Impact of Customer Satisfaction on Sales for Adidas Brand

This dissertation aims to determine and investigate how customer satisfaction impacts sales for Adidas brands. It analyzes the factors affecting customer satisfaction and the relationship between customer satisfaction and sales. The research provides recommendations for improving customer satisfaction for Adidas brands.

Running head: DISSERTATION
Customer Satisfaction Impact on Sales for Adidas Brand
Name of the Student:
Name of the University:
Author’s Note:

1DISSERTATION
Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

2DISSERTATION
Abstract
The aim of the research is to determine and investigate how customer satisfaction impact on
sales for Adidas brands. Customers are one of the significant external stakeholders that
determine success, increased sales, profit and revenue maximization for the business
organizations. Recently, customer complaints have been witnessed that has resulted in customer
dissatisfaction thereby, affecting the sales of Adidas brand. One of the major issues that
customers have witnessed upon visiting the Adidas outlets is that the employees do not
communicate effectively. Another issue faced by the customers during their visit to the store is
that they do not have any one to attend them personally. As a result, the customers leave without
purchasing that is affecting the sales of the brand negatively. Undertaking the research will
provide an opportunity to address the potential issues that has resulted in inadequate and
compromised level of satisfaction for the customers of Adidas brand and how it affecting the
sales of the brand. Identifying the customer satisfaction issues will help in proposing suitable
methods for overcoming customer satisfaction issues and improving sales for Adidas brand.
Positivism philosophy, deductive approach, descriptive design and survey research strategy has
been used. Additionally, 50 customers out of the entire customer population of Adidas have been
selected as the sample size for the survey by using simple random probability sampling
technique. Primary data collection process and quantitative data analysis technique by
descriptive statistics by using SPSS tool that helps in understanding the customer satisfaction
impact on sales for Adidas and the analyzed data has been presented in the form of pie charts and
graphs.

3DISSERTATION
Adidas brand is failing to achieve and ensure customer satisfaction. the customers have also
complained in terms of ineffective after sales service, store and product layout and behavior of
the employees to the customers while offering any kind of services. The customers feel that they
should not visit Adidas brand of London branch for shopping that is a huge drawback for the
sales of the company. Lack of customer satisfaction is forcing the existing customers not to
return to the store and not recommending the store to others that is affecting the ability of the
brand to attract new customers. Therefore, it can be said that Adidas brand need to overcome the
issues and ensure customer satisfaction so that the sales of the company is not affected and
compromised. The suitable recommendations that can be used for improving the customer
satisfaction for Adidas brand are behavior of the employees, effective communication and
efficient after sales service.

4DISSERTATION
Table of Contents
Chapter 1: Introduction....................................................................................................................5
1.0 Overview...........................................................................................................................5
1.1 Problem statement.................................................................................................................5
1.2 Research aim..........................................................................................................................6
1.3 Research objectives...............................................................................................................6
1.4 Research questions.................................................................................................................6
1.5 Research rationale..................................................................................................................7
1.6 Structure of the dissertation...................................................................................................7
1.7 Summary................................................................................................................................8
Chapter 2: Literature review............................................................................................................9
2.0 Overview...........................................................................................................................9
2.1 Conceptual framework...........................................................................................................9
2.2 Concept of customer satisfaction...........................................................................................9
2.3 Factors affecting customer satisfaction...............................................................................10
2.3.1 Store or product layout.................................................................................................10
2.3.2 After sales service.........................................................................................................11
2.3.3 Effective communication..............................................................................................11
2.3.4 Personalized services....................................................................................................12

5DISSERTATION
2.3.5 Security.........................................................................................................................13
2.4 Benefits of ensuring customer satisfaction..........................................................................13
2.5 Challenges in ensuring customer satisfaction......................................................................14
2.6 Impact of customer satisfaction on sales.............................................................................14
2.7 Potential methods of ensuring customer satisfaction...........................................................15
2.8 Summary..............................................................................................................................15
Chapter 3: Research methodology.................................................................................................16
3.0 Overview..............................................................................................................................16
3.1 Research outline...................................................................................................................16
3.2 Research philosophy............................................................................................................16
3.3 Research approach...............................................................................................................17
3.4 Research design...................................................................................................................17
3.5 Research strategy.................................................................................................................17
3.6 Sampling technique and sample size...................................................................................18
3.7 Data collection process........................................................................................................18
3.8 Data analysis technique.......................................................................................................18
3.9 Ethical considerations..............................................................................................................19
3.10 Accessibility issues............................................................................................................19
3.11 Summary............................................................................................................................20
Chapter 4: Research and findings..................................................................................................20

6DISSERTATION
4.0 Overview..............................................................................................................................20
4.1 Analysis...............................................................................................................................21
4.2 Summary..............................................................................................................................35
Chapter 5: Conclusion...................................................................................................................36
5.0 Conclusion...........................................................................................................................36
5.1 Linking with objectives.......................................................................................................37
5.2 Future scope of the study.....................................................................................................38
Chapter 6: Recommendations........................................................................................................40
References......................................................................................................................................42
Appendix 1.....................................................................................................................................47
Survey questionnaire.................................................................................................................47

7DISSERTATION
Chapter 1: Introduction
1.0 Overview
Customers are one of the significant external stakeholders that determine success, increased
sales, profit and revenue maximization for the business organizations. According to Saeidi et al.
(2015), customer satisfaction is a leading indicator that measures the loyalty of the customers by
reducing churn and increasing revenue. It is necessary for business organizations to have a
satisfied customer base, as it helps in attracting new customers, as the existing satisfied and loyal
customer base helps in promoting positive word-of-mouth. In addition to, customer satisfaction
helps in gaining competitive advantage that ensures that more customers purchase from the
business organization irrespective of any situation. As a result, the sales of the business
organization increases that helps in generating profit and revenue (Agnihotri et al. 2016).
Adidas is a multi-national corporation that was founded in Herzogenaurach, Germany in
1924. The company designs and manufactures clothing, shoes and accessories and is the largest
sportswear manufacturer in Europe and second in the world after Nike. However, recently
customer complaints have been witnessed that has resulted in customer dissatisfaction thereby,
affecting the sales of Adidas brand (https://www.adidas.co.uk/).
1.1 Problem statement
Issues in respect to customer satisfaction have been witnessed in Adidas brand that is
having a negative impact on the sales of Adidas brand. One of the major issues that customers
have witnessed upon visiting the Adidas outlets is that the employees do not communicate
effectively. As a result, the customers are unable to know the latest products that have been
launched and fail to connect with the brand while shopping (Sayani 2015). On the other hand,

