Customer Satisfaction and Brand Loyalty PDF

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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