Table 1.5: Education completed Stage Primary School High School Bachelor Degree Masters PhD Other
Number of Respondents 11 38 44 29 01 2
Percentage 9% 31% 35% 17% 9% 1%
Chart 1.5: Statistic for Education
It looks like from the table and the chart most of the person from the responders are bachelor's degree pass 44 people or 35%. Only 2 people from other degree, 1 PhD, Masters pass 29 person, high school 38 and primary 11 or 9%.
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8.03 RESPONDS TOWARDS CUSTOMER SERVICE Q6. Staffs were available in timely manner? Table 1.6: Staffs Availability Rating Excellent Good Average Poor
Grade 67 37 16 5
Percentage 54% 30% 13% 3%
Chart 1.6: Statistic for Staffs Availability
It looks like that TESCO is in good position for excellent customer service. Their staff's availability table and chart shows 67 people gave opinion for excellent grade. 37 people said good and average availability 13% or 16 people and only 5 people said poor. So in Hackney central branch people are more often satisfied with staffs number provided by TESCO to maintain customer service.
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Q7. Staff greeted you and offered to help you? Table 1.6: Staffs behaviour Rating Excellent Good Average Poor
Grade 46 45 21 13
Percentage 37% 36% 16% 11%
Chart 1.6: Statistic for Staffs behaviour
At TESCO hackney central staffs availability chart shows 46 people thinks they were treated as excellent behaviour, 45 people thought as good, Average rated by 21 or 16% people and rest 13 people or 11% think it was poor. Well so far customer's impression was good against the behaviour of the employees.
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Q8. Staffs were friendly and cheerful throughout? Table 1.8: Staffs friendly and cheerful Rating Excellent Good Average Poor
Grade 29 46 29 21
Percentage 23% 37% 23% 16%
Chart 1.8: Statistic for Staffs behaviour of friendly and cheerful
At TESCO hackney central staffs availability chart shows 46 people thinks they were treated as excellent behaviour, 45 people thought as good, Average rated by 21 or 16% people and rest 13 people or 11% think it was poor. Well so far customer's impression was good against the behaviour of the employees. Staffs were friendly and cheerful throughout.
Q9. Staffs answered your questions? Table 1.9: Staffs answered questions Rating Excellent
Grade 32
Percentage 26% Page | 49
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Good Average Poor
43 39 11
34% 31% 9%
Chart 1.9: Statistic for Staffs answered questions
This chart and table shows TESCO employees performs a good performance on answering customer's questions. 32 people thought it was excellent, 43 said good, 39 or 31% said average and 11 people said poor performance.
Q10. Staff showed knowledge of the products? Table 1.10: Staffs showed knowledge on products Rating Excellent Good Average Poor
Grade 55 39 21 11
Percentage 45% 32% 18% 9%
Chart 1.10: Statistic for Staffs showed enough product knowledge
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This chart and table shows TESCO employees performs a excellent performance on product knowledge. 55 people thought it was excellent, 39 said good, 21 or 18% said average and 11 people said poor performance. So product knowledge at TESCO employees are more than average. This is a good impression.
Q11. Staff offered pertinent advice? Table 1.11: Staffs offered pertient advice Rating Excellent Good Average Poor
Grade 28 19 55 23
Percentage 22% 15% 44% 18%
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Chart 1.11: Statistic for Staffs showed pertinent advice
As per the table and chart 1.11 it shows that caring advice of the staffs at TESCO is very average. Only 28 people or 22% said that they have excellent experience regarding the advice given by the TESCO staff. 19 said well, where 44% the majority of people said very average on service. 23 people recommended about poor performance.
Q12. Staffs were considerate throughout? Table 1.12: Staffs were considerate throughout Rating Excellent Good Average Poor
Grade 09 21 72 23
Percentage 7% 17% 58% 18%
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Chart 1.12: Statistic for Staffs were considerate throughout
As per the table and chart it is clear that TESCO is having difficulty for their staffs or employees behaviour on providing and pertinent advice. It can be anything, customer believes in people specially people in TESCO. It seems only 9 people thinks they got pertinent advice. Where 21 were good and 23 poor. Most of the advice service got by 72 or 58% people. So TESCO is struggling in this area of customer service.
