Customer Satisfaction and Loyalty Study

This assignment is a detailed report on customer satisfaction and loyalty study conducted among customers of Boots Limited in Pakistan. The report explores the effectiveness of products and services delivered by Boots, customer experience with sales staff, and whether customer needs and expectations are fulfilled. It also examines the role of brand reputation and customer satisfaction in customer loyalty and recommends strategies to improve customer satisfaction and loyalty.

An investigation into Customer
Satisfaction and Brand Loyalty
A case study of Boot

Abstract
In order to sustain in the competitive environment, it is very important for the
organisation to focus on increasing the satisfaction of the customers. The dissertation highlights
the impact of customer satisfaction and brand loyalty by investigating Boots limited. The major
aim of the dissertation is to examine the relationship between consumer loyalty and customer
satisfaction in Boots which will contribute to technical efficiency and performance of customer
oriented businesses. In the following dissertation, the researcher has use positivism philosophy as
it is well structured and effective with the quantitative approach of research. Further, deductive
research approach has been used by researcher in order to investigate the impact of customer
satisfaction and brand loyalty on Boots In order to increase the effectiveness of the research,
descriptive research design has been used for the quantitative dissertation. The quantitative
research strategy will be used in the following dissertation. In this data has been systematically
collected by questionnaire format which will be provided to the customers in order to assess the
information about brand loyalty of Boots and customer satisfaction In the quantitative
dissertation the data will be acquired with the help of questionnaire techniques by providing
questionnaires to the customers of Boots stores. From secondary sources, the data will be
gathered from various books, journals, articles and research papers of senior authors and
researchers. From the vast questionnaire, the researcher has selected a sample of 30 by using
simple random sampling method.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Title...................................................................................................................................1
1.2 Introduction......................................................................................................................1
1.3 Background.......................................................................................................................1
1.4 Rational.............................................................................................................................2
1.5 Research aims and objectives...........................................................................................2
1.6 Research questions...........................................................................................................2
1.7 Structure of Dissertation...................................................................................................3
1.8 Framework and Analysis..................................................................................................3
1.9 Significance of research...................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction......................................................................................................................6
2.2 Customer Satisfaction.......................................................................................................6
2.3 Brand Loyalty...................................................................................................................1
2.4 Impact of customer satisfaction and brand loyalty on growth of the organisations.........2
2.5 Conclusion........................................................................................................................3
CHAPTER 3: RESEARCH METHODOLOGIES..........................................................................4
3.1 Introduction......................................................................................................................4
3.2 Research Philosophy........................................................................................................4
3.3 Research Approach...........................................................................................................4
3.4 Research Design...............................................................................................................5
3.5 Research Strategy.............................................................................................................5
3.6 Data Collection Methods..................................................................................................6
3.7 Sampling...........................................................................................................................6
3.8 Data Analysis....................................................................................................................6
3.9 Ethical Consideration.......................................................................................................7
3.10 Research Limitations......................................................................................................7
CHAPTER 4: DATA ANALYSIS..................................................................................................8
4.1 Introduction......................................................................................................................8

4.2 Analysis of primary data..................................................................................................8
4.3 Analysis of Secondary Data...........................................................................................16
CHAPTER 5: CONCLUSION & RECOMMENDATIONS.........................................................18
5.1 Conclusion......................................................................................................................18
5.2 Recommendations..........................................................................................................19
REFERENCES..............................................................................................................................21
Appendix I.....................................................................................................................................24

