This research proposal, submitted as part of the BSc (Hons) Business Management (Top-up) program, examines the critical role of brand loyalty and customer satisfaction within H&M's online retail operations. The proposal outlines the background to the research topic, emphasizing the increasing importance of customer loyalty in the expanding online retail market. It details H&M's organizational background, highlighting its global presence and commitment to customer satisfaction. The research rationale emphasizes the need to understand how customer loyalty impacts H&M's competitive advantage in the digital marketplace, particularly in the post-COVID-19 era. The proposal includes specific research questions, aims, and objectives, along with a detailed methodology that incorporates an inductive research approach, case study strategy, and qualitative research methods. It describes the use of questionnaires and literature reviews as research tools, along with a random sampling method. The proposal also outlines the research timescale, resources, and relevant references, providing a comprehensive plan for investigating the dynamics of brand loyalty and customer satisfaction within H&M's online retail business.
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