The impacts of branding and shopping experience on consumers in luxury retail: A comparative study with reference to Harrods and Selfridges

2019 dissertation for MSc. The current global business environment is characterized by extreme competition;
this is so due to the advent of technology. More so, the current economic environment has been improved vastly when compared to decades before.
Demand has improved; customers have more money to spend.
However, there is also a change in customers taste, they have become more sophisticated, and acquiring the customers alone has become a tough hurdle to cross. Firms have to device ways to get these customers, and these ways includes branding, and customer experience.
The main purpose of this dissertation is to investigate the impacts of branding and shopping experience in customer loyalty in luxury retail sector of the United
Kingdom. In the bit to extensively cover the topic and get deeper insight, the researcher adopted a mixed approach to examine the case study “Harrods and Selfridges” the biggest luxury retailers in the UK.
The findings in this paper, attempt to contribute to the luxury retail industry and recommended actionable pathways or strategies to enable the firms in question
perform better in light of global competition.