research methods, prposal by imran khan

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RESEARCH REPORTThe role of information systems in enabling the organisations to satisfy their

customers in more effective manner: A case of Dell Inc. information systems

SUBMITTED BY: IMRAN KHAN

BANNER ID: B00213124

SUBMITTED TO: DR. EWAN MACARTHUR

DATE OF SUBMISSION: 11/01/2013


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Table of Contents

1 Title ......................................................................................................................................... 3

2 Abstract ................................................................................................................................... 3

3 Aims......................................................................................................................................... 4

4 Objectives................................................................................................................................ 4

5 Rationale of the chosen research work .................................................................................. 4

6 Literature review ..................................................................................................................... 5

6.1 evolution of the information systems use ....................................................................... 5

6.2 Information systems and their effectiveness................................................................... 6

6.3 Advantages associated with the integration of Information systems ............................. 7

6.4 customer satisfaction ....................................................................................................... 7

6.5 Information systems and customer satisfaction .............................................................. 8

6.5.1 Updating systems from time to time ........................................................................ 8

6.5.2 Providing the power for selection ............................................................................ 9

6.5.3 Marketing of products and services ......................................................................... 9

6.5.4 Improvement in the customer services .................................................................. 10

6.5.5 Knowing the activities of the competitors .............................................................. 10

7 Research methodology ......................................................................................................... 11

7.1 Research philosophy ...................................................................................................... 12


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7.2 Research hypothesis....................................................................................................... 12

7.3 Research approach ......................................................................................................... 12

7.4 Research strategy ........................................................................................................... 12

7.5 Research choice .............................................................................................................. 13

7.6 Research instruments..................................................................................................... 13

7.6.1 Data collection ........................................................................................................ 13

7.7 Research ethics............................................................................................................... 15

8 Research time plan ............................................................................................................... 15

References .................................................................................................................................... 16


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1 TITLEThe role of information systems in enabling the organisations to satisfy their customers in

more effective manner: A case of Dell Inc. management systems.

The variables that will be studied in this research work are the integration of the information

systems and the satisfaction of the customers. Information systems are playing an important

role in making the organisations gather the information about their customers and enable to

satisfy them with prompt actions and replies solving their issues and replying to their queries

(Buckley et al, 2008).

The research question for the study will be:

What effective role does information systems of Dell INC. play in satisfying their customers?

2 ABSTRACTBusiness world is nowadays concentrated with variety of information systems and they have

been playing an effective role in the organisations which are making the decision making

processes more effective in satisfying the customers. organisations are developing more

developed and sophisticated information systems according to their specific business needs in

order to get the desired benefits of the new intelligent systems. Some of the organisations face

many problems as well in implementing the information systems correctly and getting the

desired results and there have been many reasons identified for those problems. However

information systems implementation has been increasing at a very higher rate irrespective of its

size and resources. Furthermore the main focus of this research is on the satisfaction of the

customers that is achieved by the organisations by using information systems. The increasing

need for the integration and use of the information systems have made the researcher

investigate this area of concern for every business entity. The information systems have been

playing an effective role in helping the organisations in retrieving the most relevant information

about the needs and preferences of the customers. Furthermore, these systems filter the most

relevant information regarding the markets trends and changing market behaviour. The

researcher from the existing literature also identified that there can be a relationship between


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the information systems and customer satisfaction. For this purpose the researcher will conduct

a research at Dell Centres in Pakistan to know whether the information systems have been

helping the Dell Inc. to satisfy their customers. The researcher will ask 20 employees and 80

customers at Dell Centres in Pakistan and from the analysis of the collected data will come to

know about the role of information systems in organisations to satisfy their customers and the

hypothesis will be either accepted or rejected on the basis of collected data.

3 AIMSThis research work has been conducted with the aim to assess the role of information systems

in satisfying the customers by considering the information systems and case of Dell INC.

4 OBJECTIVESThe objectives that would be achieved by the researcher in this study are:

To assess the existing literature on the effective role and increasing use of informationsystems in the organisations.

To evaluate the benefits that the organisations have derived by using the informationsystems and to know how these systems have enabled the organisations to satisfy the

customers.

To construct a research hypothesis on the basis of the existing literature and formulatea methodology by which the hypothesis and relationship between the variables could be

tested.

To present practical implications of this research work for the organisationsimplementing and using the information systems for different purposes more

specifically satisfying their customers.

