Dissertation: Service Quality and Customer Loyalty at Marks & Spencer

This dissertation investigates the impact of service quality on customer loyalty, specifically focusing on Marks and Spencer (M&S). The study employs thematic analysis of questionnaire data collected from M&S customers to identify key factors influencing their loyalty. The research explores customer visit frequency, employee behavior, store layout, and product range as significant elements. The findings reveal that employee behavior, including respect, courtesy, and helpfulness, strongly influences customer loyalty. The store layout and wide product range also contribute to a positive customer experience. The analysis highlights the relationship between service quality and customer loyalty, offering recommendations to enhance M&S's service quality and improve customer retention. The study provides valuable insights into the retail sector, emphasizing the importance of customer-centric strategies for fostering loyalty.

DISSERTATION ON IMPACT OF SERVICE QUALITY
ON THE CUSTOMER LOYALTY: A STUDY ON MARKS
AND SPENCER

TABLE OF CONTENTS
CHAPTER 4: DATA ANALYSIS AND DISCUSSION ...............................................................4
4.1 Introduction .....................................................................................................................4
4.2 Thematic analysis of the questionnaire ...........................................................................4
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................24
5.1 Introduction ...................................................................................................................24
5.2 Conclusion .....................................................................................................................24
5.3 Recommendation ...........................................................................................................25
APPENDIX ...................................................................................................................................27
Questionnaire for the customers of Marks and Spencer ......................................................27

ILLUSTRATION INDEX
Illustration 1: Theme 1.....................................................................................................................5
Illustration 2: Theme 2.....................................................................................................................6
Illustration 3: Theme 3.....................................................................................................................7
Illustration 4: Theme 4.....................................................................................................................9
Illustration 5: Theme 5...................................................................................................................10
Illustration 6: Theme 5...................................................................................................................11
Illustration 7: Theme 6...................................................................................................................12
Illustration 8: Theme 7...................................................................................................................13
Illustration 9: Theme 8...................................................................................................................15
Illustration 10: Theme 9.................................................................................................................16
Illustration 11: Theme 10...............................................................................................................17
Illustration 12: Theme 11...............................................................................................................19
Illustration 13: Theme 12...............................................................................................................20
Illustration 14: Theme 13...............................................................................................................21
Illustration 15: Theme 14...............................................................................................................22

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
4.1 Introduction
In the given section of dissertation which is based on the topic of assessing the impact of
service quality on the loyalty of Marks and Spencer customers, efforts has been made by
researchers with regard to analyse which is collected for the present study. Here, in this part
researcher makes use of different type of data analysis techniques which assist it with regard to
draw an effective conclusion for the study. In addition to this, in this part of dissertation thematic
approach has been used wherein the collected data has been analysed by the researcher by
forming themes. In accordance with the given context, the collected data has been presented by
the scholar through graphs and charts. The respective section has been prepared on the basis of
following questions:
 To identify the factors affecting customer loyalty in retail sector
 To understand the link between service quality and customer loyalty in Marks and
Spencer
 To recommend the effective ways through which Marks and Spencer can raise service
quality for enhancing customer loyalty.
4.2 Thematic analysis of the questionnaire
Following themes are prepared on the basis of responses which has been collected by the
researcher from the customers of Marks and Spencer.
Theme 1 Customers of Marks and Spencer visits store once in a week
Customers of Marks and
Spencer visits store once in a
week
Frequency Percentage
Daily 18 12.00%
Weekly 75 50.00%
Monthly 36 24.00%
Yearly 21 14.00%

Findings: It has been identified from the conducted analysis 75 out of 150 customers have said
that they tend to visit the Marks and Spencer store in weekly basis. However, 36 respondents
have said that they visit the store on monthly basis. Furthermore, the number of customers who
visit the store on daily and yearly basis is very less.
Interpretation: In the given theme, researcher wants to analyse that how frequently the buyers of
firm visit the store such as Marks and Spencer. In this regard, from the conducted analysis it has
been identified by the scholar that 50% of the buyers had said that they visit the store on weekly
basis. In this regard, many of buyers have said that the product range and highly friendly
atmosphere of the store tend to influence them with regard to visit the Marks and Spencer store
on weekly basis. In addition to this, buyers had also said that they visit the store even if they had
to purchase some small things which they can buy from the nearby store. Furthermore, 24% of
the buyers have said that they visit the store on monthly basis. The buyers who visit the store on
monthly basis are those customers who tend to make the purchases from such store when they
have to purchase many items. However, if the list of items are very less than in the given
Daily Weekly Monthly Yearly
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 1: Theme 1

circumstance they prefer to purchase things from the small shops which is near to their home or
office.
Theme 2 Employees of firm behaves appropriately
Employees of firm behaves
appropriately
Frequency Percentage
Yes 120 80.00%
No 30 20.00%
Findings: From the conducted research it is assessed that 120 out of 150 respondents had given
the positive response towards the asked question that the employees of the firm behaves
appropriately with them. But, 30 out of 150 respondents had denied with the respective
statement.
Yes
No
Illustration 2: Theme 2

