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Service Quality & Delivery: A Critical Analysis for Sainsbury

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Introduction - Sainsbury's Service Quality Analysis

Service quality is demonstrated as the ability to deliver the services in a queue with internal particularisation of quality. It is structured according to the perception of customer expectations and needs. Managing quality and service delivery is extremely important for Sainsbury to maintain its position and stay competitive in the potential market. In this study, different aspects of service delivery and quality management are critically discussed to understand the satisfaction of customers.

Task 1

1.1 Identification of multiple stakeholder groups with the expectations for service delivery

In the leading retail sector, Sainsbury's communicates with its stakeholders to meet their needs and demands through various collaboration channels. As opined by Harris et al. (2018), those effective communication channels are AGM which is “Annual General Meetings”, financial performance presentations, annual reports of the company, and the company’s official website. The internal stakeholders of the company are employees, customer relationship managers, and shareholders. The external stakeholders of Sainsbury’s include customers, numerous suppliers, local communities, and governments of the countries where the company is operating its businesses.

Stakeholders Interest Role
High Medium Low
Customers -Provide the company with better values -Improve the business operation and revenue rate of the company
Employees -Help to enhance the business operations -They provide the company with the best customer service
Shareholders -Control the entire business operation -Helps to sell products and services of the company in the market
Numerous suppliers -They supply steady orders to the company whenever needed and get paid. -Suppliers work for a company that respects and values its services
Government It helps to incorporate policies and laws in the company to maintain a positive workplace culture. -Collect taxes from the company and enhance the country’s economic growth

Table 1: Role of Sainsbury’s stakeholders

The major stakeholders of all retail sectors like Sainsbury’s are shareholders, governments, numerous suppliers, employees, and customers. All of these stakeholders greatly contribute to enhancing the service delivery process of the company across the world. As opined by Smith et al. (2017), the role that these stakeholders play is praiseworthy as it helps to enhance the business values, profitability, and productivity. It is very important to keep the stakeholders mainly the shareholders satisfied and meet all their demands. The shareholders are determined as the major stakeholders as they control the entire business practice of Sainsbury’s. As opined by Fobbe et al. (2021), it is important to keep them happy as they help the company sell their products both in national and international markets. If the company fails to maintain a good relationship with its shareholders then the company will fail to sell its products and services and can go bankrupt. Customer as a stakeholder also plays a vital role as they help to enhance the business's profitability by purchasing its products and services are giving reviews.

Numerous suppliers supply steady orders to the company whenever it needs to fill up the inventory and get paid for that. Suppliers mainly work with companies that respect their services’ values (Scheller et al. 2020). Employees are internal stakeholders who help to enhance the business operation and provide the company with the best customer service. The government is the external stakeholder who plays a vital role in providing the company with service supply allowance and collecting taxes from the company to enhance the economic growth of the country.

1.2 Assessment of the role of poor service quality for the organization and stakeholders

There are various reasons for the deterioration of customer service in retail organizations like Sainsbury’s. Poor customer service can also impact the internal and external stakeholders as well as the business operation of the company (Ansong, 2017). It gradually reduces the number of customer interactions with the company's service support executive which also highly influences the business value and productivity. Other reasons for poor customer service include hiring the wrong employees with less experience and efficiency. The quality of business performance depends on employees' productivity and services.

Lack of proper training can also reduce the employees’ engagement and productivity affecting the business process and reducing the opportunities for the company to acquire a leading position in the target market (Afthanorhan et al. 2019). Negativity in the workplace culture can also be the reason for poor service due to the issues of discrimination, inequality; workplace conflicts, huge employee burnout, and the turnover rate can be seen within the organization (Scheller et al. 2020). Improper communication and collaboration can also create misunderstandings between the organization's management and its stakeholders reducing the business performance and values.

