This document presents a preliminary proposal for a UGB301 business research dissertation, focusing on the impact of total quality management (TQM) practices on customer retention and satisfaction, using Aston Martin as a case study. The proposal outlines the research topic, research questions, overall aim and objectives, evidence from available literature, possible data collection methods, and the potential organization of the dissertation. The research aims to investigate the dimensions of TQM used by Aston Martin, the impact of these practices on customer retention and satisfaction, the barriers faced during implementation, and ways to overcome these barriers. The literature review explores various aspects of TQM, including customer focus, process approach, and continual improvement, and their influence on customer loyalty. The methodology involves collecting data from primary (questionnaires) and secondary sources (books, journals, and articles) using a deductive approach. The proposal also provides a brief overview of Aston Martin's business and its use of TQM. The document includes a comprehensive list of references to support the research.
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