The Customers Satisfaction and Loyalty for Burberry - Research Paper Example

Fashion Business Research Fashion Business Research The s (Age 20-30) Satisfaction and Loyalty for Burberry about their in store experience ABSTRACT If the Internet and e-commerce represented the digital revolution of 1990s (Fader & Winer, 2012) with the emergence of new business models and new channels of distribution, this early part of the 21st century can be better characterised as the era of the social web. Consumers have shifted from being passive recipients of marketing messages to being actively engaged in interacting with brands, influencing the attitudes and the purchase decisions of other consumers (Kane, Fichman, Gallaugher & Glaser, 2009). The various digital interactions and contributions, which can be grouped under the umbrella term User Generated Content (UGC), can take the form of product reviews, blogs, and demonstration of product usage or even “homemade advertising. On average, the 850 millions of Facebook users contribute with 90 pieces of content each month, and after every minute in regards to 60 hours of videos are uploaded on YouTube (Fader & Winer, 2012). A store is one of the most important departmental assets in the retailer section for a brand. The consumers and the entire management depend on the prevailing store articulations, which meets the needs of the customer. When a store is taken into consideration with high validity, it provides long-term relationship between the business and the customer. This is triggered by the essence of favorable consumer behaviors in regards to the taste and profiling of the brands. LIST OF FIGURES Figure 2.1 Costumer-Based Brand Equity (CBBE) Model............................................................ 7 Figure 2.2 A dynamic model of customer loyalty.......................................................................... 9 Figure4.1.1. Burberry beats Waterstones, John Lewis and Boots as best omni-channel..............13 Figure 4.1.2 Store Portfolios........................................................................................................ 14 Figure 4.2.1 Burberry Revenue Analyses..................................................................................... 15 Figure 5.2.1How customers feel about their experience at Burberry........................................... 16 Figure 5.2.2 Will you do research before shopping...................................................................... 16 Figure 5.2.3 what is the most important thing when you shopping.............................................. 17 Figure 5.2.4 ANOVAb.................................................................................................................. 18 Figure 5.2.5Regression Coefficientsa............................................................................................ 20 Table of Contents Table of Contents 4 1.INTRODUCTION 6 1.1.Aim and Objectives 6 2.LITERATURE REVIEW 6 3.RESEARCH METHODS 11 3.1.Research approach/ design 11 3.2.Research methods (Primary research) 12 3.3.University Code of Ethic 13 4.FINDINGS OF SECONDARY RESEARCH 13 4.1.Marketing Analysis 13 4.2.Burberry Financial Analysis 15 5.FINDINGS OF PRIMARY RESEARCH 15 5.1.Qualitative Research (Apendix2&3) 15 5.2.Quantitative research (Appendix 4) 16 6.CONCLUSIONS AND LIMITATIONS 20 6.1.Conclusion 20 6.2.Limitations 21 7.Bibliography 23 8.1.Appendix 1—Gantt chart 25 8.2.Appendix 2—Focus group interview 25 8.3.Appendix 3—interview transcript 26 8.4.Appendix 4—Sample questionnaire 31 8.5.Appendix 5—Information sheet for Participants and consent form 38 9.Key Facts 41 10.Background and Rationale 41 11.Aim of this research study 41 12.References: 42 13.FAQ 42 14.Reflective statement 43 1. INTRODUCTION Burberry is the company, which this report is going to discuss. Burberry was founded in 1856, has grown as a leading company for British luxury fashion industry. The research area in this report is the customer satisfaction and loyalty. The paper will argue in a particular aspect about this topic: The costumer experience in Burberry store (No online shopping experience) between ages 20-30. The reason for choosing Burberry is that because Burberry has a great globe reputation and can attract both female and male costumers, on the other hand, Burberry has a wide age range of their customers. These can make a more comprehensive and effective report result and have a answer about knowing why people come to shop at Burberry and have an answer about what activities the company should use in order to satisfy customers from young generation and keep their brand loyalty. 