Marketing Research Report: Analyzing Customer Loss at Tyre Retailer

This marketing report investigates the declining market share of a well-known Australian tire retailer, "Tyre Retailer," which, despite selling trusted brands, is losing customers. The report highlights observations made by the new CEO regarding store layouts and customer service issues. It aims to identify the factors contributing to customer loss, propose strategies for recovery, and assess management's accountability. The research objectives include evaluating factors leading to customer loss, creating awareness about customer satisfaction, and providing recommendations for regaining market share. The literature review emphasizes the importance of customer satisfaction, its impact on loyalty and competitive advantage, and the negative effects of poor customer service. The research design involves interviews to gather firsthand information. The report also outlines the sources of data, conceptualization and measurement methods, data collection techniques, data analysis approach, ethical considerations, a proposed time frame, and a budget for the research. It concludes with an estimated progress of the organization after implementing customer satisfaction strategies. Desklib provides access to this and other solved assignments for students.

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Managing Research
By (Name)
Name of the Course
Title of the Instructor
Institutional Affiliation

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Table of Contents
Research Proposal for tire Retailer..................................................................................................3
Background......................................................................................................................................3
Research questions.......................................................................................................................5
Research objectives.....................................................................................................................5
Literature review..............................................................................................................................5
Customer satisfaction...................................................................................................................5
Importance of customer satisfaction............................................................................................6
Effects of poor customer service.................................................................................................7
Research design...............................................................................................................................8
Overall research design and Justification....................................................................................8
Sources of data for the research...................................................................................................8
Conceptualization and measurement...........................................................................................9
Data collection methods................................................................................................................10
Data analysis..............................................................................................................................11
Ethical issues and limitations of the research................................................................................11
Proposed time frame for the research............................................................................................12
Budget............................................................................................................................................13
Technical part................................................................................................................................14
An estimated progress of the organization after the implementation of customer satisfaction
strategies....................................................................................................................................14
References......................................................................................................................................16

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Research Proposal for tire Retailer
Tire retailer is a well-known organization within the boundaries of Australia and is
known to have gained much popularity across different regions as a result of the quality services
that is has been able to offer to its customers over the past period. As a result of the
implementation of quite a number of management strategies, the organization was able to obtain
a total estimated market share of 25% within the Australian market thus making sure that all its
customers were appropriately served according to all their expectations. Moreover, it is an
organization that has been known for quite a number of years now when it comes to the selling
of different types of well-known brands that are trusted across all its customer segments. This
appears to be one of the major factors that enabled it to gain popularity at a faster rate compared
to several other organizations that are also known to be existing within the market platform.
Unfortunately, despite all these quality services that the organization is capable of providing, it is
slowly losing all its customers (Bendtsen et al. 2016). This research therefore aims towards
carrying out an analysis regarding some of the issues and factors that might have contributed
towards the organization loosing many customers in an expected manner. On the other hand, the
scope of the research is concerned with analyzing quite a number of variables that will be
compared in various ways to make sure that the right results is obtained. At the same time, one of
the major limitations that are likely to be encountered by the research is lack of appropriate data
to carry out the analysis.
Background
Tire retailer losing a good percentage of its customers in an unexpected situation is a
condition that is capable of being caused by quite a number of factors where most of them have

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resulted as a result of the top management’s failures to carry out their respective duties. Results
that the organization had started to show right after its customers decided to move away to
several other organizations, was a result that was not impressive at all since it came up with quite
a number of disadvantages to the organization with the major ones being causing serious losses
in terms of the sales that were made across various store that are known to be fully attached to
the organization. At the same time, the organization was also able to spoil its reputation across
different groups of customers who were not comfortable at all with the service that the
organization started to offer them. They felt that its initial services appeared to be much better
that what the organization was giving them at the current moment. This is a situation that made
them to look out for several other alternatives that are likely to be available within the market
platform in order to fully satisfy their requirements without having any worries.
Right after the new CEO was able to join the company that is when the identification of
the organizational problem began. Since the CEO was a well-organized kind of personality who
was able to implement different forms of leadership strategies in a very comfortable and
reasonable manner, she decided to take some walk in order to visit 20 of the major retail stores
that were located in different places and were known to be attached to the entire company
Moreover,, the stores that she decided to visit were located in both the regional areas together
with the cities. Fortunately, she was able to come up with quite a number of observations in
relation to the services that were provided by the stores. Firstly, there were very high counters
that were installed within the stores and these are the places where mangers hid and
unfortunately they could not be easily noticed by the customers. What is more unfortunate is that
almost half of the cash customers were woman and they really experienced a hard time to carry
out their operations while at the counters since it wasn’t easy for them to reach to the top and be

