Assignment

An empirical research on customer satisfaction study: a consideration of different

levels of performance

Course Code: Bus411

Course Title: Research Methodology

Prepared By

Name: Md. Rifat Alam

ID No: 18300038

Batch: 14th

Prepared For

Name: Md. Nazmul Hasan

Associate Professor

Department of Business Administration

Date of Submission: 25-july-2021

RANADA PRASAD SHAHA UNIVERSITY

 TABLE OF CONTENTS

Contents Page
number
Introduction 1
1. Is a business research? 1
2. Applied or basic? 1
3. As a manager why do you think this research is important? 2
4. Need of Internal vs external consultant in this research? 2
5. Consideration of Ethics conducting this research
6. Is this research a scientific research? 2
7. Mention some hallmark of scientific research that present in this article? 2-3
8. Whether this research follows hypothetic-deductive method? 3
9. Deductive or inductive method is available in this article? 3
10. Mention some obstacles conducting this research? 3-4
11. Discuss the broad problem area of this research 4
12. Define the problem statement, elements of problem statement 4
13. Objective of this research 4
14. Criteria to assess the quality of a problem statement in this research 4-5
15. Is this research an Exploratory, Descriptive or Causal research? 5
16. What are the data sources used in the literature review section of this 5
research paper?
17. Ethical issues (plagiarism) considered in the literature review section of 5
this research paper.
18. Mention the theoretical framework evident in this research paper 5
19. Variables and types of variables available in this research paper 6
20. Is there any hypothesis available? What statistical technique used in 6
hypothesis testing? Discuss the interpretation.
 Introduction

Customer satisfaction is the key factor for successful and depends highly on the behaviors of
frontline service providers. Customers should be managed as assets, and that customers vary in
their needs, preferences, and buying behavior. This study applied the Taiwan Customer
Satisfaction Index model to a tourism factory to analyze customer satisfaction and loyalty. This
article surveyed 242 customers served by one tourism factory organizations in Taiwan. A partial
least square was performed to analyze and test the theoretical model. The results show that
perceived quality had the greatest influence on the customer satisfaction for satisfied and
dissatisfied customers. In addition, in terms of customer loyalty, the customer satisfaction is
more important than image for satisfied and dissatisfied customers. The contribution of this
paper is to propose two satisfaction levels of CSI models for analyzing customer satisfaction and
loyalty, thereby helping tourism factory managers improve customer satisfaction effectively.
Compared with traditional techniques, we believe that our method is more appropriate for
making decisions about allocating resources and for assisting managers in establishing
appropriate priorities in customer satisfaction management.

1) Is business research?

Business research can be described as a systematic & organized effort to investigate a

specific problem encountered in the work setting which needs a solution. it can be stated as the
acquisition of information or knowledge for professional or commercial purpose to determine
opportunities and goals for a business. This research is business research is described in a
systematic way and investigated a specific problem faced in business and came to a conclusion.

2) Applied or basic?

Applied research is specifically aimed at solving a currently experienced problem of a

certain company where Basic research has a broader objective of generating knowledge and
understanding of phenomena and problems that occur in various organizational settings.
According to the definition of applied or basic business research and studying the research we
can say that it is a basic research as it investigates a problem that is not for a specific
organization but for everyone to use.

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3) As a manager why do you think this research is important?

As a manager I think this research is important because after studying this research I can
gain knowledge that perceived quality had the greatest influence on the customer satisfaction for
satisfied and dissatisfied customers. In addition, in terms of customer loyalty, the customer
satisfaction is more important than image for satisfied and dissatisfied customers. The
contribution of this paper is to propose two satisfaction levels of CSI models for analyzing
customer satisfaction and loyalty, thereby it will help me as tourism factory manager to improve
customer satisfaction effectively.

4) Need of Internal vs external consultant in this research?

In my opinion in this case external consultant is needed. Because they have huge
knowledge about the competitive corporate world and they are independent rather than an
internal consultant. An internal consultant only analyzes his/her own company data but an
external one will analyze the company data as well as other company’s data and then give an
effective decision comparing data’s.

5) Consideration of Ethics conducting this research?

Ethical conduct applies to the organization and the members that sponsor the research,
the researchers who undertake the research and the respondents who provide them with the
necessary data. The member that sponsors the research should do it in good purpose and pay
attention to what the results indicate and pursue organizational rather than self-interest. Ethical
considerations were followed in this research.

6) Is this research a scientific research?

Scientific research focuses on solving problems and pursues a step by step logical organized
and rigorous method to identify the problems gather data analyze them and draw valid
conclusion from them. After studying the research, we can see that it focuses on step by step
logical and organized method to identify the problem and gathered data and came to a conclusion
after analyzing the data.

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7) Mention some hallmark of scientific research that present in this article?

Purposiveness: This research has a purpose which is to propose two satisfaction levels of
CSI models for analyzing customer satisfaction and loyalty, thereby helping tourism factory
managers improve customer satisfaction effectively.

Rigor: The research was done with care and through study. So, we can see that the rigor which is
a hallmark of scientific research is present in this research. It is an empirical research so it is
made with pure logic and concentration.

