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Customer Satisfaction (CS)

C/M/1244. Dissertation. Consumer satisfaction towards Marks and Spencer store in Shanghai

WORDS:
12600
DATE:
2009
PRICE:
129.99 GBP

The dissertation investigates the level of consumer satisfaction (CS) towards Marks and Spencer (M&S) store in Shanghai. The review of literature touches upon the history and background of M&S, their entry to China, the theory of retail internationalisation and CS, and the attributes of CS, i.e. Products Mix, Product Pricing, Customer Service/Personnel, Store Atmosphere, In-Store Convenience and Merchandising. The research methods are based on secondary and primary data collected through interviews and questionnaires aimed to determine the perception of CS attributes in M&S customers in Shanghai. Conclusions are made about the customer satisfaction attributes relevant for M&S store in Shanghai, recommendations are suggested about M&S brand positioning, product availability, and marketing campaign.

 

KEYWORDS: Dissertation, customer satisfaction, consumer satisfaction, Marks and Spencer, M&S, Shanghai,

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