Impact of Online Services on M&S Customer Satisfaction

This assignment explores the influence of Marks & Spencer's (M&S) online services on customer satisfaction. It requires a thorough literature review on relevant topics like e-commerce, service quality, and consumer behavior. The assignment also outlines a research methodology, including interview questions designed to gather insights from M&S customers about their online shopping experiences. The focus is on understanding the factors that contribute to or detract from customer satisfaction in the context of M&S's online platform.

RESEARCH
PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
Title ............................................................................................................................................3
1.1 Formulate and record of possible research project outline and specifications .....................3
1.2 Factors which contribute to process of research project and motivated to choose topic .....3
1.3 Literature Review .................................................................................................................4
1.4 Research Questions ..............................................................................................................4
1.5 Implementation of plan ........................................................................................................5
TASK 2............................................................................................................................................6
2.1 Matching the resources with formulated research questions ................................................6
2.2 Carrying out research as per agreed specification ................................................................8
2.3 Keeping the record of the collected data ..............................................................................9
TASK 3..........................................................................................................................................12
3.1 Description of the method which is used to analyse the collected data .............................12
3.2 Analysing the data and interpreting the results ..................................................................12
3.3 Conclusion and recommendation .......................................................................................13
TASK 4..........................................................................................................................................13
Covered in PPT.........................................................................................................................13
REFERENCES...............................................................................................................................14
APPENDIX....................................................................................................................................16

TASK 1
Title
To analyze the impact of online services on customer satisfaction: A study on Marks and
Spencer
1.1 Formulate and record of possible research project outline and specifications
Background of study
Online services provided by retail organisation have given immense comfort to
individuals so that they can order their goods through online and get the same at their door step.
These online services started by the retail firms have significantly increased their revenue as well
as productivity and with this they have been able to achieve their mission and vision. Customer
satisfaction further plays an important role and business ventures which are relatively doing their
best to maximise the interest of individuals. Further, customer satisfaction is one which is
continuously used in the process of marketing and focuses on measuring that how the products
and services supplied by venture meets the satisfaction level of customers. Further, the online
services have made life easy for the customers as it has saved their time to visit the physical store
and make purchase. Many organisations have their own applications which individual can
download and take use of the services which is provided by business enterprise.
However, Gonçalves and Diniz (2015) stated that the level of customers satisfaction
differ from one individual to another because they have their own perception in relation to
choose a particular product or service. The main aim of the business organisation is to gain
customer attraction and make a loyal base so that they can enhance their revenue and
productivity on the constant basis.
1.2 Factors which contribute to process of research project and motivated to choose topic
The rationale of the study usually focuses on the factor which impacts the satisfaction
level of online customers. Customers usually get dissatisfied when they do not get better services
from business venture and considering this fact, they switch the brand to fulfil their needs and
demands. Further, issues in the satisfaction level will affect organisation’s growth as well
because with this, many other people come to know about the negativity of venture. Customers
usually get satisfied when they get better services from business organisation and this makes
them both mentally and physically happy.

Marks and Spencer is one of the sound names in the retail industry of UK and they are
emphasizing on satisfying customers with their different varieties in products and services. Firm
has also introduced online services which is giving them a competitive advantage over rival
competitors who are working in the same industry.
1.3 Literature Review
By considering various books, journals and online sources, critical evaluation of the
selected topic is been done. From the view point of Proctor and Linley (2014) there is a positive
link between the organisation products and services with satisfaction level of customers. If
products and services rendered satisfy the needs and demands of customers then they will be able
to increase their revenue and productivity. Further, if the customers are contented with the
product then they will be ready to pay the high amount for the same.
According to Lee and Kim (2014) online service sector has been extended from last few
decades and the same is satisfying the needs and demands of customer's up to a great extent.
These services have made everything easy for customers and they can order the stuff as per their
needs and convenience. Thus, with this, cited company will be able to make huge base of loyal
customers in the coming time period.
Research aim and objectives
The aim of the present study is to evaluate the impact of online services on customer’s
satisfaction: A study on Marks and Spencer. Thus, on the basis of stated topic, following
objectives have been framed.
 To understand the concept and significance of online services in the retail sector
 To analyze factors which affect customer satisfaction in the retail industry
 To recommend measures for enhancing online services for improving consumer
satisfaction in the retail sector
1.4 Research Questions
On the basis of above framed research objectives, some research questions have been
prepared and these are stated down under:
 How does an online service contribute in enhancing consumer satisfaction for Marks and
Spencer?
 What are the factors which affect the customer satisfaction in Marks and Spencer?