CHAPTER 1: INTRODUCTION
1.1 Title
“To investigate into customer satisfaction and brand loyalty. A case study of Boots”.
1.2 Introduction
In order to sustain in the competitive environment, customer satisfaction and brand
loyalty plays essential and vital role for the organisation (Blut and et.al., 2015). Customer
satisfaction and loyalty can be increased by delivering them effective quality of products at
appropriate prices. In accordance with this context, the following dissertation will aid in
investigating the degree of customer satisfaction and brand loyalty of Boots, United Kingdom.
The organisation is specialises in health and beauty products and also provides optician and
hearing care services. There are more than 2500 stores of Boots which are operating across
United Kingdom. Due to increase in substitutions, the organisation is facing stiff competition in
the market environment of United Kingdom. In this context, the dissertation will shed light on
the schemes and offers provided by the organisation in order to increase customer base and
satisfaction. For attaining research objective, the current investigation will follow a systematic
process. This process will comprise literature review, research methodology and data analysis
chapters. All these segments of investigation process will help in getting appropriate solution of
the research problem.
1.3 Background
In present era, there is stiff competition between companies within a very high competent
environment in an attempt to offer quality services to the expectation of customers. Various
operational process of the organisations such as service quality, employee motivation, budgeting
of products and customer satisfactions are being researched and investigated by the researchers
(Bansal and Taylor, 2015). Every good service provider has to provide high quality services to
customers in order for customers to stay satisfied and remain loyal to the company. It is very
important for the organisation to concentrates on the quality of services in order to attain
maximum customer satisfaction. Furthermore, customer satisfaction and service loyalty have
been found to have a relation with customer loyalty through repurchase intentions. Organisations
and management must developed unique and innovative strategies in order to attract customers.
This can be done either by effective promotional strategies or by improving the quality of
products and services. Thus, in order to sustain in the stiff competition and intense business
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environment, the management of organisations must focus on total quality improvement in order
to increase the customer satisfaction and brand reputation. This will aid the organisation to drive
on the path of growth and development and also assist in increasing the profitability and
productivity of the organisations.
1.4 Rational
A definitive vital target of customer service is to guarantee that customers have a decent
involvement with the business and feel treated professionally. Customer satisfaction and brand
loyalty plays vital role that aid in increasing productivity of the organisation (Orel and Kara,
2014). The research is very essential to acquire the importance of customer satisfaction and
brand loyalty that aid in accomplishing organisational goals and targets. Boots is one of the
renowned organisation that specialises in health and beauty products. Company is facing stiff
competition in the market economy of United Kingdom. Due to increase in substitutions and
organisations that deals with identical products are emerging rapidly and increasing the
competition in the market economy. The present study will examine the role of customer
satisfaction and brand loyalty by analysing the case study of Boots. This research project
investigates the level of customer satisfaction and brand loyalty at boots and attempts to
determine if customers’ loyalty is true to the brand and therefore indicative of customer
satisfaction or only indicative of good marketing schemes.
1.5 Research aims and objectives
Aim:
“To examine the relationship between consumer loyalty and customer satisfaction in
Boots which will contribute to technical efficiency and performance of customer oriented
businesses”
Objectives:
 To critically assess whether indeed a positive correlation or relationship exists between
customers becoming loyal when they are satisfied with the level of service or not.
 To evaluate the level of loyalty in relation to their satisfaction level due to the increased
competition for a greater share of the market, customers have become central to several
business activities.
1.6 Research questions
1. How customer satisfaction impacts on the organisational performance?
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2. How brand loyalty is related with the customer satisfaction?
3. How Boots can improve customer satisfaction and brand loyalty in order gain
competitive advantage?
1.7 Structure of Dissertation
In order to present the research project in effective and efficient manner, the structure of
dissertation must be precise and appropriate. For the following research project, the structure of
dissertation is as follows: Chapter 1 – Introduction: This chapter consists of the brief detail which will be covered
in the dissertation. The topic, title, aims, objectives and methodologies used in the
dissertation is described in the introduction efficiently (Punch and Oancea, 2014Buckler
and Walliman, 2016). Chapter 2 - Literature review: This is the very important and second chapter in the
dissertation. In this, researchers compare and contrast the articles and research paper
made by senior researchers in order to comprehend the title and objectives of research
effectively. Chapter 3 - Research Methodology: This is the third chapter of the dissertation in which
the researcher explain the tools and methods of research which he or she will be used in
order to accomplish the aim and objectives of research. Chapter 4 - Data Analysis: Researcher acquires data and information from primary and
secondary sources and in this chapter he or she defines the meaning of data with the help
of themes and charts (Dodge, Herbenick and Guerra-Reyes, 2015). This made the
research more understandable and attractive.
 Chapter 5 - Recommendations and conclusion: This is the last chapter in which
researcher concludes the dissertation and addresses the outcomes he or she acquired from
the research. Further, recommendations are provided by the researcher so that the reader
or to whom the research will be presented can address those recommendations efficiently.
1.8 Framework and Analysis
This part of dissertation will cover the concepts of research methodologies in order to
investigate the impact of customer satisfaction and brand loyalty on Boots. The research
framework is discussed below:
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 Research Philosophy: Research philosophy deals with the source, nature and
development of knowledge. In the following dissertation, the researcher will use
positivism philosophy as it is well structured and effective with the quantitative approach
of research (Dearing, 2014). Research philosophy plays vital role in the research
methodologies and appropriate philosophy must be selected by the researcher in order to
increase the effectiveness of the research. Research Approach: In the following research, deductive research approach will be used
by researcher in order to investigate the impact of customer satisfaction and brand loyalty
on Boots. Deductive approach tests the validity of assumptions (or theories/hypotheses). Research Design: Research design is very important and essential that helps the
researcher to present the research in coherent and logical way. There are several types of
research design which are available to conduct the dissertation. In the present study the
researcher will aim to use descriptive research design by analysing the case study of
Boots in order to investigate the impact of customer satisfaction and brand loyalty. Data Collection methods: There are two sources of collection of data which are primary
