Research Objectives

Relationship marketing is an essential side of CRM (customer relationship management). It emphasizes on long-term objectives like loyalty and customer engagement. Relationship marketing entails direct response marketing campaign which focuses on retention and satisfaction of customers. This sort of promotion entails different methods which conduct the act of building relationships with customer. Customer satisfaction is an essential aspect in the retail industry. It offers a structure to a company by building competency to organize and enhance their businesses. Since, customer satisfaction assesses the degree to which product is produced by a company to attain the needs of customers. The key aim of the research is to assess the impact of relationship marketing on customer satisfaction. Further, chosen topic is significant as relationship marketing is highly exercised in the retail industry. Tesco (ESSO) uses RM (relationship marketing) for being employed with consumers and keep liaison with them. In addition, when Tesco (ESSO) invests highly in marketing activities then, it is expected to get more benefits. Thus, it is significant to assess the impact of relationship marketing on the satisfaction of customers (Orel and Kara, 2014). 

Research objectives

• To determine if relationship marketing has anything to do with customer retention. 
• To ascertain if relationship marketing contributes to profit actualization.
• To identify if they achieve their set goal through relationship marketing. 
• To evaluate its operational process through marketing in achieving organizational profitability. 
• To examine the factors militating against the application of relationship marketing. 

Research questions  

• Has relationship marketing had anything to do with customer retention?
• Does relationship marketing contribute to profit actualization?
• Does the organization achieve their set goals through relationship marketing?

This research is significant for an investigator to increase the knowledge regarding relationship marketing in the retail industry. It could be beneficial for an organization to comprehend the association between relationship marketing and customer retention in Tesco (ESSO). This research is effective for Tesco (ESSO) managers and customers to analyze the impact of relationship marketing on customer satisfaction. It could be beneficial for retail companies to create their awareness about different theories and models of relationship marketing and customer satisfaction (Zakaria, et. al., 2014).

Research structure is implemented to complete the research in a systematic manner. Following research structure is used to do research:

This is the first chapter of research which incorporates the research background, company information, aim and objectives, research question and rationale of research. These elements are essential to building a healthy and comprehend foundation regarding research issue. This chapter focuses on deep understanding associated with limitation of research that is faced by a researcher when conducting the research. Therefore, it is significant for a researcher to get guidance about research and discover the research issue in an effective way (Fullerton, 2014).

It is second chapter of this research study, which is considered to elaborate the research concern by using several models, theories, and concepts. By exercising this literature review chapter, a research could be competent to evaluate the existing data regarding research concern and also evaluates at what extent, it could be discovered till the specified time period. For this chapter, there are wide ranges of journals and articles could be assessed because it helps to generate understanding about research concern. It is significant for a researcher to evaluate the gap of understanding and generates the stand for executing primary research method (Agnihotri, et al., 2016).    

Research Questions

This is the third chapter in which several tools and strategies are described to complete the research in a systematic and ethical mode. This chapter entails a wide range of strategies, design, philosophies, sampling techniques and research approaches with appropriate justification to ensure the valid and reliable research outcome. Furthermore, these research techniques are deeply discussed according to objectives of research as it could be effective to get feasible results regarding research concern (Armstrong, et. al., 2015).   

It is a fourth chapter in which researcher analyses the information with regards to research issue. This research chapter provides an effective mode for a researcher to segregate the collected facts and assess them with regards to each objective of the research. It also supports the researcher to manage and assess the facts and figures logically via applying the significant technique of data analysis. Thus, a researcher could be capable to exhibit the data in a practical way and to produce a reliable outcome (Bansal and Taylor, 2015).

Conclusion and Recommendation:

It is the last chapter of this research, which aids a researcher to conclude the complete research study according to obtain research findings. It also generates the association between research findings and objectives to reach at a consistent and applicable conclusion. It also provides suggestion related to relationship marketing tactics which are exercised by Tesco (ESSO) to improve customer satisfaction. Thus, this chapter is significant to determine the realistic implication for leading future researcher in terms of conducting the further research (Graca, et. al., 2015).  

The current business scenario is known as fierce competition, influencing new and retaining the old customers. As a result, it is becoming one of the expensive and complex tasks for an organization. In the retail industry, competition is gained with new entrants and approval of the technological development. Hence, there is a need for retail companies to engage in relationship marketing. As per the view of Shin and Thai (2015), relationship marketing is related to developing long-term liaison with the customers. There are certain traditional advertising practices which focus on a single transaction. Relationship marketing has an impact on the company to refine the method of performing the business. It could be performed with the purpose of improving the worth of liaison for customers.

In support of this, Bansal and Taylor (2015) stated that relationship marketing is used as internal marketing in which each employee and department is interconnected with the suppliers and customers at the workplace. Internal marketing is effective as it assesses the exceptional service that a customer will get from the employees. Furthermore, referral marketing is associated with the relationship marketing because it focuses on stimulation of referral by developing and implementing a marketing plan. In opposed to this, Han and Hyun (2015) stated that influence market is linked to the standard committee, stockholders, government regulators and venture capitalist as it is part of relationship marketing. Live marketing is another type of relationship marketing which highlights on developing the association with the customers by permitting them for using products in a comfortable environment.  

