{"id":1089,"date":"2019-01-18T08:28:58","date_gmt":"2019-01-18T08:28:58","guid":{"rendered":"https:\/\/www.makemyassignments.com\/sample\/?p=1089"},"modified":"2019-01-18T08:30:41","modified_gmt":"2019-01-18T08:30:41","slug":"an-analysis-of-the-impact-of-customer-satisfaction-on-brand-loyalty-a-case-study-of-tesco-plc-uk","status":"publish","type":"post","link":"https:\/\/www.makemyassignments.com\/sample\/an-analysis-of-the-impact-of-customer-satisfaction-on-brand-loyalty-a-case-study-of-tesco-plc-uk\/","title":{"rendered":"AN ANALYSIS OF THE IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY: A CASE STUDY OF TESCO PLC, UK"},"content":{"rendered":"<p><strong>Abstract<\/strong><\/p>\n<p>This research is done to understand the effect of the customer satisfaction in the brand loyalty in the Tesco plc. The main issue of the research has been focused in the context and the study is done to overcome the issues that has been channelizing in the Tesco plc. There are various theories and models are discussed in the literature review that helps in understanding the concept of the variables of the research topic. The various factors of the customer satisfaction has been discussed in the context.<\/p>\n<p>The researcher have used the positivism theory in the methodology and deductive approach. The data and information for the study of the research has been collected from both primary and secondary sources and the data is analysed using quantitative and qualitative analysis methods. A sample of fifty customers are taken for the conduction of the survey and close ended questions are asked to the participants. There are six open ended questions asked to the three managers of the Tesco and the data are recorded for the analysis. The outcomes o9f the research are shown graphically and in tabular form. The outcomes of the study has successfully fulfilled the objectives of the research.<\/p>\n<h1><a name=\"_Toc480297914\"><\/a><a name=\"_Toc480297575\"><\/a>1. Introduction<\/h1>\n<h2><a name=\"_Toc480297915\"><\/a><a name=\"_Toc480297576\"><\/a>1.1 Introduction<\/h2>\n<p>Each and every organisation in the market has to satisfy their customers. An effective reaction of the customers helps the organisation to develop in the market and achieve its success. In the context of the big companies, customer satisfaction is the meeting the expectation and needs of the customer by the involvement of good quality of products and services that the customer needs. Therefore, this research deals with the various concepts and factors that deals with the satisfaction of the customers in the TESCO plc. There are different theories and models discussed on the given topic that helps in understanding the concept of the variables in the topic. The research has followed many methodology and analysis of data is properly done to meet the goals and objectives of the research.<\/p>\n<h2><a name=\"_Toc480297916\"><\/a><a name=\"_Toc480297577\"><\/a>1.2 Research Background<\/h2>\n<p>This research deals with the effect of the customer satisfaction on the brand loyalty of the Tesco plc. The reaction of the customer for the quality of the products and services offered by the company determines the satisfaction of the customer. There are many cases where the companies are not able to maintain the relationships with the customers and they started losing their interest in the company. The loyalty of the customers started decreasing that causes a huge loss to the sales of the company. This research helps in identifying the major factors that evolves in the satisfaction of the customers and the role of the brand performance in gaining the loyalty of the customers. There are many theories and models discussed in the research that helps in understanding the concept of the customer satisfaction in the development of the company. The researcher has used various types of methodology in the research and proper selection of the data analysis method to improvise the outcome of the study.<\/p>\n<h2><a name=\"_Toc480297917\"><\/a><a name=\"_Toc480297578\"><\/a>1.3 Company background<\/h2>\n<p>Tesco plc is a UK based company that deals with the grocery and general merchandise retailer brand in the country. It is the largest retailer company in the UK with over 3500 stores and 310000 colleagues. Tesco has able to maintain its brand name on the market and able to attract many customers in the market with its quality product and services provided to the customers. With the over years, it has shown decrease in the customer satisfaction due to the loss in the value of the shares in the stock exchange.<\/p>\n<h2><a name=\"_Toc480297918\"><\/a><a name=\"_Toc480297579\"><\/a>1.4 Research rationale<\/h2>\n<p><strong>What is the issue?<\/strong><\/p>\n<p>Customer satisfaction is a precious element in the development in an organisation.\u00a0 The main issue of the research is the dissatisfaction of the customer. The companies are unable to satisfy the needs and expectation of the customers. There are many companies that are unable to attain a healthy relationship with the customers and started losing their customers. The CRM department of the organisation starts losing its control on the employees that depletes the brand name of the company in the market.<\/p>\n<p><strong>Why it is the issue?<\/strong><\/p>\n<p>The dissatisfaction of the customers of the Tesco plc has led to many interrupt in the business of the company. This topic has gained many attention in the recent market as many companies including Tesco plc is unable to satisfy its customers in the market. Companies are using the brand name for the sales of its products but there are some loopholes in the loyalty of the company towards their customers that leads to misleading of the customers.<\/p>\n<p><strong>Why it is an issue now?<\/strong><\/p>\n<p>In the current context the customer satisfaction has one of the important part of the progress of the company. Recently, Tesco has payed a bill of \u00a3235 million for buying a prosecution for \u2018cooking the books\u2019 and inflating the profits. The company has to pay a fine of \u00a3129 million to Serious Fraud Office under the Deferred Prosecution Agreement (DPA). There is a interest of \u00a385 million to the stakeholders that are misled by the profit of the company. Therefore, this fraud case of Tesco has also misled the customers of the company and they have started showing least in the products of the company. Therefore, the company is running in loss and the share value of the company has decreased due to this offense.<\/p>\n<p><strong>How this research shed light on the issue?<\/strong><\/p>\n<p>With the above fraud case by the Tesco plc, this research shed light in the various factors that has influenced the brand loyalty and the effect of customer satisfaction on the brand loyalty. This research has able to find the role of the performance of the brand in the loyalty and satisfaction of the customer. There are recommendation provided in the end of the research that helps in improving the satisfaction of the customers in brand loyalty.<\/p>\n<h2><a name=\"_Toc480297919\"><\/a><a name=\"_Toc480297580\"><\/a>1.5 Research Aim<\/h2>\n<p>The aim of the research is to analyse the effect of the customer satisfaction on the brand loyalty of the Tesco plc, UK.<\/p>\n<h2><a name=\"_Toc480297920\"><\/a><a name=\"_Toc480297581\"><\/a>1.6 Research objectives<\/h2>\n<p>Following are the objectives of the research:-<\/p>\n<ul>\n<li>To discuss the different factors that influence brand loyalty<\/li>\n<li>To examine the effect of customer satisfaction on the brand loyalty<\/li>\n<li>To identify the role of the brand performance in customer satisfaction and loyalty<\/li>\n<li>To recommend improvements in satisfaction of customers in brand loyalty<\/li>\n<\/ul>\n<h2><a name=\"_Toc480297921\"><\/a><a name=\"_Toc480297582\"><\/a>1.7 Research Questions<\/h2>\n<p>The research questions are mentioned below:-<\/p>\n<ul>\n<li>What are the factors that influence the brand loyalty?<\/li>\n<li>How the customer satisfaction affects the brand loyalty?<\/li>\n<li>What is the effect of the brand performance in customer satisfaction and loyalty?<\/li>\n<li>What are the recommendation for the improvement in customer satisfaction in brand loyalty?