SAMPLE DOCUMENT ON RESEARCH PROPOSAL A CASE OF TESCO
TOLL-FREE NO: +44 2038681671
EMAIL: help@instantassignmenthelp.com
WHATSAPP NO: +44 7999903324
WEBSITE: https://www.instantassignmenthelp.com/
TABLE OF CONTENTS RESEARCH TITLE................................................................................................................. 1 RESEARCH PROJECT DESCRIPTION...............................................................................2 RESEARCH AIM AND OBJECTIVES..................................................................................3 Research Aim.................................................................................................................... 3 Research Objectives.......................................................................................................3 FACTORS THAT CONTRIBUTE TO THE RESEARCH PROJECT SELECTION........ 3 LITERATURE REVIEW..........................................................................................................4 Customer satisfaction and market share............................................................... 4 Relationship between customer satisfaction and market share of Tesco. 4 RESEARCH METHODOLOGY.............................................................................................6 ACTION PLAN........................................................................................................................ 8 REFERENCES...................................................................................................................... 10
TOLL-FREE NO: +44 2038681671
EMAIL: help@instantassignmenthelp.com
WHATSAPP NO: +44 7999903324
WEBSITE: https://www.instantassignmenthelp.com/
THIS IS A SAMPLE ASSIGNMENT GET COMPLETE ASSIGNMENT TO SCORE TOP GRADES PLACE YOUR ORDER NOW CONTACT US: Email :
1| Page
help@instantassignmenthelp.com
RESEARCH TITLE To analyse the impact of customer satisfaction on decreasing market share of Tesco: a case of Tesco
RESEARCH PROJECT DESCRIPTION Satisfaction is a broad term which could leads to employee as well as customer satisfaction. Both are the most effective and important term which needs to be measured by the company in order to enhance their market share. It clearly shows the relationship between satisfaction as well as market share. According to Luo and Bhattacharya (2006) one of the most important asset of any organization are their customers. It is the most important task for any firm to attract and retain more number of customers. In order to enhance the market share of any organization it is essential to maintain the level of customer satisfaction. Farner, Luthans and Sommer (2001) in his article defines that satisfaction affects the market share. In this regard, the present study is based on the case study of Tesco. It is a British multination general merchandising and retailer served their business operations in different field (Sharma, 2010). They are the third largest retailer across the world on the basis of profit. In the past years, it has been founded that there Tesco is been losing its market share. There are several reasons behind this in which one of the reasons could be customer satisfaction. Hernon and Whitman (2001) stated that customer satisfaction is a most important term which can mainly defines the needs and desires of the customers. It can be measured by how products or services supplied by company meet a consumer expectation. Further, it is becoming a most important task for every organization nowadays is to meet the requirements of their customers. It helps Tesco to enhance their profit margin as well as their market share.
2| Page
RESEARCH AIM AND OBJECTIVES Research Aim To analyse the impact of customer satisfaction on decreasing market share of Tesco: a case of Tesco Research Objectives To identify the meaning of customer satisfaction and market share To carry out a primary study on the relationship between customer satisfaction and market share of Tesco To recommend various ways through which Tesco can increase the level of customer satisfaction in order to increase their market share
FACTORS THAT CONTRIBUTE TO THE RESEARCH PROJECT SELECTION At the time of selecting any research project there are some of the major factors which contribute towards it such as: Interest of the researcher: It is one of the key factors which show the interest of researcher. He/she can choose the area of research as per his/her interest so that he can move further with better findings and conclusion as well. In addition to this, researcher’s interest is the main factor which motivates him/her to select the present topic. With the help of this, researcher will able to conduct this research in a more effective manner (Mackey and Gass, 2005). In will also help in attaining the research objectives along with appropriate formulation of better strategies. Topic is current issue: The present topic is latest as companies are adopting several strategies through which they can attract and retain more number of customers. Decreasing market share due to the decreasing customer satisfaction is presented as a hot issue these days. It affects the total brand image of company, thus research regarding the present subject matter is of greater significance.
3| Page
LITERATURE REVIEW Customer satisfaction and market share According to Swan, Bowers and Grover (2002) market share and customer satisfaction are two most important terms which have long been used as a key performance indicator. It highly relates with the management as well as economic contexts of any organization. In the past years it has been founded that there is a positive relationship between customer satisfaction and market share. It defines that satisfied customers drives repurchases and word of mouth. These are the major forces which highly influences the company’s market share. However, this assumption has been changed with the period of time and there are several measures which have been taken into consideration. A recent study by Angoujard (2005) has looked at the consumer satisfaction market share relationship over a long period of time. It also has been revealed that when customer switching costs are low, it is easy to use customer satisfaction in order to predict future market share as well. Gronholdt, Martensen and Kristensen (2000) in his article defines that brand choice is the key influencing factor. Consumers might not switch to any other brand when they are highly satisfied with the service quality of a particular brand. Relationship between customer satisfaction and market share of Tesco Market share basically covers the sales and profit margin of any organization. It also focused primarily on advertising and other offensive type marketing activities. It is the only way through which company can attract huge base of customers towards their services. According to Huang and Huddleston (2009) focus on a service quality is one of the most important tool through which increasing market share can be maintained.
