Introduction

Research Background

The inherent purpose for undertaking the proposed study shall be to clarify the extent of significance relating to consumer loyalty for retail industry as this industry represents a domain that is exceptionally engaged entailing the fulfilment of client desires as well as requests representing a critical perspective for accomplishing development to business as well as revenue growth. The proposed research shall strive in studying as well as illustrating the steps that are undertaken at Apple stores across United Kingdom for addressing the various issues pertaining to clients as well as in addition for highlighting the overall significance concerning consumer satisfaction in making Apple stores to be effective. Apple represents one amongst the largest of global brands have retail locations across the world, with its home location bases in United States.

Apple’s brand image within the global electronic domain is one of the very best. Despite the price constraints, that is, premium pricing of the Apple products, customers continue to be loyal in huge numbers to this company and the same is so for very long period (Apple, 2021). Hence, it shall be clear in that this organisation need to use different and intricate strategies for satisfying its customers, on account of customer satisfaction being the crux for customer loyalty as well as therein higher productivity for the organisation (Bender, 2020). The proposed research shall be undertaken for investigating the unique set of strategies employed by Apple stores as well as trends in customer satisfaction.

Aim

The aim of the proposed research is to establish the significance as well as criticality concerning consumer loyalty to aid in reasonable business development and gaining other advantages by way of diverse policies and strategies used by Apple stores for satisfying its clients.

Objectives & Research Questions

The objectives of the proposed research include the following: [1] Undertake assessment of significance pertaining to consumer loyalty for retail industry, [2] Identification of standardised purposes with respect to client loyalty/ satisfaction and their disillusionment, and [3] Discussion of the methodologies and approaches established at Apple stores for benefiting its clients

The research questions of this study include the following:
• What are the assessment outcomes on the significance pertaining to consumer loyalty for retail industry?
• What are the characteristics and elements of the standardised purposes with respect to client loyalty / satisfaction and their disillusionment?
• What are the outcomes from the discussion of the methodologies and approaches established at Apple stores for benefiting its clients?

Literature Review

It can be noted that this proposed research is concentrated over the investigation concerning customer satisfaction at Apple stores. In essence, customer satisfaction represents a critical element in a business (Soniya & Mohanraj, 2018). At present, customers can be understood to have become very selective on account of the trends that they have better access to wide-ranging options in market for alternate products and the also access to comprehensive information on the product options. Hence, customer satisfaction shall represent a highly critical element for the customers as well as to retain business sustainability (Soniya & Mohanraj, 2018). With respect to the said context, Apple pursues a niche marketing despite mass marketing having undertaken by Samsung. On account of niche marketing being followed by the company, customer satisfaction shall be of high significance.

Loyalty of the customers to the concerned companies shall represent a crux for customer satisfaction, as even when the customers shall receive required product /services from organisation, meeting the expected needs, they shall be highly attracted to the concerned company as well as will not switch to other brands (Soniya & Mohanraj, 2018).

Research Methodology

For the proposed research, deductive approach shall be employed to undertake this research because as deductive approach aids in establishing research hypothesis initially and later on gather required information and reach suitable findings by way of suitable analysis focussed on its objectives / research questions (Patten & Newhart, 2017). The proposed approach shall be relevant for this study.

Research Design

In the proposed research, an analytical form of research design shall be employed as the same is a study that uses primary data. This analytical or else descriptive form of design aids in the analysis of research findings using quantitative as well as qualitative data, and in this manner enhance overall effectiveness of intended research outcomes (Patten & Newhart, 2017).

The essential framework concerning research design to be used includes: [1] drafting the initial thoughts: the same focusses on drafting the initial thoughts which shall aid in undertaking case study-based analysis as well as research process, [2] sampling technique: staff as well as customers from Apple stores shall be identified to undertake interview for judging customer-company level relationship by way of focus group / research population, [3] sampling technique: for this research, whilst undertaking the interview of managers at Apple, a non-random form of sampling technique shall be used, as samples shall not get selected in a random manner, and [4] interviews: the same shall aid in the collection of required primary data to undertake drafting. As noted, it will entail collection of primary data that is qualitative in mature from participants who possess required knowledge with respect to proposed research (Patten & Newhart, 2017).

Data Collection Method

This research shall entail collection of both qualitative as well as quantitative data. The methods used for collecting these data shall include the following: [1] qualitative data shall be collected using interview approach from managers at the Apple stores at United Kingdom. The sample size will be 3, and telephonic interview shall be used to undertake the interview with these managers at Apple store. They focus of this interview shall be on the significance concerning the policies/ strategies used to deliver customer satisfaction (Ghauri et al., 2020), and [2] quantitative data shall be collected using a survey study from 50 customers who had made purchases at the retail stores of Apple. These customers shall be provided with survey questionnaire using a suitable online platform, and this platform shall aid in gathering the feedback. The focus of this study shall be to assess the satisfaction levels of customers with respect to the service offered by the company (Ghauri et al., 2020).

Data Analysis

The qualitative data collected shall be analysed using content analysis. Content analysis shall entail a detailed qualitative assessment of the interview transcripts using logical evaluations, patterns identification, and other commonalities / differences to reach suitable conclusions. The quantitative data shall be analysed using simple statistical tools like correlation and the outcomes of the analysis shall be used for addressing the research questions (Ghauri et al., 2020).

Research Timeline

The timeline planning of this research is presented below –
Table 1 – Research Timeline

References

Apple. (2021). Apple Inc. Retrieved from:
https://investor.apple.com/investor-relations/default.aspx

Bender, B. (2020). The impact of integration on application success and customer satisfaction in Mobile device platforms. Business & Information Systems Engineering, 62(6), 515-533.

Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press.

Patten, M. L., & Newhart, M. (2017). Understanding research methods: An overview of the essentials. Routledge.

Soniya, D. K., & Mohanraj, M. G. (2018). A Study on Factors Affecting Brand Trust Apple I Phone. International Journal of Trend in Scientific Research and Development, 2(6), 1476-1486.