Implementing Data Security to Enhance Customer Trust: M&S Case Study

This report presents a case study of Marks and Spencer (M&S) focusing on the implementation of data security measures to enhance customer trust and reduce the risk of digital assaults and information breaches within the UK retail sector. The research investigates the significance of data security in building customer trust, exploring various methods to mitigate digital assault risks and identifying data security systems that M&S can adopt. The report includes a literature review that covers the role of data security, methods for risk elimination, and data security systems. The methodology section outlines the research design, philosophy, approach, data collection, and sampling techniques. The data analysis section presents a frequency table and thematic analysis of the findings, leading to recommendations and a conclusion that emphasizes the importance of data security for businesses like M&S. The report also highlights the significance of customer loyalty and the impact of security measures on brand reputation, providing insights into the evolving landscape of data protection in the retail industry.

Corporate Strategy and
Governance
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Table of Contents
TOPIC - Implementing data security the management procedure to lessen and reduce the danger
of information breaks and digital assaults to improve customer trust in the UK retail. A case
study of Marks and Spencer.............................................................................................................4
INTRODUCTION...........................................................................................................................4
Background of the research....................................................................................................4
Background of the company...................................................................................................5
Significance of investigation..................................................................................................5
Research Aims........................................................................................................................5
Research Objectives...............................................................................................................5
Research Questions................................................................................................................6
Rationale of the investigation.................................................................................................6
LITERATURE REVIEW................................................................................................................6
Role of data security in building customer trust for a company.............................................7
Different ways through which risk of digital assaults can be eliminated for Marks and
Spencer's customers................................................................................................................7
Various data security systems that can be adopted by Marks and Spencer to build up customer
trust and reducing digital assaults and danger of information breaks....................................8
RESEARCH METHODOLOGY.....................................................................................................9
Type of Investigation..............................................................................................................9
Research Design...................................................................................................................10
Research Philosophy............................................................................................................10
Research Approach...............................................................................................................10
Data Collection.....................................................................................................................11
Sampling...............................................................................................................................11
DATA ANALYSIS........................................................................................................................13
FREQUENCY TABLE........................................................................................................13
THEMATIC ANALYSIS.....................................................................................................15
CONCLUSION..............................................................................................................................25
REFLECTION......................................................................................................................25
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Recommendations................................................................................................................26
Conclusion............................................................................................................................26
REFERENCES..............................................................................................................................26
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TOPIC - Implementing data security the management procedure to lessen
and reduce the danger of information breaks and digital assaults to
improve customer trust in the UK retail. A case study of Marks and
Spencer.
INTRODUCTION
In current scenario, retail industry is dealing with ample number of issues where,
customer trust is one of it, that impacts upon companies’ productivity and profitability in both
positive and in negative manner as well. Basically, customer trust can be defined as interactive
behaviour to what they receive (ur Rehman and et. al., 2016). Away with this, it has been
analysed that trust comes within customers when a company understand their requirements &
also offer them with appropriate services based on their own needs and wants. Due to change in
course, it has been analysed that people's mindset is continuously shifting towards online portals
where they can buy and sell products and services. This also raised different data security, which
can be considered as the increasing numbers of digital assaults along with the danger of
information breaks (Tian, 2017). There are many cyber cases and digital assaults related cases
came in front, which impacted negatively upon customer's behaviour towards purchasing
different range of products and services through online portals. Because, personal information,
financial accounts related data and more could be accessed by an unauthorized person for a
particular reason i.e. stealing money through online channels.
Background of the research
Over the years, data security has been a crucial subject for researchers to conduct
investigation and to bring out favourable outcomes. But it is said that due to rise among different
concern, this subject has become an on going threat for all the business organisations among
different retail industry (Raipurkar and Deorankar, 2016). Including this, data protection related
systems has helped businesses, which is also needed by a business organisation like Marks and
Spencer to reduce the risks of cyber assaults, information breaks and so on. Due to this specific
reason, many of customers chain of a different companies within retail industry got break
(Kourid and Chikhi, 2018). This affected company's performance level, productivity and
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profitability as well. Many of the hackers has breached the law, which involved the loss of
client's data from hacking or leaking rose from 19 in 2015/16 to 38 in 2016/17.
