ENGT 5214 Research Methods: Customer Satisfaction Analysis Report

This report examines customer satisfaction within a business context, emphasizing its importance for organizational growth. It outlines the aim to explore the primary requirements of businesses, the significance of customers, and the factors influencing customer satisfaction. The methodology section proposes a mixed-method approach, combining qualitative data from business managers through interviews and quantitative data from customer surveys. The report also addresses ethical issues such as plagiarism, confidentiality, and potential risks associated with the research process, including psychological impacts on interviewees and social/legal risks. References to relevant academic literature are provided to support the analysis.

CUSTOMER SATISFACTION
IN BUSINESS
Name of the Student:
Name of the University:

Introduction
 Customer satisfaction is an essential aspect
in any business – be it small scale retail store
to large scale industrial goods market.
 In order to grow, any business organization
needs to increase the customer satisfaction
such that the customer comes back to
purchase products from the organization.
 For small scale organizations like local retail
stores, the aim is to satisfy customers’ needs
by fulfilling the demands of the customer

Aim and Objectives
 To explore the primary requirements and
objectives of any business
 To explore the importance of the
customers in business
 To identify the main factors behind the
growth of customer satisfaction
 To explore the importance of customer
satisfaction in any business

Methodology
 Qualitative data is required to analyze the business
organization managers’ approach and
understanding towards customer satisfaction.
 Quantitative data is required to analyze the
customers’ points of views regarding their
satisfaction in business.
 Hence, the proposed methodology for this research
is mixed method analysis in which interview
process will be conducted on some business
managers for qualitative data and questionnaire
survey will be conducted on some customers for
quantitative data

Ethical Issues
 One of the most common ethical issues
that arise during a research process is
plagiarism.
 During conducting a research, it is often
required to use and analyze confidential
information like internal affairs of a
company, personal information of people
and others.
 During the data collection process, some
participants will want to ensure their
identities are to be kept secret

Risks
 During the interview, some unnecessary and
unwanted questions may bring about severe
discomfort, depression, anxiety, guilt and other
harmful impacts on the psychology of the
interviewee.
 Social risk arises due to the differences in opinion
between the people involved in the research –
generally between the research team members.
 Legal risks occur when the researchers do not
follow suitable research guidelines and commit
various illegal work while trying to find information
related to the research

References
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media:
Influencing customer satisfaction in B2B sales. Industrial Marketing
Management, 53, pp.172-180.
Askariazad, M.H. and Babakhani, N., 2015. An application of European
Customer Satisfaction Index (ECSI) in business to business (B2B)
context. Journal of business & industrial marketing, 30(1), pp.17-31.
Hammer, M., 2015. What is business process management?.
In Handbook on business process management 1 (pp. 3-16). Springer,
Berlin, Heidelberg.
Hill, N. and Alexander, J., 2017. The handbook of customer
satisfaction and loyalty measurement. Routledge.
Hwang, S. and Suh, E.K., 2018. An Empirical Study on Nonlinear
Relationship between Product Modularity and Customer
Satisfaction. Journal of Industrial Distribution & Business Vol, 9(2),
pp.47-55.

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