BMO6630 Business Research | Measurements of Customer Satisfaction

Questions:

Undertake a literature review on a theoretical concept/construct in the field of Conspicuous consumption that has real world management implications (e.g., customer satisfaction, buying behaviour, customer motivation, experience quality etc.). Research the field to find four academic articles (the first article to propose the theory) relating to the concept (published any time); and three other more recent articles (2012 onwards) one of which must apply a quantitative research design, the second, a qualitative design and the third, a mixed method (qualitative and quantitative) design.

The articles you have reviewed, using the following headings:

• Brief summary of the theory and progression in the field (i.e., how has the theory developed since first proposed?)
• Common themes/findings across the four articles.
• Different themes/findings across the four articles.
• Study limitations and how these differ across the various study designs (quantitative, qualitative).
• Future research directions proposed in the articles.

Answers:

Brief summary of the theory and progression in the field (i.e., how has the theory developed since first proposed?)

The findings of Berraies and Hamouda in 2018 evidences that the customer empowerment and the innovative approaches of the organization can lead the organization towards the achievement of customer satisfaction as well as the financial benefits. The research paper highlights that the Customer satisfaction, exploitative innovation and exploratory innovation are the mediating variable for the relationship between CE and firms’ financial performance.

Common themes/findings across the four articles

Through analyzing the four research articles it has been identified that there is a common finding. The entire four papers finally conclude that high quality customer service is relevant for the customer satisfaction which can bring customer loyalty.

Different themes/findings across the four articles

The article of Qualitative article: Turkyilmaz, Oztekin, Zaim and Fahrettin makes it different from other article through highlighting the relationship between the customer satisfaction and customer loyalty. The degree of relationship is higher when the satisfaction is higher. This finding also measures the quality of service (Turkyilmaz, Oztekin, Zaim and Fahrettin, 2013).

Berraies and Hamouda propose a different finding which focuses around the customer empowerment and the innovative approach of the organization which can lead to customer satisfaction and loyalty.

Study limitations and how these differ across the various study designs (quantitative, qualitative)

Future research directions proposed in the articles

Douglass and Ardt can extend its research direction towards the analysis and evaluation of the determinants of the customer satisfaction. This would gather information which can add value to the measurement.

Edema and Ogba can focus on examining the customer perception and customer behaviour which plays an important role in the achievement of the customer satisfactory level. This extended research would make the quantitative analysis more specific.

References

Edema E I and Ogba E, 2015, "Service quality, customer satisfaction and loyalty in automobile repair services sector", International Journal of Quality & Reliability Management, Vol. 32 Issue: 3, pp.250-269, https://doi.org/10.1108/IJQRM-05-2013-0075

Hwang, S. and Suh, E.K., 2018. An Empirical Study on Nonlinear Relationship between Product Modularity and Customer Satisfaction. Journal of Industrial Distribution & Business Vol, 9(2), pp.47-55.