Q13. Overall how would you rate TESCO's customer service? Table 1.13: Customer service Rating Excellent Good Average Poor
Grade 14 39 58 14
Percentage 6% 12% 54% 28%
Chart 1.13: Statistics for customer service Page | 53
PROJECT ON CUSTOMER SERVICE IN TESCO
The overall service of the TESCO staff towards customer was average as shown in the table and chart. As per 14 people it was excellent. Good experience from 39 people. 58 thought it was average and 14 people thought it was poor performance by TESCO.
Q14. Staff tried to promote any product or service to you? Table 1.14: Any promotion by the staffs of TESCO Rating Excellent Good Average Poor
Grade 4 21 77 23
Percentage 6% 12% 54% 28%
Chart 1.14: Statistics for any promotion by the staffs of TESCO
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PROJECT ON CUSTOMER SERVICE IN TESCO
The TESCO staffs supposes to promote all the promotions currently running at the store. Towards customer as shown in the table excellent service was provided to 4 people only. Good service provided only 21 people. Average service was provided to 77 people or 54%. Poor performance was given to 23 people.
Q15. Products were shelved properly and easy to find? Table 1.15: Products were shelved properly Rating 5 4 3 2 1
Grade 57 11 30 16 8
Percentage 46% 12% 24% 13% 6%
Chart 1.15: Statistics for products were properly shelved properly
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PROJECT ON CUSTOMER SERVICE IN TESCO
In TESCO product shelves was clearly visible or not, products easy to find or not that was the survey question. 57 people gave the highest rating 5 for the products display. 11 people gave it rating of 4. 30 people said average rating of 3. 16 people or 13% said poor rating 2 and very poor said by 8 people.
Q16. Isles were clean and properly? Table 1.16: Products were shelved properly Rating 5 4 3 2 1
Grade 57 11 30 16 8
Percentage 46% 12% 24% 13% 6%
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PROJECT ON CUSTOMER SERVICE IN TESCO
Chart 1.16: Statistics for products were properly shelved properly
In TESCO product shelves was clearly visible or not, products easy to find or not that was the survey question. 57 people gave the highest rating 5 for the products display. 11 people gave it rating of 4. 30 people said average rating of 3. 16 people or 13% said poor rating 2 and very poor 1 said by 8 people.
Q17. Did you had any problem replacing or get a refund for a product? Table 1.17: Product refund service YES 42
NO 83
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PROJECT ON CUSTOMER SERVICE IN TESCO
Chart 1.17: Statistics for Product refund or exchange
In TESCO product refund or exchange policy is very straightforward. You bring the product purchase slip and the product with you in the customer service and get it done. Most of the customer had good experience and the others did not. Q19. How do you rate customer service regarding any product refund or replace? (Give a rating of 1 to 5, higher is better) Table 1.18: Product refund customer service Rating 1 2 3 4 5
Grade 07 17 26 34 46
Percentage 6% 14% 21% 27% 37%
Chart 1.18: Statistics for product refund or customer service Page | 58
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the customer responds in TESCO product refund service it was rated very poor by 7 customers. Poor performance said by 17 customers, 26 said average, 34 or 27% said good and 46 shoppers said excellent service.
Q19. You were served by a professional staff? Table 1.19: Served by professional staff YES 82
NO 34
Not sure 9
Chart 1.19: Served by professional staff Page | 59
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the customer responds in TESCO they were served by professional staff not any armature sales support person. From the response we get the information that 82 person said they were served by professional. and 34 said non professional and 9 of them was not sure or didn't notice that.
