Factors Associated with Customer Satisfaction in Retailing Industry

Research Proposal Form
Student Name: _________________ Student ID: Centre
Name: _____________________
Tutor: ________________ Date:
Unit: ____________________
Proposed Title: “The factors associated with the customer satisfaction in retailing
industry. A case study on IKEA.”
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
Title: “The factors associated with the customer satisfaction in retailing industry. A
case study on IKEA.”
Research objectives (e.g what is the question you want to answer? What
do you want to learn how to do? What do you want to find out?):
Research aim:
“To explore the key determinants of customer satisfaction in retailing industry”.
Research objective:
 To understand the concept and key theories of customer satisfaction in
retailing industry.
 To find out the key factors associated with customer satisfaction in retailing.
 To examine what IKEA can do to improve the customer satisfaction in order
to make high success growth.
Research questions:
 What are the main concept and theories of customer satisfaction?
 What are the major factor which are related to customer satisfaction?
 Which strategies are adopted by IKEA to improve their customer satisfaction
approaches?

Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
improve, why the topic is important):
In order to complete this research, the researcher choose customer satisfaction and
make relation to different approaches. Further it has been used and measure to
make customer loyalty and retention programme. In the high competitive market,
customer are the priority of every type of business. This is basically related to
different sector and make customer satisfaction to measure the happiness and
satisfaction which are related to company’s product, service and capabilities. This is
basically related to customer information, survey and ratings which may be related
to best improvement and changes through its product and services in a society.
This is an essential technique which are associated through different attraction of
customer and make competitive business approaches. Further this analysis of the
company are basically related to improve change in product and services. The
chosen organisation is IKEA, a Swedish organisation that design and sale ready to
assemble furniture, kitchen appliance and home accessories. It’s headquartered in
Delft, Netherlands and founded in 1943. This research report include the proposal of
the research that include aims, objective and rationale choice of the research.
Further methodologies are related to major approaches and techniques. So it is
important to understand the need and ways to make high level of satisfaction in
customer through retail industry (Al-Omari, Alomari and Aljawarneh, 2020). After
seeing the impact of global pandemic on major area of business it is important to
the organisation for understand their customer need and fulfil on time which make
them effective competitive spirit in market.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective
or hypothesis:
What are the main concept and theories of customer satisfaction?
As per the view point of Rajeev, M., (2021); person feeling with the changing model,
pleasure, or having any disappointment are related to comparing a product
performance and its expectation which are basically related to different sector and
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growth of the company. To increase the nature of customer satisfaction is basically
related to performance of the products, word of mouth, reviews given by other
buyers, competitors’ product and services, and the image of owner services and
behaviour. All of these concept are basically related to different sector and growth
of the company. Customer satisfaction is basically related to the physiological
concept and behaviour of the products impact on them. Further there are different
ways and method of theory that can be used by the owner of the company to run
and make effective solution within the company and make an effective image in
market. Some of the theory are expectancy disconfirmation theory and another one
is customer satisfaction theory (What is customer satisfaction? 2021). These both
are basically related to measure and method of the customer applicability and
desirability within the market and purchase the company’s product in an authorised
manner. These theory suggest the owner about their main key indicator and make
effective organisational products.
What are the major factor which are related to customer satisfaction?
As per the view point of Juneja, P., (2021); there are different factors which may be
used and manage by customer satisfaction. This is all related to different products
and services which are delivered to suppliers. Further it may be related to different
important factor which may include the factor which affect their satisfaction level.
Some of the factor which are basically related to different customer understanding
which may be related to different sector that may be affected through choices,
preferences, personalization (Bagla and Sancheti, 2018). Advance technology and
different services are the most valuable technologies which are used by the
company to promote their product and able to serve best product and services ().
Factors affecting Customer Satisfaction, 2021). There are different sector which
may be related to complaint management, supplier personal factors, customer life
cycle approaches, free function and managing operation are basically related to
company’s product and services. That may be related to growth and sector of
company and work with the high success rate and factors.
Which strategies are adopted by IKEA to improve their customer satisfaction
approaches?
As per the view point of Isaksson, R. and Sulijanovic, M., (2018); there are different
need which are used by the organisation and make effective approaches towards
the goals setting and enhance the opportunities to work and manage sources. The
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