Research Methodology and Digital Technology

The assignment delves into the application of research methods in studying the influence of digital technologies. It requires students to analyze provided sources, critically evaluate research methodologies, and demonstrate their understanding of how these methods are used to investigate the role of digital technology across different sectors.

Research Proposal

Table of Contents
INTRODUCTION...........................................................................................................................1
Research Background .................................................................................................................1
Aims and Objectives ..................................................................................................................2
Research Question ......................................................................................................................2
Rationale ....................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGIES ................................................................................................5
TIMESCALE AND RESOURCES ................................................................................................7
REFERENCES..............................................................................................................................10

Topic :
“The Role of digital technology for improving consumer satisfaction- A case study on
Tesco.”
INTRODUCTION
Digital technologies are electronic techniques, systems and resources which generate,
store or procedure data. Well known examples involve social media, online games, multimedia
and mobile phones. Digital learning is any kind of learning that utilises technology. Digital
technology involves all kinds of equipments and applications which utilise in the kind of numeric
code. Digital technology is very important for any kind of business. Technology has essential
influences on business operations (Ku, 2017). With the help of it, business tries to improve
communication with their consumers, increasing the efficiency of operations and so on. With the
help of it, increasing the consumer satisfaction that aid to raise the profits and productivity of
business. The structure of digital technology influences on culture, relationship and efficiency of
organizations. This can aid to enhance the productivity and performance of retail companies
within the industry. Therefore, company must utilise the different digital technologies for
improving the operations. This can aid to raise the brand image and equity of company in retail
industry.
Research Background
Digital technology play the vital role in today's world. Digital technology play important
role in the business in relation to improve the communication with consumers, enhancing
efficiency of operations and increasing the research capacity within business. Technology can be
utilised to secure financial info, confidential executive decisions and other branded data which
leads to competitive advantages. The present study is based on Tesco. It is the British
multinational groceries and general merchandised retailer in the UK. Also, the present study is
determine the role of digital technology in consumer satisfaction within the business.
Technology has essential influences on business operations (Henderson, Selwyn and Aston,
2017). It has both tangible and intangible advantages which will aid make money and produce
the outcomes their consumers demand. Technological infrastructure influences the culture,
efficiency and relationships of companies. It also impacts the security of private info and trade
benefits. Company used digital technology for build and management relationship with
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consumers in the marketplace. Therefore, company must utilise the different digital technologies
for improving the operations. This can aid to raise the brand image and equity of company in
retail industry.
Aims and Objectives
Aims:
“To determine the role of digital technology for improving consumer satisfaction- A case
study on Tesco.”
Objectives:
 To examine the concept of digital technology and consumer satisfaction.
 To analysis the significance of Customer Relationship Management in Tesco.
 To determine the impact of digital technology in improving consumer satisfaction in
Tesco.
 To recommend the techniques of improving consumer satisfaction used by Tesco.
Research Question
 What are concept of digital technology and consumer satisfaction?
 What are significance of Customer Relationship Management in Tesco?
 What are impact of digital technology in improving consumer satisfaction in Tesco?
 What are techniques of improving consumer satisfaction used by Tesco?
Rationale
The present research is done in relation to determine the role of digital technology in
business operation. The study will give the brief on various impacts of digital technology which
company has seen in retail business. Along with it, the research will examine the customer
relationship management in company (Drijvers, 2015). The overall study will give the
investigator with the capacity to understand consumer satisfaction taking place within the retail
industry. It will examine the various techniques used by company in relation to consumer
satisfaction. Therefore, company must utilise the different digital technologies for improving the
operations. This can aid to raise the brand image and equity of company in retail industry.
LITERATURE REVIEW
Theme 1: Concept of digital technology and consumer satisfaction
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According to the Ajjan, Harrison and Hair, (2018) customers are the key main element of
the any business as they drive the business and increase the sales and help to gain profit,. But if
any company satisfied them and fulfil their need as per their choice and demand. In this digital
technology help a lot to provide the best customers services to them. When provide best
customers services and experience, buyers defiantly back again into Tesco. This also bring new
customers in the Tesco organisation by building the customer loyalty. Digital technology like
helping their customers through he phone, through online customer services or through the video
chat and giving them the best services. Helping the customers with the help of the digital
technology in the Tesco increase the customers relation with the organisation and also increase
the sales and bring new customers as well in company to buy products again and again.
Providing the best experience to the customers is main key to satisfied them.
Tiwari and Misra, (2018) stated that Customers satisfaction means, to give them best
quality products as according to the demand after determining their need and choice at affordable
price and also giving them the best after sales services top them. This increase the customers
satisfaction in the Tesco. In this digital technology help a lot to giving best experience and after
sales service to the customers. With this Tesco's customers services manger able to respond
quickly, it increase the active listing, that they can easily hear and solve the problem of the
customers. This can aid to raise the brand image and equity of company in retail industry.
Theme 2: Significance of Customer Relationship Management in Tesco
According to Suhasini and Kumar, (2018) CRM ( customer relationship management) has
great impact on the Tesco. As it helping to Tesco in increasing the sales of the products, bring
new customers in the company this increase the revenue of the company as well. As if Tesco can
build best and strong relation with their customers and clients by giving them best services and
after sales services and satisfied them. This can happen with the digital technology. With the
help of the customers relation, Tesco can get best experience from the customer side as well.
This help to increase the operation of the Tesco and help to maintain smooth running of the
operation and making strategies for the production that they can satisfied the need of the
customers within time.
Urbinati and et.al., (2018) argued that customer relationship management of the Tesco,
affect the business of the company. As the business of the Tesco is mainly based on the
customers and they also produce new products only for the customers. Maintain the strong
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relation with the customers helps in lot was to the Tesco and influence the operation and
activities in the organisation. As this help to retain the old customers in the company and also
help to building and bring new customers in the company that increase the profit margin of the
