Photo AI
Evaluate these two options and recommend which one Aldi should use to improve customer satisfaction - Edexcel - A-Level Business - Question 1 - 2022 - Paper 1
Question 1
Evaluate these two options and recommend which one Aldi should use to improve customer satisfaction. Extract A: Basic hourly wage at UK supermarkets – June 2018 Ex... show full transcript
Worked Solution & Example Answer:Evaluate these two options and recommend which one Aldi should use to improve customer satisfaction - Edexcel - A-Level Business - Question 1 - 2022 - Paper 1
Step 1
Option 1: Non-Financial Techniques
Answer
Aldi's basic hourly wage (£8.85) is the highest of all supermarkets, as shown by Extract A.
Aldi's staff are paid well, which may help to make the long working hours worthwhile. This aligns with F.W. Taylor's explanation of the importance of money as a motivator, particularly for jobs that can be broken down into a series of simple tasks. For example, the supermarket check-out role could benefit from this approach, which could enhance customer satisfaction.
Additionally, good pay helps to satisfy the basic needs identified in Maslow's hierarchy of needs. As a result, good pay may increase the motivation of workers, leading to improved levels of customer satisfaction.
As Aldi expands, performance bonuses for staff, linked to customer service and feedback, could increase customer satisfaction. As a firm expands, influencing profits, staff may be incentivized to ensure improvements in customer service, resulting in higher sales.
Step 2
Option 2: Working Conditions
Answer
Improving working conditions (Herzberg hygiene factors) is essential, particularly as long working hours are affecting some employees negatively. Enhancing these conditions could motivate staff more effectively, helping them serve customers well.
Some comments from managers on fringe benefits, such as company cars, could also improve morale among staff who work closely with customers in-store. Flexible working could also be implemented, as Aldi stores operate for extended periods, and a wider range of staff could be organized in teams to cover hours effectively.
Greater consultation between store managers and area managers may enhance the value that staff feel, which could lead to better customer satisfaction overall.