1.1. Aim and Objectives The overall aim of this research is going to examine if Burberry achieve their expecting brand image to satisfy their customer and keep their loyalty. The Objectives of this research are: 1) The brand image of Burberry from both company and customer view 2) The reason why people shop at Burberry 3) What can improve Burberry’s customer satisfaction and Loyalty 2. LITERATURE REVIEW The research paper will be unveiled and articulated using four distinctive steps. These include; Step 1: Brand Identity; Step 2: Brand Meaning; Step 3: Brand Response; Step 4: Brand Resonance (Niesing, 2013). The four steps comes from Banerjee’s Brand Equity model which has been enhanced and printed in his journal known us “A conceptual framework for brand management.” Banerjee’s Brand Equity Model is also called the Customer-Based Brand Equity (CBBE) Model. Banerjee believes that an organization must systematically structure its marketing strategies to ensure that it meets the needs, tasters, and preferences of the society. An organization’s marketing strategy, according to Banerjee, must fit the culture of the organization and the surrounding community. The idea driving the Brand Equity Model is straightforward: to assemble a solid brand, you must shape how clients contemplate your item. You need to assemble the right sort of encounters around your brand, with the goal that clients have particular, positive deliberations, sentiments, beliefs, suppositions, and appreciations about it. When you have solid brand value, your clients will purchase more from you, theyll prescribe you to other individuals, theyre more faithful, and youre less inclined to lose them to competitors (Niesing, 2013). They will also develop a feeling of dislike (popularly known as cognitive dissonance in marketing) for the products produced by competitors, a factor inordinately increase sales and overall profitability after efficaciously penetrating the market. The figure below represents Banerjee’s Brand Equity model. Figure 2.1 Costumer-Based Brand Equity (CBBE) Model The power of a brand lies in the minds of consumers and what they have experienced and learned about the brand from its their continual use. Within this pyramid, a useful theory for this report is the way to build a successful customer loyalty and can be emphasized to four points for a brand” Identity, Meaning, responses and relationships.” “All steps involve accomplishing certain objectives with customers, both existing and potential. The steps are as follows: a. Associate the brand with consumers and associate the brand in customers ‘minds with a specific product class or Customer need to ensure that whenever they need to purchase a product they will go for your product. b. Inaugurate the entirety of brand significance in the minds of consumers by purposefully networking a host of tangible and/or intangible brand connotations with definite characteristics. c. Stimulate the appropriate customer retorts to this brand identification and brand meaning while curbing any negative feedbacks that might disintegrate the image and/or reputation of the organization (Banerjee, 2008). d. Convert the customers’ reaction to the brand to create an intense, active loyalty brand-customer relationship. Additionally, the prowess of a brand and its ability to succeed in the current competitive and rapidly changing customer tastes and preferences depends on how it has been entrenched in the consumer’s thoughts. Banerjee reiterates the fact that businesses must continuously produce apt products that will positively affect the minds of customers and alter their behaviour, perceptions, and preferences for the advantage of the manufacturer. Figure 2.2 A dynamic model of customer loyalty The figure above, which has been adapted from the journal called Customer satisfaction and loyalty in a digital environment, shows a process of a company gains customers’ loyalty, which relate to the major aim of this report about customer loyalty and satisfaction (Niesing, 2013). For a customer to choose one brand he or she may be required to through the following stages: Stage 1: Act of purchase: Customers bought the product. Stage 2: Customer satisfaction: Customers feel great about this product and they have to like it. Stage3: Customer trust: Customers begin to believe in this brand, in service, product quality, product style and so on… Stage4: Customer commitment: Customers make a commitment as a start of a successful long-term relationship. Stage5: Customer Loyalty and the final achievement. However, in this model, satisfaction with past purchases, and any consequential habit formation, explains most of a person’s ongoing propensity to buy one or a product from a specific firm (Niesing, 2013). All these patterns profile customers, not brands per se; that is, consumers of a firm’s products could be distributed across segmentation criteria with respect to their loyalty level to a brand/firm. As shown in Figure 2.2, hope is considered as an outcome of Customer satisfaction and as antecedent of customer commitment and customer loyalty. 3. RESEARCH METHODS 1. 2. 3. 3.1. Research approach/ design The research approach as well as a deductive approach is concerned with developing a hypothesis (or hypotheses) based on existing theory, and then designing a research strategy to test the hypothesis” (Wilson, 2010). To begin with, a qualitative interview with Burberry customers (focus group), the main discussion, and topic in this research paper will focus on the qualitative result and creation of quantitative questionnaire about the finding during the interview. The questionnaire is given through the Internet and then, collects the quantitative data to examine the hypothesis. Option B has been selected as a research strategy. It has been stated that “followed in the research the author formulates a set of hypotheses that need to be tested. Then, through implementation of relevant methodology the study is going to prove formulated hypotheses right or wrong” (Dodubskiy, 2014). 