The Case of Tesco
The research aims to have a deeper understanding of the factors that influence customer satisfaction at Tesco especially at night shifts. It also tries to erect a framework for the understanding of the physical and mental hazard that the shift workers have to encounter in their night shift work.
It starts with the general discussion about the customer satisfaction, marketing process and other general business terms. Then it proceeds towards a deeper analysis of the research done in the past to have a proper understanding of the topic area. Some models of customer satisfaction and employee working condition and satisfaction has been drawn and explained so that the readers can get the subject matter very easily. The importance of customer satisfaction is also discussed and explained. Product performance and the relation between the customer and the sales people has been extensively elaborated. In the previous study other researchers have found that the product performance and customer expectations are the pivotal of customer satisfaction but this study has found interestingly that the relations and interaction between customers and sales people is the main drive to customer satisfaction at least in the case of Tesco. Two focus groups were interviewed in four sessions to discuss the research questions and subsequently a general form has taken place of what they think about customer satisfaction and its implications.
Discussion revealed that it is not the price and product performance that always make customers happy rather the behavioural aspect of the sales people are important than the price and performance.
Finally this research has found the importance of customer-sales people relation in terms of satisfaction. At night shifts the overall customer satisfaction is depending entirely upon the quality of service rather than the price or performance of the
References: Akerstedt T(1996-). Subjective and objective sleepiness in the active individual. International Journal of Neuro Sience. 52: 29-37. Abdalkader, H. R & Hayajneh, A.F., (2008), Effect of Night Shift on Nurses Working in Intensive Care Units at Jordan University Hospital, European Journal of Scientific Research, 23 (1), 70-89 B Binter, Marry Jo((1990),’ evaluating service encounters : The effect of physical surroundings and employee response’ Journal of Marketing,54(April)69-76 Bayne, R(1994), ‘The Big Five versus Myers-Briggs’, The Psychologist, January, 14-16 Boulding, Willam, Ajay Kalra, Richard Staelin and Valareie A. Zeithamal (1993), ‘A dynamic process model of service quality: from exceptions to behavioural intention’ Journal of Marketing Research, 30(February) C Cronin,J. Joseph, Jr. and steven R Tylor(1992), ‘ Measuring service quality : A re-examination and extension’, Journal of Marketing,56(July),55-70 Crossan, F Coffey, L., Skipper, J., Jung, F. (1998) Nurses and Shift Work Effect on Job Performance and Job Related Stress. Journal of Advanced Nursing 13,(2), 245-254. Chung, J, Welesly (2000), “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”, Addison-MA. Cyert, Richard M. and James G. March (1963), ‘ a behavioural theory of a firm,’ Englewood Cliffs, NJ, prentice hall. Collis ,J and Hussey,R (2003), ‘ business resraech : a practical guide for undergraduate and postgraduate student’,(2nd edition),Basingstock,Palgrave Macmillan Cram, T Costa, G. (2001), ‘Shift Work Health Consequences’, International Encyclopaedia of Ergonomics and Human Factors .2, 1359 – 1361 Crofts L (1999) D Dennis W Rock, 1985, ‘The ritual dimension of consumer behaviour’,Journal of Consumer Research,12(December),252 Carson,D., Gilmore,A.,Perry, C., and Gronhaug,K(2001), ‘qualitative marketing research ‘, London,sage. Dreachslin, L. (1999), “Focus groups as a quality improvement technique: a case example from health administration education”. Quality Assurance in Education Dey,I.,(1993), ‘qualitative data analysis,London,Routledge. Eysenck,H.J. (1967), ‘The biological basis of behaviour’, Springfield, IL:C.C Thomas Ellis, S Easterby-Smith M (1997), “Management Research: an Introduction”. London, Sage. F Furham, A.(2002), ‘Remember to manage Upwards : Five traits are important when assessing the personality of the boss and maintaining a good working relationship’, Finacial Times,14th May,p.17 Ghauri & Cateora, (2005), ‘International Customer satisfaction and promotions, , 2nd Edition, Chapter (Page 407),McGraw Hill Education (UK)Limited, Mcgraw Hill Companies Incorporation. New York. Goff, G.B., Boles, S. J and Stojak, C., (1997), ‘the influence of salesperson behaviour on customer satisfaction,’ journal of retailing, 73(2), 171-183 H Hill,C (2008) Global Business Today, 5th edition by McGraw Hill International Education. USA Lawrence J Hulin, C. L. (1968), ‘job enlargement, individual differences, and worker’s responses’, psychological Bulletin, 69(1), 41-55 Hackman J R, Oldham, G R, (1975), ‘Development of the job agonistic survey’, Journal of Psychology,60(2), 159-169 Herzberg, F.(1966), ‘work and the nature of man’, London, Staple Press