Online Networking and Customer Satisfaction: A Case of Marks & Spencer

Research Project TITLE:1 CHAPTER 1: INTRODUCTION1 CHAPTER 2: LITERATURE REVIEW3 CHAPTER 3: RESEARCH METHODOLOGY7 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION 11 Action Plan24 CHAPTER 5: REFLECTION, CONCLUSION AND RECOMMENDATIONS 26 REFERENCES 29 APPENDIX31 TITLE: “Online networking and customer satisfaction”: A case of Marks & Spencer. For this project, given organisation is Marks & Spencer which is a major British multinational retailer (AB

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................7
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION ...................................................11
Action Plan ..........................................................................................................................24
CHAPTER 5: REFLECTION, CONCLUSION AND RECOMMENDATIONS.........................26
REFERENCES .............................................................................................................................29
APPENDIX ................................................................................................................................31

TITLE:
“Online networking and customer satisfaction”: A case of Marks & Spencer.
CHAPTER 1: INTRODUCTION
Networking is the exchange of service or information among individuals and groups.
Online networking is referred as an effective activity of sharing data and communicating with
large number of persons using the internet, mainly through websites. Online networking is an
online platform that allows an organisation to develop a public profile and interact with many
other users on the website. For this project, given organisation is Marks & Spencer which is a
major British multinational retailer (ABUBAKAR and Tasmin, 2012). Company provide their
goods and services through online and in stores. Along with this customer satisfaction is an
essential way a customer can achieve satisfaction or dissatisfaction with an organisation's
products or services.
Background of the study:
Marks and Spencer is a British multinational retail organisation. This company was
founded by the Sir Michael Marks, Thomas Spencer in 1884 and headquartered in London,
United Kingdom. Company mainly specialise in selling of clothing, gifts, footwear, home
furnishing and food products over the internet. It is essential and significant for an enterprise to
build long term relation with their customers. There are different advantages of online
networking for the customers as well as organisation also such as saving time and cost, reducing
fear, providing quick results etc. M&S provide their products and services through online which
will help them to increase customer's satisfaction level and retain strong relation with them.
Thus, online networking is highly influence on satisfaction level of customers and help an
enterprise to maximise customer base and accomplish their long term gaols within given time
period. Online networking and customer satisfaction are interrelated and help an organisation to
retain strong relation with them (Ali, 2016). Online networking support the M&S to provide
detail information about their business to the customers in easy and speed manner.
Rational of the study: Main purpose behind conducting this report is it analyse the
significance of online networking for companies to increase customers satisfaction. It also assist
the learner to increase their knowledge and skills about the project. This part of the project detail
is based on present issue. In this report, major issue is the impact of online networking on
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customers satisfaction. It is a main problem because online networking is a biggest concept for
an organisation. The current research is mainly emphasised on different ways through which
company can easily satisfy needs and wants of customers. It is possible with the help of research
which is conduct by an investigator and identify ways to over come such type of issues easily.
Significance of the study: Research is most essential and important for the researcher to
analysis issues and significance of the topic. In this, online networking is important part of
digitalisation which is used by the M&S with having purpose to increase satisfaction level
among customers (Berezina and et. al., 2016). On the other side, online networking assist an
enterprise to easily attract customer's and maximise their market share.
Research aim: This can be described as the most significant section of research project
because the entire activities of study are based on research aim. As it support the investigator in
executing work or task in efficient direction to done research.
Main aim of this project is: “To investigate the impact of online networking on
customer satisfaction”. A case study on Marks & Spencer.
Research objectives and questions:
Research objectives: The entire activity of research project is based on research
objectives. It is based on two variables one is dependent and other one is independents. Both are
significant variables for completing each and every activity of study in appropriate manner
(Bowen and Chen McCain, 2015). For this research topic, satisfaction level of customers is
independent variable which is mainly depend on online networking. Thus, according to this,
some objectives are framed which are determined as under:
 To understand the concept of online networking.
 To analyse the influence of online networking on customers satisfaction.
 To investigate the benefits of online shopping to both customers and Marks & Spencer. Recommend different ways through which M&S can easily increase satisfaction level of
customers.
Research questions: It is another part of project which is prepared by researcher with the help of
research objectives (Chan and et. al., 2014). There are some effective and valuable questions for
completing research in systematic and accurate manner are shown as under:
 What is the concept of online networking?
 What is the influence of online networking on customers satisfaction?
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 What are the benefits of online shopping to both customers and Marks & Spencer?
 What are the different ways through which M&S can easily increase satisfaction level of
customers.
CHAPTER 2: LITERATURE REVIEW
A literature review also called as a narrative review which is a type of review article. It is
a scholarly paper, which cover both type of knowledge about substantive findings, as well as
methodological and theoretical contributions to a specific study (Chang, 2013). This part of the
project are also introduce as a secondary source, and do not report original experimental work.
Main purpose of literature review is to give foundation of knowledge on research topic and
identify inconstancies like conflict in previous studies, gaps in research, open questions left from
other study. Another important purpose of this section is to identify the work relationship in
context of its contribution to the research topic and to other work.
Concept of online networking
According to Roos, (2018), online networking is a connection of people through internet
to communicate with each other. Communication can be done through websites applications etc.
In this, networking people are gathered on online platform through which they exchange their
information and establish communication. Example of online networking can be social
networking sites which are used by people to share and exchange their thoughts. In today's era,
this has become a vast way of communicating with each other. People use social networking
sites because it is easy to use and takes no time for acknowledgement. These online networking
activities can be handled with ease form mobile also. Many business organizations such as
Marks and Spencer use social media as an online tool for advertising their brands and products.
This is possible only by the vast use of online networking of people. People are so connected
with technology, that a single post of company on online platform can be spread like fire. It is the
biggest platform for the companies to capture their customers through online networking.
In online networking, group of people are connected with each other so it is possible for
the companies to share their products details with an ease. If a company wants to advertise their
products to their target market than it will be easy for them because people are connected with
each other directly or indirectly. There are mostly three types of online networking through
which people communicate with each other.
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 A group of people in which people are connected ion a way of friends and share their
moments. This is personal way of communication.
 A system in which users communicate with each other through internet services. These
are the communication platform in which people can share photos videos etc.
