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    MBA Business Research Management Assignment

    Uploaded by

    joyslee96
    The document outlines a research proposal on examining the impact of service quality on customer satisfaction at an electronic appliance store in Kuala Lumpur, Malaysia. It includes sections on the introduction, literature review, methodology, results, discussion, and conclusion. The introduction defines the research problem as decreased customer satisfaction potentially leading to issues like lower loyalty. The study aims to understand factors impacting customer satisfaction, focusing on five dimensions of service quality as independent variables. The literature review will analyze definitions of key concepts and review past studies on relationships between service quality and customer satisfaction. The methodology will describe the research design, data collection from customer and employee surveys, sampling, and data analysis methods.

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    MBA Business Research Management Assignment

    Uploaded by

    joyslee96
    14 views6 pages
    The document outlines a research proposal on examining the impact of service quality on customer satisfaction at an electronic appliance store in Kuala Lumpur, Malaysia. It includes sections on the introduction, literature review, methodology, results, discussion, and conclusion. The introduction defines the research problem as decreased customer satisfaction potentially leading to issues like lower loyalty. The study aims to understand factors impacting customer satisfaction, focusing on five dimensions of service quality as independent variables. The literature review will analyze definitions of key concepts and review past studies on relationships between service quality and customer satisfaction. The methodology will describe the research design, data collection from customer and employee surveys, sampling, and data analysis methods.

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    The document outlines a research proposal on examining the impact of service quality on customer satisfaction at an electronic appliance store in Kuala Lumpur, Malaysia. It includes sections on the introduction, literature review, methodology, results, discussion, and conclusion. The introduction defines the research problem as decreased customer satisfaction potentially leading to issues like lower loyalty. The study aims to understand factors impacting customer satisfaction, focusing on five dimensions of service quality as independent variables. The literature review will analyze definitions of key concepts and review past studies on relationships between service quality and customer satisfaction. The methodology will describe the research design, data collection from customer and employee surveys, sampling, and data analysis methods.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    14 views6 pages

    MBA Business Research Management Assignment

    Uploaded by

    joyslee96
    The document outlines a research proposal on examining the impact of service quality on customer satisfaction at an electronic appliance store in Kuala Lumpur, Malaysia. It includes sections on the introduction, literature review, methodology, results, discussion, and conclusion. The introduction defines the research problem as decreased customer satisfaction potentially leading to issues like lower loyalty. The study aims to understand factors impacting customer satisfaction, focusing on five dimensions of service quality as independent variables. The literature review will analyze definitions of key concepts and review past studies on relationships between service quality and customer satisfaction. The methodology will describe the research design, data collection from customer and employee surveys, sampling, and data analysis methods.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 6

    Student ID: 16927

    Individual Assignment 1 (40%)


    Instruction
    Pick a variable/topic of your interest, then propose a Title for the assignment and conduct a
    literature review on the variable. Your response should include:

    Executive Summary (100-150 words)


    The COVID-19 pandemic that started at the end of 2019 has impacted industries all over the
    world, including Malaysia. Many industries be they multinational companies or small and
    medium enterprises, have suffered the adverse effects of the pandemic, particularly on their
    business revenue and sustainability.

    While most of the industries are affected by the pandemic, there are also companies that
    have managed to survive the unfavourable situation. Drastic changes in business
    approaches and tactic are among the vital strategies or tactics in dealing with this situation.

    Senheng has been synonymous with electronics and retail in Malaysia for the past three
    decades. They have proven that with determination, grit, and a great deal of business
    ingenuity, one can rise above it all and thrive in a competitive and complex market.

    As though that was not inspiring enough, Senheng continue to aspire towards building a
    future-proof enterprise by exercising a great deal of flexibility and adaptability. Their ability
    to flex their business model and operations while adapting to the fast growing and
    inevitable rise of the digital consumer has been truly remarkable. At Google and Alphabet,
    we constantly challenge the norm and build moonshots. It originates from the mindset and
    the mindset of ambitious thinking and going above and beyond what is expected of an
    individual or an organization

    Topic
    The impact of service quality on customer satisfaction: The case of electronic appliance
    store in Kuala Lumpur, Malaysia.

