The influence of customer relationship marketing on customer satisfaction in the food retail sector in the UK TESCO

This report analyses the impact of customer relationship marketing on customer satisfaction in the food retail sector in the UK with a case study analysis of Tesco. It explores the concept of relationship marketing, its impact on consumer satisfaction, and the role of different approaches of relationship marketing on consumers of UK food retail industry. The report uses qualitative research methods and primary data collection to evaluate the significance of CRM in sustainable performance.

The influence of customer relationship
marketing on customer satisfaction in
the food retail sector in the UK
TESCO
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TABLE OF CONTENTS
ABSTRACT....................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Aim........................................................................................................................................4
1.2 Objectives..............................................................................................................................4
1.3 Research questions.................................................................................................................4
1.4 Background............................................................................................................................4
1.5 Problem statement.................................................................................................................5
1.6 Rationale................................................................................................................................5
1.7 Significance...........................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Theme 1: Concept of Relationship Marketing.............................................................................6
Theme 2: Relationship marketing on customer satisfaction........................................................9
Theme 3: Role of different approaches of relationship marketing on consumers of UK food
retail industry.............................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
3.1 Research type.......................................................................................................................14
3.2 Research approach...............................................................................................................14
3.3 Design..................................................................................................................................15
3.4 Data collection.....................................................................................................................15
3.5 Data analysis........................................................................................................................16
3.6 Participants and sampling....................................................................................................17
3.7 Ethical consideration...........................................................................................................17
3.8 Reflexive analysis and credibility........................................................................................18
CHAPTER 4: RESULT.................................................................................................................18
CHAPTER 5: DISCUSSION........................................................................................................29
CHAPTER 6: CONCLUSION AND LIMITATION....................................................................32
REFERENCES..............................................................................................................................36
APPENDIX....................................................................................................................................40
Questionnaire.............................................................................................................................40
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ABSTRACT
Aim: This study aims at analysing the impact of customer relation marketing on satisfaction level
of customers in UK food retail industry.
Purpose: The purpose of this study is to highlight the significance of CRM in sustainable
performance. It also evaluates the role and necessity of customer satisfaction in food retail
industry.
Methods: For this purpose, this project report uses qualitative research methods and primary data
collection. For data collection a questionnaire has been used with sample population of 30
executives of Tesco.
Findings: From the results and discussions, it has been identified that for sustaining in rapidly
changing competitive global environment firms need to adopt good CRM practices. It is also
found that CRM enhances customer satisfaction to great extent and thus contribute greatly in
firm performance.
Conclusion: It can be concluded that effective CRM strategies must be incorporated in practices
by food retailers so that they can have long and healthy relationship and can withstand
contemporary business threats.
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CHAPTER 1: INTRODUCTION
1.1 Aim
The aim of this project is to evaluate the influence of customer relationship marketing on
customer satisfaction in food retail sector in UK: A case study analysis of Tesco.
1.2 Objectives
 To understand the concept of relationship marketing.
 To explore the impact of relationship marketing on consumer satisfaction.
 To evaluate role of different approaches of relationship marketing on consumers of UK
food retail industry.
1.3 Research questions
 What is meaning of relationship marketing?
 How relationship marketing tactics affect customer satisfaction?
 What is the impact of relationship marketing on growth of food retail industry
consumers?
1.4 Background
Customer relationship marketing, also known as CRM is well known technique which
emphasis on organisational growth using customer loyalty and relationship. It integrates the
approaches such as customer data analysis, feedback, customer oriented marketing strategies and
brand awareness programs (Karyose, Astuti and Ferdiansjah, 2017). Instead of using strategies to
only focus on number of sales organisations are paying more attention to build long term
relationship with consumers so that a great level of consumer satisfaction and retention can be
achieved. Industries such as food retail are experiencing high level of competitive and
substitution threats. The price wars between online retails is making it easy to achieve new sales
records but also inducing surprising shifts in customer retention towards brand. Thus for long
term success it has become important for the food retailers to adopt approaches which can help
them in retaining their valuable customers for long term.
Contrary to traditional marketing approaches organisations are now using relationship
marketing so that customer satisfaction can be delivered and their trust and dependency on brand
can be maintained. Organisations can attempt long term and sustainable growth only when their
customers are provided with satisfactory services (Panjaitan and Djunaedi, 2017). It can be very
challenging for the organisations to manage because of dynamic and complex nature of customer
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buying behaviour and perception towards brand. However modern food retailers are adopting
various practices such as improved feedback mechanism, transparent and quick communication
networks, loyalty rewards to enhance their relationship with targeted customers.
1.5 Problem statement
With modern technological solutions such as online payment gateways and online
shopping, improved supply chain networks organisations are facing new challenges. The food
retail service providers are constantly in pressure of dealing with immense competition and
pricing wars (Girsang, Sumiati and Djawahir, 2021). Thus to retain the success food retailers
have found it necessary to include practices which can bound their customers with brand for long
term without getting influenced by other competitors or distractions from the rivalries. However,
consumer behaviour is very unpredictable and thus to encourage customer satisfaction by
traditional marketing methods.
Thus food retail sectors must explore the scope and method of relationship marketing so
that they can improve consumer participation and interaction with the brand and their satisfaction
could lead to better performance in industry. It has been also observed that for food retailers
meeting customer expectations is also a crucial issue which demands for great effort (Javed and
Cheema, 2017). Traditional marketing concepts cannot help such organisations like Tesco who
need more interaction and involvement of customers to understand their needs and expectations.
However, the resource limitations, lack of appropriate business strategy in this context and
understanding imposes a problem in encouraging optimum utilisation of relationship marketing
for consumer satisfaction.
1.6 Rationale
Food retail sector industries particularly those who are operating internationally used to
face number of challenges in operations and strategical aspect. Their online presence in the
market makes them more vulnerable to price wars between their competitors and high forces of
rivals and threats of new entrants (Santouridis and Veraki, 2017). Thus to improve service
quality for different consumer segments and countries it is necessary that customer choices must
be predicted and evaluated. The strong relationship with customers will not only improve service
quality but will also make customers highly satisfied with the services. This will in turn helps in
boosting the growth of organisation. Thus exploration of relationship marketing and its impact
upon consumer satisfaction through this research will benefit food retailers. Research outcomes
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will also be valuable for other industry players who are facing competitive threats so that they
can improve their customer network for encouraging organisational growth (Karyose, Astuti and
Ferdiansjah, 2017).
