Digital Workplace Transformation in Morrisons: Brand Loyalty and Customer Satisfaction as Key Drivers

This report explores the concept of digital workplace transformation in Morrisons, its impact on brand loyalty and customer satisfaction. It includes a project management plan, work break down structure, literature review, challenges and recommendations. The aim is to analyse the way brand loyalty and customer satisfaction can act as a key driver of change for digital workplace transformation.

Managing a Successful
Business Project
1

Table of Contents
Introduction......................................................................................................................................3
Project aim and objectives ..............................................................................................................3
Project management plan ................................................................................................................3
Work break down structure .............................................................................................................4
Gantt chart........................................................................................................................................5
Literature review .............................................................................................................................8
Examine the concept of digital workplace transformation in Morrisons...............................8
Brand loyalty and customer satisfaction as key drivers of digital workplace transformation:9
Discern the challenges that occurs in Morrison while transforming in digital workplace...10
Research methodology ..................................................................................................................12
Findings and data ..........................................................................................................................14
Data interpretation.........................................................................................................................16
Findings and discussion.................................................................................................................26
Recommendation...........................................................................................................................27
Conclusion.....................................................................................................................................28
Limitations of this research............................................................................................................28
Reflection.......................................................................................................................................28
References .....................................................................................................................................30
Books and journals...............................................................................................................30
Appendices ....................................................................................................................................32
Project logbook.....................................................................................................................33

Introduction
Digital workplace transformation is a concept which businesses use to change their
organisation from more traditional approach to modern way. Here company uses digital
technology like computer, network, devices and software to interact with the world. By using
this in there organisation jobs are made easy and interesting. They also help in achieving
objective in more effective and efficient manner (Acosta-Prado and Tafur-Mendoza, 2021).
Digital workplace transformation also help in increasing brand loyalty and customer satisfaction
as using technology helps in solving queries and also offer online ordering to the buyers
(Romero and Fitz., 2021). Artificial intelligence are used by the organisation to so that they can
expand their operation. In the current report Morrisons company is been chosen to see the
impact. Morrison is a supermarket brand in united kingdom. It's headquarter is in Bradford, West
Yorkshire, England. The organisation is founded in 1899. Farmers boy ltd, Nerrock ltd and many
more are it's subsidy.
Project aim and objectives
Aim: "To analyse the way brand loyalty and customer satisfaction can act as a key driver of
change for digital workplace transformation." A study in Morrisons.
Objectives:
 To analyse the concept of digital workplace transformation in Morrisons.
 To evaluate the way brand loyalty and customer satisfaction acts as a driver of change
towards moving to digital workplace transformation.
 To understand various challenges arising in the process of digital workplace
transformation in Morrison’s
Project management plan
Project management plan is a kind of official document which contain information about
the project in more formal manner. The document contain vital information about the activities
to be performed, resource allocation and manpower requirement so that research can be done
effectively. Some of the aspects included in it are scope, quality, cost, time, risk etc.
Milestone: The milestone includes some of the stages of project management plan. These are
starting with project initiation which includes aim and objectives, monitoring includes project
management plan, Gantt chart and WBS, then execution phase include primary and secondary
3

research. As the current research is associated with analysing the extent of brand loyalty and
customer satisfaction helps an organisation to manage digital workplace transformation. In this
manner using Gantt chart and WBS all the activities can be added to the project in appropriate
manner so that research aim and objectives can be attained.
Scope: Implementation of digital tools and technique in the organisation help in maximising the
profit and also enhancing the employee efficiency toward productivity. This also helps in bring
more loyal customer and enhance their satisfaction level (Andreevna, 2021). The scope for this
research is wide as information within this research would be helpful for manage aspects of
digital workplace transformation.
Cost: it is very important factor while conducting a project. Decision made by Morrison is based
on this. It is more important for organisation to maintain their cost of fund by taking proper
support by investor. For completing this project, project manger will required the amount of €
250. Using such costs this would be helpful for the research to execute in appropriate manner
along with attaining research objectives in prominent manner.
Time: It help in assisting organisation to complete project on time and then gain competitive
advantages from it. It is very important for Morrison to acquire technology on time so that
efficiency can be increased and compete in good way (Buhalis and Park, 2021). The time
duration required in the current research is 63 days in which all the activities to the research can
be executed.
Quality: Quality within project management plan is related with gathering of appropriate
information which would be helpful in executing the research in easy and effective manner.
Quality information includes gathering of information from different sources such as quantitative
and qualitative (TSaikiran and Ali., 2021). Using both of these methods researcher may acquire
significant information to the research in which aim and objectives within research can be
attained.
Work break down structure
WBS is used to manage the activity of team work by organising in more systematic way.
It is used in complete project where multi step is to be taken to complete the task. It is hierarchy
structure in the tree format that highlights the projects and then break it into roots (Soybelli,
2021).

