Buy essay paper: TESCO CLUB CARD: IDENTIFY RELATIONSHIP BETWEEN CUSTOMER LOYALTY AND CUSTOMER SATISFACTION

Quantitative method
In this section the analysis and the results of research using questionnaires are presented.
To contrast the effect of loyalty quantitative data was collected from customers of supermarkets Tesco in London. All the questionnaires were convenience random sampling with equal amount to both urban and suburban customers with different age, gender, and income level to use as major data in this research to better understand the customers’ attitude toward loyalty card program of Tesco stores.
“The questionnaire represents one part of the survey process. It is, however, a very vital part of the process. A poorly written questionnaire will not provide the data that are required or, worse, will provide data that are incorrect” (Bruce, 2004, pg 7).
As the questionnaire is the chief data collection tool, it is essential that the questions are appropriate to what this study is intending to achieve. Emphasis should be on using the correct terminology and it should be appropriate enough to extract the required information from the respondent base.
It is imperative that the questionnaire has been constructed using clear and concise terminology, avoiding double‐barrelled questions and jargon to avoid any unnecessary confusion.
The query of age group and sex of respondents are used to help meet the objective of building a profile of the Tesco Clubcard user. As age can be a sensitive issue it was decided that the use of pre‐coded groups was the best method.
The questionnaire consists predominantly of both multiple choice and dichotomous closed questions. It was devised that the multiple choice closed questions allowed respondents to indicate their opinions as well as allowing for more than one response to be recorded. The dichotomous questions were purposely limited to two fixed alternatives as this is easier to manage but it also ensures a rapid answer from respondents. In order to gain a better understanding of respondents’ opinions and to
allow for a more precise measurement of attitudes, certain questions within the questionnaire will be graded using a Likert scale of one to five where “respondents are instructed to tick the response options that best reflect their positions on each item” (Foddy, 1999, pg 154).
The justification adopting a five‐point Likert scale is to ensure that respondents have a sufficient choice of responses which best represents their feeling and it will also increase the response rate and quality of responses, additionally this approach allows for attitudes to be measured and analyzed accurately.
The addition of an open question has been incorporated in the questionnaire. The initiative for this is to allow respondents to use their own words and expressions without restricting choice. Furthermore it will enable an opportunity for the interviewer to encourage respondents to develop and expand on their answers and reveal more information. Although analysis of this data will not be as straight forward as the closed questions, it was determined that they could support the data obtained from the previous questions and reveal more information with regards to their motivations and attitudes.
The questionnaire will commence establishing connection through the introductory statement detailing the topic and the motive for carrying it out. Once initial contact is made, the opening question in the questionnaire will determine if the respondent is qualified, i.e. if he/she owns a Tesco Clubcard. If the answer is negative then the questionnaire will be terminated to avoid wasting time for either party. A positive answer will be followed by a brief description of the respondent and multiple choice questions which can be answered quickly and accurately. paper
In the context of questionnaires, validity depends chiefly on reliability. If a questionnaire is shown to be unreliable then there is no discussion of validity. In an interview situation, validity could be compromised by an assortment of scenarios and circumstances. For example, if respondents are in a rush to complete the questionnaire this could affect their responses. Additionally, the possibility of respondents giving exaggerated responses or “fail to interpret the questions as intended by its designer” (Belson, 1986, pg 13).
The proposal of approaching respondents and interviewing them before they enter the store is made on the basis that the respondents latest experience with Tesco may cause an irrational change in their opinion and thus resulting in inaccurate data being recorded by the questionnaire. This will further enhance the validity of the questionnaire.
The method of using a questionnaire allows responses to be collected in a standardised way, resulting in the data being more objective. This results in a reduced bias and allows respondents to talk freely.
Sample characteristics
It has been determined that approximately 100 respondents shall be drawn from a population of all visitors to Tesco in London.
From August 1, 2010 to August 10, 2010, respondents who were 18 years or older from London were randomly selected. As part of a larger survey, the experimental section was presented an average of 11 minutes after the beginning of the survey. Respondents first answered some basic questions concerning age, sex, and country of residence, a series of questions designed to assess need for cognition and susceptibility to social pressures, and then a section on attitudes and behaviours.
The probability sampling would be the most appropriate method, therefore there is no set criteria for respondents other than that they are Tesco customers. As commented by Fink (1995, pg 9), “every member of the target population has a known nonzero probability of being included in the sample”. Using this process will eliminate any subjectivity and ensure a fair method of acquiring respondents. Potential respondents will be approached as they enter the supermarket and the probability sampling that will be every third person that passes will be asked to participate.
Using a questionnaire results in a potentially large representative sample. Information can be gathered from a large portion of a group. The use of the third person rule ensures that everyone calling into Tesco on the days and time the questionnaire will take place has an equal probability of being chosen to carry out the questionnaire.
Clients survey
Direct customer survey provides an opportunity to reflect subjectively experienced by the intensity of loyalty, and an analysis of loyalty program allows to investigate how these experiences are reflected in the frequency of subsequent purchases. This comprehensive analysis allows us to track and optimize interactions with customers.
Approximately 75% of studies measuring loyalty produced solely by client surveys about their intentions for future purchases. This method makes it possible to reflect the subjectively experienced by the intensity of loyalty, but not to investigate how these experiences are reflected in the frequency of subsequent purchases.
Researchers involved in the measurement of loyalty based on a survey to ascertain the client’s intentions regarding the change of supplier or its services. But this approach does not answer the question about how strong customer loyalty is, and how real intentions of those who are so inclined. Thus, methodologically impeccable research aspect of the measurement of loyalty is still there.
Conducting interviews – it is unobtrusive and correct survey and a survey of consumers, which only increases the loyalty of customers. Carrying out surveys helps to gather information about competitors, clients and an objective assessment of the store. All information on the polls in a database that allows you to use it in the future. Interviews are valuable by the fact that during it the informal relationship can be established with a client.
The most common questions that we put in front of customers – is an assessment of the quality of the team that worked on the project, as well as evaluation of the quality of the firm, the level of service, quality and speed of service, ask for advice on improving the quality and speed of customer service.
Below is a list of questions, which we included in the client survey
How often do you visit Tesco?
Do you like the products and services in Tesco?
How about the price of goods?
Does tesco meet your expectations?
Would you definitely visit Tesco again and use their services?
Do you use Tesco loyalty programs?