Impact of Positive Brand Image and Customer Satisfaction on Increase Brand Loyalty

Running head: DISSERTATION PROPOSAL
Dissertation proposal
Name of student
Name of University
Author note

1DISSERTATION PROPOSAL
Table of Contents
Chapter 1: Introduction..............................................................................................................3
1.0 Introduction to topic.........................................................................................................3
1.1 Rationale of research........................................................................................................3
1.2 Aim of research................................................................................................................3
1.3 Research objectives..........................................................................................................3
1.4 Research questions...........................................................................................................4
Chapter 2: Literature review......................................................................................................4
Chapter 3: Research methodology.............................................................................................5
3.0 Research methods.............................................................................................................5
3.1 Sampling technique..........................................................................................................6
3.2 Data collection..................................................................................................................6
3.3 Research ethics.................................................................................................................6
4. Research Timeline..................................................................................................................7
5. Budget....................................................................................................................................7

2DISSERTATION PROPOSAL
Impact of Positive Brand Image and Customer Satisfaction on Increase Brand Loyalty
(A case study of Waitrose and Tesco)
Chapter 1: Introduction
1.0 Introduction to topic
The research is done for focusing on the various aspects related to the management of
positive brand image and satisfaction of customers, which has created an impact on the brand
loyalty for Waitrose and Tesco. The maintenance of positive brand image, satisfying the
needs of customers and loyalty intentions are all related to the marketing aspects, which has
facilitated the business performance and improved its skills and abilities to generate
awareness among clients, furthermore to make them influenced and keep them aligned with
the brand products rather than the other brand items. Both these companies, i.e., Waitrose and
Tesco have maintained positive brand image (Waitrose.com 2019). This not only helps in
creating satisfaction among the customers, but also has allowed them to show their loyalty
behaviours, which ensured purchase of products and services repeatedly, supported by word
of mouth promotions as well. Both these two retail supermarket chains have managed to
established positive brand image to acquire loyalty of customers by spreading awareness
among the clients and fulfilling their needs and preferences (Wirtz et al. 2013).
1.1 Rationale of research
The rationale of research demonstrates the actual problem of the research, which
denotes how a poor brand image can be generated with the incapability to fulfil the clients’
needs and preferences. This can not only create negative mind sets among them, but will also
result in making customers purchase products from other brands and slowly align to those by
losing the trust and loyalty on the two brands specified here. This further often leads to sales
decline and poor revenue generation (Hameed 2013). Due to lack of trust and loyalty on the

3DISSERTATION PROPOSAL
brands, the customers will also feel neglected and their demands and expectations shall
remain unfulfilled, which further may lead to poor business performance and reduction in
profit level as well (Bilgihan 2016).
1.2 Aim of research
The main aim of the research is to determine how the positive brand image and
satisfaction of customers can lead to the creation of a positive impact on the increased loyalty
of customers towards the brand for Waitrose and Tesco in United Kingdom.
1.3 Research objectives
Objective 1: To find out the impact of a positive brand image on the increase in loyalty
towards a brand for Waitrose and Tesco in UK
Objective 2: To investigate how the two retail supermarket chains have managed to increase
the level of satisfaction among the customers for establishing trust and loyalty among the
clients
Objective 3: To conduct a comparative study on the positive brand image and customer
satisfaction on the maintenance of brand loyalty among the customers in UK
Objective 4: To recommend various measures needed to improve the level of customer
satisfaction and brand image, which shall result in making loyal customers with much ease
1.4 Research questions
What can be the probable impact of maintaining a positive brand image on the brand loyalty
among the customers at Waitrose and Tesco?
What marketing techniques are followed by these two companies for raising the customer
satisfaction level and loyalty among the clients towards the brand?