Impact of Corporate Culture on Customer Satisfaction

This dissertation investigates the impact of corporate culture on customer satisfaction using a case study of Sainsbury Crayford, South East London. It examines the role of corporate culture in influencing customer satisfaction and explores the theories and models related to customer satisfaction in the retail sector. The study aims to analyze the corporate culture's theory, comprehend its role in drawing consumer attention, identify its importance in fulfilling consumer demands, and provide recommendations to resolve issues and attract consumers.

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
s

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

attributes. Thus, it can be suggested that the implication of the Kano Model would help to
provide satisfaction to the number of customers in the organisation and this would inversely help
the organisation to obtain with the loyalty of the consumers.
Figure 1: Kano’s Model for satisfaction of the customer
(Source: As influenced by Chen et al. 2019)
3.4 Schein’s Culture triangle and its implications
The presence of the Schien’s culture triangle comes up in the form of projection of the proper
rules, norms and regulations on the party of the organisation. The propagation of the Schein’s
culture triangle would help the organisation to come up with a specification based on the
projection of developing behaviours on the part of maintaining the ethics and culture within the
working environment. As per the perception by Cooper et al. (2019), the implication of the
Schien’s culture triangle would help to create the values for the employees in the organisation.
Thus, it can be validated that the implication of the Schien’s culture triangle would help to create
beneficial outcomes on the part of the organisation in terms of gaining the attraction of the
customers.

Figure 2: Schein’s Culture triangle
(Source: As influenced by Nusariet al. 2018)
3.5 Literature Gap
The literature gap of the project is the absence of the issues on the part of the implication of the
corporate culture in the organisation. Through the support of the corporate organisation culture,
it would help to draw the satisfaction of the customers but it has not come up with the presence
of number of issues that might take place during the projection of the satisfaction of the
consumers.

4.0 Methodology
4.1 Research Design, Approach and Type
4.1.1 Research Onion
Figure 3: Research Onion
(Source: As influenced by Saunders et al. 2015)
4.1.2 Research Philosophy
The research philosophy can be divided into three different types such as Positivism,
Interpretivism and pragmatism. The collaboration of these philosophies helps in appraising the
success factors in the study. In the case of this study, the positivism philosophy will help to
obtain successful results based on the presence of the corporate culture in the organization of
Sainsbury.
4.1.3 Research Strategy
Through the help of the strategy, the study will be gaining with developing features. The
projection of the research strategy can be of three different types such as inductive, deductive
and inductive. In this study, the evaluation of deductive research approach will be helpful in
meeting the objectives of the study (Gaur and Kumar, 2018).

4.1.4 Time Horizons
Number of Activities Week
1
Week
2 to 9
Week 9
to 15
Week
15 to 20
Week
20 23
Week
23 to 25
Week
26
Selection of the Topic 
Gathering of the
information
Ø 
Planning for the proper
implication in the study
Ø 
Reviewing of literature Ø 
Improvement of the
Study plan
Ø 
Identifying the methods Ø Ø 
Gathering the primary
information
Ø 
Analysis of the data  Ø
Findings and
interpretation


Execution through
Conclusion

Project rough overdraft  Ø
Final Accomplishment of
the study

Table 1: Time Horizon
(Source: As influenced by Chen et al. 2016)
4.1.5 Data Collection
The technique for gathering information helps to project the integrity in the study. The collection
of the data can be differentiated into two different types such as primary and secondary. In this
study, the implication of the secondary method will be profitable in terms of collection of the
information related to the importance of the corporate structure in Sainsbury.
4.1.6 Research Design
The research design can be put into three different designs such as Descriptive, Explanatory and
Exploratory. The implication of the descriptive research design willbe profitable in terms of
gathering information through successful approaches. This has been viewed by
AsadollahiKheirabadi and Mirzaei (2019), the implication of descriptive willhelp to maintain the
importance of theories in signifying corporate culture.
4.1.7 Data Collection Process
Through the help of the f it can be suggested that the implication of the quantitative and
qualitative method will help to maintain the level for the study. Additionally, the projection of
the thematic analysis could be developing in terms of implying in this study.
4.1.8 Sampling and Size
The implication of the sample size could be 150 numbers of respondents as that willhelp to
gather the relevant information in the study. On the other hand, the sampling method can be
helpful in the study by the support of the implication of the random sampling method.