 A system in which people are connected with each other in formal way. They provide
information to the required person and than communication is terminated.
Since M&S provide online shopping facility of its customers therefore it has become
necessary for it to collect information of its targeted customers. Online networking also helps the
companies in identifying needs and demands of companies. Therefore online networking has
reduced a lot of cost of advertisement and saves time for the companies and thus its use has
increased a lot.
Influence of online networking on customers satisfaction.
According to Schiff, (2015), online networking has increased a large way therefore
companies use this technology for their promotions also. This results a huge impact of online
networking on customer satisfaction because companies are able to identify the demands and
needs of their customers easily. The impact on customer satisfaction of online networking is
stated below:Real time basis complaints:
A company can allow its customers to register the complaint on real time basis. This is
only possible when it allows a customer to register its complaint online. Registering complaint
online provides facility of the customer to identify the progress of its registered complaint. This
forces the company to address the problem of customer as soon as possible. Thus customer
satisfaction has increased by online networking.
Increase in brand image:
Online shopping allows a company to advertise its products online and thus helps it in
increasing its brand image. If brand image of a company is increased than it allows a customer to
attract towards that brand. This is the simplest way of allowing customers to know about the
product of company. In case of M&S, Company can advertise its products through social media
and thus people are able to know about the products and services of M&S. Thus the customers
will be attracted towards the company and hence increasing their satisfaction.
Scheduled delivery:
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The companies are availing its customers the facility of scheduled delivery. If a product
is delivered to the customer premise on time than it would create a reason for the customer to be
happy. The experience of customer increases as the product is delivered in scheduled time. In
case of M&S, the company provides scheduled delivery to its customers thus increase their
experience with the company.
Identifying the nature of customer:
The company which is doing its advertisement on social media, can identify its targeted
customer with the help of their activities online. This is the biggest benefit to the companies of
online selling that they can identify the nature of their customer. When nature is identifies the
company is able to manufacture the product which are in trends. In case of M&S, the company
can produce the products which are required by the customers. Thus online networking helps a
customer in increasing its satisfaction.
Benefits of online shopping to both customers and Marks & Spencer.
There are many benefits of online shopping to both M&S and customers. Following are
illustrated here:
Benefits to customers
Convenience:
It is the biggest benefit to customers who are willing to purchase the product online. In
case of M&S, since company is selling its product online therefore it allows its customers to
purchase their willing product online at any time. In traditional shopping style, customer are not
able to purchase a product at any time but with the help of online shopping it is convenient for
the customer that they can shop at midnight also.
More variety:
It is quite simple that when products are sold online, the variety of product increases.
With the help of online shopping, companies are able to cut the cost of inventory therefore they
can store more variety of product in their collection. In case of M&S, company can provide
wider options of its customers so that they can choose their product from them. This customers
are benefited in online shopping.
Price comparison:
It is also an important benefit of customers through online shopping. With the help of it a
customer can compare the prices if similar product from other service providers. This provides it
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a huge benefit of purchasing the cheaper and quality product. In case of M&S, company allows a
variety of colours, size etc. in its cloths therefore customer can easily compare it products.
Benefits to M&S
Global Access:
The most wide benefit to M&S is that its business will be globally with the help of online
shopping. Since all the data is stored on the server of M&S, therefore the data can be accessed
from any where in the world. It depends on M&S that where it needs to allow its customer to
access its website or application. Apart from the golden access, online shopping also facilitated
in providing their services 24*7.
Cost saving:
Another advantage for M&S is that it can reduce its cost of products by providing its
products online. When products are shown online, the company can save the cost of inventory
management, human resource and marketing cost. These are the basic cost by which a company
can reduce its cost of products through online.
Different ways through which M&S can easily increase satisfaction level of customers.
According to Kendrick, (2015), there are different ways through which a company can
easily increase its customer's satisfaction level.
Demand Meeting:
The company can easily satisfy the hunger of its customers by meeting their demands. If
demand of customer are not fulfilled by the company then it is possible that company cannot
survive in future. Customer always wants to buy products or services which meets its
requirements. Therefore by meeting the demand of customer, M&S can easily satisfy them.
Stay current on customer reviews:
Customer reviews are essential part in increasing customer level because they are the end
user of a product an company also produce the product to the customer. If customer is not happy
with the product than how the company can satisfy it. Therefore it is necessary for M&S to stay
updated with the reviews of its customers, so that nay changes can easily be updated.
Providing customer support:
Customer support is necessary for the customers of that they can easily solve their issues.
It is quite often that a customer can face an issue in the product or service. Therefore there
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should be customer support service which will provide solution to the problems of customer.
Therefore M&S can easily satisfy its customers by providing customer support.
Focus on feedback:
The company should focus on the feedback of its customer so that they can add-on the
requirement which is required by its customers. It is the most important aspect of increasing
customer satisfaction because customer is proving the information which is necessary for the
requirement of new product.
CHAPTER 3: RESEARCH METHODOLOGY
Methodology is defined as the theoretical and systematic analysis of the methods used to
a field of study. In addition, it is a process used to accumulate data and relevant information for
the purpose of making accurate decisions towards business (Chang and Zhu, 2012). This section
of research includes interviews, publication research, surveys and many other techniques. All
this are help an investigator to collect both historical and present information about the topic. For
this, research onion is more suitable framework which is applied in explaining the research
methodology for investigation. This model is adopted from Saunders & Lewis (2012), and some
approaches taken in applying the research onion is to go from the outer layer to inner layer of
the framework. Main purpose of research methodology is to collect accurate data about the topic
and from the respondents.
Research Onion Framework
It is the framework which is sued to identify the rules and regulation of writing a
research. In research framework, there are different layers which are followed by step by step
procedure (Cheung and et. al., 2015). When all the procedures followed than the quality of
research project will be good. The steps of research framework are as follows:
Research Philosophy:
It is the outermost layer of research philosophy in which pragmatist research philosophy
is used. It is the research philosophy which can be used with different methods and thus can
produce better results. Interpretivism research philosophy is the alternative to pragmatist research
philosophy but this is not fit with the requirement of research. The pragmatist research
philosophy is new as compared to the inductive research philosophy therefore this philosophy is
used in this research. Positivism is based on the scientific quantitative methods, while
Interpretivism is refers to the humanistic qualitative methods. Positivism is refers to the
7

