Research method Essay Example | Topics and Well Written Essays - 2500 words

Research method - Essay Example INTRODUCTION TO PROBLEM OUTLINE Sportswear retailing is a diverse and fairly fragmented market. Even though at a slower rate, sports retailing chains are showing a steady growth over the years. Retailers are looking for introducing new formats in business along with increasing the number of stores. Independent sports retailers like Sports Direct have established their place in the market and managed to gain major share in the markets. The research focuses on analysis of customer satisfaction in sports retailing concentrating on Sportsdirect.com in Liverpool One. Companies are in a situation where it is no longer enough to satisfy the customers, they need to delight customers. The simple way to measure customer satisfaction is by taking surveys. A successful survey begins with a good questionnaire, and a good questionnaire is built from the customer’s point of view (Horovitz, 1990). 2. AIM & OBJECTIVES The aim and objectives of this research are to: Measure the customer satisfa ction in sports retailing, focusing on Sportsdirect.com in Liverpool One. To find out about satisfied and dissatisfied customers and based on this, put forward suggestions for the improvement and to better serve customers and retain them. To make generalisations about the customer satisfaction in sports retailing sector. ... sports goods retailing industries as customer satisfaction is at the root of customer retention and in effectively raising the bar on the firm’s future profitability. 3. ORGANISATIONAL BACKGROUND Sports Direct International Plc was established in 1982. It is now UK’s number one sports retailer with annual turnover exceeding well over ?1 billion. (Sports Direct Annual Report, 2008). They acquired a lot of companies during their race to success and have around 375 stores in UK and around 60 global stores. They focus on growing UK retail business by continue to drive efficiencies and delivering outstanding value to customers (Sports Direct Website, 2011). Moreover, a significant percentage of Sportdirect.com customers are online clients and manage to get the cushion of market leadership by differentiating themselves from rival firms who manufacture and sell sports goods using the discount-based competition market strategy. 4. LITERATURE REVIEW In the current business world , customer care has a major influence on a company’s long term profitability. Cook (2000) categorises clients as the premise of business and as the element that keeps business alive. The knowledge, attitudes, educational background, and cultural and social environment of an individual have got a major role in moulding his perspectives (Antonides & Raaij, 1998). A well-educated and well-informed customer of the present era has had a clear understanding of standards he expects and this makes it more complicated. As a result, there is considerable attention being taken into account of maintaining relationship between the service providers and customers (Barnes, 1997; Reinartz & Kumar, 2002; Coulter & Coulter, 2002). The bygone twenty years has seen the growing up of relationship marketing as the