An Assessment of the Operational Performance of Supermarkets in ...

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distributed among the five supermarkets whereby 30 respondents were allocated toeach supermarket and were interviewed accordingly and the total response rateamounted to 150 respondents. The Statistical Packages for Social Sciences (SPSS16.0) for Windows were used to analyze the data collected.5.0 Research FindingsFrom a demographic perspective, 38% of the respondents were between 35 and 51years, followed by 35% between 25 and 35 years, 16% were of age between 18 and 25years and 11% represented respondents above 51 years. In terms of education level,the data collected showed that 39% of the respondents were degree holders, 35% haveattained Higher School Certificate Level; whilst 26% have attained School CertificateLevel. From a gender perspective, it has been observed that 60% of the respondentswere female and 40% were male. As far as marital status was concerned, the majorityof the respondents were married people (51%) and singles accounted for only 49%.5.1 Preference of SupermarketsBased on the empirical findings, there is a high frequency of visits to Way (24%),followed by 23% of respondents who have visited Super U. 20% have visited Winners,18% have visited GSR, whilst 15% have visited Kaddy Plus. Moreover, the respondentswere also asked to rate their supermarkets from most preferred to least preferred andthe findings showed that the majority of respondents mostly prefer and visit Super USupermarket (29%) followed by 27% who feel that they are satisfied with WaySupermarket and 31% have a neutral preference concerning Winners Supermarket.The respondents had an average preference (28%) for Kaddy Plus and the leastpreference for GSR (40%).5.2 Quality ObjectiveFrom the empirical findings, it can be revealed that the majority of respondents choosetheir supermarket based on availability of Good Quality products (54%). While 23% ofthe respondents have a Neutral response with regards to quality ratings, only 18% ofthe respondents would go for Best Quality shopping. 5% of the respondents showedthat they would still shop in a supermarket despite Low Quality goods are available. Asurvey was also carried out to assess quality of service in relation to the followingfactors: Hygiene and Sanitation, Fresh fruits and Vegetables, Branded Products, Value
for Money, Customer Friendly, Courtesy and Politeness of Staff. The majority ofrespondents agreed that good quality service is when supermarkets provide Brandedproducts (67%) followed by Hygiene and Sanitation (74%), Fresh fruits and Vegetables(67%) as well as Value for Money and Customer Friendly (37%).5.3 Speed/Dependability ObjectiveGenerally, people prefer faster service delivery. For the study in question, respondentswere asked to rate their level of agreement with respects to four characteristics. As persurvey findings, 61% of the respondents agree that stock of products/brands is alwaysavailable and 58% agreed that there is immediate availability of goods. 40% claimedthat there is a well- organized store layout to facilitate purchase. However, there is lessagreement concerning quick customer service (53%).Dependability means „being on time‟. The dependability objective was measured on alikert scale where respondents were requested to rate their satisfaction on dependabilitybased on six factors. Based on the empirical findings, 56% of the respondents perceivethat amount of time spent in queues is reasonable and there is timely delivery of bothproducts and services (61%). 68% of the respondents claim that opening hours areconvenient , hence customers receive their products/services on time.5.4 Flexibility ObjectiveFlexibility means adapting to changing circumstances quickly without disrupting the restof the operation. According to survey findings, 76% of the respondents perceive that thesupermarkets provide them with a wide range of products, followed by 67% who agreethat supermarkets meet their individual expectations for product and service. 65% agreethat there is appropriate and punctual information on sales promotion. However, thereare 45% of the respondents who believe that supermarkets cannot manage crowdseffectively on peak days. The important point to remember is that flexibility alwaysmeans „being able to change the operation in some way‟ (Newman, 1995). Hence, thisjustifies the need for the above supermarkets to change their operations in terms ofmanaging crowds.
Page 1 and 2: An Assessment of the Operational Pe
Page 3 and 4: 3.0 Literature Review3.1 Operations
Page 5 and 6: who intentionally choose their stor
Page 7: 3.6 FlexibilityA clear result of re
Page 11 and 12: Table 1: Pearson Bivariate Correlat
Page 13 and 14: organizations should plan and condu
Page 15 and 16: REFERENCESAbbott L. 1955, Quality a
Page 17 and 18: Garvin, D. 1992, Operations Strateg
Page 19 and 20: Reicheld, F. F and Sasser, W. R. 19

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