Businesses can get benefit from this research by understanding different ways to reach
out their customers and to meet their expectations. This study will also be helpful for other
research scholars who aims at conducting detailed investigation on changing consumer
behaviour dynamics. They can take this study as basis for their further research related to
customer behaviour or relationship marketing approaches (Maggon and Chaudhry, 2018). It is
very important for the entrepreneurs to understand and explore this topic so that they can reach
new heights of success by integrating relationship marketing concepts into practice. It can help
them achieve their business and marketing goals with sustainable performance.
1.7 Significance
CRM helps in improving experience and interaction of customers so that brand loyalty can
be fostered at core of marketing efforts. Thus it is very crucial for the organisational growth that
companies must build a long term and productive relationship with their consumers. This can be
achieved only by means of incorporating more interactive and transparent communication
process. With globalisation and plenty of international brands there are vast range of choices
available for customers in food retail sector. Thus to sustain the high profitability and growth it
becomes a foremost priority for the organisations to understand the impact of CRM (Panjaitan
and Djunaedi, 2017). The failure to do so can result in poor customer retention and a direct
impact on performance of companies. It is highly crucial for the organisations to identify the
ways to predict customer behaviour and their expectations so that services can be improved and
competitive benefits can be gained. CRM approaches has significant impact on purchasing
decisions of customers and brand preferences of buyers (Ramadonna, Nasf and Aziz, 2019).
Thus these approaches must be highly efficient and tailored as per organisational needs and
client preferences.
CHAPTER 2: LITERATURE REVIEW
Theme 1: Concept of Relationship Marketing
Relationship marketing revolves around the prospect of establishing the profitable
standards with regard to customers that are approaching organisation. According to Hoque and
et.al (2017, September), there is a prominence of maintaining particular interaction with
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customers that would derive a good amount of customer base. For this, various organisations
take up aspect as well as strategies in order to derive the conditions that would bring about a
good customer interaction. Relationship marketing is one of the traditional methods of marketing
where it is incorporated in the organisation to retain customers. In this prospect organisation
works in the prospect of satisfying needs of customers that would bring about a proper
interaction in the midst of organisational policies. The organisation will therefore be emphasized
upon how far these needs will have to be gratified and therefore a particular research regarding
the customer choices is made. It is one of the important factors to attain customer relationship
and to build in the right amount of customer support system.
According to Lin and et.al (2018), there are certain customised marketing strategies that
are prevailing in the present industries and therefore marketing programs will have to be
designed in such a way that they attend relationship marketing as one of the most spectacular
entity such that a proper communication can be derived. Communication is the root cause of
every success as well as the growth of the organisation and there for every individual in the
organisation usually work in accordance with the customer prominence in this regard the
organisations would first to a customer communication channel which is one of the important
factor of consideration. This channel will help organisations to choose bass and methodologies
that would bring them close to their customers.
Retailing industry or the other most prominent industries that are existing in a present
scenario will try to equip the formulations that are likely to be adhered by the organisation. The
relationship marketing plays a major role in maintaining the long-term retention of the
organisation. This is possible with a thorough communication which is being maintained a midst
of customers as well as their gratifications. For a long-term brand identification most of the
organisations will derive strategies like that of providing offer as well as deriving feedback from
the customers such that they can return them at all levels. Relationship marketing will ensure to
maintain a good amount of customer base which is in return driving sales for the organisation.
When the sales are of huge amount for the organisation than the revenue of the
organisation will probably be. According to Özsaçmacı & Dursun (2020), there are various
prominent factors that are following in regard to relationship marketing where a good amount of
relation with the customers will help them to maintain a pace with the organisation and that can
result in deriving strategies like that of pricing policies. When customer is more into maintaining
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a proper communication channel with the organisation then fluctuations in the pricing strategy
will not be an impact in their aspect.
The economic condition of the organisations will sometimes rise and fall and the
relationship marketing in this aspect will not let customers go in vain. Many of the organisations
will also attain competitive advantage by maintaining loyal customer base and that will also
reflect upon efficient service that will have to be given by the organisation. Proper feedback
channel is being arranged by the organisation such that the customer queries as well as the
interaction regarding the products will be carry forwarded. This is one of the important factors
while dealing with relationship management where the customer queries will have to be met.
Deriving the short term, middle term and long-term goals of the organisation this feedback is
essential and based on the customer feedback the organisation can develop strategies in
satisfying them on priority basis.
According to Hendriyani & Auliana (2018), an organisation when maintaining a good
relationship with its customers is already into competition and is the leading competitor.
Relationship marketing can also relate to the process of deriving strategies which are necessary
for the organisation to be incorporated. There are certain levels in relationship marketing and
every level is composed of the kind of strategies that are to be incorporated. Initial relationship
of the customers is as important as the deriving the standards of the organisation. This is because
in order to understand the customers as well as to replicate the choices of an organisation this
particular relationship will act as a strongest base. In order to get to know each other the initial
prominence is one of the crucial factor and that will develop a kind of intention in the midst of
customers. This is one of the important factor to be derived because the deep relationship can be
achieved from the initial criteria with which the organisations usually move ahead in terms of
maintaining proper communication with customers.
The relationship marketing will also pave way for committed partners to arise. This is one
of the important criteria for every organisation because the committed partners will take the
organisation to an entirely new level where it can make prosperous benefits. According to Gilboa
and et.al (2019), one may not be able to identify the standards of relationship marketing that is
brought about in the organisation act plays one of the impactful instance in the organisation. The
profitability is entirely dependent upon the kind of strategies that are being incorporated in the
organisation and that is when the company renders competitive spirit. Relationship marketing is
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almost followed by all the organisations that are dealing with customers because in this present
world where there are lots of needs that are to be met relationship marketing will be one of the
prominent and a spectacular approach to address every phenomenon. The ever ending needs of
people will derive the standards of organisation unless and until they maintain a proper
communication channel and that will have to be portrayed upon the waste that the organisations
are accessing.
Theme 2: Relationship marketing on customer satisfaction
Most of the organisations usually focus on maintaining a proper customer base in order to
make sure that they stay in the marketing race. According to Berne-Manero & Marzo-Navarro
(2020), the relationship marketing is one of the prominent criteria where there are certain aspects
of consideration that will help organisation to stand in the market for over a long run. For this
their organisations usually derive their base upon various researchers that are oriented with
customers. Be it any organisation that is operating in regard to the customers as well as their
products criteria one and only possibility is to maintain a proper communication.
Communication will bring about a good amount of growth prospect and that is being scattered
over the choices of customers.