quantitative methods such as social surveys, structured questionnaires and official statistics
because, these have the good reliability and representativeness. Interpretivism in the social
research is completely based on the unstructured interviews and observation etc. Out of the two,
positivism is the most suitable for this entire research.
Sources: Research Onion Framework, 2018
Research Approach:
It is the next layer of research project in which deductive research approach is used. The
alternative to this research philosophy is inductive research philosophy (Chua and Banerjee,
2013). The use of deductive research philosophy is done in this project because it best fits with
pragmatist research philosophy.
Research Strategy:
It is the next approach in research onion in which case study approach is taken into
consideration. In this research approach a survey is done and on the basis of that survey a
questionnaire is prepared for the respondents. This approach focuses on the issues of research so
8
Illustration 1: Research Onion Framework

that if any it can be tackled with an ease. By using this, the accuracy and accountability of
research increases as the data collected through respondents will be updated. If a general
approach is taken than the data collected does not guarantee about the accuracy and correctness
of data.
Research Choice:
It is the next layer of research onion in which two types of choice are available to
research on a particular topic (Cvijikj and Michahelles, 2013). The types of research are
qualitative and quantitative research approach. In qualitative research approach all focus is given
on quality of data collected. In case of quantitative research approach, the quality is not
maintained. In this research, qualitative research approach is sued in which a questionnaire is
prepared to the respondents.
Time horizon:
It is the next layer of research approach in which the time allocated to complete the
research is calculated so that it can be completed within time. The researcher should estimate
correctly the time of completing the research so that no delay will happen (Gamboa and
Gonçalves, 2014). If delay happens in research than its value does not remain same as before.
Techniques and procedures and research instruments:
It is the next layer of research onion in which research techniques are explained. There
are two types of research techniques such as primary and secondary research. In primary
research technique the data is collected through a survey of questionnaire in which questions are
asked from the respondents. The data collected through this way is quite acceptable because it is
accurate and updated. In secondary research the data is collected through books, journals,
magazines etc. which is not updated but it is universal. In this research report, primary research
technique is used. Here, the telephonic technique along with Email will be used to gather the
information regarding the topic and objectives of an entire research.
Data sources:
In this step the data collection techniques are explained. There are two types of data
collection techniques such as primary and secondary (Gummerus and et. al., 2012). The primary
technique is used among the respondents and the secondary research technique is used with
books, journals and magazines.
Research sampling:
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In this step a sample survey is done in which a questionnaire is prepared and asked from
the respondents. The respondents requires a simple and close ended questionnaire so that they
will not confuse with the questions. A few options are given to them to answer from one of them.
In this research report, there are 26 respondents selected. There are two types of sampling
approaches such as random and non random (Hsiao, Chang and Tang, 2016). In this research
convenience research approach is taken into consideration because it provides simple and
accurate approach in identifying the potential respondents. Here, the sampling technique will be
convenience sampling technique which is the main part of non-probabilistic sampling.
Research ethics:These are the ethics in which some rules and regulations are followed to
make a project completely accurate. The research ethics include informed consent, anonymity
and confidentiality. Apart from that, an ethical perception should also be there that, the research
should be completed within time.
Research Limitation:
There are two types of research limitation such as time and cost. The time and cost
allocated to the researcher for completing the project should be accurate so that project will be
completed within time (Jahn and Kunz, 2012). If project is not completed within the pre decided
time and cost than its value will not remain as good as if it is completed within time. There fore
project should be completed within time and estimated cost.
Research reliability and validity:
The reliability and validity of the research project depends upon the factor of
questionnaire. If it is not prepared well to identify the issues related to research than it is not
worth at all. The researcher should review the questionnaire to check whether all the issues are
covered in research or not.
Research Budget:
According to research budget the research should be completed within the specified
budget. The researcher should focus on research budget before estimating the budget. The budget
should be estimated proper enough so that it will not remain on shorter side. Shortcoming of
budget fails to the research project (Li, Ye and Law, 2013).
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Data would be collected with the help of primary source. For this, an investigator prepare
a questionnaire which will also help them to accumulate relevant and proper information from
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the selected respondents (Park and Lee, 2013). Along with this, in order to analysis information
or data about the topic, researcher use to follow thematic analysis. It is one of the most common
and effective forms of evaluation in qualitative research. It emphasizes examining, pinpointing
and recording themes within data. Main purpose of this technique is to identifying, organizing,
analysing, reporting and describing patterns found within an information set. According to this,
questionnaire prepared by researcher for 26 respondents through non-random sampling method.
Q1) Are you aware about the concept of online networking? Frequency
a) Yes 18
b) No 8
Q2) Are you satisfied with products and services offered by Marks &
Spencer?
Frequency
a) Highly satisfy 8
b) Satisfy 10
c) Highly dissatisfy 5
d) Dissatisfy 3
Q3) Which social networking sites do you prefer? Frequency
a) Facebook 15
b) Twitter 4
c) MySpace 5
d) You tube 2
Q4) Is online platform of M&S convenient for you to purchase product
online?
Frequency
a) Yes 19
b) No 7
Q5) Do you believe that information or data available on these sites is
reliable?
Frequency
11