<\/li>\n<\/ul>\n<h2><a name=\"_Toc480297922\"><\/a><a name=\"_Toc480297583\"><\/a>1.8 Significance of the research<\/h2>\n<p>This research signifies the importance of the research topic in the market. This research helps the management of the Tesco plc to understand the faults and challenges in the strategy of the company that helps in identifying the factors that promotes the customer satisfaction ion the company. This research also helps the future researcher to work on this topic. The outcomes of the research is clear and understandable for the future purpose and research works. This research helps the learner to understand the importance of the customer satisfaction in the development of the company.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1090 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-1.png\" alt=\"\" width=\"637\" height=\"372\" \/><\/p>\n<p><em><strong>\u00a0Click on Page 2 to read further<\/strong><\/em><br \/>\n<!--nextpage--><\/p>\n<h1><a name=\"_Toc480297924\"><\/a><a name=\"_Toc480297585\"><\/a>2. Literature review<\/h1>\n<h2><a name=\"_Toc480297925\"><\/a><a name=\"_Toc480297586\"><\/a>2.1 Introduction<\/h2>\n<p>This study mainly focuses on the customer satisfaction and its impact on the brand loyalty. However, the first variable of the study is customer satisfaction and it is the independent variable whereas, brand loyalty is the dependent variable in this study. Moreover, customer satisfaction is important for the organisation in increasing the brand loyalty of the organisation. In this section concepts of the two variables with theories and models have been discussed with instances and factors. Empirical evidence has been put in this section to get the idea from the literature about the topic.<\/p>\n<p>&nbsp;<\/p>\n<h2><a name=\"_Toc480297926\"><\/a><a name=\"_Toc480297587\"><\/a>2.2 Previous research works<\/h2>\n<p>Article named,An empirical analysis of home appliances in Pakistan, authors are, Prof. Dr.Abdul Ghafoor Awan, Dean and Asad-ur-Rehman, MS Scholar,in this article, it has given much emphasis on customer satisfaction which is the main concern and the brand loyalty is the main objective. This two marketing concepts can be addressed as the goals of companies. The customer satisfaction, as well as the brand loyalty, is the main issue and sensitive for any business firm. This article discusses the impact of brand loyalty where the customer repurchase the same brand is an indication for long-term revenues, benefits as well as the growth. The efficiency level must be enhanced by the proper investigation of brand efficiency to satisfy the customer\u2019s objective. This will help to improve the performance level of the companies and competitive environment by maintaining sustainable growth.<\/p>\n<p>Article named, Brand awareness and customer loyalty, author: Maciej Kaniewski, in this article is mainly focused on the brand awareness where the brand recall is the special phenomenon. This makes the customer aware of the brand recognition and makes them understand the complex structure of the brand of any product.\u00a0 This will help them to understand the quality of the brand, the practical attributes of the goods, whether it is properly functioning or not and mostly about its tastes if they buy for the first time. This will have a great impact on the choice of purchasing and one time purchases will satisfy the customer\u2019s expectation.<\/p>\n<h2><a name=\"_Toc480297927\"><\/a><a name=\"_Toc480297588\"><\/a>2.3 Conceptual Framework<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1091 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/Dissertation-sample-2.png\" alt=\"\" width=\"684\" height=\"853\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><a name=\"_Toc480297928\"><\/a><a name=\"_Toc480297589\"><\/a>2.4 Concept of Customers satisfaction<\/h2>\n<p>Customers satisfaction is related to the marketing concept which measures the expectation level of the customers that is concerned about the services and the product supplied by the company. It is the concept in the abstract sense that involves the factors like the quality of the product and the services that are provided by the supplier, the availability of the goods, the place where those goods can be bought and the original price of the goods. The main objective of the suppliers of the company is to meet the expectation level of the customer by providing them with the best possible services of better quality and with reasonable prices. As stated by Zhang (2014, p.290), the survey of customer satisfaction is related to some factors where the customers are more concerned about the quality of the product they receive. It also depends upon the time factors that at what place the product will be available, the sales availability, the waiting time and the location as well as parking of the operation, the attentiveness as well as the politeness of the service providers. The most important factor is the cost of the goods and the delivery time of the product that target to satisfy the customers.<\/p>\n<h2><a name=\"_Toc480297929\"><\/a><a name=\"_Toc480297590\"><\/a>2.5 Theories of customer satisfaction<\/h2>\n<h3><a name=\"_Toc480297930\"><\/a><a name=\"_Toc480297591\"><\/a>The theory of assimilation:<\/h3>\n<p>This theory focuses on the customer&#8217;s way of adjusting the perceptions of specific goods by reducing the dissonance, discrepancies between the performance of the product received and the expectation level of the customers and minimising experimental disconfirmation. These adjusting factors will minimise the tensions of the customers and make them bring very close to their level of expectation. This theory focuses to reduce the agreement among the customers and increase their level of expectations as well as the satisfaction level.<\/p>\n<h3><a name=\"_Toc480297931\"><\/a><a name=\"_Toc480297592\"><\/a>The theory of contrast:<\/h3>\n<p>This theory focused on magnifying the level of discrepancy between the attitude of a customer and their statements of opinion. This theory describes the time of experiment disconfirmation of the customers. The customers try to avoid the discrepancies level between the level of expectation that they previously had and the actual performances of the product, by changing the evaluation away from the level of expectation (Rahimi 2017, p.44). This theory has the continuous effect of exaggerating the discrepancy level. If any firm increases the expectation level in advertising then the expectation level of the customer will be reduced slightly than the promised level, the goods or the services will be cancelled or rejected that will be totally unsatisfactory.<\/p>\n<h3><a name=\"_Toc480297593\"><\/a><a name=\"_Toc480297932\"><\/a>The theory of assimilation-contrast:<\/h3>\n<p>This theory describes the relationships between all those variables related to the model of disconfirmation. As stated in assimilation theory, the customers try to adjust the differences of the perception level of goods performance. They will try to reach their previous level of expectation only when the level of discrepancy will be too small. But in the case of Contrast model, there will be the large discrepancies between the difference in perceived performance and the level of expectation of the customers. This theory illustrates both of the theories that have the tendency of reducing the discrepancies and target to reach to the satisfaction level of the customer (Cha <em>et al.<\/em> 2016, p.240).<\/p>\n<h2><a name=\"_Toc480297933\"><\/a><a name=\"_Toc480297594\"><\/a>2.6 Models of Customers satisfaction<\/h2>\n<h3><a name=\"_Toc480297595\"><\/a><a name=\"_Toc480297934\"><\/a>Servqual Model:<\/h3>\n<p>Servqual model is the instrument for multidimensional research which is focused on capturing the expectation level of the customers and their perceptions of the performance of the quality of goods or services (Lam, 2014, p.30). Servqual is the expectancy model for disconfirmation paradigm where the customer confirmed the expectation level for the pre- consumption of the service quality or they may be disconfirmed due to the experience they gathered from the perceptions of the actual services received.<\/p>\n<p>The basic features and dimensions of servqual model are as follows:-<\/p>\n<ol>\n<li>a) <strong>Physical dimension<\/strong> &#8211; This includes the factors like facilities, equipment and the products for communication that will evaluate the customer&#8217;s satisfaction.<\/li>\n<li>b) <strong>Reliability <\/strong>&#8211; The customer&#8217;s expectation level will be fulfilled if the capability of doing the services is reliable in nature. Then the delivery time, as well as the service cost, will be minimised.