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

This dissertation explores the impact of customer satisfaction and brand image on the brand loyalty of Sainsbury's. It examines the ways Sainsbury's can increase customer satisfaction and overcome challenges due to poor brand image. The study also identifies strategies used by Sainsbury's to analyze effective brand loyalty.

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

they are major stakeholder of the business organisation. It will help the company to create
positive image in front of customer and keep on engaging them towards the organisation. The
trust of customers also enhances if their feedback are taken effectively.
To determine different challenges faced by Sainsbury because of poor brand image.
According to Bilgin, 2018 Brand image of a company is the perception level of the
customers on the brand. These are based on the interactions among the customers. The brand
image is established over a time and there is need to involve the customers so that they make
purchases from brand in effective manner. It is necessary to provide effective and efficient
services to the customers so that they become loyal for the business organisation. It is necessary
for a company to serve the needs and wants of customers positively and make improvement
(Rather and et.al., 2019). Along with that there are certain challenges that are being faced by the
business organisation and they are as follows:
Treating brand as asset: To create a positive image of the brand it is necessary to treat it
as asset. The company musty keep the brand image as priority and take all suitable actions for
improving the image. The company has invest money in changing the brand image and there is
complex process that they need to undertake so that they are able to create positive image of
brand. The company needs to analyse the techniques and take further assistance so that they are
able to overcome the negative image of the brand (Jasmani and Sunarsi, 2020). There is need to
follow the process and procedure in systematic manner so that a company is able to attract
customers and serve them in an effective manner. The management team needs to take suitable
actions and start working on formulating strategy so that they are able to achieve success. It is
necessary to use latest technology so that the company is able to establish effective image.
Possessing a compelling vision: There is key role of latest technology in creating
effective image of a business organisation. By adopting latest technology the company is able to
serve the customers and that helps to create positive image. The vision of the business
organisation must be altered on regular basis so that they are able to achieve success (Bilgin,
2018). They must think about the future by considering the present situation so that they are able
to take necessary actions. The use of compelling techniques is the reason behind progressive
development of the brand image.
Creating new subcategories: There is need to bring changes in the working of the
organisation. The use of transformational strategies is helpful for the company so that they are

able achieve objectives. There is need of getting new subcategories that focus on latest
technology so that they are able to complete the assigned work in effective manner (Guci and
et.al., 2020). The aims of the company keep of changing and there is need to formulate
subcategories based on the overall aim of the organisation.
Achieving integrated marketing communication (IMC): The use of IMC is beneficial
for the business organisation. There is need to know that communicating with the customers is
essence for the company. It is analysed that choosing best communication mix is necessary for
the company (Rather, 2018). By changing the communication strategy of the company a business
organisation is able to manage the change in proper manner. The challenge is selection of best
marketing channels by the company. The business environment is dynamic and there is need to
use IMC so that the customers are attracted towards the brand.
Building a digital strategy: There is need of digital strategies so that they are able to
work according to changing norms. There are certain complexities that are faced by the company
in order to adopt new technology. There is lack of skills in the staff members and that causes
issue for the company. It is seen that the company has to manage the work in such a manner that
they are able to hire new employees that will work effectively for the company. It is important
for a company manage the changes in effective-way and achieve success.
There is need to analyse the challenges that are undertaken so that they are able to
overcome them. It is necessary for them to make changes in the situation in proper manner. It
makes them ready for the situation and overcome the challenges.
To identify different strategies used by the Sainsbury to analyse effective brand loyalty.
According to Bilgin, 2018 Brand loyalty can be defined as the image of brand that
attracts customers. It helps the company to have loyal customers. Each and every business
organisation understands that there is need of brand loyalty so that they are able to achieve goals
and objectives. The company wants to manage suitable development so that they are able to
achieve brand loyalty. To gain advantage over the competitors it is necessary to study in
appropriate manner. There is high competition present in market and the company must form
strategies so that they are able to achieve success (Song, Wang and Han, 2019). The strategies
that can be used by the business organisation to analyse the brand loyalty are discussed below:
 Engage with the effective customer services: By providing quality services to the
customers a company is able to bring change. It is seen that by using latest technology the