4.1.8 Equipment needed
The usage of inclusion and exclusion criteria will help to develop the study based on the
specification of the importance of the theories on the part of the maintenance of the corporate
culture in the organisation of Sainsbury. The implication of books, journals and articles will help
to provide the thematic analysis and in case of survey, questionnaire will be helpful.
4.1.9 Data analysis process
The implication of the data analysis process can be evaluated in the manner of the questionnaire
to the number of the employees in the organisation and interviews with the managers of the
organisation. In the case of the thematic analysis, the implication of the journals, books and
articles will help to project the significant features in the study.
4.1.10 Justification of Chosen Method
The implication of the secondary tools and techniques will help to project the effective
evaluation on the part of the study. Additionally, the implication of the aspects backed by the
help of the secondary method in the study such as positivism, descriptive and deductive will help
to project the importance of the corporate culture by the support of relevant theories and models.
As per the perception by Benfield et al. (2018), the implication of the secondary method to
gather information will help the study to put emphasis on the part of reflecting the impact of the
corporate organisational culture that depends upon the satisfaction of the customer.
4.2 Rationale
The consumption of the secondary method will help to gather information and help the study to
come up with the relevant answers in a short span of time. Thus, the implication of Secondary
method to gather information will help to maintain the integrity in the study.

5.0 Research Ethics
Through the support of the secondary method in the study, the implication of the procedure will
be creating the impact on the presenting the ethics of the research based on the importance of the
corporate culture in the organization of Sainsbury. The research ethics will be maintained by the
help of presenting the proper reference list in terms of demonstrating the effective usage of the
journals and books. Thus, it can be suggested that the implication of the secondary method will
be helpful in maintaining the ethos of the research in a broader sense.

6.0 Limitations
The accomplishments of the research welcome up with some of the limitations that will create
the path difficult to gather relevant information. One of the major limitations is that aim to
approach the path of executing the study. Moreover, the gathering of the relevant information
will create a limitation on the part of the study. Another limitation that could be projected that
the implication of secondary method will be difficult to gather the information based on the
authenticity of the subject representing the importance of the theories and models projecting the
concept of the corporate culture in the organisation of Sainsbury.

RESULTS/FINDING
Investigator will develop questionnaire which will include close ended question. This
developed questionnaire will be filled by 130 selected respondents that is employees of
Sainsbury’s. Finding developed from the questionnaire are expressed as below:
Questionnaire
Q 1) Are you aware with the concept of corporate culture?
a) Yes
b) No
Q 2) In your perception, which of the below stated option must be adopted by Sainsbury to
enhance customer satisfaction?
a) By providing quick services to customers
b) By providing high quality products
c) Taking regular based feedback from customers
Q 3) Do you think, positive corporate culture supports Sainsbury's in retaining employees
within the company?
a) Agree
b) Disagree
Q 4) In what manner, corporate culture of the Sainsbury's influences satisfaction level of
customers?
a) Positive
b) Negative
Q 5) What are the main benefits that will get by Sainsbury's with enhanced customers
satisfaction?
a) Increase in sales performance
b) Increase in profitability
c) Enhances market share
Q 6) According to your perception, What is the role of corporate culture in influencing
satisfaction of the customer?
a) Creates positive behaviour among customers

b) Enhancement of organisational brand image
Q 7) Do you think, Sainsbury's can improvise its customer satisfaction by providing regular
based training to its workforce?
a) Agree
b) Disagree
Q 8) What is the effective way through which Sainsbury's can attract maximum number of
customers?
a) By providing latest offers
b) By offering personalise services
c) By enhancing their product range
Q 9) Do you think adoption of any theoretical framework like corporate culture’s theory helps
Sainsbury's in enhancing customer satisfaction?
a) Agree
b) Disagree
Q 10) According to you, what is the effective through way through which Sainsbury's can
improvise its corporate culture?
a) Developing clear objectives of company
b) Promote trust
c) Develop strong team relationship
Q 11) According to you, which kind of relation is mainly shared between corporate culture and
satisfaction level of customers?
a) Proportional
b) Inversely proportional
Q 12) As per your viewpoint, does cultural differences at workplace affects satisfaction level of
customers?
a) Agree
b) Disagree
Q 13) Does higher customer satisfaction helps Sainsbury's in gaining competitive edge?
a) Yes
b) No
Q 14) According to your viewpoint, does adoption of product diversification helps company in

grabbing attention of maximum customers?
a) Agree
b) Disagree
Q 15) Provide recommendation to the manager of Sainsbury's through which they can develop
effective corporate culture for maximising satisfaction level of customers.
Frequency Table
Questionnaire
Q 1) Are you aware with the concept of corporate culture? Frequency
a) Yes 100
b) No 30
Q 2) In your perception, which of the below stated option must be
adopted by Sainsbury's to enhance customer satisfaction?
Frequency
a) By providing quick services to customers 60
b) By providing high quality products 40
c) Taking regular based feedback from customers 30
Q 3) Do you think, positive corporate culture supports Sainsbury's
in retaining employees within the company?
Frequency
a) Agree 110
b) Disagree 20
Q 4) In what manner, corporate culture of the Sainsbury's
influences satisfaction level of customers?
Frequency
a) Positive 80
b) Negative 50
Q 5) What are the main benefits that will get by Sainsbury's with
enhanced customers satisfaction?
Frequency