 What improvement in online services can be done to enhance customer satisfaction in
Marks and Spencer?
1.5 Implementation of plan
The stated study will be considered as appropriate when all the activities are completed
within specific time frame. Further, for evaluating the progression of study, Gantt chart technique
is implemented. By taking this approach into consideration, researcher will focus on setting
proper direction for the study. With this, the learner will complete all the chapters within set time
frame. The plan which will be implemented has been discussed down under:
Task / Duration in week 1 -2 Week 3-4 Week 5-6 Week 7-8 Week 9-10 Week 11-12 Week
To make proper selection of
the topic
Setting and making the plan
in relation with given study
Formulating the aim and
objectives of study
Literature review
Framing research
methodology
Carrying out the primary
research
Analyzing the collected
data
Evaluating the findings
Drawing up conclusion and
recommendations
Submission of draft to the
tutor
Submitting the study to the
researcher

TASK 2
2.1 Matching the resources with formulated research questions
In this section, a detailed analysis is done on the stated topic which is under study.
Moreover, the source of information which is taken is from different books, journals as well as
various online sources. Apart from it, in order to make the report successful, contribution of
researchers and scholars has also been taken in order to understand the topic at broad level.
Further, on the basis of above framed objectives, following themes has been prepared.
Concept and significance of online services in retail sector
According to Jackson (2010) the concept of online services is new to the segment and this
has been boosted in the past decade or so. Online service is one of the form of electronic
commerce which allow consumers to buy goods directly from seller with the help of internet or
web browser. It gives customers utmost level of satisfaction because with it, they can purchase
the best of the products from different retails store at their convenience. It reduces the time of
going to physical store and make purchase. Moreover, with so much of hectic schedule
throughout the day, consumers also feel burden in going to market and then purchase the
product. Further, the goods so selected through the online sources, delivers the goods at the door
step so that customers do not have to anywhere from their place. It gives utmost satisfaction to
individuals as their needs and demands getting fulfilled at a reasonable price (Kumari and Devi,
2014).
Moreover, Kumar (2005) stated that Marks and Spencer is a reputed name in the UK
retail industry and firm is having immense brand image with their large products range satisfying
all age groups of customers. Apart from their physical store, firm has also started the online
services and selling the wide range of products and services throughout their official portal.
Further, firm is dealing in apparels section as well and considering this fact, large number of
customers are attracted towards that only as best of the products are available at relatively
competitive price. Moreover, cited venture is also tied up with many online retailers in form of
Amazon, e-bay, etc. so that they can extend the sale of their products at mass level.
Factors which affects the customers satisfaction in retail industry
Pannese and et.al (2013) stated that the customer satisfaction is a part of marketing term
which evaluates as how the products and services supplied by the venture which meets the

satisfaction level of customers. Customer satisfaction is also considered as a base to improve the
functioning of organisation. Moreover, there exist various ways in order to find the satisfaction
level of the customers. Customers who are treated as a king of market usually get satisfied with
quality of product, price and also the way product is promoted in the eyes of customers. Further,
satisfying customers in effective manner is considered as a major way of earning the loyalty.
This loyalty is generally developed when the individual has good experience with the product.
From the view point of Sam and Daniel (2011) Marks and Spencer having a huge base of
loyal customers and they are giving stiff competition to their major competitors who are working
within the same industry. Further, perception of customers usually differ from one individual to
the another for a particular product because they have their own interest to see the product.
Moreover, there exist different variant which customer sees before selecting the product and firm
has to see each and every factor and satisfy customer needs. Customer usually don't like to wait
for the things which they are in need of (Lassfolk and et.al., 2015). Thus, M&S has to consider
this fact and make product available all the time of which individuals are in need. Further,
customers like quality of response which is so given by the employee of cited firm. Delivery of
product also plays a crucial role as firm has liability to deliver the product within limited time
frame.
Measures for enhancing online services for improving consumer satisfaction
According to Singh (2010) online services has made life easy for the customers as now it
has become customer convenience to choose and select particular product at their desire. M&S
being a reputed name in the retail sector need to develop their website in such a manner so that
target audience feel easy to select the product of their choice. Moreover, specific categories need
to be made so that it will be in easy reach for the customers to make choice of the products of
their choice. Apart from it, cited firm can also join hands with major online retailers in order to
sell the products. This will make a huge customer base for cited business firm and with it, they
will be able to achieve their goals and objectives as well.
From the view point of Yook, Kang and Park (2015) online services are extending
constantly and with the change in technology, various changes are coming in this segment as
well. M&S need to attract customers towards their online services so that they can make more
sale of their products and services. Further, different images of products need to be uploaded so
that customer get clear description that what product and its quality is. Thus, with the

