Dissertation: Loyalty Cards, Trustworthiness, and Brand Perception

This dissertation investigates the relationship between customer loyalty cards and brand trustworthiness, focusing on a case study of Marks and Spencer. The study aims to analyze how loyalty programs, specifically the Sparks loyalty card, impact customer perception, brand image, and customer satisfaction. The research employs a descriptive research design and quantitative research techniques, including surveys of Marks and Spencer managers, to collect and analyze data. The dissertation explores the concept and terminology of loyalty card programs, their significance in business, and the benefits of the Sparks loyalty card. It also examines the relationship between loyalty cards and trustworthiness, proposing hypotheses about the positive impact of loyalty programs on brand image and customer trust. The study includes a literature review, research methodology, data analysis, and conclusions, offering recommendations for improving customer loyalty and brand trustworthiness within the organization. The dissertation provides a comprehensive overview of the subject, incorporating relevant theories and concepts to assess the effectiveness of loyalty programs in fostering customer loyalty and building a strong brand image.

DISSERTATION
(Relationship between loyalty cards and trustworthiness
towards a brand)

Acknowledgement
I would like to acknowledge my sincere thanks to my parents and superviser who
has provided guidance and motivation for me and continuously offered her full
support to help me overcome any difficulties, thus allowing me to submit a
comprehensive report. I am grateful to everyone who gave their time to complete a
questionnaire, as without them I would have no data.
Keyword: Customer loyalty card, trustworthiness, brand image, customer
satisfaction, Marks and Spencer

Abstract
Customer loyalty card is that way through which company can gain effective customer
loyalty toward the brand. A loyalty card is a plastic card that some shops provide to regular
customers. While customers buys something from the store or shop then each time points are
electronically stored on their card and can be exchanged later for the good and services This is
considered as most significant aspect in the entire dissertation that supports the investigator in
identifying the criteria to conduct the study. In the present research study, researcher will apply
the descriptive research design for conduct the investigation in the most significant aspect. In
addition to this, investigator will apply quantitative research techniques for analyse the
relationship between the customer loyalty card and customers trustworthiness toward the brand
with respect of Marks and Spencer. In this current study, scholar will apply primary data
collection under which survey will conduct for the 25 manager of the Marks and Spencer. The
major objective of the survey is to collect the information about the Spark loyalty card of the
Marks and Spencer organisation. Researcher will take the support of various models, theories
and concept about the subject that help in analysing the information.

Table of Contents
TITLE OF DISSERTATION...........................................................................................................6
1 Introduction..................................................................................................................................6
2 Research Aim................................................................................................................................7
2.3 Rationale of the study.......................................................................................................8
2.4 Chapter structure..............................................................................................................8
3 LITERATURE REVIEW...........................................................................................................10
3.1Introduction.....................................................................................................................10
3.2 Concept and terminology of Loyalty card programmes.................................................10
3.3 Significance and role of the customer loyalty program in the business enterprises.......12
3.4 Types of Loyalty programmes........................................................................................13
3.5 Relationship between the customer loyalty card and trustworthiness toward the brand 14
3.6 Benefits of Spark Loyalty card of Marks and Spencer...................................................17
4 RESEARCH METHODOLOGY................................................................................................18
4.1 Introduction....................................................................................................................18
4.2 Research Philosophies....................................................................................................18
4.3 Data collection................................................................................................................19
4.4 Research approach..........................................................................................................20
4.5 Research techniques.......................................................................................................20
4.6 Research design..............................................................................................................21
4.7 Sampling.........................................................................................................................21
4.8 Ethical considerations.....................................................................................................21
4.9 Validity and reliability....................................................................................................22
5 DATA ANALYSIS AD INTERPRETATION..........................................................................23
Introduction..........................................................................................................................23
Data analysis.........................................................................................................................23
Regression......................................................................................................................................28
5 CONCLUSION ..........................................................................................................................32
6 RECOMMENDATIONS............................................................................................................34
REFERENCES..............................................................................................................................36

TITLE OF DISSERTATION
To assess the relationship between loyalty cards and trustworthiness towards a brand: A case
study on Marks and Spencer
1 Introduction
In the today's world every business entity desires to gain the competitive advantage and
success in the competitive business environment. In order to gain effective success and market
share, corporation design such effective strategies and practices through which firm can improve
its performance in the market. As customers is a kind of market because entire success of the
company is largely depending upon the effective customer satisfaction. Thus, it is very important
for the company to make such effective strategies through which corporation can attract large
numbers of customers (Preston-Shoot and Kline, 2012). Furthermore, it is also very important to
design such attractive and innovative programs through which large numbers of customers can
attracted toward the firm. It can be said that loyalty program is a structured marketing strategies
which developed by the company to attract and encourage customers for regular shopping at the
organisation. A loyalty card also known as the reward card, point card, advantage card or club
card (Bringle, Hatcher and Jones, S.G. eds., 2012). Thus, it can be said that these criteria for
sales the product and services is one of the best way by which company can attract new
customers and make satisfy the existing customers. With help of this customer loyalty toward the
brand can also increase.
In the current dissertation, the major aim is to assess the relationship between loyalty
cards and trustworthiness towards a brand with respect of Marks and Spencer. It is one of the
most leading retail outlet in the UK. It has several customer's product and services in the market
through which it has developed strong brand image in the market. Marks and Spencer have 979
stores throughout the UK and 454 international stores (Rasheed, 2013). It produced high quality
of good and services through which it has able to set its distinctive image in the market. In
respect to the customer loyalty program and reward, it has made special arrangement through
which it has successfully gained the customers likes and their loyalty toward the brand (Cozby
and Bates, 2015). Marks and Spencer launched customer loyalty card which name is Sparks
loyalty card to reward members with early access to online sales and daily prices draws.
In the current study, the major aim of the researcher is to assess the relationship between
the customer loyalty card of the Marks and Spencer and trustworthiness toward the brand. For

