Research Methods for the Behavioral and Social Sciences - Book Report/Review Example

 Research Methods for the Behavioral and Social Sciences The research paper selected for this report is “Customer satisfaction, trust, and commitment as predictors of customer loyalty within an optometric practice environment” produced by T. van Vuuren, M. Roberts-Lombard and E. van Tonder in 2012. This research paper was published in Southern African Business Review. The research paper is therefore considered authentic and reliable to be included in this report. (1) Objectives The underlying objective of the selected research is to predict the impact of customer satisfaction, trust and commitment on customer loyalty. For this purpose, researchers chose optometric practice and business involved in it. In relation to the main objective of the research, it also determines the level of significance for each of the independent variable identified on customer loyalty. Finally, it put forth certain recommendations for improving the influence of independent variables on customer loyalty in optometry practice. Hypotheses Tested The research paper set out three research hypotheses to be tested out by quantitative testing of survey data collected in the study. “HA1:  There is a relationship between customer satisfaction and customer loyalty within an optometric practice. HA2:  There is a relationship between trust and customer loyalty within an optometric practice. HA3:  There is a relationship between commitment and customer loyalty within an optometric practice”[van12]. Population The targeted population for the study comprised of patients of an optometry practice. Only those patients are included in the population who have visited the undisclosed optometry practice two or more times in the last six years. Variable Measured There are three independent variables including customer satisfaction, trust, and commitment. Their impact and significance of impact on the dependent variable as the customer loyalty is predicted in the study. Type of Study The study included in the research paper is exploratory. Exploratory researches begin with identification of variables or factors to be investigated. They are quite flexible in terms of the methodology they adopt. Typically, they involved detailed survey using different types of data collection techniques[Chu09]. One of the types of exploratory study is Experience Survey[Chu09], which has been used in the selected research study. A detailed survey has been conducted to collected responses from patients of optometry practices. Sampling and Sample Size The study makes use of non-probability sampling method along with convenience sampling technique. Non-probability sampling method involves selection of respondents from a relatively larger population. [Bab12]. The study also makes use of convenience sampling technique, which requires the surveyor to simply request respondents to participate in the survey and it is their own will to either accept or reject the request. The survey in the study is conducted at the premises of optometry practice chosen for this purpose. Patients visiting optometry practice were requested to participate in the survey if they met the initial criteria of selecting the population. The survey was concluded with 357 questionnaires completed by patients during 8 weeks. (2) Statistical Methods The study is quantitative in nature, which uses statistical methods for analyzing data collected from the structured survey questionnaire implemented in the study. The methods used in the study include descriptive statistics, which determined the frequency of allowed responses for each Likert Scale based statement. Likert Scale allows respondents to choose their responses from a selection of designated responses allowed to them by the researcher. In the chosen study, five point Likert Scale has been used[Mon10]. The study performs calculation of Cronbach Alpha for assessing the reliability of responses. Furthermore, the study also involves determination of distribution of responses to assess their skewness. Moreover, the study analyzed the relationship between predictors and dependent variable using multivariate regression model. This type of regression is suitable when there are more than one independent variable affecting values of the dependent variable and they are working in combination to derive values of the dependent variable[Coh13]. (3) Assessment of Statistical Methods It can be argued that commitment and trust of patients over services of optometry services are likely to influence their satisfaction level which eventually leads to customer loyalty. Therefore, for this purpose a different type of multivariate regression i.e. stepwise would be useful to understand how each variable plays its role in deriving values of the dependent variable[Wan93]. The sample selected for this study can be considered not efficient as only those patients are selected who visit a particular optometry practice. For this purpose, different op Since, Cronbach’s Alpha for responses collected for each variable is greater than 0.60 therefore, the responses seem reliable. The results from the study cannot be generalized, as patients at different optometry practices are likely to have different perceptions and views about the services they receive. Since, the study is not conducted in a controlled environment therefore convenience sampling technique seems appropriate for selecting respondents[Wea10]. But this surely adds an element of bias in the research findings and their interpretation. In the case of the selected research, the survey is conducted at optometry practice premises during 8 weeks. The question arises is that if the survey was actually conducted somewhere else or through any other medium then was there any possibility that patients would have responded in a different manner. Being at optometry practice, it is likely that patients may have included some element of biasness in their responses. This is also hinted as the limitations of the current study. There is no information provided regarding demographics of respondents, which leaves certain vital information missing from the report. (4) Conclusions The research concluded that all three independent variables have a positive impact on the dependent variable that is the customer loyalty. The findings also concluded that all independent variables have a significant influence on the dependent variables values. Moreover, the study presents implications of these results for managers at optometry practice. (5) Conflict of Interest There is not information provided in the journal article regarding associations of researchers and therefore it is impossible to suggest there is any conflict of interest. For evaluating this, there is a need of additional information. Works Cited van12: , (van Vuuren, Roberts-Lombard and van Tonder 87), Chu09: , (Churchill and Iacobucci), Bab12: , (Babbie 199), Mon10: , (Monette, Sullivan and DeJong), Coh13: , (Cohen, Cohen and West 69), Wan93: , (Wang and Jain), Wea10: , (Weathington, Cunningham and Pittenger 205), Read More