Customer satisfaction towards self-checkouts at supermarkets and Dissertation

Customer satisfaction towards self-checkouts at supermarkets and self-service trend in UK business The case of Tesco, Sainsbury - Dissertation Example The next chapter would be regarding the plans for the future; what is going to be discussed to meet the expected aims and objectives. The next chapter that would be discussed in the interim report is regarding the chapters that are going to be added in the final report in detail. The last chapter will provide the full summary of the interim report regarding what has been achieved so far in the research. . Chapter One: Aims and Objectives The aims and objectives on which the entire research is based on are as follows: 1.1 Aims The major aim of this research would be to identify the customer’s satisfaction level during the self-checkouts at supermarket along with the emerging and experiencing trend of self-service in UK. This would help to evaluate the customer’s level of satisfaction at supermarkets; Tesco, Sainsbury and ASDA. ... Developing 15 questionnaires for managers to gain information from their perspective, 5 from each Tesco, Sainsbury and ASDA. Preparing of interview schedules for 30 respondents that frequently purchase from the retail superstores, 10 from each Tesco, Sainsbury and ASDA. Chapter Two: Literature review With the passage of time, supermarkets have implemented the concept of innovation, creativity and technology into the services offered which enables the customers to get required service on their own (Bitner, M. Amy, L. Ostrom and Matthew, L. 2002). Supermarkets such as Tesco, Sainsbury and ASDA are not just focusing on innovation; the products being offered to the customers, but are also innovating the services within the company to enhance the customer’s satisfaction (Clodfelter, 2011). 2.1 Customers’ Satisfaction Customer’s satisfaction could be said as the overall experience gained during the service (Menon and Dube, 2000). The overall experience is heavily relie d upon the desires, needs and expectations that have been met or exceeded during the course of experience (Lovelock, 2001). From this, it could be said that satisfaction in a sense, means the ability of supermarkets to meet the customer’s expectation. To provide service to customer exceeding the expectation is an objective that each supermarket is trying to achieve and to do so, the retail giants in UK; Tesco, Sainsbury and ASDA, are constantly implementing strategies to gain it. Customer’s satisfaction could be defined as a judgment that is followed by consumption experience. This indicates the level of experience gained from the consumption of a good or service and the level of pleasure provided by the product to