Business Research Methodologies : Assignment

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Business Research Methodology
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A brief summary of theory and progression in the field
Atwi, 2013 seeks to explain the notion of customer satisfaction in regard to service
quality in the SMEs to enhance customer loyalty. Based on the study, managers should identify
the market trends to understand the quality of services and products offered to the customers.
Atwi, 2013 also proposes that the companies should focus on customer loyalty and customer
satisfaction by developing appropriate action plans. The author suggests that organizations must
consider certain components such as inventory, inconsistency, inseparability, and intangibility
when designing effective marketing plans.
The theory has developed over time as there are other authors who have emerged to
confirm the relationship that exists between customer satisfaction and customer loyalty. For
instance, Lu, Berchoux, Marek and Chen, 2015 conducted a qualitative research to examine the
strong relationship between customer satisfaction and loyalty. Also, Segoro, 2013 conducted
both quantitative and qualitative research to examine service quality which is the significant
element of customer satisfaction and loyalty. Finally, Martínez and del Bosque, 2013 conducted
a quantitative research to investigate how the corporate social responsibility (CSR) relates to
customer satisfaction and loyalty. All the authors agree that there exists a strong relationship that
underlies between customer satisfaction and loyalty.
Common themes/findings across the four articles
As Atwi, 2013 mentions companies require customers to stabilize and acquire more
profits. Customers companies should focus on establishing strong customer relationship by
creating customer, delight, commitment, trust, and satisfaction. Based on the research conducted

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by Atwi, 2013, customer delight, trust, commitment, and satisfaction generates customer loyalty.
Moreover, Atwi, 2013 also found that customer traits and their perceptions determine their
loyalty and satisfaction. On the other hand, Lu et al 2015 explore the existence of luxury hotels
to clarify that service quality determines customer loyalty and satisfaction. The main findings in
the articles focus on managers and guests who are not independent based on customer
satisfaction and loyalty. The author indicates that guests and managers confirmed the
relationship between customer satisfaction and loyalty as a result of services offered in the
luxury hotel. Martínez and Del Bosque, 2013 explains deeply that the CSR is connected to the
two concepts of customer satisfaction and loyalty by evaluating the social identity. Finally,
Segoro, 2013 findings show that an increase in customer satisfaction increases the customer
loyalty. In examining the findings across the four articles, it is clear customer satisfaction and
loyalty can be measured in the context of the service quality offered.
Different themes and findings across the four articles
There are contrasting themes across the four articles which cannot be recognized easily.
For instance, Atwi, 2013 incorporates the three Ps which are people, process, and physical
evidence. The three Ps explains the tangibility of services in an organization. Atwi, 2013 also
explores the services marketing of services in various industries which lacks in other articles.
Second, Martínez and Del Bosque, 2013 conducted a quantitative research where they developed
a questionnaire to investigate the impacts of CSR on customer satisfaction and loyalty. Third,
Segoro, 2013 employs both qualitative and quantitative research methods. The qualitative
research focuses on eight banding universities while the quantitative employs a survey. Segoro,
2013 seeks to examine how service quality impacts customer loyalty and satisfaction. Finally, Lu