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A comparative study on Netto and Fakta

CHAPTER 1: INTRODUCTION

1.1 Title

“Customer Satisfaction and Service Quality in retail sector in Copenhagen: A comparative study on Netto and Fakta.”

1.2 Introduction

            Companies around the world focus on gaining maximum profit. This is attained by the business when they are able to understand the requirement of customers (Udo, Bagchi and Kirs, 2010). With this respect, there are certain set of expectations that individuals have before any type of purchases. In order to make purchases, there are factors that motivate them. In this context, it includes price, quality, quantity, etc. When all the requirements of the service users are taken into consideration, then it makes that business to achieve their goals and objectives. Within a business, there are different departments that work together to make sure that objectives made by them can be achieved. In all these aspects, it is highly important to have support from that side of employees. They are the face of organization as they have direct interaction with customers (Ryu and Han, 2010). It is required by them to have understanding towards the roles and responsibilities that have to be played by them. In conditions when they do not have appropriate knowledge, then it affects the business and level of satisfaction gets negatively affected. Apart from this, service quality and satisfaction of customers have close relationship with each other. When level of quality for the services increases, then satisfaction level of customers also increases simultaneously (Angelova and Zekiri, 2011). Main focus of the current research is carried out on analysing the customer’s satisfaction and service quality in retail sector in Copenhagen. To conduct the research in an effective manner, there are two of the companies that are taken into consideration. Netto Marken-Discount in a German supermarket chain which was founded in the year 1928. Further, Fakta is a Danish supermarket that was founded in 1981. Both these firms are supermarkets and aim at delivering their customers with high quality

1.3 Background

            At the early stages, business was done in order to satisfy the basic aspect of living and it was not to gain profit but to satisfy the basic requirements. In this modern world, there are many changes that have taken place in relation with the focus of the business (Naik, Gantasala and Prabhakar, 2010). Organizations aim at understanding the requirements and implementing strategies so that strong relationship can be maintained. There are many companies that have come up and deliver similar type of products and services. This way, customers have wider options to selecting the goods and so, they make use of strategies that can enable to attain competitive advantage. For example, employees are monitored so that management is able to determine the areas in which improvement is required to be made (Siddiqi, 2011). This way, the areas that is required to be improved is needed to be considered and proper training is provided so that workers are able to develop their skills and work with their full efficiency.

1.4 Rational

            The rate of competition is high and due to this issue, management fail to provide customers with attain their goals. With this respect, to gain profit, companies do not provide high quality services and thus affects the satisfaction level of customers. In order to make individuals satisfied, it is important for the business to understand the requirement and appropriate steps are taken to satisfy them (Munusamy, Chelliah and Mun, 2010). Growth of business depends on the meeting up needs of customers and making them develop positive perception within the mind of service users. There are many issues that are faced by companies due to which they fail to meet up requirements of customers. However, these are done effectively when issues lack of employees support, low finance, in effective materials, etc. At initial stage when there are problems faced by organizations like Netto and Fakta, they lose customers and people shift on to other companies that are able to meet the needs. For example, when Netto is able to provide satsifation to customers by provide them with high quality with low price, then there are situation in which service users of Fakta can shift to other Netto.

1.5 Aim and Objectives

Aim: “To analyse Customers Satisfaction and Service Quality in retail sector in Copenhagen: A comparative study on Netto and Fakta”.

Objectives:

  • To understand the concept of Service Quality and Customers Satisfaction.
  • To determine the relationship between customers satisfaction and service quality.
  • To compare level of satisfaction and service quality delivered by Netto and Fakta at Copenhagen.
  • To recommend way to improve customers satisfaction and service quality of Netto and Fakta at Copenhagen.

1.6 Research Questions

  • What is the concept of Service Quality and Customers Satisfaction?
  • What are the relationship between customer’s satisfaction and service quality?
  • Which one is able to provide customer satisfaction and service quality delivered by Netto and Fakta at Copenhagen?

1.7 Focus and Purpose

            In accordance with the objectives set, the researcher is willing to make analysis of the business strategies that are applied by both the companies, when this is done, then it provides information regarding which one is highly effective. Further, there are ways like conducting market research, etc. that are helpful to determine the preferences of service users. Main focus is made to identify the analysis for service quality and customers satisfaction (Kassim and Asiah Abdullah, 2010). In addition to this, there are considerations made to determine the skills that are required by a person so that they can understand the requirements and in making the business research their desired goals. In accordance with the purpose, the researcher will make analysis of the findings from all the companies and then the best one can be identified with their strategies that are applied by them to raise satisfaction level of workers.

1.8 Dissertation structure

            In accordance with the current dissertation, there are different chapters that are included so that viewers are able to understand the research and get benefited. In this context, below given are the chapters that are included in the dissertation:

            Chapter 1- Introduction: This is the chapter in which proper information about the topic that are to be covered are discussed. Viewers are able to understand the main research topic that is covered and the areas rations for which the research is conducted. Further, it also provides information about the objectives that are covered so that in systematic manner the research is conducted. Further, it also covers the chapters that will be covered in the dissertation.