Background of the company
Marks and Spencer Group plc (M&S), which is one of the famous fast fashion retailer in
all over the world was found in the year of 1884 by Thomas Spencer and Michael Marks. At
present company headquartered at Westminster, London. Including this, organisation is also
dealing among different areas like home along with the food related final goods, which raised
ample number of benefits for the company and became much more influential within the retail
industry and raised various benefits for its own. Recently, company has gone through different
issues like digital assaults and raised information breaks related cases. This is where, M&S has
impacted negatively upon its own overall performance level. Also, it has been found that
company has adopted a range of data security systems, that are offering them right information
related to personal data of their customers and protected them in a rightful manner as well.
Significance of investigation
Primal reason behind conducting investigation on present topic, is because customers
loyalty is much important for a business organisation when it comes to grab great number of
opportunities in today's business environment (Fernando, Chidambaram and Wahyuni-TD,
2018). Also, it is said that many hackers are sitting in all over the world and continuously
breaching laws in relation to data security of customers. This has impacted upon their trust and
raised many concerns while purchasing products and services when a company is not having
effective security system.
Research Aims
This is one of the crucial elements of a particular investigation, where if researcher do not
develop an aim, then it is may be possible that, he/she might go through different issues (Suki
and Suki 2017). Primal aim of this investigation is “To analyse the importance of implementing
data security aspects while managing procedures to reduce risks of digital assaults to improve
customer trust in the UK retail. A case study of Marks and Spencer.”.
Research Objectives
 To understand the role of data security in building customer trust for a company.
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 To analyse the different ways through which risk of digital assaults can be eliminated for
Marks and Spencer's customers.
 To identify the different data security systems that can be adopted by Marks and Spencer
to build up customer trust and reducing danger of information breaks & digital assaults.
Research Questions
 What are the role of data security in building customer trust for a company ?
 What are the different ways through which risk of digital assaults can be eliminated for
Marks and Spencer's customers ?
 What are the various data security systems that can be adopted by Marks and Spencer to
build up customer trust and reducing digital assaults and danger of information breaks ?
Rationale of the investigation
Specific reason behind why the topic has been taken into consideration is because data
security systems is something that lead various business organisations to save their customers
from different cyber attacks, data solids digital assaults and eliminated them from various other
risks as well (Varghese and Sudhahar, 2018). Over the years, various business organisations like
Tesco, Marriott International, and many more other like Zara has built an effective security
system so that no data related leaks may take place.On the other hand, another reason that has
been identified over of considering this investigating topic is because of the self interest of the
investigator (Goldfeder and et. al, 2017). Basically, there are many business organisations that
has led companies to go through various issues, which raised the interest of the investigator in
order to gain appropriate knowledge for the better opportunities in near future and to reduce the
number of trees that are directly linked with digital assaults and many other risks like danger of
information break and so on. If it is talked about the future then, the risk of these measures
related to online shopping and will increase, it is required by companies to deliver the best
services to customers so that competitive advantages could easily be gained (Dlamini and
Johnston, 2016).
LITERATURE REVIEW
This section consists of a crucial part of the whole investigation, as it consists of, methodical and
reproducible technique for deciding, looking at and furthermore orchestrating the current
assortment of recorded work created by researchers, experts and examiners (Khan and et. al.,
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2016). In doing this examination, the auxiliary technique has been utilized by thinking about
various hotspots for diaries, books, articles, and so on.
Role of data security in building customer trust for a company
According to Wollenburg 2018, data security refers to protecting computer, databases
and websites from unauthorised access and data corruption. This security prevent data from
accidental destruction, disclosure and protects data across all applications and platforms. This
reduce the risk that comes at the time of data sorting. Elements of data security are
confidentiality, integrity, and availability. This is an important aspect of IT companies, they
develop data security solutions like tokenisation, data encryption, that protects data. On the other
hand, if it is talked about the importance of Data Security, then it is said that data along with the
information within businesses is important so there is need to secure or preventing the data or the
information from unauthorised access (Hamidi and Moradi, 2017). It is necessary in today's
world to protect different computers along with the, tablet, mobile data and so on.
