Research Methodology Overview and Planning

This assignment provides a detailed framework for understanding and planning a research project. It covers essential stages like topic selection, literature review, framing research questions, choosing appropriate methodologies, data collection (both primary and secondary), analysis, interpretation, and finally, writing the research report. The assignment includes a timeline spanning six weeks, indicating the allocation of tasks across different weeks.

Running head: MANAGING RESEARCH
Managing Research
(Impact of Effective Customer Service on Organizational Efficiency, case study of UBER
EATS)
Name of the Student
Name of the University
Author’s Note
Table of contents
1. Introduction:................................................................................................................................2
2. Background of the Research problem:........................................................................................2
3. Problem definition:......................................................................................................................4
4. Literature Review:.......................................................................................................................4
5. Research Methodology:...............................................................................................................7

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6. Project budget:...........................................................................................................................12
7. Timeline:....................................................................................................................................12
8. Conclusion:................................................................................................................................14
Reference List:...............................................................................................................................15
Appendix:......................................................................................................................................18

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1. Introduction:
Quality of product is one of the most significant aspects that render a huge success for
business organization. It is undeniable however that maintaining product quality is not the
primary mission of a specific business organization. Along with maintaining the quality of
product a specific business organization has to provide effective customer services so that
customers can show their level of interest for purchasing products. This particular study has
focused to provide an in-depth overview about the necessary issues that UBER EATS is facing
currently for maintaining their entire process of business. UBER EATS is an online food
delivery platform established in Melbourne, Australia. The primary aim of this particular online
platform is to make a partnership with restaurants around the globe. With the help of Smartphone
applications or online official sites the restaurants would be able to give necessary online orders
for delivering quality foods.
2. Background of the Research problem:
 Research issue:
The primary process that UBER EATS tends to follow in delivering their product is very
much lengthy. After receiving the orders from different restaurants, the organization intends to
deliver food to those particular restaurants (Chiang and Hsieh 2012). Therefore, the customers
have to wait for a long time in order to receive the services. This specific issue has become a
major challenge for UBER EATS in order to maintain their organizational image and reputation.
The business experts are facing challenges in running business operation effectively.
 Research question:

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 What is the impact of effective customer services for rendering business image and
reputation
 What are the necessary initiatives that an organization has to take for implementing
fast customer service system
 What are the primary recommendations of implementing effective customer service
system within the organization
 Research objectives:
 To critically evaluate the impact of effective customer services for rendering business
image and reputation
 To understand the necessary initiatives that an organization has to take for
implementing fast customer service system
 To provide major recommendations of implementing effective customer service
system within the organization
 Rationale:
While evaluating the case study of UBER EATS it has been observed that the operation
managers fail to maintain their customer service process due to the lack of food delivery flow.
Due to the lack of sufficient workforce strength, the service providers are unable to maintain a
proper balance between customers’ supply and demand (Rummler and Brache 2012). In this kind
of situation, UBER EATS is facing innumerable difficulties in maintaining their business image
and reputation. After identifying this specific issue, the organizational managers decided to
implement some effective strategies and policies within the organizational operation process
(Krasnikov and Jayachandran 2013). As a result, the customers would not have to wait for a long
time in order to get necessary services.

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3. Problem definition:
Ineffective customer service system is the primary issue that UBER EATS has faced
while running their business process properly. In addition, high navigation problem has also
become a serious concern (Jasmand, Blazevic and de Ruyter 2012). Customers are not intending
to provide their flat number and proper destination perfectly. As a result, the organization has to
suffer in delivering the service properly. After identifying the research issue large number of
initiatives has been taken on how the business managers can improve their operation process for
delivering the products within stipulated time.
4. Literature Review:
4.1 Importance of effective customer service system:
Chen and Tsou (2012) commented that the primary way of rendering business success of
an online business platform is to deliver the product within stipulated time. In order to run the
business process of food center is to make an effective customer rapport. Making an effective
food delivery to the customers is the most effective ways of satisfying the needs and demands.
The service providers have to face innumerable barriers in communicating with the customers of
different geographical boundaries due to linguistic gap. As a result, the customer service
executives fail to maintain an effective rapport with the target market. As per the opinion of
Sageer, Rafat and Agarwal (2012), without delivering the product within time customers will
lose their hope. Consumer behavior implies that an individual before purchasing the products
tend to get an in-depth overview about the food as well as service quality form various reviews.

