Customer Satisfaction and Loyalty Drivers

This assignment delves into the key drivers of customer satisfaction and loyalty. It examines various research papers that investigate the impact of factors like service quality, product performance, corporate social responsibility, brand reputation, and customer-company identification on customer satisfaction and their subsequent loyalty. The analysis aims to shed light on how these elements contribute to a positive customer experience and foster long-term relationships with businesses.

Research Project
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Table of Contents
TITLE..............................................................................................................................................3
AIMS AND OBJECTIVES.............................................................................................................3
LITERATURE REVIEW................................................................................................................4
Media and marketing activities....................................................................................................4
Significance of media to analyze buyer behavior........................................................................4
Social media role for competitive advantage for organization's effectiveness............................5
RESEARCH APPROACH/METHODOLOGY..............................................................................6
Planning procedure for research process.........................................................................................8
RESULT..........................................................................................................................................9
TASK 2............................................................................................................................................9
2.1 Research resources and questions..........................................................................................9
2.2 Questionnaire to collect information related to customer views on Tesco products...........10
2.3 Data collection.....................................................................................................................11
TASK 3..........................................................................................................................................11
3.1 Data evaluation techniques..................................................................................................11
3.2 Data interpretation...............................................................................................................12
3.3 Recommendations/ justification of research........................................................................18
TASK 4..........................................................................................................................................19
4.1 Research report....................................................................................................................19
REFERENCE.................................................................................................................................20
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TITLE
Media role in analyzing buyer behavior
AIMS AND OBJECTIVES
The research project is related to analyze consumer behavior for effectiveness of Tesco, It
is wide spread retail sector organization of UK that provides groceries and food items to million
customers (Bauer, 2014). There are several targets set for increasing efficiencies and quality
services of entity. In this regard, specific aim and objectives can be expressed as:-
Aim of the research
To analyze media role for recognizing buyer behavior for Tesco effectiveness.
Objectives of research study
Manager of organization sets different objectives to recognize variances in customer
behavior that impacts on production and distribution of goods. In this regard, various objectives
can be expressed as:-
 To conduct market research and analyzing collected information related to consumer
choices.
 To enhance productivity and profitability of firm
 To gain optimum allocation of resources and fund
 To establish good relationship with customers including agents, retailers and other
business entity.
 To increase strength for facing competition for long term sustainability in market.
 To improve product quality that is related with demand for goods and services.
 To create positive and peaceful environment of organization (Wu, 2013).
 To aware society and community related to goods and services of producing healthy and
secured products.
 To increase brand loyalty towards groceries and food products of Tesco.
 To evaluate attitude and perception of buyers regarding entity's services.
 To maintain consumer interest and positive attitude for increasing product value in
market.
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Thus, manager of the firm conducts marketing research and further analyses product value that
presents actual business performance. On the basis of which, different ideas are generated for
further implementation and increasing efficiencies of organization. However, several tools and
techniques and including strategies to analyze media role for identifying buyer behavior can be
understood through this research project (Blumberg, Cooper and Schindler, 2014). In addition
to this, by studying this research study, methods to conduct research and collecting information
is to expressed.
LITERATURE REVIEW
Media and marketing activities
According to Caillaud, Rose and Goepp, (2016) media is essential for advertising of
products and increasing interest of customers related to product services produces by
organization. In this regard, it is beneficial for launching and promoting goods to attract
consumers for demand of products. In this process, social media including news, online sites as
Facebook, Twitter, email etc plays crucial role in competitive advantages. However, business
performance of organization and its competitive entities are presented that generates varieties of
ideas for further production and supplement of goods. Under this system, different marketing
activities including conducting research, producing products and managing all business
operations.
Eisingerich, Auh and Merlo, (2014) argues that media role in marketing activities also
impacts negatively for obtaining negative image of firm. In addition to this, media also discloses
negative factors and weak points of any entity that affects on its efficiency. However, marketing
activities related to advertising and presenting products quality affects reputation of entity. In
accordance to this, negative perception of customers towards goods and services affects
goodwill of entity. Thus, it is required for manager of organization to analyze market value
critically as per which further business operations can be obtained. Therefore, media is crucial
for marketing activities of entity for production and distribution of products.
Significance of media to analyze buyer behavior
As per the point of view of Farrokhyar (2014) media's role is significant for marketing
activities of any organization. In this process, different consumer choices are presented for
recognizing buyer behavior according to various factors. It includes demographic, geographic,
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pathological and different determinants for producing and supplementing products. In this
process, buyer behavior can be analyzed efficiently that affects sustainability and market position
of organization as well its products. In addition to this, media advertises business performance
and operations through TV channels, news, articles and through social networking sites.
