Customer perceptions of values of a retail supermarket : analysis of Pick 'n Pay's Waterfront store

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.