attain this objective researcher have applied quantitative research techniques along with primary
data collection.
2 Research Aim
The aim of this study is to analyse the relationship between customer loyalty cards and
trustworthiness in a brand: A case study on Marks and Spencer. As there is a direct relationship
between the customer loyalty card and trustworthiness because if company provides customer
loyalty card to its customer then it creates interest and loyalty among buyer regarding brand.
Customer loyalty card directly affect mind and perception of customer regarding the brand and
its product and services through which they bound to come within same brand again and again.
Organisations design its customer loyalty card in order to enhance the relationship with core
customers. Firms can easily collect, hold and analyse customer’s data by providing this loyalty
program to its customers with help of attractive and effective customer loyalty and reward
program, company can attract new customers interested in deals. In addition to this, loyalty
program can induce customers to buy higher priced products from the organisation. Researcher
desires to acknowledge the relationship between customer loyalty card and customer
trustworthiness toward brand. With help of this study, researcher can get detail that how
customer loyalty card affects the customer loyalty regarding brand.
2.1 Research Objectives
 To understand the terminology of customer loyalty card program and its significance in
the organisation. A systematic meaning and terminology of customer loyalty card and its
impact in the company. In addition to this, customer loyalty card program helps to
company in attracting customer and retain them for long time.
 To evaluate the significance of the customer loyalty card program to create the
trustworthiness of customer toward the brand. In addition to this, how customer loyalty
card helps to organisation in developing trust and loyalty among customers so as they
likes to use same brand again and again. Furthermore, how customer loyalty card helps
to company in retain the customer for long time so as firm can improve its brand image
in the market.
 To analyse the advantage of the Marks and Spencer's Spark loyalty card for both
organisation and customers. In addition to this, various benefits and its role of Marks and
Spencer company's customer loyalty card. How Marks and Spencer loyalty card helps to

company in increase its profitability and retain customer for long time. In addition to this,
how this card helps to customer in enjoying several advantages regarding discount and
offers.
 To determine the relationship between the relationship between loyalty cards and
trustworthiness towards a brand. The impact of customer loyalty card and its impact on
customer trust and loyalty .Recommendation for improve customer loyalty within the
organisation by organise customer loyalty program and event. Strategies to improve
trustworthiness among buyers so as they can purchase commodity from same brand.
2.2 Research Hypothesis
This paper defines the relationship between customer loyalty card and trustworthiness toward
brand of company. The following hypotheses are consequent on the basis of the factors that
influence trustworthiness of customers-
HI: There is a positive and significant relationship between customer loyalty card program and
brand image
H2: There is a positive and significant relationship between the trustworthiness and brand image
of the company
H3: There is a positive and significant relationship between customer loyalty card and
trustworthiness.
H4: Customer loyalty card program and trustworthiness are directly associated to one another
and impacts upon the overall image of a brand.
2.3 Rationale of the study
In the recent era, corporation requires gaining competitive advantage and sustainability in
the market for long time. For attain this target, firms develop several kids of distinctive policies,
practices, strategies and program through which it can gain the large numbers of customer
attention. In this aspect, customer loyalty card is one of the strategy through which company can
gain the large numbers of customer attention (Gioia, Corley and Hamilton, 2013). Researcher has
huge interest in this topic as they want to explore their theoretical knowledge into the practical
aspect that is why this topic has been selected as a dissertation subject.
2.4 Chapter structure
In order to accomplish the dissertation, researcher have to follow a systematic structure.
This structure of dissertation are as follows-

Chapter 1: Introduction
It would be introducing the chapter in which researcher will give overview about the meaning
and importance of the customer loyalty card program in the dissertation. With assistance of the
introduction chapter, researcher can provide the overview about the proposed study and its
various aspects such as rationale, significance, main objective, aim, research questions etc.
Chapter 2: Literature review
This is another crucial chapter that provides the detail understanding and knowledge about the
research topic. In this chapter, several kinds of themes can be created according to the objective
of research topic.
Chapter 3: Research Methodology
This is another one of the crucial chapter that describes various tools and techniques that can
used by the scholar in addressing the right solution of the research problem. With assistance of
this chapter, researcher can apply several techniques for achieving the proper solution and
effective result of the problem. In the current study, researcher will apply quantitative technique
along with primary data collection.
Chapter 4: Data analysis
In this chapter, scholar will assess and analyse the information in order to present
information in such manner so as valid solution can easily come out. With help of this chapter,
scholar can interpreter and analyse the information for attain the objective.
Chapter 5: Conclusion and recommendation
This is another one of the chapter that help in concluding the information. It is a last part of the
dissertation in which scholar can summarise the study and give necessary recommendation
related to the subject.

3 LITERATURE REVIEW
3.1Introduction
Once an introduction of the research study has completed in the next chapter scholar will
focus on the literature review. Literature review is one of the essential chapter that provides the
detail knowledge and understanding about the subject. In this chapter, critical statement provided
for establish better understanding about the subject. In order to address this chapter, investigator
have to conduct the secondary research under which information can collect from the secondary
data such as books, journals, online blogs, articles etc., (La and Choi, 2012). In this chapter,
various authors views and statement can include in critical manner. In this current study, the
major aim is to assess the relationship between customer loyalty card and trustworthiness of the
customers toward the brand. Thus, for attain this objective, scholar will focus on the several
themes which designed according to research objective.
3.2 Concept and terminology of Loyalty card programmes
According to the view of Reeves and et.al., (2011) A loyalty card is a plastic card that
some shops provide to regular customers. While customers buy something from the store or shop
then each time points are electronically stored on their card and can be exchanged later for the
good and services. It can be said that loyalty program is a structured marketing strategies which
developed by the company to attract and encourage customers for regular shopping at the
organisation. A loyalty card also known as the reward card, point card, advantage card or club
card. In the contradicting view of Rasheed, (2013) a loyalty card program is an incentive plan
which allows an organisation to collect information about the customers. By this loyalty card,
customer can gain the discounts on products, coupons, points toward merchandise or some other
reward in exchange for their voluntary participation in the program.
In the view of Preston-Shoot and Kline, (2012) loyalty program is a structured marketing
strategies which designed by merchants for attract and encourage customers for continuous
shopping with associated brand. A loyalty card is a card that can collected by the supermarket or
chain store. It can collect by the customers and used to record credit points awarded for money
spend in the store. In the contradicting view of Robra-Bissantz and Lattemann, (2017) customer
loyalty card is a swipe card which is issued by the supermarket or chain store to a customer in
order to record credit points awarded for money spent in the stores. With help of this loyalty
card, customer can get the advantages of discounting upon their order of goods and services with

