Marketing and Management Student Complaint Behavior

Question: Discuss about theMarketing and Managementfor Student Complaint Behavior. Answer: The management problem discussed in the case study is the complaint behavior of the students of the university and its management in case they are not satisfied with the provided services and decides to either stays reluctant or can proceed to spread negative word of mouth. Descriptive research questions would be the choice of questions that could be appropriate for the proposed study for understanding the complaint behavior of the students and discover the gaps underlying in the delivery of the services of the university and take necessary steps. The research design for the proposed study should include two different activity sets of which the first set would involve the modeling of the research content which will form the conceptual design for retrieving the student experiences of the services of the University. The second set would include realization of the conceptual design that will be a part of the implementation of the project findings to improve the complaint management system of the University for developing the complaint behavior of the students (Myers 2013). From the earlier research, several critical directives were derived based on the complaint behavior of the customers which could be used as references for framing the research design and the questionnaire to be asked during the study. The factors like attitude and perception of the customers are important parameters that influence their complaint behavior and based on these parameters, the research questions would be so framed that will help to answer these critical aspects from the viewpoint of the university students. Gathering data for the research will include framing of research questionnaires that the students would be expected to answer either in the form of web based questionnaires or paper-pencil questionnaires. Other than this, data collection will also be conducted by computer-assisted personal interviewing, telephone interviews and face-to-face interviews. Both these techniques would be helpful to gather the student responses and estimate their complaint behavior according to the research design (Chua and Banerjee 2013). Since both qualitative and quantitative designs would be involved in the research, the structure of the interviews would be dependent on the type of research design and information to be gathered. The sampling frame and sampling unit relevant for the study would be formed from the undergraduate students who are enrolled in the disciplines of the university and should be segregated as focus groups for conducting the interviews and individual questioning. The sampling strategy that would be appropriate for the research would be stratified random sampling as students would be selected from various disciplines and the researcher needs to ensure that fair representation of the groups has been undertaken in the sampling procedure (Wah Yap et al. 2012). The research design would determine the steps that should be followed for designing the research questionnaires by considering the type of information required. The steps of the research questionnaires should be framed considering the target respondents and should be placed in a meaningful format and order (Davidow 2014). Open-ended questions would be appropriate for the qualitative design and closed-ended questions would be beneficial for the quantitative approach. References Chua, A.Y. and Banerjee, S., 2013. Customer knowledge management via social media: the case of Starbucks.Journal of Knowledge Management,17(2), pp.237-249. Davidow, M., 2014. The A-Craft Model of Organizational Responses to Customer Complaints and Their Impact on Post-Complaint Customer Behavior.Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,27, p.70. Myers, M.D., 2013.Qualitative research in business and management. Sage. Wah Yap, B., Ramayah, T. and Nushazelin Wan Shahidan, W., 2012. Satisfaction and trust on customer loyalty: a PLS approach.Business Strategy Series,13(4), pp.154-167.