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able to efficiently communicate with the managers. As a result of this the stores required the
customers to stand where the magazines at the counter were majorly trucking and car magazines.
Research questions
(1) What are some of the major factors that made tyre retailer to lose its customers?
(2) What are some of the best strategies that can be taken by the organization to move back
to its original position?
(3) Do you think that the top management should be held accountable for the issue that the
organization is facing?
Research objectives
(4) Evaluating some of the major factors that contributed towards the loss of customers in
tyre retailer.
(5) Creating awareness on how to address issues dealing with customer satisfaction
(6) Providing appropriate and reliable recommendations on some of the steps that the
company should take to come back to its original position and market share.
Literature review
Customer satisfaction
Customer satisfaction is among the best factors that any organization should be able to give the
first priority. As a result this, there is always no need to ignore the importance of customer
satisfaction within the boundaries of an organization. On the other hand, there are always quite a
number of factors that are always known to be contributing to the success of any given business
where customer satisfaction appears to be the major one. It is therefore an important thing to
appropriately track this factor and try as much as possible to work on scaling its status within the
organizational boundaries thus making all the customers to be more loyal to an extent that they

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can be easily turned into brand ambassadors who can be fully attached to the organization as a
result of the provision of quite a number of products and services that are provided to them.
When an organization doesn’t care about dealing with customer satisfaction, it will not be
appropriate to expect them to care about all the products and services that are being offered by
that organization. Due to this, the sooner an organization is capable of facing the entire situation
the better it will be capable of performing towards the right direction. On the other hand, a
customer service that is of high standard is capable of appropriately winning and convincing
quite a number of clients thus making the entire organization to be one of the most recognized
across different groups of personalities. In this current society, when social media is capable of
playing an important role when it comes to making quite a number of decisions, it is always
more essential to keep an eye on the quality and level of customer service that is being provided
within an organization or company.
Importance of customer satisfaction
There are quite a number of factors that are capable of explaining some of the major reasons as
to why customer satisfaction appears to be very important within an organization. One of the
major reasons that explain this is that loyal customers are a treasure that an organization should
always keep and even hide from the world. This is simply because they will keep on buying the
products for the organization again and again and as a result of providing them with quality
services, they will be able to develop a notion that what they are obtaining from the organization
is what is the best compared to any other product of the same choice that can also be found
within the market platform (Rodríguez-Rangel, Sánchez-Rivero and Sánchez-Martín 2016).
Another reason as to why customer satisfaction is important within an organization is because it
is a major factor that is capable of making an organization to stand out of the completion with the

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rest of the other organizations that are also likely to target the same customer segments through
the use of different types of products and services (Olvera 2016). Normally, the competitive
rivals of a particular business are always focused towards waiting for the business to make a
wrong move so that they can be able to take advantage of the whole situation and direct all their
products and services towards the direction of their long aimed customer segment group
(Cvijanović, Dasgupta and Zachariadis 2016). Despite the entire situation, if an organization puts
much focus in providing all its customers with an amazing customer service, there will be a high
probability for the organization to gain arguments in order to fully convince the uncertain of its
services. Moreover, a great customer experience is a condition that is capable of taking an
organization’s brand to greater places (Sheikhtaheri, Sadoughi and Ghazizadeh 2016). The
importance of customer service is something that should be appropriate considered most so when
planning various marketing situations together with the positioning of various campaigns.
Effects of poor customer service
Poor customer service id one of the worst conditions that should ever happen to an
organization. One of its major effects is that it is capable of leading towards the loss of large
customers from an organization thus causing serious losses in terms of the sales of all the
products and services that are attached to that organization (Birk et al. 2016). At the same time,
poor customer service is also able to tarnish the reputation of an organization since the customers
will not be satisfied with what the organization is offering them (Olaiya et al. 2016).
Additionally, an organization or a company is likely to lose its market base as a result of poor
customer service thus making it to become totally less competitive when it comes to the products
and services that it offers to various personalities (Kabir 2018). Poor management strategies are
among the major factors that is known to be contributing towards the emergence of poor

