Customer Loyalty and Sustainability of ASDA Supermarket

By

Acknowledgement

I would like to sincerely thank my friends, family and colleagues for the endless understanding, guidance and patience, and most importantly, the support and friendship during my studies. The mentorship of these people has been paramount in facilitating me a well-formed experience which has always provided unswerving guide in achieving my goals. They encouraged me to go further with all my projects and helped me groom into an independent thinker and a good student.

It is due to the humble efforts of my leaders and mentors that I have inculcated in me the confidence to develop my own individuality and sufficiency which enables me to perform the tasks with independence. In the course of completing this dissertation, I am also grateful to my co-workers and friends who provided me enough knowledge and entertainment and proved to be helpful in performing the huge research work. Besides this, the consistent guidance and assistance from my colleagues also gave me distinctive opportunities to gain a wider breadth of experience and undertake an extensive research work.

Finally, and most importantly, I extend sincere thanks to my family members, who provided utmost care and all the strength and encouragement. My faith and ambition has become stronger due to the prayers of my family who tolerated my temper and complains with patience. Without this unending support and encouragement, the completion of this enormous research work would not have been possible.

Abstract

Although no works have been conducted regarding the relationship between customer loyalty and service quality in the supermarket, this issue has been tackled in the restaurant industry and other service-oriented industries in other markets such as Europe and the U.S. The current study observes the Customer Loyalty and Sustainability of ASDA Supermarket. I will utilize purposive sampling, which occurs when researchers sample research participants for the specific perspectives they may have. Participants in this study provided me with rich information related to their usage of the supermarkets for the purpose of shopping. The research study applies the secondary methodology to obtain the knowledge and results on the subjects. It undertakes face-to-face interviews and concludes the results on the subject through responses of the participants. The ethics and confidentiality has been properly applied in the current research study.

Table of Contents

ACKNOWLEDGEMENTII

CHAPTER 1: INTRODUCTION1

Problem Statement1

Aims and Objectives1

Research Question1

Electronic Database Searches2

Theoretical Frame work2

Chapter I: Introduction2

Chapter III: Methodology3

Chapter IV: Critical Analysis and Discussion3

Chapter V: Conclusion3

CHAPTER 2: LITERATURE REVIEW4

Customer Loyalty4

Measuring Customer Loyalty7

SERVQUAL and Service Quality8

Correlation between customer loyalty and service quality9

Summary10

CHAPTER 3: METHODOLOGY11

The Research Function11

Research Philosophy11

Research Design12

Research Plan13

Research Approach14

Research Outline14

Methodological Approach15

Participant Selection15

Qualitative Research16

Quantitative Research16

Data Collection Procedures18

Interviewing18

Analysis of Data19

Validity and Reliability20

Ethics and Confidentiality21

Conclusion22

CHAPTER 4: DISCUSSION AND ANALYSIS23

CHAPTER 5: CONCLUSION24

REFERENCES25

CHAPTER 1: INTRODUCTION

The current study observes the Customer Loyalty and Sustainability of ASDA Supermarket. This chapter gives a description of the background, aims, objectives and chapter layout on which the entire dissertation will be based.

Problem Statement

The study at hand will discuss the Customer Loyalty and Sustainability of ASDA Supermarket.

Aims and Objectives

Every research study is conducted with certain aims and ...