Marks and Spencer Customer Satisfaction Survey

This assignment presents a customer satisfaction survey focused on Marks & Spencer. It investigates factors influencing customer loyalty, including employee behavior, product quality, after-sales services, store layout, and communication about sales and offers. Respondents rate their satisfaction levels with various aspects of the M&S experience and indicate whether they would recommend the brand to others.

DISSERTATION ON IMPACT OF SERVICE QUALITY
ON THE CUSTOMER LOYALTY: A STUDY ON MARKS
AND SPENCER

TABLE OF CONTENTS
CHAPTER 4: DATA ANALYSIS AND DISCUSSION ...............................................................4
4.1 Introduction .....................................................................................................................4
4.2 Thematic analysis of the questionnaire ...........................................................................4
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................24
5.1 Introduction ...................................................................................................................24
5.2 Conclusion .....................................................................................................................24
5.3 Recommendation ...........................................................................................................25
APPENDIX ...................................................................................................................................27
Questionnaire for the customers of Marks and Spencer ......................................................27

ILLUSTRATION INDEX
Illustration 1: Theme 1.....................................................................................................................5
Illustration 2: Theme 2.....................................................................................................................6
Illustration 3: Theme 3.....................................................................................................................7
Illustration 4: Theme 4.....................................................................................................................9
Illustration 5: Theme 5...................................................................................................................10
Illustration 6: Theme 5...................................................................................................................11
Illustration 7: Theme 6...................................................................................................................12
Illustration 8: Theme 7...................................................................................................................13
Illustration 9: Theme 8...................................................................................................................15
Illustration 10: Theme 9.................................................................................................................16
Illustration 11: Theme 10...............................................................................................................17
Illustration 12: Theme 11...............................................................................................................19
Illustration 13: Theme 12...............................................................................................................20
Illustration 14: Theme 13...............................................................................................................21
Illustration 15: Theme 14...............................................................................................................22

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
4.1 Introduction
In the given section of dissertation which is based on the topic of assessing the impact of
service quality on the loyalty of Marks and Spencer customers, efforts has been made by
researchers with regard to analyse which is collected for the present study. Here, in this part
researcher makes use of different type of data analysis techniques which assist it with regard to
draw an effective conclusion for the study. In addition to this, in this part of dissertation thematic
approach has been used wherein the collected data has been analysed by the researcher by
forming themes. In accordance with the given context, the collected data has been presented by
the scholar through graphs and charts. The respective section has been prepared on the basis of
following questions:
 To identify the factors affecting customer loyalty in retail sector
 To understand the link between service quality and customer loyalty in Marks and
Spencer
 To recommend the effective ways through which Marks and Spencer can raise service
quality for enhancing customer loyalty.
4.2 Thematic analysis of the questionnaire
Following themes are prepared on the basis of responses which has been collected by the
researcher from the customers of Marks and Spencer.
Theme 1 Customers of Marks and Spencer visits store once in a week
Customers of Marks and
Spencer visits store once in a
week
Frequency Percentage
Daily 18 12.00%
Weekly 75 50.00%
Monthly 36 24.00%
Yearly 21 14.00%

Findings: It has been identified from the conducted analysis 75 out of 150 customers have said
that they tend to visit the Marks and Spencer store in weekly basis. However, 36 respondents
have said that they visit the store on monthly basis. Furthermore, the number of customers who
visit the store on daily and yearly basis is very less.
Interpretation: In the given theme, researcher wants to analyse that how frequently the buyers of
firm visit the store such as Marks and Spencer. In this regard, from the conducted analysis it has
been identified by the scholar that 50% of the buyers had said that they visit the store on weekly
basis. In this regard, many of buyers have said that the product range and highly friendly
atmosphere of the store tend to influence them with regard to visit the Marks and Spencer store
on weekly basis. In addition to this, buyers had also said that they visit the store even if they had
to purchase some small things which they can buy from the nearby store. Furthermore, 24% of
the buyers have said that they visit the store on monthly basis. The buyers who visit the store on
monthly basis are those customers who tend to make the purchases from such store when they
have to purchase many items. However, if the list of items are very less than in the given
Daily Weekly Monthly Yearly
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 1: Theme 1

