Research Project: Digital Marketing Impact on Tesco Customer Services

This research project investigates the impact of digital marketing on customer service within the retail sector, using Tesco as a case study. The project begins with an acknowledgment, table of contents, background information on digital marketing's role in business, research questions, objectives, and hypotheses. It then delves into a comprehensive literature review, exploring the reasons for digital marketing implementation, its importance for business growth, and the interrelation between digital marketing and business performance. The methodology, data collection, and analysis are presented, followed by recommendations on how Tesco can leverage digital marketing to enhance customer services. The project concludes with a reflective section, references, and appendices, including the research proposal, action plan, questionnaire, and ethical form.

RESEARCH PROJECT

Acknowledgment
I am grateful to all of those with whom I have had the pleasure to work during this and
other related projects. Each of the members of my Dissertation Committee has provided me
extensive personal and professional guidance and taught me a great deal about both scientific
research and life in general. Nobody has been more important to me in the pursuit of this project
than the members of my family. I would like to thank my parents, whose love and guidance are
with me in whatever I pursue. They are the ultimate role models. As my teacher and mentor, he
has taught me more than I could ever give him credit for here. He has shown me, by his example,
what a good scientist (and person) should be.

Table of Contents
BACKGROUND OF THE RESEARCH.........................................................................................1
RESEARCH QUESTIONS.............................................................................................................1
RESEARCH OBJECTIVES............................................................................................................1
HYPOTHESIS.................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGIES.................................................................................................7
DATA COLLECTION ANALYSIS..............................................................................................11
RECOMMENDATION.................................................................................................................19
REFLECTIVE................................................................................................................................20
REFERENCES..............................................................................................................................22
APPENDIX....................................................................................................................................25
RESEARCH PROPOSAL.............................................................................................................25
ACTION PLAN.............................................................................................................................28
QUESTIONNAIRE.......................................................................................................................31
ETHICAL FORM..........................................................................................................................33

BACKGROUND OF THE RESEARCH
In every business, digital marketing helps to make innovative results and outcomes with
digitalised services. In this regard, communication methods are also improved with deliver
economic market message. Different small businesses receive more customers' feedback with
electronic communication methods (Huang, Henfridsson and Newell, 2017). Small business
owners are considered digital marketing implementation which assists to reduce costs and enable
to automate back office functions and record keeping in real time development. In addition to
this, digital marketing also increases security in the environment for consumer information and
outcomes on mobile and other telecommunication tools. Apart from this, software programs are
developing that user friendly and allow business owners to implement creative tools and features.
Marketing helps to create advanced results and improve communication process as well with
quick responses. Hence, it involves websites, apps, etc. which facilitate effective results. Along
with this, it provides dramatically changes to the traditional business model in a systematic
manner (Kanstrup, Bertelsen and Nøhr, 2015). To consider the study of digital marketing
improvement, it can be stated that it is a useful perspective to gather several activities. In
addition to this, it also performs functions and operations to reduce the cost and increase positive
results (Matt, Hess and Benlian, 2015). Therefore, Tesco is able to increase their features and
develop more effectiveness at workplace. The present study helps to focus on the small business
need to develop effectiveness and ascertain more productivities in it. In addition to this, it is
creates infarction among the different people with developing certain opportunities. Cross up
selling also make smarter work in the business environment which encounter to know about the
high growth in the business. With the help of takeaway activities, it has been seen that creativity
also developed at workplace to focus on the customer service activities (Preist, Schien and
Blevis, 2016).
RESEARCH QUESTIONS
How can Tesco use digital market to increase customer service?
What is the importance of the digital marketing in customer services increment?
