The term consumer satisfaction is referred to the measurement of the satisfaction level of the consumers when a particular service or product offered by an organization is used by him or her. In this era of technological advancement, the competition between the organizations has got increased by a tremendous level. Considering the fact that the product, and price range of majority of the organizations established in a specific industry is more or less of similar margin. Hence, in order to gain competitive advantage over the competitors, organizations should considered strategies that can enhance the satisfaction of the consumer.
The Woolworths limited, one of the most popular supermarket chains in Australia is currently experiencing consumer attrition. This decrement in the consumer base of the company is negatively affecting its yearly revenue. The purpose of this research paper is to investigate the reason behind gradually decreeing consumer satisfaction of the Woolworths Company.
Discussion
Research objectives
The chief aim of the research is to enhance the experience of the consumers of Woolworths Australia. The chief objectives of the research paper include:
In order to conducted the research, the researcher have used both primary as well as secondary data. Hence for this research, a mixed methodology has been followed.
Data collection
In order to ensure the authenticity as well as the feasibility of the research, primary data has been collected in the form of a survey. For the survey a questionnaire have been designed fr the samples which has 5 questions. In order to gain in-depth knowledge about the specific requirements of the consumers and methods to ensure consumer satisfaction, secondary research has been conducted,. In order to conduct the secondary research, 5 scholarly articles relevant to the research issue have been reviewed.
Sampling
In order to conduct the survey, samples has been chosen randomly. 10 consumers who had visited the mentioned organization on the day of the survey has been interviewed (Ramanathan, Subramanian & Parrott, 2017). For secondary data collection 5 scholarly articles which are relevant to research topic has been reviewed along with that 3 social media reviews from social media platforms has been analyzed.
Data Analysis
In order to analyze the data, the mixed data analysis method has been followed. For analyzing the primary data, the quantitative data analysis method has been followed and for secondary data analysis, the quantitative data analysis method has been followed.
Result and Findings
Primary data collection result
From the above result it has been found that that majority of the consumers of the Woolworths organization are of the age range 35 years to 44 years.The above graph demonstrates that majority of the consumers are female.
It has been found that majority of the consumers of Australia shops from retail sectors more than once in a month or at least once in a month.According to majority of the respondents the quality of the product offered by the Woolworths Company is of low quality.
When it comes to the price range of the products, majority of the respondents agreed to the fat that the price of the product offered by the company is remarkably high.
According to majority of the consumers, they dont feel comfortable enough while availing the consumer service of the mentioned organization.
Secondary data collection result
Bansal, & Taylor, (2015) stated that the main reason behind the increasing importance of consumer satisfaction is the high saturation of the Australian retail market. According to Eid, (2015) considering the fact that the power of the consumers, in the mentioned industry is high since similar quality as well as quantity of products has been provided by the retail companies, the consumers tends to switch from one organization to another in case of the slightest dissatisfaction in product or services of the former.
Thus, it can be clearly understood that Australian retail organizations like Woolworths needs to invest on consumer satisfaction instead of investing on new product innovation, endorsement or promotion. According to Raharjo & Amboningtyas, (2017), there are several factors on which the satisfaction of the consumers is highly dependent. This includes the capability of the suppliers, the behavior of the consumer service executives (Hill, & Brierley, (2017). The issues that have been detected from the social media platforms pointed out the lack of quality of the product offer to the consumers by the organization.
Considering the fact that the mentioned organization is highly popular, for its high quality, decrement in the quality o f the product is implementing highly negative impact on its yearly revenue e as well as competitiveness. Another issue that has been encountered is the lack of cooperation of the sales executives and commitment of the management when it comes to home delivery. According to a survey, since Australia has aging population, more than 63.2 percent of the consumers prefers to buy their grocery online instead of offline shopping (Raharjo, & Amboningtyas, 2017). Thus, this issues posses the potential to decrease the competitive advantage of the Woolworths Company in the long Run.
Summary of the Results
Conclusion
From the above discussion it can be clearly understood that Woolworths needs to invest on effective strategies in order to enhance the consumer satisfaction of the company. In order to enhance the quality of the product offered by the company it is highly crucial for the organization to monitor its supply chain. not only that regular monitor of the products that are being put at the self and removal of rotten food item is also crucial. Secondly in order to gain competitive advantage, the management of the Woolworths Company must assess the price range of its competitors. Not only that the company must reduce the price range of its product slightly than its competitors in order to gain competitive advantage. Finally, in order to enhance the consumer care service, the organization must train its sales executive in order to enhance their communication skills.
Reference List
Bansal, H. S., & Taylor, S. (2015). Investigating the relationship between service quality, satisfaction and switching intentions. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 304-313). Springer, Cham. Retrieved from: https://link.springer.com/chapter/10.1007/978-3-319-13141-2_107
Eid, R. (2015). Integrating Muslim customer perceived value, satisfaction, loyalty and retention in the tourism industry: An empirical study. International Journal of Tourism Research, 17(3), 249-260. DOI: 10.1002/jtr
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge. ISBN no: 0-566-08595-X
Raharjo, C. A., & Amboningtyas, D. (2017). THE EFFECT OF SERVICE QUALITY, PRICE AND BRAND IMAGE ON CONSUMER LOYALTY WITH CUSTOMER SATISFACTION AS MODERATING ON THE POINT” BAROKAH” SIKOPEK. Journal of Management, 3(3). Retrieved from: https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=2402&context=dissertations
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), 105-123. Retrieved from: https://irep.ntu.ac.uk/id/eprint/28817/1/PubSub6354_Ramanathan.pdf.
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