Customer Loyalty in Sainsbury

By



ACKNOWLEDGEMENT

I would like to express my gratitude to research coordinator, colleagues, family and friends for their relentless support and guidance, without them I would not be able to deliver this work.





DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with the university.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

1.1 Inquiry Overview1

1.2 Project Title1

1.3 Significance of the Study1

1.4 Research Aims and Objectives1

1.5 Research Questions2

1.6 Problem Statement3

1.7 Ethical Considerations3

CHAPTER 2: LITERATURE REVIEW4

2.1 Introduction4

2.2 Background of the Study4

2.3 Organizational Background-Sainsbury4

2.4 Concept of Customer Loyalty5

2.5 Importance of Customer Loyalty6

2.6 Determinants of Customer Loyalty6

2.7 SERVQUAL Model7

2.8 Loyalty Marketing8

2.9 Customer Relationship Marketing10

CHAPTER 3: METHODOLOGY12

3.1 Research Design12

3.2 Research Sample12

3.3 Literature Search13

3.4 Questionnaire Design13

3.5 Data analysis13

3.6 Reliability13

3.7 Validity14

Time Scale15

REFERENCES16

CHAPTER 1: INTRODUCTION

1.1 Inquiry Overview

The main objective of this research is to identify the relationships between customer loyalty and the overall satisfaction with service and quality of the retail industry UK. Using Sainsbury in London as the case study, this study will be carried out from a qualitative perspective and utilised in-depth interviews to gather most of the data. Questionnaires will also be used but its findings simply support the main results gain from the qualitative data collection through interviews. This research will be organised in successive chapters and exposes the overall impact of customer loyalty on the way consumers perceive the service as well as the influence on the company's performance, while recommending ways to further enhance the service and quality of Sainsbury.

1.2 Project Title

The Project title of the study is “Customer Loyalty in Sainsbury”

1.3 Significance of the Study

The study will help assess to make a fair comparison of the role of customer loyalty and satisfaction in the overall performance of the retail store.

1.4 Research Aims and Objectives

Defining the main objectives of any research is the first step into developing a structured work as these objectives will provide an important support to the overall investigation. Lacking such guidance could result in a poor study with no relevant and useful meaning. This enquiry aims to consider the media planning for an advertising campaign of consumer products in UK, and in order to accomplish such a task the following objectives have been set:

To understand the relationship between customer loyalty and customer service at a retail store.

T o find the relationship between the customer overall satisfaction and service quality.

TO get an insight into the ways through which retail stores in UK can support and strengthen their service quality.

To analyse the characteristics of the customers' satisfaction that contribute to their loyalty.

1.5 Research Questions

Based on the above objectives, research questions are necessary to specify and provide even further guidance on how the study's main issues can be addressed. These questions are to be answered at the end of this investigation and will be ...