Chapter 3 methodology in the recent past the number

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Chapter 3MethodologyIn the recent past, the number of customers shopping at Tesco, Sainsbury, Asda, and Morrison has gradually reduced. On the other hand, other supermarkets and retail stores reportan increase in the number of customers that visit their shops. To the huge supermarkets, these shifts have not only affected their market position, but also, it has reduced the customer loyalty in these supermarkets. The objective of the study was to identify the loyalty of customers in UK supermarkets, identify the reasons for the shift in the loyalty of customers to other supermarkets, and the strategies that these supermarkets can use in maintaining their customers. Comparative case studies on the three research questions address three issues that form the basis of the study paper. The reviews presented from the secondary sources provide information on the loyalty of customers to Tesco, Asda, Sainsbury and Morrisons
Loyalty and Retention 17supermarkets. Additionally, they provide the reasons for the continued disloyalty of customersto these brands and the recommendations that might be instituted to reduce the loss of customers to other retail stores. The researcher had the opportunity of choosing from a variety of methods, which wereto provide the data for the compilation of the research. In the collection of data, the researcherhad to choose from the wide selection of the primary and secondary data collection sources. Primary sources provide data on the subject collected from the field, which is represented in the same manner without any derivation. The primary data is involved in the collection of information that is used for research that covers a small area of study. Moreover, the application of fundamental data denies the researcher a chance to incorporate additional material on the subject of study as reference or basis of the research work. Among the many examples, including questionnaires, interviews, surveys, and structured and unstructured meetings. On the other hand, secondary sources are the avenues through which a researcher collects information about a subject of study from already conducted research or other peer-reviewed work. The use of secondary resources presents a researcher with the opportunity to create a reference for the collected information. Moreover, secondary resources provide comprehensive and in-depth information that might be avoided in the collection of information through the primary sources. Therefore, considering these advantages, the researcher applied the secondary sources of data collection, which is the study included the use of journal articles of other authors who have conducted research on customer loyalty in the UK.The researcher conducted an analysis of the three journal articles, which focus on the changes that have been evident in Tesco, Sainsbury, and Asda and Morrison supermarkets.

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