8DISSERTATION
another issue faced by the customers during their visit to the store is that they do not have any
one to attend them personally. The customers are not even offered drinks or snacks and helped
with product details while shopping from Adidas. The employees do not even communicate and
know the product requirements of the customers and help them in finding the most suitable one.
As a result, the customers leave without purchasing that is affecting the sales of the brand
negatively (Pizam, Shapoval and Ellis 2016).
1.2 Research aim
The aim of the research is to determine and investigate how customer satisfaction impact
on sales for Adidas brands.
1.3 Research objectives
The objectives of the research are:
 To understand the concept of customer satisfaction
 To critically analyze the factors affecting customer satisfaction for Adidas brands
 To assess the relationship between customer satisfaction and sales for Adidas brands
 To provide suitable recommendations for improving customer satisfaction for Adidas
brands
1.4 Research questions
The questions of the research are:
 What do you mean by customer satisfaction?
 What are the factors affecting customer satisfaction for Adidas brands?
 What is the relationship between customer satisfaction and sales for Adidas brands?

9DISSERTATION
 What are the suitable recommendations for improving customer satisfaction for Adidas
brands?
1.5 Research rationale
Analyzing the impact of customer satisfaction on sales for Adidas brand is significant
because this allows identifying the customer satisfaction gaps and impact of the gaps on sales for
Adidas brand. Undertaking the research will provide an opportunity to address the potential
issues that has resulted in inadequate and compromised level of satisfaction for the customers of
Adidas brand and how it affecting the sales of the brand. Additionally, addressing the customer
satisfaction issues for Adidas brand will enable assessing the relationship between customer
satisfaction and sales (Izogo and Ogba 2015). Therefore, comparing and contrasting sales for
Adidas in the presence and absence of satisfied customer base can be done easily.
Additionally, the undertaking the research will also help in identifying the main factors
that is resulting in customer dissatisfaction for Adidas brand thereby, finding the potential
reasons why Adidas is unable to ensure customer satisfaction appropriately. Identifying the
customer satisfaction issues will help in proposing suitable methods for overcoming customer
satisfaction issues and improving sales for Adidas brand (Shin 2014).
1.6 Structure of the dissertation
The entire dissertation is divided into six distinctive chapters namely introduction,
literature review, research methodology, research and findings, conclusion and
recommendations. Each chapter is developed chronologically, as this helps in maintaining the
flow of the entire research thereby, achieving the research aim and accepting and rejecting the

10DISSERTATION
formulated hypothesis. Therefore, determining the impact of customer satisfaction on sales for
Adidas brand can be undertaken successfully.
1.7 Summary
Therefore, in this chapter, it can be summarized that recently customer satisfaction is an
issues for Adidas brands that is having an impact on the sales of the company. The customers
visiting the outlets of Adidas brand are left unsatisfied for different reasons that are affecting the
sales of the brand largely. As a result, it is important to ensure customer satisfaction for Adidas
brand so that sales can be improved distinctively.

11DISSERTATION
Customer satisfaction Sales
Store or product layout
After sales service
Effective communication
Personalized services
Security
Chapter 2: Literature review
2.0 Overview
As the name indicates, this chapter reviews past opinions and views of different authors and
researchers about the selected research topic. This helps in gathering in-depth knowledge and
understanding of the identified independent and dependent variables based on which the entire is
structured and developed. The views and opinions of different authors are critically evaluated
that helps in understanding how customer satisfaction has an impact on sales for Adidas brand.
2.1 Conceptual framework
Figure 1: Conceptual framework
(Source: Created by the Author)
2.2 Concept of customer satisfaction
Customer satisfaction is one of the most frequently used terms in marketing. According
to Hill and Brierley (2017), customer satisfaction is defined as the number or percentage of the

12DISSERTATION
total customers whose reported experience with the firm, its products and services exceeds the
specific satisfaction goals. However, as argued by Orel and Kara (2014), the concept of customer
satisfaction highlights the fulfillment that customers derive and expect from a specific business
organization. It is important for the business organizations to ensure customer satisfaction
because satisfied customer base affects the sales, profit and revenue of the business
organizational largely. Similar is the case of Adidas, where the brand needs to ensure customer
satisfaction, as this has an impact on the sales of the brand.
2.3 Factors affecting customer satisfaction
It is important for the business organizations to ensure and develop a satisfied customer
base because this helps in gaining competitive advantage. However, different factors affect the
level of customer satisfaction and business organizations need to identify the factors and must
ensure that the factors are implemented successfully (Zhou et al. 2014). The different factors
affecting customer satisfaction are store or product layout, after sales service, effective
communication, personalized services and security.
2.3.1 Store or product layout
First appearance is said to have a large impact on the customers and is considered as the
last impression. Therefore, it is necessary for the stores to present a visually appealing store and
product layout that helps in engaging the customers positively. According to Ene and Ozkaya
(2014), the products in the store outlet must be distinctly placed with clear signs about the
products those are presented in the particular sections within the store. The customer feel
satisfied because they are able to locate their required product easily. However, as argued by
Kim, Lee and Suh (2015), adequate lightings and displays also affects the store or product
layout. The level of customer satisfaction is questioned if the physical appearance in terms of

