Business research Methodology | Assessment

Running Head: Business Research Methodology 1
Business research Methodology

Business Research Methodology 2
1. Key concepts discussed in the article
In this research the authors evaluate whether customer satisfaction has an impact on
the loyalty of customers. The researchers have tested this question in the context of the
banking industry in Botswana. Some of the key concepts that were discussed in the article
were customer loyalty and satisfaction. Along with studying the relationship between these
two the study also analyses the moderating impact that different factors like demographic,
income, age and educational qualification can have on the relationship between the two.
2. The theories that underline the research
Some of the theories that describe the relation between loyalty and satisfaction of
customers are used in this research. One of the theories used in this regards is Expectation-
confirmation theory.
According to this theory the customer has in his or her mind some expectations about
the product or service before purchasing the same. The customer compares the outcome from
the use of the product or service with the pre-held expectations. If there is a confirmation or
match between the two then it will lead to customer satisfaction which will ultimately lead to
the intention of repurchasing the product or service.
The second theory used was the along with its extended
version referred to as the “The Theory of Planned Behaviour”. The theory assumes human
beings to be rational and it also assumes that human beings will consider the result of their
actions before taking the decision of engaging in any future behaviour. This theory too leads
to the conclusion that satisfied customers have a higher intension to repurchase a certain
product or service.