associated organisation. In addition to this, customer have options to get the incentive and reward
points upon each shopping with help of this loyalty card. It is just a plastic card which can carry
out in the pocket by customers.
Reeves and et.al., 2011 stated that in addition to this, customer can get the advantage of
points and incentive by any stores or branch of the associated company in any city and country.
There is not bound to get the advantage of loyalty card in the particular city and store by which
they have purchased the goods and services. In addition to this, with help of customer loyalty
card, organisation manage the effective relationship with customers and retain them for long time
because in order to get more rewards and incentive, customer may stay loyal with brand. In the
contradicting view of Kassim, N. and Asiah Abdullah, N., 2010 stated that Moreover, customer
do not go with other brand in order to get the product and services in the market. Thus, it can be
said that loyalty card assists to the business enterprise in retaining the customer for long time.
Furthermore, customer loyalty card aids to the company in acknowledging the information and
data about the regular customers who are loyal for the brand.
According to the view of Milner and Furnham, (2017) loyalty program are well designed
and structured strategy of marketing which developed by the organisation in order to motivate
and encourage buyers for regular shopping and sue the services of business associated with each
program. This program aids in encouraging the shoppers to return to stores where they frequently
make the purchases. In some of the incentive, customer have an opportunity to get the new
product and services, additional discounts and buy one get one free offers. In the contradicting
view of Veselova, Tarasova and Kossukhina, (2017) in order to get the loyalty card and for
become the member of loyalty card program, customer have to make registration first with
company. In the registration process, company asks customer name, mobile number, age, gender
etc., and provide unique identifier such as numerical ID or membership card.
In the opinion of Gast and Ledford, (2014) In this customer loyalty program, company
provides two major functions, first is company reward customers for brand loyalty and they
deliver the issuing organisation with a wealth of customer information. With assistance of the
customer loyalty card program, company can easily generate brand loyalty in the mind of
customers who regular purchase the product and services with associated brand. In the
contradicting view of Baines, Fill Rosengren and Antonetti, (2017) stated that brand loyalty is a
pattern of customer’s behaviour through which they are encourage to make repeated purchasing

with particular brand in the market. Organisation often develop various marketing tactics and
strategies to cultivate that loyal buyers by offering loyalty programs, trails, free gifts, loyalty
programs etc.
3.3 Significance and role of the customer loyalty program in the business enterprises
According to the view of Ryu, Lee and Gon Kim, (2012) customer loyalty program is
beneficial for both customer as well as organisation. Both customers and organisation can
beneficial by this loyalty card program as it provides high sales to the company and saving to the
customers. In the contradicting view of Cammarota and Fine, (2010) the major benefit of the
customer loyalty card program is to attract the large number of customers and new customers as
well. A loyalty program offers incentives to the customers for purchasing goods they need
anyway. While any organisation engages with the customer loyalty card program then its major
objective behind this aspect is to enhance the sales and profitability in the market. Marketers and
business owners enjoy loyalty programs because they have the ability to improve customer
retention for a specific operation.
In the opinion of Preston-Shoot and Kline, (2012) Firm can easily sale its older stock
with help of loyalty card program because by these schemes, company deliver incentives and
points to its customer through which they attract for purchasing. This strategy assists in selling
the older stock in frequent manner in the market. While in the market, there are too many
competitors available then customer loyalty card program is that way through which firm can
easily gain sustainability for long time by attract the large numbers of the customers. In the
contradicting view of Gast, D.L. and Ledford, J.R., 2014 stated that with help of customer
loyalty card program, firm can easily develop the distinctive and effective brand image in the
market. In the market, there are numerous brands available in the retail sector which delivers
different product and services to its customers.
In the opinion of Scott and Spouse, 2013) There are too tight competition among these
organisations so customer loyalty program is that tactics in this competitive business
environment through which company can set its own competitive advantage. As per the research
it has been found that there are various kinds of schemes and types available in the loyalty card
program which offer different benefits to customers. Thus, by develop different kind of loyalty
card, firm can deliver different kinds of benefits and advantage to its customers. In order to get
various advantage, buyers can involve in different membership card of the corporation which

makes benefit of firm in the competitive business environment. In the contradicting view Bauer,
(2014) while company develop its customer loyalty card program then it’s have major objective
is to save its cost of business because customer loyalty card program is cost effective. A well
designed customer reward and incentives may highly cost effective approach to boost business.
If any organisation spends a considerable amount on the customer’s incentives, rewards and
benefits program then it may have positive impact on the bottom line.
As per the view of Bauer, (2014) loyalty card program have major role within the
business enterprise is related to the market research. As by offer the loyalty card program to
customer, company can conduct the research about customers. Through this loyalty card
program, company can easily access the customers available in the market and their profession.
This assist to the company in developing the new product and service strategy to develop
competitive advantage in the market. By acknowledging about customer background, it becomes
easily to design the new strategy and tactics for develop effective good will and brand image in
the market. In the contradicting view Reeves and et.al., (2011) stated that loyalty card program
does not just provide the information about customers but also it provides chance to organisation
for become customer happy and satisfy.
Billig, S.H. and Waterman, A.S. Eds., 2016 stated that While customer gets the reward
points, incentive and other advantage by use of loyalty card then customer can become more
satisfied and happy with associated brand. Thus, it can be said that major role of the loyalty
program is to make customer happy and satisfy in the market. In the contradicting view of Billig
and Waterman, (2014) stated that customer loyalty program can beneficial for the organisation in
order to retail the customer and deliver effective customer satisfaction. While organisation
delivers the effective incentives, reward and coupons to the customers then they can more attract
and retain toward the brand. Thus, it can be said that customer card loyalty program can enhance
the customer satisfaction and retention.
3.4 Types of Loyalty programmes
According to the view of Yoshida and James, (2010) loyalty reward programs have
become applicable in several sectors of the businesses. It is a kind of structured marketing efforts
that motivate and encourage buyers for repeated purchasing from same brand. In the retail
marketing, there are various kinds of loyalty program such as loyalty car, reward cards, point
cards, advantage card, club card which identifies the card holder as a member in a loyalty

