MANAGEMENT2 Table of Contents Part A– A Holistic Framework for Conceptualizing Customer Experiences in Retail Environments...................................................................................................................................2 Introduction:....................................................................................................................................2 Research Methodology and research framework............................................................................2 Research paradigm.......................................................................................................................2 Research methodology.................................................................................................................3 Sampling methods........................................................................................................................4 Data collection method................................................................................................................5 Data analysis method...................................................................................................................5 Conclusion:......................................................................................................................................6 References........................................................................................................................................7 Part B:Customer retention and the mediating role of perceived value in the retail industry..........8 Introduction......................................................................................................................................8 Research methodology.....................................................................................................................8 Research paradigm.......................................................................................................................8 Research types..............................................................................................................................9 Sampling methods......................................................................................................................10 Data collection method..............................................................................................................10 Data analysis method.................................................................................................................11 Conclusion.....................................................................................................................................11 References......................................................................................................................................12
MANAGEMENT3 Part A– A Holistic Framework for Conceptualizing Customer Experiences in Retail Environments Introduction: In this article, qualitative research is used by a researcher for developing a holistic framework for conceptualizing customer experiences in retail environments. In this article, systematic processes are used for completing the research. Furthermore, Interpretivism research philosophy is used in this research. In addition to this, the Ethnography research methodology is used by the researcher for addressing the research issues. Snowball sampling technique is used for choosing the participants from a large number of populations. Moreover, ATLAS.ti version WIN 5.0 software is used for analyzing the gathered information regarding research issues. Research Methodology and research framework Research paradigm This philosophy is view towards ways through that information towards phenomenon can be collected, analyzed, as well as implemented. The word epistemology illustrates ‘what is identified to be true’ in contrast to doxology depicts ‘what is supposed to be true’. These features entail different philosophies of study strategy. These methods are positivism and interpretivism philosophy (Kumar, 2019). In this article, Interpretivism study philosophy practiced with intention of this investigation because it construes to the component of study. This philosophy is selected interpretivism integrates the human interest in the investigation. According to this philosophy, a researcher accepts that evaluates the reality that is only acquired by social named as assumes that access to reality is only acquired through social structures such as instruments, awareness, and language and communal meanings (Silverman, 2016).
MANAGEMENT4 This philosophy is associated with a philosophical position with respect to idealism and could be used in the team group. It is implemented by an investigator as it includes the different strategies like social constructivism, phenomenology as well as hermeneutics strategies that can reject objectivist perception that has the meaning of exist in international self-sufficiently of awareness (Taylor, Bogdan, & DeVault, 2015). This research focuses on the meaning and can employ different techniques for reflecting several aspects associated with issues. According to this strategy, a person could not be detached by their knowledge as well as hence there is association among researcher and study subject. This approach is beneficial for addressing holistic structure in abstracting buyer involvements in retail atmosphere. It relies on meaning and knowledge about customer experiences with empirical level. This approach is applied in performing the survey through questionnaire as it is supportive for collecting reality regarding research concerns (Flick, 2015). Research methodology Ethnography is used as a research model in this article. This methodology is rooted within cultural anthropology that depends on entering into the natural life of an individual. In the given article, ethnography considers phenomenologically oriented research strategy. It seems specifically well matched to interior architects as well as, viewpoints of designers. It is identified that the aim of conducting ethnographic approaches is to offer holistic explanation of the phenomenon in the natural set via description, understanding as well as, clarification (Alvesson & Sköldberg, 2017). With the purpose of working with the individual in their natural setting as well as, aiming to comprehend the insider aspects about reality, the ethnographic methodology could be
