Tesco Customer Engagement: Strategies for Retention and Advantage

This report examines Tesco's customer engagement strategy, aiming to identify ways to improve it for customer retention and sustained competitive advantage. The introduction provides a brief history of Tesco and the industry, outlining the study's purpose, aims, objectives, and research questions. A literature review explores theoretical perspectives, strategic models, and previous research findings on customer engagement and competitive advantage. The methodology section details the research design, data collection methods, and analysis techniques, including both qualitative and quantitative approaches. Findings from the analysis, based on primary and secondary data, are discussed, followed by recommendations for Tesco to enhance its customer engagement strategies. The report concludes with a summary of key insights and suggestions for future improvements. The study also considers ethical aspects of the research process.

To examine ways of improving Tesco's existing
customer engagement strategy to retain
customers and sustain competitive advantage

Executive Summary
Issues of Customer engagement and strategy are so many that affect the business policies
and functions. Accounting have got a lot of attention this past year for TESCO. Present study has
been based on issues or problems that company facing in Customer engagement, it is the term
that helps to described the balance among participants in the corporate structure who have an
interest in the way in which the corporation is run, such as executive staff, shareholders, and
members of the community. On the other hand, customer engagement is the most essential duty
that company needs to adopt by engage audience attraction, make customers more
knowledgeable, etc. Present study has been based on the customer engagement and long term
goals.

TABLE OF CONTENTS
1.0 INTRODUCTION.....................................................................................................................1
Brief history of the company and industry analysis....................................................................1
Purpose of the study aims and objectives...................................................................................2
Research Question ......................................................................................................................3
‘Brief Methods for the Study’.....................................................................................................3
2.0 LITERATURE REVIEW .........................................................................................................8
Theme 1: Theoretical perspectives/theories on customer engagement.......................................8
Theme 2: Strategic models on how customer engagement could be used to maintain or
achieve competitive advantage...................................................................................................9
Theme 3: Previous research findings on outcome of customer engagement and competitive
advantage..................................................................................................................................11
3.0 METHODOLOGY..................................................................................................................13
3.1 Discussing detail types of methodologies used in research Quantitative and Qualitative..13
3.2 Explaining the types of research techniques/Approaches...................................................13
3.3 Discussing the mean of data collection to cover sampling techniques, target population,
sample and so on.......................................................................................................................13
3.4 Data analysis and interpretation..........................................................................................14
4.0 Discussion and findings...........................................................................................................23
5.0 RECOMMENDATION ..........................................................................................................24
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................28
APPENDIX ...................................................................................................................................31

Final Report
1.0 INTRODUCTION
Brief history of the company and industry analysis.
Brief History of Tesco
Tesco is one of the British best multinational retail store that deals with different grocery
items such as supermarket, hypermarket and convenience products or services. Tesco is the third
largest retailer company in across the world. The food retailer Tesco has been stated that it had
overstated its half-year profits by £ 250m which has been raised question that company has used
inappropriate accounting policies (Governance issues at Tesco, 2018). This one issue that they
facing regarding Customer engagement and strategy (Rees and Smith, eds., 2017). Present study
will be focused on the issue of customer engagement and their strategies to overcome.
Customer engagement is the biggest issue these days in the corporations and business
firms. It is the issue of corporate strategy which consists of a set of decisions that define a
company’s basic orientation in order to achieve corporate strategies and goals. This also helps to
ensure the correct balance in between interests of all its stakeholders and organisation itself.
Present report will be based on Customer engagement issues that occur in TESCO. Study
considering customer engagement issues throughout the study and also collected some new
growth full strategies for maturation. In order to overcome from the issue of customer
engagement. As per the Tesco Annual report company adopts some strategies to get overcome
from the issues such as brand differentiated, reduce operating costs, maximize the mix to achiv a
3.5%-4.0% margin, innovation etc.
Tesco has been facing issues is customer engagement which is required to get solved by
the company by providing some essential strategical planning or new product development plan.
Overall, this issues affect the stability of the company in long time period which is not good for
the company reputation. For this present report get into the action to resolve those company
issues.
Customer engagement constantly increasing the to have a high profile in the UK.
Government provides best and effective services or policies to provides the best future
development. The main purpose of this study is to provide the wide range of effective policies to
make the best and leading source full policies for customer engagement. It is the most important
term in corporate world which develops the concept of customer retention or a strategic plan for
1

