Doctorate of Business Administration.
Introduction
- Background & rationale for research
- Research questions
- What is customer retention and what role does it play in fitness organizations?
- What factors lead to low rates of customer retention in the fitness industry in Singapore?
Literature Review
- Brief review of the literature
Customer Retention
Fitness Industry
Benefit of Customer Retention
Customer Retention in the Fitness Industry
Research design
- Identify research approach
(positivism philosophy & why)
- Say what research strategy
(survey research strategy)
- Describe data collection method(s)
A SERVQUAL model will be integrated with the questionnaires to ensure that the expectations of the customers of the fitness organizations in Singapore are measured
- How will you meet the overall aim of their research.
- How will what you have done so far and what you plan to do, demonstrate an understanding of research methods appropriate to their topic.
- How will what you have done so far and what you plan to do, enable you to significantly contribute to new knowledge through their DBA. You can state what you think their contribution to knowledge might be.
