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RESEARCH METHODS FOR BUSINESS MANAGEMENT

Table of Contents

Introduction. 3

Aims and Objectives. 3

Research Questions. 4

Literature Review.. 4

Research Design and Methodology. 6

Rationale of the Study. 6

Type of Investigation. 6

Data Collection Method. 7

Sampling Method. 7

Accessibility Issues. 7

Ethical Issues. 8

Data Analysis Plan. 8

Research Limitation. 9

Recommendations. 10

Conclusion. 10

GANTT CHART.. 11

References. 12

Employee Training to Enhance Customers Services In Retail Supermarkets

Introduction

The retail industry has becoming competitive all around around the world where customers frequently changes their tastes and preferences. The retail customers are more sophisticated where their expectations and demands are rising on similar patterns. For coping this major shift in demand behaviours of customers the retailers are aiming to provide proper training and required information to its employees for customer loyalties and increased visits of their valuable customers. The top notch customer services would be required for that purpose. The current study describes a brief discussion of teh research challenge and aims of the project. (Mukherjee, Cuthbertson, & Howard, 2015)

Effective customer services has a clear impact on the performances and productivities of big retail companies like Wal-Mart. Wal-Mart is an imminent example for the current study where they have been succeful in attaining customer loyalties from around the world. Wal-Mart and other retailers like Sears, Safeway, etc are continuously working on enhancement of customer services for raising their profits and revenues. Specifically, Wal-Mart is focusing on providing every good under one roof in order to eliminate teh hassle of finding the desired products in many places by its customers while charging low prices to their products. (Wei & Wei, 2011)

 

Customer service is most important phenomena in retail supermarket business and the retail companies enhance their employee’s skills to provide good services to customers. The good customer service is defined as to meet the customer expectation and deliver a good to customers in order to satisfy them. Terrible and bad customer services by the employee have to decrease the company sale and increases complaint by the customer. Now a day’s there is so many retail companies operate in the market so the customer has many option to move on to another brand and change the company (Hamid et al, 2015). It is a big challenge for the retail companies to fulfill and satisfy the customer demand and needs by providing good customer service. The retail companies now start to train their employee’s to enhance the skills related customer services in order to achieve the desired goals. In this paper, research in detail about the impact of employee’s training to enhance customer services in retail supermarkets (Nickson et al, 2012).

Aims and Objectives

The basic aim of the current research was to identify the resons or factors explaining the satisfaction of customers for retailers around the world specifically in developing economies where they could not have desired products under one roof.  For the exploration of teh major aim of the study research also focuses on specific goals/objectives i.e. identification of relatively important factor contributing to customer satisfaction either services or product pricing, measuring the performances of retail company in perspectives of customer satisfaction, identify the undermine factors explaninng the variable correlations, recommending various service strategies to retail chain and product, customer satisfaction strategies.

Research Questions

  • Why multi channel or Omni chananel training is crucial for employees in onlin retail business?
  • Why is it necessary to integrate all multi channels for e-retailing?
  • Why emplopyees should aware of integrating multi channel employed in retiling?
  • Is it necessary for employees to be able to utlize customer information such as customer transactional history for successfull anticipation of dmand?

Literature Review

The responsiveness of the employees is an imminent part for enhancing the customer satisfaction through better retail chain services. The more responsiveness of the employees, the more customers felt satisfied and happy. This thing would bring customer loyalty towards the retail company. The responsiveness of the staff members in terms of attending the clients with courtesy and care would bring customer satisfaction. The enhancement of responsive behaviour of employees would be termed with the adoption of relevant training and performance evaluations. (Madan & Kumari, 2012)

Retail supermarket business demands to provide good customer services to satisfy the customers and retain them. It is very hard to retain the customers of retail supermarket because there are so many super markets companies operate in the market and the competition is high. Customer changes the buying behaviour whenever the customer dissatisfied due to bad customer service provided by employees of Retail Company (Nickson et al, 2012). Due to increase in competition, companies should deliver a good service to customer otherwise the company suffer a lot in the market (Hamid et al, 2015).