a) Yes 18
b) No 6
c) Can't say 2
Q6) Does online networking help you to increase your satisfaction level? Frequency
a) Yes 21
b) No 5
Q7) What are the benefits you gain during purchasing of product through
online sites?
Frequency
a) Better Prices 7
b) More variety 9
c) Convenience 10
Q8) What are the difficulties you faced during purchasing product via
online?
Frequency
a) Product Quality 10
b) Delivery time is not clear 11
c) More 5
Q9) What was your experience related to M&S services and products? Frequency
a) Positive 19
b) Negative 7
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Theme 1:
Q1) Are you aware aware about the concept of online networking? Frequency
a) Yes 18
b) No 8
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
18
8 Frequency
Interpretation: This graph concluded that online networking is a big concept for each and
every customers and organisation. 18 out of 26 respondents have significant knowledge about the
concept of online networking whereas 8 customers doesn't aware about the such concept. Online
networking is the concept in which computer systems are connected with each to make a
network.
Theme 2:
Q2) Are you satisfied with products and services offered by Marks &
Spencer?
Frequency
a) Highly satisfy 8
b) Satisfy 10
c) Highly dissatisfy 5
13

Q2) Are you satisfied with products and services offered by Marks &
Spencer?
Frequency
d) Dissatisfy 3
a) Highly satisfy b) Satisfy c) Highly dissatisfy d) Dissatisfy
0
1
2
3
4
5
6
7
8
9
10
8
10
5
3
Frequency
Interpretation: According to the above given data, it can be determined 8 out of 26
respondents are highly satisfied with the services and products offered by Marks and Spencer. 10
are only satisfied, 5 are highly satisfied and rest of the population are dissatisfied.
Theme 3:
Q3) Which social networking sites do you prefer? Frequency
a) Facebook 15
b) Twitter 4
c) MySpace 5
d) You tube 2
14

a) Facebook b) Twitter c) MySpace d) You tube
0
2
4
6
8
10
12
14
16 15
4
5
2
Frequency
Interpretation: From the given graph, it can shown there are different types of
networking sites for the customers to collect information about the business's products and
services. Along with this, 15 out of 26 respondents prefer to use Facebook, 4 respondents are
follow Twitter, 5 are prefer MySpace and remaining 2 respondents are like you tube. Although
social networking site will help M&S in promoting their products and services.
Theme 4:
Q4) Is online platform of M&S is convenient for you to purchase product
online?
Frequency
a) Yes 19
b) No 7
15

a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
19
7
Frequency
Interpretation: From the above given information or graph, it can be concluded that
online platform of Marks and Spencer is convenient for the customers. Beside this, 19 out of 26
respondents are happy whereas 7 customers are not happy about the M&S online platform. M&S
is providing a range of products online but the customers are very helpful with services offered
by it.
Theme 5:
Q5) Do you believe information or data available on these sites is
reliable?
Frequency
a) Yes 18
b) No 6
c) Can't say 2
16

a) Yes b) No c) Can't say
0
2
4
6
8
10
12
14
16
18
18
6
2
Frequency
Interpretation: This graph or chart determined realistic of information available on the
sites of M&S. For this, 18 out of 26 respondents are said yes, 6 are no and rest of the population
can't say about such topic. The data available on the website of M&S is reliable and best in the
knowledge of company. Although the data which they collected from their customers is also
secure.
Theme 6:
Q6) Is online networking help you to increase your satisfaction level? Frequency
a) Yes 21
b) No 5
17