program. In the opinion of Scott and Spouse, (2013) point system is a most common loyalty
program through which customer can frequently earn points. In addition to this, in this point
system loyalty program, company provides point along with card on the specific amount of
purchase of product and services. This kind of loyalty program is most appropriate for business
that encourage short term buying. In the contradicting view of Worthington, (2017) stated that
gift card or certificates is the best loyalty program for customer through which retail business can
encourage large numbers of customers. In this gift card and certificate option, retailer can have
introduced gift voucher with some amount. Gift card and certificate have some amount of money
which have some time validity. With the available amount in the gift card, customer can
purchase the goods and services more than the cost and enhance the selling of products.
In the contradicting view of Wendlandt and Schrader, (2007) stated that return policy for
loyal customer is another one of the best customer loyalty program that provides confidence to
the customers that they can return the item or good to organisation according to mentioned terms
and conditions. With assistance of this return policy, customer can easily purchase the product
and services because they know they can easily return the product and services due to this return
policy.
In the opinion of Worthington, (1998) frequent buyer program is another one of the best
loyalty card program that help to the organisation in increase the sale of product leading to the
customer loyalty over a period. This program creates the tendency in the customers to make
those counts of purchase or the total purchase value in order to get the offer. In the contradicting
view of SchnÖring and Woisetschläger, (2017) tier system is another one of the most crucial
customer loyalty program that helps to the company in providing small incentives and rewards to
its customers. Tiered programs may work better for high commitment, higher price point
businesses like airline, hospitality business and insurance companies.
3.5 Relationship between the customer loyalty card and trustworthiness toward the brand
According to the view of Yoshida and James, (2010) in the competitive market, there are
various kinds of the organisation which delivers rewards, incentives and customer loyalty
benefits to its loyal customers. In this aspect, customer loyalty card program is that effective
criteria by which customer can get reward points with its along with regular shopping with
associated brand. The major aim of this loyalty card program is to provide the attractive discount
and save their cost along with product and services. By this customer loyalty card program,

company can attract the new customers and retain them in the company for long time. Many of
the customers likes to get the loyalty card because they think they can get attractive discounts
and additional point along with regular shopping. Thus, it can be said that customer loyalty card
program provides the effective satisfaction to its customers through which they can retain in the
brand for long time. As per the view of Yuksel, Yuksel and Bilim, (2010) there is very close and
direct relationship between the customer loyalty card program and trustworthiness along with the
brand because with help of customer loyalty card, company can enhance the trust and believe of
the customer for associated brand.In the contradicting view of Ramanathan, Subramanian and
Vijaygopal, (2017) customer loyalty is the consumer attitude and behaviour to prefer one brand
over all competitors ones. It is defined as a willingness of any customers for purchase company's
goods and services over competitive ones available in the marketplace. Customers can
demonstrate loyalty to price, brand, company and other customers. While customers are
effectively satisfied and happy by using the product and services and they have effective
experience then they would automatically motivate and inspire to purchase the product and
services from same brand in the future.
In the opinion of Eid, M.I., (2011) Customer loyalty is a behaviour and attitude of
customer toward the particular brand. It encourages to the customers to shop more consistently.
Thus, it can be said that in order to gain the loyalty of customer and enhance the customer
loyalty toward the particular brand, it is very important for company to design such strategy and
practices. With assistance of the attractive strategy and practices related to business, it becomes
easy to enhance the customer loyalty. In this manner, customer loyalty program, high quality of
product and services, other promotional strategies are that way through which company can
enhance its customer loyalty.
In the contradicting view of Moore and Sekhon, (2005) the loyalty card is a dominant
tool in various retailer's loyalty programs. It is a prime interface between the retailer's database
and the customers. A loyalty card is a plastic card that some shops provide to regular customers.
While customers buy something from the store or shop then each time points are electronically
stored on their card and can be exchanged later for the good and services. The major purpose of
designing the loyalty card program is to attract the large numbers of customer and retain them
within the firm for long time.

In the perspective of Gay, Mills and Airasian, (2011) With assistance of this program,
customer can engage with brand and make repeated purchasing from the same store. Hence, it
can be said that in order to encourage the customer loyalty toward the brand, customer loyalty
card program is one of the aspect that help to the corporation. With help of customer loyalty
card, organisation manage the effective relationship with customers and retain them for long time
because in order to get more rewards and incentive, customer may be loyal with brand.
Moreover, customer do not go with other brand in order to get the product and services in the
market. With assistance of the customer loyalty card program, company can easily bound to
customer for make repeated purchase with associated brand in the market. In addition to this, it
can be said that customer loyalty program is the best strategy to improve customer loyalty and
customer trustworthiness toward the brand. On the contradicting view of Liu, (2017) stated that
customer loyalty card program assists to organisation in delivering trust and loyalty to the
customer who makes regular purchase to the product and services.
In the opinion of Hart, S., Smith, Sparks and Tzokas, (1999) while company offers the
customer loyalty card facility for its customers then they will encourage and motivate to
purchase product and services with same brand in the future. Thus, it can be said that with help
of loyalty card program, company can develop trust and loyalty among the customer through
which they can make sure to purchase the product and services from the same brand. Thus, it can
be said that customer loyalty program can generate the trust and believe among the customers
toward the brand. In the contradicting view of Dowling and Uncles, (1997) trustworthiness is a
trust, empathy, loyalty among individual toward something. While trustworthiness of individual
toward something is high then they will loyal and honest for something. In the context of
corporation, while customer's have high trustworthiness toward the brand then it makes higher
profitability and sales of the organisation.
According to the view of Billig and Waterman, (2014) An effective trustworthiness among
the customer toward brand can help to organisation in bring effective profitability and sales.
Thus, it can be said that in order to enhance the trustworthiness among the customer, customer
loyalty card program is the best strategy and way by which company can easily gain the attention
and trust of customer. With help of customer loyalty card program, customer can able to attract
the large number of customers and new customers as well. A loyalty program offers incentives to
the customers for purchasing goods they need anyway. In the contradicting view of Fiegen,

(2010.) While any organisation engages with the customer loyalty card program then its major
objective behind this aspect is to enhance the sales and profitability in the market. With
assistance of this program, customer can engage with brand and make repeated purchasing from
the same store. Hence, it can be said that in order to encourage the customer loyalty toward the
brand, customer loyalty card program is one of the aspect that help to the corporation. In the
opinion of Flick, (2011) with assistance of the customer loyalty card program, company can
easily bound to customer for make repeated purchase with associated brand in the market. Thus,
it can be said that there is a direct relationship between the customer loyalty card program and
trustworthiness toward the brand in the market.
3.6 Benefits of Spark Loyalty card of Marks and Spencer
According to the view of Allaway and et.al., (2017) Marks and Spencer has established a
new reward schemes for customers that is known as the SPARK loyalty card. In this card, Marks
and Spencer provides 10 sparks for every £1 spent at M&S.

