Impact of Customer Satisfaction and Brand Image on Brand Loyalty of Sainsburys

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.

Dissertation proposal on
“Impact of customer satisfaction and brand
image on the brand loyalty of Sainsbury”
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Table of Contents
Project title: “Impact of customer 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
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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:
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 To identify the ways that would be used by Sainsbury for increasing customer
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 which are used by 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 the and 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 of mouth 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
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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:
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 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). This the
challenge for the company to work and measure the surity for analysing effective
techniques so that they can overcome the challenges and 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 and general 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 and transformational changes and
growing for the innovating technologies and make new ability for the of subcategories
(Muneebmehta and et.al., 2021). All is related to new innovation and published different
changes and nature for analysing growing and suitable 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
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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 and suitable
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.
 Consistent brand values: This strategy will help the company to accomplish
development and sustainable changes in an authenticate manner. This would be related
and make changes in the brand values. Which would be helpful for analysing techniques
and suitable changes and make sure for the growth of brand values. With the changing
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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 and sure 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 and some 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.
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Illustration 1: 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
positivism philosophies and make systematic changes in the research method. 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 and sure 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
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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 which is 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 and try 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 to research 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.
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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 helpful for the researcher to analyse the stages and sure for
work as per the different project plan and try to analyse simple and effective process.
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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).
Particulars Amount (In $)
Travelling expenses 20
Stationery expenses 10
Researcher fees 20
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Primary data fees 30
Other expense 20
Total 100
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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. Impact of Marketing Communicators, Service Quality and Price
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
Clothing Brands). Turkish Journal of Computer and Mathematics Education
(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
General Fishery Companies with Customer Satisfaction as Intervening Variables.
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
Identification among Imported Car Users. Journal of International Business
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
satisfaction and brand loyalty to electronic home appliances in Bangladesh: 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. In The Art of Digital Marketing for Fashion and Luxury Brands (pp. 153-177).
Palgrave Macmillan, Cham.
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Online
10 Most common challenges, 2021. [Online]. Available through:
<https://www.prophet.com/2014/09/the-10-most-common-branding-challenges/>.
Top 7 Effective Ways to Build Brand Loyalty, 2021. [Online]. Available through:
<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/>.
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