BSc Business Management Dissertation: Customer Service Evaluation

This research proposal evaluates the importance of customer service for enhancing business performance within the UK retail industry, specifically focusing on Morrison's. The introduction provides context, research questions, and aims/objectives. The literature review explores key papers and a conceptual framework related to customer service, personalized experiences, various channels, and strategies for financial benefits and customer retention. The methodology outlines a deductive and inductive research approach, employing a survey strategy with Morrison's employees, utilizing quantitative methods and ethical considerations. The conclusion highlights limitations, expected outcomes emphasizing customer satisfaction, and strategies for business improvement. The report underscores the vital role of customer service in organizational growth and success, including the importance of after-sales service and effective strategies for enhancing customer relationships.

BSc (Hons) Business Management (Top-up)
BMP6001 DISSERTATION
Assessment 1 – Research Proposal
Dissertation Title
Submitted by:
Name:

ID:

Table of Contents
1. Introduction p1-p2
a. Background/ Context of the Research 2
b. Research Question 2
c. Research Aims and Objectives 2
2. Literature Review p3-p4
a. Key Papers 3
b. Conceptual Framework 4
3. Methodology p4-p5
a. Research Approach 5
b. Research Strategy 5
c. Methodology & Tools 5
d. Sampling Approach 5
e. Ethical Considerations 5
4. Conclusion p5-p6
a. Limitations of Proposed Approach 6
b. Expected Research Outcomes 6
References p7

1. Research topic:
To evaluate the importance of customer service for improving business performance
within a UK retail industry.
2. Introduction
a. Background/ Context of the Research
Customer service is the service given to the customers as per their needs and wants
(Groth, Nguyen, and Johnson, 2019). The business is providing both after and before
services. The business offering the services can help the firm to grow in profitable way. It
also builds a loyal relation among the firm and the buyers as it the services heeds the
concerns of the customer regarding the services they receive and those feedbacks can also
help the firm to make changes in the products they render. The company Morrison’s has been
taken to conduct this research project. Morrison company was founded in 1899 by William
Morrison and its headquarters is situated in Bradford, England.
b. Research Question:
1. Explain the concept of customer service of Morrison’s in enhancing the organisation
performance?
2. Explain the significance of customer service in improving the business performance?
3. What are the strategies to enhance the customer service for the growth of business
performance?
c. Research Aims and Objectives
Aim:
To evaluate the importance of customer service for improving business performance
within a UK retail industry. A study on Morrison’s.
Objective:
1. To understand the concept of customer service in the business performance of Morrison’s.
2. To determine the importance of customer service in improving the business performance of
the Morrison’s.
3. To determine the strategies to enhance the customers’ service for enriching the business
performance.

3. Literature Review
a. Key Papers
To understand the concept of customer service in the business performance of Morrison’s.
According to Teresa Anania (2021), the term customer service means when a
company provide goods and services to the customers according to their preferences. The
customers when provided services are also kept into note by the firms as to know the
feedback of the products (Bacile, 2020). While giving the service there are high chances that
a customer comes with a feedback whether it is good or bad. The customer service gives a
customer a reliable partner even after the service as they can express their concerns after or
before purchasing the goods and services. Customer services can be rendered through many
channels such as social media, phone calls, SMS, chat box, self-service and many more as it
is comfortable for the customers to receive the services through following ways.
To determine the importance of customer service in improving the business performance of
the Morrison’s.
As per the view point of Swetha Amarsan (2018), the customer service is significant
for a company as it is financially benefiting the firm as it depends on how the services are
rendered. If the customer is satisfied with the services it can save money and time. The
services that satisfies the customers can increase the customers as the retention is much
cheaper as compared to the acquisition. If the firm is good at providing services, the
customers automatically gets attracted existing both existing and new ones. It also builds a
goodwill of the firm for lifetime as the customers purchase frequently from the same
company and also it shows how much the customers are interested in buying the products of
the firm on a regular basis.
To determine the strategies to enhance the customers’ service for enriching the business
performance.
According to the voice of Gaurav Sharma (2018), to enhance the customer service in
the organisation is to consider the feedback of the customer. The feedbacks are the source
where the firm can evaluate the performance of the services rendered to them. The employees
in the company must also build a proper team to deal with the customers separately with
appropriate skills and knowledge. They must be trained and hired on the basis of
requirements of the company that can increase the performance of the firm. The service must
be tracked as it helps to measure the performance and forecast effective plans for the future.