13DISSERTATION
store lightings, flooring, ceiling and shelving are compromised by the stores. In the case of
Adidas, it can be seen that the brand is compromising in terms of product layout and physical
appearance of the store that is affecting the level of customer satisfaction largely.
2.3.2 After sales service
The duty and responsibility of the business organizations does not end once sales are
completed. Instead, the business organizations should work effectively towards ensuring
effective service after sales. According to Murali, Pugazhendhi and Muralidharan (2016), the
business organizations need to consider the feedback of the customers in order to ensure
effective after sales service. This makes the customers feel significant and valued thereby,
ensuring customer satisfaction. This is a way of achieving positive and efficient customer
relationship that is essential for developing satisfied customer base.
However, as argued by Kursunluoglu (2014), giving prompt services to the customers
and attending their complaints without delay also signifies effective after sales services. The
customers feel highly satisfied when they are attended without any delay once the product has
been purchased. Additionally, giving benefits such as warranty and 50% discount as loyalty
bonus are some of the after sales services that help in ensuring customer satisfaction. However,
For Adidas, effective after sales service has become a major issue that is affecting the level of
customer satisfaction and having a negative impact on the sales of the brand.
2.3.3 Effective communication
Communication is the key for determining customer satisfaction and increasing sales for
any business organization regardless of the business sector. As mentioned by Kondasani and
Panda (2015), the employees need to communicate effectively with the customers visiting the

14DISSERTATION
store thereby, engaging them by enlightening them about the product specifications and details.
This provides an opportunity for the employees to know the exact product requirement of the
customers and help them find it and influencing the customers to purchase it. Therefore, more
effective communication influences customer satisfaction, as the customers feel homely and
valued while visiting the store and purchasing the required product.
However, as argued by Patterson (2016), effective communication between the customers
and employees is significant because this helps in influencing the purchasing decision of the
customers. For instance, effective communication pushes the customers to buy a product even if
they did not intend purchasing while visiting the store. However, in Adidas, communication
between the customers and employees is witnessed as an emerging issue due to which the the
customers are not feeling homely and engaged while visiting the store that is affecting the level
of customer satisfaction.
2.3.4 Personalized services
Getting personal attention and service upon visiting a store greatly influences the level of
customer satisfaction. According to Wang and Groth (2014), welcoming the customers with
warmth and empathy at the gate is important in ensuring customer satisfaction largely. Such
warm and caring welcome to the store make the customers feel highly significant and valued.
The customers feel that they are the top most priority for the store and the brand and this first
impression influences their purchasing decision largely. However, as argued by Liat, Mansori
and Huei (2014), apart from giving a warm welcome at the gate, approaching the customers and
enquiring them about their need followed by giving them adequate assistance ensures customer
satisfaction largely. This provides an opportunity for the employees to engage in personal
communication with the customers and influence their buying decision thereby, affecting sales of

15DISSERTATION
the brand. Additionally, offering drinks to the customers also results in customer satisfaction.
However, for Adidas, empathetic and warm services to the customers from the employees is an
issues witnessed that is affecting personalized services and customer satisfaction negatively.
2.3.5 Security
Ensuring security about the product also results in customer satisfaction. According to
Sakhaei, Afshari and Esmaili (2014), offering the customers with adequate product security in
terms of warranty ensures customer satisfaction. The customers have the assurance that they will
get a replacement without any cost if any fault is detected in the product. However, as argued by
Ludin and Cheng (2014), some customers might take the advantage of product security and ask
for exchange without any authenticity of the product defect. Under such circumstances, the
business organizations need to handle the matter carefully, so that the level of customer
satisfaction is not hampered. In the case of Adidas, product security has become a common issue
that is affecting the level of customer satisfaction and sales of the brand negatively.
2.4 Benefits of ensuring customer satisfaction
As known from the information presented in the above-sections, it can be said that
customers are one of the key significant external stakeholders that business organizations should
satisfy. As mentioned by Ahmed et al. (2014), business organizations need money to survive and
for making more money, businesses need more customers. Therefore, more customers can be
attracted and retained provided they are satisfied and happy with the services and products
offered to them. Customer satisfaction influences the decision of coming back to the same
organization again and again irrespective of the alternatives available in the market. However, as
argued by Awan and Rehman (2014), customer satisfaction provides an opportunity for the
business organizations to gain competitive advantage, as the satisfied customers spread positive

16DISSERTATION
word-of-mouth that helps in attracting new customers as well as offering new market
opportunities at extremely low cost. Therefore, the business organizations are able to increase the
lifetime value of the customers by fulfilling their needs and requirements. Considering the
increased competition in the business environment, it is important to have and ensure customer
satisfaction, as this influences the purchasing decision of the customers thereby, affecting sales
largely.
2.5 Challenges in ensuring customer satisfaction
As the significance of customer satisfaction cannot be denied, the challenges associated
with it are also inevitable. According to Torres (2014), considering the needs and demands of
every single customer and fulfilling them individually is one of the biggest challenges that
business organizations encounter. In spite of belonging to the same target audiences, the
individual needs and expectations differ to a certain extent that affects the level of customer
satisfaction largely hereby, making it highly challenging. However, as argued by Pantano and
Viassone (2015), considering the feedback of the customers on a regular basis and incorporating
those while delivering products and services is often challenging. This is because not all the
feedback shared by the customers are practical and developing strategies for incorporating those
is time consuming and needs qualified employees.
2.6 Impact of customer satisfaction on sales
Customer satisfaction is one of the key factors that have an impact on the sales of the
business organizations. As mentioned by Eisingerich, Auh and Merlo (2014), satisfied customers
return back to the business organization again and again regardless of the alternatives available
in the market. This is because the customers have a firm believe that the business organization
will not compromise with the product quality and the expectation they have from the company