a) Increase in sales performance 40
b) Increase in profitability 50
c) Enhances market share 40
Q 6) According to your perception, What is the role of corporate
culture in influencing satisfaction of the customer?
Frequency
a) Creates positive behaviour among customers 75
b) Enhancement of organisational brand image 55
Q 7) Do you think, Sainsbury's can improvise its customer
satisfaction by providing regular based training to its workforce?
Frequency
a) Agree 80
b) Disagree 50
Q 8) What is the effective way through which Sainsbury's can
attract maximum number of customers?
Frequency
a) By providing latest offers 60
b) By offering personalise services 40
c) By enhancing their product range 30
Q 9) Do you think adoption of any theoretical framework like
corporate culture’s theory helps Sainsbury's in enhancing customer
satisfaction?
Frequency
a) Agree 90
b) Disagree 40
Q 10) According to you, what is the effective through way through
which Sainsbury's can improvise its corporate culture?
Frequency
a) Developing clear objectives of company 30
b) Promote trust 70
c) Develop strong team relationship 30

Q 11) According to you, which kind of relation is mainly shared
between corporate culture and satisfaction level of customers?
Frequency
a) Proportional 90
b) Inversely proportional 40
Q 12) As per your viewpoint, does cultural differences at workplace
affects satisfaction level of customers?
Frequency
a) Agree 90
b) Disagree 40
Q 13) Does higher customer satisfaction helps Sainsbury's in
gaining competitive edge?
Frequency
a) Yes 80
b) No 50
Q 14) According to your viewpoint, does adoption of product
diversification helps company in grabbing attention of maximum
customers?
Frequency
a) Agree 85
b) Disagree 45

Theme 1: Concept of corporate culture
Q 1) Are you aware with the concept of corporate culture? Frequency
a) Yes 100
b) No 30
Interpretation: On the basis above specified graph, it can be said that corporate culture
is something that is very popular and maximum number of respondents replied to this question in
a positive response as out of 130 respondents there was a yes of this answer from 100
respondents. Rest 30 respondents had a negative view for this question as they replied in a
negative response.
100
30
a) Yes
b) No

Theme 2: Option must be adopted by Sainsbury's to enhance customer satisfaction
Q 2) In your perception, which of the below stated option must be
adopted by Sainsbury's to enhance customer satisfaction?
Frequency
a) By providing quick services to customers 60
b) By providing high quality products 40
c) Taking regular based feedback from customers 30
Interpretation: On the basis of above expressed graph, it can be said that 60 respondents
have expressed that providing quick services to customers helps company in maximising
satisfaction level of customers, whereas, other 40 have said that it can effective done by
providing higher quality of products to customers. While the remaining 30 respondents that is
employees have expressed that this by taking regular feedback from the customers it become
easier to determine the areas that required improvement so that services can be mould in such a
manner that it brings maximum satisfaction among the customers..
60
40
30
a) By providing quick services
to customers
b) By providing high quality
products
c) Taking regular based
feedback from customers

Theme 3: Positive corporate culture supports Sainsbury's in retaining employees within the
company
Q 3) Do you think, positive corporate culture supports Sainsbury's
in retaining employees within the company?
Frequency
a) Agree 110
b) Disagree 20
Interpretation: From above mentioned graph it can be said that when it was asked to
130 respondents about can corporate culture support in retaining of employees in Sainsbury's.
There was a positive response from 110 employees they agreed to this view point and rest 20
employees disagreed to this view point.
110
20
a) Agree
b) Disagree

Theme 4: Corporate culture of the Sainsbury's influences satisfaction level of customers
Q 4) In what manner, corporate culture of the Sainsbury's
influences satisfaction level of customers?
Frequency
a) Positive 80
b) Negative 50
Interpretation: It can be said from above mentioned graph that when it was asked to 130
respondents about the manner in which corporate culture in Sainsbury's can posses a impact on
satisfaction of customers. There was a majority response in positive manner as 80 respondents
out of 130 were of view that it will be positive for organisation. Remaining 50 had a negative
response as they didn't felt that corporate culture can posses any influence on customer
satisfaction level.
80
50
a) Positive
b) Negative

Theme 5: Main benefits that will get by Sainsbury's with enhanced customers satisfaction
Q 5) What are the main benefits that will get by Sainsbury's with
enhanced customers satisfaction?
Frequency
a) Increase in sales performance 40
b) Increase in profitability 50
c) Enhances market share 40
Interpretation: According to overall information, it has been acknowledged that 40
respondent thinks increasing sales performance is the main benefit that Sainsbury’s will get with
higher customer satisfaction level. On the contrary, other 50 stated it will increase profitability of
the company. Whereas, other 40 believes that it will help company in enhancing its market share.
40
50
40
a) Increase in sales
performance
b) Increase in profitability
c) Enhances market share