<\/li>\n<li>c) <strong>Responsibility <\/strong>&#8211; It means the service quality that is provided by the service provider should be sensitive and must be aware towards the inquiries and the complaints from customer&#8217;s side. It means to answer the questions given by the customers.<\/li>\n<li>d) <strong>Warranties and guarantees<\/strong> &#8211; This indicate the competency level of the workers of organisation and their ability to gain the customer\u2019s trust and the level of confidence towards the organisation.<\/li>\n<li>e) <strong>Empathy <\/strong>&#8211; This influence the spirit of the customers that how the provided services satisfy them. The organisation has to understand the customers who are really important to it.<\/li>\n<\/ol>\n<h3><a name=\"_Toc480297596\"><\/a><a name=\"_Toc480297935\"><\/a>Kano Model:<\/h3>\n<p>This is the proposed tool for providing the useful technique of including any features in the product and the part of services (Saleem 2014,p.710). These possible features help to maximise the profit and fulfil the customer&#8217;s satisfaction level.<\/p>\n<p>Basic attributes of Kano model are as follows:-<\/p>\n<ul>\n<li><strong>Threshold attributes<\/strong> &#8211; This attribute must be present in every product to meet customers expectation.<\/li>\n<li><strong>Performance attributes <\/strong>&#8211; This attributes influence the performance level of known product that will help to increase the enjoyment of the customers.<\/li>\n<li><strong>Excitement attributes <\/strong>&#8211; This attributes indicate the surprising event for the customers that they don&#8217;t know what they want but actually getting.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1092 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-sample-3.png\" alt=\"\" width=\"468\" height=\"454\" \/><\/p>\n<h2><a name=\"_Toc480297936\"><\/a><a name=\"_Toc480297597\"><\/a>2.7 Concept of Brand Loyalty<\/h2>\n<p>Brand Loyalty is the concept of the company that helps in the understanding of the behavior of the customer who become loyal to the company and make repeated purchase of the products (Cha <em>et al<\/em>. 2016, p.239). Loyal customers purchase their choice of products from various brands with a convenient price. Therefore, different companies tries to cultivate their loyal customers in order to increase their sales of the company. Therefore, this factor enables the company to maintain and enhance the quality of the products and services in order to cultivate the loyal customers in the market. As suggested by Pappu and Quester, (2016, p.15), the brand name of the company makes a positive change in the mind of the customers regarding the company. There are many factors that helps the company to increase its brand loyalty in the market. Therefore, brand name of the company helps in maintaining the customer engagement in the company.<\/p>\n<h2><a name=\"_Toc480297937\"><\/a><a name=\"_Toc480297598\"><\/a>2.8 Theories of Brand Loyalty<\/h2>\n<h3><a name=\"_Toc480297938\"><\/a><a name=\"_Toc480297599\"><\/a>Three stage theory<\/h3>\n<p>The three stage theory consists of three stages that resembles the brand loyalty of the company. These three stages are explained below:<\/p>\n<p><strong>Design<\/strong><\/p>\n<p>The design describes the outlook of the company in the market. It includes the logos, slogans, colours and catchy-phrases (Liu <em>et al<\/em>. 2016, p.1064). It is the way to attract the customers towards the company in order to increase the sales of the company. Different company has also its own logo and slogans to attract the customers. It differentiate the company from other companies in the market.<\/p>\n<p><strong>Value Proposition<\/strong><\/p>\n<p>It is the products and services that the company offered in the market for the customers that helps in attracting the customers to towards the company. This adds up a value to the company by the quality of the products and services provided to the customers (Di Benedetto and Kim, 2016, p. 3723). Different companies have a proper value proposition that helps in increasing the engagement of the customer in the company. The product and services offered by the company helps in the increasing the brand loyalty in the market.<\/p>\n<p><strong>Positioning Statement<\/strong><\/p>\n<p>This is a statement that the company makes in order to provide the quality products and services to the customers. This helps the customer to select their choice of brand and makes repeated purchase from the company. The brand name of the company has increased a lot that helps in making the positioning statement for the company.<\/p>\n<h3><a name=\"_Toc480297939\"><\/a><a name=\"_Toc480297600\"><\/a>The multidimensional theory<\/h3>\n<p>This theory explains the various dimensions of the brand loyalty including the demographic and psychological aspects with multivariate measurements. This theory deals with the implementation of the brand loyalty on the mind of the customers and attract them towards the product and services of the company. There is a drastic changes in the factors that are affecting the brand loyalty of the company. The psychology of the customers have changed from the low pricing to the high pricing. The customers are not bothering with the high prices of the products rather than the quality of the product.<\/p>\n<h2><a name=\"_Toc480297943\"><\/a><a name=\"_Toc480297604\"><\/a>2.9 Factors that drive brand loyalty<\/h2>\n<p>There are various factors that helps in driving the brand loyalty in the customer. The loyalty of the customers towards a company helps in driving the brand loyalty of the company.<\/p>\n<p><strong>Product<\/strong><\/p>\n<p>According to Kitrungpaiboon and Kim, (2017, p.53), the product of the company is the main factor that drives the brand loyalty of the company. The customers are looking for the good quality of the products and choose the brand that provides the product of their choices. Therefore, the quality of the product is a necessary factor in the brand loyalty. The competition in the market has enabled the company to look after the quality of the product they offer in order to compete in the market with the other companies.<\/p>\n<p><strong>Price<\/strong><\/p>\n<p>In the current scenario, customers are looking for the quality product at a convenient price. The pricing of the product is important to engage the customers with the company. Therefore, the pricing strategy of the company have to be maintained in a proper way to minimise the selling price of the product in the market. The availability of the quality product at a minimal cost helps in attracting the customers towards the company.<\/p>\n<p><strong>Variety in products<\/strong><\/p>\n<p>The customer looks for the variety in the products of the company. These variations includes the change in colour, size and quality of the products of the same company (Haryanto <em>et al<\/em>. 2016, p.4029). The varieties in the product helps the customers to choose from the products. Therefore, the customers get attracted to the particular company offering this service.<\/p>\n<p><strong>Marketing<\/strong><\/p>\n<p>The marketing strategy also affects the brand loyalty of the company. There are many companies that improvises in the market due to its marketing strategy. Companies used to have a brand ambassador of the product who advertises the products in the public. Therefore, the public get attracted to the way they advertise the product and opts for the purchase of the product from the company.<\/p>\n<h2><a name=\"_Toc480297944\"><\/a><a name=\"_Toc480297605\"><\/a>2.10 Factors that satisfy the customers<\/h2>\n<p>The satisfaction of the customers is very important in the respect of the company point of view. A satisfied customers provides referral to other customers for the purchase of the products from the company. There are various factors that helps in the customer satisfaction:<\/p>\n<p><strong>Customer needs<\/strong><\/p>\n<p>The needs and expectations of the customer are important for the company to satisfy it (Drabjerdi <em>et al<\/em>. 2016, p.265). There are many needs and expectation of the customers that have to be identified by the company and take steps to meet them. These helps in creating a positive impact of the company in the minds of the customers regarding the brand loyalty of the company.<\/p>\n<p><strong>Ease of access<\/strong><\/p>\n<p>The products and services that are provided by the company to the customer needs to be easy in access. Therefore, the company looks for the ease in the complexity of the product. This helps in attracting the customers towards the company.