Background and Significance of Relationship Marketing in the Retail Industry

Christopher (2016) opined that relationship marketing is a long-term strategy which is intended to provide more customer value over the maximum period of time. The primary success criterion of the company is to build long-term customer satisfaction. Further, it could be attained through buying experience and consumption. It could be also entailed as the final basis in the contemporary marketing hence, the success of each organization relied on addressing and satisfying the superior needs and demand of customers. Customer satisfaction could lead to conduct like favorable word of mouth advertising and loyalty.

As per the above customer satisfaction model, it can be stated that CS is a key performance indicator which is used to assess the quality of association between customers and organization. Hence, it is required for a company to gain understanding about customer satisfaction to make a decision regarding customer relationship. Satisfaction could be assessed on the basis of different aspects like product, price, service, and personal and situational factors (Blut, et. al., 2014).

It defines two primary factors such as trust and commitment. It should be existed to build a successful relationship with customers. Relationship marketing entails formation of bonding with the customers by completing their needs and increasing their commitment with the company. Under this theory, the company follows the principles of relationship marketing as it could be effective to create a long-lasting liasion with their customers. Therefore, trust on business helps to increase the loyalty and satisfaction level of customers towards the brand (Keiningham, et. al., 2015). 

The leaking bucket marketing theory defines the relationship through emphasizing on two factors such as bucket and customers. This theory also illustrated that customers are a significant element as water in the bucket. Hence, a leaking bucket means a corporation that is trailing their customers and market share. As per this theory, it could be described that business should attract new customers to pay off for their losses and leakage of current consumers. Leaking bucket marketing is an essential element of customer retention strategy within an organization (Huang and Rundle-Thiele, 2014). This theory defines that there are certain basic options for setting up a leaking bucket. These options are adding more water, plugging the leaks, and getting a new bucket. The third alternative demonstrates walking away from leaking organization and investing in new businesses. However, it could be expensive to a customer. In addition, marketing plays an essential role to find the sources for leakage and adding new customers. These are not a mutually exclusive alternative to addressing the ways regarding why customers are leaving could aid to attract new customers and builds new markets (Yadav, et. al., 2014).     

Literature Review of Relationship Marketing

As per the view of Bilgihan and Bujisic (2015), relationship marketing is an approach which emphasizes on satisfaction and retention of customers. Further, company should focus on good relationship marketing strategy as it would be effective to increase customer loyalty. The key aim of this marketing strategy is to create long-term engagement with the customer base. Relationship marketing could be differentiated from another sort of marketing as it emphasizes on identifying the worth of customer relationships. It acts on the basis of the standard to retain the customers.

In support of this, Maria Correia Loureiro, et al. (2014) stated that relationship marketing strategy pulls the attention of new customers and retains the old ones by satisfying their needs. As a result, it is better than the other marketing strategy of competitors. Since, it is done by creating a mutually beneficial relationship. Customers could be retained by relationship marketing strategy as it considers a different aspect of customer valuation. It is related to categorizing the customer as per their financial and strategic value (Baker, 2014). As per the categorization, the company could be able to invest in the required direction. It further helps to develop a long-term association with the customers. In addition, the classification also aids to assess the relationship that needs to be served in a distinct way.

As per the view of Söderlund and Colliander (2015), relationship marketing aids workforces to comprehend the importance of their roles and their relations with other positions. This strategy could be practiced as a source of encouraging the workforces. In this way, employees would be able to access the whole procedure from the perspective of customers and strategic mission of the company.  

In contrast to this, Hwang and Kandampully (2015) evaluated that relationship marketing strategy is used by Tesco (ESSO) to influence their customers to stay with the brand. Relationship marketing emphasizes on assessing the causes for defection. It is associated with addressing the root causes as compared to focusing on symptoms of the problem. Relationship marketing entails the depth assessment when engaging with old customers. In this way, it entails the evaluation of customer’s complaint with benchmarking of competitiveness. Detection of root causes of issue aids to eliminate the issue and building strategies for resolving a complaint of customers (Kim, et. al., 2015). It enables the company to build trust with customers and assist to retain them with the organization for long-term.

According to Khan and Fasih (2014), the perception of customers could be effective to build trust with regards to retail stores and can also commit the customers with the stores. It ultimately leads to customer satisfaction. It is also stated that perception of the customer with regards to relationship marketing is efforts of an organization which helps to improve customer’s commitment and loyalty. It is also opined that a company focuses on strategic alternative such as a focus on retaining loyal customers rather than attracting new customers to obtain sustainable competitive advantages.  

Research Methodology

According to Ateke et al. (2015), relationship marketing is relied on acquiring requirement of customers exclusively from the old customers. It demonstrates mutual beneficial exchange and generally entails taking consent from the customers by the opt-in system. Relationship marketing enhances the accuracy and relevancy of communication with regards to specified groups.

But, Bolton and Mattila, (2015) argued that relationship marketing creates a feeling of gratitude for a shorter period. It could be potential of getting advantages in term of high performance and profits. Gratitude is the emotional element of human behavior which aids an organization to keep the loyalty of customers. It could be evaluated that customer loyalty is associated with their satisfaction level. Along with this, feeling of gratitude aids to build psychological attachment and plays a significant role to satisfy the customers.