Theme 6: Role of corporate culture in influencing satisfaction of the customer
Q 6) According to your perception, What is the role of corporate
culture in influencing satisfaction of the customer?
Frequency
a) Creates behaviour among customers 75
b) Enhancement of organisational brand image 55
Interpretation: Corporate culture plays essential role in influencing customers
satisfaction as if employees are happy with the organisational culture then they will surely serve
customer in adequate manner which will increase their satisfaction level. From above graph, it is
interpreted that 75 employees effective corporate culture creates positive behaviour among
customers. Whereas, other thinks 55 thinks that it enhances organisational brand image which
ultimately increases satisfaction level of customers.
75
55 a) Creates behaviour among
customers
b) Enhancement of
organisational brand image

Theme 7: Sainsbury's can improvise its customer satisfaction by providing regular based
training to its workforce
Q 7) Do you think, Sainsbury's can improvise its customer
satisfaction by providing regular based training to its workforce?
Frequency
a) Agree 80
b) Disagree 50
Interpretation: According to the above stated graph, it has been acknowledged that
Sainsbury’s 80 respondents thinks that yes regular based training helps company in improving
satisfaction level of customers as they are able to serve customers in effective way. Whereas,
other 50 thinks that it is not at all true training to employees will not improve their quality
customer satisfaction level.
80
50
a) Agree
b) Disagree

Theme 8: Effective way through which Sainsbury's can attract maximum number of
customers
Q 8) What is the effective way through which Sainsbury's can
attract maximum number of customers?
Frequency
a) By providing latest offers 60
b) By offering personalise services 40
c) By enhancing their product range 30
Interpretation: The graph depicts 60 respondents’ thinks by providing latest offer
Sainsbury’s can easily attract maximum number of customers. Other 40 expresses that
Sainsbury’s can attract maximum customers by providing them personalise services. Whereas,
the leftover 30 people thinks that it can be effectively done through increasing its product range
in adequate manner.
60
40
30
a) By providing latest offers
b) By offering personalise
services
c) By enhancing their product
range

Theme 9: Adoption of any theoretical framework like corporate culture’s theory helps
Sainsbury's in enhancing customer satisfaction
Q 9) Do you think adoption of any theoretical framework like
corporate culture’s theory helps Sainsbury's in enhancing customer
satisfaction?
Frequency
a) Agree 90
b) Disagree 40
Interpretation: From the above expressed graph, it can be said that 90 individuals thinks
that adoption of any theoretical framework like corporate culture’s theory helps Sainsbury's in
enhancing customer satisfaction as it provides them guidance. On the other hand, other people
think that it is not at all true because, it does not apply in practical life.
90
40
a) Agree
b) Disagree

Theme 10: Effective through way through which Sainsbury's can improvise its corporate
culture
Q 10) According to you, what is the effective through way through
which Sainsbury's can improvise its corporate culture?
Frequency
a) Developing clear objectives of company 30
b) Promote trust 70
c) Develop strong team relationship 30
Interpretation: This pie chart shows that there are different ways by which Sainsbury’s
can easily develop effective corporate culture. According to 30 employees Developing clear
objectives of company is best way. Whereas, other 70 think that promoting trust can be seen as
the best way for improvising corporate culture. On the other hand, the leftover 30 respondents’
expresses that corporate culture can be developed by developing strong team relationship
30
70
30
a) Developing clear objectives
of company
b) Promote trust
c) Develop strong team
relationship

Theme 11: Relation is mainly shared between corporate culture and satisfaction level of
customers
Q 11) According to you, which kind of relation is mainly shared
between corporate culture and satisfaction level of customers?
Frequency
a) Directly Proportional 90
b) Inversely proportional 40
Interpretation: Total 90 respondents expressed that there is directly proportional
relationship between corporate culture and satisfaction level of customers as they are linked with
one another. Whereas, 40 thinks the relationship is inversely proportional to each other.
90
40
a) Proportional
b) Inversely proportional

Theme 12: Cultural differences at workplace affects satisfaction level of customers
Q 12) As per your viewpoint, does cultural differences at workplace
affects satisfaction level of customers?
Frequency
a) Agree 90
b) Disagree 40
Interpretation: From perception presented by 90 people cultural differences at
workplace directly affects satisfaction level of the customers as if the company belongs to new
culture then there are probable chances that customers may not accept new company. On the
other hand, 40 customers disagrees to the same as they thinks that it is not at all true.
90
40
a) Agree
b) Disagree

