Impact of Corporate Culture on Customer Satisfaction

Dissertation

Contents
INTRODUCTION...........................................................................................................................4
1.0 Introduction................................................................................................................................4
1.1 Research topic............................................................................................................................4
1.1 Background................................................................................................................................4
1.2 Rationale of the Research Problem............................................................................................5
1.3 Aim of the Research...................................................................................................................5
2.0 Objectives of the Research.........................................................................................................5
2.1 Research Questions....................................................................................................................5
3.0 Literature review........................................................................................................................7
3.1Pivotal role of the satisfied consumers in retail sector...............................................................7
3.2 Role of corporate culture in influencing satisfaction of the customer.......................................8
3.3 Kano’s “Customer Satisfaction” Model and its implications....................................................9
3.4 Schein’s Culture triangle and its implications.........................................................................10
3.5 Literature Gap..........................................................................................................................11
4.0 Methodology............................................................................................................................12
4.1 Research Design, Approach and Type.....................................................................................12
4.1.1 Research Onion.....................................................................................................................12
4.1.2 Research Philosophy.............................................................................................................12
4.1.3 Research Strategy..................................................................................................................12
4.1.4 Time Horizons......................................................................................................................13
4.1.5 Data Collection.....................................................................................................................14
4.1.6 Research Design....................................................................................................................14
4.1.7 Data Collection Process........................................................................................................14
4.1.8 Sampling and Size.................................................................................................................15
4.1.8 Equipment needed.................................................................................................................15
4.1.9 Data analysis process............................................................................................................15
4.1.10 Justification of Chosen Method..........................................................................................15
4.2 Rationale..................................................................................................................................15
5.0 Research Ethics........................................................................................................................16
6.0 Limitations...............................................................................................................................17

RESULTS/FINDING.....................................................................................................................17
Frequency Table...................................................................................................................20
Analysis/Evaluation of results/findings.........................................................................................39
CONCLUSION..............................................................................................................................39
Recommendation...........................................................................................................................40
REFERENECES............................................................................................................................43
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INTRODUCTION
1.0 Introduction
1.1 Research topic
The research topic of the study is “Investigating the impact of corporate culture on customer
satisfaction: A case study of Sainsbury Crayford, South East London”.
1.1 Background
The presence of corporate culture provides a beneficial outcome on the part of the organisation
upon which the dissatisfaction of the consumers depends. Therefore, the study is exploring to
project the pivotal role of the corporate organisational structure in terms of maintaining the
satisfaction level of the customers in the Sainsbury. The implication of the various types of
techniques and methods have come up in the intention to provide helpful approaches to
determine the corporate structure in the organisation to count the satisfied customers.
This has been viewed by Iglesias et al. (2019), the implication of the organizational structure will
help to develop the decorum of the business in the level of corporate. It helps to count the
number of satisfied customers because the existence of corporate norms in the organisation helps
to determine the objective and proper regulation of working procedures. This results in the
obtaining of the successful approaches on the part of the organisation that takes the form of loyal
consumers (Mullakhmetovet al. 2018). Henceforth, the study is demonstrating the importance of
the corporate culture in the organization of Sainsbury that will inversely help to obtain with more
numbers of loyal consumers. The implication of corporate level of management helps to
maintain decorum in the workplace and ensures to project the ethics of the business in an
organised manner.
1.2 Rationale of the Research Problem
The successful contribution in the organisation is led by the projection based on the influences of
the culture related to the principles of the corporate. This helps in developing the working
environment of the corporate in a significant manner. The specification of the corporate culture
in the organisation helps in marinating the satisfaction of the consumers by fulfilling the basic
demands on the part of the customers. Therefore, it is pivotal for the research based on the

identification of the factors that help to develop and influence other characteristics in the
organisation backed by the support of the corporate culture.
1.3 Aim of the Research
The primary aim of the study is to highlight the pivotal enrolment of the culture on the part of the
corporate level to provide the satisfaction to the consumers. It is going to present the essential
values of the culture that put emphasis on the projection of the “Investigating the impact of
corporate culture on customer satisfaction: A case study of Sainsbury Crayford, South East
London”.
2.0 Objectives of the Research
● To analyse the corporate culture’s theory in South East London.
● To comprehend the role of the corporate culture’s theory in drawing the attention of the
consumers in Sainsbury.
● To identify the importance of the culture on corporate to fulfil the demands of the
consumers in Sainsbury.
● To provide recommending steps to resolve the issues in Sainsbury and daw the attention
of the consumers.
2.1 Research Questions
1.What is the importance of the corporate culture’s theory in South East London?
2.What is the role of the corporate culture’s theory in drawing the attention of the
consumers in Sainsbury?
3.How to investigate the impact of culture on corporate to fulfil the demands of the
consumers in Sainsbury?
4.How to provide recommending steps to resolve the issues in Sainsbury and daw the
attention of the consumers?