Ryu and Lee (2017) asserted that relationship marketing entails the set of data that supports an organization to assess and retain their preferred customers. It goes a long way to build customer trust and improves their satisfaction. Furthermore, relationship marketing (RM) emphasizes on building a relationship with customers at each phase of communication. The factors that have affected the relationship of customers could be addressed by using relationship marketing strategy (O. Pappas, et. al., 2014). When a customer gains their experience that a company is not concerned with their own logo but they are ready to hear the customer’s issue then it will provide high satisfaction to customers. In addition to this, satisfied customers may gain the productivity of company by referring the brand to other people. Marketing division is not only concerned about selling, developing and delivering the products and services but also concerned about satisfying the long-term liaison with customers.

In contrast to this, Kim et al. (2015) evaluated that customer satisfaction is used as a key business strategy as it is premium resources for the company. It assures the success of the company and enhances its productivity. In the current dynamic globe of constant change, providing high satisfaction to customers is more difficult. Further, electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller. There are certain old traders which do not consider the new customer service as they lost their own available customers (Amin, et. al., 2014). Hence, the company should not assume that customer satisfaction is equal to managing the customers for profitability. Since, satisfied customers are considered as great marketers and valuable resources for trading.

Data Analysis

Conclusion

From the above discussion, it could be stated that relationship marketing is associated with creating a long-term liasion with the customers. It could be evaluated that relationship marketing is a long-term strategy which is intended to offer more customer value over the maximum time period. It could be summarised that customer satisfaction model is used by the company to provide higher customer satisfaction. This model shows that customer satisfaction is a key performance indicator which is implemented to evaluate the quality of the relationship between customers and organizations. It could be summarized that both leaking bucket marketing theory and commitment-trust theory of relationship marketing. Furthermore, customers could be retained by relationship marketing strategy because it emphasizes on a certain aspect of customer valuation. It could be also concluded that relationship marketing supports the workforces to comprehend the importance of their roles and their relations with other positions. It could be evaluated that relationship marketing improves the relevancy and accuracy of interaction in relation to the specified group. It could be also concluded that relationship marketing incorporates the set of information which supports an organization to evaluate and retain their preferred customers.  

Research method

This chapter is beneficial to gain in-depth understanding with regards to different technique, tool, and methods to conduct the research in a systematic way. This chapter helps a researcher to get support with regards to gathering facts and figures from a large number of respondents and other sources to complete the research in a targeted time period (Zhang, et. al., 2014).  

Research philosophy generates the comprehension about research concern. The selection of significant research philosophy helps to address the technique of data collection and estimating and construing the data via applying appropriate research procedure. Research philosophy could be classified into three parts named realism, interpretivism and positivism research. It is stated that positivism philosophy is applied to demonstrate the realistic information through observation and assessment about research issue (Karpen, et. al., 2015). It also facilitates the researcher to use true facts and belief regarding research concern via applying statistical data analysis techniques. In addition to this, an interpretivism research philosophy is used due to subjective nature of research issue. Apart from this, positivism philosophy is used due to objective nature of research issue and focuses on the formulation of the hypothesis (Kandampully, et. al., 2015).  

For this dissertation, interpretivism research philosophy is implemented by a researcher to obtain in-depth data regarding the impact of relationship marketing on customer satisfaction in the retail industry by pooling the beliefs from a large number of participants (Saeidi, et. al., 2015). Thus, a researcher can arrive at a valid conclusion regarding research concern. In opposed to this, realism and positivism philosophies are not applied by a researcher because it is not relevant with interpretivism research philosophy (Lin and Bennett, 2014). There is also no requirement to apply highly structured methods such as no need for interpreting, proving hypothesis and determination of outcome as per the simplification.

Conclusion and Implications for Future Research

The selection of research approach is suitable to rationalize the selected design and technique of research. Through research approach, a research is competent to depict the information in a systematic way (Itani and Inyang, 2015). In addition, research approach is categorized into two parts named deductive and inductive approach. This research facilitates a researcher to validate the application of particular tool of data pooling and assessment. It is also beneficial for a researcher to gain depth understanding regarding the association between relationship marketing and customer retention (Subramanian, et. al., 2014). Thus, these approaches are valuable to complete the research objectives in a significant manner.

In addition, a deductive approach is suitable for a researcher as it is appropriate with positivism philosophy. As well as, an inductive approach is appropriate for a researcher because it is relevant with the interpretivism research philosophy. Apart from this, a deductive approach is implemented to prove the hypothesis regarding research issue. For accepting or rejecting the hypothesis, a researcher is requisite to collect the high amount of information regarding research concern. But, inductive approach exhibits the resilience because there is no need to create a hypothesis regarding research issue (Rahimi and Kozak, 2017). 

For conducting this research study, inductive approach is executed rather than deductive approach because it facilitates a researcher to gain its subjective knowledge with regards to research problem (Terpstra and Verbeeten, 2014). This research approach also enables a researcher to reach at the valid and reliable outcome. It also supports a researcher to gather the information and reach at a valid conclusion regarding the impact of relationship marketing on customer satisfaction in Tesco (ESSO). In opposed to this, a deductive approach is not suitable for this research because there is no need to construe the hypothesis regarding research question (Fornell, et. al., 2016).  

