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

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