enhancement of online services, firm will be able to satisfy customers needs as well as their
satisfaction level too.
2.2 Carrying out research as per agreed specification
Research methodology is a process which is used for collecting data in relation to the
topic of study. This section having critical importance with the study because with the help of
this section, researcher will be able to make plans and can go on the right path to make progress.
The description of the methods which will be used in the present study has been discussed down
under: Research design: This is a overall strategy which scholar uses to integrate different
elements of study in clear manner. Further, with the help of suitable research design,
researcher will be able to answer the problems so assessed in clear manner. In the present
study where topic is based on analysing the impact of online service on customer
satisfaction in M&S, descriptive research design will be more suitable. Further, with it
researcher will be able to explore more about the topic which is related with the study. Research philosophy: This philosophy states the way to collect the data for presenting
the study. With this, researcher will give answer to formulated aims and objectives in
clear and specific manner (Zikmund and et.al., 2013). Further, the philosophy is basically
of two type namely positivism and interpretivism. However, the utilization of both of
depend upon the formation of hypotheses which is to be done by the researcher for
present study. Data collection: Data collection is considered as systematic method for collecting the
data for present study. By using various data collecting tool, researcher will be able to
collect different viewpoints of respondents. Apart from it, for the present study primary
data will be considered as best option. In present study, efforts are incorporated on
ascertaining the factors that leads to satisfaction and dissatisfaction in customers
(Definition of research methodology, 2015). Through questionnaire, researcher is able to
collect information quickly as compared to other means as it doesn’t include making
personal interaction with customers.
 Sampling: Researcher cannot do whole study on the population and therefore, it is
necessary for research worker to take decision regarding the sample of study. Random
sampling technique is been considered so that the satisfaction level of customers can be

determined (Jackson, 2010). Simple random sampling is employed because it helps in
gaining unbiased and random data which certainly meets the need of research report.
Considering this, questionnaire is floated individually so that they can fill it accordingly.
Sample size considered for the study as 30 customers in order to get enough information Ethical consideration: It is also required by the scholar that it should give consideration
to number of ethical aspects who are linked with study. It is generally because lack of
consideration will lead to affect the reliability of study. Herein, the ethical aspects are
being followed by scholar as efforts has been made by the researcher with respect to
communicate the aims and objectives of the study to the selected sample. Then the
information so obtained has been made confidential by protecting it with user id and
password (Sam and Daniel, 2011).
 Research limitation: The main limitations of the present study linked with money and
time. A limited amount of time is assigned to scholar to complete the given study. In the
similar manner for completing the work with quality, time is required which is absent in
this case.
2.3 Keeping the record of the collected data
Following are the interview questions which is been framed with an aim to take the
response of population who are related with the present study.
Theme 1:
How often do you shop online?
Every day 4
Once in a week 10
Once in a month 13
Rarely 3

Theme 2:
Do you think online shopping is more convenient than buying from physical store?
Yes 18
No 8
Maybe 4
4
10 13
3
Every day
Once in a week
Once in a month
Rarely
Yes No Maybe
0
2
4
6
8
10
12
14
16
18
20

Theme 3:
Online services by M&S helps in enhancing consumer satisfaction
Highly agree 12
Agree 8
Neutral 5
Disagree 3
Highly Disagree 2
Theme 4:
What are the major factors which affect online shopping experience for you?
Time 10
Avaialbility of product 6
Quality 14
Highly agree
Agree
Neutral
Disagree
Highly Disagree
0 2 4 6 8 10 12 14

TASK 3
3.1 Description of the method which is used to analyse the collected data
Data analysis will be done as per the response so obtained by the online services users.
This analysis is one of the major part of study and it will certainly help researcher to make a
valid conclusion. In relation to this, qualitative and quantitative are the two major techniques
which is taken into consideration. Thematic analysis will be done which will be developed on
basis of different questionnaire. This has helped in attaining the structured results for the study.
3.2 Analysing the data and interpreting the results
Theme 1:Once in a month Consumers shop online
Interpretation: The finding of the research reveals that preference for online shopping is rising in
the retail market. The evidence of the same has been attained in the study. The findings states
that respondents who preferred to shop once in a month were highest in the tally. Further, there
were 10 respondents as well who preferred to shop once in a week and make their buying
experience better.
Theme 2: Online shopping is more convenient than buying from physical store
Interpretation: The finding of the research reveals that shopping from physical store is being
subsided due to increasing preference for online shopping within consumers. The result states
that there are 18 respondents who likes to shop online and feel that it gives them better
experience when compared with the physical store. However, 8 respondents in the tally were not
Time Availability of product Quality
0
2
4
6
8
10
12
14