operations. It includes functions such as structure authority, balance responsibility and provide
accountability to stakeholders at all levels. It is essential to keep Customer engagement or
maintained the profitability with sustainability.
Purpose of the study aims and objectives
Major challenges that Tesco had faced into their career is customer complained
about the small portions sizes and short expiry dates products in 2009. In traditional conservative
customers failed to warm to the idea of self service checkouts. This is the another issue that
company faced during their business career. In that time, customer was expectation s from Tesco
would be like that company would focus on essential food and grocery items and low prices. As
per the author, good Customer engagement policy helps to make successful business that helps
business to sustained over the longer term. Moreover, Tesco provides the most prominent
services to their customer at best possible rate foe getting the good customer feedbacks. Apart
from that, it helps to discover the better services growth and best leading performing task.
Present study main purpose is to provide the effective Customer engagement policies for
Tesco to develop effective environment, fast services, innovation in brand products, fast
customer service etc. Organisation needs to maintained their relationship with external
stakeholders to get a high value for a business. Besides, importance of this Customer
engagement and strategy is also needs to take care of potential buyers, Tesco structure must be
incorporate a focus on its internal environment. Build a strategic relationship important for the
company to ensure long term success of the business including profitability.
So the main issue that Tesco has facing is customer engagement that needs to be resolved
by the company. The present study will help to reduced the issue of Tesco by providing solution
techniques and approaches. Due to avoiding the issues of customer engagement, company might
be facing long term customer dissatisfaction.
Aim: “To examine ways of improving Tesco's existing customer engagement strategy to retain
customers and sustain competitive advantage” Case study based on Tesco.
Research Objectives
 To identify the ways of improving Tesco existing customer engagement strategies.
2

 To ascertain the issues to examine the ways of improving customer engagement within
TESCO
 To recommend strategies to overcome from barriers of customer engagement and
governance issues.
Research Question
Q1. What are the ways of improving Tesco existing customer engagement strategies
Q2. How can Tesco improve its engagement with customers to improve customer retention?
Q3. What are the recommended strategies to overcome from the barriers of customer
engagement?
‘Brief Methods for the Study’
Research Philosophy here will talk about managing people in
Research philosophy is a vast concept that describes the topic in a detailed manner. It has
two types i.e. Interpretivism and Positivism. Interpretivism philosophy interprets elements of the
study and get involvement of human interest. On the contrary, positivism philosophy is based on
factual knowledge that comes from observation, measurements, etc. Present study will be based
on Interpretivism philosophy that helps to know more about the customer engagement and
provides the strategies and tactics to develop customer satisfaction approach by applying social
media platform.
Research Approach
Research approach is another significant element of research methodology which are
mainly of two types i.e. inductive and deductive. Deductive approach tests the validity of
assumptions in hand. Besides, inductive approach design helps to determine the better decision
making approach. Basically, inductive approach helps to contribute to the emergence of new
theories and generalisation. Present study uses inductive research approach to take the best
possible result outcomes and growth.
Research Design
Research design is the process to design the sysyematic structure to perform the research
steps. Research design is divided into two groups i.e. exploratory and conclusive. Exploratory
helps to explore the research into deeper manner. On the contrary, conclusive design implies to
3

generate findings that are practically useful in reaching at conclusion or decision making. Present
examination uses exploratory research design for making the study more realistic.
Data Collection
Data collection is the process of collecting information from all relevant sources. It helps
to find the answers, search about problem and gain research outcomes. This has been divided
into two types i.e. primary and secondary data methods. Primary method is again divided into
two techniques which are qualitative and quantitative. Quantitative technique is based on the
mathematical calculations in various formats. Quantitative method helps to measure data into
mathematical form with the help of mean, median and mode.
Secondary data collection method is closely related with the sources like internet, books
and journals that has been exit already by other researchers. Present study will use both primary
and secondary techniques to determine the facts of Customer engagement strategies. Through
company can make customer approachable strategies or development goals.
Data Sampling
Sampling is another research method that is helpful to select population members for
conducting the study. Due to high ratio of population, sampling method helps to resolve that
issue and matter of fact. Here, two types of data sampling methods are there i.e. probability and
non-probability. Probability sampling method is the process that helps to give equal chance to
everyone to participate in the study which includes, simple, stratified systematic methods.
Besides, Non probability includes quota method, purposive, snowball, etc. Present study uses
simple random sampling by taking 30 customers randomly of Tesco to undertake the data
regarding usefulness of Customer engagement.
Data Analysis
Data analysis is the method or methods that helps to analyse all data and the overall
process of analysing it. According to matter of fact, the main purpose of data analysis is to look
at what the data is trying to tell us. It helps to observe data by watching or observing collected
data properly. Besides, there are two types of data analysis methods i.e. qualitative and
quantitative. In qualitative research using interviews, focus groups and experiments etc. On the
other hand, quantitative method use mean, median, mode etc method to analyse data in
mathematical manner. Present study uses qualitative method to perform the whole study.
Ethical Considerations
4

