BMO6630 Business Research Methods For Conspicuous Consumption

ods, quantitative methods, mixed methods and conceptual methods. The articles that have been taken as an example are organized accordingly. The articles start with the conceptual model studied by Pérez and Rodriguez (2015), the quantitative model studied by Hussain Al Nasser and Hussain (2015), the qualitative study by, Calder Isaac and Malthouse (2015) and last but not the least in any ways, is the use of mixed methods to analyze the following topic studied by Molina et al. (2015).

The conceptual paper of, Pérez and Rodriguez (2015) has evolved the different features on how actually the corporate social responsibility of the companies had an impact on the customer satisfaction in the business organization referring especially to the banking industry. On the other hand the quantitative study undertaken by Hussain Al Nasser and Hussain (2015) has verified the linkages amongst the quality of the service provided by the organization, image of the service provider, value provided to the customers and customers satisfaction on receiving all these things. The study of Calder Isaac and Malthouse (2015) has been selected as the qualitative study in this particular response. The selected qualitative study has mainly discussed about why customer engagement must be the main objective of marketing.  The paper has highlighted the conceptualization and measurement of engagement and has termed it to be challenging in nature. The mixed method theory has been discussed in the last chapter studied by Molina et al. (2015) satisfaction of the customers of a business organization. The mixed methods have gained much more reputation because of the used of both the quantitative and qualitative method for the study of the following topic presented in the following structured abstract. The paper has studied the topic based on the use of the tourism management as the main source of the following study. The research has used the relationship between the quality and environment management and the competitive advantage sought by the hotels. The themes along with the different types of the limitations and future scope of the following abstract have been provided in the following assignment.

Common Themes/findings across the four articles 

All the different papers selected for this particular file concentrates on some different aspects of customer satisfaction. However, the papers are overall common on the same point. Customer satisfaction is one of the best studied areas in marketing because in the modern globalized world it has turned into one of the principal factors in achieving the personal goals of the organization. It is considered one of the baselines that set a standard for the performance of the business accordingly. The business organization always has the tendency and makes it a priority for ensuring the satisfaction of the customers of the business. The different papers selected in this particular abstract have discussed the different types of the factors and process that are related to the satisfaction of the customers of the business. The intense competition in the business industry has made the customer service just not enough to ensure customer satisfaction. The companies thus are gradually employing multi dimensional concept to ensure the success of the business organization.  

Different themes/Findings across the four articles 

According to, Pérez and Rodriguez (2015) the Customer Social Responsibility of a company influences the affective responses of the different types of the customers such as their identification with the company and the satisfaction. The following responses determine customer recommendation and the repurchase behavior of the different customers of the organization. On the other hand accor4ding to, Hussain Al Nasser and Hussain (2015) the service quality of the business is mainly determined in the globalized world by means of Reliability, responsiveness, Assurance, Tangibility, Security and Safety and Communication.  On the other hand the qualitative paper by Calder Isaac and Malthouse (2015) has studied the flexible measurement approach to derive the idea about the kind of consumer behavior. The importance of the development of marketing metrics is another main theme of the following paper. The mixed methods paper studied by Molina et al. (2015) has concentrated the study on the quality management of a number of different practices that are helpful for the management of the different kind of organizations in the management. The changing times in the organization has changed the way people perceive quality. Therefore quality is one of the important elements that determine the satisfaction of the different customers in the business organizations.

Study Limitations and difference across the various studies

The different papers used in this particular assignment have different kind of limitations. The conceptual paper titled; “Corporate Social Responsibility and Customer Loyalty” has discussed mostly on the CSR image of the banking industry and has failed to reach out the other important elements related to the customer satisfaction and the CSR elements in other kind of industries. Apart from this the service quality in the quantitative paper has a limited scope and has failed to provide a detailed approach to the following assignment. The quality management of the qualitative paper has mainly used all the different information in a limited manner which has led to the limitation of the scope of the assignment.

Future Research/Directions Proposed in the chosen articles

The four different papers have presented their own point of view of discussing about the Customer satisfaction as a part of conspicuous consumption. The papers have been selected considering the extensive research performed in each of them. However, it will be better for the future researches to choose the mixed paper because of its characteristic of using both the qualitative as well as the quantitative paper for studying the following topic. 

References

Calder, B.J., Isaac, M.S. and Malthouse, E.C., 2015. How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences. Journal of Advertising Research, pp.JAR-2015.

Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, pp.167-175.

Molina-Azorín, J.F., Tarí, J.J., Pereira-Moliner, J., López-Gamero, M.D. and Pertusa-Ortega, E.M., 2015. The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry. Tourism Management, 50, pp.41-54.

Pérez, A. and Rodriguez del Bosque, I., 2015. Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing, 29(1), pp.15-25.