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Customer perceptions of values of a retail supermarket : analysis of Pick 'n Pay's Waterfront store
Author(s)
Singh, Randhir
Date Issued
2008
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This study examines Customer Perceptions of services rendered by Pick 'n Pay Waterfront
employees. The main objectives of this study include the following:
• To define customer services within a supermarket environment;
• To determine how Pick n Pay (PnP) employees achieve customer satisfaction
through service delivery;
• To determine customer expectations with regards to service delivery; and
• To consider the effects of staff absenteeism on client services.
A comprehensive literature review was conducted, which explores causes and effects of
customer perceptions of services rendered by employees. An empirical investigation was
conducted via a quantitative research methodology. A questionnaire and three mystery shoppers
were used to gather primary data regarding services. One hundred and sixteen customers
responded to the questionnaire. The questionnaire and mystery shopper's surveys were
conducted over a three day period at different time intervals. The quantitative investigation revealed significant aspects about customer perceptions with
regard to different groups of employees working in the supermarket. The chi-square method was
used to test for independence, and the results revealed that customers rate FTE's and VTE's
differently in relation to customer satisfaction. The results of the empirical investigation were
compared with relevant findings that emerged from the literature study.
Based on the present investigation, a wide range of recommendations are offered to Pick n Pay
Waterfront management, which would allow them to address the question of customer
perceptions pertaining to service delivery by their employees. A further contribution of this study
lies in the maintenance and the improvement of customer and staff wellbeing, since increased
productivity and profitability of the Pick n Pay group is likely to be ensured.
employees. The main objectives of this study include the following:
• To define customer services within a supermarket environment;
• To determine how Pick n Pay (PnP) employees achieve customer satisfaction
through service delivery;
• To determine customer expectations with regards to service delivery; and
• To consider the effects of staff absenteeism on client services.
A comprehensive literature review was conducted, which explores causes and effects of
customer perceptions of services rendered by employees. An empirical investigation was
conducted via a quantitative research methodology. A questionnaire and three mystery shoppers
were used to gather primary data regarding services. One hundred and sixteen customers
responded to the questionnaire. The questionnaire and mystery shopper's surveys were
conducted over a three day period at different time intervals. The quantitative investigation revealed significant aspects about customer perceptions with
regard to different groups of employees working in the supermarket. The chi-square method was
used to test for independence, and the results revealed that customers rate FTE's and VTE's
differently in relation to customer satisfaction. The results of the empirical investigation were
compared with relevant findings that emerged from the literature study.
Based on the present investigation, a wide range of recommendations are offered to Pick n Pay
Waterfront management, which would allow them to address the question of customer
perceptions pertaining to service delivery by their employees. A further contribution of this study
lies in the maintenance and the improvement of customer and staff wellbeing, since increased
productivity and profitability of the Pick n Pay group is likely to be ensured.
Additional information
Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2008.
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204237890_Singh_R_Mtech_Marketing_BUS_2008_8011747.pdf
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Thesis
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