Relationship between Branding and Customer Satisfaction in the UK Fashion Sector: A Study on M&S

This report investigates the relationship between branding and customer satisfaction in the UK fashion sector, focusing on M&S. It explores the impact of brand reputation on customer satisfaction and the importance of satisfied customers for M&S. The study utilizes secondary data and research methodologies such as interpretivism philosophy and thematic analysis. The findings suggest a positive relationship between branding and customer satisfaction. The report concludes with recommendations for M&S to foster a customer-centric culture and increase satisfaction levels.

To investigate relationship between brand
Reputation and customer satisfaction in the
context of UK fashion sector: A study on
M&S

Acknowledgements
I would like to explicit my sincere feeling towards my supervisor and also committee
who have corroborated me end-to-end the dissertation as well as appreciate the guidance which
has been given by them. I personally look up to the learning chances which were offered to me
during the conducting of this research dissertation.
It is surely a fact that this dissertation could not have been done without assistance of my
friends, supervisors and family. The dissertation completed on “To investigate relationship
between branding and customer satisfaction in the context of UK fashion sector: A study on
M&S”. It is surely a broad topic and would not be fulfilled with continuous input as well as
support of many corporate and government officials which are mainly related to the field of retail
sector.
Thank-you!! I truly appreciate the parenting on this crucial project.
Sincerely,
XYZ

Abstract
Main purpose of this report is to investigate relationship between branding and customer
satisfaction in the context of UK fashion sector. This is a main purpose and in order to attain this,
different activities have been followed effectively and systematically. Introduction is a first
activity that was done by developing research aim and objectives. This helped investigator in
conducting of another activity which is literature review. This is a part of secondary data that
was collected from different sources including books, journals, articles, publication research etc.
All these are useful sources used by investigator for fulfilling research gap and also attaining
research aim and objectives. Research methodology is a main activity that was done through
describing different types of research methodologies such as interpretivisim philosophy,
inductive approach, cross-sectional time horizon etc. These are useful methodologies that helped
researcher in gathering of qualitative data easily and timely. Results were analysed through
thematic analysis. This is an analytical tool and helped investigator in analysing of qualitative
information successfully This facilitated in accomplishment of research aim and objectives
successfully. Conclusion and recommendations are last activity that includes information about
the all activities in clear manner. Some recommendations also provided that are related with the
topic. Therefore, main purpose of preparing this dissertation was achieved in successful manner.

Table of Contents
Acknowledgements..........................................................................................................................2
Abstract............................................................................................................................................3
INTRODUCTION...........................................................................................................................5
Overview of the research topic...............................................................................................5
Research aim, objectives and questions.................................................................................5
Reasons behind carrying out the research..............................................................................6
Structure of the dissertation....................................................................................................6
LITERATURE REVIEW................................................................................................................8
Branding helps M&S in improvement of its growth and success..........................................8
Importance of satisfied customers for M&S..........................................................................9
Effective ways for increasing customer's satisfaction level.................................................11
Relationship between branding and customer satisfaction in context of M&S....................12
RESEARCH METHODOLOGY...................................................................................................14
RESULTS (Analysis/Evaluation of Results/Findings)..................................................................17
Conclusions....................................................................................................................................25
Recommendations..........................................................................................................................26
REFERENCES..............................................................................................................................28

INTRODUCTION
Overview of the research topic
Branding refers to the marketing process wherein an organisation tries to develop a
unique brand image of the products in customer's mind and also set-up a differentiated presence
in the marketplace. This process involved in creating a unique image and name for a product in
the mind of customers, mainly via advertising campaigns with a consistent theme. Main aim of
branding is to establish a differentiated and significant present in the marketplace that attracts as
well as retains loyal customers (González-Mansilla, Berenguer-Contrí and Serra-Cantallops,
2019). Customer satisfaction is outlined as a measurement that determines how customers are
happy with a company's services, products and capabilities. Strong brand image of an
organisation helps in improvement of customer's satisfaction level. Good branding elevates a
business as well as builds loyalty and recognitions. Therefore, branding is more essential and
important for an organisation in increment of customer's satisfaction level. For this dissertation,
M&S is a given organisation. It is a major British multinational retailer that specialise in selling
of clothing, food products and home products, generally of its own label. Company was founded
in 1884 by Michael Marks and Thomas Spencer, and headquartered in London, England, United
Kingdom. M&S has strong and good brand image in mind of customers as well as in
marketplace.
Research aim, objectives and questions
Research aim:
Main aim of this research is “To investigate the relationship between branding customer
satisfaction within UK fashion sector. A study on M&S.
Research Hypothesis
H1: Improving brand reputation is a major advantages of branding for M&S in context of UK
fashion sector.
H2: Increasing customer base is a main importance of satisfied customers for M&S.
H3: Foster Customer-Centric Culture is an effective way by which M&S can easily increase
satisfaction level of customers.

