Analyzing After-Sales Services and Customer Loyalty at Marks & Spencer

This report examines the influence of after-sales services on customer loyalty, using Marks and Spencer as a case study. The introduction provides an overview of after-sales services and their importance in a competitive market, highlighting M&S's focus on customer satisfaction. The literature review explores the significance of after-sales services for organizational growth, competitive advantage, and customer retention, referencing various authors' viewpoints. It discusses M&S's strategies for attaining loyal customers, such as understanding customer needs and providing a positive customer experience. The report also analyzes the relationship between after-sales services and firm growth. The research methodology section outlines the qualitative research approach, exploratory research design, and data collection methods employed. The report includes considerations of ethical aspects and limitations associated with the research. The analysis aims to determine the measures adopted by Marks and Spencer to attain loyal customers and how after-sales service influences firm growth and market share.

Research Project
Company : Marks and Spencer
Table Of Content
1. Title of Project
1.1
2. CHAPTER 1 INTRODUCTION
3. CHAPTER 2 LITERATURE REVIEW
4. CHAPTER 3: RESEARCH METHODOLOGY
5. CHAPTER 4: DATA ANALYSIS

TITLE OF THE PROJECT
To analyse the influence of after sales services of products and its impact on attaining
customers loyalty. A case study on Marks and Spencer.
CHAPTER 1: INTRODUCTION
Overview of the Research
After sales services can be considered as the most essential aspect of business organisation. It
plays vast role in developing organisational performance and productivity at market place. In the modern
business scenario the basic purpose of each business organisation is to attaining higher position through
sustaining customers for long time. In the modern market people are very much concern towards the
quality of product rather than the price so each small as well as large business organisations are concern
on providing high quality products and services to their significant customers. The major purpose of each
business enterprises is to sustaining customers for long time as to gaining loyalty for long run of business
activities. Customers loyalty consist to be an essential part of business organisation which helps in
creating higher growth and productivity of firm at market place (Baines, Fill and Page, 2013).
Background of the Research
In the modern scenario competition is so high at market place and organisations are concern on
attaining competitive edge through satisfying the needs and wants of people at market place. Marks and
Spencer plc is a popular British multinational retailer company which is headquartered is in City of
Westminster, London. The company mainly deals in high quality clothing, home products and luxury
food items. The major focused area of Marks and Spencer is to satisfying the needs and wants of
customers at market place through offering them variety of goods and services as per their choice. As a
public limited company Marks and Spencer has its business operations all over the world and concern on
developing loyalty among people about the brand and its products. After sales services plays vast role in
sustaining customers for long period (Mitchell, Hutchinson and Bishop, 2012).
Research Aim
Research aim is consist to be a predetermined statement which clearly specify the intention and
purpose of study. This is the most important part of research project as the whole activity of investigation
is based on the aim. The aim of this particular research is “To analyse the influence of after sales
services of products and its impact on attaining customers loyalty”. A case study on Marks and
Spencer.

Research Objectives
This is also an essential part of research project which helps in providing a significant direction to
the researcher for carry out the activities in right direction. This section is interlinked with research aim,
some essential objectives are described as below:
 To determine the importance of after sale services for Marks and Spencer.
 To identify the measures which are adopted by Marks and Spencer in attaining loyal customers.
 To analyse the relationship between after sales services and growth of firms.
 To recommend various ways by which firms can increase their market shares (Mollá-Descals,
Frasquet-Deltoro and Ruiz-Molina, 2011).
Research Questions
Research question is described as an answerable inquiry into a specified issue of concern
(Beamish, 2012). It is the primary stage of research which helps in conducting the section of literature
review in effective and efficient manner. Some essential question of research are described as below:
 What are the importance of after sale services for Marks and Spencer?
 What are the measures which are adopted by Marks and Spencer in attaining loyal customers?
 How to analyse the relationship between after sales services and growth of firms?
 Recommend various ways by which firms can increase their market shares?
CHAPTER 2: LITERATURE REVIEW
Introduction
This is the most essential part of research as it helps in conducting in depth research in most
effective and efficient manner. In this section objectives are analysed through the view points of various
authors and writers. It can also consist as a text of academic paper in which specific knowledge and
substantive outcome is involved. In this section data has to be gathered through secondary resource sand
compare the opinion of writers who are having significant knowledge about some specific area (Willard,
2012).
2.1 The importance of after sale services for Marks and Spencer.
As per the view point Kelly Crothers, 2014, after sales services are effective for organisational
growth and success. In the modern and competitive world the major purpose of each business
organisation is to retaining customers for long time through fulfilling the needs and wants of people at
market place ( Bek, Binns and Nel, 2013). As a large business enterprises Marks and Spencer is concern
on providing after sales services in respect to gaining attention of large number of people towards the firm
or its offered goods and services. There are various importance of aftersales services for organisation in
which some are described as below:

