Product Quality And Customer Service At Tesco Marketing Essay

The topic and title of this assignment is product quality and customer services of TESCO. There will be an introduction about Tesco. There will be literature review after the introduction as well. There will be explanation about Importance of Product and Service, Importance of Quality, Quality Improvement, Competitors Analysis and SWOT Analysis in literature review. You will know about different methods of research using now days. These research methods will explain about different types of techniques, survey, case study and sampling techniques. There will be conduct a survey using questionnaire about Tesco products and customer service. There will be ten different questions. Each of the questions will have multiple answers and people will select any one of them. There will be graphs on based on feedback about that questionnaire. There will be the result about this survey and some discussion about it. After that there will be conclusion and references as well.

INTRODUCTION OF TESCO:

Tesco is one of the largest grocery retailers with outlets across United Kingdom, Europe, USA and Asia. Tesco began its business in 1919 with one man Jack Cohen as a stall in East End of London. First Tesco store opened in 1929 in north London. Tesco now has over 2200 stores in the UK. Its original product range of grocery and general merchandise has diversified to include banking, insurance services, electrical goods as well as telephone equipment and airtime. As the company has grown, Tesco now has approximately 28000 employees in the UK and over 460000 worldwide. [www.Tesco.com]

This research assignment is based on company ‘Tesco’. I will discuss and focused about the products and quality at Tesco. It will explain types of the products Tesco is giving. This research is about getting customer feedback about product quality. The customers will give an answer of some questionnaires related Tesco product and customer service. I will do analysis and research on based of that feedback of questions.

LITERATURE REVIEW:

Customer service is about serving for the customers with satisfaction. It is very important to create a relationship of trust and loyalty with your customers.

3.1 Importance of Product and Service:

The product and services are very important part of any business or organization because it is often the only contact a customer has with a company. These customers spend hundreds and thousands of pounds per year with a company. Whenever customers have any product or services issue, they expect a company’s customer service or product department to resolve their issues. The product and services also help for differentiate a company from its competitors. A company can get a competitive advantage by putting extra efforts into its product and services.

Get Help With Your Essay

If you need assistance with writing your essay, our professional essay writing service is here to help!
Find out more about our Essay Writing Service

3.2 Importance of Quality:

Quality is the only thing which expected by clients and users from any company. A business may survive without quality, but cannot reach its earning potential. The lack of quality is costly through waste and those costs are taken from the bottom line. A lot of people would pay for quality than price. If a company gives the best quality, then customers will be satisfied. They will make more purchases and will recommend that company to their friends. The quality helps a company to get strong brand reputation in market. Once a company gets good reputation, it will get more customers and make more profit.

3.3 Quality Improvement:

As we know quality is very important for any business and it need improvement time by time. The quality improvement is a way to reduce of waste and losses in production process. It is important for all types and size of businesses. A company can improve its product or services quality by making a commitment to achieve their objectives and deadline. The quality can be improved by tracking the mistakes and solved them side by side. If a company invests more money in training for quality control department, it can improve its quality as well. It will also help workers to perform in more professional way.

3.4 Competitors Analysis:

As we know that Tesco is grocery retailer with outlets across United Kingdom, Europe, USA and Asia. It has so many competitors providing same type of product and services in market. The most well-known and biggest competitors are ASDA and Sainsbury. These both companies are grocery retailers as well. Both companies have huge customers network, which is increasing day by day and they are doing business in millions and billions per year. Therefore, Tesco has to provide best quality products and services to get better place against these competitors in market.

3.5 SWOT Analysis:

We are describing the strength, weakness, opportunity and threats for the Tesco. The biggest strength of Tesco has well-known reputation in public sector. It is one of the most famous grocery retailers in the United Kingdom. Tesco has huge number of regular customers and a big network of over 2200 stores in the UK. There is no such a weakness of Tesco as it’s trying to be strong day by day. Tesco is providing good quality products and services on reasonable prices. There are a lot of customers who want to buy things from Tesco on regular bases and they love it. The opportunity for the Tesco is it can introduce more product and services which are not available in market for the customers because Tesco has big network of customers and it can make a lot of sale than their competitors. Tesco has biggest threat from its competitors in market. The competitors of Tesco are also providing good quality products and services on reasonable rates. If Tesco not maintain or increase its quality, then may its customers will move on to other retailer stores.

RESEARCH METHODS:

4.1 Techniques:

4.1.1 Quantitative Techniques:

Questionnaires:

“Questionnaires are one of the most popular ways to gather information because they are perceived as a speedy and cost-effective way of performing a survey.”

[ According to Maylor & Blackmon (2005) ]

Questionnaire approach is useful when resources are limited for get feedback on questionnaire. In this approach the researcher collect the information from different people and he/she already knows about the questions need to be asked. The questions should not be difficult so that people can understand it easily.

. [ Cameron and price (2009, P.337) ]

Interviews:

Interviews are also part of questionnaire tool in business and management research. In structured interviews, each respondent is asked the same question in a set order. The interviews which are structured properly are very reliable and suitable for this type of research method. [Maylor and Blackmon, 2005]

There are some advantages and disadvantages of interviews as well.