Customer satisfaction is regarded to be one of the finest criteria for every organisation that
is in the face of maintaining a relationship marketing strategy. Marketing is one of the
spectacular entity that will take a product into the customers and relationship marketing strategy
is another identity that will focus on the satisfaction of customers. According to Larentis and
et.al (2018), deriving the levels of satisfaction is one of the strategic implementation that every
organisation usually focuses upon. The level of customer satisfaction will determine the level of
communication that every organisation is maintaining. The survival as well as the profitability of
the organisation is dependent upon how far the customers are being able to identify the business
options as well as the opportunities. The relationship with customers will have to be attain such
that the companies can move ahead in terms of reviewing the marketing convenience.
In this present scenario where there are lot of other organisations that are competing with
each other maintaining a proper relationship with the customer can help them to go above and
beyond in the marketing race and can stand form amidst of any atrocity. The value of every
organisation is determined by how far the organisation is bringing about the entities of
marketing. In a simple way it is nothing but loyalty into profitability. According to Abeza and
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et.al (2019), the customer satisfaction is dependent upon the different factors that will measure
the kind of evaluation that is to be made by the organisation. It will be different from one
business to the other and the important concept that will have to be grabbed and analysed in this
will particle early fall under marketing research.
Mostly the customer satisfaction will be dependent upon how far the product or service is
being connected to their ability. The commitment that the organisation provides for the customer
will derived their expectations and that is generally portrayed upon the sense of maintaining a
good relationship with maintaining satisfaction of customers. The satisfaction of customers is
either through products and services or through the loyalty that is being depicted by organisation.
Sometimes the customer satisfaction can be derived by how far they are being treated by the
organisation and that can also maintain a long-term stability with the organisational policies.
According to Ogbechi and et.al (2018), many organisations usually maintain this strategy as their
identity because the level of satisfaction that will be gained through proper interaction is being
given to customers on a regular basis. This can help them to improve their circumstances even in
times of need where they are not being able to provide the right amount of goods yet customers
maintain proper communication with them in times of need. This is one of the fundamental
requirement of the organisation where they cannot lose customer on the basis of their products
and services. With this the organisations usually move ahead in understanding the attitudes of
customers.
Upon a thorough analysis that is being portrayed upon understanding the attitudes of
customer they will derive the policies as well as a ways of how to approach them. Customer
satisfaction is purely dependent upon the trust that is being given by the organisation. According
to Abeza and et.al (2020), the factors of various organisations usually maintain this strategic
approach where the portray different levels of trust that is necessary for them to grab the
attention of customers. This has to be one of the important feature their customers cannot skip
the level of satisfaction. The primary as well as secondary data that is being collected upon
analysing the demands of customers can help the organisation in deriving their levels of
satisfaction. This is also one of the prominent feature that will have to be taken care about such
that the customer perception can be understood in a better way. The factor of satisfaction is
different from the perception of customers. Yet they both much together in terms of maintaining
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a proper relationship. Smooth experience with respect to the products and services will help
organisation to retain their customers without much hard work.
The customer service associate that are in the organisation usually have to be in the pace of
attracting customers with their valuable communication such that it develops a positive mind-set
in the midst of customers which will derived conversational satisfaction that is one of the most
common and appropriate feature in maintaining relationship marketing strategy. After attracting
the customers, it is than a necessary that the organisations will have to develop their criteria
which will again be one of the successful step in retaining customers. The relationship marketing
strategy will entirely revolve on how far the organisation is attracting their customers and that is
related to various factors that are being derived from their interactions. For this the organisations
will have to maintain trust commitment and mutuality in deriving their operational policies.
Theme 3: Role of different approaches of relationship marketing on consumers of UK food retail
industry
Relationship marketing is different in various sectors. According to Malik and et.al (2017),
United Kingdom is more into deriving its standard by far the sectors are operating. there are
various sectors and in this retailing sector is said to be one of the prominent one where different
kinds of competitive spirits as well as the advantages are gained. Retailing sector is composed of
various strategic orientations and in this there are many companies as well as businesses that are
making profits. The food retailing sector in United Kingdom is said to be one of the prominent
aspect and a day to day basis. For this customers are the major aim and they derive the standard
by far the customer needs are met.
The food retailing organisations in United Kingdom has equipped most of the competitive
advantage with the process of maintaining a good relationship marketing strategy with the
customers. This is said to be one of the prominent as well as the highlighting factor for their
industry because it is not until when the customer’s direct satisfaction and the levels that they
portray upon accepting the surveys that the organisation move ahead in the pace of development.
For this the organisations are more into deriving that customer base with the potential of meeting
their needs. Acquiring new customers without most expensive approaches is one of the
prominent criteria that most of the retailing food sectors in United Kingdom are following.
Acquiring customers is not just a simple task to be accomplished. There are certain measures
as well as evaluations that are to be made such that negotiations can be eradicated. It is necessary
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to attract new customers every now and then such that their organisation can be known to many
people. In this regard the organisation can also attain proper reputation that is necessary for it to
sustain. According to Camarero and et.al (2019), constant customer base is an essential factor for
the retailing industries and particularly the food sectors in retailing industries are said to be the
ones that will revolve around customer base. Upon the addition of customers on a regular
interval the company can function in a dedicated manner and the productivity can also be
increased. There are certain department of marketing and organisation and those under the
prospects of marketing is one of the criteria that will have to be focused upon.
The role of various sectors in the organisation will particularly focus upon the measures of
achieving relationship with customers. On a probable timescale this particular industry will
foster upon the loyalty of customers through the ways they derive. There are certain exemplary
products mostly with the menu that they derive in order to attract the customers or the clients. On
a contrast the clients are more towards incorporating their choices and relying upon the recipes
that are being provided by the organisation. To maintain a profitable relationship with the
customers the UK retailing food sectors are more towards bringing about the online food
ordering choices.
According to Brown and et.al (2017), grabbing the ideologies and also satisfying the needs
of customers by providing food to their doorstep is one of the prominent criteria that they are
mostly focused upon in deriving the base. The transactions that they have incorporated amidst of
customer a level of interaction is also one of the probable entity to be focused upon. Relationship
marketing in walls different kinds of improvements that are mostly the internal operations in an
organisation. The food retailing industries of United Kingdom usually feel that customers will
not leave the organisation on the basis of the product or the service is but the kind of interaction
that they maintain. Keeping this in mind and taking every factor into consideration the focus
upon highlighting the needs of customers and satisfying them at all possibilities. Also deriving
various technological implementations like providing applications in order to imbibe doorstep
delivery is one of the criteria that they are practicing for over a long run. This has grabbed the
attention of customers on a large basis where for these policies there are customisation
advertisements as well as special deals that are put forth.