a) Yes b) No
0
5
10
15
20
25 21
5
Frequency
Interpretation: According to the above given information, it can be concluded that online
networking is essential and significant for the customers to maximise its satisfaction level. For
this 21 out of 26 respondents are agreed as online networking increase its satisfaction whereas 5
respondents are disagreed. With the help of online networking the customer is capable of
purchasing products online which is convenient for them.
Theme 7:
Q7) What are the benefits you gain during purchasing of product through
online?
Frequency
a) Better Prices 7
b) More variety 9
c) Convenience 10
18

a) Better Prices b) More variety c) Convenience
0
1
2
3
4
5
6
7
8
9
10
7
9
10
Frequency
Interpretation: From the above given data, it can be summarised benefits of online
purchasing for customers. For this, 7 out of 26 respondents are said as it help by providing
quality product at better price. 9 out of 26 customers are said as there is more variety options and
rest of the participants are favour as it is convenience for them. There are many benefits also
such as filters and sorting the products online which help in finding the desired product.
Theme 8:
Q8) What are the difficulties you faced during purchasing product via
online?
Frequency
a) Product Quality 10
b) Delivery time is not clear 11
c) More 5
19

a) Product Quality
b) Delivery time is not clear
c) More
0
2
4
6
8
10
12
10
11
5 Frequency
Interpretation: From the above given data, it can be concluded difficulties faced by
customers during purchasing products or services through online. Along with this, 10 out of 30
respondents faced issue about the product quality, 11 are delivery time and many other. There
are a few difficulties which are incurred in purchasing product online. The content on website
takes a lot of time to load on screen.
Theme 9:
Q9) What was your experience related to M&S services and products? Frequency
a) Positive 19
b) Negative 7
20

a) Positive b) Negative
0
2
4
6
8
10
12
14
16
18
20
19
7
Frequency
Interpretation: According to the above given data or information, it can be concluded
that experience of customers towards services and products of Marks & Spencer. For this 19 out
of 26 respondents have positive experience whereas 7 have negative experience as per the same.
It was quite a good experience of customers to purchase the product online.
Discussion:
This is identify as one of the most important and significant part because it shows
discussion about the literature review. Online networking is a biggest concept because it is used
by each and every organisation to provide useful information about their services or products to
the customers.
Concept of online networking
Online networking is identified as one of the most essential way for attracting large
number of customers easily. There are different types of networks such as Twitter, Facebook,
LinkedIn and MySpace all provide users a variety of ways to maximise their networks, connect
on a variety of levels, share notes and various kinds of media (Pentina and et. al., 2013). Main
reason on the business is using online networking is to maximise satisfaction level of customers
and enhance their brand image among customers. On the other side, online networking help an
enterprise to enhance their reputation and goodwill at market as well as in customer's mind.
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Social or online networking sites is introduce as a online platform that follow by users in order to
create a public image and interact with other business on the website.
Influence of online networking on customers satisfaction.
Online networking is essential and important for company to maximise satisfaction level
of customer. It support an organisation to provide accurate information and data about its
services, offers, products and many other reinvent details (Shiau and Luo, 2012). It will help a
customers to enhance their satisfaction and retain long lasting relation with the company. On the
other hand with the use of online networking, M&S can easily deliver their products information
to the clients. In overall, online networking is more essential and beneficial part for the customer
to select more variety, quality product at reasonable price.
Different ways through which M&S can easily increase satisfaction level of customers
Rewards: M&S can provide the rewards to their permanent and potential customers
which can enhance their satisfaction level due to these rewards. Customers tends to visit again in
the outlets and online store of M&S when they are provided with rewards on the basis of their
shopping amount. They come again due to their greediness for taking the benefits of rewards.
Offers and discounts: M&S can provide offers and discounts to their customers or
followers on social media sites for attracting them towards the store and serve them with
excellent services for their satisfaction (Zhao and Lu, 2012). Also company can provide them
offers in the festival season for increasing their sales and profit. People prefers the discounted
products rather than original prices, so by providing them discounts, company can retain them
from doing their shopping from anywhere else.
Customer feedback: M&S can take feedbacks from the customers regarding their
experience at their outlets and also to determine the quality of services and products provided to
them. Through the feedback, customers feels like they are valuable to the company and a mutual
trust starts to develop with each other. The satisfaction level of customers automatically
increases when they are contacted by the M&S to take feedback from them.
Quality based products: M&S needs to provide the customers with the high quality of
products. When good quality of products are provided to the customers, then they feels good and
return to the outlet again for shopping purpose. People now a days prefers the quality products
for maintaining the standards of their lifestyle.
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Through the above discussed strategies, M&S can increase the satisfaction level of their
customers which will ultimately results in high number of sales and profit for the company.
Through these strategies, customers came again to the M&S outlets to shop good quality
products and services.
Benefits of online shopping to both customers and Marks & Spencer.
To the customers:
Convenience and easiness: Online shopping makes easy for the customers to buy
products according to their preferences without visiting at the physical stores of company. It
reduces their efforts, time and travelling expenses which in results increases their buying
behaviour and satisfaction level.
Offer product data-sheets: The customers can get information through an online product
catalogue. It assist them to know that how much time the company takes to provide them ordered
products which makes easy to decide whether to purchase products or not according to their
convenience (Zhao and et. al., 2012).
Getting an opportunity to collect and provide feedbacks on company's products and
services: Buying online facilitate customers to first read the reviews and feedbacks given by their
past customers of company on the products they want to buy. This will help in ensuring them in
getting right and genuine products without any defects. On the other hand, it also provides them
an opportunity to provide feedbacks and reviews on their purchased products on shopping site so
that they can assist organisation to make relevant changes in their existing products and services.
To the Marks and Spencer
Decreasing cost of inventory management: Doing e-commerce business, the suppliers
can lowering the cost of managing their inventory of goods as they have an option to automate
the inventory management by using web-based management system. Through this, the company
can decrease their operation cost.
Boost brand awareness: Online selling help an organisation to increase its brand
awareness in the market through which they can easily attract new customers across worldwide.
It will also help company in reducing business cost due to requiring of less investment in
advertising and marketing cost.

