Explain The relationship between service quality and customer satisfaction: a case study of transportation company

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MARKETING
Title: The relationship between service quality and customer satisfaction: a case study of transportation company.

TEXTBOOK
Subject textbook, (Saunders, M, Lewis, P & Thornhill, A 2012, Research methods for business students, 6th edn, Pearson, London)

The Project must be based on attached Project Proposal: Proj Proposal JM Marketing (already approved) (file in word format)

The Project should be research involving discussion of existing literature about your research topic, identification of research questions, collection of data, analysis of the data and discussion of findings with answers to the research questions.
Please note that a business plan, marketing plan or anything similar is not appropriate for the Project.
When doing research in or about organisations the researcher needs to collect data about the research problem.
A Project can use secondary and/or primary data – depending on the topic/specialisation. Projects in some specialisations (e.g. Finance, Logistics) tend to use secondary data more, while projects in others (e.g. Marketing, HRM) usually use primary data.
We encourage students to use an appropriate data collection method. An important indicator of what is an ‘appropriate’ data collection method is the method generally used in practice when organisations are collecting information about issues similar to the one investigated by the Project.
Secondary data includes all data that has already been collected by others – usually in the form of documents or statistical information. Examples of secondary data that you might use are journal articles, annual reports, industry reports, government reports, and statistics in government databases. The textbook discusses secondary data on pp. 304–330.

Primary data includes all data that you collect yourself for your research project. You can collect primary data through surveys, interviews, focus groups, observation, and participation. Again, the textbook is an excellent reference that discusses primary data on pp. 372–408.

For the purpose of your Project, you will probably use secondary data but you are normally also required to collect and use primary data.
How many people should you interview or survey?
Based on experience it is usually Projects in the Finance specialisation that use a primarily quantitative approach. However, choosing a primarily qualitative or quantitative approach will not only depend on your specialisation, but also on what you would like to study, which would determine the kind of data you will need from your respondents (i.e. the people you will be interviewing or surveying) and your other sources. AIB recommends the following guidelines for determining the number of respondents based on the research methodology you will use:

• In-depth individual interviews (used mostly for qualitative research): 5 to 10 respondents. (You can, for example, interview between 5 to 10 employees or co-workers.)
• Focus groups (used mostly for qualitative research): 2 focus groups composed of 6 to 8 respondents.
• Questionnaire surveys (used mostly for quantitative research):
o If you are doing your survey in one organisation (e.g. Employee/ customer survey) – 20 to 25 survey respondents.
How to structure the Report:
The total length of the Project Report is 5500 words. (from introduction to conclusion – Except Executive summary and References)
Sections of the Project:
1. Executive summary (not include in word limit)
2. Introduction
3. Orientation: relevant literature, case organisation and research questions
3.1 Literature overview
3.2 Case organisation
3.3 Research questions
4. Research methodology
4.1 Method
4.2 Data collection
4.3 Ethical considerations
5. Presentation of findings
5.1 Analysing the data
5.2 Answering the research questions
6. Implications and recommendations
7. Conclusion
8. References (not include in word limit)
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