Student Name:............................................. ID...................................

Qualification Unit number and title

BTEC Level 5 HND Diploma Business Unit 8: RESEARCH PROJECT

Student name and ID number Assessor name

Mohamad Hassan
Date issued Completion date Submitted on
18th of January 2016 08th May 2016 by 5:00pm
Internal Verifier Dr George Panagiotou
Assignment title Research Project
 An electronic copy of your assessment must be fully uploade
by the deadline date and time.
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relating to extensions.
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and not protected by a password otherwise it will be treated

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Research Project Plan

(Proposal)

A study on the impact of quality management on the satisfaction of

Title/Topic:
customer of retail market: A case study on Tesco plc, UK.
What is the issue
Rationale/
Background: This research project is related with the analysis of the impact of
quality management in the process of production which has an impact
on the satisfaction of the customers of retail market of UK.

Why it is an issue
Quality management of the products and the services is the important
issue of business (Garcia, 2009). It is important to maintain the quality
of products to have the satisfaction of customers of retail market and
to generate profitable relationship with the customers of retail market.
This has motivated researcher to undertake this research study.

Why it is an issue now

This is an important issue to be investigated in globalized competitive
market as the competition in retail market is getting intense (Aune,
1998). Quality management of the products and services is important
to have the competitive advantage over the competitors of market
(Dalla Pozza, 2014). Limited research has been done on this issue
which has motivated researcher.

What could this research shed light on

Successful completion of this project will help the researcher in future
professional career and this research project will also be helpful for
researcher to cut higher marks in this course.
Tesco is the name of famous grocery retailer with highest rate of
Introduction
market share in UK. In that case quality management of the products
and services is important to retain the customers of retail market
through creation of satisfaction of customer (Dris, Jain and Niskanen,
2001). Satisfaction of the customers of retail market ultimately leads to
the loyalty of customer (Dalla Pozza, 2014). Quality management of

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the products and services in retail market by the retailers ensures the
consistent quality of products through proper controlling of production
process (Garcia, 2009). In this respect it can be said that variables of
this research are related to each other.
Broad aim of this research project is the analysis of the impact of
Aim of the
research quality management on the satisfaction of customer in retail industry of
Tesco, UK.

Objectives of Objectives of this research project are-

the research  To analyze the quality management process of Tesco, UK.
 To investigate the factors of satisfaction of retail customer.
 To analyze the impact of quality management on satisfaction of
customer in retail market.
 To recommend about the process of improvement in quality
management process.

Questions to be analyzed in this project are-

Research
questions  What is quality management?
 How the satisfaction of customers of retail market can be
Or created?
Hypothesise  What is the impact of quality management on satisfaction of
retail customer?
 What should be done to improve the satisfaction of customer in
competitive environment?
Quality management is the process of insurance of the quality of the
Literature
review products and services through proper controlling and monitoring
process of production (Dris, Jain and Niskanen, 2001). This is process
of managing the consistency of quality of products and services of
organization. Quality management encompasses our main activities
which are quality planning, quality assurance, quality control and
quality improvement (Garcia, 2009). In the process of quality
management quality planning is the first and crucial step through
which it is possible for the producers to assure the quality of products
(Dalla Pozza, 2014). Through the quality controlling process it is
possible to provide quality products to customer.
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Qualitative approach of research is usable to the research where there

Research
strategy: is the collection of descriptive data by the researcher (Jha, 2008).
Qualitative Descriptive data are best to be analyzed through qualitative approach
approach
of research.
vs
Quantitative Numeric data are best analyzed through quantitative approach
approach
(Ketchen and Bergh, 2004). Quantitative approach can best be
adopted in the research where the researcher is collecting data
through process of survey.

Justification of research strategy

In this project the use of quantitative is justified as the researcher is
collecting research data through conduction of survey. To analyze the
collected numeric data application of quantitative approach is justified.
Primary research is best to be applied in generic research where the
Primary/
Secondary research variables are relatively new (Kothari, 2004). Primary research
Research
is included the collection of data through process of interview and
survey.

Secondary research is appropriate where the collection of research

data is made from the different secondary sources like the websites,
annual report etc. and the variables of research are old (Kumar, 2005).

