Consumer Loyalty Research Project

This project investigates consumer loyalty and the impact of reward schemes on employee motivation and customer satisfaction, particularly in the context of TESCO. It includes a comprehensive literature review, data analysis, and recommendations based on survey findings. The research highlights the importance of consumer loyalty for business success and suggests strategies for enhancing employee engagement through reward programs.

Research Project

Table of Contents
CHAPTER-1..................................................................................................................................3
1.1 Research project outline specification .................................................................................3
Research aims and objectives. ....................................................................................................3
Objective of an organisation.......................................................................................................3
Objective.....................................................................................................................................4
Questions.....................................................................................................................................5
1.2 Factors ..................................................................................................................................5
1.3 Literature review ..................................................................................................................5
Data analysis and discussion.......................................................................................................6
1.4 Methodology, methods, and techniques................................................................................9
1.5 Gantt chart ..........................................................................................................................12
CHAPTER-2..................................................................................................................................14
2.1 Relation between research question and hypothesis...........................................................14
2.2 Data collection...................................................................................................................15
2.3 Research investigation........................................................................................................16
CHAPTER-3..........................................................................................................18
3.1 Research evaluation techniques..........................................................................................18
3.2 Interpretation......................................................................................................................18
3.3 Recommendation.................................................................................................................20
CHAPTER-4............................................................................................................................21
4.1Conclusion............................................................................................................................21
REFERENCES..............................................................................................................................29

CHAPTER-1
1.1 Research project outline specification
Consumer should be loyal towards the organisation and its products as it can make many
things better in the organisations part. The consumer loyalty is result of the consistently should
be contain the positive emotions, physical attribute based satisfactions and they should have the
perceived value of an experience (Allaway and et.al., 2011). The customer loyalty particular
known as the consumer who use the products and the services of particular company brand and
from one shop is an consumer who is loyal towards the company. The reward schemes are been
done in the organisation to the employees in change of the exchange of the performance which
they use to do.
Research aims and objectives.
Aims
To access the Consumer loyalty and rewards schemes
Objectives
 To analysis that why consumer loyalty is necessary.
 To ascertain that how reward scheme is important to the company.
Objective of an organisation
Reward management is used in business to attract potential employees in the
organisation. it has been analysed that reward scheme is very important to the employees as due
to rewards they will be motivated and will use their full potential and will work harder as due to
rewards they will feel more committed and due to all this there will be an increase in their
productivity and it will also benefit the organisation. As rewards will be awarded to employees
on achievement of targets and goals, they will be motivated to achieve those targets in order to
gain their rewards and also they will want to prove themselves as efficient in comparison to
others. it has been depicted that absenteeism will be reduced in an organisation due to the
introduction of reward scheme (Bell, 2014). Due to reward scheme they will want to achieve the
targets and for that they will avoid taking leaves sop that the set goals could be achieved on time.
Also with the help of reward scheme loyalty of employees will also be increased as it will make
them feel valued and they will think that they are important for the company and their views also
matters to the organisation and by this they will remain loyal as they will be happy with their

working atmosphere. it has been interpreted that by providing different incentives and
recognitions under the reward scheme will boost the morale of the employees. It will provide
them with clear purpose and focus which will increase their morale and will encourage them in
fulfilling the targets and achieving the goals (Gómez, Arranz and Cillán, 2012). There are
various benefits of the reward scheme which they are discussing and one of them is the
teamwork which says that due to the reward scheme teamwork spirit will be increased in the
organisation. Employees will be promoted teamwork due to this scheme. In order to achieve the
targets in return of the rewards the employees will be motivated to work as a part of team and by
doing so they will be able to achieve the targets more easily as working in team will reduce the
conflicts among them which is sometimes the major hindrance in achieving the objectives.
Overall with the teamwork their will be an increase in the level of efficiency and due to this a
happier workplace will be created
Objective
Loyal customers are always more beneficial than other customers. it has been analysed
that loyalty of customer is very important for any business due to various reasons. Loyal
customers will stay longer with the company. Loyalty of the customer depends upon the quality
of the product supplied to them as customers always like to buy from the trusted supplier. Once
they will get familiarised with the product and will have their trust build they will never leave
until their trust is broken or if they get better and cheaper products due to the entry of
competitors in the market. So it is important to fulfil the needs of the customer and also be aware
of the potential competitors (Bijmolt, Dorotic and Verhoef, 2011). it has been depicted that the
frequency of purchase in case of a loyal customer is much more in comparison to other
customers. It means that loyal customers will buy more and more as usually loyal customers tend
to do their shopping from their fixed and selected sellers. A part from it loyal customers even
give their suggestion as to which new products they want to be added so it is considered very
important to listen to the suggestions of a loyal customer and what they want. Loyal customer
will need less support in comparison to other customer as they are aware with all the services and
in case of any issue can solve it from self service portal and due to this less cost will be required
to be incurred in serving them. it has been interpreted that company is guarded from the price
competition with the help of loyal customers. In the time of competition loyal customer will not
check the prices as diligently as the other customers will be doing. This will be because of the

