Principles of Research: Customer Service Report Analysis & Discussion

This report provides a comprehensive analysis of research principles applied to customer service, drawing on various studies and methodologies. It examines the application of different research philosophies, including positivism and interpretivism, and their impact on data collection and analysis. The report explores key research issues such as customer satisfaction, brand loyalty, and the influence of social media and supply chain management on consumer behavior, particularly within the context of Hewlett-Packard. It identifies four key areas for discussion: customer satisfaction, brand loyalty, and branding, and discusses the cohesion of arguments, the use of evidence, and a comparison of authors' approaches. The report highlights the significance of customer feedback, change management, and the evolving market trends influencing consumer choices, offering insights into the challenges and opportunities for businesses in enhancing customer service and maintaining brand success. The report concludes by discussing the limitations faced by researchers and the impact of various factors on customer buying behavior. This report is available on Desklib, a platform offering AI-based study tools for students.

Principles of Research

TABLE OF CONTENTS
PART A...........................................................................................................................................1
PART B............................................................................................................................................3
Research issues...........................................................................................................................3
4 key areas for discussion...........................................................................................................4
The cohesion of their arguments.................................................................................................6
To what extent have they substantiated their arguments by using evidence...............................7
Compare and contrast the authors approaches............................................................................7
REFERENCES................................................................................................................................9

PART A
As per the detailed study, it can be said that studies on customer support and services are
mostly accomplished by using diverse methodological tools and techniques. It has been noticed
that research methodology is considered as most critical aspect because it helps in sustainable
development (Zhao and Zhu, 2014). Research philosophy provides a strong basis for the
research. It is defined as a strong plat form conducting the research and creating a wide platform
for developing effective outcomes by determining the proper methods of investigation.
Article written by Connolly, 2003 on the impact of critical success factor of customer
services indicates the application of research philosophy. Positivism philosophy has been
adopted by the researcher because it has provided a good support to the statistical outcome. On
the basis of appropriate selection of following research method, the hypotheses has been
analysed effectively. Along with this, questionnaire has been adopted by the researcher for
appropriate data collection for the study. Further, research conduct by McClary, 2006 to identify
the known buying criteria consumers consider when purchasing laptops. On the other hand,
research conduct by Zhang, 2010 has showed that to carry out the investigation, the researcher
has used interpretivism research philosophy because for the study, he has gathered secondary
data. Sources for this material involved secondary research reviews from industry analysts such
as International Data Corporation (IDC) and Gartner Research as well as reviews of relevant and
timely literature around the topic of consumer choice specifically in the consumer industry.
While the study of Bryde, Broquetas and Volm, 2013 based on determine the impact of
critical success factors on customer service at the buying laptops, the researcher has prepared
some aim and objectives of investigation to solve the research problems. Study base on statistical
analysis of information are mainly dependent upon exploratory research design. It means by
having appropriate consideration of exploratory aspects the research content can be explored in
effective manner. It assists in evaluating the overall features which are related with the subject.
Other than this, it has been noticed that article present by Bharadwaj and et. al., 2013 has
been accomplished with a help of interpretivism philosophy. By having improved focus on key
features which are associated with consumer behaviour. Impact of consumer behaviour on
Hewllet Packard laptops is being analysed in appropriate manner. With an assistance of
interpretivism philosophy the research in regard to customer support can be taken into account. It
allows having improved focus on diverse aspects that are interlinked with social behaviour of the
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people. Selected method also allows Lang and et. al., 2012 to have proper understanding about
the impact of diverse factors presented in the study. The conclusion of the researcher here is
based on the living standards of the people, educational levels, personality, family groups etc.
The analysis under this method is close to reality and new as well.
Moreover, another article of Green Jr, K.W. and et. al., 2012 analysed to understand the
research methodology aspects is also a research Hewllet Packard through its value chain. It also
provides a better understanding about the subject through use of interpretivism philosophy. It is
philosophical aspect which assist in considering both internal and external factors of individual
choices and its impact on the decision making process as well. With an assistance of such
features of study allows accomplishing aims and objectives. On the basis of above studies
deductive research approach has been taken into the consideration during the investigation.
Present statistical information and inductive is useful at the time of descriptive methods. On the
other hand, Kim and Park, 2013 has used inductive research seeks to create an effective and clear
impact of the theories and models for the current research. Moreover, somewhere descriptive
aspect for the study has also discussed. It has referred as critical aspect as it assist in evaluating
the key factors that are directly linked with the subject. It means it helps in understanding the
needs of customers and market expectations effectively. In addition to this, it can be said that
present research study is carried on to achieve the stated objectives. By having improved focus
on the diverse factors of methodology the effective and clear understanding about the needs and
requirements of the consumers and the impact of packaging can be developed.
