Impact of Customer Satisfaction and Brand Image on Brand Loyalty of Sainsbury's

Dissertation & PHD
Thesis

Executive Summary
The business environment keeps on changing and there is need to establish strong brand
image in order to achieve success. The competition is enhancing day by day and there is need to
serve the customers properly in order to attain brand loyalty. The multinational organisations are
working properly to enhance the experience of customers so that they are able to serve them. The
report is based on “Impact of customer satisfaction and brand image on the brand loyalty of
Sainsbury’s.” In the starting of this report the importance of customers satisfaction and and brand
image on the loyalty of Sainsbury's is being examined. The reason for selecting the research
topic is also part of this report. The use of literature review is being done so that all the
objectives are justified with the help of already published data.
Research methodology is integral part of this report as there is discussion related to the
systematic manner of completing the research. To collect primary data questionnaire is
formulated. Data analysis with the help of graphs and pie chart is done so that it is easy to
interpret the same. In the end of this report recommendations are mentioned on the basis of
overall study.

Acknowledgement
Foremost, I want to thank my advisor for their continuous support at the time of
competing this project. Due to the support and guidance, I am able to complete the research
report successfully. I also want to show my sincere gratitude to all the seniors who helped me
while doing this research.
I also want to thank God, for making me capable of conducting the research and
providing me opportunities. My parents also play a major role in supporting and motivating me
to carry on all the projects and overcoming all the obstacles that come in path.
Major thanks to the customers of Sainsbury's as they have given their time and filled the
questionnaire. Without their support the project would not have been completed properly. I am
able to complete the project with the help of support, guidance and good communication.

Table of Contents
Executive Summary.........................................................................................................................2
Acknowledgement...........................................................................................................................3
Project title: “Impact of customer satisfaction and brand image on the brand loyalty of
Sainsbury’s.”....................................................................................................................................5
INTRODUCTION...........................................................................................................................5
Rationale of the study..................................................................................................................6
Aim and Objectives.....................................................................................................................6
Literature Review.............................................................................................................................7
Introduction to Literature Review...............................................................................................7
To identify the ways that would be used by Sainsbury for increasing customer satisfaction
with purpose of enhancing brand loyalty....................................................................................7
To determine different challenges faced by Sainsbury because of poor brand image................9
To identify different strategies used by the Sainsbury to analyse effective brand loyalty........10
Conclusion of Literature Review..............................................................................................11
Research methodology...................................................................................................................12
Data Findings and Analysis ..........................................................................................................19
Recommendation...........................................................................................................................37
Conclusion ....................................................................................................................................37
Reflection.......................................................................................................................................39
REFERENCES:.............................................................................................................................41
Books and Journals...................................................................................................................41
Online........................................................................................................................................41

Project title: “Impact of customer satisfaction and brand image on the brand
loyalty of Sainsbury’s.”
INTRODUCTION
Customer satisfaction plays a major role in success of an organisation. It is seen that all
the business organisations work to provide best services to customers so that they become
satisfied with the company. The business organisation wants to establish strong position in the
market so that they are able to attract more and more customers (Budur and Poturak, 2021). The
customers are valuable for every organisation and satisfying the customers make them loyal for
the company. A company that has loyal customers is more successful and able to gain
competitive advantage. This report is based on Sainsbury's. It is second largest chain of
supermarkets in United Kingdom. The business organisation was established 152 years ago in
1869. It was founded by John James Sainsbury and have headquarters in London, England,
United Kingdom. There are 1428 sops of the company as per the data of 2019. It is seen that they
work on enhancing the satisfaction of customers so that they are loyal for the company. They
treat the human resource of the organisation in effective manner and they also help to build
relations with the customers. There are around 180,000. The revenue earned by company in 2021
is around £29.048 billion (About Sainbury's, 2021). It is necessary to manage the employees
effectively so that they work to achieve success of the company.
It is important to note that each and every business organisation needs to achieve high
position in the market. They work in such a manner that they are able to attract maximum
customers. There is key role of the strategies that are used by a company to get more and more
customers. Every company wants to have loyal customers so that they are able to gain advantage.
By providing quality products and services to the customers a company is able to retain
customers (Elsäßer and Wirtz, 2017). There is need to manage the work of the business
organisation properly so that they are able to gain advantage over the competitors. The company
must know about the needs and wants of their target customers and must fulfil them. The
customers are important part of a business organisation. There is need to work on skills of the
employees so that they are able to provide best services. It is seen that the strategies are being
implemented by the employees and there are certain challenges that take place at the time of
implementing the strategies. If a company has poor brand image they should work at the same

time. Taking the action at that time is necessary so that they are able to reduce the impact of
negativity. They must design the strategies that is assist in gaining success. There are certain
changes that the business organisation must take to gain customer loyalty.
Rationale of the study
Today, all the business organisations want to achieve high position in market. So, this
study is based on analysing the impact of customer’s satisfaction and brand image on customers
and their loyalty (Hussein, 2018). There are various changes in the trend that are being observed
by a company. It becomes important to understand the reason of enhancing the brand position. It
is seen that there is requirement of working in such a manner that assist the company to get loyal
customers and serve them in effective manner. The business environment is dynamic and there
are several changes that take place on regular basis (Rita, Oliveira and Farisa, 2019). So a
company must keep the customers satisfied so that they are able to achieve goals and objectives
successfully. By working in effective manner the company is able to enhance satisfaction level
of customers. It is important for a business organisation to enhance their operations and manage
the work in such a manner so that they are able to retain the customers in the organisation.
Aim and Objectives
Research Aim: “To analyse the impact of customer satisfaction and brand image on the brand
loyalty of Sainsbury.”
Research objectives:
 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
satisfaction?

Literature Review
Introduction to Literature Review
Literature review is overview of already published work. It is done by reviewing the data
and information already published. It helps to analyse the data so that they the information can
be used in further study. It is review of already published books, journals, articles and
newspapers in being used in order to analyse the same. It is importance for the researcher to
critically analyse the data and draw conclusion out of the same (Oztemel and Gursev, 2020).
There is need of detailed analysis of the study so that they are able interpret the data. There is
evaluation of old material in such a manner that new research questions are also satisfied.
To identify the ways that would be used by Sainsbury for increasing customer satisfaction with
purpose of enhancing brand loyalty.
According to Li and et.al., 2020, Customer satisfaction can be dined as measurement that
help to determine the happiness of the customers with the products, services, and capabilities of
the business organisation. There are different customers of a company and it is important to serve
them. The company must work to understand the needs and wants of the customers so that they
are able to enhance satisfaction level of the target customers. Every organisation works to
enhance the satisfaction of customers as that enhances the brand image of the company. There is
need to understand that the customers also tell others about the brand that they like. There is need
to work on brand loyalty so that they are able to attract more and more customer (Rahi, Ghani
and Ngah, 2020).
Customer loyalty can be defined as a relationship between company and its customers. It
is willingness of the customers that tracts them again and again towards the business
organisation. Repetitive visit by the customers is helpful for the company so that they are able to
earn more revenues. The customer likes the product that is being offered by the company and
that in turn motivates them to make repetitive visit. There is difference among customer
satisfaction and customer loyalty (Pakurár and et.al., 2019). The satisfied customers of the
company are loyal for the organisation. The business organisation wants to enhance satisfaction
level of the customers so that they become loyal for the company. There are certain ways that are
being used by Sainsbury's in order to increasing customer satisfaction with purpose of enhancing
brand loyalty:

Word of mouth though marketing concepts: It is important for business organisation
to take suitable actions that will enhance the performance of organisation. The business
environment is dynamic and the company must undertake suitable changes to compete the
market. These positive changes will help the company to engage the customers and enhance their
satisfaction level (Ashraf and et.al., 2018). The use of latest technology is also one of the
parameter that assist Sainsbury's to enhance the loyal customers for the brand. It is necessary to
tell all the customers about the actions that are being taken by the company so that they are
aware. All the important information that is positive for company must be disclosed so that the
customer are able to know the same. It creates positive image of the organisation in front of
customers and they become loyal for the company and its growth. Marketing plays a vital role in
enhancing the satisfaction level of customers by serving them effectively.
Make customer service a priority: The company keeps the customers at priority. A
business organisation has to undertake several functions. There is need to provide services to the
customers on priority (Bernarto and et.al., 2020). It will help to make them happy for the
organisation. By analysing the needs and wants of the customers, Sainsbury's will be able to
attract more customers. They focus on providing the products and services to the customers on
time. All the problems and issues that are being faced by the customers are solved by the
company on priority basis. This helps the company increase the satisfaction level of the
customers and attain more profit. There is need to understand that all this enhances the brand
loyalty (5 Ways to Increase Customer Loyalty, 2021). It will help them to enrich the brand
loyalty.
Ask for advise and listen to it: This means taking feedback from the customer. There is
need to take feedback from the customers and then the company must take action according to
the same. There is to analyse the problems that are being faced by the customers and then
corrective measures must be taken. It enhances the satisfaction level of customers and enhance
their trust in the organisation. It is important for a company to listen to the advise given by
customers in proper way. The customers tell others about the good work done by the company as
per their suggestion. It enhances the brand image of Sainsbury's. It is because the company
always take proper care of the feedbacks that are being given by the customers. It is necessary to
timely resolve the problems of the customers (Afthanorhan and et.al., 2019). Taking quick
actions enhances the image of the company. It is important to take advise from the customers as

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