and secondary sources (Lasagabaster, 2017). In the quantitative dissertation the data will
be acquired with the help of questionnaire techniques by providing questionnaires to the
customers of Boots stores. From secondary sources, the data will be gathered from
various books, journals, articles and research papers of senior authors and researchers. Sampling: In sampling researcher will select the small proportionate of the information
as the form of sample. Random sampling technique will be used in order to analyse and
interprets the selected data and information.
 Data Analysis: The method of interpreting the gathered data is known as data analysis. It
is the most important and complex part of research project (Dodge, Herbenick and
Guerra-Reyes, 2015). Data analysis must be done appropriately and accordingly in order
to increase the effectiveness of research. In the present study, the researcher will aim to
analyse the data in thematic forms with the help of tables and charts. This will aid in
promulgating the effectiveness of the research and also assist the readers or end users to
comprehend the research effectively and efficiently.
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1.9 Significance of research
Customer satisfaction and brand loyalty plays vital role that aid in increasing productivity
of the organisation. The research is very essential to acquire the importance of customer
satisfaction and brand loyalty that aid in accomplishing organisational goals and targets
(Sengupta, Balaji and Krishnan, 2015). In present era, there is stiff competition between
companies within a very high competent environment in an attempt to offer quality services to
the expectation of customers. Various operational process of the organisations such as service
quality, employee motivation, budgeting of products and customer satisfactions are being
researched and investigated by the researchers. In order to sustain in the competitive
environment, customer satisfaction and brand loyalty plays essential and vital role for the
organisation. Customer satisfaction and loyalty can be increased by delivering them effective
quality of products at appropriate prices. Thus, the following research is very significant and
essential for the researcher. This will aid in providing the information to the management of
Boots so that they can formulate effective and efficient strategies in order to increase their
productivity and profitability. Further, this dissertation will aid in examining the core concepts of
customer satisfaction and brand loyalty so that management of Boots can understand the
concepts of customer satisfaction in order to increase their business capacities. In order to sustain
in the competitive environment, customer satisfaction and brand loyalty plays essential and vital
role for the organisation.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Customer satisfaction is the most essential and important part which rates the
effectiveness of the organisation. Customer satisfaction is directly proportional to the brand
loyalty of the organisation. The more the satisfaction in customer, the more will be the brand
loyalty of the organisation. In order to sustain and survive in the competitive environment, the
management of organisations make continuous innovation in their marketing strategies and
products quality in order to increase more customer base. In this context, this chapter examines
the concepts of customer satisfaction and its impacts on the brand loyalty of Boots by comparing
and contrasting the articles of senior researchers and authors.
2.2 Customer Satisfaction
According to Wu, (2013) customer satisfaction is very important for business
organisation. It helps the managers of the organisation to identify whether their products and
services that were purchased by the customers were able to meet their needs and expectations or
not. In the era of globalisation and competitions, it is very important for the business
organisations to make diligent efforts which helps in increasing the customer satisfaction
effectively and efficiently. As per the view of Saleem and Raja, (2014) customer satisfaction
describes the brand loyalty of the organisations. It is the responsibility of management of the
organisation to make effective efforts in order to improve the customer satisfaction. By
improving the quality of products and services, implementing effective marketing strategies,
analysing the latest market trends and delivering appropriate products to the customers can assist
the management of the organisations to raise the customer satisfaction efficiently.
Boots limited specialised in health and beauty products and have more than 2500 stores
incorporating their business activities across United Kingdom. According to Ene and Ozkaya,
(2014) the organisations facing stiff competition in the market economy of the country. This
impacts on their existing customers and brand loyalty. The management must considers the
importance of customer satisfaction and formulate strategies that aid in promulgating their
productivity and profitability. Bansal and Taylor (2015) argues that the management of
organisations needs to improve their internal environment. Most of the employees remains
dissatisfied and demotivated. This impact on the product quality and thus, lowers the customer
satisfaction.
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In an increasingly customer-oriented business environment, many companies now see the need
to prioritize customer satisfaction and brand loyalty as company goals. On the one hand is the
recognition that cultivating brand loyalty is crucial for long term business success and on the
other hand is the recognition that it is largely driven by customer satisfaction (Awan and
Rehman, 2014). Sotheara et al, (2016) emphasizes that most research findings underscore the
positive impact of customer satisfaction on brand loyalty as well as true recurrent purchasing
behaviour of the same brand leading to long term business profits. For this reason, marketing
professionals lay heavy emphases on the satisfaction of customers with the intention of
cultivating long-term brand loyalty among them. Yet still the question remains as to what
satisfies the customer and what true brand loyalty constitutes. Every business is unique in that it
has its own operating systems inclusive of marketing protocol and strategies aimed at customer
satisfaction and the cultivation of brand loyalty. Customer satisfaction is however relative and
what might satisfy one customer might not necessarily incite the same sentiment in another.
Similarly, loyalty in marketing is multifaceted (), in which case recurrent purchasing behaviour
among consumers might not necessarily be indicative of brand loyalty. It is a fact that most
consumers will take advantage of any scheme they perceive to be advantageous to their shopping
experience and the business that offers the best schemes will most likely garner a high level of
recurrent purchasing behaviour among consumers. Consumer satisfaction plays vital role in the
growth and development of the organisation efficiently.
2.3 Brand Loyalty
According to Jahanshani and et.al., (2014) brand loyalty is the tendency of the customers
to purchase the goods from the same organisations rather than buying it from different and
competing brand. In order to attract more customers and retain the existing customers, it is the
duty of the management and organisations to make efforts in order to increase their goodwill and
reputation adequately. Orel and Kara, (2014) contrast on that and said the brand loyalty is the
benchmark which decides whether the particular business of the organisation survive or sustain
in future or not. It is the degree to which the consumers are loyal towards their brand. Any
organisation can increase their brand reputation and loyalty by delivering effective and efficient
quality of products and services to the consumers. Companies that successfully cultivate loyal
customers sometimes work with brand ambassadors who help the management to promulgate
their brand reputation efficiently. Customers who purchase particular products from certain

