This research proposal focuses on the importance of brand loyalty and customer satisfaction in the online retailing industry, specifically for H&M. It explores the impact of loyal customers on the success of the brand and aims to identify the relationship between brand loyalty and customer satisfaction in the online retail business. The research methodology includes qualitative research using case study and survey strategies, with data collection through questionnaires and literature reviews. The research aims to evaluate the concept of brand loyalty and customer satisfaction, determine methods for customer satisfaction, and provide recommendations for challenges faced by H&M managers in satisfying customer needs. This proposal is for the BSc (Hons) Business Management (Top-up) - BMP6001 Dissertation.
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