An Investigation of the Relationship between Service Quality, Brand Associations and Brand Loyalty in UK's Retail Sector: The Case of Tesco

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ABSTRACT

This study is divided into five main chapters where the chapter 1 of the study includes the significance, purpose, the main research aim and objectives are discussed in detail. Coupled with, a detailed elaboration about the case organization Tesco. Moreover, this chapter also highlights the UK retail sector in particular detail, focusing upon the levels of revenues earned in the past few years and how much contribution did Tesco made to the GDP levels of the country. The chapter 2 of this study contains an in-depth review of literature related to the topic of this study, which better helps in the understanding of the study and the main research topic, this include elaborate discussion about what service quality, brand loyalty and brand associations are. The following chapter 3 contains the methodology of this research study, which is qualitative in nature and uses both primary and secondary research methods. Similarly, chapter 4 of this study consists of the survey and interview discussion with one hundred customers and three senior management personnel respectively. The findings gathered show a clear difference of opinion between that of the customers and the management. Similarly, chapter 5 of this study highlights a summary and proposes certain recommendations for future researches on the topic.

Abstractii

Chapter 1: Introduction1

1.1 Background of the study1

1.1.1 UK's Retail Sector1

1.2 Research Background3

1.3 Organisation Background4

1.4 Rationale of the study4

1.5 Purpose for Undertaking this Study5

1.6 Problem statement5

1.7 Significance of the study6

1.8 Research aims and objectives6

1.8.1 Research aims6

1.8.2 Research objectives6

1.9 Research questions7

1.10 Overview of the Research8

Chapter 2: Literature Review9

2.1 Introduction9

2.2 Understanding Service Quality, Brand Associations and Brand Loyalty9

2.2.1 Service Quality9

2.2.2 Brand Associations14

2.2.3 Brand Loyalty18

Chapter 3: Methodology22

3.1 Research Design22

3.1.1 Primary22

3.1.2 Secondary22

3.2 Data Collection23

3.3 Managing Access24

3.4 Unit of Information24

3.5 Selecting Research Participants24

3.6 Response Rate25

3.7 Data Analysis25

3.8 Limitations25

3.9 Ethical Considerations26

3.10 Validity and Reliability26

Chapter 4: Finding Discussion And Analysis27

4.1 Interview analysis27

4.1.1 Interview question 1:27

4.1.2 Interview question 2:27

4.1.3 Interview question 3:28

4.1.4 Interview question 4:28

4.1.5 Interview question 5:29

4.2 Survey Questionnaire Analysis29

4.2.1 Survey Analysis34

Chapter 5: Conclusion and Recommendations36

5.1 Conclusion36

5.2 Future Recommendations37

References38

Appendixes42

Appendix 1: Interview Questions for Managers42

Appendix 2: Survey Questionnaire43

List of Figures

Figure 1: Sales levels of different aspects of UK retail sector3

Figure 2: Corporate Brand Association Base15

An Investigation of the Relationship between Service Quality, Brand Associations and Brand Loyalty in UK's Retail Sector: The Case of Tesco

CHAPTER 1: INTRODUCTION

1.1 Background of the study

In today's modern era, globalization has become an increasingly important aspect of economic progress and prosperity for countries, businesses and enterprising individuals. Today, the world has become a global market for different industries and goods and services. Thus, these markets are being strongly driven by consumer preferences and choices. It is because of depicting the correct consumer's buying preferences that many businesses have been successful in successfully marketing and placing their goods and services, which boosts their retail sales and revenues. Coupled with, high levels of globalization that many large supermarkets have expanded their operating scale and business presence to foreign ...