Significance of Social Media Marketing in Enhancing Customer Satisfaction Level: A Study on Tesco plc

This research proposal aims to study the significance of social media marketing in enhancing customer satisfaction level, focusing on Tesco plc. The objectives include identifying the role of social media marketing in the retail sector, assessing ways to enhance customer satisfaction, determining different social media practices, and suggesting new ways for Tesco to build effective social media practices. The study will use primary and secondary data collection methods, interpretivism research philosophy, inductive research approach, and qualitative data analysis.

BUSINESS
RESEARCH
METHODOLOGIES

Table of Contents
Introduction..................................................................................................................................3
Aim:.............................................................................................................................................3
Objectives....................................................................................................................................3
Background of the study..............................................................................................................3
Rationale......................................................................................................................................5
RESEARCH METHODS................................................................................................................5
Data collection.............................................................................................................................5
Sampling......................................................................................................................................6
Research philosophy....................................................................................................................6
Research approach.......................................................................................................................7
Data analysis................................................................................................................................7
Reliability and validity...............................................................................................................10
Research design.........................................................................................................................10
Conclusion.................................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDIX....................................................................................................................................13

RESEARCH PROPOSAL
Introduction
The present study which will be carried out will be based on significance of social media in
enhancing level of customer satisfaction. Moreover, Tesco will be undertaken as one of the
company for the entire research (Tuten and Solomon, 2014). Social media as a tool has been
most commonly employed by every organization for promotional purpose. Through this tool
product along with service range can be highlighted in front of customers and in turn it acts as
development tool for the entire business. Further, the present part is research proposal which will
cover main areas such as aim and objectives, background and research methods which will be
undertaken in the research.
Aim:
Significance of social media marketing in enhancing customer satisfaction level: A study
on Tesco plc
Objectives
 To identify the role of social media marketing within retail sector in the modern era
 To assess the real ways through which Tesco can enhance its customer satisfaction level
 To determine the different type of social media practices of raising level of customer
satisfaction
 To suggest new ways with the help of which Tesco can build more effective social media
practices for increasing customer satisfaction level
Research questions
 What is the role of social media marketing in the modern era?
 What are the real ways through which Tesco can enhance level of customer satisfaction?
 What are the different types of social media practices for raising customer satisfaction
level?
Background of the study
In the present world with the rise in number of challenges in the market it has acted as
major limitation for companies to enhance level of customer satisfaction. Further, substitute of
single product is easily present in the market due to which customers hold power to dominate the
entire market. The main issue in the present research is to determine the unique ways through
which businesses can easily work on enhancing customer satisfaction (Evans, 2012). Apart from
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this, businesses have started to indulge into practices of social media where promotion with the
help of networking site such as facebook, twitter etc takes place. Social media has allowed
companies operating in retail sector to understand need and requirement of target market in
efficient manner. Further, it is possible to bring strong relationship with customers and has
allowed in building effective relationship.
Moreover, in the entire retail sector level of competition is quite high due to which
business performance is declining at faster pace where organizations are not able to search for
appropriate ways of enhancing customer satisfaction level. Social media as a tool saves valuable
time of the organization where some valid data linked with product and services can be easily
shared with the target market. Further, it is well known fact that before purchasing any type of
product customers are interested in gaining its information and this influences their purchase
decision. Due to this, basic reason organizations have started to rely more on networking sites
with the help of which it is possible to face issues being prevailing in the market. Time to time
crucial information is being shared with target market which is essential at the time of
purchasing product (Grangier and Fischette, 2012). Raising level of customer satisfaction has
become one of the main issues for businesses and this is only possible when crucial information
is being shared with target market on continuous basis. Employing social media tools has
supported businesses in gaining competitive edge and it is possible for business operating in the
market to face the kind of challenges prevailing in the outside market. Networking sites such as
facebook, twitter etc highlights brand of the business in the market where its overall value
increases and this in turn attracts large number of customers towards company. Without social
media practices it is not possible for company to survive in the market and leads to unfavorable
results such as decline in market performance along with profitability level.
Company overview
Tesco is regarded as one of the most efficient retailer where its operations are worldwide
famous and entire entity is indulged into practices of serving large number of customers in the
market. Company offers wide range of products and possesses capability to manage its brand
portfolio in effective manner. Further, products are offered as per customer requirement and due
to this reason organization stands on top in the market in terms of customer base (About us.,
2016). Long term objective of business include expanding product range and developing
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products as per customers need. Business strongly relies on market research for development of
product range and this has supported in enhancing profitability level.