According to Su and et.al (2020), associating the choices of every online delivery the factors
are more into providing the additional benefits for their regular customers which can help them
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to retain more number of people around. Policy of gratitude is being expressed by many of the
factors in deriving the token of appreciation in maintaining a proper relationship with customers.
This is one of the analysing factor where every probability of maintaining and interaction with
customer can be a boon for the organisation.
The consequences that are in regard to the customer are predicted by the organisation such
that they can value their emotions in this regard. It is necessary to understand the customers and
therefore the organisations are more into developing a questionnaire such that the customers
when filling questionnaires, the organisation can be aware of their ideologies as well as their
interest. This is one of the first step that is being taken care about by the organisations in
understanding their customers. Based on the question at the developing strategies to move ahead
in order to implement the menu features best suitable for most of the answers that are accurately
same. According to Achen (2017), the nature of customer can be best non where to this particular
strategy of questionnaire and based on that the product can be designed. Marketing strategy is
one of the crucial factor and therefore the customer relationship marketing will add as a fuel to
the strategy. There are various metrics that are being evaluated by the organisations upon using
the technological implementations without much spending of the resources.
Constant evaluation is necessary in order to maintain consistency over the choices that are
being incorporated. This is a necessity because without consistent with the organisation cannot
move ahead in terms of development. There is a scope for every organisation to evolve and it
only depends upon her for the organisations are evolving their strategies. Evaluating every
measure that is a probability of growth is one of the requirement for the organisations. There are
many advantages that are being gained by marketing and the relationship marketing strategy
among all is preferred by many organisations to retain their customer base. Customers are the
onset and representation of competitive advantage of the organisation and that is necessary in
order to strike across the atrocities that are pertaining in the marketing race. In order to attain the
profitable standard every customer will contribute to the best of their ability such that they get to
understand the formulations and can imbibe the same at all levels.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology provides a well-defined approach to choose suitable methods for
conducting research. Different research approaches used in this project are as follows:
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3.1 Research type
There are two types of research studies. The first one is known as qualitative research
which emphasis on non-statistical data which does not require computation. It is usually
preferred for the research studies which aims at understanding specific phenomenon. Other
research type is called quantitative method in which quantified data is explored for objective
analysis of the research subject (Ghaljaie, Naderifar and Goli, 2017). Though quantitative
research is less time consuming and has higher validity and reliability but it is very expensive
and demands for greater sample population. Quantitative research methods involve quick data
collection and analysis which can be analysed by means of statistical tools however it is
restricted to probe answers and thus obtained results may not be applied as generalised result for
mass audience. Also there are higher possibilities of data misinterpretation in quantitative
research studies so this is not used in this research study.
Purpose of qualitative research studies is to obtain understanding of specific phenomenon
by means of narrative data (Guest, Namey and Chen, 2020). In this study since sample size is
very small and limitation of subject to non-numeric data qualitative research is conducted. One
of the benefit of using qualitative research type in this study is that it allows greater flexibility in
the research. The use of qualitative data in this study makes it quite time taking but it provides in
depth analysis of the selected research topic. Further qualitative research is less expensive
because of higher flexibility and smaller population size.
3.2 Research approach
Research approach provides a theoretical orientation to practice and is of mainly 2 types
inductive and deductive. In inductive approach generalised conclusions are drawn from
observations and instances of individuals. This approach is very flexible and is primarily used
when observed patterns are used to explore new theories (Bryman, 2017). Another type of
research approach is deductive approach in which per determined hypothesis or theories are
validated or tested. Deductive approach mainly aims at accepting or rejecting concepts by means
of hypothesis testing. Thus it is more useful for exploring the casual relationship between
different variables but is more suitable to quantitative or statistical data as it limits the scope and
divergent thinking. Also since deductive approach need large sample population to prove
hypothesis (Alase, 2017). On the other hand, inductive approach can work well with small
sample size as well which make it less expensive and more flexible method.
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This study incorporates inductive research approach in which instead of testing pre-
determined information new theories are generated. Though it is time consuming and demand for
more careful observations its flexibility to explore the wide range of topics make it more suitable
for this research study (Adhabi and Anozie, 2017). Another benefit of using inductive approach
is that it helps to evaluate several meaningful insights of the subject. It can also provide strong
foundation in predicting future practices.
3.3 Design
Research design explains the various techniques through which different research
components are integrated. Research design can be of descriptive, exploratory and experimental
type. Exploratory research design aims at exploring the research questions instead of
recommending measures to solve problem. Exploratory designs usually result in data which is
highly vulnerable to bias and thus is not beneficial in making practical decisions at organisational
level (McGrath, Palmgren and Liljedahl, 2019). Thus it is not used in this study. The second type
of design is experimental design which is used for determining relationship between cause and
effect of a phenomenon. In this type of research impact induced by an independent variable on
dependent variable is analysed. Thus it is more suitable for scientific or experimental studies and
is not used in this project.
In this research descriptive design is used which emphasis on accurate description of
specific topic. The survey or questionnaire is one of the most common method to obtain data
under descriptive design and thus it is very easy and quick (Castleberry and Nolen, 2018). It also
allows researcher to gather data in natural environment so that high quality research data can be
obtained. Thus it is also helpful in making more accurate and quick decisions for data analysis
purpose. This research design also serves beneficial in terms of assessing real environment trends
and to obtain detailed overview of any process.
3.4 Data collection
For conducting any research, it is of most importance that suitable and correct research
data is obtained for the analysis purpose. There are mainly two types of data collection methods
available: Primary and Secondary data. In the former method data collection is directly
accomplished from data source instead of using any existing sources. As compared to secondary
analysis primary approach is more authentic and reliable as data is directly collected from the
research population (Skillman and et.al., 2019). However, it is time consuming and has higher
15

cost. Secondary data is collected from the existing information or research sources which is
readily available to use. It is easily accessible. However secondary data is very generalised and
may not completely meet the specific objectives of certain researches (Finefter-Rosenbluh,
2017).
Secondary data is highly affordable but it may require greater understanding and insight of
interpretation as otherwise it may lead to personal bias and outdated data. Thus in this research
project instead of secondary data collection primary data analysis is used. The primary data can
be collected by various means such as interviews, survey and questionnaire. In this project a
questionnaire is used so that highly specific customer relation strategies of chosen organisation
(Tesco) can be evaluated. Another benefit of using primary data collection is that collected data
refers to real time information so that contemporary business trends of CRM in food retailer can
be easily and precisely identified.