b. Conceptual Framework
Through this framework it can be understood that customer service should be
enhanced in every organisation as it is the major source of the organisation growth. The
achievement of the organisational goal can be fulfilled when the performance of the firm is
above the satisfied level. The main aim of every business is to satisfy the customers and the
products are made according to the will and preferences of the customers.
4. Methodology
a. Research Approach: The research method of this project will be performed in this
approach where the approach itself is divided in two parts that deductive and inductive.
Deductive method is used when the data of the research collected is based on the
mathematical approach (Bairagi and Munot, 2019). This way the research is accurately
recorded as the numerical form shows the data is more specific. The inductive method
naturally focuses on the theoretical data in which the data is less authentic and accurate as
compared to the deductive method of research.
b. Research Strategy: The research strategy is another method of conducting the
research as there are many strategies that can be implemented in the research like survey,
case study, experiments and many more (Säfsten and Gustavsson, 2020). The current
CUSTOMER SERVICE
CONCEPT
PERSONALISED EXPERIENCE
VARIOUS CHANNELS
SERVICE TRAITS
QUALITIES
IMPORTANCE
FINANCIAL BENEFITS
CUSTOMER RETENTION
CUSTOMER LIFETIME VALUE
INCREASE IN REVENUE
STRATEGIES
BUILDING EFFCETIVE TEAM
PERFORMANCE TRACKING
UTILISING CRM PLATFORMS
MULTI CHANNELING

research will be performing on survey as it is will be conducted from the employee of the
company that will provide original and reliable data to the readers and other scholars. The
questionnaires will be made to the participants according to which the data will be collected
and evaluated.
c. Methodology & Tools: The research method of the current project is based on the
primary and secondary data and it’s mainly performed in the quantitative method. In the
quantitative method the data is collected in the first hand as well as with the help of
secondary resource that can help the research by comparing the present data with existing
ones as there can be seen changes in the new collected data (Gupta and Gupta, 2022). The
quantitative method helps in the accuracy of the data that is helpful in gaining a wide range of
information and increase in the knowledge of the researchers as well as other readers.
d. Sampling Approach: The sampling method is performed in random by taking 30
participants as they are the employees of the Morrison’s company. The data are collected by
interacting directly with the participants as to maintain the reliability of the information
(Mukherjee, 2019). The data will be in questionnaire form with accurate graphs with all facts
and figures that is facile for the researcher to analyse the situation of the firm and the current
performance of the organisation. This also helps other researchers or readers to gain authentic
information directly without depending on the secondary source.
e. Ethical Considerations: The data collected from the respective is maintained an
absolute confidential which is not shared to any external source that could raise any possible
concerns (Kumar, 2018). The personal information of the employees of the company are also
kept under passwords that will be only given access to the reliable persons with the
concerned permission. There are proper security features installed in the software keeping in
consideration to the BERA code of conduct and also under the data protection act 2021.
5. Conclusion
a. Limitations of Proposed Approach
In this project there are following limitations occurred while performing the research
as it takes lot of efforts that consumed a lot of time and was not cost effective as the data has
been collected in primary basis. The quantitative method though provides accurate
information but also requires a lot of time and efforts and there was still lack of information
as data collected is original with limited number of participants.
b. Expected Research Outcomes
The customer services hence proved to be significant for the firm as the customers are
the vital source of the growth of every organisation. The customer must be satisfied not only

with the product but also giving the after services. The customers’ needs to be assured about
the product they buy and can express if any problem occurs while using the product. This
makes the customers rest assured about the product even after purchasing. The business
should follow effective strategies to increase the customer service as it directly impacts the
working performance of the firm.

References
Bacile, T.J., 2020. Digital customer service and customer-to-customer interactions:
investigating the effect of online incivility on customer perceived service
climate. Journal of Service Management.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Groth, M., Wu, Y., Nguyen, H. and Johnson, A., 2019. The moment of truth: A review,
synthesis, and research agenda for the customer service experience. Annual Review of
Organizational Psychology and Organizational Behavior, 6, pp.89-113.
Gupta, B.N. and Gupta, N., 2022. Research methodology. SBPD Publications.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems,
tasks and methods. CRC Press.
Säfsten, K. and Gustavsson, M., 2020. Research methodology: For engineers and other
problem-solvers.
Amaresen S., (2022). Why Customer Service is Important: 16 Data-Backed Facts to
Know[Online] available through: < https://blog.hubspot.com/service/importance-
customer-service/>
Anania T., (2022). What is customer service? [Online] available through: <
https://www.zendesk.com/in/blog/customer-service-skills/>
Sharma G., (2018). 4 Strategies to Help Improve Your Customer Service Standards[Online]
available through: < https://www.socialmediatoday.com/news/4-strategies-to-help-
improve-your-customer-service-standards/529799/>

RESEARCH ETHICS CHECKLIST Form RE1
This checklist should be completed for every research project which involves human
participants. It is used to identify whether a full application for ethics approval needs to be
submitted.
Before completing this form, please refer to the University Code of Practice on Ethical
Standards for Research Involving Human Participants. The principal investigator and,
where the principal investigator is a student, the supervisor, is responsible for exercising
appropriate professional judgment in this review.
This checklist must be completed before potential participants are approached to
take part in any research.
Section I: Applicant Details
1. Name of Researcher (applicant):
2. Status (please click to select): Active
3. Email Address:
4a. Contact Address:
4b. Telephone Number:
Section II: Project Details
5. Project Title: To evaluate the importance of customer
service for improving business performance
within a UK retail industry.
Section III: For Students Only:
6. Course title and module name and
number where appropriate
School/Centre:
BSc (Hons) Business Management
BMP6001 Dissertation
XXX College London
7. Supervisor’s or module leader’s
name:
8. Email address:
9. Telephone extension:
Declaration by Researcher (Please tick the appropriate boxes)
✓ I have read the University’s Code of Practice
✓ The topic merits further research
✓ I have the skills to carry out the research
The participant information sheet, if needed, is appropriate
✓ The procedures for recruitment and obtaining informed consent, if needed, are
appropriate
The research is exempt from further ethics review according to current University
guidelines
✓ Where relevant, I have read the ethical guidelines of the regulatory body that is
relevant to my discipline and verify that the research adheres to these guidelines