    1.0 Introduction
    Apply business research concepts to develop the following:

    1.1 Research background


    Clients and employees would provide feedback to me, I am going to visit Senheng
    stores to collect my data from the clients and also store employees. The survey
    would be highly feasible.

    Potential solution would be by employing digital transformation which integrates


    with digital technology into Electronic appliance business, fundamentally changing
    how they operate and deliver the business’s value propositions to customers. There
    is also a cultural change that requires organisations to continually challenge the
    status quo, experiment, and get comfortable with failure. Digital transformation is
    imperative for all businesses in the new retail environment, from the small to the
    enterprise.

    Today customers are increasingly demanding a seamless and timely delivery


    experience. This demand is no longer limited to the digital marketplace such as
    lelong.com, Taobao, ebay, uber and amazon. The demand has extended to
    traditional, non-digital industries as well. Nevertheless we also know that most
    logistics experiences with existing fulfilment companies are no longer good enough
    to meet the growing customer expectations in today’s new retail environment.
    Companies are transforming all aspects of their business with the use of many
    innovative technologies involving process automation, parcel scanning, and
    enchanced sorting systems, which work behind the scenes, enabling their last mile
    services as a key competitive differentiator.

    With access to products from the global village, customers making orders more
    frequently is becoming a common behaviour. Customers who are well-versed in
    technological trends have higher requirements for the speed and functions of
    deliveries, such as selecting and modifying options, the condition of the delivery, real
    time tracking of the delivery status, or being able to directly communicate with the
    delivery personnel. Therefore customers are more willing to find innovative
    companies that can meet their expectations for their deliveries in the shortest time
    possible. From the perspective of the business, there is concern in meeting
    customers’ delivery expectations as most shipments come from urbanized and
    congested areas. Hence skyrocketing cost per delivery is significant concern.

    Senheng requires a customer-centric logistics system that is cost effective and at the
    same time eases the last mile fulfilment challenges.

    1.2 Research gaps

    1.3 Research problem


    -Decrease in customer satisfaction would result in
    Decrease in customer re-purchase intentions and loyalty
    Decrease in brand reputation
    Increase in customer complaints
    Increase in customer switching brands

    1.4 Research aim


    The aim of this research study is to understand factors impacting customer satisfaction
    Dependent variable: customer satisfaction
    Increase in customer satisfaction would result in:
    Increase in customer re-purchase intentions and loyalty
    Increase in brand reputation
    Decrease in customer complaints
    Decrease in customer switching brands

    1.5 Research scope


    • Extension of Research Aim – understand more about the solution (i.e., customer
    satisfaction)
    • Started to introducing factors or independent variables (recommend 3 to 5 factors)
    impacting your solution (i.e., dependent variable).
    • What do you focus on? Why? (i.e., Customer Service Quality)
    • What do you not focus on? Why? (i.e., Service Attributes and Service Value)

    1.6 Research objectives


    RO1 – Examining the relationship between Tangibles (IV1) and Customer Satisfaction (DV). •
    RO2 – Examining the relationship between Reliability (IV2) and Customer Satisfaction (DV). •
    RO3 – Examining the relationship between Responsiveness (IV3) and Customer Satisfaction
    (DV). • RO4 – Examining the relationship between Assurance (IV4) and Customer
    Satisfaction (DV). • RO5 – Examining the relationship between Empathy (IV5) and Customer
    Satisfaction (DV). • RO6 – Evaluating the most important Customer Service Quality factor
    impacting Customer Satisfaction (DV).

    1.7 Research questions


    RO1 → RQ1 –What is the impact of Tangibles on Customer Satisfaction?

    • RQ2 –What is the impact of Reliability on Customer Satisfaction?


    • RQ3 –What is the impact of Responsiveness on Customer Satisfaction?
    • RQ4 –What is the impact of Assurance on Customer Satisfaction?
    • RQ5 –What is the impact of Empathy on Customer Satisfaction?
    • RQ6 –What is the most important Customer Service Quality factor impacting Customer
    Satisfaction?