Selling products across the world: Having physical stores will limit the company to
provide its products and services to the geographical area but selling online will help them in
reaching their products and services across worldwide. This will increases their existing market
share and revenue in the market.
Action Plan
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25

CHAPTER 5: REFLECTION, CONCLUSION AND
RECOMMENDATIONS
Conclusion:
From the above mentioned information, it can be concluded that online networking is
significant part for the company. With the help of this, they can easily increase satisfaction level
among customers and retain long lasting relation with them as well. Thus, online networking
support an organisation to easily communicate entire information about their business and gain
trust and loyalty from the customer. As per the data mentioned in questionnaire, more than half
of the population are agree as online networking beneficial and essential for the customers and
company by saving time period and reducing convenience cost. Along with this, social media is
a best online networking platform used by company to increase awareness among clients about
their unique services and products.
Recommendation:
From the above given data, it can be recommend to the company as online networking is
essential for them to maximise customer base and increase their sales also. M&S should provide
quality products and services at reasonable price to the customers. Thus, it will help an enterprise
to increase satisfaction level of clients and achieve better results. Company should also provide
training to their employee who have lack of knowledge about the digitalisation. Therefore,
employees easily treat their customers and gain competitive advantage within predetermined
time period. M&S should also provide reliable and accurate data about their services and
products over the internet which will also help them to maximise loyalty and trust among
customers. It will help an organisation to cross/up selling opportunities, reduce marketing cost,
minimize service cost, enhance brand loyalty, stand tall among competitors, etc. Hence, all this
are significant and support an organisation to retain strong image and reputation at marketplace.
There are a few difficulties also which are faced by the customer such as product quality and the
delivery time of product which are not defined. To improve these difficulty level M&S should
talk with the distributors to face the issue. The product is delivered with the help of distributors,
therefore they should be checked by M&S. Another issue of delivery time time can be checked
with the help for customers. The company should know about the time and data at which
customer require their product. The company should deliver the product on that day and time.
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Reflection:
Online networking is essential and important for the company as well as customers by
saving its time. For collecting and analysing important information about the topic from
customers, researcher play vital role. For this, they follow different types of research methods
such as interpretivism philosophy, inductive approach, qualitative research, non-random
sampling method, primary and secondary source of data collection, thematic analysis and many
other useful methods. All this are identified as a part of research onion which will also support an
investigator to accumulate proper data about the study. Along with this, in research, primary and
secondary source are important for the investigator to gather information easily from the
participants (Ali, 2016). In case of primary source, researcher will prepare a questionnaire which
will highly essential for them to identify accurate response of customers towards study. On the
other side, under secondary source, books, magazines, articles, publication research and many
other source are used by the investigator to accumulate proper data regarding the study. For this
Gibbs reflective cycle model used which is more appropriate for identifying the situation and in
which feeling of an investigator. This model has some stages which are determined as under:
Description: In during the process of data collection, a researcher faced some situation
like unethical behaviour of customer, lack of time and many other. All this situation are highly
impact on researcher and reduce its productivity level while collecting accurate data from the
respondents.
Feeling: At this level, while collecting data or information about the topic from the
respondents, researcher feel less confidence. It will effect them as well as an organisation for
completing each and every activity of research in proper time period.
Evaluation: In this, researcher play effective role for collecting appropriate data through
primary and secondary source (Berezina and et. al., 2016). Under primary source, investigator
use to prepare a questionnaire which will help them in accumulating customer's response about
the online networking. For this other people also contribute their support by providing necessary
information regarding the topic to the company.
Analysis: As per the above situation, researcher learn different new things such as
customers behaviour, importance of time and many other. All this are highly essential and
significant for the researcher to complete all activities of researcher in given time period. With
the help of such things, researcher can easily do further researcher and gain better results for this.
27

