There are several steps in a marketing research process. First step is defining the problem. Problem can be said as the matter or things occurred which will lead to the customer unsatisfied. Defining the problem can involve several tasks such as interviewing with industry experts, having discussion with decision makers and secondary data analysis. After visiting the POPULAR, we found out that there are few problems which made us unsatisfied. For example, some of the outlets such as Tesco POPULAR, the area of the outlet is quite narrow and the environment is messy.
Furthermore, some of the books do not arrange properly, this will cause the customers face a lot problems and inconvenient to search for their books. The first two steps in the marketing research can really help POPULAR to improve customer service. The second step of the marketing research is developing an approach to the problem. Defining the problem which related to customer service can let POPULAR to know what their weaknesses are and what they should further improve in their management. After defining the problem, an approach is then developed to solve the problem. The employees should be given some training before they are employed.
They should keep the environment tidy and clean to make the customers feel comfortable when they are in the POPULAR outlets. Therefore, the problem which might lead to customer unsatisfactory can be solved. With an appropriate approach, customer service can be improved and satisfy customer’s needs and wants, thus, POPULAR can gain the customer loyalty and customer retention. POPULAR considered as a self-service bookstore. Many customers do not refer to the employee and they like to search on themselves. Customers might feel frustrated if the book they search does not exist in the bookstore.
Base on this problem, the marketing researcher can search some information and develop and approach to solve this problem. The approach which Popular can do is come out with smart computer, aiding the customers to search for the books. With a smart computer, customer can immediately know where the books located are and whether the book is existed or not. This can save the customers’ time and bring a lot of convenient to them. Third step of the marketing research process is formulating a Research Design. In this step, marketing researcher can decide whether to develop a descriptive research or causal research.
If the marketing researcher wants to use descriptive research, then the marketing process can go to fourth and fifth step. Data collection and analyzing data is the fourth and fifth step of marketing research process. By conducting a descriptive research, the management can know what the characteristic of the market/customer is. The data can be collect from the customer who always patronizes the store or passer-by in shopping mall. The data is then analyze and transform into useful information. The information can be use to improve the customer service.
Management or the employees can get a direction from the information about what customer service should be improve or what customer service should be added. Taking an example, marketing researcher can make a research to collect information about the customer characteristic, customer satisfaction level and consumer behavior. After the data is collected, marketing can analyze then decide which part of the customer service have to improve and have to add. Popular in Penang Island have no any online purchase service and also delivery service. So, the marketing researcher can make a research on customer.
They can make the research through surveying. Marketing researcher can collect the information about customers’ opinion towards online purchase and delivery service. The data is then analyzed and the outcome can be use for the decision maker to decide whether they should add online purchase service and delivery service or not. The marketing research process can really help to improve customer service because it can point out the problem or unsatisfactory of customer, develop an approach to solve the problem, formulate a research design and come out with a lot of useful information to help Popular improve customer service.