Digital Marketing Impact on Customer Satisfaction: Sainsbury Study

This research proposal investigates the impact of digital marketing on customer satisfaction within the UK retail sector, with a specific focus on Sainsbury. The study aims to evaluate how digital platforms influence customer satisfaction, examining the methods companies use, challenges faced by managers, and potential improvements. The proposal outlines the research methodology, including a qualitative research approach, interpretivism philosophy, and thematic analysis for data analysis. Data will be collected through primary and secondary methods, including interviews with Sainsbury's management, employees, and customers. The research also addresses validity, reliability, and data analysis techniques to ensure the study's credibility and usefulness for businesses seeking to enhance customer satisfaction and gain a competitive advantage in the digital age. The proposal includes sections on the title, abstract, introduction, research methodology, validity and reliability, data analysis, and references.

Research proposal
1

TABLE OF CONTENTS
1. Title..............................................................................................................................................3
2. Abstract........................................................................................................................................3
3. Introduction..................................................................................................................................3
4. Research methodology.................................................................................................................4
5. Validity and reliability.................................................................................................................6
6. Data analysis...............................................................................................................................6
REFERENCES................................................................................................................................7
2

1. Title
To evaluates impact of Digital marketing on customer’s satisfaction level in retail sector of
United Kingdom. A study on Sainsbury.
2. Abstract
Growth and development in technology or more use of internet connection by people
have enforced company to make use of digital platform to meet customer’s expectancy. This
research is based on most recent topic that is impact of Digital marketing on satisfaction of
individuals and growth of enterprise. It has also covered information related to method that are
used by company to adapt to Digital marketing, challenges that are faced by manager while using
them and suggest key action that can be taken to remove them. Thus, majorly the report
emphasis on the concept of Digital marketing and the way it leads to enhance satisfaction level
of customers. The proposal has contained small introduction on impact of Digital marketing on
customers satisfaction level, research methodology, validity and reliability and methods that will
be used to analysis data and information for better outcome.
3. Introduction
Digital technologies are electronic tool, devices and system that are used by companies to
deliver quickly, better and timely services to large number of individuals. In recent trends, most
of the organisation in retail sectors are making use of digital platform to market or promote its
brand image that have contribute in adding new customers within firm. Thus, research proposal
will be focusing on study about why it is crucial for enterprise to adapt to new technologies in
order to gain competitive advantages and fulfil requirements of customers in retail sector of
United Kingdom. Research proposal will explain about different method used to collect and
analysis data so that better outcome can be find and used by number of individuals for respective
purpose.
Aim
The main aim or purpose of conducting research is to identify role played by Digital
marketing in retention of maximum individuals within organisation.
Research Objective
 To understand impact or influence of Digital marketing on end users.
 To evaluates method that can be used to promote use of Digital marketing for customer’s
satisfaction level.
3

 To analysis key challenges that are faced by manager in using digital media.
 To suggest major steps that can be taken by enterprise to make use of Digital marketing
to earn higher profit margin.
Rationale
Research on impact of Digital marketing is important as it company in understanding
new ways that they can meet customer’s expectancy or enhance their journey and experienced.
Thus, through study many companies are able to know the way they can create loyal customers
for organisation. Use of Digital marketing in retail sector is one of the most recent trends that
have helped in providing qualitative and seamless experienced to numerous individuals that are
living in society (Ruan and Siau, 2019). So, study of different method or impact of Digital
marketing will helps in growth and expansion of organisation in competitive environment. This
research proposal will be important for management, senior executives, and employees working
in retail industry (7 Digital Marketing Career Challenges and How to Overcome them, 2020).
Research questions
 How does Digital marketing contribute in customer’s satisfaction?
 What are different methods that are used by company to maximise use of digital media
in order to enhance customer’s satisfaction level?
 What are major challenges related to digital marketing that have to be faced by manager?
 What improvement needs to be made by organisation to adapt to Digital marketing?
4. Research methodology
It can be termed as systematic approach, techniques and procedure that are used by
researcher to identify, select and analysis numerous data and information about specific topic. In
another words, research methodology can be said as the way research will be conducted so that
desired aim and objectives can be achieved. Thus, research methodology will define the way
scholar have collected and analysed data in order to find particular outcome.
Research Type: There are two types in which research can be conducted by scholar i.e,
qualitative and quantitative to gathered relevant information. Qualitative research focus on
gathering information on textual data thus based on exploratory nature. On the other hand in
quantitative research facts, figure and numerical data are used to collect information. Scholar
will make use of qualitative research type to collect data related to impact of Digital marketing
on satisfaction level of customers (Research Methods: What are research methods?, 2019).
4