External stakeholders like the customers often make phone calls to customer service support to make complaints about the products and services of Sainsbury’s that they are unsatisfied with. If the customers’ satisfaction cannot be enhanced by the company it can hamper its customer base by stopping using the services of the company. To improve the business value and customer service, the company needs to improve and develop its products and services and also its pricing strategies (Perrigot et al. 2021). Improvement in services can help the company to maintain good relationships with all their customers and other stakeholders and shareholders and this can increase the sales and business revenue of Sainsbury’s. Improvement in customer services can meet the customers’ and shareholders' needs and market demands and will provide the retail company with the opportunity to penetrate new market segments both at the national and international levels. Incorporating a positive workplace culture and achieving communication channels within the organization can enhance the value of the brand and boost employees’ productivity and performance.

1.3 Analysis of the reason for the needs of the different stakeholder groups are met

To meet the needs of the involved stakeholders like investors or sponsors, suppliers, consumers, and customer relationship managers all retailers sectors like Sainsbury’s must maintain high interaction and collaboration with their partners. To enhance the business value, profitability, and productivity the company must keep its stakeholders satisfied and try to fulfill all their needs. First of all the company needs to indemnify all possible potential stakeholders and their importance (Perrigot et al. 2021). Then the interest of each stakeholder can be determined by evaluating their understanding of the project they are involved in. Efficient stakeholders include internal clients, employees, administrators, and the entire management and proper communication and collaboration channels can enhance the business growth of Sainsbury’s.

It is really important that different stakeholders are met with different job requirements and the associated progress is met for the people working in the group. Different stakeholders in the group will help in raising the causes of benefit for the group members and the associated progress of the business revenues (Septariani et al. 2020). Various kinds of stakeholders will help generate different insights regarding strategy formulation and allocation of the strategic output of the business governance. More importantly, the business policies formulated in consideration of the stakeholders involved will help give positive output in the business result. Business valuation is crucial and funding is the key aspect associated with the course of business. It is necessary for the management body in question to formulate effective strategies that will be beneficial in structuring effective business strategies for the course of the business.

Different stakeholders in a group help in structuring the business in various ways. The stakeholders provide expertise regarding business planning for certain products and services involved. The stakeholders provide insights regarding restraints and opportunities associated with the growth of a business model. The project managers don't need to be an expert on all the models involved. According to Gitonga and Nzulwa (2019), the involvement of stakeholders helps in the reduction of various risks associated with the process. Uncovering the risks and through assessment helps in reducing the key factors that might hurt the business otherwise. Needless to say, they are the major contributors to the success and growth of the business. The expert insight and risk reduction measures that are formulated considering the consultation of the stakeholders reduce risk outputs. Involvement of the stakeholders in the course of business structuring helps in speeding up the process of getting the project accepted faster and thereby drawing of effective conclusion in the process.

2.1 Analysis of the concepts of standard quality and quality of service delivery

It is crucial to measure through standards and quality of the products of a company that are being delivered to the customers. Quality standard protocols are necessary for the propagation of the business model.

There are various measures of quality standards. Quality standards however are not only associated with product design it is also related to the formulation of business policies. It is defined as the protocols associated with the course of business and proper documentation that ensures that policymaking is also involved. According to Mwikali, and Bett, (2019), the quality standards involve measures associated with the specifications, guidelines, and characteristics involved. These improvisations are used in the betterment of structuring of the usage of material, product formation and thereby improving the associated marketing policies. Quality standards involve various key aspects like leadership. For example, an implementation of transformational leadership thoroughly enhances the individualistic qualities of the employees and the associated job output. Effective relationship management is also important for maintaining proper quality standards. According to Silbaugh and El Fattal (2021), it is necessary to effectively use the engagement of the people within the workforce to generate further productivity in the process of work. Therefore, it is crucial to make evidence-based decision-making in the process of conducting business. Needless to say, thorough improvisation is required for building a healthy business process.