Apart from this, Aral, Dellarocas and Godes, 2013.research has used quantitative
research type to determine the impact of critical success factors of customer support/service on
Hewlett-Packard consumer laptops. The reason of suing this is the entire study has based on
secondary research. The scholars have considered this method with the aim of attain the research
objectives. While, Bhuasiri and et. al., 2012 has carried out the investigation on the following
area and to evaluate research data has used qualitative research type. For effective investigation,
the investigator has collected primary data along with secondary sources. By moving on research
limitations, it has been determined that all researchers have faced same types of barriers during
the study on impact of critical success factors of customer support/service on Hewlett-Packard
consumer laptops. These are less time, limited resources, unable to get access of information,
barriers in primary data collections etc.
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PART B
Research issues
Mickey Connolly has stated that change is one of critical issue for every business which
also impacts the sales of company. As same the customer satisfaction is also considered as one of
critical aspect for business of Hewlett-Packard because it impacts the overall business in diverse
manner. It is one of key research issue which has been discussed from Rache V. McClary in the
articles presented. In addition to this, it can also be said that in order to manage the change
effectively the consideration of customer feedback is significant. It has been noticed that study of
Mickey Connelly has conducted the research on Hewlett-Packard takes the waste out of
leadership. Key motive behind the investigation was to have better understanding about the
imperative for change so that customer behaviour can be transformed in positive manner. Study
was also essential to understand the impact of line manager working on performance and
customer behaviour of Hewlett-Packard. It has allowed to understand the key aspect effectively
and ensure that decision making process is being taken into account effectively.
Other than this, another articles focuses on different issues but they are more focused
towards consumer behaviour and Hewlett-Packard. It has been noticed that maintaining the
standard components in regard to laptop is one of critical task. Commoditization of this market
created a challenge for manufacturers to identify the internal motivation among the consumer
base that influenced their purchase of one brand over another. Study is being conducted to
address the issue so that new standards can be set out according to customer behaviour that
business firm can have impressive level of success. While having focus on quality improvement
the businesses has ignored customer relationship which also impact the business effectively. It is
also a critical issue in current market so the study of Rachel has been taken into account. In
addition to this, it can be said that key purpose of the study is to have determination of factors
that are related with customer behaviour. Along with this, the another key motive of such studies
to have analysis of relationship between the brand and customers behaviour. In addition to this, it
can be said that study of Bharadwaj and et. al., (2013) indicates that social media transformation
is having number of changes which impact on the customer behaviour. It also impacts the
business for Hewlett-Packard so study is being organised in order to address the issue in regard
to social media and business transformation. This study has provided information in regard to
changes that company need to take place for sustainable development. It provides understanding
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in respect to the diverse issues that impact the effectiveness of social media advertising and
influences the customer behaviour in diverse manner.
In addition to this, it can be stated that the study of Green indicates that the supply chain
management standardisation is one of critical issue which need to be evaluated in appropriate
manner. It has been noticed that if supply chain management of Hewlett-Packard is not
appropriate then it impacts the demand and supply which also influences the customer buying
behaviour. Study has addressed this issue in appropriate manner and make sure that overall
working in regard to supply chain can be understand effectively so that company can have better
improvement in order to target customer behavioural aspects.
4 key areas for discussion
Customer satisfaction
As per the research of Roberts and et. al., 2012, it has been noticed that there are number
of areas which are being discussed in the different studies. One of key area which is being
discussed by researchers is customer satisfaction and its impact on the Hewlett-Packard. It means
the customer satisfaction can be considered as one of key area which provides effective
understanding in regard to Hewlett-Packard development. Along with this, the use of different
methods in context to advertising improvement and quality standards can be considered as
another key area which is being discussed by researchers in diverse studies (Lemon and Verhoef,
2016). In addition to this, it can be said that customer values and co-creation of behavioural
aspects need to be considered as one of critical aspect so that goals and objectives can be
accomplished effectively. In contrary, Roblek and et. al., 2013 has stated that customer
satisfaction is also a key area or subject which is being evaluated effectively from different
authors. Change also impact business firm in diverse manner so it is also being referred as key
area which need to discuss effectively so that goals and objectives can be accomplished in
desired manner. It has been noticed that working of Hewlett-Packard also need to be managed
effectively according to customer behaviour while having an application of change so that
sustainable opportunities can be attained. However, Osseiran and et. al., 2014.has asserted that to
interrogate the existent needs and demands of the users that are continually altering at a higher
pace of development. It is a significant area that provides information about new standards which
must be referred effectively. To discover the modifying market trends those are constantly
altering the choice of customers. It is also a key area of studies which is being evaluated
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effectively in the article presented. To analyse the most appropriate measure for carrying out the
research work in a particular area of customer service. It is a domain of study which is being
presented in the overall study in order to have better understanding. At last, it can be stated that
every research study has presented a specific view which is interlinked with the customer
satisfaction and development of organisation like Hewlett-packard.
