Role of Marketing in Improving Customer Service in UK Retail Industry

This research proposal aims to identify the role of marketing in improving customer service in the UK retail industry, with a focus on Tesco. The study will explore the basic concepts related to marketing and customer service, techniques used by Tesco to promote their products and services, the role of marketing in improving customer service, and recommended ways to improve customer service. The proposal is underpinned by recent academic journals and texts.

Identifying a Research Question for the Dissertation/Project
WORKSHEET FOR RESEARCH DISSERTATION PLAN
This template is to assist you in preparing your Research Dissertation Plan. Your research Plan is
the foundation of your dissertation. Please bring the sheet with you to the research tutorials to
demonstrate your progress – this is a record of your work-in-progress
Student’s Name Supervisor
Student’s
Number Date Allocated
*2 What are the
possible sources of
your research
question?
These may include
academic subjects you
have studied, your
(business related)
personal experience,
your future career
intentions. Above all
the topic should arouse
and engage your
interest.
Marketing is defined as such efforts which are exerted by the
organisation in order to manage their customers and to
communicate with their customers. For every organisation
marketing practices are considered as the major practices that
helps the organisation to manage their customers and to
understand their needs as well. The marketing efforts of the
organisation are related with providing higher level of customer
satisfaction so that loyal customers can be created within the
organisation (Razak, Nirwanto and Triatmanto, 2016)
The current research is related with examining the role of
marketing in improvising overall customer service. For an
organisation this is significant that to provide appropriate
customer service so that proper brand loyalty can be created and at
the same time positive experience can be provided to the
customers. Customer service is essential for the business as this
leads into retaining customers and to provide them higher value.
The selection of current research topic is related with personal
interest of researcher in which different career intentions are also
measured. The research will provide information related with
marketing and customer service within the organisation so that
using this information an organisation may grow and sustain into
the market. The current research is of personal and professional
interest which means that the research is going to satisfy personal

and professional aspects. In terms of personal interest the research
will increase differentiated skills within researcher such as
communication skills, analytical skills, presentation skills and
many others so that the same can be used in their career. On the
other hand, in terms of professional interest the research will
provide information in terms of customer service and marketing
so that in professional career using this information researcher can
manage their roles and responsibilities within the organisation.
*3 What is your
proposed research
question?
This states the business
problem – add a
comment – what is the
anticipated benefit that
may result from
investigating the
problem
Customer service is regarded as the criteria in which level of
support is provided to customers before and after their buying
decisions so that enjoyable experience can be provided to them.
Great customer service may provide amazing experience to their
customers. In the terms of customer experience Tesco is facing
different issues due to which dissatisfaction among customers can
be seen. In order to mitigate the same the organisation is needed to
acquire various strategies so that marketing is one of the business
strategy which helps in increasing customer satisfaction.
The anticipated benefit of the research is related with gaining such
aspects into the business by which customer service can be
improved (Dimyati, 2018) . On the other hand, the research will
provide different dimensions that can be used by the business in
which succession opportunities for the organisation can be built.
*4 How has the
problem arisen?
Provide the contextual
background to the
problem –
Summary of
organization and
summary of the
problem
The problem of customer service is related with gaining loyal
customers as this is analysed that within an organisation existence
of loyal customers help the organisation to grow and sustain into
the market. For this reason the organisations needed to develop
marketing strategy which is beneficial to track marketing
performance and to acquire larger customers. Due to ineffective
customer service, organisation loose their identity to deal with
market issues and competitors. This way threat can be seen by the
organisation in terms of loosing their customers.
The research is performed on Tesco which is a giant retailer
dealing in grocery and clothing. Tesco is having presence in
global market which means that the company is managing their
presence in global manner. In this manner having appropriate
customer service is the major aspect which is needed by the
organisation and for this the organisation is using marketing as
their major strategy (Ngo and Nguyen, 2016).. With the help of
effective marketing methods business edge can be attained and

progression aspects can be acquired as well.
*2 *3 *4 with contrbution from Jan Green (2013) Senior Lecture Glyndwr University Wrexham

What are the aims
of the research
study?
One research aim
which will be
reflected in the title
of your dissertation
Title:
Role of marketing in improving customer service in UK retail industry
Aims of the study:
To identify the role of marketing in improving customer service within
UK retail industry. A study on Tesco
Research question:
What is the role of marketing in improving customer satisfaction of UK
retail industry?
Sub-questions
 What are the basic concepts related with marketing and
customer service of UK retail industry?
 What are the techniques of marketing used by Tesco to promote
their products and service and to improve customer service?
 What is the role of marketing in improving customer service
within Tesco?
 What are the recommended ways that can be used by Tesco to
improvise their customer service?
Quantitative
Study What are
the objectives of
your research
study?
What do you plan
to do during your
research?
For quantitative
research list up to
up to three
objectives
(For quantitative research)
The objectives of the study are :
 To understand the basic concepts related with marketing and
customer service of UK retail industry
 To investigate the techniques of marketing used by Tesco to
promote their products and service and to improve customer
service
 To determine role of marketing in improving customer service
within Tesco
 To recommend ways that can be used by Tesco to improvise