<\/p>\n<p><strong>Customer relationships<\/strong><\/p>\n<p>The CRM of the company helps in strengthening the relationships with the customers. This department in the company resolves the queries and issues of the customers that helps in the customer engagement in the company. Therefore, a healthy relationship with the customer helps in engaging the customers in the company.<\/p>\n<h2><a name=\"_Toc480297945\"><\/a><a name=\"_Toc480297606\"><\/a>2.11 Impact of customer satisfaction on brand loyalty<\/h2>\n<p>There are various impacts of the customer&#8217;s satisfaction on the brand loyalty of the company. A satisfied customer is an important assets of the company (Garcia-Martinez <em>et al<\/em>. 2016, p.66). Companies used to make different strategies in order to satisfy their customers. A strong brand name influences the customers by its quality products and services. A satisfied customers helps in increasing the sales of the company and provide referrals to other customers for purchasing a particular brand. This helps in increasing the brand loyalty of the company. The customer satisfaction helps in increasing the number of loyal customers for the company (Keller, 2016, p.9). This affects the performance of the company in the market regarding the quality of the products and services offered by the company.<\/p>\n<h2><a name=\"_Toc480297946\"><\/a><a name=\"_Toc480297607\"><\/a>2.12 Gaps in Literature<\/h2>\n<p>The theories and models that has been discussed in the above section helps in understanding the fundamental of the given topic. The depth of the study of the topic has not been discussed in the literature including the proper effect of the customer satisfaction on the brand loyalty. The literature does not provide any steps that can be adopted by the companies to enhance the brand loyalty of the company and the engagement if the customers in the company.<\/p>\n<h2><a name=\"_Toc480297947\"><\/a><a name=\"_Toc480297608\"><\/a>2.13 Summary<\/h2>\n<p>From the above discussion, it is summarised that the satisfaction of the customer is important for the enhancement of the brand loyalty of the company. The loyalty of the customer is properly explained in the context with the use of the different theories and models related to the variables of the topic. These theories and models have helped to understand the various effects of the customer satisfaction on the brand loyalty.<\/p>\n<p><strong><em>Click page 3 to read further<\/em><\/strong><br \/>\n<!--nextpage--><\/p>\n<h1><a name=\"_Toc480297948\"><\/a><a name=\"_Toc480297609\"><\/a>3. Research Methodology<\/h1>\n<h2><a name=\"_Toc480297949\"><\/a><a name=\"_Toc480297610\"><\/a>3.1 Introduction<\/h2>\n<p>This chapter resembles with the various methodology that is used in the research that helps in performing the research in a better way. The chapter discusses about the various research designs and philosophies that are used in the study. The data collection method and data analysis method has been explained in this chapter. The ethical consideration and access issues are discussed in the chapter.<\/p>\n<h2><a name=\"_Toc480297950\"><\/a><a name=\"_Toc480297611\"><\/a>3.2 Research Onion<\/h2>\n<p>The research onion refers to a framework that helps in the proper outlook of the overall research and the study that is conducted. It is a layered approach of the research that has three levels. As suggested by Saunders <em>et al<\/em>. (2009, p. 52), there are three levels of the framework including axiology, ontology and epistemology. Axiology deals with the study of the various ethics and values involved in the research.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1093 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-sample-4.png\" alt=\"\" width=\"747\" height=\"502\" \/><\/p>\n<p>Ontology deals with the real existence of the facts in the research. Epistemology deals with the various methods by which the reality is known.<\/p>\n<h2><a name=\"_Toc480297952\"><\/a><a name=\"_Toc480297613\"><\/a>3.3 Research philosophy<\/h2>\n<p>There are four types of the philosophy including Positivism, Post Positivism, Realism and Interpretivism. The Positivism deals with the reality of the facts and figures that have real existence in the world. The other theories depends on the general perception of the people. There are no reality in the facts and figures. The Positivist theory helps in gathering the statistical and logistic data for the research (Bergh and Ketchen (2014).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1094 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-sample-5.png\" alt=\"\" width=\"721\" height=\"421\" \/><\/p>\n<h2><a name=\"_Toc480297954\"><\/a><a name=\"_Toc480297615\"><\/a>3.4 Research Design<\/h2>\n<p>The three types of research design are descriptive, explanatory and exploratory. As suggested by Taylor <em>et al<\/em>., (2015), explanatory refers to the psychological aspects of the study. On the second hand, descriptive design deals refers to the both positive and negative behaviour of the study. This research has used the descriptive design as it deals with the both side of the study. It helps in maintaining huge amount of data with ease. There are some goals and objectives of the research which can be fulfilled by the descriptive design.<\/p>\n<h2><a name=\"_Toc480297955\"><\/a><a name=\"_Toc480297616\"><\/a>3.5 Research Approach<\/h2>\n<p>There are two types of approach including deductive and inductive. The deductive approach refers to the data and information that is gathered from the various sources with existing theories. It is a top-bottom approach that helps in providing the generic clear vision of the study of the research (Mackey and Gass, 2015, pp. 123).\u00a0 Inductive approach deals with gathering data and information from the new theories and models. This research has used the deductive approach as it deals with the existing theories and models relevant to the topic.<\/p>\n<h2><a name=\"_Toc480297956\"><\/a><a name=\"_Toc480297617\"><\/a>3.6 Research Strategy<\/h2>\n<p>As suggested by Silverman (2016, p.269), there are many research strategies including surveys, experiments, case study analysis and interviews. This research has used both the surveys and interviews for gathering the data and information regarding the research topic. The researcher has taken a sample size and surveys and interviews are done on them by asking questions to the participants. The strategy has helped in gathering the accurate data and information about the topic.<\/p>\n<h2><a name=\"_Toc480297957\"><\/a><a name=\"_Toc480297618\"><\/a>3.6 Data Collection method<\/h2>\n<p>The research contains both the primary and secondary data collection method. The data and information are collected from the surveys and interviews as primary method and secondary method includes the data collection from the online books and journals. As suggested by Flick (2015, p.239) the data collection methods used in the research is satisfactory and provides the correct data and information about the relevant research topic.\u00a0 The survey is organised as simple, random and probable. The researcher has asked 10 questions in the surveys.<\/p>\n<h2><a name=\"_Toc480297958\"><\/a><a name=\"_Toc480297619\"><\/a>3.7 Sampling Techniques<\/h2>\n<p>A sample size of 50 samples are taken for the conduction of the surveys and interviews during the research. The greater number of samples are taken to make the obtained data accurate. There are close ended questions are asked as the data collection tool for the research. The researcher acknowledges the answers of the participants as the data and information for the research.<\/p>\n<h2><a name=\"_Toc480297959\"><\/a><a name=\"_Toc480297620\"><\/a>3.8 Data Analysis<\/h2>\n<p>Both the primary and secondary data analysis are used in the research. The qualitative analysis of the data that is collected from the online books and journals are done.\u00a0 The quantitative analysis has been done on the data collected from the surveys.As suggested by Smith (2015, p.345), likert scale has been used to represent the outcomes of the study in a graphical and tabular form that helps in proper understanding of the research topic.<\/p>\n<h2><a name=\"_Toc480297960\"><\/a><a name=\"_Toc480297621\"><\/a>3.9 Ethical Consideration<\/h2>\n<p>There are many ethical issues in the study of the topic. Some of the participants are not ready to participate in the surveys and interviews and they are not forced to participate. Language was an issue in conducting the surveys and interviews. There are many online books that requires fund to register. Therefore, data was not taken from these books and articles.