Customer Experience Management in Retailing - Essay Example

?MMK265 T1 Major Assignment Executive Summary Incessant innovation of products largely supports an organization to fulfill its expected business targets. It has been apparently observed that the organizations belonging to this modern day context greatly emphasizes upon innovating their respective products incessantly for the purpose of acquiring several significant benefits. Relating to the research study concerning Blast Fat, it has been viewed that the company has faced critical problems in terms of raising extensive customer complaints regarding the usage of its varied products. In order to conduct this particular research study smoothly, a background to the research, problems concerning management decisions, evaluating the research problems along with chief objectives have been taken into concern. Moreover, apart from the above aspects, the recommended research design in which the sort of research, sampling technique and data collection course have also been considered. Finally, a detailed assessment of the limitations and caveats along with useful recommendations has been reflected for conducting the research study effectually. Table of Contents 1.Executive Summary 2 Table of Contents 3 3.Background to the Research 4 4.The Management Decision Problem 5 5.The Research Problem and Key Objectives 5 6.Research Design Recommended For the New Research Project 6 6.1Type of Research 6 6.2Type of Information 9 6.3Methods of Data Collection Recommended 10 6.4Sampling Technique 11 6.5Plan of Data Analysis 12 7.Limitations and Caveats 12 8.Conclusion and Recommendations 13 9.References 15 2. Introduction Research as well as customer’s feedback reflects the demand for innovative products. Moreover, these also reflect the services as well as the demand for the innovation of service design by a greater level (Maffe & et. al., 2005). The incessant innovation of products or services ensures raising profit margins of any company. In this context, it can be affirmed that the innovation of products or services helps in analyzing organizational gap at large (Kamaladevi, 2009). The company i.e. “Blast Fat” is into the business of providing treatment that will result in reducing the body fat. The company has faced recently the problem concerning customer’s complaints with respect to the uses of its products. The study mainly concerns with the marketing research of the problem. The objective of the study is to research about the viability of the complaints. The study contains research methodologies in order to collect relevant data that will help in conducting critical analysis of the study. The study will also contain the limitations of the innovative products as well as portrayal of valuable recommendations for the problem. 3. Background to the Research Blast Fat used to provide a special treatment that helps in reducing cellular fat from the body fat. The company has claimed that the services rendered by them assist in reducing the fat without the need of any sort of surgery and injections. The claim of the company further revealed that the results will be remarkable within 2 weeks with respect to the transformation of the body. After using the products of Blast Fat, the feedback of the customers ultimately created problems for the company. The customers complained about the products that were served to them by the company. The case was then taken as well as analyzed by Consumer Affairs Victoria (CAV). In this similar context, it has been viewed that it was difficult for the CAV to determine the specific cause related to the problem. This might be owing to the reason that the company has not conducted clinical trial of the products before positioning into the business markets. The extent of the problem was not clear with the CAV that resulted in conducting in-depth research of the problem. The research area focused upon the consumers those who have successfully used the therapy or the products of the company (Greene, Bigham & Patterson, 2012). 4. The Management Decision Problem The research study reflects the problems and the faults related to the decisions rendered by the management of Blast Fat by a certain degree (Atkinson & et. al., 2002). The strategies related to the marketing plan which framed by the management were not effective in terms of positioning the product within the market. Is the management seems to forget about conducting the clinical trial of the products? In this concern, the investigations conducted by the CAV revealed that the management has not ensured proper measure with respect to clinical testing of the products (Greene, Bigham & Patterson, 2012). The other statement concerns about are the strategies that formulated by the management with regard to customer feedback are incomplete? In this context, the advanced strategies related to the marketing mix framed by the company entails within loopholes related to the effectiveness of the strategies (NDU, 2010). Additionally, the management has not taken any sort of effective measure to receive the feedback of the customers after offering sales services to them. The after-sales services provide relevant information related to the customers feedback concerning product usage. 5. The Research Problem and Key Objectives The research problem states that the consumers are complaining about the ineffectiveness of the products belonging to Blast Fat. The company has positioned its broad assortment of products within the business market without conducting detailed research conducting the product effectiveness (Komninos, Milossis & Komninos, n.d.). It is worth mentioning that the Company has not conducted any sort of clinical testing for the products prior to positioning the products in the business market. In addition, the company has not framed proper strategies that will help in determining the actual cause for the complaints with respect to the product usage (Fog, 2004). The objectives of the study have been briefly explained below. 1. To determine the use of research design analyzing the actual cause of the complaints, 2. To determine the cause for the failure of the products within the business market and 3. To frame the strategies to attain relevant information with respect to customer’s feedback related to successful usage of the products. 