3.5 Data analysis
After collecting data choosing appropriate research analysis method is also a crucial phase
in completing the research. Selection of appropriate data analysis method not only influence
research outcomes but also has impact upon the way in which results are interpreted and
conclusions are made (Rutberg and Bouikidis, 2018). For analysis purpose there are two most
suitable choices: statistical and thematic analysis. In former approach statistical tools and
methods are used for evaluating the research outcome. Statistical is best suitable for quantitative
data and is not applicable to heterogeneous data. Though it provides strong validation of
particular trends but results are very narrow and does not allow researcher to explore the theme
or topic in wider area. With statistical outcomes it is possible for researcher to obtain numerical
validation but it does not give detailed analysis or justification of related pattern and factors
(Fletcher, 2017). With thematic analysis it is also required that one must have good knowledge
and understanding of statistical concepts and their interpretation. Thus lack of accuracy can
result in major flaws in interpreted results. However, in thematic analysis no such advanced
accuracy and precision is required.
Another data analysis method is qualitative approach in which specific patterns are
identified in data set so that broad themes can be developed for evaluation purpose. It is suitable
for the qualitative research and thus is also employed in this study. One of the benefit of using
theme based analysis for this research approach is that it is very flexible and thus allows to
16

explore and gain new insight of data along with the objectives (Korstjens and Moser, 2017). It
does not limit or restrict researcher to a narrow statistic aspect. Also thematic analysis is more
preferred choice for the research studies when topic demands for analysing perception or opinion
of people or social trends or phenomenon.
3.6 Participants and sampling
Sampling can be defined as the selection of specific or fixed size of participants which
represents a particular population for research purpose. The key objective of sampling is to make
research process feasible and manageable in terms of cost, size and analysis. Due to these
considerations it may not be possible for the researcher to conduct research on entire population.
Thus a small and manageable population segment is chosen for understanding the behavioural
pattern or trends (Basias and Pollalis, 2018). Sampling is usually employed in primary research
and is of two types probability and non-probability sampling. In probability sampling
participants for study are chosen on random basis as each individual has equal chance of being
selected and thus they can represent generalised results for entire population because of similar
characteristics. Another type of sampling is non probability sampling in which selection of
individual is based on specific criteria instead of generalised feature of population. This type of
sampling is used only when individuals desire to obtain specific feedbacks instead of
generalising any concept (DeVaney and et.al., 2018).
For this research simple random or probability sampling is used because it allows to have
easy access to entire population and generalised results can be obtained which can be applied to
entire industry or subject population. One of the advantage of using this type of sampling is that
it allows to get highly representative sample population so that more generalised outcomes can
be developed. In this study 30 customer relationship (CR) executives of Tesco are chosen
randomly as sample participants.
3.7 Ethical consideration
In order to make research outcomes reliable and acceptable it is necessary that research
practices are highly ethical and incorporates all ethical principles. As research involves primary
data collection it is important that privacy and confidentiality of the participants is maintained.
Their personal details and opinions must not be disclosed without their permission (Guest,
Namey and Chen, 2020). Prior undertaking research, researcher must also undertake written
consent from the participants. For this purpose, every participant must be informed about the
17

purpose and method of research. It will help individuals to freely take decisions if they want to
participate in research or not. Researcher must respect the consent and privacy of the participants
and they must be allowed to withdraw from the study at any instant during research.
Another ethical consideration which must be followed during the study is safety of
participants. The research process must be properly explained to each participants and must not
cause any kind of physical, emotional or psychological harm. The adherence to these ethical
practices makes research outcomes more validated and accurate. Researcher must also show
honesty in terms of data collection and interpretation. The study results must be published and
included very carefully and honestly. Research must not include any misleading information.
When collecting and analysing research data there must not be any kind of self-deception or
personal bias. Research process and outcomes must be reliable and this can be assured by
adopting fair practices of data collection (Adhabi and Anozie, 2017). The literature review is also
conducted from the reliable and authentic sources so that a strong theoretical background can be
developed for supporting the thematic data analysis.
3.8 Reflexive analysis and credibility
For improving the credibility of the research it is also equally important to use credible data
sources for collection and analysis purpose. The themes developed for the study must also be
reliable and in alignment existing literature sources. The data interpreted and discussed in the
study has also taken some key considerations or assumptions. For instance, concept of relation
marketing has been discussed with consideration that in current social settings all food retailers
are incorporating CRM practices. While in reality extent of CRM practise adopted by global
companies like Tesco and small size UK based organisation can vary to great extent (Karyose,
Astuti and Ferdiansjah, 2017). Also in order to actually understand the impact of CRM
researcher must also have wider knowledge and understanding of changing global and social
scenarios. The CRM strategies of a firm vary greatly depending upon their vision, marketing
objectives as well as resource availability. Thus if there are any exceptions in the observed trend
then they must also be recorded and included in the discussion of the study.
CHAPTER 4: RESULT
Q1: Do you think long term customer relations are important and mandatory for Tesco?
Yes 20
No 2
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Not sure 8
Total 30
Theme 1: Importance of long term consumer relationships
Interpretation: Majority of executives in Tesco believes that it is vital for the organisation to
build and maintain good relationships with customers. For organisational growth it is equally
important to retain existing consumers as well as to create and attract new one. However, a very
small number of participants; only 2 out of 30 assumes that Tesco has been acting as leader in
food retail industry. The product quality and pricing strategy is effective enough to retail
organisational success. Thus there is no need to emphasis separately on customer relations and it
is not significant for organisation. Also there were 8 participants who stated that they are not sure
if customer relation is mandatory but it is in practice in current situations.
Q2: In your opinion how Tesco can survive fierce competition in food retail segment?
Good customer relation 10
Pricing strategies 5
High quality product and services 5
All the above 10
Total 30
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Theme 2: Competitive survival in food retail industry
Interpretation: Competition is the most severe threat every food retailer is facing now. In order
to meet this companies used to adopt several strategies and practices. In this context 10
participants stated that for survival in market it is required to balance customer relation by means
of satisfactory customer services. However, 5 number of participants believes that modern day
customers are more concerned about pricing of product or quality of services. Thus equal
number of participants favoured that either price or product quality is main strategy to withstand
competition. More than 30% participants believe that a single factor cannot help Tesco to retain
success instead organisation must equally focus on price, quality and consumer satisfaction by
CRM approaches.