Justification of research method

In this project the application of primary research as the strategy of
research is justified as this research is related with the collection of
primary data from the respondents of research case company that is
Tesco.
Sources of data available in case of research project investigation are
Sources of
Data primary and secondary.

Primary sources of data collection are questionnaire survey and the

process of interview (Ketchen and Bergh, 2004). Data collected
through use of primary tools of data collection are generic in nature.

Secondary sources of data collection for research are not generic in

nature (Kumar, 2005). These are the sources used by different
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researchers. Sources of secondary data collection are website, annual

report etc.

Population are customers of Tesco, UK in this project.

Population
and
Sampling From customers of Tesco, UK 25 representative samples will be
selected for survey.

Sampling is the process of reduction of errors of data collection.

Sampling also helps in the process of data collection through helping
in the choice of representative samples (Jha, 2008).

Justification of sampling
In this project the use of non probability sampling is appropriate and
justified. In this project the population for conduction of survey is huge
which is not possible for researcher to conduct survey. Non probability
sampling can be helpful in this respect.
Data can be collected from sources and use of tools like survey,
Data
collection interview and secondary sources (Kothari, 2005).
methods
Justification of research strategy
In this project the use of survey is justified as the method of data
collection.
Analysis of data is the crucial stage of project. Success of project is
Data
analysis dependent on the successful analysis of data (Ketchen and Bergh,
tools
2004). Tools can be used for analysis of data are MS excel, SPSS,
graphs and charts.
Justification of analytical tools
In this project the application of SPSS statistical tool is the justified as
the research is related with the collection of primary data from the
customers of Tesco. So quantitative data can best be analyzed
through SPSS statistical tool.

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Time plan
and Stages
1 2 3 4 5 6
resources
required Reading project
topic
Method of inquiry

Review of
literatures
Data collection
Data analysis
Data Presentation
Project submission
References Aune, A. (1998). Quality and quality management at a
crossroads. Total Quality Management, 9(4-5), pp.6-12.

Dalla Pozza, I. (2014). Customer experiences as drivers of customer

satisfaction. Gestion 2000, 31(3), p.115.

Dris, R., Jain, S. and Niskanen, R. (2001). Quality management.

Enfield, NH [u.a.]: Science Publishers.

Garcia, D. (2009). Quality management. Chandni Chowk, Delhi [India]:

Global Media.

Jha, N. (2008). Research methodology. Chandigarh: Abhishek

Publications.

Ketchen, D. and Bergh, D. (2004). Research methodology in strategy

and management. Amsterdam: Elsevier.

Kothari, C. (2004). Research methodology. New Delhi: New Age

International (P) Ltd.

Kumar, R. (2005). Research methodology. London: SAGE.

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Research project
Task 2
Project Implementation &
Presentation

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Chapter 1: Introduction

1.1. Introduction
Tesco is the name of famous grocery retailer with highest rate of market share in UK.
In that case quality management of the products and services is important to retain
the customers of retail market through creation of satisfaction of customer (Dris, Jain
and Niskanen, 2001). Satisfaction of the customers of retail market ultimately leads
to the loyalty of customer (Dalla Pozza, 2014). Quality management of the products
and services in retail market by the retailers ensures the consistent quality of
products through proper controlling of production process (Garcia, 2009). In this
respect it can be said that variables of this research are related to each other.

1.2. Rationale of the study

1.2.1. What is the issue

This research project is related with the analysis of the impact of quality
management in the process of production which has an impact on the satisfaction of
the customers of retail market of UK.

1.2.2. Why it is an issue

Quality management of the products and the services is the important issue of
business (Garcia, 2009). It is important to maintain the quality of products to have
the satisfaction of customers of retail market and to generate profitable relationship
with the customers of retail market. This has motivated researcher to undertake this
research study.

1.2.3. Why it is an issue now

This is an important issue to be investigated in globalized competitive market as the
competition in retail market is getting intense (Aune, 1998). Quality management of
the products and services is important to have the competitive advantage over the
competitors of market (Dalla Pozza, 2014). Limited research has been done on this
issue which has motivated researcher.

