Analysing Brand Loyalty as a Driver for Digital Change in Morrisons

This report examines the concept of digital workplace transformation, focusing on Morrisons supermarket and how brand loyalty and customer satisfaction act as key drivers of change. It analyses digital workplace transformation in Morrisons, evaluates how brand loyalty and customer satisfaction drive the move to a digital workplace, and explores challenges in this process. The report covers project management aspects like WBS and Gantt charts, provides a literature review of relevant concepts, details the research methodology, presents findings and data interpretation, and offers recommendations and a conclusion. It also acknowledges the limitations of the research and includes a reflection on the process.

Managing a Successful
Business Project
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Table of Contents
Introduction......................................................................................................................................3
Project aim and objectives ..............................................................................................................3
Project management plan ................................................................................................................3
Work break down structure .............................................................................................................4
Gantt chart........................................................................................................................................5
Literature review .............................................................................................................................8
Examine the concept of digital workplace transformation in Morrisons...............................8
Brand loyalty and customer satisfaction as key drivers of digital workplace transformation:9
Discern the challenges that occurs in Morrison while transforming in digital workplace...10
Research methodology ..................................................................................................................12
Findings and data ..........................................................................................................................14
Data interpretation.........................................................................................................................16
Findings and discussion.................................................................................................................26
Recommendation...........................................................................................................................27
Conclusion.....................................................................................................................................28
Limitations of this research............................................................................................................28
Reflection.......................................................................................................................................28
References .....................................................................................................................................30
Books and journals...............................................................................................................30
Appendices ....................................................................................................................................32
Project logbook.....................................................................................................................33

Introduction
Digital workplace transformation is a concept which businesses use to change their
organisation from more traditional approach to modern way. Here company uses digital
technology like computer, network, devices and software to interact with the world. By using
this in there organisation jobs are made easy and interesting. They also help in achieving
objective in more effective and efficient manner (Acosta-Prado and Tafur-Mendoza, 2021).
Digital workplace transformation also help in increasing brand loyalty and customer satisfaction
as using technology helps in solving queries and also offer online ordering to the buyers
(Romero and Fitz., 2021). Artificial intelligence are used by the organisation to so that they can
expand their operation. In the current report Morrisons company is been chosen to see the
impact. Morrison is a supermarket brand in united kingdom. It's headquarter is in Bradford, West
Yorkshire, England. The organisation is founded in 1899. Farmers boy ltd, Nerrock ltd and many
more are it's subsidy.
Project aim and objectives
Aim: "To analyse the way brand loyalty and customer satisfaction can act as a key driver of
change for digital workplace transformation." A study in Morrisons.
Objectives:
 To analyse the concept of digital workplace transformation in Morrisons.
 To evaluate the way brand loyalty and customer satisfaction acts as a driver of change
towards moving to digital workplace transformation.
 To understand various challenges arising in the process of digital workplace
transformation in Morrison’s
Project management plan
Project management plan is a kind of official document which contain information about
the project in more formal manner. The document contain vital information about the activities
to be performed, resource allocation and manpower requirement so that research can be done
effectively. Some of the aspects included in it are scope, quality, cost, time, risk etc.
Milestone: The milestone includes some of the stages of project management plan. These are
starting with project initiation which includes aim and objectives, monitoring includes project
management plan, Gantt chart and WBS, then execution phase include primary and secondary
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research. As the current research is associated with analysing the extent of brand loyalty and
customer satisfaction helps an organisation to manage digital workplace transformation. In this
manner using Gantt chart and WBS all the activities can be added to the project in appropriate
manner so that research aim and objectives can be attained.
Scope: Implementation of digital tools and technique in the organisation help in maximising the
profit and also enhancing the employee efficiency toward productivity. This also helps in bring
more loyal customer and enhance their satisfaction level (Andreevna, 2021). The scope for this
research is wide as information within this research would be helpful for manage aspects of
digital workplace transformation.
Cost: it is very important factor while conducting a project. Decision made by Morrison is based
on this. It is more important for organisation to maintain their cost of fund by taking proper
support by investor. For completing this project, project manger will required the amount of €
250. Using such costs this would be helpful for the research to execute in appropriate manner
along with attaining research objectives in prominent manner.
Time: It help in assisting organisation to complete project on time and then gain competitive
advantages from it. It is very important for Morrison to acquire technology on time so that
efficiency can be increased and compete in good way (Buhalis and Park, 2021). The time
duration required in the current research is 63 days in which all the activities to the research can
be executed.
Quality: Quality within project management plan is related with gathering of appropriate
information which would be helpful in executing the research in easy and effective manner.
Quality information includes gathering of information from different sources such as quantitative
and qualitative (TSaikiran and Ali., 2021). Using both of these methods researcher may acquire
significant information to the research in which aim and objectives within research can be
attained.
Work break down structure
WBS is used to manage the activity of team work by organising in more systematic way.
It is used in complete project where multi step is to be taken to complete the task. It is hierarchy
structure in the tree format that highlights the projects and then break it into roots (Soybelli,
2021).

