University Dissertation: Tesco Brand Loyalty and Marketing

This dissertation investigates the impact of relationship marketing on brand loyalty at Tesco, Enfield, UK. The research explores the factors influencing relationship marketing and brand loyalty, utilizing Keller's brand equity model. The study employs a mixed-methods approach, including survey questionnaires and interviews, to analyze the relationship between marketing strategies and customer behavior. Key objectives include identifying the effects of relationship marketing on brand loyalty, evaluating Tesco's approaches to enhance customer trust and satisfaction, and recommending strategies to improve marketing effectiveness and generate higher revenue. The analysis reveals a positive correlation between relationship marketing and brand loyalty, with recommendations emphasizing the importance of maintaining strong customer relationships and applying marketing mix elements. The dissertation covers the research background, problem statement, aim, objectives, research questions, and hypothesis, along with a comprehensive literature review and detailed methodology.