Factors Affecting Customer Loyalty in UK Retail Sector: A Study on Waitrose Limited

INQUIRY BASED PROJECT

INTRODUCTION...........................................................................................................................1
Background:..............................................................................................................................1
Aim...........................................................................................................................................1
Objectives.................................................................................................................................1
Significance...............................................................................................................................1
Rationale ..................................................................................................................................1
Structure:...................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
METHODOLOGY..........................................................................................................................2
Research type............................................................................................................................3
Research approach....................................................................................................................3
Data collection..........................................................................................................................3
Sampling...................................................................................................................................3
Data analysis ............................................................................................................................3
Reliability & validity................................................................................................................3
FINDINGS AND ANALYSIS........................................................................................................3
DISCUSSION:.................................................................................................................................9
CONCLUSIONS............................................................................................................................10
Recommendation....................................................................................................................11
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................14

Topic: To investigate factors affecting customer loyalty in the context of UK retail sector:
A study on Waitrose Limited
INTRODUCTION
Background:
In the current era, retail sector is facing growth and development which requires firm to
pay attention on assessing factors that impact organizational progress. Retail sector of UK is
experiencing rapid growth due to accelerated shift to online practices which helps in building
customer loyalty in order to incline sales growth. Current trend in retail sector includes
personalized shopping experience, application of AI and BI, online shopping behavior, afdter
sales service,etc. For the present report Waitrose Ltd has been selected which is one of the
supermarket that is deals in offering groceries to targeted audience. The present report will
shed light on assessing factors affecting customer loyalty of specified organization.
Aim
The aim of current research is to determine factors influencing customer loyalty impact on
Waitrose Limited’s
Objectives
To assess the understanding about concept of customer loyalty.
To determine factors affecting customer loyalty within retail sector
To identify challenges occurring in Waitrose Limited for attaining customer loyalty
To recommend strategies for improving customer loyalty through managing different factors
Significance
The particular chosen topic regarding assessing influence of customer loyalty in
increasing sales performance will be help in gaining deeper knowledge. This can be beneficial
for specified company, similar organizations operating in mentioned industry and learners
willing to gain knowledge regarding the same.
The reason behind conducting this research is to ascertain how factors affect customer
loyalty of Waitrose Limited. It will permit in gaining deeper knowledge regarding factors
affecting customer loyalty & challenges arriving in attaining same.
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Structure:
Introduction : aim , objectives and significance & rationale.
Literature review: critical assessment of journals and books
Methodology: Procedure for executing research
Findings and analysis: discussion of findings
Conclusion & recommendation: conclusion of findings & recommendations.
LITERATURE REVIEW
According to Budur and Poturak (2021) customer loyalty is concerned with relationship
between company and clients that motivates buyer to choose products offered by specified
firm. There are various factors which helps company to gain customer loyalty which includes
expectation, personal relationship, rewards, reputations, communication methods, etc. In against
to this, El-Adly (2019) depicted that it is pattern which is used by firm for engaging,
purchasing, etc. There are number of benefits which are attained by company from customer
loyalty factors. This involves monetary aspects that impact this element such as quality, price,
cost of benefit, etc.
In the views of Srivastava and Rai (2018) there are various challenges which are faced
by firm in order to attain but crucial aspects includes limited customer segment engagement
and lack of differentiation. It highly affect business ability to meet this benefit which can
incline profitability. On contrast to this, Iglesias and et.al., ( 2020) the major issues that need
to be highlighted includes poor consumer purchasing power and political instability. It becomes
essential to pay attention on resolving this so that customer loyalty can be derived. In against to
this, Pekovic and Rolland (2020) unequally and untrained employee performance is one of
the crucial element that contribute in creating barriers for enterprise to achieve higher customer
engagement & commitment.
Research type
There are two methods such as quality and quantitative for conducting research. For the
present research reports regarding trend in respect to factors affecting customers loyalty in
retail sector qualitative type is useful as it is theoretical concept.
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