organisation recommends their friends and relatives about the particular products and services.
This aid in advertising of the brand and it determines the effectiveness in the quality of goods
and services offered by the organisation.
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Izogo and Ogba, (2015) argues that in order to sustain in the competitive environment,
management should not only focus on the brand development and growth. They need to wider
their scope and emphasise on total quality improvements and management. The marketing
management of the organisations performs efficient market research in order to capture the needs
and expectations of the customers adequately. The more satisfied customers, the more they will
purchase from the same organisation. This will initially impact on the sales and productivity of
the company they will able to gain competitive advantage effectively and efficiently. According
to Saleem and Raja, (2014) brand loyalty refers to the pattern of consumer purchase behaviours
where customers become committed to brands and make repeat purchase from the same brands
over time. In order to increase sales and profits, many organisations launches different schemes
that provide benefits to the customers. By attracting towards the schemes, customers tends to
purchase the products from certain organisation and hence, the profitability of the company
initially increases. Further, if customers is satisfied with the particular products and services,
their perceptions towards the particular brand becomes positive and they buy more products from
the particular brand only. Moreover, they suggest and recommends to their friends and relatives
as well. Thus, it is the responsibility and accountability of managers of organisations to focus on
their products and services quality. Quality and quantity are the two broad aspects that
determines the consumer purchase behaviour. Kursunluoglu, (2014) argues that if the quality is
efficient but the quantity and price are not efficient, then consumer tends to avoid the purchase of
the particular brand. This degrades the brand loyalty and sales. Management must offer effective
quality of products with appropriate price and quantity. This will aid in increasing the customer
satisfaction and thus the brand loyalty will promulgate simultaneously.
2.4 Impact of customer satisfaction and brand loyalty on growth of the organisations
Walter, Cleff and Chu, (2013) sheds light on the impact of customer satisfaction and brand
loyalty on the growth and development of the organisation. In order to increase the sales and
gain competitive advantage, companies offer appropriate quality of products and services to the
customers. If the needs and expectations of the customers has been fulfilled by purchasing the
particular products and services, then their satisfaction will increase rapidly and they will tend to
purchase the products from the specific brand only. Further, if customers is satisfied with the
particular products and services, their perceptions towards the particular brand becomes positive
and they buy more products from the particular brand only. Thus, it can be understood that
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customer satisfaction and brand loyalty impacts greatly on the growth and development of the
organisation. In this context, Jahanshani and et.al., (2014) said that management of the
organisations needs to work diligently in order to provide benefits to the customer without
generating loss to the organisation. In short, they need to formulate certain strategies that will
boost up the quality of the products and aim to fulfil the needs and expectation of the customers.
It will increase the customer satisfaction and also promulgates the loyalty of brand among
consumers. Thus, they will tend to purchase more products and services from the same
organisations.
Orel and Kara, (2014) argues that in order to attracts more customers, management of
organisations uses certain gimmicks in order to deceive customers. This increases their sales for
temporary period but negatively impacts on the brand reputation of the organisation. This
degrades the loyalty of customers towards the brand and eventually the organisation will not be
able to sustain in the competitive market of the country. Izogo and Ogba, (2015) in United
Kingdom, there are various organisations that deals with beauty and health products. In order to
survive in the competitive environment, each and every brand implements specific strategies
such as marketing tactics, improving the quality of products, etc. These strategies helps the
management to commercialise their products and aim to increase the customer base adequately.
As the needs and expectations of the customer are fulfilled effectively, their loyalty towards the
particular brand will automatically increase. The more the customers, there will be more sales
and profits, organisations will observe.
2.5 Conclusion
After analysing the reviews of authors and researchers, it can be understood that customer
satisfaction and brand loyalty plays vital role in the growth and development of the organisation.
In order to increase the brand loyalty and satisfaction among customers, the management of the
organisation must concentrate on the quality of products and services which are delivered by
them. Further, behaviour of the manager and staff towards customers also plays important role.
Thus, it can be concluded that management must behave appropriately and precisely with the
customer in order to increase their satisfaction.
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CHAPTER 3: RESEARCH METHODOLOGIES
3.1 Introduction
Research methodology refers to the application and use of different tools, techniques and
methods that assist in accomplishing the desired goals and objectives of the research paper in
efficient way. The research methodology chapter of dissertation will concentrate on the all those
methods that will provide suitable assistance in determining the most precise technique to
increase the customer satisfaction and brand loyalty of Boots. Thus, this chapter will cover the
concepts of research methodology which are research philosophy, research approaches, design,
strategy, data collection methods, strategies, sampling, data analysing, ethical considerations and
research limitations.
3.2 Research Philosophy
Philosophy means a paradigm which provides a base to whole investigation which plays
important role in completing whole investigation either on the basis of objectives or subjective.
Research philosophy deals with the source, nature and development of knowledge. In the
following dissertation, the researcher will use positivism philosophy as it is well structured and
effective with the quantitative approach of research. Research philosophy plays vital role in the
research methodologies and appropriate philosophy must be selected by the researcher in order
to increase the effectiveness of the research (Mackey and Gass, 2015). In the present dissertation,
the researcher will use the positivism research philosophy. As a philosophy, positivism adheres
to the view that only “factual” knowledge gained through observation (the senses), including
measurement, is trustworthy. In positivism studies the role of the researcher is limited to data
collection and interpretation through objective approach and the research findings are usually
observable and quantifiable.
3.3 Research Approach
In order to increase the effectiveness of the research the role of researcher is to select the
most appropriate and precise research approach. There are two types of research approach which
are inductive and deductive approach. In the following research, deductive research approach
will be used by researcher in order to investigate the impact of customer satisfaction and brand
loyalty on Boots. Deductive approach tests the validity of assumptions (or theories/hypotheses).
This will aid in promulgating the effectiveness of the research and hence, the researcher will able
5

