Relationship Between Brand Reputation and Customer Satisfaction at M&S

This report investigates the relationship between brand reputation and customer satisfaction within the UK fashion sector, specifically focusing on Marks & Spencer (M&S). The study begins with an introduction outlining the research aim, objectives, and questions, followed by a literature review that explores the importance of branding for M&S, the significance of customer satisfaction, and the connection between branding and customer satisfaction. The research methodology section details the approach taken, including the use of interpretivism philosophy and qualitative data collection methods. The results are analyzed using thematic analysis, leading to conclusions and recommendations. The report highlights the impact of brand reputation on customer satisfaction and the effective ways M&S can increase customer satisfaction levels. The findings contribute to understanding the importance of branding in the retail sector and its influence on customer loyalty and market share. The study also discusses the structure of the dissertation, including the introduction, literature review, research methodology, data analysis, and conclusions and recommendations chapters. The literature review examines branding strategies, customer satisfaction measurements, and the impact of a strong brand image on customer loyalty and market presence. The report emphasizes the importance of addressing customer dissatisfaction issues and the value of branding expertise in the retail industry.

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