circumstance they prefer to purchase things from the small shops which is near to their home or
office.
Theme 2 Employees of firm behaves appropriately
Employees of firm behaves
appropriately
Frequency Percentage
Yes 120 80.00%
No 30 20.00%
Findings: From the conducted research it is assessed that 120 out of 150 respondents had given
the positive response towards the asked question that the employees of the firm behaves
appropriately with them. But, 30 out of 150 respondents had denied with the respective
statement.
Yes
No
Illustration 2: Theme 2

Interpretation: In the particular theme, researcher wants to assess that whether the employees of
firm behaves appropriately with their customers or not. In accordance with the given context,
from the conducted analysis it is assessed that majority of buyers had given positive response
with regard to the asked question. This means that they totally agree that the buyers of Marks and
Spencer behave appropriately with them. They had responded in such a way because some
buyers had personally experienced that they get appropriate and prompt answer to whatever
question which they ask from the employees of firm. However, some customers of the firm
disagree that the employees of Marks and Spencer behaves appropriately with them. These are
those buyers who had gained negative experience from the side of cited firm workers.
Theme 3 Employees of Marks and Spencer are respectful and courteous
Employees of Marks and
Spencer are respectful and
courteous
Frequency Percentage
Strongly agree 60 40.00%
Agree 30 20.00%
Neither agree non disagree 15 10.00%
Disagree 30 20.00%
Strongly disagree 15 10.00%

Findings: 60 out of 150 customers of Marks and Spencer had said that the employees of cited
firm is courteous and respectful. However, 30 out of 150 respondents had given their agreement
and disagreement with regard to the asked question.
Interpretation: In the particular theme, researcher of the present study wants to get insight into
the things that what kind of behaviour is being carried out by the employees of cited firm. In this
regard, 40% of the customers had said that employees of Marks and Spencer are respectful and
courteous. They had given such response because they believe that the workers of cited firm give
answer to their question in a very polite manner. Furthermore, they also believe that employees
of the firm does not behave inappropriately with them even in the circumstance if buyers
repeatedly ask the single questions from them. However, some buyers had denied that the
employees of Marks and Spencer behaves with them appropriately or courteously. They had
given such response because they believe that the buyers of cited firm act politely when they
want to achieve their monthly targets of influencing as many as customers. However, when
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Percentage
Illustration 3: Theme 3

targets are met at that time they do not much attention upon them and do not behave
appropriately.
Theme 4 Employees behaviour is the major factor which motivates buyers to visit store more
frequently
Employees behaviour is the
major factor which motivates
buyers to visit store more
frequently
Frequency Percentage
Employees behaviour 90 60.00%
Product quality 30 20.00%
After sales services 30 20.00%
Findings: It was found out from the conducted research that 90 out of 150 customers had said
that employee behaviour is being regarded as the major factor which motives them with regard to
Employees behavior
Product quality
After sales services
Illustration 4: Theme 4

visit the store frequently. However, 30 people had given response towards the products quality
and same response had also been seen for the other factor which is of after sales services.
Interpretation: Here, researcher wants to gather the information about the different type of
factors which influences the customers of Marks and Spencer with regard to visit the store on
frequent basis. Herein, from the conducted analysis was assessed by the researcher that 60% of
the respondents had said that the behaviour of employees is being regarded as the major factor
which influence them with regard to purchase the product from the Marks and Spencer outlets. In
this context, respective customers believe that employees of firm give answer to each of their
questions. Furthermore, workers of cited firm resolve all the queries which is being put up by
them. However, some customers of firm believes that they prefer to purchase the product from
the Marks and Spencer outlets because of the presence of two factors such as quality of product
and after sales services.
Theme 5 Respectful and courteous nature of Marks and Spencer employees influence buyers
to visit store over and again
Respectful and courteous
nature of Marks and Spencer
employees influence buyers to
visit store over and again
Frequency Percentage
Yes 120 80.00%
No 30 20.00%

