Aftersales Service and Customer Retention

The assignment analyzes the influence of aftersales service on customer retention within a business context. It employs a quantitative research design, utilizing statistical analysis techniques to examine the collected data and determine the strength of the relationship. The researcher adheres to a systematic approach, applying established research methodologies and paradigms to ensure the validity and reliability of the findings.

Running Head: RESEARCH METHODOLOGY
Research Methodology

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Table of Contents
Table of Contents.......................................................................................................................2
Introduction................................................................................................................................3
Research onion Framework....................................................................................................3
Research Philosophy..............................................................................................................4
Research Approach.................................................................................................................5
Research Design.....................................................................................................................5
Research Strategy...................................................................................................................6
Data Collection Method.........................................................................................................7
Sampling Method...................................................................................................................7
Data Analysis Method............................................................................................................8
Validity and reliability............................................................................................................8
Ethical Consideration.............................................................................................................9
Research limitation.................................................................................................................9
Summary....................................................................................................................................9
References................................................................................................................................11

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Introduction
The section of research methodology supports the researcher to enhance their awareness
towards research technologies as it will be effective to conduct the research and obtain a
feasible outcome. This chapter also aids the investigator to collect accurate data from
customer and employees of Swiss Watch Services L.L.C about the importance of Aftersales
service and its impact on customer retention within the watchmaking industry in the UAE
(Brinkmann, 2014). Moreover, the RM (research methodology) entails many tools like
research philosophy, research strategy, research design, and data pooling technique, data
evaluation method, sampling method, ethical consideration, and research limitation. The
research methodology will be imperative for the researcher as it could be supportive for
accomplishing the objectives of research. It will also support the research scholar to
effectively complete the current research concern. The main aim of this research is to address
the importance of Aftersales service and its impact on customer retention within the Swiss
Watch Services L.L.C. Furthermore, for this dissertation, the research scholar has practised
many sources of data to address the appropriate information regarding the research issue like
books, journals, academic data, online and offline sources.
Research onion Framework
In the research methodology, the research onion framework supports to determine appropriate
technique for attaining the research aim and objectives. It also supports to provide depth
understanding towards many research methods such as research strategy, research approach,
time horizon, and research approach.

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Research Philosophy
In the research study, research philosophy is imperative to collect the information in the
context of specified research issues. Further, research philosophy supports the researcher to
address the tools of data collection, and interpreting the information via executing the
appropriate research process (Gast, and Ledford, 2014). In the research study, research
philosophy is categorized into three parts such as positivism, realism, and intrepretivism
research philosophy (Flick, 2015). In this dissertation, the researcher will collect opinion and
views of employees and customers of Swiss Watch Services L.L.C. Consequently, it helps to
get the reliable outcome regarding research the research matter.
Moreover, opinion and views of the participants become a valid source of data collection
(Glesne, 2015). For this research, the researcher has considered paradigm research
philosophy for attaining specific aim and objectives. The pragmatic research philosophy is
combination of two research philosophy such as interpretivism and positivism philosophy. In
this, the interpretivism philosophy permits the researcher to get theoretical data regarding the
current research matter. Besides this, the positivism research philosophy enables to collect
factual information in the context of current research matter. In this research study, a research
scholar will not consider realism philosophy because this philosophy is based on the nature of
reality as it could decline the quality of research outcome.

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Research Approach
Research approach plays an imperative role in the research study because it supports to attain
the research aim and objectives. It also helps the investigator to solve research issue in less
time and cost. Through research approach, a researcher will be capable to accurate
information in the context of the current research dilemma. In the research study, two kinds
of research approaches are considered such as inductive and deductive approach (Hadi,
2015). For this research study, the deductive approach is used by the researcher because
there is a requirement of hypothesis development. This research method enables the research
scholar to select appropriate techniques about current research area. Moreover, it is also
analysed that the deductive approach as it will be suitable for the positivism research
philosophy as it will be effective to collect the factual information regarding the research
matter. Beside this, the inductive approach facilitates researcher to gain the conceptual
understanding about specified research study. Hence, it cannot be appropriate for this
research study. The deductive approach also facilitates the investigator reject or accept
developed hypothesis on the basis of research dilemma. Through this method, a research will
be to collect the valid result in specified time (Khan, et al., 2014).
Research Design
There are many research methods that assist the researcher to examine design of research
study. Research design could be considered certain factors like explanatory, descriptive and
exploratory research design. The exploratory research design is based on the primary research
wherein the researcher has capable to collect factual data in terms of current research matter
(Kumar, 2014). Beside this, explanatory research design supports the researcher to enhance
their knowledge in term of the current research concern. In the research design, two kinds of
methods are considered like qualitative and quantitative research design. The qualitative
research design supports to collect information from interview and observation as it would be

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supportive to improve the quality of research results (Mukherjee, et al., 2014). Beside this,
the quantitative research design help to obtain the numerical information from survey through
questionnaire as it will be supportive to accomplish the specified aim of research (Mackey
and Gass, 2015). For this dissertation, researcher has used quantitative research design for
examining the relationship between the Aftersales service and customer retention. This
method enables the research scholar to conduct survey through questionnaire on employees
and consumer of Swiss Watch Services L.L.C and collect their responses on the particular
research matter. In this research study, researcher will not imply the qualitative research
design because it is not appropriate to collect factual information in term of current research
study.
Research Strategy
The research strategy is a significant part of the research because it facilitates the research
scholar to examine the concern of research by providing responses in oppose to the research
question. The research strategy enables research scholar to collect the data towards research
issue and make a valid conclusion (Neuman, and Robson, 2014). The researcher will practice
many research strategies like observation, survey through a questionnaire, focused group,
case study, interview, and experiment. For this dissertation, researcher has used survey
through questionnaire on the employees and customers of Swiss Watch Services L.L.C and
obtains their answer in term of research issues. A researcher has used survey through
questionnaire wherein close-ended questionnaire structure to implement in the research. The
survey through questionnaire is less expensive than other methods (Ostapenko, 2016).
Researcher has also directly communicated with employees and consumers of Swiss Watch
Services L.L.C through email and builds a favourable relationship with them. Moreover, this
method also supports to improve the quality of research.