Interpretation: In the particular theme, researcher wants to assess that whether the employees of
firm behaves appropriately with their customers or not. In accordance with the given context,
from the conducted analysis it is assessed that majority of buyers had given positive response
with regard to the asked question. This means that they totally agree that the buyers of Marks and
Spencer behave appropriately with them. They had responded in such a way because some
buyers had personally experienced that they get appropriate and prompt answer to whatever
question which they ask from the employees of firm. However, some customers of the firm
disagree that the employees of Marks and Spencer behaves appropriately with them. These are
those buyers who had gained negative experience from the side of cited firm workers.
Theme 3 Employees of Marks and Spencer are respectful and courteous
Employees of Marks and
Spencer are respectful and
courteous
Frequency Percentage
Strongly agree 60 40.00%
Agree 30 20.00%
Neither agree non disagree 15 10.00%
Disagree 30 20.00%
Strongly disagree 15 10.00%

Findings: 60 out of 150 customers of Marks and Spencer had said that the employees of cited
firm is courteous and respectful. However, 30 out of 150 respondents had given their agreement
and disagreement with regard to the asked question.
Interpretation: In the particular theme, researcher of the present study wants to get insight into
the things that what kind of behaviour is being carried out by the employees of cited firm. In this
regard, 40% of the customers had said that employees of Marks and Spencer are respectful and
courteous. They had given such response because they believe that the workers of cited firm give
answer to their question in a very polite manner. Furthermore, they also believe that employees
of the firm does not behave inappropriately with them even in the circumstance if buyers
repeatedly ask the single questions from them. However, some buyers had denied that the
employees of Marks and Spencer behaves with them appropriately or courteously. They had
given such response because they believe that the buyers of cited firm act politely when they
want to achieve their monthly targets of influencing as many as customers. However, when
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Percentage
Illustration 3: Theme 3

targets are met at that time they do not much attention upon them and do not behave
appropriately.
Theme 4 Employees behaviour is the major factor which motivates buyers to visit store more
frequently
Employees behaviour is the
major factor which motivates
buyers to visit store more
frequently
Frequency Percentage
Employees behaviour 90 60.00%
Product quality 30 20.00%
After sales services 30 20.00%
Findings: It was found out from the conducted research that 90 out of 150 customers had said
that employee behaviour is being regarded as the major factor which motives them with regard to
Employees behavior
Product quality
After sales services
Illustration 4: Theme 4

visit the store frequently. However, 30 people had given response towards the products quality
and same response had also been seen for the other factor which is of after sales services.
Interpretation: Here, researcher wants to gather the information about the different type of
factors which influences the customers of Marks and Spencer with regard to visit the store on
frequent basis. Herein, from the conducted analysis was assessed by the researcher that 60% of
the respondents had said that the behaviour of employees is being regarded as the major factor
which influence them with regard to purchase the product from the Marks and Spencer outlets. In
this context, respective customers believe that employees of firm give answer to each of their
questions. Furthermore, workers of cited firm resolve all the queries which is being put up by
them. However, some customers of firm believes that they prefer to purchase the product from
the Marks and Spencer outlets because of the presence of two factors such as quality of product
and after sales services.
Theme 5 Respectful and courteous nature of Marks and Spencer employees influence buyers
to visit store over and again
Respectful and courteous
nature of Marks and Spencer
employees influence buyers to
visit store over and again
Frequency Percentage
Yes 120 80.00%
No 30 20.00%

Findings: From the given theme, it can be depicted that among 150 total respondents 120
customers had said that the respectful and courteous nature of employee is the main reason
behind choosing the Marks and Spencer for the purchase of their home item. However, 30
respondents had given completely different response.
Interpretation: Here, in the specific theme researcher wants to explore the reason behind the fact
that why customers of Marks and Spencer visit the store over and over again. In this regard, it
was assessed by the scholar that majority of buyers are impressed with the polite and helping
nature of Marks and Spencer workers. It is the reason why they tend to purchase all their
products from the respective firm outlets only. However, some buyers had denied with the given
fact as their reason for visiting store is different. Here, some buyers had said that the convenient
store layout and availability of all type of products at one store are being regarded as the main
reason which influence them with regard to make use of cited firm services over and over again.
Theme 5 Store layout make it easier for buyers with regard to find the things which they
require
Yes
No
Illustration 5: Theme 5

Store layout make it easier for
buyers with regard to find the
things which they require
Frequency Percentage
Strongly agree 75 50.00%
Agree 15 10.00%
Neither agree non disagree 15 10.00%
Disagree 30 20.00%
Strongly disagree 15 10.00%
Findings: From the conducted analysis it was found out that store layout make it easier for them
with regard to find out different things in the store in an effectual manner. However, 30
respondents had shown their disagreement with regard to the fact. In the similar way, 15
customers had given unanimous response to the other options such as agree, strongly disagree
along with neither agree not disagree.
Interpretation: In the given theme, researcher wants to judge the service quality of store by
considering the physical aspect such as store layout. In accordance with the given context, from
Strongly agree
Agree
Neither agree non disagree
Disagree
Strongly disagree
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 6: Theme 5