Competitive Advantage: This is the most essential and focused area of firm as in this modern era each
small as well as large business enterprises are concern on attaining competitive advantage in respect to
providing competition to their competitors.
Customers satisfaction: Customers are the key element of an business organisation as their satisfaction
helps in increasing the growth and performance of firm. In the modern market area the choice and
preferences of customers are changed as per the change arises in the market trend. Marks and Spencer
provide various after sales services to their customers in order to creating satisfaction among people.
Customers loyalty: Satisfied customers are more effective for renew their offers and services. Satisfied
people are loyal towards the brand and also refer other for taking benefits of offered products and services
(Cook, 2012).
2.2 The measures which are adopted by Marks and Spencer in attaining loyal customers.
As per the view point of Seth Bailey, 2015, in this modern era it is required for each business
organisation to provide high quality products and services to their significant buyers as to sustaining them
for long period. Organisations are focused on establishing effective relationship with their customers as to
encouraging customers to come back and again taking benefits of offered products and services. As a
financial perspective large number of customers is effective in attaining high growth and success at
market area. There are various measures that are adopted by Marks and Spencer as to attaining loyal
customers in which some are described as under:
Understand the customers: It is the primary stage which needs to be performed by each business
enterprise as to analysing the actual needs and wants of people at market area. As a public limited firm,
company is concern on determining the needs and wants of customers. Firm is focused on making their
customers feel special through treating them in effective and efficient manner ( Wuebker, Baumgarten
and Koderisch, 2017).
Provide a familiar experience: Customers are choosy in nature as they going towards the products and
services which are effective in providing satisfaction to them. Marks and Spencer recruit well skilled and
educated people at work place who are having effective skills in attracting customers through describing
the proper details of products and services (Doyle, 2012).
2.3 The relationship between after sales services and growth of firms.
As per the view expressed by ….............. after sales services are effective for organisational
growth and success. In the present era the major wants of people is to satisfying the needs and wants in
affordable prises, so each small and large business organisations are concern on producing high quality
featured products and services in order to fulfilling the basic desires of people. Companies growth and
success is based on the satisfaction level of customers. There are lots of competitors available at market
place and each are concern on attracting more customers as compared to their rivals. In this modern
market there are large number of substitutes available at market area and if customers are not satisfied
with the goods and services of an organisation than they can switch to the other one. It is required for a

business organisation to maintain their relationship with the customers and provide them satisfactory and
effective products and services as compared to their rivals. After sales services can be considered as an
most effective strategy which is widely applied by each reputed business organisation as to maintaining
their brand image in the mind set of people.
CHAPTER 3: RESEARCH METHODOLOGY
Introduction
It is the set of tools by which the researcher perform various types of research in effective manner.
It is concerned on to explain the different methods which are involve in the research. The research
methodology includes surveys, interviews, publish of research in proper manner. It is related with the
different method such as theoretical method, phases and qualitative methods this method is developed by
the research in order to execute different stage of research in effective manner (Eccles, Krzus and Ribot,
2015).
Types of investigation
In order to perform different research process which aids to execute different steps involve in the
research. Research methods are divided into two parts like qualitative research method and quantitative
research methods. Quantitative research deal to find the numerical part of the research where qualitative
research deals to give result in the essay formate, theories and assumptions. In present research research
consider qualitative research because it give effective conclusion in form of theories, hypothesis,, and
many others by which researcher can understand the outcome of research in proper manner.
Research design
It is the set of tools and techniques which is used to collect the data and relevant information
about the research problems. It is based on the particular objectives collection of data and methods of
analyses, times and many others there are three types of research design like exploratory research design,
descriptive research design, and experimental research design. In this research we consider the
exploratory research design because it give accurate outcome of the research. Descriptive research design
is related with description of problems and finds its effective outcomes (Fitzpatrick, Verghese and Lewis,
2012).
Research philosophy:
Research philosophy is related with the nature, source and development of knowledge research
philosophy is divided in to two parts like interpretive and positivism. In this research project researcher
consider interpretive research approach because it give qualitative report which aids the researcher to
determine the different stage of research. It is based on the nature of human and their variable role as the
social factor.