Brand loyalty
On the other hand, research Yi and Gong, 2013 has focused on brand loyalty as a most
critical success aspect of customer service in different organizations such as Hewlett-packard. It
is scenario where consumers fear to buy those goods which they do not trust. There are different
ways to measure brand loyalty such as word of mouth publicity, price sensitivity, brand trust, etc.
Beside this, Xu, 2014 has asserted that brand loyalty is a concept in which a consumer purchase
the same goods of same brand in constantly manner. When this situation exists that time
customers feel that the brand meets their needs and requirement in a right way by offering right
quality goods at right prices.
Branding
According to Zhu, Mukhopadhyay and Kurata, 2012, branding is when an idea or image
of the company is marketed that can easily recognize by the customers at the time of buying
service of that brand. Laptop companies are working of this concept to gain the attention of
service users. This is the most important reason for the organizations to create a good branding in
the market place. But Zhao and Zhu, 2014 Has stated in the contrast of above statement that
branding is an essential asset of the company which shows the reputation of the business in the
marketplace. With the time, firms have to change its branding strategies so that existing image of
the business can improved over the time.
Customer loyalty
As per the view point of Aral, Dellarocas and Godes, 2013, customer loyalty is the most
critical success factor of customer service in the organizations such as Hewlett-packard. It is the
combination of attitudinal and behavioural tendency which influence the service users to select
one of the brands out of the existing ones. This thing encourages them to purchase the goods in
constant manner. On contrary, Bhuasiri and et. al., 2012 has stated that customer loyalty is a tool
for Hewlett-packard kinds companies to measure the success of business in the terms of
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relationship with the customers. These types of consumers spend too much money on buying the
goods.
The cohesion of their arguments
This section is to clarify the linkage in their argued clauses and in depiction of which,
Kim and Park (2013) has hereby addressed a valid point of referral in context to determine the
crucial impact of such prosperity factors that supports the customer service area of HP. In
addition to this, it can be said that a study of Lang and et. al., (2012) presents research issue
faced by Hewlett Packard through its Value Chain and thus assess the objective in regard to
understand the value chain management in order to improve the consumer support service. Thus,
HP's role in value chain identifies the formal linkages of businesses that is required to meet cost
reduction target and improve market efficiency, customer service and improve financial and
competitive position for the firm in regard to participate within the value chain relationship. It
indicates that the above study of Authors is being referred interlinked with each other. Key
cohesion between both studies is to present the evaluation of factors in context to the customer
satisfaction. However, the both studies also focuses on the standards' improvement in order to
transformation the customer behaviour of Hewlett-Packard.
Along with this, the study presented by Connolly and McClary is also interlinked with
each other. It is because the both studies are focused towards evaluation of working of Hewlett-
Packard. In one investigation the leadership values and aspects in regard to company is being
discussed. As same in the another study the evaluation of consumer buying criteria and its impact
on purchase of laptops is being referred in appropriate manner. It allows to have better
understanding in regard to the consumer behavioural values and working of Hewlett-Packard.
Moreover, the study of Gong is also coherence with the arguments presented in the other study.
It has been noticed that the study is also linked with the customer value which has great impact
on the customer buying behaviour.
In addition to present the conclusive points of all studies which are taken into account, it
can be stated that the coherence of their arguments could be assessed that in relation to improve
the customer service/ support analyses the business decision and thus impacts upon the business
improvements. Thus, it addresses the fact that there are different arguments done by different
authors and thus it reflects that there are different success factors that aims to carry out the
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business articles and assess the significance of satisfying the needs of consumers while
purchasing HP laptops.
To what extent have they substantiated their arguments by using evidence
In addition to this, it can be said that researcher of studies has presented the views with an
appropriate use of evidence. It has been noticed that liable and valid statements has been
provided in the study for accomplishment of investigation. Along with this, it has been noticed
that format of qualitative research is being followed effectively which allows to provide specific
evidence in regard to the working. It has been noticed that the surveyors of HP that creates a
baffling situation for them to differentiate among the genuine and erroneous feedback's of their
clients. This is basically to distinguish between their actual experiences with that of any fictitious
statement of feedback that do not showcase any unquestionable deliberation. Moreover, the
articles also cover reference in context to the statements presented which also indicates that the
level of evidence is being considered effectively.
In addition to this, it can be said justified sentences in respect to overall learning is also
being provided effectively which allows to understand that evidence is being provided
effectively. Along with this, the references is also being provided effectively in the study that
make sure that evidence is being offered effectively.