            Chapter 2- Literature Review: This is an important chapter as it helps in delivering adequate information about the researches that are already gathered by some other investigators. There are many similar researches conducted on similar topic and these are helpful enough to provide in depth understanding about the research topic. Each of the objectives included are covered and these provide proper understanding towards the research areas.

            Chapter 3- Research Methodology: In this chapter research methods, techniques, etc. are taken into consideration. These are used so that all the information that are gathered can be presented and appropriate outcome can be determined. More specifically, it includes gathering of data and then once it is done, then it is required to make analysis so that appropriate outcome can be determined from the research topic.

            Chapter 4- Empirical data and research findings: This is the part that helps to make interpretation of the findings that are made. When this are done, then it becomes helpful enough make the findings present in systematic and understandable manner. The Information is gathered from customers and all the data identified is required to be presented in such a way that views understand them.

            Chapter 5- Analysis: This is the part that enables to focus on the overall the findings and interpretations that can be done by comparing the literature and data gathered through questionnaire. This way, it becomes helpful enough to relate with the researches that are already being gathered on similar topic.

            Chapter 6- Conclusion: In accordance with this chapter overall conclusion is done in which the findings are concluded. Further, it also includes information to be presented with the help of which companies chosen can get benefited from the recommendations so that rate of customer’s satisfaction and quality services can be improved.

1.9 Framework and analysis

            Investigator will make use of suitable methods through which effective methods and techniques are identified. With this respect, all these that will be covered are as follows:

            Research philosophy: There are two main types of research philosophies which are interpretivism and positivism. Among these two the research will make use of both positivism and interpretivism. It is important for the business to make sure that proper focus is made on the objectives that are set by the researcher. In addition to this, the investigator is also able to set out a systematic place with the help of which the all the objectives are covered effectively and efficiently.

            Research approach: There various ways that make people to select the most effective to present the information. In this context, research approach are of two types which are inductive and deductive. Among these two the researcher will make use of inductive approach as it enables to present the information gathered from specific to general aspect. Specific information in relation with the topic is gathered and then general aspects are then covered.

            Research design: This is considered to be the blue print that help to provide step by step information through which the data can be presented. These are of three types which are descriptive, exploratory and experimental. The research will make use of descriptive research as this is a type of research design that is helpful enough to relate with the theories and models through which in depth understanding can be raised.

            Research strategy: There are two different type of research strategy which are qualitative and quantitative. Among these two, the researcher will make use of combined strategies. By making use of number of strategic planning tools, investigator will make use of qualitative research. On the other hand, use of quantitative method will be done for determining strategies to improve the satisfaction level of customers and in raising service quality.

            Data collection methods: There are various methods that are available to make sure that appropriate information can be gathered. With this respect, it includes primary and secondary methods. Among these both these will be used. Primary with the help of questionnaire and secondary by making use of sources like social media, online websites, books, journals, etc. All these helps are highly effective enough to attain the desired goals in effective manner.

            Sampling: It is important that proper selection of sampling methods are done so that information related with the research project can be gathered. These are of two type which are probabilistic and non probabilistic. The researcher will make use of non probabilistic sample in which selection of respondents will be done as per the preferences of investigator. Further, customers will be selected as sample size, individuals who have made use of the services that are delivered by cited firms.

            Data analysis: When information is gathered, then it is required to make analysis of the data so that so that it can be presented in understandable form. These are of two types which are qualitative and quantitative method. Among these, the research will make use of qualitative method in which thematic will be used as it enables to present the finding in the form of tables, charts, graphs, etc.

1.10 Significance of the research

            The research conducted will be highly effective enough to make sure to analyse the steps that are to be considered with the help of which management is able to attract customers. With this respect, the research will enable to determine the steps that can be considered through which the rate of satisfaction level customers are raised (Ryu, Lee and Gon Kim, 2012). Further, it will also provide information in relation with the firm that are highly effective and are able to attain their desired goals and objectives. Apart from this, the preferences of customers will also be considered in which the way that through which they get motivated and encouraged to make purchases decision making are analysed. Further the factors that are make the workers face problems in taking up decision for making purchase will also be covered through this dissertation.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

            Research methodology can be determined as the technique, method and application that are helpful enough to establish so that the research carry out in efficient manner (Neuman, 2013). With this respect, all the methods can provide information related with the most effective firm that is able to satisfy customer’s requirements. Research methodologies include methods, strategies, techniques, etc. that enable to present the finding in appropriate manner. When all the steps are included in the research is used, then the ways for gathering information and steps to make analysis is done in effective manner. In this context, below given are the research methodologies that are included.