Theme 13: Higher customer satisfaction helps Sainsbury's in gaining competitive edge
Q 13) Does higher customer satisfaction helps Sainsbury's in
gaining competitive edge?
Frequency
a) Yes 80
b) No 50
Interpretation: According to 80 employees, higher customer satisfaction helps
Sainsbury's in gaining competitive edge this is so because positive support of customer
influences sales performance of company which leads to higher profitability. On the other hand,
other 50 thinks that it is not true.
80
50
a) Yes
b) No

Theme 14: Product diversification helps company in grabbing attention of maximum
customers
Q 14) According to your viewpoint, does adoption of product
diversification helps company in grabbing attention of maximum
customers?
Frequency
a) Agree 85
b) Disagree 45
Interpretation: On the basis of above expressed graph, 85 people think that adoption of product
diversification helps company in grabbing attention of maximum customers as it will bring new
product in front of customer which will attract them at higher level. Whereas the leftover 45
respondents denied to the same as they thinks that if customer is not happier with the past
experience then they will not at all feel satisfied with any of the new launches.
85
45
a) Agree
b) Disagree

Interview method: This is determined as the effective method in which interviewer asks
few questions to respondents or interviewee on certain topic or area. In context of present
investigation, researcher has used this method in order to grab maximum information from the
manager of Sainsbury’s. In this, method investigator has mainly developed open ended questions
in order to maximum information from manager on the research aim that is “Investigating the
impact of corporate culture on customer satisfaction”. Here, interview questions have been asked
to 20 managers of Sainsbury’s who are selected as the respondent from the overall sample
population. All interview questions along with the information developed with respondents are
specified as below:
Interview Questions
Q 1) Do you think, Sainsbury’s has effective corporate culture?
Q 2) According to you, how important it is for Sainsbury’s to satisfy customer?
Q 3) In your opinion, does effective corporate culture helps Sainsbury’s in enhancing customer
satisfaction level?
Q 4) Do you think, adoption of corporate culture’s theory helps Sainsbury’s in drawing
customers attention and satisfying them in appropriate manner?
Q 5) According to you, how Sainsbury’s can effectively improve corporate culture?
Q 6) What are different ways through which customers’ satisfaction level could be managed?
Q 7) Does higher customers satisfaction level helps Sainsbury’s in increasing its sustainability?
Theme 1: Sainsbury’s has effective corporate culture
Q 1) Do you think, Sainsbury’s has effective corporate culture?
Ans: As per information specified from managers of Sainsbury’s it has been determined that
corporate culture of Sainsbury’s is highly effective as well as supportive as it values each and
every staff and also provides them support in the completion of their business activities in
adequate manner. Here, maximum managers have expressed that corporate culture of
Sainsbury’s is satisfactory as employees are getting adequate environment where they can easily
execute their organisational work responsibility. On the other hand, the remaining respondents
believes that it is fine at current state but still there is the scope of improvement as many
employees are not happy at workplace.

Theme 2: Importance of customers’ satisfaction for Sainsbury’s
Q 2) According to you, how important it is for Sainsbury’s to satisfy customer?
Ans: Here, all the managers that is 20 have expressed that customers are determined as the key
people for the company thus it is very important to provide high quality services to customers’
and satisfy them at extent level in order to maximise sales performance as well as profitability of
the company. It will also support them in maximising sustainability at marketplace.
Theme 3: Effective corporate culture helps Sainsbury’s in enhancing customer satisfaction
level
Q 3) In your opinion, does effective corporate culture helps Sainsbury’s in enhancing customer
satisfaction level?
Ans: According to the views expressed by maximum managers, it has been acknowledged that it
is highly important for all managers to develop effective corporate culture as they owes good
culture then they will be easily able to satisfy their customers’ at extent level. Whereas, other
managers thinks that customers can only get satisfied with effective service and higher discounts.
Thus, there is no relation of customers’ satisfaction and corporate culture.
Theme 4: Adoption of corporate culture’s theory helps Sainsbury’s in drawing customers
attention and satisfying them in appropriate manner
Q 4) Do you think, adoption of corporate culture’s theory helps Sainsbury’s in drawing
customers attention and satisfying them in appropriate manner?
Ans: While asking this question with managers, maximum among them have specified effective
corporate culture supports Sainsbury’s attracting maximum number of customers towards them
and satisfy them effectively. This is so because, corporate culture’s theory also depicts few
effective ways by which business managers can easily influence interest of customers and satisfy
them at extent level. On the other hand, very few number of managers have expressed that it is
not at all true as these are only theoretical information which are not applicable in practical life.
Theme 5: Sainsbury’s can effectively improve corporate culture
Q 5) According to you, how Sainsbury’s can effectively improve corporate culture?
Ans: In the interview major proportion of managers has expressed that Sainsbury can easily