Q20. Staffs were well dressed as mannered? Table 1.20: Served by well dressed and well mannered staff YES 71
NO 44
Not sure 10
Chart 1.20: Served by professional and well mannered staff Page | 60
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the data collected 71 people said the staffs were well dressed and mannered. 44 of them had different opinion. 10 people didn't notice that at all, this 10 people can also be counted as negative impact because if the staffs were that smart they should be able to notice that. Q21. Customer service area tidy and clean? Table 1.21: Customer service area clean YES 46
NO 79
Chart 1.21: Customer Service areaclean chart Page | 61
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the questionnaire 46 people said the service area was clean but most of the people 79 said that it wasn't clean. Q22. Did you even need any technical support? Table 1.22: Needed technical support YES 67
NO 58
Chart 1.22: Technical support chart Page | 62
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the questionnaire 67 people needed technical support and others did not.
Q23. If you answered yes above, how was it? Table 1.23: Rating of the technical support Rating 1 2 3 4 5
Grade 3 9 26 21 8
Percentage 6% 14% 21% 27% 37%
Chart 1.23: Rating chart of technical support Page | 63
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the questionnaire 67 people needed technical support and others did not. 3 people gave poor rating, 9 people gave rating 2, 26 gave rating average support service. 21 people found it good and 8 people said excellent service. So the majority was average support.
Q24. How would you recommend TESCO to your friends or relatives? Table 1.24: Rating of telling friends or relative Rating Poor Average Good Very Good Excellent
People Said 3 19 41 35 27
Percentage 2% 16% 32% 28% 22%
Chart 1.24: Rating of telling friends or relative Page | 64
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the questionnaire 3 people said poor performance not recommending, Average said by 19 people, Good performance said by 41 or 32% people, 35 people said very good and excellent by 27 or 22%. This performance of TESCO isn't bad at all. Q25. What is your overall satisfaction level regarding shopping at TESCO? Table 1.25: Rating of satisfaction level Rating Poor Average Good Very Good Excellent
People Said 2 21 36 40 27
Percentage 1.6% 16.8% 28.8% 32% 21.6%
Chart 1.25: Rating of satisfaction level Page | 65
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the questionnaire 2 people said poor performance not recommending, Average said by 21 people, Good performance said by 36 people, 40 people said very good and excellent by 27.
Q26. Are you willing to shop again at TESCO? Table 1.26: Willing to shop again Rating NO Do Not Know Maybe Definitely Absolutely
People Said 0 11 16 46 52
Percentage 0% 9% 13% 37% 42%
Chart 1.26: Shop again? Page | 66
PROJECT ON CUSTOMER SERVICE IN TESCO
As per the questionnaire 0% said not to come anymore, 11 people said not sure, 16 people said they may come again, 46 people said definitely they will come again, as per 52 people they absolutely positive to come back again. So far that is a very good achievement for TESCO.
9. CONCLUSION Page | 67
PROJECT ON CUSTOMER SERVICE IN TESCO
9.01 INTRODUCTION: The purpose of this research was to research how Tesco can make improvements to its sales promotion efforts. The research were to figure out how fulfilled Tesco’s clients at Hackney Central Branch tend to be along with the product sales promotion put in place by the organization and measure the role of customer service to fulfil consumers also. Within performing this investigation, the investigator looked into the things consumers imagine on customer service they would receive along with where did they understand this sales campaign merchandise of Tesco at Hackney Central. In this research, a literature review had been carried out that mentioned regarding meaning of customer service that fulfils that the goal of the research, as well as the statements the section described pursuits of customers service, retailers’ perspectives and utilization of product sales campaign, product sales campaign approaches, considering product sales campaign, client satisfaction to be able to begin a robust foundation to proceed with the influence of product sales promotion toward client satisfaction. The investigator on this research implemented an illustrative layout because of its viability to calculate and establishes features of the inhabitants or example, their demands, morals, viewpoint and approval levels towards the revenue campaign (Malhotra 2002). For the reason for investigation this investigator utilized the multiple-source alternative records. Just for this study writer decide on customer survey questionnaire for information collection. Publisher found in retail store customer survey by the distribution surveys towards the buyers. To do this investigation 145 questionnaires had been dispersed to the buyers at Tesco, Hackney Central. In summarising the primary tips within the research, this particular section is split into 3 areas. The very first section offers a summary involving the important conclusions. Next, in line with the results of the investigation, some suggestions are recommended for Tesco so that you can enhance their product sales promotion actions to fulfil buyers better and proficiently and also to acquire a lot more clients, which suggest improving a lot more market share for Tesco within the super market industry. Lastly, the chapter talked about limitation and course for upcoming investigation. Page | 68