RESEARCH OBJECTIVES
 To find reasons for using digital marketing to influence customer service
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 To evaluate importance of digital marketing and customer service for growing business
performance in Tesco To recommend way Tesco would use digital marketing to increases customer services
Aim: To analyse impact of digital marketing on customer services in retail sector business – A
case study on Tesco
HYPOTHESIS
Hypothesis 0: digital marketing not increase positive customer services of the Tesco
Hypothesis 1: digital marketing increase positive customer services in Tesco
Hypothesis 2: digital marketing and positive customer services is not important to increase
effectiveness of enterprise
Hypothesis 3: digital marketing and customer services is very important to increase effectiveness
of enterprise
LITERATURE REVIEW
Reasons due to which digital marketing is implemented in business
In addition to this, Baller, Dutta and Lanvin, (2016) implement their views that digital
marketing implementation in business also required to manage resource management. Therefore,
same communication technologies make changes in the process to restructure the work. Single
operator deploy their different resources in all over the environment. Hence, it increases higher
reliability and lower fails in the business. Legal issues are also solved to considered positive
impact on the small business activities. On the other hand, Joda, Ferrari and Brägger, (2017)
argued that labour saving is most significant emerging marketing which helps to make changes
in order to work. In the systematic work performances, communication directly considered with
one another in the business. Therefore, it will assist to implement creative programs in business.
Most promising field of the young workers considered computer programming and coding as
well. Hence, there are more than 25 million people working in global environment which is
nearly performed several functions to reprogram themselves.
Importance of the digital marketing for growing business performances in Tesco
There are rare medium exist that can reach towards the large audience. Success growing
is the major aspect which helps to develop rapid attribute to adopt new digital marketing.
Communicating with several people requires right time and place so that effectiveness will be
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developed in systematic way of environment. There are several ways where advertisement could
be considered through digital technologies such as malls, cinemas, supermarket, stations, etc. It
is the relevant place which create and maintain connection with audience need.
In respect to develop the medium, Goldfarb, Greenstein and Tucker, (2015) considered
their views that marketing also develop potential aspects in the business environment. In this
aspect, brand awareness developed easily in Tesco. Relevant placement also create connections
which requires among the audience. It helps to encourage consideration and activate
conversation to implement mobile marketing. Phenomenal growth of the digital marketing
considered several kinds of advertisement in business. It helps to react instantly and breaking
news as per weather conditions and media events. It will help to make systematic work
performance to deliver ability towards the social outcomes.
On the other hand, Weill and Woerner, (2015) stated that in today's time digital era
considered more importance to make successful results. In this way, marketing mix and other
characterised activities increases effectiveness in the large coverage to attain awareness for
business development. There are several methods exists through digital marketing could be
applied in the business environment. Hence, it increases advantages of media advertisement in
UK. Digital transformation also create innovation in all over the world. When business get
productivity, they are able to traced organisation ability in systematic manner. Successfully
operations and functions develop in the overall strategy to ensure business success. In addition to
this, Patel and O'Kane, (2015) also stated that the company able to perform several functions and
operations to make true success of the company. Automation process drive to make faster
communication with strategy which enhances priorities with greater completion rates. Business
productivity software design efficient process to considered optimal results.
According to the views of Gibson, Ostashewski and Knight, (2015), advanced marketing
helps to the chosen business to consider more customers in the business. Therefore, it will assist
to looking towards the more creative performance at workplace. It will assist to perform several
functions and operations in the business unit. Therefore, Tesco is able to attain more profits and
revenue in the enterprise. It helps to concentrate on systematic analysis and looking towards
business development to attain significant advancements. Furthermore, Kanstrup, Bertelsen and
Nøhr, (2015) explored their ideas and views that customers' attraction is the essential element to
develop more profits and revenue. Therefore, it will assist to looking for the business
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development with creativity. Therefore, targets and goals will be developed through concentrate
on the effectiveness that ascertained with the advance activities at workplace.
Interrelate digital marketing and business performances in UK
However, Matt, Hess and Benlian, (2015) considered their views that digital marketing
helps to maintain relationship among customers and attain creativity at workplace. This is
because, online relationship set standards in the whole enterprise to produce systematic activities.
In this way, consequences of the good online customer relationship considered that making rest
of the effective relationship. In order to set targets and goals, digital marketing increasing
performance and operations. It helps to increase profitability and performance of the company
through they can focus on their aims and objectives in systematic manner.
In order to take views of Signori and Flint, (2016), it can be interpret that digital customer
relationship not bring the replacement for quality. It helps to start and promote right
compromised situation to increase online relationship. In this way, standards set for the whole
business through consequences considered determine relationship deceiving. Further, digital
marketing also bring competitors to define terms of the service quality and reach towards the
profitability. Collaborative side of the digital marketing increases concerning which correlate
social transformation in the bottom line. It could be found for the profitability, costs, etc.
recurring bad situations could be assess to perform several elements in the business environment.
