dissertation topics marketing   Customer Role in Relationship Marketing in Acquisition and Retention of Customers-TESCO

1. Introduction:

The issues under the report were a query of customer’s roles in relationship marketing in acquisition and retention of customers. The report deals with the TESCO which had considerably had a high-quality relationship with their customers.

1.1 Aim of the Research Work

The intention of this theory is to locate the relation among quality customer relationship and acquisition of customers and customer retention in Tesco. Marketing has stimulated from customer gaining to customer preservation to customer assortment.

1.2 Objectives of the Research Work

The main objective of this study is to examine the relationship among their customers while selling the product. In organize to complete these objectives the investigator desires to locate some parameter. The other objectives of this study comprise:

  • To evaluate and critically assess the excellence of relationship marketing deploy at Tesco
  • To seriously examine contact of relationship marketing on customer retention at Tesco
  • To significantly examine the role of customer relationship marketing in preservation and gaining of customers

1.3 Hypothesis

H0: approval, trust, promise, emotional accessory and obsession are important in a customer’s loyalty towards Tesco and Tesco Club card.

H1: adult females are the demographic cluster most probable to be loyal to Tesco and Tesco Club card

2. Literature Review:

2.1 Introduction:

The use of this chapter is to evaluation the accessible literature relating to loyalty and customer loyalty in the circumstance of loyalty programs. The literature analysis wills ass’s loyalty thought in relation to Tesco. These chapters deal with the devotion in retail, customer’s responsibility in relation marketing and the chapter outline.

2.2 Loyalty in Retail:

This research is establish on the basis that customers desire a connection with retailer and wishes to be recompense for their loyalty. The significance of relationship marketing in retention of a small number of profitable consumers has turned into even more vital than yet. Nowadays advertising has stimulated away from short term, rapid scale situation and advertising today is added about “partner” and relationship structure. (Akroush and ELSamen, 2012).

2.3Customer Roles in relational marketing:

The importance is on exploit the competence and amount of individual sale slightly than raising a relationship with purchaser. Alternatively relationship marketing is a trade policy that seek to found long term connection with its consumers somewhat than focus on single operation. The main focus of this theory is mainly at the serious appraisal of quality customer relationship and the issue that influence customer retention (Ahmed, 2010).

2.4 Chapter Summary:

In this research the researcher talk about the customer roles in relationship marketing in Acquisition and retention. This research will offer us the plan about the customer’s position and loyalty near retail segment.

3. Research Methodology:

3.1 Research Design

There are essentially two policies to investigate: quantitative and qualitative. This study exploits a qualitative method for exploration since its rich and descriptive nature. Qualitative data consists of terms and explanation and not essentially information. As with all information, analysis and understanding are requisite to transport order and understanding (Dorrington and Goodwin, 2002).

3.2 Research Philosophy

In this, the investigator use positivism part, and the report pay attention on the performance and assessment. This report explains the roles of consumers in relationship marketing of acquisition and retention. The organization must aim their strategy, approach near loyalty of their customer in the organization (Goldsmith, 2010).

3.3 Data Collection Method:

The Researcher directs the questionnaire separately to all respondents of the description. The Researcher effort out care and direct to promise all questionnaires query to the respondents were recognized and attain the ideal reply by continue a register of survey, which were drive, and recognized (Lancaster and Luck, 2010).

3.4 Sample size:

In collect the quantitative data the report charge the significance of both probability and non-probability sampling. The research measured use probability sampling where the collection of participant is “self-governing of human decision create a recognized and non-zero chance of any one exacting case in the populace of cases creature incorporated in the sample (Maggon and Chaudhry, 2015).

3.5 Research Ethics:

Ethics unease moral principles and how people invented to manner themselves in social relations. The valued viewpoint and self-assurance of the respondents were valued in the study. The primary data self-possessed was not customized and was conduct with the privacy obligatory (Payne and Frow, 2004).

3.6 Limitation:

The conversation relating to loyalty program and their ability to generate sustainable customer loyalty is in division due to a company’s motivation following introduce a loyalty agenda.


Ahmed, A. (2010). Customer Relationship Management through Communication Strategy.International Journal of Customer Relationship Marketing and Management, 1(3), pp.15-26.

Akroush, M. and ELSamen, A. (2012). An empirical investigation of the mediating role of relationship marketing skills on the relationship between customer satisfaction and customer loyalty.International Journal of Internet Marketing and Advertising, 7(1), p.1.

Dorrington, P. and Goodwin, J. (2002). The role of lifetime value in customer relationship management.J Direct Data Digit Mark Pract, 4(1), pp.7-18.

Goldsmith, R. (2010). The Goals of Customer Relationship Management.International Journal of Customer Relationship Marketing and Management, 1(1), pp.16-27.

Lancaster, G. and Luck, D. (2010). Applications of Customer Relationship Marketing in the UK Hospitality Industry. International Journal of Customer Relationship Marketing and Management, 1(4), pp.1-21.

Maggon, M. and Chaudhry, H. (2015). Revisiting Relationship Marketing and Customer Relationship Management in Leading Tourism and Hospitality Journals: Research Trends From 2001 to 2013.Journal of Relationship Marketing, 14(1), pp.53-77.

Payne, A. and Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial Marketing Management, 33(6), pp.527-538.

Shi, G., Shi, Y., Chan, A., Liu, M. and Fam, K. (2011). The role of renqing in mediating customer relationship investment and relationship commitment in China.Industrial Marketing Management, 40(4), pp.496-502.