Data sampling
Data sampling is related to select the sample from the population and public. The size of the
sample is taken into consideration is 40 respondent . There are two type of sampling methods like
probabilistic and non probabilistic. Researcher consider non probabilistic techniques because it give
qualitative outcome (Kenny and Dyson, 2016).
Data collection:
It is the process of gathering data and measuring different types of information on the targeted
variables. There are two types of data collection primary data collection and secondary data collection.
Primary data collection: this is collected by the investigator for the particular purpose which are in the
form of thesis of the research.
Secondary data collection: it is related to collect data by the relevant resource which includes and
unpublished data. Researcher
Ethical consideration
It is most important aspect of researcher in order to perform research. While performing research
investigator faces different types of issues and research like funds to perform research, time , and many
others. By ethical consideration plays a significant role to solve different issues in proper manner.
Limitation
There are various limitations of research. It is essential for the researcher to minimise the range of
scope of limitation by performing different methods of research processes. Researcher needs to provide
acknowledgement of research (McDonald and Kolsaker, 2013).
CHAPTER 4: DATA ANALYSIS
Data analysis can be considered as an effective process of inspecting, cleansing, transforming and
modelling information with the objective of analysing the usefulness of information, suggesting
outcomes. This section of research is based on thematic analysis and themes are prepared on the basis of
questions that are mentioned in the questionnaire.
Questionnaire
Name:
Gender:
Age:
Email ID:
Address:

Q1) Does after sales services is effective for organisational growth and success?
Strongly Agree
Agree
Strongly Disagree
Disagree
Q2) What is the importance of after sales services for an organisation?
Maximising profitability
Increase market shares
Retaining loyal customers
Q3) What are the tools adopted by business for retaining loyal customers
Customised Products
Discount offers
Familiar environment
Economical cost
Q4 Does after sales services helps in capturing higher market shares?
Agree
Disagree
Q5) Which is the most profitable product of Marks and Spencer?
Home Products
Clothing
Luxury Food Products
Q6) What are the factors adopted by firms in order to enhance their market shares?
Competitive Analysis
Loyal Customers
Cost Effectiveness
Q7) Does the products offered by Marks and Spencer are valuable for the overall growth and
development of economy?
Yes

No
Q8) Provide recommendations by which firms can enhance their overall sales and profitability ratios?
Q1) Does after sales services is effective for organisational growth and success? Frequency
 Strongly Agree 32
 Agree 4
 Strongly Disagree 2
 Disagree 2
Q2) What is the importance of after sales services for an organisation? Frequency
 Maximising profitability 10
 Increase market shares 15
 Retaining loyal customers 15
Q3) What are the tools adopted by business for retaining loyal customers? Frequency
 Customised Products 10
 Discount offers 8
 Familiar environment 15
 Economical cost 7
Q4 Does after sales services helps in capturing higher market shares? Frequency
 Agree 36
 Disagree 4
Q5) Which is the most profitable product of Marks and Spencer? Frequency
 Home Products 10
 Clothing 20

 Luxury Food Products 10
Q6) What are the factors adopted by firms in order to enhance their market shares? Frequency
 Competitive Analysis 12
 Loyal Customers 20
 Cost Effectiveness 8
Q7) Does the products offered by Marks and Spencer are valuable for the overall growth
and development of economy?
Frequency
 Yes 32
 No 8
Q8) Provide recommendations by which firms can enhance their overall sales and
profitability ratios?
Theme 1: After sales services is effective for organisational growth and success.
Q1) Does after sales services is effective for organisational growth and success? Frequency
 Strongly Agree 32
 Agree 4
 Strongly Disagree 2
 Disagree 2

Interpretation:
From the above graph it has been concluded that after sales services are beneficial for business in
order top attain growth and success as they can easily retain loyal customers who will enhance their
overall sales and profitability ratios 32 customers were strongly agree with the fact that after sales
services are beneficial for attaining growth and success, 4 clients were in favour of this aspect, 2
customers were strongly disagree with the concept and 2 customers said that after sales services are not
effective for attaining higher growth and success in the economy.
Strongly Agree Agree Strongly Disagree Disagree
0
5
10
15
20
25
30
35 32
4
2 2
Column B

Theme 2: There are various importance of after sales services for an organisation.
Q2) What is the importance of after sales services for an organisation? Frequency
 Maximising profitability 10
 Increase market shares 15
 Retaining loyal customers 15
Interpretation:
As per the above mentioned graph it has been report it has been analysed that after sales services
has various importance for an organisation. After sales services are effective in gaining attention of
customers towards the firm and its offered products and services. 10 out of 40 people go with the option
of maximising profitability, 15 people go with increase market share and remaining people go with the
option of retaining loyal customers.
Maximising profitability
Increase market shares
Retaining loyal customers
0
2
4
6
8
10
12
14
16
10
15 15
Column B