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1.2.4. What could this research shed light on

Successful completion of this project will help the researcher in future professional
career and this research project will also be helpful for researcher to cut higher
marks in this course.

1.3. Research aim

Broad aim of this research project is the analysis of the impact of quality
management on the satisfaction of customer in retail industry of Tesco, UK.

1.4. Research objectives

Objectives of this research project are-
 To analyze the quality management process of Tesco, UK.
 To investigate the factors of satisfaction of retail customer.
 To analyze the impact of quality management on satisfaction of customer in
retail market.
 To recommend about the process of improvement in quality management
process.

1.5. Research questions

Questions to be analyzed in this project are-
 What is quality management?
 How the satisfaction of customers of retail market can be created?
 What is the impact of quality management on satisfaction of retail customer?
 What should be done to improve the satisfaction of customer in competitive
environment?

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Chapter 2: Literature review

2.1. Introduction
This chapter of project is related with the collection of theoretical information about
the issue of research. Researcher has collected literatures on quality management,
quality control, successful delivery of quality products, and satisfaction of customer
and impact of quality management on satisfaction of customer. Researcher has also
made critical analysis of these collected literatures.

2.2. Quality management

Quality management is the process of insurance of the quality of the products and
services through proper controlling and monitoring process of production (Dris, Jain
and Niskanen, 2001). This is process of managing the consistency of quality of
products and services of organization. Quality management encompasses our main
activities which are quality planning, quality assurance, quality control and quality
improvement (Garcia, 2009). In the process of quality management quality planning
is the first and crucial step through which it is possible for the producers to assure
the quality of products (Dalla Pozza, 2014). Through the quality controlling process it
is possible to provide quality products to customer.

Critical analysis of literatures represents that quality management is the crucial

aspect of business in case of retention of existing customer through the creation of
satisfaction of customer. This is also important for the motivation of new segment of
customer.

2.3. Quality control

Quality control is the crucial aspect of quality management which ensures the quality
of the produced products for the customers of retail market (Aune, 1988). Quality
control is the process which needs the extensive care to be taken by the producers
of retail market as the satisfaction of customers is associated with it. Quality control
of the production process is made according to the quality planning of organization
(Quality management, 2011). Necessary improvement in the production process is
also possible through proper control of the quality of production. Quality control is
necessary for the important amendment in the process of production of products for
retail market (Skrabec, 1994).
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Critical analysis of literatures represents that quality control is the important step of
quality management process which ensures the quality of production. Successful
delivery of products is possible through control of the quality process of production.

2.4. Successful delivery of quality products

Successful delivery of quality products which is the utmost importance in the retail
market is possible through the proper maintenance and the control of production
process (Ramaj and Ismaili, 2015). Quality control assures the production of quality
products by the producers of market. This quality production can fulfil the need of
quality products and services demanded by the customers of retail market
(Nurcahyo, 2016). Successful delivery of quality products is important for the
creation of satisfaction of customers of retail market (Güngör, 2007).

Critical analysis of literatures represents that successful delivery of quality products

ensures the satisfaction of customer of retail market which is important for the
profitability and the sustainability of business in competitive environment.

2.5. Satisfaction of customer

Satisfaction of customers of retail market is of utmost importance for the producers
and retailers of competitive market (Chris Adalikwu, 2012). Satisfaction of customer
can be created through quality products. In this respect the management of the
quality of production is crucial to satisfy the customers of market with quality
products and services (Nurcahyo, 2016). Generation of satisfaction needs the
collection of information about the nature and demand of customer. This will help the
producers to design products which are of satisfaction to the customers of market
(Johnson and Gustafsson, 2000).

Critical analysis of literatures represents that generation of satisfaction of customer is

important aspect of business in case of survival in competitive retail market.
Satisfaction of customer can be generated through provision of quality products
which can be ensured through quality management process.

2.6. Impact of quality management on customer satisfaction

Quality management has an immense impact on the satisfaction of customer
(Dahlgaard, Kristensen and Kanji, 1992). Customers of retail market needs to be

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served with the products which are of good quality to have the attention of customer
(Johnson and Gustafsson, 2000). Consistent quality products can lead to the
satisfaction of customer which is crucial to create the loyalty and trust with producer.
This satisfaction is crucial to retain the existing customer and to create advantage
over the competitors of retail market (Montgomery and Meyer, 1993).