H4: There is a positive relationship between branding and customer satisfaction in context of
M&S.
Research question
 What is the impact of brand reputation on customer satisfaction of M&S within UK
fashion sector?
Reasons behind carrying out the research
Main purpose regarding conducting of this research project is to identify the issues related
with customer’s dissatisfaction towards the brand. This research is important at academic and
personal level. At personal level, this investigation support investigator by enhancing its various
types of research skills including time management, data collection, data analysis, literature
review and many others. These skills help researcher in completion of full dissertation timely
and systematically. At academic level, this research support student by increasing their
knowledge or understanding about the branding and customer satisfaction. Along with this,
current investigation is important at academic and personal level (Iglesias, Markovic and Rialp,
2019).
Structure of the dissertation
There are different chapters that will be require by researcher for completing full
dissertation systematically. These chapters are introduction, literature review, research
methodology, results or findings, data analysis, conclusion and recommendations. All these are
important chapters for executing this dissertation systematically and essentially. All these
chapters are explained as below:
Introduction: This is a first part of the dissertation that includes various information
such as research aim, hypothesis, rationale, background and many more. All these are main and
useful information in completing of this chapter and doing of another in systematic manner.
Literature review: This chapter of the dissertation is based on secondary data that will
be gathered from various sources. Names of these sources are articles, books, journals,
publication research and many others. All are effective and useful sources because it helps
investigator in collecting of secondary data about the topic.
Methodology: This is important part of the dissertation because it includes various types
of methodologies such as research philosophy, research choice, data collection etc. According to
the current dissertation, secondary methods of data collection are used by researcher. These are

interpretivisim philosophy, inductive approach, qualitative research etc. These are main types of
methodologies that are essential in collecting of secondary information. This turn to impact in
achievement of research aim and objectives successfully.
Data analysis: This is the essential process of evaluating gathered data by using research
analytical technique. In accordance to the current project, secondary data will be gathered from
books, journals, articles and many other sources. For analysing secondary information, thematic
analysis is used by researcher because it not takes maximum time and helps in achieving of
research aim.
Conclusion and recommendations: This is a last part of dissertation that includes
information or data about the all activities in clear manner. In recommendation, some
suggestions are given to the company or researcher in improvement of topic.
Therefore, all these are important chapters and helps in completion of full dissertation in
systematic and accurate manner.

LITERATURE REVIEW
Literature review is important and significant part of the dissertation because it supports
investigator in gathering of secondary information systematically. There are number of sources
that will be important and useful for investigator in collecting of secondary information
regarding the relationship between branding and satisfaction level of customers. In this part of
study, different authors have to provided their opinion or view regarding the research questions.
Main purpose of literature review is to identify the research gap in previous investigation. Within
a present study, main gap is the impact of branding on customer's satisfaction level. In previous
studies, there were information available regarding the effects of branding for an organisation,
but there were insufficient or lack of data about the importance of branding in improvement of
customer's satisfaction (Nobar and Rostamzadeh, 2018). This is a main gap and in order to
overcome this gap, researcher will require to follow research questions. This will support them in
accomplishment of research aim and objectives as well as fulfilment of missing information or
gap. Research questions of the current study will be described as below:
Branding helps M&S in improvement of its growth and success
According to opinion of Marion (2020) branding is marketing practice in which an
organisation develops name, design or symbol that identifiable easily as belonging to company,
it assists to determine product and differentiate this from the other services and goods. It is
process of providing meaning to particular company, services or products through developing as
well as shaping brand in mind of customers. This is strategy that mainly designed through
company to assist people to determine quickly and experience brand. Company give them reason
to select goods over competition through clarifying what specific brand is and not. Its main
objective is to attract as well as sustain the loyal consumers and some other stakeholders through
providing goods that aligned with what brand promises. Branding is what business requires to be
break by grab and clutter attention of ideal customers. This is what transforms the first time
consumer into the lifetime and turns indifferent audience in to the brand evangelists. On the other
hand, loyalty of customer to brand is helpful to penetrate market effectively and maintain the
market share. Brand have positive association, identified name and high perceived value than
rivals. The main aim of business is to collect the several consumers and make name of own that
identified in an easy manner. Business becomes the brand when competitors and consumers both

