Customer Satisfaction in Bose Corporation: A Research Proposal

This research proposal examines customer satisfaction at Bose Corporation, a leading audio equipment manufacturer. The study focuses on the impact of perceived wait times in the company's telephone support system on customer satisfaction levels. The research aims to identify factors crucial for customer satisfaction, analyze the challenges related to perceived hold times, and propose solutions to improve the customer care experience. The methodology includes an online survey for primary data collection and a literature review for secondary data. The proposal outlines the research questions, hypotheses, and a detailed plan for data analysis, including the sampling technique and ethical considerations. It also covers the significance of customer satisfaction, the importance of telephone support, and challenges like long hold times and infrastructure issues. Possible solutions such as involving more staff, investment in the system, improved call quality, and better infrastructure are suggested to enhance the customer support system. The research follows a descriptive design with a deductive approach and a post-positivism philosophy.

Running head: BUSINESS RESEARCH PROPOSALS
Business Research Proposals:
A case study of Bose Corporation
Name of the Student:
Name of the University:
Author note:

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Abstract
In the study, the researchers have illustrated the perceived time, the evaluation time of the
customers over the phone line has been examined and the perceived waiting time of the
customers have been critically analyzed in the research study. The study has researched the
waiting-time-fillers. The various issues the customers faced with the perceived waiting time and
have been described in the research study. Also, the mitigation procedures for the perceived
waiting time have been showcased in the study. All the data has been collected by means of an
online survey and based on the online survey results the whole research study has been made.

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Table of Contents
1. Introduction..................................................................................................................................4
1.1 Aims and objectives...................................................................................................................4
1.2 Research questions.....................................................................................................................5
1.3 Hypothesis.................................................................................................................................5
2.1 Importance of customer satisfaction..........................................................................................6
2.2 Factors responsible for customer satisfaction in a business......................................................6
2.3 Significance of telephone support system.................................................................................7
2.4 Challenges for improving telephone support system.................................................................8
2.5 Possible measures to improve telephone support system..........................................................9
3. A detailed methodology.............................................................................................................11
3.1 Method outline.........................................................................................................................11
3.2 Research philosophy................................................................................................................11
3.3 Research approach...................................................................................................................12
3.4 Research design.......................................................................................................................12
3.6 Research strategy.....................................................................................................................13
3.7 Data collection process............................................................................................................13
3.8 Sources of data.........................................................................................................................13
3.9 Data analysis technique...........................................................................................................13
3.10 Sampling technique...............................................................................................................14
3.11 Sample size............................................................................................................................14
3.12 Ethical consideration.............................................................................................................14
4. A specific analysis plan.............................................................................................................15
5. Timetable...................................................................................................................................16
Bibliography..................................................................................................................................17
Appendix........................................................................................................................................20
Questionnaire.................................................................................................................................20

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1. Introduction
Bose Corporation is one of the leading high-end speaker and headphone makers based in
Framingham, Massachusetts. It designs, develops as well as sells audio equipments throughout
the word. It has been estimated by Forbes that Bose received $38 billion revenue in 2016 and
employed nearly 2400 people (Dabholkar, 2015). The company has also conducted research on
suspension technologies for cars as well as heavy-trucks and into the subject of cold fusion. It
has a reputation for specifically protected of patents, brands as well as trademarks.
However, the management of the organization has noted that there is a decrease in the
rate of customer satisfaction with their customer support system. The major issue has been found
tn their telephone support system. Etkin Evangelidis and Aaker (2015) asserted that the primary
issue appears to be perceived wait time; how long customers feel that they have been on-hold or
in a queue and waiting for the service. It results ineffective service of the company and decrease
the number of overall customers. Hence, it is important to research on the perceived hold time so
that customers will be satisfied.
1.1 Aims and objectives
The research aims to identify the issues taken place while customers perceived hold time
at phone calls. In addition, the research will provide solution in order to mitigate the issue.
The objectives of the research are as followed.
 To identify the factors considered as important for customer satisfaction of Bose
Corporation
 To find out the issues taken place while perceived hold by the customers

