Customer satisfaction at Friends Supermarket

This proposal relates to client satisfaction at Friends Supermarket in Riviere Du Rempart. It'll assess the level of service that is sent to all customers. Furthermore, it can help in improving client satisfaction especially in areas where they want improvement like better quality of service.

Without a knowledge of the marketplace and customer needs and wants, it is impossible to fully capture value from customers to be able to create gains and customer quality. Today customers will be more challenging than before and businesses that don't deliver customer satisfaction will be packed from the software industry. That why Friends Supermarket will take a research.

A survey method will be used where information will be collected from a aim for population. The use of questionnaire will be studied into consideration which will be administered through personal interviews. Besides, to be able to get to the root of the situation, a focus group may also be completed with the employees and the targeted ones.

Last but not least, SPSS 13. 0, i. e, Statistical Software will be utilized for inputting data. Get back, recommendations will be made and the statement will certainly help to assist in improving performance at work that is how to boost customer satisfaction. As far as it concerns the validation of the hypotheses, future research can be carried out later.

Table of Contents


Problem Definition


Literature Review

Justification because of this research

Why this theme?

Aim of the study

Research Objectives

Research Hypotheses



Research Design

Primary Data

Secondary Data

Qualitative / Quantitative


Sampling Size

Sampling Method

Data Collection


Pilot Testing


Personal Interviews

Focus Groups

Data Analysis



Time Plan of the study study










Problem Def


Lit Review






Recently Friends Supermarket has already established renovation because there were not much space for folks to move easily. As it plays an important role in portion the near by villages, it is important to create a marketing program that provides superior value which ultimately helps in building profitable human relationships and creating customer delight.

Friends Supermarket is in existence for quite a long time and nowadays other companies are expanding speedily such as WINNERS. In other words, Friends Supermarket managed in an exceedingly dynamic environment and it becomes important to provide good quality service to all customers. Consumers have become very demanding plus they want affordability. They opt to so their daily, every week and monthly shopping at that Supermarket itself as it is very near and they can also save well on travel expenses in some way. They have a wide selection of products that meet them. But scheduled for some criticisms, it is being read that some customers are dissatisfied with the grade of services being offered.


The problem which will be analysed depends upon the level of customer satisfaction that Friends Supermarket offers to its customers. As mentioned above, there were criticisms and claims from, say, various customers that they don't like the services being offered and so they have had bad encounters.


Customer value and client satisfaction are key building blocks for expanding and handling customer human relationships. If Friends Supermarket wants to improve a customer service plan, it must make changes through training programs as well as others to be able to get and retain its customers.

Customer service make a difference the value of an business in a number of ways. From your perspective of customer retention and profitability, the value of customer support should be dismissed. The old stage- it costs much less to keep a person than to find a new some may be very true. So, to be able to remain competitive, Friends Supermarket must understand the worthiness of customers in order to succeed.


Customer Service

Today customer support places itself in a much broader framework as a multi-dimensional concern with an impact on relationships with specific goal groups across a wide range of a company's activities. The foundation of quality and customer service will also undergo review.

Quality Creates true Customers

Excellent service takes care of since it creates true customers. True customers are like annuities- they keep pumping revenue into the firm's coffers.

Delight the Customer

Deming has used the expression 'joy customer' to describe quality heading beyond the expected. Area of the 'delight' is trustworthiness, something that works and is consistent as time passes, which we call 'fitness in use'. Through quality management, we will get a composition for planning, improving and handling the varieties of internal activities that could keep customers happy. Knowing what the client expects is central to quality planning. Knowing what compensatory changes to make and the way to do is quality improvement.

Understanding service quality dimensions

Reference will be produced to Berry, Parasuraman and Zeithaml. Berry and his co-workers captured the important influences on customers' targets and perceptions of delivered service:

Reliability - capability to perform the promised service dependably, effectively and consistently. This means carrying it out right, over a period of time.

Responsiveness - prompt service and determination to help customers. Swiftness and flexibility are involved here.

Assurance - knowledge and thanks to staff and their ability to motivate trust and assurance.

Empathy - caring, individualized focus on customers

Tangibles - Physical facilities, equipment, personnel appearance, physical proof the service that conveys both efficient and symbolic meaning

Clearly a few of these dimensions relate right to individual performance and staff contact with customers.

Complaints Handling

It is evenly important to take care of complaints. A major challenge is to adopt a positive method of claims so they are seen as opportunities for the business to grow rather than as attacks that must be fought off. If corrective action is subjugated to "finger pointing" and "blame allocating" then, problems become worse and organizations enter a spiral of poor customer service and dissatisfaction.