There are certain types of research which significantly aid the researcher to evaluate the design of the study. This research design could be exploratory, explanatory and descriptive research design. Exploratory research design discusses the primary research by which a researcher can solve the research problem by building hypothesis. In opposed to this, explanatory research design entails the researcher to increase in-depth knowledge about the research issue by explaining the occurrence. Apart from this, descriptive research design is also known as causal research which demonstrates the cause and effect relationship between different variables (Verma, et. al., 2016).

For conducting this research, descriptive research design is selected by a researcher to conduct the research. This research design is beneficial for a researcher to assess the relationship between relationship marketing and customer satisfaction (Nyadzayo and Khajehzadeh, 2016). It is beneficial to develop cause and effect relationship between different variables. In contrast to this, exploratory and explanatory research design is not selected by a researcher because it is not a primary research and also no need to gather depth data regarding the impact of relationship marketing on customer satisfaction in Tesco (ESSO) (Berg, 2014).

The research strategy is an essential element of research which permitted a researcher to analyze the research concern by giving a response to each research question in a systematic way. A researcher can collect the background facts and assess the data to arrive at a particular conclusion. A researcher can exercise different sorts of research strategies such as survey through a questionnaire, observation, literature review, interview, focused group, case study, and experiment (Oliver, 2014).

For this research study, both interview and survey through questionnaire strategies are implemented by a researcher as these strategies facilitate the researcher to gather the adequate amount of information regarding the impact of relationship marketing on customer satisfaction in Tesco (ESSO). In the survey through a questionnaire, close-ended questionnaire structure is used to conduct the research while, in the interview, open-ended questionnaire structure is used to conduct the research.  By applying survey through questionnaire strategies, a researcher can gather the data with less expense and time (Çifci, et. al., 2016). It also improves the research quality amid different stakeholders. In opposed to this, interview strategy is used by the researcher to gather the in-depth facts and figures regarding the impact of relationship marketing on customer satisfaction in Tesco (ESSO). It also facilitates the researcher to build liaison with respondents (Lee, et. al., 2014). Consequently, it aids to attain the research aim and objectives in a particular time period. In addition to this, the application of interview strategy helps the researcher to create a relationship with respondents. It also aids to accomplish the aim and objectives of research in a targeted time duration and provides the reliable and valid outcome (Çifci, et. al., 2016).  

Data pooling method is exercised to gather the information in a systematic way by applying different sources to meet the aim and objectives of the research. The feasible data collecting process allows a researcher to create data about research issue. It is significant to arrive at the conclusion regarding research problem (Pearson, 2016). Further, different kinds of resources are used to pool the data such as primary and secondary data collection technique. In this way, primary data exhibit the data which is collected from fresh and first time sources. There are certain sources of pooling the primary information like action research, survey through a questionnaire, interview, focus group and experimental (Walsh, et. al., 2014). On the other hand, secondary data is collected by other researcher and authors to attain the aim and objectives. These data are already published and could be simply identified by a researcher to obtain the authentic data. There are certain sources by which a researcher can get facts associated with research concern. These sources are a journal, websites, articles, Textbook, governmental reports, magazines, and newspapers (So, et. al., 2016).       

This dissertation relies on the impact of relationship marketing on customer satisfaction in Tesco (ESSO). Therefore, a researcher has selected both primary and secondary data gathering technique. Since, primary data sources are significant to build a direct association with participants to pool their opinion and perception regarding research problem. As well as, secondary data sources is essential to create the theoretical comprehension about research problem (Foster and McLelland, 2015). Because, it enables the researcher to gather the data from different sources such as websites, books, journals, and articles to improve the reliability and validity of research outcome. For this research study, both interview and survey through questionnaire are used to collect the valid and reliable result with regards to research problem (Miquel-Romero, et. al., 2014). This technique is significant for a researcher to collect the information from chosen participants regarding the impact of relationship marketing on customer satisfaction in Tesco (ESSO).

Sampling strategy is used to select the appropriate participants for conducting the research and to respond each research question in the research. There are different sort of sampling strategies such as probability and non-probability sampling techniques (Veloutsou, 2015). It aids the researcher to select the appropriate sample from the specified population. Probability sampling is a mode of collecting a sample for conducting appropriate research. It is used to randomly select the participants from a large number of participants. This technique is effective for a researcher as it offers equal opportunity to select the respondents (Fernie, 2014). Apart from this, a non-probability sampling technique is a sampling strategy which is used to choose the participants in a systematic manner. For this dissertation, 50 customers and 5 managers are selected as a sample size. Further, those customers are selected who use the product of Tesco (ESSO) to get their opinion regarding research issue. At the same time, managers of Tesco (ESSO) are selected from the different region of UK to pool their belief about research concern. Under the probability sampling strategy, a random sampling technique is selected for choosing the respondents for conducting the survey through a questionnaire, and interview (Tung and Carlson, 2015). According to this strategy, the sample is selected on random bases which are beneficial to decline the biases from research. For this research study, the researcher has sent prior consent mail to get the previous approval of customers and managers to conduct the survey through questionnaire and interview (Sayani, 2015). The researcher has facilitated the instruction and reason for conducting the survey through questionnaire and interview. Thus, it could be significant to obtain a valid and reliable result.   

