Analyzing Customer Satisfaction Impact on Sainsbury's Sales

This report investigates the influence of customer satisfaction on business sales, specifically focusing on Sainsbury's, a multinational supermarket in the UK. The research aims to analyze the impact of customer satisfaction on sales, identify factors enhancing sales, determine challenges related to customer satisfaction, and examine the concept of customer satisfaction. The methodology includes deductive reasoning, employing both qualitative and quantitative research methods, with primary data collection through probabilistic sampling techniques. The report covers the research approach, methods, data sampling, and data analysis, emphasizing the importance of customer satisfaction in enhancing business productivity and profitability. The study explores the concept of customer satisfaction, various factors impacting sales, and challenges faced by the firm, aiming to provide insights for improving customer relationships and driving sales growth. The report also includes ethical considerations, referencing, and presentation guidelines.

Research Methodology

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................1
SUBMISSION 1: Research Design Proposal..................................................................................1
Research approach..................................................................................................................3
Research methods...................................................................................................................4
Type of research.....................................................................................................................5
Data sampling.........................................................................................................................5
SUBMISSION 2 : Literature Review .............................................................................................7
Concept of customer satisfaction............................................................................................8
Various factors which help in enhancing sales of Sainsbury.................................................9
Different challenges of customer satisfaction which occurs in the firm..............................10
Identify the influence of customer satisfaction on sales of business....................................12
REFERENCES..............................................................................................................................14

SUBMISSION 1: Research Design Proposal
TITLE: “To analyze the influence of customer satisfaction on sales of firm. A
case study on Sainsbury”.
CHAPTER 1: INTRODUCTION
Customer satisfaction is the process which measure the extent to which
customers needs and demands are being fulfilled with the products and services
offered. It is important to acquire customer experience so they can develop products
and services for satisfying their demand. The satisfaction mainly related to different
business factors such as goods completion, marketing, identifying customers issues or
problems, management of complaints, etc. It is required for company is to analyse their
customers needs and demand according to this, they make proper changes in their
products and services. Business needs to interact and communicate with their buyers
on daily basis which assist in enhancing satisfaction level (Agnihotri, Hu and Krush,
2016). The research project is based on Sainsbury company which is multinational
supermarket and it is situated in united kingdom along with 16.9% market share
(Company profile for Sainsbury's. 2018). They are providing various grocery products
which is helpful in catering to a larger market in an appropriate manner. The main
purpose of this research is to analyse the impact of customers satisfaction on business
sales in better manner. This will help in describing major goals and objectives which
target the research investigation. The major motive for conducting research is to
determine major issues which occurs within an organisation and create impact on
business operation. The rationale of this study is to analyse customer satisfaction for
developing strong relationship with customer by fulfilling their all needs and demand in
proper way (Cheung and Thadani, 2012). Customer is the final user of company
products which help in enhancing its growth and development so that it is the main
reason for conducting this research for satisfying buyers desire. The report is mainly
focus on analysing impact of customer satisfaction which support in increasing business
sales by products in the large market place.
Along with this, research help in analyse buyers choice and preferences as per
this, company produce new innovative products for satisfy their all requirements. This
research is important because it support in examining the concept of customer
satisfaction which assist in analysing customer needs and demand. This investigation

assist in analysing the importance of satisfaction among customer which enhancing
business productivity and profitability of a business organisation. . Moreover, research
topic is essential for academic and practical perspective because it support researcher
for dealing with needs and preferences of distinct customers and also it is important for
their professional improvement (Evanschitzky, Blut and Backhaus, 2012). It is
necessary for firm is to provide best quality based services to their customers which
assist in achieving desired company goals and targets. Therefore, research is very
useful for the investigator because this will help in identify customers demand and also
they examine how to increase their business sales by providing required products to
their buyers.
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Aims : “To analyze the influence of customer satisfaction for enhancing sales of
business. A case study on Sainsbury”.
Research Objectives :
 To examine the concept of customer satisfaction.
 To determine the various factors which help in enhancing sales of Sainsbury.
 To identify different challenges of customer satisfaction which occurs in the firm.
 To analyse the impact of customer satisfaction for increasing business sales.
Research Questions :
 What is the concept of customer satisfaction ?
 How to determine various factors which help in enhancing sales of Sainsbury ?
 What are different challenges of customer satisfaction which occurs in the firm ?