5 RATIONALE OF THE CHOSEN RESEARCH WORKOrganisations are integrating the information systems so that the general requirements for

improved performance and decision making can be fulfilled. Information technology has

brought revolutionary changes in the ways organisations performed their different operational


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activities and processes were carried out. Organisations have been adopting the latest

information systems in order to get the economic advantages. The business atmosphere is

going through remarkable changes and improvements due to the use of information systems.

The need of information systems and the changing trend for implementing the information

systems rapidly has developed the interest of the researcher in investigating this area for the

research purpose (Boudreau et al, 1998). Following stakeholders will derive benefit from this

research study:

As a main stakeholder of this study, the researcher will come to know about the roleand use of information systems in the organisations and how their use in the

organisations have increased the effectiveness in operations to achieve maximum

customer satisfaction. The researcher will also gain knowledge about the working of the

information systems of Dell INC. further the researcher will gain knowledge about

conducting a research (Chun and Mooney, 2009).

Organisations that have currently integrated the information systems and those thathave intentions to integrate information systems would also know about the role and

effectiveness of the information systems. Further the information will be used by the

organisations to satisfy their customers and improve their processes in satisfying the

customers (Fan, 2009).

6 LITERATURE REVIEWThis is an important part of the research work that enables the researcher to gain considerable

amount of knowledge about the research and the main variables under consideration. The

variables of consideration for this research work are the information systems and customer

satisfaction. The researcher will identify the role of information systems in the organisation and

will relate their use on the satisfaction of the customers (Chaffey and Wood, 2005).

6.1 EVOLUTION OF THE INFORMATION SYSTEMS USEAccording to Caldeira and Ward, (2002) tremendous changes have been observed in the ways

the business performed their daily activities. The increasing competition in the past few days


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has made the organisations to adopt new ways that could equip them with necessary tools for

taking more accurate and effective decisions enabling them to face the competitive

environment. The organisational focus was no more on increasing productivity, achieving

efficiency and delivering quality only but they also started focusing on the creativity in the

products and introductive of innovative products (Buelen, 2009). As the main consideration of

the businesses and the global economic changed, new ways for doing businesses were

introduced. Business reengineering and transformation emerged as an effective tool that very

rapidly became the need of every business situation. The use of reengineered systems in the

organisations became a corporate asset that enabled the organisations to ensure

competitiveness in the market by retrieving information about the customers earlier than the

competitive rivalry. It also improved the delivery of services to a newer level and also affected

the operational efficiency positively to a greater extent. Thus it has been identified that

information systems can become a key differentiators in delivering services and also improved

way of getting to the customer needs (Lacity, 2010).

6.2 INFORMATION SYSTEMS AND THEIR EFFECTIVENESSIn the view point of the researchers Carr and Kaynak, (2007) this has been stated that the

information systems help the organisations in managing its processes effectively and efficiently.

Information systems are not only the computers inter connected with each other but they

involve people, information/processing of data and the technology. These three things

constitute a system that makes the decision making processes easy and customers are provided

with effective services. The information systems are designed according to the needs of the

organisations and then they facilitate the restructuring of the business processes which could

improve organisational performance. The most important element that has made the

organisations to use and integrate the information systems is their use for decision making.

Previously computers were used to track the various activities carried out in the organisation.

However technology has transformed those computers into such complex and sophisticated

machines that have changes the ways the organisations performed their different operations

(Fisher and Kenny, 2000).


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Researchers Gunasekaran and Ngai (2004) who studied the usefulness of marketing information

systems have stated that systems have become the requirements of the marketing managers

and the practitioners as this helps them in predicting the changes in the market trends and thus

they are able to retrieve the information about the needs and preferences of the customers.

The marketing strategies are focused to satisfy the customers and information systems can

enable the organisations to plan effectively their marketing strategies, thus the relationship

between the use of information systems and the customer satisfaction would be identified that

how they have played an effective role in satisfying the need of the customers by conducting a

research (Milne, et al, 2004).

6.3 ADVANTAGES ASSOCIATED WITH THE INTEGRATION OF INFORMATION SYSTEMSAccording to Chun, and Mooney, (2009) The use of information systems enables the

organisations to monitor the organisational activities to the preferences of the customers and

the reactions of the competitors according to the information retrieved by the information

systems. Information systems also play the most effective role in making the organisation take

appropriate decisions just in time. Companies are also able to know about their positions in the

market which further help them to strengthen their business operations and increase the

customer base or more focus on attracting or retaining the customers. The missions assigned

for the information systems by the organisations is changing and the organisations are moving

towards the attainment of more sustainable positions (Caldeira, and Ward, 2002). The

competitiveness in the consumer markets is due to the changing needs of the customers and

thus information systems has been playing a much dominant role in making the organisations

realise what they should offer and achieve competitiveness in rapidly changing consumer

demands market. Marketing managers and practitioners have identified that the use of

information systems has become a backbone in effective management of customer relationship

as the customer needs are known and then fulfilled (Laudon, and Laudon, 2010).

