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
Objectives and Key Themes
This study aims to investigate the factors influencing customer loyalty in the retail sector, specifically focusing on Marks and Spencer in London. It seeks to understand the relationship between customer loyalty and key variables such as service quality, customer satisfaction, corporate social responsibility initiatives, and loyalty programs.
- The role of service quality in driving customer loyalty.
- The impact of customer satisfaction on loyalty behavior.
- The influence of corporate social responsibility on customer loyalty.
- The effectiveness of loyalty programs in fostering customer retention.
- An in-depth analysis of customer loyalty within the context of a major retail brand.
Chapter Summaries
1. Introduction: This chapter sets the stage for the research by establishing the importance of customer loyalty in today's highly competitive retail environment. It highlights the significance of retaining existing customers and introduces the key factors that will be examined in the study, such as customer satisfaction, service quality, corporate social responsibility, and loyalty programs. The chapter also lays out the research questions, objectives, and the overall structure of the study, providing a roadmap for the subsequent chapters. The introduction emphasizes the crucial role of customer loyalty in the success of retailers like Marks & Spencer, where innovations and strong customer relationships are key to competing against lower-priced newcomers.
2. Literature review: This chapter provides a comprehensive overview of existing research on customer loyalty, defining key concepts like attitudinal and behavioral loyalty and exploring their relationship to customer satisfaction, service quality, and corporate social responsibility. It examines various loyalty programs and their effectiveness in fostering customer retention and explores the broader theoretical framework that underpins the empirical research conducted in subsequent chapters. The review synthesizes existing knowledge to establish a basis for the current research, outlining the nuances of customer loyalty and its multi-faceted nature.
3. Research Methodology: This chapter details the research design and methodology employed in the study. It outlines the research philosophies and approaches, explaining the rationale for choosing a quantitative research design. The chapter describes the data collection methods, including the use of questionnaires and simple random sampling within five Marks & Spencer stores in London. It explains the data analysis techniques used to address the research questions and ensures that the methodological choices are clearly justified and the potential limitations are acknowledged. The ethical considerations and potential limitations of the study are addressed here, ensuring the validity and reliability of the findings.
4. Data analysis and Findings: This chapter presents the results of the data analysis, addressing each of the research questions in detail. It examines the relationship between service quality, customer satisfaction, corporate social responsibility, and loyalty programs, and their respective impact on customer loyalty at Marks & Spencer in London. Each research question is analyzed independently, with a presentation of the findings and their implications for understanding customer loyalty. The chapter directly addresses the questions from the Introduction, providing empirical evidence related to each aspect of customer loyalty within the company.
Keywords
Customer loyalty, retail sector, Marks & Spencer, service quality, customer satisfaction, corporate social responsibility, loyalty programs, quantitative research, London.
Frequently Asked Questions: A Comprehensive Language Preview
What is the overall focus of this research?
This research investigates the factors influencing customer loyalty in the retail sector, specifically focusing on Marks & Spencer in London. It examines the relationship between customer loyalty and key variables such as service quality, customer satisfaction, corporate social responsibility initiatives, and loyalty programs.
What are the key themes explored in this study?
The study explores the role of service quality in driving customer loyalty, the impact of customer satisfaction on loyalty behavior, the influence of corporate social responsibility on customer loyalty, and the effectiveness of loyalty programs in fostering customer retention. It also provides an in-depth analysis of customer loyalty within the context of a major retail brand like Marks & Spencer.
What is included in the Table of Contents?
The Table of Contents includes an introduction outlining the research background, rationale, problem statement, research questions, objectives, aim, and structure. It also covers a literature review defining key concepts, a detailed methodology section, data analysis and findings addressing specific research questions, and finally, recommendations and conclusions.
What research methodology was used?
The study employed a quantitative research design. The data collection methods included questionnaires and simple random sampling within five Marks & Spencer stores in London. Data analysis techniques were used to address the research questions, and ethical considerations and limitations of the study were acknowledged.
What are the key research questions addressed?
The research addresses questions about the role of service quality in customer loyalty at Marks & Spencer, the significance of customer satisfaction in influencing loyalty, the impact of corporate social responsibility on customer loyalty, and the extent to which loyalty programs influence customer loyalty at Marks & Spencer in London.
What are the chapter summaries?
The introduction establishes the research's context and importance. The literature review provides a comprehensive overview of existing research on customer loyalty. The methodology section details the research design and methods. The data analysis and findings chapter presents the results of the data analysis, addressing each research question. Finally, the conclusion summarizes the findings and offers recommendations.
What are the key words associated with this research?
The keywords include: Customer loyalty, retail sector, Marks & Spencer, service quality, customer satisfaction, corporate social responsibility, loyalty programs, quantitative research, London.
What is the aim of this research?
The aim is to investigate the factors influencing customer loyalty in the retail sector, with a specific focus on Marks & Spencer in London, and to understand the relationships between customer loyalty and key variables like service quality, customer satisfaction, corporate social responsibility, and loyalty programs.
- Quote paper
- Katarzyna Szydlowska (Author), 2016, Customer loyalty in retail. Case study of Marks and Spencer, Munich, GRIN Verlag, https://www.grin.com/document/512513