to accomplish the goals and objectives of the research effectively and efficiently. The deductive
research approach will aid in analysing the data collected will aim to provide information about
the customer satisfaction and brand loyalty of Boots (Taylor, Bogdan and DeVault, 2015).
Deductive approach focuses on hypothesis testing. It has helped in applying hypothesis test on
all those assumptions which have got by insights of literature review. Therefore, the current
investigation has tested the past findings and theories of other researcher and combined these
results with own findings. It has helped in making the final conclusion for the whole
investigation.
3.4 Research Design
Research design is one of the appropriate method which helps in developing whole
research plan. Researchers select appropriate design of the research as per the subjective and
numerical concept of the investigation. It is very important for the researcher to carefully select
the appropriate research design so that the goals and objectives of the research can be
accomplish. Further, the quality of dissertation can be maintained as well (Silverman, 2016). In
the present study the researcher will aim to use descriptive research design by analysing the case
study of Boots in order to investigate the impact of customer satisfaction and brand loyalty. In
order to increase the effectiveness of the research, descriptive research design will be appropriate
for the quantitative dissertation. Thus, researcher aims to select the descriptive research design so
the goals and objectives of the dissertation can be accomplished and quality of the research paper
can be promulgate effectively and efficiently.
3.5 Research Strategy
Research strategies are the framework and methods on the basis of which the researcher
aim to conduct research projects and dissertation. There are two types of research methods which
are qualitative and quantitative research methods. The quantitative research strategy will be used
in the following dissertation. In this data has been systematically collected by questionnaire
format which will be provided to the customers in order to assess the information about brand
loyalty of Boots and customer satisfaction (Smith, 2015). The quantitative research strategy will
aid the researcher to accomplishing the desired goals and objectives of the dissertation
efficiently. It will help in determining the level of customer satisfaction and brand loyalty by
analysing case of Boots. Thus, it implies that research strategies or methods plays important role
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in the research methodology of dissertation. It is the responsibility of the researcher to carefully
select the appropriate strategies of research in order to accomplish desired goals and objectives.
3.6 Data Collection Methods
The process of collecting and gathering relevant data and information is known as data
collection method. There are two sources of collection of data which are primary and secondary
sources. In the quantitative dissertation the data will be acquired with the help of questionnaire
techniques by providing questionnaires to the customers of Boots stores. From secondary
sources, the data will be gathered from various books, journals, articles and research papers of
senior authors and researchers. The data has been collected from the authentic sources by the
researcher in order to avoid future uncertainty (Panneerselvam, 2014). Further, the information
about the study has been provided to the customers and participants so that confusion and doubts
can be eliminated. In this way the data has been collected by the researcher effectively and
efficiently. It implies that the data collection is the important step and method of research that
helps in accomplishing the desired goals and objectives of the dissertation.
3.7 Sampling
The process of taking small proportion of data from the large information is known as
sampling. As the size of data is large and it is impossible to analyse and interprets the data and
information, thus researcher uses simple random sampling method in order to interprets the data
efficiently. In the simple random sampling method, researcher selects 30 questionnaires which
has been provided to the customers (Gast and Ledford, 2014). The data analysis will be based on
the responses of the customers. This will aid in determining the degree of satisfied customers and
brand loyalty of Boots. Thus, sampling plays vital role in research methodology and it is the
responsibility of the researcher to selects the sample by using appropriate methods and
techniques. Sampling method can be used with both primary and secondary source of data and
information. This aid in increasing the effectiveness of the dissertation and assist in
accomplishing goals and objectives of the research efficiently.
3.8 Data Analysis
The analysis and interpretation of the collected and gathered data is known as data
analysis. After collection of the data and selecting small proportionate of data as a sample, the
researcher will examine the information and interprets it into meaningful data. There are various
approaches and process of data analysis. In the present study, the researcher will aim to analyse
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and interprets the data by using thematic analysis. Themes will be produced for each questions
which has been asked from the customers (Neuman and Robson, 2014). This will aid the
management of Boots to comprehend the responses of the customer and they can measure the
level of customer satisfaction appropriately. Further, the management can assess the degree of
brand loyalty and customer loyalty. Thus, data analysis is the important process in research
methodologies. It helps in interpreting the data collected from primary and secondary sources
effectively and efficiently.
3.9 Ethical Consideration
In order to increase the effectiveness of the research, the researcher must conduct his or
her research in effective manner by considering all the ethical code of conduct of making
dissertation projects. Ethical consideration plays vital role in the research project and it is the
responsibility of the researcher to make his or her dissertation in ethical ways. He or she must not
copy content or work of previous researcher while conducting data analysis of secondary
resources. While conducting survey or providing questionnaire, researcher must convey the
information about the study to the participants in order to eradicate confusions and doubts. In the
present study the researcher attempt to accomplish the desired goals and objectives of research
by following all the rules and regulations. This aid in increasing the effectiveness of the research
in effective and efficient manner. Further, the researcher acquired the permission from the
respective authority of Boots limited and communicate the customers who were participated in
the questionnaire survey about the study appropriately.
3.10 Research Limitations
Every research study is associated with some limitations which may affect the final
findings and results. There were some limitation of the current research also but author has used
appropriate strategies for overcome these limitations. Research limitation refers to the problems
and issues faced by the researcher in order to make the dissertation projects. There are various
issues and problems faced by the researcher in order to carry out research (Mackey and Gass,
2015). There were several websites and articles which were inaccessible and thus creating issue
for researcher while acquiring information from the secondary sources. Further, the researcher
faced issue by making the aims and objectives of the research. In order to analyse and interprets
the data, the researcher faced several issues that blocks the effectiveness of the research. Albeit,
facing several issues, the researcher able accomplish the goals and objectives of the research.
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CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Data Analysis is the most important part of the dissertation. In this chapter, the researcher
will interpret the collected data into the relevant information so that the end user can comprehend
the dissertation efficiently. This chapter is consists of two parts. The first part will cover the
interpretation of the primary data which is acquired from the questionnaire survey. The questions
have been asked from the customers and sample of 30 questionnaires has been examined by the
researcher. The questionnaire consists of close ended questions which are directly related with
the aims and objectives of the research. The second part of the chapter consists of the
interpretation of the secondary data which is acquired from analysing various journals articles,
books, organisation websites and magazines.
4.2 Analysis of primary data
In this part the researcher will analyse the primary data which is gathered from
questionnaire survey. From the vast information, sample of 30 questionnaires has been selected
randomly by the researcher. It will be presented in the thematic forms so that end users can
comprehend the data effectively and efficiently. The analysis of primary data is provided below:
Theme 1: The products and services delivers by Boots limited is effective
Is the products and services delivers by Boots limited is effective? Frequency
Yes 18
No 7
Not Sure 5
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Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots either from
their own stores or from other stores such as Tesco and Sainsbury’s. The question has been asked
from the customers in order to acquire the information about the effectiveness in the quality of
products and services delivers by the organisation. From the analysis of the questionnaire, it has
been identified that the products and services offered by the organisation are of effective quality,
As 18 customers were agreed with the statements. Though, there were 7 customers who did not
find the quality of products and services delivered by Boots effective. Moreover, 5 customers
were not sure whether the products and services delivered by the organisation is of effective
quality or not. Thus, from the above analysis, it can be understood that majority of the customers
are satisfied with products and services they purchase from Boots limited. Management of the
organisation needs to consider on continuous improvement so that maximum satisfaction of
customers can be attain. It is the responsibility of operations management of the organisation to
focus on the quality of products and services delivered by the organisation.
Theme 2: The behaviour of customer service of Boots is not good towards customers
Is the behaviour of customer service of Boots is good towards customers? Frequency
Yes 12
No 15
10
Yes
No
Not Sure
0 2 4 6 8 10 12 14 16 18
18
7
5
The products and services delivers by Boots limited is
effective
Frequency