Another crucial aspect in the propagation of business is service quality. The service-oriented business model must associate itself with constant improvement so that people can generate effective business revenue through the process of their work. Needless to say, relationship management is one of the key aspects when considering service quality standards. According to Prashar and Antony (2018), it is important to establish effective customer relationship management policies that would significantly contribute to the growth of the business model that is involved in the service-oriented practice. Empathy is one of the most crucial dimensions of service quality. According to Badru, A.M., and Wainaina (2018), in the process of a service-oriented business, responsiveness in the business model must be effectively utilized for the process of business work. The other aspect that needs to be followed in the work process and the workplace alike is the maintenance of the tangibles that include the factors of cleanliness, health, and hygiene.

2.2 Evaluation of the different approaches to quality management in terms of service delivery

There are various principles associated with business development and growth. These principles are the pillars for the success of a particular business model. It is important to focus on the customer, it is needless to mention that this is the primary principle for the success of any B2C business model. The customer base is the only factor that makes a business attains the pinnacle of its success. According to Tangara (2018), to make these factors successful it is important to conduct thorough research to get a proper idea associated with the customer base and their needs and demands. This factor will also give a thorough analysis of the reports associated with the business market. It is important to align the organizational objectives with customer demands and the recent trend to enhance the rate of business growth. It is important to establish effective customer relationship practices. All these approaches will help in generating strong customer loyalty and enhance the rate of sales; these will help in generating sales of the customers. As opined by AJAEGBO (2020), the other important factor includes complete employee engagement, employees must be completely engaged with the organization’s goals. Therefore implementation of Maslow's two factors model into business policies will enhance the motivation level of the employees and thereby help in better orientation towards the target goal of the organisation. Clear communication in the workplace and acknowledgment of the workforce are two important factors towards this cause. As opined by Faraji et al. (2022), a strategic and systematic approach is to be maintained for the course of the business model to avoid unnecessary risk and turbulence that might affect the course of revenue growth of the organization. Overall, it is important to carry out continual improvement in the process of business implement fact-based decision making, and exercise proper quality management for the business.

Task 2

2.1. Evaluation of different approaches to quality management regarding service delivery

Quality management in service delivery is mentioned as the process of managing the delivered quality of services to the customers based on expectations. As mentioned by Winata et al. (2019), quality management regarding service delivery demonstrates how well the service has been provided to develop future quality, recognize issues, and correct them to maximize the satisfaction of customers. In the improvement of the systems of quality management, Sainsbury and other organizations utilize mainly three approaches “The consultancy approach”, “the quality awards approach” and “the standardization approach”. Quality is managed through service delivery by having clearly illustrated and measured goals of service and motivating the employees (Akter et al. 2019). Quality management in the delivery of services is crucially important because it satisfies the customers and provides them with a seamless experience.

2.2. Explanation of the process of setting and monitoring the quality standard

The standards of service quality particularised the requirements that must be fulfilled by service to implement the fitness for some objective. The standards may give definitions, and indicators of service quality, particularise the delivery's time like managing customer complaint standards (Valeeva et al. 2020). Quality standards are demonstrated as the documents that give guidelines, requirements, and characteristics that can be utilized constantly to make sure that processes, products, and services are fit for the objective. Standards give organizations the shared vision, procedures, vocabulary, and understanding that are required to fulfill stakeholders' expectations. Sainsbury turns to guidelines standards and procedures that assist them in accomplishing objectives such as

  • Satisfying the quality requirements of customers
  • Making sure services and products are safe
  • Complying with policies
  • Meeting objectives of the environment
  • Ensuring internal methods are controlled and illustrated

Utilizing the standards of quality is voluntary but is expected by different stakeholder groups. Some government agencies or organizations may need partners and suppliers to utilize a particularised standard in a situation of doing business. Quality standards are set with the compliance of policies of the organization which are:

