Impact of Customer Satisfaction and Brand Image on Brand Loyalty of Sainsburys
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This dissertation proposal aims to analyze the impact of customer satisfaction and brand image on the brand loyalty of Sainsburys. It includes a literature review, research methodology, and strategies used by the company to analyze brand loyalty through customer satisfaction.
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Dissertation proposal on “Impact of customer satisfaction and brand image on the brand loyalty of Sainsbury” 1
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Table of Contents Project title: “Impact ofcustomer satisfaction and brand image on the brand loyalty of Sainsburys.”.....................................................................................................................................3 Background to the proposed research..............................................................................................3 Introduction...........................................................................................................................3 Research Rationale.................................................................................................................3 Aim and Objectives................................................................................................................3 Literature review...................................................................................................................4 Research Methodology....................................................................................................................9 Research Philosophies............................................................................................................9 Research approach..................................................................................................................9 Research methods analysis.....................................................................................................9 Sampling.................................................................................................................................9 Data collection methods.......................................................................................................10 Data analysis.........................................................................................................................10 Research ethical consideration.............................................................................................10 Resources and planning................................................................................................................11 Timeline................................................................................................................................11 Determine your budget.........................................................................................................12 References......................................................................................................................................14 2
Project title: “Impact of customer satisfaction and brand image on the brand loyalty of Sainsburys.” Background to the proposed research Introduction This research is related to effective customer satisfaction, which means to determine the satisfaction level of customer with company's product, services and capabilities. With the help of excellent customer satisfaction, a company can make their useful brand image and make their interaction to make customer making process. Both of these points are related to brand loyalty is linked and work in a positive attraction of customer and devoted theory.The brand image is considered for the changes of company and try to analyse different use sustainable changes to work and effective ways to analyse the major changes (Amoako and et.al., 2021). There are different roles which is related to work and branding for analysing and managing customer satisfaction and having strong relationship for effective adoptive growth and try to analyse customer satisfaction. Here, the chosen company is Sainsbury, which is operating in UK and make retail industry and manage the source to earn effective brand image.The company use effective sources for the growth to make changes and analyse as per the brand image of the company. Research Rationale The main reason to conduct this research is to found positive brand image, and customer loyalty towards the growth of the business. As Sainsbury has used significant aspect for the growth in retail industry and face challenges for the growth in the market. In today's competitive world, many of the company is needed to work with effective customer satisfaction and brand image which is related to effective loyalty. This report is very helpful for the company to work and make significant aspect that are related to achieve effective standards and growth in market. Aim and Objectives Research Aim:“To analyse the impact of customer satisfaction and brand image on the brand loyalty of Sainsbury.” Research objectives: 3
ToidentifythewaysthatwouldbeusedbySainsburyforincreasingcustomer satisfaction with purpose of enhancing brand loyalty. To determine different challenges faced by Sainsbury because of poor brand image. To identify different strategies used by the Sainsbury to analyse effective brand loyalty. Research questions What are the different ways which are used by Sainsbury for increasing customer satisfaction to enhancing brand loyalty? What are the major challenges faced by Sainsbury while using effective brand image changes? What are the strategies used by the company to analyse brand loyalty through customer statisfaction? Literature review What are the different ways whichare usedby Sainsbury for increasing customer satisfaction to enhancing brand loyalty? As per the view of Gupta, (2021); customer satisfaction and brand image are related to work and significant changes in analysing the impact and effective growth of business activities. The meaning of customer satisfaction is related to work management and process to work and achieve customer satisfaction and products to analyse meet with the customer satisfaction and achieve all the other expectation. All is related to work and effective strategies to manage suitable ontogeny (Chowdhury, 