company is able to know about the the changes that are demanded by the customers. The
environment is dynamic and the business organisation needs to analyse the importance of
latest technology so that they are able to adopt the same. There is need to conduct regular
research in the market so that suitable actions for the benefit of company are taken. The
task is to provide best customer services.
 Deliver the valuable content: The company must work on delivering the valuable
content. The content makes the customers know about the company in proper manner
and overcome the challenges (Mabkhot, Shaari and Salleh, 2017). It is necessary to post
all the important and relevant contents that there is no fake information about the
company. This assist is setting good and positive image of the business organisation.
 Consistent brand values: The company must work to bring sustainable changes in the
market. It helps the company to be consistent and that is beneficial for them. The use of
techniques that are organic for the business organisation are necessary to overcome the
challenges that are being faced by the company (Mohammed and Rashid, 2018). They
have to adopt the changes that take place in the organisation so that they are able to set
consistent value of the brand. The changing business environment must be adaptable so
that they are able manage their position in the market.
 Turn to influencer: By working as per the trend in the market a company is able to
achieve success. The company must use influencer so that they are able to attract the
customers in the market. It will help the company to systematic changes so that there is
growth of company (van der Westhuizen, 2018). There is high competition present in
market and there is need to use such strategies that will influence the customers and
attract them towards the brand. It is necessary to work as per the plans of the company.
Conclusion of Literature Review
It is analysed that a company must understand the importance of brand value. They must
work to know the strategies that will help them to attain good image in market. There is need to
analyse the challenges that take part while bringing changes in the organisation. The strategies
developed by the company are also helpful to attain effective image in the market.

Research methodology
It is one of the most important part of research. There is proper system that is being
followed in order to complete the research in effective manner. This provides clear guidance to
the readers regarding the research. The research methodology is guide for overall research and
assists to complete the research in effective manner (Mohajan, 2018). There is need of following
all the steps so that they are able to complete the research in proper manner. There is discussion
related to data collection, analysis as well as sample size of the given project. There is
requirement of studying all the techniques so that research aims can be achieved. The guidance
must be followed so that researcher is able to achieve goals and objectives successfully. The use
of correct methods is necessary so that research is completed effectively.
Research philosophy: In order to carry research of vast topic it is important to understand
the nature and purpose. There is need of conducting research with detailed information so that
there is proper development of knowledge. To complete the research in proper manner there is
use of research onion. It helps to carry overall research in proper manner. The research
philosophy is of two types positivism and interpretivisim. To carry on this research, the use of
positivism philosophy is done. It helps to conduct research in systematic manner. It also assists
in analysing the quantitative data.
Research approach: There are mainly two research approaches that are inductive and
deductive. It is important to choose the resource type according to the area of research. Inductive
approach starts with observations and then move towards a particular experience that are based

on prepositions about the experiences. On the other side deductive research approach is
concerned with scientific investigation (Pandey and Pandey, 2021). Under this the research it
reads the existing theories and related material on the topic related to research. Then gain
insights from the material and fulfil the research objectives. In order to complete this research
deductive approach is being used so that the older theories can be used to satisfy the research
objectives effectively.
Research method analysis: The two types of research methods are qualitative and
quantitative research methods. The use quantitative data means numerical presentation with the
use statistics. In qualitative data there is only use of theory and there is no numerical presentation
of data. There is need to select best method that is based on research.
Data collection method: There is need to collect the data in proper manner. The success of
research is dependent on the data collection method that is being used. There are primary and
secondary method that help to collect the data. It is necessary to collect the data from right
sources so that the result of research is effective. There is key role of collecting the data as the
analysation part is based on overall data that is collected. Primary collection of data means uses
of first hand data by the researcher (Kumar, 2018). There is need to collect data from the sample
size with the help of questionnaires and interviews. No doubt it is time taking to collect data
from primary source but it gives fresh and realistic information. The answers of the research are
accurate and helps to carry on the research based on the real thinking of the customers. On the
other side secondary data is collection of data through already existing articles, books, journals,
newspapers (Worthington and Bodie, eds., 2017). This is time saving and cost effective method
of data collection. It is used to complete literature review of this project. In this research, primary
method of data collection is being used and questionnaire is being floated to 50 customers. It is
important to collect data from reliable sources so that the results are accurate and true. It helps to
collect right information and then analysis is based on the data collection method.
Sampling: Sampling is the process of selecting some of people from overall Universe and
conducting research based on their response. There is need to select a group of people so that the
research can be completed properly. The sample size for conducting research is 50 it helps to
achieve the aims and objectives of research effectively. In this research probability sampling is
being used. The customers that are above the age of 20 years are being selected to conduct the
research. Both male and female will be selected to carry this research. The size of population is

large and there is need to ask the questions with the customers as they have knowledge related to
the subject matter. There is need to select the sample size without any biasness so that the
research results are right. The conclusion of research is based on the answers that are being given
by the customers. It helps to know that are customers really satisfied by the services that are
being provided by Sainsbury’s.
Research instruments, strategies or techniques: There is need of proper instruments that
will help to carry on the research. All the information must be analysed properly so that research
outcomes can be achieved properly (Fidahic and et.al., 2020). The use of research questionnaire
will help to complete the research in effective manner. The respondents will be floated the
research questionnaire and it will be made in simple language so that they are able to answer the
questions. The questionnaire is formulated to complete the research.
Questionnaire
Q 1 Do you understand the meaning of customer satisfaction?
 Yes
 No
Q 2 According to you, is customer satisfaction and customer loyalty different from one
another?
 Agree
 Disagree
Q 3 Is brand image important for a company?
 Yes
 No
 Maybe
Q 4 As per you. is there any relation is customer experience and brand loyalty?
 Yes
 No
Q 5 Do you think a company must work on enhancing customer satisfaction?
 Agree
 Disagree
Q 6 What are the strategies that are followed by a company in order to get loyal customer?
 Work on marketing