Gantt chart
It is a project management tool which helps in planning and scheduling projects of all sizes .
(Sedalo, Boateng and Kosiba, 2021).
5

7

Literature review
An overview of past research that was published is known as literature review. In this
section of research, the topic which is selected the researcher try to gain more information by
studying the past reports. Through this a gap between the current study and the past information
are found out. Sources of past data are books, journal, magazine and online sources.
Examine the concept of digital workplace transformation in Morrisons.
According to Chepkoech (2021), Digital workplace means align all the activities of the
organization together by the use of electronic technology. Here all the work that is done by
machines, employees and other business task are done through network. Here work is shifted
from analogy to digital. If the organization changes there workplace by transforming it into
digital then the operation of the company will be improves in more effective manner. Digital
transformation create a new business by changing the environment of the company. Morrisons is
the super market store changing there traditional way of doping work into more modern way
helps them to satisfy their customer highly. High quality digital workplace will help the company
by linking its sales, product, marketing and finance department, so that all the operations can be
interlinked and work can be done smoothly (Zimmer, Baiyere and Salmela, 2020). By installing
software or technology in the store it helps the staff to execute their work easily. There are three
term which make digital workplace a easy concept they are Cloud service, Artificial intelligence
and the mobile device. By using these technology organisation can diversify their work and also
remove the barriers of geographical location. By suing this work can be don 24 *7 and also all
the information can be accessed when ever the employee wants. Some of the digital initiatives
taking by Morrison in the workplace are:
1) Reduce the use of paperless work, by using technology now they are directly sending the
bills on customer network devices. Employee do not need any id to scan while entering in
the workplace they thumbs are now used for verification.
2) Use of cloud sharing software to transfer information within the organization. With the
help of electronic archive concept the important information are been secure and
interconnection of department is also made easy.
3) Online ordering is also been made possible, customers can order grocery online and the
employee can also be aware to whom to deliver and what to be packed.

With the acquisition is this concept in the culture ambiguity is also reduced. They are also
cutting there unnecessary cost. Digital workplace initiates also help the business to visualize and
analyse their business in more effective and efficient way (Fletcher and Griffiths, 2020).
Employee retention in the Morrison also increases as they are getting environment which is less
riskier and doing work is also easy over there. Interacting with the customer and solving there
query is also done through using digitalisation.
Brand loyalty and customer satisfaction as key drivers of digital workplace transformation:
As per the opinion of Cook, and Sadeghein (2021), Digital workplace has changed the
habits of customer. The buying habits and purchasing power is increased while going digitally.
Mobiles, apps, software, website etc. has increased the concept of brand loyalty. Customer
satisfaction is define as a technique which is used to measure how happy the buyer are with the
company product and services which force them to become the loyal for the particular good.
New technology and network: New technology and methods are regarded as major
drivers of digital workplace transformation. The opportunities for the business to gain the market
and increase loyal customer are at peak. There are various way through which brand loyalty can
be a driver with the digital change in the workplace. Foremost driver is satisfying their customer
with the technological advancement (Vogelsang and et. al., 2019). In this they can solve the
customer query, support them with the service they need, in efficient and effective way. With the
help of adopting new technology and networks into the business this would be easier for the
organisation to acquire higher brand loyalty and customer satisfaction as competitors can be
managed and at the same time digital transformation can be developed in the premises as a good
practice.
Customised gateway: Organisations design their own gateway which helps the customer
while buying any goods and service from that. Chat boot is made and developed so customer
problem can be solved instantly (Kataria and Saini, 2019). This can also help the in making a
strong relation with their buyers and boost their morale towards the business. Mail generating
techniques will also help to build brand loyalty as the purchaser get to know about the offers and
discounts of the company. The next aspect is building the trustworthiness environment. Trust of
the consumer plays a major role is developing the brand loyalty, which drives digital
transformation. In this business need to gain the trust of both the employee and the buyers. They
should provide remote working to the workforce in the time of uncertainty which will help them
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to increase their productivity, if better working environment is provided then they can fulfil the
needs and wants of the customer in desirable manner which built the trust of the buyer and boost
their loyalty more (Kim, Kim and Holland, 2018). Using such method this could be easier for the
organisation to manage digital workplace transformation and at the same time attain higher level
of satisfaction from customers as well.
Social change: Social change is regarded as adaptability of customers in terms of any change
which is exerted by the organisation. When customers are highly positive towards adopting
various social changes then this leads the business to retain their customers for longer duration of
time (Faina and Almeida, 2020). Brand loyalty is helpful for the organisation in introducing any
change within their business functions as customers are loyal and they would not be switching
from one brand to another.
COVID-19 is another driver, which influenced organisations to adopt digital
technologies. In the recent time the business face the challenge of working from offices or
physical locations in the pandemic. Therefore, they were facing issues in terms of maintaining
customer satisfaction. This is another key concern why organisations recently adopt workplace
transformation (Cozmiuc and Pettinger, 2021).
Increased customer experience: In today's world what customer seek is the organisation
treat buyer as an individual and increase their experience in unique way. So by the use of digital
technology business are storing information of the buyer and on special occasion like birthday or
any festive wish them through message and email (Haddud and McAllen, 2018). By doing this
loyalty increases. Connected with buyers and society is the great source to enhance brand loyalty
and this can only be done while using digital platform to enhance customer experience. Digital
transforming the workplace is a trust worthy approach to higher brand loyalty. Customer
experience is regarded as an another key driver of digital workplace transformation as the major
objectives of adopting such tools is related with gaining customers and their attention as well.
Using such tools of digital workplace this would be easier in providing higher customer
satisfaction and customer retention as well.
Discern the challenges that occurs in Morrison while transforming in digital workplace
According to Cozmiuc and Pettinger (2021), While transforming the entire working of
the business through the use of digital technology is not an easy way. There are various
challenges that company faces during moving towards using of technology while working.