Retail supermarkets provide different training programs to train and develop the employee’s to enhance their skills, expertise, abilities, information, knowledge, potential and competencies to deal effectively with the customers (Nickson et al, 2012). These training program helps the employee’s to identify the importance of customer services and promote their individual and specialized career development (Nickson et al, 2012). As the skills, abilities and competencies of the employee’s improved, the overall competencies, output and effectiveness of the company also improved. In retail supermarket, these skills, abilities and competencies also important and retail supermarket companies used these skills to improve customer services and communication with customers (Bulut and Culha, 2010).

To provide good customer services to the customer, it is important that the employee’s have good communication skills. Good communication skills help the employee’s to communicate effectively with the customer’s in a good manner to satisfy them. Without communication skills, employee’s unable to satisfy the customer and unable to provide good quality services (Nickson et al, 2012). The retail supermarkets focus on planning development programs to find out the performance gap. Performance gap is the gap between the expected services from the customer and the service delivered to customer by the company. Retail supermarkets focus to minimize the performance gap to ensure providing good quality customer services. There are so many benefits of training and development and these are as follows: Succession planning benefits the retail company because it creates multiple skills and abilities, Efficiency of the company increases, increase production and continuous improvements (Ehrhardt, Miller, Freeman and Hom, 2011).

Now the customer is educated and well aware about the market trends and requirement, also the responsibilities of the companies to provide good services. Customers notice whenever they see inefficient and ineffective services by the retail companies. In current era, the customer does not accept the bad service when different competitors provide the products in a same price and same quality but with a good service (Nickson et al, 2012). Customer chooses the company who provide good quality services because due to globalization and competition, the different companies have the same prices. So the customer differentiates different companies in respect to services provided by the companies (Hamid et al, 2015).

The key finding of above discussion is that the customer services are highly important in retail industry. It doesn’t matter for the company that the customer proportion in the retail company is high or small, retail supermarket should treat special to each customer individually and to sustain the satisfaction and trustworthiness level (Hamid et al, 2015). There are different strategies of smaller and larger retail supermarkets. The larger retail stores required formal and close relationships with the retail customers as compare to small retail stores (Nickson et al, 2012).

Now days, information technology change the process and customer satisfaction requirements because now the customer need to get product at home through online. There is so many retail stores who provide online services to the customers, so these retail stores are competitive edge and customers prefer them (Hamid et al, 2015). Due to increase technological advancement, customer services requirements also change. Now the retail stores companies satisfy the customers by providing good customer services through online (Elele and Fields, 2010).

Research Design and Methodology

Rationale of the Study

Currentl retail business is facing issues for customer satisfaction. These issues comes from lack of integration of multi channel used in retail business as well as lack of utilization of customer data for successfull transactions and demand an supply forecasting. Although literature exist which focus on such issues, there is need to cinduct comprehensive study on such issues to provide valkuebale insight regarding the problem under investigation. The reason of selecting this topic as a research is to increasing the role of the customer services in retail business and changing the buying behaviour of the customers (Nickson et al, 2012). After the study of previous researches, identifying the main solutions of issues related to customer services in retail stores and employee’s training. One of the main reasons of the study is to identify the impact of employee’s training in order to enhance customer services (Hamid et al, 2015).

Type of Investigation

Both quantitative and qualitative investigation will be made. Mixed method approach increase the authenticity of the findings fo the research. qualitative research because in which the data is collected through past researches, analyses it and interpreting the data. There are different sub-types of researches in qualitative research. This is historical research in the qualitative because in this research collecting and analyzing current and past data. On the basis of the past and current data, recommend the current issues and current problems (Hamid et al, 2015).

Data Collection Method

Both primary and secondary data collection will be employed. For primary data, responses will be collcetd directly from the respondents. For secondary analysis, data will be collcetd form previous literature. Data collection method is the method in which describe about the details of collecting the information about research topic. These data is collected from the different sources and these sources include primary and secondary data sources (Nickson et al, 2012).

The data is collected from the secondary sources like past researches, journal articles, and different other studies. In this research, the data is collected through internet browsing, news, and articles and different past researches (Nickson et al, 2012).