Theme 3: There are different tools adopted by business for retaining loyal customers.
Q3) What are the tools adopted by business for retaining loyal customers? Frequency
 Customised Products 10
 Discount offers 8
 Familiar environment 15
 Economical cost 7
Interpretation:
As per the above given graph it has been analysed that there are various measures available which
are adopted by company as to retaining loyal and valuable customers for long run of business activities.
10 out of 40 people select customised products, 8 select discount offers, 15 select the option of familiar
environment as it is the most effective tool in satisfying the people through the services and products and
remaining people go with economical cost.
Customised Products
Discount offers
Familiar environment
Economical cost
0
2
4
6
8
10
12
14
16
10
8
15
7
Column B

Theme 4: After sales services helps in capturing higher market shares.
Q4 Does after sales services helps in capturing higher market shares? Frequency
 Agree 36
 Disagree 4
Interpretation:
As per the above given report it has been determined that aftersales services helps in capturing
higher market share and profitability at market place. 36 out of 40 respondents are agree with statement
and remaining people are not agree with the same.
Agree Disagree
0
5
10
15
20
25
30
35
40 36
4
Column B

Theme 5: Marks and Spencer deals in variety of products and services.
Q5) Which is the most profitable product of Marks and Spencer? Frequency
 Home Products 10
 Clothing 20
 Luxury Food Products 10
Interpretation:
As per the above given chart it has been concluded that as a popular retail firm Marks and Spencer
has different departments and attain high amount of profit through each departments. The company
mainly deals in three major sectors such as home products, clothing and luxury food products. Majority of
respondents go with the option of clothing as this can be considered as the most effective and profitable
sector of Marks and Spencer.
Home Products Clothing Luxury Food Products
0
2
4
6
8
10
12
14
16
18
20
10
20
10
Column B

Theme 6: There are different factors adopted by firms in order to enhance their market shares.
Q6) What are the factors adopted by firms in order to enhance their market shares? Frequency
 Competitive Analysis 12
 Loyal Customers 20
 Cost Effectiveness 8
Interpretation:
According to the description of above mentioned report it has been determined that in this modern
scenario organisations are concern on adopting various factors as to enhancing organisational
performance and market share. Majority of respondents select the option of loyal customers as loyalty of
customers are effective in gaining high growth and success at market place. 12 out of 40 people go with
competitive analysis and 8 people select cost effectiveness.
Competitive Analysis Loyal Customers Cost Effectiveness
0
2
4
6
8
10
12
14
16
18
20
12
20
8 Column B

Theme 7: The products offered by Marks and Spencer are valuable for the overall growth and
development of economy.
Q7) Does the products offered by Marks and Spencer are valuable for the overall growth
and development of economy?
Frequency
 Yes 32
 No 8
Interpretation:
As per the above mentioned report it has been concluded that as a large retail company Marks and
Spencer deals in high quality products and services which are effective in satisfying the needs and wants
of people at market place. 32 out of 40 people in favour with statement and remaining people are not in
favour with the same.
Yes No
0
5
10
15
20
25
30
35 32
8
Column B

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
From the above report it has been concluded that after sales services are most important factor for
firms as it helps in retaining loyal customers who will be enhancing their overall sales and profitability
ratios. If the customers are satisfied with the products then it results in enhancing their market shares.
Marks and Spencer have analysed the strategies which are adopted by their competitors in order to attain
strong positions at market places. Firms have analyses the needs and wants of customers and accordingly
there are offering them products and services in order to retain their loyalty. After sales services are
beneficial for business in order to expand their business operation all around the globe. The firms have
achieved strong positions in the economy as they have maintained strong relations with all their potential
customers which maximized their overall profitability indexes.
5.2 Recommendation
It is recommended that management of M&S needs to take feedback from its loyal customer to
increase rate of sales of different products in effective manner. Management needs to consider the view
given by the customer in producing different types of services., Management needs to produce new range
of products and services as per the desire and demand made by the customer. These new and innovative
products helps to attract large number of customer in the marketplace. It is recommended that
organisation also implement different types of reward system in order to increase the rate of sales of
different products in the marketplace. It leads to capture large number of market share. These efforts
helps to attain goals and objectives of the organisation.

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