Gantt chart
It is a project management tool which helps in planning and scheduling projects of all sizes .
(Sedalo, Boateng and Kosiba, 2021).
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Literature review
An overview of past research that was published is known as literature review. In this
section of research, the topic which is selected the researcher try to gain more information by
studying the past reports. Through this a gap between the current study and the past information
are found out. Sources of past data are books, journal, magazine and online sources.
Examine the concept of digital workplace transformation in Morrisons.
According to Chepkoech (2021), Digital workplace means align all the activities of the
organization together by the use of electronic technology. Here all the work that is done by
machines, employees and other business task are done through network. Here work is shifted
from analogy to digital. If the organization changes there workplace by transforming it into
digital then the operation of the company will be improves in more effective manner. Digital
transformation create a new business by changing the environment of the company. Morrisons is
the super market store changing there traditional way of doping work into more modern way
helps them to satisfy their customer highly. High quality digital workplace will help the company
by linking its sales, product, marketing and finance department, so that all the operations can be
interlinked and work can be done smoothly (Zimmer, Baiyere and Salmela, 2020). By installing
software or technology in the store it helps the staff to execute their work easily. There are three
term which make digital workplace a easy concept they are Cloud service, Artificial intelligence
and the mobile device. By using these technology organisation can diversify their work and also
remove the barriers of geographical location. By suing this work can be don 24 *7 and also all
the information can be accessed when ever the employee wants. Some of the digital initiatives
taking by Morrison in the workplace are:
1) Reduce the use of paperless work, by using technology now they are directly sending the
bills on customer network devices. Employee do not need any id to scan while entering in
the workplace they thumbs are now used for verification.
2) Use of cloud sharing software to transfer information within the organization. With the
help of electronic archive concept the important information are been secure and
interconnection of department is also made easy.
3) Online ordering is also been made possible, customers can order grocery online and the
employee can also be aware to whom to deliver and what to be packed.

With the acquisition is this concept in the culture ambiguity is also reduced. They are also
cutting there unnecessary cost. Digital workplace initiates also help the business to visualize and
analyse their business in more effective and efficient way (Fletcher and Griffiths, 2020).
Employee retention in the Morrison also increases as they are getting environment which is less
riskier and doing work is also easy over there. Interacting with the customer and solving there
query is also done through using digitalisation.
Brand loyalty and customer satisfaction as key drivers of digital workplace transformation:
As per the opinion of Cook, and Sadeghein (2021), Digital workplace has changed the
habits of customer. The buying habits and purchasing power is increased while going digitally.
Mobiles, apps, software, website etc. has increased the concept of brand loyalty. Customer
satisfaction is define as a technique which is used to measure how happy the buyer are with the
company product and services which force them to become the loyal for the particular good.
New technology and network: New technology and methods are regarded as major
drivers of digital workplace transformation. The opportunities for the business to gain the market
and increase loyal customer are at peak. There are various way through which brand loyalty can
be a driver with the digital change in the workplace. Foremost driver is satisfying their customer
with the technological advancement (Vogelsang and et. al., 2019). In this they can solve the
customer query, support them with the service they need, in efficient and effective way. With the
help of adopting new technology and networks into the business this would be easier for the
organisation to acquire higher brand loyalty and customer satisfaction as competitors can be
managed and at the same time digital transformation can be developed in the premises as a good
practice.
Customised gateway: Organisations design their own gateway which helps the customer
while buying any goods and service from that. Chat boot is made and developed so customer
problem can be solved instantly (Kataria and Saini, 2019). This can also help the in making a
strong relation with their buyers and boost their morale towards the business. Mail generating
techniques will also help to build brand loyalty as the purchaser get to know about the offers and
discounts of the company. The next aspect is building the trustworthiness environment. Trust of
the consumer plays a major role is developing the brand loyalty, which drives digital
transformation. In this business need to gain the trust of both the employee and the buyers. They
should provide remote working to the workforce in the time of uncertainty which will help them
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to increase their productivity, if better working environment is provided then they can fulfil the
needs and wants of the customer in desirable manner which built the trust of the buyer and boost
their loyalty more (Kim, Kim and Holland, 2018). Using such method this could be easier for the
organisation to manage digital workplace transformation and at the same time attain higher level
of satisfaction from customers as well.
Social change: Social change is regarded as adaptability of customers in terms of any change
which is exerted by the organisation. When customers are highly positive towards adopting
various social changes then this leads the business to retain their customers for longer duration of
time (Faina and Almeida, 2020). Brand loyalty is helpful for the organisation in introducing any
change within their business functions as customers are loyal and they would not be switching
from one brand to another.
COVID-19 is another driver, which influenced organisations to adopt digital
technologies. In the recent time the business face the challenge of working from offices or
physical locations in the pandemic. Therefore, they were facing issues in terms of maintaining
customer satisfaction. This is another key concern why organisations recently adopt workplace
transformation (Cozmiuc and Pettinger, 2021).
Increased customer experience: In today's world what customer seek is the organisation
treat buyer as an individual and increase their experience in unique way. So by the use of digital
technology business are storing information of the buyer and on special occasion like birthday or
any festive wish them through message and email (Haddud and McAllen, 2018). By doing this
loyalty increases. Connected with buyers and society is the great source to enhance brand loyalty
and this can only be done while using digital platform to enhance customer experience. Digital
transforming the workplace is a trust worthy approach to higher brand loyalty. Customer
experience is regarded as an another key driver of digital workplace transformation as the major
objectives of adopting such tools is related with gaining customers and their attention as well.
Using such tools of digital workplace this would be easier in providing higher customer
satisfaction and customer retention as well.
Discern the challenges that occurs in Morrison while transforming in digital workplace
According to Cozmiuc and Pettinger (2021), While transforming the entire working of
the business through the use of digital technology is not an easy way. There are various
challenges that company faces during moving towards using of technology while working.

