The objectives of this study are:
1. To examine the impact of customer service on the customer loyalty in Waitrose store.
2. To analyse the role of corporate social responsibility in the selecting particular products
among the customers of Waitrose.
3. To investigate the influence of the loyalty programs on the customers loyalty in Waitrose.
Nowadays, when the competition is high and it’s difficult to get through to the market, it’s important to invest in relationship with customers. People, who are loyal to a particular brand, have high level of satisfaction, therefore world of mouth is important to gain more customers in the future.
Waitrose is one of the largest grocery retailers in the United Kingdom.
In 2011, the store introduced My Waitrose card- the type of loyalty scheme. This service enables customers to drink tea or coffee for free, discounts on specific products, free food magazine and access to other promotions in particular period. The store focus mainly on sales from quality, organic, free range products, what distinguishes it from other supermarkets. Within couple of years, Waitrose received many awards and acclaims e.g. Big Society Award and Best Loyalty Scheme.
Table of Contents
1. Introduction
1.1 Background of research
1.2 Research questions
1.3 Objectives of the study
2. Literature review
2.1 The definition of loyalty
2.2 Factors impacting on customer’s loyalty
2.2.1 Customer service
2.2.2 Loyalty programs
2.2.3 Branding
2.2.4 Corporate Social Responsibility
3. Research methodology
3.1 Research design
3.2 Data collection
3.3 Sampling
3.4 Data analysis
3.5 Time horizon
3.6 Validity
3.7 Reliability
3.8 Ethical considerations
3.9 Limitations of the study
4. Conclusion
Research Objectives and Key Topics
The primary objective of this research is to examine the various factors that influence customer loyalty within the retail sector, with a specific focus on Waitrose. The research seeks to understand how customer service, corporate social responsibility, and loyalty programs function as drivers for long-term customer retention and brand commitment.
- Analysis of customer loyalty definitions and theoretical frameworks.
- Evaluation of customer service as a driver for loyalty.
- Investigation of the impact of loyalty programs on purchasing behavior.
- Assessment of the role of Corporate Social Responsibility (CSR) in retail.
- Application of positivist research philosophy and quantitative methodologies.
Excerpt from the Book
2.2 Factors impacting on customer’s loyalty
The customer service has crucial impact on the customer loyalty. Therefore, it’s important for the firm to hire right people with specific qualifications. According to Armstrong (2012), the recruitment process enables an employer to appoint a person, who fits into the company and finds out, who has not enough skills to get the job. However, Flippo (Bose 2012) argues that the recruitment has also negative effects, because great amount of applicant become rejected. It’s important that an individual receive training to develop his skills regarding customer service. Basically, the staff should be well-informed about current promotions, therefore the trainings should be provided on regular basis in order to help customers. The employees, who work with the customers, have to also indicate high level of patience and calmness. Nowadays, at a time of growing competition is easy to lose customers, thus it’s important to have the knowledge and abilities, how to deal with customers.
Summary of Chapters
1. Introduction: This chapter provides the background for the research, defines the research questions, and outlines the objectives regarding customer loyalty at Waitrose.
2. Literature review: This section covers theoretical definitions of loyalty and explores key factors impacting customers, including customer service, loyalty programs, branding, and Corporate Social Responsibility.
3. Research methodology: This chapter details the positivist research design, data collection via online surveys, sampling strategies, and considerations regarding validity, reliability, and ethics.
4. Conclusion: The concluding chapter summarizes the study's aim to identify factors influencing customer loyalty and reiterates the chosen quantitative research approach.
Keywords
Customer loyalty, Retail sector, Waitrose, Customer service, Loyalty programs, Branding, Corporate Social Responsibility, CSR, Quantitative research, Positivism, Consumer behavior, Brand commitment, Retention strategy, Market competition, Survey methodology.
Frequently Asked Questions
What is the core focus of this research?
The study focuses on identifying and analyzing the factors that drive customer loyalty in the UK retail sector, specifically using Waitrose as a case study.
What are the central thematic areas?
The key themes include the impact of customer service, the efficacy of loyalty programs (such as the myWaitrose card), the importance of branding, and the role of Corporate Social Responsibility.
What is the primary research objective?
The primary objective is to examine the impact of customer service, the role of CSR in product selection, and the extent to which loyalty programs influence customer retention at Waitrose.
Which scientific methodology is employed?
The study utilizes a positivist philosophy, employing a deductive approach to test hypotheses through quantitative data gathered via an online survey.
What is covered in the main body of the work?
The main body consists of a comprehensive literature review exploring loyalty concepts and factors, followed by a rigorous methodology section explaining the research design, data collection, and ethical standards.
Which keywords characterize the work?
The study is best characterized by terms such as customer loyalty, retail management, Waitrose, CSR, and quantitative research methods.
How does Waitrose specifically utilize loyalty programs?
Waitrose uses the myWaitrose card to offer incentives like free coffee, specific discounts, and access to food magazines, which helps in tracking customer behavior and fostering loyalty.
What are the identified limitations of the study?
The study notes limitations such as a restricted four-week survey timeframe, budgetary constraints regarding advertising, and potential exclusion of customers lacking internet access.
- Citar trabajo
- Kat Szydlowska (Autor), 2017, Factors impacting on customers’ loyalty in retail sector. Case study of Waitrose, Múnich, GRIN Verlag, https://www.grin.com/document/421553
