Analyzing Customer Service for Sales Growth: M&S Case Study

This research design proposal, focusing on M&S, investigates the critical role of customer service in boosting sales and overall business success. The study aims to examine the concept of customer service, identify factors that retain satisfied customers, and analyze how customer service enhances sales performance at M&S. The methodology involves an inductive research approach, employing both primary and secondary data collection methods. Primary data will be gathered through probability sampling, specifically targeting 30 respondents, while secondary data will be sourced from various publications. The data analysis will involve questionnaire methods to interpret findings, utilizing tools like tables and charts. The proposal also emphasizes ethical considerations, including confidentiality and time management. The research seeks to provide insights into how customer service impacts sales and contributes to a company's brand value, offering practical and academic perspectives.

RESEARCH DESIGN
PROPOSAL
(PART 1)

Table of Contents
SUBMISSION 1: RESEARCH DESIGN PROPOSAL..................................................................1
Chapter 1: Introduction ..........................................................................................................1
Chapter 2: Research Methodologies.......................................................................................2
Chapter-3 Data Analysis.........................................................................................................5
Chapter-4 Ethics, Values, Referencing and Presentation ......................................................6
REFERENCES................................................................................................................................8

SUBMISSION 1: RESEARCH DESIGN PROPOSAL
TITLE: “To examine the importance of customer service in enhancing sales of
business. A case study on M&S.”
Chapter 1: Introduction
Customer service consist a set of policies which govern how a firm make
interaction with clients, way to greet them and handle their complaints for a particular
product. Since success of business and service delivered to customers are considered
as co-related with each other. Therefore, it is necessary for organizations to concern
more on way to deliver best services at marketplace because well established brands
shows how effectively a firm serve its customers (Korschun, Bhattacharya and Swain,
2014). As per increase in competition, companies are now focusing to hire right
employees at workplace who are capable to provide effective service to customers and
handle their problems as well.
Meaning of customer service may vary with nature of business in which a
company deals in that indirectly shows brand value. It assists people to purchase
services from a well established enterprise and satisfy their desires. A brilliant example
in this section is M&S which deals in retailing sector. It is one of the branded retailer
company of UK which offer a wide range of trendy clothes, home products and some
luxury eatables like Salmon, Beef, Cake, Sandwiches etc. With the help of latest
technologies like CRM (Customer Relationship Management) Software, Bar Code
Scanning, EDI (Electronic Data Interchange) and more, this enterprise has made the
shopping experience more easier for customers. It has near about 979 stores in world
where everything is driven by technology and skilled staff to serve best services to
customers on time.
This research is mainly focusing on the importance of customer service and its
role in business. It provides various benefits to a company in increasing sales
performance and brand value. For this evaluation, different views of various authors and
writers are taken. Moreover, the aim of this investigation is that to measure all over
concept of work/service related to customers and factors which aid a firm in retaining
consumers. This would help in obtaining positive outcomes for success of business. In
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terms of academic and practical perspective, research on customer service is quite
interested because it provides a key to a successful business. Moreover, this project
also shows ways to convert unhappiness of customers into happy by treated them fairly
and appreciated by business.
Aims: “To examine the importance of customer service in enhancing sales of
business”. A case study on M&S
Research Objectives:
 To examine the concept of customer service
 To determine the factors which help in retaining satisfied customers
 To analyze the importance of customer service in enhancing sales of M&S
Research Questions: What is the concept of customer service?
 What are the factors that help in retaining satisfied customers?
 What is the importance of customer service in enhancing sales of M&S?
Chapter 2: Research Methodologies
Research methodology can be taken as a technique which aid in identifying,
selecting and analyzing data related to set topic (Gaiardelli and et. al., 2014). Every
single investigation requires this section because it helps in reaching near to desired
goal. Proper conduction of this section may lead researcher to draw favorable outcomes
or can solve problems in much effective and efficient manner. In present research
report, it is much necessary for investigator to select a proper design, approach, method
and many other things so that conduction of investigation can be done in much effective
manner. Some of its elements are given beneath:
Research approach:
This section of research methodology plays a crucial role which helps in covering
whole investigating area. It has been found that investigating approach can get divided
two different but main aspects that are- Deductive and inductive research approach, as
explained below:-
Deductive research: It is being considered as effective approach which starts
with suggestions related to theories along with end result related to investigation
considering confirmation/rejection. It is mostly concerned with testing an existing theory
which generally start with hypothesis. So, researchers are also bound to alter direction
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of study. This theory also generally focus on testing an existing theory based on large
sample of data. Therefore, depth analysis is not possible to be attained under this
approach. Moreover, in deductive approach, some specific aim has to be accomplished
so, it is highly structures as compared to inductive research.
Inductive Research: It is another approach of research methodology which
majorly starts with measurements and perceptions based on theories. It is concerned
through building a new concept (Blázquez, 2014). As this type of research approaches
are associated with qualitative therefore, project makers have to follow up specific set of
rules. Along with this, inductive research is mostly appropriate for small business
projects which provide more scrutinized information about the subject matter. Under this
approach, depth analysis is possible related to a particular topic having small sample.
In order to generate effective and valid outcomes, investigators has used
