Using Relationship Marketing to Improve Customer Relations Dissertation

Using Relationship Marketing to Improve Customer Relations - oration ExampleThe current dissertation aims to investigate the client relationship marketing strategies of Marks and Spencer following its rebranding efforts. The main objective of the research is to allow a comprehension of the changes that had occurred among customers attitudes towards the brand. Both primary and secondary research entropy 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 competitive environment in which M & S plays in valuate the competitive edge of the company as a global 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 substantial global bran, and competitive cost. Moreover, in drafting its next branding strategic plan, it should aptly consider the following factors which are deemed improvement areas (lowest scoring items) ambience of the store and personalised 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 propose that customers have got a very obvious recognition of the boilersuit brand image of Marks & Spencer as a clothing company. More specifically, the company was perceived to have a clearly focused position within the UK retail clothing market and to be lucky in communicating their brand to customers.