Q3: Which are the popular CRM approaches used by Tesco?
Open and regular communication 2
Keeping customers updated by regular magazines and digital tools 2
Loyalty rewards 6
All the above 20
Total 30
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Theme 3: Most common approaches of customer relation marketing
Interpretation: To optimise the profit and customer’s organisations uses various measures for
improving their relation with the customers. Majority of nearly 65% participants believes that
Tesco uses number of CRM strategies such as providing loyalty rewards or attractive discounts
to customers on their regular purchasing, constant and quick communication to queries of
customers and creating brand awareness about organisational initiatives by publishing
organisational news in magazines or on other social media and digital platforms. However, there
were 6 participants who believed that organisation is greatly focused on loyalty cards and thus it
is the only approach of CRM which is appreciated by Tesco customers and its competitors.
Q4: What can be the possible reasons for wide customer base of Tesco in UK food
retailing?
Low pricing 5
Quality 15
Satisfactory customer services 10
Total 30
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Theme 4: Reasons for huge customer segment
Interpretation: Tesco size on the basis of its customer segment is very huge and offers variety of
products for different types of customers. 15 out of 30 participants stated that quality of products
is major factor which drives organisation to retain such vast number of customers for long term.
However, 10 participants believe that highly interactive and responsive customer services or
organisation are force behind such huge growth of organisation. 5 participants in sample
population had belief that Tesco offers best prices in UK food market and thus it is the reason
that customers used to retain with the brand.
Q5: Why Tesco pay great attention and investment to loyalty rewards and customer
services?
To attract new customers 10
To improve customer retention 10
To gain competitive benefits 10
Total 30
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Theme 5: Investment and attention towards customer services and rewards for loyalty
Interpretation: It has been seen that CRM initiatives of Tesco such as loyalty programs and
CRM practices are always in highlights due to their immense popularity and customer response.
On this perspective participant share similar views. 10 Out of 30 participants believes that these
strategies are part of only gaining competitive advantage so that sales can be increased and more
profitability can be achieved. However equal number of participants also stated that this is part of
improving customer satisfaction so that they can be retained for long term in exchange of
monetary benefits. 10 participants also believe that when huge investments are made to loyalty
rewards then it encourages new customers to associate with brand and to explore these benefits.
Q6: Why it is required to focus on customer satisfaction?
For increasing sales 8
To retain customers 15
To survive in industry competition 7
Total 30
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Theme 6: Necessity of achieving consumer satisfaction
Interpretation: For organisational success it is important to provide satisfactory services to their
customers and to maintain this satisfaction level. 50% of the sample population stated that in
order to retain customers it is necessary that their needs are assessed and delivered properly. If
there is gap in customer expectation and satisfaction, then they can quickly choose to other
service providers as there is plenty of competitors in food retail industry. However, 8 participants
have belief that customer satisfaction is required only to manage the organisational performance
in competitive arena. They believe that if customers are not satisfied with the services then there
are higher chances that company will have poor brand perspective and it will affect its market
share and growth plans. 7 out of 30 participants also gave their opinion that satisfaction of
customers is only means to increase the number of sales which is particularly for new customers.
Q7: Usually what is satisfaction level of Tesco customers towards its product and service
quality?
Highly satisfied 10
Not satisfied 3
Moderate 15
Not sure 2
Total 30
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Theme 7: Satisfaction level of customers towards organisational services
Interpretation: It is a vital step to assess the satisfaction level of customers. 10 participants stated
that in their opinion most of the customers of Tesco are highly satisfied with the existing services
of organisation. There were only 2 participants who stated that customers are not happy with the
current strategies or service quality. Half of the sample population also believed that satisfaction
level is moderate only and there is further need of some improvement also. There were only 2
participants who lack of surety in classifying the satisfaction level of existing customers.
Q8: Is there any monitoring team in Tesco for reviewing customer support services?
Yes 25
No 5
Total 30
Theme 8: Monitoring performance of customer relation approaches
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Interpretation: It is very crucial to ensure that customer interaction and services meet the
required standard. Thus organisations are incorporating regular monitoring of customer service
quality. More than 50% participants said that in Tesco it is regularly monitored that customer
services are highly satisfactory and customers are given first preference in every aspect of
service. However, there were only 5 participants who said that there is no such close monitoring
of the ways in which customer services are executed or delivered.
Q9: How does customers of your organisation find existing customer relation approaches?
Satisfactory 25
Unsatisfactory 4
Irrelevant 1
Total 30
Theme 9: Customer perspective on current CRM practices
Interpretation: It is required that organisations must have complete review of their CRM
approaches and their outcomes. 25 out of 30 participants stated showed their complete
satisfaction in existing CRM policies of Tesco. There were only 4 individuals who stated that
current practices are productive but they are not satisfactory instead they need lot of
improvements. Among 30 participants there was only 1 individual who stated that CRM policies
are irrelevant to consider and thus they are not satisfactory at all. The higher satisfaction level of
majority of executives clearly indicates that Tesco has satisfactory and productive CRM policies.
26

Q10: What priority is given to customer feedbacks and complaints?
High priority 11
Depending upon circumstances 9
Low priority 2
As normal functioning like any other department 8
Total 30
Theme 10: Priority level of customer feedbacks
Interpretation: Whenever there are customer complaints or suggestions in form of feedbacks
then it is required that they are given priority so that customer service quality can be improved.
11 participants among chosen 30 candidates stated that in Tesco consumer feedbacks are high
priority operations. They are addressed at first so that their customers do not face any difficulty
or dissatisfaction. However, 8 participants stated that CRM is similar to any other department or
functioning of organisation. There is no such special or higher attention given to customer
relation. Though it is an integral part of Tesco work culture but is only a routine functional
aspect not a high priority aspect. Nearly equivalent to these 9 participants also informed that
priority to customer complaints depends upon several circumstances such as resource
availability, nature of demand, type of customers and other organisational requirements. There
were only 2 participants who stated that customer feedbacks have low priority and greater
emphasis is on done on other CRM aspects.
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Q11: What is most common method of interacting with customers in Tesco?
Emails and social media 10
Face to face communication 5
Promotional tactics 10
Total 30
Theme 11: Customer interaction methods
Interpretation: Communication with customers is an integral part of the CRM process and
making customers achieve higher satisfaction level. For this purpose, organisation use different
methods of interacting with their prosperous customers and target audience. In this context a
mixed response has been obtained from the participants. 10 out of 30 people stated that
organisation is using mostly email communication and digital platforms like social media for
keeping regular updates with customers. Equal number of participants also stated that
organisation uses promotional tactics to keep its customers informed. Like organisation publishes
magazine every year so that it can inform all of its stakeholders about its decisions or
achievements. Similarly, loyalty rewards are given to appreciate the loyal customers. There were
5 participants who said that Tesco uses mainly face to face communication to build long
customer relation and to understand their concern.
