Role of Customer Services in Successful Business within Retail Sector: A Study on Marks and Spencer

This research aims to study the role of customer services as primary elements in achieving successful business performance within the UK retail sector, with a focus on Marks and Spencer. It includes a literature review and research methodology. The study aims to understand the concept of customer service within the UK retail sector, identify the role of customer service in Marks and Spencer for improved business, study the impact of ineffective customer service on the performance and productivity of Marks and Spencer, and examine different strategies for improving customer service for successful business of Marks and Spencer.

RESEARCH PLAN

Contents
INTRODUCTION...........................................................................................................................3
Overview of the topic.............................................................................................................3
Background of the company...................................................................................................3
Problem statement..................................................................................................................4
Research aim, objectives and questions.................................................................................4
Research rationale..................................................................................................................5
Significance of the study........................................................................................................5
Dissertation structure..............................................................................................................5
Literature Review.............................................................................................................................7
To understand the concept of customer service within the UK retail sector..........................7
To identify the role of customer service in Marks and Spencer for improved business........8
To study the impact of ineffective customer service on the performance and productivity of
Marks and Spencer.................................................................................................................9
To examine different strategies for improving customer service for successful business of
Marks and Spencer...............................................................................................................11
RESEARCH METHODOLOGY...................................................................................................12
Research philosophy-...........................................................................................................12
Research approach-..............................................................................................................13
Research design-...................................................................................................................13
Research strategy..................................................................................................................14
Research method..................................................................................................................14
Data collection and analysis.................................................................................................14
Time horizon........................................................................................................................15
Sampling...............................................................................................................................15
Validity and reliability..........................................................................................................15
Ethical considerations...........................................................................................................16
References......................................................................................................................................17

INTRODUCTION
Overview of the topic
In the present research the researcher has focused on determining the role of customers
service in attaining high level of profitability in the UK retail industry in a proper manner.
Customer service is defined as the support that company offers to their customers before and
after buying and using the business product and services. Customer service plays an important
role in the business which helps in achieving successful performance within the UK retail sector.
Ineffective customer services impacts the productivity and performance of the business in a
negative manner in the business market. Providing better service to customers is an important
part which helps in generating more sales and marketing opportunities in the competitive
business market. There are several benefits of providing better services to customers which helps
in meeting their needs and expectations in an effective manner (Alkhateeb, and Romanowski,
2021). These services help in understanding the customers queries or complaints and making
them feel that they buy a product in the cost effective manner from the company.
Good services for customers mainly helps the company in meeting their expectations on
frequent basis. Company that delivers best service to customer always take time to understanding
and knowing their customers needs in a unique manner. The company also faces several
challenges due to ineffective services to customers which results in decreasing the overall
profitability and revenue of the business in the market. By taking proper care about the customer
need help in producing products and services according to their wants and expectations.
Improved customer service helps in attracting more number of customers towards the business
and in capturing large share in the market for providing the best quality products and services.
This section mainly focus on acknowledging the aim, objectives and questions related to the
topic of research, problem statement, company background, research rationale and significance
of the research.
Background of the company
The company selected in the current investigation is Marks and Spencer. It is known to
be a leading British brand which is headquartered in Paddington, London. This company is
mainly known for providing great services and quality products to customers across the globe. It
mainly focus on bringing great value of food, quality, homeware and clothing products to

millions of customers present in the market. The company also provides various different
facilities like insurance, savings and credit cards for the purchase of products from store or
online. It is a luxury brand that combines style and comfort as every clothing and fabric has a
fashionable pattern and attractive finishing touches (Arstein-Kerslake, and et.al., 2019). The
company aims to inspire and excite their customers for buying more products from the business
in order to gain high growth and success in the competitive market.
Problem statement
In the organisation the customer service is considered the prime issue which affects the
profitability and its growth. if adequate customer service is not provided by the employees to
consumer than there will low retention of the customers. The ineffective customer service leads
to poor customer satisfaction which leads to poor retention and hampers the company growth.
Research aim, objectives and questions
Research aim
To study the role of customer services as primary elements in achieving successful
business performance within the UK retail sector. A study on Marks and Spencer
Research objectives
 To understand the concept of customer service within the UK retail sector
 To identify the role of customer service in Marks and Spencer for improved business
 To study the impact of ineffective customer service on the performance and productivity
of Marks and Spencer
 To examine different strategies for improving customer service for successful business of
Marks and Spencer
Research questions
 What is the concept of customer service within the UK retail sector?
 What is the role of customer service in Marks and Spencer for improved business?
 What is the impact of ineffective customer service on the performance and productivity
of Marks and Spencer?
 What are the different strategies for improving customer service for successful business
of Marks and Spencer?
Research rationale