17DISSERTATION
regardless of anything. However, as argued by Shapiro and Gomez (2014), customer satisfaction
is an emotion that influences the purchasing decision of the customers. If the customers are
satisfied they tend to refer the business organization and spread positive word-of-mouth that
helps in attracting new customers that generates revenue and sales positively. Therefore, it can be
said that customer satisfaction has a positive impact on sales of any brand because it brings in
new customers as well as retains existing customers.
2.7 Potential methods of ensuring customer satisfaction
After encountering the customer satisfaction challenges, it is important for the business
organizations to overcome the challenges successfully. As commented by Pan and Nguyen
(2015), being responsive is one of the key methods that help in overcoming customer satisfaction
challenges. Only listening to the issues faced by the customers is not enough. It is necessary for
the business organizations and the customer service experts to be responsive and act promptly for
overcoming the issues successfully. However, as argued by Swaminathan et al. (2014), as
employees are the ones representing the company in front of the customers, it is important for the
employees to be happy. Happy and satisfied employees are the key to satisfied customers
because this provides an opportunity for the employees to engage and interact with the customers
effectively and know their needs and expectations thereby, offering products and services
accordingly to the customers.
2.8 Summary
Therefore, in this chapter, it can be summarized that ensuring customer satisfaction is
necessary for Adidas brand, as customer dissatisfaction is having impact on the purchasing
decision of the customers thereby, compromising the sales. Adidas is witnessing customer

18DISSERTATION
satisfaction issues in terms of ineffective communication, inappropriate after sales service,
compromised store and product layout that is affecting the sales of the brand largely.
Chapter 3: Research methodology
3.0 Overview
In this section, an overview of the existing types methodological tools are defined
followed by mentioning their characteristics that helps in developing deeper understanding about
each research methodologies. Apart from defining and explaining, the chapter also justifies the
selection of specific methodological tools in respect to the research topic. Additionally, research
ethics and accessibility issues are also mentioned.
3.1 Research outline
Considering the research topic, how customer satisfaction impact on sales in Adidas,
positivism philosophy, deductive approach, descriptive design and survey research strategy has
been used. Additionally, 50 customers out of the entire customer population of Adidas have been
selected as the sample size for the survey by using simple random probability sampling
technique. This facilitated the use of primary data collection process and quantitative data
analysis technique by descriptive statistics by using SPSS tool that helps in understanding the
customer satisfaction impact on sales for Adidas and the analyzed data has been presented in the
form of pie charts and graphs.
3.2 Research philosophy
Positivism philosophy has been used for this investigative research. Using positivism
philosophy allowed using logic and factual knowledge that helped in understanding how
customer satisfaction is important for any business thereby, justifying its impact on sales for

19DISSERTATION
Adidas. Moreover, using positivism philosophy allowed making quantifiable observations
regarding customer satisfaction and impact on sales thereby, justifying the impact, whether
positive or negative (Kumar 2019).
3.3 Research approach
Deductive approach has been used for this investigative research. Deductive approach has
enabled referring to previously existing pieces of literatures, theories and concepts of customer
satisfaction and sales of an organization thereby, relating it the situation of Adidas. Referring to
previous literatures allowed comparing and contrasting the views and opinions of different
authors thereby, determining whether customer satisfaction has an impact on sales by using the
theoretical information (Mackey and Gass 2015).
3.4 Research design
Descriptive research design has been used for this investigative study. This is because
descriptive research design highlights the combined characteristics of both exploratory and
explanatory research design. As a result, the issues in customer satisfaction for Adidas can be
identified followed by determining the reasons of the customer satisfaction issues that Adidas is
witnessing. As a result, the impact of the customer satisfaction issues and the reason of the issues
on sales in Adidas can be determined (Taylor, Bogdan and DeVault 2015).
3.5 Research strategy
Out of the different research strategies, survey research strategy has been used for this
investigative research. Using survey allowed selecting the entire customer population of Adidas
thereby, determining how customer satisfaction is important for them and how it attracts them
and influences their purchasing decision. Selecting the entire customer population of Adidas

20DISSERTATION
enabled selecting a large population for collecting data thereby, reducing the chances of biasness
(Flick 2015).
3.6 Sampling technique and sample size
Simple random probability sampling technique has been used for this investigative
research. This enabled equal and random chances for all the customers of Adidas to take part in
the survey and share their views and opinions about how customer satisfaction influences their
decision to visit the store and purchase products of Adidas. Out of the entire customer population
of Adidas, 50 customers were selected by using the aforementioned sampling method whose
opinions and views are considered for analyzing the impact of customer satisfaction on sales in
Adidas (Neuman and Robson 2014).
3.7 Data collection process
Primary data collection method has been used for determining how customer satisfaction
has an impact on sales for Adidas. Primary data collection is most suitable because this allowed
the researcher to collect data for the first time thereby, gathering recent information about the
satisfaction issues the customers of Adidas are facing currently thereby, determining whether it is
having an impact on the sales of the company or not (Bresler and Stake 2017).
3.8 Data analysis technique
Quantitative data analysis technique has been used for determining how customer
satisfaction has an impact on sales for Adidas. The collected data has been analyzed by using
descriptive statistics in SPSS tool that helps in understanding the customer satisfaction impact on
sales for Adidas and the analyzed data has been presented in the form of pie charts and graphs.
This helped in understanding whether customer satisfaction and sales are related to each other

21DISSERTATION
followed by determining whether customer satisfaction has an impact on the sales of Adidas
(Ledford and Gast 2018).
3.9 Ethical considerations
Abiding by the ethics of the research is significant for completing the investigation
successfully. Data confidentiality is one of the significant research ethics under which, the
researcher needs to keep the data shared and the identity of the respondents confidential and
cannot disclose them without individual consent. Another essential research ethics is willing
participation of the respondents. The researcher cannot force the respondents within the selected
population to be a part of the data collection process. Therefore, it is advisable that the
respondents should sign the consent form before taking part in the data collection process. Other
significant research ethics that should be practiced are data manipulation, collecting data from
inauthentic sources, using data for commercial purposes and harming the surrounding
environment for the sake of the research (Bauer 2014).
3.10 Accessibility issues
Time and budget are the two accessibility issues that were encountered while undertaking
the research. Limited budget restricted the researcher to get access to highly relevant piece of
information, as it required paying. As the survey questionnaire developed was mainly close-
ended, the researcher had difficulty whether the respondents gave genuine responses. In addition
to, limited time provided less time for the researcher to meet and follow-up with the supervisor
that questioned whether the research was proceeding in the right direction of not.