2021). There is the very minor difference in between customer satisfaction and customer loyalty. Is basically helpful for the development and suitable changes to analyse theand work as per the progressive and customer loyalty affect directly to business. Which is helpful for managing objective and work as per the depending source and abilities to work and create customer satisfaction to resonate the buyers in an appropriate manner (What is customer satisfaction? (And how to achieve it), 2021). There are different roles and impact which are helpful for the use of customer positive satisfaction. There are some major ways which are used by the company to considered effective brand image to analyse the loyalty and analyse the case study of the company's competitive advantages: Word ofmouth though marketing concepts:This is basically related to work systematic changes and manage suitable changes and workstyle. All is related to engage with positive experience and gain with some other concepts. It would be helpful for the 4
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progress of company to achieve different sector and analyse the use of effective customer experience in an appropriate way. This will help in suitable changes and adoptive technologies for effective period and assume appropriate marketing concepts in order to learn different concepts. Which help in improving brand image and customer satisfaction for the growth of the company. Reflection of support team:This is actually show the competency and management and suitable changes and manage adoptive technologies in an authorised way (Cotarelo and et.al., 2021). These are related to some major changes and growing to overcome the success and resolve the techniques for effective internal and external sources and manage the adoptive technologies for effective occurrence and effective satisfaction of the customer ability. Customer lifetime values:In the market, 75% of the employees are related to effective development and spend more techniques to buy the companies and sure for work with the right personality and changes. There are different sources and suitable churn, and spend effective business practice and manage sources to analyse effective data for the lifetimes values of customer. Further, the changes in adoptive technologies and management process for growing and analysing effective lifetime values which are helpful for the development of the company like Sainsbury (Muneebmehta and et.al., 2021). Boost up the customer satisfaction:After the impact of pandemic, most of the companies are related to customer basis and financial to analyse effective sources and support the customer services to analyse some positive impact and use suitable changes (Handayani ad et.al., 2021). It basically help and systematic changes to analyse the outcome and sure for addressing effective techniques and major changes to analyse the customer satisfaction. What are the major challenges faced by Sainsbury while using effective brand image changes? As per the view of Aaker, (2021); while building up the brand values in the market, there are different challenges and adoptive techniques for the to manage different concept to work and significant aspect. Some of the major changes which are related to different challenges and sure for the organic process evaluate brand image for the onto genesis to effective opportunities in Sainsbury (10 Most common challenges, 2021). Some of the major challenges are: 5
Treating brand as assets:The ongoing pressure on the management team through the use of effective brand image can analyse the challenge for the company. With the delivering process, financial result to analyse concept for fragmentation to analyse the adoptive and work for the adoptive technologies in the market (Jamal, 2021). Thisthe challenge for the company to work and measure the surity for analysing effective techniques so that they can overcome the challengesand work systematically for effective changes and adoptive technologies. Possessing a compelling vision:The nature of effective and adoptive technologies, and work as per the progressive technologies and analyse suitable growth in compelling vision technologies. Future vision is mainly related to manage different concept and different adoptive technologies for different context and behavioural process. The use of adoptive technologies and process, the compelling vision techniques are used to manage sources and work as per the progressive development. The employ are able to success and achieve different maturation andgeneral concept to move beyond and functional benefits. Creating new subcategories:This seem very difficult for the development and adoptive technologies and make suitable adoptive for analysing new subcategories. This will be related to work and achieve different objective andtransformational changes and growing for the innovating technologies and make new ability for theof subcategories (Muneebmehta and et.al., 2021). All is related to new innovation and published different changes and nature for analysing growing andsuitable changes as per the progressive growth. Achieving integrated marketing communication (IMC):The use of effective IMC and manage appropriate development different changes and make sure to analyse some major changes in achieving country sides where different method and adoptive strategies for working on each other concepts. So dynamic major changes and adoptive ontogeny for analysing effective change management for the successive and work abilities to analyse the concept and work as per the progressive nature. Building a digital strategy:This is one of the complex process and make sure for managing different concepts to manage the adoptive techniques. With the help of new capabilities and process, there are different concepts and adoptive technologies are 6