Not Sure 3
Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots. The
question has been asked to the customers in order to acquire information about the behaviour of
customer services department towards customers. In this context, 12 customers agreed with the
statement and as they found that the behaviour customer service department of Boots is good.
Customer service department of Boots aims to address the issues of customers aid in minimising
those issues efficiently. Further, 15 customers have faced issues while dealing with the customer
service department of the organisation as they disagreed with the statement. Moreover, 3
customers were not sure whether the behaviour of customer service department of the
organisation is good towards them or not. Thus, from the analysis, it can be stated that majority
of customers complains about the inappropriate behaviour of the customer service department of
the organisation. In order to increase the customer satisfaction and brand loyalty the management
of Boots needs to improve their customer service department.
Theme 3: Needs and expectations got fulfilled by purchasing products of Boots limited
Is your needs and expectations got fulfilled by purchasing products of Boots Frequency
11
Yes No Not Sure
0
2
4
6
8
10
12
14
16
12
15
3
The behaviour of customer service of Boots is not good
towards customers
Frequency

limited?
Yes 19
No 5
Not Sure 6
Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots. The
question has been asked to the customers in order to acquire information about the needs and
exception of customers are being fulfilled or not by purchasing the products and services of
Boots. In order to increase the customer satisfaction, the management of Boots must consider the
needs and expectation of the customers. From the analysis of the questionnaires, it was identified
that 19 customers needs and expectations got fulfilled after purchasing the products and services
of the organisation. Further, 5 customers needs and expectations was not fulfilled as they
disagreed with the statement. Moreover, 6 customers were not sure whether their needs and
expectations got fulfilled or not after purchasing the products of Boots limited. After analysing
the answers of the customers, it can be stated that majority of customers were satisfied after
12
Yes
No
Not Sure
0 2 4 6 8 10 12 14 16 18 20
19
5
6
Needs and expectations got fulfilled by purchasing products
of Boots limited
Frequency

purchasing the products and services from Boots. Thus, management needs to work diligently so
that the flow can be maintained and organisation will able to increase their customer base.
Theme 4: Not Being loyal towards Boots limited
Are you being loyal towards Boots limited? Frequency
Yes 13
No 15
Not Sure 2
Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots. The
question has been asked to the customers in order to know about their loyalty towards the brand.
Brand loyalty is the tendency of the customers to purchase the goods from the same
organisations rather than buying it from different and competing brand. From the analysis of the
questionnaire, it was identified that 13 customers are loyal towards Boots limited. This means
they tend to purchase the products and services of Boots. From further analysis, it was found that
15 customers were disagreed with the statement. This means they these customers are not loyal
towards the brand or they seek alternative brand. Moreover, 2 customers were not sure whether
13
Yes No Not Sure
0
2
4
6
8
10
12
14
16
13
15
2
Not Being loyal towards Boots limited
Frequency

they are loyal towards Boots or not. Thus, it can be said that majority of the customers were not
loyal towards the brand. The management of the organisation needs to focus on the products and
services so that the brand loyalty can be promulgate effectively and efficiently.
Theme 5: The schemes and promotional offers produced by Boots limited aid in increasing
your satisfaction.
Are the schemes and promotional offers produced by Boots limited aid in
increasing your satisfaction?
Frequency
Yes 14
No 12
Not Sure 4
Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots. The
question has been asked to the customers in order to acquire information about the effectiveness
of schemes and promotional offers provided to the customers increases their satisfaction or not.
After analysing the questionnaire, it was identified that 14 customers agreed with the statement
14
Yes No Not Sure
0
2
4
6
8
10
12
14
14
12
4
The schemes and promotional offers produced by Boots limited
aid in increasing your satisfaction.
Frequency

