7HO732-Business

Research Method
Customer Loyalty

Submitted by: 749211 / 100724957

Submitted to: Dr Evelina Gillard
01 INTRODUCTION

02 ANALYTICAL TABLE

03 SYNTHESIS

04 REFLECTION
 01

INTRODUCTION
Defintion, Relevance for Business
and the Context of Study
 Emotional or relational assets

DEFINITON (Daffy, p.8-9, 2019)

RELEVANCE Customer loyalty 
prioritization positive impact
FOR
(Daffy, p.8, 2019)
BUSINESS
THE In any business sector

CONTEXT (Daffy, p.2, 2019)

OF STUDY
 02
ANALYTICAL
TABLE
Analytical Table

Review Results Paper 1 Paper 2 Paper 3 Paper 4 Paper 5

(Iglesias, O, et al, 2020) (Paparoidamis, N G., (ChenG, B L., et (Osakwe, C N., Yusuf, T, (Slack N J., Singh G,
et al, 2019) al) O, 2021) 2019)
Research Problem (1) Corporate Social The impact of frontline the significance of (1) to increase the to determine the
Responsibility effects on staff cultural intelligence service recovery understanding of CSR relationship between
the loyalty of customers; to customer loyalty aspects regarding customer service quality and
(2) the effect on the trust of loyalty; (2) to investigate customer satisfaction,
customers the matter of CSR trust in loyalty, and how the
bank loyalty supermarket industry
mediates customer
satisfaction
Key construct or No definition Positive attitude Things pertaining to No definition No definition
theory in the towards service or perceived equity
background products quality during the recovery
literature process after
service failure
Research method 1101 customers of health 124 employees and 372 500 respondents; a 435 banks retail 480 supermarket
insurance service brands; customers; Survey; self-administrated customers; Survey; customers; Descriptive
survey; structural equation quantitative data questionnaire; measurement scale & statistic; inferential
modelling; quantitative analysis structural equation common method bias; statistics; intercept survey;
data analysis modelling quantitative data analysis quantitative data analysis
quantitative data
analysis
Analytical Table

Review Results Paper 1 Paper 2 Paper 3 Paper 4 Paper 5

(Paparoidamis, N G.,
(Iglesias, O, et al, 2020) et al, 2019) (Cheng, B L., et al) (Osakwe, C N., Yusuf, T, (Slack N J., Singh G,
O, 2021) 2019)
Main findings CSR affect customer customer loyalty is Customer Beyond the direct effect Unsatisfactory service
loyalty through co-creation reinforced when service satisfaction and estimate, CSR beliefs reduces customer loyalty.
and customer trust professionals are loyalty have a influence consumer
physically, cognitively, substantial and loyalty.
and emotionally fit. positive association
with recovery
dimensions.

Solution for Brand should follow CSR (1) the need to recruit (1) The need of (1) investing in teenager (1) Supermarkets should
business approach service employees service restoration education; (2) Taking part concentrate their efforts on
is emphasized. in programs implemented serving, satisfying, keeping,
(2) doing training by the government to and gaining long-term loyal
(2) conducting eradicate poverty; (3) customers.
(3) conduct an intensive training to
assessment of the CQ Providing donations to
improve charity organisation; (4)
component of service communication
employees Contributing on the
skills and environment issues
knowledge
regarding to solve
customer problems
03
SHYNTHESIS
SYNTHESIS
- main findings
Evidence Lead Out
Interaction and
How many factors that
communication
affect customer loyalty

Main Idea Analysis

Service quality of
employee at
supermarket
Customer Loyalty
 04
REFLECTION
REFLECTION

Suggestion
Customer perspective – interviews

Future
Research

Professional
Life
REFERENCES

Cheng, B L., Gan, C C., Imrie, B C., Mansori S (2019) Service Recovery, customer satisfaction and
customer loyalty: evidence from Malaysia’s hotel industry. International Journal of Quality and Service
Science, 11(2), pp. 108-203

Daffy C, (2019) Creating Customer Loyalty: Build Lasting Loyalti Using Customer Experience
Management. London: Kogan Page Ltd

Iglesias, O., Markovic, S., Bagherzadeh, M., Singh, J J (2020) Co-creation: A key Link Between Corporate
Social Responsibility, Customer Trust, and Customer Loyalty. Journal of Business Ethic, 163 (1), pp. 151-
166

Osakwe, C N., Yusuf, T, O (2021) CSR: A roadmap towards customer loyalty. Total Quality Management &
Business Excellence, 32(13) pp. 1424-1440.

Paparoidamis, N G., Tran H T T., Leonidou C N. (2019) Building Customer Loyalty in Intercultural Service
Encounters: The Role of Service Employees’ Cultural Intelligence. Journal of International Marketing.
27(2), pp. 56-75.
REFERENCES

Slack N J., Singh G (2019) The effect of service quality on customer satisfaction and
loyalty and the mediating role of customer satisfaction Supermarkets in Fiji. The TQM
Journal 32 (3), pp. 543-558.
Thank You!