improvise effective corporate culture by developing valuable norms towards it. Along with this,
other superiors have it can be executed by conducting training programs for employees which
will create positive environment in adequate manner.
Theme 6: Different ways through which customers’ satisfaction level could be enhanced
Q 6) What are different ways through which customers’ satisfaction level could be enhanced?
Ans: Some of the managers have expressed that customer satisfaction can be easily enhanced in
Sainsbury’s by providing attractive offers and discounts to customers. While others have stated
that it can be done by influencing employees to interact with customers. Also remaining
managers have said that providing higher options in terms of products and services will help
Sainsbury’s in maximising satisfaction level of customers
Theme 7: Higher customers’ satisfaction level helps Sainsbury’s in increasing its
sustainability
Q 7) Does higher customers satisfaction level helps Sainsbury’s in increasing its sustainability?
Ans: While asking about sustainability of Sainsbury’s at marketplace, it can be said that
maximum managers of Sainsbury’s from the sample size have expressed that higher customer
satisfaction supports company in increasing its sustainability. Also, the leftover managers have
expressed that only effective contribution of employees and higher employees’ performance will
only support company in increasing its sustainability at marketplace.
Analysis/Evaluation of results/findings
On the basis of secondary data
From the above performed study it has been found that the corporate culture supports a lot to
an organisation by providing access toward the development of further implication on part of
organisation for improving services. An effective corporate culture support within accepting or
working over the accepting the behavioural change that further support in determining the
changing demand of customers and projecting actions toward it. Additionally, it also helps in
creating values to the employees which in turn help in increasing their contribution using social
and psychological aspects. This in turn further help in getting revert from employees in term of

fulfilling the customer demand and loyalty from employees. Further, it is identified that the
implementation of different working techniques support in creating better mind set of employees
which in turn further support in improving the methods of fulfilling the demand of consumers.
From the study it has been identified that the satisfaction of customers is consider to be crucial
for retail organisation in order to survive in this competitive world. For this the retailer are
required to ensure about the strategies that they develop for dealing with their customers must be
adequate as it helps in keeping the customers adequately satisfied and also help in leading greater
growth to the domestic as well as international market. In order to ensure maximum customer
satisfaction, it is required by an organisation working within retail sector to get regular feedback
from the customers in term of predicting their pattern of changing need and wants. This in turn
support in forming up better strategies for keeping them satisfied and at the same time help in
forming up the base of loyal customers. Additionally, it has been found that the in order to keep
indulge with the customers feedback for improving the current practices of organisation, it is
crucial at first end to improve the corporate culture. This is so because organisational culture put
emphasis toward the manner in which staff members interact with customers and provide
services to the customer toward improving their level of satisfaction. The adequate
organisational culture here means to provide proper training and knowledge to employees that
the manner in which they must perform their work and deal with the customers changing demand
to achieve maximum satisfaction from their side.
On the basis of primary data
As per the information gathered from primary sources it has been identified that the positive
working culture plays a major role in retaining the employees for longer duration within
organisation. This is so because the experienced employees have an understanding regarding the
current customer market and changes that get anticipated within the consumers market.
Therefore, they prove to be more suitable in term of formulating effective strategies that help in
keeping the customers satisfied for longer duration. The major role that corporate culture plays in
customers satisfaction is that it helps in creative positive behaviour from customers side by
delivering value to them. On the other side it also helps in motivating the employees to present
better image of Sainsbury in front of its customers so that they feel connected with the brand and
love to get its services. There are number of benefits that customer satisfaction provides to

Sainsbury such as it support in increasing the sales performance by getting regular business from
them, help in increasing the profitability with increasing volume of sale and this further support
in increasing market share by getting referenced customers. Despite of this there are number of
effective ways that Sainsbury can use in order to attract the number of customers such as
providing latest offers to them for keeping them happy, offering more personalised services that
are highly appreciated by the customers and enhancing the product range.
There are number of ways through which Sainsbury can improve its corporate culture such
as it can develop a clear objective for the company, promote trust among employees working
within the organisation and developing a strong relationship with the team. This support in
bringing more coordination and enthusiasm among employees which contribute toward getting
them engaged in improving the operations as well as pattern of delivering the services so that
maximum satisfaction from the customers can be achieved. Additionally, it is also found through
the investigation that the cultural differences at the workplace must also be minimised in order to
ensure better performance in front of customers. This is so because the difference in culture leads
to internal conflicts among the employees working together that may also influence the services
that customers are being presented with, which may further influence their satisfaction level.
CONCLUSION
From the overall information specified, it is concluded that customer satisfaction level plays
essential role in the success of the company. This is so because the customers are considered as
the king of market and they maintain a capability to make an organisation grow or get failure in
the marketplace. Therefore, it is crucial to provide customers more satisfactory behaviour as well
as services through effectively managing the employees, so that appropriate image of
organisation can be presented in front of customers. Hence, it is essential for business managers
to develop effective corporate culture for improving business performance. From this study it has
been identified that the corporate culture plays a significant role within the performance of
employees. If the workers get a positive working environment where they are being valued by
the organisation then they also willing to pay it back to the company by keeping their customers
satisfied and retained for a long run. It gets happened as the employees are the one who have a
direct interaction with customers and they act as a face of organisation. Therefore, the manner in
which they treat customers and deliver services to them means a lot in term of forming up their

experience with organisation. So, when the employees get satisfied with the corporate culture in
which they are performing then it become quite easier to keep customers satisfied with the
honest efforts of employees toward keeping the customers engaged with organisation.
Additionally, by performing investigation over this it has been identified that the majority of
people from whom information is gathered about this study are agree with the fact that by
maintaining a positive corporate culture Sainsbury would be able to retain its skilled and
competent workforce for a longer duration. This in turn further support in delivering best
possible practices by the organisation in term of serving customers and keeping them connected
with the brand. Further, it has been identified that the majority of people stated that by getting
maximum customer satisfaction an organisation become successful in achieving competitive
edge at marketplace. This is so because by keeping customers satisfied it become easier to
influence potential customers to choose an organisation over others present in market by
providing positive response from the experienced customers. Despite of this, it has been
identified that larger number of people stated through this study that there are number of ways
through which customers can be keep satisfied. This includes by providing quick services to
customers, by providing high quality products and taking regular based feedback from
customers. This is so because by providing quick services it becomes much easier to create value
in front of customers and get a recall to business again and again. Additionally, by providing
quality services an organisation can keep its customers bound toward purchasing products or
services from same brand and also influence their references group to go for the same. Despite of
this by taking regular feedback from the customers it become easier to determine the areas that
required improvement so that services can be mould in such a manner that it brings maximum
satisfaction among the customers. Hence, it can be said that corporate culture is directly linked
with customers’ satisfaction, as when employees remain happy with their working and culture in
which they perform work then they provide their full contribution to keep customers satisfied in
favour of organisational product or services.
Recommendation
On the basis over information provided in the above section, it has been determined that
every business organisation is required to develop effective corporate culture for attaining
sustainability as well as competitive edge. Here, it can be said that if business organisation are
required to develop effective working culture for employees where they can work freely and

provide their level of support in the success of the company. Adequate support of employees also
helps businesses in developing their own relationship with the customers and also results in the
improvement of customers’ satisfaction level. According to the overall information developed
from the research conducted there are few recommendation provided to the Sainsbury’s with
which they can easily develop effective corporate culture at workplace and enhance satisfaction
level of the customers are specified as below:
 At first, it is advised to the manager of the Sainsbury’s, to conduct few training
sessions within the company for its employees so that they can improvise their skills
and knowledge regarding the work. In addition to this, it will also help employees in
performing their assigned work in timely with higher quality. The another influence
of these kind of training sessions can also been seen on customers satisfaction level
too as if employees are skilled and believes in executing their work effectively then
they are ultimately serving its customers in best manner that results in enhancement
of their satisfaction level.
 Furthermore, positive corporate culture at Sainsbury’s could also be developed by
ensuring that soft skills are being used by all the staff at workplace. Here, it can be
said that soft skill at workplace develops positive bond among employees with the
one another which later on reduces level of conflicts at workplace. The main reason
behind this is that if employees are making use polite communication medium at
workplace then they are easily able convey their portion of information to other
associated people in satisfactory which ultimately results in enhancement of
organisational performance as their workforce is more devoted towards
organisational work.
 At next, it is recommended to the superiors of Sainsbury’s to ensure that all business
activities must be executed with the adequate adherence of all code of conduct
developed by company. It can be said that if all the code of conduct are followed by
the business managers at the time of completion of their business activities then they
will be able to attain success. This is so because, employees of the company have
adequate guidance about the work that what they have to perform and in which
manner it is required to be performed. This simply supports them in completion of
work in the timely manner with adequate compliance with ethical norms.

 Furthermore, business manager of Sainsbury’s are also suggested conducting an
effective market research about the market so that they can easily develop their
understanding over the customers taste and preference regarding the product and
services as well as other changes which they are expecting from the company. This
will directly provide guidance to the company to about the expectation of customers
towards them thus they can easily take required measures and improvise their
offering towards the customers in order to satisfy them in appropriate manner.
By following all of the specified recommendation, business manager of the
Sainsbury’s can easily improvise their corporate culture and also enhance satisfaction
level of their customers in adequate manner. It can be further said that higher satisfaction
level of customer also helps company in establishing their business activities in adequate
manner and attain success in rapid manner.