4| Page
The value of customer satisfaction depends on its relationship to choice as well as market share. From the past years, Tesco is been losing its market share and one of the major reason behind this is decreasing customer satisfaction. They need to provide high quality of services to their consumers so that they feel motivated and satisfied. According
to
Hernon
and
Whitman
(2001)
higher
customer
satisfaction ratio are widely believed to be the best indicator of company’s future profits. Satisfaction is highly related with the customer loyalty. In case of decreasing customer satisfaction, Tesco might lose the customer loyalty and they can switch to any other brand as well. It is the major factor due to which Tesco is decreasing their profit margin as well as market share. In addition to this, it can be stated that Tesco wants their customers to be happy and think that customers would behave in a way that would benefits the company. Gronholdt, Martensen and Kristensen (2000) in his article defines that high customer satisfaction has been shown to statistically affect a company’s bottom line through improving customer retention, reducing complaints as well as price sensitivity and increasing purchase intention.
5| Page
THIS IS A SAMPLE ASSIGNMENT GET COMPLETE ASSIGNMENT TO SCORE TOP GRADES PLACE YOUR ORDER NOW CONTACT US: Email :
6| Page
help@instantassignmenthelp.com
RESEARCH METHODOLOGY This is considered as a most important sections of any research as it helps the researcher in finding out the most suitable and relevant data as per the given subject matter. It helps the researcher in making more appropriate research by the way of collecting suitable information from different sources (Merriam, 2009). The present study is based on the exploratory research design in which researcher will explore whole information about the impact of customer satisfaction on the Tesco’s declining
market
share.
Further,
Inductive
research
approach
will
incorporate in the present study as it helps in accumulating relevant data for the research. With the help of this researcher can develop appropriate theory for the study. In addition to this, data will be collected by both the primary as well as secondary sources. Primary data will be gathered from the managers of Tesco by the way of questionnaire survey (Clark, 2002). For this, 5 managers of Tesco will be taken into consideration. They will give varied responses on the basis of their knowledge. They can provide appropriate information about the Tesco’s declining market share and role of customer satisfaction within this. On the other hand, secondary data will be gathered from different articles, online sites of Tesco and varied other online sources. In order to analyse the primary data, qualitative data will
be
incorporated
under
which
thematic
as
well
as
graphical
representation will be developed (Mackey and Gass, 2005). It is the best way through which percentage of highest responses can be calculated. Under thematic analysis, different themes will be developed on the basis of gathered responses. It is the best source through which appropriate findings can be developed on the basis of best responses. Researcher can no draw a valid conclusion about the impact of customer satisfaction on the market share of Tesco.
7| Page
ACTION PLAN Activity
Writing Research Proposal Literature Review Setting aims and objectives Drafting literature review Drafting of methodology Developing questionnaire Data collection Analysis of Data Draft Findings Analyse data Completing remaining chapters
8| Page
1th
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
Week
Week
Week
Week
Week
Week
Week
Week
Week
Week
THIS IS A SAMPLE ASSIGNMENT GET COMPLETE ASSIGNMENT TO SCORE TOP GRADES PLACE YOUR ORDER NOW CONTACT US: Email :
9| Page
help@instantassignmenthelp.com
REFERENCES Books and Journals ● Angoujard, R., 2005. Exceeding customer expectations at Novotel. Strategic HR Review. ● Clark, A.M., 2002. The qualitative-quantitative debate: moving from positivism and confrontation to post-positivism and reconciliation. Journal of Advanced Nursing. ● Farner, S., Luthans, F. and Sommer, M, S., 2001. An empirical assessment of internal customer service. Managing Service Quality. ● Gronholdt, L., Martensen, A. and Kristensen, K., 2000. The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management. ● Hernon, P. and Whitman, J., 2001. Delivering Satisfaction and Service Quality: A Customer-based Approach for Libraries. Delivering Satisfaction and Service Quality: A Customer-based Approach for Libraries. ● Huang, Y. and Huddleston, P., 2009. Retailer premium own-brands: creating customer loyalty through own-brand products advantage. International Journal of Retail & Distribution Management. ● Luo, X. and Bhattacharya, C. B., 2006. Corporate social responsibility, customer satisfaction, and market value. Journal of marketing. Online references Sharma, T., 2010. Tesco Marketing Strategies. [Pdf]. Available Through: <http://www.academia.edu/8183021/TESCO_Marketing_Strategies_F or_Retail_Industry_TESCO_www.dissertationplanet.co.uk>.
10 | P a g e