##Notes: Assessment 2, 3, 4 is all link together so the companies used for assessment 2, will be used in assessment 3 and 4. Module 2.1: Choosing an organisation A key element in assessment tasks 2, 3...

Table of Contents
1. Introduction    2
2. Research    2
2. (a) Research design    2
2. (b) Process of collecting data    2
2. (c) Secondary research    3
2. (d) Secondary research observation    3
3. Application of CEM concept    3
3. (a) Primary research design    3
3. (b) Secondary research design    4
3. (c) Summarise of the result    4
3. (d) Application of CEM concept    5
3. (e) Linking outcomes with literature review    5
4. Conclusion    5
References    7
Appendices    8
Appendix 1: Questionnaire    8
Appendix 2: Survey examples    10
1. Introduction
Customer satisfaction is one of the major aspects of any organisation in order to retain their business into an industry. This study is based on an Australian based organisation Woolworths. A number of data collection techniques have been used to collect information from the customer's end to fulfil the objectives of the study.
Objectives
· To find out factors involved with customer satisfaction
· To identify the organisation's customer experience strategy
2. Research
2. (a) Research design
Researcher has asked 10 different questions to 10 different customers from the company Woolworths. Customers who have visited the store of Woolworths have been considered for the study, a random sampling technique has been used in order to choose customers. The customers were not directly asked any question initially, they have been asked either they are interested in the survey or not. Researcher requested e-mail ID from all interested customers and a link of the survey questionnaire has been forwarded to that provided e-mail ID. That is how the data has been collected from customers.
2. (b) Process of collecting data
The researcher has not maintained any specific criteria while targeting customers. Only criteria that have been maintained before forwarding survey link are the frequency of visit. If an individual visit Woolworths store more than twice a month then those customers have been shortlisted for the study.
2. (c) Secondary research
As per the study by De Oña & de Oña (2014), it is observed that a survey was conducted on the transportation service industry. Throughout the study, it is found that customers get satisfied whenever they found their chosen transportation medium is able to reach the destination as per schedule time. On the other hand, another study by Subramanian et al. (2014) identified that e-commerce companies can able to retain their customers by maintaining good quality. Several researchers also have argued that quality is not the main concern to customers in the e-commerce industry, along with quality, delivery time, transportation charges are also factors involved with identifying customer satisfaction.
2. (d) Secondary research observation
[Refer to Appendix 2]
3. Application of CEM concept
3. (a) Primary research design
In this study has used exploratory research design. In terms of data collection, researcher has used primary data collection tool called a questionnaire. Counting opinion through conducting the survey is called a primary quantitative approach (Holton & Walsh, 2016). In the survey...