Impact of Online Networking on Customer Satisfaction: M&S Study

This research project examines the impact of online networking on customer satisfaction, specifically focusing on Marks & Spencer (M&S). The project delves into the concept of online networking, exploring its influence on customer satisfaction through real-time complaint handling, brand image enhancement, scheduled deliveries, and customer nature identification. The literature review provides insights into the benefits of online shopping for both customers and M&S, including convenience, variety, and price comparison for customers, and global access for the company. The research aims to investigate the impact of online networking on customer satisfaction through various objectives and research questions, providing recommendations for M&S to enhance customer satisfaction. The project includes an introduction, literature review, methodology, data analysis, and conclusion with recommendations, offering a comprehensive analysis of online networking's role in customer satisfaction within the context of a major retailer.

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................7
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION ...................................................11
Action Plan ..........................................................................................................................24
CHAPTER 5: REFLECTION, CONCLUSION AND RECOMMENDATIONS.........................26
REFERENCES .............................................................................................................................29
APPENDIX ................................................................................................................................31

TITLE:
“Online networking and customer satisfaction”: A case of Marks & Spencer.
CHAPTER 1: INTRODUCTION
Networking is the exchange of service or information among individuals and groups.
Online networking is referred as an effective activity of sharing data and communicating with
large number of persons using the internet, mainly through websites. Online networking is an
online platform that allows an organisation to develop a public profile and interact with many
other users on the website. For this project, given organisation is Marks & Spencer which is a
major British multinational retailer (ABUBAKAR and Tasmin, 2012). Company provide their
goods and services through online and in stores. Along with this customer satisfaction is an
essential way a customer can achieve satisfaction or dissatisfaction with an organisation's
products or services.
Background of the study:
Marks and Spencer is a British multinational retail organisation. This company was
founded by the Sir Michael Marks, Thomas Spencer in 1884 and headquartered in London,
United Kingdom. Company mainly specialise in selling of clothing, gifts, footwear, home
furnishing and food products over the internet. It is essential and significant for an enterprise to
build long term relation with their customers. There are different advantages of online
networking for the customers as well as organisation also such as saving time and cost, reducing
fear, providing quick results etc. M&S provide their products and services through online which
will help them to increase customer's satisfaction level and retain strong relation with them.
Thus, online networking is highly influence on satisfaction level of customers and help an
enterprise to maximise customer base and accomplish their long term gaols within given time
period. Online networking and customer satisfaction are interrelated and help an organisation to
retain strong relation with them (Ali, 2016). Online networking support the M&S to provide
detail information about their business to the customers in easy and speed manner.
Rational of the study: Main purpose behind conducting this report is it analyse the
significance of online networking for companies to increase customers satisfaction. It also assist
the learner to increase their knowledge and skills about the project. This part of the project detail
is based on present issue. In this report, major issue is the impact of online networking on
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customers satisfaction. It is a main problem because online networking is a biggest concept for
an organisation. The current research is mainly emphasised on different ways through which
company can easily satisfy needs and wants of customers. It is possible with the help of research
which is conduct by an investigator and identify ways to over come such type of issues easily.
Significance of the study: Research is most essential and important for the researcher to
analysis issues and significance of the topic. In this, online networking is important part of
digitalisation which is used by the M&S with having purpose to increase satisfaction level
among customers (Berezina and et. al., 2016). On the other side, online networking assist an
enterprise to easily attract customer's and maximise their market share.
Research aim: This can be described as the most significant section of research project
because the entire activities of study are based on research aim. As it support the investigator in
executing work or task in efficient direction to done research.
Main aim of this project is: “To investigate the impact of online networking on
customer satisfaction”. A case study on Marks & Spencer.
Research objectives and questions:
Research objectives: The entire activity of research project is based on research
objectives. It is based on two variables one is dependent and other one is independents. Both are
significant variables for completing each and every activity of study in appropriate manner
(Bowen and Chen McCain, 2015). For this research topic, satisfaction level of customers is
independent variable which is mainly depend on online networking. Thus, according to this,
some objectives are framed which are determined as under:
 To understand the concept of online networking.
 To analyse the influence of online networking on customers satisfaction.