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MANAGEMENT5 significant for investigating the customer experience to shop interiors (Petermans, Janssens, & Van Cleempoel, 2013). The main characteristic of ethnographic interviews is the idea that an investigator is truly keen on learning by a interviewee. With respect to operational procedure, ethnographic interviews entail a wider agenda that contains the concerns to be evaluated in the interview. However, exact instruction as well as ways wherein, they are transported to front in the time of interview. It is quite flexible in terms of empowering the interviewee to support in shaping content of interview. This type of interview thus entails advanced extent of directness on element of questioner with respect to interviewee as compared to the interviewee (Bresler & Stake, 2017). Sampling methods In this article, the snowball technique is used for composing the example as past practices taught a researcher that ordinary stock is not keen to make time for involving in an in-situ store associated study projects. Moreover, 3 retailers as well as 10 consumers were willing to respond to the study project (Ledford & Gast, 2018). The respondents visited real supplies on weekdays and during the normal opening hours. The stores of Belgium were imperative often between 9 and 6. Along with this, 5 respondents are visited in the worried retail atmosphere for initial time period whereas other five candidates were recognizable with retail trade atmosphere they were visiting in structure of this investigation. Their store is visiting lasted about 10 min. (Bauer, 2014). Data collection method Under ethnographic investigation, multiple data-gathering techniques could be implemented to the single phenomenon and permitting an investigator for triangulate the
MANAGEMENT6 gathered information. Under the residue of this chapter, we permitted this stripe of rational as well as we emphasize on study method as well as outcomes of ethnographic talks with originators, customers, and retailers (Choy, 2014). We have opted for performing ethnographic discussions with such shareholders as they demonstrate parties entailed in procedure of triggering, designing as well as, feeling actual experiencing in real retail atmospheres. By performing the discussions with them, the aim is to express and comprehend associations that applicants attach to an aspect of theoretical understanding regarding customer experiences. Furthermore, interviewing participants in depth is one of key data-gathering technique practices in the qualitative investigation. In-depth interviews implemented in literature as unstructured and ethnographic interviews (Bauer, 2014). Data analysis method All meetings processed to ATLAS.ti version WIN 5.0 (Scientific Software Development, n.d.). There is preliminary interpretation as well as re-reading of discussion transcripts were tracked through transmission codes in ATLAS.ti with particular words implemented by applicants and to units of text (Petermans, Janssens, & Van Cleempoel, 2013). Twenty rapports in resulting from literature review and it is worked as director for coding discussion information. In this article, codes allotted every time to applicant deliberated one of such sides in accurate terms. The software is not only supportive for the researcher to investigate the information held in every code but, indicates coding as a words number and number of times a section of primary documents within ATLAS.ti is assigned to specific code (Ledford & Gast, 2018). It enables a researcher to analyze and process the information in form of incidences and it is not infrequent for ethnographic investigators since it permits them for developing visual and
MANAGEMENT7 graphical representations about verbal information. The application about visualization is used for demonstrating the research outcomes (Alvesson & Sköldberg, 2017). It could be supportive for directly associated research outcome to principle of phenomenon in the investigation. It is important to the phenomenological inspired investigation. Through opting to visualize the information, the aim is to offer a multi-dimensional opinion of associations that applicants attach to each of notions associated with client experiences (Alvesson & Sköldberg, 2017). Conclusion: With respect to the above discussion, it can be summarized that there are different strength of reading these articles. This research article helps to develop a holistic framework for conceptualizing customer experiences in retail environments. It is also beneficial for understanding customer perceptions about retail environments. It is also advantageous for conducting further research on consumer perception. It can be summarised that there are some weaknesses in this article. These weaknesses are small sample size, only focus on the specific sector such as retail environments, and do not provide depth reviews about customer experiences.
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MANAGEMENT8 References Alvesson, M., & Sköldberg, K. (2017).Reflexive methodology: New vistas for qualitative research. Sage. Bauer, G. R. (2014). Incorporating intersectionality theory into population health research methodology: challenges and the potential to advance health equity.Social science & medicine,110, 10-17. Bresler, L., & Stake, R. E. (2017). Qualitative research methodology in music education. InCritical Essays in Music Education(pp. 113-128). Routledge. 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), 99-104. Flick, U. (2015).Introducing research methodology: A beginner's guide to doing a research project. Sage. Kumar, R. (2019).Research methodology: A step-by-step guide for beginners. Sage Publications Limited. Ledford, J. R., & Gast, D. L. (2018).Single case research methodology: Applications in special education and behavioral sciences. Routledge. Petermans, A., Janssens, W., & Van Cleempoel, K. (2013). A holistic framework for conceptualizing customer experiences in retail environments.International Journal of Design,7(2), 1-18. Silverman, D. (Ed.). (2016).Qualitative research. Sage. Taylor, S. J., Bogdan, R., & DeVault, M. (2015).Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
MANAGEMENT9 Part B:Customer retention and the mediating role of perceived value in the retail industry Introduction This study is vital in obtaining study methods in the favor of customer retention as well as mediating role of perceived value in retail industry. The research methodology could consider many methods in getting the depth data about the research issue named as a research paradigm, research methodology, sampling method, data collection method, and data analysis method (Nardi, 2018).These methods will aid the investigator to select such research tools for effectively performing the study and get a favorable result. It is examined that this tool assists to get higher competitive advantages. These are discussed below: Research methodology Research paradigm Research philosophy is used for developing knowledge by entailing different sources. It is a tool that is practiced to examine the beliefs towards different methods herein the information could be gathered used and evaluated. The researcher would select a suitable tool and meet the study purpose in an effective manner. The secondary data will be gathered to meet the purpose of study matter. This study has considered the interpretivism philosophy is practiced as it assists to evaluate theoretical data in the context of study matter. This philosophy could also assist to effectively develop theory towards the research matter (Mertens, 2014). Research types It is an effective approach to get information with the favour of this study issue. This tool could considered many methods by the researcher to conduct their study and get information towards the research matter named as a qualitative and quantitative approach (Antwi, & Hamza, 2015).
