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An Exploratory Study On The Impact Of Research And Development On Customer Service And Quality Research Proposal Paper

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An exploratory study on the impact of research and development on customer service and quality


1.0 Introduction

Research and development simply refers to the constant improvement of product and services and which enable the business to continuously thrive in terms of its operation. Research and development also leads to innovations intended for these products and services. In generating high impact innovations, it is important that the organization should devise a systematic method of identifying opportunities that provide new value for the consumers (Johnston and Bate, 2003). The changing consumer preference was an opportunity that is exploited through innovation (Paley, 2006).  As such, a company must be able to introduce new brand concepts, strengthen design capability and enrich product offering continuously. Improvement of quality is therefore critical in the aspect of innovation as this could highly impact customer satisfaction.

Further, innovation also means to tolerate internal processes especially those that will contribute to the growth of the company (Johnson and Scholes, 2002). Customer service is one of these internal processes which purport external audience. For instance, listening to the voice of consumer (VOC) is one critical factor of customer servicing wherein the feedback of the customers are given its deserved value. These feedbacks from the customers are also used to inform research and development regarding their changing preferences, expectations and needs from the company. In this study, how research and development or simply innovation affects customer service and quality.

2.0 Problem Statement

The problem that will be addressed in this study is how innovation impacts customer service and quality. Specifically, how innovative strategies could lead to enhanced customer satisfaction and improved product quality is not known. Customer service is more than just addressing the needs and demands of the customers but should also extent its scope on investigating and solving customer problems in the areas of product, process and service. There is the necessity therefore to innovate not only in terms of products but also of processes and services. However, innovating the business environment from a static into a more responsive and proactive workplace that encourages listening to customer problems is not without difficulties. Research questions are as follows:

1)    How innovation of products, processes and services could effectively lead to enhanced customer satisfaction?

2)    How innovation of products, processes and services could effectively lead to improved quality of each?

3.0 Study Objectives

The main objective of this study is to explore the interplay between research and development and customer service and research and development and quality. There are three factors that will be considered: products, processes and services. In lieu with this, these objectives will be addressed:

  • Determine how innovative products, processes and services enhanced customer satisfaction
  • Distinguish how innovative products, processes and services improved quality

4.0 Methodology

The research will be approached based on an interpretivism view. Interpretivism is the necessary research philosophy for this study because it allows the search, of the ‘details of the situation, to understand the reality or perhaps a reality working behind them. It is necessary to explore the subjective meanings motivating people’s actions in order to understand their actions.

The study will be exploratory in nature because it aims to determine the present facts as well as facts that are not yet explored about the phenomenon. Exploratory research will enable the study to look at the problem in both descriptive and exploratory manner. It will look into the problem by exploring the views of different sets of respondents, as well as by exploring different literatures related with the study.

Primary and secondary research will be conducted in the study. In primary research, the study will survey leaders and employees for the purpose of determine various leadership styles within business-centered and public-administered organizations. A structured questionnaire will be developed and it will be used as the survey tool for the study. It is planned that the questionnaire will have a 5 point Likert Scale, as well as ranking questions.

Questionnaires will be used as the survey instrument. The questionnaires will be divided into two parts, the first part being demographic profile and the second part will devote itself on questions about customer service, quality, research and development.

5.0  Timeframe















Read literature













Finalize objectives













Draft literature review














Devise research approach













Review secondary data













Organize survey













Develop survey questions













Conduct survey













Analyze secondary and primary data













Evaluate data













Draft findings chapter













Complete remaining chapters













Submit to tutor and await feedback













Revise draft and format for submission













Print, bind and submit















Johnson, G and Scholes, K 2002, Exploring Corporate Strategy, Prentice Hall.

Johnston, R E and Bate, J D 2003, The Power of Strategy Innovation, Sage Publication, London.

Paley, N. 2006 The Manager’s Guide to Competitive Marketing Strategies, Thorogood: London.


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