I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.
DECLARATION
I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.
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Table of Contents
CHAPTER # 1: INTRODUCTION5
Background5
Problem statement5
Purpose5
Rationale of the study5
Significance of the study6
Research Hypothesis6
CHAPTER # 2: LITERATURE REVIEW7
Products and Packaging10
Store Improvements11
The Marks and Spencer Chargecard now has 2 95 million cardholders11
Customer Service13
Communications Strategies14
Media Relations15
Events15
60% of all adults in the UK buy from Marks and Spencer each year15
Publications15
Advertising16
International Communications16
M&S emphasizes internal communications within the Group to build up corporate spirit18
CHAPTER # 3: METHODOLOGY20
Mixed Methodology Research20
REFERENCES24
Chapter # 1: Introduction
Background
One of the UK's best renowned department shops Marks & Spencer (M&S) has commenced a new borrowing card, in a roll out that is set to become the biggest ever credit card launch in Europe. The MasterCard branded &more card will furthermore have an affiliated loyalty scheme, which the shop wants will tempt customers to use the card both in the shop and elsewhere. This will advance their financial services class and will expand their services and products. (Brennan 2001 423)
Problem statement
The problem statement will study the issues related to this topic and the problems that Marks and Spencer will face when they launch their new financial service i.e. the credit card service and its associated loyalty scheme.
Purpose
The purpose of this paper is to study the reason for Marks and Spencer to increase cutomer loyalty by allowing them to avail loyalty schemes. Their credit cardservice will provide the customer with a satisfaction after availing the loyalty scheme.
Rationale of the study
The new cards will support the international EMV benchmark as part of the UK's chip-and-PIN events for credit and debit intelligent cards. However, the PIN will not be triggered until the retailer rolls out chip-and-PIN compliant POS terminals. Prior to the nationwide roll-out, M&S accomplished a pilot phase in nine stores in South Wales with 40,000 holders of the company's personal mark ascribe card migrating to the new borrowing card. According to M&S, the merchandise directed to rises in spend and balances and an direct affinity to the loyalty scheme. (Bozzolan 2003 558)
Significance of the study
New statistics have disclosed that the total number of artificial cards constructed worldwide in 2002 strike 10.7 billion, just over 10% more than in 2001, when 9.7 billion cards were produced. This increase wasn't echoed in the income image, although, as farthest cost force in 2002 intended that the market rose by just US$100 million from US$4.7 billion in 2001 to US$4.8 billion. The numbers, made by the International Card Manufacturers Association, encompass artificial cards of all thicknesses, encompassing customary cards with and without magnetic band of colour, and chip ...