Analyzing Service Quality's Influence on Costco's Customer Retention

This research proposal investigates the significant influence of service quality on customer retention, using Costco as a case study. The study aims to understand the concept of service quality and customer retention, identify strategies employed by Costco to retain customers, and assess the impact of service quality on customer loyalty. The research employs a qualitative methodology, utilizing an inductive approach and interpretivism research philosophy. Data collection involves a survey with 20 Costco customers and analysis through thematic analysis. The proposal addresses anticipated research problems such as time and financial constraints, and outlines a detailed research time plan. It also highlights the significance of the study for scholars, Costco, and other companies in the retail industry. The findings are expected to offer valuable insights into the importance of service quality in fostering customer retention and competitive advantage within the retail sector.