3.2. Research methods (Primary research) The first stage in this research is qualitative interview. A focus group has been selected from Burberry customers; this consists of ladies as well as two gentlemen, between ages 20- 30. Focus group” has been used for many years in market research to test reaction to products and to advertising initiatives.” In order to have a comprehensive finding, they have been put in pairs, which are two students and two workers by each gender. To begin with, a list of structured interview is unveiled and followed by unstructured interview according to their answers for the general questions. The final finding can be minimized the risks and get the best advantages from combine with both interview methods. The main purpose for focus group interview is “define business problems in new and innovative ways and to stimulate creative ideas for their solution” (Bryman & Bell, 2011). After the finding from the 15mins interview, a self-completion questionnaire has been delivered through Internet to the research target; Burberry customers between 20-30 years old. “The main purpose of questionnaire research is to obtain information that cannot be easily observed or that is not already available in written or computerized form. Evidence from questionnaire survey is then used for one or more of the following purposes description, explanation, hypothesis testing” (Dan, Brain, Arthur & Ethne, 1998). There are 19respondents who answered this questionnaire. “Such questions are typically used in studies involving large samples; however there is a restriction on the sample size, which leads the result come with some disadvantages. 3.3. University Code of Ethic All participants’ privacy is secured. The code ethic will ensure that this research is legal to the University of the Arts London code of ethics. For the focus group interview, interviewees have had an information sheet about what is this research and their right is protected. Those interviewees also filled the consent form and signed their name to prove that they all agreed to participate and the information from the interview can be used in further academic needs. The on-line questionnaire goes through from the Legitimate Web sites, which their information will not be leaked. It is been clearly state that this questionnaire will only been used for academic study, and they have right to choose if they are willing to answer the questions. 4. FINDINGS OF SECONDARY RESEARCH 4.1. Marketing Analysis Figure4.1.1Burberry beats Waterstones, John Lewis and Boots as best omni-channel The figure 4.1.1 is an indication that “Burberry received an ‘excellent’ overall rating with 75.4 out of a possible 100, while Waterstones, which came second, scored 65”(Webcredible, 2012). The research was carried out through level of omni-channel approach among popular UK retail brands to investigate how a well-developed omni-channel strategy can meet the changing demands of customers, and help brands improve sales, loyalty and business success”(Ishbel, 2012) Figure 4.1.2. Store Portfolio From Figure 4.1.2, it is clearly shows that there are 25 mainline stores that Burberry are going to open and 15 stores on closure. After two years’ preparation work, the shop emphasis will focus on portfolio development and further expansion of stores in China and Latin America. “Following two years of above average space growth, net new openings are planned to contribute low to mid single-digit percentage growth to retail revenue in FY 2014” (Burberry, 2012-13). “In 2012/13, the Burberry team navigated a challenging environment making excellent strategic progress and achieving another record financial result” (Burberry, 2012-13). 4.2. Burberry Financial Analysis Figure 4.2.1 Burberry Financial Analysis In total, retail sales increased by 12% during the year of 2012-2013, “During FY 2013, retail trading was uneven, with comparable store sales growth of 6%, 1%, 6% and 8% by quarter, achieved against double-digit growth throughout the previous year” (Burberry, 2012-13). According to the report,” Product, marketing and customer service initiatives drove strong performance in the second half festive periods including Christmas and Chinese New Year.”(Burberry.P54.2012-13) However, “store traffic was soft, offset by increased conversion rates and higher average transaction values” (Burberry, 2012-13). 5. FINDINGS OF PRIMARY RESEARCH 1. 2. 3. 4. 5. 