Findings: From the given theme, it can be depicted that among 150 total respondents 120
customers had said that the respectful and courteous nature of employee is the main reason
behind choosing the Marks and Spencer for the purchase of their home item. However, 30
respondents had given completely different response.
Interpretation: Here, in the specific theme researcher wants to explore the reason behind the fact
that why customers of Marks and Spencer visit the store over and over again. In this regard, it
was assessed by the scholar that majority of buyers are impressed with the polite and helping
nature of Marks and Spencer workers. It is the reason why they tend to purchase all their
products from the respective firm outlets only. However, some buyers had denied with the given
fact as their reason for visiting store is different. Here, some buyers had said that the convenient
store layout and availability of all type of products at one store are being regarded as the main
reason which influence them with regard to make use of cited firm services over and over again.
Theme 5 Store layout make it easier for buyers with regard to find the things which they
require
Yes
No
Illustration 5: Theme 5

Store layout make it easier for
buyers with regard to find the
things which they require
Frequency Percentage
Strongly agree 75 50.00%
Agree 15 10.00%
Neither agree non disagree 15 10.00%
Disagree 30 20.00%
Strongly disagree 15 10.00%
Findings: From the conducted analysis it was found out that store layout make it easier for them
with regard to find out different things in the store in an effectual manner. However, 30
respondents had shown their disagreement with regard to the fact. In the similar way, 15
customers had given unanimous response to the other options such as agree, strongly disagree
along with neither agree not disagree.
Interpretation: In the given theme, researcher wants to judge the service quality of store by
considering the physical aspect such as store layout. In accordance with the given context, from
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 6: Theme 5

the analysis it was assessed that majority of customers had given strong agreement with respect
to the asked question that whether store layout makes its easier for the buyers with regard to find
the things in cited firm store outlet in an effective manner. They had given positive response
because they believe that the store layout is so effective which helps in saving lots of time of
them. The store of Marks and Spencer possess number of bill counters which tend to reduce the
waiting time of customers. Hence, it also helps in raising their satisfaction and due to this they
love to visit the store so often. However, 20% of the buyers does not believe that the store layout
of cited firm is effective. This might be because they had faced some problems while searching
some products within the store.
Theme 6 Wide products range helps in developing consumer loyalty
Wide products range helps in
developing consumer loyalty
Frequency Percentage
Strongly agree 75 50.00%
Agree 30 20.00%
Neither agree non disagree 0 0.00%
Disagree 30 20.00%
Strongly disagree 15 10.00%
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
Illustration 7: Theme 6

Findings: From the conducted survey it was identified that 75 customers of firm had strongly
agreed with the fact that the firm collection of wide range of products makes them loyal towards
Marks and Spencer. However, 30 respondents were agreed with the fact. Likewise, 30
respondents had given their disagreement to the asked question.
Interpretation: In the given theme, researcher wants to improve its understanding regarding the
aspect that whether the range of products being offered by the corporation makes customers loyal
towards the firm or not. In this regard, from the result of conducted research it is assessed that
50% of the respondents had given positive response with regard to the asked question that they
are loyal towards the firm because they get an option to purchase wide variety of products. This
means that they are satisfied with the type of products being given by the Marks and Spencer.
However, 20% of the buyers had shown their disagreement because they believe that it is not the
wide range of products which makes them loyal towards the firm. They had given such response
because for them criteria for becoming loyal towards the specific firm is different.
Theme 7 Customers recommend the services of firm to their friends and family members
Customers recommend the
services of firm to their friends
and family members
Frequency Percentage
Yes 90 60.00%
No 60 40.00%

Findings: Here, from the above table it can be interpreted that 90 out of 150 respondents had
said that they recommend the services of Marks and Spencer to their friends and family
members. But, 60 people had shown they disagreement with the asked question.
Interpretation: In the given theme, researcherwants to judge the loyalty of its buyers. In this
context, it can be said that if customers are loyal towards the firm at that time they make all sorts
of efforts with regard to raise the sales of firm. Hence, in order to do the same they influence
their friends and family members with respect to use the services of corporation from where they
are purchasing their product. Here, 60% of respondents had said that they recommend the service
of firm to their friends and family members. This means that they believe that the products and
services which is being offered by the corporation is so effective which makes them loyal
towards the firm and influence them with respect to use the services on frequent basis. However,
some buyers does not recommend the services of Marks and Spencer to their relatives. This
might be because they had gained some negative experience while shopping products from the
firm.
Theme 8 Convenient space in store outlet of Marks and Spencer motivates me in visiting store
repeatedly
Convenient space in store
outlet of Marks and Spencer
motivates me in visiting store
repeatedly
Frequency Percentage
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Percentage
Illustration 8: Theme 7

Strongly agree 90 60.00%
Agree 30 20.00%
Neither agree non disagree 0 0.00%
Disagree 30 20.00%
Strongly disagree 0 0.00%
Findings: In the given theme, researcher wants to know whether the convenient space in the
store layout of Marks and Spencer motivates its buyers to visit the store repeatedly. Herein, it is
identified that 90 out of 150 respondents had given string agreement with regard to the asked
question. But, 30 people had given their responses in the form of agreement and disagreement.
Interpretation: From the conducted survey it was identified that customers of cited firm believes
that the layout of store is spacious. Furthermore, majority of buyers had given positive response
with regard to the asked question because they believe that convenient space in store outlet
allows them to make the movement within the store effectively. Furthermore, some buyers who
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
Illustration 9: Theme 8

visits the store with their children had said that convenient space in a store allows their children
to roam around the area without any kind of difficulty. Hence, it is correct to said that
convenience space in store is being regarded as the major factor which influence the buyers to
make a visit of store repeatedly. However, there are some buyers who do not believe that
convenient space in the store layout of Marks and Spencer motivates them to visit the store
repeatedly. They had responded in such a way because for them motivating factor of visiting the
Marks and Spencer store is behaviour of their workers.
Theme 9 Effective information about upcoming sales and offers helps me to choose M&S over
other retail stores
Effective information about
upcoming sales and offers
helps me to choose M&S over
other retail stores
Frequency Percentage
Strongly agree 75 50.00%
Agree 30 20.00%
Neither agree non disagree 15 10.00%
Disagree 30 20.00%
Strongly disagree 0 0.00%

Findings: It has been found from the above theme that 75 out of 150 respondents were strongly
agreed with the fact that Marks and Spencer provides them regular information about the
upcoming sales and offers. Thus, it is the reason why they tend to choose the cited firm for
purchasing the products over other. However, 15 people had given neutral response with regard
to the asked question while equal response of customers were seen with respect to the options
such as agreement and disagreement.
Interpretation: In the given theme also researcher wants to judge the loyalty of its buyers. In
accordance with the given context, from the conducted survey it is assessed that majority of the
buyers believes that effective information about upcoming sales and offers motives them with
regard to choose the Marks and Spencer over the other retail store. They had responded in such a
way because they believe that they feel more attached towards that specific firm which tends to
provide the timely information about their offers to the respective buyers. Marks and Spencer
does this and it is the reason why they select the respective company over other retail firm when
they have to purchase the different type of goods. However, some buyers believe that sometime
they find sales offer of Marks and Spencer competitor more attractive than it. Hence, it is the
reason why they prefer choose the other relater over the Marks and Spencer. The given things
tend to question the loyalty of customers.
Theme 10 After sales services of Marks and Spencer is effective
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 10: Theme 9