Advantages of Interviews:

Interviews are the type of questionnaire in which we get face validity from getting information face to face by person. It also gives us flexibility as well. Interview also gives us advantage of interactivity. We can obtain various types of data in interview. There is also richness of information.

Disadvantages of Interviews:

On the other hand interview is not a simple method of questionnaires. It is also time consuming. One of the disadvantage is sample size is comparatively small. There is lack comparability. [IAM Study Guide]

4.1.2 Qualitative Techniques:

“Qualitative techniques involve collecting data which can depict a pattern or trend; qualitative techniques concentrate on increasing understanding of particular phenomenon”. [ Maylor and Blackmon, 2005 ]

4.2 Survey:

“It is the method that has the advantage of being understood and respected by the general public who often see survey results in the media in the format of poll on voting before as election etc.”

[Saunders et al, 2009]

There should be obtained maximum questionnaire responses as much as can. It will help to claim about exact and correct result.

4.3 Case Study:

“An empyreal enquiry that investigates a contemporary phenomenon within a real life context, especially when the boundaries between phenomenon and context are not clearly evident.” [ Yin, 1984, 1994 as cited in cameron & price 2009 ]

4.4 Sampling Techniques:

There are two types of sampling techniques. One is probability sampling and second is no-probability sampling.

4.4.1 Probability Sampling:

“The researcher selects the subjects at random in simple random sampling. The researcher selects sampling point at random then selects the cases at regular intervals in systematic sampling.”

[ Saunders et al, 2009, Maylor and Blackmon 2005 ]

4.4.2 Non-Probability Sampling:

“The researcher may judge that it would be appropriate for the particular research to carry out an in-depth examination of a particular case.” [Saunders et al, 2009]

RESULTS:

5.1 Data Tabulation Graphs/ Analysis

Q1: Do you like Tesco?

1) Dislike (1)

2) Like (5)

3) Don’t know (1)

4) Moderate (3)

10

People like the Tesco store and its products. People are satisfied with the service and products in it. Overall feedback is very positive for the Tesco. This store is providing very good service in market and improving it day by day as well.

Q2: How quickly did the customer service representative at Tesco help you?

1) Extremely quickly (4)

2) Very quickly (3)

3) Moderately quickly (2)

4) Not at all quickly (1)

10

Mostly people gave votes in positive feedback. It is very good that Tesco is providing very quick service to their client. On other hand very few people think that customer service is not quick. We can save that feedback is very positive.

Q3: How long did you have to wait before a customer service representative at Tesco began to help you?

1) Extremely long (1)

2) Not at all long (5)

3) Very long (1)

4) Slightly long (3)

10

The staff representative providing customer service on time at Tesco. People don’t have to wait before a customer service representative at Tesco began to help you. Four people are happy and only one person said for very long time. It is very positive and strong point for Tesco. They can also improve it and get more customers for better business.

Q4: How knowledge was the customer service representative at Tesco?

1) Slightly knowledgeable (1)

2) Extremely knowledgeable (5)

3) Not at all knowledgeable (1)

4) Very knowledgeable (3)

10

Mostly people are satisfied with the knowledge. People getting all required information and details they want to know. It will also help the customers to know about products and it will increase the sale in Tesco store as well. We can say that feedback result of survey is very positive.

Q5: How likely are you to use Tesco?

1) Slightly likely (1)

2) Extremely likely (6)

3) Not at all likely (1)

4) Very likely (2)

10

According to the survey, mostly people are extremely likely to use Tesco and there are very few people who don’t like to use it. Over all we can say that people are very happy to use products and services at Tesco. It is doing good business and improving day by day.

Q6: How useful is our products?

1) Very useful (1)

2) Extremely useful (5)

3) Not at all useful (1)

4) Moderately useful (3)

10

The products at Tesco are extremely useful for customers. Even they can get many products at one store. There are very few people who don’t use products at Tesco. Overall feedback is positive and products of Tesco are useful for them.

Q7: How important is customer service to you?

1) Extremely important (1)

2) Moderately important (5)

3) Not at all important (1)

4) Very important (3)

10

Mostly retail stores like Tesco have self service for customer. The customer service is not much important at Tesco as people can get products without any help from staff. Even they can use the till service their self after shopping. Some people also think that it is important as well if they want to pay bill at counter or till. All products are already displayed there with prices and people can choose the product according their need. It is also a self service as well. Overall we can say that customer service is moderately important for customers.

Q8: How responsive is Tesco?

1) Extremely responsive (5)

2) Very responsive (2)

3) Slightly responsive (2)

4) Not at all responsive (1)

10

Tesco is extremely responsive for their customers. There is only little number of people who think that Tesco is not responsive at all. So we can say that overall performance is positive.

Q9: How strongly do you recommend Tesco?