<\/p>\n<h2><a name=\"_Toc480297961\"><\/a><a name=\"_Toc480297622\"><\/a>3.10 Validity and Reliability<\/h2>\n<p>The data and collection that are taken from the various sources are authentic. The online books and journals taken are recent and the updated data are taken for the study. As suggested by Panneerselvam (2014, p.134), the outcomes of the study are not tampered and kept transparent for the future work. The research is done under the Data Protection Act 1998. The personal data and information are not shared with anyone and the data are kept secured.<\/p>\n<h2><a name=\"_Toc480297963\"><\/a><a name=\"_Toc480297624\"><\/a>3.11 Summary<\/h2>\n<p>It can be summarised that the research has followed a proper methodology. The researcher has used both the primary and secondary data collection method for the better interpretation of the data and information regarding the study of the research.<\/p>\n<p><strong><em>Click page 4 to read further<\/em><\/strong><br \/>\n<!--nextpage--><\/p>\n<h1><a name=\"_Toc480297964\"><\/a><a name=\"_Toc480297625\"><\/a>Chapter 4: Findings<\/h1>\n<h2><a name=\"_Toc480297965\"><\/a><a name=\"_Toc480297626\"><\/a>4.1 Introduction<\/h2>\n<p>This chapter deals with the data and findings that are collected from the qualitative and quantitative methods. There are various questions asked to the participants of the survey and the answers are represented in the tabular form and graphs that helps the learner to understand the outcomes of the research. This study provides a proper conclusion of the topic with the help of the outcomes of the research.<\/p>\n<h2><a name=\"_Toc480297966\"><\/a><a name=\"_Toc480297627\"><\/a>4.2 Quantitative data findings<\/h2>\n<p>The research is able to identify the outcomes that is obtained from the answers of the participants. The data has been collected from the customers of the Tesco by asking 10 multiple choice questions that are close ended. Almost 50 participants have answered these questions and the data are recorded properly for the analysis.<\/p>\n<ol>\n<li><strong> Specify your gender?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>No of respondents<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Male<\/td>\n<td>20<\/td>\n<td>40%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Female<\/td>\n<td>30<\/td>\n<td>60%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>Analysis: <\/strong>The above graphs shows that the number of female customers are more than male customers. It means that the females are more attracted towards the product of the Tesco. Around 60% of the females and 40% of males are customers of the Tesco. Therefore, the company needs to provide some discounts to the female customers so that they can purchase more from the company. There needs to be some reward point system provided to the female customers that can increase the interest of purchasing by the females.<\/p>\n<ol start=\"2\">\n<li><strong> What is the age group you belong?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>No of respondents<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>18 to 25 years<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>26 to 45 years<\/td>\n<td>30<\/td>\n<td>60%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>46 to 60 years<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1095 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-1.png\" alt=\"\" width=\"692\" height=\"414\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Analysis: <\/strong>It can be observed from the above graph that 60% are the participants of age group 26 to 45 years. Therefore, these age group people have a high interest of purchasing products from the Tesco and satisfied with the quality of the products and services provided by the Tesco. The adult people are showing more interest in the company products. Therefore, it reflects that the company needs to produce more products related to this age group people.<\/p>\n<ol start=\"3\">\n<li><strong> How long you have been purchasing products from Tesco?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of respondents<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>New customer<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>More than 1 years<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>More than 5 years<\/td>\n<td>30<\/td>\n<td>60%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>Table 4.3: Loyalty of customers for Tesco<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1096 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-3.png\" alt=\"\" width=\"499\" height=\"299\" \/><\/p>\n<p><strong>Analysis: <\/strong>The above analysis shows that the most of the customers of the Tesco are loyal for more than 5 years. The loyalty of the customers are because of the quality products and services provided by the company. \u00a0This also means that Tesco is ruling the market for many years and attaining the attention of the customer by its quality products and services. Therefore, the company needs to take tr5jhe feedbacks of the customers in order to maintain the loyalty of the customers.<\/p>\n<ol start=\"4\">\n<li><strong> How far are you satisfied with the product of the Tesco?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of responses<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Highly satisfied<\/td>\n<td>30<\/td>\n<td>60%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Satisfied<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Neutral<\/td>\n<td>8<\/td>\n<td>16%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Dissatisfied<\/td>\n<td>2<\/td>\n<td>4%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Highly dissatisfied<\/td>\n<td>5<\/td>\n<td>10%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1098 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-4.png\" alt=\"\" width=\"518\" height=\"310\" \/><\/p>\n<p><strong>Analysis: <\/strong>The above study reflects that the customers are happy with the services of the Tesco and they are showing more interest in the products of the company. Therefore, the company have to enhance the quality of the products and services to engage more customers with the company. The company needs to check the packaging of the product including the color and quality of the packaging. This checking of the product allows the company to be assure about the security of the product. The feedback of the customers are necessary to identify the loopholes and gas in the quality of the products and services of the company. \u00a0The fulfillment of the gaps and the loopholes helps in the development of the company.<\/p>\n<ol start=\"6\">\n<li><strong> Have you ever referred your friend to avail services of Tesco?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of responses<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Yes<\/td>\n<td>25<\/td>\n<td>50%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>No<\/td>\n<td>18<\/td>\n<td>36%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Possibly<\/td>\n<td>7<\/td>\n<td>14%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1099 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-5.png\" alt=\"\" width=\"655\" height=\"392\" \/><\/p>\n<p><strong>Analysis: <\/strong>The study shows that the regular and loyal customers of the company have referred many friends to avail the products and services of tesco in order to get the benefit. The data has shown that the customers have referred their close mates and friends. This has increased the number of the customers of the tesco. The referred customers are also loyal to the company as they are referred by their close friends and mates. This has helped Tesco to maintain the customer relationship criteria.<\/p>\n<ol start=\"7\">\n<li><strong> What are the challenges faced in the product of the Tesco?