Influence of After Sales Service on Customers Loyalty : Case Study on Marks and Spencer

Research Project
Company : Marks and Spencer
Table Of Content
1. Title of Project
1.1
2. CHAPTER 1 INTRODUCTION
3. CHAPTER 2 LITERATURE REVIEW
4. CHAPTER 3: RESEARCH METHODOLOGY
5. CHAPTER 4: DATA ANALYSIS

TITLE OF THE PROJECT
To analyse the influence of after sales services of products and its impact on attaining
customers loyalty. A case study on Marks and Spencer.
CHAPTER 1: INTRODUCTION
Overview of the Research
After sales services can be considered as the most essential aspect of business organisation. It
plays vast role in developing organisational performance and productivity at market place. In the modern
business scenario the basic purpose of each business organisation is to attaining higher position through
sustaining customers for long time. In the modern market people are very much concern towards the
quality of product rather than the price so each small as well as large business organisations are concern
on providing high quality products and services to their significant customers. The major purpose of each
business enterprises is to sustaining customers for long time as to gaining loyalty for long run of business
activities. Customers loyalty consist to be an essential part of business organisation which helps in
creating higher growth and productivity of firm at market place (Baines, Fill and Page, 2013).
Background of the Research
In the modern scenario competition is so high at market place and organisations are concern on
attaining competitive edge through satisfying the needs and wants of people at market place. Marks and
Spencer plc is a popular British multinational retailer company which is headquartered is in City of
Westminster, London. The company mainly deals in high quality clothing, home products and luxury
food items. The major focused area of Marks and Spencer is to satisfying the needs and wants of
customers at market place through offering them variety of goods and services as per their choice. As a
public limited company Marks and Spencer has its business operations all over the world and concern on
developing loyalty among people about the brand and its products. After sales services plays vast role in
sustaining customers for long period (Mitchell, Hutchinson and Bishop, 2012).
Research Aim
Research aim is consist to be a predetermined statement which clearly specify the intention and
purpose of study. This is the most important part of research project as the whole activity of investigation
is based on the aim. The aim of this particular research is “To analyse the influence of after sales
services of products and its impact on attaining customers loyalty”. A case study on Marks and
Spencer.

Research Objectives
This is also an essential part of research project which helps in providing a significant direction to
the researcher for carry out the activities in right direction. This section is interlinked with research aim,
some essential objectives are described as below:
 To determine the importance of after sale services for Marks and Spencer.
 To identify the measures which are adopted by Marks and Spencer in attaining loyal customers.
 To analyse the relationship between after sales services and growth of firms.
 To recommend various ways by which firms can increase their market shares (Mollá-Descals,
Frasquet-Deltoro and Ruiz-Molina, 2011).
Research Questions
Research question is described as an answerable inquiry into a specified issue of concern
(Beamish, 2012). It is the primary stage of research which helps in conducting the section of literature
review in effective and efficient manner. Some essential question of research are described as below:
 What are the importance of after sale services for Marks and Spencer?
 What are the measures which are adopted by Marks and Spencer in attaining loyal customers?
 How to analyse the relationship between after sales services and growth of firms?
 Recommend various ways by which firms can increase their market shares?
CHAPTER 2: LITERATURE REVIEW
Introduction
This is the most essential part of research as it helps in conducting in depth research in most
effective and efficient manner. In this section objectives are analysed through the view points of various
authors and writers. It can also consist as a text of academic paper in which specific knowledge and
substantive outcome is involved. In this section data has to be gathered through secondary resource sand
compare the opinion of writers who are having significant knowledge about some specific area (Willard,
2012).
2.1 The importance of after sale services for Marks and Spencer.
As per the view point Kelly Crothers, 2014, after sales services are effective for organisational
growth and success. In the modern and competitive world the major purpose of each business
organisation is to retaining customers for long time through fulfilling the needs and wants of people at
market place ( Bek, Binns and Nel, 2013). As a large business enterprises Marks and Spencer is concern
on providing after sales services in respect to gaining attention of large number of people towards the firm
or its offered goods and services. There are various importance of aftersales services for organisation in
which some are described as below:

Competitive Advantage: This is the most essential and focused area of firm as in this modern era each
small as well as large business enterprises are concern on attaining competitive advantage in respect to
providing competition to their competitors.
Customers satisfaction: Customers are the key element of an business organisation as their satisfaction
helps in increasing the growth and performance of firm. In the modern market area the choice and
preferences of customers are changed as per the change arises in the market trend. Marks and Spencer
provide various after sales services to their customers in order to creating satisfaction among people.
Customers loyalty: Satisfied customers are more effective for renew their offers and services. Satisfied
people are loyal towards the brand and also refer other for taking benefits of offered products and services
(Cook, 2012).
2.2 The measures which are adopted by Marks and Spencer in attaining loyal customers.
As per the view point of Seth Bailey, 2015, in this modern era it is required for each business
organisation to provide high quality products and services to their significant buyers as to sustaining them
for long period. Organisations are focused on establishing effective relationship with their customers as to
encouraging customers to come back and again taking benefits of offered products and services. As a
financial perspective large number of customers is effective in attaining high growth and success at
market area. There are various measures that are adopted by Marks and Spencer as to attaining loyal
customers in which some are described as under:
Understand the customers: It is the primary stage which needs to be performed by each business
enterprise as to analysing the actual needs and wants of people at market area. As a public limited firm,
company is concern on determining the needs and wants of customers. Firm is focused on making their
customers feel special through treating them in effective and efficient manner ( Wuebker, Baumgarten
and Koderisch, 2017).
Provide a familiar experience: Customers are choosy in nature as they going towards the products and
services which are effective in providing satisfaction to them. Marks and Spencer recruit well skilled and
educated people at work place who are having effective skills in attracting customers through describing
the proper details of products and services (Doyle, 2012).
2.3 The relationship between after sales services and growth of firms.
As per the view expressed by ................. after sales services are effective for organisational
growth and success. In the present era the major wants of people is to satisfying the needs and wants in
affordable prises, so each small and large business organisations are concern on producing high quality
featured products and services in order to fulfilling the basic desires of people. Companies growth and
success is based on the satisfaction level of customers. There are lots of competitors available at market
place and each are concern on attracting more customers as compared to their rivals. In this modern
market there are large number of substitutes available at market area and if customers are not satisfied
with the goods and services of an organisation than they can switch to the other one. It is required for a