Therefore, varieties of positive aspects are presented this process that affects entity's
effectiveness and quality services. Under this system, buyer behavior and different choices of
customer regarding product qualities are obtained through this process. Moreover, media
presents products' quality in an attractive manner that emerges interest for society to demand for
goods and services produces by firm. Along with this, media is helpful to build up trust of
society for organization's product features. Thus, media plays a very important role for
advertising and making place of organization at high level.
On the contrary to this, Flick, (2015) claims that negative image and disinterest of
customers towards product qualities also presented through media. In this process, variances in
interests and social factors are obtained that affects productivity of organization. Including this,
negative aspects and comparison between companies show negative and inferior factor for
weaker entity. Through this tool, negative mind set of society related to entity's products affects
effectiveness of firm. However, for small business enterprises, it is challenge to sustain market
position and making place in competitive market. Apart from this, there is cut throat competition
presents in market that impacts on organization's effectiveness. Therefore, analyzing customer
behavior affects business operations including production and distribution of goods. Thus, it is
needed for manager of organization related to analyze collected market information critically that
creates sense to operate business activities in future time.
Social media role for competitive advantage for organization's effectiveness
For competitiveness and competitive advantages, organization produces and supplements
different kinds of products to attract customers at high level. In opinion of Haumann and et.al.,
(2014) social media is essential for organization's competitive advantages as well making place
for long term sustainability. In addition to this, various positive aspects are presented through
using social media. However, market position and potential of entity to face competition and
make place is determined through this process. In accordance to this, for online marketing,
comments of customers on social networking sites as Facebook, Twitter and email affects
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competitive strategies of entity. Moreover, differences of ideas and interests of buyers presented
through this system. In this process, effectiveness of organization and enhancing its efficiencies
are obtained through this system tool. However, social media aware society regarding sustaining
of product brand to demand for goods and services. Moreover, it is helpful to entourage buyers
for purchasing products at large scale. Thus, competitive advantage and increasing strength to
face competition is recognized through this process tool. In addition to this, operating business
activities according to various customer choices and social as well cultural factors are identified
as per which different ideas are created to maintain good reputation of organization for long term
sustainability. In addition to this, social media role is effective for any organization's
effectiveness and enhancing its quality services that is useful for competitive advantages and
sustaining its goodwill to increasing in demand for goods and services.
As per the critical evaluation on this factor, Jahanshani, Hajizadeh and Khaksar, (2014)
argues that social media is disturbing marketing environment of any organization. Further,
negative comments and role model of any entity is presented. However, modern era is of social
media and reflects on organization's effectiveness that is interrelated with further business
operations. Including this, online marketing for goods and services also emerges various
marketing environmental factors. Including this, organization's position to face competition and
maintaining its position affects business and competitive strategies. In accordance to this, for
making place in competitive advantages and gaining competition, many organization frauds in
business operations that in interrelated with society's trust on product quality. Hence, it is
necessary for organization's manager to provide healthy and secured goods to country's people to
increase brand awareness and maintaining their trust regarding product qualities of entity. In this
regard, effective fame and organization's business operations can be improved at high level for
competitive advantages and making place in market for long term sustainability. Thus, social
media is an important factor for competitive advantages as well maintaining good reputation of
entity in market for long time periodicity efficiently.
RESEARCH APPROACH/METHODOLOGY
Researcher of organization conduct collects customers' views on product quality services
of organization therefore, different methods are used such as primary and secondary data
collection. Through primary data collection, information are gathered at first time by conducting
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survey, face to face interview and so on. Further, secondary data collection is related to
collecting data through ready and prepared material as newspaper, articles and analyzing
business performance tools as financial and non-monetary components (Kärnä, 2014). In this
regard, research methodology approaches can be described in brief as:-
Research design: This research design includes descriptive approach in which analyst
recognizes problems and causes behind issues. However, a description related to current business
operations and operations are presented that generates different ideas for further activities. In
this regard, investigation and deep knowledge regarding business activities is created for
increasing efficiencies. Including this, various topics and aspects are presented related to
research project and implementing services for effectiveness of organization (Mackey and Gass,
2015). Along with this, a systematic planning procedure is obtained through this process to set
targets and making decision s for business plans.