 Enhance customer relationship
 Provide 24*7 services
Q 7 Do you think, Sainsbury’s work to enhance customer satisfaction?
 Yes
 No
Q 8 What is the brand image of the company?
 Good
 Bad
Q 9 Is there any positive impact on brand image and loyalty by following the strategies?
 Yes
 No
Q 10 Are the employees of Sainsbury working effectively?
 Yes, they build customer relation
 No, they do not take care of customers
Q 11 List the techniques used by a company so that they are able to get loyal customers?
 Provide quality products
 Enhance quality of services
Q 12 What are the actions that are taken by management of Sainsbury’s to enhance the skills
of employees?
 Provide training to employees
 Check their performance on regular basis
 Motivate them on regular basis
Q 13 According to you, are there any challenges that are being faced by company to set
effective brand image?
 Yes
 No
Q 14 What are those challenges?
 Monetary issue
 Change vision
 Change positioning
 Work more on marketing

Q 15 How Sainsbury’s check the loyalty of customers?
 KPI
 Benchmarking
 Feedback of customer
Q 16 Does company work to retain the customers?
 Yes
 No
Q 17 What are the strategies that are being used by Sainsbury's to retain and grow their
customers?
 Advertisement
 Taking feedback seriously
 Continuous communication
Q 18 Any recommendations?
Research ethical Considerations: It is necessary for the researcher to complete the research
with by taking proper care of the ethics. These are the moral values that must be followed in
order to complete the research in effective manner. There are some guidelines that the researcher
must follow so that they are able complete the research systematically. There is need to complete
all the areas of research effectively. There is need to collect authenticated information because
the research is based the data collected. It is necessary to take consent of the author and use the
data is fair manner (Daniel and Harland, 2017). There are moral values that must be followed at
the time of conducting the research. There is need to work with integrity so that research
objectives are achieved. There must proper use of all the resources. The analysing of data must
also be done in right manner so that the people reading the research are able to understand the
same. The ethics are important for the researcher and must be followed so that there is conflict in
research. There are several problems that take place at the time of conducting research. The
research must not follow the guidelines and take proper care that it is completed in time.
Resources and planning: There is need of proper research planning so that the goals and
objectives of research are achieved successfully. It is also important to know about the resources
that are required to carry on the research. It is required resources such as time, money, laptop that
must be collected so that the research is completed properly.

Timeline: There are need to complete the research within time limits. Time must be set by
the researchers so that the project is completed on time. There is need to manage all the work in
proper manner so that outcomes are there as per the right time. There is need of team work to
analyse the nature of work and complete it within time. Proper management team will work
together with cooperation and coordination and follow all the steps in order to achieve success.
The topic of research must be remembered throughout the results show that the work is done
according to the results. The use of gain chart will help to divide the overall work in small
activities as well as writing the dates for their start and finish. This will help to complete the
work in time and achieve success (Kanu, 2019). It is important to follow the grand chat so that
the research is completed on time with necessary resources.

Budget: There is need of proper monetary resource to carry to the research. Setting right
budget and proposal in the starting of the research helps to grab the funds at right time. There is
need of effective research with the help of money. By doing proper planning the future actions of
the research is achieved. Sometimes the cost exceeds the total budget so there is need of creating
reserve as well.
Particulars Amount (In $)
Travelling expenses 20
Stationery expenses 10
Researcher fees 20
Primary data fees 30

Other expense 20
Total 100
Data Findings and Analysis
There is a key role of analysing the data. Findings are based on the data that is been analysed. It
is important for the researcher to carry on the process of analyzation in a proper manner. It is
seen that the quantitative data can be analysed with the help of graphics and pie charts. The
numerical presentation of data helps the normal man to understand the interpretation of data
(Phillips and Ritala, 2019). There is need of proper techniques that will help to analyse the data
that is being gathered. There is need to review the frequency in proper manner so that it is
analysed in a proper manner. The data must be presented in proper manner so that the results are
true and fair. There is need to analyse the data properly. There is need of frequency table in order
to analyse the data in a proper manner.
Q 1 Do you understand the meaning of customer satisfaction? Frequency
Yes 40
No 10
Q 2 According to you, is customer satisfaction and customer loyalty
different from one another?
Frequency
Agree 45
Disagree 5
Q 3 Is brand image important for a company? Frequency
Yes 45
No 2
Maybe 3
Q 4 As per you. is there any relation is customer experience and brand
loyalty?
Frequency
Yes 38
No 12

