Research Proposal Report on Fortitude as a determinant of customer loyalty

Fortitude as a Determinant of Customer Loyalty: An Empirical Investigation

Research Proposal

Student ID


Table of Contents
Introduction 2
Background Statement 2
Objectives of This Study 2
Research Questions 3
Significance of the Study 3
Literature Review 3
Research Methodology 4
Independent and Dependent Variables 4
Hypothesis 4
Scope of Research 5
Expected Outcomes 5
Conclusion 5
References 6


In ever organization, the business stands in its ability for maintaining a strong and loyal customer base. Companies strive to live for clients and they are one of the major factors behind the failure or success of the organization. It is very crucial to keep these customers while making sure the customer satisfaction. It is significant for determining the growth and success of different service firms. It is not dependent upon the nature or size of the business. Apart from excellent servicing, there is another integral factor of consideration in the form of fortitude as a determinant of customer loyalty (Bei & Chiao, 2006).
Background Statement

Companies are able to consider fortitude as a determinant of the customer loyalty. They believe in the customer satisfaction and feedback for acting upon these factors in order to come up with better results. However, there are various factors of consideration in the form customer satisfaction, perceived value, habit and trust but customer loyalty is one of the major attributes of consideration. Oliver defined customer loyalty as a deeply registered commitment of the client towards the rebuying the preferred product. It causes a repetitive trend for the same brand when it comes to procurement in spite of different marketing efforts and situational influences associated with switching behaviour of clients. When it comes to understand the determinants of customer loyalty, there are two aspects of consideration in the form of behavioural and attitudinal considerations. Now, fortitude is one of those factors that comes into the picture when the brand image gets spoiled due to the rejection or rework. Fortitude defines the level of endurance by the organization against these negative factors related to the customer dissatisfaction. As there is a direct relation between the customer satisfaction and customer loyalty, negative remarks definitely affect people in a high impact mode. Therefore, companies need to develop a habit of endurance or fortitude in order to maintain the customer loyalty (Li & Wang, 2006).
Objectives of This Study

This study has following objectives:-
• Defining the relationship between the customer satisfaction and customer loyalty
• Identifying different determinants of customer loyalty
• Defining and implementing fortitude as a major aspect of consideration for the customer loyalty
• Determining advantages of managing fortitude during rejections or market downfall
• Relating fortitude with brand management and brand loyalty
• Establishing fortitude as a determinant of customer loyalty
Research Questions

Based upon the research objectives given above, following research questions are created:-
1. What is the relationship between the customer satisfaction and customer loyalty?
2. What are different determinants of the customer loyalty?
3. What are the advantages of managing fortitude during market downfall or rejections?
4. How fortitude is important for customer loyalty?
5. How to relate fortitude with the brand management and brand loyalty?
6. How to establish fortitude as the determinant of the customer loyalty?
Significance of the Study

Customer loyalty plays prime role in the organizational behaviour after customer satisfaction. This study will highlight different determinants of the customer loyalty with their effectiveness in the customer loyalty and brand management. All the employees and clients of the company can feel related to each-other in a very harmonic manner.
Literature Review

According to the theoretical framework provided by Oliver, there are two different aspects of consideration in the form of attitudinal and behavioural patterns. Holbrook and Chaudhuri also stated that purchase or behavioural loyalty includes repetitive brand procurement. On the other hand, attitudinal loyalty consists of an extent of commitment related to the disposition. This disposition is considered in relation to the unique brand value. In this case, the customer loyalty is considerable in terms of a bi-dimensional methodology which considered both, the behavioural re-purchase and attitudinal commitment as the prime motivators for the customer loyalty. Based upon different studies carried out in the past, customer loyalty is defined as the client’s most favourable attitude in the favour of the resultant repetitive procurement behaviour (Dickinson, 2006).
When it comes to understand different factors related to the customer loyalty, there is a need to consider the aspects of customer relationship management too. Various organizations have understood the significance of the customer relationship management. It provides a transition whole keeping balance between the customer development, acquisition and retention. Keller and Kotler (2006) provide a viewpoint that there is a need to choose the management of different customers for the maximization of customer loyalty. Any customer touch point is associated with an occasion where the customer faces the product as well as the brand after having real experiences for mass or personal communications to casual observations (Strachan & Roberts-Lombard, 2011).
Research Methodology

Here, quantitative analysis of the primary data will be used to generate results and outcomes. Therefore, a survey questionnaire will be generated for a sample of 200 random students from DIAC. These methods will be based upon the probabilistic mode of sampling. All interviewees will be subjected to this questionnaire and they are interviewed one by one to achieve research objectives.
Independent and Dependent Variables

IV: Fortitude
V: Customer Loyalty

H1: All the determinants of the customer loyalty are determined.
H2: Fortitude is defined as one of the major determinants of the customer loyalty.
Scope of Research

The scope of the research is narrated in the bullet points given below as:-
• Understanding features of the customer loyalty
• Identifying key measures of determinants in order to carry out the process of identifying them
• Relating different research determinants in order to fathom the level of their relation with each-other
• Identifying the need to consider fortitude as one of the major determinants for customer loyalty
• Analysing viewpoints of people and generating results based upon the analysis
• Concluding the research with reasonable remarks with critical evaluation of different factors
Expected Outcomes

Here, the research is supposed to give a detailed idea about the determinants required to maintain customer loyalty in the company. Moreover, there is a need to assess the level of customer loyalty required for assessing the need for significance. Thereafter, there is a need to check every determinant displayed at appropriate places so that factors affecting the customer loyalty are highlighted. All these determinants should be discussed one by one in order to get hold of the subject area while drifting slowly towards the main area of interest in the form of the fortitude. Finally, the research should conclude with the establishment of fortitude as one of the major determinants for the customer loyalty.

Customer satisfaction and loyalty are totally linked with each-other. So, it is always advisory to amplify determinants associated with the customer loyalty so that customers keep on coming back for the same quality. Fortitude is directly linked with the quality provided by the company within the said time frame. There are moments when the company is either not able to deliver on time or in quality to the client. It leads to the harmful implications related to the customer loyalty. At this stage, fortitude can really help in keeping the sync with customer needs so that these mistakes are not repeated in the future. The implementation of lean principle under the guidance of a lean manufacturing consultant is highly advisory.
Bei, L.-T., & Chiao, Y.-C. (2006). The Determinants of Customer Loyalty: An Analysis of Intangible Factors in Three Service Industries. International Journal of Commerce & Management, 162.
Dickinson, J. B. (2006). Customer loyalty: a multi-attribute approach. Research in Business and Economics Journal .
Li, H.-H., & Wang, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 271-282.
Strachan, L., & Roberts-Lombard, M. (2011). A conceptual framework proposition for customer loyalty in the short-term insurance industry – A South African perspective . African Journal of Marketing Management, 207-218.


Posted on

March 7, 2018

Submit a Comment

Your email address will not be published.