Impact of Cultural Diversity on Customer Satisfaction: A Case Study on Marks and Spencer

Research Project

Table of Contents
Title .................................................................................................................................................1
Task 1...............................................................................................................................................1
P1) A research proposal that clearly defines the research questions or hypothesis supported to
literature review .....................................................................................................................1
P2) Appropriate research methods and approaches to primary and secondary research.......4
Task 2...............................................................................................................................................6
P3) Primary And secondary research applying appropriate methods for the business research
project that consider cost, access and ethical issue................................................................6
P4) Appropriate analytical tool which analyse research findings and data. ..........................7
References .......................................................................................................................................8

Title
To examine the impact of cultural diversity over increasing satisfaction of the customers
within market place. A case study on Marks and Spencer.
Task 1
P1) A research proposal that clearly defines the research questions or hypothesis supported to
literature review
This report's purpose is to examine the impact of cultural diversity over increasing
satisfaction of the customers within market place. Thus, cultural diversity is a major challenge
which is mainly influences the operations of the business as well as affecting the satisfaction of
the customers. Therefore, cultural diversity is defined as a growing phenomenon which has
increased attention and importance in this modern century. Therefore, in today’s modern
business era, the primary concern of businesses is to attaining higher growth and success and for
the management of the business is concern over managing cultural diversity for the intention of
strengthening the workforce via retaining unique and innovative talent at workplace
(Pookulangara and Koesler, 2011). Managing equality or diversity is equally significant as it
affects the employees working in an organisation, thus, biases and discrimination are termed to
be the major diversity and equality error which can impede organisational growth and
productivity and therefore, many organisations look beyond any legal considerations and policies
to widely promote cultural diversity to advance productivity, opportunity, and competitiveness.
The major intention of executing this analysis is the personal recognition of the researcher as this
study has creating value in providing detailed knowledge base in relation to the area of cultural
diversity and its significance in rendering satisfaction to the customers, thus, the existing study is
proficient in exploring personal as well as professional knowledge of individual. The key
consideration for this project is that cultural diversity is a major challenge for businesses and this
study provides in-sight out about the impact of cultural diversity over enhancing satisfaction of
the customers within market. In this present investigation, Marks & Spencer is the selected
organisation, thus it is a most leading and recognised multinational British retailer company
which has its operations around the globe (Zenker, Petersen and Aholt, 2013). The head quarter
of the firm is in London, England, UK. The company has started its operations since the year of
1884 by the collective strength of Michal Marks and Thomas Spencer. The company is having
1