Proposed project area of research and the issue being addressed
Customer satisfaction described as a measure of an individual’s satisfaction regarding a particular product. Statistics indicate that a number of customers from Saudi are not satisfied with the quality of products. In an effort to compete favourably in the market, many organizations have started addressing this issue in their social marketing plans. Arguably, the proposed area of research will majorly focus on the sensitivity of Saudi customers with their buying experience.
According to Kotler, Roberto & Lee (2002, p. 236), customer are always sensitive when it comes to buying their preferred products hence organizations should consider quality improvement when designing their social marketing plans. This research will also establish whether Saudi companies have incorporated various methods of customer satisfaction in their social marketing plans or not. It will provide viable solutions to ensure that there is an increased level of customer satisfaction in future (Ferrell & Hartline 2014, p. 43).
Objectives of the research
The major objective of the research is to establish whether customers are sensitive to with their buying experience or not (Hill, Roche & Allen 2007, p. 186). This would help establish the future of customer satisfaction depending on the social marketing plans of various organizations in this country. The other objective is to have enough information on the current status of the distributors depending on their supplied materials and services. This will make them respond to the areas where their customers are not satisfied (Grigoroudis & Siskos 2010, p. 199). This research will be purposely carried out to establish how Saudi organizations improve the level of customer satisfaction through incorporating improvement ideas in their marketing plans (Montello & Sutton 2006, p. 36).
Additionally, the study will be conducted to evaluate customer satisfaction by assessing the most universal and efficient models like SERVQUAL and SERVPERF (Brinkkemper & Jansen 2012, p. 206). This will be done with the intention of predicting customer’s buying habits hence it will be more appropriate for the main purpose of the study. The other important objective of the research is to gather primary and secondary data from various organizations in Saudi Arabia. Therefore, data will be collected through two efficient research techniques (semi-structured interview and questionnaire analysis). This research will be carried out to establish applicable suggestions by examining primary, secondary and tertiary data sources (Sapsford & Jupp 2006, p. 146).
Methodology
The quality and dependability of a research study majorly rely on data obtained scientifically or methodologically (Brace 2008, p. 22). In this research, data will be collected in a number of ways. For instance, five companies in Saudi will be selected at random where the management and workers will be required to fill questionnaires. In the questionnaires, senior managers and workers from various companies will be required to explain how customer satisfaction is addressed in their marketing plans. In addition, the questions asked in the questionnaires will only be multiple choice questions. Individual interviews will also be conducted (Panneerselvam 2004, p. 18).
For instance, researchers will have face-to-face interviews with senior managers from different companies. Data obtained from the senior managers will be recorded as the interview continues (Oppenheim 2001, p. 102). Collected information will be presented using tables, diagrams, and graphs. After presentation, the data will be analysed, interpreted and conclusions made on sensitivity of Saudi customers with their buying experience.
List of references
Brace, I. (2008). Questionnaire design: how to plan, structure and write survey material for effective market research. London, Kogan Page.
Brinkkemper, S., & Jansen, S. (2012). Collaboration in outsourcing a journey to quality. Houndmills, Basingstoke, Hampshire, Palgrave Macmillan. Web.
Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: text and cases. Mason, OH, South-Western/Cengage Learning.
Grigoroudis, E., & Siskos, Y. (2010). Customer satisfaction evaluation: methods for measuring and implementing service quality. New York, Springer.
Hill, N., Roche, G., & Allen, R. (2007). Customer satisfaction: the customer experience through the customer’s eyes. London, Cogent.
Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: improving the quality of life. Thousand Oaks, California, SAGE.
Montello, D. R., & Sutton, P. C. (2006). An introduction to scientific research methods in geography. Thousand Oaks, Calif, Sage Publications.
Oppenheim, A. N. (2001). Questionnaire design, interviewing and attitude measurement A. N. Oppenheim.
Panneerselvam, R. (2004). Research methodology. New Delhi, Prentice-Hall of India.
Sapsford, R., & Jupp, V. (2006). Data collection and analysis. London, SAGE Publications in association with the Open University. Web.