REFERENECES
Books and Journals
Alatalo, S., Oikarinen, E.L., Reiman, A., Tan, T.M., Heikka, E.L., Hurmelinna-Laukkanen, P.,
Muhos, M. and Vuorela, T. (2018). Linking concepts of playfulness and well-being at work in
retail sector. Journal of Retailing and Consumer Services, 43(7), pp.226-233.
AsadollahiKheirabadi, M. and Mirzaei, Z., (2019). Descriptive valuation pattern in education and
training system: a mixed study. Journal of Humanities Insights, 3(01), pp.7-12.
Benfield, R., Heitkemper, M.M. and Newton, E.R., (2018). Culture, bathing and hydrotherapy in
labor: An exploratory descriptive pilot study. Midwifery, 64(3), pp.110-114.
Chen, M.C., Hsu, C.L. and Lee, L.H., (2019). Service Quality and Customer Satisfaction in
Pharmaceutical Logistics: An Analysis Based on Kano Model and Importance-Satisfaction
Model. International journal of environmental research and public health, 16(21), p.4091.
Cooper, M.D., Collins, M., Bernard, R., Schwann, S. and Knox, R.J., (2019). Criterion-related
validity of the cultural web when assessing safety culture. Safety science, 111(3), pp.49-66.
Gaur, A. and Kumar, M., (2018). A systematic approach to conducting review studies: An
assessment of content analysis in 25 years of IB research. Journal of World Business, 53(2),
pp.280-289.
Iglesias, O., Markovic, S. and Rialp, J. (2019). How does sensory brand experience influence
brand equity? Considering the roles of customer satisfaction, customer affective commitment,
and employee empathy. Journal of Business Research, 96(4), pp.343-354.
Kahraman, C., Uluğ, İ., Othan, C.B., Özkan-Özen, Y.D. and Kazançoğlu, Y. (2018). Efficiency
Analysis in Retail Sector: Implementation of Data Envelopment Analysis in a Local Supermarket
Chain. In The International Symposium for Production Research, Eds. 6. Cham: Springer.
Kosuge, R. and Shiu, J.M. (2019). Creating retail customer experience through distribution of
decision authority between headquarters and stores. Annals of Business Administrative Science,
8(2), pp.190-225.

Lillard, L.L. and Al-Suqri, M.N., (2019). Librarians Learning from the Retail Sector: Reaching
Out to Online Learners Using Customer Relationship Management. Journal of Arts and Social
Sciences [JASS], 9(3), pp.15-26.
Mbama, C.I. and Ezepue, P.O., (2018). Digital banking, customer experience and bank financial
performance: UK customers’ perceptions. International Journal of Bank Marketing, 36(2),
pp.230-255.
Meesala, A. and Paul, J., (2018). Service quality, consumer satisfaction and loyalty in hospitals:
Thinking for the future. Journal of Retailing and Consumer Services, 40(3), pp.261-269.
Mullakhmetov, K.S., Sadriev, R.D. and Akhmetshin, E.M., (2018). Corporate culture in
management systems. European Research Studies Journal, 21(1), pp.519-528.
Nusari, M., Al Falasi, M., Alrajawy, I., Khalifa, G.S. and Isaac, O., (2018). The Impact of
Project Management Assets and Organizational Culture on Employee Performance. International
Journal of Management and Human Science (IJMHS), 2(3), pp.15-26.
Qalati, S., Yuan, L., Iqbal, S., Hussain, R. and Ali, S. (2019). Impact of Price on Customer
Satisfaction; mediating role of Consumer Buying Behaviour in Telecom Sector. International
Journal of Research, 6(4), pp.150-165.
Roy, S.K., Balaji, M.S., Quazi, A. and Quaddus, M. (2018). Predictors of customer acceptance of
and resistance to smart technologies in the retail sector. Journal of Retailing and Consumer
Services, 42(6), pp.147-160.
Sainsburys.co.uk (2019). Official website: We use cookies to enhance your experience. Available
at: https://www.sainsburys.co.uk/ [Accessed on 1 December 2019].
Saunders, M.N., Lewis, P., Thornhill, A. and Bristow, A., (2015). Understanding research
philosophy and approaches to theory development. Research methods for business students, 3(2),
pp.136-162.
Tee, D.K., Preko, A. and Tee, E., (2018). Understanding the Relationships between Service
Quality, Customer Satisfaction and Loyalty: An Investigation of Ghana’s Retail Banking Sector.
British Journal of Marketing Studies, 6(2), pp.1-19.

Wong, A.T.T. and Ho, M.W.M., (2019). Service Quality and Customer Satisfaction on Budget
Airlines: Kano Model Approach. Journal of Economics, Management and Trade45(2), pp.1-16.