Industry Research Report: Marketing and Customer Satisfaction Analysis

This report presents an industry research project conducted in collaboration with Robbie Barker Hair, a hairdressing salon in Melbourne, Australia. The research focuses on marketing and customer satisfaction, identifying the overarching problem of lower customer satisfaction due to inadequate infrastructural facilities and promotional activities. The report aims to improve customer satisfaction and maintain market position by identifying factors contributing to dissatisfaction and understanding the role of marketing in enhancing customer awareness. The objectives include identifying reasons for poor customer satisfaction, evaluating infrastructural activities, and assessing the impact of marketing and promotion. The research employs literature review, exploring keywords like "reasons behind poor customer satisfaction" and analyzing relevant articles by Wu (2011) and Ismail (2017), among others. The report also includes a company letter confirming the research collaboration and outlining the support provided by the senior sales manager. The research aims to provide actionable recommendations to improve customer satisfaction and enhance the salon's market position, addressing the need for better infrastructural facilities and promotional strategies.

Report title The title of the report is Industry Research.
Industry partner The industry partner selected for the purpose of this assignment is company
Robbie Barker Hair. The company is based in Melbourne, Australia and it’s a
hairdressing salon. It has a great number of customers coming in everyday for
getting different services, so customer satisfaction is a top most priority here. It is
very old and renowned salon having 25 exceptional employees who are not just
very professional but experienced as well. I have a connection with the company
because I am working there from last 1.5 years.
Research field The research field selected for the purpose of this report is Marketing and
customer satisfaction. The field of marketing studies about exchange relationship
management (Chaffey & Ellis-Chadwick, 2019). Therefore it includes the
process of identification and analysis of the customers’ needs for the purpose of
satisfying the same. Moreover customer satisfaction one of the most important
factors determining the long term success of the company’s. There are a number
of factors affecting the customers satisfaction such as proper infrastructural
activities or facilities available to the customers such that their needs can be met
properly. moreover marketing also involves activities such as prompting,
researching, selling and distributing goods and services of a company.
Overarching
problem
The problems presently being faced by the industry partner includes lower
satisfaction of the customers due to lack of appropriate infrastructural facilities
and promotional activities on part of the company which can help the company in
improving the awareness of the customers about its products and services. The
lack of promotional activities of the company is evident from the fact that they do
not have a business websites and there social media presence is also very poor
(Agnihotri et al., 2016). Therefore the specific problem that will be researched
by me includes- lack of customer satisfaction and the factors contributing to the
same. Moreover it is important to overcome these challenges such that the
company can keep its customers satisfied and maintain its market position. This
will also help in making the company sustainable over a long period of time
(Armstrong et al.,2018).
Overarching
research aim
The main aim of the paper is to improve the satisfaction of customers to
help the organization to maintain its position in the market through
identification of the factors contributing to poor satisfaction of the
customers. The paper also aims at understanding the role of marketing
and promotion for developing awareness among the customers related to
the products and services of the company. The objectives of the paper
includes the following:
To identify the reasons behind the poor customers satisfaction
To evaluate the role of proper infrastructural activities in improving the
satisfaction of the customers

To understand the impact of marketing and promotion on developing
awareness among the customers regarding the products and services of
the company
Research
questions(s)
The research question of the paper includes the following:
Why are the factors that lead to dissatisfaction among the customers of a
company?
What is the role of infrastructural activities in improving the customer’s
satisfaction of a company?
What are the impacts of marketing and promotion on developing
awareness among the customers regarding the products and services of the
company?
Literature review:
Keywords used for
literature search
The keywords that will be used for finding relevant literature includes-
The reasons behind poor customer satisfaction, role of infrastructural
activity over the customer satisfaction and impact of lack of awareness on
the performance of the company.
Literature review:
Name 2 relevant
articles
According to Wu (2011), Customer satisfaction can be improved with the
help of developing better relationship with customers and also depends
upon the commitment of the service company’s towards their customers.
Therefore from the research it is understood that customers satisfaction
can be improved with the help of developing between relationships with
the customers and that includes overcoming their dissatisfaction.
According to Ismail (2017), marketing that is done using the social media,
has a major impact on the brand loyalty, value consciousness and brand
consciousness. Therefore according to the study there exists a strong
relationship between brand loyalty and social media marketing (Kasiri et
al., 2017). Therefore this study identifies the importance of social media
marketing. On the other according to the study done by Choshin &
Ghaffari (2017), that the success of a company is based on the
infrastructure of the company and the success of the company further
affects the customers satisfaction. Moreover the author has identified
several factors affecting the success of the company such as information
sharing, knowledge and others.
Company letter
References
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
Armstrong, G. M., Kotler, P., Harker, M. J., & Brennan, R. (2018). Marketing: an
introduction. Pearson UK.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

Choshin, M., & Ghaffari, A. (2017). An investigation of the impact of effective factors on the
success of e-commerce in small-and medium-sized companies. Computers in Human
Behavior, 66, 67-74.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand
loyalty. Asia Pacific Journal of Marketing and Logistics.
Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of
standardization and customization: Impact on service quality, customer satisfaction,
and loyalty. Journal of Retailing and Consumer Services, 35, 91-97.
Wu, L. W. (2011). Beyond satisfaction. Managing Service Quality: An International Journal.

Date:
Address of the student Address of the industry partner
Telephone Number Telephone no.:
Fax:
Email:
Research Proposal
This is to notify that the student name with student ID, had been selected to work with us for
the purpose of a research that is related to our marketing function- customer
satisfaction.
He will be supported by the senior sales manager at the 474 Toorak road, Toorak VIC 3142,
Australia and “name of the senior sales manager”. The senior sales manager will help him
with his research and also help in making recommendations based on the research.
In case of any further information, please feel free to call us in on the contact details given
below.
Yours sincerely,
Signature,
Name of the senior sales manager
Senior sales manager
District unit Head
Work:
Email: