Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

Very
 Moderately Somewhat Somewhat Moderately Very
Dissatisfied Dissatisfied Dissatisfied Satisfied
Satisfied
Satisfied

(0)
(20)
(40)
(60)
(80)
(100)
 
Figure 2.5: Measuring Customer Satisfaction
Keeping customers satisfied is very important because it is more difficult and 
expensive to attract new customers than to retain them. 
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Other performance metrics include Customer Retention Index (CRI) amongst others. 
The ultimate idea is to be able to attract, satisfy, retain, and keep customers loyal. If 
this can be achieved to a high percentage, then the business would have done 
something right in attaining competitive advantage.
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CHAPTER THREE
METHODOLOGY
“Marketing isn't somebody's responsibility; marketing is everybody's responsibility” - 
(Jack Welch, CEO, 1981 – 2001, General Electric Co.)
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CHAPTER THREE
3.0
METHODOLOGY
The main research method for this thesis includes the use of questionnaires, in a 
survey, to gather primary empirical data (via email link), and interviews (via 
telephone). I designed my survey questionnaire and interview after reviewing various 
research papers and marketing/management books by the likes of 
Adam S
., (2001), 
Roger B
., (2005), and
Dubrin J. A
., (2007). The survey interface was designed to 
discourage incomplete surveys through prompting, and as a result, almost 
completely eliminated partially completed responses. The brief interview was 
conducted to validated the responses to the survey questions and create more 
insight. This research is basically an inductive approach. It is a comparative case 
study with a combination of qualitative and quantitative analysis (see Ghauri Pervez, 
Gronhaug Kjell, 2005, p. 108 – 121). The research design is casual in nature, and 
explanatory, creating yet another step to a more in-depth research in this area (see 
Ghauri Pervez, Gronhaug Kjell, 2005, p. 57 – 59).