PREMIER UNIVERSITY CHITTAGONG

ASSIGNMENT ON BUSINESS RESEARCH METHODS

ASSIGNMENT TOPIC: RESEARCH PROPOSAL

GROUP NAME:- WE ARE ALL

SUBMITED TO:-SADIA AKTHERAssistant Professor of MarketingFaculty of Business AdministrationPremier University of Chittagong

SUBMITED BY:- MD SAIFUL ISLAM ID: 0920113642 MD SHADAT HOSSEN ID: 0920113681 MD AHMEDUL KARIM ID: 0920113706 MD AMJAD HOSSAIN ID: 0920113667 MD YOUSUF HERO ID: 0920113666 MD TAWFIQUL ISLAM ID: 0818112722 KAZI MD BADRUDDUZA ID: 0920113637 HOSSAIN MD BELAL ID: 0920113659

Date of Submission: 09 th May, 2012

RESEARCH PROPOSAL

RETAIL SERVICE QUALITY INSTRUMENT IN APPAREL SPECIALTY STORES

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Men’s fashion in Bangladesh has still not reached the heights of international standards.

We are still very much behind the trends that the world follows. In the dynamic world of

fashion, very few brands can claim domination for years. However, we do have a few

success stories. Some of the brands of our country have managed to keep up with the

expectations of the market through their goodwill, brand loyalty and a vision to be even

better. One name that can be easily related to the Bangladeshi men’s fashion industry is

Cats Eye. One name that can be easily related to the Bangladeshi men’s fashion industry

is Cats Eye. The pioneer of Bangladeshi men’s fashion industry began their journey in

1980. Since then we have seen the emergence of several other fashion houses in this

industry but Cats Eye continues to be the trendsetters of men’s fashion in Bangladesh.

The growing influence of globalization has assured this highly populated country to be a

big market for men’s fashion wear. In present situation competitive environment and with

the growing importance of services, provide high quality services has become the basic

retailing strategy. The present proposal studies the impact of service quality on apparel

retail customer satisfaction .The sample consists of 80 respondents from “CATS EYE”

which is a collective effort of local design houses to promote local fashion and design a

structured questionnaire Retail Service Quality Scale was administered for data

collection. Secondary data was collected from research databases, reports, journal articles

etc. The study identifies the critical of factors of Apparel Retail Service Quality and

estimates the impact of service quality on Retail Customer Satisfaction.

INTRODUCTION /BACKGROUND OF THE STUDY

The purpose of the study is to meet the essential part of our course ‘BUSINESS

RESEARCH MANAGEMENT’. It is also an important part of total practical project.

This research also attempts to study the impact of service quality on RETAIL SERVICE

QUALITY INSTRUMENT IN APPAREL SPECIALTY STORES

Objective of Research/ Problem Definition

Primary aims of “CATS EYE”

To examine the applicability of the ‘RETAIL SERVICE QUALITY

INSTRUMENT IN APPAREL SPECIALTY STORES’.

To identify the critical factors of Apparel Retail Service Quality.

To study the impact of service quality on Apparel Retail Customer Satisfaction.

Retail service quality on the basis of five dimensions, such as:

PHYSICAL ASPECTS - includes functional elements like layout, comfort and

privacy and also aesthetic elements such as the architecture, color, materials and

style of the store.

RELIABILITY - a combination of keeping promises and performing services

right.

PERSONAL INTERACTION – the service personnel being courteous, helpful,

inspiring confidence and trust in customers.

PROBLEM SOLVING- the handling of returns and exchanges as well as

complaints.

POLICY – a set of strategies, procedures and guiding principles which the store

operates under such as high quality merchandise, convenient operating hours,

availability of parking spaces and payment options.

Therefore, we hope that the findings of this research will also contribute to the somewhat

limited studies on ‘RETAIL SERVICE QUALITY INSTRUMENT IN APPAREL

SPECIALTY STORES’

EXISTING LITERATURE

The increasing research attention to the concept of relationship marketing (Sin et al.

2005) has been expanded to the various dimensions of the field. Despite the academic

recognition, researches on relationship marketing uncover a wide variety of aspects.