Conclusion: From the above given information, it can be concluded that, researcher has
positive experience which will help them in conducting future study accurately. Communication
skill of researcher is not appropriate, in order to improve such skill, investigator use different
communication channel and communicate properly about the topic to the selected sample size.
Action: It is a last step which is important for the researcher to do further research. With
the help of excellent communication skills, they can easily attract large number of customers
from the total population. It is significant for the future study and also help them in drawing valid
conclusion.
Alternative methods: It is also identify as an essential and main part of the research
project. There are different methods used by researcher to collect accurate and relevant amount
of data from the respondents. For this, questionnaire is more fit and suitable for gathering proper
information from the selected sample size (Berezina and et. al., 2016). Apart from this, interview
is refer as an alternative method of accumulating data about the topic from the participants. Thus,
both method are useful but according to the topic or research, questionnaire is more useful
because it not take more time and cost of the researcher and provide valid conclusion for the
study.
Reflection on the application of research methodology: For collecting accurate amount of
the information about the research topic, research used different methods such as research
positivism and Interpretivism philosophy, deductive and inductive approach, qualitative and
quantitative research, questionnaire and many other. All this are more useful for the researcher to
accumulate relevant amount of data from the respondents. Inductive approach and Interpretivism
philosophy is a part of qualitative research which provide quality information about the topic.
Questionnaire is also identify as essential instrument of primary research and assist an
investigator to collect accurate and proper data about the field of study. Therefore, all these
method are essential for the investigator to achieve objectives related to the research topic.
28

REFERENCES
Books and Journals
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technology on banks’ performance and customer service delivery in the banking industry.
International journal of latest trends in finance and economic sciences.2(1).
Ali, F., 2016. Hotel website quality, perceived flow, customer satisfaction and purchase
intention. Journal of Hospitality and Tourism Technology.7(2). pp.213-228.
Berezina, K.,and et. al., 2016. Understanding satisfied and dissatisfied hotel customers: text
mining of online hotel reviews. Journal of Hospitality Marketing & Management.25(1).
pp.1-24.
Bowen, J. T. and Chen McCain, S. L., 2015. Transitioning loyalty programs: a commentary on
“the relationship between customer loyalty and customer satisfaction”. International
Journal of Contemporary Hospitality Management.27(3). pp.415-430.
Chan, T. K., and et. al., 2014. Antecedents and consequences of customer engagement in online
brand communities. Journal of Marketing Analytics.2(2).pp.81-97.
Chang, C. C., 2013. Examining users′ intention to continue using social network games: A flow
experience perspective. Telematics and Informatics.30(4). pp.311-321.
Chang, Y. P. and Zhu, D. H., 2012. The role of perceived social capital and flow experience in
building users’ continuance intention to social networking sites in China. Computers in
Human Behaviour.28(3). pp.995-1001.
Cheung, C. M. and et. al., 2015. Promoting sales of online games through customer engagement.
Electronic Commerce Research and Applications. 14(4). pp.241-250.
Chua, A. Y. and Banerjee, S., 2013. Customer knowledge management via social media: the case
of Starbucks. Journal of Knowledge Management.17(2). pp.237-249.
Cvijikj, I. P. and Michahelles, F., 2013. Online engagement factors on Facebook brand pages.
Social Network Analysis and Mining.3(4). pp.843-861.
Gamboa, A. M. and Gonçalves, H. M., 2014. Customer loyalty through social networks: Lessons
from Zara on Facebook. Business Horizons.57(6). pp.709-717.
Gummerus, J.,and et. al., 2012. Customer engagement in a Facebook brand community.
Management Research Review.35(9). pp.857-877.
Hsiao, C. H., Chang, J. J. and Tang, K. Y., 2016. Exploring the influential factors in continuance
usage of mobile social Apps: Satisfaction, habit, and customer value perspectives.
Telematics and Informatics.33(2). pp.342-355.
Jahn, B. and Kunz, W., 2012. How to transform consumers into fans of your brand. Journal of
Service Management.23(3). pp.344-361.
Li, H., Ye, Q. and Law, R., 2013. Determinants of customer satisfaction in the hotel industry: An
application of online review analysis. Asia Pacific Journal of Tourism Research.18(7).
pp.784-802.
Park, H. and Lee, H., 2013. Show us you are real: The effect of human-versus-organizational
presence on online relationship building through social networking sites.
Cyberpsychology, Behaviour, and Social Networking.16(4). pp.265-271.
Pentina, I., and et. al., 2013. Drivers and outcomes of brand relationship quality in the context of
online social networks. International Journal of Electronic Commerce.17(3). pp.63-86.
Shiau, W. L. and Luo, M. M., 2012. Factors affecting online group buying intention and
satisfaction: A social exchange theory perspective. Computers in Human
29

Behaviour.28(6). pp.2431-2444.
Zhao, L. and Lu, Y., 2012. Enhancing perceived interactivity through network externalities: An
empirical study on micro-blogging service satisfaction and continuance intention.
Decision Support Systems.53(4). pp.825-834.
Zhao, L., Lu, Y., Zhang, L. and Chau, P. Y., 2012. Assessing the effects of service quality and
justice on customer satisfaction and the continuance intention of mobile value-added
services: An empirical test of a multidimensional model. Decision support systems.52(3).
pp.645-656.
Online
Roos. D., (2018). Concept of Online Shopping. [Online]. Available
through:<https://computer.howstuffworks.com/internet/social-networking/information/
how-online-social-networks-work.htm>.
Schiff. J.L., (2015). Influence of Online Networking. [Online]. Available
through:<https://www.cio.com/article/2984024/social-networking/7-ways-social-media-
can-improve-customer-satisfaction.html>.
Kendrick. S., (2015). Increase In Satisfaction Level Of Customer [Online]. Available
through:<https://callminer.com/blog/15-surefire-ways-to-improve-customer-
satisfaction/>.
Benefit of online shopping. (2018). [Online]. Available
through:<https://www.business.qld.gov.au/starting-business/internet-start-ups/online-
basics/benefits>.
30