The main purpose of conducting this research is to analyse the role of customer service in
attaining the business performance successfully in a organisation. the aim of the customer
services is to meet the expectations of the customers in order to satisfy them with the results. The
customer services are paramount for the organisation to build its reputation and spreading brand
awareness by offering training to employees so that better customer service can be rendered. In
carrying out the present research, the researcher has been fulfilling the two objectives such as
personal and professional. In order to personal, the researcher is able to gain the more skills and
knowledge about the specific topic which is also helps to develop their future growth. on the
other hand, in the terms of professional objectives, the researcher will obtain the key idea and
knowledge about to examine the role of customers service in attaining high level of profitability
in the UK retail industry.
Significance of the study
For the organisation to be successful customer service is important as it is responsible to
present the brand while interacting with potential consumers. The role of the customer service is
to assist the customer by welcoming them, answering questions along with driving sales through
engagement & sharing product knowledge (Falter, and Hadwich, 2020). It is beneficial in
generating more marketing and sales opportunities by meeting customer satisfaction in order to
keep business growth successfully. By offering amazing customer service helps in retaining
customers with more loyal customers. By treating the customer fairly will help in boosting the
employee retention as employees are focused on delivering exceptional customer service.
Dissertation structure
Chapter 1: Introduction- In study it is vital chapter provides background information on the
research topic and its organisation, as well as appropriate goals and objectives to carry out
the research project successfully. In the current situation, the project is based on analysing
the customer service as primary element of successful business within retail sector.
Chapter 2: Literature Review- Under this chapter, it covers the viewpoint of other author and
writers on the selected topic for developing detail understanding of the particular topic.
Chapter 3: Research methodology- This chapter of the research project will include suitable
methods of data collection along with the research onion framework to perform research
systematically. There is use of both primary & secondary source of data in the present
research.

Chapter 4: Data analysis and Findings –Under this, the entire information is analysed through
appropriate methods with the key findings of the project. In present context, the data
analysis is been done by the use of charts & graphs to present data in best way.
Chapter 5: Conclusion and recommendations- Here, it is the final chapter including
summarized information along with necessary recommendations to make further
improvements to get better outcomes in future period of time.
Literature Review
To understand the concept of customer service within the UK retail sector
According to Ngai and et.al., (2021),the concept of customer service is the key factor in the
success of the company and it is defined as the support system which is used to offer the
customers a better experience with company. Nowadays customers are going beyond the
traditional ways as the companies are available on various platforms of social media. It can also
be said that better customer service in the retail sector leads to affect the better customer
experience. In the whole process of customer retention, the quality maintenance is said to be the
main aspect. Because it can be seen that at the present time customers are fetching quality
conscious. In relation to that the demands of the customers will elevate in context to higher
quality services (Patti, van Dessel, and Hartley, 2020). Moreover, the customer service is having
a major impact on the creating better reputation of the company in the market. It can also be said
that the term quality is the vital element in the real life and that is why it is measured as a vital
tool in the company. It can also be said that service quality is the main reason which leads to
higher level of customer satisfaction. As per the market case, the customers are willing to pay
more in relation to have better experience. The chosen company focuses on serving the best
quality so that probability of customer satisfaction will elevate. In the retail industry the
customer retention has established greatest acknowledgment. Due to which the term quality is
known to separate the company from other businesses in the markets. There are various ways
which must be used by the retail industry to provide better customer service such as-
Perform as a team
The customer service is said to be the team effort that is why the chosen company has trained its
employees in order to resolve various issues linked with customer services. It can also be said
that an effective team allows to work towards a common goal in context pf customer satisfaction.