Research philosophy: There are several researcher philosophies presented including
positivism, realism and interpretive. All philosophies are of different forms that affects on
management of overall business operations. In this process, analyst of Tesco applies positivism
philosophy therefore concentration on a specific aim is determined on the basis of which
planning including decision making is proceed for effectiveness of organization (Reynolds and
et.al., 2014). However, this research philosophy is interrelated with focusing on particular goal
and preparing strategies to reach out that target effectively.
Research approach:- For analyzing consumer behavior, researcher of Tesco uses
inductive approach for conducting research. Under this system, different theories and topics are
included that provides guidelines and various tools for research and implementing plans (Saeidi,
Sofian and Saaeidi, 2015). Therefore, research approach is related to evaluating business
performance critically and presenting actual operations. On behalf of this, further action plans
are applied to recognize customer behavior and fulfilling their requirements that impacts on
productivity and profitability of firm at high level.
Data collection:- Researcher of Tesco collects data through above mentioned techniques
as primary and secondary data collection. In which, information are gathered through survey
method, conducting interview and so on. Therefore, actual market position of organization is
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created through this process that implements strategies for further business operations. In this
regard, data are collected as per which ideas are generated for increasing quality services.
Data analysis:- After collecting information, manager of Tesco analyses all business
operations and further prepares strategies to increase efficiencies at high level. However, data are
recognized as well decisions are made for implementation (Sengupta, Balaji and Krishnan,
2015). In addition to this, data analysis is considered as a technique for identifying current
market position and product value. Therefore, strategies for further implementation is presented
that is useful for management of overall business activities efficiently.
PLANNING PROCEDURE FOR RESEARCH PROCESS
Manager of Tesco prepares planning procedures including activities, costing and time
frame related to improving further business performance. In this process, following planning
strategy is prepared to accomplish task of organization as:-
Plan Activities Cost Time frame
Market research  Conducting market research
through survey methodology
 Researcher prepares questionnaire
and asks questions to selected
respondents and collecting data
systematically.
200 2-3 weeks
Data analysis  After collecting information,
manager of Tesco analyses current
market value critically
 All business operations and
current market position is
obtained through this process that
leads to set a specific goal.
100 1 week
Preparing planning
structure
 As per setting particular goal and
objectives, planning procedure is
created to be following on.
 Planning includes forecasting and
decision making regarding
operating further business
activities.
100 1 week
Organizing and
implementing
activities
 According to decided planning
procedure, determined action plan
is organized as well developed to
500-600 5-6 weeks
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increase efficiencies
Evaluating current
position
 In this process, business
performance is evaluated after
strategies implementation
 Comparing between actual and
standard business performance
that is useful to create balance
between the gap.
100 2 weeks
RESULT
It presents outcome obtained through research process, in which actual business
performance is determined. Therefore, researcher of Tesco applies sample survey method for
analyzing customer views on product qualities of organization. In this regard, actual market
position of entity is gained by conducting research that presents collection of information.
However, on the basis of this research system, different opinions are obtained for preparing
strategies related to production and distribution system as well increasing its quality services.
Moreover, it is determined that research process is succeed including this, systematic manner to
implement further planning procedure is recognized through this system.
TASK 2
2.1 Research resources and questions
Research resources are related to finding customers' views on business operations of
Tesco. From different sources, research is conducted at primary and secondary level. In this
regard, analyst applies various tools and techniques through organizing survey and collects data
(Taylor, Bogdan and DeVault, 2015). However, resources at primary level is related to
gathering data at first time through survey and face to face interview. On the other way, for
secondary data collection, information are collected through ready/prepared material. In this
process, several ideas are created for operating further business activities. Along with this, for
sampling method, researcher prepares questionnaire and asks questions to different respondents.
In addition to this, research resources are interlinked with questions to present current market
position. Therefore, resources for conducting research is able to analyzing customer views on
product quality services of firm. Apart from this, research obtains different sources for
determining market position and further it leads to preparing planning for further business
operations.
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2.2 Questionnaire to collect information related to customer views on Tesco products
Researcher of Tesco collects data through survey method in which he selects 20
respondents for asking questions related to Tesco product services. Before conducting survey, he
prepares questionnaire that consists of a list of questions can be described as below:-
Name:
Q.1 Do you visit Tesco for purchasing groceries and food items?
 Yes
 No
Q.2 At which level you are satisfied with goods services of organization?