Q 5 Do you think a company must work on enhancing customer
satisfaction?
Frequency
Agree 45
Disagree 5
Q 6 What are the strategies that are followed by a company in order to get
loyal customer?
Frequency
Work on marketing 30
Enhance customer relationship 10
Provide 24*7 services 10
Q 7 Do you think, Sainsbury’s work to enhance customer satisfaction? Frequency
Yes 30
No 20
Q 8 How is the brand image of the company? Frequency
Good 40
Bad 10
Q 9 Is there any positive impact on brand image and loyalty by following
the strategies?
Frequency
Yes 35
No 15
Q 10 Are the employees of Sainsbury working effectively? Frequency
Yes, they build customer relation 38
No, they do not take care of customers 12
Q 11 List the techniques used by a company so that they are able to get
loyal customers?
Frequency
Provide quality products 20
Enhance quality of services 30
Q 12 What are the actions that are taken by management of Sainsbury’s to
enhance the skills of employees?
Frequency
Provide training to employees 20
Check their performance on regular basis 20
Motivate them on regular basis 10

Q 13 According to you, are there any challenges that are being faced by
company to set effective brand image?
Frequency
Yes 25
No 25
Q 14 What are those challenges? Frequency
Monetary issue 10
Change vision 10
Change positioning 10
Work more on marketing 20
Q 15 How Sainsbury’s check the loyalty of customers? Frequency
KPI 10
Benchmarking 15
Feedback of customer 25
Q 16 Does company work to retain the customers? Frequency
Yes 35
No 15
Q 17 What are the strategies that are being used by Sainsbury's to retain
and grow their customers?
Frequency
Advertisement 20
Taking feedback seriously 15
Continuous communication 15
Theme 1: The meaning of customer satisfaction
Q 1 Do you understand the meaning of customer satisfaction? Frequency
Yes 40
No 10

Interpretation: Customer satisfaction can be defined as the measurement that determines how
happy customers are with a company's services, products, and capabilities. As per the above pie
chart, it is analysed that 40 out of 50 respondents have knowledge related to customer
satisfaction. The customers that are aware about the concept are able to understand the actions
taken by the company. It is analysed that the rest 10 out of 50 customers are not aware about the
concept of customer satisfaction. Making them aware is important for the company so that they
are able to get satisfied with the actions taken by the company.
Theme 2: Customer satisfaction and customer loyalty different from one another
Q 2 According to you, is customer satisfaction and customer loyalty
different from one another?
Frequency
Agree 45
Disagree 5
Yes
No

Interpretation: It is important to note that there were 45 respondents who said that customer
satisfaction is different from customer loyalty. They have agreed to the same because they know
the meaning of both the terms properly. Customer satisfaction is measurement of customer
attitudes regarding products, services, and brands. On the other side customer loyalty means
repetitive visits of the customers towards the products of the company. It helps the company to
serve the needs and wants of customers. The customers that are satisfied with the products of the
company become loyal and visits again and again. The rest 5 out 50 customers believe that
customer satisfaction and customer loyalty are same terms.
Theme 3: Importance of brand image
Q 3 Is brand image important for a company? Frequency
Yes 45
No 2
Maybe 3
Agree Disagree
0
5
10
15
20
25
30
35
40
45
Frequency

Interpretation: From the above graph, it is analysed that there is huge importance of brand
image of the company. It can be said because the 45 respondents have said that the brand image
of company is important. They make purchases after looking at the image of the company. The
brand that has established a positive brand image in the market are able attract more and more
customers. There is important role of establishing strong image in the market. The 2 out of 50
customers only said that brand image of the company is not important. 3 were not sure about the
same.
Theme 4: Relation in customer experience and brand loyalty
Q 4 As per you, is there any relation in customer experience and brand
loyalty?
Frequency
Yes 38
No 12

Interpretation: It is analysed that 38 out of 50 respondents said that there is direct relationship
seen among customer experience and brand loyalty. This plays a critical role in success of the
company. The company must make efforts to satisfy the needs and wants of the customers that
will enhance the experience of the customers. The customers that have good experience with the
company become loyal for the brand. There are still 12 out of 50 customers who do not believe
that there is any of such relationship among customer experience and brand loyalty.
Theme 5: Company must work on enhancing customer satisfaction
Q 5 Do you think a company must work on enhancing customer
satisfaction?
Frequency
Agree 45
Disagree 5

Interpretation: The respondents said that the company must work in enhance the customer
satisfaction. They said that only make repetitive visit in the organisation. There are 45 out of 50
respondents that said that a company must work to enhance the satisfaction level of customers.
They must identify best strategies and must follow them so that they are able to gain loyal
customers for the company and serve them effectively. There are 5 out of 50 respondents that do
not agree to the statement.
Theme 6: Strategies to gain loyal customers
Q 6 What are the strategies that are followed by a company in order to get
loyal customer?
Frequency
Work on marketing 30
Enhance customer relationship 10
Provide 24*7 services 10