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Chapter 3: Research methodology

3.1. Quantitative and qualitative strategy

Qualitative approach of research is usable to the research where there is the
collection of descriptive data by the researcher (Jha, 2008). Descriptive data are best
to be analyzed through qualitative approach of research.

Numeric data are best analyzed through quantitative approach (Ketchen and Bergh,
2004). Quantitative approach can best be adopted in the research where the
researcher is collecting data through process of survey.

Justification of research strategy

In this project the use of quantitative is justified as the researcher is collecting
research data through conduction of survey. To analyze the collected numeric data
application of quantitative approach is justified.

3.2. Primary and secondary research method

Primary research is best to be applied in generic research where the research
variables are relatively new (Kothari, 2004). Primary research is included the
collection of data through process of interview and survey.

Secondary research is appropriate where the collection of research data is made

from the different secondary sources like the websites, annual report etc. and the
variables of research are old (Kumar, 2005).

Justification of research method

In this project the application of primary research as the strategy of research is
justified as this research is related with the collection of primary data from the
respondents of research case company that is Tesco.

3.3. Sources of data

Sources of data available in case of research project investigation are primary and
secondary.

Primary sources of data collection are questionnaire survey and the process of
interview (Ketchen and Bergh, 2004). Data collected through use of primary tools of
data collection are generic in nature.
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Secondary sources of data collection for research are not generic in nature (Kumar,
2005). These are the sources used by different researchers. Sources of secondary
data collection are website, annual report etc.

3.4. Population and sampling

Population is the customers of Tesco, UK in this project.

From customers of Tesco, UK 25 representative samples have been selected for

survey.

Sampling is the process of reduction of errors of data collection. Sampling also helps
in the process of data collection through helping in the choice of representative
samples (Jha, 2008).

Justification of sampling
In this project the use of non probability sampling is appropriate and justified. In this
project the population for conduction of survey is huge which is not possible for
researcher to conduct survey. Non probability sampling can be helpful in this respect

3.5. Analytical tools

Analysis of data is the crucial stage of project. Success of project is dependent on
the successful analysis of data (Ketchen and Bergh, 2004). Tools can be used for
analysis of data are MS excel, SPSS, graphs and charts.

Justification of tools
In this project the application of SPSS statistical tool is the justified as the research is
related with the collection of primary data from the customers of Tesco. So,
quantitative data can best be analyzed through SPSS statistical tool.

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Chapter 4: Analysis and findings

4.1. Presenting discussion on findings

The findings of research have been conducted through data from the customers of
Tesco plc. These findings are presented to meet the objectives of research.

Table 4.1: Gender analysis of respondents

Frequency Percent Valid Percent Cumulative

Percent

male 11 44.0 44.0 44.0

Valid female 14 56.0 56.0 100.0

Total 25 100.0 100.0

Findings about the gender of respondents which is the important demographic

question represent that 44 % of the respondents are male and 56 % of the
respondents are female in this survey of project.

Figure 4.1: Gender analysis of respondents

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Table 4.2: Quality management can be ensured through quality

planning and controlling

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 9 36.0 36.0 36.0

agree 10 40.0 40.0 76.0

neutral 2 8.0 8.0 84.0

Valid
disagree 3 12.0 12.0 96.0

strongly agree 1 4.0 4.0 100.0

Total 25 100.0 100.0

Management of the quality of the products and services is dependent on the quality
planning and the quality controlling process of the organization. Quality control can
ensure the quality of products produced for the trade in retail market. This is
apparent from the response of participants of this survey as total of 76 % participants
agreed with this issue and only 12 % of respondents were in the disagreement.

Figure 4.2: Quality management can be ensured through quality planning and
controlling

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Table 4.3: Satisfaction of customer can be increased through quality products

and services

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 7 28.0 28.0 28.0

agree 12 48.0 48.0 76.0

neutral 1 4.0 4.0 80.0

Valid
disagree 3 12.0 12.0 92.0

strongly disagree 2 8.0 8.0 100.0

Total 25 100.0 100.0

Satisfaction of customer is dependent on the quality products and services.