 Satisfied
 Highly satisfied
 Dissatisfied
 Highly satisfied
Q. 3 In your opinion, which of the following services of entity is best?
 Groceries
 Food items
 Customer dealing services
Q.4 Do you think that Tesco provides healthy and secured products which is useful for social
welfare?
 Yes
 No
Q.5 According to you, is products of entity demanded by name?
 Yes
 No
Q.6 In your opinion, in which quantity customers are loyal towards brand products?
 50-60%
 60-70%
 70-80%
Q. 7 Comment, “organization establishes good relationship with all customers and highly
satisfies them.”
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 Agree
 Highly agree
 Disagree
 Highly agree
2.3 Data collection
In this process, researcher of organization collects information that proceed to make
decision related to present actual market position and making decisions for further business
operations. Gathered information are recognized for further implementation and increasing
efficiencies of organization. Therefore, data collection is done effectively to analyze social media
role in effectiveness of organization at high level. However, collection of data through different
sources are useful to identify actual business performance and implementing strategies for
further business operations.
TASK 3
3.1 Data evaluation techniques
There are several data evaluation techniques obtained that are beneficial to analyze actual
market position of organization. It includes formative, summative, casual and descriptive
techniques in different ways. In this regard, through descriptive methods, description of overall
business operations and their market values are presented. However, a brief summary is
determined through this method that affects further business operations. In addition to this,
formative technique is related to testing customer behavior and their perception towards goods
and services provided by organization (Vega-Vazquez and et.al., 2013). Moreover, through
casual technetium, contribution of research and effective implementation is obstinate by which
several ideas are created for implementation and increasing its efficiencies. Thus, data evaluation
techniques are different from each other and analyst uses different methods according to
situations. In this process, a systematic management and strategy is prepared for implementation
of entity as well enhancing its quality services in future time. Hence, by using these data
evaluation methods, interpretation of collected data is done systematically by which varieties of
ideas are created for enhancing efficiencies of organization.
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3.2 Data interpretation
Theme 1: Productivity of Tesco
12
Yes No
0
2
4
6
8
10
12
14
16
Column B

Interpretation:- At first, researcher asks about familiarity of customers regarding Tesco
services. However, analyst asks in relation to productivity of organization. In this process,
frequency of consumers and taking advantage of entity's goods and services are recognized. In
addition to this, it is recognized that 15 out of 20 respondents purchases groceries and food items
of entity that is interrelated with its productivity and profitability to face competition and
attracting customers to demand for goods and services. Moreover, according to this research, it
can be analyzed that in future time, organization can increase quality services by fulfilling
market demand. Therefore, production and distribution of goods will be improved at large scale
that affects profit earning capacity.
Theme 2: Customer satisfaction level towards goods and services of organization
interpretation:- Through this question process, analyst collects data related to
satisfaction level of customers for goods and services of Tesco. In this process, positive outcome
is obtained that is 50% respondents views that buyers are satisfied with goods and services
13
Satisfied Highly satisfied Dissatisfied Highly satisfied
0
2
4
6
8
10
12
Column B

provided by entity. It presents market efficiency and product value that affects further business
operations. Along with this, it has been described that entity has effective goodwill in market and
its consumers feel comfort through utilizing its goods and services. Thus, by preparing strategies
and following all determined decisions adequately, organization can invest proper fund for
further business operations. In accordance to this, it is evaluated that competitive and business
strategies of firm get improved for making place in market for long term periodicity.
Theme 3: Best quality services of entity
Interpretation:- Under this process, the most attractive service quality of organization is
presented under which varieties of opinions are obtained. Therefore, it is recognized that the
most attractive quality services of organization is food services that is interrelated with social
welfare and increasing brand loyalty towards goods and services. Under this system, it is
evaluated that 8 respondents of 20 are fully satisfied with its healthy and fresh food items that
14
Groceries Food items Customer dealing services
0
1
2
3
4
5
6
7
8
9
Column B

also impacts on demand and profitability of firm at large scale. However, remaining 12 views
that organization provides groceries and customer dealing services more efficiently. Thus, it is
required for organization to take advantage of social media and using advertising tools for
developing groceries' productivity. Apart form this, it is necessary for manager to trained its
employees for dealing with consumers in effective manner therefore high level of demand for
products can be achieved. Thus, it will be useful for making place in market for long time period
as well remains helpful to maintain attraction of consumers towards goods and services of entity.