 Lack of IT skills: while working through the use of computer gadgets and network it is
important to posses some IT skills. If the employees does not know how to operate their
it will become a problem for them. Morrison also faces this problem where the employee
posses less skills of IT. They have less skilled workforce, so before adopting this
technology they need to trained their employees so that they can work digitally. They
were trained so that any cyber threat can be removed.
 Resistance by employee: In the initial stage of the transformation employee resist to
work in that environment because they feel more comfortable with the past surrounding.
Comfort zone was more on that. Many employees feel that working through technology
is more riskier and required more knowledge (Demir, 2019). Some employee also think
that their job will be at risk if all the operation can be done through machines.
 Complex environment: This is one of the most dangerous challenge while working on
networks because it create more complex environment. Digital technology involves using
of various software by different department and then linking these software with each
other. Interacting each other and making work easy is a complex strategy were a
expertise is required so that they can make work simpler. Understanding technology and
working on it is different, proper knowledge is needed. So Morrison also face this
challenge as they are required to link their sales, product and finance department each
other.
 Uncertainty: Businesses are uncertain as the environment keeps change. So while
working digitally Morrison also face the problem of uncertainty. Handling uncertain
problem make digital workplace a quite riskier approach. Finding solution and coping
with uncertain threats are not easy if the work is done with the use of network and
devices.
 Digital insecurity: the threat of getting information leak is the biggest challenge in
Morrison. Data security is the main concern as all the detailed regarding customer,
product, finance is stored there (Kazim, 2019). Morrison also has fear that if the digital
transformation becomes a threat that all there information gets leaked then.
Research methodology
Research methodology is define as using a specific process that will help the researcher
in identifying, analysing and interpreting the data of the chosen topic. In the research. The
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chapter methodology help the researcher in collecting the information that will be valuable and
reliable. This part allows to gather data in a more clear and precise way. It help in justifying the
information by using onion framework (Fernandes and Pires, 2021). There are two type of
methodology, Quantitative and qualitative. In the given topic the quantitative methodology will
be used as the information that will be collected will be quantity in nature.
Research philosophy:
It is referred as a set of belief that focused on the nature of reality of the topic.. this is
used to achieve the goal by viewing the characteristic of the study. In simple term it allow the
researcher to know the values and principle that will be used in a particular topic to gather
information. While making the research report there are three types of philosophies: ontology,
epistemology and axiology (Humphrey., 2021). In this study Epistemology will be used as it is
more scientific in nature and help in collecting data without any doubt. There are three types of
Epistemology philosophy: positivism, interpretivism and realism. In Epistemology, positivism
will be used so that main focus will only be in collecting numeric data within limited time.
Research approach:
Research approach is a process that help to interlink the investigation and evaluation of
information that assist in achieving the pre-defined objective of the topic. They are mainly of
three types deductive, inductive and adductive. Deductive approach is when evaluation is of
numeric data whereas inductive is used when data is in the form of quality and this data is to be
evaluated (TKrajnović, Vrdoljak Raguž and Perković, 2021). Adductive is the combination of
both the approach. In the present report deductive approach will be selected as the data that will
be gather is in number and collection is based on quantitative information. This will help in
achieving aim in more systematic way.
Research strategy:
Research strategy is a procedure that researcher uses to conduct it research. The strategy
help in focusing on best strategy that will be used to collect information in more proper way.
Research strategy is classified into different types that are action research, archival research,
grounded theory, experimental, survey and case study (Liao and Wang, 2021). By seeing the
current research, researcher has used survey strategy because it is directly linked with deductive
approach. Through this strategy information is collected in numeric format. This strategy is more
economical in nature and is capable of gathering data from large number of respondent.