MANAGEMENT10 The quantitative research tool is practiced as it allows to meets the study matter. The quantitative research method could consider the survey through a questionnaire as it would be vital to meet the research purpose. Moreover, this strategy will allow the investigator to pool factual information towards the customer retention and value perceived for retail industry (Hartas, 2015). The research approach could entail kinds of tools are used by the researcher for meeting the research purpose. This approach could consider many sources named as grounded theory, focus group, interview, literature review, cross-sectional, content analysis, and observation method. It will aid to meet the study purpose. The investigator could also entail internal sources to get depth information in the context of the current issue. These sources are known as authentic websites and retail industry websites. It is examined that the external sources also practiced by the investigator such as the internet, books, and competitors data, and government report. In addition, investigator use literature review tool that is practiced to get views and opinions of another expert towards the research issue (Mertens, 2014). This tool is vital in getting depth knowledge about concepts as well as rational which are practiced to meet the research outcome. With respect to this, it is examined that this technique could provide a path to the organization for critically evaluating the research work that is used in exploratory nature in the research work. In addition, it is addressed that the literature review tool makes the research scholar more capable to identify the relation between the customer's retention and perceived value. Therefore, the depth knowledge towards the research concern is gathered by the explanatory nature of the study (Nardi, 2018).
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MANAGEMENT11 Sampling methods The sampling is a tool that is practiced to select a suitable sample size to get the information towards the research. The sampling is the best tool to conduct research in an effective way. There are two kinds of sampling tool, which entailed by the researcher named as the probability, and non- probability-sampling tool (Creswell & Creswell, 2017).The researcher has practiced non-probability withconvenience sampling procedure is practiced due to getting accurate information towards the research. The non-probability sampling enables to select the research candidates on bahalf of age, gender, education, as well as region. It will be imperative in conducting the study in a specific manner. The probability-sampling tool is lead to choose research candidates on the random basis that could decline the probability of getting the quality result in favor of the research outcome. For conducting this study, 278 research candidates have selected to conduct the study. It will be vital to obtain depth information towards study issues. The researcher selected such participants and get their direct responses to research matter (Kumar, 2019). Data collection method In this study, the investigator will choose the suitable method for selecting suitable data gathering tool for getting the suitable tools named as primary data collection method and secondary data collection method. The survey through questionnaire tool has been practiced by the researcher as it allows directly meeting with the participants and obtaining their favorable data in the concern in the context of current matter (Choy, 2014). The survey through the questionnaire is vital technique that is used by the investigator to get the factual information as it would assist to enhance quality of research result. The primary data gathering tool is a tool that enables to conduct the study in an effective manner. The
MANAGEMENT12 secondary data has been also considered to get theoretical information in favours of customer retain in the retail industry. The secondary data collection technique is another approach that is practiced to develop theory in the context of the study by entailing existing sources named as online web, books, articles, books, journals. It would also assist for accomplishing the research purpose (McCusker & Gunaydin, 2015). Data analysis method The data analysis method is vital for evaluating the study by entailing different sources such as quantitative as well as qualitative data evaluation tools. The researcher has select quantitative data evaluation too by which survey through questionnaire method will be considered by invetsigator. For evaluating information, SPSS software will practice by which the researcher will present the data by graphs, charts, and tables. It would also be imperative in making consistency in the research result. It will lead to meet the research outcome (Hanaysha, 2018). Conclusion In the context of above interpretation,it can be concluded that perceived value has a direct positive impact on customer retention. From the evaluation of the article, it is addressed that social media marketing could also significant impact on perceived value. In addition, it can be summarized that outcomes showed that corporate social accountability and store atmosphere have positively impacted on customer retention as well as perceived value. Furthermore, it can be addressed that the research strategies enables to select the suitable research tools and meet the research objectives in a systematic manner. In this, the quantitative research method has been selected that is conducted by considering survey through questionnaire on 278 responded and obtain their response in the favor of the concern.
MANAGEMENT13 References Antwi, S. K., & Hamza, K. (2015). Qualitative and quantitative research paradigms in business research: A philosophical reflection.European Journal of Business and Management,7(3), 217-225. 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), 99-104. Creswell, J. W., & Creswell, J. D. (2017).Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications. Hanaysha, J. R. (2018). Customer retention and the mediating role of perceived value in retail industry.World Journal of Entrepreneurship, Management and Sustainable Development,14(1), 2-24. Hartas, D. (Ed.). (2015).Educational research and inquiry: Qualitative and quantitative approaches. Bloomsbury Publishing. Kumar, R. (2019).Research methodology: A step-by-step guide for beginners. Sage Publications Limited. Kumar, R. (2019).Research methodology: A step-by-step guide for beginners. Sage Publications Limited. McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative or mixed methods and choice based on the research.Perfusion,30(7), 537-542. Mertens, D. M. (2014).Research and evaluation in education and psychology: Integrating diversity with quantitative, qualitative, and mixed methods. Sage publications. Nardi, P. M. (2018).Doing survey research: A guide to quantitative methods. Routledge.