Theme 4: Social awareness and welfare
interpretation:- Under this data interpretation, researcher asks about social awareness
and their views on product services of Tesco. In this process, attitude and perception of
consumer is determined effectively that affects profitability and competitive strategies of
organization. As per this data interpretation, it is evaluated that 16 out of 20 respondents views
that organization has been built trust of society and community related to goods and services of
entity. In addition to this, it has been obtained that through this system, entity can enhance its
15
Yes No
0
2
4
6
8
10
12
14
16
18
Column B

good reputation in market that impacts on business and marketing strategies. However, it can be
forecast that in further years, organization will make place in market for long time period. It is
needed for manager to prepare strategy related to quality services and efficiencies for facing
competition effectively.
Theme 5: Brand recognition of Tesco products
Interpretation:- According to information collected through primary sources, it can be
stated that brand recognition is considered as one of most critical aspect for business firm. It has
been noticed that Tesco is having better sales of products due to effective brand recognition in
the market. Out of 16 respondents the majority of respondents has stated that brand recognition
of Tesco products in market is high. However, in order to attract more customers the business
firm can focus on continuous change in process of marketing. Along with this, application of
16
Yes No
0
2
4
6
8
10
12
14
16
Column B

marketing measures is also significant to consider because it helps in improving brand
recognition in highly competitive market.
Theme 6: Brand loyalty towards goods and services of Tesco
Interpretation:- When it is asked to respondents that does brand loyalty of Tesco is
impressive. It has been identified that responses has been taken in ethical manner. In addition to
17
50-60% 60-70% 70-80%
0
1
2
3
4
5
6
7
8
9
Column C

this, it can be stated that 7 of respondents indicates that 50-60 percent purchase of Tesco is
dependent over brand loyalty. As same the few other members were slightly agreed with the
statement. By having an impressive level of focus on the brand loyalty the issues can be
overcome in desired manner. It has been noticed that Tesco is well focused towards application
of activities which allows to ensure about loyal customers. It also advances the level of sales and
lead business to continuous development.
Theme 7: Customer relationship
Interpretation:- On the basis of responses taken, it has been witnessed that customer
relationship of Tesco is well advanced and it might lead business firm to impressive level of
success. In addition to this, it can be stated that 12 of respondents has said that they are satisfied
with the customer relationship standards of Tesco. It assist in leading business towards
sustainable development. However, in order to advance the customer relationship, the
management can focus on changes in strategies. Communication tool employment can be
18
Agree Highly agree Disagree Highly agree
0
2
4
6
8
10
12
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advanced so that better interaction can be taken into account. It assist in meeting objectives and
create positive work environment.
3.3 Recommendations/ justification of research
Through above mentioned data interpretation, it is analyzed that Tesco has good
reputation in market and its customers are quite satisfied with goods and services produced by
entity. In this regard, it is evaluated that entity's effective goodwill can lead it to make place in
market for long term sustainability. However, media plays essential role in social awareness and
increasing quality services of organization. In addition to this, it has been obtained that the
research project is justified. On behalf of this justification, it can be forecast that in future time,
entity can increase its efficiencies and satisfy its consumers at high level. In accordance to this
data collection and evaluation, further implementation of firm can be improved at large scale.
Therefore, effective goodwill of organization can lead to increasing productivity and profitability
of firm at high level. Moreover, manager of organization can prepare strategies related to
expansion of organization through increasing quality services of products. Along with this, high
level of positive aspects is determined through this research project that is interrelated with
increasing business and competitive strategies of entity. Therefore, by these data collection and
evaluation tool, it is identified that organization is able to invest more for better quality of goods
as well attracting customers at high level. In this process, research is justified that is related to
present media role and society's views on goods and services provided by firm at large scale. In
this process, it is necessary for manager of organization to analyze current business performance
and preparing planning procedure for further implementation at high level.
TASK 4
4.1 Research report
To,
Board of Director
Tesco ltd
It is analyzed that researcher of organization conduct research effectively to collect data
related to customers' views on organization's goods and services. However, research is get
succeed through survey method. In addition to this, several views are obtained related to market
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value of entity that is useful to analyze social media role in effectiveness of Tesco. Therefore,
positive outcomes are recognized which is good for firm. In accordance to this, a systematic
planning procedure is created for increasing quality services of retail sector organization's
effectiveness. Moreover, at large scale customer demand for groceries and food items are
increased that implements competitive strategies to face competition and making place in
market for long term sustainability. However, research project is get succeed efficiently that
presents different views which leads to improve better quality services of organization at high
level.
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