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Data Collection Method
The data collection method is used to collect data by using many sources to attain the
research aim and research objectives. This dissertation demonstrates the role of Aftersales
services in the consumer retention on the employees and consumer of Swiss Watch Services
L.L.C. Hence, the research scholar will imply both data collection method like primary and
secondary data collection method. The primary data collection method supports the
researcher to collect fresh and first-hand information in the context of research study (Rahimi
and Kozak, 2017). There are certain methods that are entailed in the primary data collection
methods like an interview, survey through questionnaire and observation method
(Panneerselvam, 2014). Moreover, this tool is imperative for research scholar to get reliable
data from selected employees and consumers of Swiss Watch Services L.L.C.
Besides this, the researcher also uses the secondary data collection method to obtain the data
from available sources (Silverman, 2016). In the secondary data collection method,
researcher considers many kinds of sources like articles, journals, books, company website,
online and offline sources. The secondary data collection method supports to collect the
reliable data in less time (Smith, 2015).
Sampling Method
Sampling strategy is implemented to choose appropriate respondents for conducting the
research and get reliable result. In the research study, different types of sampling strategies
are considered like probability and non-probability sampling tools (Taylor, et al., 2015). It
facilitates the researcher to choose the feasible sample size from the targeted population. For
this dissertation, total 45 population sizes are targeted in which, 5 corporate management, 20
employees, and 20 customers are selected with the intention of the interview. These targeted
populations are SWS customers, SWS management, and employees. Non-probability
sampling is selected for choosing the participants in a systematic manner. Under the non-

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probability sampling, convenience sampling method is used by a researcher for conducting
the survey through a questionnaire on walk-in customers. In contrast to this, judgment
sampling strategy is used by a researcher for conducting the survey through a questionnaire
on employees who works in the after-sales department. In this interview, both skilled and
senior people are selected to get the reliable information about research. In addition,
approximately 90% of all people are willing to participate in the interview and survey
through a questionnaire. The confidence level is 95% to get reliable outcome about research
concern. For the analysis, +/-3% margin of error is selected to get an accurate outcome from
the research.
Data Analysis Method
After gathering data, it is significant for an investigator to assess the pooled data. There are
different techniques that are supportive to assess the gathered information such as statistical
analysis, content analysis, and disclosure evaluation (Silverman, 2016). For this dissertation,
statistical data analysis is used by a researcher via different software such as Excel and SPSS.
This software is implemented to depict the information through different charts, graphs, and
tables (Neuman, and Robson, 2014). It also enables the readers to comprehend the pooled
data in context of the current research concern. This software is implemented to interpret the
gathered facts and figure associated with research (Vaioleti, 2016).
Validity and reliability
In the research study, the researcher has considered many methods to test the reliability and
validity of the research outcome like test-re-test method, peer review research materials, pilot
testing, and debrief and revise. Other techniques are external validity, internal validity, data
analysis techniques and verification, and secondary data and reliable method. These methods
help the researcher to improve the accuracy of research outcome. For this dissertation, the
researcher has used the peer-reviewed research materials, pilot testing, data analysis

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techniques and verification, and secondary data validity and reliability test. These methods
are supportive to examine the validity and reliability of research matter. The pilot testing
supports the researcher to test the reliability and validly of outcome (Ostapenko, 2016).
Ethical Consideration
For this dissertation, ethics is associated with the accomplishment of several research
chapters in an ethical manner. An Investigator is used university guidelines and keeps the
privacy of respondents. It also enables an investigator to emphasize on acts in a
methodological way. There is some ethical consideration like prior consent to conduct
questionnaire, and use of copyright act used by an investigator to conduct the research in an
ethical manner (Rahimi and Kozak, 2017). Furthermore, to avoid the ethical issue, the
researcher has given the credit to different authors by involving proper in-text in each
paragraph.
Research limitation
The research limitation is effective to get valid result regarding current research matter. In the
research study, there are many factors that are consider in the research limitation like
plagiarism, data manipulation, refreshing, lack of cost, time, and resources. Moreover,
researcher will use proper guideline of university to conduct the research appropriately and
get feasible outcome (Khan, et al., 2014).
Summary
As per the above discussion, it can be summarized that the aftersales services supports to
retain the employees hence organization should concentrate on aftersales services and gain
improve their financial performance. Further, it can also be concluded that research onion
framework supports to create understanding towards many tools and techniques like research
methods, research strategy, research approach, research design, data collection method, and
time horizon. It will help the researcher to collect appropriate information in context of the

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research matter. Moreover, it can also be illustrated that research scholar is used the
paradigm philosophy to collect factual data and meet the research objectives in systematic
way. It can be concluded that researcher has practised quantitative research design for
examining the relationship between the Aftersales service and customer retention. At last, it
can also be illustrated that the research scholar has used the statistical analysis techniques to
determine the collected information and obtain the valid outcome.

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References
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Panneerselvam, R. (2014) Research methodology. USA: PHI Learning Pvt. Ltd.

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Rahimi, R., and Kozak, M. (2017) ‘Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain’, Journal of Travel and Tourism
Marketing, 34(1), pp. 40-51.
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