 Lack of IT skills: while working through the use of computer gadgets and network it is
important to posses some IT skills. If the employees does not know how to operate their
it will become a problem for them. Morrison also faces this problem where the employee
posses less skills of IT. They have less skilled workforce, so before adopting this
technology they need to trained their employees so that they can work digitally. They
were trained so that any cyber threat can be removed.
 Resistance by employee: In the initial stage of the transformation employee resist to
work in that environment because they feel more comfortable with the past surrounding.
Comfort zone was more on that. Many employees feel that working through technology
is more riskier and required more knowledge (Demir, 2019). Some employee also think
that their job will be at risk if all the operation can be done through machines.
 Complex environment: This is one of the most dangerous challenge while working on
networks because it create more complex environment. Digital technology involves using
of various software by different department and then linking these software with each
other. Interacting each other and making work easy is a complex strategy were a
expertise is required so that they can make work simpler. Understanding technology and
working on it is different, proper knowledge is needed. So Morrison also face this
challenge as they are required to link their sales, product and finance department each
other.
 Uncertainty: Businesses are uncertain as the environment keeps change. So while
working digitally Morrison also face the problem of uncertainty. Handling uncertain
problem make digital workplace a quite riskier approach. Finding solution and coping
with uncertain threats are not easy if the work is done with the use of network and
devices.
 Digital insecurity: the threat of getting information leak is the biggest challenge in
Morrison. Data security is the main concern as all the detailed regarding customer,
product, finance is stored there (Kazim, 2019). Morrison also has fear that if the digital
transformation becomes a threat that all there information gets leaked then.
Research methodology
Research methodology is define as using a specific process that will help the researcher
in identifying, analysing and interpreting the data of the chosen topic. In the research. The
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chapter methodology help the researcher in collecting the information that will be valuable and
reliable. This part allows to gather data in a more clear and precise way. It help in justifying the
information by using onion framework (Fernandes and Pires, 2021). There are two type of
methodology, Quantitative and qualitative. In the given topic the quantitative methodology will
be used as the information that will be collected will be quantity in nature.
Research philosophy:
It is referred as a set of belief that focused on the nature of reality of the topic.. this is
used to achieve the goal by viewing the characteristic of the study. In simple term it allow the
researcher to know the values and principle that will be used in a particular topic to gather
information. While making the research report there are three types of philosophies: ontology,
epistemology and axiology (Humphrey., 2021). In this study Epistemology will be used as it is
more scientific in nature and help in collecting data without any doubt. There are three types of
Epistemology philosophy: positivism, interpretivism and realism. In Epistemology, positivism
will be used so that main focus will only be in collecting numeric data within limited time.
Research approach:
Research approach is a process that help to interlink the investigation and evaluation of
information that assist in achieving the pre-defined objective of the topic. They are mainly of
three types deductive, inductive and adductive. Deductive approach is when evaluation is of
numeric data whereas inductive is used when data is in the form of quality and this data is to be
evaluated (TKrajnović, Vrdoljak Raguž and Perković, 2021). Adductive is the combination of
both the approach. In the present report deductive approach will be selected as the data that will
be gather is in number and collection is based on quantitative information. This will help in
achieving aim in more systematic way.
Research strategy:
Research strategy is a procedure that researcher uses to conduct it research. The strategy
help in focusing on best strategy that will be used to collect information in more proper way.
Research strategy is classified into different types that are action research, archival research,
grounded theory, experimental, survey and case study (Liao and Wang, 2021). By seeing the
current research, researcher has used survey strategy because it is directly linked with deductive
approach. Through this strategy information is collected in numeric format. This strategy is more
economical in nature and is capable of gathering data from large number of respondent.