liking and they considered that they are not able to select best products as they are able to do
with through the physical stores.
Theme 3: Quality is the major factors which affect online shopping experience of consumers
Interpretation: The finding of the research reveals that quality aspect is the major factor which
affects shopping experience of the customers. The analysis reflects that 14 respondents prefer
quality at the time of shopping products online. 10 respondents states that for them time is
important and delivery need to be as soon as possible so that their needs and demands are
fulfilled in effective manner.
Theme 4: Consumers highly agreed that online services by M&S helps in enhancing consumer
satisfaction
Interpretation: The finding of the research reveals that online services directly influence the
consumer satisfaction level in the retail sector. There are 12 respondents out of 30 who felt that
M&S is doing relatively well in enhancing customer satisfaction. 8 respondents also agrees the
fact that online services from M&S is also increasing the satisfaction level of customers.
3.3 Conclusion and recommendation
Articulating all the facts from the conducted study, it can be concluded that there is an
interconnection is being assessed between online services and customers satisfaction. The finding
of the research reveals that online services directly influence the consumer satisfaction level in
the retail sector. Furthermore, it has also being assessed that Marks and Spencer tries their best in
order to attract more of the customers towards their different products.
Besides this, it is recommended to the firm that they should promote their services more
online so that large number of customers gets attracted towards the same and improve their
revenue and productivity. Further, it is also recommended that firm can improve their website
layout and divide the product segment accordingly so that usability of the website will be
enhanced which will make web traffic prominent for the cited venture.
TASK 4
Covered in PPT

REFERENCES
Journals and Books
Gonçalves, C. and Diniz, A., 2015. Analysis of member retention in fitness through satisfaction,
attributes perception, expectations and well-being. Revista Portuguesa de Marketing. 38(34).
pp.65.
Jackson, S. 2010. Research Methods: A Modular Approach. USA: Cengage Learning.
Kumar, R., 2005. Research Methodology: A Step-by-Step Guide for Beginners.SAGE.
Kumari, K. T. and Devi, V. R., 2014. A study of factors affecting work life balance of women
employees at Bangalore city. JIMS8M: The Journal of Indian Management & Strategy.
19(4). pp.4-11.
Lassfolk, C. and et.al., 2015. Harvesting Features of an Affordable Cognitive Gym for Seniors.
In 16th Nordic-Baltic Conference on Biomedical Engineering (pp. 71-74). Springer
International Publishing.
Lee, S. Y. and Kim, J. H., 2014. Effects of servicescape on perceived service quality, satisfaction
and behavioral outcomes in public service facilities. Journal of Asian Architecture and
Building Engineering. 13(1). pp.125-131.
Pannese, L. and et.al., 2013. The ReHAB@ HOMe Project: engaging Game-based Home
Rehabilitation for Improved quality of Life. Proceedings SeGaMed.
Proctor, C. and Linley, P. A., 2014. Life satisfaction in youth. In Increasing psychological well-
being in clinical and educational settings (pp. 199-215). Springer Netherlands.
Sam, G. A .and Daniel, S. P., 2011. Research Methodology.Gyan Publishing House.
Singh. K. Y., 2010. Research Methodology.APH Publishing.
Yook, Y. S., Kang, S. J. and Park, I., 2015. Effects of physical activity intervention combining a
new sport and mindfulness yoga on psychological characteristics in
adolescents. International Journal of Sport and Exercise Psychology. pp.1-9.
Yu, H. S. and et.al., 2014. Service quality, perceived value, customer satisfaction, and behavioral
intention among fitness center members aged 60 years and over.Social Behavior and
Personality: an international journal. 42(5). pp.757-767.
Zikmund, W. G. and et.al., 2013. Research methods. USA: South-Western Cengage Learning.
Online
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Definition of research methodology. 2015. [Pdf]. Available through:
<http://arxiv.org/pdf/physics/0601009.pdf>. [Accessed on 10th August 2016].
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APPENDIX
Following are the interview questions which are being framed with an aim to take the response
of the sample which are related with the present study:
Demographic details
Name: ___________________
Occupation: _______________
Gender: _________
Specific details:-
How often do you shop online?
 Every day
 Once in a week
 Once in a month
 Rarely
Do you think online shopping is more convenient than buying from physical store?
 Yes
 No
 Maybe
Do you think online portal of the marks and spencer has helped you in enhancing the shopping
experience
 yes
 No
 Not sure
What are the major factors which affect online shopping experience for you?
 Time
 Availability of product
 Quality
16

Online services by M&S helps in enhancing consumer satisfaction
 Highly agree
 Agree
 Neutral
 Disagree
 Highly Disagree
Recommend the improvements that M&S can undertake to enhance its online customer
satisfaction.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
__________________________________________________________________________
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