5.1. Qualitative Research (Apendix2&3) There are some key findings through the qualitative research Focus group interview. Four interviewees answered the question by a 15mins face-to-face interview. It is obvious that the experience in store influence customers’ final decision about purchasing, and further effect their satisfactions and loyalty. From the four interviewees’ response, it is not hard for seeing that Burberry satisfied their customers in general. Burberry’s iconic outerwear and check pattern deeply rooted in their customers’ mind. They see Burberry as a luxury brand with high quality on products, which in line with their brand image and position. All most everyone enjoy their experience in Burberry expect the quality of service in Burberry is unstable in different stores. One of our female participants decided to visit the store because of the past bad experience happened there Low satisfaction and lost the customers loyalty. Throughout the interview, some current problems Burberry encounters as a retailer came out. All most interviewees suggest that Burberry should be more creative on the product design. A person who knows Burberry is because of their outerwear and they hardly find anything else to buy. They point out that they just do not want check anymore. Lacks of creation on products become a main problem in Burberry shop. Another problem also comes out, which is the quality of service are different in stores. Some stores can offer an extremely high quality of service, but others are unsatisfactory. Customers find out that it is hard to say know when they face an excellent sale; however, they even will not buy a product they really like when they meet a bad sales. 5.2. Quantitative research (Appendix 4) The quantitative data analysis was collected by an online questionnaire strategy, which include 10 questions related to the shopping hobbies and customers’ attitude about Burberry stores. Figure 5.2.1How customers feel about their experience at Burberry Figure 5.2.1 above shows the frequencies and description statistics from respondents on how satisfied they felt as well as their experience at Burberry. Majority of 28.6% rated their satisfaction at Burberry extremely high (or 100%). Another 28.6% rated their satisfaction at 70%. A high degree of satisfaction was observed among 21.4% of the Burberry customers, 14.3 were moderately satisfied while only 7.1% rated their satisfaction as highly moderate. From the attached descriptive statistics table, the mean rating by customers is 77.1% denoting that on average, Burberry customers have no problems with their experience dealing with the organization since the satisfaction degree is high given that the standard deviation is minimum at 1.773 and denoting a small range between the lowest and the highest ratings. Figure 5.2.2 Will you do research before shopping The result about question: will you do research before shopping has been presented as figure 5.2.2. There are about 52.6% people choosing to do research before, including ask friends and researching online, and do research when they are shopping. It shows a good reputation for store experience is important for a majority of customers, which can be an element for making decision. Figure 5.2.3 what is the most important thing when you shopping Frequency Percent Cumulative Percent Valid Product Quality 3 21.4 21.4 Customer Service 1 7.1 28.6 Brand 2 14.3 42.9 Price 2 14.3 57.1 Only shopping when I need something 6 42.9 100.0 Total 14 100.0 In Figure 5.2.3, data is presented in relation to what the customers consider as the most important thing when they do shopping. While more than two fifths (42.9%) said they shopped only when they needed something, 21.4% were attracted by product quality, 14.3% each were attracted by product brand or price while the least, 7.1% were attracted by customer quality. The managerial implication from this is that the organization could focus on getting people out for shopping by maintaining high quality goods of popular brands. Figure 5.2.4 ANOVAb Model Sum of Squares Df Mean Square F Sig. 1 Regression 1.858 1 1.858 .572 .464a Residual 38.999 12 3.250 Total 40.857 13 a. Predictors: (Constant), What is the most important thing when you shopping b. Dependent Variable: How satisfied do you feel about your experience at Burberry? Based on the Anova test showed as Figure 5.2.5 and regression test in Figure 5.2.4 there is a significant relationship between consideration when doing shopping and the degree of satisfaction connected by a sig value of 0.464 with a standardized Beta coefficient of -0.231. Therefore, customer satisfaction is a good predictor of what customers would consider when shopping. Figure 5.2.5 Regression Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. 95.0% Confidence Interval for B B Std. Error Beta Lower Bound Upper Bound 1 (Constant) 8.424 1.055 7.984 .000 6.125 10.723 What is the most important thing when you shopping -.181 .239 -.213 -.756 .464 -.701 .340 a. Dependent Variable: How satisfied do you feel about your experience at Burberry? 1-10 6. CONCLUSIONS AND LIMITATIONS 1. 2. 3. 4. 5. 6. 