[To Explore and Analyse the UK Online Fashion Retailers' Efforts on Electronic-Customer Relationship Management to Increase Customer Loyalty]

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Acknowledgement

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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Abstract

This dissertation is based on the topic of “To explore and analyse the UK online fashion retailers' efforts on Electronic-Customer Relationship Management to increase customer loyalty.” The first chapter provides an introduction to the topic including the purpose and significance of the study. The second chapter presents a review of relevant literature, highlighting the previous research carried out in this field. The third chapter covers the methodology for this study, followed by the analysis of findings and discussion in the fourth chapter. The fifth chapter concludes the dissertation, providing implications and useful recommendations for further research.

Table of Contents

ABSTRACT1

CHAPTER 1: INTRODUCTION4

Background4

Problem Statement7

Purpose of the Study8

Research Objectives8

Research Questions9

Hypothesis9

Hypothesis Testing10

Deductive (truth preserving) argument10

Inductive argument10

Significance of the Study10

CHAPTER 2: LITERATURE REVIEW12

E-CRM in the retail industry12

Essential CRM solutions13

Operational structures of UK fashion retailers15

Level of e-commerce involvement of UK fashion retailers17

Online fashion retailing21

Online branding24

Salespersons' service quality27

Customer loyalty28

Retail environmental factors29

What is CRM 2.0?30

A new kind of customer insight32

Five components for customer insight35

Sentiment analysis35

Social media monitoring36

Profiles36

Customer experience maps37

Social customers co-create actionable knowledge37

CRM 2.0 - what to measure?39

Transition to new metrics40

CHAPTER 3: METHODOLOGY42

Research Design42

The sample43

The research instrument44

Data collection45

CHAPTER 4: FINDINGS, ANALYSIS, DISCUSSION46

Fashion retail Web site functionality46

Product focus and market positioning46

Operational structures49

RQ1. Is there a relationship between fashion retailer type (value, non-value, supermarket) and online and online branding strategy?53

RQ2. Is there a relationship between fashion retailer type (value, non-value, supermarket) and information components on retailer web sites?55

RQ3. Are top UK fashion retailers seeking to integrate the brand identity and brand experience across channels?57

RQ4. How are UK fashion retailers protecting their domain names, and hence their brands?58

RQ5. How are top UK fashion retailers communicating their brand identity and values in the online channel?59

RQ6. What facilities do the top UK fashion retailers offer through their online channel to support the creation of positive brand experiences and to build brand loyalty?60

CHAPTER 5: CONCLUSION63

Summary63

Conclusions65

Recommendations66

Limitations68

Future research directions68

REFERENCES70

APPENDIX79

Chapter 1: Introduction

 

Background

Until recently the traditional UK clay bricks and mortar retailers had been reluctant to adopt Internet technologies. Rather it has been the new entrants or untainted performances that have committed in such with the support from passionate investors (Alba et al., 1997, 38; Reynolds, 2000, 44). Whilst not all have been thriving, for demonstration Boo.com, they have assisted to stimulate perception of the Internet's promise for marketing and selling items online. For example, UK clothing retailers for example Marks and Spencer and the Arcadia Group, while in recent years, have undergone cost chopping, rationalisation and administration alterations in alignment to revive their business, regardless ...