Know about customers
It is essential to know about customers so that best products and services are given to the
customers. That can be done by making use of social media as the chosen company is getting
information about its customer’s habits in relation of buying. That is why the main target of the
chosen company is to keep the customers content. It can also be said that when the customers are
content and pleased then they will share their experience with the other people. As it takes a lot
to earn customer’s loyalty for that the company has to understand the nature and habits of the
customers.
Figure 1:Customer service
To identify the role of customer service in Marks and Spencer for improved business
Stated by Li and et.al., (2019), customer service plays a significant role in order to improve the
business and its performance. As per the market the happier customers will definitely continue
choosing the company as compared to other companies. It is a direct bond which is made
between customers and the company during making purchase related decision. It helps in making
sure about the customer loyalty and the success of the business. That is why the chosen company
has taken various actions to support customers. It is mainly defined as the guidance and
assistance which is provided to the customers during buying a product or availing any service.
There is a direct link between brand loyalty, revenue growth and the satisfied customers (Wang,
and et.al.,2018). Along with it, customer satisfaction has always been the part of the chosen
company. This is the main purpose of the company to make use of numerous strategies in order
to help the company to serve its customers better due to which it stands out from the other
companies. In that procedure the importance to each sale will tend to elevate when the customers
make decision to purchase. Additionally, it can be understood that it has become easy for the
company to understand about the customer’s likes and choice. With the help of customer

retention, the company will be able to measure the purchaser loyalty over the time. As the
customers expect a lot from the companies and due to which the chosen company is taking care
of its services that is social media, email support, chatbots and many others. Customer services
comprise of assisting the customers in relation to various questions, issues and many others. It is
a broad concept which has main focus on interacting with customers on the behalf of the
company in order to address the issues and needs of them. That is why they will be able to
resolve the issues of the customers effectively (Isaac, 2021) There are various duties involved in
the customer service as the management is to answer the questions about the products and
services of the company. All such efforts will enhance the level of performance in the company
because all the issues will be resolved in relation to causing any technical issues. Such support
will directly lead to attract potential customers in the business. Furthermore, the chosen company
is also contributing by presenting the right offers to its customers. Moreover, the term service
quality can influence the customer retention by showing the reviews or feedback of the chosen
company as compared to other companies. In addition to that the services quality has the control
to impact the behvaiour of the customers (Xu and Lockwood, 2021).
Figure 2: The Importance Of Customer Service In Driving Your Business
To study the impact of ineffective customer service on the performance and productivity of
Marks and Spencer
As stated by Falter and Hadwich, (2020) customers are significant part in the retail industry as
they have the power to affect the level of sales and revenue of the company in direct manner.

Along with it, it is also examined that service quality is a significant aspect in the market and it is
essential to serve and maintain superior quality of services. In order to gain higher level of
customer satisfaction and some companies face issues in terms of maintaining superior quality of
services in organization which creates a direct impact on their overall brand reputation. When the
customers are not happy with the experience with the company then there will be major issues
which are explained below-
 The image of the company will be affected as the customers have the habit of sharing
their feelings and experience about the products of the company. In this digital age,
majorly it is done through online reviews and most of the customers trust such reviews. When the customers lose it trust in the company then the loyal customers will switch the
company which will tend to reduce the level of profitability. It can be seen that when the
reputation of the company suffers then the customers prefer to leave the company. Employees also lose the confidence in the company because when the customers are not
satisfied then the number of queries will rise. That rise will increase the level of work in
the company which will directly impact the employees (Jacobson, and Borowski, 2019). When the company does not perform well then it increases the level of stress among
employees. As poor customer service can adversely impact the mental health of the
employees which will directly affect the level of performance in the company. Poor
customer service has a negative impact on the business. It can impact the level of
satisfaction of the customers that is why the main target of the retail company must be to
the customers. so that better service can be used in order to keep them satisfied and
happy.