essential to more passionate concepts. All is helpful for managing and changing concepts to analyse appropriate theories. All of these are related to suitable strategies which are related to effective strategies and manag for overcome the adoptive technologies for analysing ontogeny and subjective techniques and ontogeny prospective (Prihatini and Gumilang, 2021). Sainsbury are able to manage their challenges and try to work on possible outcome and make sure for growth and achieve related solutions. What are the strategies used by the company to analyse brand loyalty through customer statisfaction? As per the view of Smith, (2021); there are different concepts which are related to manage suitable and accomplish effective changes and maturation in the productivity. All is related to manage suitable development and work as per the effective business environment to high competition in the management process. It would be able to analyse different sector and suitable challenges for the development and make suitable changes by effective brand loyalty. Some of the strategies are related to: Engage with the effective customer services:With the help of effective customer services, there are major changes and work are considered for the successive and adoptive technologies in an authenticate manner. This could be helpful for the company's like Sainsbury and manage effective sources to analyse concept and make suitable changes in the authenticate manner (Rahayu, 2021). The use of this technique is helpful and successful for the development and analyse major changes to work andsuitable growth analysis. Deliver the valuable content:There are different process which are related to effective content and make sure to analyse different concept and analyse the techniques in an authenticate manner. With the help of valuable content, there are some effective changes and adoptive technologies have been analyse and able to provide relevant changes and growing techniques for analysing major challenges. Consistentbrandvalues:Thisstrategywillhelpthecompanytoaccomplish development andsustainable changes in an authenticate manner. This would be related and make changes in the brand values. Which would be helpful for analysing techniques andsuitable changes and make sure for the growth of brand values. With the changing 7
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nature and related to work and significant changes for different products and adaptability to analyse the contextual background and work as per the development of effective brand value and make suitable changes in order to provide efficient adaptability. Turn to influencer:There are different ways which are related to effective development and sure for the growing and changes to advertise and aggressive technologies to create brand value andsure to analyse effective changes (Sharma and Singh, 2021). There are different influencer to analyse systematic changes to growth for the sense abilities for the growing of customer for the approaches and analyse effective technologies and customer base for the achievement and let them assist for the ontogeny andsome adoptive technologies (Top 7 Effective Ways to Build Brand Loyalty, 2021). In order to improve Sainsbury brand image, the company used Keller brand equity model. This model is mainly known as per the customer based model and used within the company to accomplish the need and demand of the customer in market to achieve high competitive advantages. Keller's model is helpful for generating effective strategies and make changes in the effective business practices while having advantages and disadvantages. This is the difficult to understand and apply in the regular market. But Sainsbury kept that model and use the best customer satisfaction within the competitive advantages of the company. 8 Illustration1: Keller's model
Research Methodology Research Philosophies There are mainly two type of research philosophies, positivism and interpretivism philosophies are used by the researchers. Here, the researcher used positivism approach which is helpful for conducting research and make systematic approach to conduct the behaviour in an appropriate manner. This philosophy is helpful for generating quantitative research method approaches. Research approach Research approaches are related to two main methods, that are deductive and inductive approaches. Researcher use deductive approach method, as it will be helpful for generating positivismphilosophiesandmakesystematicchangesintheresearchmethod.Deductive approach is goes with general to specific approaches. Whereas, inductive approach is related to make specific and general different approaches for the growth to achieve different challenges. So, research approaches deductive approaches to work and systematic growth in research topic. Research methods analysis Research methods are used for collecting data and aware with the more appropriate knowledge to analyse the research method and make effective ways to work.There are mainly two type of research methods are used that include; Quantitative and Qualitative data. The major reason for choosing data collection is related to provide major changes and adopt growth for presenting different source of methods. The use of numerical data and management process are related to quantitative data and the areas which doesn't contain effectively for the development and make appropriate changes (Soni, 2021). Here, the researcher choose quantitative data that is related to produce effective knowledge and helpful for collecting right sources and data methods. Sampling The method is used to collect and make suitable changes for the maturation to work and analyse appropriate changes in an right manner. The chosen sample size is 50 for the completion of project andsure to analyse objective for achieving research aim.There are different type of method and types of sampling are used like probability and non-probability type of sampling method.All is related to work and make systematic changes and manage suitable growth for addressing different concepts (Willis, 2021). The researcher use probability type of sampling, as 9
