A Case Study on River Island
DISSERTATION TOPIC
HOW DOES BRAND IMPACT ON CUSTOMER LOYALTYIN TH UK FASHION INDUSTRY? A CASE STUDY OF RIVER ISLAND
Prepared by: Mian Ali Shan
Student ID: L0459KKKK0412
This dissertation is submitted to the Cardiff Metropolitan University for the award of the BA (Hons) in business studies.
ABSTRACT
The study is based on a case study of River Island from which I will be collecting the primary data. The purpose of this research is to show the impacts of brand on customers that how brands are loyal to the customers and how necessary it is for an organisation to be loyal to its customer?
The research focuses on how companies maintain loyalty with its customers and how they make profit out of them? To be able to get the deeper idea and to understand this research, this study has shown the strategies of customer loyalty, have explained and introduced specific activities which keep customers loyal. Furthermore benefits generated from maintaining customer loyalty has been show, which includes both for the company and customer as well.
Researcher has used both the quantitative and qualitative methods because it will be helpful in the research with much amount of data to be collected. While using the primary data researcher have structured a questionnaire which was provided to the staff and interviewed the management. Secondary data has been collected from various sources like Articles, Journals, magazines and text books. The research has been conduct in a very ethical manor.
To collect and analyse the data and findings an SPSS has been used. From the finding it has shown that there is strong relation between brand and customer. It has been explained thoroughly. Relative recommendations have been given which shows a proposed work and research has been further addressed.
The result of this study shows that companies now days are aware of the importance of customer loyalty by giving them the idea of customer loyalty programs.
HOW DOES BRAND IMPACT ON CUSTOMER LOYALTYIN TH UK FASHION INDUSTRY? A CASE STUDY OF RIVER ISLAND
Prepared by: Mian Ali Shan
Student ID: L0459KKKK0412
This dissertation is submitted to the Cardiff Metropolitan University for the award of the BA (Hons) in business studies.
ABSTRACT
The study is based on a case study of River Island from which I will be collecting the primary data. The purpose of this research is to show the impacts of brand on customers that how brands are loyal to the customers and how necessary it is for an organisation to be loyal to its customer?
The research focuses on how companies maintain loyalty with its customers and how they make profit out of them? To be able to get the deeper idea and to understand this research, this study has shown the strategies of customer loyalty, have explained and introduced specific activities which keep customers loyal. Furthermore benefits generated from maintaining customer loyalty has been show, which includes both for the company and customer as well.
Researcher has used both the quantitative and qualitative methods because it will be helpful in the research with much amount of data to be collected. While using the primary data researcher have structured a questionnaire which was provided to the staff and interviewed the management. Secondary data has been collected from various sources like Articles, Journals, magazines and text books. The research has been conduct in a very ethical manor.
To collect and analyse the data and findings an SPSS has been used. From the finding it has shown that there is strong relation between brand and customer. It has been explained thoroughly. Relative recommendations have been given which shows a proposed work and research has been further addressed.
The result of this study shows that companies now days are aware of the importance of customer loyalty by giving them the idea of customer loyalty programs.
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