Customer Satisfaction and Feedback

Assignment 2

This covers the following learning outcome:

P4 Discuss the importance of customer satisfaction and feedback

a. identify and evaluate techniques of assessing customer response

b. design and complete a customer satisfaction survey

Scenario: Tracking the customer experience of coffee drinkers

Winning customers and keeping them has become even more important in the economic downturn. In the coffee market, the contest for coffee drinkers has intensified, and consumers roam from store to store with less loyalty than previously sown. In addition to traditional cafes, choices continue to include a wide range of coffee chains including Starbucks, Costa, Café Nero, as well as stores such as McDonalds - which now aggressively markets specialty coffee drinks.

GROUP TASK (Groups of 3)

Title: Customer Satisfaction Survey and Report (10-12 pages)

Aim:

Working in groups, students are imagining that they have been commissioned by one of the store chains which competes in the UK coffee market to undertake research into customer satisfaction with and loyalty to the chain's coffee offering.

Incorporate the following:

1. Each group member must 'mystery shop' one of the stores in the chain you have chosen, so that you have a total of at three check lists to analyse for your final report.

2. In addition, the group must design and carry out a survey among LCUCK students to determine their satisfaction with and loyalty to your chosen store chain. You may conduct this research either via a focus group or a questionnaire.

3. Finally, the group must produce a report written for the store management, in which you present your findings, your analysis of those findings as well as your recommendations for future action.

What to submit:

i. You are required to design a MYSTERY SHOPPER CHECK LIST to be used by each of your group members. The check list must cover no fewer than 10 items.

ii. You are also required to design either a customer satisfaction QUESTIONNAIRE or a FOCUS GROUP SESSION.

iii. Once you have collected and analysed your data, you must then produce a RESEARCH REPORT of 10-12 pages, justifying your reseach approach, and setting out your findings, analysis and recommendations.

iv. EVIDENCE of your DATA COLLECTION from the mystery shopper activity and the focus group/questionnaire must be provided in your