 What is the impact of customer satisfaction for increasing business sales ?
CHAPTER 2: RESEARCH METHODOLOGY
Research methodology is the specific process and method that can be used for
recognise, select, procedure and examine the data or information regarding specific
topic. In this research, methodology allow reader for analyse critical evaluation of overall
study and reliability (Gunday, Kilic and Alpkan, 2011). This procedure help in collecting
and gathering relevant data to accomplish the key purpose i.e. to identify the influence
of customer satisfaction on sales of a company.
Research approach
Research approach is plan and process the steps which are based on
assumptions in collecting detailed information and data, analysis and interpretation in
better manner. Research approach relating to data analysis and reasoning is divided
into two types which are explained as follows:
 Deductive research approach – A deductive approach mainly start with
hypothesis that can be used for analyse research question of narrow scope for
this study (Homburg, Müller and Klarmann, 2011). This emphasis is usually focus
on exploring new phenomena which are looked towards previous investigation. In
this research, the hypotheses investigation are to be confirmed or rejected.
 Inductive research approach – It is also called as inductive reasoning which
begin with observations and those discoveries are further utilised to propose new
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theories which are relevant to the provided investigation. . It is usually
associated with qualitative research whereas deductive approach is commonly
related with quantitative investigation. It includes search pattern which assist in
observing and developing description. This is mainly depend on different theories
which explain the hypothesis series.
Therefore, deductive approach is used in this research because it attempts to validate
the hypothesis formed at the beginning of the research.
Research methods
Research method can be classified as way of performing investigation according
to the manner which data is being accumulated and concluded. This help in collecting
accurate data and information addressing the key aim to solve major issues or problems
in better way. There are two methods of research which are described as under:
Qualitative research – It is the primary exploratory investigation which is used
to understand various opinions, reasons, motivation, etc. of the respondents which
further helps in manifesting of key issues. It can be used for bring out latest trends in
opinions and thoughts which evaluate issues in proper manner (Johnston and Marshall,
2013). Qualitative data collection method can be categorised on the basis of structured
and semi structured tool. There are various common techniques to conduct qualitative
research which are focus groups, individual interviews and observations. For this
method, small sample size is undertaken as per the research aim and respondents are
selected randomly to analyse their views regarding company products or services and
extent of satisfaction on the same.
Quantitative research – It is the research method which can be used for identify
the issues to carry out numerical data or information that can be converted into useful
statistics and facts. Along with this, it is used for determine opinions, attitude, behaviour
and other defined variables which generate outcome analysing undertaken sample. In
this, quantitative research is used to measure the information for developing various
facts and expose the structure of investigation. This method of research is structured in
nature as compared to the qualitative technique. It includes online surveys, face to face
interview, systematic observation (Kim and Ko, 2012). The data which are collected and
gathered by investigator that can be measured.
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For this investigation, qualitative method can be used for acquiring accurate data
and information. This is useful for researcher to easily collect and gather information
regarding customer satisfaction that will provide help in increasing business sales.
Type of research
Primary data – It is the data which developed and originated by first time by an
investigator with direct experience and efforts. Primary data method is very expensive
where research is conducted by research to gather fresh information or data. The
collection of data is under control and supervised by the scholar. This method can
gather data through surveys, observations, mailed questionnaires, testing and
interviews, focus groups, case studies, etc.
Secondary data – It define as data which is previously collected or gathered
which can be accessed by researchers. Along with this, it is beneficial for collecting data
through different source such as books, journals, publications, reports, websites and so
on as it helps in enhancing knowledge base of the individual. This can be used for save
time and less expensive (Kumar, Janakiraman and Kannan, 2011). Therefore, the main
objective and method adopted for getting data which are appropriate to the current
condition.
In this research, primary method are considered for gathering relevant and
appropriate information so that investigator can reach to a suitable conclusions. . Such
raw information can be used by the scholar in determining the extent to which
customers are satisfied with the products and services offered.
Data sampling
Data sampling is the statistical investigation method which can be used for
select, analyse and influence the representative and also determine their points
regarding particular research topic. It is required for accumulate fresh data and
information in which investigator can easily chose sample of a large population and its
main motive is to find out specific issue. Along with this, sampling is determined as that
procedure which can be used for statistical analysis (Mithas, Bardhan, and Goh, 2012).