Many people have misunderstanding that data security is useful for only businesses,
organizations, government but it is useful for every device. It help in backing up and recovery of
data. Provide protection from virus and spams. It reorganize and store digital information. On the
other hand, if it is talked about the role of data security, then this type of security helps a
company in It provides full security to different range of devices. It helps in protecting
information, files, accounts related to the business (Alamsyah, Trijumansyah and Hariyanto,
2017). Keeping the data along with the information confidential. Ensure integrity and availability
of data. It is also said that device start working smoothly with use of data security. It also
protects the device from various malware practises. Away with this, it is also said that consumer
product executives should consider viewing data privacy and security not just as a risk
management issue, but as a potential source of competitive advantage that may be a central
component of brand-building and corporate reputation. Basically, customer loyalty all trust
specifically depends upon security measures, that has been adopted by business organisations
(Duarte, e Silva and Ferreira, 2018).
Different ways through which risk of digital assaults can be eliminated for Marks and Spencer's
customers
According to Farshidi 2016, there are number of ways by an organisation can effectively reduce
the number of cyber attacks and digital assaults and some of these are using patches, protecting
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outbound data, and so on. In the same way, Marks and Spencer can also protects itself from
various digital assaults that may reduce the fate of customers from services offered by them. A
few of these ways are are mentioned underneath:
 Tightening marks and Spencer’s current security system, can help the company in
maximizing the security controls through improvising the number of guidelines that were
already existed (Iglesias and et. al., 2018). This can be done through turning off the
unnecessary services offered by the company which may also enhance the security
control over personal information of the customers and it will also lead them to to support
customer so that they can rely upon them.
 Protecting outbound data is also another crucial way through which Marks and Spencer
can effectively protect its system from various malware and bots considering a firewall.It
is required by Marks and Spencer 2 to keep on releasing the information to employees
who are honest so that sensitive data or malicious software could not take place within
the network system (Chou, Chuang and Shao, 2016).
 Development of a password policy can also be considered as one of the crucial strategies
that can be adopted by Marks and Spencer organisations has already developed this kind
of strategy which helps them in becoming a lot about security issues if any e
malfunctioning takes place (Castaldo and et. al., 2016). therefore, it is required by Marks
and Spencer to keep on delivering the information to their customers to change the PC
password, mobile passwords and other application passwords so that external Havoc
cannot takes place.
Various data security systems that can be adopted by Marks and Spencer to build up customer
trust and reducing digital assaults and danger of information breaks
According to Barnes, 2016 Information protection and security is about significantly more
than keeping programmers under control. It is likewise about guaranteeing customers that the
trust they place in a shopper item brand is justified. The aftereffects of an ongoing review of
shoppers and officials show that buyers have a sharp feeling of attention to the dangers
encompassing information security and protection, and that numerous customer item
administrators are likely overestimating the degree to which they are meeting purchaser desires
identified with information security and security (Mylrea and Gourisetti, 2017). On the other
hand, numerous purchaser item officials might be disparaging the open door for upper hand
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related with meeting purchaser assumptions about information protection and security. In order
to reduce all the risks that are present in today’s business world in relation to digital assaults
where personal information is utilised by hackers against the individuals where their life cannot
also may get in danger, in order to reduce these elements there are some of the security
measures, that can be adopted by Marks and Spencer and these are presented underneath:
Blockchain — As when the developments in blockchain has soared, safety is now one of
the most affected sectors. Blockchain may aid in such a variety of ways to enhance the data
privacy. Data about the Ledger can be used to log operation and monitor user access. Other
technologies can use blockchain to secure data concerning transactions or finances between
parties. Blockchain and related systems are popping up within security solutions designed for
everything from user authentication to building secure databases (Dabija and Bejan, 2017).
Big Data — Most information and data protection developments apply to Big Data
innovations. Such systems process, store and transmit huge quantities of data that must be
protected. Many methods are explicitly intended to protect large data caseloads, but others might
not being able to provide it (Dutta, Chauhan and Chauhan, 2017). Understanding the
shortcomings of current solutions will benefit companies and individuals aimed at protecting big
data.
Containerization — This type of application and connected microservices include a
range of safety-related advantages. Most organizations implement cloud-based processing or
recovery features which could be maintained in protected conditions. Containerized software
might also reduce information replication and delivery, or application.
Adaptive Authentication — Risk-based authentication as well as zero trust protection
mechanisms boost email archiving and customer experience by integrated encryption. Such
software track actions of users, certain computers, the geographical location as well as many
other variables in compiling risk scores (Garaus and Wagner, 2016). Members with increased
threat ratings will be asked and request passwords for full disk encryption to maintain exposure.
Registered users, operating with standard appsnormal tasks will not be inhibited in the slightest.