inductive research methods in present project as this is more efficient for qualitative
research report and assist in gathering certain findings of the report.
Research Methods:
It refers to a tool use to conduct a research on certain topic. It includes various
methods like qualitative, quantitative and mixed where a project maker can choose as
per purpose of research. Concept of these methods can be explained in following
manner:-
Qualitative Research: This is being considered as an approach which helps in
developing a whole new understanding among human and science depending over
feelings and thinking. With the help of this approach, investigator can easily pull out
outcomes on the basis of feeling and other senses. Here, some of major elements like
experience, behaviour, attitude of human beings can help an investigator to draw
favourable outcomes. Non-structured techniques like In-depth interview, group
discussion are most common method of collecting data.
Quantitative Research: Under this type of investigation which depends on a
particular approach i.e. natural science considering all the numerical information along
with facts and figures. With the help of mathematical formulas, computation along with
many statistical figures investigator may easily draw much more authentic outcome in
short period of time. Here, mostly data which is being collected can get divided among
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rank and it can also be carried out in measurement units. Some of its main methods that
can help research to draw outcomes and these are : survey, observation, and many
more like questionnaire. Through this, much authentic outcomes can be carried out.
Types Of Data
Primary data: It is systematic investigation and study of material where various
sources are available to conduct a research on a particular topic (Moriarty and et. al.,
2014). It includes questionnaire, online and offline survey, face-to-face interviews, etc.
where researchers are required to conduct survey by itself. So, primary research usually
consumes much time and costs as compared to secondary research.
Secondary data: This type of research obtain information which has been
already been compiled, organised and gathered by other authors or writers. Secondary
data is generally used by government agencies, trade association and business
organisations to obtain published data. As compared to primary source, this method
gives faster data and consumes less money as well. But in terms of reliability,
secondary methods sometime fails to obtain desired information in adequate manner.
This type of research provide various sources such as articles, magazines, trade
journals, books, newspapers and internet etc. where a researcher can collect desired
information.
This present research is made in qualitative manner. For this purpose, both
primary and secondary data will be used to support the report and provide proper
evidence.
Data Sampling
This is a technique by which statistical analysis is conducted by investigator. For
this, data from population is collected by them to gain information about requirements of
people. Sampling is process which aid data scientists, predictive modelers and data
analysis to frame appropriate findings. For this, small and manageable amount of data
is used to construct and run analytical models easily. Data sampling can also be defined
as a tool to collect, operate and analyze data according to predetermined methods or
procedures (Strupeit and Palm, 2016). Generally, population is large and sampling is
used to collect accurate data from the huge population. In data sampling the cost of
collecting data is low and it is faster than analyzing whole population. Sampling
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represents entire population and it must be drawn randomly. Some steps are involved in
sampling data. For this, one has to choose the population for collection of data, specify
group of people, define method i.e. random or non-random method, identify sample size
and at the end implement the plan to collect data.
These are two types of data sampling which are stated below:
Probability: It is sampling method in which random selection of people are done
by investigator. For this, some procedure is used to assure that all units in population
get equal chance of getting selected. Simple, stratified, systematic, cluster, multi- stage
are various random sampling techniques which are chosen by people in according to
time and funds availability. This helps individual to collect data at good amount and
reliable, as certain pattern is followed. Thus, this increases probability that results are
accurate.
Non-probability: This is another sampling tool in which researcher selects
sample on basis of subjective judgment. In this, all people of the population are not
given chance of getting part in study. This helps researcher in execution of exploratory
study that is pilot survey in which smaller size is taken for survey. This method
effectiveness depend on investigator expertise and interest. Convenience, consecutive,
quota, judgmental, snowball are various techniques by which number of people are
selected on basis defined criteria.
To conduct investigation on present topic, probability sampling method is used
for randomly selecting the number of candidates. Under this process, 30 respondents
are taken who are existing and potential consumer of organization.
Chapter-3 Data Analysis
It is activity by which inspection, cleansing, transforming and modeling of data is
done by researcher. In this project, questionnaire methods will be used to analyze and
interpret the data in order to evaluate the findings which will be done through
interpreting accumulated data. Breaking of activities into smaller elements for evaluation
of individuals benefit researcher to assess data easily. This helps them to discover
useful information through which appropriate conclusion and decision making is
conducted easily. For this, there are different tools and techniques which are used by an
individual for predicting and making interpretations on defined research topic (Hajli,
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2014). Table, graph, chart, correlation and many other tools are used by investigator to
analyze collected data and solve analytical problems. Thus, these are techniques which
help them to make accurate results.
Chapter-4 Ethics, Values, Referencing and Presentation
It is necessary to realise ethical consideration which is crucial part by which
investigator undertake some basic ethics to conduct research authentically (Hajli, M. N.,
2014). There is a clear understanding of all the outcomes as they add values to the
research paper. There are different types of ethical consideration which includes
confidentiality of the information, time management and the complying of the protocols.
It is analyzed that all the practices are linked with the outcomes achieved in order to
gain effectiveness in the research. This research provides a clear understanding about
topic therefore, value is added.
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Timescale and Gantt Chart
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REFERENCES
Books and Journals
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