Comments from Researcher, and/or from Supervisor if Researcher is
Undergraduate or Taught Postgraduate student:
This project meets the standard set by UoB policy named “Code of Practice for Research
Students and Supervisors 2019-20”.
This project also confirms with “UoB Research Ethics Framework”.
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Section IV: Research Checklist
Please answer each question by ticking the appropriate box:
YES NO
1. Will the study involve participants who are particularly vulnerable
or who may be unable to give informed consent (e.g. children,
people with learning disabilities, emotional difficulties, problems
with understanding and/or communication, your own students)?
No
2. Will the study require the co-operation of a gatekeeper for initial
access to the groups or individuals to be recruited (e.g. students at
school, members of self-help group, residents of nursing home)?
No
3. Will deception be necessary, i.e. will participants take part without
knowing the true purpose of the study or without their
knowledge/consent at the time (e.g. covert observation of people
in non-public places)?
No
4. Will the study involve discussion of topics which the participants
may find sensitive (e.g. sexual activity, own drug use)?
No
5. Will drugs, placebos or other substances (e.g. food substances,
alcohol, nicotine, vitamins) be administered to or ingested by
participants or will the study involve invasive, intrusive or
potentially harmful procedures of any kind?
No
6. Will blood or tissues samples be obtained from participants? No
7. Will pain or more than mild discomfort be likely to result from the
study?
8. Could the study induce psychological stress or anxiety or cause
harm or negative consequences beyond the risks encountered in
normal life?
No
9. Will the study involve prolonged or repetitive testing? No
10. Will financial inducements (other than reasonable expenses and
compensation for time) be offered to participants?
No
11. Will participants’ right to withdraw from the study at any time be
withheld or not made explicit?
No
12. Will participants’ anonymity be compromised or their right to
anonymity be withheld or information they give be identifiable as
theirs?
No
13. Might permission for the study need to be sought from the
researcher’s or from participants’ employer?
No
14. Will the study involve recruitment of patients or staff through the
NHS?
No
If ALL items in the Declaration are ticked AND if you have answered NO to ALL questions in
Section IV, send the completed and signed Form RE1 to your School/Centre Research
Ethics Officer for information. You may proceed with the research but should follow any
subsequent guidance or requests from the School/Centre Research Ethics Officer or your
supervisor/module leader where appropriate. Undergraduate and taught postgraduate
students should retain a copy of this form and submit it with their research report or
dissertation (bound in at the beginning). MPhil/PhD students should submit a copy to the
Board of Studies for Research Degrees with their application for Registration (R1). Work
which is submitted without the appropriate ethics form will be returned unassessed.
If ANY of the items in the Declaration are not ticked AND / OR if you have answered YES to
ANY of the questions in Section IV, you will need to describe more fully in Section V of the
form below how you plan to deal with the ethical issues raised by your research. This does
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not mean that you cannot do the research, only that your proposal will need to be
approved by the School/Centre Research Ethics Officer or School/Centre Research
Ethics Committee or Sub-committee. When submitting the form as described in the
above paragraph you should substitute the original Section V with the version
authorized by the School/Centre Research Ethics officer.
If you answered YES to question 14, you will also have to submit an application to the
appropriate external health authority ethics committee, after you have received approval
from the School/Centre Research Ethics Officer/Committee and, where appropriate, the
University Research Ethics Committee.
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Section V: Addressing Ethical Problems
If you have answered YES to any of questions 1-12 please complete below and submit the
form to your School/Centre Research Ethics Officer.
Project Title
To evaluate the importance of customer service for improving business performance within
a UK retail industry.
Principal Investigator/Researcher/Student
Supervisor
Summary of issues and action to be taken to address the ethics problem(s)
Please note that it is your responsibility to follow the University’s Code of Practice on Ethical
Standards and any relevant academic or professional guidelines in the conduct of your
study. This includes providing appropriate information sheets and consent forms, and
ensuring confidentiality in the storage and use of data. Any significant change to the
design or conduct of the research should be notified to the School/Centre Research Ethics
Officer and may require a new application for ethics approval.
Signed: Principal Investigator/Researcher
Approved: Supervisor or module leader (where appropriate)
Date:
For use by School/Centre Research Ethics Officer:
 No ethical problems are raised by this proposed study - Retain this form on record
 Appropriate action taken to maintain ethical standards
 The research protocol should be revised to eliminate the
ethical concerns or reduce them to an acceptable level,
using the attached suggestions
 Please submit School/Centre Application for Ethics Approval
(Form RE2(D))
 Please submit University Application for Ethics Approval
(Form RE2(U))
Signed:
Date:
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Retain this form on record
and return a copy of section V
to Researcher

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