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After getting a particular business review the customers tend to show their interest in purchasing
products. However, good review about the customer service system is highly important for
enhancing the entire process of business.
4.2 Initiatives or business strategies for maintaining good customer relation:
Andrews and Van de Walle (2013) stated that business organizations especially
belonging to the food industry have taken numerous initiatives for maintaining a good customer
relation. As per the point of view of this specific scholar implementing sufficient number of
workforce within the business organization is highly important in order to deliver food within
time. Workforce strength is highly important for maintaining the food quality of products and
services. With the co-operation of sufficient group members customers can receive food within
proper time. Automatically, they tend to show their positive impression on the organizational
service process (Lee et al. 2013). In addition, the human resource managers have arranged an
effective training and development session for enhancing the communication skill of customer
service executives. Customers are from different geographical backgrounds and attitudes and
attitudes.
Therefore, the primary responsibility of customer service executives is to maintain a good
communication with every individual consumer. Training is highly needed for rendering the
multilingual flexibility. At the same time, multilingual flexibility makes the business experts
confident in communicating with various backgrounds of customers (Psomas, Pantouvakis and
Kafetzopoulos 2013). However, collecting the feedback of customers continuously is also very
important in order to understand the current needs and demands. Without collecting feedback the
business managers would never be able to evaluate what specific business strategies and policies

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the organization need to change for drawing the attention of customers. By using the popularity
of social media the organization would like to collect the feedback of customers. Social media is
one of the most effective ways of gathering feedback from the people of different geographical
backgrounds and attitudes.
4.3 Factors that affect in implementing good customer service strategies at the workplace
Economic strength is one of the most significant factors that highly affect in
implementing effective organizational strategies and policies. In order to deal with the customers
of different geographical backgrounds and attitudes the business organizations have to use
advanced technology for maintaining the communication (Heinrich 2012). However,
implementation of advanced technology is effective within the business organization only when
the organizational experts would be able to carry the cost of technological equipments. Large
number of business organizations is there which fail to implement new business strategies due to
the lack of economic strength. In addition, in order to provide effective training to the
employees’ organization should have economic efficiency (Mackey and Gass 2015). Otherwise,
arranging training and development session for enhancing customers’ service system become
very much challenging for a business expert.
4.4 Impact of effective customer service system:
Good customer service leaves a major positive impact in rendering the image and
reputation of a business organization belonging to the food industry especially. People who are
having good experience with the customer service department tend to give a positive review.
Customers’ review is one of the most effective ways of business promotion (Vaioleti 2016).
Customers’ buying behavior is highly influenced by the reviews and customers experiences after

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using the product. Therefore, the business experts along with focusing on the quality of products
would have to render good customer service as well so that people belonging to different
geographical backgrounds and attitudes can show their interest in purchasing the products as
well as services (Flick 2015). Effective customers’ service helps to maintain the sustainability of
business. In order to gain the customers’ reliability the business organizations need to provide
superior quality of service process for maintaining sustainability.
4.5 Literature gap:
This specific literature review has provided an in-depth overview about the impact of
maintaining effective customer service system in order to achieve organizational success. While
dealing with this very specific research issue the researcher has involved numerous eminent
scholars. Most of the scholars have showed their concern in highlighting the importance of
maintaining effective customer service system most effectively. The impact of providing good
quality of services for a business organization has not been discussed in detail in this literature
review properly. Therefore, the scholars could have critically evaluated the positive outcome of
maintaining effective CRM process in a detailed manner. Only business sustainability and
organizational image are the two major effects of CRM that scholars have highlighted in the very
specific study. In addition, rendering customers’ loyalty, revenue growth, becoming competitors’
threat are also been considered as one of the most positive effects of superior quality of service
process for the business organizations belonging to food industry.
5. Research Methodology:
5.1 Research design:
5.1.1 Type of investigation:

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Before analyzing the research issue the researcher has to use various methodological
tools for making an effective investigation. Research philosophy is the systematic procedure of
collecting data by using in-depth observational approach. Research philosophy is primarily
constituted with three major types including positivism, realism and interpretivism. However,
this specific study has focused to select positivism research philosophy in order to make a keen
observation on the overall research issue (Miller et al. 2012). As per the point of view of
numerous positivists observation can be repeated but phenomenon is isolated. Therefore, without
making a repeated observation appropriate data cannot be analyzed. In addition, the study has
focused to identify an appropriate research approach for acquiring sufficient knowledge and
information about the research issue. Research approach is of two types primarily including
deductive research approach and inductive research approach. In this specific study researcher
would like to focus on deductive research approach as the data and information is evaluated
based on existing theories (Vera and Fabian 2016). As a result, the researchers do not have to
face risk factors most effectively. Moreover, descriptive research design is another
methodological tool that would be selected for analyzing data from different perspectives. With
the help of descriptive research design data is not interpreted as per the point of view of
researcher. After making a keen observation regarding the research issue the researcher
explained and analyzed data for accomplishing entire process of research work successfully.
5.2.2 Time Horizon:
While conducting the entire research method data will collected based on cross section or
one shot. One shot data collection implies that the researcher would like to collect necessary
information from organizational employees for once. No repeated question will be conducted in

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order to gather additional information (Roberts 2013). However, this specific study has focused
to make an in-depth evaluation on the importance of collecting on shot data.
5.2.3 Unit of Analysis:
The unit of analysis can be described as “the level of aggregation of the data collected
during the subsequent data analysis stage”. Unit of data analysis implies that information would
be collected by involving every individual separately. Group analysis is not very much effective
for resolving this particular research issue (Choy 2014). Impact of customer service system has
left a major influence on different level of customers separately. Therefore, the organization
should gather data by involving every organizational member separately and individually.
5.2 Research methodology:
Research methodology is the systematic technique of gathering data and information with
the help of different kinds of research instruments. As per the opinion of Pierre (2012), two
major types are there primarily with the help of which data can be analyzed from different point
of view. The two major types include quantitative form of data analysis and qualitative form of
data analysis. In order to conduct quantitative data analysis the researcher would have to prepare
survey questionnaires to the researcher. With the help of making effective survey questionnaires,
the researcher would be able to collect direct response from the participants. In this very specific
study, online customers would be chosen as survey participants (Kuada 2012).
On the other hand, qualitative analysis can be considered as one of the most effective
research method. With the help of qualitative analysis, the research would get to know how
much difficulties the organization like UBER EATS is facing in order to provide good customer
services to the business experts. Qualitative analysis involves in conducting an effective

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interview session so that the interviewer and the interviewee can directly communicate with each
other in order to get an immediate response (Wahyuni 2012). This specific study while
evaluating the research issue would like to use survey method and questionnaires as one of the
most effective research instruments.
5.3 Data Collection:
Data collection method can be used by following two major techniques. It includes
primary source of data collection technique and secondary source of data collection technique.
Primary source of data collection technique involves an individual to gather data by directly
communicating with the employees (Mackenzie et al. 2012). Survey, interview, group discussion
and focal group are the various methods with the help of which data can be gathered
systematically. In this specific study the researcher decides to choose survey method for
collection necessary data and information. Total 50 online customers would be involved for
participating on the survey method.
However, sampling size is the systematic method of necessary data and information from
a large number of population. Sampling method involves very specific number of people who are
directly associated with the research issue (Wildemuth 2016). Sampling method is primarily
constituted with two major ways including probability sampling method and non-probability
sampling method. With the help of non-probability sampling method the researcher would like to
involve very specific group of people so that they can give an in-depth overview about the
research problem only instead of focusing on other prospects. While conducting the entire
research work, the researcher would have to follow data protection act in order to maintain the