the fourth objective
is to recommend a
course of action
their customer service
Based on the study findings it is expected to recommend ……
What is the main
academic theme of
your proposal?
Include an
academic definition
of the key terms,
supported by
academic literature
cited using the
Harvard
referencing system
What are the basic concepts related with marketing and customer
service of UK retail industry?
According to Gong and Yi (2018), marketing is defined as the elements
and efforts which are used by the organisation in order to communicate
with their customers and to convey regarding products and services in
appropriate manner. Marketing helps the organisation that to make
potential profits so that areas of growth can be discovered and at the
same time needs of customers can also be identified and at the same
time these can be fulfilled. Under marketing efforts of the organisation
vision, mission and objectives are added so that appropriate efforts can
be made by the organisation for developing market image in
appropriate manner. Customer service is defined as the efforts which
are exerted by the organisation in order to communicate with customers
and to examine their experience. This is one of the major term which is
used within the organisation after and before making sales and this
would be useful in gaining market prominence.
What are the techniques of marketing used by Tesco to promote
their products and service and to improve customer service?
According to Pizam, Shapoval and Ellis, (2016), there are various
methods and techniques which are used by the organisation so that to
promote their products and services into the market so that business
objectives can be attained.
Digital PR: The organisation is using digital PR Methods in order to
market their products into the market and to make communication and
personal relation with their customers.
Direct marketing: The organisation is also engaged in the activities of
direct marketing so that customers can be attracted and in the same

manner business objectives can be acquired.
Advertising: The advertising is considered as the major method of
marketing which is used by the the organisation so that to market their
products into the market in easy manner.
What is the role of marketing in improving customer service within
Tesco?
According to Nashwan and Hassan, (2017), role of marketing is
related with providing knowledge to the customer in respect of
providing information in relation to their product and services. On the
other hand, with the help of marketing needs and demands of
customers can be understood in such manner that quick and seamless
experience can be provided to their customers.
What are the recommended ways that can be used by Tesco to
improvise their customer service?
According to Nguyen and et. al., (2018), customer service plays
significant role within the organisation in terms of managing the
business and to acquire overall objectives. In this manner by
establishing methods of communication this will be easier for the
organisation that to increase their customer service and to acquire
benefits within business.
What Academic theory
underpins the research
question?
This is addressed for each objective.
You should use evidence drawn from six recent academic
journals and texts to discuss the objectives; and therefore the
research question.
https://eprints.whiterose.ac.uk/136066/1/JAMS%20Final
%20Version%20Unblinded.pdf
https://journals.plos.org/plosone/article?id=10.1371/
journal.pone.0249457
https://www.sciencedirect.com/science/article/pii/
S2212567114001920
https://www.tandfonline.com/doi/full/

10.1080/23311975.2018.1516108
https://journals.sagepub.com/doi/10.1509/jm.15.0420
You should have at least two recent journal articles supporting
each objective if you have three objectives and at least three
journal articles supporting each objective if you have two
objectives.
Evidence underpinning
Objective 1
One sentence explaining what the evidence says in relation to
objective 1:
The first academic journal article shows the concept of
marketing in an organisation and its importance in effective
customer service.
Evidence underpinning
Objective 2
One sentence explaining what the evidence says in relation to
objective 2:
The second academic journal article highlights the techniques
used by company to promote products as well as improve
customer service.
Evidence underpinning
Objective 3
One sentence explaining what the evidence says in relation to
objective 3:
The third academic journal article highlights the role of
marketing in customer service and also includes certain
recommendations to improve marketing strategy.
List the academic
journal articles
Use the full Harvard
referencing system
Razak, I., Nirwanto, N. and Triatmanto, B., 2016. The impact of
product quality and price on customer satisfaction with the
mediator of customer value. IISTE: Journal of Marketing and
Consumer Research, 30, pp.59-68.
Dimyati, M., 2018. The role of customer satisfaction in
mediating marketing communication effect on customer loyalty.
Ngo, V.M. and Nguyen, H.H., 2016. The relationship between
service quality, customer satisfaction and customer loyalty: An
investigation in Vietnamese retail banking sector. Journal of
competitiveness.
Gong, T. and Yi, Y., 2018. The effect of service quality on
customer satisfaction, loyalty, and happiness in five Asian
countries. Psychology & Marketing, 35(6), pp.427-442.
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.
Nashwan, S.A. and Hassan, H., 2017. Impact of customer
relationship management (CRM) on customer satisfaction and
loyalty: A systematic review. Journal of Advanced Research in
Business and Management Studies, 6, pp.86-107.
Nguyen and et. al 2018. Understanding customer satisfaction in
the UK quick service restaurant industry: The influence of the
tangible attributes of perceived service quality. British Food
Journal.
Ethical considerations
The present investigation is based upon secondary sources so there is no requirement to
take consent from participants or selected organisation.
Consider issues of access to the participant organisation and individuals
Draft letter requesting access to the organisation;
Draft a Participant Information Sheet and Consent Form
Fill-in part of the university’s Ethics Form
Ethical Approval:
Explain how you
will obtain written
authorization to
collect research
data
Compulsory for all academic research
Organisational level: Who is your contact? How do you know the
contact? At what level are they operating within the organization?
Individual level: Participant information sheet and consent form. Issues
related to implied consent (especially for survey questionnaires)