4 RESEARCH METHODOLOGY
4.1 Introduction
In the entire dissertation, once the literature review has completed then in the next
chapter research methodology can design. It is one of the most crucial chapter in the entire
dissertation through which right solution of the research problem can easily obtain in the right
manner. Research methodology is a procedure for collecting, analysing, interpreting and
assessing the information for obtain the right solution of the research issue. It is refereed as the
criteria through which researcher can gain the solution to the specific problem in an effective and
efficient manner (Smith, 2015). In the research methodology chapter, there are several kinds of
techniques and tools that help to investigator in collecting and analysing the information about
the subject. In a simple word it can be said that research methodology is a procedure under which
information about the subject can collect, analyse, interpret and assess for find out the best
alternative solution of research problem. In this research methodology, there are various kinds of
techniques and tools are included such as research approach, research philosophies, research
design, data collection, data analysis, research technique etc., (Ryu, Lee and Gon Kim, 2012). In
this research methodology chapter, it is very important for the scholar to select right and
appropriate methods and techniques for obtain the right solution of research problem because
wrong selection of research method can negatively influence to research study. In addition to
this, wrong selection of the research method can provide the wrong result of the research study
so it is very important for scholar to select the right research method (Silverman, 2016). With
help of these all techniques of research methodology, scholar can analyse and interpret the
information about the subject for find out the best outcome and result. In the present study, the
major objective of the investigator is to assess the relationship between customer loyalty card
program and trustworthiness towards the brand. Thus, for attain this objective, researcher have
applied quantitative research technique along with primary data collection method. In order to
assess the relationship between loyalty cards and trustworthiness towards a brand with respect of
Marks and Spencer, researcher have followed and applied various techniques and method of the
research methodology which are as follows-
4.2 Research Philosophies
The research philosophies are one of the most crucial method and technique in the
research methodology by which scholar can collect the right solution of research problem. This

is a belief pattern of the researcher which followed in order to conduct the study in more
systematic manner. It is very important for the scholar to select right and appropriate methods
and techniques of research philosophy for obtain the right solution of research problem because
wrong selection of research method can negatively influence to research study. In a simple word
it can be said that research philosophy is an aspect that provides the clear path and way to resolve
the issue of the research study (Taylor, S.J., Bogdan and DeVault, 2015). With assistance of the
research philosophy, scholar can understand the actual issue and problem behind the research
study and find out the best alternative solution of the study. There are major two kinds of the
research philosophies such as positivism and interpritivism.
In the context of positivism research philosophy, researcher can emphases on the observation and
describe elements from the objective point of view. It is a method which aid to the researcher in
obtain the solution by use of authentic and realistic detail.
4.3 Data collection
In the research methodology, data collection is one of the significant part that help to
individual in collecting information about the subject. In the absence of data collection method,
researcher cannot able to obtain the perfect solution of research issue (Yoshida and James, 2010).
Researcher can easily collect the information for the subject with help of this method in the
research methodology. Data collection is a process under which scholar can collect the
information about the subject. There are major two kinds of data collection method that is
primary data collection and secondary data collection. In the research study, while scholar collect
the information by use of primary source such as survey, interview, questionnaire, observation
etc., then it is known as the primary data collection. It is that method which provides fresh
information about the subject to researcher. With help of primary data collection, researcher can
collect the fresh data which is not used by the investigator. Primary data means that information
that is not used by someone in the pastime. With help of this data collection, researcher can
collect views opinion, suggestion and opinion of the individual about the subject. On the other
hand, in the secondary data collection, scholar can collect secondary information from the
secondary sources such as books, journal, online articles, newsletter etc. Secondary data means
that information which have already used in the previous time. With help of the secondary data
collection, scholar can collect the information from the published sources through which they
can collect already used information in the research study. Another major advantage of the

secondary information is that scholar can use the authentic information in their research study by
use of this secondary data collection method. In the present study, the major aim of the scholar is
to assess the relationship between loyalty cards and trustworthiness towards a brand with respect
of Marks and Spencer thus researcher has conducted survey method for collect primary
information about the subject.
4.4 Research approach
The research approach that are used by the Qualitative researchers tends to be Inductive.
It means that the investigation facilitated by the researcher is based on theories or concepts. The
deductive approach is adopted by the investigator for testing the validity of assumptions (Yuksel,
Yuksel and Bilim, 2010). The inductive approach is the significant element that contributes to
the development of new theories. Research approach is defined as the plan as well as procedure
that Comprises stages of broad assumption. It is the detailed method that is used by the
investigator for collection, analysation and interpretation of data.
4.5 Research techniques
Research technique is another one of the most crucial technique in the research
methodology by which right solution of the research problem can obtain in an effective and
efficient manner. With help of the research technique, researcher can easily analyse and assess
the information for obtain the right solution of the research problem (Hill, 2007). In the absence
of research techniques, scholar cannot collect the right solution of research problem about the
subject. If research technique does not apply in the investigation, then it is impossible to obtain
the appropriate solution of the research problem. Research strategy is a tool which applied in the
investigation for getting the effective and efficient result of the scholar (Gay, Mills and Airasian,
2011). There are major two kinds of research techniques that are qualitative and quantitative. In
the qualitative study, researcher can take support from theories, models and concept in order to
collect right solution of research problem. In this aspect, researcher can develop the themes and
analysis can conduct accordingly (Ihantola and Kihn, 2011). On the other hand, in the
quantitative research technique, researcher have to apply some statistical techniques for find out
the best alternative solution of research problem. In the statistical tool includes t-test, anova test,
regression, correlation, co efficient test etc. These all techniques assist to the scholar in testing
hypothesis and getting accurate outcome about the subject.