Interpretation: From the graph, it is examined that Sainsbury's work on marketing and
promoting the products and services of the company so that they are able to gain loyal
customers. Most of the customers that is 30 out of 50 said that marketing strategy helps the
company to get loyal customers. The graph also shows that there are 10 out of 50 customer who
believe that company enhances relationship with the customers and that assist them on gaining
loyal customers. The other 10 employees said that they provide 24*7 services to the customers
and that assist them is serving the customers effectively and make them loyal towards the brand.
Theme 7: Sainsbury’s work to enhance customer satisfaction
Q 7 Do you think, Sainsbury’s work to enhance customer satisfaction? Frequency
Yes 30
No 20
Interpretation: From the above graph, it is analysed that there are 30 respondents that say that
Sainbury's work effectively and this helps the company to enhance the satisfaction level. There is
need to know that 20 customers out of 50 said that the company does not work properly to
enhance satisfaction level of customers. It is know task for the company that they must work on
the strategies that are being used by them so that they are able to gain success. A company must

work properly so that they are able to provide best to the customers and make them loyal for the
company.

Theme 8: Brand image of the company
Q 8 How is the brand image of the company? Frequency
Good 40
Bad 10
Interpretation: In regard to Sainsbury's it is working since 1869, the company is working
effectively in the market of UK. They provide quality products and services to the customer’s so
that they are able establish strong image in the market. There are 40 out of 50 respondents who
said that Sainsbury's is able to establish strong image in the market. On the other side the 10 out
of 50 customers believe that the image of Sainsbury's is bad. The company must work to create
good image in front of all the customers so that they become loyal for the company and it
enhances sales of organisation. The use of right strategies by the company makes them
successful and ready to beat the competition that is present in the market. It is necessary for a
company to know about the condition of the market and take suitable actions. The company must
have good brand image as it is necessary for their success and in order to attract more and more
customers.

Theme 9: Impact on brand image and loyalty by following the strategies
Q 9 Is there any positive impact on brand image and loyalty by following
the strategies?
Frequency
Yes 35
No 15
Interpretation: The customers of the company say that there is impact on brand image and
loyalty by the strategies that are being followed by the company. It is necessary to note that 35
out of 50 employees said that there is positive impact of following the strategies on the brand
image of the company. There are certain actions that are being takes by the company in order to
serve the needs and wants of the customers that are present in the market. But, on the other side
there are 15 out of 50 feel that there is positive impact on brand image and loyalty by following
the strategies.

Theme 10: Employees of Sainsbury working effectively
Q 10 Are the employees of Sainsbury working effectively? Frequency
Yes, they build customer relation 38
No, they do not take care of customers 12
Interpretation: The employees of the company play a major role in the success of company. It
is being examined that the employees must work effectively. The customers said that there is
good work done by the employees of Sainsbury's. 38 out if 50 employees said that the employees
of Sainsbury's are hard working. It is examined that these employees are working to develop
relationship with the customers and enhance their experience. It is seen that 12 out of 50
customers said that the employees of sainsbury's are not good and they are not working properly.
They have complaints regarding the employees of the organisation. It is important for the
company to take necessary actions that will help the company to achieve goals and objectives

successfully. They must be told that they must work to serve the needs and wants of customers
that will help them to enhance the satisfaction level of customers.
Theme 11: Techniques used by a company so that they are able to get loyal customers
Q 11 List the techniques used by a company so that they are able to get
loyal customers?
Frequency
Provide quality products 20
Enhance quality of services 30
Interpretation: The company must use different techniques so that they are able to get loyal
customers. Every company wants that their customers become loyal for the brand and that can be
done by using techniques and methods. As per the graph, there are 20 out of 50 respondents who
say that the company provides quality products and that is the reason they re loyal for the
company. On the other side 30 out of 50 customers believe that the quality service provided by
the company keeps them loyal for the business. It is necessary for Sainsbury's to analyse the
requirement of the customers in proper manner so that they are able to serve the properly. The
real need is of the benefit of the customers. The company must use all the methods that in turn
benefits the company and let them achieve success. It is analysed that there is requirement of
analysing the requirement of the customers so that they are served in proper manner. The

customers are considered king by the company so the company must do right efforts in order to
achieve success.

Theme 12: The actions that are taken by management of Sainsbury’s to enhance the skills
of employees
Q 12 What are the actions that are taken by management of Sainsbury’s to
enhance the skills of employees?
Frequency
Provide training to employees 20
Check their performance on regular basis 20
Motivate them on regular basis 10
Interpretation: There is need to regularly work on the employees. The performance of the
company is dependent on the employees. So they must work properly so that they are able to
build relations with the customers and serve them in effective way. The actions that are taken by
Sainsbury's are also effective. There were 20 out of 50 respondents who said that the company
the provides training to the employees so that they are able to enhance there skills and
knowledge. The other 20 customers said that the company work on checking the performance of
the employees on regular basis and this also helps them to enhance the capability of their
employees. The rest 10 out of 50 employees said that the motivation provided by Sainsbury's to
the employees help them to work in an effective manner and achieve goals and objectives
properly for the benefit of the organisation.

