Comparative Methodological Critique of Customer Satisfaction & Loyalty

This essay presents a comparative methodological critique of a study investigating the correlation between customer satisfaction and loyalty, particularly within the Israeli hi-tech industry. The critique examines the research's objectives, questions, and philosophical underpinnings, including the use of positivism and interpretivism. It evaluates the mixed-methods research strategy, encompassing both qualitative interviews with top managers and quantitative surveys of employees, discussing the advantages and disadvantages of this approach. Ethical considerations, reliability, and validity are also assessed, alongside best practices for research design. The analysis delves into the strengths and weaknesses of qualitative and quantitative research methods in the context of understanding customer attitudes and loyalty management, ultimately providing a comprehensive evaluation of the study's methodology and its fitness for purpose in fulfilling customer requirements and desires.

7A Comparative Methodological critique

TABLE OF CONTENTS
CHAPTER 1....................................................................................................................................2
1b.1..............................................................................................................................................2
1b.2..............................................................................................................................................2
1b.3..............................................................................................................................................2
1b.4..............................................................................................................................................2
1b.5..............................................................................................................................................2
CHAPTER 2....................................................................................................................................2
2b.1..............................................................................................................................................2
2b.2..............................................................................................................................................3
2b.3..............................................................................................................................................3
2b.4..............................................................................................................................................3
2b.5..............................................................................................................................................3
CHAPTER 3....................................................................................................................................3
3b.1..............................................................................................................................................3
3b.2..............................................................................................................................................3
3b.3..............................................................................................................................................4
CHAPTER 4....................................................................................................................................4
4b.1..............................................................................................................................................4
4b.2..............................................................................................................................................4
4b.3..............................................................................................................................................4
4b.4..............................................................................................................................................5
4b.5..............................................................................................................................................5
4b.6..............................................................................................................................................5
CHAPTER 5....................................................................................................................................5

5b.1..............................................................................................................................................5
5b.2..............................................................................................................................................5
REFERENCES................................................................................................................................7

CHAPTER 1
1b.1
The paper identifies the correlation between customer satisfaction and loyalty within
Israeli hi-tech industry.
1b.2
The aim of the paper is to determine how within Israeli hi-tech industry behave regarding
association between customer satisfaction and loyalty in terms of quality of service offered.
1b.3
Research objectives:
 To understand the concept of customer satisfaction.
 To examine different characteristic of customers that influence their satisfaction level.
 To analyze the relationship between customer satisfaction and their loyalty.
1b.4
Research questions:
 How do different attitudes of customer satisfaction influence customer loyalty?
 How is loyalty perceived in military oriented companies comparing to other market
segments?
 How do different characteristics of customers influence the correlations between
customer satisfaction from the quality of service and their loyalty?
1b.5
The reason for choosing the topic is such that there are different aspects which influence
the customer’s choice and this in turn affect their performance. Through this study, both
qualitative and quantitative method will be applied that helps to meet the defined aim.
CHAPTER 2
2b.1
As the research type is mixed, that is why, positivism philosophy under quantitative
research has been used to collect the facts and figures. Whereas, for qualitative, interpretivism

research philosophy has been used to interpret the views of respondents pertaining to correlation
between customer satisfaction and loyalty.
2b.2
The major characteristic of using ontology is to make sure a common understanding of
information and make assumptions to determine the answer of questions.
2b.3
In the present study, the assumption that customer is satisfied with the company’s product
shows the characteristics of ontology
2b.4
Epistemology is all about philosophical analysis of a nature of knowledge where
condition is required for a belief that helps to justify. The characteristics are as mentioned below:
 Validity
 Scope
 Method to acquire knowledge
2b.5
In the chosen article, the scholar uses epistemology where perception of all the selected
respondents i.e. 18 top manager from Israeli hi-tech industry and 106 companies are considered.
This in turn determine the validity of the research and another characteristic is scope which
entails that it help to determine whether there is any relationship between the customer loyalty
and satisfaction
CHAPTER 3
3b.1
The chosen research strategy for the article is mixed where both qualitative as well as
quantitative study has been chosen in order to meet the defined aim. This in turn helps the
scholar to understand the meaning of customer satisfaction and assists to identify the correlation
between quality and satisfaction level
3b.2
Advantage of using mixed research

 The method helps to compared the quantitative and qualitative data so that effective
results can be generated and conduct a study in precise manner (Bairagi and Munot,
2019).
 It helps to reflect the participant’s point of view that also make sure that study finding are
grounded in participant’s experience.
 The study which involve scholar’s interaction and this in turn help to foster their
interaction with study that contribute towards results as well.
 The mixed research helps to collect rich as well as comprehensive data that assist to
generate a better outcome and improve the research findings as well.
3b.3
Disadvantage of using mixed research
 The research design is complex in nature and it does not evaluate the sources effectively,
that is why, scholar do not use such methods effectively.
 This method actually took more time and resources to plan and implement this type of
research. Thus, due to its time consuming method, scholar does not use this method
frequently.
 Planning and implementing one method by drawing on the findings of another method
can be considered or prove more difficult (Ørngreen and Levinsen, 2017).
 While doing findings, scholar faces issue pertaining to discrepancies and this provide to
be unclear and time consuming that affects results.
CHAPTER 4
4b.1
As the chosen research strategy is based upon mixed method and that is why, for
interview, 18 top managers and engineers form a discussed market were interviewed. However,
for survey method, 106 employees from Israeli hi-tech industry selected as a sample size.
4b.2
The ethical aspect considered for the present study involves not to harm participants and
also maintain the confidentiality of all records that is obtained for a research. Also, the personal

identity should not be revealed by anyone so their names must be erased. Also, anonymity of the
participants should be no longer at a risk.
4b.3
The reliability aspect of the study reflected that all the selected sources are published
latest and this in turn helps to meet the defined aim. Also, the research uses extend of
triangulation in order to avoid reliance on a limited perspective.
4b.4
The validity aspect of the research in term of qualitative study shows that all the choosing
senior manager from Israeli hi-tech industry must have high status and position so that they do
not perform differently. This in turn assist to strengthen the research and also help to meet the
research in effective manner (Zangirolami-Raimundo, Echeimberg and Leone, 2018).
4b.5
The best practice for the present research is such that to use mixed method in which the
entire article is systematically describe, identify and combine all element of a research so that
effective results derived.
4b.6
In the present study, the fit for purpose research reflected the quality of fulfilling a
customer’s requirement, needs and desire that helps to meet the defined aim. In this, selected
employees will specify the requirement and determine the association between both variable.
CHAPTER 5
5b.1
Advantage of using qualitative research
 It helps to understand the attitude of people and determine the relationship loyalty
management within Israeli Hi-Tech.
 It is time saving method and that is why, researcher can use this method to derive
outcome and relationship between customer satisfaction and loyalty (Snyder, 2019).
5b.2
Disadvantage of using quantitative research

 Difficult to set up a research model and that is why, the chosen article does not use this
research type.
 It can be misleading that affect the results (Mohajan, 2018). So, opting interview in the
chosen article is far beneficial to derive better outcome in term of relationship between
customer satisfaction and loyalty.

REFERENCES
Books and Journals
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic
Journal of E-learning. 15(1). pp.70-81.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research. 104. pp.333-339.
Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development. 28(3).
pp.356-360.