22DISSERTATION
3.11 Summary
Therefore, in this chapter, it can be summarized that appropriate and most suitable
methodological tools has been used for understanding how customer satisfaction has an impact
on sales by considering the case study of Adidas. The selected methodologies facilitated
justifying the information obtained throughout the investigation successfully.
Chapter 4: Research and findings
4.0 Overview
In this chapter, the collected data is analyzed with the aim of understanding how
customer satisfaction has an impact on sales for Adidas brand. Responses have been collected
from 50 customers of Adidas and their views and opinions are considered while they visit the
store outlet for shopping. Descriptive analysis has been conducted for understanding the
perspectives of the customers in terms of satisfaction followed by suggesting suitable
recommendations. The data analysis is undertaken by using the methods mentioned in the
previous chapter for deriving authentic and suitable data followed by interpreting those by
supporting it with theoretical information presented in the literature review.

23DISSERTATION
4.1 Analysis

24DISSERTATION
From the above graphs, it can be seen that customers shop from Adidas once a year while
some customers shop from Adidas every three months. The majority of the customers shopping
from Adidas brand belong to 30-35 years followed by customers aged 25-30 years. The
customers of above demographics live throughout London including East, West, North and
South. Majority of the customers are employed full-time that signifies their purchasing decision
from Adidas brand once a year and every 3 months. The customers shopping from Adidas brand
have children while some of the customers do not have children, as they are single or living with
their partner and some are married.
From the above pie chart, it can be seen that the customers feel that the products sold by
Adidas brand reach their expectations successfully. However, almost similar number of
customers feels that the products offered by Adidas brand do not fulfill their expectations in
terms of the product quality that is highly dissatisfactory for them. The customers expect that the
products sold by Adidas brand should be of high quality and specifications. If the customers are

25DISSERTATION
spending a considerable amount of money and time on purchasing the product from Adidas, they
expect that the product is worth the money and time. Additionally, some of the customers feel
that some of the products are up-to the standard while other product fails to meet the minimum
product standard that ensures customer satisfaction.
From the above pie-chart, it can be inferred that customer satisfaction is highly
significant for the customers. The customers who took part in the survey had different views on
the reason why customer satisfaction is important for them. Some of the customers say that
receiving satisfactory services during their visit to the store influences their decision of visiting
the store again in the future. This is because the customers feel that if they are treated so well
during their first visit, they will receive similar treatment in the future when they visit the store.
On the other hand, some of customers feel that satisfaction is significant for them because they

26DISSERTATION
are emotionally attached with the product. The name of the brand is enough for some customers
because they develop the opinion that products by the brand is always of superior quality and
above standard, thereby, defining the belief on the product. Some of the customers feel that
customer satisfaction facilitates positive word-of-mouth. If they are satisfied while visiting the
store, they will refer the brand to others with \believe that others will also leave highly satisfied.
The branch of Adidas in London has been witnessing customer satisfaction complaints
and the above pie chart is a proof of inadequate customer satisfaction. The customers
participated in the surveyed highlighted that the customer service they receive at the store is poor
and very poor. Some of the customers feel the customer services are satisfactory but needs
improvement. Unable to ensure good customer service at the Adidas branch in London is a major
drawback because this affects the sales of the brand drastically. As the customers are not
satisfied with the service offered to them while visiting the store of the brand, they do not come

27DISSERTATION
back and also do not spread positive word-of-mouth thereby, affecting the ability to attract new
customers and expanding business.
From the above pie chart, it can be seen that the branch of Adidas brand in London does
not meet the expectations of the customers. As the customers are spending both quality time and
money on visiting the store, they expect the products sold by the brand should surpass their
expectations in terms of quality, specification and the service they get after purchasing the
product. The customers have complained that the product the Adidas brand is selling are not
trendy and does not justify the price allocated for selling the product. As the products sold by
Adidas brand is unable to fulfill the expectations of the existing customers, the level of
satisfaction is hampered that is directly affecting the sales of the company.

28DISSERTATION
The customers feel that the Adidas brand in London need to improve some aspects of
their store in order to ensure effective customers service. Majority of the customers feel that the
store and product layout should be changed. As a result, the products will be clearly visible to the
customers visiting the store prominent names and tags should be labeled within the store so that
it is easy for the customer locate the products they want without wasting time in finding them. In
addition to, some of the customers feel that they should be given warm welcome and the
employees should be empathetic and polite while talking to them and offer them personalized
services such as offering them drinks and snacks. This makes the customers feel valued and
significant that helps in achieving customer satisfaction. As a result, the customers come back
repeatedly that affects the sales of the company positively. Complaints have been received that
the brand is not giving appropriate after sales service. This indicates that the brand is delaying in
solving the issues and acting promptly.

29DISSERTATION
The above pie chart highlights that the customers are dissatisfied and highly dissatisfied
with the service offered within the store. The primary reason of being being dissatisfied and
highly dissatisfied is inappropriate customer satisfaction that is having a negative impact on the
sales of the brand significantly. The customers are not satisfied with the service provided in the
store because they have encountered issues in terms of product, store layout, behavior of the
employees and the after sales service offered to them. As a result, the customers are not
considering visiting the store in the future and are also not recommending the store of Adidas
brand in London to other due to which new customers are not attracted and the brand is losing
the existing ones as well.