In the present study, researcher have applied quantitative research technique under which
all information has represented with help of SPSS tools and techniques. In order to analyse the
relationship between customer loyalty card program and trustworthiness toward the brand,
researcher have selected 20 customers of Marks and Spencer for collect information about their
experience about customer loyalty card program. In this SPSS technique, researcher have applied
several methods such as Anova, regression, correlation, co efficient etc.
4.6 Research design
Research design is another significant technique for analyse the information for find out
the best solution of research problem. With help of research design, scholar can easily collect,
analyse and interpret the information about the subject and address the appropriate solution.
There are various kinds of design which are applied in different types of research project (Jung,
Park and Chung, 2016.). It is very important for researcher to select appropriate design because
wrong selection of researcher design can negatively influence outcome of research study. There
are various kinds of research design such as exploratory, descriptive, experimental etc. In the
present study, researcher have applied descriptive research design for analyse the relationship
between the customer loyalty card program and trustworthiness toward the brand.
4.7 Sampling
Sampling is another one of the major method in the research methodology through which
researcher can select some group of people from the entire population. It is a procedure under
which researcher can select some group of people from the whole population in order to collect
information about subject (Franklin, 2012). In the absence of sampling, it is impossible to
conduct the investigation and find out the information about subject. In the current research
study, researcher have applied quantitative research technique under which all information has
represented with help of SPSS tools and techniques. In order to analyse the relationship between
customer loyalty card program and trustworthiness toward the brand, researcher have selected 20
customers of Marks and Spencer for collect information about their experience about customer
loyalty card program.
4.8 Ethical considerations
Ethical consideration is another one of the major concern in the research methodology
which should consider by the researcher at the time of research study. At the time of data
collection and investigation, research should consider some ethics. In this manner, one major

ethic is related to relevant and correct information. All information in the investigation should
related to the topic and subject (Goddard and Melville, 2004). Hypothetical information should
not include in the research study and scholar should include all relevant information related to
the subject. Another major ethic is that scholar should not force to anyone at the time of data
collection. Respondents are free to share their view, opinion and suggestion related to the
research questions. In addition to this, researcher should not do biasness with any respondents at
the time of data collection. Furthermore, another major ethic should follow by the scholar is
related to the plagiarism it means all secondary information should convert in own words.
Researcher cannot copy paste any information from the internet and other books.
4.9 Validity and reliability
Reliability refers to the consistency of measures. It can also be explained as repetition of
the data by using same instruments in many times. It is very important for the researcher to
maintain high level of reliability in the collection of information and obtain the result. Validity
and reliability is another one of the major aspect in the research methodology which is
considered by scholar at the time of data collection and interpretation (Grafton, Lillis and
Mahama, 2011). Reliability issue is associated with the scholar's subjectivity. Validity is another
major aspect for the investigation that assist to researcher in gathering the valid and final result.
It is very important for researcher to collect valid and reliable information about the subject. As
per this aspect, all information should be reliable and valid according to the subject.
In the current research study, researcher have applied quantitative research technique
under which all information has represented with help of SPSS tools and techniques. In order to
analyse the relationship between customer loyalty card program and trustworthiness toward the
brand, researcher have selected 20 customers of Marks and Spencer for collect information about
their experience about customer loyalty card program. At the time of data collection and
interpretation, researcher have considered the aspect of reliability and validity. As all information
which have included in the research study are reliable, valid and appropriate and according to the
objective of study.

5 DATA ANALYSIS AD INTERPRETATION
Introduction
Data analysis and interpretation is one of the major important chapter through which
information can effectively analyse and assess for find out the best alternative solution. With
assistance of this chapter, researcher can effectively analyse and assess the actual outcome of the
study. In this study, researcher have applied statistical technique for interpret the information.
With help of these statistical technique, researcher can find out the results. In this study,
researcher have applied t-test, correlation, regressions etc., in order to analyse the relationship
between customer loyalty card program and trustworthiness toward brand.
Data analysis
Descriptive
Statistics
N Minimum Maximum Mean Std. Deviation
Do you understand the
meaning and terminology
of customer loyalty card ?
20 1 20 1.14 0.57
In your own personal
experience what makes you
loyal to merchant ?
20 1 4 2.15 .988
Have you experienced
about Spark Loyalty card
of Marks and Spencer
20 1 2 1.15 .366
Do you agree that Marks
and Spencer's Spark loyalty
card delivers attractive
discount and additional
points to for its regular
customers
20 1 4 1.65 .875
Which kind of loyalty card
program offered by Marks
and Spencer's customer
loyalty card
20 1 4 2.85 1.226

Are you agree with
statement that Marks and
Spencer loyalty card
provides accurate update
and information about the
product and services
20 1 4 1.70 1.031
Do you agree with
statement that customer
loyalty card program helps
to attract new customers
and retain existing
customers ?
20 1 4 1.80 1.005
Do you agree that loyalty
card program provides
chance to organisation for
become customer happy
and satisfy
20 1 4 1.65 .988
Do you agree with
statement that there is
direct relationship between
customer loyalty card
program and
trustworthiness toward
brand
20 1 4 1.80 .951
Valid N (listwise) 20
Interpretation and analysis: Mean, mode, medium are very effective technique that assist to
scholar in finding an appropriate outcome. From this quest in it has been found that value of
mean is 1.14, that means maximum people understands the meaning and terminology of
customer loyalty card. Thus, from this collected data it has been analysed that majority of
customer have effective knowledge and understanding about the terminology of customer loyalty
card program.
On the other hand, researcher have applied test in order to acknowledge personal
experience of customer what make them loyal to merchant. In the second question mean has
been found 2.15 that mean most of the customer said that Marks and Spencer frequently deliver
its product and services in the market. From the analysed it is found that mean value is 2.15 that
mean many of the respondents have effective experience in the Marks and Spencer due to its
frequent delivery. Thus, from this collected data it has been found that Marks and Spencer

