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A Case Study of Dell (PDF)

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Running head: PROPOSAL
Investigating the impact of after sales service in enhancing customer loyalty: A Case Study of
Dell
Name of the Student:
Name of the University:
Author’s Note:
1PROPOSAL
Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Overview................................................................................................................................3
1.2 Problem statement.................................................................................................................4
1.3 Research aim..........................................................................................................................4
1.4 Research rationale..................................................................................................................4
1.5 Summary................................................................................................................................5
2.0 Research objectives and questions.............................................................................................6
3.0 Literature review........................................................................................................................7
3.1 Overview................................................................................................................................7
3.2 Conceptual framework...........................................................................................................7
3.3 Concept of after sales service................................................................................................8
3.4 Factors affecting after sales service.......................................................................................8
3.5 Concept of customer loyalty..................................................................................................9
3.6 Factors affecting customer loyalty.........................................................................................9
3.7 Impact of after sales service on customer loyalty................................................................10
3.8 Challenges encountered in providing efficient after sales service.......................................10
3.9 Summary..............................................................................................................................11
4.0 Research methodology.........................................................................................................12
2PROPOSAL
4.1 Overview..............................................................................................................................12
4.2 Research philosophy............................................................................................................12
4.3 Research approach...............................................................................................................12
4.4 Research design...................................................................................................................13
4.5 Research strategy.................................................................................................................13
4.6 Sampling technique and sample size...................................................................................13
4.7 Data collection process........................................................................................................14
4.8 Data analysis process...........................................................................................................14
4.9 Summary..............................................................................................................................14
5.0 Access to data and research ethics.......................................................................................15
6.0 Limitations...........................................................................................................................15
References......................................................................................................................................16
3PROPOSAL
1.0 Introduction
1.1 Overview
The customers are the pillars that determine the success of the business organization. The
business organization considers the customers as the return of the investment they have made for
launching and selling a product. Thus, it is important for the business organizations to retain the
existing customers so they can always count on them. As mentioned by Murali, Pugazhendhi and
Muralidharan (2016), the service provided by the business organizations results in customer
satisfaction that ultimately results in customer loyalty. Therefore, it can be said that satisfied
customers gives rise to loyal customers that never fails to prove their loyalty to the particular
business organization. However, after purchasing attending the customers appropriately and
promptly also results in customer loyalty. Effective after sales service is important in achieving
customer loyalty, as this make the customers feel valued and significant for the business
organizations. Such warm, empathetic and welcoming gesture towards the customers after
purchasing helps in improving customer satisfaction (Kurata and Nam 2013). Thus, it is
important for the business organization to establish a strong and loyal customer base for
surviving in the competitive market.
For this study, the impact of after sales service on improving customer loyalty is studied
by referring to Dell Inc. Dell Inc was established in 1984 and over the span of more than three
decade, it has turned into a multinational company. It is one of the largest technological
companies in the world with estimated employees of 138,000 globally. Dell Inc manufactures,
sells, repaired and supported personal computers. In addition to, Dell Inc also sells printers, data
storage devices, camera, servers and network switches. Dell Inc. has a market share of 15.9%
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