Ethical consideration is one of the most essential elements of research methodology that
contains the method to protect research data or activities against uncertainties and goals. Ethical
considerations in research are critical, ethic norms or standards for conduct that distinguish
between right and wrong. It helps to know the difference between acceptable and unacceptable
behaviours. Ethical consideration protects the research from unethical implications. There are
some ethical principles which are mandatory for researcher to adopt while conducting research
such as researcher should not give any harm to participants in any ways whatsoever such data
protection, illegal source etc. Investigator also needs to give respect to the dignity of research
associates and take consent from all the participants prior to the study. Adequate level of
confidentiality of the research has to be ensured.
Time Scale
5

Activities Week
1
Week 2 Week
3
Week 4 Week
5
Week
6
Week
7
Week
8
Week
9
Wee
k 10
Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan
Submissio
n

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2.0 LITERATURE REVIEW
Theme 1: Theoretical perspectives/theories on customer engagement
Concept of customer engagement
Social media platform
Every organisation recently has been organised new launching Social media platform as
a theories programs to engage customers and measuring levels for customer performing. There
are several concepts which has been organised by company for their potential customers such as
new product development, new offers and discounts, provides the best customer services etc.
Customer loyalty
According to Pansari and Kumar, (2017) there are many roles of Customer loyalty is the
another form of engagement policy that helps in decision making company brand image, growth
in sales and long term customer satisfaction. Customer Policies includes all code of conduct
related to buying, selling, ethical rights towards, customers, vendors, employees and
shareholders. On the contrary, due to fails to adopt all ethical implications is getting affected the
reputation of Tesco.
As per the Jaakkola and Alexander, (2014) Establishing corporate strategy is the another
perspective of Customer engagement and strategy. Corporate structure of the company must be
clearly define the purpose or object of the company. If the Tesco aiming to get the customer
satisfaction and earn profit revenue. For that, Tesco needs to make strategic business plan,
strategic plans, financial allocations and proper input variables top get that goal. Besides, due to
negligence and improper functioning performances might be giving wrong impact on the
objectives or goals. Tesco has to acquire sufficient policies and ethical consideration to protect
future uncertainties situations.
As per the suggested So and et.al., (2016) monitoring investment decisions and capital
investments is the another role of Customer engagement and strategy which plays an important
role to measure the brand image of the company and to guide the prudent investment of funds to
maximize that income and returns. Investment decision making approach is more helpful to
develop the better leading performance goals.
In order to governance perspective, accountability while often focused on stock. The
main purpose of Customer engagement is to get the interest of buyers towards the company
9

product or service. With the helps of proper company policies managers of Tesco performs far
better work in proper disciplinary manner. Company can acquire several benefits from this
corporate policies. It helps to maintained employees in proper align manner, firms with good
Customer engagement models can find easier to attract productive financing because they
are perceived as being more accountable suggested by author.
As per the author argument on Customer engagement that. There are some drawbacks of
Customer engagement through which might be company facing hurdles and conflicts. Such as
customer low retention, low customer morale, dissatisfaction among buyers etc. There are so
many policies and legal compliances that different companies needs to adopt. Customer
engagement also impacting upon the image if company fails to implemented properly. As per the
author Customer engagement is also a tool of risk mitigation. According to Jaakkola and
Alexander, (2014) This process of risk mitigation can be a more fruitful for enhancing the
company market image in front of shareholders, investors, employees, customers etc. Customer
engagement play a crucial role to keep company honest and out of trouble. On the contrary, if
Customer fragment down, then company breaks its profit, lost customer interest, public image
and market reputation as well.
Customer engagement play a most crucial role for company growth a sustainability.
Tesco must be more attentive and creative for their potential customer. Keep focused on their
needs and wants. It plays a most crucial role to gaining comprehensive view of the journey, they
important to know about the company performance etc.
Theme 2: Strategic models on how customer engagement could be used to maintain or achieve
competitive advantage
According to author customer engagement is very useful to accomplished the company
objectives and goals into more appropriate manner. Overall, it helps to bring new managing
successful task full goal. This process can also help to produce company reputation and growth
through which company can easily create competitive advantage. It helps to create competitive
level fear for their competitors, employee motivation, company reputation etc.
According to Jaakkola, and Alexander, (2014), food retailer sector are always been faced
troubles in services. From last few months latter, Tesco admitted that it had over stated it's half
year profit by £ 250m, which raises the question against Tesco. The reason behind situation is to
implement inappropriate accounting policies. For Tesco, it becomes necessary to adopt
10