 To investigate the benefits of online shopping to both customers and Marks & Spencer. Recommend different ways through which M&S can easily increase satisfaction level of
customers.
Research questions: It is another part of project which is prepared by researcher with the help of
research objectives (Chan and et. al., 2014). There are some effective and valuable questions for
completing research in systematic and accurate manner are shown as under:
 What is the concept of online networking?
 What is the influence of online networking on customers satisfaction?
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 What are the benefits of online shopping to both customers and Marks & Spencer?
 What are the different ways through which M&S can easily increase satisfaction level of
customers.
CHAPTER 2: LITERATURE REVIEW
A literature review also called as a narrative review which is a type of review article. It is
a scholarly paper, which cover both type of knowledge about substantive findings, as well as
methodological and theoretical contributions to a specific study (Chang, 2013). This part of the
project are also introduce as a secondary source, and do not report original experimental work.
Main purpose of literature review is to give foundation of knowledge on research topic and
identify inconstancies like conflict in previous studies, gaps in research, open questions left from
other study. Another important purpose of this section is to identify the work relationship in
context of its contribution to the research topic and to other work.
Concept of online networking
According to Roos, (2018), online networking is a connection of people through internet
to communicate with each other. Communication can be done through websites applications etc.
In this, networking people are gathered on online platform through which they exchange their
information and establish communication. Example of online networking can be social
networking sites which are used by people to share and exchange their thoughts. In today's era,
this has become a vast way of communicating with each other. People use social networking
sites because it is easy to use and takes no time for acknowledgement. These online networking
activities can be handled with ease form mobile also. Many business organizations such as
Marks and Spencer use social media as an online tool for advertising their brands and products.
This is possible only by the vast use of online networking of people. People are so connected
with technology, that a single post of company on online platform can be spread like fire. It is the
biggest platform for the companies to capture their customers through online networking.
In online networking, group of people are connected with each other so it is possible for
the companies to share their products details with an ease. If a company wants to advertise their
products to their target market than it will be easy for them because people are connected with
each other directly or indirectly. There are mostly three types of online networking through
which people communicate with each other.
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 A group of people in which people are connected ion a way of friends and share their
moments. This is personal way of communication.
 A system in which users communicate with each other through internet services. These
are the communication platform in which people can share photos videos etc.
 A system in which people are connected with each other in formal way. They provide
information to the required person and than communication is terminated.
Since M&S provide online shopping facility of its customers therefore it has become
necessary for it to collect information of its targeted customers. Online networking also helps the
companies in identifying needs and demands of companies. Therefore online networking has
reduced a lot of cost of advertisement and saves time for the companies and thus its use has
increased a lot.
Influence of online networking on customers satisfaction.
According to Schiff, (2015), online networking has increased a large way therefore
companies use this technology for their promotions also. This results a huge impact of online
networking on customer satisfaction because companies are able to identify the demands and
needs of their customers easily. The impact on customer satisfaction of online networking is
stated below:Real time basis complaints:
A company can allow its customers to register the complaint on real time basis. This is
only possible when it allows a customer to register its complaint online. Registering complaint
online provides facility of the customer to identify the progress of its registered complaint. This
forces the company to address the problem of customer as soon as possible. Thus customer
satisfaction has increased by online networking.
Increase in brand image:
Online shopping allows a company to advertise its products online and thus helps it in
increasing its brand image. If brand image of a company is increased than it allows a customer to
attract towards that brand. This is the simplest way of allowing customers to know about the
product of company. In case of M&S, Company can advertise its products through social media
and thus people are able to know about the products and services of M&S. Thus the customers
will be attracted towards the company and hence increasing their satisfaction.
Scheduled delivery:
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The companies are availing its customers the facility of scheduled delivery. If a product
is delivered to the customer premise on time than it would create a reason for the customer to be
happy. The experience of customer increases as the product is delivered in scheduled time. In
case of M&S, the company provides scheduled delivery to its customers thus increase their
experience with the company.
Identifying the nature of customer:
The company which is doing its advertisement on social media, can identify its targeted
customer with the help of their activities online. This is the biggest benefit to the companies of
online selling that they can identify the nature of their customer. When nature is identifies the
company is able to manufacture the product which are in trends. In case of M&S, the company
can produce the products which are required by the customers. Thus online networking helps a
customer in increasing its satisfaction.