Adamson et al. (2003) find a positive correlation between firm’s marketing strategy and

commitment and trust in relationship for corporate banking business sector. Gounaris’s

(2005) study addresses trust and commitment that have impact on perceived quality of

service and customer bonding. This study also argues how customer’s affective

commitment towards relationship builds customers motivated to retain in relationship and

also invest in relationship. A similar study is conducted by Wong & Sohal (2002) where

the authors investigate the concepts of trust and Commitment on relationship and their

impact on relationship quality. They find significant role of trust and commitment on the

relationship quality. The study of Sin et al. (2005) identifies six components (trust,

bonding, communication, shared value, empathy and reciprocity) of the relationship

marketing orientation between the businesses of whole Bangladesh.

Fontenot & Hyman (2004) focus on the development, enhancement, and maintenance of

enduring relationships among exchange partners where the authors examine the role of

antitrust in relationship marketing. Palmer (2002) attempts on buyer-supplier

relationships where the impact of selfishness on relationship marketing is investigated.

Palmer’s study makes a comparison between individualism and collectivism (Hofstede

1980), and he finds relationship marketing represents a dynamic tension between the

forces of individualism and collectivism and selfishness may be crucial to successful

relationship.

Methodology:

Sample

A well-known retail clothing stores were selected for this study. Descriptive Research

method was used, with a total of 80 responses collected from customers of “CATS EYE”

clothing stores.

Measures

There are altogether 27 items in the questionnaire originated from pre-coded scale.

Responses to all the statements in the questionnaire were measured on a five-point

regarding scale, ranging from 1 = highly disagree to 5 = highly agree. Demographic

information such as gender, age, marital status, education level and family income.

Data CollectionCustomers of “CATS EYE” retail stores in Chittagong were involved in this study. The

method of purposive sampling was employed whereby the respondents had to fulfill the

criteria of having visited the stores before even if they had not made any purchases. The

questionnaires were personally hand-delivered & filled up via face to face conversation in

the store’s premises, relatives of the researchers and educational institution (Students of

Premier University, Chittagong). Data was collected over a period of five working days

in a week. First three days we have collected data from the store premises in a day, total

time of 8 hours .And in another two days we have collected data from our relatives and

friends in the month of April, 2012. A total of 80 responses were obtained, with female &

male respondents.

DATA ANALYSIS

We have analyses the on the basis of Frequency Analysis, Central Tendency Analysis,

Dispersion & Correlation Analysis.

BUDGET & SCHEDULE

Preparation of proposal 7days 500/-

Preparation of questionnaire & test of questionnaire

7days 500/-

Data collection 5 days 500/-

Data preparation & submission 7days 00/-

Report preparation & presentation 7 days 500/-

RETAIL SERVICE QUALITY INSTRUMENT

Instructions: The estimated time to complete this questionnaire is about 15 minutes. Please be as honest as possible with your answers. Please be known that there is no right or wrong

answer. Your participation in this study is confidential and your responses will remain secret. Thank you for your participation.

Respondent’ Name : _______________________________________________________________

Address : _______________________________________________________________

Interviewer : _______________________________________________________________

Student ID : ______________________________________Code: ____________________

Contact Number : _______________________________________________________________

Name of the Brand : _______________________________________________________________

Gender : 1. Male 2. Female

Marital Status : 1. Married 2. Single

Lives in : 1. Urban Area 2. Rural Area

Age : 1. Less than 20 years

2. 20 years to less than 30 years

3. 30 years to less than 40 years

4. 40 years to less than 50 years

5. 50 years or above

Education : 1. Illiterate

2. Can Read and Write

3. Primary School Completed

4. Junior High School Completed

5. SSC Completed

6. HSC Completed

7. Under Graduation Completed (BA, BSc, BBA, MBBS etc.)

8. Graduation Completed (MA, MSc, MBA, MDS etc.)

9. Post Graduation Completed (MPhil, PhD etc.)

10. Other (Please Specify: ___________________________________)

Family Income: 1. Less than taka 15,000

2. Taka 15,000 to less than taka 25,000

3. Taka 25,000 to less than taka 35,000

4. Taka 35,000 to less than taka 45,000

5. Taka 45,000 to less than taka 55,000

6. Taka55,000 or above

Following is a list of different questions related to the brand name given at the top. Chose any number from 1 to 5 by Circling the appropriate one that applies to you for each statement.