productive Customer engagement and strategy to make proper image in front of their potential
buyers. As per the author, in 2014 Tesco had no executive director with having good
experiences. This is the weakness behind weak corporate policies that impact negatively on the
company reputation. UK super market industry is dominated by big four organisations
Sainsbury's, TESCO, Asda, Morrisons. Contrary, with high profile marketing supermarkets are
M&S, Waitrose, Aldi and Lidl which are famous from his brand image, customer loyalty and
transparency in business strategies.
As per the Jaakkola and Alexander, (2014) It is the role of board of directors for ensuring
that Tesco activities are reflecting good culture towards the work goals. Apart from that, it also
helps to sustain the long term productivity and best leading target market performance. Tesco
values supported by the good code of conduct of the businesses that makes standard of the
company up and most leading performing situation for the company. In terms of Tesco working
environment, employees are more happy and satisfied with the company environment.
Incorporating good Customer engagement and strategy would help company to get customer
long term stability and productive profit returns. Tesco operate wider governance framework to
operate different function and responsibilities. Overall, it helps to discuss the better form of
services and best leading goals in order to meet the needs of the company better performance. As
per the author Tesco governance taken the best level of policies and framework that defines the
clear direction to make better decision making approach. Tesco adopts the best framework to run
business and also delegate roles and responsibilities to employees. Overall, Tesco faced many
issues during their life of business such as competition issues and strategies for navigating the
challenges faced by the business. On the other hand, Tesco needs to apply productive internal
framework to manage rather than eliminate the risk of failure to achieve business objectives and
can only provide better services to customers. Overall, To get over from those customers'
engagement issues, Tesco needs to make innovative and creative product or services for long
term survival growth suggested Pansari and Kumar, 2017.
There are some issues that Tesco faced in people, technological or customer engagement
process. These are the issues for which company needs to acquire some changes and leading
growth full task performance. Customer is unsatisfied with the Tesco due to unsatisfied services
or late service manner. On the other hand, employees also dissatisfied with the company
11

functions. Overall, Tesco needs to adopt some strategic Customer engagement polices and
practices retaining people, maximise customer attraction and further possible action plan as well.
According to 2018 annual report of Tesco. Company requires adopting some changes as per the
requirement of customers and buyers.
Theme 3: Previous research findings on outcome of customer engagement and competitive
advantage
On the basis of overall study it has been analysed that corporate strategy is the tool that
helps to diversified company functions and policies. It makes the best productive environment
within the working place to ensure confidence and business integrity which is essential for
companies that need to access equity capital for long term investment. As per the Moreno-
Munoz and et.al., (2016) there are some corporate strategy that Tesco could be adopts such as
Universal strategy. It has been found out that, all approaches helps to approach new ideas,
experience, goals, experience, memories, perceptions, expectations for taking a particular action
plan. Company needs to focus on the overall criteria such as to keep maintained the better form
of goals. Tesco also needs to adopt all national, internationals or global policies. All these
universal goals can help to delegate the better suitability of technological, political or
psychological factors.
It has been analysed that Keep changing environment and adopts new policies will also
make the good Customer engagement environment within the company. In Present competitive
market Tesco needs to adopt all changes and new strategies to sustain the customer interest and
business stability ratio. Change management helps to reduce uncertainties, threats and
competition constraints. In order to explore the corporate management opportunities, only last
resort is the only option to make better chargeable performance. It also found out that, On the
other hand, Company also needs to be very aware about the government rules and regulation that
they imposed for businesses. Otherwise, company has to face government implications and
punishments as well.
As per the Moreno-Munoz and et.al., (2016) minimizes competitive disadvantage is the
another corporate strategy that company could need to be adopt. Overall, it helps to keep the
better environmental goals and better decision making approach. Company can also add some
values and qualities to enhance the competitive advantage goals. Tesco can also develop new
12