begin taking seriously. When business is at growing stage, then this is necessary to develop
branding because competitors might take benefit of absence from branding work. Not everyone
can plan the strategies to develop brand or branding goods so there it is necessary for company to
hire brand expert who will be take care about making logo, developing posters and can focus on
business without bothering regarding product development.
As contrary to this, Stewart Hodgson (2017) stated that Marks & Spencer company has
taken the benefit of logo design power, demonstrate that while core value idea remains important
to firm. Marks & Spencer is committed to mission of “making each moment special” does not
mean that an organisation has not opened itself up to the change. Logo of business is better
example of how brand has identified requirement to change on the basis of diverse preferences of
audiences without losing heritage sights. The objective of this company is to provide the
profitable growth of food business in price driven market through developing the capabilities of
marketing across customer experience. This company updated new website, freeing itself of
Amazon-based e-commerce platform this has been operated within the beforehand, permitting
self to move in to the new period of the innovation and growth.
Importance of satisfied customers for M&S
According to Sophia Bernazzani (2020) competition is high in retail industry as this is
necessary to gain or attract the new consumers and also sustain them. Customer satisfaction is
measurement that identified how consumers are happy with services, capabilities and products of
an organisation. The main focus of company is to satisfy consumers by providing them products
and services accordingly. It is measure of how the services and products are to be supplied
through an organisation in order to meet with customer expectation. In competitive marketplace,
businesses compete for the consumers, the customer satisfaction is regarded as main
differentiator and became key component related to business strategy. For an organisation,
customer satisfaction gives leading indicator of buying loyalty and intention of customer. It is
among frequently gathered indicators of the market perception. Satisfying the needs and
demands of customers is helpful in enhancing growth and development of business at large scale.
Satisfaction objectives are mainly established through consumers before they set out buy. In
context to this, customer satisfaction does not impact on bottom line of business as this also
effect on morale of team and also retention rate. This is obvious that the satisfied consumers will
be back and spend more. This develops the positive impact on sales of business and consumers

will be loyal in future. On the other hand, satisfied customers want an organisation to be survive
at crisis time and support till end. It is better source of the insulation against corporate crisis.
Ben Davis (2020) stated that The main focus of Marks & Spencer organisation is to
providing the high quality products and services to consumers as per their requirements. This
helps the company to attract the more customers, make them loyal and sustain at marketplace for
longer time period. Alongside the better sharper ranges and services, company has highlight the
better availability as part of new strategy. Other than this, there are some importance of customer
satisfaction mention below:
Repeat consumers- The satisfied consumers are purchase again. With the help of
customer survey, company can able to determine the needs of customers and their satisfaction.
Company can ask to company the level of satisfaction on scale of 1 to 10 and see that they are
happy for buy in future.
Competitor differentiator- In this, customer satisfaction is an important key for making
the brand. In competitive world of more brands, consumer satisfaction has to focal to customer
strategy. No marketing campaign amount and also promotions will assist to consumers which are
not satisfied. Brands which have the minimum customer satisfaction are perish in future.
Company will have the brand advocated when they have the satisfied consumers.
Sales revenue- The main focus of brand is on the customer satisfaction that have the
healthy sales revenue. Through satisfying the needs and wants of consumers, the sales revenue of
firm will be enhanced effectively. The enhanced revenue and customer satisfaction both are
correlated. The satisfied consumers are stay loyal to brand, interact with this, purchase ofter and
make the suggestions to colleagues and family. It is necessary for company to run the online
consumer surveys to note that which of the areas of business are impacting the consumer
satisfaction negatively and also require the improvement. It will assist to improve the satisfaction
level of consumers and minimize the churn.
Enhance brand reputation and popularity- The customer satisfaction effects on the
popularity and reputation of brand. It is necessary to see the consumer feedback and examine
which of the areas could mainly improves and sanctification of customers. Firm asks from
consumer and their feedback will assist to manage expectations. Marks & Spencer company have
the dedicated team members to make improvement in customer’s satisfaction that assist them to
attain high sales.

Effective ways for increasing customer's satisfaction level
As per opinion of SARA STAFFARONI (2020) Customer satisfaction is explained as
measurement which identified how the consumer are happy or satisfied from the services and
products of company. It is metric that mainly used to quantify degree to which consumers are
happy with the service or product. This kind of metric is mainly calculated through developing
the customer satisfaction survey. This survey is helpful in providing the opinions and viewpoints
of customers regarding products and services effectively. This indicated fulfilment that the
consumer derives from conducting the business with firm. The consumer derive satisfaction from
service or product on the basis of requirement that meet effortlessly in convenient manner that
make them loyal to company. The customer’s satisfaction is necessary step to gain the consumer
loyalty. There are some ways given below to enhance customer satisfaction:
Get to know customers- This is worth knowing more regarding the consumers not only in
context to CRM and tracking activities but about personal side. Company can surprise the
customers with customized product for the special occasion. This is not only impact the customer
loyalty and experience in positive manner but overall review of brand.
Foster Customer-Centric Culture- Business exist to attain certain vision that fulfil
requirement and customer demands. Consumer is main part of business and permitting company
to be earn revenue and beat competition. It is necessary for company to make the customer
centric decisions. Each person in company should be encouraged to keep the consumers at centre
of strategic decisions, enhancing satisfaction and customer retention.
Keep eye on what customers say on social media- In this, social media is one of the
effective way to communicating with the people and provide them information regarding specific
products or services. When company track as well as monitor the customer satisfaction on using
social media that updated on the negative and positive feedback and can take the effective
measures for resolving them. Majority of the people use mobile phones up to 150 times per day
and several of them turn to the social media when they leave complaint. The main benefit of
using social media is that customer support is available 24 hours to resolve query or complaints
of customers and monitor the brand mentions effectively. Company can take opportunities and
also use social media to enhance customer’s satisfaction level.
Build your brand awareness- The better customer service should be go in pair with the
high quality communication that mainly put in position of expert in sector. In regards to this,