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of responses<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Economic<\/td>\n<td>20<\/td>\n<td>40%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Demographic<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Social<\/td>\n<td>5<\/td>\n<td>10%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Cultural<\/td>\n<td>5<\/td>\n<td>10%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Competitors<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1100 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-6.png\" alt=\"\" width=\"568\" height=\"340\" \/><\/p>\n<p><strong>Analysis: <\/strong>The data and findings of the study have showed that the company is facing many challenges including the economic, demographic, social, cultural and its competitors. The data shows that the company is facing the economic problems due to the recent changes in the market policies. The changes in the price of the raw materials have increased the prices of production of the products that has reduced the profits of the company.<\/p>\n<ol start=\"8\">\n<li><strong> How much do you rate the app of Tesco?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of responses<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Less than 2<\/td>\n<td>3<\/td>\n<td>6%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>2-4<\/td>\n<td>2<\/td>\n<td>4%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>4-6<\/td>\n<td>5<\/td>\n<td>10%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>6-8<\/td>\n<td>15<\/td>\n<td>30%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>8-10<\/td>\n<td>25<\/td>\n<td>50%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1101 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-7.png\" alt=\"\" width=\"616\" height=\"369\" \/><\/p>\n<p><strong>Analysis: <\/strong>The data has shown that the people are showing interest in the Tesco app from which they can avail the products and services of the company from anywhere. It has increased the rate of success of the company. The company is getting profit from the installation of the app by the customers.<\/p>\n<ol start=\"9\">\n<li><strong> What are the recommendation you provide for the improvements in the products of Tesco?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of responses<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Raw material<\/td>\n<td>7<\/td>\n<td>14%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Processing<\/td>\n<td>5<\/td>\n<td>10%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Marketing<\/td>\n<td>3<\/td>\n<td>6%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Pricing<\/td>\n<td>15<\/td>\n<td>30%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Customer Reviews<\/td>\n<td>20<\/td>\n<td>40%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1102 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-9.png\" alt=\"\" width=\"650\" height=\"389\" \/><\/p>\n<p><strong>Analysis: <\/strong>There are few recommendations have been provided by the data gathered. The customers have opted for taking reviews of the customers and change in the pricing strategy of the company. There are few people who have opted for the marketing policy and the raw materials and its processing.<\/p>\n<ol start=\"10\">\n<li><strong> How is Tesco overshadowing the other industries in the market according to you?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td><strong>Options<\/strong><\/td>\n<td><strong>Number of responses<\/strong><\/td>\n<td><strong>Response (%)<\/strong><\/td>\n<td><strong>Total respondents<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Customer Satisfaction<\/td>\n<td>20<\/td>\n<td>40%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Quality of products<\/td>\n<td>10<\/td>\n<td>20%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>Marketing Strategies<\/td>\n<td>5<\/td>\n<td>10%<\/td>\n<td>50<\/td>\n<\/tr>\n<tr>\n<td>CRM<\/td>\n<td>15<\/td>\n<td>30%<\/td>\n<td>50<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1103 aligncenter\" src=\"https:\/\/www.makemyassignments.com\/sample\/wp-content\/uploads\/2019\/01\/dissertation-research-9-1.png\" alt=\"\" width=\"548\" height=\"328\" \/><\/p>\n<p><strong>Analysis: <\/strong>There are many methods reflected from the above study of the data including the customer satisfaction, quality of products, marketing strategies and CRM. The relation with the customer is important to keep them satisfied. Tesco has able to maintain the customer relationship in a proper way.<\/p>\n<p>&nbsp;<\/p>\n<h2><a name=\"_Toc480297967\"><\/a><a name=\"_Toc480297628\"><\/a>4.3 Qualitative data findings<\/h2>\n<p>The research deals with the various outcomes and objectives that are initialised at the beginning. The data and findings are also collected from the secondary method including interviews. In this part, there are 6 questions asked to the 3 managers of the Tesco Plc in the interview. The questions were open ended questions and the answers of these questions are taken as the data and qualitative data analysis is done on it. The questions are discussed below:<\/p>\n<ol>\n<li><strong> \u00a0What are the salient features of your company to achieve customer satisfaction?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td><strong>1st Manager<\/strong><\/td>\n<td><strong>2nd Manager<\/strong><\/td>\n<td><strong>3rd Manager<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong><em>\u201cWe are focusing more on the market research and analysing the needs of the new customers\u201d<\/em><\/strong><\/td>\n<td><strong><em>\u201cWe are examining the financial budget of the company to understand the pricing strategy of the products of Tesco\u201d <\/em><\/strong><\/td>\n<td><strong><em>\u201cI do not think about the examination of the financial budget is a correct way to achieve the customer satisfaction in the market.\u201d <\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong>Analysis: <\/strong><\/p>\n<p>As mentioned by the managers of the Tesco about the strategies of the company to achieve the customer satisfaction, the first manager explains about the market research strategy and understanding the needs of the new customers. According to me, the old and loyal customers are aware with the business strategy of the Tesco and the quality of the products they offer to them. Therefore, the company is focusing more on attracting the new customers towards the company regarding enhancing the brand loyalty of the company. The satisfied customers helps in the development of the company by increasing the brand loyalty. As mentioned by the second manager, the company is looking for the financial budget for making the pricing strategy of the products of the company, this does not seems to be a valid point for the customer satisfaction. This point is also discarded by the third manager and does not agree with this strategy.<\/p>\n<p>I think that the first point that the first manager has stated is the appropriate for the achievement of the customer satisfaction. I think for the proper management of the business strategy in the market helps in enhancing the customer satisfaction.<\/p>\n<ol start=\"2\">\n<li><strong> Do you employ any kind of brand loyalty techniques to achieve better loyalty from the customers?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td><strong>1st Manager<\/strong><\/td>\n<td><strong>2nd Manager<\/strong><\/td>\n<td><strong>3rd Manager<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>\u201c<em>We are focusing on the best product of the company that most of the customers are willing to purchase.\u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>We are organising training programs that helps in creating new leaders in the company who can handle the customers in a positive manner.\u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>We are consulting with the customers regarding any changes in the business by obtaining the feedbacks of the customers.\u201d<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong>Analysis: <\/strong><\/p>\n<p>According the opinions of the three managers of the Tesco, the company is applying different techniques to achieve the better loyalty of the customer. As stated by the first manager, the company is concentrating on the best product of the Tesco that is mostly purchased by the customers. The company is enhancing the quality of its best product to gain the trust of the customers that increases the customer engagement in the company. The second manager stated that Tesco is looking for the leaders who can enhances the CRM of the company. The company is organising training sessions for the employees of the company that enhances the leadership skills in the employees of the company. The third manager explains about the importance of the customer feedback in the company.<\/p>\n<p>I think the last point is appropriate for enhancing the loyalty of the customers for the company. Customer feedbacks helps in identifying the gaps and loopholes in the strategies of the company. I think that the development of the new leaders helps in motivating the employees in the company that cann strikes a positive impact in handling the customers.