    1.8 Research significant


    Advancement of Training
    1. Increase in personal and professional goals – increase in employee performance and
    confidence
    2. Increase in Organizational efficiency- increase in organizational sales and profitability
    3. Increase in trainer training skills- increase in quality of trainers and coaches
    4. Increase in employee motivation- increase in dedication and commitment

    1.9 Research study limitation


    A) Before research proposal
    -Population scope
    -Time constraint
    -lack of respondents
    -findings not extensive to wider population
    -lack of journals on selected topic
    -difficult to investigate causality
    -conflict of interest

    B) After research proposal(post data analysis)


    -reliability of the survey instrument
    -number of respondents
    -honesty from the respondents
    -too many variables
    -integrity of qualitative research
    -research not precise
    -misunderstanding
    -lack of control on the resources for research
    -unforeseen circumstances

    1.10 Research Study Organization


    • Chapter 1 –This chapter highlights introduction of the research which covers
    research background, research problem, research aim, research objectives, research
    questions, significance of study, scope of study, definition of the terms and outline of
    the entire chapter.

    • Chapter 2 –This chapter focuses on the literature review of the dependent variable
    and the independent variables, summa1y of the literature review and the research
    model which includes the research framework.

    • Chapter 3 –This chapter discusses the research methodology which includes the
    introduction, research design, data collection method, sampling process, data
    analysis and the summa1y of the research methodology.

    • Chapter 4 – This section includes discussion of results gathered from the data
    analysis after the data had been collected, analysed and arranged. The data would
    then use to determine whether the hypothesis is acceptable or not.

    • Chapter 5 – This is the second to last chapter of the entire research. The results will
    be discussed and compared to previous research studies. The researcher in this
    research study compares the findings of this research study with previous literature
    and offer an evaluation of the findings.

    • Chapter 6 – This is the last closing section of the entire research. The researcher in
    this research study provides recommendation on how to improve future research
    (theoretical implications) as well as business relationship development strategies
    (practical implications)

    2.0 Literature Review


    Opening Act – Research Problem
    • 2.1 Dependent Variable, DV
    • 2.2. Independent Variable, IV (1)
    • 2.3 Independent Variable (2)
    • 2.4 Independent Variable (3)
    • 2.5 Independent Variable (4)
    • 2.6 Independent Variable (5)
    • 2.7 Literature Review Summary (Describing the Relationship between IV and DV) – 3 to 5
    Articles
    • 2.8 Research Model
    2.1 Dependent Variable, DV (e.g., Customer Satisfaction)

    2.1.1 Definitions of DV (present at least 4 definitions – ANALYSIS and decide – EVALUATE


    which one or combination of them that you going to use for your research study, justify).

    2.1.2 Historical Context of DV (previous research – assess the line of research. Example –
    customer satisfaction comes from satisfaction research, satisfaction research comes from?)

    2.1.3 DV Measurement (present at least three (3) survey scale/questionnaire. Inform the
    reader which one you plan to use/adapt). You don’t have to create a new data collection
    instrument.

    2.1.4 Current Trend in DV Research (research studies in the past 5 years –


    application/redefine theory) 2.1.5 Your Research Study Contribution to the Body of
    Knowledge (i.e., Research Gaps Filled – ResearchSignificance)

    2.1 Dependent Variable (DV)

    2.1.1 Provide three definitions for the variable of interest, i.e., dependent variable.
    (definition)

    2.1.2 Review at least 2 journal articles to examine the historical context for the variable of
    interest. (historical context)

    2.1.3 Review at least TWO (2) research studies within the last five years related to the
    variable of interest. (Recent Development)

    2.1.4 Present TWO (2) measurements for the variable of interest. (Measurement)

    2.2 Independent Variable (IV-1)


    2.2.1 Provide THREE (3) definitions for a variable or factor impacting the variable of
    interest, i.e., independent variable. (Definition)

    2.2.2 Review at least TWO (2) journal articles to examine the historical context for variable
    or factor impacting the variable of interest. (Historical Context)

    2.2.3 Review at least TWO (2) research studies within the last five years related to the
    variable or factor impacting the variable of interest. (Recent Development)

    2.2.4 Present TWO (2) measurements for the variable or factor impacting the variable of
    interest. (Measurement)

    * Optional for additional IV will be 2.3 for IV-2 and 2.4 for IV-3
    3.0 Personal & Lifelong Learning Skills Reflection

    Reflect on the research skills you have learned in this assignment and how it will influence
    or practice your personal and lifelong learning skills.

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