added the value in content they share in form of tips, service updates, knowledge-base and the
special offers that can keep consumers satisfied as well as loyal to company.
Be responsive- In this, responsive to me is necessary in several companies. Do not try to
be disagree and no person wants as well as liked the waiting for answer. Company should focus
on prompt answers are not quality. If they are not focused enough then work on this and consider
to recruiting the other person that assist to keep the consumer happy or satisfied.
Relationship between branding and customer satisfaction in context of M&S
As per opinion of Deanna deBara (2020) Branding is marketing practice that shaping
actively brand. It is what the business requires to break through grab and clutter the attention of
customers. This is what the transforms new purchasers in to the lifetime consumers and this turns
indifferent audience in to the brand evangelists. Brand helps customers with identification that
means the customers able to determine as well as re- purchase the goods. They can select the
prestigious goods and earn status symbol. Now a says brand protect legal copyright of firm
because of enhance counterfeit goods available in all over the world. The branding and customer
satisfaction both are interrelated. The focus of Marks & Spencer company is to provide the high
quality products and services to customers so that they are satisfied. On the other hand, good
branding helps in attract the more people and convert them into the customers. In order to attract
the customers, Marks & Spencer use different social media tool. The campaign of Marks &
Spencer marks first time that brand has been used the social first video content in food
marketing. This is looking to be leverage TV starts reach own social media over the nine million
followers through providing them the videos to share on own platforms. The company uses
different social media tools such as Instagram, Facebook, LinkedIn and others are the main
social media tools which company mainly uses. Company gives the advertised or branding on
these different sites by provident the specification about the products and services so that
customers can be understand in detailed manner. On the other hand, customer satisfaction is
evaluation based on total buy on total buying and also the consumption experience with better or
the service over period of time. This is necessary component related to business strategy and
consumer retention. To enhance customer satisfaction, company should sell the methods and
ideas after completion will required documents. In context to this, branding of an organisation is
necessary like services or products provided. Marks & Spencer company is considering brand
image as powerful assets for success. Recognised and trusted brand identity give the confidence

for consumers in order to use goods provided through brand. In regards to this, doing the proper
branding of company is helpful in attracting customers, providing them better information
through different tools such as social media, satisfy their requirements and sustain them at the
marketplace for long period of time.

RESEARCH METHODOLOGY
Research methodology introduces to the significant process of data collection and data
analysis. Main purpose of research methodology is to provide valid and reliable information
about the research aim and objectives to the researcher. This will support investigator in
attainment of research objectives. This section includes different methods that will be useful for
researcher in carrying out this study systematically. There are some methods according to the
current investigation, these will be described as below:
Data collection: This refers to the systematic process of collecting primary and
secondary information regarding the topic. Both are effective methods of data collection but for
gathering information regarding the impact of brand reputation on customer satisfaction,
secondary methods are used. In order to collect secondary information about the topic, there will
be requirement for using different number of secondary sources such as books, articles,
magazines, publication research etc. (Zameer and et. al., 2019). All these are effective sources
because these helps investigator in achievement of research aim in successful manner. Therefore,
all sources of secondary data collection are mentioned as below:
 Books: This is an effective or traditional way of collection secondary information
regarding the topic. Todays, there are various number of books are available according to
the research title, that helps investigator in gathering of secondary information within
minimum time and minimum cost.
 Published sources: This is another source of secondary data collection that turn to
facilitate investigator in gathering of information about the impact of brand reputation of
customer satisfaction. Published sources may be electronic or printed as the case may be.
This type of sources may be free or paid depending on the publishing company’s
decision.
 Journals: This source of secondary data is important or essential for investigator in
collecting of secondary information regarding the impact of brand reputation in
improving of customer satisfaction. Also, journals are mainly more specific within a
research.
 Websites: The information or data shared on websites are regularly not regulated as such
may not be trusted compared to many other sources. Most of websites are mainly
government websites or organisations that are mainly paid.