Research choice:
Research choice is that type of research methodology because it will help in making
choice between the two quantitative and qualitative. This part is very important in the onion
framework as it help in attaining the objective of the current research. Choosing between these
two is important two attain the pre defined aim (Madhani, 2021). There are three choice to select
Mono method, Mixed method and Multi method. In the current topic mono method will be
chosen because the type of research is quantitative in nature and in mono method choice is to be
made between the two methodology.
Time horizon:
Time horizon is that part of the research which help the investigator to know the time
duration that is needed top complete the current research. There are two type of time horizon that
are the longitudinal and the cross-sectional. Researcher has selected cross sectional time horizon
because the data is collected at one point of time. The topic doesn't requires longitudinal time
horizon because data is not to be gather multiply time. This cross sectional will help in gathering
data in more effective way (McLeay, Jayawardhena and Dennis, 2022).
Data collection:
It is the process to apply valid techniques in the research to collect, measure and analyse
the information. Researcher can use variety of techniques that will help in gathering valid data.
They are classified into two parts primary and secondary data. As per the current research
primary data is required to collect data. Primary data is used when the data is to be collected first
time and that will be used for the first time only. Data gathered through primary sources is
accurate, relevant, objective and authentic. The instrument to collect primary data are:
questionnaire, interview etc. in this report questionnaire is used as a primary source to collect
data (Mishra, Singh and Koles , 2021).
Sampling:
It is the process through which respondent are select to whom data will be gathered. By
use of sampling participates are selected from the total available applicants. Sampling is
classified into two methods that are probability and non-probability sampling. In the context
research probability sampling, entire population or participants get equal chances to get chosen
and there is no biasses. The number of selected respondent is 40 employees from Morrisons
(Mookerjee and Rao, 2021).
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Findings and data
Questionnaire
Q1. According to your views, did you understand about the concept of
digital workplace transformation?
Frequency
a. Rethinking of work in analogue age 10
b. Adopting of digital process in achieving organisational objectives 5
c. Schemes to boost employees productivity 5
d. All the above 20
Q2. Did you know about the benefits provided by having digital
workplace transformation?
Frequency
a. yes 20
b. no 10
c. can't say 10
Q3. According to your views, which of below benefits drove the digital
transformation in Morrison’s?
Frequency
a. Improving flexibility in working environment 20
b. Ability to recruit top candidates 10
c. Improving customer gratification 10
Q4. As you experienced, which of following benefits encouraged digital
transformation in Morrison’s?
Frequency
a. enhancing employees productivity 10
b. Better collaboration and communication 15
c. providing remote working environment 15
Q5. How do you think, brand loyalty is acting as a driver to change
towards moving digital workplace transformation in Morrison’s?
Frequency
a. By enhancing organisational profitability 15

b. By satisfying customers 15
c. By increasing goodwill of the company in market 10
Q6. To what extent different aspects of the customer satisfaction have
enabled the digital transformation in the chosen organisation?
Frequency
a. awareness of a brand 20
b. needs fulfilment 10
c. Issue are solved 5
d. building relationships 5
Q7. How do you think, company is effectively using their digital
workplace transformation strategies within Morrison’s workplace?
Frequency
a. Strongly agree 5
b. Agree 20
c. Disagree 5
d. Strongly disagree 10
Q8. What are the challenges could be faced by Morrisons which arises
in the process of workplace transformations?
Frequency
a. issues in productivity and profitability 15
b. Security of data and application 20
c. Collaboration 5
Q9. According to you, what priorities have motivated the digital
transformation in Morrisons ?
Frequency
a. Growth and development 5
b. Satisfaction of customers 15
c. Employee retention 20
15