Q12: Does Tesco take any feedback from customers on quality of customer services?
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Yes 25
No 2
Not sure 3
Total 30
Theme 12: Customer feedback on customer service quality
Interpretation: CRM is of great importance for the organisation. Thus Tesco used to take regular
feedbacks from its customers to ensure that they are given quality services and customer support.
In this context More than 80% participants stated that regular feedback mechanism is there to
ensure high quality CRM services. Only 3 participants said that they are not sure if there is any
feedback cycle for ensuring the quality of customer support services.
CHAPTER 5: DISCUSSION
From the above results it has been analysed that customer relation and satisfaction is one
of the main aspect of organisational success and growth. In long run companies cannot achieve
sustainable growth without retaining its customers for long term and satisfactory customer
services. UK food retailers are experience immense competition. Particularly e-commerce and
online platforms has encouraged fierce price wars forcing organisations to seek quick remedies
to gain competitive advantage. One such approach is to maintain good relations with customers
so that not only they are retained for long term but they can also serve as brand ambassador by
positive marketing or word promotion (Goranda, Nurhayati and Simanjuntak, 2021). Technology
29

like social media has given power to every customer that it has become essential for organisation
to meet expectation level of every customer. This is the reason that along with price wars and
quality services companies are also strengthening their CRM approaches so that they can lead
among other competitors.
It has been also identified that Tesco uses variety of measures to ensure that its customers
are always satisfied with high quality services of retailer. For instance, organisation regularly
send updates to its customers via emails and social networking sites so that its customers always
feel connected with the organisation (Ali, 2018). The publication of organisational achievements
on social sites or yearly magazines helps audience to feel connectivity with the brand. Contrary
to the traditional approaches of marketing Tesco is emphasising on proactive marketing
approaches in which a more frequent, quick and transparent communication is preferred.
Consumers can easily inform organisation about their expectations, satisfaction level and service
quality. It not only helps organisation to improve its own performance but also enhance the
customer satisfaction level. Tesco also provides loyalty rewards so that people are encouraged to
make regular purchases and maintain relations for long term.
Another important aspect which can be observed from Tesco growth and success is that the
food retailer has huge customer base. One of the key reasons for retaining such growth and
success for several years is high quality and low pricing products and services offered by
organisation (Redjeki, 2021). However, it cannot be denied that the prime reason for positive
purchasing decision of customers is their satisfaction level which forces them to buy products
repeatedly. Due to this reason Tesco also make vast range of efforts to improve its customer
relations. Supporting and encouraging customer relations enhances the satisfaction level. The
CRM practices of organisations create a positive perception among customers that organisation
respect their preferences and values and thus they must maintain a long term and faithful
association with the brand.
When a customer is highly satisfied then even if they have to pay higher prices they used to
choose the brand over other competitors. This is the reason that CRM has become an essential
element of organisational strategies and processes (Dibyo and et.al., 2021). The organisations
who does not make efforts to retain customers or build relation with their customers used to find
it very challenging to survive in the existing scenarios of price wars between food retailers. At
once companies can use their pricing strategies to attract new customers but if they desire to
30

maintain their success then they must ensure that their customers are highly satisfied. This is
possible only when necessary efforts are made by organisation to meet customer expectations
and satisfaction level (Kaul, 2017).
Owing to the importance of CRM organisations have focused and highly trained teams
which even monitor and strategically plan strategies for building and retaining long term
customer relation. One of the effective ways to achieve customer satisfaction is that
organisations must give essential priority to the feedbacks and suggestions of their customers.
Organisations must always have audit of their service quality and how customers are responded
with their queries, concerns or suggestions. It requires integrated support and cooperation from
different functional units of firm.
For instance, there must be regular innovation in production and supply chain so that
consumers always have unique experience in interacting with organisation. If there is delayed
response or negligence in customer communication, then it leads to great dissatisfaction among
customers and then they used to choose other service providers (Dehghanpouri, Soltani and
Rostamzadeh, 2020). Communication can play an important role in this part as if organisation
uses modern communication networks then it creates a more impact on customer perception
towards brand. This is the reason that organisations such as Tesco are investing good resources
on improving their communication channel. For this purpose, they are also preferring CRM tools
such email marketing and artificial intelligence based chat system so that organisation is
available at every instant with quick support services and assistance to its valuable customers.
It has been also evaluated that with CRM it is possible for organisations to ensure their
regular and productive interaction with existing as well as potential customers. CRM practices
also assist organisation in enhancing efficiency and to track huge consumer data so that sales and
profitability can be grown. In addition to the continuous communication CRM also helps in
keeping personalised communication (Girsang, Sumiati and Djawahir, 2021). The data managed
and gathered by CRM make customers believe that they are highly valued by the organisation. It
has been also observed from both literature sources and results that to keep customers highly
satisfied it is vital that they are regularly reminded. This can be done by frequent messages and
communication support from the organisation. Like organisation use to generate timely response
for all customer queries.
31

The consistency in communication encourages brand reputation, customer satisfaction as
well as loyalty towards brand. CRM data can also be used by the other departments of the
organisation or for marketing to specific customer segments. CRM also contributes in improving
internal organisation communication and can visualise pipeline by providing holistic view of
different business operations (Panjaitan and Djunaedi, 2017). CRM is also helpful in keeping all
customer data stored at one place and in organised form so that it can be easily accessed and
analysed. This data is used to delivered personalised solutions and services to customer.
The lack of customer relation strategies can affect the way in which individuals used to
perceive brand and association with it. Lack of communication or CRM analysis would result in
failure for organisation to predict the needs of its target or potential customers. This in turn can
have adverse impact upon competitive position of the organisation. By using different price and
product related tactics organisation can attract new customers but in order to retain them
continuously and to encourage them to make consistence and frequent purchase it is necessary
that they are managed and productive relations are maintained and established. CRM practices
also effectively manage the consumer data at one place so that satisfactory services can be
delivered. CRM helps in sustaining competitive positioning in market by improving customer
satisfaction and the way in which customer data and needs are managed. Failure to incorporate
modern practices of CRM can result in instability and consumer dissatisfaction which is not
appreciable for gaining competitive advantage.