3.0 Literature review
The importance of the corporate culture is going to implement the various portions in the
workplace in order to maintain the decorum. The presence of the culture in the part of the
organisation plays beneficial role and that can be observed into the part of the depicting the
developing features in the organisation. This has been perceived by Teeet al. (2018), through the
support of the corporate culture in the organisation provides an access to develop the further
implications on the part of the organisation. Moreover, the presence of the culture on the part of
the corporate has been initiated by the support of behavioural changes. The implication of the
behavioural changes helps in identifying the basic demands of the consumers. This helps the
organisation in projecting the satisfaction of the consumers.
However, the specification based on the implication of the various strategies help in accessing
the positive approaches on the part of the organisation. By the support of the setting the values
towards the employees and workers in the organisation, the contribution can be raised by the
help of the psychological and social aspects. The presence of psychological factor and social
aspect that is present in the workplace provides beneficial outcome on the part of the
organisation (Lillard and Al-Suqri, 2019). This inversely helps in gaining the positive results by
fulfilling the demands of the consumers and in return getting the loyalty and satisfaction of the
consumers.
Additionally, the projection of the consumer’s satisfaction can be obtained by the help of gaining
good reliability and sustainability on the products and services given by the organisation.
Inversely, this helps the working environment to get broader and successful aspects and gets to
mark its position in the competitive market. As per the perception by Mbama and Ezepue (2018),
the implication of the working techniques aims to develop the mind setting of the employees and
this helps in improving the methods to fulfil the demands of the consumers. The propagation of
the theoretical aspects helps in comprehending the demands and requirements of the consumers.
3.1Pivotal role of the satisfied consumers in retail sector
Satisfaction of the customer is an integral aspect of the way that retail organisations are required
to conduct their business operations. This implies the requirement for retail organisations to
make sure that the strategies developed by them can keep customers adequately satisfied, leading

to greater growth of the organisation in the domestic and international retail sector. As per the
views of Roy et al. (2018), this can be done through the means of ensuring that the company is
able to adequately comply with the current trends in the market while also making use of the
most relevant strategies for customer retention made use of by competitors. Through the means
of such methods, retail organisations can make sure that they can increase customer retention
rates while also being able to adequately be in compliance with the current market needs of the
retail sector.
Through the means of incorporating customer feedback and customer requirements in the
different aspects of the operations of retail organisation, they can ensure the implementations of
greater and more developed measures that can help them in increasing customer satisfaction
(Kahramanet al. 2018). Organisations in the retail sectors are required to adequately and
efficiently corporate customer feedback into the way they operate to ensure that they can keep
the satisfaction of the consumers. As opined by Qalatiet al. (2019), this can enable them to
ensure continued patronage form a loyal customer base through the means of acting upon the
queries, concerns and complaints of the customer base.
3.2 Role of corporate culture in influencing satisfaction of the customer
In addition to the requirement for customer feedback to develop ways of maintaining customer
satisfaction, there is also a requirement for an appropriate and adequate work culture to facilitate
greater customer satisfaction. As per the views of Alataloet al. (2018), it can be stated that
through the means of an organisational culture that puts emphasis on the way that the staff
interacts with each other and provides collective services to customer, customer satisfaction can
be improved.
In addition to that, through the means of an adequate organisational culture, retail organisations
can also ensure that the employees can be provided with adequate and specific training to resolve
the issues identified by customers. As identified by Iglesias et al. (2019), this can further be
achieved through the means of providing adequate training to the employees and inculcating a
humanistic approach in them, it can help them to interact with customers on a more emotional
level. Through the means of engaging with customers in such a positive manner it can be
adequately specified that a positive organisational culture is essential for the purpose of
increasing the level of customer satisfaction. As explained by Kosuge and Shiu (2019), through
the means of administering proper education to the employees, retail organisations can ensure

that they can implement strategies across the various organisational functions that can facilitate
greater customer satisfaction. In this manner, they can ensure continued growth in customer
loyalty, leading to a decrease in customer retention by losing them to competitors.
3.3 Kano’s “Customer Satisfaction” Model and its implications
The model of the Kano takes place in the presentation of the satisfaction of the consumers in the
organisation. Through the help of the Kano Model based on the satisfaction of the consumers
would help in comprehending the demands of the consumers (Cooper et al.2019). The projection
of the Kano Model based on the identification of the demands would help in developing the
strategic management on the part of the organisation. By the help of this model, the workplace
gains the access to correlate with the identification of the requirements of the consumers. The
collaboration of the features would help in projecting the results after meeting the demands of
the consumers. This helps in marking a sustainable position in the competitive market by
projecting the sustainable development by attracting the attention of the consumers. Thus, it can
be validated implication of Kano Model helps in gaining the attraction of consumers and this
depicts in presenting the loyalty of the consumers (Meesala and Paul, 2018).
The Advantages versus Cost Model, for instance, may utilize customer satisfaction among its
scoring criteria however may likewise utilize other criteria, for example, expanded income. With
the Kano Model, the key thought for any new element is the amount it will fulfil clients. The
Kano Model can be a useful system for item groups with constrained time and assets who need
to ensure they are organizing the fitting blend of highlights to chip away at straightaway (Kosuge
and Shiu, 2019). This methodology is best for groups needing direction to make sense of which
least edge highlights they totally should manufacture, which execution highlights to begin
putting resources into now, and which customer-enchant highlights will convey the greatest
customer "Wow!" for the buck.
The Kano Model is a valuable structure for item groups searching for an orderly way to deal with
include prioritization (Cooper et al., 2019). It helps groups that are keen on organizing
functionalities they accept will enchant customers. The implication of Kano’s model would help
to improve the products on the part of the organisation. This has been perceived by Wong and
Ho (2019), the implication of the Kano model helps to progress the product and quality of the
services in the organisation. The propagation of the Kano model comes up in the intention to
provide an up liftment on the part of the organisation through the support of the excitement