on as the ratio of a number of customers that have reported higher satisfaction than expectations after using the products and services of the company to the number of total customers served by the company. According to Farris, Bendle, Pfeifer, and Reibstein, (2010), customer satisfaction level is an important aspect in analyzing how the company is performing. The research revealed that 71% of the respondents said that customer satisfaction is critical in managing the business and in monitoring it (Farris et al., 2010). Gitman and McDaniel (2005) stated that customer satisfaction level is considered as a significant and a differentiator factor in this competitive market.
In the competitive market, customer satisfaction level is decisive for success. This report analyzes the situation of one of the largest retailers of the world, Wal-Mart. The report analyzes how the retailer is managing and satisfying the customers. The report first gives an overview of the company and issues related to customer satisfaction level at the company are discussed.. Different theories, models and trends on the subject have also been presented in this report. The report also recommends different strategies that Wal-Mart can adapt in order to improve the customer satisfaction level and a plan has been formulated on how to go about these recommendations.
Wal-Mart is the leading retailer in United States. Wal-Mart has been operating successfully since 1960s. The company has a presence in 27 countries along with an e-commerce website that allows consumers to purchase and order products that would be delivered at the doorstep of the customers. The company has reported sales of $466 billion in 2013 (Wal-Mart, 2014a). More than 2.2 million employees work for Wal-Mart in different parts of the world. In United States alone, the company has employed approximately 1.3 million employees (Wal-Mart, 2014b). According to Fortune Global 500 list, the company is the largest employer in the world (CNN