provides the frequent delivery to its customers through which customers are happy with brand.
However, some respondents have effective experience with cited venture due to special discount
and points.
Scholar have applied the descriptive analysis test for identify how many customers of
Marks and Spencer are using Spark loyalty card of organisation. From the collected information
it has been found that mean value is 1.15 that means many of the customers of Marks and
Spencer said yes upon the statement that they are suing Spark loyalty card of Marks and Spencer.
Thus, from this data it has been analysed that Marks and Spencer Spark loyalty is card is
very popular which have been used by many customers for get its benefits and discounts.
Furthermore, researcher have applied the descriptive analysis test for identify that Marks and
Spencer's loyalty card delivers attractive discounts and free points for its regular customers or
not. Thus, from the information it has been found that mean value is 1.65 and standard deviation
is .875 that mean many of the respondents in the data collection said that Marks and Spencer's
Spark loyalty card delivers attractive discount and points to its customers. Thus, from this
collected information it has been found that cited venture provides attractive discount and points
to its customers for retain them within the company.
In addition to this, researcher have applied descriptive statistics in order to identify that
which kind of loyalty card program offered by Marks and Spencer loyalty card. Thus, from the
collected data it has been found that mean value is 2.85 that means Gift card is major customer
loyalty program that offering by Marks and Spencer to its customers. However standard
deviation is 1.226 that mean many of the customers said that major Marks and Spencer provides
gift card along with customer loyalty card program.
Researcher have applied descriptive statistics in order to analyse that Marks and Spencer
provides accurate update ad information to its customer for product and services or not. Thus,
from this collected data it has been found that mean value is 1.70 and standard deviation is 1.031
that mean many of the respondents are strongly agreed upon the statement that company
provides accurate information about its product and services. In addition to this, for analyse
customer loyalty card retain and attract the customer toward the brand, researcher have applied
descriptive statistics through which mean value have obtained 1.80 that mean many of the
respondents are strongly agreed with statement that customer loyalty card program assist to
company in attract and retain customer for long time period. From this section, standard
deviation value is 1.005 that means many of the respondents are strongly agreed with the

statement that customer loyalty card program helps to attract ad influence new customers. Thus,
company should use it for develop its impressive brand image in the market.
Researcher have applied descriptive analytical technique for analysis that how customer loyalty
card program provides chance to organisation for become customer happy and satisfy. Thus,
from the collected data it has been found that mean value is 1.65 and standard deviation is 988.
Thus, from this data it has been analysed that many of the respondents choose first option as they
are strongly agreed with statement that yes customer loyalty card provides chance to organisation
for become customer happy and satisfy. In order to analyse the relationship between customer
loyalty card and trustworthiness toward brand, researcher have applied descriptive analysis
techniques. From this technical implementation it has been found that mean value is 1.80 and
0.951 is standard deviation. Thus, from this collected data it has been found that many of the
respondents are strongly agreed with statement that there is direct relationship between customer
loyalty card and trustworthiness toward the brand.
Regression
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1
Do you agree that Marks and Spencer's Spark
loyalty card delivers attractive discount and
additional points to for its regular customersb
. Enter
a. Dependent Variable: Do you agree with statement that customer loyalty card
program helps to attract new customers and retain existing customers ?
b. All requested variables entered.
Model
Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1
(low
correlatio
n).215a
4% change
.046 -.007 1.009
a. Predictors: (Constant), Do you agree that Marks and Spencer's
Spark loyalty card delivers attractive discount and additional points
to for its regular customers

Interpretation and analysis: From this discussion, the value of the correlation is 215 that is low
correlation between both variables that is dependent and independent. Attractive discount and
additional point is independent variable and attract new customer and retain existing customer is
dependent variable. Thus, it can be said that if company do not deliver attractive discount and
additional points to its regular customer then it will not attract the attraction of new and existing
customer. Thus, it can be said that there is minor fluctuation between the variables. From this
statistical analysis, it has been interpreted that if company provides the attractive discounts and
free points along product and services then it may minor influence and attract the new customer
and retain them.
ANOVA
Model Sum of Squares df Mean Square F S
i
g
.
1
Regression .891 1 .891 .876 .362b
Residual 18.309 18 1.017
Greater the
0.05 means
there is no
significant
difference
between both)
Total 19.200 19
a. Dependent Variable: Do you agree with statement that customer loyalty card program
helps to attract new customers and retain existing customers ?
b. Predictors: (Constant), Do you agree that Marks and Spencer's Spark loyalty card delivers
attractive discount and additional points to for its regular customers
Interpretation and analysis: From this technique, it has been interpreted that dependent variable
is customer loyalty card attract new customers and independent variable is discount and
additional points. By application of one way Anova it has been found that correlation is .362
which is more than 0.05 that mean there is significance difference between two variables. Thus,

from this calculation it has been interpreted that there is not any major impact on the customer
attraction and retain them if company changes its discount and offer attractive points to them.
Coefficients
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.392 .491 2.834 .011
Do you agree that
Marks and Spencer's
Spark loyalty card
delivers attractive
discount and
additional points to
for its regular
customers
.247 .264 .215 .936 .362
a. Dependent Variable: Do you agree with statement that customer loyalty card program helps
to attract new customers and retain existing customers?
Interpretation and analysis: From this section it has been found that dependent variable is
customer loyalty card helps to attract new customers and retain existing customer and
independent variable is attractive discount and additional points. After implantation of co-
efficient test, it has been analysed that once the independent variable is changed then dependent
variable will be changed by 1.392. Thus, from this data it has been found that if independent
variable changes with .247 then dependent variables will be changed by 1.392. Thus, it has been
analysed that while Marks and Spencer provides attractive discount and additional points then it
will not influence customer attraction and their retention.
Regression
Variables
Entered/Remov
eda
Model Variables Entered Variables Removed Method

1
Are you agree with
statement that Marks
and Spencer loyalty
card provides accurate
update and information
about the product and
servicesb
. Enter
a. Dependent Variable: Do you agree with statement
that customer loyalty card program helps to attract
new customers and retain existing customers ?
b. All requested variables entered.
Model
Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .041a .002 -.054 1.032
a. Predictors: (Constant), Are you agree with statement that Marks and Spencer loyalty card
provides accurate update and information about the product and services
Interpretation and analysis: From this section it has been analysed that dependent variable is
dependent variable is customer loyalty card helps to attract new customers and retain existing
customer and independent variable is Marks and Spencer loyalty card provides accurate update
and information. The correlation between these variable is 0.41 that mean there is low
correlation between these two variable thus it has been analysed that while if company provides
accurate information and updates about product and services then it will not affect the new and
existing customers of Marks and Spencer. From this table it has been seen that there is not
effective relationship between these two variables that mean if one variable change then another
one will not reflect.
ANOVAa
Model Sum of Squares df Mean Square F S
i
g
.
1
Regression .032 1 .032 .030 .865b
Residual 19.168 18 1.065
Total 19.200 19

a. Dependent Variable: Do you agree with statement that customer loyalty card program
helps to attract new customers and retain existing customers ?
b. Predictors: (Constant), Are you agree with statement that Marks and Spencer loyalty card
provides accurate update and information about the product and services
Interpretation and analysis: From this section it has been found that customer loyalty card
helps to attract the new customer is dependent variable and attract the new customer is
independent variable. After the application of Anova test, .865 value is obtained that mean
there is no significant difference between the variable. If Marks and Spencer provide
accurate updates and information about its product and services, then it will not affect the
new customers and existing customers. Thus, from this collected data it has been analysed If
company provides the accurate ad updated information to its customers about product and
services then it will not directly affect attraction of new customer and retention of existing
customers.
Co-efficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.733 .453 3.821 .001
Are you agree
with statement that
Marks and
Spencer loyalty
card provides
accurate update
and information
about the product
and services
.040 .230 .041 .172 .865
a. Dependent Variable: Do you agree with statement that customer loyalty card program helps to attract new customers and retain
existing customers ?