Therefore, above mentioned all these are effective sources that helped in gathering of
secondary information about the relationship between brand reputation and customer
satisfaction. This will help in attaining of each objective within minimum time and in successful
manner.
Research philosophy: This is a part of methodology that introduces as an essential way
of collecting, analysing and using qualitative and quantitative data. There are two types of
research philosophies which are positivism and interpretivisim. Both types are essential but
according to the present investigation, interpretivisim research philosophy is more valuable
because it assist in gathering and evaluating of qualitative and secondary information within less
period of time. Positivism is another type of research philosophy that is not appropriate for doing
current study because it requires data in numerical way that takes maximum time as well as cost
(Amendola, Calabrese and Caputo, 2018).
Research approach: There are two important approach of research such as inductive and
deductive. Both approaches are important but according to the present study, inductive approach
is more valuable and suitable because it facilitates in analysing of secondary and qualitative
information easily and within in given time period. Deductive approach of the research is not
valuable for presenting this research because this type of approach only helps in analysing of
qualitative information. Therefore, inductive approach is useful and essential for researcher in
carrying out investigation over the relationship between brand reputation and customer
satisfaction within UK fashion sector.
Research strategy: This is an important part of the research methodology that have
different types of research strategies such as action research, experimental, survey, case study,
literature review etc. All these are considered more effective strategies but according to the
current investigation, literature review is one of the most strategy that will be used by researcher
(Ong, Nguyen and Alwi, 2017). This strategy will help investigator in gathering of secondary
information easily and without consuming maximum time as well as from articles, books etc.
sources.
Research choice: Qualitative and quantitative are two essential types of research
methodology but according to the present study, qualitative research methodology is more
suitable because it not requires maximum time and also assist in gathering of secondary
information. Quantitative is another type of research methodology that is not valuable for doing

present investigation because its takes maximum time and also not helps in collecting and
analysing of in-depth information. Therefore, within an investigation, qualitative research is
more suitable for investigator in attaining of research objectives (Rivera, Bigne and Curras-
Perez, 2016).
Time horizon: This section has two types of time horizon which are cross-sectional and
longitudinal. These are important but within a current investigation, cross-sectional time horizon
is more essential. This will help investigator in completion of full project within allotted time
period. This will further assist in accomplishment of all objectives successfully and timely.
Longitudinal approach of time horizon is not suitable and essential within a current study
because it takes more time in research completion and also not assist in attaining of research aim
and objectives successfully. For time horizon, Gantt chart is also an effective and essential tool
of time management. This tool will be used by researcher in current investigation because it
helps them in completion of full project timely.
Research ethics: Within an investigation, ethics are plays an important role. This will
support researcher in completion of full project ethically and systematically. There are number of
research ethics principles that must be use by investigator for doing current study. These
principles are providing the right to withdraw, avoiding deceptive practices, obtaining informed
consent, minimising the risk of harm, protecting confidentiality and anonymity etc. These are
considered major principles of research ethics that must be follow by investigator for doing
present investigation (Loureiro, Cavallero and Miranda, 2018). This will be essential for them in
completion of all activities ethically and systematically.
Research limitations: There are different limitations of the research such as lack of
pervious research studies on the topic, limited access to data, time constraints, cost issue and
many others. All these are major limitations that have negative impact on investigator while
conducting this research (Lee, Jung and Lee, 2021). These limitations have negative effect on
them that turn to impact in completion of full dissertation in allotted time period.

RESULTS (Analysis/Evaluation of Results/Findings)
This is an important part of the research because it helps investigator in gaining of valid
outcomes successfully and effectively. Data analysis is the process of evaluating information
regarding the topic. Current investigation is based on qualitative data and for analysing such type
of information, thematic analysis is used as an analytical technique. By using this technique,
investigator will require in making of themes according to the research questions mentioned in
literature review (Nazir, Ali and Jamil, 2016).
This is an important part of the dissertation because it helps in analysing of better results
easily. This part will help in analysing of secondary information collected for literature review.
Data were collected from secondary sources which are articles, books, magazines, publication
research etc. These sources helped investigator by providing secondary information about the
research questions. In this section, researcher will require to discuss about the information
gathered for literature review. For this, themes will be developed according to the research
questions which will be explained as below:
Theme 1: Branding helps M&S in improvement of its growth and success
From the above gathered secondary information for literature review, it has been
analysed that branding is an important part of the business's growth and success. Strong brand
image in marketplace will be essential and important for company in attraction of large
customers and also in attainment of competitive advantage (Ozuem and et. al., 2017). It has been
evaluated from the above articles used for literature review is there are different benefits of
branding that helped M&S by improving its growth and success at national as well international
marketplace. These benefits are boosts brand recognition, generates new customers, customer
loyalty, supports advertising, helps saves money, helps build trust etc. These are major benefits
or advantages of branding that supported Marks & Spencer by enhancing its growth and success
successfully. Therefore, it is important for company to improve their brand image and increase
number of loyal customers easily. In order to attain this research objective, different number of
secondary sources used by researcher. Along with this, branding supported business in different
ways such as increasing sales, improving brand image, attracting larger customer base,
accomplishing competitive advantages etc. These are essential for them in improvement of its
success and growth easily that results in strong brand reputation in marketplace.

