Customer Satisfaction Through Social Media Marketing: A Report

This report investigates the impact of social media marketing on customer satisfaction, using Marks and Spencer as a case study. The research employs a quantitative approach, utilizing questionnaires and data analysis to evaluate the influence of social media on customer awareness, decision-making, product quality, and revenue. The methodology includes an inductive research approach and the interpretivism philosophy to gain a deeper understanding of the subject matter. Findings indicate that social media marketing enhances customer satisfaction by improving product quality and establishing effective relationships with consumers. The report concludes that social media marketing significantly contributes to increased revenue and customer satisfaction within the organization. The study reviews relevant literature and presents data analysis through graphical representations, providing a clear overview of the research findings.

CUSTOMER
SATISFACTION

TABLE OF CONTENT
TITLE.............................................................................................................................................1
Research Aim...............................................................................................................................1
Research Objectives.....................................................................................................................1
Research questions.......................................................................................................................1
Scope of the study........................................................................................................................1
RESEARCH METHODOLOGY.................................................................................................1
Introduction..................................................................................................................................1
Research Approach......................................................................................................................2
Research Philosophy....................................................................................................................2
Research Design..........................................................................................................................2
Research type...............................................................................................................................3
Sampling......................................................................................................................................3
Data collection.............................................................................................................................3
Data Analysis...............................................................................................................................4
Findings and Conclusion.............................................................................................................6
REFERENCES..............................................................................................................................7
APPENDIX......................................................................................................................................8

TITLE
Customer satisfaction through social media marketing
Research Aim
“To evaluate customer satisfaction through social media marketing : A case study of
Marks and Spencer”.
Research Objectives
It is required to frame certain research objectives so that main research problem or issue
can be addressed in an effective manner (Blut and et.al., 2015). In this context, following
research objectives have been mentioned for attaining main aim of present research:
 To evaluate customer satisfaction through social media marketing.
 To assess impact of social media marketing on decision made by customer.
 To analyse the role of social media marketing in improving quality of product.
 To evaluate the importance of social media marketing in enhancing revenue of
firm.
Research questions
 How social media marketing helps in attaining customer satisfaction.
 How customer can get aware by social media marketing done by Marks and Spencer
 How customer decision making can be influenced by social media marketing (Lewis,
2015).
Scope of the study
This study provides reader with insight knowledge of how social media can help in
gaining customer satisfaction. By the support of present study, reader can have practical
knowledge about the use of social media marketing in Marks and Spencer in order to enhance
customer satisfaction.
RESEARCH METHODOLOGY
Introduction
In this part discussion will be related to tools and techniques that has been used for
collecting, evaluating, identifying and analysing data. Research methodology helps scholar in
providing ways and methods with the help of which particular study can be conducted and
managed (Blut and et.al., 2015). It supports researcher in having the most desirable results
against research aim. Path-holes that has been addressed in this section are research approach,
1

philosophy, design, research type, data collection, sampling, data analysis and many other related
parts.
Research Approach
It is the most important aspect for scholar to determine research approach. Research
Approach helps scholar in identifying and analysing the ways through which results can be
obtained. There are mainly two approaches inductive and deductive (Lewis, 2015). By seeing the
present nature of report inductive approach will be used by scholar to conduct the study. This
approach will be used in order to get the most appropriate results. In this approach Data will be
collected from the employees of Marks and Spencer. It will help in gaining relevant and
appropriate data. Inductive research will help scholar in realising the impact of social media
marketing in gaining customer satisfaction.
Research Philosophy
Research philosophy act as an assumption towards research through which research
progressed in a desired manner and also it aids in deciding upon the research methods. However,
there are various philosophies from which one can be incorporated in research considering the
need of results and research issue (Sengupta, Balaji and Krishnan, 2015). Interpretivism
philosophy will be selected by scholar in order to get the most accurate and appropriate research.
It will help researcher in having the better insight of the subject matter. By the help of this
philosophy scholar will be able to perfectly evaluate about the impact of social media marketing
in customer satisfaction and decision making process.
Research Design
Research Design is a way that supports scholar in determination and evaluation about the
nature of report (Sengupta, Balaji and Krishnan, 2015). The design that will be used by
researcher in the present study is descriptive design. There are various types of design that
includes exploratory, descriptive and others. Exploratory design helps researcher in knowing
about the real problems or issues that exists in the organization. Descriptive design is when
situation in an organization is been analysed without possessing any control over the subject
matter (Fornell, Morgeson and Hult, 2016). It will also help in identifying the level of social
media marketing in influencing customer satisfaction.
2

