Study Design for Customer Loyalty to Restaurants

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A methodology is written to ensure that the findings created from a study are reliable and valid to ensure that the correct research instruments are utilised (Marczyk et al., 2010). The purpose of this chapter is to detail the process of this study to achieve the aim and objective using a combination of primary and secondary research methods. It is found that a large range of literature regarding the topic of brand loyalty and customer satisfaction. However, there is a shortage of literature within the specific fast food industry. The study found that individuals are loyal to different restaurants for different reasons and it was thought that primary research should be conducted to further research into what should be improved by the fast…show more content…
The last section discuss about service quality which is the most impact that will effect in service industry. In this section, a service quality model has been discuss for further explain the relationship of the service quality and customer satisfaction. The result of the literature review and the themes which emerged can be found in chapter two. 3.3 PRIMARY RESEARCH When secondary data are not available to answer research questions, data that are relevant needed to be collected (Ghauri & Gronhaug, 2010). Primary research is often based on literature review develop research question and hypothesis and collect data on it (Driscoll, 2011). The goal of primary research is allows to learn something new by own biases in the process. There are two varieties of primary data that can be collected: qualitative and quantitative. Qualitative research define by Denzin & Lincoln (2005:p.3) as “a situated activity that locates the observer in the world. It consists of a set of interpretive, material practices that make the world visible. These practices transform the world. They turn the world into a series of representations, including field notes, interviews, conversations, photographs, recordings and memos to the self”. Examples are people’s judgements, feelings of comfort, emotions, ideas, beliefs etc. (Walliman, 2011). Quantitative data gathers and measures information through numbers which requires a more structured design to
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