Branding is the technique that helps in functioning different aspects of an organisation.
Branding is known as the image of an organisation from which their products and services
known in the market. The different aspects in which branding directly help includes high amount
of sales, high profit margin, higher customer attraction, large market capturing etc. All these are
the necessary determinants for the success and growth of any organisation including M&S. There
is good image of M&S products in market. They are basically renowned in market for their
quality and good services in all different product ranges. This creates the goodwill of an
organisation where customer's along with investors automatically join with an organisation. The
benefit of this ascertained by an organisation in the form of good amount of profits and returns to
their stakeholders along with accomplishment of all desired objectives (Jin, Line and Merkebu,
2016).
Figure 1: Branding helps M&S in improvement of its growth and success
(Source: MARKS, 2020)
From the above mentioned image, it has been interpreted that there is different
importance of branding in improving growth and success. This importance is brand recognition,
customer loyalty, premium pricing and brand equality. All this importance will be explained as
below:
 Brand recognition: Customers are more likely to purchase brand or product that they are
familiar with. They understand what to expect as well as what company offer. Strong
brand reputation in marketplace support M&S in improving its brand recognition that
turn to impact in increasing of sales and profitability.

 Customer loyalty: This is important for company to make customer loyalty strong that is
only possible by having strong brand reputation. Customers are particularly loyal to the
brand or product they love (Zameer and et. al., 2019). If clients from an emotional
attachment with their brand, company can develop repeat custom as well as decrease cost
of acquiring new sales.
 Premium pricing: This is important for company to increase their brand awareness
among customers and in marketplace. High customer base and improved customer
loyalty will help M&S in attracting of larger customer base by providing product at
premium price.
 Brand equality: It has been determined from the above mentioned secondary data
collected from articles, journals and many other sources that branding is important in
making strong brand equality. Having a strong brand creates it easier for company to
launch innovative product in marketplace that result in attraction of larger base of
customers.
Theme 2: Importance of satisfied customers for M&S
From the above collected secondary information from articles, journals, books etc.
sources, it has been evaluated that customer satisfaction is essential for an organisation because it
helps them in improvement of its brand image, maximisation of sales, saving of the money etc.
Therefore, satisfied customers are the main assets of the company and helps them in
improvement of its success and growth at marketplace. It has been analysed that customer
satisfaction plays an essential role within an organisation. Not only is it the leading indicators to
measure loyalty of customers, identify unhappy customers, increase revenue and reduce churn
etc. Along with this, it is the key point of differentiation that assist company to attract new and
loyal customers in competitive business environments. This will further have helped companies
by increasing its brand reputation and also in achievement of competitive benefits easily. It has
been evaluated from the literature review is Marks & Spencer has seen overall satisfaction across
its stores maximise by an average of 23 per cent after rolling out an international customer
service listening as well as insights program globally (Ciasullo and et. al., 2017). This objective
is achieved by using number of secondary sources including articles, magazines, publication
research and many other sources relevant to the topic.

Satisfaction of customers is always important for every different organisation. Customers
are the only key determinants that help an organisation to survive and retain same position in
market. This clearly depicts that satisfaction of customers is similarly important for M&S to
sustain in market. There are many organisations who unable to survive in market because of the
inability of satisfying customer needs in-spite of having good brand image. This simultaneously
demonstrates that brand image is not permanent and not help to survive until an organisation able
to fulfil customer needs.
Figure 2: Importance of customers satisfaction for M&S
(Source: Samuel Allan Johnson, 2021)
From the above mentioned graph or image, it has been interpreted that there is various
importance of customer satisfaction that are essential for M&S. These benefits are reducing
customer churn, decrease negative word of mouth, retaining customers is cost-effective, gets
repeat business and differentiates from competition (Jamshidi and Rousta, 2021). Therefore,
customer satisfaction helped business organisation in improving brand image of the company.
All benefits are explained as below:
 Reduce customer churn: Pricing of the product is not a single reason meant for
customer churn. This is essential for M&S to reach customers by increasing their brand