3.2 Research philosophy

            Philosophy can be determined as the paradigm that enables strong base with the help of which the investigation is carried out either on the basis of subjective or objectives. It is always suggested to make use of objectives so that the areas that enable research to be conducted are analysed and evaluated (Taylor, Bogdan and DeVault, 2015). Further, the research philosophy is the first that falls under Saunder’s onion and comes under outer most layer. These are of four types which are positivism, interpretivism, realism and pragmatism. All these types have their own set of benefits and disadvantages. In accordance the present research, the investigator has made use of both interpretivism and positivism. Main reason for which this is selected is that it is helpful enough to gather factual information and this is identified by making use of observation. Further, these two type of researches enables to limit the findings that are made by investigator. In other words, it enables to limit the role researchers in analysing and interpreting. Main focus of the research is carried out in determining the strategies that are applied by companies to attain their set goals and objectives for raising customer satisfaction. Positivism is dependent on observations that are quantifiable. Apart from this, it also assists the investigator to facts regarding the study. On the other hand, interpretivism enables to assists in interpreting the elements of the study (Lewis, 2015). As per the research, there are elements that are included which are related with satisfaction of customers, improving the services quality, etc. All these conditions enable the researcher to make sure that the research is conducted in effective and efficient manner.

3.3 Research approach

            There is different way through which the information gathered is presented. With this respect, the investigator can present the information in the form from specific to general and general to specific. In this context, research approaches are of two types which are inductive and deductive (Brinkmann, 2014). Inductive approach is considered to be the approach that is carried out from specific information to general. On the other hand, deductive is the one in which the information is presented from general to specific. Research approach encompasses the plan for the procedures that are to be undertaken for carrying out the study. Further, deductive focuses on the hypothesis testing that are listed. Apart from this, it also enables to make sure that hypothesis test is determined based on the assumption that are got deep insight of literature review. Inductive approach enables to focus on the theories and models that are initial stage and then interpretations are made for the research in general way.

            Among these two approaches, the investigator has made use of inductive approach in which specific observation is made that enables to detect regularities and patterns. The findings that are made are so specific that it makes the researcher to consider the applications and make them implement in appropriate manner. Further, it also aims at testing theories and in generation of new theories that are emergent for the data (Silverman, 2016). With the help of theories and observations these are proposed towards the bottom for the process of the research and this is occurred due to observation made. Thus, it can be stated that with the help of inductive approach the researcher has got benefited in considering the theories and models and covering them with the general aspects that are included for the research topic.

3.4 Research design

            With the help of research design, it is helpful enough to gather information that is used by the investigator for coherent and logical integration for the various type of components of the study. In other words, it is also considered to be the blue print of the research. The investigator is able to focus on the steps by steps process through which all the aspect for effective dissertation is covered (Flick, 2015). Apart from this, this is an effective method that enables to develop a plan for the investigation. Further, it selects effective design for the research as per the numerical and subjective concept. The research designs are of three types which are explanatory, exploratory and descriptive. Among these, the researcher has made use of descriptive design. This is selected because it enables to focus on survey methodology and study analysis. Apart from this, it also helps in determining the concept of customer satisfaction and service quality. In addition to this, it plays vital role in gathering facts and figures through appropriate analysis techniques. Descriptive design is further divided in to three different types which are case study, observation and case study. These help to adopt most effective method through which study of determining the firm that provide proper quality services and satisfaction to service users (Panneerselvam, 2014). When these analysis is made use then the researcher is able to identify the areas in which information can be gathered and this way the data that is gathered will help to consider areas in which findings is required to be made.

3.5 Research strategy

            There are two different form of strategies that can be used by the investigator to present the information. With this respect, it includes quantitative and qualitative strategies. Both have their own set of benefited and disadvantages. In this context, quantitative research strategy enables to determining various type of theories that are included and those which are related with the research topic (Smith, 2015). On the other hand, qualitative research strategy is focus on the theoretical aspects that are helpful enough to carry out the research in effective manner. There are different types of models and theories that are taken into considered and all these help in developing in depth understanding. Among these two, the research has made use of qualitative method. This way, all the information that is provided from the side of workers is taken into consideration. Further, there are researches conducted on similar topic and considering them is highly effective to develop in depth understanding.

3.6 Data collection methods

            To attain all the aim and objectives in appropriate manner, there are different sources that are used by investigator to make sure that adequate information is gathered. With this respect, there are two methods that can be used which are primary and secondary. Primary are considered to be the information that are gathered for the first time (Cammarota and Fine, 2010). On the other hand, secondary are those which are already gathered by some other researchers. For primary method, there are tools like interview, questionnaire, focus groups and observation included. Interview is a type of method in which questions are develop as per the research topic and respondents have to answer them. Further, questionnaires are those in which various questions are asked in which options need to be selected by respondents. Further, focus groups are those in which selection of most appropriate uses of groups are selected who will be able to answer for the research topic. In addition to this, observation is a method in which the investigator is required to observe. On the other hand, secondary data make use of tools like books , articles, online sources, etc. Among these, the researcher has made use of both secondary and primary methods. Both have their own set of benefits and disadvantages. More specifically, the researcher has used questionnaire in collecting primary and for secondary use of online websites, books, journals, etc. are done (Choy, 2014). In secondary data, there are conditions in which information is accessed only when account is made and consideration is also made in which journals selected are new so that reliable data gathered .