as it seems they like the schemes and promotional offers delivered by the Boots. The
promotional offers are produced to increase the sales and customer base of the organisation.
Though, after further analysing, it was identified that 12 customers did not like the schemes and
promotional offers produced by the Boots. It seems like they did not get any benefits from the
schemes. Moreover, 4 customers were not sure whether the promotional offers aid in increasing
their satisfaction or not. Thus, it implies that the promotional offers or schemes produced by the
organisation aids in increasing the satisfaction in the workers efficiently.
Theme 6: Will Recommend or suggests your friends and relatives about the products and
services of Boots
Do you recommend or suggests your friends and relatives about the products
and services of Boots?
Frequency
Yes 16
No 10
Not Sure 4
Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots. The
question has been asked from the customers that whether they recommend or suggests their
15
Yes No Not Sure
0
2
4
6
8
10
12
14
16
16
10
4
Frequency

friends or relatives to purchase health and beauty products from Boots or not. The purpose for
asking this question is to acquire the information about the satisfaction and loyalty of customers.
If customers will be satisfied by purchasing products and services of Boots, then they will surely
suggest to their friends and relatives about the effectiveness and quality products of Boots. From
the analysis of the questionnaire sample, it was identified that 16 customers recommends and
suggest about the products and services of Boots limited to their friends and relatives. 10
customers were not interested to suggest about the products and services of Boots to their friends
and relatives. Further, 4 customers were not sure to recommend about the products and services
of Boots to their friends or relatives. Thus, from the above analysis, it can be concluded that
majority of customers will recommend the products and services of Boots with their friends and
family. It implies that Boots limited able to fulfil the needs and expectations of the customers.
Theme 7: Needs improvement in online delivery quality and customer service in order to
increase the customer satisfaction.
How do you recommend the management of Boots so that they can increase
customer satisfaction?
Frequency
Focus on improving quality 6
Focus on price of products 4
Focus on improving customer services 10
Focus on improving online delivery services. 10
16

Interpretation: The questionnaire survey has been conducted by the researcher with the
customers who frequently or constantly purchase the products and services of Boots. The
question has been asked to the customers about their recommendations or changes which will
help the management of Boots to improve their products or services. The purpose for asking this
question is to gather the customer reviews and recommendations, that will act as catalyst for the
management Boots. From the analysis of sample questionnaires, it was identified that 6
customers recommends the organisation to improve the quality of products. 4 customers suggests
to focus on the price of the products. 10 customers recommends to focus on improving the
customer care services and 10 customers suggests to concentrate on improving the online
delivery services. Thus, from the analysis of the questionnaire it can be understood that
customers want the organisation to make changes in the customer care services and online
delivery of products and services. This will aid in increasing the customer satisfaction and
loyalty.
4.3 Analysis of Secondary Data
The secondary data has been gathered from various journals, books, articles from
magazines and internet. From the analysis of the secondary data it was identified that brand
enjoys a reputation for a high recurrent purchasing behaviour (Turner and Robertson, 2012) but
17
6
4
10
10
Needs improvement in online delivery quality and customer
service in order to increase the customer satisfaction.
Focus on improving quality
Focus on price of products
Focus on improving customer
services
Focus on improving online
delivery services.

the question remains as to whether its customers are truly satisfied and therefore truly loyal or
are they being loyal to its marketing schemes. There are multiple range of products and services
that is delivered by Boots limited (About Boots, 2017). Some assists in increasing the satisfaction
among the customers while some degrades the satisfaction of customers. The researchers and
philosophers examines the factors that influences the satisfaction and loyalty of the customers
towards particular brand. It was suggested by researchers that the quality of products and after
sales services greatly impacts on the customer satisfaction. From the analysis of the products
quality , it was identified that Boots limited requires minimum effort as the customers are
satisfied with the existing quality of products. The main focus must be given to the customer care
department of the organisation. Several customers complains about the inappropriate behaviour
of customers care employees towards their issues.
After analysing various journal articles about the organisation, it was identified that
Boots limited embarked a scheme to attract the customers which was known as Boots Advantage
Card. The scheme was initiated by the management in order to attract more and more customers
towards the organisation. This scheme leads to huge success and customers attraction and
retention was eventually promulgates. In this dynamic world, organisations needs to focus on
continuous improvements and innovations so that they can sustain efficiently (Boots Reviews,
2017). Due to increase in competition in the market economy of United Kingdom, the
management of Boots needs to introduce various schemes and offers that will generate maximum
customer satisfaction and that will initially leads to growth and development of the organisation.
18