After pooling the information, it is essential for a researcher to evaluate the gathered facts and figures. Hence, a wide range of data assessment tool is applied by a researcher like an assessment of content, evaluation of disclosure and conversation and statistical assessment. These data are gathered via applying and considering assessment tool to pool the facts and figures (Katsikeas, et. al., 2016). Statistical data analysis tool is applied by a researcher for completing this dissertation. This method is effective to demonstrate the information by using different kinds of charts, and tables. It is also favorable to construe the meaning behind belief of selected customers and managers. Furthermore, MS-excel software is implemented to construe the outcome by the use of charts. Hence, it enables the readers to comprehend the impact of relationship marketing on customer satisfaction in Tesco (ESSO) (Pantano and Viassone, 2015).    

In this dissertation, the meaning of ethics is related to attainment of a different chapter of research in an ethical way. For this, an investigator will use guidelines of the university and maintain the confidentiality of participants. It also facilitates a researcher to focus on deeds in a mechanical manner (Karpen et. al., 2015). There are certainly ethical issues regarding research such as violation of copyright act, plagiarism, and lack of information regarding secondary data collection. These issues could be eliminated by a researcher via giving credit to a large number of authors and researchers in terms of proper references and in-text in each section (Schramm-Klein, et. al., 2015).           

In contrast to this, a researcher has implemented inclusive languages to interpret the gathered information about research concern. In addition, earlier approval is acquired by an investigator from targeted customers and managers to collect the fresh data related to research problem (Marinkovic and Obradovic, 2015). This ethical strategy is effective to capture the data from targeted customers and managers in detail. It is also supportive for a researcher to maintain the reliability and validity of information in research. It also helps to reach at the applicable conclusion. A researcher has developed rules and regulation regarding keeping the privacy of personal data during the investigation (Hunneman, et. al., 2015). 

There is a wide range of research limitation which generates difficulties to carry out the research in an effective way. There were some Tesco (ESSO) managers and customers who have resisted and have not shown their interest to involve in the interview and survey through a questionnaire. An investigator faces complexities due to inadequate sample size and collection of sufficient information. The inadequate questionnaire was set due to time restriction of conducting the research (Kursunluoglu, 2014). 

Conclusion

From the above interpretation, it can be concluded that appropriate assessment of research methodology implemented by an investigator to accomplish the aim and objectives of research in a targeted time period. An investigator uses a wide range of approaches, strategies, philosophy, design, and data pooling methods to assess the impact of relationship marketing on customer satisfaction in Tesco (ESSO). By implementing the methods, an investigator could be competent to acquire a reliable and valid result. It could be also evaluated that a researcher can use ethical consideration to carry out the research in an ethical way. In addition, there is a certain limitation which could be faced by an investigator like sample size, cost and time.   

Survey through questionnaire was conducted on 50 customers who use products of Tesco (ESSO). In this questionnaire, an investigator has asked different questions with regards to demographics based factor and research objectives in order to complete the research (Kim, et. al., 2016). 

The survey through questionnaire is obtained from a large number of customers of Tesco (ESSO), who belongs to a different age, gender, and experience. A demographical outcome which is obtained through survey questionnaire is demonstrated as below:

Gender
Female	30
Male	20

Chart 1: Gender

The above table and chart show that researcher has given priority to female as they have selected 60% of female and 40% of male. It could be effective to get more depth information about research issue because females are more interested to shop the products as compared to male customers.

Table 2: Experience

Experience
0 to 4 years	12
4 to 8 years	16
8 to 12 years	14
12 years and above	8

Chart 2: Experience

As per the above table and chart, it could be demonstrated that there is a wide range of candidates who have 4 to 8 years of experience whereas only 8 customers who have more than 12 years and above years of experience. Hence, it could be evaluated that researcher is competent to accomplish the objective of research in a successful way due to getting consistent information from the customers about the impact of relationship marketing on customer satisfaction in the Tesco (ESSO).

Table 3: Method of Relationship marketing in retail industry

The following chart and table depict the number of responses of customers which are related to first objectives of the research. In this questionnaire, a researcher has taken opinion and views of participants with regards to the method of relationship marketing in the retail industry.

Method of Relationship marketing in retail industry	1	2	3	4	5
Referral marketing	17	15	9	5	4
Live marketing	14	16	8	7	5
Internal marketing	12	19	7	8	4

Chart 3: Techniques of Job evaluation

From the above table and chart, it could be illustrated that there are a high amount of customers i.e. 32 out of 50 customers were agreed with the referral marketing while 30 out of 50 participants were agreed with the live marketing. In opposed to this, 31 out of 50 participants give their priority to internal marketing. Thus, it could be opined that there are the different technique of Relationship marketing in retail industry which could be implemented by Tesco (ESSO) to increase the satisfaction level of customers.