Benefits of online shopping to both customers and Marks & Spencer.
There are many benefits of online shopping to both M&S and customers. Following are
illustrated here:
Benefits to customers
Convenience:
It is the biggest benefit to customers who are willing to purchase the product online. In
case of M&S, since company is selling its product online therefore it allows its customers to
purchase their willing product online at any time. In traditional shopping style, customer are not
able to purchase a product at any time but with the help of online shopping it is convenient for
the customer that they can shop at midnight also.
More variety:
It is quite simple that when products are sold online, the variety of product increases.
With the help of online shopping, companies are able to cut the cost of inventory therefore they
can store more variety of product in their collection. In case of M&S, company can provide
wider options of its customers so that they can choose their product from them. This customers
are benefited in online shopping.
Price comparison:
It is also an important benefit of customers through online shopping. With the help of it a
customer can compare the prices if similar product from other service providers. This provides it
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a huge benefit of purchasing the cheaper and quality product. In case of M&S, company allows a
variety of colours, size etc. in its cloths therefore customer can easily compare it products.
Benefits to M&S
Global Access:
The most wide benefit to M&S is that its business will be globally with the help of online
shopping. Since all the data is stored on the server of M&S, therefore the data can be accessed
from any where in the world. It depends on M&S that where it needs to allow its customer to
access its website or application. Apart from the golden access, online shopping also facilitated
in providing their services 24*7.
Cost saving:
Another advantage for M&S is that it can reduce its cost of products by providing its
products online. When products are shown online, the company can save the cost of inventory
management, human resource and marketing cost. These are the basic cost by which a company
can reduce its cost of products through online.
Different ways through which M&S can easily increase satisfaction level of customers.
According to Kendrick, (2015), there are different ways through which a company can
easily increase its customer's satisfaction level.
Demand Meeting:
The company can easily satisfy the hunger of its customers by meeting their demands. If
demand of customer are not fulfilled by the company then it is possible that company cannot
survive in future. Customer always wants to buy products or services which meets its
requirements. Therefore by meeting the demand of customer, M&S can easily satisfy them.
Stay current on customer reviews:
Customer reviews are essential part in increasing customer level because they are the end
user of a product an company also produce the product to the customer. If customer is not happy
with the product than how the company can satisfy it. Therefore it is necessary for M&S to stay
updated with the reviews of its customers, so that nay changes can easily be updated.
Providing customer support:
Customer support is necessary for the customers of that they can easily solve their issues.
It is quite often that a customer can face an issue in the product or service. Therefore there
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should be customer support service which will provide solution to the problems of customer.
Therefore M&S can easily satisfy its customers by providing customer support.
Focus on feedback:
The company should focus on the feedback of its customer so that they can add-on the
requirement which is required by its customers. It is the most important aspect of increasing
customer satisfaction because customer is proving the information which is necessary for the
requirement of new product.
CHAPTER 3: RESEARCH METHODOLOGY
Methodology is defined as the theoretical and systematic analysis of the methods used to
a field of study. In addition, it is a process used to accumulate data and relevant information for
the purpose of making accurate decisions towards business (Chang and Zhu, 2012). This section
of research includes interviews, publication research, surveys and many other techniques. All
this are help an investigator to collect both historical and present information about the topic. For
this, research onion is more suitable framework which is applied in explaining the research
methodology for investigation. This model is adopted from Saunders & Lewis (2012), and some
approaches taken in applying the research onion is to go from the outer layer to inner layer of
the framework. Main purpose of research methodology is to collect accurate data about the topic
and from the respondents.
Research Onion Framework
It is the framework which is sued to identify the rules and regulation of writing a
research. In research framework, there are different layers which are followed by step by step
procedure (Cheung and et. al., 2015). When all the procedures followed than the quality of
research project will be good. The steps of research framework are as follows:
Research Philosophy:
It is the outermost layer of research philosophy in which pragmatist research philosophy
is used. It is the research philosophy which can be used with different methods and thus can
produce better results. Interpretivism research philosophy is the alternative to pragmatist research
philosophy but this is not fit with the requirement of research. The pragmatist research
philosophy is new as compared to the inductive research philosophy therefore this philosophy is
used in this research. Positivism is based on the scientific quantitative methods, while
Interpretivism is refers to the humanistic qualitative methods. Positivism is refers to the
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quantitative methods such as social surveys, structured questionnaires and official statistics
because, these have the good reliability and representativeness. Interpretivism in the social
research is completely based on the unstructured interviews and observation etc. Out of the two,
positivism is the most suitable for this entire research.