Compare and contrast the authors approaches
As per the impressive analysis of different articles, it can be said that (Yi and Gong,
2013) have hereby favoured the mean of qualitative research work that provides a definite nature
of study with applied tools of statistics. It is where Xu, (2014) has hereby supported the
paradigm of positivism in qualitative methods where it largely aids in carrying out experiments
with scale testing, etc. In addition to this, it can also be said that overall accomplishment of the
articles is also dependent upon the use of quantitative elements. Study that provide statistical
values are more focused towards quantitative working. Along with which it is also supported by
the primary method of data accumulation that necessitates the surveyor of HP to directly probe
their set responders. Roblek and et. al., (2013) has hereby argued in context to its leading ethical
concerns that often tends to limit such denotative study with some missing variables in it.
Though, it is with a supportive orientation in which, the researchers are only required to concern
about the ethical deliberations of this study.
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The delegated investigators of HP are hereby required to formulate a liable set of questionnaire
to probe the queries to their respondents by directly approaching them in person.
Moreover, the inductive and deductive approach of research is also being adopted by the
researcher which has provided assistance in accomplishment of the research objectives. In
addition to this, descriptive and exploratory design is also being referred in the articles.
Deductive approach is being adopted during the investigation present statistical information and
inductive is useful at the time of descriptive methods. Inductive research seeks to create an
effective and clear impact of the theories and models for the current research. Moreover,
descriptive aspects of study is being referred as critical aspect as it assist in evaluating the key
factors that are directly linked with the subject. It means it helps in understanding the needs of
customers and market expectations effectively. In addition to this, it can be said that present
research study is carried on to achieve the stated objectives. By having improved focus on the
diverse factors of methodology the effective and clear understanding about the needs and
requirements of the consumers and the impact of packaging can be developed.
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REFERENCES
Books and Journals
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue-social media and
business transformation: A framework for research. Information Systems Research.
24(1). pp.3-13.
Bharadwaj, A. and et. al., 2013. Digital business strategy: toward a next generation of insights.
Mis Quarterly. 37(2). pp.471-482.
Bhuasiri, W. and et. al., 2012. Critical success factors for e-learning in developing countries: A
comparative analysis between ICT experts and faculty. Computers & Education. 58(2).
pp.843-855.
Bryde, D., Broquetas, M. and Volm, J.M., 2013. The project benefits of building information
modelling (BIM). International Journal of Project Management. 31(7). pp.971-980.
Green Jr, K.W. and et. al., 2012. Green supply chain management practices: impact on
performance. Supply Chain Management: An International Journal. 17(3). pp.290-305.
Kim, S. and Park, H., 2013. Effects of various characteristics of social commerce (s-commerce)
on consumers’ trust and trust performance. International Journal of Information
Management. 33(2). pp.318-332.
Lang, D.J. and et. al., 2012. Transdisciplinary research in sustainability science: practice,
principles, and challenges. Sustainability science. 7(1). pp.25-43.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Osseiran, A. and et. al., 2014. Scenarios for 5G mobile and wireless communications: the vision
of the METIS project. IEEE Communications Magazine. 52(5). pp.26-35.
Roberts, N. and et. al., 2012. Absorptive Capacity and Information Systems Research: Review,
Synthesis, and Directions for Future Research. MIS quarterly. 36(2). pp.625-648.
Roblek, V. and et. al., 2013. The impact of social media to value added in knowledge-based
industries. Kybernetes. 42(4). pp.554-568.
Xu, W., 2014. Enhanced ergonomics approaches for product design: a user experience
ecosystem perspective and case studies. Ergonomics. 57(1). pp.34-51.
Yi, Y. and Gong, T., 2013. Customer value co-creation behavior: Scale development and
validation. Journal of Business Research. 66(9). pp.1279-1284.
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Zhao, Y. and Zhu, Q., 2014. Evaluation on crowdsourcing research: Current status and future
direction. Information Systems Frontiers. 16(3). pp.417-434.
Zhu, X., Mukhopadhyay, S.K. and Kurata, H., 2012. A review of RFID technology and its
managerial applications in different industries. Journal of Engineering and Technology
Management. 29(1). pp.152-167.
Online
Connolly, M., 2003. Hewlett-Packard Takes the Waste Out of Leadership. [PDF]. Available
through: <http://conversant.com/wp-content/uploads/hewlett_packard_article.pdf>.
[Accessed on 23rd November 2016].
McClary, V. R., 2006. An Evaluation of Consumer Buying Criteria and Its impact On the
Purchase of Commoditized Laptops. [PDF]. Available through:
<http://www.drjimmirabella.com/dissertations/dissertation-rachelmcclary.pdff>.
[Accessed on 23rd November 2016].
Zhang, H., 2010. Research Hewlett Packard through its Value Chain. [PDF]. Available through:
<http://citeseerx.ist.psu.edu/viewdoc/download
doi=10.1.1.453.5743&rep=rep1&type=pdf>. [Accessed on 23rd November 2016].
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