Rationale
The main reason behind carrying out this study will be “To assess the significance of
social media marketing in enhancing customer satisfaction level”. Further for conducting the
entire research Tesco will be chosen as one of the organization which operate in retail sector and
its operations are worldwide famous for range of services being offered to the customers in the
market. Social media as a tool has been employed by every business operating in the market
through which crucial information is being shared with customers on continuous basis. Further,
majority of the customers are information seeker and in case if close contact has been developed
by them then target market can be influenced to purchase the product. Adoption of social
networking site such as facebook and twitter has allowed companies to share crucial information
with target market on the basis of which products are purchased by them. Social media provides
base to the business where it becomes easy to gain competitive advantage and in turn provides
additional benefits such as rise in customer satisfaction level etc (Sterne, 2010). Apart from this,
businesses are able to take suggestion from its target market on continuous basis which leads to
better product development. Without undertaking activities of enhancing customer satisfaction it
is not at all possible for any organization to focus on accomplishment of its desired goals and
objectives and it directly has negative impact on overall performance of the company. Top
management of the business can easily know what are the real challenges faced by customers
and it can be identified what product range requires modification or not. Apart from this,
businesses are not able to find for alternative ways through which customers can be satisfied
efficiently. Due to this reason adoption of different tools such as facebook, twitter, yahoo has
increased at faster pace and this has become one of the main reason behind success of firms in
the market.
RESEARCH METHODS
Data collection
It is considered as one of the most crucial part of the research where data is obtained from
the sources available for accomplishing aim of the study. Two sources are being present with the
help of which data is collected and it allows in answering all the research questions. Primary and
secondary sources of data collection are undertaken through which adequate amount of
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information is obtained linked with the study. Primary data collection is all about collecting
information through questionnaire, interview etc and secondary one includes books, journals and
online articles (Nakkeeran and Zodpey, 2012).
Considering the present study main aim will be to know the importance of importance of
social media marketing in enhance customer satisfaction level. Both primary and secondary data
will be collected for conducting the entire research where different books, journals and online
articles will be referred for obtaining the crucial information. Further, primary information will
be collected with the help of questionnaire and secondary one with the help of articles published
in relation with social media will be accessed as this will provide base to entire research and on
the basis of same all the research questions will be answered in proper manner. Therefore, with
the help of this it can be stated that through undertaking secondary sources it will be possible to
carry out study in proper manner and can assist in gaining expected findings.
Sampling
Sampling plays most important role in the entire research where selection of respondents is
must. Considering the nature of present research 20 customers of Tesco will be selected through
random sampling technique so as to identify whether they are satisfied with the social media
practices of business or not.
Research philosophy
It is linked with the belief about the ways in which data about a phenomenon can be
gathered, analyzed and used. Further, two type of philosophies are present which are used in the
study and it involves positivism and interpretivism (Bhattacharyya, 2009). Positivism as a
philosophy relies on positive facts which are considered to be highly structured. Generally
measurement in this type of philosophy is quantitative but qualitative one can also be considered.
On the other hand interpretivism as a philosophy is also present where small samples are being
undertaken and investigation considered is qualitative.
In interpretivism philosophy results are being interpreted to obtain the expected
outcomes. For conducting the present study interpretivism as a philosophy will be undertaken
where results will be interpreted and this will support in answering all the research questions.
Through this elements in the research will be interpreted and all the diverse approaches will be
grouped together for the overall benefit of study. Further, researcher will play role of social
action to identify basic difference between people. The issue linked with significance of social
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media on customer satisfaction level can be resolved easily. Therefore, with the help of this it
can be stated that employing interpretivism philosophy will be beneficial for entire study where
expected outcomes can be gained easily. One of the reason due to which interpretivism
philosophy has been considered for the present research is that through this outcomes can be
interpreted.
Research approach
Two types of approaches are present which are used in the study named inductive and
deductive. Inductive approach does not undertakes the process of hypothesis formulation and it
takes place with the help of research questions and aim that needs to be achieved (Daniel and
Sam, 2011). Deductive approach starts with theory and ends with confirmation or rejection of
specific theory. Selection of appropriate approach depends on the nature of study and it allows in
answering all the research questions.
Considering the nature of the present study inductive approach will be employed where
results will move from specific to general. The entire study will be carried out from point view of
Tesco and on the basis of result recommendation will be provided to entire retail sector so that
better social media practices can be undertaken with the motive to enhance customer satisfaction
level. The main research behind selecting this approach will be that study will be based on
specific company and on the basis of that other tools and techniques have been selected. Further,
deductive approach will not be undertaken as research will not be carried out in generalized
form.
Data analysis
It is regarded as one of the most crucial part in every kind of research where data
gathered is analyzed in order to obtain expected findings. Two techniques of data analysis are
present named qualitative and quantitative (Flick, 2011). At the time when qualitative technique
of data analysis is undertaken then various themes are formed which provides base in knowing
the response given the individuals associated with the study from whom data has been collected.