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customer service within an organization thus it is a condition that is likely to be contributed by
leaders who are not aware on some of the things that they should be carrying out within an
organization in order to make it a success (Ismail and Ali 2016).
Research design
Overall research design and Justification
This research will make good use of a specific research design that will be carried out
with a lot of ethical consideration and also by following the rules and regulations in order to
avoid crossing the boundaries of various personalities (González-Cruz and Cruz-Ros, 2016). As
a result of this, the major research design that will be fully utilized at this level is the use of
interviews (Judge and Douglas 2016). Moreover, one of the major reasons as to why the use of
interviews looks quite important is simply because it involves a one on one conversation with the
respondents who will be able to give their own views in relation to the entire situation being
faced by the organization, since the information that they will be able to provide throughout the
interview will be a first-hand information, this will therefore make the entire research design to
be more reliable by providing an accurate information that cannot be distorted at all (Iglesias
2016).
Sources of data for the research
There are quite a number of data sources that will be majorly used for the research in
order to obtain the right information that can be used in the future analysis of various situations.
Due to this, both the primary and secondary data sources will be appropriately implemented to
obtain the right outcome (Gurteen 2016). The proposed research participants in the primary data
sources will majorly include the customers together with the employees who are attached to the
organization. The materials that will be used for primary are the audio and video recording that

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are more concerned with quite a number of issues that tend to involve the entire organization
(Sharma 2016). Moreover, the secondary forms of data that will be used at this level will majorly
include the records obtained from the organization in relation to quite a number of statistical data
(Saputra 2016). The participants that will take place in relation to the secondary data will major
include the management officials together with the stakeholders. The materials were selected as a
result of them being more reliable and less complicated thus they can be able to deliver the right
information at the required time without coming up with quite a number of complicated
situations that are likely to lead towards the emergence of a more confused situation. At the same
time, the information that is gained will appear to be more reliable since it will be originating
from a first-hand source and therefore distorting it will not be that easy.
Conceptualization and measurement
The research will be able to make good use of various aspects of conceptualization and
measurement that will be fully concentrated towards a qualitative type of research which
includes the following types of research questions that will be appropriately addressed;
(7) Do you think that coming up with appropriate customer satisfaction techniques will help
the company to solve the situation?
(8) Apart from customer satisfaction, what are some of the issues that you would like the
company to address?
(9) Where do you see the organization in the coming three years?

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Data collection methods
Quite a number of data collection methods will be well implemented in this research to
ensure that a vast range of information is appropriately obtained for future analysis. The
following are among the data collection methods that will be used;
Interviews- Through this data collection methods, quite a number of participants will be
interviewed in relation to the entire situation where they will be expected to provide their
responses based on their own perceptions. This method was chosen since it is more
reliable and less expensive (Pollack and Algeo 2016).
Surveys- The data will also be collected through the use of surveys that will be carried
out across different customer segments in order to make sure that reliable set of
information is obtained within the right time. One major reason as to why this method has
been chosen is because it is a diverse method of data collection and as a result of this; it
has the capability of obtaining a vast range of information that will be more suitable for
the analysis process (Sadatrasool, Bozorgi-Amiri and Yousefi-Babadi 2016).
Observation- The use of observation technique will be another method that will be
properly used to collect data across different regions. Upon using the observation data to
collect information, appropriate statistics and issues will be reported based on what is
observed in relation to the entire scenario (Miles, Snow and Pfeffer 2016). It is a data
collection method that fully involves analyzing situations based on what is seen thus the
recorded data cannot be easily distorted and this is why the data collection method was
preferred (Jelenković and Barjaktarović 2016).

