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RESEARCH PROPOSALExamining the Effects of Quality, Value and Satisfaction on StudentEducation Service Future Intentions.Main Business Discipline: MarketingDr. Garry Prentice (1370248)MA in Marketing (FT)Lecturer: Gary Bernie(Research Methods BM6914/ BM6919)Submission Date: 6thApril 2009Word Count:5, 439 (excluding section headings, reference list, and appendices)1
CONTENTSPage1Introduction……………………………………………………………………………..32Recipients for Research………………………………………………………………...43Suitability of Researcher for the Research……………………………………………54Literature Review………………………………………………………………………74.1Customer Perspective………………………………………………………………...74.2Employee Perspective………………………………………………………………...105Research Methodology…………………………………………………………………115.1Customer Perspective………………………………………………………………...115.1.1Extended Quantitative Research Hypotheses……………………………………..115.1.2Proposed Approach to Primary Research Examining Customer Perspectives...115.2Employee Perspective………………………………………………………………...135.2.1Qualitative Research Hypotheses………………………………………………….135.2.2Proposed Approach to Primary Research Examining Employee Perspectives...135.3Ethical Issues and Procedure………………………………………………………...146Population and Sample…………………………………………………………………146.1Customers……………………………………………………………………………..146.2Employees……………………………………………………………………………..157Data Collection, Editing and Coding…………………………………………………..168Time, Cost and Project Management………………………………………………….189New and Relevant Research……………………………………………………………1910References……………………………………………………………………………...20Appendix 1 (Research Log)……………………………………………………………….23Appendix 2 (Customer Quantitative Questionnaire)……………………………………26Appendix 3 (Employee Qualitative Questionnaire)……………………………………..30Appendix 4 (Suitability of Researcher for the Research)……………………………….322
1.IntroductionResearch Problem:Identification of factors influencing consolidation and expansion of studentcustomer base in the current economic recession.A possible scenario could be that the companyis not providing a service that matches the customers’ expectations (Gap two in the Gaps Modelof Service Quality – Not having the right service quality designs and standards, and Gap five –The customer gap) (Zeithaml, Bitner and Gremler, 2006).That is, a gap between the customers’expectations/ perceptions and the service delivered/ promised by the company may havedeveloped, leading to customer dissatisfaction in relation to service quality levels.This couldmean that the company is missing out on repeat customers, and the benefits of positive word ofmouth, as customers’ expectations are not being met.In these recessionary times, failure toretain and expand your customer base is a serious limitation of any business, and that includesprivate, student fee paying, universities, like Dublin Business School (DBS), who provideeducation services.Thus it would be the imperative of the company management to close thegaps between the promised service and the actual service delivered where necessary, throughhaving the right service quality designs and standards.The current recession has meant that thecompany has implemented a pay freeze for all full-time employees, and a greater emphasis onstudent customer retention through implementation of additional service quality assuranceactivities.

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Term
Fall
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NoProfessor
Tags
The Land, Qualitative Research

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