PSB6012CL Factors Influencing Brand Loyalty of Spa Company in Singapore | Report, Nov Sem 2024, Singapore

Background

The spa industry in Singapore has been badly affected by the recent pandemic that has hit the nation. In March 2020, to stamp out the spread of the coronavirus, the Singapore government ordered an extended period of temporary closure of spa outlets within the country. Even after the lock-down period, due to the fear of being infected, many Singaporeans stopped visiting spas. Moreover, due to the growing number of infections globally, the Singapore government stopped most tourists from visiting Singapore. This further reduced the customer base for local spa operators. As a result, many spa companies have closed down in the past two years.

With the relaxation of the COVID restrictions in Singapore and the spa industry market value likely to return to pre-COVID-19 levels soon, the management of a spa company in Singapore feels strongly that it must improve its customer loyalty strategy to retain its local customer base. The management realizes it is still clueless on how to retain its customers effectively, despite many of its competitors having been phased out of the market. Consequently, they have decided to conduct a marketing research study to determine the factors that will influence customer loyalty. The management is interested in finding out whether factors such as brand awareness, brand trust, perceived price, and service quality are important predictors of customer loyalty.

Task

Assuming you are the research consultant contacted by this Spa company to design a business research study to meet the needs of the management.

Your task is to create a 4000-word business research proposal for a business research study to find out the factors (or constructs) that will impact brand loyalty of the Spa company in Singapore.

Proposal Contents

• Introduction (a brief description of the research client business and the reason for conducting the research)
• Problem definition (formulation of the research aims, research question, and research objectives)
• Literature review for four factors (or constructs) identified as critical drivers
• Proposed research design plus justifications
• Research ethics
• Proposed data analysis plan
• Plan for presentation and discussion of research findings
• List of references (in APA referencing style)

Learning Outcomes Assessed:

• Critically examine current knowledge in a specified area as a means of establishing the status and limitations of current knowledge in that area, to create a literature review.
• Develop a business research question and justify its relevance to practice and its significance as a potential contribution to existing knowledge, to create a series of research questions.
• Select and justify a research methodology to meet specified research aims and objectives; create a methodological approach to investigate the research questions.
• Critically appraise data analysis techniques; create a framework to analyze and interpret research data.

Marking Scheme

Rubric Sheet – PSB6012CL Coursework