1) Extremely strong (6)

2) Very strong (2)

3) Slightly strong (1)

4) Not at all strong (1)

10

The conducted survey tell us that people really like the products at Tesco and mostly people extremely strongly recommend it to others for use Tesco products. We can say that Tesco is increasing its network against their competitors as well. There are only few people who don’t want to recommend it, but management team at Tesco can improve this problem by giving better service and products to customers.

Q10: How is staff behavior at Tesco?

1) Poor behavior (1)

2) Excellent behavior (6)

3) Good behavior (1)

4) Very good behavior (2)

10

The result of current survey tells us that the staff behavior at Tesco is excellent. Mostly people are very happy and satisfied with staff behavior. There are only few people who think staff behavior is poor, but they can improve it by giving more training to staff members at Tesco. [www.ServeyMonkey.com]

DISCUSSION:

Tesco is store providing products for daily use. According to the survey five people like the Tesco and only one person dislike it. People are satisfied with the service and products in it. Overall feedback is very positive for the Tesco. We can say that mostly people like the Tesco store and its products. This store is providing very good service in market and improving it day by day as well.

It is very important that people should not have to wait before a customer service at any company. People like it most if staff began customer service on time without any delay. People don’t have to wait before a customer service representative at Tesco began to help you. The survey shows that the staff representative at Tesco providing customer service on time. Four people are happy and only one person said for a very long time. It is very positive and strong point for Tesco. They can also improve it and get more customers for better business.

Tesco is store providing products for daily use. According to the survey five people like the Tesco and only one person dislike it. People are satisfied with the service and products in it. Overall feedback is very positive for the Tesco. We can say that mostly people like the Tesco store and its products. This store is providing very good service in market and improving it day by day as well.

The knowledge is very important for customer representative. They should know very well about all the information about their company. According to the survey, customer service representative at Tesco are extremely knowledgeable. Mostly people are satisfied with the knowledge. People getting all required information and details they want to know. It will also help the customers to know about products and it will increase the sale in Tesco store as well. We can say that feedback result of survey is very positive.

The customer service is very important for any company. According to the survey, the customer service representative at Tesco is extremely quick. Mostly people gave votes in positive feedback. It is very good that Tesco is providing very quick service to their client. On other hand very few people think that customer service is not quick. We can save that feedback is very positive.

It is very important that customer like or dislike the store or company. If people like the store or company than other brands, the company will make more clients and make more profit as well. According to the survey, mostly people are extremely likely to use Tesco and there are very few people who don’t like to use it. Over all we can say that people are very happy to use products and services at Tesco. It is doing good business and improving day by day.

Tesco is providing products for daily home use. There are number of verities are available in products. People can buy products for food, dairy, soft drinks, clothing etc. According to the survey, the products at Tesco are extremely useful for customers. Even they can get many products at one store. There are very few people who don’t use products at Tesco. Overall feedback is positive and products of Tesco are useful for them.

Mostly retail stores like Tesco have self service for customer. The customer service is not much important at Tesco as people can get products without any help from staff. Even they can use the till service their self after shopping. Some people also think that it is important as well if they want to pay bill at counter or till. All products are already displayed there with prices and people can choose the product according their need. It is also a self service as well. Overall we can say that customer service is moderately important for customers.

The responsiveness of any company or organization is very important for their business and customers. If they will be more responsive they will increase their customers and clients and business will be improved automatically. According to the conducted survey, Tesco is extremely responsive for their customers. There is only little number of people who think that Tesco is not responsive at all. So we can say that overall performance is positive.

The recommendation is very important for any company or organization. If clients or customers will be satisfied with your services or products, they will recommend your company to others. Your business will get more clients and it will help you to extend your business network. The conducted survey tell us that people really like the products at Tesco and mostly people extremely strongly recommend it to others for use Tesco products. We can say that Tesco is increasing its network against their competitors as well. There are only few people who don’t want to recommend it, but management team at Tesco can improve this problem by giving better service and products to customers.

The staff behavior is also key point for any type of business. Every business should try to keep staff behavior very positive. It is very important to attract their customers. If staff behavior will be good they can serve for their customers in better way. The result of current survey tells us that the staff behavior at Tesco is excellent. Mostly people are very happy and satisfied with staff behavior. There are only few people who think staff behavior is poor, but they can improve it by giving more training to staff members at Tesco.

CONCLUSIONS:

This research was based on Tesco store. It is one of the largest grocery retailers with outlets across United Kingdom, Europe, USA and Asia. It is giving product, services and customer services for different clients. Tesco is a well known brand in market and people love to buy products from here. Tesco is also taking good stand against their competitors in market by providing maximum quality for customers. The biggest strength of Tesco has well-known reputation in public sector. There is big opportunity for the Tesco to introduce new innovative product and services for customers which are not available in market. There is conducted a survey by using quantitative technique about Tesco with some questionnaire and get feedback from Tesco customers. The feedback shows that customers are very happy and satisfied so far about Tesco products and customer service. Overall feedback was positive which good sign is for the Tesco and its team. The management should keep up the good work and try to bring more innovative and creative ideas in new products and services. It will help them to get more sales and profit.