6.1. Conclusion The purpose and main objective of this research was to investigate the reason why Burberry is most preferable fashion retailer based on the customer’s satisfaction and Loyalty. The research method executed deductive research approach), which is quantitative research followed by qualitative research. The qualitative data were collected from a 15 minutes interview. The focus group interviewees were two girls and two boys with an aim of getting result that is more reasonable. For a quantitative data, a questionnaire was delivered through the Internet, and the sample size is 19 people. People answered 10 questions about their shopping hobbies and the feeling about Burberry shops. The key finding about this research was however reached articulating that the customer’s attitude about Burberry shops and can help Burberry about further developing. Overall people are satisfied about their experience; however, the creation of Burberry’s design and some stores’ customer service should improve. More so, People are finding out satisfied in Burberry shop in general. They have loyalty for this brand about certain products: Scarf, shirt and outerwear. Effective customer service delivery increases the flow of customers due to the aspect of preference and there experience within the store. However, for young customers, the design of Burberry is not creative enough to attract them. Some of students believe Burberry is not for their age. Overall, Burberry achieves their brand image in certain ways from their customers. People see Burberry as a British heritage and recall the Brand as an iconic check and outerwear store. The great customer service and the design of their iconic products are the main reason for people shopping at Burberry. The company should come out more creation of design, customers getting board about all the check. There is a fixed image of Burberry brand, always relevant to scarf and outerwear, people cannot think about anything else about Burberry, the promotion and awareness of other products from Burberry are not very successful. Burberry should improve the product category. Second, the quality of customer service is different in different stores. International customers come to UK for a better service, that means the service in their local shop is not good enough and cannot satisfy them. 6.2. Limitations The questionnaire participants’ rate of gender is unbalance, which is a big limitation for this research. It may cause the result of findings defensible. Another limitation will be the small sample of sine: only 19 people, it also means the limit on occupations, educations, income and other fact that can influence on the result. The finding from this research may not suitable for other situations. In further research, a larger size of sample is must required, and it must balance the number of participants on gender. In addition, the effect from education and occupations can be added in the further research. 7. Bibliography AJ.V, (2000). Business Research Methods a managerial approach, Person Education Australia. Banerjee, S. (2008). Strategic Brand-Culture Fit: A conceptual framework for brand management. 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An Ultimate Guide to Writing a Dissertation in Business Studies: A Step-By-Step Assistance [Online] Available at:http://research-methodology.net/about-us/ebook/ Ishbel, M. (2012). Burberry beats Waterstones, John Lewis and Boots as best omni-channel experience on the UK high street. [Online] Available at: http://www.thedrum.com/news/2012/12/04/burberry-beats-waterstones-john-lewis-and-boots-best-omni-channel-experience-uk-high Jane.K. (2012). The New Strategic Brand Management Advanced Insights & Strategic Thinking Fifth Edition.Kogan Page Limited. Monette, N. (2005). Applied Social Research. A Tool for the Human Services, 6th edition. New York: SAGE Publications Ltd. Niesing, E. (2013). Latin Americas Potential in Nation Branding: A closer look at Brazils, Chiles and Colombias practices [Paperback]. New York NY: Anchor Academic Publishing. Pelissier, R. (2008).“Business Research Made Easy” Juta& Co. Phil, J. & Joanne, D. (2000). Understanding Management Research, SAGE Publications Ltd Rik, R. (2003). Brand Management A theoretical and Pratical Approach. Person Educatio Limited Snieder, R. & Larner, K. (2009). The Art of Being a Scientist: A Guide for Graduate Students and their Mentors, Cambridge University Press. Szymanski, D. & Henard, D. (2001), “Customer satisfaction: a meta-analysis of the empirical evidence”, Journal of the Academy of Marketing Science, Vol. 29 No. 1, pp. 16-35. 8. APPENDICES 8.1. Appendix 1—Gantt chart 8.2. Appendix 2—Focus group interview The following questions are generational questions. There are some unique questions for each interviewee according to their answers. 1：How often do you shop at Burberry？ 2：Which Burberry shop you usually go and why？ 3：Can you describe your experience at Burberry？ 4：How satisfied about your experience at Burberry and why？ 5：Will you recommend Burberry to anyone else？ 6：Is there anything that Burberry can do to improve the customer loyalty and satisfication？ 8.3. Appendix 3—interview transcript 8.3.1. Interviewee 1 (Fang) Gender: Female Age: 23 Nationality: Chinese Job: Student 1：How often do you shop at Burberry？ F: Almost every month, like 2-3 times a month. 2：Which Burberry shop you usually go and why？ F: 3 department stores in Harrods, the boutique across by Harrods and Burberry factory. 3：Can you describe your experience at Burberry？ F: There is one time I went to the department store in Harrods. I was looking for men’ s collection, however I am not sure how to chose them or other staff, the sales in Burberry introduced me all the products in detail and went to all the stores in Harrods with me in order to help me. Added Question: Is every memory you have in Burberry are pretty great? F: Actually not, that is the point; the quality of Burberry’s customer service is very different in different stores. I hate the manager in Westfield. Once I need to change a size for my outerwear but I lost my receipt. I can find my record through the email, and I showed it to the manager, it is my right to have a new receipt and change the product. She just refused. I was so angry and I went to Harrods, they did it for me. I will never shop at Westfield again. 4：How satisfied about your experience at Burberry and why？ F: I really like Burberry; the high quality of customer service makes me feel strongly satisfied. 5：Will you recommend Burberry to anyone else？ F: Yes, of course, the good quality is definitely a reason. Hum…I do not really like too many checks actually. 6：Is there anything that Burberry can do to improve the customer loyalty and satisfactions？ F: Yes, due to Burberry is originally a brand for outdoors activities, the outerwear are the best, however that is the limitation for them. People can only think about outerwear when they talk about Burberry.I want them to go deep with their iconic things. For example, Chanel, they have a lot of classic and they use them in verity ways. Burberry should be more creative and they need a revelation on the products. 8.3.2. Interviewee 2 (Paul) Gender: Male Age: 28 Nationality: British Job: Accounting 1：How often do you shop at Burberry？ P: Once a month 2：Which Burberry shop you usually go and why？ P: Regent St. 3：Can you describe your experience at Burberry？ P: Cool!!! 4：How satisfied about your experience at Burberry and why？ P: The quality of service such as the attitude of sales are amazing. The decoration, place and facilities and also I like the black female shopping guide who can speak fluent Chinese! It is just great. 5：Will you recommend Burberry to anyone else？ Oh yes I will! 6：Is there anything that Burberry can do to improve the customer loyalty and satisfactions？ Um…I have nothing to say. Added Question: Really? How about the style and the product? I did not hear your opinion about them. P: Um…they are great, but my girlfriend does not like their bags, and the logo, maybe they should try more on the accessories. 8.3.3. Interviewee 3 (Amy) Gender: Female Age: 30 Nationality: Kazakhstan Job: Housewife. 1：How often do you shop at Burberry？ A: Actually I did not buy a lot. I usually do window-shopping. Is it hard to say how often? 2：Which Burberry shop you usually go and why？ A: I went to a lot Burberry stores! I went to the stores in Almaty，the stores in London and I also like the one in Hong Kong. I do not like the one in Beijing. Added question: Is every time you shopping, you will go to Burberry? A: Yes, I will go and see if there is anything I like. If l like it and it is reasonable price I will buy it. However the one I like always too expensive, I the cheap one I do not like. 3：Can you describe your experience at Burberry？ A: Hum… The customer service in Hong Kong and London are great. You will feel bad if you do not buy anything. The store in Almaty is OK, The style is good but I do not like the bag. In everywhere, the style of bag just not my type. Oh! The customer service in Beijing is awful! I hardly go there now. Added Question: There are lots of brands, and which point of Burberry makes it stand out? A: To be honest, I only shop at Burberry for their outerwear, Actually I prefer Armin more… Added Question: Why Armin? A: Armin has more style of products, the price is more reasonable, and you know, Burberry is always the check and outerwear. And I find out that the style of pants in China and UK are different, the back of the pants is higher than the front in China. 4：How satisfied about your experience at Burberry and why？ A: I really like shopping at London, more products in other country and better customer service. The style problems, I do think they should notice that problems, it is definitely different and I think it seems like racism. Are they did enough research about their international store? 5：Will you recommend Burberry to anyone else？ A: Yes if it is for outerwear. 6：Is there anything that Burberry can do to improve the customer loyalty and satisfactions？ A: They should balance their product quality in different country. And they need to focus on both quality and design. Last I bought a outerwear, It is good on me but it is not comfortable! 8.3.4. Interviewee 4 (Leo) Gender: male Age: 22 Nationality: Chinese Job: Student 1：How often do you shop at Burberry？ L: It depends actually. If I saw something amazing from the catwalk, I will shop a lot, but if I hate this season, you know… Added Question: How do you feel about this season? L: Oh! I do not like the blanket for women, but the men’s collection, they are gorgeous. I definitely will buy a LOT! 2：Which Burberry shop you usually go and why？ L: The one across by Harrods. It is very close to where I live and there are lots of products there, the flagship store you know, the new products come very soon, and the service is great. 3：Can you describe your experience at Burberry？ L: Eum… it is great, just too many people in some special occasion, I do not like crowded. 4：How satisfied about your experience at Burberry and why？ L: Burberry is a “Luxury” Brand so basically it has to have high quality of both products and service. I am satisfied about what I expect, that is it. 5：Will you recommend Burberry to anyone else？ L: Yes, if they want to but outerwear. You know what I mean LOL. 6：Is there anything that Burberry can do to improve the customer loyalty and satisfactions？ L: Try to surprise their customer on the new products like design or something. 8.4. Appendix 4—Sample questionnaire Your Gender Male Female 2 Could you please tell me your occupation?   1:Manager 2:Student 3:achitect 4:student 5:student 6:Director 7:math 8:student 9:student 10:Student 11:make-up artist 12:student 13:Student 14:Designer 15:student 16:student 17:Interior designer 18:Student 19:Journalist 20:Dubbing speaker 3 How much money you are avalible to spend freely per month ( such as club, movie, buying cloth and accessories...) Under £500 £500-£1500 £1501-£3000 More than £3000 4 How often do you shop? Less than 4 times per year 4-10 times per year Less than 4 times per month 4-10 times per month Less than 4 times per week More than 4 times per week 5 What is the most important thing when you shopping Product quality Costumer service Brand Price Store location Only shopping when I need something Frequency Percent Cumulative Percent Valid Product Quality 3 21.4 21.4 Customer Service 1 7.1 28.6 Brand 2 14.3 42.9 Price 2 14.3 57.1 Only shopping when I need something 6 42.9 100.0 Total 14 100.0 Model Sum of Squares Df Mean Square F Sig. 1 Regression 1.858 1 1.858 .572 .464a Residual 38.999 12 3.250 Total 40.857 13 a. Predictors: (Constant), What is the most important thing when you shopping b. Dependent Variable: How satisfied do you feel about your experience at Burberry? Model Unstandardized Coefficients Standardized Coefficients t Sig. 95.0% Confidence Interval for B B Std. Error Beta Lower Bound Upper Bound 1 (Constant) 8.424 1.055 7.984 .000 6.125 10.723 What is the most important thing when you shopping -.181 .239 -.213 -.756 .464 -.701 .340 a. Dependent Variable: How satisfied do you feel about your experience at Burberry? 1-10 Will you do research before shopping? No, I prefer to research in store Yes, I wil do research ( i.e. Online, ask friends...) 7 Have you ever shop at Burberry (in store, Not include online shopping)? Yes----Question 8 No-----Question 9 How satisfied do you feel about your experience at Burberry? Low-High Frequency Percent Cumulative Percent Valid Moderate 2 14.3 14.3 Highly Moderate 1 7.1 21.4 Somehow High 4 28.6 50.0 High 3 21.4 71.4 Extremely High 4 28.6 100.0 Total 14 100.0 Mean 7.71 Std. Deviation 1.773 Variance 3.143 Skewness .022 Std. Error of Skewness .597 9 The reason why you never shop at Burberry? 1:Style not suitable 2:n/a 3:No need for the product 4:Expensive 5:not my style ，too expensive 6:no time 7:Not suitable for students 8:I dont like the style and logo. Burberry Boutique and department store in shopping mall, which one you prefer? Boutique Department store 1:Department is cheaper Is there any thing that Burberry can do to improve their customer satisifaction and loyalty? 1:More creation 2:more style 3:quite happy about the brand 4:no 5:nothing 6:Do best 7:More creation and innovation on style is needed, especially for handbags and accessories. 8:Nothing good except scarf and outerwear 9:better service 10:Cheaper 11:Try to let the logo goes away 12:Less check 13:be more fashionable 14:too many check 15:nothing 16:nothing 17:more creative staff 18:no 19:some stores’ customers are sooooo bad 20:Limited well know products 8.5. Appendix 5—Information sheet for Participants and consent form Information sheet BAFM Year2 – Fashion BusinessResearch Project Information Sheet for Participants 9. Key Facts Title of the project: User Generated Content – Managerial Implications for Luxury Fashion brands Purpose: MRES Dissertation Principal Investigator: Jingwei Zhang– j-dorothy@hotmail.com Mobile: 07445 374 630 Hosting Institution: University of The Arts London Supervisor: Professor MatteoMontecchi 10. Background and Rationale In store shopping is the biggest source of profit for a business. People go into a shore and find what they want is the most common buying way in the current marketing. The experience in store will have a huge influence on a brand reputation. People always choose to build their relationship with the brand they trust have good expression after they shopped at the store. ”Research on factors that influence customer satisfaction and loyalty has made considerable progress within the last years “(Szymanski and Henard, 2001; Oliver, 1999). “Customer loyalty is seen to be crucial to the success of business organizations, since attracting new customers is far more expensive than retaining existing ones” (Dick and Basu, 1994;Saren and Tzokas, 1998; Fournier, 1998). “It has been suggested by many authors that loyal customers are a competitive asset and that a way of increasing customer retention is through secure and collaborative relationship between buyers and sellers “(Chaudhuri, 1999; Chaudhuri andHolbrook, 2001; Fournier, 1998; Oliver, 1999). 