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

ACKNOWLEDGEMENT2

ABSTRACT3

CHAPTER 1: INTRODUCTION6

Problem Statement6

Background7

Aims and Objectives8

Research Question10

Electronic Database Searches10

Theoretical Frame work10

Chapter I: Introduction10

Chapter III: Methodology11

Chapter IV: Critical Analysis and Discussion11

Chapter V: Conclusion11

CHAPTER 2: LITERATURE REVIEW12

Customer Loyalty12

Measuring Customer Loyalty16

Customization18

SERVQUAL and Service Quality20

Correlation between customer loyalty and service quality22

Summary22

CHAPTER 3: METHODOLOGY24

Research Philosophy24

The Research Function25

Research Design25

Research Plan26

Research Approach27

Research Outline27

Methodological Approach28

Participant Selection28

Qualitative Research28

Quantitative Research29

Data Collection Procedures30

Interviewing30

Analysis of Data31

Validity and Reliability32

Ethics and Confidentiality34

Conclusion35

CHAPTER 4: DISCUSSION AND ANALYSIS36

Results36

Discussion46

Loyalty Programs47

Consequences of Customer Loyalty Programs50

Loyalty Program Intentions53

CHAPTER 5: CONCLUSION54

REFERENCES56

APPENDIX65

CHAPTER 1: INTRODUCTION

The current study observes the psychological adaptation of aerobic training on the people. This chapter gives a description of the background, aims, objectives and chapter layout on which the entire dissertation will be based.

Problem Statement

In order to make loyalty programs a success, retailers have strived to make their loyalty programs better by ...