Research Report: Service Quality and Customer Retention at Costco

This report examines the impact of service quality on customer retention, focusing on Costco as a case study. The report begins with an introduction, outlining the aim, which is to examine the influence of service quality on customer retention, and objectives, which include understanding the concept of service quality and customer retention, determining Costco's customer retention strategies, and assessing the impact of service quality. The methodology section details the research design (qualitative), research approaches (inductive), and sampling methods, including the selection of 20 Costco customers. The report also addresses validity and reliability, ethical considerations such as consent, data privacy, and referencing, and data analysis techniques (thematic test). Finally, it provides a list of references. The report emphasizes the importance of ethical practices in research and how these practices enhance the credibility and reliability of the research findings. The research aims to provide insights into how service quality influences customer retention strategies in the business environment.

Research Methods/ Critical
reflections of ethical issues

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
Main body........................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
RESEARCH METHODOLOGY....................................................................................................1
Research design...........................................................................................................................1
Research approaches....................................................................................................................1
Sampling......................................................................................................................................2
Validity and reliability.................................................................................................................2
Data analysis................................................................................................................................2
Ethical considerations of the research.........................................................................................2
REFERENCES................................................................................................................................4

INTRODUCTION
Service quality for the customer retention must be important. While from the
organization can have their better development and also make sure about their customer. Along
with this also important while for knowing about the various things for the customer retention
while by offering the better quality of services to customer.
Main body
Aim
“To examine the influence of service quality on customer retention: A study on Costco.”
Objectives
 To understand the concept of service quality and customer retention
 To determine the ways used by Costco to retain their customers.
 To assess the impact of service quality on customer retention within Costco.
RESEARCH METHODOLOGY
Research methodology is systematic way for solving the research problem. In this it come
to know about the various steps which generally needed to adopt in research while for solving
the research problem and help for developing certain things. This explain about the various
research methods while for making the relevant research techniques.
Research design
This help for study regarding solve problem and many other concern while by the
research methods techniques (Wiecha and et.al., 2021). Basically, have two types of research
quantitative and qualitative research. In present research, researcher have selected the qualitative
while because of making the theoretical concepts and researcher can easily identified the
customer maintenance.
Research approaches
This means that help for plans and procedure for doing the better research and also give
the board assumption for collecting data, interpretation and analysis (Hensmans, 2021).
Gradually, two types of research approaches such as inductive and deductive approaches. Here,
in present research, researcher have selected the inductive approaches which might be based on
the qualitative and also help for determining the services quality for the customer retention.
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Sampling
Sampling is the process in which the researcher can collect information while by using
the various sources for having the better information collection (Otzen and Manterola, 2017). In
present research, researcher have collected the sampling from the 20 customer of Costco. While
for having the reliable and authentic results.
Validity and reliability
Copyright and patented sources are considered in the research which shows that the
research is valid and fulfils the validity aspect of the research. To ensure the reliability aspect,
information published after 2016 are taken into consideration (Char, Abràmoff and Feudtner,
2020). Old data are not considered in this research. Information is used as it is and no
modification has been made in the existing information.
Data analysis
It can be done though two types which are thematic perception test technique and statistical
package for social science (SPSS). This research will be conducted through thematic test as
service quality on customer retention can effectively explained through this technique.
Ethical considerations of the research
The current study has followed all ethical practices (What is ethics in research and why it
is important? 2020). That is why reference list is attached at the end of the report so that it can
be seen that information is taken from the valid source. Consent forms are also made filled by the
participants who are participating in the survey. So that to show that participants are not forced
to participate but they are willingly participating. Data privacy is also the important thing which
is properly endured in this file. The personal information of the participants will never be shared
with third party and will stay secure with the researcher. Ethics are very important in the
research. Ethics enhance aims of the research. They support beliefs which are requiring for
collaborative work, fairness, respect etc. if the research has followed ethical practice then it can
be said that the research is fair and without biasness.
Ethics are also important because scientific research are dependent on collaboration within
groups and the analysts/ researchers. Researchers are responsible for their decisions or actions
(Fiesler, 2019). Hence researchers are accountable for its each and every actions. Ethics are
important so that public can trust the research. If researcher want to take funds from the people,
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then they have to ensure the people that research will follow ethical practice. As no party will
fund such research which is completed by doing any fraud. It supports social and moral beliefs
which means that research has not done any harm to anyone.
Research is important because it is promoting aims of the research. Ethics make sure that report
does not misrepresent or provide false information. It is important because it reduce error and
promote the truth. Through ethics intellectual property rights can also be protected. As it take
care of copyright, data sharing policies, confidentiality and encourage collaboration. Ethics are
also vital so that researchers cannot stole each other’s idea. As most researcher does not like their
ideas are stolen because they want that credit should be given to them because it is their work.
Research should be accountable for public.
Researchers who are conducting research with public money must have to keep in mind federal
research policies, conflicts, animal and human protection, misconduct etc. people will fund
research only if they trust the research, its quality and integrity (Fotrousi, Seyff and Börstler,
2017). Missing of ethics in the research can cause harm to animal or human. Example if the
research is conducted or based on clinical trail then missing of ethics can be harmful for patients
or they can even take the life of the patients. So that is why it is said that research without
considering ethics is vague. The research is of not value which has completely ignored the ethics.
Ethics are not developed on own as people develop it gradually example in school, church, any
other religious place etc. children learn about right and wring from their childhood only. Moral
development is the development which happens within the life. As human passes many stages in
life as they grow and mature. Ethical norms are unbiquitous, some people even believe that
ethics are common-sense and there is not need to make it learn.
By conducting the research I had learnt that why ethics is important. I experienced it that without
ethical practice research is waste. As no third party or public will going to trust on such research.
I develop knowledge that why consent forms are filled by the participants.
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REFERENCES
Book and Journal
Char, D.S., Abràmoff, M.D. and Feudtner, C., 2020. Identifying ethical considerations for
machine learning healthcare applications. The American Journal of Bioethics. 20(11).
pp.7-17.
Fiesler, C., 2019. Ethical Considerations for Research Involving (Speculative) Public
Data. Proceedings of the ACM on Human-Computer Interaction. 3(GROUP). pp.1-13.
Fotrousi, F., Seyff, N. and Börstler, J., 2017, September. Ethical considerations in research on
user feedback. In 2017 IEEE 25th International Requirements Engineering Conference
Workshops (REW) (pp. 194-198). IEEE.
Hensmans, M., 2021. The innovation pyramid: five approaches to strategic decision-
making. Journal of Business Strategy.
Otzen, T. and Manterola, C., 2017. Sampling techniques on a population study. Int. J.
Morphol. 35(1). pp.227-232.
Wiecha, P.R. and et.al., 2021. Deep learning in nano-photonics: inverse design and
beyond. Photonics Research. 9(5). pp.B182-B200.
Online
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What Is Ethics in Research & Why Is
It Important?
What Is Ethics in Research & Why Is
It Important?
What Is Ethics in Research & Why Is
It Important?
What Is Ethics in Research & Why Is
It Important?
What Is Ethics in Research & Why Is
It Important?
What Is Ethics in Research & Why Is
It Important?
What is ethics in research and why it is important? 2020. [Online]. Available through:
<https://www.niehs.nih.gov/research/resources/bioethics/whatis/index.cfm >
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