Impact of Relationship Marketing on Brand Loyalty at TESCO

Running head: MANAGEMENT
Management
(Impact of relationship marketing on brand loyalty at TESCO)
Name of student
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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...........................................................................................................3
Chapter 2: Literature review......................................................................................................4
Chapter 3: Research methodology.............................................................................................6
3.0 Research methods.............................................................................................................6
3.1 Sampling technique..........................................................................................................6
3.2 Data collection..................................................................................................................7
3.3 Research ethics.................................................................................................................7
4. Research Timeline..................................................................................................................7
5. Budget....................................................................................................................................8
References..................................................................................................................................8

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The impact of relationship marketing on brand loyalty at TESCO (Enfield)
Chapter 1: Introduction
1.0 Introduction to topic
The research topic introduces the concepts of relationship marketing at Tesco,
Enfield, UK, which has helped in creating a positive impact on brand loyalty among the
customers within the retail industry. The relationship marketing centres on the marketing
approaches and procedures undertaken by Tesco, UK to establish good relationships with the
clients and understand their behaviours, needs and preferences (Tesco.com 2019). This will
not only help in forming stable relationship between business and its clients, but can also
facilitate the company to move in the direction from where the actual sales shall be made,
furthermore make the clients gain trust and loyalty towards the brand. This can furthermore
influence their buying behaviours largely and lead to higher sales and revenue generation too.
1.1 Rationale of research
The rationale of the research represents the problem of the research considering the
fact that with the lack of proper relationship marketing approaches, there will be lack of
management of proper relationships between the customers. Not only the business will be
incapable of get influenced due to poor communication with the business organisation. Due
to this, there will be poor relationship between the business and customers, which can
degrade the image and reputation of the company, thus failing to care about the needs of
people (Dwivedi 2015). This may also lead to poor profit margin, lack of flexibility in setting
prices of products and poor reach to wider audience’s due to lack of trust and loyalty towards
the brand among them.

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1.2 Aim of research
The main aim of the research is to evaluate how the relationship marketing at Tesco,
Enfield, UK can create an impact on the way customers gain trust and become loyal towards
the brand.
1.3 Research objectives
Objective 1- To identify the probable impact of relationship marketing on the loyalty of a
brand for Tesco, Enfield, UK
Objective 2- To evaluate various approaches undertaken by Tesco, UK to improve the level
of trust among the clients through higher customer satisfaction
Objective 3- To assess the probable impact of relationship marketing on the way more
audiences in different market segments have been reached by Tesco, UK
Objective 4- To recommend various measures needed to improve the relationship marketing
effectiveness for drawing in more customers and generate higher revenue, furthermore attain
competitive advantage
1.4 Research questions
What is the impact of relationship marketing on the brand loyalty at Tesco, Enfield, UK?
How can the various approaches undertaken by Tesco, UK lead to better understanding of
consumers’ needs and ensuring customer satisfaction?
How effective are the relationship marketing approaches in reaching wider groups of
audiences in multiple market segments?
What suitable recommendations are provided for enhancing the efficiency of relationship
marketing and to ensure higher revenue generation and competitive advantage in business?