Data sampling and technique is beneficial for collecting and gathering different
individual views regarding particular topic. There are various methods which assist in
framing the sample from entire research population which depend on situation and set
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data. This can be used for taken sample into large number of population. Investigator
mainly determines this technique which help in collecting and gathering effective data or
information as they are examining the customer satisfaction for increasing business
growth. There are two types of data sampling method which are described as under:
Probabilistic sampling – This sampling method is based on facts where each
individual has identity and has provide equal chance of being selected. It is consider as
main part of research in which investigator select random sampling, cluster, stratified
sampling, multistage sampling and so on. Along with this, the main advantage of
probabilistic sampling is that they need to ensure about selected sampling which
represent the population (Nagle and Müller, 2017).
Non probabilistic sampling – It is one of the major sampling method in which
every odd member is presented for sample that can not be measured. It is totally
opposite from probabilistic sampling method where research only calculate the odds. In
addition to this, this technique is usually selected on the basis of accessibility and with
the purposive own judgement of the investigation. The key major of this type of
sampling method is selected on the basis of decision. There are different sorts of
sampling that includes consecutive sampling, convenience sampling, purposive and
Quota sampling, etc. the sampling techniques support in selecting and representative
population and easily acquire information from respondents.
For the following report, the investigator will use simple probabilistic sampling
techniques as this is convenient and provide fair representation of entire population.
Hence, this can affirm that data collected through this method will be more relevant,
authentic and acceptable in term of research which is why researcher opted this method
despite other.
CHAPTER 3: DATA ANALYSIS
Data analysis is the procedure of systematically implementing statistical and
logical methods for describing and explaining the data and information in better manner.
It is help in inspecting, transforming, modelling and cleaning of facts which main
objective is to gain required result. The process of evaluating data can used for
analytical and logical reasoning for analysing each element of the data in proper
manner (O'Sullivan and McCallig, 2012). There are various information and data which
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can be gather by conducting analysis of research. Different methods involved such as
qualitative and quantitative research which help in enhancing its business growth and
success. Thematic analysis is one of the most common analysis in the qualitative
research. It consist with examining, analysing and recording patters within appropriate
data and information.
CHAPTER 4: ETHICS, VALUES, REFERENCING AND PRESENTATION
It is essential for evaluating and understanding the ethical consideration that can
be described as major part in which researcher has identify certain ethical issues while
conducting investigation. This is represents a clear understanding for getting relevant
outcome that add value to the investigation. In addition to this, there are various ethical
consideration that should be met by researcher that includes time management,
confidentiality of data or information and respondents, complying references protocols,
etc. It is the norms and standard which conduct for differentiating the among right and
wrong. This will help in determining the difference between individual behaviour and
attitude regarding research report.
SUBMISSION 2 : Literature Review
CHAPTER 1: Literature Review Introduction
Literature review is consider as both summary and explanation of the completion
and its current state of knowledge on specific topic (Pereira-Moliner, Claver-Cortés and
Tarí, 2012). For conducting research, literature review involves survey of books,
journals which are appropriate to the collection and evaluation data and information. It
will provide a detailed description, critical, summary and evaluation of entire work in
order to analyses issues which being examined. A literature review can be used for
analyzing different authors or scholars view points regarding specific topic and
simultaneously expand knowledge base of scholars. There are various sources which
can be used at the time of developing research such as survey, interview, questionnaire
and so on. The researcher also indexing accurate references of the sources which are
undertaken in accomplishing literature section of the research. There are different
models and concepts will be used and are appropriate to the topic which will be helpful
in getting required information (Ryu, Lee and Gon Kim, 2012). The literature review can
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be simple summary of the sources but generally it has an organizational structure and it
combines with both summary and synthesis.
CHAPTER 2: Main Body
Concept of customer satisfaction
Customer satisfaction is the term which can used for describing a concept of
analysing desired needs and demand of their buyers in proper manner. This will support
in examining demand of products and services that satisfy the expectation of customers
on the basis of effective quality or quantity. The customer satisfaction can be used to
measure and identify whether the products and services of the business are able to
identify needs and requirement of people or not. . According to Saeidi, Saeidi and
Saaeidi, (2015). It is an abstract concept which involves in such factors regarding
developing quality based products. This refers to that process which help in measuring
the needs and demand of customers for collaborating and delivering the customer
expectation. Customer satisfaction is the part of buyers experience which help in
analysing buyer behaviour for getting satisfied with their customers in better manner.