These research questions were related to the second objective of research by which customers gave their different opinion and views about the association between relationship marketing and customer retention. It is described as follow:

Table 4: Relationship marketing is a strategy which focuses on customer satisfaction and retention towards product of Tesco (ESSO)

Relationship marketing is a strategy which focuses on your satisfaction and retention towards product of Tesco (ESSO)
Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree
18	15	8	4	5

Chart 4: Relationship marketing is a strategy which focuses on your satisfaction and retention towards product of Tesco (ESSO)

From the above table and chart, it could be stated that 33 out of 50 customers were agreed with the statement that relationship marketing is a strategy which focuses on their satisfaction and retention towards the product of Tesco (ESSO). In contrast to this, only 9 out of 50 customers disagreed with this statement

Table 5: Relationship marketing aids the workforces to comprehend the significance of their roles and their relations with other roles 

Relationship marketing aids the workforces to comprehend the significance of their roles and their relations with other roles
Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree
19	14	8	5	4

Chart 5: Relationship marketing aids the workforces to comprehend the significance of their roles and their relations with other roles

The above table and chart show that there are 32 out of 50 participants were agreed with the statement while only 9 out of 50 were not supported the statement that relationship marketing aids the workforces to comprehend the significance of their roles and their relations with other roles.

This research question is related to last objectives of research where customers gave their different opinion and views associated with the impact of relationship marketing on customer satisfaction. It is described as follow:

Table 6: Relationship marketing is relied on acquiring requirement of customers exclusively from the old customers

In this questionnaire, an investigator asked with customers that the relationship marketing is relied on acquiring requirement of customers exclusively from the old customers. With this regards, customers have provided their different responses which are demonstrated as below:

Relationship marketing is relied on acquiring requirement of customers exclusively from the old customers
Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree
13	14	9	6	8

Chart 6: Relationship marketing is relied on acquiring requirement of customers exclusively from the old customers

From the above table and chart, it could be stated that there is a large number of customer i.e. 27 out of 50 participants were agreed with the statement that relationship marketing is relied on acquiring requirement of customers exclusively from the old customers. On the other hand, 14 out of 50 participants were not agreed with the statement that relationship marketing is relied on acquiring requirement of customers exclusively from the old customers.

Table 7: Relationship marketing creates feeling of gratitude for shorter period 

In this questionnaire, a researcher asked with the participants about relationship marketing creates a feeling of gratitude for a shorter period. With this regards, customers gave their different judgment and belief about the research question. It is demonstrated as below:

Relationship marketing creates feeling of gratitude for shorter period
Yes	No
35	15

Chart 7: Relationship marketing creates feeling of gratitude for shorter period

From the above table, it could be exhibited that there is a wide range of participant such as 70% of customers has supported the given statement. In opposed to this, there are 30% of customers who have not favored the statement that the relationship marketing creates a feeling of gratitude for a shorter period.

Table 8: Electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller

In this questionnaire, an investigator has asked with the customers about the electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller. In this perspective, customers gave their different responses which are demonstrated as follow:

Electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller
Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree
13	18	8	6	5

Chart 8: Electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller

From the above table and chart, it could be stated that 31 out of 50 customers were agreed with the statement while only 11 out of 50 customers disagreed with the statement that electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller.

Table 9: Relationship marketing has impact on the customer satisfaction

It is the last question which is related to last objectives. In this regards, an investigator has asked with the participants regarding the impact of relationship marketing on customer’s satisfaction.  With this regards, customers show their different views which are exhibited as below:

Relationship marketing has impact on the customer satisfaction
Strongly Agree	14
Agree	17
Neutral	8
Disagree	5
Strongly Disagree	6

Chart 9: Relationship marketing has impact on the customer satisfaction

From the above chart and table, it could be assessed that 31 out of 50 customers have believed that relationship marketing has a positive impact on the customer satisfaction because it makes a good relationship between company and customers. On the other hand, 11 out of 50 participants do not believe on the given statement as they believed that relationship marketing has a negative impact on the customer satisfaction.

Interview Questionnaire associated with the impact of relationship marketing on customer satisfaction in the retail industry: a case study on Tesco (ESSO)

Interview questionnaire has been obtained by an investigator on 5 manager of Tesco (ESSO), who is skilled to solve the research concern. In this interview, an investigator has asked different questions which were related to demographic factor and objectives of research to complete the research. These questions are explained as follow:   

Question 1

The interview was conducted on the manager of Tesco (ESSO) who belongs to a different gender, which is described as below:

Table 10: Gender

Gender
Female	3
Male	2

Chart 10: Gender

The above table and chart, it can be stated that researcher has chosen 60% of the female while only 40% of male managers to conduct the interview with them. It shows that an investigator gave priority to female managers to conduct depth assessment about research concern.

Question 2

This question was related to the age of managers. In this perspective, managers gave their different views and opinion which are demonstrated as below:

Table 11: Age

Age
19-22	1
22-25	2
25-28	2
28 or older	0

Chart 11: Age

From the above chart, it could be illustrated that there are a high amount of respondents who belong to 22-25 and 25-28 age group. It is beneficial to create reliable information about research problem as this age-group person has high knowledge.

Table 12: Work experience

Work experience
1-3 years	1
3-5 years	1
5-7 years	2
7 years and above	1

Chart 12: Work experience

The above chart interpreted that there are 2 out of 5 managers who have 5 to 7 years of experience. It is beneficial to obtain the reliable and valid information due to having high experience.

