The influence of service quality on customer retention: A case of Costco

Research Proposal

TABLE OF CONTENTS
Background..................................................................................................................................3
Rationale......................................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Significance.................................................................................................................................3
Literature review..........................................................................................................................4
Research Methodology................................................................................................................5
Anticipated research Problems....................................................................................................6
Target audience............................................................................................................................6
Research time plan.......................................................................................................................6
Personal learning objectives........................................................................................................7
REFERENCES................................................................................................................................9

Title: The influence of service quality on customer retention: A case of Costco
Background
In the competitive environment, businesses are focus on customer retention strategies and
that is why, they lay emphasis upon service quality as well (MahbubulHye and et.al., 2020).
Similarly, companies must focus upon quality of service their offered to the users because it
helps consumer to continue to buy. Moreover, customer helps a business to improve the
performance and profitability which is possible by offering high quality services. The present
study will also based upon the Costco which generate most of the revenue through retail sales
and membership fees. With the help of the study, scholar could shed a light upon the importance
of service quality (SQ) and determine the impact of service quality upon customer retention.
Rationale
The reason for conducting the study on this topic to determine the impact of offering high
quality service to their customer will help to retain the customer within Costco. This in turn
considered as a research issue because most of the companies are not focused upon service
quality and did not offer the products as needed by customers.. Therefore, the present study
could also shed a light upon importance of service quality through thematic analysis. On the
other side, another rationale for conducting research on this topic is such that scholar have their
own interest, as it helps to enhance the knowledge pertaining to chosen topic.
Aim
“To examine the influence of service quality on customer retention: A study on Costco”
Objectives
 To understand the concept of service quality and customer retention
 To determine the ways used by Costco to retain their customers.
 To assess the impact of service quality on customer retention within Costco.
Significance
The study will be beneficial for the other scholars who will study on the same or similar
topic. Such that they collect information from the study and use the same as a secondary sources
in order to develop a good understanding regarding the service quality. Moreover, it is also
important for the Costco to examine the importance of service quality in order to retain