product segments, creative services etc. it helps to attract more number of customer attraction
and major task.
According to Rees and Smith eds., (2017), Tesco needs to recognize good governance.
For that, Board of directors of the company needs to make balance conformance with
performance aspects of the boards work it makes the better services and makes the best
imparting decision making approach. Besides, to keep the company better services and growth,
Tesco also requires overall it helps to clear out the things that helps to reappoint the best possible
action.
There are so many other strategies that company needs to adopt such as recognise that the
governance of risk is a board responsibility. Tecso needs to make sound system risk oversight
strategies to support better decision making.
According to author, Tesco needs to adopt customer engagement strategies in order to
stable the productive corporate image in the market, there are many recommended strategies are
their which company can adopt for getting good response from the customers. Such as Teco
needs to adopt customer engagement tactic to surprise the customers. Surprise means making
company buyers feeling special and happy. For example, Tesco can make personalised emails
and phone calls to welcome for visits.
Summary of Literature review
it has been concluded out of the secondary research Customer engagement and customer
satisfaction is the most essential component for the company to handle the best outcome growth
it helps to full fill the longer goals productive outcome results as well. them gifts vouchers,
discounts such as continuity programs, E-books, tips, advice and counsellings. Further study has
been concluded that, this process also enhance to encourage customer faith and loyalty towards
company. It also has been discussed that, Tesco can provides real time benefits to customers for
taking interest of customers. For that, Tesco requires providing better sour full leading format
charges and better goal performing task manner. Such as track the navigate of the and show them
contents according to their navigation.
The main purpose of the study to fill the gap between company and their consumer. So
that, they communicate with each other in an appropriate manner. Besides, through this research,
company can easily meet out the needs of customers in an appropriate manner for which this
13

study has been conducted. Present study will help to understand the needs and wants of the
customers.
3.0 METHODOLOGY
3.1 Discussing detail types of methodologies used in research Quantitative and Qualitative.
After collection of data researcher needs to analyse data into specific manner. It helps to
define the best productive approach in order to meet the needs of the problem statements of
research. There are two types of data analysis qualitative and quantitative data analysis tools.
Present study has been based on qualitative method of data analysis with the help of
questionnaire technique. On the other hand quantitative data analysis method expected to collect
data or interpret that into the mathematical manner. It involves calculations and mean mode
median (Ledford and Gast, 2018). Present uses analysis method which is qualitative is more
flexible and suitable to adopt.
3.2 Explaining the types of research techniques/Approaches
Research approach is the most required element of research methodology which helps to
study in deeper manner. There are two types of research philosophy Positivism and
Interpretivism. Present study has been based on Interpretivism to interpret the data by involving
the human interest into a study.
Research approach is the another major element of research methodologies which divided
into two parts deductive and inductive. Deductive approach is the process of validity
assumptions in hand whereas inductive approach which contributes to the emergence of new
theories and concept (Mackey and Gass, 2015). Present study has been using inductive approach
to apply new concepts and theories of Customer engagements strategy.
3.3 Discussing the mean of data collection to cover sampling techniques, target population,
sample and so on.
Data collection is the process to collect data or information for conducting study and
address the research problems. Data collection provides two methods primary and secondary
data collection techniques (Taylor, Bogdan and DeVault, 2015). Present study uses both primary
and secondary method to collect data from observation, interviews, questionnaire and internet,
journals respectively. On the other hand, secondary method of data collection is the process
14

where researcher collects data from internet, books and Journals. Present study collects
secondary research data by followed literature review method.
Research design is the set process or tool to process the better productive design.
Qualitative and quantitative research methods. Besides, there are two types of research design
exploratory and conclusive. Exploratory research aims to explore specific aspects of the research
area. Besides, conclusive is the design which explore the answers of the research questions.
Present study uses exploratory research design.
Sampling is the method or process to select of population randomly and specifically.
There are two types of random sampling method probability and non probability. Present study
uses the probability sampling method in which they opt simple random sampling and 30
Customers of Tesco to conduct a survey or study (Silverman. ed., 2016). On the other hand,
Non-probability sampling in which not all participants has a chance to get involved in research
process. It has been decided on a particular group basis.
Ethical consideration is the tool to protect research against uncertainties and risk, it helps
researcher to adopt ethical changes and effective tools to get over from better management
techniques. In research process researcher always needs to participant to harm in any ways
whatsoever. Ethical consideration helps researcher to specified the most important part of the
research (Smith, ed., 2015). Ethical consideration also specified researcher to take consent of all
participant by obtained participant prior approval form. This overall process reduce the chances
of risk and fraud. Ethical consideration helps to remove all miscommunication process that
ensured confidence and successful outcome results. In order to address all aspects of ethical
consideration in an effective manner. Researcher needs to followed all process or principle rules
of collecting data method or information. Overall, process makes research process more effective
and challenging.
3.4 Data analysis and interpretation
Data analysis is the next process after collection data with the help of two techniques
quantitative and qualitative.
Questionnaire
Name :
15

Occupations :
1. What is your gender ?
 Male
 Female
2. How many does company product or services meet your needs ?
 Badly
 Fine
 Well
 Very well
3. How much your content with the company credits and payments facilities ?
 Highly
 Low
 Moderate
4. Does Tesco is the name that you can trust on ?
 Yes
 No
5. How much you slaked with the company customer service ?
 Satisfied
 Unsatisfied
6. How likely are you to continue to choose repurchase the Tesco products
 Twice
 Again and Again
 None
7. Tesco always delivers on what they promise
 Yes
 No
8. How likely are you to recommend to a friend associate ?
 Yes
 No
16

Theme 1: Gender of Participants
1. What is your gender ? Frequency
Male 20
Female 10
Interpretation : As per the analysis of this survey and questionnaire, it has been concluded that
there are 20 males and 10 females. It has been analysed that, there are large number of male
customers holding the function of Tesco rather than females. Besides, it has been analysed that
there are less number of female respondents who are going to participants in the study.
Theme 2: Does company product or services meet your needs
2. How many does company product or services meet your needs Frequency
Badly 5
Fine 10
17
20
10
Male
Female

Well 10
Very well 5
Interpretation : On the basis of above section or table it has been found out that, how
much customer are satisfied with the products and services of Tesco. As per the results came out.
According to 5 respondents were stated that, they are badly treated their customers and also
Tesco have no proper customer services or either no customer satisfaction approach. On the
other hand, 10 of them were thinks that they fine with the product services provided by Tesco.
Rest of the 10 where are also said that they provide well and good services. Contrary, 5 of them
were suggested that, they are very well satisfied with the services of products.
Theme 3: Participants satisfied with credit payments
How much you satisfied with the company credits and payments facilities ? Frequency
Highly 15
Low 10
Moderate 5
18
Badly Fine Well Very well
0
2
4
6
8
10
12
5
10 10
5 Column B

Interpretation : on the basis of this interpretation it has been observed that, customer are
highly satisfied with the credits facilities. According to 15 customers they state that, company
provides fast credit facilities to customers. On the other hand, 10 of them are low satisfied with
the same services due to improper channelling. Besides, 5 of them were are moderately satisfied
or unsatisfied both.
Theme 4: Tesco is the name that you can trust on ?
4. Does Tesco is the name that you can trust on ? Frequency
Yes 10
No 20
19
Highly Low Moderate
0
2
4
6
8
10
12
14
16 15
10
5
Column B

Interpretation : As per this interpretation process, it has been found out that, high
number of customer dissatisfied with the services of Tesco. 25 number of respondent suggests
that they are not trusted Tesco and 10 number respondents suggest that yes they trusted the brand
.
Theme 5: Participants satisfied with the company customer service
5. How much you satisfied with the company customer service ? Frequency
Satisfied 10
Unsatisfied 20
20
Yes No
0
5
10
15
20
25
30
25
5
Column B

Interpretation : As per this analysis researcher have found out that, how many
Customers participate in the activity of Customer engagement and in decision making process.
Customers involvement are very much important for the company to make better policies and
outcomes. As per the analyses of this observation process, 20 customers were unsatisfied with
customer service. They faced issues regarding lack of customer engagement. On the other hand,
10 number of participants were stated that, company services are satisfied enough to make deals.
Theme 6: Continue to choose repurchase the Tesco products
6. How likely are you to continue to choose repurchase the Tesco products Frequency
Twice 10
Again and Again 5
None 15
21
Satisfied Unsatisfied
0
5
10
15
20
25
10
20
Column B

