M3A2 RESEARCH METHODS - Essay Example

ID Number & MA Dissertation Proposal: How Decisions on Service will Impact on Influencing the Level of Sales and the Ultimate Profitability of the Organization? Purpose of the Study The purpose of this study is to determine how decisions made on customer service will impact on influencing the level of sales and the ultimate profitability of the organization. Overarching Research Questions or Theory The first question aims to determine how management decision-making can affect the quality of customer service.

The second overarching research question will examine whether or not a good customer service can lead to customer loyalty. To address these two questions, a theoretical review and empirical study will be conducted. Specific Research Questions / Philosophical Underpinnings Decisions made by the managers with regards to a positive or negative reinforcement can affect employees’ attitude and behavior at work. Therefore, it is necessary to ask the question “How management decision-making can affect the quality of customer service?

” This study assumes that a good customer service quality can lead to customer loyalty which then can create a positive effect over the company’s sales and profitability (Bell, Auh & Smalley, 2005). Therefore, it is necessary to ask the question “Can a good customer service lead to customer Loyalty?” Basically, doing so will allow the researcher to examine the truth behind the research assumption. Methodological Approach To determine how management decision-making can affect the quality of customer service and whether or not a good customer service lead to customer loyalty, a primary research survey study will be conducted to test the hypothesis.

(See Appendix I on page 5) The research methodology is divided into three parts: (1) demographic profile of the research survey participants; (2) determining how management decision-making can affect the quality of customer service; and (3) determining whether or not a good customer service lead to customer loyalty. (See Appendix II on page 6) Part of the research objectives is to determine how management decision-making can affect the quality of customer service. Therefore, regardless of gender, ethnicity, marital status and educational background, qualified research survey respondents for this study include individuals more than 18 years of age who are currently employed.

Kline (1998, p. 12) mentioned that a bigger sample size is necessary to avoid sampling error. For this reason, a total of 200 research survey respondents will be invited to participate in this stud. According to Saunders, Lewis and Thornhill (2003, p. 213), ‘convenience sampling’ aims to gather a sample population that is immediately and readily available or easily accessible to the researcher. Using this particular non-probability sampling, the actual recruitment process will be conducted in (insert name of a nearby mall) where most of the employed individuals would be relaxing during weekends.

Since highly qualified research survey respondents include only individuals more than 18 years of age who are currently employed, not all individuals who will be invited to participate in this study will be included. Based on the proposed research recruitment process, there are some difficulties in which the researcher may encounter when searching for highly qualified research survey respondents. Some people who go to malls during weekends may be spending some quality time with their loved ones.

Therefore, most of them may not be eager to participate in a research survey study. To manage such difficulty, the research will have to apply the use observational method before approaching a potential research survey respondent. References Bell, S., Auh, S., & Smalley, K. (2005). Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs. Journal of the Academy of Marketing Science, 33(2), 169-183. doi: 10.

1177/0092070304269111 Kline, R. (1998). Principles and Practice of Structural Equation Modelling. New York: The Guilford Press. Saunders, M., Lewis, P., & Thornhill, A. (2003). Research Methods for Business. London: Financial Times-Prentice Hall. Total Number of Words: 538 Appendix I – Research Hypothesis H1: Rewarding employees through work recognition can increase employees’ ability to deliver outstanding customer service. (Parameter γ1); H2: Rewarding employees with material prices such as cash bonuses can increase employees’ ability to deliver outstanding customer service.

(Parameter γ2); H3: A good customer service quality can increase customer loyalty. (Parameter γ3); and H4: Customer loyalty increases the company’s sales and profitability. (Parameter γ4). Appendix II – Research Survey Questionnaire Part I 1. Your gender: □ Male □ Female 2. Are you currently employed? □ Yes □ No Note: If yes, kindly proceed to the next question. 3. Age □ < 18 y/o □ 19 – 25 y/o □ 26 – 30 y/o □ 31 – 40 y/o □ 41 y/o and above 4. Civil Status: □ Single □ Married □ Divorced □ Separated Strongly Disagree Neutral Agree Strongly Disagree Agree 5.

Rewarding employees through work recognition can increase employees’ ability to deliver outstanding customer service. □ □ □ □ □ 6. Rewarding employees with material prices such as cash bonuses can increase employees’ ability to deliver outstanding customer service. □ □ □ □ □ 7. A good customer service quality can increase customer loyalty. □ □ □ □ □ 8. Customer loyalty increases the company’s sales and profitability.

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