Question 4

In this questionnaire, an investigator has asked with managers regarding the company size to collect the sufficient amount of information. In such way, managers gave their different responses which are shown as below:

Table 13: Company size

Company size
less than 100 employees	0
100-200 employees	1
200-300  employees	1
300-400 employees	1
400 employees and above	2

Chart 13: Company size

From the above table, it could be stated that there are 2 out of 5 participants work with 400 and above employees. It shows that they have the high experience to build customer relationship in Tesco (ESSO).

Question 5

In this interview questionnaire, an investigator has asked with managers to share their beliefs about different methods of relationship marketing, which could increase the satisfaction level among customers towards products and services. With this regards, all managers have provided their different responses such as some manager was agreed with the internal marketing while some said referral marketing and live marketing is a type of relationship marketing.

Question 6

In the questionnaire, an investigator has asked with the managers related to the mode by which relationship marketing is associated with customer retention. In this perspective, all managers were agreed that relationship marketing is associated with customer retention by creating a mutually beneficial relationship.  

Question 7

In this questionnaire, an investigator has taken the opinion of managers regarding relationship marketing strategy is used by Tesco (ESSO) to influence their customers to stay with the brand. In this way, managers give their similar answer as other respondents. Thus, it could be stated that all participants were agreed with the statement that relationship marketing strategy is used by Tesco (ESSO) to influence their customer towards the brand.

Question 8

In this question, an investigator asked with the interviewers that perception of customers is effective to build trust with regards to retail stores and can also commit the customers with the stores. With this regards, some participants were agreed with the given statement while some were not agreed with the statement.

Question 9

It is the last question of the interview in which an investigator takes the opinion on the statement that satisfied customers gain the productivity of company by referring the brand to other people. In this regards, 4 out of 5 managers were agreed with the given statement while 1 out of 5 managers was not agreed with the statement.  

As per the analysis of survey through a questionnaire, it could be interpreted that there is a different method of relationship marketing in an organization which could influence customer satisfaction level towards the product of Tesco (ESSO). But, most of the participants have believed that referral marketing is a key method of relationship marketing in an organization which could influence customer satisfaction level towards the product of Tesco (ESSO).  From the analysis of interview, it could be interpreted that there are different methods of relationship marketing, which could increase the satisfaction level among customers towards products and services. These methods are referral marketing, internal marketing, and live marketing. This finding is supported by the view of Al-hawari, (2015), as it was stated that referral marketing is a key technique of relationship marketing which emphasizes on stimulating the referral by implementing and developing a marketing plan. In contrast to this, Al-Alak (2014) stated that live marketing is a technique of relationship marketing which is connected with the customers by allowing them for consuming the products in an easy atmosphere. These findings are also favored by the view of Homburg et al. (2014) as it was discussed that internal marketing is beneficial for an organization because it determines the exceptional facilities which a customer will get from the workforces.

From the analysis of survey through a questionnaire, it could be interpreted that most of the participants believed that relationship marketing is a strategy which focuses on customer satisfaction and retention towards the product of Tesco (ESSO). Further, from the analysis of interview, it could be evaluated that relationship marketing is associated with customer retention.  These findings are also supported by the opinion of Chinomona and Dubihlela (2014) as it was described that relationship marketing is a key approach which emphasizes on satisfaction and retention of customers. Hence, the company should emphasize on developing a good relationship marketing strategy as it would be beneficial to gain customer loyalty. The main purpose of relationship marketing strategy is to create long-term engagement with the customer base. Relationship marketing is differentiated from another kind of marketing because it focuses on assessing the value of customer relationships (Saeidi, et. al., 2015). It deals as per the standard for retaining the customers within an organization.

From the assessment of survey through a questionnaire, it is analyzed that relationship marketing aids the workforces to comprehend the significance of their roles and their relations with other roles. Through the interview, it is found out that relationship marketing strategy is used by Tesco (ESSO) to influence their customers to stay with the brand. These findings are favored by the belief of Ali and Amin (2014), as it was discussed that relationship marketing helps the employees to understand the importance of their roles and their links with other roles. This approach could be implemented as a source of leading the workforces. In such case, employees would be competent to access the whole process with the viewpoint of customers and strategic mission of corporation. In support of this, Su et al. (2017) evaluated that relationship marketing strategy is implemented by Tesco (ESSO) to persuade their consumers towards the brand. Relationship marketing focuses on evaluating the causes of issues and also addressing the ways to resolve it by depth analysis of existing and old customers.   

Through interview analysis, it is analyzed that most of the managers agree with the statement that perception of customers effective to build trust with regards to retail stores and can also commit the customers to the stores. These findings are favored by the view of Koufteros et al. (2014) as it was evaluated that perception of customers could be beneficial to create trust in relation to retail stores and could also commit the customers within the retail stores. It also leads to customer satisfaction. It is also evaluated that perception of customers about relationship marketing is the effort of a company which aids to enhance the commitment level and loyalty of customers.