Q10. What recommendation will you give to Morrisons while having
their workplace transformation?
Frequency
a. Employing right people 15
b. Workplace integration 10
c. Defined feedback loop 15
Q.11. How brand loyalty and customer satisfaction help Morrison’s in
promoting digital transformation at workplace?
Frequency
a. Customer retention 15
b. Encouraging company to adopt advanced technology 10
c. Robust market position 15
Data interpretation
Question 1 The concept of digital workplace transformation
Q1. According to your views, did you understand about the concept of
digital workplace transformation?
Frequency
a. Rethinking of work in analogue age 10
b. Adopting of digital process in achieving organisational objectives 5
c. Schemes to boost employees productivity 5
d. All the above 20

10
5
5
20
a. Rethinking of work in
analogue age
b. Adopting of digital process
in achieving organisational
objectives
c. Schemes to boost
employees productivity
d. All the above
Interpretation
From the above graph, it is analysed that out of 40 members, 10 said rethinking of work
in analogue age is the concept of digital workplace transformation. The other adopting of digital
process in achieving organisational objectives is a concept of digital workplace transformation.
The other 5 people said schemes to boost employees productivity is the concept of workplace
digital transformation. Rest of the other 20 people goes with all the above definitions are correct.
Question 2 Benefits provided by having digital workplace transformation.
Q2. Did you know about the benefits provided by having digital
workplace transformation.
Frequency
a. yes 20
b. no 10
c. can't say 10
17

20
10
10
a. yes
b. no
c. can't say
Interpretation
From the graph, it is analysed that out of 40 members, 20 members said yes digital
workplace transformation is providing benefits to the organisation. The other 10 people said that
no they did not think digital workplace transformation is providing benefits to the company. Rest
of the other 10 people said that they can't say about this statement.
Question 3: According to your views, which of below benefits drove the digital
transformation in Morrison’s?
Q3. Which of the benefits does digital workplace transformation is
providing to the organisation?
Frequency
a. Improving flexibility in working environment 20
b. Ability to recruit top candidates 10
c. Improving customer gratification 10

20
10
10
a. Improving flexibility in
working environment
b. Ability to recruit top
candidates
c. Improving customer
gratification
Interpretation
From the graph, it is analysed that out of 40 respondents , 20 said improving flexibility in
working environment is the benefits which Morrison is getting from digital workplace
transformation. The other 10 people said ability to recruit top talent is a benefits which company
is getting from digital workplace transformation. Rest of the other 10 people said that improving
customer gratification is a benefit which company is getting from digital workplace
transformation.
Question 4: As you experienced, which of following benefits encouraged digital
transformation in Morrison’s?
Q4. According to your views, which of below benefits drove the digital
transformation in Morrison’s?
Frequency
a. enhancing employees productivity 10
b. Better collaboration and communication 15
c. providing remote working environment 15
19

10
15
15
a. enhancing employees
productivity
b. Better collaboration and
communication
c. providing remote working
environment
Interpretation
From the table, it is analysed that out of 40 members, 10 said enhancing employees
productivity is benefits employees are getting from digital workplace transformational. The other
15 people goes with better collaborations and communication is benefits which employees are
getting from digital workplace transformation. Rest of the other 15 people said providing remote
working environment is the benefits which employee are getting from workplace transformation.
Question 5 Brand loyalty is acting as a driver to change towards moving digital workplace
transformation in Morrison’s
Q5. How do you think, brand loyalty is acting as a driver to change
towards moving digital workplace transformation in Morrisons?
Frequency
a. By enhancing organisational profitability 15
b. By satisfying customers 15
c. By increasing goodwill of the company in market 10