11. Aim of this research study The aim of this research is to investigate how the experience in Burberry store influence their customer satisfaction and loyalty 12. References: Chaudhuri, A. (1999), “Does brand loyalty mediate brand equity outcomes?”, Journal of Marketing Theory and Practice, Vol. 7 No. 2, pp. 136-45. Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113. Szymanski, D.M. and Henard, D.H. (2001), “Customer satisfaction: a meta-analysis of the empirical evidence”, Journal of the Academy of Marketing Science, Vol. 29 No. 1, pp. 16-35. 13. FAQ What will happen if I decide to take part? The research will consist of a 30-minute face-to-face interview at a time and location of your convenience. The researcher will ask you to sign a consent form and to decide if you wish to be named or to remain anonymous. How much time will be involved? Just the interview time (approx. 30 minutes). You will also receive a full transcript of the interview, which you might or might not read and verify for your convenience. Where will the research be conducted? You can decide a suitable location for the interview to take place. What will happen to the information collected? The interview will be audio recorded and transcribed. Data and information will be analysed and the findings included in a research report. How will the data and information collected be used? The data and information will be used for the purposes of academic review as part of this research study. Will the outcomes of the research be published? Yes, the outcomes of this research can be published. Will my name or the name of my company appear in the research report? It is up to you to decide. If you want to remain anonymous or if you want your company not to be named, please let the researcher know. You will appear as “Subject A” from “Company A”. What will happen to the data on completion of the project? The full transcript will be submitted to University of the Arts London as part of the requirements of the Dissertation. What happens if I change my mind and I don’t want to take part to this research? It is totally up to you to decide and you have the right to cancel the interview if you wish not to take part to this research study. 14. Reflective statement Jingwei Zhang ZHA12376295 BAFM Year2 Business Research Word：508 My research topic is about customer loyalty and satisfaction about Burberry. I made this decision very quickly because I believe the customer’s opinion is a foundation of a business. A successful business must understand its target customers in order to make a right promotion strategy for the product. I have been predominately deductive in the research; deductive method is collecting qualitative data first, then followed by quantitative data. In my case, the major aim is to have an answer, which is an open question about customers’ store experience at Burberry, so I need to reason result to give a suggestion rather than a specific data. The issues I have considered about are timing, drifting from the point and the finding of journals. For my first concern, the GNATT chart helps a lot. It can let me see what is going on during this period and how many days I am left with. I can arrange my time easily. The second issue is l little bit hard. I went to tutorial and checked my outline with tutors, and they offered me some excellent advices. I just followed what they told me to do and it is the best way for keeping away from rambling into a subject. For the last one, the tutor also helped me; I researched in the library and online first, and then found some articles to email to the tutor if they are suitable. Definitely, there are some limitations about the sample size of the online questionnaire. It is such a small group for this kind of research. There are only 1/4 male participants. These elements can cause an inaccurate result and the conclusion drawn, therefore, might not be solid and entirely reliable. Next time, I need to use as much online communication ways to let people complete my survey or perhaps not do the survey online. I can ask the permission from the Burberry stores and maybe stand by the door to see if any customer is willing to fill out the survey. This time I did most of my research online including survey and information search. However, next time I fancy going to the store by myself as much as I can to observe the customers in real. I did a focus group interview this time; it was a great experience to find what I still need to develop. The key one is communication skills, realized that I need to think for a while before I ask the next question; I want to be very quickly to catch the point during the interview. Remarkably, I realized that effective communication skills, which I lack, are of utter significance in collecting data and in the overall effectiveness of a research. I am considering branding in my next project Fashion consultancy project, so this is another chance for me to overcome the aforementioned issues and/or limitations. I will concentrate more on the face-to-face research; this is because it is hard to filter your participants online and people may not give you accurate answers. I am going to understand more about the whole market in order to ask some operative questions. Moreover, I will read more so as to be acquainted with the current world of marketing. Read More