RESEARCH METHODOLOGY
It is clarified as arrangement of the more extensive standards from which specific techniques
might be determined to understand different issues inside extent of explicit control. It is specific
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systems which mostly used to decide, picked, process and furthermore break down data and
information about point (Joshi and Kadhiwala, 2017).
Type of Investigation
It is a strategy that an investigator has devised to collect data. The research methods
depend on kind of investigation on the basis of purpose of study. Qualitative and quantitative are
two different types of data collection methods.
Qualitative- This method gathers information that seeks to explain specific topic in detailed
manner. It helps in bring the in depth understanding of research questions (Jayapandian and et.
al., 2017).
Quantitative- Under this, data is produced in numerical manner and analysed by using statistical
and mathematical methods.
There has been qualitative research method used because it provides the better direction
about the particular area and also give better understanding.
Research Design
Another crucial aspect of research methodology, where configuration is ordered among three
significant perspectives Like Descriptive, exploratory and test inquire about structure (Singh,
Jeong and Park, 2016). Present of work engaging examination configuration is most reasonable
source as it is probably going to be utilized for qualitative or subject research and viable in
giving point by point examination with respect to the picked topic.
Research Philosophy
The area of reasoning is ordered among interpritivism and positivism theory. These two
are the key wellspring of gathering of information and right way. In the current territory of work
interpritivism reasoning has been applied by the investigator (Ramanathan, Subramanian and
Parrott, 2017). Thus it is the most appropriate cost for subjective research and aides in giving and
point by point examination on the Chosen topic. This segment is fruitful in giving definite
examination through investigation of the assessment of writers and journalists.
Research Approach
Research approach is their first as the major part of research procedure as it is powerful in
giving a reasonable course to the scientist to complete the work in right way. This area is isolated
among two significant research approach is their first as the crucial part of research procedure as
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it is powerful in giving an unmistakable bearing to the specialist to complete the work in right
way (Toufaily and Pons, 2017). This segment is partitioned among deductive and inductive
research approach. The choice of approach depends on the sort of examination. In present
investigating topic, the exploration approach has been applied by the investigator as it is viable
for subjective examination and aides in giving definite data by the assistance of deciding
speculations and theory on chosen topic.
Data Collection
In the present area of work both primary as well as secondary source of data collection
sources are applied by the researcher as to gathering valid and reliable outcome. Primary source
is applied in the form of conducting survey with the help of implementing a questionnaire,
however in this questions are developed that covers aim and objectives of the research and on the
other side secondary sources are effective in execution of the section of literature review by
analysis of data gathered from secondary sources.
Sampling
Data Sampling Method Is indeed a key component in carrying out such an effective
examination. A researcher can't fully perform a study by bringing the thoughts of most of the
participants (Taylor, 2016). 2 main types of data sampling include probabilistic and non-
probabilistic sampling. Throughout this current research, its investigator has implemented a
random sampling approach to gather effective and efficient information by analyzing the views
of numerous participants chosen as just an important information source. For this sample group
of 40 participants that can provide information to complete the research.
QUESTIONNAIRE
Q1. Do you have any knowledge related to why it is important for a company to develop data
security related measures ?
a) Yes
b) No
Q2. As per your own point of view, do you think if customer's trust plays a crucial role for a
business company ?
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a) Yes
b) Maybe
c) No
Q3. Are existing data security systems used by Marks and Spencer can reduce the digital
assaults ?
a) Yes
b) Maybe yes
c) No
d) Maybe No
Q4. What are the benefits that Marks and Spencer can get of adopting an updated data security
system ?
a) Reduction into risks related to information breaks
b) Less number of digital assaults
c) Reduction within the overall cyber crimes
Q5. How Marks and Spencer could effectively build up customer's trust ?
a) Through utilising an effective data security system.
b) Through offering customers with the quality products and services
c) Through adopting updated technology
Q6. Based on your own thinking, what are the challenges Marks and Spencer could face wile
adopting data security systems ?
a) High investments
b) Requirement of skilled staff
c) Permission from higher authorities
Q7. What are the best data security systems, that can be adopted by Marks and Spencer to build
trust of consumers among targeted areas ?
a) SiteLock
b) Heimdal CORP
c) WebTitan – DNS
Q8. What are the alterations that M&S can effectively make in relation to data security
systems ?
a) Add a web application firewall and real-time backups
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