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

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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