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SAMPLE DOCUMENT ONRESEARCH PROPOSALA CASE OF TESCO

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TABLE OF CONTENTSRESEARCH TITLE................................................................................................................. 1RESEARCH PROJECT DESCRIPTION...............................................................................2RESEARCH AIM AND OBJECTIVES..................................................................................3Research Aim....................................................................................................................3Research Objectives.......................................................................................................3

FACTORS THAT CONTRIBUTE TO THE RESEARCH PROJECT SELECTION........3LITERATURE REVIEW..........................................................................................................4Customer satisfaction and market share...............................................................4Relationship between customer satisfaction and market share of Tesco.4

RESEARCH METHODOLOGY.............................................................................................6ACTION PLAN........................................................................................................................ 8REFERENCES...................................................................................................................... 10

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RESEARCH TITLETo analyse the impact of customer satisfaction on decreasing

market share of Tesco: a case of Tesco

RESEARCH PROJECT DESCRIPTIONSatisfaction is a broad term which could leads to employee as well

as customer satisfaction. Both are the most effective and important termwhich needs to be measured by the company in order to enhance theirmarket share. It clearly shows the relationship between satisfaction aswell as market share. According to Luo and Bhattacharya (2006) one ofthe most important asset of any organization are their customers. It is themost important task for any firm to attract and retain more number ofcustomers. In order to enhance the market share of any organization it isessential to maintain the level of customer satisfaction. Farner, Luthansand Sommer (2001) in his article defines that satisfaction affects themarket 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 theirbusiness operations in different field (Sharma, 2010). They are the thirdlargest retailer across the world on the basis of profit. In the past years, ithas been founded that there Tesco is been losing its market share. Thereare several reasons behind this in which one of the reasons could becustomer satisfaction. Hernon and Whitman (2001) stated that customersatisfaction is a most important term which can mainly defines the needsand desires of the customers. It can be measured by how products orservices supplied by company meet a consumer expectation. Further, it isbecoming a most important task for every organization nowadays is tomeet the requirements of their customers. It helps Tesco to enhance theirprofit margin as well as their market share.

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RESEARCH AIM AND OBJECTIVESResearch AimTo analyse the impact of customer satisfaction on decreasing market

share of Tesco: a case of TescoResearch Objectives

To identify the meaning of customer satisfaction and market shareTo carry out a primary study on the relationship between customersatisfaction and market share of TescoTo recommend various ways through which Tesco can increase thelevel of customer satisfaction in order to increase their market share

FACTORS THAT CONTRIBUTE TO THE RESEARCH PROJECTSELECTION

At the time of selecting any research project there are some of themajor factors which contribute towards it such as:

Interest of the researcher: It is one of the key factors which showthe interest of researcher. He/she can choose the area of research as perhis/her interest so that he can move further with better findings andconclusion as well. In addition to this, researcher’s interest is the mainfactor which motivates him/her to select the present topic. With the helpof this, researcher will able to conduct this research in a more effectivemanner (Mackey and Gass, 2005). In will also help in attaining theresearch objectives along with appropriate formulation of better strategies.

Topic is current issue: The present topic is latest as companiesare adopting several strategies through which they can attract and retainmore number of customers. Decreasing market share due to thedecreasing customer satisfaction is presented as a hot issue these days. Itaffects the total brand image of company, thus research regarding thepresent subject matter is of greater significance.

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LITERATURE REVIEWCustomer satisfaction and market share

According to Swan, Bowers and Grover (2002) market share andcustomer satisfaction are two most important terms which have long beenused as a key performance indicator. It highly relates with themanagement as well as economic contexts of any organization. In thepast years it has been founded that there is a positive relationshipbetween customer satisfaction and market share. It defines that satisfiedcustomers drives repurchases and word of mouth. These are the majorforces which highly influences the company’s market share. However, thisassumption has been changed with the period of time and there areseveral measures which have been taken into consideration. A recentstudy by Angoujard (2005) has looked at the consumer satisfactionmarket share relationship over a long period of time. It also has beenrevealed that when customer switching costs are low, it is easy to usecustomer satisfaction in order to predict future market share as well.Gronholdt, Martensen and Kristensen (2000) in his article defines thatbrand choice is the key influencing factor. Consumers might not switch toany other brand when they are highly satisfied with the service quality ofa particular brand.