After sales services of Marks
and Spencer is effective
Frequency Percentage
Yes 120 80.00%
No 30 20.00%
Findings: In the particular theme, researcher wants to assess the effectiveness of the after sales
services which is being given by the corporation. In this regard, it is assessed that 120
respondents had given their response in the form of “Yes”. This entail that they find the after
sales services of corporation effective. However, 30 people have denied with the respective fact.
Interpretation: It can be interpreted from the collected data that there are 80% respondents who
had given positive response with regard to the asked question which means that they are totally
agreed that after sales service of Marks and Spencer is effective. Furthermore, the individual who
had given positive response towards the asked question are also satisfied with the fact that after
sales service is being regarded as one of the factor which makes them loyal towards the firm in
an effectual manner. However, some buyers had denied with respect to the asked question. This
might be because they have faced some problem in the after sales department of corporation.
Thus, the given thing is impacting the loyalty of buyers in some sort of way.
Yes
No
Illustration 11: Theme 10

Theme 11 Employees of Marks and Spencer give prompt response to the questions which is
being asked by you.
Employees of Marks and
Spencer give prompt response
to the questions which is being
asked by you.
Frequency Percentage
Strongly agree 75 50.00%
Agree 45 30.00%
Neither agree non disagree 0 0.00%
Disagree 30 20.00%
Strongly disagree 0 0.00%
Findings: Here, from the above table it can be depicted that 75 out of 150 respondents had given
their positive response with regard to the asked question that the employees of cited firm gives
prompt response to the asked question or not. In addition to this, 45 respondents had given their
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
Illustration 12: Theme 11

agreement to the asked question while 30 people were denied with the fact that the workers of
Marks and Spencer give prompt response to the asked question.
Interpretation: From the above theme, it can be interpreted that 50% of the respondents believe
that employees of firm give prompt response to the questions which is being asked by them to
them. This entail that employees give value to the buyers and considered them to be the
important part of firm. However, 20% people had given negative response with regard to the
asked question. They had responded in such a way because might be they had faced some
negative experience. Furthermore, another reason for the given type of response could be
customer personal clashes with the employees of firm. Furthermore, there were many buyers
who had given their agreement with the fact that the workers of Marks and Spencer give prompt
response to the asked question.
Theme 12 Employees of the firm gives individual attention to you
Employees of the firm gives
individual attention to you
Frequency Percentage
Yes 120 80.00%
No 30 20.00%
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Percentage
Illustration 13: Theme 12

Findings: In the given theme, researcher wants to assess the service quality of Marks and
Spencer. Hence, in this regard from the conducted survey it is assessed that 30 respondents had
given their negative response to the asked question that employees of Marks and Spencer gives
individual attention to you. However, 120 people had given the positive response with regard to
the asked question.
Interpretation: Here, in the above theme many buyers considered that the employees who works
within firm give individual attention to them. This means that in order to make the customers
loyal towards the corporation, Marks and Spencer makes all sort of efforts. Furthermore, there
were some buyers who had entailed that employees of the firm give effective response to all type
of complaints which is being asked by them. However, there were some buyers who disagreed
with the fact that the workers give individual attention to them. This might be because increased
work pressure among the workers.
Theme 13 Employees of the firm are able to handle customer complaint directly and
immediately
Employees of the firm are able
to handle customer complaint
directly and immediately
Frequency Percentage
Strongly agree 30 20.00%
Agree 15 10.00%
Neither agree non disagree 0 0.00%
Disagree 105 70.00%
Strongly disagree 0 0.00%