From the assessment of survey through a questionnaire, it could be stated that relationship marketing depends on addressing the needs of customers exclusively from the previous customers. It is also assessed that the there are most of the customers who believed that relationship marketing generates the feeling of gratitude for less time period. Through assessment of interview, it could be interpreted that satisfied customer increases the company’s productivity by referring the brand to other customers. These findings are supported by the view of Du Preez and Bendixen (2015), as it was interpreted that relationship marketing is based on addressing needs of customers exclusively from previous customers. It also discusses the mutually beneficial exchanges in which consent of customers is taken through the opt-in system. As a result, relationship marketing increases the correctness and relevance of interaction with respect to chosen participants. In support of this, Shi et al. (2014) evaluated that satisfied customers can increase the company productivity through referring the brand to another customer. Marketing division is not only related to developing, selling and delivering the products and services but also, it is used to make a long-term link with the customers.  

From the analysis of survey through a questionnaire, it could be stated that electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller. It could be also interpreted that relationship marketing has an impact on the customer satisfaction. These findings are favored by the opinion of Foster and McLelland (2015), as it was explained that electronic commerce could be incorporated as a technique to reduce entry barriers and provides a high opportunity to customers to observe and select the suitable seller. There are some old traders which do not focus on new customer services because there are chances of losing their own existing customers. Therefore, the company should not make the assumption that customer satisfaction is equivalent to managing the customers for profitability.  These findings are also supported by the view of Itani and Inyang, (2015), as it was discussed that relationship marketing incorporates the set of information which supports a company to scrutinize and retain their current customers. It is an effective technique to develop trust among customers and also provide satisfaction to them.

Conclusion and Recommendation

From the above interpretation, it could be concluded that referral marketing is a key method of relationship marketing in an organization as it could influence their satisfaction level towards the product of Tesco (ESSO). It is found out that referral marketing emphasizes on stimulating the referral by implementing and developing a marketing plan. It could be summarized that there are different methods of relationship marketing, which could increase the satisfaction level among customers towards products and services. These methods are referral marketing, internal marketing, and live marketing.

As per the above discussion, it could be also concluded that relationship marketing is a strategy which focuses on their satisfaction and retention towards the product of Tesco (ESSO).  It is also summarized that relationship marketing is associated with customer retention.  Furthermore, relationship marketing aids the workforces to comprehend the significance of their roles and their relations with other roles. It could be also summarised that relationship marketing strategy used by Tesco (ESSO) to influence their customers to stay with the brand. It could be also concluded that perception of customers is effective to build trust with regards to retail stores and can also commit the customers to the stores.

As per the above interpretation, it could be concluded that relationship marketing is relied on acquiring requirement of customers exclusively from the old customers. It could be also summarized that relationship marketing creates a feeling of gratitude for a shorter period. In addition, electronic commerce is entailed as a method to decline entry barriers and offers a high opportunity for customers to perceive and choose the appropriate seller. Moreover, relationship marketing has a positive impact on the customer satisfaction by building a long-term relationship with them. In the last, it could be evaluated that satisfied customers gain the productivity of company by referring the brand to other people.

From the above discussion, it could be recommended that company should communicate regularly and should vary the sort of message. The company should also use newsletters and softer-sell message as compared to the constant barrage of promotions for improving relationship marketing strategy. It can also integrate the direct mail, phone contact, e-mail, and face-to-face communication to maintain prospect and moving through sales cycle without burning out on message (Pearson, 2016).

Furthermore, it could be also suggested that customer loyalty and reward program work effectively within the retail industry. The effective initiatives should facilitate graduated rewards as customers will spend more and could earn more. This reward could be beneficial to decline the price switcher customers who switch from one company to another to get rewards. Hence, the company should focus on rewards for their customers whenever they make policies regarding products and services (Ali, et. al., 2016). 

In addition, the company should enhance their customer services to provide high satisfaction to them.  The best way to increase value and beat the competition is to have better-quality customer service. Customers make selection decision about parity product and services as per the perceived customer services. Hence, the company should focus on customer’s expectation after closing the sales. Top-flight customer service generates favorable word-of-mouth and gains sales from new customers (Jie, et. al., 2015).

It can be also recommended that company should launch the multicultural programs to improve customer relationship marketing strategy. It could increase the multilingual element in the marketing program. For instance, it can offer the Spanish-language translation on their Web sites and could use ethnic print and broadcast media channel to arrive at the niche market. As a result, the ethnic audience could appreciate marketing communication in their own languages (Lee, et. al., 2014). 

It could be suggested that company should build two-way communications to interact with the customers. As a result, it would be beneficial to satisfy the customers. The company should focus on the listening approach rather than telling approach to build customer relations. It should also implement each tool and grab the opportunity for making communication such as asking for feedback via websites and newsletter. It should also conduct online and offline customer survey and offer online message boards and blogs (Nyadzayo and Khajehzadeh, 2016). 

It could be recommended that company should increase attribution by investing more time, efforts and expenses to build an initial customer relationship. It should also immediate solve the issue of customers as it would be effective to retain the customers and satisfied them. The company should also spend the high amount to improve the quality of products and services as it can satisfy the customers and retain them in long-term. It would also increase the business growth and would be effective to get competitive advantages (Terpstra and Verbeeten, 2014).  

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