Interpretation and analysis: In this calculation it has been found that the independent variable is
Marks and Spencer loyalty card provides accurate and update information about product and
services and dependent variable is attracted new customers and retain existing customers. Thus,
by application of the coefficient method upon these two variables it has been found that while
independent variable change by 0.040 then dependent variable will be changed by 1.733..It can
be seen from the table given above that coefficient variable is raised up by 1.733 and level of
significance is 1.06.This mean there is no significant difference between the dependent variable
which is marks and raised hands as value of level of significance is 1.7>0.05.Slope value 0.40
which reflect that with slight change in the variable raised then it will change by 0.04 point.

5 CONCLUSION
This is the last and important chapter that helps to the researcher in conclude and
summarise the entire report. With assistance of this section researcher can conclude the entire
research study and find out the best alternative solution of research problem.
From the entire research study, it has been concluded that customer loyalty card program
is that effective way through which organisation can develop impressive brand image in the
market and attract large number of customers. Marks and Spencer have effective position in the
market due to its Spark Loyalty card program (Mackey and Gass, 2015.). With help of this
customer loyalty card program, customer can provide free points, attractive discount, reward
points etc along with product and services. From the research of 20 customers of Marks and
Spencer, it has been found that many of respondents have got benefits and rewards from the
Marks and Spencer organisation. Thus, it can be said that customer loyalty program is beneficial
for both customer and organisation. Both customers and organisation can beneficial by this
loyalty card program as it provides high sales to the company and saving to the customers. While
any organisation engages with the customer loyalty card program then its major objective behind
this aspect is to enhance the sales and profitability in the market (Gast and Ledford, 2014). This
strategy assists in selling the older stock in frequent manner in the market. While in the market,
there are too many competitors available then customer loyalty card program is that way through
which firm can easily gain sustainability for long time by attract the large numbers of the
customers (Simonsohn, Nelson and Simmons, 2017). It has been also concluded that while
company develop its customer loyalty card program then it’s have major objective is to save its
cost of business because customer loyalty card program is cost effective. A well designed
customer reward and incentives may highly cost effective approach to boost business. There is
very close and direct relationship between the customer loyalty card program and trustworthiness
along with the brand because with help of customer loyalty card, company can enhance the trust
and believe of the customer for associated brand. It has been also concluded that while company
offers the customer loyalty card facility for its customers then they will encourage and motivate
to purchase product and services with same brand in the future. Thus, it can be said that with
help of loyalty card program, company can develop trust and loyalty among the customer
through which they can make sure to purchase the product and services from the same brand.
From the collected data in the survey it has been found that many of the respondents are strongly

agreed upon the statement that customer loyalty card program and trustworthiness toward the
brand have direct relationship. While company offers the facilities of customer loyalty card then
it can easily access the information and background of customers. It has been also concluded that
there are various kinds of loyalty program such as loyalty car, reward cards, point cards,
advantage card, club card which identifies the card holder as a member in a loyalty program.
However, Marks and Spencer is using free point, reward point and return policy along with its
Spark loyalty card for facilitate customers (Tarone, Gass and Cohen, 2013). The major purpose
of designing the loyalty card program is to attract the large numbers of customer and retain them
within the firm for long time. With assistance of this program, customer can engage with brand
and make repeated purchasing from the same store. However, some respondents in the survey
said that Marks and Spencer should improve its customer loyalty card program and services in
order to improve trustworthiness.

6 RECOMMENDATIONS
For this purpose, company should follow some strategies which are discussed below-
 Marks and Spencer should provide complete information to customers about the work
which company is doing for them. In addition to this, company should communicate
about the product and services to its customers so as they can get the right information
about commodities and services (Leary, 2016).
 Marks and Spencer should send regular birthday cards and holiday cards. Company
should reminder the birthday of regular customers and offers the attractive discount and
reward points to them (Lushey and Munro, 2015).
 Marks and Spencer should invest in a self-service channels under which customer can
frequently ask and queries related to problem which they encountered at the time of using
the services and purchasing the product (Yoshida and James, 2010). This assists to
customers in saving their time as well as solve the queries of customers related to the
product and services.
 Company should follow up the calls with customer is another one of the best strategy to
improve customer loyalty and trustworthiness. By help of this strategy, corporation can
easily identify the actual demand and requirement of customers related to product and
services.
 Marks and Spencer should change the reward point and free points associated with
customer loyalty card program so as customer can get different benefits and points along
with their shopping (Yuksel, Yuksel and Bilim, 2010). In addition to this, company
should provide additional discount and free point to the regular customer birthday so as
they can motivate and encourage its customers for more shopping and retain with brand
for long time.
 Marks and Spencer should provide right information about changing prices, discounts,
policies, festival point, exchange offer etc to its regular customer on time to time so as
they can acknowledge about product and services.
 Marks and Spencer should generate the feedback option along with its customer loyalty
card program through which it can easily access different opinion, view, feedbacks of
customer for its product and services (Flint, Blocker and Boutin, 2011). With help of this

option, company can easily acknowledge about the customer taste, preferences, review,
feedback and meet their demand accordingly.
 Marks and Spencer should provide effective training and development to its workforce so
as they can improve their ability, skill, knowledge etc., about working and resolve queries
of employees related to work at the workplace (Yoshida and James, 2010). With
assistance of training and development program, company can improve its quality and
productivity of working through which it can develop impressive brand image in the
market.

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