15
15
10
a. By enhancing organisational
profitability
b. By satisfying customers
c. By increasing goodwill of the
company in market
Interpretation
From the above graph, it is analysed that out of 40 members, 15 said by enhancing
organisational productivity of the impact of brand loyalty on digital transformation at Morrisons.
Further, 15 people said by satisfying customers, Morrisons could be able to enhance their brand
loyalty. The other 10 people said that by increasing goodwill of the company in market,
Morrisons could be able to enhance their brand loyalty.
Question 6 : Customer satisfaction as a driver of digital workplace transformation
Q6. To what extent different aspects of the customer satisfaction have
enabled the digital transformation in the chosen organisation?
Frequency
a. awareness of a brand 20
b. needs fulfilment 10
c. Issue are solved 5
d. building relationships 5
21

20
10
5
5
a. awareness of a brand
b. needs fulfilment
c. Issue are solved
d. building relationships
Interpretation
From the above graph, it is said that out of 40 respondents, 20 said that awareness of a
brand is the different aspect of the customer satisfaction have enabled the digital transformation
in the chosen organisation. The other 10 people said needs fulfilment is the different aspect of
the customer satisfaction have enabled the digital transformation in the chosen organisation. The
other 5 people said Issue are solved is the different aspect of the customer satisfaction have
enabled the digital transformation in the chosen organisation. Rest of 5 people said building
relationships is the different aspect of the customer satisfaction have enabled the digital
transformation in the chosen organisation.
Question 7 Company is effectively using their digital workplace transformation strategies
within Morrisons workplace
Q7. How do you think, company is effectively using their digital
workplace transformation strategies within Morrisons workplace?
Frequency
a. Strongly agree 5
b. Agree 20
c. Disagree 5
d. Strongly disagree 10

5
20
5
10
a. Strongly agree
b. Agree
c. Disagree
d. Strongly disagree
Interpretation
From the chart, it is analysed that out of 40 members, 5 said they are strongly agree with
the statement that Morrison is effectively using digital workplace transformation strategies.
Further, other 20 people said that they are agree with the statement that digital workplace
transformation is strategies used in Morrisons. The other 5 people said that they are disagree with
this statements. Rest of 10 people are strongly disagree with the statement.
Question 8 Challenges could be faced by Morrisons which arises in the process of
workplace transformations
Q8. What are the challenges could be faced by Morrisons which arises
in the process of workplace transformations?
Frequency
a. issues in productivity and profitability 15
b. Security of data and application 20
c. Collaboration 5
23

15
20
5
a. issues in productivity and
profitability
b. Security of data and
application
c. Collaboration
Interpretation
From the above table, it is analysed that out of 40 people, 15 said issues in productivity
and profitability is the challenge faced by Morrisons having the process of workplace
transformational. The other 20 people said security of data and application is faced by Morrisons.
The other 5 people answered collaboration is the challenge faced by Morrisons.
Question 9 Priorities a business is having in their workplace
Q9. According to you, what priorities a business is having in their
workplace?
Frequency
a. Growth and development 5
b. Satisfaction of customers 15
c. Employee retention 20

5
15
20 a. Growth and development
b. Satisfaction of customers
c. Employee retention
Interpretation
From the above table, it is measured that out of 40, 5 people said growth and
development of the major priority of business. The other 15 people said satisfaction of customer
is the priority and other 20 people said employees retention is a major priority.
Question 10 Recommendation will you give to Morrisons while having their workplace
transformation
Q10. What recommendation will you give to Morrisons while having
their workplace transformation?
Frequency
a. Employing right people 15
b. Workplace integration 10
c. Defined feedback loop 15
25

15
10
15
a. Employing right people
b. Workplace integration
c. Defined feedback loop
Interpretation
From the graph, it is analysed that out of 40, 15 said employing right people is the
recommendation for the company, the other 10 people said workplace integration is the
recommendation to the Morrisons. Rest of 15 people answered defined feedback loop is a
recommendation made by Morrisons.
Question 11 Brand loyalty and customer satisfaction help Morrison’s in promoting digital
transformation at workplace
Q.11. How brand loyalty and customer satisfaction help Morrison’s in
promoting digital transformation at workplace?
Frequency
a. Customer retention 15
b. Encouraging company to adopt advanced technology 10
c. Robust market position 15