PROJECT ON CUSTOMER SERVICE IN TESCO
9.02 SUMMARY OF KEY FINDINGS: The conclusions in this research noticed that exactly how gratified Tesco’s customers at Hackney Central Branch are generally with all the customer service executed by its organization and measure the function of customer service to fulfil clients as well. Investigator mentioned previously, on customers’ understanding and utilization of product sales marketing customers’ perception of customer service and just how buyers are convinced by customer service and demographic description of participants. In this research most of participants were female and the majority of the participants were married. There was majority variety of age bracket among 25-34 years old. The majority of participants accomplished degree and many of them yearly income between 10,001-15,000 pounds. It had been discovered that all the clients purchase the product sales promotion products as well as almost all of the shoppers had been aware of customer service, cost discount rates, money off discount vouchers, as well as extra packs. The outcomes too pointed out that participants observe these kinds of product sales marketing regularly. Apart from, the majority of the buyers would rather buy products via these kinds of product sales campaign. Buyers revealed their probably mind-set to purchase long lasting sales promotion items. When it comes to fulfilment concerning regularity of product sales campaign, the greatest quantity of participants was pleased with price discount rates, the majority of the participants were pleased with purchase one get one free of charge, cash off discount vouchers, extra packages. Apart from within conditions away varieties of items on sales promotion, greatest amounts of participants had been pleased yet again with value discount rates, the majority of the participants ended up pleased again with buy one get one free, money off vouchers, bonus packs. Whatever the promotion is most of the customers are aware of the important factors like Expiry date, quality, and brand to consider buying the sales promotion product. Moving customers’ perception, most of the customers agreed that products on offer are good value for money, and provide standard quality, but are likely to expire soon. The customer service is as off their expectation is anyway. 9.03 RECOMMENDATIONS: Page | 69
PROJECT ON CUSTOMER SERVICE IN TESCO
The customers is TESCO Hackney central were satisfied in various occasions but in not in all occasions. Some training and motivation programme is essential for the employees in TESCo Hackney Central.
9.04 LIMITATION AND DIRECTION FOR FUTURE RESEARCH: There are several restrictions with this investigation. Throughout the primary information collection writer confronted many problems. Publisher mentioned previously that primary information has been gathered through questionnaire in retail store and there had been large numbers of questions with several figures at the same time. So, it had been difficult to acquire complete co-operation in the clients to obtain suggestions at the same time frame as these people had been purchasing in shop. Consequently participants may have not really centred on every single figure of the inquiries. Even though investigator placed his greatest effort to obtain precise response, whenever information had been accumulating as well as examining due to this research. When it comes to test sizing, the sample wasn't associate on the populace. The writer with this investigation collected one at a time an overall total of 125 answerers, theory indicates any test sizing bigger than 30 and fewer than 500 is suitable for the majority of investigation, even though concept additionally indicates the fact that bigger the example the more consultant(1975 reported in Wei-Lun 2004). Later on investigation this issue might be resolved simply by equally deciding on a different plus more effective technique of information gathering, contemplate much larger sample sizing to obtain additional precise reactions and much more associate example.
It ought to be point out that this technique found in this research couldn't be sufficient to demonstrate the actual reality the role of product sales promotion to fulfil consumer at Tesco, Hackney Central. Although just about all feasible treatment had been obtained whenever developing the study technique. Later on investigation necessity of more qualitative and quantitative investigation so that you can evaluate and strengthen the actual results and dialogue. Page | 70
PROJECT ON CUSTOMER SERVICE IN TESCO
Finally, this particular investigation had been obtained only on a single branch of Tesco that is named Hackney Central Branch concerning client satisfaction levels by customer service. Although, this branch is most likely the largest branch of Tesco in Europe. Later on investigation might be included additional branch of Tesco, understanding that research might be compared with an additional super market’s client satisfaction level by simply customer service.
