Analysis of Customer Service at Marks & Spencer: A Detailed Report

This report presents an analysis of customer service at Marks & Spencer, a British multinational store, examining the impact of customer service on customer satisfaction. The research employs a questionnaire to gather data on customer perceptions of service quality, the importance of cust...Read More

Research Methods for
Business

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Research questions.................................................................................................................3
Questionnaire.........................................................................................................................3
Findings and analysis.............................................................................................................4
Significance and recommendations........................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11
Books and Journals:.............................................................................................................11

INTRODUCTION
A data should be correctly analysed and evaluated so that organisation can find their
desired result. It is very important for organisation that they should correctly find the data so
that they can use them to identify their result (Hewitt and Beaver, 2020). This report finds the
analysis of data which they collected from their sample size. It is based in Marks & Spencer
case study which is the British multinational store. This report covers a analysis of
questionnaire which organisation used for finding information in order to achieve their
desired aims and objectives.
MAIN BODY
Research questions
 What is the concept and importance of customer services?
 What is the impact of customer services on customers’ satisfaction?
 How Marks & Spencer can use the effective ways of customer’s service in order to
increase customer satisfaction?
Questionnaire
Q1. What are the main reasons of Marks & Spencer success and growth
in the market?
Frequency
a) Best customer services 20
b) Product quality 10
c) Product price 10
Q2. Do you know the importance of customer service?
a) Yes 25
b) No 15
Q3. Is best customer service can help in increasing satisfaction of
customers?
a) Yes 28
b) No 12
Q4. According to you, should Marks & Spencer focus on increasing of
customers’ satisfaction?
a) Yes 30

b) No 10
Q5. What are the benefits of best customer service in organization?
a) Increasing in number of customers. 15
b) Build customer loyalty 15
c) Increasing profitability 10
Q6. How Marks & Spencer can improve their customer services?
a) Send personalized message 10
b) Take a feedback 10
c) Reward loyal customers 10
d) Give convenient support 10
Findings and analysis
It is very important for a researcher that they should find the data and analyze them. If
organization can analyze data in an appropriate way then they find the desired results (Zierau
and et. al., 2020). Researchers should critically analyze their data in order to achieve the
authenticated results. All findings and analysis of each question are mentioned below:
Theme 1: Main reason of success and growth of Marks & Spencer.
Q1. What are the main reasons of Marks & Spencer success and growth
in the market?
Frequency
d) Best customer services 20
e) Product quality 10
f) Product price 10
a) Send
personalized
message
b) Take a
feedback c) Reward loyal
customers
0
2
4
6
8
10
Frequency
Frequency

Interpretation: From the above observation, it is identified that 20 points are given to
best customer services, 10 to product quality and product price equally. Analyze from this
data that Marks & Spencer's main reason of success is the providing best customer services to
their potential buyers. That means one thing which should be kept in mind by every
organization is they should focus on best customer services (Hochstein and et. al., 2020).
Theme 2: Importance of customer’s service.
Q2. Do you know the importance of customer service? Frequency
a) Yes 25
b) No 15
Frequency
a) Send personalized
message
b) Take a feedback
Interpretation: It is identified from the above information that 25 out of 40 people
said yes. This data shows that day know about importance of customer services and that's
why they choose their brand on the basis of evaluating customer services (Oraby and et. al.,
2019). This data is very important for companies.

Theme 3: Customer service impact on customer’s satisfaction.
Q3. Is best customer service can help in increasing satisfaction of
customers?
Frequency
c) Yes 28
d) No 12
a) Send personalized
message b) Take a feedback
0
1
2
3
4
5
6
7
8
9
10
Frequency
Frequency
Interpretation: This question shows that customer service help in increasing
customer satisfaction because the respondent gives yes more than no. 28 respondent give
their answer with favor to yes. It clearly shows that most of the respondents thought that
customer service can help in increasing satisfaction of consumers. They all are customers so
they can clearly give their point of view which helps in analyzing data.

Theme 4: Marks and Spencer increase customer satisfaction.
Q4. According to you, should Marks & Spencer focus on increasing of
customers’ satisfaction?
Frequency
c) Yes 30
d) No 10
Frequency
a) Send personalized
message
b) Take a feedback
Interpretation: Day to day increase in competition can be e overcome by Marks &
Spencer with the help of increasing customer satisfaction (Madera, Taylor and Barber, 2020).
This is statement is based on after analyzing data from above observations. It is identified that
30 respondents out of 40 said that marks and Spencer should focus on increasing of customer
satisfaction.

Theme 5: Benefits of customer service.
Q5. What are the benefits of best customer service in organization? Frequency
d) Increasing in number of customers. 15
e) Build customer loyalty 15
f) Increasing profitability 10
a) Send
personalized
message
b) Take a
feedback c) Reward loyal
customers
0
1
2
3
4
5
6
7
8
9
10
Frequency
Frequency
Interpretation: From the above discussion, it is identified that if organisation
provides best customer service that they can easily achieve their target market and gets many
benefits. It is analysed after the analysis of above observation in which researcher discuss
about benefits of best customer services (Pham Thi Phuong and Ahn, 2021). There are some
benefits such as it assistant building customer loyalty, increasing in number of customers and
profitability.

