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

Dissertation proposal on
“Impact of customer satisfaction and brand
image on the brand loyalty of Sainsbury”
1

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
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

 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
4