10 REFERENCES: Page | 71
PROJECT ON CUSTOMER SERVICE IN TESCO
Web: http://en.wikipedia.org/wiki/Customer_service Books: Rules to Break and Laws to Follow by Don Peppers and Martha Rogers, Ph.D. Customer service excellence Debra J. McNeill The Customer Service Pocketbook (The Pocketbook) Sean Macmanus
The Big Book of Customer Service Training Games: Quick, Fun Activities for Training Customer Service Reps, Salespeople, and Anyone Else Who Deals with Customers (Big Book Series) [Kindle Edition] Peggy Carlaw (Author), Vasudha K. Deming (Author)
11. BIBLIOGRAPHY Dr Frances Brassington and Dr Stepen Pettitt,( 2003), Principle of marketing, (3rd edn), Pearson Education Ltd. Essex Chris Fill, (2002), Marketing Communications, (3rd edn), Pearson Education Ltd. Essex Philip Kotler and Gary Armstrong, (2004), Principle of marketing, (10 th edn), Pearson Education Ltd. Michael J.Baker, (2000), Marketing Strategy and Management, (3 rd edn), Macmillan Press Ltd.London. Tony Dakin, (1974), Sales Promotion Hand Book,Gower press limited,Essex Julia Piper, (1980), Managing Sales Promotion,Goower limited,Westmead,Farnborough,Hants,England.
publishing
company
Julian Cummins, (1998), Sales Promotion,(2nd edn)Kogan page limited,London. Philip Kotler and Kevin Lane Keller, 2006.Marketing Management,(12 th edn) Pearson Education,Inc.New Jersey. The Times 100, (Online) (Cited1st August 2008) Available from http://www.thetimes100.co.uk/theory/theory--customer-satisfaction--278.php)
(URL:
Eugene Sivadas and Jamie L.Baker-Prewitt (2000), An examination of the relationship between service quality, customer satisfaction, and store loyalty, Vol.28, pp.73-74. David E. Gray, (2004), Doing Research in the Real World,SAGE Publication Ltd,London. Page | 72
PROJECT ON CUSTOMER SERVICE IN TESCO
Naresh K.Malhotra, (2002), Basic marketing research. Published by Prentice Hall. New Jersey. Zikmund, W., Exploring marketing research, 7th edition, the Dryden press Harcourt college publishers, (2000), USA Malhotra, N., (2004) “Marketing Research” Fourth Edition, Prentice Hall, New Jersey. Naresh K.Malhotra, (2007), Marketing Research. Published by Prentice Hall, New Jersey. zHsu, Wei-Lun, A Study of Consumer Attitudes toward Branding in the Mobile Phone Market in Taiwan, Unpublished Msc Dissertation, University of Middlesex School, London, (2004). Information on TESCO Plc (online) (Cited 1st August 2008) Available from (http://www.referenceforbusiness.com/history2/11/TESCO-Plc.html) Robson. (2002). Robson 2002. Robson & Robson. Julian Cummins, (1998), Sales promotion, (2nd edn), Kogan Page Ltd.London A.N.Oppenheim,(1966),Questionnaire Design and Attitude Measurement,Heinemann Education Books Ltd,London Crimp, M. (1990) The Marketing Research Process, 3rd Edition, Prentice Hall, New Jersey. Gill, J., Johnson P., (2002), Research Methods for Managers, 3rd edition, SAGE publications, Great Britain Lancaster, G., Massingham, L., Ashford, R., (2002), Essentials of Marketing, 4 th edition, Mc Graw Hill, UK. Warren J.Keegan(2002)Global marketing management(7th edition) Published by Prentice Hall. Dr Frances Brassington and Dr Stepen Pettitt,( 2003), Principle of marketing, (3rd edn), Pearson Education Ltd. Essex Chris Fill, (2002), Marketing Communications, (3rd edn), Pearson Education Ltd. Essex Philip Kotler and Gary Armstrong, (2004), Principle of marketing, (10 th edn), Pearson Education Ltd.
