Importance of Brand Loyalty and Customer Satisfaction in Online Retailing

BSc (Hons) Business Management (Top-up)
BMP6001 DISSERTATION
Assessment 1 – Research Proposal
Dissertation Title

Contents
Background to Research Topic p
Background to Research Organisation p
Research Rationale p
Research Questions p
Research Aim and Objectives p
Research Methodology p
Timescale p
Resources p
References p
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Background to Research Topic
The loyalty of the brand and customer satisfaction in the online retail is
become very important aspect. when the customers are not loyal with the brand then
they will not go to buy the product of that brand immediately shift to some other
brand in the market. H&M is a multinational company providing quality products to its
customers with all the supply chain. When the customers are satisfied then they are
highly aware of that brand also refer new buyers (Kim, Kim and Hwang, 2020). The
online retailing market has expanding regularly and people are more preferring to
buy their essential with online market. The loyalty of the brand help H&M to retain
the customer for long-term and with this new customers are also attracted with the
brand. When an H&M is effectively developed such customers base who is highly
loyal and satisfy with the product of that company then they can take competitive
advantages. In the recent years the online retailing is being expanded and
customers are more preferring the online purchasing of their products (Popp and
Woratschek, 2017). To sustain in the market the companies have to satisfy their
customers by providing quality products at sustainable price so that customer is
willing to buy and become long-term buyers of the company (Ramanathan,
Subramanian and Parrott, 2017). In the last year after the COVID-19 people not
preferring online retailing brand to buy something as they are not able to go out and
do their shopping so online shopping is the only way though they can purchase their
need products (Leppäniemi, Karjaluoto and Saarijärvi, 2017). Therefore, the H&M also
grab higher customer base by providing them better products so that they will
connect with the brand for long-term.
Background to Research Organisation
H&M is a large organization in retail sector selling its products internationally
who is offering the latest fashionable clothes (Hamzah and Shamsudin, 2020). The
brand is offering clothes product for men, women, children as well teenagers. H&M is
having large online presence as they are having more than 53 online stores all over
the world. They are working in more than 74 markets and also have more 4949
stores all over the world. This company is satisfying its customers by offering them
better quality of product at regional price (Murray, Elms and Teller, 2017). The loyal
customer of the company are regularly buying the products of H&M and also being
satisfied by the quality of the products. The company is trying to satisfy its customers
in the pandemic period by providing them high quality of products at affordable
prices then its competitors (Rather and Camilleri, 2019). When they use to sell its
products at comparatively lower price then more customers are being attract
because they get high quality it minimal price range. The H&M is enhanced its online
sell in the COVID-19 situation to deliver all the clothing product to the people who
are demanding on regular basis (Veloso And et. al., 2020). They are also focused to
build a strong customer base so that they can compete in effective manner with the
competitors.
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