Analysis of the importance of Customer Service in the UK retail sector after the recession: Morrison's Supermarket Case Study

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TABLE OF CONTENTS

LIST OF TABLESIII

CHAPTER 4: ANALYSIS1

Descriptive statistics1

Grocery Shopping Behaviour4

Preference of Morrison's6

Importance of Customer Service8

Discussion13

Service Quality and Satisfaction13

Customer Operation Involvement13

On Line Information about Service Performance14

Customer satisfaction and service quality14

Types of Relationships16

Resolving problems well16

The simple the best17

Aspects of Customer Loyalty and customer satisfaction17

Loyalty Indicators19

CHAPTER 5: CONCLUSION20

Relationship Satisfaction and Salesperson20

Consumer Satisfaction and Relationship Marketing Theory21

Core Categories22

Service development culture23

Tuning and Optimization24

LIST OF TABLES

Table 1: Gender1

Table 2: Age1

Table 3:  Living condition2

Table 4:  Working status2

Table 5: Earning in house3

Table 6: Income3

Table 7: Family members3

Table 8: Decision making (grocery product)4

Table 9: Decision making (grocery shop)4

Table 10: Frequency for grocery shopping5

Table 11:  Amount spend on grocery5

Table 12: Grocery expenditure percentage spent on Morrison6

Table 13: Visit to Morrison6

Table 14:  Morrison only grocery shop7

Table 15: Visit to other grocery store7

Table 16:  Preferred store (Morrison)8

Table 17:  Customer service (reason to visit)8

Table 18: Customer service of Morrison9

Table 19:  Influence on decision due to customer service9

Table 20: Customer satisfaction level (Morrison customer service)9

Table 21: Morrison customer service in comparison to other stores10

Table 22: Customer service and decision making10

Table 23: Change in behavior due to recession11

Table 24:  Behavior change towards customer service11

Table 25: Behaviour of Sales Persons12

Table 26: Website Customer Service12

CHAPTER 4: ANALYSIS

Descriptive statistics

Table 1: Gender

Female

42

Male

18

In the table given above, it can be seen that among the 60 respondents, most of the respondents are female.

 

Table 2: Age

16 - 24

6

25 - 34

22

35 - 44

25

45 - 54

5

55 - 64

2

65 +

0

In table two it can be seen that most of the respondents are among the age bracket of 35-44, second age group is of 25-34

Table 3:  Living condition

 

Independent

13

With partner/spouse

14

With children

27

With family

6

In table 3, it can be seen that most of the respondents are living with their children's. They question was asked regarding their living condition.

Table 4:  Working status

 

Employed full time

47

Employed part time

3

Self-employed

1

Retired

2

Unemployed

2

Student in full time education

5

Stay at parents home

0

Other

0

In table 4, it can be seen that most of the respondents are employed full time. The question that was asked was regarding their working status.

Table 5: Earning in house

Yes

23

No

37

In table 5, respondents was asked that if they are the only earning person in their house. In table above table it can seen that most of the respondent have replied negative.

Table 6: Income

Under £9000

0

£10,000 - £15000

0

£16000 - £21,000

6

£22,000 - £27,000

34

£28,000 - £33,000

16

£34,000 - £39,000

4

£40,000 - £45,000

0

Above £46,000

0

In the table 6 it can be seen that most of the respondents have the earning in between 22,000-27,000.

Table 7: Family members

One

13

Two

14

Three

5

Four

25

Five

3

Six

0

Seven or more

0

In table 7 respondents were asked about their family members. From the table it can be seen that most of the respondents are having four members in their family.

Grocery Shopping Behaviour

Table 8: Decision making (grocery product)

Yes

45

No

9

Decisions are made con-jointly

6

In table 8 respondents show their opinion regarding their decision making for the grocery products. Most of the respondents have said that they make decision for the grocery products. Whereas few have said that the decision is taken jointly.

Table 9: Decision making (grocery shop)

Yes

45

No

9

Decisions are made con-jointly

6

In table 9 ...