3.7 Sampling

            When information is gathered, then for primary information, it is required to select the sample and size so that reliable data can be gathered. With this respect, there are two methods for sampling which are probabilistic and non probabilistic samplings. Probabilistic sampling is those in which all the respondent from whole population has the chances of being selected (Neuman, 2013). This is also known as random sampling . The researcher would select randomly from the large population level. On the other hand, non probabilistic sample are those in which selection of samples are done on basis of preferences of researcher. Investigator has proper idea or understanding of the selection of the samples that has to be made. This is done so that most specific peace of data can be gathered in effective manner (Taylor, Bogdan and DeVault, 2015). In accordance with the current research, the total size that is selected is 40 and the groups from which information gathered is customers who have made use of the services of both Netto and Fakta. More specifically, 20 will be given with the questionnaire that is focused on determining the satisfaction level of Netto and other remaining 20 customers for Fakta. These are selected as respondents as they can provide adequate information in relation with the research topic.

3.8 Data analysis

            When information is gathered, then it is required to make appropriate interpretation of the findings that are made. Further, data analysis consists of transforming, cleaning and coding of data with the help of which conclusion can be drawn (Lewis, 2015). In order to do so, there are two different methods that can be implemented through which information gathered are analysed in appropriate manner. There are two methods that can be used which are qualitative and quantitative methods. Qualitative is considered to be the method that enables to make better interpretation of the situations and individuals. Apart from this also make effective support to make detailed insight regarding particular phenomenon. There are different types of responses that are made by individuals or respondents and when these are done in accordance with the findings, then it becomes favourable enough to make researcher in attaining the desired goals and objectives. Thematic is considered to be the tool that enables to make sure that all the response that were made by the respondents are presented in the form of tables, charts, graphs, etc. This way, viewers are able to consider the option that is chosen more clearly and specifically for the areas in which preferences of respondents lies (Brinkmann, 2014). On the other hand, quantitative method is a type of method that enables to determining the findings by making use of statistical tools regression, t-test, etc. Among these two, the researcher made use of qualitative method in which thematic is used. This is selected as the method for data analysis as it enables to focus on the responses that are provided by each of the customers and identifying the perception that is carried out by them.

3.9 Ethical considerations

            In order to conducted the research effective manner. There are certain set of ethical consideration that are required to be analysed. When these are focused on, then it enables to make the researcher to present the gathered information in appropriate manner (Silverman, 2016). With this respect, all the respondents are selected are needed to be conveyed regarding the main reason for which the information is gathered. When individuals know the benefited that they will be get through providing the information, then they will put on their full efforts to fill up the questionnaire. There are questions designed which when filled by respondents can enable to make comparison among the services quality and satisfaction level of customers. However, questionnaire should be properly designed so that the determined goals and objectives can be attained. Apart from this, there are personal information provided and it is the responsibility to make sure that all the information provided are not misused. For this purpose, all the personal information is gathered by making use of system so that it is properly protected (Flick, 2015). Only the person who is authorised is responsible to get access for the personal information and after certain period of time data will be destroyed and will be used only for the purpose of research. Further, there is secondary information that is also taken into considered. It is important to make sure that data is used as it is because it increases the risk of plagiarism. Further, citations should be done so that viewers are able to relay on the information that is presented.

3.10 Research limitations

            There are different types of limitations that are caused due to which researcher face issues or problems. In this context, below given are few of the areas due to which researchers face limitations towards their project:

            Aim and objectives: To make the research to be carried out in effective manner, there are considerations that are needed to be made in which the aim and objectives are properly developed (Panneerselvam, 2014). When these are not done, then it becomes a type of limitation.

            Cost: There are certain set of cost that are included for each of the activities. It requires to appropriate plan to be made so that tasks that are developed can be completed with the speculated cost that are determined. When the plan made is not appropriate, then it becomes difficult to complete the project within maintaining the quality.

            Time: Different types of activities are included in the project and to complete them, it is requires to set out each total time that will be taken to complete the project. In conditions when any of the activities get delayed, then all the following tasks also get negatively affected. This way, it can be stated that proper steps are required to be taken so that within speculated time period all activities get completed.

            Research methodologies: To conduct the research in appropriate manner, there are required to have proper use of strategies, methods, etc. to be done so that the researcher can make the gathered information into understandable form (Smith, 2015). It becomes research limitation when selections of research methodologies are not done properly.

3.11 Conclusion

            In accordance with the chapter conducted, it can be stated that this part is important for the researcher to consider. Further, it is identified that use of both primary and secondary methods are done so that appropriate information can be gathered in carrying out the research in appropriate manner. Moreover, selection of respondents should be done carefully so that selected individuals are able to provide all information with the help of which research aim and objectives can be attained. This way, customers are selected who have made use of the services that are delivered by both the retain companies.

Chapter 4: Empirical data and research findings

4.1 Introduction

In this chapter all the analysis or findings made are identified presented. In order to do so that thematic is applied this is highly effective to present the findings in the form of tables, charts, graphs, etc. The type of perception carried out by individuals differs and this help to get information through which comparison is made for the service quality and satisfaction level of customers. Each of the response given by each of the customer is analysed and interpreted to consider the findings that can help in coming up with most suitable outcome.

