This study will examine factors such as customer satisfaction, corporate social responsibility, service quality and loyalty programs that have crucial impact on customer loyalty. The research will focus in particular on customer’s loyalty in Marks and Spencer in London. The phenomenon of loyalty has met with great deal of interest from researchers in recent years. Customer loyalty indicates sense of belonging or identification with the service or products of the organization. These feelings affect customer behavior directly and lead to repurchase goods and recommend them to others. In general, customer loyalty constitutes a complex issue to analyze since it contains many dimensions.
Table of Contents
1. Introduction
1.1 Background of research
1.2 Rationale of research
1.3 Statement of problem
1.4 Research Questions
1.5 Objectives of the research
1.6 Aim of the research
1.7 Structure of the study
2. Literature review
2.1 Introduction to the chapter
2.2 Definition of customer loyalty
2.3 Definition of behavioural and attitudinal loyalty
2.4 Customer satisfaction
2.5 Program loyalty
2.6 Service Quality
2.7 Corporate Social Responsibility (CSR)
2.8 Summary of the chapter
3. Research Methodology
3.1 Introduction to the chapter
3.2 Research philosophies
3.3 Research approach
3.4 Research design
3.5 Research methods
3.6 Data Collection Method
3.7 Research Instruments
3.8 Sampling
3.9 Data Analysis
3.11 Reliability
3.12 Ethical considerations
3.13 Limitation of the research
4. Data analysis and Findings
4.1. Introduction to the chapter
4.2 Research question one: What is the role of service quality in customer’s loyalty in Marks and Spencer in London?
4.3 Research question two: How significant does customer satisfaction influence the customers loyalty in M& S in London.
4.4 Research question three: What impact has corporate social responsibility on customer loyalty in Marks and Spencer London?
4.5 Research question four: To what extent do the loyalty programmes influence the customer’s loyalty in Marks& Spencer in London?
4.6 Summary of the chapter
5. Recommendations and conclusion
5.1 Recommendations
5.2 Conclusion
Research Objectives and Themes
This study aims to investigate the key factors influencing customer loyalty within the retail sector, specifically focusing on the Marks and Spencer brand in London. It explores how customer satisfaction, service quality, corporate social responsibility, and loyalty programs impact the retention of regular shoppers in a highly competitive market.
- The impact of service quality on customer loyalty.
- The role of customer satisfaction in fostering brand loyalty.
- The influence of corporate social responsibility (CSR) initiatives on consumer choice.
- The effectiveness of loyalty programs in enhancing customer commitment.
- Recommendations for Marks and Spencer to improve customer retention.
Excerpt from the Book
1.1 Background of research
Nowadays, when the level of competition is very high in the retail sector, it is important to gain new customers but more important is to retain the regular ones, therefore the customers’ loyalty play key role in this subject. In the global market, when the customers are tempted by lower prices from new introduced retailers, it is crucial to incorporate innovations by well- known companies which enable the shoppers to tie knot with one brand. The customer satisfaction has an essential impact on the loyalty. If the customer has high level of satisfaction not only he returns to the store, but also he will recommend the specific retailer to other people, so the store will gain the new group of clientele. The heritage, quality, past events from the store’s life, good advertisement campaign and involvement in charity’s work shape image of the brand and have critical influence on the loyalty.
Summary of Chapters
1. Introduction: This chapter introduces the background and rationale of the study, outlines the research questions and objectives, and presents the overall structure of the research.
2. Literature review: This section reviews existing publications regarding customer loyalty, including its definitions and key drivers like customer satisfaction, service quality, loyalty programs, and CSR.
3. Research Methodology: This chapter details the research design, including the use of quantitative methods, surveys, and the research onion model to justify the methodological approach.
4. Data analysis and Findings: This section presents the empirical data gathered from the survey, interpreting the findings regarding service quality, customer satisfaction, CSR, and loyalty programs.
5. Recommendations and conclusion: The final chapter provides strategic recommendations for Marks and Spencer to improve its loyalty efforts and concludes the research findings.
Keywords
Customer Loyalty, Retail Sector, Marks and Spencer, Customer Satisfaction, Service Quality, Corporate Social Responsibility, CSR, Loyalty Programs, Brand Image, Quantitative Research, London, Consumer Behavior, Retention, Marketing Strategy, Competitive Advantage.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on analyzing the factors that impact customer loyalty specifically within Marks and Spencer stores located in London.
What are the central themes examined in this study?
The central themes are customer satisfaction, service quality, corporate social responsibility (CSR), and the effectiveness of loyalty programs.
What is the main objective of this study?
The primary aim is to investigate and identify the key factors that influence and strengthen customer loyalty for Marks and Spencer in the London retail market.
Which research methodology was employed?
The study utilizes a quantitative research method, employing a questionnaire-based survey distributed to customers across five Marks and Spencer branches in London.
What is covered in the main body of the work?
The main body covers a comprehensive literature review on loyalty, a detailed methodological framework, and a presentation and analysis of findings collected from the survey respondents.
Which keywords characterize this work?
The study is characterized by keywords such as customer loyalty, retail strategy, service quality, customer satisfaction, and corporate social responsibility.
Why is service quality considered critical in this case study?
Service quality is identified as a critical factor because the study found that 77% of respondents consider it a crucial influence on their choice of a specific retailer.
What role does CSR play for Marks and Spencer customers?
The study indicates that 76% of respondents take CSR initiatives into consideration when selecting products, highlighting the positive impact of brand image and ethical practices on loyalty.
How do loyalty programs affect the findings for Marks and Spencer?
The research finds that while 57% of customers feel loyalty programs influence their choice, there is a clear demand for more unique and rewarding benefits compared to other UK retailers.
- Arbeit zitieren
- Katarzyna Szydlowska (Autor:in), 2016, Customer loyalty in retail. Case study of Marks and Spencer, München, GRIN Verlag, https://www.grin.com/document/512513