Theme 13: Are there any challenges
Q 13 According to you, are there any challenges that are being faced by
company to set effective brand image?
Frequency
Yes 25
No 25

Interpretation: The company wants of attain strong positions in the market. There is need to
analyse the situation of the external environment properly so that they are able to know about
any challenge that is being faced by the company. It is analysed that half of the sample size says
that Sainsbury's faces challenge at the time of changing brand image of the company. The rest 25
out of 50 employees do not think that they face any challenge. The company must know about
the issues that may arise and then take suitable actions so that they are able to overcome all those
challenges. The dynamic nature of environment causes various issues, but it becomes important
to overcome them at right time so that there is positive image o9f business organisation in the
front of customers and society.

Theme 14: Challenges that are being faced by company to set effective brand image
Q 14 What are those challenges? Frequency
Monetary issue 10
Change vision 10
Change positioning 10
Work more on marketing 20
Interpretation: There are certain challenges that the company has to face at the time of
changing their brand image. The customers also believe that the company has to bear such
expenses. There are 10 out 50 customers who said that the company has to face monetary issues.
At the same time 10 respondents said the company has to make efforts and change their vision to
bring changes in the brand image of the company. It is important to note that the other 10
customers said that sometimes the brand has to change their positioning strategy so that they are
able to change the brand image and it is also a challenge for the company. The other challenge
that is said by 20 out of 50 respondents is related to marketing. The customers believe that they
have to work more on marketing strategy of the company.

Theme 15: The ways used to check loyal customers
Q 15 How Sainsbury’s check the loyalty of customers? Frequency
KPI 10
Benchmarking 15
Feedback of customer 25
Interpretation: It is necessary for all the business organisation to check their performance.
Sainsbury's is working to get loyal customers and try to retain them for longer duration of time.
They must work on analysing the work that is being done by them and it can be done by suing
certain parameters. From the graph above, it can be examined that the use of KPI support the
company in checking the loyal customers of the company. The 15 out of 50 employees believe
that they use benchmarking in order to check the loyal customers in the organisation. At the
same time 25 out of 50 customers said that taking feedback from the customers is necessary for
the company so that they are able to achieve success and make the necessary changes. The
company must use all the techniques so that they are able to know that how many customers are
loyal for the business and the ways that will help to keep the in the organisation. It is necessary
to use right technique at right time and achieve success in the business.

Theme 16: Company work to retain the customers
Q 16 Does company work to retain the customers? Frequency
Yes 35
No 15
Interpretation: There are different group of customers that reach the business organisation. It is
necessary for the company to understand the needs and wants of the customers in proper manner
and then serve them. A company that works to know about the trends in market is able to achieve
goals and objectives successfully. In relation to the respondents, 35 said that the company works
to retrain the customers and use different strategies. But there are 15 out of 50 respondents that
said that the company is not working to retrain the customers in organisation.

Theme 17: The strategies that are being used by Sainsbury's to retain and grow their
customers
Q 17 What are the strategies that are being used by Sainsbury's to retain
and grow their customers?
Frequency
Advertisement 20
Taking feedback seriously 15
Continuous communication 15
Interpretation: There are some of the strategies that are being used by Sainsbury's so that they
are able to serve the needs and wants of the customers. There are 20 out of 50 respondents that
said that by regular advertisement the company is able to retain the customers and make them
aware about the company. It is also analysed that 15 out of 50 customers said that taking
feedback and making necessary actions helps to attract the customer. The rest 15 respondents
said that by communicating regularly with the customers help the company to retain the
customers in the company.

Recommendation
It is important for a company to know about the trends that are present in the market.
There are certain changes that take place on regular basis and it becomes necessary to serve the
needs and wants of the customers. The points of recommendation for Sainsbury's are as follows:
 The company must take feedback from the customers on regular basis. It helps them to
know about the issues that they are facing with the products and services of the company.
The feedback must be kept at priority by the company and must take the precautionary
actions. This is necessary for the company to provide best to the customers that satisfies
the needs of the customers.
 The company must analyse the strategies that are being adopted by the competitors. By
using all those strategies the business organisation will be able to work on their own
strategies. They must work on enhancing the brand image of the company. Sainsbury's is
working effectively and is able to establish strong image. It assist the company is getting
loyal customers that are asset for them.
 The dynamic nature of environment causes various challenges. The company must be
ready to bear the challenges and come up with innovative ideas so that they are able to
attain advantage above all the problems. The use of regular research is necessary for the
company so that they are able to know about the best option that is present is market.
Grabbing opportunities is important for the company and that can be done by doing
proper research.
 The regular communication with the customers is also necessary for the success of the
company. They must be in touch with the target group of customers so that they cen serve
them as per their preferences.
Conclusion
From the above report, it is analysed that there is key role of brand loyalty. It is seen that
competition is enhancing in the market. The business organisation must know about the the ways
they will be able to gain success over the competitors. Customer satisfaction can be defined as
the process of understanding the needs and wants of customers and pleasing them. The satisfied
customers are asset for the company as they help to enhance sales in effective way. The brand