Objectivity: The conclusions drawn through the interpretation of the results of data
analysis should be objective; that is, they should be based on the facts of the findings derived
from actual data, and not on our own subjective or emotional values. Here the conclusion was
drawn from the analyzing of data gathered from 242 Customers.

8) Whether this research follows hypothetic-deductive method?

The hypothetico‐deductive method involves the seven steps - 1. Identify a broad problem
area. 2. Define the problem statement. 3. Develop hypotheses. 4. Determine measures. 5. Data
collection. 6. Data analysis. 7. Interpretation of data

All these steps of hypothetico‐deductive method are available in this research So we can
say that it followed hypothetico‐deductive method

9) Deductive or inductive method is available in this article?

Deductive method means that work from the more general to the more specific.
Researcher start the work with a general theory and then narrow down that theory into specific
hypotheses. Inductive method means that work start from making the theory & then do the
observation. In this article deductive method is available because researcher start his work from
general theory & then narrow down it into specific hypotheses.

10) Mention some obstacles conducting this research?

In the management and behavioral areas, it is not always possible to conduct

investigations that are 100% scientific, in the sense that, unlike in the physical sciences, the
results obtained will not be exact and error‐free. This is primarily because of difficulties likely to

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be encountered in the measurement and collection of data in the subjective areas of feelings,
emotions, attitudes, and perceptions. This study has some limitations too. First, the tourism
factory surveyed in this study was a food tourism factory operating in Taipei, Taiwan, and the
present findings cannot be generalized to the all-tourism factory industries. Second, the sample
size was quite small for tourists (N = 242). Future research should collect a greater number of
samples and include a more diverse range of tourists. Third, this study was preliminary research
on tourism factories, and domestic group package tourists were a major source of the
respondents. Future studies should collect data from international tourists as well.

11) Discuss the broad problem area of this research

The broad problem area refers to the entire situation where one sees a possible need for
research and problem solving. A problem does not necessarily mean that something is seriously
wrong with a current situation that needs to be rectified immediately. A problem could also
indicate an interest in an issue where finding the right answers might help to improve an existing
situation. In this article there are 10 broad problems were mentioned.

12) Define the problem statement, elements of problem statement

The problem statement is unambiguous specific and focused and that the problem is
addressed from a specific academic perspective. No amount of good research can find solutions
to the situation if the critical issue or the problem to be studied is not clearly pinpointed.
Elements of problem statement are research objectives and the research questions.

13) Objective of this research

The objective of this study is to propose two satisfaction levels of CSI models for
analyzing customer satisfaction and loyalty, thereby helping tourism factory managers improve
customer satisfaction effectively.

14) Criteria to assess the quality of a problem statement in this research

A problem statement is relevant if it is meaningful from a managerial perspective, an

academic perspective. In this research, research is relevant from a managerial perspective
because it relates to a problem that currently exists in an organizational setting and an area that a
manager believes needs to be improved in the organizations.

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Feasible A good problem statement is relevant but also feasible. In this research, researcher able
to answer the research questions within the restrictions of the research project.

Interesting: A third characteristic of a good problem statement is that it is interesting to

researcher. Research is a time-consuming process and researcher will go through many ups and
downs before researcher present the final version of this research report.

15) Is this research an Exploratory, Descriptive or Causal research?

This research is a descriptive research because it intended to look for specific relationship
between variables that are customer satisfaction and different levels of performance and it is
quantitative also there is present guidelines.

16) What are the data sources used in the literature review section of this research paper?

The data sources used in the literature review section of this research paper are academic
and professional journal. Academic and professional journals are important sources of up-to-date
information. Articles in academic journals have generally been peer reviewed.

17) Ethical issues (plagiarism) considered in the literature review section of this research
paper

In the literature review section of this research paper Ethical issues (plagiarism)
considered that the researcher doesn’t provide others viewpoint, ideas, models, conclusion,
interpretation without mention their name. The researcher mentioned others concepts with their
name and year

18) Mention the theoretical framework evident in this research paper

A theoretical framework refers that what and how researcher want to measure, what
statistical relation researcher want to show, and what researcher want to find out. The process of
building a theoretical framework includes introducing definitions of the concepts or variables in
model, developing a conceptual model that provides a descriptive representation of theory,
coming up with a theory that provides an explanation for relationships between the variables in
model.

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19) Variables and types of variables available in this research paper

A variable in research simply refers to a person, place, thing, or phenomenon that you are
trying to measure in some way. Types of variables available in this research paper are
independent and dependent variable.

In this article customer satisfaction is dependent variable and different levels of performance is
independent variable.

20) Is there any hypothesis available? What statistical technique used in hypothesis testing?
Discuss the interpretation.

Hypothesis is a tentative statement about the relationship between independent and

dependent variable. Researcher try to prove the statement. The hypothesis available in this
research paper is “customer satisfaction study: a consideration of different levels
of performance” and researcher proved the statement.

The research model was tested using SmartPLS 3.0 software, which is suited for highly complex
predictive models. In particular, it has been successfully applied to customer satisfaction
analysis. The PLS method is a useful tool for obtaining indicator weights and predicting latent
variables and includes estimating path coefficients and R2 values. The path coefficients indicate
the strengths of the relationships between the dependent and independent variables, and the R2
values represent the amount of variance explained by the independent variables. Using Smart
PLS, they determined the path coefficients.