Using Relationship Marketing to Improve Customer Relations Dissertation

Using Relationship Marketing to Improve Customer Relations - Dissertation ExampleThe current dissertation aims to enquire the customer relationship marketing strategies of Marks and Spencer following its rebranding efforts. The main objective of the look for is to allow a comprehension of the changes that had occurred among customers attitudes towards the brand. Both primary and secondary research data shall be used in accomplishing the following objectives of the dissertation Determine and investigate the target audience being catered to by Marks and Spencer Discuss the hawkish environment in which M & S plays in Assess the competitive edge of the company as a planetary brand through a customer relationship survey. The researcher concluds that Marks & Spencer should leverage more on its customer relationship marketing strategies, particularly convenience, being a strong global bran, and competitive cost. Moreover, in drafting its next branding strategic plan, it should aptly con sider the following factors which are deemed improvement areas (lowest scoring items) ambience of the store and individualised service. On the other hand, it may leverage more on its highest scoring items, namely, promotional offers, being a strong global brand, competitive cost and convenience. The results resolve that customers have a very obvious recognition of the overall brand image of Marks & Spencer as a clothing company. More specifically, the company was sensed to have a clearly focused position within the UK retail clothing market and to be successful in communicating their brand to customers.