works effectively for long period of time and then they are able to create good brand image. The
brand image attracts the customers towards the business organisation and they are able to achieve
goals and objectives in proper manner. From the report, it is analysed that company must know
about the main strategies that will help them to establish good and strong image of company as it
will help to serve the needs and wants of the customers properly. Each and every company must
work on enhancing the their brand value so that they are able to get loyal customers. The use of
literature review supports the objectives. The use of already published related to topic is
important and helps to conduct the research in proper manner. It assist in gain proper knowledge
related to the topic and use the same to justify the objectives. The challenges that are being faced
by the company in order to change the brand image are also examined in the report.
Afterwards, the strategies that helps to gain success over the challenges and setting good
image of the company are examined in the report. It is important to know that research
methodology is important part of the report. It tells all the systematic methods that cam be used
by researcher in order to carry on the research properly. There is direct role of using correct
methods in order to achieve success of the report. The use of right sample size and
communicating properly with them is also integral. The analysis of data is done after the
questionnaire is filled by the respondents. They must be shown with the help of pie chart and
graphs so that the details are shown properly. Interpretation of data in correct manner is
necessary for the proper understanding of the research report. The experience of doing the
research is also mentioned in the report. In the end, the recommendations are also mentioned as
they help to tell the ways of improvement.

Reflection
I am grateful that I have been given opportunity to conduct this research. This research helps
me to enhance my skills and knowledge related to the topic of customer loyalty and brand image.
It was a nice experience because it enhanced various areas that are useful for an individual. I
have that conducting this kind of research is very much helpful. I am able to know more and
more about the company and the strategies that are being used by them. Along with date the
knowledge about employees helped to know the way I have to work in future. I have analysed
that the employees of Sainsbury's are ready to work in an effective manner so that the success of
company is achieved. It is necessary for a person to know about the goal of company and then
worked on the same principle so that goals and objectives can be achieved. I have used my own
skills and knowledge so that I am able to conduct the research in proper manner. It in hands is
the experience and I will use the knowledge that is enhanced at this time in future. The use of
research skills helps me to carry on this research in an effective manner. Is there is discussion
related to literature review for which I reviewed various already published online articles. I also
studied various newspapers books and journals that help me to enhance the knowledge and my
concept related to customer satisfaction and good brand loyalty. Each and every business
organisation needs to work on their services so that they are able to retain the customers and
establish good image in the market. I Analysed that it is important to build good relations with
the customers so that the company is able to earn more and more revenues. I Learnt that it is
necessary to enhance the services so that the company is able to achieve bowls and objectives
successfully. I am able to enhance my communication skills by doing this research as I have to
interact with various people to know about the concept and to conduct research properly. There
is need of time management skills that helped me to carry on research. It is important to
complete the research within the timelines for that purpose Gantt chart was prepared so that
activities are completed on time. In between I was unable to work as per the timelines but then I
realised that time management is necessary. I am grateful that I am able to manage time
effectively due to my time management skills. Along with that there is need of proper time
management skills so that the objectives can be achieved on time.
It is important to work on the project and at the same time we learn from it. As there are
certain challenges that come in path while completing the research. There were certain issues
such as time as well as budget and problem with resources. By conducting this research, I am

able to know more about research methodology. There is need to understand the systematic steps
that help to complete the research. I am able to know about the data collection methods that help
me to carry on further research. It is important to remember the things that are being learned so
that future research is accomplished properly. There is need of proper skills and knowledge so
that completion of project is done. There is need of critical evaluation at each and every stage so
that the proper results can be achieved. I analysed that there are various opportunities that come
in. It is up to the researcher to gain information from the same. Like at the time of doing primary
research in formulating questionnaire I am able to know more information about the topic. At the
time of interacting with customers I am able to know that real feedback of customers. I also
faced issue at the time of collecting the question and their answer from the respondents. There is
requirement of analysing such details so that the results are achieved properly. Along with that at
the time of doing secondary research unable to know more detailed information related to topic.
It is necessary to work more on research skills as they are required in future. By conducting this
research there is need of having proper conflict solving skills. Because there is certain conflict
that arise and solving them with patience is important. I work on all the skills so that I am able to
complete the research carefully. It is seen that I am able to enhance various skills such as
communication skill, listening skills, research skills, time management skills, understand ability,
analytical skills, etc. There is need to work on all such skills so that the future research and
completed properly. It is necessary to use all the financials resources properly and formulate
budget properly. Following the budget helps to achieve the goals and objectives in proper
manner. There is great role of financial resources in order to complete the research effectively.