Satisfaction of customer can be ensured through the provision of quality products
and the services by the retailers of market. Satisfaction of customer is crucial for the
retention of existing customer which is apparent from the response of respondents
as 76 % of respondents agreed with this statement and only 12 % of respondents
disagreed with this issue.

Figure 4.3: Satisfaction of customer can be increased through quality products

and services

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Table 4.4: Loyalty is the ultimate result of satisfaction of

customer

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 12 48.0 48.0 48.0

agree 8 32.0 32.0 80.0

neutral 1 4.0 4.0 84.0

Valid
disagree 2 8.0 8.0 92.0

strongly disagree 2 8.0 8.0 100.0

Total 25 100.0 100.0

Generation of loyalty of customer of retail market is important in retail market to

maintain the profitability of business which can be ensured through satisfaction of
customer. Satisfaction is the factor which will ultimately lead to the loyalty and the
retention of existing customer of business in competitive business environment. This
statement is true as total of 80 % respondents agree with this statement.

Figure 4.4: Loyalty is the ultimate result of satisfaction of customer

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Table 4.5: Quality management has an impact on satisfaction

of customer

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 7 28.0 28.0 28.0

agree 12 48.0 48.0 76.0

Valid neutral 2 8.0 8.0 84.0

disagree 4 16.0 16.0 100.0

Total 25 100.0 100.0

Management of the quality of the products and services has an immense impact on
the satisfaction of the customers of retail market. Satisfaction of the customers of
market is dependent on the successful provision of consistent quality products by the
producers. Consistent quality management can lead to the satisfaction of the
customers of retail market. This is apparent as 76 % of participants of this survey
were in the agreement of this statement.

Figure 4.5: Quality management has an impact on satisfaction of customer

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Table 4.6: Quality should be ensured through effective

communication with the customer

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 9 36.0 36.0 36.0

agree 11 44.0 44.0 80.0

neutral 1 4.0 4.0 84.0

Valid
disagree 3 12.0 12.0 96.0

strongly disagree 1 4.0 4.0 100.0

Total 25 100.0 100.0

In case of the maintenance of the quality of products the communication with the
customers of retail market is important to know the nature and the necessity of the
customer. Through the generation of information about the necessity of customer it
is possible for the producers to maintain the quality of products of retail market.
Effective communication with the customers of retail market is also important in case
of the generation of relationship with the customers of market.

Figure 4.6: Quality should be ensured through effective communication with

the customer

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4.2. Findings on research questions

Findings about the questions of research have been generated from the overall
analysis of this research project which have been presented below-

Question – 1: What is quality management?

Quality management is the process of insurance of the quality of the products and
services through proper controlling and monitoring process of production. This is
process of managing the consistency of quality of products and services of
organization. Quality management encompasses our main activities which are
quality planning, quality assurance, quality control and quality improvement.

Question – 2: How the satisfaction of customers of retail market can be created?

Creation of satisfaction of retail customer is important for the profitability of business
in competitive environment. In case of the creation of satisfaction of customer it is
important to generate data about the demand and necessity of customer. Through
gathering of data and successful provision of products according to the demand can
create the satisfaction of retail customer.

Question – 3: What is the impact of quality management on satisfaction of retail

customer?
Quality management has apparent impact on the satisfaction of the customers of
retail market. Through the management of quality of products it is possible to
generate satisfaction of customer which will ultimately lead to the loyalty of customer.
This loyalty of customer is crucial for the profitability and sustainability of business in
competitive environment.

Question – 4: What should be done to improve the satisfaction of customer in

competitive environment?

Relationship management can be helpful to improve the satisfaction of customers of

retail market in this competitive environment. It is possible to know about the
demand and necessity of customer through relationship management. This will also
be helpful to provide products according to the demand of customer which will
increase the satisfaction of customer.