awareness in marketplace. This turn to impact in reduction of customer churn in effective
and essential manner.
 Decrease negative word-of-mouth: Satisfied customers helps business organisation in
reducing of negative word-of moth. This is essential and significant for company in
decreasing of negative word-of-mouth. Thus, it is a responsibility of M&S to provide
quality products or services to their customers as it turns to impact in reducing of
negative word-of-mouth.
 Retaining customers is cost effective: This is another significance of satisfied customers
that will helps business organisation in achieving of competitive advantages in less period
of time (Tzeng and et. al., 2021). The cost of obtain new clients is 6-7 times more than
recalling existing customers. Therefore, satisfied customers are important for growth and
success of M&S.
 Gets repeat business: Satisfied customers helps in improving business growth
repeatedly. Higher satisfaction among customers facilitate in attracting of new customers
towards the brand that result in increasing sales and profitability in less period of time.
 Differentiate from competition: Customer satisfaction towards the brand helps in
making brand more strong. In this competitive word, larger number of competitions that
has negative impact on particular organisation. Therefore, it is a role and responsibility of
M&s to provide quality in their products or services that result in reduction of
competition.
Theme 3: Effective ways for increasing customer's satisfaction level
From the above used articles, magazines, publication research etc. sources for literature
review, it has been determined that increasing customer's satisfaction level is significant for
company. This helped them in boosting of brand image and increasing of sales ratio easily.
Therefore, it is significant for company to increase satisfaction level among customers. For
literature review, different ways suggested by authors about the increasing customer satisfaction.
These ways are get to know customers, foster customer-centric culture, keep eye on what
customers say on social media, build your brand awareness, be responsive and many others. All
these are considered more essential and important ways for increasing customer satisfaction. By
increasing customer satisfaction, company can easily have achieved competitiveness in

marketplace. Therefore, for achieving this objective, secondary sources are important for
investigator. Thus, this objective achieves by investigator in successful manner.
There are many ways that help in improvement of customer's satisfaction level such as;
Market research: This technique helps in determining the needs of customers. It further
assists the management of an organisation to made appropriate change in their approaches and
offerings to ascertain the trust of customers.
Fulfilling market needs: This is the technique of advancing organisational operations
according to the change in market and requirements. This help in building customer demands
according to the newly provided offerings (Gautam and Sharma, 2017).
Increase brand awareness: This is important for company to increasing their brand
awareness because this will help them in increasing of customer satisfaction towards the brand.
For this, company can use social media marketing because it helps in attraction of larger base of
customers within less time. This turn to facilitate in increasing of sales and improving of brand
image in positive manner.
Study Complaints and Compliments: This is essential and necessary for M&S to
collect feedback from their customers about the product and services. proper study about
customer’s compliments and complaints facilitate in retaining of customers for longer time
period. Thus, it is important and essential for M&S to identify customer’s complaints about the
brand.
Figure 3: How to improve customer satisfaction
(Source: Patel, 2020)
From the above mentioned graph or information, it has been determined that customer
satisfaction is important for each and every business organisation. There are different ways of
improving customer satisfaction discussed in literature review that are explained as below:

Improving branding: This is significant way enhancing customer satisfaction towards
the brand. Around 92% people trust suggestions from family and friends over any other kind of
advertising. Satisfied and happy customers turn out to be their best brand advocates as well as
share their positive view with a favourable word of mouth, which enhance branding. Therefore,
improving branding is important and essential way for enhancing customer’s satisfaction level
towards the brand.
Improve customer lifetime value: Satisfied customers or clients turn out to be their
loyal clients and are linked with their business organisation for a longer time period. To
understand the customer experience as well as measuring feedback through all touchpoints,
company can increase their customer lifetime value (Menidjel, Bilgihan and Benhabib, 2021).
Deliver omnichannel support: This is an important for M&S to communicate all
information about their product and services to the customers. There are various omnichannels
that support company in communicating of information about brand to the customers and in
marketplace. These channels are phone, email, liveChat, online portal, skype, slack, feedback
messenger, in person etc. All these are essential and valuable channels that support company in
delivering of information regarding the products or services, offers etc.
Theme 4: Relationship between brand reputation and customer satisfaction in context of
M&S
From the secondary information completed on the impact of branding on customer
satisfaction, it has been analysed that the branding has positive relationship with customer
satisfaction in context of Marks and Spencer. It is accepted that positive brand image contributes
to improve and increase customer loyalty or satisfaction and also, customer satisfaction or
loyalty has great roles in building strong brand image of an organisation. It is therefore, branding
is important for companies to gain lifetime customer loyalty and higher satisfaction that leads to
gear up organisational efficiency. Therefore, branding has positive and long-time relationship
with customer that turn to helps company in retaining of loyal customers for long time. This will
be essential and significant for M&S in improvement of its growth and success as well as in
achievement of competitive advantages successfully and effectively. From the used articles, it
has been discussed that brand image enables the customers to know their desires, wants and
needs which can be satisfied via brands, it also differentiates brand from its competitors. Brand