Digital transformation make better mobilising the assets which is important to pulled and take
different activities. Beside this, Gibson, Ostashewski and Knight, (2015) stated that there are
several elements exist in the business that grow financial perspective, customer perspective,
internal perspective and learning and growth perspective. It impacts positively on the human,
information and organisation capital. Process designed to considered leverage in the company.
Therefore, process includes culture and implementation of matter of leadership. Digital and old
leaders trying to considered their functions as digital. Design of production system includes
management model and production system which implement right practices to achieve top class
results.
Recommends ways through use of digital marketing increases in the selected business
According to the Giménez, Özcan and Pradíes, (2015), there are several ways exist
through digital marketing could be applied in the business. In this consideration, in small
business there are several areas in which productivity improves through aims and objectives
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accomplish. In order to become more competitive, business need to include operating
environment through they can find opportunity to deal with different areas of the operations. It
includes political, economic, social, technological, environmental and legal. According to the
market trends and activities, they should determines their strategy. As results, capability of the
business align in the environment. On the other hand, Niehaves and Plattfaut, (2014) give their
view that align corporate strategy is the important perspective in the Tesco which enhances their
productivity and attain desired goals as well. In respect to considered comparative things, it has
been seen that possible changes are implemented to understand and create impact on the
strategies. Incorporate changes could be take place with development of the measurement of
business progress in systematic manner. In this way, firm can develop their creativity through
concentrate on the strategies which make high productivity at workplace. Monitor and
measurement of the progress develop effectiveness for results that undertaken on the basis of
work done by business management.
In contradicting, Karimi and Walter, (2015) said that creation of the benchmark is the
main element which increases productivity opportunity at workplace. In this way, internally and
externally same sorts of comparative things developed to make more productive results at
workplace. In this way, the chosen business need to identify possible changes and understand it
to measure its effectiveness. Incorporate changes helps to look towards the progress results in
systematic way. Therefore, effectiveness developed for working in systematic manner at
workplace. In addition to this, García-Peñalvo and Kearney, (2016) incorporate their ideas and
views that organisational capabilities helps to understand business culture and take holistic
approach in systematic way. It is the excellent tool which helps to focus on the alignment of
business environment, strategy, management preferences, resources and organisational
capabilities. In the business, another recommendation could be implemented as considered key
performance indicators which define systematic results. Well-defined activities also take place in
the selected business to attain creativity.
According to the views of Kanstrup, Bertelsen and Nøhr, (2015) there is a positive
relationship in between customer services and digital marketing of Tesco. This is because; it will
help to understand the tools and techniques that assist to implement to attain desired goals and
objectives. As per the creative consideration, the chosen business will be able to develop their
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understanding towards the same innovation and creativeness. As results, it helps to concentrate
on the benefits that are related with customer attraction.
To focus on the views of Huggett, (2015), powerful CRM could be implemented at
workplace with considering several advantages in business. This is because; it includes track on
the digital customer services which need to look towards the optimise efficiency and develop
creativity as well. Furthermore, it also focuses on the growth of the enterprise that assists to
make sure that goals and objectives will be gain to focus on the customer needs and requirement.
More flexible activities also develop at workplace that looked to implement creative activities at
workplace. However, Sinclair, (2018) generated their views that intelligent routing activities
determines in the business which could be applied with the consideration of the operating peak
efficiency. It assists to look towards the priorities which help to focus on the human services
long term relationship. In this way, believe also developed that assists to grow ROI with digital
customer services at workplace. Training also helps to focus on the development of revenue to
get more loyal customers in the business environment.
In respect to considered comparative things, it has been seen that possible changes are
implemented to understand and create impact on the strategies. Incorporate changes could be
take place with development of the measurement of business progress in systematic manner. In
this way, firm can develop their creativity through concentrate on the strategies which make high
productivity at workplace. Monitor and measurement of the progress develop effectiveness for
results that undertaken on the basis of work done by business management.