  • Demonstrating the real needs illustrated the specific wants required to hit the process' objectives. The organization focuses on driving the satisfaction of customers and creating effectiveness in the process
  • Sainsbury keeps the process as feasible as possible and critically analyses the processes. As opined by Veloso et al. (2018), the organization eliminates unnecessary meetings, reduces the approvers' numbers, and focuses more on what the method organization is trying to accomplish. Every process of business of retailing organizations is documented and stakeholders review and approve every step.
  • It is ensured by the organization that every individual has a clear understanding of the process to accomplish quality outcomes.
  • KPIs (Key performance indicators) are defined by what the business process is trying to accomplish, the needed inputs, and expected outcomes (Tomaševi? et al. 2020). The drivers are documented to scrutinise the measures which can later be determined how to impact change.
  • Accountability is assigned which holds the “process owner” accountable through constant review, periodic and goals of the KPIs (Pepinsky et al. 2017).
  • The development opportunities for maintaining the standards of quality are critically analyzed. Acting properly and understanding thoroughly trends permits Sainsbury to stay at the innovation’s forefront.

Quality standards are monitored concerning the perspectives and feedback of the customers where the quality is made a norm. Some of the steps are:

  • The organization hears the customers by monitoring the interactions related to quality standards. They ask questions about where the communication is concerned with the objectives and goals of the organization (Veloso et al. 2020). Speech analytics and text analytics help to maintain the standards of quality of products and services.
  • All the feedback channels of the customer are captured in Sainsbury and the same quality standard is applied that is utilized for “call to text-based communications” like chat and email (Matinmikko et al. 2017).
  • Sainsbury asks the customers regarding their service experience to understand the standards of quality in service delivery (Ray and Lu, 2018). It is an extremely important part of mapping “high-quality” communications with the expectations of customers.
  • Sainsbury utilizes quality monitoring to assist the agents in developing skills. The interaction is analyzed to recognize the skill gaps so that quality standards are maintained and customer experiences better service.
  • The results are measured and feedback is continuously tracked. The analysis of the outcomes is crucially monitored and progress is measured.

Task 3

3.1 Analysis of the concept of continuous improvement in terms of service delivery

Continuous improvement is a very important process for the service delivery process of an organization. As per the perception of Alzaydi et al. (2018), the methods of quality management determine the service delivery system of an organization. The continuous improvement process guides the organization to implement different innovative and advanced technologies along with theories and models into the business process for the improvement of the service delivery of the organization (Kowalik and Klimecka-Tatar, 2018). Continuous improvement mainly relies on the review and the analysis of the service quality achievement along with the proper identification of the specific activities that assist in improving the technology services and the efficiency of the administrative performances.

Service delivery is extremely crucial because it makes sure that the goals and objectives of the organization are met. An organization can easily increase its revenue by utilizing the process of service quality while reducing costs. As opined by Diallo et al. (2018), service quality enables the organization to analyze the services and people have given them so that they can develop the processes. Service culture, service quality, customer experience, and employee engagement are regarded as the four major components of service delivery. Customers become dissatisfied if they obtain poor services at the time of delivery. Hence, organizations monitor the quality standards to continuously improve service delivery. As cited by Krasyuk et al. (2019), continuous improvement drives both processes and product development. Continuous improvement in service delivery helps in better customer service, lower turnover of employees, a proactive culture of learning, and more competitive services and products. Organisations like Sainsbury actively view the process to boost the business which invariably maximises the value of services and products.

Continuous improvement is concerned with constant striving to develop the services or products based on the highest standards. Service management is extremely important to manage and assist the customer in accomplishing the objectives (Diallo et al. 2018). Sainsbury opts for the best framework for management to manage effective service delivery. "Information Technology Infrastructure Library" is the most utilized framework to manage the services successfully. The major purpose of "Continuous Service Improvement" (CSI) is to deliver constant business value. As opined by Tomaševi? et al. (2020), implementing and adopting the standard and constant approaches to continuous service improvement in retailing organizations ensures that IT services remain constant which is linked to the business requirements. One of the major benefits of continuous improvement in service delivery helps in recognizing the values of customers and reduces the waste value in the delivery process.

