1. What is the aim of your study? What are the objectives for your study?
The aim of this research is to propose relevant customer retention strategy for a small food and beverage enterprise.
The objectives are:
– Investigate the reasons for the loss of customers and regular customers.
– Explore customer retention strategies in post-covid time.
– Present a proposal for the implementation of a retention strategy for a small catering enterprise.
2. Explain the rationale for this study (refer to relevant research literature in your response).
According to a Harvard Business School study, increasing customer retention rates by just 5% can increase profits anywhere from 25% to 95% – what could be the solution for small businesses during COVID-19. During the coronavirus period, the restaurant business market has changed due to government restrictions and market reaction, those are still rarely taken into account by the managers of small cafeterias, which may be a solution for attracting customers.
3. Provide an outline of your study design and methods.
This study will be carried out through questionnaire and secondary data collection from open sources of information (scientific articles and case studies). Furthermore, the content analysis method was used for the analysis of data collated.
4. Please provide a detailed description of the study sample, covering selection, sample profile,
recruitment and if appropriate, inclusion and exclusion criteria.
The study sample will be cared out with quota sampling technique. This technique will help collect information about service satisfaction from certain groups of customers who are the primary customer target for a cafe where the research is undertaken.
Profiles are:
5 – local women 20-45 age
5 – local men 20-45 age
5 – foreign women 20-45 age
5 – foreign men 20-45 age
In questionnaires, people will have to rate their satisfaction on factors that affect their satisfaction with the service, such as hygiene, food quality compliance with safety standards during covid-19, and more(after comprehensive research is done).
5. Are payments or rewards/incentives going to be made to the participants?
Yes ☐ No ☐
NO
If Yes, please give details below.
6. Please indicate how you intend to address each of the following ethical considerations in your study. If you consider that they do not relate to your study please say so.
Guidance to completing this section of the form is provided at the end of the document.
a. Consent
The questionnaire survey will include an agreement on consent to participate in the project and data processing, with the signature of the participant with his consent.
b. Deception
Not related
c. Debriefing
Not related
d. Withdrawal from the investigation
Not related
e. Confidentiality
Not related
f. Protection of participants
There is no risk of physical, psychological or emotional harm for participants.
g. Observation research
Not related
h. Giving advice
Not related
i. Research undertaken in public places
Not related
j. Data protection
Anonymity, private information of participants will not be collected (only gender), the questionnaire will only reflect level of satisfaction to the received service.
k. Animal Rights
Not related.
l. Environmental protection
Not related.
7. Are there any further ethical implications arising from your proposed research?
Yes ☐ No ☐
If your answer was No, please explain why.
No, the research will be cared out without any personal data collection, and it will not put participants in situation of risk.
8. Have / do you intend to request ethical approval from any other body/organisation?
Yes ☐ No ☐
NO
If Yes, please give details below.
9. What resources will you require? (e.g. psychometric scales, IT equipment, specialised software, access to specialist facilities, such as microbiological containment laboratories).
The research does not require special resources, for the research will be used standard MS office programs.
10. What study materials will you use? (Please give full details here of validated scales, bespoke questionnaires, interview schedules, focus group schedules etc and attach all materials to the application)
The research will study the factors and strategies through secondary data that influence customer loyalty during covid-19. The questionnaires will contain statements that customers pay more attention to and which they consider more important when choosing a cafeteria.
Which of the following have you appended to this application?
☐ Focus group questions
☐ Psychometric scales
☐ Self-completion questionnaire
☐ Interview questions
☐ Other debriefing material
☐ Covering letter for participants
☐ Information sheet about your research study
☐ Informed consent forms for participants
☐ Other (please describe):
The questionnaire list will be completed upon completion of the research work itself. At this stage of work, it has not yet been completed.