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Michael J.Baker, (2000), Marketing Strategy and Management, (3 rd edn), Macmillan Press Ltd.London. Tony Dakin, (1974), Sales Promotion Hand Book,Gower press limited,Essex Julia Piper, (1980), Managing Sales Promotion,Goower limited,Westmead,Farnborough,Hants,England.
publishing
company
Julian Cummins, (1998), Sales Promotion,(2nd edn)Kogan page limited,London. Philip Kotler and Kevin Lane Keller, 2006.Marketing Management,(12 th edn) Pearson Education,Inc.New Jersey. The Times 100, (Online) (Cited1st August 2008) Available from (URL: http://www.thetimes100.co.uk/theory/theory--customer-satisfaction--278.php) Eugene Sivadas and Jamie L.Baker-Prewitt (2000), An examination of the relationship between service quality, customer satisfaction, and store loyalty, Vol.28, pp.73-74. David E. Gray, (2004), Doing Research in the Real World,SAGE Publication Ltd,London.
APPENDIX
Questionnaire Page | 74
PROJECT ON CUSTOMER SERVICE IN TESCO
Customer service survey I am a student of LSC (London school of business). I am doing a research on TESCO's customer service. Yours answers will be kept confidential and will not be used for any public or unauthorised purpose. Only educational purpose the data will be put on to use. Based on your experience shopping at TESCO please fillip the following questionnaire. Section 1: Personal data Q1. What is your Gender? Male
Female
Q2. Which age group are you in? 12 - 16
17- 24
25 -34
35 - 54
Divorced
Widow
55 - 75
Q3. What is your marital status? Single
Married
Q4. What is your annual income? 8000-12000 36,000 - 45,000
13,000 - 18,000
19,000-25,000
26,000 - 35,000
46,000 - 65,000
Q5. Education completed so far... High school
Graduation
Bachelor Degree
Masters
PhD
Section 2: Customer service Q6. Staffs were available in timely manner? Excellent
Good
Average
Poor
Q7. Staff greeted you and offered to help you? Excellent
Good
Average
Poor
Q8. Staffs were friendly and cheerful throughout? Excellent
Good
Average
Poor Page | 75
PROJECT ON CUSTOMER SERVICE IN TESCO
Q9. Staff answered your questions? Excellent
Good
Average
Poor
Q10. Staff showed knowledge of the products? Excellent
Good
Average
Poor
Q11. Staff offered pertinent advice? Excellent
Good
Average
Poor
Q12. Staffs were considerate throughout? Excellent
Good
Average
Poor
Q13. Overall how would you rate our customer service? Excellent
Good
Average
Poor
Q14. Staff tried to promote any product or service to you? Yes
No
Q15. Products were shelved properly and easy to find? (Give a rating of 1 to 5, higher is better) 1
2
3
4
5
Q16. Isles were clean and products properly visible? (Give a rating of 1 to 5, higher is better) 1
2
3
4
5
Q17. Did you had any problem replacing or get a refund for a product? Yes
No
Q18. How do you rate customer service regarding any product refund or replace? (Give a rating of 1 to 5, higher is better) 1
2
3
4
5 Page | 76
PROJECT ON CUSTOMER SERVICE IN TESCO
Q19. You were served by a professional staff? Yes
No
Q20. Staffs were well dressed as mannered? (Give a rating of 1 to 5, higher is better) 1
2
3
4
5
Q21. Customer service area tidy and clean? (Give a rating of 1 to 5, higher is better) 1
2
3
4
5
Q22. Did you even need any technical support? Yes
No
Q23. If you answered yes above, how was it? (Give a rating of 1 to 5, higher is better) 1
2
3
4
5
Q24. How would you recommend TESCO to your friends or relatives? Poor
Average
Good
Very good
Excellent
Q25. What is your overall satisfaction level regarding shopping at TESCO? Poor
Average
Good
Very good
Excellent
Q26. Are you willing to shop again at TESCO? No
Do Not Know
Maybe
Definitely
Absolutely
Q27. Does the BRAND TESCO attract you to purchase any product? Yes
No THANK YOU FOR YOUR CO-OPERATION
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