Customer insight project Research Paper Example | Topics and Well Written Essays - 2500 words

Customer insight project - Research Paper Example Marks & Spencer (M&S) has been providing clothing, home products and food products to customers for over ten years (Wood & Finch, 2009). This period necessitates continued understanding of the customers’ loyalty and how to improve the weak areas. Understanding customers loyalty is crucial to the business management as it assist the management in decision-making (Stafford, 2009; Chislett, 2009; Willsher, 2011). A marketing research was carried out to assess the degree of customers loyalty. The research was strategic with the goals of providing information needed to remain at the top in the market. It was expected to give insights of the customers that could be used by the business manager to improve the business market power. This work reports findings from the marketing research conducted. The aim of the study was to understand and improve customer loyalty for Marks & Spencer (M&S) on the service delivery and products offered. In meeting the goal of the research, the study seeks to answer the question "how do services and product quality offered enhance customer loyalty for Marks & Spencer†? The core goal of the study was to understand customer’s loyalty and how to improve the degree even further in regard to Marks & Spencer products. The study proposes the following specific objectives. This study was a qualitative market research executed through a market survey. Semi-structured questionnaires were administered to the selected respondents through face-to-face interviews between them and the trained enumerators. The above ensures collection of accurate data from the respondents interviewed (Saunders, Lewis & Thornhill, 2012). Questionnaires with Likert scale scales employed with the aim of quantifying how product and service provision enhances customer loyalty in regard to Marks & Spencer. The questionnaire included an introductory section, a detailed description of Mark & Spencer and the aim of the study. The questionnaire also