Figure 3 :What is Bad Customer Service Costing Your Business?
To examine different strategies for improving customer service for successful business of Marks
and Spencer
In the opinion of Sheehan, Jin and Gottlieb, (2020), customer service is much more than
exchanging products or services and purchase. There are various assets of the company that is
the product, best team and shareholders but without happy customers the company will not be
able to grow in the market (Yang and et.al., 2020). There are various ways which are utilised by
the chosen company with the target of improving the position of the business are listed below-
 The chosen company maintains the level of consistency in customer interaction and
makes use of proper communication across the organization so that all the employees are
able to coordinate with each other easily. In the process of implementing the useful
strategies and practices across the organization with the objective of improving customer
services.
 In addition to the above strategy another way which is used by the respective company is
motivation. As it is one of the main strategies to serve the customers better by keeping
the employees motivated. The company makes use of monetary and non-monetary
practices with a target to increase overall confidence level of workers. For instance,
various incentives, bonus and other monetary benefits are provided to workers.
Additionally, the customers are the main source of income for every company. That is
why it is must to take care of the customers. It is done by providing effective and good
quality of service to them so that they always choose the same company instead of any

other. Customer retention is defined as the ability of the company in which the customers
are converted into the repeat buyers. For a service or product which will guard them from
switching to other competitor companies present in the market.
 Another strategy which is utilised by the chosen company is to set up the team which
will work towards a common goal and to accomplish various tasks collectively. That is
why it will also benefit in maintaining proper flow of information regarding the tasks and
customer’s services. By maintaining proper communication in the team, the managers
can easily assign work and delegate to the workforce (Kaurani, 2020). As the world is changing and in the present competitive environment, the chosen
company keeps itself updated about the trends of market. Also, makes use of effective
technologies in order to enhance the overall quality. For this purpose, it follows the recent
techniques, trends on social media and various technologies in order to serve the
customers better. The new technologies are considered significant because the best
services are provided to the customers which will lead to offer the best possible
experience to the visitors. Here, improving the technology will not only increase the
brand reputation of the company. But it also improves the overall quality of services with
a goal to drive higher customer retention.
Figure 4:Customer Service Psychology Tips to Master

RESEARCH METHODOLOGY
In the overall dissertation the research methodology is considered one of the vital chapters in
which researcher carry out the investigation for the certain topic. To resolve the research
problem the research methodology provides the scientific and logical way. With this the
researcher ensures the data reliability and gets more valid conclusion which covers the aims &
objectives of the research. The chapter will help in making understanding the type of data that is
required to order to collect information for research (Leedy, and Ormrod, 2019). In the research
onion framework is being used which comprises different layers involving in making of the
research practice. Research methodology is systematic plan which helps in attaining the research
aims & objectives.
Research philosophy-
The development of knowledge that serves as the foundation for investigation is referred to
as research philosophy. Either an ontological or an epistemological perspective can be used to
describe as it deals with set of values, beliefs or principles which is required for conducting
research. Research's objectives and goals form the foundation of its research philosophy.
Positivism or interpretivism are two types of research philosophy. The researcher will apply the
positivism philosophy because the current study is grounded in quantitative research. It will
assist in collecting data in a numerical manner. Utilizing this philosophy will result in more
trustworthy, scientific, and useful data being gathered (Riney, Browne, and Markenson, 2021).
Research approach-
In the present research approach, there are two types of approaches which can be either
inductive or deductive in nature. The research approach that is chosen must be carefully
considered because it will communicate the choices the researcher makes regarding the data
collection and analysis for the study. The inductive method is appropriate for qualitative research
because it aids in developing theories from the data and analysing the data in order to achieve the
goals and objectives of the study (Smith, 2019). The deductive approach, on the other hand, is
suitable for quantitative research to analyse and interpret information through tables, pie charts,
diagrams, and many other visual representations. The researcher will use a deductive approach in
current research to gather the observations needed to develop the interpretations for the results
because the current study is based on quantitative research. In comparison with the inductive