Interpretation : As per the analyses process, it has been concluded that, it has been
found out by researcher that, how much customer are preferred to purchase Tesco products. As
per the 15 customers they sated that, they don't purchase as many products by Tesco because of
improper timing and customer service. As per the 10 respondents they sated that they can
purchase product of the brand at least at twice. Only 5 number of people suggested that, they
preferred to buy products again and again.
Theme 7: Tesco always delivers on what they promise
7. Tesco always delivers on what they promise ? Frequency
Yes 20
No 10
22
Twice
Again and Again
None
0
2
4
6
8
10
12
14
16
10
5
15
Column B

Interpretation : on the basis of this interpretation process, out of 30 respondents 20 were
stated that they deliver the services on time in accurate manner. Out of which 10 respondents
were stated that they are not getting their products on particular time period.
Theme 8: likely are you to recommend to a friend associate about brand
8. How likely are you to recommend to a friend associate ? Frequency
Yes 10
No 20
23
Yes No
0
5
10
15
20
25
20
10 Column B
Yes No
0
5
10
15
20
25
10
20
Column B

Interpretation : as per this question, it has been analysed that, the outcome of this result has
been concluded that, 10 number of respondents were stated that they likely to refer the brand
name to their family friends and 20 of them were stated no to recommend the name to other.
4.0 Discussion and findings
As per the critical analysis of literature review present study has been discussed about the
social media platform, where they discussed about the different form of social media platform
that helps business to develop the business opportunities and product or services of the company
as well. Besides, it has been analysed that due to some digital conflicts and issues, company
might be facing some issues and conflicts as well. Study also analysed the models of customer
engagement and how they can connect to the business profit or objectives. Besides, present
survey also helps to meet out the needs of the study. Major suggestions has been proved that,
Company needs to improvement in order to satisfy their clients or customers.
Secondary Findings
From the overall activity or growth, it has been found out that, customer engagement is
the most essential process for the company that makes brand more popular and stable in the
market. Study also analysed the importance of customer satisfaction services which needs to be
make more effective and challenging. On the basis of secondary research which was followed by
the literature review. It has been discussed in that part that, according to different researchers and
studies said that, customer services helps companies to get sale profit and further growth of the
business. Company can acquire several benefits by applying corporate strategy for the potential
buyers of Tesco.
Primary Findings
Primary Research or matter of fact that discover the new effective managing task full
growth in order to meet out the best outcome results and goals. Primary research also conducted
the research with 30 customers of Tesco that helps to determine the long lasting goals and better
outcome growth of the best outcome results. Large number of respondents were suggested Tesco
product or services are not very much satisfactory as compare to other brands. Besides, 15
number of customer are happy with the transaction services or the credit payments of the
company as well. In order to meet out the goals and objectives. There has some good outcomes
from the buyers and some of them are bad involved.
24

5.0 RECOMMENDATION
As TESCO which is one of the largest leading company in retail sector also faces many
issues related to Customer engagement . Initially the company's process of billing is quite slow
and not up to the mark such that many customers faces issues of wrong billing at the time of cash
counter which clearly shows that it has poor online system (Schütte, 2017). Due to poor billing
facility many customers are dissatisfied and as a result company overall growth may be decline.
Hence It shows that TESCO faces some issues related to customer engagement. To overcome
such issues, TESCO should uses some ways which are mentioned below that might be help to
overcome those challenges of governance in a business enterprise. This recommendation are as
follows :
 Cost of the retail sector products and services must be low and cheap at initial phase so
that it will help or can prove to be investment in long term run if imply at appropriate
time and situation. Simplified regulations will definitely help to encourage high standard
of customer’s engagement and further it will assist to reduce the conformity cost of the
offered products and services.
 Customer engagement is the business communication between the external stakeholder
i.e. customers and the organization by using various channels and it can be improved in
TESCO by fulfilling all legal requirements but to also makes sure that its commitment on
managing the transparently in order to maximizes the shareholders values of TESCO
(Pederzoli and Kuppelwieser, 2015).
 It has been further analysed that retail sector faces tough competition with its rival
companies and as the competition increases the adaptation of digital technologies will
shorten and as a result the company did not provide best services to their customers.
Therefore, it is quite necessary to adopt all new strategy as well as to cope up with new
digital techniques which will further help to improve financial condition of a company
(Arrigo, 2018). Hence in this dynamic environment, the system of customer engagement
needs to be upgrade in respect to time so that it will help to maximize the further products
as well as services.
 For healthy competition and provide better quality of products to their customer it is quite
necessary for TESCO to unlisted companies that should be bought in order to make a