6. Research Design Recommended For the New Research Project 6.1 Type of Research The perception of research design reflects the fundamentals of the collection of relevant data. The methodologies involved within the research development process helps different companies to frame effectual business strategies with respect to the analysis of the information related to the customers (Wang, Storey & Firth, 1995). The research design involves detailed study and the analysis of the objectives concerning research design. It generally involves three levels of designs that embrace the conceptual frame work, the scope of the research and the line of inquiry. The Conceptual Frame Work: The conceptual frame work reflects the framed plan, the thinking, the concepts as well as the frame work that ensures smooth completion of data collection procedure. The research study will involve three different sorts of data collection procedure that have been portrayed hereunder (Watson & Zakri2003). Exploratory Technique: CAV plans to gather relevant information related to the consumer complaints concerning the product usage of Blast Fat. In this regard, it can be affirmed that CAV can strategically plan to use exploratory technique for collecting the data from various relevant sources. The idea of exploratory technique is used as the sample of collecting data by involving the execution of questionnaires. The framing of the questionnaires will be based upon the form of explanatory type (Bird, 2009). The questionnaire framed within the process relates to the problem of the company that is not determined as well as justified properly. The approach related to the analysis done by the exploratory data summarizes the characteristics by applying visual methods. The exploratory data explores the information and the data to formulate hypothesis that would help in determining the new method with respect to data collection as well as experiments. To develop the statistical theory within the exploratory method, two types of statistics can be executed used that resembles the robust and the non-parametric statistics. The company must apply the statistical method with respect to the sales of the products. The questionnaire must incorporate the questions related to the dietary charts and the frequency of the intake of fatty foods (Bhalla, 2010). The Mixed Approach: The mixed approach incorporates both qualitative as well as quantitative method. The qualitative aspect is mainly used within the behavioral science that incorporates the underlying aim of the motives and demand of human approach as well as human behavior (Bryman & Burgess, 1994). The qualitative approach of research methodology helps in conducting critical analysis of the imperative factors that reflects the motivational aspect of the human behavior on the basis of a particular manner. The company i.e. Blast Fat must incorporate incessant review of the customer’s feedback to achieve better qualitative data for conducting efective research methodologies. The case study that reflects the problem faced by the company comes under the qualitative aspect of the research problem (Bhalla, 2010). On the other hand, the quantitative approach of research methodology is principally based upon quantifying measurement of data or data gathered from the respondents through the execution of questionnaires. The approach is applicable to the data which can be duly measured. The quantitative approach incorporates the generation of data in accordance with the quantity that can be accessed on the basis of quantification. The company i.e. Blast Fat must render quantitative approaches to gather relevant data with the application of quantitative techniques. The company must design a sample and charts that will reflect the behavior of the people by a greater level. Most significantly, the quantitative aspect will help the company to determine the effectiveness of the product and the process that the consumers are applying in reducing fat from the body. The quantitative aspects ensure the use of relevant data to justify the research methodologies. In the quantitative aspects, the techniques, charts and the reports reflects the viability of the research with respect to the survey of the study. The presence of the statistical data within the quantitative aspect reflects the feasibility of the research study (Bhalla, 2010). The company can use the quantitative technique to monitor the effectiveness of the products. The quantitative approach can also help the company to monitor the customers’ feedback related to the successful usage of the products. The applications of the mathematical models, empirical data and the hypotheses are the tools linked with quantitative aspects that will provide the company with a clear view about the causes for the generation of customers’ complaints. The prime intention of Blast Fat is to gather relevant as well as valuable information related to the usage of the products by the customers. Moreover, the other target of the company can be stated as to monitor about what the consumer are attaining the results by using its broad array of products (Bhalla, 2010). Scope of Research The scope of research reflects the collection of data from different sources. In the modern day scenario, the collection of data must incorporate various geographic regions along with different aspects. The scope of the study can be affirmed as quite broader as it will incorporate various methods of study like exploratory, quantitative and qualitative aspects of research methodologies among others. The company will use the exploratory method to explore the facts and the figures related to the research study. Moreover, the mixed approach will also help the company to analyze quantitative along with qualitative aspects of the research study by a greater level (Bhalla, 2010). In accordance with the usage of different research methodologies, the company can attain a better idea about the consumer behavior concerning the product usage of Blast Fat (Bray, n.d.). The effective scope of the study will also reveal the information related to the effectiveness of the products belonging to the company and evaluating the benefits that are gained by the customers by using the products or by applying the various techniques of reducing fat through performing physical exercise and following dietary charts. It is likely to be mentioned that the scope of the study reflects the parameters that has been used within the analysis and thus aiding the company towards aligning the findings with the strategic framework related to marketing plans. The research study will also help the company to determine the causes for the emergence of consumer’s complaints. In accordance with the application of research methodologies, the scope of the study will also reveal the details related to the company’s ignorance with respect to the clinical testing of the products. Thus, on the basis of the above discussion, it can be affirmed from a broader perspective that the scope of the