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 To critically analyze the challenges and obstacles for improving customer care
experience in telephone support
 To recommend solutions for improving customer care experience in the perceived
hold time
1.2 Research questions
The research questions are as followed.
 What are the important factors for customer satisfaction of Bose Corporation?
 What are the issues taken place while perceived hold by the customers in Bose
Corporation?
 What are the challenges found for improving customer care experience in
telephone support of Bose Corporation?
 How customer care experience in the perceived hold time can be improved in
Bose Corporation?
1.3 Hypothesis
HO: Perceived hold time in telephone support system impact on customer satisfaction of
Bose Corporation
H1: Perceived hold time in telephone support system does not have any impact on
customer satisfaction of Bose Corporation

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2. Background (Literature review)
2.1 Importance of customer satisfaction
Kokkinou and Cranage (2013) stated that customer satisfaction is considered as
marketing term, which can measure the process of supplying the products or services by an
organization encounter as per expectation of a customer. It is important as it provides marketers
as well as business owners with a metric, which can be used for managing as well as enhancing
the business. In a survey of approximately 200 marketing managers, 71% respondents gave their
opinion regarding customer satisfaction metric as a very useful to manage and monitor their
business (Sekaran & Bougie, 2016). There are several reasons for which customer satisfaction is
consider as one of the most valuable key players for a business organization that can be listed as
followed.
 It is one of the leading indicators of customer purchasing intentions as well as
loyalty
 It makes a point of differentiation among several companies
 It can minimize customer churn
 It is useful to increase lifetime value of a customer
 It also minimizes negative word of mouth
2.2 Factors responsible for customer satisfaction in a business
As customer satisfaction is considered as important for measuring the level of meeting
expectation of the customers, it is required to identify the factors that are responsible for
customer satisfaction of the business. The factors can be enlisted as followed.

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 Holding employees accountable for customer satisfaction is one of the major
factors of a business organization (Söderlund & Colliander, 2015). It engages
breaking customer satisfaction into specific categories as well as assigning team
members for each of the categories.
 Use of live chat or telephone support system is helpful to increase the rate of
customer satisfaction through offering superior customer support.
 Treating every customer equally so that individual expectations and requirements
can be met.
 Consistent as well as clear expectations involves being clear regarding
expectations of the customer about product and making sure that the expectations
are effectively communicated continuously across every touch point.
2.3 Significance of telephone support system
Business telephone systems act an important role in every business as it is considered as
lifeline of the business communication model (Williams et al. 2015). There are several benefits
of having telephone support system in a business organization that can be described as followed.
 The best customer service is helpful to develop trust of the particular organization
among customers. At present days, there is a tough competition in manufacturers
of audio equipments. Thus, it becomes important to identify demands of the
customers and take measures according to that.
 Customer service is considered as important as price of a product or service to the
customers.
 Customer support system helps to develop brand awareness. On the other hand,
good customer service minimizes issues of the customer instantly. As problems

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may arise for any business, it is required to identify the issues and take measures
to mitigate the issues.
 Customer service system appeals to the customers. Thus, it is important for a
business organization.
2.4 Challenges for improving telephone support system
The telephone support system helps the callers for solving the problems faced by them.
However, this telephone support system often becomes the reason for irritation for the callers.
There are various challenges faced by this support system. They are as follows:
i) Holding Up of the Phone: The telephone support system often holds up the phone for a
longer time, when the user has called for his problem. The callers feel irritated for this reason
and they complain about this service.
ii) Infrastructure: The infrastructure is a major challenge for the telephone support
system. The infrastructure is not perfect and thus this reduces the quality of the telephone support
system.
iii) Call Quality: The quality of the call often is deteriorated and this is a major problem
for the telephone support system. The callers are not able to understand what the call attendee is
saying.
iv) Non Availability of Global 24/7 Service: Often it is seen that the telephone support
system is not available all the time. This means, the time flexibility is not present in all telephone
support system (Boyd et al. 2014). The callers are not attended according to their time and this
becomes a major problem for the support system. This irritates the callers and they avoid calling
again in that support system. Moreover, this mainly occurs when the caller is from international