CHAPTER 5: CONCLUSION & RECOMMENDATIONS
5.1 Conclusion
In today's world the business organisations are mostly customer oriented and in order to
increase the sales and profits, management of organisation needs to concentrate on improving the
quality of products and efficiency in service. This will aid in generating the maximum customer
satisfaction will lead to growth and development of the organisation. In accordance with this
context, the following dissertation investigated and examined the impact of customer satisfaction
and brand loyalty that influences the management of Boots. From the analysis, it can be
concluded that there is a positive correlation or relationship exists between customers becoming
loyal when they are satisfied with the level of service. Boots limited specialised in health and
beauty products and have more than 2500 stores incorporating their business activities across
United Kingdom. The organisation is facing stiff competition in order to sustain in market
economy of the country. This impacts on their existing customers and brand loyalty. The
management must considers the importance of customer satisfaction and formulate strategies that
aid in promulgating their productivity and profitability.
Even though numerous researches have been conducted within the customer service sector, a lot
studies retail sector must keep on conducting so as to meet the changes in the retail industry.
New advancements must be consolidated as a component to quantify administration quality in
future researches. Researches and related surveys should likewise be accommodated with the
new managing an account prerequisites of the customer. A clearer understanding with regards to
the succession of relationship between administration qualities, customer satisfaction and
consumer loyalty can guarantee better focusing of customer utilizing constrained advertising
assets. Further, with the help of precise research methodology and approaches, the researcher
made the following dissertation effectively and efficiently.
In the following dissertation, the researcher has use positivism philosophy as it is well
structured and effective with the quantitative approach of research. Further, deductive research
approach has been used by researcher in order to investigate the impact of customer satisfaction
and brand loyalty on Boots In order to increase the effectiveness of the research, descriptive
research design has been used for the quantitative dissertation. The quantitative research strategy
will be used in the following dissertation. In this data has been systematically collected by
questionnaire format which will be provided to the customers in order to assess the information
19

about brand loyalty of Boots and customer satisfaction In the quantitative dissertation the data
will be acquired with the help of questionnaire techniques by providing questionnaires to the
customers of Boots stores. From secondary sources, the data will be gathered from various
books, journals, articles and research papers of senior authors and researchers. From the vast
questionnaire, the researcher has selected a sample of 30 by using simple random sampling
method. In data analysis, the researcher used thematic analysis of questionnaire with the help of
table and relative figures. This aid in increasing the attractiveness of the dissertation. Be
reviewing various books, journals and articles, the researcher able to analyse the data and
information from secondary sources.
Thus, from the above dissertation, it can be understood that in order to sustain in the
competitive environment, the management of Boots needs to concentrate on providing valuable
products and services to the customers. Customer satisfaction is very important for business
organisation. It helps the managers of the organisation to identify whether their products and
services that were purchased by the customers were able to meet their needs and expectations or
not. In the era of globalisation and competitions, it is very important for the business
organisations to make diligent efforts which helps in increasing the customer satisfaction
effectively and efficiently.
5.2 Recommendations
The recommendations and suggestions will be provided in this part of chapter to the
management of Boots. By following certain suggestions, Boots limited can increase the customer
base by generating maximum customer satisfaction. The recommendations are listed below: Improving quality of products: From the analysis of the market survey and
questionnaire, it was identified that few customers were not happy with the current
quality of the products. Quality of products matters a lot when it comes to the satisfaction
of the customers. Thus, it is recommended to the management of Boots to focus on
improvement of the quality of the products and services in order to generate maximum
customer satisfaction. Improving customer care services: Customer care services are directly related with the
satisfaction of the customers. The efficient customer care services, the more will be the
satisfaction in the customers. From the analysis of questionnaire, it was identified that
customer care services of Boots limited was not appropriate. Customers have complained
20

about rudeness and inappropriate behaviour of the employees. Thus, it is recommended to
the management of Boots to focus on the needs and expectations of employees working
in the customer care department so that their motivation level improves and they give
more efforts in their respective job. Focusing on improving online service: In digital era, the majority of customers in
United Kingdom prefers online mode of shopping. It is fast and time saving which
attracts customers and increases their satisfaction. In this context, it is recommended to
the management of Boots to put more emphasis on improving the online services. This
will promulgate the current sales and profits and further aid in increasing the customer
satisfaction and brand loyalty. Considering the price: In order to increase the customer satisfaction and brand loyalty,
the management of Boots must set precise price for the particular products. The price
strategy must be used by the management so that maximum competitive advantage can
be gain. Further, if the price will be set according to the quality of the product, it will
automatically boost up the satisfaction of the customers and will increase their loyalty.
 Providing training to employees: Training will help in increasing the skills, capacities,
abilities and competencies of employees. It will also assist in increasing the motivational
level and determination of workforce of Boots. If employees will be motivated and
determined, their performance will increase eventually and the quality of products will be
improved efficiently. Thus, it is being advised to the management of Boots limited to
provide precise training that will support the employees effectively and their loyalty and
commitment will promulgate. Further, the effectiveness in the quality of products will
lead to increase the customer satisfaction eventually.
21

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Online
Boots Reviews. 2017. [Online]. Available through:<https://www.reviews.co.uk/company-
reviews/store/boots>
About Boots. 2017. [Online]. Available
through:<http://www.boots-uk.com/about-boots-uk/about-boots/>
24

Appendix I
Questionnaire to customers
1. Is the products and services delivers by Boots limited is effective?
 Yes
 No
 Not Sure
2. Is the behaviour of sales person of Boots is good towards customers?
 Yes
 No
 Not Sure
3. Is your needs and expectations got fulfilled by purchasing products of Boots limited?
 Yes
 No
 Not Sure
4. Are you being loyal towards Boots limited?
 Yes
 No
 Not Sure
5. Are the schemes and promotional offers produced by Boots limited aid in increasing your
satisfaction?
 Yes
 No
 Not Sure
6. Do you recommend or suggests your friends and relatives about the products and services of
Boots?
 Yes
 No
 Not Sure
7. How do you recommend the management of Boots so that they can increase customer
satisfaction?
25

 Focus on improving quality
 Focus on price of products
 Focus on customer service
 Focus on improving online delivery quality
26