30DISSERTATION
The above conducted analysis indicates that the customers are not satisfied with Adidas
brand due to issues in terms of store and product layout, after sales service and the behavior of
the employees. Following issues has influenced the decision of the customers that they do not
want to shop at the store again. This is a huge setback for the sales of the London branch of
Adidas brand because due to lack of customer satisfaction, the brand is losing the existing
customers as well as are unable to attract new customers, as positive word-of-mouth is
negatively affected. Therefore, for improving the sales, it is necessary for Adidas brand to
overcome customer satisfaction issues so that the sales of the brand remain unaffected.

31DISSERTATION
From the above conducted analysis, it can be seen that customer dissatisfaction is at its
peak for Adidas brand of the London branch that justifies the findings of the above pie chart
where it can be seen that the customers have said that they are not going to recommend to brand
or the store to anyone. Unable to attract new customers is a huge drawback in terms of the sales
of the brand. Lack of customer satisfaction is creating a negative opinion among the existing
customer base thereby, restricting them from spreading positive word-of-mouth. Successful
execution of business requires money and money comes from selling products to the customers.
In this case, sales of Adidas brand is hampered largely because the existing customers has said
that they would not recommend the store or brand to others thereby, restricting the chances of
sales.

32DISSERTATION
The customers have highlighted the major issues that have resulted in customer
satisfaction issues in Adidas branch. One of the primary reasons that have resulted in customer
dissatisfaction is ineffective after sales service. Once the customers have purchased product from
Adidas brand, they are not attended with top priority. After purchasing when the customers visit
the store, they do not receive warm welcome and the employees do not bother asking the issue
that brought back the customer to the store thereby, indicating ineffective communication
between the employees and the customers. The customers are not guided to the right person
immediately that delay action and prompt response in solving the issue of the customers. As a
result, the customers feel that the brand only focuses on selling products and care about money
and not the needs and expectations of the customers.

33DISSERTATION
The customers feel that Adidas brand is not being true and honest about the product that
is sold at the store outlet in London. This is because the customers have raised questions about
the product specifications that have been mentioned and the product that they have received by
purchasing it. For instance, customers have complained that the product purchased by them tore
off soon after using few times though the product specifications highlight something different.
As a result, the customers feel cheated for the time and money they have spent in visiting,
deciding and purchasing the products from Adidas brand of London branch.

34DISSERTATION
The results obtained from the above mentioned pie charts justifies the findings of this pie
chart where it can be seen that the customers have mentioned that they do not have a pleasant
experience every time they shop from Adidas brand in London branch. Unpleasant shopping
experience for the customers is evident due to various reasons that are happening within the
store. One of the reasons of unpleasant shopping experience can be ineffective communication
between the employees and the customers. Additionally, lack of warm and empathetic approach
by the employees for the customers while communicating with them also results in unpleasant
shopping experience for the customers. Moreover, ineffective after sales service and lack of
personalized services also influences unpleasant shopping experience for the customers that is a
matter of concern for the brand, as this has an impact on the sales of the company directly.

35DISSERTATION
The above presented pie chart indicates that the majority of the customers have never
received any personalized services while visiting the store that is severe matter of concern for a
brand like Adidas. The customers are not given a warm and empathetic welcome while entering
the store that makes the customers feel unwanted and insignificant. Additionally, the employees
do not take the initiative of being the first one to communicate with the customers when they
visit that leads to customer dissatisfaction. Moreover, the customers are not attended promptly
and given immediate service when they visit the store with some issue and complaints. This
indicates that Adidas brand fails to provide personalized services to the customers that
compromise their satisfaction thereby, affecting the sales of the company negatively.

36DISSERTATION
The level of customer satisfaction is questioned because the customers have never been
offered drinks and snacks upon arriving to the store. This has made the customer feel unwanted
and insignificant for the brand and influenced the development of the thought that Adidas brand
only cares about money and not the needs, demands and expectations of the customers.

37DISSERTATION
From all the above analysis and this pie chart, it can be inferred that the customers feel
that Adidas brand needs to improve their customer satisfaction in order to improve their sales.
The customers feel that there is a need for Adidas to improve their store and product layout,
communication between the customers and the employees, offering personalized services and
ensuring security while shopping in order to satisfy them. Being satisfied will influence the
customers to recommend the brand and the store to others thereby, attracting new customers and
keep coming back to the store in the future and improving sales.
4.2 Summary
Therefore, in this chapter, it can be summarized that Adidas brand is failing to achieve
and ensure customer satisfaction. This is because the brand is unable to provide standard
products with high quality. In addition to, the customers have also complained in terms of
ineffective after sales service, store and product layout and behavior of the employees to the
customers while offering any kind of services. The customers feel that they should not visit
Adidas brand of London branch for shopping that is a huge drawback for the sales of the
company. Lack of customer satisfaction is forcing the existing customers not to return to the
store and not recommending the store to others that is affecting the ability of the brand to attract
new customers. Therefore, it can be said that Adidas brand need to overcome the issues and
ensure customer satisfaction so that the sales of the company is not affected and compromised.

38DISSERTATION
Chapter 5: Conclusion
5.0 Conclusion
From the information provided in the above chapters, it can be said that customer
satisfaction has an impact on the sales of the business organizations. As known from the
information presented in the previous chapters, it can be inferred that customers are one of the
significant external stakeholders that determine success, increased sales, profit and revenue
maximization for the business organizations. Therefore, having a satisfied customer base is
necessary as this helps in attracting new customers as well as retaining the existing customers
successfully.
In Adidas brand, customer satisfaction issues have become predominant. The customers
of the brand are complaining in terms of behavior and ineffective communication from the end
of the employees followed by the complaints that the customers during their visit to the store is
that they do not have any one to attend them personally. Moreover, the employees do not offer
drinks and snacks and offer help and assistance with the needs and requirements of the
customers. As a result, the customers leave without purchasing that is affecting the sales of the
brand negatively.
The results obtained from the data analysis also highlights that Adidas brand is failing to
achieve and ensure customer satisfaction. The customers feel that they should not visit Adidas
brand of London branch for shopping that is a huge drawback for the sales of the company. Lack
of customer satisfaction is forcing the existing customers not to return to the store and not
recommending the store to others that is affecting the ability of the brand to attract new
customers. The customers feel that there is a need for Adidas to improve their store and product