reason they trust you and that trust should never be broken and should keep a check about what
they are thinking (Bell, 2014). Loyal customers help in promotion of the product. In other words
it can be said that they will act as a brand to the product as they will surely share there
experience with their family and friends and will say only good about the product which will
compel others also to come and purchase from that vendor thereby increasing the profitability of
the company and also making a strong customer base.
Questions
 Why customer loyalty is required to attain objectives?
 Why reward scheme is important for company?
1.2 Factors
There are different elements which help or they may put their own part of the
investigation. There some criteria by which an organisation will get proper help in doing the
effective research:
 Marketing factors- This helps the organisation in attracting more customers by providing
them products and services according to their choice, so for this they have to know about
all the required things happening in market area and all and this will also aid organisation
in knowing about market environment. The main job of the marketers is to convey all the
messages which they want to give to the customers (Chen and Pearcy, 2010).
 Financial factors- This is the most effective method as this will help researcher to choice
the project in accurate manner. It will be very problematic for a researcher to carry out
his research in required way. In all the things finance is required.
 Administration factor: They have the authority to select or to reject any of the projects
which a company is working on as they have the main duty to look after all the
management related works in a organisation.
1.3 Literature review
Customer loyalty is indicator of how much a customer is devoted to the product and
services of an organisation. It also shows that how strong is his tendency that he will choose the
selected brand over any other brand. Loyalty of a customer is beneficial to an enterprise in many
ways and to maintain that loyalty company will also be required to fulfil the wishes of the
customer ans to meet the needs and expectations of them by inculcating new and better product

lines. According to Cross and et.al., (2010), They will have to maintain a good relation with
them and should take all required steps so that the trust that customers have on them is never
broken. Reward scheme is the scheme in which monetary as well as well as non monetary
benefits or incentives are being provided to the employees in return of the work done by them.
Due to these rewards the efficiency of the employees will be increased and they will be
motivated to complete their work so as to achieve the set targets and goals as they will be getting
rewards in exchange of it only. And due to this company will have a great benefit. These will be
discussed in detail in the below mentioned report. According to the views Dorotic, Bijmolt and
Verhoef, (2012), it has been portrayed that truancy will be lessened in an association because of
the presentation of reward plot. Because of reward conspire they will need to accomplish the
objectives and for that they will abstain from taking leaves sop that the set objectives could be
accomplished on time. Likewise with the assistance of reward plot unwavering of representatives
will likewise be expanded as it will make them feel esteemed and they will believe that they are
imperative for the organization and their perspectives additionally matters to the association and
by this they will stay steadfast as they will be content with their working environment. As
expressed by Eilks and Markic, (2011), it has been translated that by giving distinctive impetuses
and acknowledgements under the reward plan will help the resolve of the representatives. It will
furnish them with clear reason and centre which will expand their spirit and will empower them
in satisfying the objectives and accomplishing the objectives. As stated by Cross and et.al.,
(2010) There are different advantages of the reward conspire which are examining and one of
them is the cooperation which says that because of the reward plot collaboration soul will be
expanded in the association.
Data analysis and discussion
The next step for the researcher is to analysis the information which they have been
collected with the help of the primary information.
Theme 1- Reward system should be included in activities of organisation to motivate employees

In this, it is been asked that do reward system is important in the firm. This can motivate
employees which are working in the firm.
Theme 2- Adopting reward scheme would be beneficial for TESCO
16
4
Yes
No
14
6
Yes
No

Adopting the reward scheme is beneficial in the firm this can help in improving the performance
of employees, and aid in increase productivity.
Themes 3- Organisation should have loyal customers and it is very essential for it.
The customer loyalty is very important for the organisation so it has to be maintained properly.
Themes 4- Customers are willing to connected with TESCO company.
There is more people which are its regular customers and that is good for the company.
Agree Disagree Strongly Agree Strongly Disagree
0
2
4
6
8
10
12
12
2
6
0
Column B
14
6
Yes
No