APPENDIX
Questionnaire
Q1) Are you aware aware about the concept of online networking?
a) Yes
b) No
Q2) Are you satisfied with products and services offered by Marks & Spencer?
a) Highly satisfy
b) Satisfy
c) Highly dissatisfy
d) Dissatisfy
Q3) Which social networking sites do you prefer?
a) Facebook
b) Twitter
c) MySpace
d) You tube
Q4) Is online platform of M&S is convenient for you to purchase product online?
a) Yes
B) No
Q5) Do you believe information or data available on these sites is reliable?
a) Yes
b) No
c) Can't say
Q6) Is online networking help you to increase your satisfaction level?
a) Yes
b) No
Q7) What are the benefits you gain during purchasing of product through online?
a) Better Prices
b) More variety
c) Convenience
Q8) What are the difficulties you faced during purchasing product via online?
31

a) Product Quality
b) Delivery time is not clear
c) More
Q9) What was your experience related to M&S services and products?
a) Positive
b) Negative
Q10) Recommend Different ways through which M&S can easily increase satisfaction level of
customers.
Research Proposal Form
Proposed Title: “Online networking and customer satisfaction”: A
case of Marks & Spencer.
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or
hypothesis)
“Online networking and customer satisfaction”: A case of Marks & Spencer.
Research objectives (e.g what is the question you want to answer? What do you want
to learn how to do? What do you want to find out?):
 To understand the concept of online networking.
 To analyse the influence of online networking on customers satisfaction.
 To investigate the benefits of online shopping to both customers and Marks & Spencer. Recommend different ways through which M&S can easily increase satisfaction level of
customers.
Research Questions
 What is the concept of online networking?
 What is the influence of online networking on customers satisfaction?
 What are the benefits of online shopping to both customers and Marks & Spencer?
32

 What are the different ways through which M&S can easily increase satisfaction level of
customers.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are studying,
personal interest, future plans, knowledge/skills you want to improve, why the topic
is important):
 Main purpose behind conducting this report is it analyse the significance of online
networking for companies to increase customers satisfaction. It also assist the learner to
increase their knowledge and skills about the project. This part of the project detail is based
on present issue.
33

Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or
hypothesis:
The current research work is based on the effectiveness of online networking in enhancing
satisfaction level of customers. The literature source basically related with the research objectives and
questions which are determined as under:
Roos. D., (2018). Concept of Online Shopping. [Online]. Available
through:<https://computer.howstuffworks.com/internet/social-networking/information/how-
online-social-networks-work.htm>.
Schiff. J.L., (2015). Influence of Online Networking. [Online]. Available
through:<https://www.cio.com/article/2984024/social-networking/7-ways-social-media-can-
improve-customer-satisfaction.html>.
Kendrick. S., (2015). Increase In Satisfaction Level Of Customer [Online]. Available
through:<https://callminer.com/blog/15-surefire-ways-to-improve-customer-
satisfaction/>.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research, development
and analysis of ideas, writing, data collection, numerical analysis, tutor meetings,
production of final outcome, evaluation, writing the report):
There are different activities that need to be effectively performed for the purpose of getting a
effective outcome of the research. The various activities involved are as follows:
 Determining the Topic
 Aims and Objectives along with questions
 Literature review
 Research methodology
 Questionnaires preparation
 Data Collection
 Data analysis
 Conclusion and recommendation

35

36

Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
Deductive approach of research used in this project because it help a researcher to accumulate
accurate data from the respondents. In this primary and secondary source of data collection and
qualitative research used because it help the investigator to collect appropriate data from the
selected sample size.
What your areas of research will cover:
Impact of online networking on customer satisfaction”. A case study on Marks & Spencer.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for
another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
37

I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
38

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected from human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: “Online networking and customer satisfaction”: A case of
Marks & Spencer.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
39

Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes the research involves human participants, for the motive of gathering accurate and reliable data for
reaching at the potential outcome.
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: More than 20
How will participants be recruited (identified an approached)?
In this Current research work, participants and respondents are chosen at a non-random basis from the
population.
Describe the processes you will use to inform participants about what you are
doing:
40

With the assist of questionnaire instrument we use to inform participants about the
topic.
How will you obtain consent from participants? Will this be written? How will it be
made clear to participants that they may withdraw consent to participate at any
time?
With the assist of primary method I obtain consent from participants.
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues arising
from this
Studies involving observation: Confirm whether participants will be asked for
their informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This could
be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
41

Confirm that all personal data will be stored and processed in compliance with the
Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Researcher
During the research:
Where will the data be stored?
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
Data will be stored in Computer systems, mobile, Pen drives etc.
How long will the data and records be kept for and in what format?
Since the completion of the entire research the record information will be protected. The complete
research project will support an individual in attaining accurate knowledge about the online networking.
42

Will data be kept for use by other researchers?
Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise because of your research. Please consider/address all issues that may apply.
Ethical concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including
transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
43

Section 6: Declaration
I have read, understood and will abide by the institution’s
Research and Ethics Policy:
Yes No
I have discussed the ethical issues relating to my research
with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description
of the ethical issues that may arise in the course of my
research
Name: Date:
44