Research type
It is the most important aspect for researcher to know about the research type which is
going to be implemented in the study. This will help scholar in having the appropriate and
specific result. There are two components of research type which includes qualitative and
quantitative approach (Sengupta, Balaji and Krishnan, 2015). Quantitative type is basically
collecting of the information with help of mathematics calculation or through some statistical
ways or approaches. Qualitative research type consists of determining results with the theoretical
description of the subject matter. Considering the nature of present study quantitative method
will be used by scholar to determine the results related to impact of social media marketing on
customer satisfaction. For this information related to findings will be provided in a statistical
way with the help of use of graph and primary research method like questionnaire.
Sampling
It is very important for scholar to do sampling. This part segregates population in an
effective way so that desired results can be obtained. By considering the present nature of the
study simple random sampling method will be selected by researcher. It is selected so that
randomly participants can be chosen that reduces baisedness in the study. In present research 10
employees will be selected on random basis from Marks and Spencer organisation.
Data collection
It is very important to collect the data related to the study as it is the basis of the study. It
helps in getting findings and reaching to the ultimate consumers. There are two type of methods
from which data can be collected which includes primary and secondary data. Primary data is
basically raw data that is authentic and reliable. Secondary data is the prepared information that
can be used in conducting study (Martinaityte, Sacramento and Aryee,2015). It includes
collection of information from published material like books, journals and articles. Both primary
and secondary data will be used in the study. In the present study primary data will be gathered
from different methods like questionnaire and interview. Secondary data will be collected by
reviewing various books, journals and articles (Fornell, Morgeson and Hult, 2016. The data that
will be collected for the study are been gathered from the authentic and relevant articles.
Published articles that will be selected are from recent five years. Search will be made using
English language only. Also keywords like Marks and Spencer, social media marketing will be
3

used. 10 employees from Marks and Spencer will fill the questionnaire form and also be
interviewed.
Data Analysis
Analysis of data is also very important in order to get desirable results. By analysing
information key inferences can be obtained (Martinaityte, Sacramento and Aryee,2015). Data
analysis can be done with the help of two methods that includes qualitative and quantitative.
Quantitative method in which various type of test has been implemented in order to find the
result. In this method statistical tools and test is been used. Qualitative data analysis includes
doing evaluation of theories. By considering nature of present study quantitative method will be
used. This method is used in order get the correct and accurate results.
Theme 1: Social media marketing has increased customer satisfaction
Interpretation: From the above graph, it can be interpret that 8 employees believe that social
media marketing has increased customer satisfaction (Fornell, Morgeson and Hult, 2016). While
2 employees do not believe in that. So it can be analysed that social media marketing has helped
Marks and Spencer in increasing the satisfaction of customer.
Theme 2- Social media marketing has enhanced awareness among customer
4

Interpretation: From the above graph, it can interpret that 7 employees believe that Social media
marketing has enhanced awareness among customer. While 3 workers have a negative review for
it. So it can be analysed that in order to rise the awareness Marks and Spencer will make use of
Social media marketing.
Theme 3-customer satisfaction has improved by enhancing quality of product
Interpretation: From the above graph it can be analysed that 8 employees believe that customer
satisfaction has improved by enhancing quality of product. While 2 is not satisfy with the above
statement. It presents that by increasing quality of product Marks and Spencer can achieve
customer satisfaction.
Theme 4: social media marketing has increased revenue of enterprise
Interpretation: From the above graph, it can interpret that 6 employees has said yes related to
increase in revenue with the help of achieving customer satisfaction and social media marketing.
While 4 do not believe in the above mentioned statement. To increase the revenue Marks and
5

Spencer have to make sure that the quality of product has been enhanced and customer
satisfaction is been achieved.
Theme 5: customer satisfaction is enhanced through promoting products via social media
marketing
Interpretation: From the above graph, it can interpret that 7 employees believe that customer
satisfaction is enhanced through promoting products via social media marketing. While three do
not believe about the same. Marks and Spencer have achieved customer satisfaction by
increasing the quality of product.
Findings and Conclusion
From the above statically graph it has been summarised that customer satisfaction has been
improved by increasing the quality of product. It has also been increased by making use of
social media marketing. Also it has been derived that social media marketing has helped
company in establishing an effective relationship with consumers. Also it can be derived
that through social media marketing revenue of organisation has also been increased.
6

REFERENCES
Books and Journals
Blut, M. and et.al., 2015. How procedural, financial and relational switching costs affect
customer satisfaction, repurchase intentions, and repurchase behavior: A meta-
analysis. International Journal of Research in Marketing.32(2). pp.226-229.
Martinaityte, I., Sacramento, C.A. and Aryee, S., 2015. Human resource practices and customer
satisfaction: Test of a multilevel model. In Academy of Management Proceedings(Vol.
2015, No. 1, p. 13100). Briarcliff Manor, NY 10510: Academy of Management.
Sengupta, A.S., Balaji, M.S. and Krishnan, B.C., 2015. How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research.68(3). pp.665-674.
Fornell, C., Morgeson III, F.V. and Hult, G.T.M., 2016. Stock returns on customer satisfaction
do beat the market: gauging the effect of a marketing intangible. Journal of
Marketing.80(5).pp.92-107.
Sherry, M., 2016. Significance of Customer Satisfaction. International Journal of Research in
Finance and Marketing, 6(11). pp.166-169.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice.16(4). pp.473-475.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Online
Research methodology. 2013 [ONLINE] Available through: < https://libguides.wits.ac.za/c.php?
g=693518&p=4914913>
7

APPENDIX
QUESTIONNAIRE
1. Do you think social media marketing has increased customer satisfaction?
Yes
No
2. Do you think social media marketing has enhanced awareness among customers?
Yes
No
3.Do you think customer satisfaction has improved by enhancing quality of product?
Yes
No
4. Do you think social media marketing has increased revenue of enterprise?
Yes
No
5. Do you think customer satisfaction is enhanced through promoting products via social media
marketing?
Yes
No
8