Research approach: It describe about detailed steps or procedure that are used to collect,
analysis and interpretation of information so that it can be further used by numerous people.
Research approach is further classified or divided into two types named as deductive and
inductive approach (Minculete and Olar, 2018). Deductive research approach state set of
hypotheses that are used in research are either rejected or approved thus involve steps like
Theory, Hypothesis, observation, confirmation/ rejection. Whereas inductive approach is just
opposite as it is not based on hypothesis and generally start with aim, objective and research
questions. The researcher will make of inductive approach to procedure research or interpretation
of information for particular outcome (Research Approach, 2019 ).
Research design: It describe about method or techniques that are used by researcher to gathered
information or its is a type of plan that is mainly used to answer research questions. It contain
blueprint of the way data is collected, analysed and measured thus it helps in ensuring that
evident gained helps in resolving key problem or effective understand outcome of research.
Research design is broadly classified into two qualitative and quantitative (Research Design:
Definition, Characteristics and Types, 2019). Scholar will make use of qualitative research
design to deeply understand about specific topic i.e., impact of Digital marketing on customers
satisfaction level.
Research Philosophy: It can be stated as belief that is used to gathered, analysed and used data
for different purposes that mainly consist of Positivism and Interpretivism approach. There are
several set of belief and assumptions that are used by researcher while gathering and interpreting
information so that it can be used by number of individuals. Positivism is mainly depend on
quantified observation that lead to statistical analysis of data and information. Thus, it stated that
no human interest is involved in study that means researcher is independent. On the other hand
Interpretivism takes human interest into consideration while studying on particular topic so in it
researcher thinks that access to reality is through social construction like shared meaning and
language. Therefore, scholar has planned to make use of interpretivism research philosophy out
of both in order to gather accurate data and information for research.
Data collection: It briefly describe about method or techniques that are used to collect relevant
information related to influence of Digital marketing on customers satisfaction level and growth
of organisation. Primary and secondary are two common sources from which researcher are able
to gathered sufficient information or data to study in depth about topic. Primary is first –hand
5

method to collect data like interview, personally conducting survey to know or collect
information. Whereas in case of secondary, several books, journal and magazines are used by
scholar to gathered information or to get to know the way Digital marketing have contributed in
making customers happy and satisfied. Therefore, researcher will make use of both secondary
and primary method of data collection to get valid and reliable information.
Participants: It describes about number of participants or respondent that are taken by research
to collect data thus scholar have planned to conduct survey by interview management, employees
and customers of Sainsbury. So, total 30 participant or respondent will be taken by researcher to
know their point of view and understand the way Digital marketing have contribute in fulfilment
of customers requirements and growth and expansion of business in external environment.
5. Validity and reliability
Scholar will make sure that it takes information for valid and reliable sources whether it
is websites, book or magazines so that it can be trusted by maximum number of individuals. The
information gathered from different sources is perfectly citation so that users can easily rely on it
and make use as per their requirements and needs. Scholar have also planned to take prior
approval or consent from participants that they are ready to provide or share relevant information
so that research can be made fruitful and end outcome can be gained (Impact of Digital
Marketing on Businesses, 2020). Thereby, scholar will make use of all steps that enhance
validity and reliability of research so that it can be further used by companies to gain competitive
advantages.
6. Data analysis
It is systematic process or use of several statistical techniques in order to analysis and
evaluates relevant data thus included transforming, cleaning and modelling data so that it can be
used by management for making better business decision. SPSS and Thematic analysis are two
different methods that are commonly used to analysis useful information. So, researcher in
context of analysis of information related to impact of Digital marketing on customer’s
satisfaction has decided to make use of thematic analysis (Digital Marketing Agency, 2019 ).
Thus, it will make several themes, bar graph and provide brief illustrated of information so that
users can effective understood and make use of data as per their needs and requirements.
6

REFERENCES
Book and journals
Ruan, Z. and Siau, K., 2019. Digital Marketing in the Artificial Intelligence and Machine
Learning Age.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.
In International conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69).
Sciendo.
Online
Digital Marketing Agency, 2019. [Online]. Available Through: < https://revive.digital/blog/the-
11-types-of-digital-marketing/ >.
7 Digital Marketing Career Challenges and How to Overcome them, 2020. [Online]. Available
Through:< https://hafizmuhammadali.com/blog/digital-marketing-career-challenges-to-
overcome/ >.
Impact of Digital Marketing on Businesses, 2020. [Online]. Available Through:
<srvmedia.com/blog/impact-digital-marketingbusinesses/#:~:text=Digital%20marketing%20has
%20had%20a,the%20traditional%20ways%20of%20marketing.&text=The%20digital
%20marketing%20world%20is,content%20from%20the%20brand%20regularly.>.
Research Methods: What are research methods?, 2019. [Online]. Available Through:<
https://libguides.newcastle.edu.au/researchmethods#:~:text=Research%20methods
%20are%20the%20strategies,different%20tools%20for%20data%20collection.>.
Research Design: Definition, Characteristics and Types, 2019. [Online]. Available Through:<
https://www.questionpro.com/blog/research-design/>.
Research Approach, 2019. [Online]. Available
Through:<https://research-methodology.net/research-methodology/research-approach/>.
7