Ustomer Satisfaction & Retention at Asda

This study needs to explore the importance of Customer Satisfaction & Retention at Asda Supermarket. It needs to discuss the importance of Customer Satisfaction & Retention from three different Perspectives. The three chosen perspectives are Employees, Customers and the Customer Service Manager.

The main objectives for this study are
” To evaluate theories that may have a positive impact on customer satisfaction & retention and to outline the main points within the theories
” Using Asda supermarket as a case study to explore all theoretical issues on customer satisfaction & retention
” To explore different strategies used within Asda to help them with customer satisfaction and retention
” To make clear recommendations for asda using findings and clear justification

The dissertation needs to be done in the following order of chapters
Literature Review
Timm, Paul R. Career success through customer satisfaction, Prentice Hall International (UK), London, 2001

 Zemke, Ron, 24 ways to keep your customers, Connellon, 2001

 Solomon. Bamossy and Askegaard, Consumer Behavior, Prentice Hall

 Barwise Patrick, Simply better winning and keeping customers by delivering what matters most, Harvard Business School Press, 2004

 David Graves, 1990, Volume 18, Number 1, Staff scheduling and Customer service at Asda MCB UP Ltd, International Journal of Retails and Distribution management

 Mike Asher 1989, Vol 1, Number 2, Measuring Customer Satisfaction, TQM Magazine, MCBUP Ltd

 Scott Bretzman, John Kemp,1995 Volume 5, Number 2, Customer Satisfaction, MCB UP LTD