Tesco in the market. Maintain strong relation with the customers increase the brand image of the
Tesco in the market as well. As the customers give positive review about the company to others
and found best as compared to other competitors in the market. In this way building strong
relation with the customer relationship management of the Tesco company help it top making
profit, increasing brand image in the market.
Theme 3: Impact of digital technology in improving consumer satisfaction in Tesco.
Rapp and Ogilvie, (2015) stated that digital technology has great impact on the customer
relation and it also affect the business and operation activities of the Tesco. As using the digital
technology in company through providing online services to the customers, handle and solve
their problem through online chat and video chat and many more way that help to increase the
active listening in the company. With the active listening, customers feel that they really heard.
Its not only enough to give them to temple and outlet to solve their problem. Like leaving
comment on the social media, and company's website it increase the frustration level of the
customer. But through digital technology provide the digital advocacy platform wherein
customers can get offer into how they might enjoy products and services more.
According top the (Pagoropoulos, Pigosso and McAloone, (2017) Digital technology
help to increase the seamless communication with the customers and managers as well. It
provide the various way to make communicate wit the customers. As if telephonic conversation
is not going well or not responding that customers can contact with the Tesco manager through
the online or through social media as well. This give them seamless communication with the
customers that customers do not face any problem;em to deal with. This increase the customers
retention level in the company by giving them, the best satisfaction experiences than other
competitors in the market. That affect the Tesco as gaining more investors and clients by
building the big brand image in the market with the providing best customers satisfaction
through digital technology.
Theme 4: Techniques of improving consumer satisfaction used by Tesco.
Lipiäinen, (2015) suggested that various ways and techniques of using digital technology
in the Tesco company that can help the company to giving best customer satisfaction and
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experiences in order to make strong relation with them and to bring new customers in the
organisation. This can help the Tesco to increase its production and operation and gain maximum
profit in the market, also help to expand its business in other countries as well. For this, company
can start their online services to contact with the customers, and also use social media platform
to make contact and get the feedback from the customers about their performance and
satisfaction. As now days the biggest platform to contact with anyone is social media that not
only help to increase customers relation and satisfaction level but also help Tesco to increase its
brand and product advertisement.
Tumbas, Berente and Brocke, (2018) argued that Tesco can not only make contact
through social media with the digital technology but can also make separate customers
relationship management (CRM) department for handling customers problem and listening them
effectively. They can use telephones, can have video chat and make online chat platform. By
starting online services and reach products at their door giving them the satisfaction. That
increase the satisfaction level of the customers and also help Tesco to increase its sales and profit
revenue in the market as compared to other competitors.
RESEARCH METHODOLOGIES
Research methodologies can be determined as organised and scientific procedure of
gathering information, assembling, representation and significance concern to any business
problems. These research methods help to gather info and accomplish the aims and objective of
study. These kinds of research methods can be categorised according to the nature, aim of
research and other attributes (Kumar, 2019). Research methodology is procedure utilised for
purposes of decisions making of business. This can be included publication research, interviews,
surveys and other research methods. It can involves bot present and historical data. With this,
researcher will be determined the role of digital technology in consumer satisfaction of company.
Research type:
Research type is very important portion of research methodology that aid to gather info
for accomplishing aims and objectives of research. There are two kinds of research qualitative
and quantitative (Mackey and Gass, 2015). In this study, research will be utilised the qualitative
research type which is based on surveys and observation. With this, researcher will be
determined the role of digital technology in consumer satisfaction of company.
Research Design:
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Research design is also essential part of research methodology which aid to gather info
for accomplishing aims and objectives of research. There are mainly two research design that is
descriptive and exploratory. In this research, investigator will be utilised the descriptive research
design which is based on description of topic (Flick, 2015). With this, researcher will be
determined the role of digital technology in consumer satisfaction of company.
Research Approach:
Research approach is the process which consists of steps of broader premises to detailed
approaches of gathering, analysing and interpreting the information. There are two types of
research approach which is inductive and deductive. The researcher will be utilised inductive
research approaches in present study. Inductive approach is concerned with time period of new
theory emerging from the information (Fletcher, 2017). It is the most suitable approach in doing
qualitative research and ensuring desired growth is taking place. This can aid to accomplish aims
and objectives of study. With this, researcher will be determined the role of digital technology in
consumer satisfaction of company.
Research Philosophy:
Research philosophy is value about modes in that procedure can be gathered, evaluated
and utilised of the info. There are two research philosophies like positivism and interpretivism.
Researcher will be utilised interpretivism philosophy which allow study to be in more depth and
assure better accomplishment (Sekaran and Bougie, 2016). This can assist to accomplish the
aims and objectives of research. With this, researcher will be determined the role of digital
technology in consumer satisfaction of company.
Sampling:
Sampling play essential role in study. It is the procedure used statistical analysis in which
pre-evaluated number of observation are taken up the large population. Researcher will be
utilised probabilistic sampling in which 20 senior manager of the company will be selected. This
kind of sampling method is known as simple random sampling that aid to easily collect, analysis
and interpret the informations (Teherani and et.al., 2015). With this, researcher will be
determined the role of digital technology in consumer satisfaction of company.
Data Collection:
Once sampling selection is done, the next stage is to gather the data from the participants.
Data collection is organised concept to gather and assess information from variety of source to
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get complete and accurate image of field of interest. In relation to collect the information,
investigator will be utilised primary method in which surveys, observation and interviews are
going to involve (Jackson, 2015). This can aid to accomplish aims and objectives of research.
With this, researcher will be determined the role of digital technology in consumer satisfaction of
company.
Data Analysis :
In this method, the data is evaluated after being collected. The methods of data analysis
involves qualitative and quantitative. Researcher will be utilised thematic analysis under
qualitative approach (Mackey and Gass, 2015). This can aid to accomplish aims and objectives
of research. With this, researcher will be determined the role of digital technology in consumer
satisfaction of company.
TIMESCALE AND RESOURCES
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedu
led
Research proposal 2 days Fri 15-02-
19
Mon 18-02-
19
Auto
Schedu
led
Aims and objectives 4 days Tue 19-02-
19
Fri 22-02-
19 1
Auto
Schedu
led
Literature review 5 days Mon 25-02-
19
Fri 01-03-
19 2
Auto
Schedu
led
Research
methodologies 7 days Mon 25-02-
19
Tue 05-03-
19 2
Auto
Schedu
led
Data collection 8 days Wed 06-03-
19
Fri 15-03-
19 3,4
Auto Data analysis 4 days Mon 18-03- Thu 21-03- 5
7

