Impact of Customer Service and Store Atmosphere on Customer Loyalty through Satisfaction: A Case Study of 'The Works' in Kingston upon Thames

Dissertation proposal

Table of Contents
Title: The impact of customer service and store's atmosphere on customer loyalty through
customer satisfaction: a case study in a retail shop "The Works" in Kingston upon Thames.........3
INTRODUCTION ..........................................................................................................................3
1.1 Background.......................................................................................................................3
1.2 The rationale of the study.................................................................................................3
1.3 Background.......................................................................................................................3
1.4 Aim...................................................................................................................................4
1.5 Objectives.........................................................................................................................4
Research questions.................................................................................................................4
1.6 Hypotheses ......................................................................................................................4
1.7 Literature review .............................................................................................................5
2 RESEARCH METHODOLOGY .................................................................................................6
4.4 ANALYSIS OF DATA.............................................................................................................8
4.5 RESEARCH ETHICS................................................................................................................8
3 RESOURCES AND PLANNING ..............................................................................................9
3.1 Gantt chart........................................................................................................................9
3.2 Budget ..............................................................................................................................9
REFERENCES .............................................................................................................................11

Title: The impact of customer service and store's atmosphere on customer
loyalty through customer satisfaction: a case study in a retail shop "The
Works" in Kingston upon Thames
INTRODUCTION
1.1 Background
Customer service is defined as the act or process in which support and advocacy within
customer so that they can use sold product in optimal manner. This is an activity which
undertakes existing and prospective customers which is executed during and after purchase.
Customer loyalty is defined as the act of choosing one company's product or services over other
competitors (Alam and et. al., 2021). With the help of providing appropriate customer service
and customer loyalty customers may receive higher customer satisfaction. This could be helpful
for the company to enhance their survival opportunities. This research report is prepared in order
to examine role of self service and sales-assistant services within gaining customer satisfaction.
The research report is prepared with the background of "The Works" which is a discount retailer
situated in UK.
1.2 The rationale of the study
The major rationale of the study is to understand the concept of customer satisfaction
attained by an organisation after implementing self-checkout system. Besides this in current time
self-checkout system is one of the most prominent aspect that may lead the business to insert
customers in high manner and acquire market benefits as well. The significance of this research
study is to examine role of self-checkout systems within customer satisfaction and gaining of
customer loyalty as well. On the other hand this research is going to assist researcher in
enhancing various abilities at personal level such as research skills, critical thinking skills,
analytical skills and many more. Similarly the report is emphasised over understanding customer
preference and those factors which are influencing customer decision as well.
1.3 Background
The major significance of this report is to perform a market research in which inclination
of customers can be analysed in relation to self-checkout system. Under this research decisions
are going to be taken in relation to installing of self-checkout system which may lead into

developing customer satisfaction and repetition of customers within store (Dhisasmito and
Kumar, 2020). In recent time people are short of time so they need to solve their shopping issues
within short period of time. In this manner using of self-checkout system is helpful for customers
to meet their shopping needs and influence their buying decision as well.
1.4 Aim
To compare level of customer satisfaction between sales-assistant service and self-service
within retail shops. A study on "The Works".
1.5 Objectives
 To identify to what extend the sales assistants' service impact customers' loyalty through
customers satisfaction in the retail shop "The Works" in Kingston upon Thames
 To determine the main factors, influence customers' satisfaction in the retail shop "The
Works" in Kingston upon Thames
 To investigate customer perceives of the self-service practice in the retail shops.
 The influence of COVID-19 pandemic on customer satisfaction
Research questions
 What extent sales-assistant impact customer loyalty through customer satisfaction in
retail shop?
 What are the major factors, influence customers satisfaction in retail shop?
 What are the customers perceives of self-service practices within retail shop?
 What is the influence of COVID-19 over customers satisfaction?
1.6 Hypotheses
Hypotheses 1
 Increasing number of customers is a main extend of sales assistants and have service
impact on customer’s loyalty through their satisfaction in the retail shop "The Works" in
Kingston upon Thames
Hypotheses 2
 Good and effective service is a main factor that have direct influence customers on
satisfaction in the retail shop "The Works" in Kingston upon Thames
Hypotheses 3