COMM 7037 : Research Methodology : Theoretical Approaches

Section 1: Details of the Researcher and their Research

N.B. If you are conducting research that involves ‘animalsandsignificanthabitats’,please use the Stage1ResearchEthicsApplicationForm involvingAnimalsandHabitats (www.anglia.ac.uk/researchethics).

Applicants carrying out research with children or vulnerable adults may also need to carry out an online Safeguarding course and submit the pass certificate with their ethics application. Please refer to the Question Specific Advice for the Stage 1 Research Ethics Application Form at the above weblink.

Section 1:

Methodology

In the words of Lewis (2015), research methodology is being considered as one of the important chapters in a research project. Depending on the techniques mentioned in the chapter the study is being developed. There are two types of data. One is qualitative, and another is quantitative. In the case of quantitative data, the numerical information is being collected. On the other hand, in the case of qualitative data, information regarding the topic is being collected in details. In the case of conducting the research, both the q

On the other hand, it has been identified that the in this research the descriptive research design has been followed. It is a systematic approach, in which the research problem, dependent and independent variables are being discussed. Ethical consideration is being considered as one of the important parts of the research project (Vaioleti 2016). In order to conduct the research regulations of Data protection ACT 1998 has been followed. None of the participants has been forcefully involved in the research project. By following the rules, the confidentiality of the participants has been mentioned. The major limitation of this research is due to a lack of financial support and time, the researcher had to complete the project quickly. If the time had been extending, it would have been better for research in details.

Theoretical approaches

The term customer-centric is an approach for developing a business that aims to provide the effective customer experience (Trainor et al. 2014). It is very important in the case of driving the rate of profitability as well as gaining the competitive advantages. In the case of modern marketing map the customer-centric success is highly influenced by the digital tools. In order to create a customer-centric culture the organization needs to focus on developing effective values in the organization so that the customers get satisfied. It is also very important for the company to develop a strong brand image. Through the customer awareness programs such as advertisements, campaigns and others processes the customers will be able to get the information regarding the organization (Homburg, Jozi? and Kuehnl 2017). It cannot be denied that the employees are the backbone of the company. Therefore, satisfying the employees is also very important for the organization to increase the level of performance. Therefore, by providing the attractive incentive policies the quality of performance of the employees can get developed, which will indirectly influence the business revenue of the company.

Research questions

• Why are customer-centric marketing strategies important?
• What are the issues for developing the customer-centric marketing strategies can be faced by the organization?
• What are the measurable recommendations that can help to deal with the situation?

Details of the participant population

In order to conduct the research secondary qualitative data has been collected. The information has been collected from the authentic sources such as different company website and offices. The previous journals and articles have helped the researcher to conduct the research. Different customers’ lists have been collected from different shopping centres. From the recent articles the sales revenue and marketing initiatives of different organizations have been collected. The data has been collected from the authentic journals so that the proper information can get collected. With the appropriate information the research can be done in an authentic manner.

It can be said that the customer centric marketing practices can play an important role in terms of bringing the financial opportunity of an organization. Customer centric marketing approach can help to analyse the social structure. In this research the positive experience of the customers has been highlighted. The study can be beneficial for the organization to introduce the customer centric marketing practices.

Reference:

Homburg, C., Jozi?, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.

Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and tools. Springer.

Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475.

Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.

Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.

Trainor, K.J., Andzulis, J.M., Rapp, A. and Agnihotri, R., 2014. Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), pp.1201-1208.

Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific research. Waikato Journal of Education, 12(1).