Customer Satisfaction and Loyalty in B2B Sales

This assignment focuses on examining the influence of social media on customer satisfaction within Business-to-Business (B2B) sales. It requires students to analyze research papers provided, which cover topics like social media's impact on B2B sales, critical realism as a research methodology, and the relationship between corporate reputation, customer satisfaction, and loyalty. Students need to understand how factors such as service attributes, brand innovativeness, perceived quality, and rewards influence customer satisfaction and loyalty in various industries.

Research Facilities Plan
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Table of Contents
Background of the study..................................................................................................................3
Research aims and objectives .........................................................................................................3
Research questions..........................................................................................................................3
Rationale of study ...........................................................................................................................4
Literature review .................................................................................................................................4
Research methodology .......................................................................................................................5
Research type.................................................................................................................................5
Research approach..........................................................................................................................5
Research philosophy .......................................................................................................................5
Data collection .............................................................................................................................5
Sampling .........................................................................................................................................6
Data analysis plan...........................................................................................................................6
Ethical considerations ....................................................................................................................6
Validity and reliability
........................................................................................................................................................6
Time-scale .......................................................................................................................................6
Resources .......................................................................................................................................7
REFERENCES.....................................................................................................................................8
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Topic: To identify the key factors that affects the satisfaction level of customers: a study on
John Lewis
Background of the study
In the present era, customer satisfaction is the main elements which have high level of
impact on the growth and revenue of the firm. Moreover, customers prefers to make repeat purchase
of similar brand only when they are highly satisfied from the products or services offered by it.
Now, before making purchase decision customers make evaluation of each and every aspect such as
price, quality, discounting offers etc. (Patel and Desai, 2016). In this, people take decision by
making in-depth evaluation of each and every aspect. The present report is based in John Lewis is
one of the leading fashion retailer of UK. It offers designer clothes and apparels to the customers at
affordable prices. In this regard, the researcher will propose investigation on the key factors that
have high level of impact on the satisfaction level of customers.
Research aims and objectives
Aim of the study is to analyze the both monetary and non-monetary factors that have high
level of impact on customer satisfaction.
Objectives
 To assess the factors that influence the satisfaction level of customers in fashion industry.
 To identify the elements which are considered by the customers for making purchase
decisions.
 To recommend the suitable ways to John Lewis for enhancing the customer satisfaction and
loyalty.
Research questions
Q.1 Which kind of factors have impact on the satisfaction level of customers of fashion industry?
Q.2 Which kind of factors are undertaken by the customers of John lewis while making decision in
relation to purchasing the apparel?
Q.3 What are the most effectual ways which will provide assistance to the firm in enhancing the
satisfaction level of customers?
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Rationale of study
The research issue issue is to determine the elements which have major impact on the
satisfaction level of customers. This is the major issue because the customer satisfaction is highly
associated with the growth and development aspect of firm (Sayani, 2015). Along with this,
customer satisfaction also affects the market share and brand image of firm. In this, it is highly
required for the business organization to offer products or services to the customers according to
their expectation level (Caruana, Ramasashan and Krentler, 2015). In this way, the study and its
outcome will provide information to John Lewis which requires high level of improvement.
Moreover, in the highly competitive business environment company can build or sustain
competitive edge over others only when they have highly satisfied and loyal customer base.
LITERATURE REVIEW
Theme 1: The factors that influences satisfaction level of customers in fashion industry
In the modern era, customer satisfaction has become very essential for growth and success
of a business enterprise. Furthermore, in order to sustain in long run, it is required by companies to
identify the key factors which affects or have influence over the satisfaction level of people in the
market. As per the view of Ferrell and Fraedrich (2015) quality of product and effective customer
services are the two major factors which have influence on degree of customer satisfaction. It can
be stated that the competition among businesses in the fashion industry has become so intense that it
is not easy for companies to attract new customers and retain the old ones. According to Agnihotri
and et.al., (2016) it is required by firms and employees to understand the changing customer
demand and develop their services and products according to the same. This results in developing a
sense of satisfaction among customers and also encourages them to repeat purchase. Other than this,
price of product is another major factor which results in making changes in satisfaction level of
customer (Schirmer and et.al., 2016). It can be stated that quality product and services at low or
moderate prices always results in developing sense of satisfaction among people in the market.
Theme 2: Elements considered by people while making purchase decision
The process of decision making can be termed as the one in which there are various factors
which needs to be considered by a person. According to Pappu and Quester (2016), the process
begins with identification of need and then an individual start seeking for various alternatives
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through which the need can be satisfied. Furthermore, evaluation of each and every alternative is
carried out and then a person selects the best from different alternatives available (Söderlund and
Colliander, 2015). Strong and effective marketing practices sometimes encourages people in the
market to buy a particular product or service. On the other hand, prices of products are also
considered while making purchase decision. As per the view of Lonial and Raju (2015) income
level, education, status in society, cultural background etc. are some of the major factors which are
considered by people in the market. However, has critically argued that factors differ from one
person to another and no single factor can be termed as entirely responsible and accountable for the
purchase decision made by a person.
RESEARCH METHODOLOGY
Research type
Qualitative and quantitative are the main two research types which scholar can undertake to
evaluate the issues more effectually (Taylor, Bogdan and DeVault, 2015). Hence, in this, scholar
will conduct qualitative investigation to resolve the research issue. In this, by analyzing the
qualitative facts researcher would become able to present the fair solution.