4.2 Thematic analysis

Findings to know people who make use of the services provided by Netto

Theme 1: Factors that make you take purchase decision ay Netto?(169)

What are the factors that make you take purchase decision?

Frequency

High Quality

8

Low price

6

Quantity

2

Discount offers

4

Description: In accordance with the analysis made, it can be stated that there are different type of perception that are carried out by individuals. In this context, the above given findings show that  there are about 8 of the customers who think that main factor that affect in positive manner so that purchases can be made for products or services are high quality. This is majority of preferences that are made by individuals. From this, it can be stated that cited firm focus on delivering their customers with high quality services. Further, 6 of the workers have selected low price, this shows that Netto provide their users with low price products due to which individuals take up purchase decisions. It is important to make sure that proper consideration is made in which the rate of satisfied is raised. When the products and services are delivered to them at low price and with high quality, then the rate of satisfied gets raised. Further, there are 2 of them who have selected quantitiy and 4 of them who make purchase decision due to discount offers that are provided.

Theme 2: Employees play important role in raising customer’s satisfaction level

Do you think employees play important role in raising customer’s satisfaction level?

Frequency

Yes

13

No

5

Not sure

2

Description: In accordance with the questionnaire that was filled up by 20 of the customers who make use of the services that are delivered by Netto, it is being identified that there are 13 of the customers who think that employees are highly important and they play vital tome to make customers satisfied. Employees are the face of organization as they have direct interaction with customers. They are the one who present the product and services. When the type of roles played by them is not effective then it has negative impact. Further, there are 5 of the workers who think that workers do not play any type of important role to raise satisfaction level. In addition to this, there are two of them who are not sure for the same. This way, it can be concluded that employees are important to be considered and they need to have proper understanding about the type of roles that they should perform. When these are done, then it becomes favourable enough to raise the satisfaction level of service users.

Theme 3: Satisfied with the services and products that are delivered by Netto

Are you satisfied with the services and products that are delivered by Netto?

Frequency

Yes

7

No

10

Not sure

3

 Description: From the above table, it can be stated that there are different type of products and services that are provided by the firm. It is important for the business to understand need and requirement of customers so that appropriate steps are taken so that it is able to meet up the requirements. More specifically, there are 7 of the customers who have selected yes as their option. From this, it can be stated that they are satisfied with the services that are delivered to them. Further, there are 10 of the service users who are not satisfied. In addition to this, there are 3 of them who are not sure for the same. Overall conclusion can be made that Netto is not able to meet up the requirements. In order to overcome this issues they should focus on identifying the areas in which development can be made and set are considered so that they are able to satisfy the need and requirements in appropriate manner.

Theme 4: Improve service quality at Netto

What according to you enable to improve service quality at Netto?

Frequency

Skilled employees

9

Frequent innovation

6

Using new or updated technology

2

Developing customers relationship

3

Description: There are different areas that has to be considered and the type of perception that is carried out, it can be stated that when the mentioned areas are focused, then the rate of support that can be attained will be high. There are 3 of the customers who think that firm should focus on developing customer’s relationship. When strong relationship is developed, then it becomes favourable enough to determine the issues that are faced by them and accordingly steps can be taken for the same. Further, there are 2 of the customers who think that making use of new and updated technology will help in improving the service quality. However, main focus that firm is require to made is on making the employees skilled so that they are able to perform their set of roles and responsibilities in effective manner. In addition to this, there are 6 of the customers who think that through frequent innovation, it becomes helpful enough to raise the service quality at Netto.

Theme 5: Able to get updates regarding the offers that are made by Netto

Are you able to get updates regarding the offers that are made by Netto?

Frequency

Yes

7

No

11

Not sure

2

Description: From the above, given table, it can be stated that there are 11 of the customers who think that they do not get updates in relation with the offers that are made by Netto. Further, there are 7 of the individuals who have stated that individuals get updated. From this overall conclusion can be made that the type of strategies applied by the business is not effective enough to make sure that all the people are able to get benefited with the help of sources through which information is gained. In addition to this, there are two of them who are not sure for the same. This way, it can be stated that people are not aware of the ways through which they get the information regarding the support that they get. This way, firm should focus on improving the interaction or communication with customers so that they get to know about the services that should be considered to provide information.

Theme 6: Factors due to which one get dissatisfied with the services that are provided Netto

What are factors due to which you get dissatisfied with the services that are provided Netto?

Frequency

Waiting time for payment of bills

10

Difficulties in finding products

5

Low quality products

3

High pricing

2

Description: Customers face different type of issues and it is the responsibility to make sure from the side of management to understand them and steps are taken to solve them. In accordance with the findings, it can be stated that there are 2 of the customers who are facing issues in relation with the high price. Further, there are 3 of them who have selected their main issue to be low quality products. Further, there are 5 of them who have identified that main issue faced is in relation with findings the products. Lastly, it is also identified that majority of individuals who have faced the problem of waiting time for payment. With this respect, it can be stated that appropriate steps are taken so that they are able to make sure that waiting time that is generally taken for billing up the products purchased should be reduced. When this will be done, then it will be helpful enough to raise the level of satisfaction in effective manner.