Sampling Method

Systemaetice random sampling wil be employed to collect the sample. Syatemaetic random sample is collcetd with teh help of subject lists and random table. At firts stage list of the retail companies will be obteind for slection. Subsequently, comaonies will be slected with simpl random smapling with te help of random table. Secondaly, employees of the selected companies will be selected with the the lists obtained fom the selected comoanies. Random table will be used for selection. Sample size will be 150. When population is above 1000, this is ethe minium sample size for appropriate and authentic results.   In Historical research, used the secondary sources like internet, news, articles, journals and web browsing to collect data, so there is huge amount of information available in the market. For this research, collect selective information as a sample to complete information and analyses the topic and interpreted it (Nickson et al, 2012). The selective information used as a sample of the research to collecting the data for research. Sampling method is the important part of the study, in which identified the research pool. The pool of the people focuses to research and collecting data from the same pool to analyses it (Elele and Fields, 2010).

Accessibility Issues

In this part of the research, discussed in detail about the issues find out in the above study and these issues are related to the topic of the research (Nickson et al, 2012). There are so many issues regarding the employee’s training to enhance customer services but some are very important. These issues are related to employee’s training and customer satisfaction. There is not possible for all the retail companies to provide training programs to their employee’s because it is costly and some of the retail companies are not afford it. The other issues related to customer satisfaction are that one researcher shows that it is very difficult to meet the expectation of customer because the demand of the customer changes on a daily basis  (Nickson et al, 2012). Now, due to globalization customer changes the choices very frequently and changes the taste on a daily basis so it is very hard for the companies to meet the expectation of customer always (Filstad, 2011).

Ethical Issues

There are so many issues related to customer service provided by the retail companies and these issues are as follows: Retail companies should understand about the ethics first and then make the strategies accordingly. Some of the retail companies discriminate in the service providing to the customers and deception by giving false statement just for the sake of selling the product (Nickson et al, 2012). Sometime the retail companies involves in favouritism to some people or community or ignoring some customers. When the organizations involve in these type of unethical activities, it decreases the performance of the retail store because the customer dissatisfied and reject to buy the product (Hamid et al, 2015).

Data Analysis Plan

Quantitative descriptive anaslyiss will be used for primary data. Tabulation, frequcny, charts and graphs will be used to analyse and interpret the data. For secondary analysis qualitative data analysis will be employed with coding and numbering of important factors discussed in the literature. In this part of the research, analyses the data whatever information collecting about the topic. First collecting the data and compiled the useful data and delete unimportant information about the research topic. After the collecting data of the research, analyses it in this part of the research project (Filstad, 2011).

The above collecting data shows that the retail store companies focus highly providing customer services and satisfy the customer by providing good quality services. The retail store companies train their employee’s to enhance the skills to provide good quality services. The collecting data shows that the retail store companies used information technology to identify the customer demands and providing good products to meet their expectation (Hamid et al, 2015).

The above collecting data shows that the retail supermarkets provide different training programs to train and develop the employee’s to enhance their skills, expertise, abilities, information, knowledge, potential and competencies to deal effectively with the customers  (Nickson et al, 2012). These training program helps the employee’s to identify the importance of customer services and promote their individual and specialized career development (Filstad, 2011).

It is also find out that provide good customer services to the customer, it is important that the employee’s have good communication skills. Good communication skills help the employee’s to communicate effectively with the customer’s in a good manner to satisfy them. Without communication skills, employee’s unable to satisfy the customer and unable to provide good quality services (Nickson et al, 2012). Retail supermarkets focus to minimize the performance gap to ensure providing good quality customer services. There are so many benefits of training and development and these are as follows: Succession planning benefits the retail company because it creates multiple skills and abilities, Efficiency of the company increases, increase production and continuous improvements (Hamid et al, 2015).

Research Limitation

  • The main limitation of the research is time constraints. Due to shortage of time, may be possible to skip many important issues related to the research topic.
  • The limitation of the study id analysis of the data. I am not the professional analysis of the researches so it is one of the main limitations of the research.
  • The resources and tools used for collecting the data is also the main limitation of the study because there are so many obstacles faced (Nickson et al, 2012).
  • Although, as a researcher main focus to unbiased in this research but it could influence because of personality and personal opinion factors.
  • Limited websites also the main limitation because there are some websites do not open without membership (Hamid et al, 2015).