3.2 Evaluation of the need for continuous development in the concept of service delivery

Continuous development is a process of development that guides the management team of the organization to automate the delivery process which guides to move by using different management software. According to Kowalik and Klimecka-Tatar (2018), provides several benefits to the business organization for the improvement of the service delivery system during the provisioning of an integrated toolbox. Continuous development is essential for the development of service delivery as it reduces deployment time by continuous evaluation of the service of management and other business units. As opined by Dayal (2019), continuous development mitigates the associated cost along with conservational expenses in terms of software development. On the other hand, Usak et al. (2020) have commented that the scale of software development entirely depends on the size of the project of the business organization, which affects the continuous development process.

In the current situation, most global business organization performs their business activities through digital platforms. For that purpose, continuous development affected the service delivery of an organization by providing better visibility of end-to-end aspects for tracing the difference as well as error codes. As per the point of view of Cowan and Cowan (2019), continuous development provides the facilities of innovative and better-quality codes to improve product and service quality. Apart from that, it provides a faster feedback loop facility to the organization for the improvement of the service delivery system (MacCarthy et al. 2019).

Integrated compliance along with the security of the best practices is the core component of continuous development that guides the development of the quality of the service delivery system of a business organization with less dependency on the business operations (Usak et al. 2020). In terms of business operation handling, continuous development provides better opportunities to a retail company like Sainbury by lesser firefighting as well as more innovation in the latest technology. The continuous development increased the sales of Sainsbury by more than 12.5% from the previous situation as the quality of the delivery system was improved and several advanced technologies for the delivery system (Cowan and Cowan. 2019). According to YuSheng and Ibrahim (2019), continuous development of service delivery also emphasizes the sustainability of the environment and does not make any harmful activities to the environment. 

3.3 Explanation of the process of the implementation of continuous improvement

Successful implementation of continuous development is the most important process that is completed with several significant stages. To implement continuous development into the business process, an organization needs to set a goal and objectives. As per the point of view of Agostino et al. (2020), taking accurate strategies and selecting the activities is another important stage for the implementation of continuous development. The management is to be making sure who is the responsible person. What are they wasting and what is required for the successful implementation of continuous development? As per the perception of Skorin-Kapov et al. (2018), the incorporation of continuous development required the professional development of administrative professionals. Apart from that, the most important stage of this process is the data collection and its proper analysis (YuSheng and Ibrahim, 2019). The data will determine why and how continuous development should be implemented into the business process of an organization.

To implement the continuous development into the business process of the organization guides to improve more than 14.6% customer volume as it provides a better service quality to the customers (Agostino et al. 2020). Accurate summative evaluation is required for the implementation of continuous development as well as formative evaluation guides to increase the reliability and validity of this process.

The process of continuous development includes customer documentation, operations on the business run books, and collecting information about the market requirements guides to increase reliability and makes each change releasable. To embrace a trunk-based improvement in the business organization, continuous development guides the rapid integration of customer feedback (YuSheng and Ibrahim, 2019). To implement continuous development into the business organization successful delivery through the automated pipeline is essential and guides to improve the construction of the organization. Apart from that, automation of many processes as per possibility is required for the successful implementation of continuous development. Continuous deployment is another significant part of continuous development that guides to increase in the quality of service delivery to customers (Skorin-Kapov et al. 2018). Apart from that, an organization can also increase its service delivery system with the application of different types of tools such as Jenkins, Concourse CI, and Spinnaker. Apart from that, Travis CI and GitLab CI is other important continuous development tools that are mostly used by global business organization for the improvement of service delivery (Wright and Caudill, 2020). It builds different types of tests or deployments for the service delivery improvement that guides the improvement of the promotional as well as management activities. To make the continuous development of the service quality through frequent monitoring continuous development is essential (Alzaydi et al. 2018).


Taking into consideration the above study, it can be concluded that proper stakeholder analysis and service quality determine the service delivery system of an organization. Proper quality management in terms of service delivery guides to improve the sales ratio of the organization. Therefore, a collaborative contractual framework of the organization is very effective for the implementation of continuous development into the business organization to improve service quality.



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