Theme 7: Satisfied with the services that are provided by Netto

Overall, are you satisfied with the services that are provided by Netto?

Frequency

Yes

5

No

12

Not sure

3

Description: There are various set of aspects that are taken into consideration. In this context, it includes service quality, quality, price, etc. When these are focused on, then it becomes helpful to make the business grow and raising satisfaction level of customers. As per the findings made, it is identified that majority of the people are not satisfied with the services that are provided to them. More specifically, there are 12 of the customers who have selected no. further. There are 5 of them who have stated that they are satisfied with the products and services that are delivered to them. In addition to this, there are 3 of them who customers who have selected not sure. From this, it can be concluded that majority of the customers are not satisfied with the services that are delivered by management. For this respect, from the above findings, main focus should be done on providing workers with training as it will enable to make the business to raise the satisfaction level.

 Findings to know people who make use of the services provided by Fakta

Theme 1: Factors that make you take purchase decision ay Fakta?

What are the factors that make you take purchase decision?

Frequency

High Quality

4

Low price

8

Quantity

6

Discount offers

2

 Description: From the above table, it can be stated that there are 2 of the customers who have stated that discount offer is the main cause due to which customers at Fakta take up purchase decision. Further, there are 6 of them who prefer to make decision because of quantity. Moreover, there are 8 of them who make purchase decision due to low price because of which purchase decision are made. From this, it can be stated that majority of the people prefer to get support from firms who provide them with low price products. From this, it can be stated that management of Fakta focus on providing customers with products that are of low price. However, the discount offers that are made by them are low. Management need to work on making different type of discount offers with the help of which the rate of support provided is raised in positive manner.

Theme 2: Employees play important role in raising customer’s satisfaction level

Do you think employees play important role in raising customer’s satisfaction level?

Frequency

Yes

14

No

5

Not sure

1

Description: There are different type of products and services that are delivered by Fakta. It is the responsibility of employees to make sure that all the services that are delivered to them are make understandable. The findings show that majority of individuals understand that 14 of the customers have selected yes as their option. From this, it can be stated that employees play vital role in making to raise the satisfaction level of customers. On the other hand, there are 5 of the services users who have stated that employees do not play any role towards satisfaction of workers. In addition to this, there is one of the customers who is not sure for the same. All the customers have proper understand and the data which was gathered from both the questionnaire, it is clear that workers need to be provided with proper training and development so that they are able to clarify all the doubts that customers and thus it focus on raising the satisfaction level.

Theme 3: Satisfied with the services and products that are delivered by Fakta

Are you satisfied with the services and products that are delivered by Fakta?

Frequency

Yes

11

No

7

Not sure

2

Description: The questionnaire that was filled by customers who make use of the services and products of Fakta, it can be started that they are satisfied with the type of products and services that are delivered by them firm. This can be stated there are 11 of them who have selected yes as their option and this shows that they are satisfied with the products and services. Further, there are 7 of them who are not satisfied with the type of services that are provided by cited firm. In addition to this, 2 of them have stated that they are not sure for the same. From this, it can be stated that support from the side of management is highly important so that they get to know the issues that are faced by service users. Further, frequent analysis need to be done so that areas of development can be identified and the people who selected the no as their option can be changed.

Theme 4: Improve service quality at Fakta

What according to you enable to improve service quality at Fakta?

Frequency

Skilled employees

2

Frequent innovation

3

Using new or updated technology

6

Developing customers relationship

9

Description: From the questionnaire carried out by customers who make use of the services of Fakta, it can identified that there are different types of ways with the help of which service quality can be improved. With this respect, there are 2 of the respondents who think that skilled workers should be focused on so that service quality can be improved. Further, there are 3 of the customers who have selected frequent innovation to be an effective way. Moreover, there are 6 of them who think that making use of new or updated technology is highly effective. However, from the perception of majority of the respondents, it can be stated that 9 of the customers think that by developing strong relationship with customers is considered to be one of the effective ways. This way, it can be stated that management is required to develop strong understanding and relationship with customers so that they develop positive perception within their mind.

Theme 5: Able to get updates regarding the offers that are made by Fakta

Are you able to get updates regarding the offers that are made by Fakta?

Frequency

Yes

9

No

8

Not sure

3

Description: From the above table, it can be stated that the relationship with customers is strong but there are half of the respondents who have stated that they do not get appropriate information regarding the offers that are made by Fakta. More specifically, there are 8 of the customers who have selected no as their option. On the other hand, there are 9 of the individuals who have stated that they are able to get information regarding the offers that are made by cited firm. In addition to this, there are 3 of them who are not sure for the same. All these indicate that management need to make customers involved in the activities that will enhance their preferences. This way, proper training is required to be provided to workers so that they clarify their doubts regarding the products and services that are delivered by cited. When they are able to convey regarding the offers and in clarifying doubts, then it will help to attain the set goals and objectives.

