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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
Quantitative
Qualitative Number. Point of view of researcher. Research distant. Theory testing. Structured. Generalization. Hard, reliable data. Behavior. Words. Point of view of participants. Research close. Theory emergent. Unstructured. Contextual understanding. Rich, deep data. Meaning. In the theory of (Boris et al. 2011, 144) define the qualitative research is “an interpretivistic approach where acquire knowledge more by developing an 29 understanding of phenomena through a deep-level investigation and analysis of these phenomena”. Bryman et al. (2015, 416) summarize the difference between quantitative and qualitative research as could be seen above in Table 1. According to Daymon et al., (2011, 349-352), the mixed methods research is a combination of qualitative and quantitative approaches within a single study, mixed methods have increasingly become applied, preferred in the business management research. Also, mixed methods are a complex process which involves several approaches to different philosophical foundations and strategies to clarify the major importance of research. For instance, integrates structured interviewing with structured observation or ethnography with semi- structured interviewing as two strategies of research are associated with just one research strategy (Bryman et al., 2015, 641). The definition of using mixed methods is could be considered as multi- dimensional nature, where capable of discovering a wide range of different aspects and level of single research, furthermore, it is probably enabled researchers to answer a research question in confirmatory and exploratory at the same time in order to produce the theory in the same study. Finally, it is probable to overcome some limitations of one methods research by engaging wider contextual or structural aspects (Daymon et al., 2011, 351). As suggested by (Daymon et al. 2011, 354) who defined the mixed research into two types: sequential explanatory design and concurrent design, the concurrent design has been carried out by the researcher in this study in process of collecting and analyzing data of quantitative and qualitative methods which two methods occurred at the same time as using one distinct research strategy to validate or confirm another one in order to provide a sufficient understanding of the phenomenon. The mixed method has been used in this study to enable the research to evaluate and optimize the internal and external factors of service marketing to improve the perceived service quality of the chosen company. The mixed 30 methods conducted to collect data from survey and semi-structured interview so that enable the researcher to find the answer of the research ’ questions from opinions of participants and management of the single case study. The quantitative approach has been conducted in survey questionnaire technique to measure the gap carefully between what customers’ perceptions and expectations in the prospect of external service marketing by using for that SEVRQUAL instrument, this instrument of SERVQUAL will provide an insight knowledge of customers ’ view regarding estimate the variables of SERVQUAL attributes. Meanwhile, the qualitative method has been conducted in the semi- structured interview with the management and employees of the company. The semi-structured interview was used to explore in depth the knowledge of hidden interpreting and opinions of employees in terms of internal service marketing which have an effect on the service quality of what customers’ experience, and to understand what the critical issues and limitations of the strategic management for the chosen company are. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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