image is one of the most essential assets of the company because it helps them in attraction of
larger customer base and also in attainment of valid outcomes easily (Gautam and Sharma,
2017).
Figure 4: Relationship between brand reputation and customer satisfaction
(Source: Kamakar, 2017)
From the above mentioned information or graph, it has been determined that there is a
positive relationship between brand reputation and customer satisfaction. These importance of
customer recognition, customer loyalty, credibility, gives confidence, consistency, attract talent
etc. All these are major benefits of brand reputation in increasing customer satisfaction.
Therefore, some are described as below:
Customer recognition: This introduces to the acknowledgment of a person who purchases a
product or services from business organisation. Customer recognition helps M&S in
improvement of its growth and success (Amegbe, Dzandu and Hanu, 2021). This is essential for
M&S to recognise their customers and provide accurate data regarding the product. As it
identified, brand reputation has positive relationship with customer satisfaction.
Customer loyalty: It is significant for company to increase customer satisfaction towards
the brand or product. It is the output of positive customer experience, customer satisfaction and
the overall value of products or service a customer receives from an organisation.

Gives confidence: Provide confidence to the customers about business services and
products. Company provide chance to the customers to provide their view about the products or
services with more confident manner. This is essential and important for company in improving
of their brand equity and brand reputation. This turn to impact in increasing of sales and
profitability within less period of time (Memon, 2021).
Conclusions
From the above mentioned results and findings, it has been concluded that branding is
more important part of the business success and growth. This helped company in increasing of
customer's trust and also retaining them for longer time period. It has been concluded that
majority of respondents had knowledge regarding the importance of branding. These
significances are leads to customer loyalty, helps in attracting of idea client and leads to
returning customers and referrals. Therefore, branding is important for company in improvement
of its success and growth at international level. There are different ways that helped an
organisation in building of its strong brand such as identification of key audiences, determination
of critical business goals, defining brand persona and development of key messaging. These
ways supported an organisation in development of strong brand in marketplace. Along with this,
there are number of effective brand building strategies used by company for attracting loyal
customers. These are defining brand, differentiating and positioning of brand, building and
exposing brand and many others. These helped in identification of the relationship between
branding and customer satisfaction. Thus, branding has positive relationship with customer
satisfaction. Satisfied customers played an important role within an organisation in different
ways such as increased sales, improved brand image and improved profitability and productivity.
Different and effective ways also followed by company for increasing satisfaction level among
customers. These are offering of proactive customer services, study regarding complaints and
compliments and development of customer services communities. These are more effective and
significant ways for company in improvement of customer's satisfaction level.
Therefore, branding helped company in attraction of loyal customers that results are
increased sales, improved brand image, higher profitability and productivity etc. Thus, without
branding, it is not possible for company to increase the number of loyal customers and also in
improvement of brand image.

Along with this, different methodologies used for attaining each objectives of the
research projects. These methodologies are deductive approach, positivism research philosophy,
survey strategy, questionnaire as a research instrument, cross-sectional time horizon etc. All
these are useful and valuable methodologies that helped researcher in accomplishment of
research aim and objectives. Different number of secondary sources also used by researcher for
gathering secondary information for literature review. These sources are articles, books, journals,
magazines etc. These are useful sources and facilitated in achievement of aim and each objective
of the dissertation in successful manner.
Recommendations
From the above findings and analysis, it has been recommended that without branding,
company cannot attract customers and not increase their profitability level. There are some
recommendations to the M&S which will be explained as below:
Following social media platforms: M&S must follow social media platforms such as
Facebook, Instagram, YouTube etc. These are considered major platforms that will be essential
for M&S in increasing of awareness among customers about their products and services.
Promotion of the brand through social media will be essential and significant for Marks &
Spencer in enhancement of its brand image and also attraction of larger base of customers.
Collecting feedbacks from the customers: This is an another way that will be used by
M&S for increasing number of loyal customers and also improving their brand image in
marketplace. For this, company must collect feedbacks from the customers about the product and
services. This will support company in identification of the customer's requirement about the
product, services and brand. This will be important for organisation in achievement of
competitive advantages and long term goals and objectives successfully.
Providence of quality products and services: This way will help Marks and Spencer in
improving satisfaction level of customers. This will be essential for company to give quality
products and services to the customers according to their requirements. This turn to help
company in increment of its sales and profitability.
Provide discounts and other benefits: M&S must provide discount to loyal and regular
customers that will support in retaining of loyal customers for long time that results in higher
success and growth at marketplace. This will further support company in attainment of
competitive advantages easily and successfully. This increase the loyalty and trusty among

customers towards that brand that also assist an organisation in enhancement of brand image at
national as well as international place.

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