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confidentiality of data and information (McGivern 2013). Not single information should be
leaked out without having permission o third party.
5.4 Data analysis:
Data analysis is one of the most significant aspects of research methodology without
which the research process would not be able to conduct systematically. In this very specific
study data from the questionnaires will be collected and entered into the spreadsheet in order to
make an effective regression analysis. Regression analysis helps to maintain the accuracy of data
and information (Daud, Mossel and Scott 2013). Total 50 online customers will be involved for
giving their own opinion regarding the importance of effective customer service system for
maintaining organizational image and reputation. With the help of graphical representation, data
will be portrayed more prominently so that people belonging to different geographical markets
and backgrounds would be able to understand the result after analyzing the data and information.
However, this specific study has focused to make an in-depth overview about the importance of
customer service system for maintaining the prestige and recognition of organization
(Wildemuth 2016). Data analysis helped an individual to understand the response of customers
and ultimate result whether the research issue leaves a major impact on the performance o
organization or not.
5.5 Limitation of the study:
Every research work is possessed with some of its major limitations. This specific
research issue is not exceptional to that. In this very specific research issue, the researcher
intends to select small number of population. In order to gather sufficient data the research would
have to increase the number of sample size as well. As a result, this particular drawback can be

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overcome in future. On the other hand, it has also been observed that the researcher has used
only positivism philosophy, which is entirely dependent on keen observation. The researcher in
order to maintain the reliability of data could have used post positivism research philosophy for
conducting the entire study more systematically. Post positivism research philosophy is highly
dependent on observation along with evidence. As a result, appropriate evidence always
enhances the reliability of data and information.
6. Project budget:
This particular project has been conducted on behalf of the researchers’ business
administration studies. Therefore, the entire project has been made in moderate budget.
Following table signifies an overall segregation of cost that the researcher has invested for
conducting the entire research work.
Budget List Cost
100 questionnaires $50
100 return envelope (outer) $10
100 address labels $10
100 return envelope (inner) $10
Table 1: Budget of the project
(Source: As created by the Author)
7. Timeline:
Serial No. Activities Start Date End Date Duration
1. Selection of topic 06/11/2017 08/08/2017 3

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2. Formulation of aim and objectives 09/11/2017 10/08/2017 2
3. Literature review 11/11/2017 20/08/2017 10
4. Research methodology 21/11/2017 24/08/2017 4
5. Data collection 25/11/2017 1/08/2017 8
6. Data analysis 02/12/2017 07/09/2017 7
7. Conclusion 08/12/2017 10/09/2017 3
8. Final submission 11/12/2017 ------- 1
Selection of topic
Formulation of aim and objectives
Literature review
Research methodology
Data collection
Data analysis
Conclusion
Final submission
0 1 2 3 4 5 6 7 8 9 10
3
2
10
4
8
7
3
1
Duration
Figure 1: Gnatt Chart
(Source: As created by author)
(Time schedule has been attached in appendix)

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8. Conclusion:
The entire project has focused to make an in-depth research proposal on the Impact of
Effective Customer Service on Organizational Efficiency based on the case study of UBER
EATS. After evaluating the case study of UBER EATS the business experts have identified two
major business issues. Ineffective customer service system and navigation are two primary
business issues that the managers of UBER EATS have faced as a serious challenge. In this
specific research proposal the study has made an in-depth critical literature review by involving
the opinion of different eminent scholars. In this specific critical evaluation scholars have come
to a conclusion that customer service management is very significant for maintaining business
sustainability. With the help of various research methodological tools the study has focused to
collect data from different respondents in order to know how to their needs and demands from an
online food platform. Primary data collection technique has been selected in order to receive the
immediate response of online customers regarding customer service process.