Further, in quantitative technique statistical tools are being employed where mean, mode and
median are undertaken for analyzing information. Considering the nature of the present research
qualitative tools will be employed where different themes will be formed on the basis of data
collected. Further, it will support in accomplishing aim of the research and in turn it can be
known whether social media as a tool is effective enough in enhancing level of customer
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satisfaction or not. Through this technique of data analysis all the research questions will be
answered and this will bring favorable results for the entire study in every possible manner.
Theme 1: Majority of the customers lies under age group of 20-25 years
Interpretation: Data collected has supported in knowing that majorty of the customers of Tesco
lies under age group of 20 to 25 years where they prefer to purchase products of the company.
Theme 2: Customers prefer to access social netowkring site for obtiaining product
information
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Interpretation: From the primary information collected it has been found that majorty of the
customers prefer to access networking site with the motive to gain product information. Further,
18 out of 20 customers are in favor of this.
Theme 3: Social networking sites provide remarkable experience to customers
Interpretation: From the data collected it has been found that social networking site provides
remarkable experience to the cusotmers. Further, 11 customers strongly agree with this
statement.
Theme 4: Information linked with discount is delivering through social media practices
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Interepreation: Data collected has supported in knowing that information linked with discount
is provided to the target market with the help of social media practices. Further, 7 cusotmers out
of 20 are in favor of this fact.
Theme 5: Time to time information is updated on social networking site
Interpretation: Information obtained has supported in knowing that Tesco update all the crucial
information linked with products and services on networking site timely where 16 out of 20
customers are in favour of this.
Reliability and validity
It is considered as one of the most significant factor being considered in the entire
research. Researcher has to ensure well in advance that entire research is reliable and valid too.
In the entire study only secondary sources will be undertaken due to which reliability and
validity issues will be quite high (Goddard and Melville, 2004). Researcher will ensure that data
will be collected only from reliable sources such as books along with journals published before
the year 2005 will not be taken in account. It will be ensured that books and journals are
authentic. Apart from this, websites will be accessed which requires proper authentication and no
fake data will be considered for accomplishing aim of the study. Therefore, in this way it will be
possible for researcher to deal with reliability and validity issue.
Research design
Different research design involves exploratory, descriptive, explanatory etc ().
Descriptive design supports in providing description of the topic being undertaken for the
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research and through this in-depth analysis can be carried out efficiently. Apart from this,
exploratory as a design supports in exploring new ideas which are beneficial for the entire
research.
Considering the nature of present research descriptive design will be employed and
through this in-depth analysis is possible. Further, all the objectives of study will be
accomplished easily. On the other hand exploratory design will not be considered as in this
research new ideas will not be explored. So, through this it can be stated that selection of
descriptive design will be beneficial for research.
Conclusion
The proposal being prepared has supported in knowing the effectiveness of social media
practices. Further, majority of the customers prefer to access information with the help of
networking site and in turn it has lead to rise in satisfaction level. Moreover, Tesco has been
strongly benefitted with the help of social networking and it has allowed organization to grab the
range of opportunities being present in the business environment.
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REFERENCES
Books and Journals
Asur, S. and Huberman, B. A., 2010, August. Predicting the future with social media. In Web
Intelligence and Intelligent Agent Technology (WI-IAT), 2010 IEEE/WIC/ACM
International Conference on (Vol. 1, pp. 492-499). IEEE.
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences. 148. pp.40-57.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and Company
Ltd.
Kumar, V. and Mirchandani, R., 2012. Increasing the ROI of social media marketing. MIT Sloan
Management Review. 54(1). p.55.
Lipsman, A. and et. al., 2012. The power of “Like”.Journal of Advertising research. 52(1).
pp.40-52.
Malhotra, N. K., 2012. Basic marketing research: Integration of social media. Pearson.
Mangold, W. G. and Faulds, D. J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons. 52(4). pp.357-365.
Nakkeeran, N., and Zodpey, S. P., 2012. Qualitative research in applied situations: Strategies to
ensure rigor and validity. Indian Journal of Public Health, 56 (1). pp. 4-11.
Online
About us., 2016. [Online]. Accessed through < https://www.tescoplc.com/about-us/>. [Accessed
on 12th Oct 2016].
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APPENDIX
Questionnaire
Name:
Age:
20 -25 years
25- 30 years
30-35 years
35 and above years
Do you prefer to access social networking site for accessing product information?
Yes
No
Social networking sites provides you remarkable experience in the field of retail?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
What kind of information you are provided through social media practices?
Discount
Additional offers
Product expansion
All of the above
Does time to time information is updated on social networking site by company?
Yes
No
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