This satisfaction can be associated with different aspects such as product production,
quality of goods or services, engineering, response of buyers issues or problems,
project completion, complaint management, etc. It is the entire essence of opinion
regarding delivering of services.
It help customers for developing strong ideas and opinions regarding businesses
that resultant in satisfaction or dissatisfaction. Along with this, customer satisfaction is
important part of the Sainsbury's as they attempt to provide appropriate products or
services which are required by buyers for satisfying their needs and demands properly .
There are various factors which contribute in the success and growth of the business,
customer satisfaction can be considered as one of the most crucial factor amongst all. It
is required for company to analyse their requirement and delivering the same so to
improve loyalty among buyers. Along with this, customer satisfaction major key which
helps in developing strong relation with their buyers. Before developing a product,
company need to analyse their customers needs and wants as per this they require to
make products in better manner.
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Various factors which help in enhancing sales of Sainsbury
There are various factors which assist in increasing sales of Sainsbury
organization Some of the major factors which support in increasing sales of company
that are described as follows:
Strategy – It is one of the most factors that help in enhancing income is to
develop effective and powerful strategy. As per the view of Sun and Kim, (2013)
Business is required for create particular strategy that align with the revenue goals. .
Sainsbury required to develop those strategy and policies which can used for enhancing
its business sales and growth. Sainsbury adopting pricing strategy in which they are
providing affordable rate of products so they can easily enhancing their customer
satisfaction through delivering value to them.
Structure – Structure is defined as the arrangement of different elements
including lines of authorities, communication, duties and rights of the organization. It
determine the roles, responsibilities and power which are to be assigned, controlled and
coordinated to achieve set goals or objectives. Structure assist in having right part in the
business. Sainsbury follows hierarchical organisational structure in which they control
and manage each level of people. In this, each employee perform work for producing
innovative products as per demand of customers and through this they can easily
enhance its company sales volume. Effective organizational structure support in
creating healthy working environment and enhance productivity that facilitates in
enhancing sales volume of firm.
People – It is essential factor which drive the income or revenue and in this most
specific factor is people. It is major issue of sales which are faced by an enterprise. By
this factor, Sainsbury firm can find right person at right place for getting accurate goals
and objectives in proper manner. People treated as major asset which help company in
acquiring success and growth (Trainor, Andzulis and Agnihotri, 2014). The company
employee are perform effective work which help in enhancing its efficiency level. For
this, they can producing innovative and unique products at reasonable price for
satisfying customer demand.
Process – This is the major part of company for smoothly running of business
procedures in better way. On the other hand, poor process can impede the time in the
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market and also implementation will slow down. Sainsbury require to motivate their
employees for properly running of business operations and its processing effectively.
During this, company need to process the regulations and running sales of organization
in more effective manner. They are performing working for encouraging income and
enhancing its efficiency system.
Different challenges of customer satisfaction which occurs in the firm
There are different challenges of customer satisfaction that arise in an
organization which are describing as follows:
 Evaluating customer expectation – The major issue and problem is to
understand the diverse and constant consumer expectation which changes with
time and trends of market. There are large number of companies which target
desired buyers on the basis of age, gender, generation, age, etc. Most of the
customer have same type of requirement regarding products. As per the view of
Williams and Naumann, (2011) it is necessary for Sainsbury is to find out buyers
expectation, needs, preferences, opinions, ideas for products and also providing
suggestions for improvement and ensuring their rightful fulfillment.
 Reaching with their customers – For conducting research, this is essential to
understand buyer's choice, perception and behavior. There are different ways to
advertise and acquire customers in better mannersome of the methods through
which they can reach with buyers such as media, radio, television, emails,
phones, social media and face to face campaign. The main issue is to evaluate
the buyers needs and demand through which they can easily reaching with
desired buyers who willing to desire firm products. If Sainsbury will not produce
innovative services and products, the company will not be able to meet consumer
desire and won't be able to accomplish high market share.
 Continuous change in demands and trends – In an organization, the main
objective is not only to meet with customer expectation but also, achieve firm's
desired goals and targets in proper way. It is necessary for firm is to make
changes in their product production as per the modification in buyers demand
and preferences. As, the trends are varying rapidly, it is impossible to make
alternation in processes and products so quickly. Also, due to high market
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