6.4 CUSTOMER SATISFACTIONThe researchers Fisher, and Kenny, (2000) demonstrated in their study that customer

satisfaction is a difficult concept that cannot be easily predicted by the organisation as this


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keeps on changing from time to time and nowadays the situation for the organisations has

become such an adverse that the level of customer satisfaction from the products and services

is increasing at a considerable rate due to large number of organisations and the worst

competition between them to satisfy and retain the customers. When the organisations fulfil

the expectations of the customers by their product or service, they feel much satisfied as they

have paid according to the quality of the product and if there expectations are not fulfilled, this

leads to customer dissatisfaction. It is important for the organisations to influence the

behaviour of the customers in a positive manner, then it would be easier for the organisations

to satisfy the customers. Customers pay for the products and they expect that the value of the

products must be according to the amount paid. Customer satisfaction is the main focus of

every business entity. Customer satisfaction has been related with many aspects but the

increasing use of information systems made the researcher investigate this area of concern

(OBrien, 1999).

6.5 INFORMATION SYSTEMS AND CUSTOMER SATISFACTIONAccording to the view point of Hammer and Champy, (1993) the success of the businesses

depends upon the level of satisfaction of the customers. Nowadays only those organisations

can stay in the businesses which are able to identify the needs of their customers and know the

tactics to make their customers feel satisfied from the organisational products and services.

Those organisations that make efforts in knowing their customers are able to make a difference

as compared to the ones that are unable to get the information about the customers or unable

to communicate with them. As all the organisational efforts of the organisations are meant for

customers and their satisfaction, therefore it has become necessary for the organisations to

satisfy their customers, otherwise organisations would lose those customers (Davenport, 1993).

6.5.1 UPDATING SYSTEMS FROM TIME TO TIME It is important for the organisations to update the systems from time to time so that the

customers could be retained. The customers always expect convenience and higher quality

service from the product supplier or service provider and when they update the systems in

providing those things to the customers in a more effective way, they would be able to


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influence the customers. This has been further identified that those organisations are able to

achieve higher rate of customer retention which are moving with the time. Providing customers

with the convenience of customisation, designing and ordering for the product or service have

been identified as a positive influence on the customers. However the researcher will come to

know by conducting the research that whether the customisation of options is available in the

products they like or want to buy or not and also would come to know do they like the options

of customising the products (Fisher and Kenny, 2000).

6.5.2 PROVIDING THE POWER FOR SELECTIONYap, Soh, and Raman, (1992) stated that Customers always feel happy when they are given a

chance to choose from the range of available products. It is stated that customers search for

the products that better suit their needs and preferences. Such a search is retrieved by the

organisation which is then used to develop and extend the product range. This also identifies

the appropriateness of information systems in extending the range of the products according to

the specific needs of specific customers and to attract them and satisfy them with the specified

products types and ranges (Gunasekaran, and Ngai, 2004).

6.5.3 MARKETING OF PRODUCTS AND SERVICESAccording to Winch, and Carr, (2001) the effectiveness of the products in the market is

evaluated by how the products and services are marketed in the market. If the organisations

use appropriate channels for marketing their products where the customers can get all the

necessary information as compared with a little information provided by the mediums use by

the advertisers, then the customers would obviously attracted and also their decisions

regarding the purchase would be positive. Further if there needs are known by the

organisation, then they would obviously offered a product that would make them feel happier

after its use. This research is going to know about the feelings of the customers when

organisations use information systems as the medium for getting information and

communication with the customers (McNurlin, et al 2009).


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6.5.4 IMPROVEMENT IN THE CUSTOMER SERVICESA customer feel much satisfied when the organisations interacts with the customers in an

effective manner. The way the organisation interacts with the customer influences the

perceptions and attitudes of the customers. The online interactions have taken a place in the

market where the customers can contact the product or service provider at any time and from

any place, thus providing the customers with convenience. The customers can easily come back

and ask for more when they are sent updates about the availability of the products they asked

for or the products that have been newly introduced by the provider. Thus it creates a sense of

belongingness and customers feel good to hear from the organisation about the availability of

the products. The customer can easily get to the answer through the use of such systems for

interaction with the organisational employee and is provided with the necessary guidance

everything they ask for. This makes the organisation realise how the product and service is liked

by the customers and also know by these inquiries of the customers whether they have been

facing a problem and issue. Thus it enables the organisation to interact with the customers

making them feel that their problems would be sort out and they would be provided with

services according to their expectations in the future (Zeidner, 2008).