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Reference List:
Andrews, R. and Van de Walle, S., 2013. New public management and citizens' perceptions of
local service efficiency, responsiveness, equity and effectiveness. Public Management
Review, 15(5), pp.762-783.
Chen, J.S. and Tsou, H.T., 2012. Performance effects of IT capability, service process
innovation, and the mediating role of customer service. Journal of Engineering and Technology
Management, 29(1), pp.71-94.
Chiang, C.F. and Hsieh, T.S., 2012. The impacts of perceived organizational support and
psychological empowerment on job performance: The mediating effects of organizational
citizenship behavior. International journal of hospitality management, 31(1), pp.180-190.
Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of Humanities
and Social Science, 19(4), pp.99-104.
Daudt HM, van Mossel C, Scott SJ. Enhancing the scoping study methodology: a large, inter-
professional team’s experience with Arksey and O’Malley’s framework. BMC medical research
methodology. 2013 Mar 23;13(1):48.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Heinrich, C.J., 2012. Measuring public sector performance and effectiveness. The SAGE
handbook of public administration, p.32.

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Jasmand, C., Blazevic, V. and de Ruyter, K., 2012. Generating sales while providing service: A
study of customer service representatives' ambidextrous behavior. Journal of Marketing,76(1),
pp.20-37.
Krasnikov, A. and Jayachandran, S., 2013, May. The relative impact of marketing, research-and-
development, and operations capabilities on firm performance. American Marketing Association.
Kuada, J., 2012. Research methodology: A project guide for university students.
Samfundslitteratur.
Lee, C.K., Song, H.J., Lee, H.M., Lee, S. and Bernhard, B.J., 2013. The impact of CSR on casino
employees’ organizational trust, job satisfaction, and customer orientation: An empirical
examination of responsible gambling strategies. International Journal of Hospitality
Management, 33, pp.406-415.
Mackenzie, J., Tan, P.L., Hoverman, S. and Baldwin, C., 2012. The value and limitations of
Participatory Action Research methodology. Journal of hydrology, 474, pp.11-21.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
McGivern, Y., 2013. The practice of market research: an introduction. Pearson Higher Ed.
Miller, T., Birch, M., Mauthner, M. and Jessop, J. eds., 2012.Ethics in qualitative research.
Sage.
Pierre, E.A.S., 2012. Post qualitative research. Collecting and interpreting qualitative
materials, 3.

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Psomas, E.L., Pantouvakis, A. and Kafetzopoulos, D.P., 2013. The impact of ISO 9001
effectiveness on the performance of service companies. Managing Service Quality: An
International Journal, 23(2), pp.149-164.
Roberts, T., 2013. Understanding the research methodology of interpretative phenomenological
analysis. British Journal of Midwifery, 21(3).
Rummler, G.A. and Brache, A.P., 2012. Improving performance: How to manage the white
space on the organization chart. John Wiley & Sons.
Sageer, A., Rafat, S. and Agarwal, P., 2012. Identification of variables affecting employee
satisfaction and their impact on the organization. IOSR Journal of business and
management,5(1), pp.32-39.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
Vera, Y. and Fabian, N., 2016. Crime prevention through environmental design.
Wahyuni, D., 2012. The research design maze: Understanding paradigms, cases, methods and
methodologies.
Wildemuth, B.M. ed., 2016. Applications of social research methods to questions in information
and library science. ABC-CLIO.

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Appendix:
Main activities/ stages 1st
week
2nd
week
3rd
week
4th
week
5th
week
6th week
Topic Selection 
Data collection from secondary
sources
 
Framing layout of the research 
Literature review   
Formation of the research Plan  
Selection of the Appropriate
Research Techniques
 
Primary data collection  
Analysis & Interpretation of
Data Collection
 
Conclusion of the Study 
Formation of Rough Draft 
Submission of Final Work 