Impact of Customer Satisfaction on Customer Loyalty in Retail Sector

Business Management
(Impact of Customer Satisfaction on Customer Loyalty on
Retail Sector/Morrison’s)

Table of Contents
Background to research topic ..........................................................................................................3
Background to the research organisation.........................................................................................3
Research Rationale...........................................................................................................................3
Research Questions..........................................................................................................................4
Research aim and objectives ...........................................................................................................4
Research methodology.....................................................................................................................5
Timescale ........................................................................................................................................6
..........................................................................................................................................................8
Resources .....................................................................................................................................8
REFERENCES ...............................................................................................................................9

Background to research topic
Customer satisfaction is described as a measurement that identify how customers are
happy with an organisation's services, products and capabilities. It is important for an
organisation to satisfied their customers because satisfied customers plays important role in
increasing business sales, improving brand image, increasing customer base and many other.
There are some importance of customer satisfaction for an organisation (Abror and et. al., 2019).
These are reduce customer churn, reduces negative word of mouth, leading indicator of
consumer repurchase intentions and loyalty etc. Therefore, customer satisfaction is important and
essential for the growth and success of company in national as well as international marketplace.
There are different ways for improving the customer's satisfaction such as provide quality
products or services, provide accurate information about the product, use effective promotional
techniques etc. These are considered more effective and useful ways for an organisation in
improvement of customer's satisfaction towards the brand, product, services or process. This will
facilitate company in improvement of its brand image and also increasing of customer loyalty
within minimum time period (Ahmed and et. al., 2020).
Customer satisfaction has a positive impact on customer loyalty. Higher customer
satisfaction towards the brand facilitate company by increasing word-of-mouth, increasing
customer base etc. Therefore, satisfaction among customers assist business organisation in
increasing customer loyalty towards the brand.
Background to the research organisation
For this research, Morrison’s is a chosen largest chain of supermarket in UK. Company
was founded in 1899 by William Morrison, and headquartered in Bradford, West Yorkshire,
England. Company mainly specialise in selling of clothing, food and drink, magazines, books
and many other products to the customers. Morrison’s is a well-known organisation in
marketplace because of their quality products or services. Main aim of this organisation is to
increase customer satisfaction and customer loyalty that turn to impact in increasing sales and
profitability of business organisation.
Research Rationale
Main reason of selecting this topic is to determine the issues of dissatisfied customers on
customer loyalty. This is a main reason of conducting this investigation. There are different