Theme 5- Most of customers are satisfied with the products and services of this firm.
The products satisfaction is very important as if the customer is not satisfied by the products
which is provided by the firm them it will be problematic for the company.
1.4 Methodology, methods, and techniques.
This section follow the structure of literature review. In analysis methodology totally
different ways has been explained in effective manner. The investigator use the precise tool and
techniques that is gorged in section of analysis methodology. The various answers square
measure being carried as a result of victimization several ways (Gómez, Arranz and Cillán,
2012). This chapter provides variety of answers that square measure related to the matter of
analysis. several efforts square measure being created by scientist to urge the profitable
outcomes. many techniques and tools has been used so as to gather varied info from totally
different sources.
Methods for consumer loyalty.
 Let customers apprehend what you're doing for them-you may have to tell the customers
that what are things company going to do for them by which they understand the
effectiveness of the firm.
 Write long-time customers personal, written notes of times-if you recall the messages to
the customers then they will gonna happy because company will take initiative for them.
16
4
Yes
No

By doing some messages so the customer will understand that company will remind them
personally (Allaway and et.al., 2011).
 Keep it personal-The messages which company do for the consumer they keep it
personally. they don't disclose it from anyone because it is a part of customer satisfaction.
 Message on some occasions-company will do some messages to the customers for the
loyalty and give them some offers and discount through it customer will not switch to the
other company (Hanauer and et. al., 2012).
Research design of consumer behaviour.
For the research design take a group of people and asked some questions to them that
which type of mistakes they get in the product and what they like in the product. do survey on
our products that which type product customer will like and dislike. By it will get lots of data
from the customers and 'll analyse the information which get from the customer.
Research Approach.
In this the scientist will use completely different style of analysis. There square measure
several approaches which might be employed by the investigator. the mixture of those is used for
conducting any style of analysis. there's associate inductive and deductive. This thesis relies on
inductive approach (Huang and Chen, 2010). With the assistance of inductive analysis the
analysis is finishing up associate investigation will take the data from people so as to achieve the
a lot of information. In shopper behaviour have a tendency to use inductive approach as a result
of it's on qualitative information during this approach have a tendency to directly raise to the
patron and raise concerning our product.
Sampling.
It is thought of as tool that facilitate in taking the selections from an oversized range of
information. The man of science will use varied strategies during which they will get the correct
answers. There square measure differing kinds of sample strategies during which the man of
science will choose per the subject. whereas choosing the sample style that during which manner
they'll collect the data they need to assemble the data all at once. the aim of sampling is to
assemble all the info regarding the population so as to form reasoning through that it will
generalize the the population (Hughes, Gillespie and Kail, 2010). The sampling style may be
supported strategies like likelihood and non-probability.
Data collection.

In the consumer loyalty program take data from the consumers. By asking them
questions that the services are providing you are satisfied with them or not. Their are many types
of data like primary data, secondary data, qualitative data and quantitative data. Primary data
includes the data which is collected directly from the researcher. The primary data is directly
related to the subject of the objectiveness
Loyal customers are always more beneficial than other customers researches data is
collected from many direct methods (McNiff, 20Bell., 2014). One of the most useful collection
method of primary data is in interview in which some questions are asked to the interviewee and
according to the answers of the interviewee final interview report is prepared. Another collection
method of the primary data is observation in which in specific circumstances, some fixed
procedures are applied and the result is recorded.
Ethical consideration.
Ethical thought area unit crucial for investigator. moral area unit those norms or standards
that distinguish the connection between the correct and wrong. In analysis moral thought area
unit vital as a result of the investigator needs to face several issues whereas conducting any
analysis. For obtaining the data it became troublesome for the investigator that to share the data
with one another and will follow the particular tips that has been provided by any others.
 Anterior support – The investigator needs to take the previous approval from the
candidate to use any books, magazines or any connected study matter. this the
respondents don't seem to be filling the form in acceptable manner and therefore the
investigator are becoming unreliable answers (Meyer-Waarden, 2013).
 Circumspection – The investigator needs to secure all the data safely. the data they need
got from completely different sources have to be compelled to be unbroken
confidentiality.
 Decorous citation – The investigator needs to place correct citation whereas victimisation
any students or journals. It ought to be used properly in order that investigator can
understand the moral issue.
All the moral problems have to be compelled to coated best ability of investigator in order that
they will keep all the data on the qualitative generally they're conjointly facing the problems in
victimisation the websites as a result of it shows accessed dined. For this they need to require the
previous approval from owner of web site.

1.5 Gantt chart
It is a chart which use to give the timetable of the venture. The Gantt chart deals with the
season of the venture is to been done, it gives the correct time separated to do the venture, the
association ought to likewise take after the Gantt chart so they have the capacity to do there work
and utilize the assets as indicated by the time dispensed to it (O'Leary, 2013). It encourages the
representatives to take every necessary step legitimately and to set aside a few minutes they had
been got. It can be gainful for to do there assignment effortlessly and on the time.