AST has supermarkets located in most towns and cities

| February 14, 2018

AST is a grocery and general merchandise retail group. AST has supermarkets located in most towns and cities in its home country. Over the last few years, profits have fallen and AST has recognised that it has paid insufficient attention to customer care.AST has now realised the importance of the customer experience at its supermarkets. In an attempt to earn the loyalty of its customers, AST has introduced a loyalty card scheme that rewards customers with discount vouchers based on their spend and buying patterns at supermarkets.The management of AST is considering the introduction of a balanced scorecard approach to manage the performance of its stores.Required:Recommend an objective and a suitable performance measure for each of three non-financial perspectives of a balanced scorecard that AST could use to support its new strategy of improving the customer experience.Note: in your answer you should state three perspectives and then recommend with reasons an objective and a performance measure for each one of your three perspectives.(Total for Question Four = 10 marks)

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