<\/p>\n<ol start=\"3\">\n<li><strong> \u00a0Is there any improvements in the brand loyalty after applying these techniques?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td><strong>1st manager<\/strong><\/td>\n<td><strong>2nd Manager<\/strong><\/td>\n<td><strong>3rd Manager<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong><em>\u201cWe have succeeded in channelising the products in all over the world by gaining the loyalty of the customers\u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>As Tesco is already a brand, it seems easier for getting the positive attitude of the customers for the company.\u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>We have allowed various strategies by which customers can contact with the company that has increased the sales of the company and the turnover has increased annually.\u201d<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong>Analysis:<\/strong><\/p>\n<p>From the above discussion with the managers of Tesco plc, it is visualised that by the implementation of these techniques, the company has able to get a positive result from the market and the customers. As stated by the first manager of the company, they have succeeded in expanding their business in all over the world by selling their products in different international markets. With the help of these techniques, Tesco is able to gain the trust of the customers in all over the world. According to me, it is a great success for the company and the business is cultivating new customers all over the world. The second manager stated that Tesco is already a brand and need not any definition for the customers.<\/p>\n<p>I think this not a correct opinion about the company. Every company have a downfall if it is not serving well to the customers. The third manager resembles the success in increase in the sales of the product of the company. I think with the increase in the customer satisfaction for the company, the sales of the product is automatically triggered. I think that expanding the business helps in creating new opportunities for the youth to work for the company and encourages the brand loyalty of the company.<\/p>\n<ol start=\"4\">\n<li><strong> What are the future interventions in the company that you are thinking of to increase the brand loyalty? <\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td><strong>1st Manager<\/strong><\/td>\n<td><strong>2nd manager<\/strong><\/td>\n<td><strong>3rd Manager<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong><em>\u201cWe are improvising the business model of the company that can attract more customers to the product and services of the company.\u201d<\/em><\/strong><\/td>\n<td><strong><em>\u201cWe are focusing on enhancing the quality of the products and services of the company that enhances the customer satisfaction \u201c<\/em><\/strong><\/td>\n<td><strong><em>\u201cWe are expanding the business in other countries and trying to penetrate into the international markets and serve the customers with our products and services.\u201d<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong>Analysis:<\/strong><\/p>\n<p>As the statements given by the managers of the Tesco, it can be analysed that the Tesco is looking for the future intervention on the market. It is expanding its business all over the world to sale its products. As stated by the first manager, the company is enhancing the business model in order to improve the quality of the products and services of the company. The second manager also statewd the same as they are looking for enhancing the customer satisfaction that can increase the customer engagement in the company. The third manager stated that the company is looking for the penetration on the foreign markets and serve the customers with their products and services.<\/p>\n<p>I think that overall Tesco is expanding its business in the world which is a good thing for the market and the customers. The quality of the products and services offered by Tesco is of high quality and they are trying satisfy their customers. I think the future intervention of the company is bright and the company is working for the betterment of the customers that helps in enhancing the brand loyalty of the Tesco.<\/p>\n<ol start=\"5\">\n<li><strong> \u00a0How can you assure about the satisfaction of the customers?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td><strong>1st Manager<\/strong><\/td>\n<td><strong>2nd Manager<\/strong><\/td>\n<td><strong>3rd Manager<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong><em>\u201cWe frequently organise surveys on the customers to get the feedbacks of the customers about the quality of the products and services of Tesco plc. \u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>We have a separate box in our website where the customers can comments on any particular products and services\u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>According to me, the increase in the sales of the products of the company signifies that the customers are satisfied with the company and are showing their loyalty to the company.\u2019<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong>Analysis:<\/strong><\/p>\n<p>From the above statements of the managers of the Tesco, it is analysed that the Tesco has sense of improving the relation with the customers. As stated by the first manager, the company is organising many surveys that helps in gathering the feedbacks of the customers. The second managers stated about the technological point of view of the company by allowing the customers top comment and review their product on the website of the Tesco. The third manager explained about the increase in the sales signifies the satisfaction of the customers.<\/p>\n<p>In my opinion, customer feedback is most important in knowing the level of satisfaction of the customers for the company. The customers provide their feedbacks about the product and services of the company that makes them aware about the positive and negative view of the customers.<\/p>\n<ol start=\"6\">\n<li><strong> How the company is eradicating the issues of the customers?<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td><strong>1st Manager<\/strong><\/td>\n<td><strong>2nd Manager<\/strong><\/td>\n<td><strong>3rd Manager<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong><em>\u201cWe have a separate CRM department in the company that is responsible for the managing the problems and issues of the customers.\u201d<\/em><\/strong><\/td>\n<td><strong>\u201c<em>We have many service technician who provides door service to the customers in case of any emergency.\u201d<\/em><\/strong><\/td>\n<td><strong><em>\u201cWe are organising many campaigns where the customers can put their complaints and issues regarding the products and services of the company and steps are taken to resolve that.\u2019<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong>Analysis:<\/strong><\/p>\n<p>From the above statements of the managers of the Tesco, it is analysed that Tesco is taking various steps in order to eradicate the issues and problems of the customers. As stated by the first manager, there is a separate CRM department in the company. The CRM department used to maintain a good relationship with the customers by resolving their issues and problems regarding the products and services of the company. The second manager stated that the company has appointed many technician that provides door to door services to the customers and the third manager stated that the company has organised many campaigns where the customer can register their problems and issues regarding the products and services of the company and immediate actions are taken to resolve the issues.<\/p>\n<p>In my opinion, Tesco is performing a great job in resolving the issues of the customers. The CRM department of the company have trained employees who can eradicate the issues of the customers. I think providing door to door services to the customers helps in proper identification of the problems in the products and resolving it. I think organising a campaign for identifying the problems and issues of the customers is a good approach of the company and the customers are getting benefited from it.<\/p>\n<p><em><strong>Click on page 5 to read further<\/strong><\/em><br \/>\n<!