The company “REWE” which is the second biggest German food retail group was founded in Cologne in 1927. It has 228,000 employees and an annual turnover of 36,2 billion euros.
As a stationary food retail trade, it especially attracts people with a high brand and quality consciousness.
The market REWE is active in is very dense and full of competitors which is why there is a lot of competitive struggle. To survive or even grow in this market the company has to aim for satisfied, loyal customers supporting REWE’s success.
Regarding the problem statement, for REWE it is very important to increase customer satisfaction. The increase of the customer satisfaction is one of many possibilities to hold its own in the market and to expand its market share further. If REWE achieves to increase the customer satisfaction, there will be some other positive side-effects. Adding customer value causes more loyal customers. For REWE it is cheaper to bind customers instead of acquiring new ones. In addition, satisfied customers develop sales. It is a secure way of getting high profit. Furthermore, this business goal can help to reduce negative word-of-mouth-recommendation, REWE's image can be improved.
REWE increases the satisfaction of its customers by adressing their needs and continously raising quality. It shows that the achievement of this business goal depends on many different elements. Therefore, a list of elements, which have influence on the customer satisfaction, is set up in the first step (see chapter 2). Afterwards, the different elements are presented in the matrix of effects in chapter 3. This matrix is evaluated graphically in chapter 4. It helps to formulate first recommendations for the selected business goal of REWE. Chapter 5 represents the network model. Concrete and detailed recommendations for action will be pronounced. Chapter 6, finally, draws a conclusion and gives an outlook.
Inhaltsverzeichnis (Table of Contents)
- Introduction.
- Problem Statement.
- Objective and Approach
- List of elements..
- Overview
- Product...
- Price
- Design...
- Service.
- Communication / Experience........
- Matrix of effects
- Graph of effects
- Network model and recommendation for action ......
- Conclusion and Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research project explores strategies to enhance customer satisfaction at REWE, a major German food retailer. It aims to identify key elements that influence customer satisfaction and develop recommendations for action. By understanding the relationship between various elements, the project aims to contribute to REWE's efforts to attract and retain loyal customers.
- Elements influencing customer satisfaction in the stationary food retail trade.
- The impact of product quality, price, design, service, and communication on customer satisfaction.
- The development of a network model to visualize and understand the interconnectedness of these elements.
- Recommendations for action based on the network model to improve customer satisfaction at REWE.
- The importance of customer loyalty and its impact on REWE's success.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction outlines the problem statement and objective of the project, focusing on increasing customer satisfaction at REWE. Chapter 2 presents a comprehensive list of elements influencing customer satisfaction in the stationary food retail trade, categorizing them into five groups: product, price, design, service, and communication.
Chapter 3 delves into the matrix of effects, examining the relationships between these elements and their impact on customer satisfaction. Chapter 4 graphically evaluates the matrix of effects, providing initial recommendations for action. Chapter 5 develops a detailed network model, offering specific and actionable recommendations for improving customer satisfaction at REWE.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this research project include: customer satisfaction, food retail trade, REWE, product quality, price, design, service, communication, network model, recommendation for action, customer loyalty, market share, competitive struggle, brand consciousness.
- Citation du texte
- Pascal Limburg (Auteur), 2017, Increase of the customer satisfaction by the example of stationary food retail trade REWE, Munich, GRIN Verlag, https://www.grin.com/document/490038