research study will help the company to gather detailed information linked with the problem concerning positioning of the products as well as effective usage of the products (Bhalla, 2010). Line of Inquiry The idea concerning line of inquiry reflects various types of data that will be gathered and used within the process of data analysis by using research methodologies. In this context, it reflects the discussions that are required by the managerial level as well as it involves and incorporates the research design and the objectives of the research (Bhalla, 2010). In order to determine the line of enquiry relating to this particular research study, it is to be stated that the objective of this research is to find the actual cause for the complaints made by the consumers related to the usage of the products belonging to Blast Fat (Bhalla, 2010). The notion concerning line of inquiry will help the company to gather relevant and detailed information relating to the product sales in the business markets. The line of inquiry will help Blast Fat to conclude information that is related to the implementation of marketing strategies, marketing mix strategies and details about product differentiation. In accordance with the Information related to marketing plans and marketing strategies, the company will be able to detect its fault within the process of positioning the product in the competitive business market. The detail information related to consumer behavior that comprises tastes as well as preferences of the consumers will also help the company to restructure the products and then reposition them in the business market (Bhalla, 2010). 6.2 Type of Information The relevant information relating to the research study concerning the case of Blast Fat would be gathered from different sources. It has been viewed in this regard that the feasibility of the information depends upon the viability of the sources by a greater level. The collection of the relevant information that is required to authenticate the report and the research study incorporates the collection of data from large number of sources (Bhalla, 2010). Blast Fat can use both quantitative along with qualitative aspects in order to study the prevailing problem concerning the usage of its broad array of products by the consumers. Furthermore, the company can also use primary as well as secondary sources to gather relevant details with respect to consumer behavior towards the products. The company’s main objective is to find the detailed information related to the execution of the products by the consumers (Bhalla, 2010). The quantitative aspect will help the company to analyze the problem at a broader aspect. The application of charts as well as graphs will help the company to get a better idea about the responses of the participants i.e. the customers at large. It has been noted that the company has portrayed certain dietary charts for different products that has to be followed by the consumers during the intake of the products within certain time period. The representation of the survey reports in the form of charts along with graphs will further help the company to conduct comparative analysis at a broader and a clearer aspect (Bhalla, 2010). In accordance with the use of qualitative aspects, the company can be benefitted by conducting an effectual research study with the support of different research methodologies. The qualitative aspects incorporate the case study and the research analysis that might support the company to acquire the details of the consumer’s approach towards its different products. Specially mentioning, the company has not performed any sort of clinical testing of the products before positioning them within the business markets. The advertisement of Blast Fat inscribed that the effectiveness of the product depends upon the dietary chart that the consumer must maintain and follow on a regular basis (Bhalla, 2010). 6.3 Methods of Data Collection Recommended The data collection techniques reflect the type of research that has been undertaken by the company. There exist various methods of collecting data. Observational data, Personal interview, questionnaires, group discussion and the use of the experiments are the examples of data collecting method (Bhalla, 2010). Blast Fat can apply the observational method of data collection. This can be owing to the reason that the observational method of collecting data entails the details with respect to the exploratory technique of the marketing research process. The exploratory technique reflects the exploration of the case studies and the other material that are relevant for conducting any particular research study. In order to recommend the procedures of data collection to Blast Fat, it can be stated that conduct of questionnaires to the customers who used the products of the company would be quite effective for the company by a greater level. In this similar concern, the conduct of questionnaire will certainly help the company to analyze the research study by taking into concern both quantitative as well as qualitative study (Bhalla, 2010). With regard to suggest appropriate method concerning data collection, Blast Fat can review customers’ feedback by providing them with feedback templates. This would eventually assist the company to gather relevant data with respect to the usage of the products of the company by the customers (Bhalla, 2010). The secondary sources reveal the information that is gathered from news, articles and periodical reviews. The secondary sources will help the company to know about the position of the products in the business markets. In this context, it will also help the company to review the critical analysis relating to product information (Bhalla, 2010). The company can incorporate the questionnaire in the form of constructing open-ended questions for the respondents i.e. the customers. The open-ended questions would aid the company in terms of providing ample scope to the consumers in terms of broadly presenting their feelings as well as experiences concerning product usage (Glasow, 2005). 6.4 Sampling Technique In order to determine the sample techniques that can be used in this research study relating to the case of Blast fat, simple random sampling technique can execute by the company. In this similar context, this particular sort of technique i.e. simple random sampling represents the most fundamental sample mechanism that is intended to draw samples from a given number of populations. The major benefit of this sampling technique is that it is quite easy to handle and cost-effective as compared to other sampling techniques (Doherty, 1994). Moreover, apart from the adoption as well as the execution of simple random sampling technique, the technique relating to probability sampling will also be helpful for Blast Fat to gather the probability of the consumers used or using the products of the company (Doherty, 1994). The probability sampling incorporates the notion of stratified sampling in which three ranges of the sampling will be considered that encompasses heavy users, light users and medium users. 