Methods

Methodological perspectives

The research design at this point is to explore consumer perceptions towards service quality, customer satisfaction and customer loyalty of different commercial swim clubs in Shanghai. In other words, it is a study to discover and understand how consumers perceive, think, feel and about their experience of different swimming club.

This is not only passive experience as in feeling an emotional response to store attributes as in ‘liking’or ‘disliking’, but also active experience as in being in touch with the functional store attributes in ways that ensure that the consumers’ experience is an holistic one in which they experience complete social satisfaction or alternatively, of course, dissatisfaction. Such research processes are typical of phenomenology and the characterization of the phenomenological approach (Flick, 2002). In consequence the dominant research philosophy to be adopted is phenomenology, nevertheless many of the processes, collection of data, use of questionnaires and their interpretation emulates the positivist approach since the data will be both qualitative and quantitative in its nature.
 
The inductive approaches will be in this research--This is characteristic of the discipline of phenomenology (Cooper, 2003). The works of Churchill and Iacobucci (2005) provides a clear guideline on the need for an effective design of specific research questions which elicit the expected response from interviewees and respondents.

A survey strategy is planed to collect primary data on the opinions of club members. A mix of interviews as well as leading and importance questions questionnaires (see appendix) would be the main research instruments for the primary data collection. The research design at this point is to explore consumer perceptions towards service quality, customer satisfaction and customer loyalty of different commercial swim clubs in Shanghai. In other words, it is a study to discover and understand how consumers perceive, think, feel and about their experience of different swimming club.

This is not only passive experience as in feeling an emotional response to store attributes as in ‘liking’or ‘disliking’, but also active experience as in being in touch with the functional store attributes in ways that ensure that the consumers’ experience is an holistic one in which they experience complete social satisfaction or alternatively, of course, dissatisfaction. Such research processes are typical of phenomenology and the characterization of the phenomenological approach (Flick, 2002). In consequence the dominant research philosophy to be adopted is phenomenology, nevertheless many of the processes, collection of data, use of questionnaires and their interpretation emulates the positivist approach since the data will be both qualitative and quantitative in its nature.#p#分頁標題#e#
 
The inductive approaches will be in this research--This is characteristic of the discipline of phenomenology (Cooper, 2003). The works of Churchill and Iacobucci (2005) provides a clear guideline on the need for an effective design of specific research questions which elicit the expected response from interviewees and respondents.

A survey strategy is planed to collect primary data on the opinions of club members. A mix of interviews as well as leading and importance questions questionnaires (see appendix) would be the main research instruments for the primary data collection.

3.2 Research design
3.3 Population, sample or subjects
3.4 Date collection methods

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