39DISSERTATION
layout, communication between the customers and the employees, offering personalized services
and ensuring security while shopping in order to satisfy them. Being satisfied will influence the
customers to recommend the brand and the store to others thereby, attracting new customers and
keep coming back to the store in the future and improving sales.
5.1 Linking with objectives
Objective 1: To understand the concept of customer satisfaction
Objective 1 is linked with literature review section 2.2. This section presents the opinions
and views about customer satisfaction mentioned by different authors that helps in understanding
the concept and the significance of developing satisfied customer base for business
organizations. On the other hand, the entire survey questionnaire is developed with the aim of
understanding customer satisfaction and the issues that results in customer dissatisfaction in
Adidas brand.
Objective 2: To critically analyze the factors affecting customer satisfaction for Adidas
brands
Objective 2 is linked with literature review section 2.3. This section mentions and
critically analyzes the different factors that affect customer satisfaction. As a result, this section
the information presented in this section help in developing the adequate knowledge in terms of
the factors that is of utmost significance for ensuing customer satisfaction. On the other hand, the
survey questions 8, 11 and 15 are developed with the aim of understanding the factors that is
questioning the level of satisfaction among the customers of Adidas brand.
Objective 3: To assess the relationship between customer satisfaction and sales for Adidas
brands

40DISSERTATION
Objective 3 is linked with literature review section 2.6. This section talks about the
impact of customer satisfaction on sales for Adidas brand in London branch. The views and
opinions of different authors presented in this section infer that customer satisfaction and sales of
business organizations are positively related and achieving customer satisfaction adequately
helps in sales maximization. On the other hand, the survey questions 7, 13, 14, 16, 17, 18 and 19
are developed with the aim of understanding the relationship between customer satisfaction and
sales for Adidas brand.
Objective 4: To provide suitable recommendations for improving customer satisfaction for
Adidas brands
Objective 4 is linked with literature review section 2.7. This section highlights the
potential methods that can be used and considered by the business organizations for ensuring and
achieving customer satisfaction. On the other hand, the survey question 20 is developed with the
aim of understanding whether Adidas needs improvement in respect to customer satisfaction
based on which suitable recommendations are provided in the next chapter.
5.2 Future scope of the study
From the data analysis, it can be seen that the present study has been conducted
by focusing on the customers who shop from Adidas once a year while some customers shop
from Adidas every three months. The majority of the customers shopping from Adidas brand
belong to 30-35 years followed by customers aged 25-30 years. The customers of above
demographics live throughout London including East, West, North and South. Majority of the
customers are employed full-time that signifies their purchasing decision from Adidas brand
once a year and every 3 months. The customers shopping from Adidas brand have children while

41DISSERTATION
some of the customers do not have children, as they are single or living with their partner and
some are married. Therefore, in the future research can be conducted by considering the
customers of different demographics and living outside London. As a result, this will help in
understanding the impact of customer satisfaction on sales for Adidas a a global platform.

42DISSERTATION
Chapter 6: Recommendations
The potential customer satisfaction issues have been identified in the above chapter based
on which in this chapter, suitable recommendations are provided. The list recommendations that
can be used by Adidas brand for improving customer satisfaction are provided below whose
successful execution and application will help in overcoming customer satisfaction issues
thereby, having a positive impact on the sales of the brand.
Behavior of the employees
The employees are the key internal stakeholders those represent the company and create a
unique image in the eye of the customers. Therefore, for Adidas brand, it is necessary for the
employees to be warm, polite and empathetic towards the customers. This will provide an
opportunity for the customers to relate better and effectively with the brand and the products
thereby, establishing an emotional bond successfully. In addition to, the customers will form a
positive, friendly and strong bond with the employees that will help in ensuring customer
satisfaction thereby; forcing the employees come back repeatedly that will have an impact on the
sales of the brand.
Effective communication
Communication is the key to ensure customer satisfaction thereby, signifying the
importance of ensuring effective communication between the customers and employees of
Adidas. Effective communication between the employees and the customers will provide an
opportunity for both the parties to know each other better and offer assistance accordingly. The
employees will be able to know the needs and demands of the customers visiting the Adidas

43DISSERTATION
brand store of London and led them to similar products thereby, saving valuable time for the
customers. Therefore, getting what they want at minimal time will make the customer satisfied
that will facilitate the customers to come back to the store in the future and increasing sales.
Efficient after sales service for the customers
The responsibility of the business organizations does not end once the customers finish
purchasing product. In spite the responsibility of the business organizations begin once the
customers have purchased their product. Similar is the case of Adidas brand, where it is
necessary for the brand to ensure effective after sales service to the customers. In doing so, the
employees have to act promptly and attend the queries of the customers without any delay and
casualness. This will make the customers feel significant and valued for Adidas brand and
influence their decision of coming back to the brand in the future for purchasing products.
Therefore, effective after sales service will Adidas to establish customers for lifetime those will
in turn help in attracting new customers by spreading positive word-of-mouth.

44DISSERTATION
References
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Ahmed, Z., Rizwan, M., Ahmad, M. and Haq, M., 2014. Effect of brand trust and customer
satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), pp.306-326.
Awan, A.G. and Rehman, A.U., 2014. Impact of customer satisfaction on brand loyalty: An
empirical analysis of home appliances in Pakistan. British Journal of Marketing Studies, 2(8),
pp.18-32.
Bauer, G.R., 2014. Incorporating intersectionality theory into population health research
methodology: challenges and the potential to advance health equity. Social science &
medicine, 110, pp.10-17.
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Eisingerich, A.B., Auh, S. and Merlo, O., 2014. Acta non verba? The role of customer
participation and word of mouth in the relationship between service firms’ customer satisfaction
and sales performance. Journal of Service Research, 17(1), pp.40-53.
Ene, S. and Özkaya, B., 2014. A study on corporate image, customer satisfaction and brand
loyalty in the context of retail stores. Asian Social Science, 10(14), p.52.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.