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Data analysis
The entire data will be analyzed by carrying out a comparison of different types of
variables without making any assumptions in order to come up with an advanced set of
results that can be relied upon by the organization for a better progress in the coming
future (Ogunyomi and Bruning 2016). Moreover, there are quite a number of limitations
attached to this research that mangers should be able to take into account most so while
making decisions. One of the major limitations attached to the research is inadequate
time. There was less available time that was there to carry out a wide research together
with the collection of appropriate information.
Ethical issues and limitations of the research
The entire research will be able to operate under some basis of ethical issues to ensure that it
becomes a success through and adequate and reliable provision of quite a number of positive
results within the organization. One of the first ethical issues that it will be capable of dealing
with is the issue of confidentiality (Obaji, Senin and Olugu 2016). The research will try as much
as possible not to reveal the confidentiality of the participants who will be involved in the entire
process but instead, it will focus on coming up with a reliable results that can be fully depended
on (Krasniqi 2014). At the same time, the result will work hard towards implementing different
conditions of honesty and integrity as another set of ethical issues that will involve being honest
in the entire process right from right from data collection up to the very last part that involves the
analysis of the collected data (Meyer, Tsui and Hinings 2016). Maintaining honesty and integrity
as an ethical issue associated with the research, is likely to give the organization one of the best
opportunities to carry out various tasks in order to appropriately move towards the other side that
is full of positivity (Lyon and Maxwell 2011). At the same time, there will be the respect for

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intellectual property that will be able to emerge during the research process; this ethical issue
will ensure that the boundaries of various personalities are not crossed at all but instead, they will
be given one of the easiest time possible to fully participate and also be able to come up with
their personal opinions and perceptions that are related to the entire situation that is being faced.
This will therefore provide a perfect opportunity to carry out the analysis process without having
any worries at all.
Proposed time frame for the research
Problem identification
Research design
Data Collcetion
10/1 10/3 10/5 10/7 10/9 10/11
Gantt Chart
Each and every activity in the proposed time frame will be carried out according to the required
rules and regulations thus making sure that everything has been placed in order according to
what are expected. This will further contribute towards coming up with appropriate approaches
that will be much easier to understand without developing any complications.

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Budget
Activity Amount
Parameters for data collection $1000
Allowances $800
Parameters for carrying out analysis $1500
Transport Cost $600
The above information is known to be obtaining the exact budget that will be used to tackle the
whole research process by making sure that it emerges as a success. At the same time, the budget
indicates how various financial distributions will be carried out to make sure that the whole
research emerges as a successful process that will be appropriately used to handle the situation
that is being faced by the company thus making sure that is capable of returning back to its
original position in terms of offering quite a number of competitive advantages to different types
of organizations that might also be interested in the same customer segments.

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Technical part
An estimated progress of the organization after the implementation of
customer satisfaction strategies
Year 1 Year 2 Year 3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The above data shows an estimated performance progress that the organization is likely to obtain
right after implementing what this research entails in order to come back to its normal
operations. By the end of the first year, the performance of the organization shall have gone up
by a total percentage of 68% which clearly indicates that it shall have started to capture the
attention of quite a number of customers as a result of the quality customer services that it will be
capable of implementing. Additionally, by the end of the second year, the performance efficiency
is likely to go up to a percentage of 76% where the total number of potential customers shall
have also been attached to the entire organization due to the level of quality service that they will
be able to obtain from the company. At this point, the company shall have solved more than half
of its current situation thus working towards offering a competitive advantage to the competitors.
Finally, by the end of the third year, the organizations performance shall have moved to higher

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levels where it will be operating at a total percentage of about 92%, at this level nearly all the
customers shall have returned back to the organization in order to obtain the quality service that
they used to get before it started facing the situation.

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