Methodology and data collection
The purpose of this research is to take a holistic approach by examining results in one industry, thus allowing higher internal validity. In order to ensure that this study makes use and compliments the existing literature in the field a combination of multiple data-capture techniques have been employed to increase validity (Saunders et al., 2009). The use of both qualitative and quantitative research methods will allow enhanced overall reliability by triangulating findings so that should the research be conducted again, results will be eminently comparable (Saunders et al., 2009). Collis and Hussey (2009) define a case study as, “a methodology that is used to explore a single phenomenon in a natural setting... …show more content…
Questions were asked on each area of customer service, which included reliability, responsiveness, competence, access, courtesy, communication, empathy, credibility and tangibles. The final question was used to incorporate the results from the previous nine questions. The questionnaire was made up of a total of ten questions all based on a Likert scale. Participants could answer using scales varying from, strongly disagree (=1) to strongly agree (=5). The rational for this choice of questionnaire was due to the adaptability of the questions in order to specifically suit the purpose of this project. Basing the core ideology around the DINESERV model but focusing the questions on areas of customer service that could vary given the various size of a business should improve validity. A limitation of this form of data collection has been noted by Saunders (2009) who highlights that, quantitative methods deliberately simplify respondents’ answers into pre-determined categories, preventing participants’ expression, reducing richness in the data. Moreover, questionnaires are often subject to the personal opinions and personal perceptions of the
The purpose of this research is to take a holistic approach by examining results in one industry, thus allowing higher internal validity. In order to ensure that this study makes use and compliments the existing literature in the field a combination of multiple data-capture techniques have been employed to increase validity (Saunders et al., 2009). The use of both qualitative and quantitative research methods will allow enhanced overall reliability by triangulating findings so that should the research be conducted again, results will be eminently comparable (Saunders et al., 2009). Collis and Hussey (2009) define a case study as, “a methodology that is used to explore a single phenomenon in a natural setting... …show more content…
Questions were asked on each area of customer service, which included reliability, responsiveness, competence, access, courtesy, communication, empathy, credibility and tangibles. The final question was used to incorporate the results from the previous nine questions. The questionnaire was made up of a total of ten questions all based on a Likert scale. Participants could answer using scales varying from, strongly disagree (=1) to strongly agree (=5). The rational for this choice of questionnaire was due to the adaptability of the questions in order to specifically suit the purpose of this project. Basing the core ideology around the DINESERV model but focusing the questions on areas of customer service that could vary given the various size of a business should improve validity. A limitation of this form of data collection has been noted by Saunders (2009) who highlights that, quantitative methods deliberately simplify respondents’ answers into pre-determined categories, preventing participants’ expression, reducing richness in the data. Moreover, questionnaires are often subject to the personal opinions and personal perceptions of the