Dealing with Unsatisfied customers

Studies show that almost all unsatisfied customers won't come right away and tell you he is unsatisfied. They simply leave silently, later showing everyone they know not to do business or buy from you. So whenever a customer complains, do not think of it as a nuisance- think of it as a global opportunity to change that customer's brain and retain his or her business.

Here is the way to handle them for positive results:

Never argue with a customer

Let them vent their feelings

Share your viewpoint as politely as you can

Initiate responsibility for the challenge. Do not make excuses.

Empower the front-line employees to be adaptable in resolving complaints. Give employees some leeway in deciding when to bend the rules.

Immediately do something to remedy the problem.


5. 1 Why this subject matter?

Customers are truly King! This everyone knows. They are becoming more demanding plus they want satisfaction and affordability for what they can be paying. There are so many supermarkets in Mauritius and the topic Customer Satisfaction seems to be an interesting one. That's why I choose the nearest supermarket to my place and made a decision to do the study survey.

5. 2 Goal of the study

The primary goal is to discover which areas need to be reviewed and increased. The research will help in increasing and enhancing just how Friends Supermarket can deliver service to its customers.

5. 3 Research Objectives

This study will try to assess the amount of service that is offered to customers by Friends Supermarket.

The research will show the factors that impact the amount of customer support there. It will also identify and analyse the specific needs of customers, their notion on the level of service that they get and the degree to that your staff are devoted and well trained and modified to deliver such as service to the clients.

5. 4 Research hypothesis

A research hypothesis has been created to spell it out whether there's a relationship between the quality of customer support offered and the staff commitment to provide such a service. A second you have been formulated to learn whether there is a relationship between customer satisfaction and the service offered the supermarket because it you can do that consumers are unhappy even though a quality service is offered to them, implying that there are other factors to be considered.

The hypothesis is really as follows:

H0 - there is absolutely no relationship between your determination of the employees and the grade of customer support provided by the supermarket

H1: there's a relationship between the determination of the employees and the quality of customer service provided by the supermarket.

H0 - there is absolutely no relationship between customer satisfaction and the quality of customer service delivered by the supermarket

H2: there is a relationship between client satisfaction and the grade of customer service sent by the supermarket.


6. 1 Introduction

According to the Market Research Population, research is thought as:

"The collection and examination of data from an example of individuals or organizations relating to their characteristics, behaviours, attitudes, opinions or property. It offers all kinds of marketing and social research such as consumer and industrial surveys, psychological investigations, observational and panel studies" (MRS, 1994)

Many customers choose to go that supermaket as its easier to them. Yet they expect good quality service in exchange. Friends supermarket provides them with variety of products and as many go to work, reach home late, some have travel problems, they have no choice than to visit there and purchase. Learning what customers expect from Friends supermarket is vital to offer quality service and general market trends is the primary medium for understanding customer objectives. It also assists with understanding its customers far better.

This chapter points out how the study will be conducted to satisfy its aims. It shows the methodology to be utilized and the statistical techniques to be used to analyse the info. The limitations will also be taken into account.

6. 2 Research Design

The research design carries a clear and complex description of the research type such as most important data, supplementary data, qualitative and quantitative. In addition, it includes information on the choice of the method of acquiring the data such as personal interview, emphasis group and study and so forth.

6. 2. 1 Most important data

This identifies research that hasn't previously been carried out and involves the assortment of data for the collection of data for specific goal. It includes letters, memos, speeches, laws, regulations, court decisions or some expectations, census and so forth. These data are important and the information given has not been filtered or interpreted by others. Here, information available would be the inventory results, personal documents and others.

6. 2. 2 Extra data

Nearly all reference point materials get caught in this category. Internally, sales evaluation summaries and an annual article would be examples of secondary sources because they are compiled from a number of primary resources.

Hence, both types of data will be used for the analysis. Secondary sources will be obtained internally within the organization whereas primary options will be gathered through personal interviews among others.

6. 2. 3 Quantitative / Qualitative

Qualitative research includes studies done on smaller organizations of men and women at the preliminary stages. The target group will be of assist in order to know the exact factors affecting customer service at Friends Supermarket.

Quantitative research includes tests done that result in a huge amount of data-like research to obtain responses to predetermined and standardized questions. Additionally it is valid and can be used to make predictions. Thus, questionnaires will be designed and administered to the prospective population to be able to get information needed.