In contradicting, Karimi and Walter, (2015) said that creation of the benchmark is the
main element which increases productivity opportunity at workplace. In this way, internally and
externally same sorts of comparative things developed to make more productive results at
workplace. In this way, the chosen business need to identify possible changes and understand it
to measure its effectiveness. Incorporate changes helps to look towards the progress results in
systematic way. Therefore, effectiveness developed for working in systematic manner at
workplace. In addition to this, García-Peñalvo and Kearney, (2016) incorporate their ideas and
views that organisational capabilities helps to understand business culture and take holistic
approach in systematic way. It is the excellent tool which helps to focus on the alignment of
business environment, strategy, management preferences, resources and organisational
capabilities. In the business, another recommendation could be implemented as considered key
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performance indicators which define systematic results. Well-defined activities also take place in
the selected business to attain creativity.
Michie, Balaam and Morrissey, (2018) stated that customer interaction is the forefront in
the marketing as that of e-commerce. Therefore, advanced results could be considered to focus
on the brick and mortar for business development. With creating several benefits, the
organisation can develop their effectiveness to look towards further expansion.
RESEARCH METHODOLOGIES
In order to analysis the outcomes with consider proper research, it is important to look
towards the primary and secondary tools that assists to meet with effective results at workplace.
With this consideration, following tools implemented in the Tesco enterprise to identify impact
of digital marketing:
Research philosophy
Research philosophy consider
belief in which data gather,
analysis and used. In this way,
generally two kinds of
Positivism
Positivism research philosophy
give rise to quantitative
methodology. It involves
collection of scientific data
Interpretivism
Interpretivism philosophy
consider subjective
interpretation to acknowledge
and develop effective results.
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Illustration 1: The Research Onion
(Source: Saunders, Lewis and Thornhill, 2012)

research philosophies exist that
can be used to carry effective
functioning such as
interpretivism and positivism.
These elements encompass
with stable, described and
objective point in the research.
that are based on measurement
and analysed with using
statistics to find in generalising
manner.
In the present research,
researcher implement
interpretivism research
philosophy that help to identify
proper outcomes with relevant
results.
Research strategy
There are several numbers of
research strategies exist in
front of the researcher to find
effective results at workplace.
In this way, different aspects
of the management included to
find useful results at business
environment. With the help of
the different strategies,
relevant results and outcomes
will be implemented at
workplace. Present research
based on the survey which find
on the basis of 20 employees
views in the business.
Quantitative
It is generally used to quantify
problem and issue with
generating numerical data.
These can be transform into
usable statistics. It is generally
used to quantify attitudes,
opinion, etc. variables. It has
been uses in measurable data
to formulate facts and uncover
pattern in research.
Qualitative
However, it is primarily
considered in exploratory
research. It is generally
underlying reasons, opinion
and motivations. It helps to
provides insight into particular
issue and develop idea on the
basis of hypotheses for
practical quantitative research.
Research design
Research design help to attain
more systematic work with
implement advance marketing
at workplace. It assists to look
towards the relevant
information which assists to
Descriptive
Descriptive research design
help to find useful information
with attain desired results at
selected business environment.
Experimental
In respect to consider research
design description, it can be
stated that there are different
methods from which
researcher select experiment
research design to find in-
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attain more systematic results
towards the aims and
objectives (Anney, 2014).
depth information towards the
business development.
Research approaches Survey
Survey is strategy that often
linked with deductive
approach so that it helps to
gather huge data with tests to
find casual effects and
comprises within several group
of people.
Interviews
Interview is considered as the
most common data collection
instrument for qualitative
research. Personal approach
also implemented in collected
data from the subject on one to
one and face to face
interaction.
Methodology In order to collect the data, there are two types of methods exist
such as primary and secondary. It will help to understand
relevancy and attain more desired functions to attain aims and
objectives (Pahwa, Abonyi and Naytowhow, 2015). In order to
collect data, primary information is gathered through
questionnaire so that fresh and effective information could be
placed at workplace to attain systematic work performance in
the business environment. Furthermore, secondary information
considered with implement both tools at workplace.
Techniques and procedures With the help of thematic analysis method, data could be
assessed at workplace to find relevant information at
workplace. Therefore, different themes help to understand the
effectiveness at workplace regarding business outcomes and
accuracy as well (Sessler and Imrey, 2015). In the present
report, data analysis is considered with ascertained thematic
analysis at workplace. Therefore, business is able to attain their
relevant results to develop effective learning.
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