Recommendations

I would like to recommend that the retail supermarket companies should hire compatible and skilled employee’s to save the training cost on employee’s and retail supermarket companies should start to train their existing employee’s to enhance the skills related customer services in order to achieve the desired goals. In this paper, research in detail about the impact of employee’s training to enhance customer services in retail supermarkets (Nickson et al, 2012).

I would also like to recommend that the retail supermarket companies should focus on good communication skills. Good communication skills help the employee’s to communicate effectively with the customer’s in a good manner to satisfy them. Without communication skills, employee’s unable to satisfy the customer and unable to provide good quality services (Filstad, 2011).

Conclusion

I would like to conclude after the above study that the retail supermarkets focus on providing the best quality to product because retail business generates revenue high when the customer retain and sustain.  But retail store should take some serious step in order to fulfil that employee’s of the retail store provide good quality products to customer. The retail store companies also train their employee’s if there employee’s have lack of information about customer services or new technologies.

I would like to conclude that now a day’s there is so many retail companies operate in the market so the customer has many option to move on to another brand and change the company. It is a big challenge for the retail companies to fulfil and satisfy the customer demand and needs by providing good customer service. It is a big challenge for the retail companies to fulfill and satisfy the customer demand and needs by providing good customer service. The retail companies now start to train their employee’s to enhance the skills related customer services in order to achieve the desired goals. The retail companies now start to train their employee’s to enhance the skills related customer services in order to achieve the desired goals.

 

 

GANTT CHART

 

Activities

Week 1

Week 2

Week 3

Week 4

Week 5

Research Proposal

 

 

 

 

 

Introduction

 

 

 

 

 

  • Back ground
  • Need for study
 

 

   

 

Literature Review

 

 

 

 

 

Research Methodology

  • Rationale of the Study
  • Type of Investigation
  • Data Collection Method
  • Sampling Method
  • Accessibility Issues
  • Ethical Issues
  • Data Analysis Plan
  • Research Limitation

 

 

 

 

 

Data Analysis Plan

 

 

 

 

 

Recommendations

 

 

 

 

Conclusion

 

 

 

 

                   

References

Ashar, M., Ghafoor, M., Munir, E. and Hafeez, S. (2013) 'The Impact of Perceptions of Training on Employee Commitment and Turnover Intention: Evidence from Pakistan', International Journal of Human Resource Studies, vol. 3, no. 1.

Bulut, C. and Culha, O. (2010) 'The effects of organizational training on organizational commitment', International Journal of Training and Development, vol. 14, no. 4, pp. 309-322.

Ehrhardt, K., Miller, J.S., Freeman, S.J. and Hom, P.W. (2011) 'An Examination of the Relationship Between Training Comprehensiveness and Organizational Commitment: Further Exploration of Training Perceptions and Employee Attitudes', HUMAN RESOURCE DEVELOPMENT QUARTERLY, vol. 22, no. 4, pp. 459-489.

Elele, J. and Fields, D. (2010) 'Participative decision making and organizational commitment', Cross Cultural Management: An International Journal, vol. 17, no. 4, pp. 368-392.

Filstad, C. (2011) 'Organizational commitment through organizational socialization tactics', Journal of Workplace Learning, vol. 23, no. 6, pp. 376-390.

Hamid, N. R. A., and McGrath, M. G. (2015). The diffusion of internet interactivity on retail web sites: a customer relationship model. Communications of the IIMA, 5(2), 4.

Nickson, D., Warhurst, C., Commander, J., Hurrell, S. A., and Cullen, A. M. (2012). Soft skills and employability: Evidence from UK retail. Economic and Industrial Democracy, 33(1), 65-84.

Madan, M., & Kumari, S. (2012). Determinants of Retail customer satisfaction. Journal of Retail Business , 13 (1), 117-126.

Mukherjee, M., Cuthbertson, R., & Howard, E. (2015). Retailing in Emerging Markets: A Policy and Strategy Perspective. Abingdon, Oxon,OX: Routledge Taylor & Francis Group.

Wei, Z., & Wei, R. (2011). Performance assessment of customer service strategy in Wal-Mart. Journal of System and Management Sciences , 1 (6), 85-93

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