6. 2. 4 Sampling

A sample of the population will be adequate as targeting the complete populace is time-consuming and costly.

For this study, sampling will be used for the administering of the questionnaires since they have many advantages which is convenient too. The sampling ideas may be grouped into probability techniques and non-probability techniques. In likelihood sampling, every aspect in the populace has a known non-zero possibility of selection. In non-probability sampling, the likelihood of any particular member of the populace being chosen is anonymous. The selection of sampling products in non-probability sampling is quite arbitrary, as researchers rely heavily on personal judgment. A number of the examples of possibility sampling method are simple arbitrary, systemic sample, cluster and stratified sampling. Types of non-probability sampling are convenience, view sampling, snowball and quota sampling.

6. 2. 4. 1 Sampling Size

A good sample size is the one that is rep of the whole population. Since the study covers a relatively large population, a sample size of 100 individuals is chosen for the study out of convenience. The sample has been assigned to the strata compared with the sizes.

6. 2. 4. 2 Sampling Method

Since the prospective population of the analysis, the sampling method that'll be used is the cluster sampling method. The supermarket acts mainly almost villages like L'Amitie, Des Jardins, Belle Vue, Plaines des Roches, Roches Noires and Rempart itself. So that it are available that it is divided into 6 areas. Hence, a sample is to be taken from each of the 6 strata. A sample of 100 respondents is searched for for the study.

6. 2. 5 Data Collection

This part includes the fieldwork and the assortment of the required information or data. It is at this stage that the questionnaires are given and concentration group trainings conducted.

6. 2. 5. 1 Questionnaire

A questionnaire will be designed to generate the data necessary for accomplishing the research targets. The questions are standardized in terms of wordings and collection in order that each element is asked to provide information exactly in the same manner. That is important in order to guarantee the validity of any evaluations to be produced between different respondents, as well as to provide data in a form that may be easily analyzed. It is also sequenced in order to allow respondents to keep their coach of applying for grants one subject matter before moving to some other, and also to go based on the event collection. The questionnaire is split into two classes: Section A on the general option of the mark human population and section B on the demographics of the respondents.

6. 2. 5. 2 Pilot Testing

This can be an essential step before the final questionnaire is preparing to be given for the study. The questionnaire will be pre-tested with a sample of 5 respondents extracted from the target society, in order to consider design mistakes and defects and right them before commencing the study. Some ideas about the appropriate headings, rephrasing some questions using simpler words, sequencing of the questions and about some clarifications on certain questions was performed and an amended questionnaire was re-designed to cater for these changes.

6. 2. 5. 2. 1 Surveys

They are a type of quantitative principal research that aim to accumulate specific data from an example audience. Research can be given via email, snail email or mobile phone, and usually target customers or potential clients.

The four steps to follow are: discovering your audience, writing the review, conducting the review, and analyzing the data collected. When writing the review, the questions should be held simple. Here, we will employ personal interview.

6. 2. 5. 3 Personal Interviews

This is a two-way conservation initiated by an interviewer to obtain information from a participant. The dissimilarities in the tasks of interviewer and participant are pronounced. Both do not know one another well. The consequences here are usually insignificant for the participant.

6. 2. 5. 3. 1 Focus Groups

They are usually composed of about 10 pre-screened individuals who meet specified criteria. They are built in one room to discuss and react to a specific matter relevant to the research subject. I myself I will become the moderator for this study. A emphasis group here includes 3 staff workers and 7 other folks, i. e. customers.

6. 2. 6 Data Analysis

When all data have been gathered, they'll be inputted in to the SPSS 13. 0 software for the intended purpose of research whereby the results extracted from the survey have been edited, coded, tabulated and cross tabulated. The data have been interpreted and offered in tables, pie graphs and bar graphs to make the research much easy to understand as well as for proper and smarter presentations. Mean, Setting, Median cluster examination etc can be calculated.

6. 2. 7 Constraints of the study

It is time-consuming and demanding

It is costly also

Some respondents might be mindful and hesitant to answer properly.

Some might not be eager to cooperate.

It is not necessarily the all questionnaires will be valid.


This research is of significant importance to Friends Supermarket. Given the literature review that will be taken into account, it will be possible to match the findings with the literature review. The analysis will understand how customers perceive the amount of service that they obtain with the supermarket. After examination of data, tips will be produced in order to boost their service they offer with their customers. The limitations have also been taken into account. Finally, at the start, a time plan has been drafted to prepare the study consequently and to value the deadline place.

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