Findings: From the given theme, it is found out that 105 out of 150 people had said that
employees of Marks and Spencer do not handle the complaints of customers directly and
immediately. In addition to this, 30 people were agreed with the fact that the employees of cited
corporation handle their complaints effectively. But, there were some employees who had given
their agreement with the statement that Marks and Spencer workers handles the complaints of
buyers immediately.
Interpretation: It can be interpreted that there were many buyers who had given negative
response to the asked question that whether the employees of cited organization handles the
customer complaint directly and immediately. They had given such response because they
believe that the Marks and Spencer follows long and time consuming process for responding and
handling the complaints of customers. Due to this, many complaints of buyers remain unsettled.
Hence, the given thing will lead to affect the loyalty of buyers. But, some buyers do not agree
with the respective fact.
Theme 14 Service quality of M&S is good
Service quality of M&S is
good
Frequency Percentage
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
Illustration 14: Theme 13

Excellent 30 20.00%
Good 75 50.00%
Average 30 20.00%
Below average 15 10.00%
Not good 0 0.00%
Findings: In the given theme, researcher had asked direct question from the customers that
whether they like the service quality of Marks and Spencer or not. In accordance with the given
context, from the conducted analysis it is assessed that 75 out of 150 respondents had said that
customers of Marks and Spencer believe that the service quality of firm is good but not excellent.
But, there were some buyers who believe that the service quality of Marks and Spencer is
excellent. In addition to this, 30 buyers had responded that the service quality of corporation is
below average.
Interpretation: Herein, from the conducted analysis it is identified that many buyers believe that
the service quality of Marks and Spencer is good because of their employees. They had
responded in such a way because they believe that the employees of firm behaves with them in
Excellent Good Average Below average Not good
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 15: Theme 14

such a polite full manner which tend to motive them with regard to make the purchase from the
store on constant basis.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Introduction
The given section of dissertation showcase the overall findings from the conducted study.
Hence, the given section entails that whether the framed aims and objectives of the study has
been met by the scholar or not. Here, for the present study which is based on the topic of
analysing the impact of service quality on the loyalty of Marks and Spencer customers
conclusion has been drawn on the basis of literature review and data analysis section.
Furthermore, at the end of dissertation recommendations have been stated which provide
assistance to the other retail managers with regard to carry out improvement in the quality of
services which is being offered by them.
5.2 Conclusion
Articulating all the facts and figures from the above report, it can be concluded that the
type of services which is being provided by the corporation causes significant impact upon the
loyalty of customers. In accordance with the given context, it is identified that for the service
firm like Marks and Spencer it is very essential that it should make efforts with regard to
enhance the quality of services being given by it. This is because, success of services firm like
Marks and Spencer thoroughly depends upon its services only. In this regard, it is identified that
high quality services of firm will not only attract buyers but it will also help them with regard to
perform significant improvement in their sales and profits. In addition to this, there is an
interrelationship is also being identified between service quality and loyalty of buyers. Herein, it
is analysed from the data analysis section that the buyers feel more loyal towards the firm when
they see that firm is making all sorts of efforts in order to make them feel like valued.
With specific reference to the given point, it can be said that the type of behaviour as
being carried out by the employees also influences the loyalty of buyers. For example, buyers
become loyal towards the firm when they see that employees of corporation give effective
response to the questions which is being asked by them. In addition to this, the polite and
respectful nature of workers also influences the loyalty of customers. The same thing has also
being experienced by the customers of Marks and Spencer. Herein, from the conducted analysis
it is assessed that the polite and respectful nature of cited firm buyers influences them with
regard to make use of the firm's services on regular basis. In addition to this, it is the main reason
behind due to which customers give first preference to the cited firm service over other