Physical Aspects:(Scaling from “Highly disagreed” to “Highly agreed” on a 5-point scale): 1 = Highly Disagreed, 5= Highly Agreed

Code Items Scale

SQ_PS_01 This store has modern-looking equipment and fixtures. 1 2 3 4 5

SQ_PS_02 The physical facilities at this store are visually appealing 1 2 3 4 5

SQ_PS_03 Materials associated with this store’s service (such as shopping bags, catalogs or statements) are visually appealing.

1 2 3 4 5

SQ_PS_04 This store has clean, attractive and convenient public areas (restrooms, food corner).

1 2 3 4 5

SQ_PS_05 The store layout at this store makes it easy for customers to find what they need.

1 2 3 4 5

SQ_PS_06 The store layout at this store makes it easy for customers to move around in the store

1 2 3 4 5

Reliability: (Scaling from “Highly disagreed” to “Highly agreed” on a 5-point scale): 1 = Highly Disagreed, 5= Highly Agreed

Code Items Scale

SQ_R_07 When this store promises to do something by a certain time, it will do so.

1 2 3 4 5

SQ_R_08 This store provides its services at the time it promises to do so.

1 2 3 4 5

SQ_R_09 This store performs the service right the first time. 1 2 3 4 5

SQ_R_10 This store has merchandise available when the customers want it.

1 2 3 4 5

SQ_R_11 This store insists on error-free sales transactions and 1 2 3 4 5

records.

Personal Interaction: (Scaling from “Highly disagreed” to “Highly agreed”

on a 5-point scale):

1 = Highly Disagreed,

5= Highly Agreed

Code Items Scale

SQ_PI_12 Employees in this store have the knowledge to answer customers’ questions.

1 2 3 4 5

SQ_PI_13 The behavior of employees in this store in still confidence in customers.

1 2 3 4 5

SQ_PI_14 Customers feel safe in their transactions with this store. 1 2 3 4 5

SQ_PI_15 Employees in this store give prompt service to customers. 1 2 3 4 5

SQ_PI_16 Employees in this store tell the customers exactly when services will be performed.

1 2 3 4 5

SQ_PI_17 Employees in this store are never too busy to respond to customers’ requests.

1 2 3 4 5

SQ_PI_18 This store gives customers individual attention. 1 2 3 4 5

SQ_PI_19 Employees in this store are consistently courteous with customers.

1 2 3 4 5

SQ_PI_20 Employees in this store treat customers courteously on the telephone

1 2 3 4 5

Problem-solving: (Scaling from “Highly disagreed” to “Highly agreed” on a 5-point scale) 1 = Highly Disagreed,

5= Highly Agreed

Code Items Scale

SQ_PS_21 This store willingly handles returns and exchanges. 1 2 3 4 5

SQ_PS_22 When a customer has a problem, this store shows a sincere interest in solving it.

1 2 3 4 5

SQ_PS_23 Employees of this store are able to handle customer complaints directly and immediately.

1 2 3 4 5

Policy: (Scaling from “Highly disagreed” to “Highly agreed” on a 5-point scale): 1 = Highly Disagreed, 5= Highly Agreed

Code Items Scale

SQ_P_24 This store offers high quality merchandise. 1 2 3 4 5

SQ_P_25 This store provides plenty of convenient parking for customers

1 2 3 4 5

SQ_P_26 This store has operating hours convenient to all their customers

1 2 3 4 5

SQ_P_27 This store accepts most major credit cards. 1 2 3 4 5

Satisfaction: (scaling from “strongly disagree” to “strongly agree” on a 9-point scale): 1 = Strongly Disagree,

9= Strongly Agree.

Code Items Scale

BI_SAT2_01

My choice to purchase this service was a wise one. 1 2 3 4 5 6 7 8 9

BI_SAT2_02

I think that I did the right thing when I purchased this service. 1 2 3 4 5 6 7 8 9

BI_SAT2_03

This facility is exactly what is needed for this service. 1 2 3 4 5 6 7 8 9

Behavioral Intentions: (scaling from “very low” to “very high” on a 9-point scale): 1 = Very Low,

9= Very High.

Code Items Scale

BI_INT_01

The probability that I will use this facility’s services again is 1 2 3 4 5 6 7 8 9

BI_INT_02

The likelihood that I would recommend this facility’s services to a friend is

1 2 3 4 5 6 7 8 9

BI_INT_03

If I had to do it over again, I would make the same choice. 1 2 3 4 5 6 7 8 9