Relationship between customer satisfaction and market share of TescoMarket share basically covers the sales and profit margin of any

organization. It also focused primarily on advertising and other offensivetype marketing activities. It is the only way through which company canattract huge base of customers towards their services. According toHuang and Huddleston (2009) focus on a service quality is one of the mostimportant tool through which increasing market share can be maintained.

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The value of customer satisfaction depends on its relationship to choice aswell as market share. From the past years, Tesco is been losing its marketshare and one of the major reason behind this is decreasing customersatisfaction. They need to provide high quality of services to theirconsumers so that they feel motivated and satisfied.

According to Hernon and Whitman (2001) higher customersatisfaction ratio are widely believed to be the best indicator of company’sfuture profits. Satisfaction is highly related with the customer loyalty. Incase of decreasing customer satisfaction, Tesco might lose the customerloyalty and they can switch to any other brand as well. It is the majorfactor due to which Tesco is decreasing their profit margin as well asmarket share. In addition to this, it can be stated that Tesco wants theircustomers to be happy and think that customers would behave in a waythat would benefits the company. Gronholdt, Martensen and Kristensen(2000) in his article defines that high customer satisfaction has beenshown to statistically affect a company’s bottom line through improvingcustomer retention, reducing complaints as well as price sensitivity andincreasing purchase intention.

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RESEARCH METHODOLOGYThis is considered as a most important sections of any research as it

helps the researcher in finding out the most suitable and relevant data asper the given subject matter. It helps the researcher in making moreappropriate research by the way of collecting suitable information fromdifferent sources (Merriam, 2009). The present study is based on theexploratory research design in which researcher will explore wholeinformation about the impact of customer satisfaction on the Tesco’sdeclining market share. Further, Inductive research approach willincorporate in the present study as it helps in accumulating relevant datafor the research. With the help of this researcher can develop appropriatetheory for the study. In addition to this, data will be collected by both theprimary as well as secondary sources. Primary data will be gathered fromthe managers of Tesco by the way of questionnaire survey (Clark, 2002).For this, 5 managers of Tesco will be taken into consideration. They willgive varied responses on the basis of their knowledge. They can provideappropriate information about the Tesco’s declining market share and roleof customer satisfaction within this. On the other hand, secondary datawill be gathered from different articles, online sites of Tesco and variedother online sources. In order to analyse the primary data, qualitative datawill be incorporated under which thematic as well as graphicalrepresentation will be developed (Mackey and Gass, 2005). It is the bestway through which percentage of highest responses can be calculated.Under thematic analysis, different themes will be developed on the basisof gathered responses. It is the best source through which appropriatefindings can be developed on the basis of best responses. Researcher canno draw a valid conclusion about the impact of customer satisfaction onthe market share of Tesco.

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ACTION PLANActivity 1th

Week2nd

Week3rd

Week4th

Week5th

Week6th

Week7th

Week8th

Week9th

Week10th

Week

WritingResearchProposal

LiteratureReview

Setting aimsandobjectives

Draftingliteraturereview

Drafting ofmethodology

Developingquestionnaire

Datacollection

Analysis ofData

Draft Findings

Analyse data

Completingremainingchapters

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REFERENCES

Books and Journals

● Angoujard, R., 2005. Exceeding customer expectations at Novotel.Strategic HR Review.

● Clark, A.M., 2002. The qualitative-quantitative debate: moving frompositivism and confrontation to post-positivism and reconciliation.Journal of Advanced Nursing.

● Farner, S., Luthans, F. and Sommer, M, S., 2001. An empiricalassessment of internal customer service. Managing Service Quality.

● Gronholdt, L., Martensen, A. and Kristensen, K., 2000. The relationshipbetween customer satisfaction and loyalty: cross-industrydifferences. Total quality management.

● Hernon, P. and Whitman, J., 2001. Delivering Satisfaction and ServiceQuality: A Customer-based Approach for Libraries. DeliveringSatisfaction and Service Quality: A Customer-based Approach forLibraries.

● 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_For_Retail_Industry_TESCO_www.dissertationplanet.co.uk>.