Research approach
There are mainly two research approaches such as inductive and deductive which are used
by the scholar to find out the suitable solution of research issue (Silverman, 2016). In this,
researcher will employ inductive approach to assess the factors which have impact on customer
satisfaction.
Research philosophy
It implies for the techniques which will be undertaken by the scholar for the purpose of
data collection and analysis. Interpretivism and positivism are the main philosophies that can be
used by scholar for addressing the research aims and objectives (Flick, 2015). In this, researcher
will make focus on qualitative investigation to get insight about the factors which influence
customer decision making and satisfaction level. In this regard, interpretivism philosophy will help
scholar in presenting the fair view of study.
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Data collection
In the present study, scholar will gather data from both primary and secondary sources.
Researcher will conduct survey with the aim to gather primary data regarding the elements which
customers undertake at the time of decision making. In addition to this, data will also be gathered
by the investigator from secondary sources about customer satisfaction and decision making.
Hence, scholar will take assistance from books, journals and other scholarly articles to develop
understanding regarding the customers views and mindset.
Sampling
Sampling methods can be distinguished into two types such as probabilistic and non-
probabilistic technique. In order to carry out study in the best possible manner scholar is required to
select suitable sample sized on which the whole study will be based (Caillaud, Rose and Goepp,
2016). Hence, by considering such aspect research will select 30 customers of UK by taking into
consideration the non-probabilistic sampling technique.
Data analysis plan
Plan for the data analysis is highly affected from the nature and type of investigation
undertaken by by the scholar. In this, researcher will make use of thematic perception test with the
aim to analyze the qualitative facts more effectively and efficiently (Archer and et.al., 2015). In this,
by preparing the suitable themes scholar will make analysis of the data gathered from the survey
with the helps of thesis prepared according to the secondary investigation.
Ethical considerations
Researcher will take prior permission from the respondents before sending questionnaire
to them. Along with this, scholar will also maintain the confidentiality of the information served by
the people in survey. This in turn helps scholar in raising the effectiveness of the outcome of study.
Validity and reliability
In order to ensure the validity and reliability of sources researcher will make evaluation of
data presented by the scholars in the latest years. Besides this, scholar will do proper referencing of
the source from which data is gathered.
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Time-scale
Researcher will undertake the following plan for conducting the investigation smoothly manner.
Moreover, it provides direction to the scholar about the activities which they needs to perform once
one has completed.
Activities / weeks 1 2 3 4 5 6 7 8 9 10 11 12
Selection of research topic
Analyzing books, journals and other articles to
get understanding about topic
Setting of aims and objectives
Preparing brief research proposal for the study
Setting of research methodology
Designing of questionnaire for survey purpose
Collection of primary data
Making analysis of primary data through the
means of thematic analysis
Preparing charts and graphs of findings for
developing better understanding
Determination of findings and drawing valid
conclusion
Arranging the report in a highly structured
manner
Submission of report
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Resources
For the present study researcher will require both financial and non-financial resources to
carry out the study in a smooth manner. Financial resources include money, whereas non-monetary
resources includes data, tools and techniques for data analysis etc.
REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B sales.
Industrial Marketing Management. 53. pp.172-180.
Archer, M. and et.al., 2015. Critical realism and research methodology. Alethia.
Caillaud, E., Rose, B. and Goepp, V., 2016. Research methodology for systems engineering: some
recommendations. IFAC-PapersOnLine, 49(12), pp.1567-1572.
Caruana, A., Ramasashan, B. and Krentler, K.A., 2015. Corporate Reputation, Customer
Satisfaction, & Customer Loyalty: What is the Relationship?. In Assessing the Different
Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty (pp. 301-301).
Springer International Publishing.
Ferrell, O.C. and Fraedrich, J., 2015. Business ethics: Ethical decision making & cases. Nelson
Education.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research project.
Sage.
Lonial, S. and Raju, P.S., 2015. Impact of service attributes on customer satisfaction and loyalty in
a healthcare context. Leadership in Health Services. 28(2). pp.149-166.
Pappu, R. and Quester, P., 2016. Brand Innovativeness Effects on Perceived Quality, Satisfaction
and Loyalty. In Looking Forward, Looking Back: Drawing on the Past to Shape the Future
of Marketing (pp. 763-763). Springer International Publishing.
Patel, H.D. and Desai, M.P., 2016. A Study on Relation between Customer Satisfaction, Customer
Loyalty and Intention to Switch from one Bank to another Bank in Surat City. Adarsh
Journal of Management Research. 9(1). pp.1-13.
Sayani, H., 2015. Customer satisfaction and loyalty in the United Arab Emirates banking industry.
International Journal of Bank Marketing. 33(3). pp.351-375.
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Schirmer, N. and et.al., 2016. The link between customer satisfaction and loyalty: the moderating
role of customer characteristics. Journal of Strategic Marketing. pp.1-20.
Silverman, D. ed., 2016. Qualitative research. Sage.
Söderlund, M. and Colliander, J., 2015. Loyalty program rewards and their impact on perceived
justice, customer satisfaction, and repatronize intentions. Journal of Retailing and Consumer
Services. 25. pp.47-57.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
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