Staff Training and Customer Satisfaction

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How Staff Training and Motivation Can Increase Customer Satisfaction and Business Performance in Retail Sector

Contents
Abstract3
Chapter One: Introduction4
1.1 Research Background4
1.2 Research Aims and Objective6
1.3 Research Questions7
1.4 Research Scope and Significance7
Chapter Two: Literature Review8
2.1 Customer Satisfaction – A Retail CSF8
2.2 Key Drivers of Customer Satisfaction13
2.3 Linking Emolyee Satisfaction to Customer stisfaction15
2.4 From employee Satisfction to Employee engagement18
2.5 Training and Motivation Theories22
Chapter Three: Research Methodology26
3.1 What is Research?26
3.2 Research Philosophy26
3.3 Research Approach27
3.4 Research Strategy27
3.5 Primary Data Collection28
3.6 Secondary Data Collection30
3.7 Ethical Issues Being Taken into Consideration30
3.8 Reliability and Credibility of the Research paper31
Chapter Four: Research Findings32
4.1 Questionnaire and Interview Findings32
4.2 Case Study Analysis for TESCO Express46
Chapter Five: Conclusion49
Chapter Six: Recommendation51
References54

Abstract
The globalization of food and durable’s retail industry and the emergence of large scale departmental stores/supermarket culture have created scale economies as a barrier to entry thereby restricting industry access to few powerful players. However, in face of fierce and repetitive price wars the scale economies are difficult to sustain. Continuous exploration of innovative sources of differentiation at product and customer service level has become a critical success factor for today’s global discount retailer. Differentiation through customer service activities is hard to imitate by competitors and hence provides a sustainable source of competitive advantage as it creates customer loyalty in return. (SAP White Papers).However, while working in a global industry characterized by high employee turnover development and maintenance of a committed workforce with the good morale alongside keeping up with the tightest budgetary constraints is a challenge for global discount retailers. Empowering the emoployees is becoming increasingly important (Kahereh, Ahmadi, & Hashemi) Due to technology infusion in the modern day retail business model the task of identifying training needs of employees and effectively imparting correct training to the employees is becoming more and more challenging. Training activities need to be up to date with recent technological trends in the retail sector. Organizations have to be increasingly innovative in their choice of and choice of training methods. As far as motivational activities are concerned it is known that there is a wide range of theories based on a diversity of underlying factors effecting motivation level. It is imperative that organization identifies what motivates its employees and then choose to modify their behavior through choice of the appropriate stimuli and devise effective strategies in the end. TESCO is one of the biggest employers in job market, in UK TESCO running retail business about 220,000 employee all over the world, most of them form different country and different culture. Managing a culturally diverse workforce is a challenge. Of course it is point of interest for present or future researcher that, how TESCO is developing and maintaining its culturally diverse workforce. In this regard this the paper suggests what are different alternative initiatives the company can take possible improvements and the benefits from following each available alternative.lt concludes that policies focusing training and motivation of customer service deportment will help TESCO to sustain its position as market leader through customer satisfaction. The collected data is used to ascertain the extent of effort needed to go into training and motivation initiative. This will indirectly help to create a sound justification of further investment of thought process and...
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