Customer Retention

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METHODOLOGY

Research Design and its Justification

Mixed methods research design will be used for this research study to be undertaken. This research undertaken to focus on customer retention and determine effective and aligned strategies to induce customer retention is imperative to be conducted using Mixed Methods Research Design, which implies that both quantitative as well as qualitative approach would be used to classify and analyse the data collected so as to present comprehensive findings. The justification manifests in the notion that mixed methods research allows the researcher to view the topic under examination from number of angles and perspectives, thereby providing the researcher with the leverage to view any particular research question from any possible and relevant angle, that could address and cater the questions more conveniently and effectively (Creswell and Clark, 2010). In addition to that, it also allows the researcher to make use of the voluminous amount of existing literature and relevant data in a more effective and efficient manner, thereby enabling the researcher to deal with more than one type of the investigative perspective. This multiple methodology or multi-methodology research, predominantly allows the researcher to make use of quantitative as well as qualitative research design, providing factual information as well as deep contextualization pertaining to the topic under examination (Teddlie, 2008).

This is the most suitable research design for this study concerning designing and implementation of effective strategies targeted at triggering customer retention in a local supermarket, selling groceries as well as clothing for women and children. The level of challenge that comes associated with the task intensifies considering that the local supermarket that is the subject of this study is located at the outskirts of the local town centre, making customer retention for the subject local supermarket comparatively difficult when seen in the light of rising competition in the main town. It is also as a result of this that mixed method research design is considered as appropriate for this research study, since it is associated with the provision of better insight concerning any particular topic as compared to the use of single research design or mono method strategy, and considering that this research study is focused on understanding customer retention in organisations operating in the outskirts of any city or town; the domain which is not explored by researchers as much as it should have been, it becomes imperative to focus on diverse aspects and ensure detailed discussion and explanations, and this primarily calls for the use of mixed method research design. It is also essential to note that mixed methods research is of immense use in domains where link between two segments are explored and studied; for instance to gain understanding pertaining to customer retention in the context of local supermarket primarily focused on fresh food, grocery and cloths for women and children, since it triggers comprehensive data collection. This detailed information assists the researcher in forming links between the variables constituting research questions more effectively thereby reporting valid and reliable ...