15
10
15
a. Customer retention
b. Encouraging company to
adopt advanced technology
c. Robust market position
Interpretation
From the above graph this can be summarised that with the help of brand loyalty and
customer satisfaction digital workplace transformation can be promoted at workplace. In this
manner out of 40 respondents, 15 have said that with the help of customer retention is the reason
by which digital transformation gets promoted within the organisation. On the other hand, 10
have said that when customer loyalty is held by the company then this will encourage the
organisation to adopt advanced technology. At last 15 respondents have said that with the help of
appropriate brand loyalty significant market position can be acquired and this would be helpful
in developing the business.
Findings and discussion
From the above literature review and primary data questionnaire, it is being discussed
that digital workplace transformational is regraded as the accepting of new normal and
developing of the new technologies and process. It is being finds that digital transformation is
adopting of the new technologies and process.
The next objective is also achieved that brand loyalty and customer satisfaction is acting
as a driver to change towards moving of digital transformation. Because digital transformation is
regarded as the reason for enhancing of the profits of organisational because many of the
organisational are becoming digitally and it attracts more customers. The most significant
27

influencing driver is customer loyalty. Moreover, improving flexibility, ability to recruit top
talent and improving customer gratification were identified as key benefits that drove digital
transformation in Morrison’s. There are various drivers to change within the organisation in
which customer experience and market position is regarded as the major. When any new trend is
seen within the market then businesses tend to adopt the same into their business and this way in
successful manner new change can be inserted into the business. When an organisation is having
high brand loyalty then this would be easier for the organisation to manage changes within their
business and lead to path of success.
There are certain challenges faced by Morrison’s in a process of digital transformation
because many of the employees feels stressed and this results in decreasing in their productivity.
This objective is achieved by the researcher. The another issue is related with threat of security
as while adopting any digital tool within the organisation the major emphasis is associated with
managing security so that no harm could be given to customer and any other stakeholder. In this
manner while adopting digital workplace transformation the organisation is facing the challenge
to upkeep security measures in the organisation. Customer loyalty helps Morrison’s to grow and
manage their business functions in such a way that they can compete with competitors in
appropriate manner. As Morrison’s is having high customer loyalty and customer satisfaction
which means the company already have robust customers base and in this way they are not
required to rely over making new customers.
Recommendation
From the above, it is recommended that company is effectively working towards digital
workplace transformation. But for achieving higher growth opportunities, they have to employ
right people according to the company needs and demands so that they could be able to innovate
something unique (Ramaul, 2021). Further, they should do collaboration framework which
resulting in development of the organisational structure and enhancing their profitability level as
well. Further, they should do video conferencing from remote working people and provide them
effective training in order to develop their efficiency and productivity. For the further
perspective, this research is important because nowadays business are becoming digitally and
this related to the workplace transformation. For the further research, the researcher will be using
interview method because this will helps in collecting data directly from the respondents and
provides sufficient information. In order to develop customer satisfaction and customer loyalty

this will be helpful for the organisation to acquire success in such a manner that long edged
business survival can be enhanced.
Conclusion
From the graph, it is concluded that digital transformation is helpful in gaining customer
satisfaction and enhancing brand loyalty because it develops employees productivity through
which employees work effectively and listens to the customers needs and demands. It is
concluded that company is providing training to the employees of new transformational and
proving remote working in order to provide them flexibility. This resulting in development of the
organisational profitability and their success. Further, there are various challenges that comes in
while having digital workplace transformation such as security issues and collaboration. These
should be considered in mind by managers of company and should make strategies according to
the needs and requirement of employees and customers as well.
Limitations of this research
Some of the limitation of this research is that there is a lack of financial resources and
lack of time management of the researcher. Due to limited time, researcher faced difficulties in
executing various activities to the research. These have been overcome by using Gantt chart and
doing secondary research which consumes lesser cost as compared to primary research. However
the limited time can be identified as a key restriction of the study. The research undertook
primary research methods which is a limitation within research as in-depth information could not
be gathered within research.
Reflection
I m happy to do this research because in this I have leant various skills and knowledge
like communication and time management skills. Further, by this I have worked on my weakness
and resulting achievement of the research aim and objectives. Also, I have used strengths and
weaknesses and this will be helpful in near future. Further, I have used Gantt chart and WBS and
this will helped in completing research on time. In the current research various activities was
executed in which I learned regarding the process of conducting research. There are several steps
within research such as literature review, research methodology and many others. During the
project I analysed that I am lacking behind at several aspects due to which I faced issues in
executing the research. I am weak in time management skills, research skills and critical thinking
29