CHAPTER 6: CONCLUSION AND LIMITATION
It can be concluded rom the above discussion that technology and social changes has
contributed rapid and significant changes in lifestyle, eating habits and food related practices. It
has encouraged the development and growth of grocery retail formats and organised food to
great extent. The organisations used to face great competition from local as well as international
brands which are now easily available to customers. Thus there is great challenge for food
retailers to retain and acquire customers in fierce competitive environment. Relationship
marketing has evolved has best way to motivate customers so that they remain loyal forever
irrespective of tempting international and other local brands. In order to survive in competition
emotional connectivity with consumers and strong relationships with them can help retailers to
handle price sensitivity and customer dynamics effectively.
32

It has been also observed that modern day food retailers are employing different practices
such as social media marketing, feedback approaches, interactive programs and loyalty benefits
so that customer satisfaction, commitment and trust can be encouraged and their relationship can
be strengthened. The loyalty card programs and feedback mechanisms employed by food
retailers involves millions of investments but companies are gaining undifferentiated benefits
from CRM. These benefits include increased frequency of shopping and transactions, huge
growth in profit margins and market shares of organisation. Variety of CRM employed by food
retailers serve as motivating factor for customers to make purchasing decision. The organisations
who still prefer traditional approaches of marketing fails to cope up with consumer dynamics and
their changing demands. The life style and quick social changes have made customers highly
sensitive towards price, product attributes, technology and other purchasing factors.
Thus in order to understand these factors it is vital that companies must emphasis good
amount of investment and efforts on strengthening customer satisfaction and relation. Among
food retailer’s high quality product and services with expected needs of price sensitivity are not
new to meet. Every organisation is paying huge attention to these operational and management
aspect. However, the key challenge for service providers lie with the fact that with vast number
of options available, customer’s preferences have become very unique, personalised and
dynamic in nature. As a result, organisations cannot go in with models of treating each and every
customer as unit. Instead a personal and emotional touch with every customer need to be
established so that they can feel valued and can support loyal relation with the service provider.
Customer retention is one of the crucial aspect for boosting customer satisfaction. When
transaction or interaction between service providers and consumers is not only associated with
exchange of goods but also involves emotional connectivity, communication, trust, closeness and
preference then it tends to deliver more productive business and functional outcomes.
From the research it has been also evaluated that relationship marketing is highly
productive and beneficial approach for the food retailers. However, for food retailers it can be
very tough nut to crack. Along with the need to identify and meet customer needs it also demand
for a balanced approach of resources and changing global dynamics along with cultural and
emotional sensitivity. The consumer relations can prove to deliver satisfactory services only
when customers connect their values and emotions with the brand perception. For this purpose, it
33

is highly required that companies must align their business vision, activities, strategic directions
and growth plans with culture and choices of customers.
The cultural aspects play an important role in affecting the ideology, beliefs and practices of
customers. Thus to retain strong position in social dimensions it is necessary that consumers
consider food retailers as inevitable part of their routine life. Only then every aspect of services
can result in satisfactory outcomes. For strong relations it is also required that organisations must
encourage the use of effective communication network. The promising and advanced
communication chain also allow service providers to improve service quality by means of
regular interaction with the target audience. Use of approaches such as feedback, loyalty
rewards, process updates also help customers to easily reach out management and to express
concern. Management can also identify the quality gaps in its services. It not only brings
improvements in competitive positioning of organisation but also retain customers with their
long term support to organisational initiatives.
It can also be suggested from the evaluation and results that without gaining trustworthy
relation and support from the customers it can be almost impossible for the food retailers to
survive in competitive UK business environment. Expectations of UK target market reflects
preferences from various cultural backgrounds and diversity factors. A strong and focused
communication method is required for the service providers to make their services uniquely
positioned in dynamic business environment. Further CRM is not only a crucial aspect to retain
customer but is also a significant method to bring dynamic changes as per situational and market
demands. The companies which do not make efforts to relate with customers usually tend to end
up with very narrow customer base and that too is temporary which can be easily fluctuated by
competitive pricing and service quality offered by other service providers.
Limitations:
The study comprises of qualitative data but it can be also considered as one of its
limitation. The quantitative studies provide higher validation of data. For this research sample
size chosen is very small and thus it could have resulted in very narrow analysis of research
study. The use of statistical tool and wide range of sample could have resulted in more accurate
and clear analysis of actual trends of customer satisfaction in food retail industry. In addition to
this for this research study Tesco UK has been chosen. The selected organisation is well known
international brands in many other countries. Thus the CRM and its related impact on customer
34

satisfaction can vary for small or medium size food retailers or different cultural environments.
Thus it has also served as key limitation of research which could have been overcome by
integrating a more in depth secondary analysis and comparison of multiple case studies.
35

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Online
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Relationship marketing strategy: 2021 [Online]. Available through: < Relationship Marketing
Strategies for Customer Retention | NeverBounce>
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APPENDIX
Questionnaire
Name:
Age:
Q1: Do you think long term customer relations are important and mandatory for Tesco?
 Yes
 No
 Not sure
Q2: In your opinion how Tesco can survive fierce competition in food retail segment?
 Good customer relation
 Pricing strategies
 High quality product and services
 All the above
Q3: Which are the popular CRM approaches used by Tesco?
 Open and regular communication
 Keeping customers updated by regular magazines and digital tools
 Loyalty rewards
 All the above
Q4: What can be the possible reasons for wide customer base of Tesco in UK food retailing?
 Low pricing
 Quality
 Satisfactory customer services
Q5: Why Tesco pay great attention and investment to loyalty rewards and customer services?
 To attract new customers
 To improve customer retention
 To gain competitive benefits
Q6: Why it is required to focus on customer satisfaction?
 For increasing sales
 To retain customers
 To survive in industry competition
Q7: Usually what is satisfaction level of Tesco customers towards its product and service
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quality?
 Highly satisfied
 Not satisfied
 Moderate
 Not sure
Q8: Is there any monitoring team in Tesco for reviewing customer support services?
 Yes
 No
Q9: How does customers of your organisation find existing customer relation approaches?
 Satisfactory
 Unsatisfactory
 Irrelevant
Q10: What priority is given to customer feedbacks and complaints?
 High priority
 Depending upon circumstances
 Low priority
 As normal functioning like any other department
Q11: What is most common method of interacting with customers in Tesco?
 Emails and social media
 Face to face communication
 Promotional tactics
Q12: Does Tesco take any feedback from customers on quality of customer services?
 Yes
 No
 Not sure
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