1.1.

1 Research Approach

Approach of a research guides study in the way that it determines whether a study intends to
develop new theories or test existing theories. Deduction and induction are two research
approaches. Deduction approach is used to test existing theory based on recent and evidence-
based observations. Conversely, induction approach is used to develop new theories based on
empirical researches and tentative hypotheses. This study intends to test the theories of
customer satisfaction and customer locality rather than developing new theories. Therefore,
deduction will be the approach of this study.

1.1.2 Quantitative Method

The quantitative method focuses on the collection of data, converting them into numerical
form and other analyse them using scientific tools (Nash, 2006) such as statistical tools,
charts, diagrams. The quantitative method allows the researcher to prove the research topic
scientifically. So the researcher has chosen the quantitative method to give the research a
scientific proof.