Schedu
led 19 19
Auto
Schedu
led
Data interpretation 5 days Fri 22-03-
19
Thu 28-03-
19 6
Auto
Schedu
led
Finding and conclusion 2 days Fri 22-03-
19
Mon 25-03-
19 3,6
Auto
Schedu
led
Recommendations 1 day Fri 29-03-
19
Fri 29-03-
19 7,8
Auto
Schedu
led
Execute the plan 1 day Mon 01-04-
19
Mon 01-04-
19 9
Auto
Schedu
led
Submission 1 day Tue 02-04-
19
Tue 02-04-
19 10
Gantt Chart
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Critical Path:
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Illustration 1: WBS
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REFERENCES
Books and Journal
Ajjan, H., Harrison, D.E. and Hair, J.F., 2018, May. Exploring the Role of Technology in
Promoting CRM Capabilities in Direct Selling Marketing Channels: An Abstract.
In Academy of Marketing Science Annual Conference (pp. 463-463). Springer, Cham.
Drijvers, P., 2015. Digital technology in mathematics education: Why it works (or doesn’t).
In Selected regular lectures from the 12th international congress on mathematical
education (pp. 135-151). Springer, Cham.
Fletcher, A. J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Henderson, M., Selwyn, N. and Aston, R., 2017. What works and why? Student perceptions of
‘useful’digital technology in university teaching and learning. Studies in Higher
Education. 42(8). pp.1567-1579.
Jackson, S. L., 2015. Research methods and statistics: A critical thinking approach. Cengage
Learning.
Ku, R.S.R. 2017. The creative destruction of copyright: Napster and the new economics of
digital technology. In Copyright Law (pp. 207-268). Routledge.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Lipiäinen, H.S.M., 2015. CRM in the digital age: implementation of CRM in three contemporary
B2B firms. Journal of systems and information technology. 17(1). pp.2-19.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Pagoropoulos, A., Pigosso, D.C. and McAloone, T.C., 2017. The emergent role of digital
technologies in the Circular Economy: A review. Procedia CIRP. 64. pp.19-24.
Rapp, A. and Ogilvie, J., 2015. CRM and social media. The dark side of CRM: Customers,
relationships and management, pp.58-73.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
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