6.5 Plan of Data Analysis The data analysis of the research study will include quality study of data, quality measurements of data and initial transformation of data. The data sample of the company can be accessed by taking into concern various quantitative aspects like e correlation, scatter plots and basic statistics (Doherty, 1994). 7. Limitations and Caveats The limitations of Blast Fat with respect to market research design reflect the constraints within the process of research methodologies. The organizational constraints focus on the limitations with respect to the collection of the data from the consumers. The organizational constraints relating to the case of Blast Fat might be the questionnaires that would be designed especially for the respondents i.e. the customers Most vitally, the conduct of different research methodologies might be the limitations with respect to the analysis of the customers that arises with the use of the products or by the execution of other substitutes such as physical exercise and dietary chart (Doherty, 1994). It is to be affirmed from a broader perspective that the articles and the reviews among others are considered to be authentic but sometime fails to provide the accurate data. The effectiveness of the research process and the research methodologies depends upon the viability of data and relevant information. 8. Conclusion and Recommendations According to the prevailing problem of Blast Fat, it is feasible for the company to conduct an in-depth research concerning consumer behavior about the usage of its broad array of products or services. It has been apparently observed that Blast Fat has not conducted any sort of clinical testing concerning its different sorts of products before positioning them in the business markets. Thus, it is the prior responsibility of the company to conduct an in-depth clinical testing for the purpose of acquiring a brief idea about the behavioral attitudes of the customers using the products of Blast Fat. The company must use the approach of both quantitative as well as qualitative approaches of research methodology to derive valuable as well as relevant information related to the successful usage of the products amid the customers. The company must try to collect relevant information related to the customers with respect to the conduct of after sales services. The company must enlist the contact details of the end customers so that it becomes easy for the company to directly interact with the consumers and gather the details related to their product usage. Most significantly, the company must comply with the requirements of the customers for the purpose of fulfilling its expected business targets. It is worth mentioning that the company needs to follow a proper strategic plan in order to reposition its broad array of products in the business markets. The company must ensure the proper inflow of information and details with respect to customer’s feedback so as to perform effective research methodologies. To prepare the charts and the graphs, authentic data are needed that must be ensure by the company with the intention of research objectives by a greater level. In accordance with the methodologies and the research aspects, the company must make critical analysis of the information to find out the definite causes of the research problem. Blast Fat aims at reducing the fat of the customers from the body and has been viewed that the products launched by the company in the business market are facing with criticism and severe complaints from customers’ standpoint. The advertising portrayed by Blast Fat reflects the usage of the products in terms of maintaining dietary charts that formulated planned by the company. It has been apparently observed that CAV was not being able to determine the reasons for the complaints that made by the customers and the failure of the products to satisfy the customers. The effectual marketing research design would broadly incorporate the methodologies, the techniques and the sample size supporting the company to accomplish research objectives. The company must use exploratory, quantitative and qualitative methods to analyze the problems. These methods would help the company in framing graphs along with the charts resulting in making the company to analyze the problems in a broader way. Specially mentioning, the questionnaire must include the questions that are open- ended. The questionnaire with the open ended questions will help the company to know the feelings and the feedback of the customers at a broader aspect. Moreover, the company must frame a new and an advanced marketing strategy to get the details about the failure of the products. The company might employ different sampling techniques like simple random sampling and probability sampling among others for the purpose of smooth conduct of the research study and most vitally to attain the above discussed research objectives successfully. The products that Blast Fat has launched within the business market can be related to the category of internal intake. The company has not conducted any sort of clinical testing concerning the products before launching them in the business markets. Thus, it can be affirmed that an effective conduct of marketing research will help the company to gather relevant as well as valuable information relating to the prevailing problem concerning customer complaints towards using the products of the company. 9. References Atkinson, M., & et. al., 2002, ‘Multi-agency working: a detailed study’, National Foundation for Educational Research, pp. 1-226. Bhalla, G., 2010, ‘Marketing research proposal’, Wiley International Encyclopedia of Marketing, pp. 1-14. Bird, D.K., 2009, ‘The use of questionnaires for acquiring information on public perception of natural hazards and risk mitigation –a review of current knowledge and practice’, Nat. Hazards Earth Syst. Sci, Vol. 9, pp. 1307–1325. Bryman, A., & Burgess, R. G., 1994, ‘Analyzing qualitative data’, London and New York, pp. 1-231. Bray, J., N.D, ‘Consumer behaviour theory: approaches and models’, Consumer Behaviour Theory: Approaches and Models, pp. 1-33. Doherty, M. 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