approach, it is less time consuming which helps in generalising the findings to specific point by
making meaningful justification.
Research design-
It is framework of the research method which defines overall strategy that researcher
chooses to integrate the different components of the study in coherent & logical way. It also
ensures to address the research problem effectively. The design allows the researcher to sharpen
the research methods that are appropriate for the subject matter. The goal of research design is to
cover a variety of instruments and methods for carrying out research activities as effectively as
possible. It aids in improving research techniques to accomplish goals and objectives and
improve study accuracy for readers. The research design options for the researcher include
correlation, diagnostic, explanatory, descriptive, and experimental. The current investigation will
employ a descriptive research design method because it enables the researcher to express
opinions regarding the how and why of the study. It helps readers comprehend the need for the
study.
Research strategy
This layer outlines the goals of the researcher's research practise. It might consist of a
review of the literature, action research, case studies, experimental research, interviews, and
surveys. The researcher will use a survey as a method to carry out their investigation for the
current research practise. It will assist in obtaining information in a superior and trustworthy
manner. It is suitable for numerical data (Xu, and Lockwood, 2021). A list of questions will be
prepared for the respondents before the survey is conducted using the questionnaire method. It is
beneficial for quantitative research and researcher will make a series of questions for the
respondents in order to get the data in numeric terms. It is a cost effective and finest strategy.
Research method
For the research project, the focus may be on qualitative, quantitative, or both types of
data. There are three different types of research options: mono, mixed, and multi. The mono
method can be used to collect information of a single type in a theoretical or numerical manner.
The use of a mixed methodology enables researchers to incorporate both qualitative and
quantitative methodology. It enables researchers to develop knowledge using a single set of
tools. The use of multiple methods facilitates the division of the research into distinct segments,

each of which uses a unique set of data. The researcher will use the mono method to collect data
in a quantitative manner. The researcher will obtain information in specific numbers using a
quantitative approach.
Data collection and analysis
In the present research there are two types of data collection method such as primary &
secondary. Data that is collected for the first time is referred as primary data. Data is directly
gathered by the researcher from sources like surveys, interviews, experiments, and so forth. Both
qualitative and quantitative data can be collected as the main method. Secondary data is
information that has already been released and is available from a variety of sources. It can be
discovered by reading books, magazines, websites, and other sources. The data for the current
research is gathered using both primary and secondary methods. It aids in compiling reliable and
accurate information relevant to the research topic (Yang, and et.al., 2020).
Data analysis is the process of gathering, organising, and evaluating data in order to draw
conclusions that aid in selecting the most appropriate research options. Depending on the goals
and objectives of the research, a researcher may concentrate on various methods and techniques
to carry out data analysis. The research will analyse the data using the frequency distribution
method. It enables data representation and analysis using pie charts or graphs by research
practitioners.
Time horizon
This layer assists in analysing the amount of time required to complete the research. Cross-
sectional and longitudinal time horizons are two different types of time horizons involved. The
collection of knowledge from various samples at a specific point in time—which may be days,
months, or years is the subject of longitudinal time-horizon. On the other hand, cross-sectional
time horizon is concerned with information gathering based on a specific time zone. Cross-
sectional time horizons will be used in existing research because they allow for quicker
completion of the research task. A researcher will receive current data relevant to their research
topic. It increases the accuracy and dependability of research for the study (Zhao, 2021).
Sampling
The sample defines the group of individuals that are really participating in investigation.
This assists the research practitioner in determining the sample size with the goal of gathering

data regarding the current area of study. The investigator uses two forms of sampling method
such as probability and non-probability. Random selection has been carried out using the
probability sampling method to prevent biases in the selection of respondents. It helps in making
statistical reasoning about the entire group. 30 respondents will make up the sample size for this
study.
Validity and reliability
Since data will be gathered in numerical terms, the results of the current research will be
trustworthy and justify the study. The random sampling method will be used to select
participants from a large sample size. This will assist in the collection of accurate data. It
includes closed-ended question types to elicit data from the participants. These respondents are
going to work for the company. These participants were chosen because they have a direct
relationship with the business and provide more trustworthy and valid data to meet the goals and
objectives of the research.
Ethical considerations
The use of ethical principles in research is referred to as "research ethics. Researchers must
take care to ensure that respondents' data is collected voluntarily and without coercion. The
confidentiality of respondents' private data, including names, addresses, phone numbers, and
email addresses, is also covered (Wang, and et.al., 2018). It is crucial to take precautions to
ensure that information is not divulged or shared with anyone for improper purposes.
Additionally, the researcher should avoid plagiarism, which is against ethics, by not copying or
duplicating anything in the research work. The investigation should not compromise the parties'
social, mental, or physical well-being. Every possible source should be taken into account in the
research activity and practical methods to reduce the harm.

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