Theme 6: Factors due to which one get dissatisfied with the services that are provided Fakta

What are the factors due to which you get dissatisfied with the services that are provided Fakta?

Frequency

Waiting time for payment of bills

2

Difficulties in finding products

6

Low quality products

9

High pricing

3

 Description: Different type of factors is listed down due to which people get dissatisfied. In this context, from the listed problems, it can be stated that there are 2 of the customers who have selected waiting time to their main issue because of which they get dissatisfied. Further, there are3 of them who have chosen high pricing. Moreover, 6 of them have selected issues related with finding the products. However, majority of people have stated that the type of products that are delivered by Fakta is of low quality. This is a type of issue as there are certain set of expectations that individuals have and when these are not fulfilled, then it make individuals shift on to other retails that deliver them similar type of products and services. In addition to this, it can also be stated that there are problems identified in order to get their preferred products. With this respect, employees are not skilled enough to make them understand regarding the products.

Theme 7: Satisfied with the services that are provided by Fakta

Overall, are you satisfied with the services that are provided by Fakta?

Frequency

Yes

10

No

6

Not sure

4

 Description: From the findings, it can be stated that majority of customers are satisfied with the services that are provided by Fakta. On the other hand, there are 6 of them who were not satisfied with the services with provide by the cited. This way, it can be stated that the type of strategies that are applied by them are effective enough to make sure that they attain their set goals and objectives. From the findings, there are certain set of expectations that individuals have and when these are focused, then it becomes favourable enough to make customers know regarding the services that they expect. Further, there are 10 of the respondents who have selected the option yes. In addition to this, there are 4 of the customers who are not sure for the same. Time to time research should be carried out so as to know the preference of services and all the issues that are faced by them should be focused on.

CHAPTER 5: Analysis

5.1 Analysis

            According to Ha and Jang, (2010) there are different type of factors that are considered by customers before any type of purchase decisions are made. Individuals identify need and to fulfil these need they make purchases. With this respect, there are certain set of expectations that individuals have and when these are fulfilled, then they take up purchase decision. From the findings, it can be stated that there two of the main aspects which are quality and prices that mainly considered (Shanka, 2012). In this context, customers prefer to make purchases of the products that are delivered to them at high quality but with low prices. As per Žabkar, Brenčič and Dmitrović, (2010) people are conscious and with advancement in technology they make comparison of the products before purchases are made.

            Chen and Chen, (2010) stated that employees are the face of organization. They are the one who present the products and services that are delivered by the organization. There are different departments which work together to attain the set of goals and objectives. For each of the departments there employees among which roles are distributed. When any of the worker does not have proper understanding about the responsibilities, then it has negative impact over the business (Lin and Mattila, 2010). According to Gazzoli, Hancer and Park, (2010) there are some doubts that people have when purchase decision are made and when these are not clarified, then people may not purchase them. The analysis found from both the retails, it is identified that customers understand that with the help of employees they are able to meet up their satisfaction level.

            When expectations of customers are fulfilled, then it becomes favourable enough to develop strong customers base. From the findings, it is identified that customers of Netto are not satisfied with the services (Ojo, 2010). On the other hand, the service users of Fakta were satisfied. There are many reasons that are identified that due to which customers were not satisfied. However, the main reason was related with unskilled workers and customers faced issues in billing up their purchased products. Customers were satisfied with the services of Fakta but still there were issues faced by people in relation with low skilled workers. Apart from this, it was also identified that customers were faced problems in relation with finding out the products. This is a type of issues that are generally identified due to improper management of products and unskilled workers (Gounaris, Dimitriadis and Stathakopoulos, 2010).

            As per Hafeez and Muhammad, (2012) quality of services is improved with the help of different aspects that are required to be considered. When these are properly considered, then it becomes helpful enough to make the business attain their set of goals and objectives. From the findings, it is can be stated that individuals can improve the quality of services with the help of skilled employees. For this purpose, proper monitoring should be done so that they are able to determine the areas in which improvement are required to be made. When there are skilled employees, then they are able to focus on eliminating the issues that are faced by customers. On the other hand, it is identified that main focus by companies needs to be made on developing customer’s relation (Kurata and Nam, 2010). This is possible when frequent offers are introduced that grab attention of customers.

            It is identified that customers prefer to make their requirements within small period of time. When this is done, then there are lot of time saved. With advancement in technology, it is identified that people prefer to make online purchases as it saves lot of time when it is compared with physically attending the retail (Bedi, 2010). When considerations are made, then it requires to make sure that waiting time needs to be reduced as it can help in making the business effective as the visitors will be raised. In addition to this, when management focus on making the order and present the products visually, then the problem of finding the products can be solved.

            According to Udo, Bagchi and Kirs, (2010) the rate of competition is high, there are companies that deliver their customers with similar type of products and services. All these companies make use of strategies so that they are able to develop strong customer base. This way, the retails are required to identify the set of problems that are faced by them and so they are able to overcome them by taking up appropriate strategies and developing positive perception within their mind. Ryu and Han, (2010) stated that employees should be aware of skills and capabilities that they should possess. In this context, main focus is required to be made on communication. When the rate of interaction among workers is high, then it becomes effective enough to develop trust and confidence. Apart from this, management is required to have proper coordination among all the department so that each of them works towards the goal to attain the set of targets is appropriate manner.