Sources: Research Onion Framework, 2018
Research Approach:
It is the next layer of research project in which deductive research approach is used. The
alternative to this research philosophy is inductive research philosophy (Chua and Banerjee,
2013). The use of deductive research philosophy is done in this project because it best fits with
pragmatist research philosophy.
Research Strategy:
It is the next approach in research onion in which case study approach is taken into
consideration. In this research approach a survey is done and on the basis of that survey a
questionnaire is prepared for the respondents. This approach focuses on the issues of research so
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Illustration 1: Research Onion Framework

that if any it can be tackled with an ease. By using this, the accuracy and accountability of
research increases as the data collected through respondents will be updated. If a general
approach is taken than the data collected does not guarantee about the accuracy and correctness
of data.
Research Choice:
It is the next layer of research onion in which two types of choice are available to
research on a particular topic (Cvijikj and Michahelles, 2013). The types of research are
qualitative and quantitative research approach. In qualitative research approach all focus is given
on quality of data collected. In case of quantitative research approach, the quality is not
maintained. In this research, qualitative research approach is sued in which a questionnaire is
prepared to the respondents.
Time horizon:
It is the next layer of research approach in which the time allocated to complete the
research is calculated so that it can be completed within time. The researcher should estimate
correctly the time of completing the research so that no delay will happen (Gamboa and
Gonçalves, 2014). If delay happens in research than its value does not remain same as before.
Techniques and procedures and research instruments:
It is the next layer of research onion in which research techniques are explained. There
are two types of research techniques such as primary and secondary research. In primary
research technique the data is collected through a survey of questionnaire in which questions are
asked from the respondents. The data collected through this way is quite acceptable because it is
accurate and updated. In secondary research the data is collected through books, journals,
magazines etc. which is not updated but it is universal. In this research report, primary research
technique is used. Here, the telephonic technique along with Email will be used to gather the
information regarding the topic and objectives of an entire research.
Data sources:
In this step the data collection techniques are explained. There are two types of data
collection techniques such as primary and secondary (Gummerus and et. al., 2012). The primary
technique is used among the respondents and the secondary research technique is used with
books, journals and magazines.
Research sampling:
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In this step a sample survey is done in which a questionnaire is prepared and asked from
the respondents. The respondents requires a simple and close ended questionnaire so that they
will not confuse with the questions. A few options are given to them to answer from one of them.
In this research report, there are 26 respondents selected. There are two types of sampling
approaches such as random and non random (Hsiao, Chang and Tang, 2016). In this research
convenience research approach is taken into consideration because it provides simple and
accurate approach in identifying the potential respondents. Here, the sampling technique will be
convenience sampling technique which is the main part of non-probabilistic sampling.
Research ethics:These are the ethics in which some rules and regulations are followed to
make a project completely accurate. The research ethics include informed consent, anonymity
and confidentiality. Apart from that, an ethical perception should also be there that, the research
should be completed within time.
Research Limitation:
There are two types of research limitation such as time and cost. The time and cost
allocated to the researcher for completing the project should be accurate so that project will be
completed within time (Jahn and Kunz, 2012). If project is not completed within the pre decided
time and cost than its value will not remain as good as if it is completed within time. There fore
project should be completed within time and estimated cost.
Research reliability and validity:
The reliability and validity of the research project depends upon the factor of
questionnaire. If it is not prepared well to identify the issues related to research than it is not
worth at all. The researcher should review the questionnaire to check whether all the issues are
covered in research or not.
Research Budget:
According to research budget the research should be completed within the specified
budget. The researcher should focus on research budget before estimating the budget. The budget
should be estimated proper enough so that it will not remain on shorter side. Shortcoming of
budget fails to the research project (Li, Ye and Law, 2013).
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Data would be collected with the help of primary source. For this, an investigator prepare
a questionnaire which will also help them to accumulate relevant and proper information from
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