45DISSERTATION
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
Izogo, E.E. and Ogba, I.E., 2015. Service quality, customer satisfaction and loyalty in
automobile repair services sector. International Journal of Quality & Reliability
Management, 32(3), pp.250-269.
Kim, J.W., Lee, F. and Suh, Y.G., 2015. Satisfaction and loyalty from shopping mall experience
and brand personality. Services Marketing Quarterly, 36(1), pp.62-76.
Kondasani, R.K.R. and Panda, R.K., 2015. Customer perceived service quality, satisfaction and
loyalty in Indian private healthcare. International Journal of Health Care Quality
Assurance, 28(5), pp.452-467.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Kursunluoglu, E., 2014. Shopping centre customer service: creating customer satisfaction and
loyalty. Marketing Intelligence & Planning, 32(4), pp.528-548.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Liat, C.B., Mansori, S. and Huei, C.T., 2014. The associations between service quality, corporate
image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal
of hospitality marketing & management, 23(3), pp.314-326.
Ludin, I.H.B.H. and Cheng, B.L., 2014. Factors influencing customer satisfaction and e-loyalty:
Online shopping environment among the young adults. Management Dynamics in the Knowledge
Economy, 2(3), p.462.

46DISSERTATION
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Murali, S., Pugazhendhi, S. and Muralidharan, C., 2016. Modelling and Investigating the
relationship of after sales service quality with customer satisfaction, retention and loyalty–A case
study of home appliances business. Journal of retailing and consumer services, 30, pp.67-83.
Neuman, W.L. and Robson, K., 2014. Basics of social research. Toronto: Pearson Canada.
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer
Services, 21(2), pp.118-129.
Pan, J.N. and Nguyen, H.T.N., 2015. Achieving customer satisfaction through product–service
systems. European Journal of Operational Research, 247(1), pp.179-190.
Pantano, E. and Viassone, M., 2015. Engaging consumers on new integrated multichannel retail
settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, pp.106-114.
Patterson, P., 2016. Retrospective: tracking the impact of communications effectiveness on client
satisfaction, trust and loyalty in professional services. Journal of Services Marketing, 30(5),
pp.485-489.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International journal of contemporary hospitality
management, 28(1), pp.2-35.
Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate
social responsibility contribute to firm financial performance? The mediating role of competitive

47DISSERTATION
advantage, reputation, and customer satisfaction. Journal of business research, 68(2), pp.341-
350.
Sakhaei, F., Afshari, A. and Esmaili, E., 2014. The impact of service quality on customer
satisfaction in Internet banking. Journal of mathematics and computer science, 9(1), pp.33-40.
Sayani, H., 2015. Customer satisfaction and loyalty in the United Arab Emirates banking
industry. International Journal of Bank Marketing, 33(3), pp.351-375.
Shapiro, M. and I. Gómez, M., 2014. Customer satisfaction and sales performance in wine
tasting rooms. International Journal of Wine Business Research, 26(1), pp.45-60.
Shin, D.H., 2014. Measuring the quality of smartphones: development of a customer satisfaction
index for smart services. International Journal of Mobile Communications, 12(4), pp.311-327.
Swaminathan, V., Groening, C., Mittal, V. and Thomaz, F., 2014. How achieving the dual goal
of customer satisfaction and efficiency in mergers affects a firm’s long-term financial
performance. Journal of Service Research, 17(2), pp.182-194.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Torres, E.N., 2014. Deconstructing service quality and customer satisfaction: Challenges and
directions for future research. Journal of Hospitality Marketing & Management, 23(6), pp.652-
677.
Wang, K.L. and Groth, M., 2014. Buffering the negative effects of employee surface acting: The
moderating role of employee–customer relationship strength and personalized services. Journal
of Applied Psychology, 99(2), p.341.

48DISSERTATION
Zhou, L., Ye, S., Pearce, P.L. and Wu, M.Y., 2014. Refreshing hotel satisfaction studies by
reconfiguring customer review data. International Journal of Hospitality Management, 38, pp.1-
10.

49DISSERTATION
Appendix 1
Survey questionnaire
1. How often do you shop at Adidas?
Once a week
Every 2 weeks
Once a month
Twice a month
Every 3 month
Every 6 month
Once a year
2. How old are you?
18-24
25-30
30- 35
35-45
45+
3. Where do you live?
South London
East London
West London
North London
4. What is your employment status?
Employed full time
Employed part time
Self employed
Student
Unemployed
5. Do you have children?
Yes

50DISSERTATION
No
6. What is your marital status?
Married
Single
Living with partner
7. Do the products from Adidas reach your expectations?
Yes
No
Sometimes
8. Why is customer service satisfaction important to you?
It attracts me to the store
The products are emotionally satisfying
It facilitates positive word-of-mouth
It defines my belief on the products
9. How would you rate the customer service at his store?
Very good
Good
Satisfactory
Poor
Very poor
10. Did the brand product meet your expectations?
Yes
No
Maybe
11. What would you improve about this store?
After sales service
Product layout
Personalized store services
Security
12. Are you satisfied with the services at this store?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

51DISSERTATION
13. Would you shop at this store again?
Yes
No
Maybe
14. Would you recommend this brand/store to anyone?
Yes
No
Maybe
15. Customer satisfaction issues encountered in Adidas that affect sales?
Lack of personalized services
Ineffective after sales services
Ineffective communication
Convenience
16. Is Adidas true and honest about the products sold?
Yes
No
Maybe
17. Do you have a pleasant experience every time you shop at Adidas?
Yes
No
Maybe
18. Have you ever been given personalized service at Adidas?
Yes
No
Maybe
19. Have to ever been offered drinks and snacks upon arrival to the store?
Yes
No
Maybe
20. Do you feel Adidas needs to improve their customer satisfaction for improving sales?
Yes
No
Maybe