REFERENCES:
Books and Journals
Afthanorhan, A and et.al., 2019. Assessing the effects of service quality on customer
satisfaction. Management Science Letters, 9(1), pp.13-24.
Ashraf, S and et.al., 2018. Impact of service quality, corporate image and perceived value on
brand loyalty with presence and absence of customer satisfaction: A study of four
service sectors of Pakistan. International Journal of Academic Research in Business
and Social Sciences, 8(2), pp.452-474.
Bernarto, I and et.al., 2020. The influence of brand awareness, brand image, and brand trust on
brand loyalty. Jurnal Manajemen.
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal,
6(1), pp.128-148.
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal,
6(1), pp.128-148.
Budur, T. and Poturak, M., 2021. Employee performance and customer loyalty: Mediation effect
of customer satisfaction. Middle East Journal of Management, 8(5), pp.453-474.
Daniel, B.K. and Harland, T., 2017. Higher education research methodology: A step-by-step
guide to the research process. Routledge.
Elsäßer, M. and Wirtz, B.W., 2017. Rational and emotional factors of customer satisfaction and
brand loyalty in a business-to-business setting. Journal of Business & Industrial
Marketing.
Fidahic and et.al., 2020. Research methodology and characteristics of journal articles with
original data, preprint articles and registered clinical trial protocols about COVID-
19. BMC medical research methodology, 20(1), pp.1-9.
Guci and et.al., 2020, March. Analyze the relationship of brand image and advertisement
towards decision to become a customer on bank BNI Batam branch. In Journal of
Physics: Conference Series (Vol. 1477, No. 2, p. 022008). IOP Publishing.
Hussein, A.S., 2018. Effects of brand experience on brand loyalty in Indonesian casual dining
restaurant: Roles of customer satisfaction and brand of origin. Tourism and hospitality
management, 24(1), pp.119-132.
Jasmani, J. and Sunarsi, D., 2020. The Influence of Product Mix, Promotion Mix and Brand
Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang.
PINISI Discretion Review, 1(1), pp.165-174.
Kanu, I. A., 2019. Igwebuike research methodology: A new trend for scientific and wholistic
investigation. IGWEBUIKE: An African Journal of Arts and Humanities, pp.95-105.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Li, H and et.al., 2020. Comprehending customer satisfaction with hotels: Data analysis of
consumer-generated reviews. International Journal of Contemporary Hospitality
Management.
Mabkhot, H. A., Shaari, H. and Salleh, S. M., 2017. The influence of brand image and brand
personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal
Pengurusan (UKM Journal of Management), 50.

Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social responsibility
dimensions, brand image, and customer satisfaction in Malaysian hotel industry.
Kasetsart Journal of social sciences, 39(2), pp.358-364.
Oztemel, E. and Gursev, S., 2020. Literature review of Industry 4.0 and related technologies.
Journal of Intelligent Manufacturing, 31(1), pp.127-182.
Pakurár, M and et.al., 2019. The service quality dimensions that affect customer satisfaction in
the Jordanian banking sector. Sustainability, 11(4), p.1113.
Pandey, P. and Pandey, M. M., 2021. Research Methodology Tools and Techniques.
Phillips, M. A. and Ritala, P., 2019. A complex adaptive systems agenda for ecosystem research
methodology. Technological Forecasting and Social Change, 148, p.119739.
Rahi, S., Ghani, M. A. and Ngah, A. H., 2020. Factors propelling the adoption of internet
banking: the role of e-customer service, website design, brand image and customer
satisfaction. International Journal of Business Information Systems, 33(4), pp.549-569.
Rather, R. A and et.al., 2019. Customer brand identification, affective commitment, customer
satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty:
An empirical study in the hospitality sector. Journal of Global Scholars of Marketing
Science, 29(2), pp.196-217.
Rita, P., Oliveira, T. and Farisa, A., 2019. The impact of e-service quality and customer
satisfaction on customer behavior in online shopping. Heliyon, 5(10), p.e02690.
Song, H., Wang, J. and Han, H., 2019. Effect of image, satisfaction, trust, love, and respect on
loyalty formation for name-brand coffee shops. International Journal of Hospitality
Management, 79, pp.50-59.
van der Westhuizen, L. M., 2018. Brand loyalty: exploring self-brand connection and brand
experience. Journal of Product & Brand Management.
Worthington, D. L. and Bodie, G. D. eds., 2017. The sourcebook of listening research:
Methodology and measures. John Wiley & Sons.
Online
5 Ways to Increase Customer Loyalty, 2021. [Online] Available through:
<https://blog.fivestars.com/5-ways-to-increase-customer-loyalty/>
About Sainbury's, 2021. [Online] Available through: <https://www.sainsburys.co.uk/>