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Chapter 5: Conclusion and recommendation

5.1. Conclusion
At the very end of this research project it can be concluded from the analysis of
research primary data that Management of the quality of the products and services is
dependent on the quality planning and the quality controlling process of the
organization. Satisfaction of customer can be ensured through the provision of
quality products and the services by the retailers of market. Satisfaction of customer
is crucial for the retention of existing customer . Generation of loyalty of customer of
retail market is important in retail market to maintain the profitability of business
which can be ensured through satisfaction of customer. Satisfaction of the customers
of market is dependent on the successful provision of consistent quality products by
the producers. Consistent quality management can lead to the satisfaction of the
customers of retail market. In case of the maintenance of the quality of products the
communication with the customers of retail market is important to know the nature
and the necessity of the customer. Effective communication with the customers of
retail market is also important in case of the generation of relationship with the
customers of market.

5.2. Recommendations
Recommendations about the successful completion of this research project through
analysis of research data are presented below-

 Maintaining the quality of production planning and process through effective

quality control process.

 Generating data about the necessity of customer of retail market through

effective and frequent communication with customer.

 Putting importance on the successful provision of products which are of

satisfaction to the customers of retail market.

 Managing the quality assurance of production process of organization through

efficient quality controller as this is important factor of satisfaction of customer.

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References
Aune, A. (1998). Quality and quality management at a crossroads. Total Quality
Management, 9(4-5), pp.6-12.

Chris Adalikwu, (2012). Customer relationship management and customer

satisfaction. Afr. J. Bus. Manage., 6(22).

Dahlgaard, J., Kristensen, K. and Kanji, G. (1992). Quality costs and total quality
management. Total Quality Management, 3(3), pp.211-222.

Dalla Pozza, I. (2014). Customer experiences as drivers of customer

satisfaction. Gestion 2000, 31(3), p.115.

Dris, R., Jain, S. and Niskanen, R. (2001). Quality management. Enfield, NH [u.a.]:
Science Publishers.

Garcia, D. (2009). Quality management. Chandni Chowk, Delhi [India]: Global

Media.

Güngör, H. (2007). Observing and registering emotional satisfaction of customer

contacts. [Amsterdam]: Amsterdam Univ. Press.

Jha, N. (2008). Research methodology. Chandigarh: Abhishek Publications.

Johnson, M. and Gustafsson, A. (2000). Improving customer satisfaction, loyalty, and

profit. San Francisco: Jossey-Bass.

Ketchen, D. and Bergh, D. (2004). Research methodology in strategy and

management. Amsterdam: Elsevier.

Kothari, C. (2004). Research methodology. New Delhi: New Age International (P)
Ltd.

Kumar, R. (2005). Research methodology. London: SAGE.

Montgomery, V. and Meyer, J. (1993). Edwards Aquifer ground-water protection

program, Central Texas Region. Austin, Tex.: Texas Water Commission.

Nurcahyo, B. (2016). The Role of Customer Satisfaction in a Relation of Experiential

Marketing and Customer Loyalty. Advances in Social Sciences Research
Journal, 3(1).

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Student Name:............................................. ID...................................

Quality management. (2011). Sydney, N.S.W.: SAI Global under licence from
Standards Australia.

Ramaj, A. and Ismaili, R. (2015). Customer Relationship Management, Customer

Satisfaction and Loyalty. AJIS.

Skrabec, Q. (1994). Integrating quality control and inspection into your total quality
management system. Total Quality Management, 5(5), pp.321-328.

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Student Name:............................................. ID...................................

Appendix- Questionnaire survey

“A study on the impact of quality management on the satisfaction

of customer of retail market: A case study on Tesco plc, UK.”
A. Gender
i) Female ii) Male

B. Table of Vital Questions

Question Factors SA A N D SD
No.
Q. 01 Quality management can be ensured through
quality planning and controlling
Q. 02 Satisfaction of customer can be increased
through quality products and services
Q. 03 Loyalty is the ultimate result of satisfaction of
customer
Q. 04 Quality management has an impact on
satisfaction of customer
Q. 05 Quality should be ensured through effective
communication with the customer

Note: SA = Strongly Agree, A = Agree, N = Neutral, D = Disagree, SD = Strongly

Disagree

Tutor Sign................................................... Student Sign...................................... Date...................

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