--nextpage--><\/p>\n<h1><a name=\"_Toc480297968\"><\/a><a name=\"_Toc480297629\"><\/a>5. Conclusion and Recommendation<\/h1>\n<h2><a name=\"_Toc480297969\"><\/a><a name=\"_Toc480297630\"><\/a>5.1 Conclusion<\/h2>\n<p>The overall study of the topic resembles the importance of the customer satisfaction on the Brand Loyalty of a company. It can be concluded from the study that satisfaction of the customer is helpful in the development of the company in all backgrounds. The research has been done on the case study of Tesco plc, UK. The activity of the customer during the purchase process has been understood. The main agenda of the company is to satisfy the needs and expectations of the customers. This strategy of the company helps in engaging the customers with the company. The company is working for the enhancement of the quality of the products and services t5hat are offered to the customers. The various theories and models are taken in the literature review to understand the concepts of the variables of the research topic. There are various discussions of the factors that affect the customer satisfaction and the brand loyalty of the company. The challenges in implementing the strategies of the brand loyalty has been discussed. The researcher has used the positivism approach for the study bog the research topic. The researcher has followed both the primary and secondary data collection method for the collection of data. The data is analysed with the help of both quantitative and qualitative analysis. At last, the data is properly analysed and represented in the tabular and graphically that enables a better understanding of the outcomes of the study. All the objectives has been successfully fulfilled by the outcomes of the research. There are recommendations provided for the improvement of the customer satisfaction in the company.<\/p>\n<h2><a name=\"_Toc480297970\"><\/a><a name=\"_Toc480297631\"><\/a>5.2 Objective Linking<\/h2>\n<p>The outcomes of the research has fulfilled all the objectives and questions of the research. The different factors that are affecting the brand loyalty of the company is explained in the context.<\/p>\n<p><strong>Objective 1: To discuss the different factors that influence the brand loyalty<\/strong><\/p>\n<p>This objective has been discussed in the qualitative data findings question 2 that was asked to the 3 managers of the Tesco Plc. They have clearly stated the different factors that are affecting the brand loyalty of the Tesco. They have answered various techniques including focusing on the best product of the company. The data and the findings that are obtained from the literature review are properly analysed using the qualitative data analysis. Therefore, the different factors that has been influencing the brand loyalty has been fulfilled by the analysis of the data.<\/p>\n<p><strong>Objective 2: To examine the effect of customer satisfaction on the brand loyalty<\/strong><\/p>\n<p>The second objective has been discussed in the quantitative data findings question 4 that was asked to the 50 samples who participated in the survey. The answers of the participants are recorded and analyses using quantitative data analysis. The data obtained from the literature review and the survey have shown that most of the customers are satisfied with the quality of the products and services of the company. Therefore, the objective 2 has been successfully fulfilled by the outcomes of the research.<\/p>\n<p><strong>Objective 3: To identify the role of <\/strong><strong>the brand<\/strong><strong> performance in customer satisfaction and loyalty<\/strong><\/p>\n<p>The third objective has been discussed in the quantitative data findings question 3 that was asked during the survey of 50 participants. The answers of the participants are analysed and it was shown that there are many customers who are purchasing the products from Tesco for many years. The data obtained from the literature review suggests that it implies the good performance of the brand of the company. Therefore, it can be observed that the customers are satisfied with the brand performance of the Tesco. Thus, this objective has been met by the outcomes of the research.<\/p>\n<p><strong>Objective 4: To recommend improvements in satisfaction of the customers in brand loyalty<\/strong><\/p>\n<p>This objective has been discussed in the quantitative data analysis question 9 and in qualitative data findings question 4. The first question was asked to the 50 samples who participated in the survey and the second question was asked to the 3 managers of the Tesco. The answers are analysed properly and was linked with the data obtained in the literature review of the research. Therefore, it is observed that Tesco is taking many steps in order to enhance the customer satisfaction including the motivation and training programs to cultivate new leaders in the company who can show the right path of achieving the goals and objectives of the company. Therefore, the objective of the research has been met by the outcomes of the research.<\/p>\n<h2><a name=\"_Toc480297971\"><\/a><a name=\"_Toc480297632\"><\/a>5.3 Recommendations<\/h2>\n<p>It is recommended for the company to ensure the techniques and strategies that helps in the development of the customer satisfaction and the brand loyalty of the company. The Company needs to know about the needs and expectation of the customers. With the change of the daily market, the needs and expectation of the customers are also changing. The company is recommended to know the available staffs and employees of the company. The shortage of employees and staffs may discards the development of the company. Therefore, it is recommended that the company needs to recruit talented employees and provide trainings to them to make an important assets for the company. \u00a0Most of the companies think that the customers are looking for the price only. On the other hand, these days\u2019 customers look for the quality of the product. Therefore, it is recommended for Tesco to enhance the quality of the products and services that are offered to the company. It is also recommended for the company to encourage the customer to provide their feedbacks regarding the quality of the products and services of the company. The company needs to take special care of the feedbacks of the customers and resolve their queries and problems to enhance the quality of the CRM in the company. All these strategies are helpful in increasing the customer satisfaction and the brand loyalty of the company.<\/p>\n<h2><a name=\"_Toc480297972\"><\/a><a name=\"_Toc480297633\"><\/a>5.4 Future Work<\/h2>\n<p>This research has focused on the effect of the customer satisfaction on the brand loyalty of the company. There are many theories and models discussed in the current research work. In the future, the researcher might study the various theories and models on this topic and perform research on the enhancement of the brand loyalty of the company.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Abstract This research is done to understand the effect of the customer satisfaction in the brand loyalty in the Tesco plc. The main issue of the research has been focused in the context and the study is done to overcome&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[160,190,131],"tags":[199,200,191,197,201,202,194,195,198,193,192,196],"class_list":["post-1089","post","type-post","status-publish","format-standard","hentry","category-consumer-behavior-assignment-sample","category-dissertation-sample","category-research-proposal-topics","tag-brand-loyalty","tag-brand-performance","tag-conceptual-framework","tag-customer-satisfaction","tag-qualitative-research","tag-quantitative-research","tag-tesco","tag-tesco-case-study","tag-tesco-customer-satisfaction","tag-tesco-research","tag-tesco-sample","tag-tesco-uk","entry","no-media"],"_links":{"self":[{"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/posts\/1089","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/comments?post=1089"}],"version-history":[{"count":2,"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/posts\/1089\/revisions"}],"predecessor-version":[{"id":1105,"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/posts\/1089\/revisions\/1105"}],"wp:attachment":[{"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/media?parent=1089"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/categories?post=1089"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makemyassignments.com\/sample\/wp-json\/wp\/v2\/tags?post=1089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}