Examining the changing of royalty behavior in postmodern culture: A case of food delivery service platforms
Introduction
Demonstrates excellence in introducing and accurately summarising the research project, its nature and business context. Demonstrates excellence in evaluating the expected value of the information. Succinctly articulates the expected value of the information to be obtained and justifies the research.
Background of the Problem
Food delivery services change the Traditional View (IHIP), modernism, of restaurant services via its functions in Intangibility, Heterogeneity and Inseparability/Simultaneity. Service experiences especially in intangible elements such as restaurant atmosphere are eliminated.
What is already known and unknown?
– From Postmodernism to Postmodern Consumer. The Impact on the Consumption Theory (pdf attached)
Postmodern consumers à no boundaries à the person who typically don’t go to pubs can order foods from pubs at night via the platforms. Don't use plagiarised sources.Get your custom essay just from $11/page
– Past research in relationship marketing e.g. the suggestion that ‘neither loyalty satisfaction, nor loyalty and profitability necessarily go hand in hand’
– Service marketing
– The Three-stage Model of Service Consumption (pre, encounter, post)
What research question are you going to address?
Why CityA a good place to conduct the research?
– The period of the growing of food delivery service platforms in CityA such as Uber Eats, Menulog and Deliveroo. Escalating of number of the platforms’ partners from restaurants, café to pubs.
– Stage2: Growth in the Product Life Cycle. Hence, it is the great period to examine consumers in all adoption stage from innovators, early adopters till laggards (The Diffusion of Innovation).
Aims
What do you want to know, prove, examine? (list in a logical sequence)
Many restaurants be a partner with these platforms, many of restaurants be partner with all available platforms in the hope to increase sales which is seem to be very transactional marketing base. But the profits can be generated and increase overtime from re-purchasing which is relational marketing. So, what royalty-type behavior of the consumers of these food delivery service: switching, promiscuous or polygamous?
Since the service satisfaction is evaluated from only restaurants ‘pure-product’ and the rest are from the platform services, in post-consumption stage, did customer satisfy for the service or product?, and what the customers royal for: the restaurants’ products or the platforms’ services?
Changing in involvements?
Explain with Type of loyalty: attitudinal, behavioral, spurious, latent + Relative attitude-behavior relationship + Framework of customer royalty
Methodology
The data are drawn from an ethnographic study at CityA.
What methods will you use to address your research problem?
What do you need? Particular resources?
Barriers or pitfalls? Does the research involve human ethics?
– Descriptive research: surveys using structured questionnaire using mail and electronics survey methods
– Multiple time and overtime from consumers in different stage (The Diffusion of Innovation)
– The data collected will be manipulated and deciphered using SPSS (Statistical Package for the Social Sciences) software
Expected outcomes
Importance of the project: why it is worth pursuing?
benefits, positive expected outcomes à relational marketing strategy proposing
Timetable
Timeframe for each broad stage
literature surveys, data collection, production, modelling, review, analysis, testing, reporting, chapter and thesis writing, and thesis submission date
(want to see the changing of behavior, so the )