Research Proposal for Tire Retailer

Marketing 1
Managing Research
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Marketing 2
Table of Contents
Research Proposal for tire Retailer..................................................................................................3
Background......................................................................................................................................3
Research questions.......................................................................................................................5
Research objectives.....................................................................................................................5
Literature review..............................................................................................................................5
Customer satisfaction...................................................................................................................5
Importance of customer satisfaction............................................................................................6
Effects of poor customer service.................................................................................................7
Research design...............................................................................................................................8
Overall research design and Justification....................................................................................8
Sources of data for the research...................................................................................................8
Conceptualization and measurement...........................................................................................9
Data collection methods................................................................................................................10
Data analysis..............................................................................................................................11
Ethical issues and limitations of the research................................................................................11
Proposed time frame for the research............................................................................................12
Budget............................................................................................................................................13
Technical part................................................................................................................................14
An estimated progress of the organization after the implementation of customer satisfaction
strategies....................................................................................................................................14
References......................................................................................................................................16

Marketing 3
Research Proposal for tire Retailer
Tire retailer is a well-known organization within the boundaries of Australia and is
known to have gained much popularity across different regions as a result of the quality services
that is has been able to offer to its customers over the past period. As a result of the
implementation of quite a number of management strategies, the organization was able to obtain
a total estimated market share of 25% within the Australian market thus making sure that all its
customers were appropriately served according to all their expectations. Moreover, it is an
organization that has been known for quite a number of years now when it comes to the selling
of different types of well-known brands that are trusted across all its customer segments. This
appears to be one of the major factors that enabled it to gain popularity at a faster rate compared
to several other organizations that are also known to be existing within the market platform.
Unfortunately, despite all these quality services that the organization is capable of providing, it is
slowly losing all its customers (Bendtsen et al. 2016). This research therefore aims towards
carrying out an analysis regarding some of the issues and factors that might have contributed
towards the organization loosing many customers in an expected manner. On the other hand, the
scope of the research is concerned with analyzing quite a number of variables that will be
compared in various ways to make sure that the right results is obtained. At the same time, one of
the major limitations that are likely to be encountered by the research is lack of appropriate data
to carry out the analysis.
Background
Tire retailer losing a good percentage of its customers in an unexpected situation is a
condition that is capable of being caused by quite a number of factors where most of them have

Marketing 4
resulted as a result of the top management’s failures to carry out their respective duties. Results
that the organization had started to show right after its customers decided to move away to
several other organizations, was a result that was not impressive at all since it came up with quite
a number of disadvantages to the organization with the major ones being causing serious losses
in terms of the sales that were made across various store that are known to be fully attached to
the organization. At the same time, the organization was also able to spoil its reputation across
different groups of customers who were not comfortable at all with the service that the
organization started to offer them. They felt that its initial services appeared to be much better
that what the organization was giving them at the current moment. This is a situation that made
them to look out for several other alternatives that are likely to be available within the market
platform in order to fully satisfy their requirements without having any worries.
Right after the new CEO was able to join the company that is when the identification of
the organizational problem began. Since the CEO was a well-organized kind of personality who
was able to implement different forms of leadership strategies in a very comfortable and
reasonable manner, she decided to take some walk in order to visit 20 of the major retail stores
that were located in different places and were known to be attached to the entire company
Moreover,, the stores that she decided to visit were located in both the regional areas together
with the cities. Fortunately, she was able to come up with quite a number of observations in
relation to the services that were provided by the stores. Firstly, there were very high counters
that were installed within the stores and these are the places where mangers hid and
unfortunately they could not be easily noticed by the customers. What is more unfortunate is that
almost half of the cash customers were woman and they really experienced a hard time to carry
out their operations while at the counters since it wasn’t easy for them to reach to the top and be