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background. There is an immense time gap between the countries and this becomes the main
problem for both the telephone support and system and the callers. These are the main problems
or challenges that are common for the telephone support system and these challenges are needed
to be avoided for the improvement of the system.
2.5 Possible measures to improve telephone support system
The above mentioned problems or challenges are extremely common for the telephone
support system. These are needed to be mitigated on an immediate basis. There are certain
possible measures for the improvement of the telephone support system. The probable mitigation
ways for the improvement of the telephone support system are as follows:
i) Involvement of More Staffs: The main challenge is the holding up of phone. The
callers have to wait and the telephone support system holds up the phone for a longer period of
time before answering or solving the problems of the callers. This mainly occurs due to the less
presence of staffs and employees. There should be more staffs involved in the procedure. This is
the most basic and simplest way of mitigating this particular problem. When more employees
will be involved, automatically the phone calls will be attended on time and the callers will be
happier.
ii) More Investment: The telephone support system can be improved if more money is
invested in the system. This investment will improve the overall quality of the system and thus
the callers will be happier with the telephone support system. This investment in the telephone
support system can be a major help for the improvement of the system.
iii) Improvement of Quality of Calls: The quality of the calls should be improved so that
their existence of no distortion in the voice of the call attendee and caller. This will help both the

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call attendee and the caller to understand each other’s words and problems. This is again an
important way for mitigation of the problems of telephone support system.
iv) Better Infrastructure: The infrastructure should be improved on an immediate basis
so that the overall performance of the telephone support system. This telephone support system
with a better infrastructure will be a great help for the callers. These are the possible measures
for the improvement of the telephone support system.

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3. A detailed methodology
Research methodology is known as systematic process, which assists to conduct the
research in systematic way. It explains the appropriate structure of the research. In addition,
several types of relevant concepts as well as ideas appropriate with the research study are
discussed (Holtom & Burch, 2016). Research methodology includes research approach,
philosophy and design of the research. However, data collection process and process of sampling
is also discussed in the part.
3.1 Method outline
Research outline includes descriptive research design, deductive research approach as
well as post positivism research philosophy. Primary data will be collected from selected range
of customers of Bose Corporation. The accumulated data will be analyzed in quantitative
research approach. On the other hand, secondary data will be collected from various books,
journals and books that will be presented in the form of literature review.
3.2 Research philosophy
Research philosophy provides knowledge as well as dimension of the present research.
Research philosophy assists in providing the primary facts and concepts in order to conduct the
research in proper way (Mackey & Gass, 2015). However, major philosophical aspect of the
research can be two types such as ontology, which is referred as the reality and epistemology as
the knowledge. In addition, there are different philosophical aspects of philosophy such as
axiology as well as phenomenology. The specific philosophy for the research generally goes with
epistemology research design. Philosophy of the research includes positivism, realism as well as

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post positivism research philosophy. Positivism philosophy assesses different types of
philosophical aspects of the research with right use of reality as well as associated philosophy.
On contrary, in a research post positivism of the research can be helpful to cross check
the specific data of the research. In addition, it deals with several research studies that are
previously conducted (Taylor, Bogdan, & DeVault, 2015). Post positivism assists in maintaining
clarity of the research study. In the research, post-positivism will be taken in order to complete
the entire research effectively cross checked. The specific research topic is usually based on
theoretical as well as practical perspective of reality. On the other hand, post-positivism aspect of
the research can be helpful to deal with advanced process of thinking regarding the research.
3.3 Research approach
Inductive and deductive are considered as two types of research. In a research study,
deductive approach of a particular research aims to test theories of the research. On the other
hand, inductive research approach aims in producing new theories according to the collected
data.
The research will chose deductive research approach in order to conduct the research.
The study will be solved by taking previous theories as well as models of the research (Flick,
2015). Moreover, deductive research approach helps the researcher to conduct the research with
effective use of previous models as well as theories.
3.4 Research design
There are three types of research designs such as descriptive, exploratory as well as
explanatory research design (Vaioleti, 2016). Research design helps to develop accurate
structural purpose, which assists to provide appropriate and definite research purpose. There are