competitors. In addition to this, it is also analysed that the buyers of firm are also happy with the
after sales service of Marks and Spencer which plays very crucial role in the task of making
customers loyal towards the corporation. Furthermore, it has also being found out from the
conducted survey that layout of store make it easier for the cited firm with regard to find the
things without any kind of difficulty. In addition to this, they are also satisfied with the layout of
store because it saves the lots of time of buyers which is generally being invested by them when
they have to wait in queue for long period of time with an aim to make the payment of their
purchased goods and services in an effectual way. Overall, it can be said that the type of services
as being provided by the firm possess both positive and negative impact upon customers.
Moreover, the repeat purchasing activity of buyers thoroughly depends upon the type of service
quality as being offered by corporation.
Besides this, there are number of factors assessed which leads to influence loyalty of
buyers. From the conducted study, one of the factor could be firm lack of compliance with the
promised. For example, manager of Marks and Spencer has displayed the advertisements
wherein it has promised to its buyers that it will provide heavy discounts upon the products.
Here, the customers will feel highly dissatisfied when firm does not rely with its promise. Due to
the given activity, the trust of buyers upon the company will also be impacted in a negative way.
5.3 Recommendation
There are number of suggestions are recommended to the manager of Marks and Spencer
which will help them in the task of improving their service quality. Furthermore, if given thing is
done at that time overall benefits can be gained by the cited firm in the form of increased profits
and sales in an effectual way. In this regard, the suggested recommendations are depicted in
below:
 At first it is suggested to the firm that it should make the necessary arrangement for
organising the training and development programs for its employees. This is because,
through this way corporation can perform significant improvement in the interpersonal
skills of their employees which enable them with regard to deliver the high quality
services to the enterprise. In this regard, it is recommended to the manager of cited firm
with an aim to take the information about the skills which needs to be improved among
the cited firm workers, manager can take help from the skill audit template. Here, with

the help of given template, information about the specific skill can be gained which
require improvement.
 Secondly, the service quality of Marks and Spencer can also be improved by taking the
feedback of customers in a positive way. In this regard, it is suggested to the cited firm
that it should develop the separate counter for the customer feedback. In the given
counter, one of the representative of firm should be placed whose main work should be to
take the reviews from the buyers regarding the products which is being purchased by
them. It is an effective method because with the help of given approach firm can assess
that whether the products which it is providing to its buyers is being liked by its
customers or not. Furthermore, by complying with the given type of activity only firm
can perform significant improvement in the services. Thereby, it can maintain the
satisfaction level of its buyers. Furthermore, it is also recommended to the manager of
cited corporation that it should fill the feedback form from the buyers.
 Thirdly, the quality of services as being offered by Marks and Spencer can also be
improved by maintaining the satisfaction level of the buyers. This is because, if has been
seen that employees will be able to deliver high quality services to their employees when
they feel highly satisfied in the environment where they are working. Here, the
satisfaction level of employees can be enhanced by forming the link between the
performance and reward. In this regard, here firm should offer high reward to those
workers who tend to perform well within firm. Furthermore, with an aim to make the
decision about the type of reward which firm should offer to their buyers, manager of
firm can take help from the motivational theory. With the help of given theory,
information regarding that specific reward can be gained by manager of cited firm with
the help of which they can enhance the satisfaction level of their workers. Thus, by
complying with all such type of activity corporation can enhance the quality of services
which is being delivered by it to the buyers.

APPENDIX
Questionnaire for the customers of Marks and Spencer
1. How often do you use the services of Marks and Spencer?
 Daily
 Weekly
 Monthly
 Yearly
2. Did the employees of firm behaves appropriately?
 Yes
 No
3. Employees of Marks and Spencer give prompt response to the questions which is being asked
by you.
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
4. Did employees of the firm gives individual attention to you?
 Yes
 No
5. Employees of the firm are able to handle customer complaint directly and immediately.
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
6. Which of the following factor motivates you to visit store more frequently?
 Employees behavior
 Product quality
 After sales services
7. Employees of Marks and Spencer are respectful and courteous.

 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
8. Do you feel that respectful and courteous nature of Marks and Spencer employees influence
you to visit store over and again?
 Yes
 No
9. Wide products range helps in developing consumer loyalty.
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
10. Convenient space in store outlet of Marks and Spencer motivates me in vising store
repeatedly
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
11. Effective information about upcoming sales and offers helps me to choose M&S over other
retail stores.
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
12. Do you find the after sales services of Marks and Spencer effective? (If yes then do you think
that it is the factor which makes you loyal towards the company? )