The Importance of Customer Service and Customer Satisfaction
This particular study aims to look into customer loyalty in the retail industry in the United Kingdom of Great Britain. As a result, the survey first establishes the frequency of the respondents’ visit to the supermarket. It looked into the number of time that the respondents visit a supermarket in a week. The answers were divided into four groups and these were the following: (1) once a week, (2) two to three times a week, (3) four to five times a week, and finally, (4) six to seven times a week.
As shown in the third table, the response of the survey participants varied when asked about the frequency of their visits to the supermarket. Based on the figures shown above, only five respondents (10%) visit the supermarkets once a week while there are eighteen respondents (36%) report that they visit the supermarket for two-three times a week. Twenty-two respondents (44%) or the majority of the population say that in a week, they visit the supermarket for four to five times. Lastly, there were only again five respondents (10%) who said that they are inside supermarkets for six to seven times a week.
In relation with this and in the hopes to establish the significance of customer loyalty to the retail industry, the researcher also looked into number of supermarkets that these respondents visit due to their prevalence of going to these stores. Thus, the second question focused on asking the respondents whether or not they prefer a supermarket over others. The results of the survey show that amongst the fifty participants, forty three (86%) said that they do prefer a supermarket over the others whilst only seven respondents (14%) said that they do not have any preference or whatsoever with regard to supermarkets.
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There results are summarized in Table number four (below). The researcher gave importance to looking into the reasons why there are some respondents who prefer certain supermarkets over the others. They were asked to check as many of the choices that was made available. These included: more accessibility of these supermarkets, cheaper prices as compared with other supermarkets, availability of favourite products or brands, the recommendation of friends, media influence and customer loyalty programs. The researchers were allowed to check as many reasons as they can.
Hence, the analysis would look into which of these factors played a very important role in the choice of the respondents. The first factor that will be analyzed is the accessibility (in terms of location) of a supermarket to the respondents. The survey revealed that out of fifty respondents, sixteen (32%) recognized how important this factor is. The second factor that shall be analyzed is whether or not the cheaper prices of goods (in relation to other supermarkets) play a role in the loyalty of one respondent to a supermarket.
The results show that among the 50 respondents, fourteen (28%) said that this factor influences them in preferring one supermarket over others. The answers are summarized in the table below. Thirdly, the respondents were asked to report whether or not the availability of their favourite products in one supermarket influences them in preferring that one over the others. Nine respondents (18%) said that this particular factor influences their choice. The answers are summarized below. The fourth factor that was included in the checklist was the influence of the respondents’ peers.
Apparently, only a significant number of respondents: eleven out of fifty (18%) said that this could influence one’s preference. The answers are summarized below. The fifth factor that was taken into consideration was the influence of the media. However, just like the previous factors discussed, only a small percentage of respondents believe that the media could influence one’s preference of supermarket. According to the survey, only nine respondents or 18% report the influence of this particular factor. The answers are summarized in Table 9 (below).