A study of the relationship between employee training on customer care and customer satisfaction

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Zhao, Xiang
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MA in Marketing
Dublin Business School
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The purpose of this research is through primary and secondary research supermarket industry in Ireland, to investigate the customers' view and employees' view, analyse the level of customer satisfaction that based on Kano's model, and analyse performance of customer service training that according to Lin and Darling's theory. Therefore researcher can discuss the relationship between customer service training and customer satisfaction. Moreover, it is able for researcher to discuss and evaluate the theoretical reasons behind the phenomenon. In order to achieve the goal of this research, first of all, a critical literature review was accomplished. Secondly, the primary research was implemented using quantitative techniques and it took the form of a questionnaire issued first, to a number of customers and employees in the different brands of supermarket. The key findings of this dissertation concluded that here is an absolutely significant relationship between customer service training and customer satisfaction in supermarket industry. The supermarkets provide quite high level of customer service training so as to customers reflect the high level of customer satisfaction. However, few factors of customer service are not satisfied by customer, the supermarkets need to improve the performance of those factors through customer service training.