The impact of customer satisfaction and brand image on the brand loyalty of Marks and Spencer plc in London

The research study has investigated the impact of customer satisfaction and brand image on the brand loyalty of Marks and Spencer plc in London. A retail market in the UK has remained extremely competitive. The customers have an ever increasing number of purchasing choices, while shopping both on line and off line. The challenge to stay loyal to one brand has become more difficult than ever. The primary and secondary research, including the literature review, the critical literature review and the survey findings, has proven that brand image and customer satisfaction has a great impact on and determines brand loyalty of Marks and Spencer plc in London. Through the examination of models and theories – secondary data – as well as the survey findings – primary data – the theoretical and empirical evidence has been provided in the study. Applying both the primary and secondary research has helped in meeting the objectives of the research study. To further explore the impact of customer satisfaction and brand image on brand loyalty, a quantitative study – a survey with 9 questions – has been conducted among 50 respondents – the clients of Marks and Spencer plc in London. In conducting the survey, primary research, a cross sectional method as well as convenience – non probability – sampling has been applied. The survey findings have shown that the higher customer satisfaction, the greater brand loyalty as well as the better brand image, the greater brand loyalty as well. The study has also explored which variable, brand image or customer satisfaction, has a bigger impact on brand loyalty. The survey findings have shown that there is a visible correlation between the extremely satisfied and satisfied as well as extremely loyal and loyal respondents. The customers who are satisfied with the brand remain loyal to the brand as well. Customer satisfaction clearly correlates with customer loyalty. There is a strong evidence that the higher customer satisfaction, the greater customer loyalty as well. Marks and Spencer plc brand proves to be very successful and effective in retaining their customers. It can be concluded that although both customer satisfaction and brand image influence brand loyalty of Marks and Spencer plc in London, customer satisfaction determines brand loyalty to the company in a greater way than brand image. To sum up, all the three hypotheses assumed at the beginning of the research study have been accepted, according to the research study findings. It can be stated that the higher customer satisfaction, the greater brand loyalty. It can also be claimed that the better brand image, the greater brand loyalty. Moreover, according to the survey findings, the customer satisfaction has a bigger impact on brand loyalty than brand image. Finally, some recommendations have been made for Marks and Spencer plc to maximise and increase the effectiveness of brand loyalty to attract the maximum number of customers.

Name dc:type.qualificationname

mba

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

University of Wales Trinity Saint David

Year dc:date.issued

2024

Author dc:creator

• Urbanska, Magdalena

• HF Masnach

Dc Identifier Grantnumber

UWTSD

OAI identifier oai:identifier

oai:repository.uwtsd.ac.uk:3127