competition better. Further the standard and incentives are also required for mid size new
entrant in order to maximizes their market share.
 Another issue is crisis of management which is also faced by TESCO which can be
overcome by using all advance digital technologies. As today's world is entirely depend
upon the digital technologies so it is quite necessary for a company to cop up with digital
techniques and also enhance their distribution channel as a result it will help to sustain its
brand image in market (Ndraha and et.al., 2018).
 In order to sort out data driven decision, it is to be recommended to TESCO to comply
with all laws and regulation in order to keep their entire data confidential as well as
further this will also require to invest in some new latest technologies and the most
importantly it has to change the way how business will operates their operations
(Schramm-Klein, Morschett and Swoboda, 2015).
 The company's internal culture should be best in the terms of employee relationship and
even many times promoters also pay with investor's money and as a result they gain the
market share and further it will help to keep enhancing the customers engagement.
Therefore, it is quite necessary to keep monitoring all the laws and regulations that
TESCO must be comply with in order to keep its brand image sustain in the market
(Lange and et.al., 2018).
 As the retailing sector contributes a big amount in the economy of UK therefore it is
necessary for TESCO to keep monitoring the quality of products which are provides to
their customers. The manager of a quoted company should upgrade their outlets and also
improve the ambience in the shops and further it also provides the value added services in
order to enhance the customer base as well as maximizes the profit. This will help to deal
with problem faced by the TESCO regarding employee engagement.
 Each and every activity in a store must be lead to customer satisfaction such that the
company should offer products at low prices with high quality, high ethical standards and
eco- friendly products with prompt complaint handling, the best layout of their store and
least billing errors (Taub, 2018). If these points will be keep in mind then the company
will definitely earn a good profit and which further help to take a business to next level
of success.

 A loyal customers reduces the cost of retailer and to increases the loyalty of their regular
customer, company has to make many loyalty programs that includes bonus point , free
insurance, preferred customer status and some cash back schemes which help to satisfy
the customers. TESCO even can uses variety of other schemes such as buy one get one
free schemes in order to attract wide range of customers (Ledford and Gast, 2018)..
 As the company offered online services for the welfare and convenience of their
customers but it should be upgrade with the passage of time (Oh and Polidan, 2018).
Such as shipping charges should be free so that customers will enjoy their shopping and it
will help to enhancing their customer as well as market share. Even by upgrading the
product portfolio and changing the layout of products will help to feel the best experience
of their shopping to the customers and as a result it will help to maximize the profit as
well as productivity and solving the problem of customer engagement.
Evaluation process of the research:
literature Review Biasness: The report clearly present the literature review of the
corporate strategy of the company and this is actually based upon three themes which are already
discussed. But it has been clearly evaluated that the literature review is not as critical as it
actually has to be.
Time Frame: The times frame can be consider as a limitation for this report because the
researcher is bound to completed the project on time and hence the quality of assessment is
affected . This is based upon the research methodology which is used in this process and the data
is collected by primary as well as secondary data and the interpritivism philosophy is used in this
entire project.
Sample Size: The research has small sample size and that is why the exact result is not
come and due to low size of sampling, the response come is poor. For future, researcher take a
large sample size in order to get better result.
Poor response rate: The result comes, such that TESCO faces some issues related to
customer engagement because of facing errors in bill. Hence it has been evaluated that because
of low sample size, the response of the interviewer is poor. Even the online system of a company
is not up to the mark which should be upgraded. And it is quite necessary for a company to keep
changing environment and adopts new policies and strategies that further maintaining the
customers' relation which help to sustain its brand image in market.

CONCLUSION
By summing up above report it has been analyses that TESCO faces some issues related
to customer engagement because of facing errors in bill. Even the online system of a company is
not up to the mark which should be upgraded. By using Literature Review, the report presents
the importance and role of customer engagement that will help to provide the best outcomes for
the company. Further project also concluded that TESCO also faces some issues which directly
affect company's overall performance. And it is quite necessary for a company to keep changing
environment and adopts new policies and strategies that further maintaining the customers'
relation which help to sustain its brand image in market. In addition to this, report also provide
some recommendation which a listed company should also use in order to sustain its brand
image in market. Study also focused on the issue of customer engagement. For that, study has
been suggested different approaches and strategies to engage customer satisfaction level.

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APPENDIX
Gantt Chart