The following paper is going to propose a research investigation that is going to be conducted on Telstra Shop South Melbourne. The research is going to be conducted through a hypothesis research method, which has been discussed in the upcoming slides.
The research is going to focus some certain problems pertaining to the implementation of the theory of Planned Behaviour that was proposed by Icek Ajzen. The research will be conducted in order to investigate how far the company Telstra Shop applies Ajzen’s model of TPB in their customer relationship management.
The case company Telstra being the largest telecommunication service provider in Australia has certain business level organisations in the Australian market. However, recent survey and company’s financial report has revealed that the company has lost certain number of customers. The reason has been lack of proper service provision by the company and its different local branches. The research will focus the CRM and sales practice of a particular Telstra branch in southern Melbourne.
The ever growing market of cellular phone needs extra attention of the service providers towards their customer service satisfaction. Previous works on the cellular companies and their customer strategies have been limited within the basic relationship management of the organizations. However, presently proposed research is going to make use of the applicability of the Theory of Planned Action in customer service sector of Telstra shop.
Though Telstra has been tremendously successful in handling the customer relation, some of its branches are found to have let the customer go away without any strategic motivation from the core management body. Though Telstra Shop of South Melbourne has been offering the customers best smart phones in a discount rates, the customers do not seem to be turning to the Shop. After 2009, Telstra Shop hhas been loosing notable number of customers in its mobile services, whereas the shop has been able to retain its broadband customers. It is going to be the main concern of the research why the customers are considering two different services/ products of a same company in opposite manner.
Telstra is the most profited telecom organisation in Australia. In telecom industry, it has enjoyed the highest margin of profit. However, according to the recent sales report of the company, Telstra has faced more than 3 % (three percent) downfall in its revenue. Last year Telstra enjoyed the revenue of more than 16% whereas, the FY 2016-17 report states that the revenue dwindled down to 12.8% (ABC News, 2017). It is clearly reflected that the customers are moving away from the company as it might have dissatisfied or discontented the consumers with its service provision. The following research is going to investigate the actual reason behind such dwindling rate of revenue with special reference to consumer-relation with the company, specifically its South Melbourne branch. The research will be narrowed down, as the investigation will be carried out to find whether the company is following and implementing Ajzen’s Theory of Planned Behaviour while dealing with the retention of the customers and the clients.
The research seeks to answer the following questions:
In the year 1985, Icek Ajzen proposed the Theory of Planned Behaviour that he actually developed from the theory of reasoned action. The eminent scientist and psychologist Martin Fishbein along with Ajzen had proposed the latter theory. According to the proposed theory, performance of behaviour by a person is ensured by the proven intention of the same, which mean a person is subject to behave according to his or her need and intention of doing so. Behavioural intention predicts whether the person will perform a certain work. It will further predict the amount of work performed by the subject person.
Ajzen has developed three models while establishing the theory:
Attitude
Normative component
Attitude: A person is known for his or her attitude towards specific set of act or behavior. The attitude is determined as his or her innate personality because it does not change throughout his or her life. However, the attitude can be modified through the convincement of a particular product or service available in the market.
The Normative component: Normative Component is the belief that a person has regarding the value of a product or a service provided by a particular organization. Normative belief is variable depending on the quality of service provision.
Perceived Behaviour Control: A person can control his or her behavior to the degree of perseverance. Pertaining to the degree of his or her interest a person can control the behavior towards a particular product or service.
Intention, as Ajzen described, flows from all the determining factors that lead to towards the outcome of behavior. The research will adapt the intricate concept of this theory while analyzing Telstra Shop’s attitude in understanding customer behavior.
The entire research will be structured according the standard research technique:
Hypothesis of the research
Research Questions
Research Objectives
Primary Research
Types of Investigation
Data Collection Method
Data sampling Method
Accessibility Issues
Ethical Issues
Plan for Data Analysis.
Since the research is going to be a hypothesis testing one, it is going to establish either of the following hypothesis or the counter hypothesis:
Hypothesis 1: Telstra Shop South Melbourne Implements the Theory of Planned Behaviour in attracting the customers for sales
Hypothesis 0: Telstra Shop south Melbourne does Not Implement the Theory of Planned Behaviour in attracting the customers for sales.
It shall be the main objective of the research work to stay strict to the aforesaid hypothesis.
Descriptive Research Method: Descriptive Research method is followed and undertaken when the researcher conceptualizes theories and relate them to the research problem.
Exploratory Research Method: When the conductor of the research is not properly acknowledged with the research topic and its outcome, he or she goes on with exploratory research technique so that new concept can be explored.
Hypothesis Testing Method: In hypothesis testing method, the research personnel tries to establish the research hypothesis through argument and profound theoretical study and empirical survey.
Justification of the Chosen Method: Since the discussed topic is going to establish the argument for a particular theory and its implementation, both descriptive and hypothesis testing method will be used while conducting the research.
Primary data Collection Method: Primary data collection is also known as Raw data collection method. It includes retrieval of data and information directly from the respondents through a set of questionnaires and survey. There are several methods in primary data collection. These are:
Observation Method: in behavioral science, primary data collection is used. When the research is intended to be conducted in a formulated and systematic way, observation method is applied. There are different types of Observation methods as well:
Structured and Unstructured Observation: structured observation is selects pertinent data and information whereas, unstructured observation does not deal with definite data.
Participant and disguised Observation: In case of participant observation, a researcher directly involves as an observer. In case of disguised observation, the presence of the researcher is unknown or not noticed.
Controlled and Uncontrolled Observation: controlled observation occurs in experimental and arranged settings whereas uncontrolled observation occurs in natural setting.
Secondary Data Collection Method: Secondary data collection includes indirect or passive source of information through media (mass media or social media). Collection of secondary ddata has some of the following characteristics:
Justification of Chosen Data Collection Method: Since the particular research is going to address the customers and employees of Telstra Shop of South Melbourne, primary data collection method is going to be adapted by the research team.
The investigation is not going to be limited in statistical interpretation. Hence, data analysis will be qualitative one. The mode of customer retention of the company will be analyzed through the interpretation of different theories. While interviewing the respondents, the researcher shall relate the strategic frameworks of the company
There are two kinds of data sampling methods- Probability and non-probability.
This research is going to follow probability sampling of data, as different respondents will be chosen for the personal interview or placement of questionnaire. Choice of the respondents is not going to be biased in terms of gender or socio-economic class.
In order to conduct the research, a set of questionnaires will be designed. The respondents shall be the customers of the company, the employees who deal with customer service, and the management body who channelizes the plan for customer retention.
The questionnaires shall be mostly open ended so as to relate the theoretical frameworks to the empirical practices of the company.
Will the human subject be informed about the detailed objective of the research?- YES
Will the human subjects be considered to discontinuation of response-participation if needed?- YES
Will the confidentiality of the subjects’ identity be ensured?- YES
Will the monetary advantage of the subjects be exploited unethically during the research?- NO
Will physical safety of the respondents be ensured and protected?- YES
Will the investigation involve deception of the human subjects?- YES
Will the information about the human subjects be obtained from the third party?- NO
Will the human subjects be put into any mental or physical stress during the research investigation process?- NO
Will the publication of the result of the research interfere with confidentiality of either the human subjects or the case organization?- NO
Will there be any debriefing once the data are retrieved? – YES
Research outcome:
The research is going to propose the following outcomes:
Concise information about the shop’s proper strategy on customer retention
Theoretical substitute of the theory of planned behavior
Proposed selection of the given theory pertaining to the betterment in customer service strategy
In one word, the research is going to help the organization- specifically Telstra shop to go through new theoretical approach in customer retention.
The research affects the followings:
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