Theme 6: Improving customers’ services.
Q6. How Marks & Spencer can improve their customer services? Frequency
e) Send personalized message 10
f) Take a feedback 10
g) Reward loyal customers 10
h) Give convenient support 10
Frequency
a) Send personalized
message
b) Take a feedback
c) Reward loyal
customers
d) Give convenient
support
Interpretation: Above observation stated at Marks & Spencer should improve their
Customer services with the help of some important elements such as they should reward loyal
customers, take a feedback, give convenient support and send personalized message. These
all things are equally important for organisation as it all helps in increasing customer
satisfaction. It is very important for Marks & Spencer that they give focus on each element so
that they will success on providing best customer services to their potential buyers.
From the above discussion it is clearly show that customer service plays a significant
role in the organisation. It helps in achievement of organisation goal and objective effectively
and efficiently. It just not helping customers but also gives many benefits to organisation. It is
very important for companies that they should focus on improving their customer services
that they can build more customer loyalty and trust.
Significance and recommendations
This research become very helpful for every person who wants to you know the
importance of customer service. It just not helping an individual person but also helps all
organisations (Paikens, Znotiņš and Bārzdiņš, 2020). It gives a realistic idea to companies

which assist them to take a right decision in order to achieve their targets and goals. It is
identified that there are many reasons which influence competition in the market such as
globalisation, innovation and technology, etc. One other important reason is dynamic nature
of business environment and continuous changes then customers taste and preferences. It is
very necessary for organisation that they should know about their potential buyer’s choice.
With the help of identification of customer’s behaviour and choices, they take right and
correct decision in order to make a product and sell them in the market. Customers change
their perspectives very frequently because every organisation gives a number of products to
their consumers. This is the main reason for conducting this research report which gives an
idea that why organisation should be focus on providing best customer services. This research
report becomes very beneficial for Marks & Spencer as they get to know that importance of
customer service. Every organisation can focus on their product and price but they are failing
in providing customer services. Marks & Spencer is providing best customer services to the
potential buyers then it becomes different from other organisation. It is very necessary for
organisation that the just not provide customer service during the sale of goods and services
but also they should provide after sales. It gives a great impact on organisation because it
built customer loyalty. There are some important recommendations which help in improving
customer services which are mentioned below:
 It is suggested that companies should focus on identification of taste and preference of
their potential buyers. It assistant making products according to their taste and
preferences.
 It is also recommended to the organisation that they should focus on taking a feedback
after sales in which they found that how customer experience from their services. If
they found some negative points done that should taken for active action in order to
change them into positive one.
 Companies should give some rewards to the existing loyal customers who influence
them and new customers that they should purchase from this organisation. It makes
them happy which can be done through giving some gifts and message (Evenson,
2017).
 It is also very helpful if organisation give some innovative solution to their customer’s
problem. They should focus on providing problem solving so that they get attracted
towards organisation.

CONCLUSION
It is concluded from the above research report that organisation should focus on
providing customer services because their main goal is customer satisfaction. If organisations
can success in satisfying their customers then they will easily achieves their goal and
objectives. It is also analysed that there are many ways which assist and improving customer
services of organisation. Company should focus on all methods and ways which makes their
services best.

REFERENCES
Books and Journals:
Evenson, R., 2017. Customer service training 101: quick and easy techniques that get great
results. Amacom.
Hewitt, T. and Beaver, I., 2020, July. A case study of user communication styles with
customer service agents versus intelligent virtual agents. In Proceedings of the 21th
Annual Meeting of the Special Interest Group on Discourse and Dialogue (pp. 79-85).
Hochstein, B., and et. al., 2020. An industry/academic perspective on customer success
management.
Madera, J. M., Taylor, D. C. and Barber, N. A., 2020. Customer service evaluations of
employees with disabilities: The roles of perceived competence and service
failure. Cornell Hospitality Quarterly, 61(1), pp.5-18.
Oraby, S., and et. al., 2019. Modeling and computational characterization of Twitter customer
service conversations. ACM Transactions on Interactive Intelligent Systems
(TiiS), 9(2-3), pp.1-28.
Paikens, P., Znotiņš, A. and Bārzdiņš, G., 2020, June. Human-in-the-Loop Conversation
Agent for Customer Service. In International Conference on Applications of Natural
Language to Information Systems (pp. 277-284). Springer, Cham.
Pham Thi Phuong, L. and Ahn, Y. J., 2021. Service Climate and Empowerment for Customer
Service Quality among Vietnamese Employees at Restaurants. Sustainability, 13(3),
p.1172.
Zierau, N., and et. al., 2020. Towards Developing Trust-Supporting Design Features for AI-
Based Chatbots in Customer Service.