this will be helpful for the growing and systematic changes and development for the use of appropriate changes. With the respondents who have above 20 years old, male and female both, and the one who use Sainsbury products. Data collection methods With the help of right use of data collection methods, there are different sources which that are related to work and make systematic changes for suitable collection. There are different ways which are related to make effective training and use primary and secondary source of data. For the use of primary data, questionnaires is helpful for chosen and analyse for collecting data with systematic tools (Taherpour Kalantari, Rojui and Kazemi Zanjani, 2021).Here, 10 close ended questionnaire used and the data is collected through paper based method make a contact with respondents. Within 1 month all the data is collected.Whereas, in secondary source of data collection, there are different ways and method which are used to collect the secondary data like online journals, articles and e-book and many more ways whichis helpful and effective for enhancing the knowledge in systematic way. Data analysis In order to complete this project and analyse the systematic growth for analysing different ways to analyse the data and make systematic changes. For collecting primary sources with the help of close-ended questionnaire, the researcher will be going to analyse the data with the help of frequency distribution analyses.As this is helpful in managing and growing data to work andtry to analyse systematic views. Analyse the different prospective to manage suitable growth and advance capabilities. Growing nature in research project and work to make sure for addressing effective training to analyse the chosen objectives. Research ethical consideration This is related to a codification of having some scientific morality in the practice of research, which help for following guidelines to manage suitable changes for the development and basic norms. This will be related to work and analyse the community toresearch and systematic changes in research (Uzir and et.al., 2021). This is very effective for the researcher to analyse the data and analyse for fill up all the necessary forms which are related to growth and changes for the morality of the society at large scale. By taking informed consent, integrity and remove conflicts to work and major changes to work to analyse different concepts. 10
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Resources and planning Timeline This is related to complete project on time and analyse the outcome for working with the patience to manage the critical concepts. Finishing achievements to analyse the outcome and adoptive nature for requiring effective teamwork. Further, manage the data for analysing source and work as per the time line technique. Here, the researcher use Gantt chart techniques which use a systematic review to analyse the data and manage the source for effective adaptability (Vu and et.al., 2021). This is basically helpfulfor the researcher to analyse the stages and sure for work as per the different project plan and try to analyse simple and effective process. 11
Determine your budget A budget is the key element for the use of most granting proposals and try to serves as a design for disbursal the project's funds. This is related to make effective techniques and major sources to work. This amount is related to make appropriate amount of $100. Which include the major sources and collection for the use of primary data and try to work with suitable changes in the research proposal (Wadjdi and Djamin, 2021). ParticularsAmount (In $) Travelling expenses20 Stationery expenses10 Researcher fees20 12
Primary data fees30 Other expense20 Total100 13
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References Books and Journals Amoako, G.K., Doe, J.K. and Dzogbenuku, R.K., 2021. Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing.Society and Business Review. Chowdhury,R.,2021.ImpactofMarketingCommunicators,ServiceQualityandPrice Promotion on the Brand Image: A Case Study on Pathao. Cotarelo, M., Fayos, T., Calderón, H. and Mollá, A., 2021. Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty.Sustainability, 13(11), p.5961. Handayani, D.F.R., Widowati, R. and Nuryakin, N., 2021. The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty.Jurnal Siasat Bisnis, 25(2). Jamal, S., 2021. Impact of Brand Loyalty on Customer Satisfaction (An Empirical Analysis of ClothingBrands).TurkishJournalofComputerandMathematicsEducation (TURCOMAT), 12(10), pp.7085-7093. Muneebmehta, a., Khan, z.u., Butt, j.m., Tariq, m. and khalid, r., 2021. The game changer; understanding how brand image and customer satisfaction influences brand loyalty. Palarch's journal of archaeology of egypt/egyptology, 18(1), pp.935-956. Prihatini, W. and Gumilang, D.A., 2021. The Effect of Price Perception, Brand Image and Personal Selling on the Repurchase Intention of Consumers B to B of Indonesian GeneralFisheryCompanieswithCustomerSatisfactionasInterveningVariables. European Journal of Business and Management Research, 6(2), pp.91-95. Rahayu, D.D., 2021. The Effect if Brand Image and Brand Trust in Customer Satisfaction and Brand Loyalty on Low-Cost Carrier Airlines.GIS Business, 16(2), pp.58-65. Sharma, S. and Singh, M., 2021. Impact of brand selection on brand loyalty with special reference to personal care products: a rural urban comparison.International Journal of Indian Culture and Business Management, 22(2), pp.287-308. Soni, P., 2021. Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators.American Journal of Business. Taherpour Kalantari, H., Rojui, M. and Kazemi Zanjani, M., 2021. The Impact of Buyer’s Remorse on Customer’s Behavioral Intention with Moderating Role of Customer-Brand IdentificationamongImportedCarUsers.JournalofInternationalBusiness Administration, 4(2), pp.87-105. Uzir, M.U.H., Hamid, A.B.A., Jerin, I., Latiff, A.S.A. and Thurasamy, R., 2021. Customer satisfactionandbrandloyaltytoelectronichomeappliancesinBangladesh:the contingent role of brand trust.SN Business & Economics, 1(6), pp.1-35. Vu, T.P.Q. and Vu, T.T.T., 2021. The Impact of Social Media Marketing on Brand Loyalty: Case Study of Samsung Smartphones in Vietnam. Wadjdi, F. and Djamin, Z., 2021. The Relationship between E-Service Quality and Ease of Use on Electronic Customer Relationship Management (E-CRM) Performance Mediating by Brand Image.Asian Journal of Economics, Business and Accounting, pp.9-19. Willis, M., 2021. Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory. InThe Art of Digital Marketing for Fashion and Luxury Brands(pp. 153-177). Palgrave Macmillan, Cham. 14
Online 10Mostcommonchallenges,2021.[Online].Availablethrough: <https://www.prophet.com/2014/09/the-10-most-common-branding-challenges/>. Top7EffectiveWaystoBuildBrandLoyalty,2021.[Online].Availablethrough: <https://socialnomics.net/2017/10/21/top-7-effective-ways-to-build-brand-loyalty/>. What is customer satisfaction? (And how to achieve it), 2021. [Online]. Available through: <https://www.zendesk.com/blog/3-steps-achieving-customer-satisfaction-loyalty/>. 15