CHAPTER 6: CONCLUSION AND RECOMMENDATION

6.1 Conclusion

            From overall findings that are made, there are different types of aspects that are determined with the help of research. With this respect, quality of services is dependent upon different factors that management is required to be focused on. Further, satisfaction for customers is made by considering the need and requirement. It is important to understand the concerns of individuals that can be fulfilled as it enables to raise the satisfaction level of customers.

            From the first chapter, it is being identified that background information is provided. In this context, it can be stated that organizations have certain set of aim and objectives that help them to develop path on which it can be achieved. Both service quality and satisfaction ha close relation with each other. These are required to be focused on when people are conscious regarding the products and services and employees who will deliver them. In this context, quality of service are dependent on various factors like is quality, presentation made by employees, marketing done, etc. Both the retails selected have many years of experience. They have proper understanding about the set of strategies that are required to be followed. It is identified that there are some of the areas in which improvement are required to be made so that they are able to raise the satisfaction level and service quality.

            Next chapter is made on considering the journals that are helpful enough to develop in depth understanding. There are many researches that are carried out by many researchers on similar topic which help to provide details about the current research topic. From the analysis made, it is identified that satisfaction of customers is possible by retails when they are able to understand the needs and steps are considered that will help in to fulfil them. Further, service quality can only be improved when management have proper support from the aide of key workers and with the materials that are provided to service users. In order to improve quality of services it is possible when management focus on providing their employees with proper training and development. When this is done, then it helps to get support from employees as they are able to put on their full efforts to support the firm to grow in positive direction.

            In the third chapter, the investigator has identified some of the techniques, theories, methods that are helpful enough to make the research to attain their set objectives. There are two approaches with the help of which information can be presented. When information gathered is presented from general to specific and from specific to general. These are known as inductive and deductive method. The researcher has made use of inductive approach in which information is presented from specific to general. Further, it is also required to select an appropriate method through which information is gathered, the research has made use of both primary and secondary methods. Primary are gathered with the help of conducting interview and secondary is gathered by making use of books, journals, online website, etc. when information is gathered, then it is required to make proper analysis so that it can be made in understandable form. For this purpose qualitative method is used in which use of thematic is does and it is highly effective to present the information in the form of table, chart, graph, etc.

            In the fourth and fifth chapter the researcher has made interpretation and discussion of the response that were provided by customers who make use of the services of Netto and Fakta. From the findings, it can be stated that customers of Netto are not satisfied when compared with Fakta. Further, there are certain set of issues that were conveyed by respondents. Among which one of the main issue was related with waiting time for making payment for the purchases that were made by them. Another issue that were discussion by customers were related with finding products from the store. When these issues can be solved, then they will be able to raise the satisfaction level of customers. Apart from this, quality of service is dependent on the quality of raw materials that are attained. It is important to make sure that the suppliers selected provide suitable and high quality materials so that the quality of products delivered to customers are also high. Apart from this employees need to have proper understanding about the type of roles and responsibilities that are required to be played. When they perform their work with full efficiency, then the issues faced by customers can be solved and the rate of satisfaction can be raised.

6.2 Recommendation

There are different types of recommendations that can be followed with the help of both Netto and Fakta can improve their service quality and satisfaction level of customers. In this context, below given are some of the recommendations:

            Monitoring and training: For the both the retails proper focus is required to be made in which employees should be monitored so that they are able to determine the areas in which improvement can be made. In accordance with the findings made proper training and development should be provided so that workers are able to develop their skills and capabilities. All the workers are required to identify the areas in which improvement that are needed to be made. Apart from this, motivation plays vital role in boosting up the moral and in performing the task with their full efficiency. In order to do so the issues that are faced by employees should be considered by management and steps should be taken to overcome them so that they work efficiently.

            Strategies: The findings have stated that customers prefer to make purchases of the products that are delivered to them with high quality and with low pricing. With this respect, it can be stated that the rate of competition is high and when making purchases, they are not able to fulfil their requirement, then it can have negative impact. Strategies related with pricing should be done so that rate of people preferring the products can be raised. For example, when the price of the products is kept low when comparing the other retails, then they can develop strong perception within the mind of service users.

            Developing customer relationship: Relationship with customers can be developed when all the problems or issues that are faced by them are properly considered and steps are taken so that they are able to make people realize that they are important. Further, retails can gather contact number so that they are able to make them updated with the offers and services that are developed. Further, it can also be stated that when customers get to know about the offers like discounts, then management is able to make customers involved.

            Payment online: As per the findings, it is identified that people do not prefer to way long for paying for their bill for the purchases made. With this respect, it is effective enough to make sure that people are provided with the opportunity to make payment with the help of application. In accordance with this application, service users are not required to wait long for making their bill but can make it easy. This the issue that were faced by customers can be solved in effective manner.

References

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