The paper "Managing Customer Loyalty" is an outstanding example of a management research proposal. This area of study is concerned with investigating the perceptions of consumers towards the manner in which companies conduct their affairs, particularly at the customer contact point. I will zero in on a review of three pieces of work published on or after the year 2008. All the articles involve a primary collection of data and scientific analysis of the same. This report will give a detailed account of how these research works were conducted with special interest to objectives, hypothesis applied, data collection methods, research design adopted in each, findings and limitations that pertained to the research study. The primary aim of this investigation is to give a critique of the choice and methodologies so applied to cite significant flaws in them.
This report will also give suggestions to more prudent methodologies that could have been used to come to findings that are more objective. For purposes of similarity, the articles analyzed herein are based on the Asia Pacific context. This decision has been taken to allow greater levels of comparability.
I have also assumed that consumers in a certain geographic locality are likely to use some sets of market information in their buying behaviors. The rationale is that consumers from one locality have numerous similarities in perceptions, behavior, tastes, and preferences and hence it would be expected that research of this kind would yield results with a reasonable degree of correlation. The recency of the articles helps to reduce the effects of rapid changes in customer behavior and perceptions. 2.0 Research Design Research design answers the logical problem. It must not be confused with a mere plan of work for the study as this plan is founded on the broad design itself (Cook & Campbell 1979.
Research design enables the researcher to provide an objective answer to the initial problem in a manner that is unambiguous.
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Dae, HK, Ki, TK & Stephen, RM (2009). Revisiting the Satisfaction-Loyalty Link in the
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Ernst & Young (2010). ‘Pursuing Customer Loyalty’, May 2010
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Thomas, R & Vitry, A (2009). A Consumer’s Perception of Generic Medicines in Community in
Malaysia: Southern Med Review, 2(2), 20-23