CASE STUDY FOR TESCO-UK

Case Study for Tesco-UK

Case Study for Tesco-UK

Introduction

The customer expectations in retail sector with respect to service and satisfaction largely depends on various factors and issues. The firm could use quality in customer service as tool to increase customer base or increase in revenues. The customer service does not necessarily be associated with satisfaction levels of customers but also enabling competitive advantage over its peers.

My proposed research is focused on customer service aspect of marketing and how does it affect customer satisfaction and investigating attributes of quality customer service. The research would survey employees and visiting customers at Tesco in London asking various questions about customer service and their aspirations for satisfaction from shopping at Tesco.

Retail sector has many attributes to its value chain and all of them greatly affect firm performance and its behavior with clients. According to Gerhardt (2003), retailers find it difficult to strategies customer service i.e. how to incorporate effective customer service. The price war among different retailers is issue for these companies, as they cannot divulge enough resources for effective customer service.

The literature in field of customer relationship mostly deals at attribute or combined level rather than at dimension or employee level. There is lack of research on dimension level aspect. Mostly literature has illustrated following factors with regards to customer service in retail space.

The commitment and orientation from management towards customer service is important for conveying quality

Team playing among employees and desired levels of customer service

Customer service is enhanced by trust, repeat performance, friendship and functionality.

The customer service has direct effect on brand image of retailers hence should be the top priority of management.

According Bitran and Lojo (1993. p.385-394) following attributed namely reliability, tangibles, responsiveness, assurance, and empathy affects customer's viewpoint about company. Thus with above mentioned attributes allow firms to focus on delivering high-quality service and customer relationship buildup. Such measures which leads to better brand image for store.

Birtran and Lojo (1993) have developed the framework for quality customer service. The framework determines attributes required for quality customer service. Levy and Weitz (1998) stress that firms needs to develop an customer oriented culture which would allow staff to think customer first, staff have to learn being good with customer and other people with whom they deal.

Sirohi and McLaughlin et al. (1998. p.223-230) explains that part of customer service is to understand requirements of customers and how to deal with it. Many retailers allow employees and especially sales staff to engage in community services as it allows them to deal with customer and build skills for best use. The research Sirohi and McLaughlin et al. (1998. p.223-230) confirms that such practices do allow better and quality in customer service which not only attracts new customers but also caters existing customers.

Financial - Insurance Sector:

In motor insurance of public revenue 2003, Tesco has reached one million policies. That makes Tesco as fastest well provider of motor insurance growing company ever. Tesco offered to Clubcard holders to get holiday insurance at checkouts through instant travel ...