skills. In order to manage these I took various lessons and managed the same so that I can
develop future researches in appropriate manner. On the other hand I am strong in
communication and analytical skills which helped me during the research in managing the
research and avoiding delays in attaining research objectives.
What did you aim to achieve through your work? And did you manage to achieve intended
aim and objectives? How does it reflect on you? Outline any evaluation and assessment
undertaken.
"To analyse the way brand loyalty and customer satisfaction can act as a key driver of change for
digital workplace transformation." A study in Morrisons.
What aspects of your development process do you think worked well and why? Evaluate
I found Part of data interpretation works well in this present research.
What problems emerged during the project and how were they tackled?
Some of the problems I have encountered under this project is lack of financial resources and
lack of time management.
What are the strengths and weaknesses of your process that you have identified?
Strength are decisions making skills and weaknesses are time management skills
What did you learn from undertaking the project?
Communication skills and time management skills
How could your process improve for the future?
This could be improve by using interview method in future

References
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Appendices
Questionnaire
Q1. According to your views, did you understand about the concept of digital workplace
transformation?
a. Rethinking of work in analogue age
b. Adopting of digital process in achieving organisational objectives
c. Schemes to boost employees productivity
d. All the above
Q2. Did you know about the benefits provided by having digital workplace transformation.
a. yes
b. no
c. can't say
Q3. Which of the benefits does digital workplace transformation is providing to the
organisation?
a. Improving flexibility in working environment
b. Ability to recruit top candidates
c. Improving customer gratification
Q4. According to your views, what benefits does workplace transformation is providing to the
employees?
a. enhancing employees productivity
b. Better collaboration and communication
c. providing remote working environment
Q5. How do you think, brand loyalty is acting as a driver to change towards moving digital
workplace transformation in Morrisons?
a. By enhancing organisational profitability
33

b. By satisfying customers
c. By increasing goodwill of the company in market
Q6. From your views, did you think, workers needs on the job training session for digital
workplace transformation.
a. Yes, always
b. sometimes
c. Never
Q7. How do you think, company is effectively using their digital workplace transformation
strategies within Morrisons workplace?
a. Strongly agree
b. Agree
c. Disagree
d. Strongly disagree
Q8. What are the challenges could be faced by Morrisons which arises in the process of
workplace transformations?
a. issues in productivity and profitability
b. Security of data and application
c. Collaboration
Q9. According to you, what priorities a business is having in their workplace?
a. Growth and development
b. Satisfaction of customers
c. Employee retention
Q10. What recommendation will you give to Morrisons while having their workplace
transformation?
a. Employing right people

b. Workplace integration
c. Defined feedback loop
Q.11. How brand loyalty and customer satisfaction help Morrison’s in promoting digital
transformation at workplace?
a. Customer retention
b. Encouraging company to adopt advanced technology
c. Robust market position
Project logbook
Project Logbook
Name:
Project title: What are the key drivers influencing digital workplace transformation?
Date:
Update on period of development
"To analyse the way brand loyalty and customer satisfaction can act as a key driver of change
for digital workplace transformation." A study in Morrisons.
Risks and/or issues identified
some of the issues and risk like lack of interest of people in filling questionnaire and lack of
financial resources
Problems encountered
some of the problems encountered under this project is lack of financial resources and lack of
time management.
New ideas and change of project direction
The change that is drawn from a present project is change in primary data analysis through use
of interview.
35

What have you learned about yourself through your work?
I have learned communication skills and time management skills while conducting this
project.
Next steps for your work
I will make use of using of interview method rather than questionnaire survey method.
Project plan status to date
yes completed on time
Tutor Feedback
Performance Review
What did you aim to achieve through your work?
"To analyse the way brand loyalty and customer satisfaction can act as a key driver of change
for digital workplace transformation." A study in Morrisons.
Did your work succeed in achieving your aims? How do you know? Specifically, please
outline any evaluation and assessment undertaken.
Yes
What aspects of your development process do you think worked well and why? Evaluate
all aspects of the project from a range of perspectives.
Part of data interpretation works well in this present research.
What problems emerged during the project and how were they tackled? Was there
timely identification of issues and resolution during the project process?

Problems comes during this research is lack of interest of people and lack of financial
resources.
What did you learn from undertaking the project?
Communication skills and time management skills
What are the strengths and weaknesses of your process that you have identified?
Strength are decisions making skills and weaknesses are time management skills
How could your process improve for the future?
This could be improve by using interview method in future
37