6.5.5 KNOWING THE ACTIVITIES OF THE COMPETITORSThe use of the information systems also enables the organisations to keep track of the activities

of the competitors that what they have been offering their customers and how the organisation

could do to attract the customers. The newest product offering and promotions could be

known in order to design the products in a much better way so that the customers could be

offered something better than the existing ones in the market (Yap, et al 1992).

The mere focus of the integration of information systems in the organisations is the flow of

both ways communication and information which makes possible the satisfaction of the

customers. The information systems serve too many important purposes of the organisations

which are the following:

To better understand what the customers really want and to follow up the changing

needs and demands of the customers


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To better negotiate with the customers and ensure that the commitments would be

fulfilled

To line up with the customers for better marketing of their products and support

services

To better monitor and control the organisational activities and show efficiency and

effectiveness to satisfy the customers.

The needs and demands of the customers are the raw material for the company information

systems which is then utilised by the company for effective decisions according to the

information retrieved and fulfil the business needs. The information retrieved by the

information systems of an organisation is then refined and then the systems refine the

information for the organisational management to solve the business related issues and take

decisions provided by the IS solutions. The researcher in this study would evaluate the

identified aspects and benefits of information systems in an organisation so that the

organisation could satisfy their customers (Laudon, and Laudon, 2010).

7 RESEARCH METHODOLOGYResearch methods are the tools and techniques that make the researcher achieve the research

aims and objectives. The researcher identifies and selects the most appropriate and suitable

methods for conducting research in order to get the desired results for the completion of the

research project. This research work has been conducted to know the role of information

systems to satisfy the customers by taken into consideration the information systems of Dell

Inc. The researcher has identified from the existing literature sources that information systems

play an important role in satisfying the needs of the customers and also enabling the

management to take decisions improving their level of performance and competitiveness by

identifying the customer needs and demands. The researcher for this study is going to use the

Saunders research onion as according to the researcher, the use of Saunders research onion

will enable the researcher to identify the appropriate research methods for this study in an

effective manner.


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7.1 RESEARCH PHILOSOPHYThe research philosophy that the researchers use for the accomplishment of the research aims

and objectives makes him adopt a behaviour by which the case under consideration can be

better understood and the researcher can gain knowledge about the case and the research

variables. There are ten distinct research philosophies from which the researchers choose

according to the nature of the research project. For this research project, the researcher is

going to adopt positivism as the research philosophy for gaining knowledge about the role of

information systems and customer satisfaction. The researcher will adopt the behaviour of a

natural scientist and would come to know about the relationship between research variables.

This philosophy will enable the researcher to conduct the research work in a systematic

manner.

7.2 RESEARCH HYPOTHESISH1: Information systems play a significant positive role in satisfying the customers.

H0: Information systems do not play a significant role in satisfying the customers.

7.3 RESEARCH APPROACHThere are two distinct research approaches. One approach is used to build the theory from the

collected data which is called inductive approach while the other is used to test the existing

theory or the built hypothesis from the existing literature sources or theories which is called the

inductive approach. In this study, the research purpose is to know the influencing role of

information systems on the satisfaction of customers. This study is not conducted to build a

theory; therefore deductive approach will be used by the researcher (Collis and Hussey, 2003).

7.4 RESEARCH STRATEGYThe research strategy choice depends upon the needs of the study. A research strategy is

applied to collect the most appropriate and relevant data for the research so that the research

project could be completed in an effective manner. There are seven research strategies

identified in the Saunders research onion and some of these show appropriateness with the


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deductive approach while some show relevancy with the inductive approach. However the

researcher can select any of the research strategies according to the needs of the research

study. The researcher in this study is going to use survey as the research strategy. This strategy

will the researcher to collect data from large number of respondents which also proves and

justifies the requirement of positivism and deductive approach. The data will be easily

generalised and will also be collected in an economical way (Easterby-Smith, et al, 2008).

7.5 RESEARCH CHOICEThere are three research choices available to the researchers and the researcher selects such a

research choice which can fulfil the research purpose. The researcher either selects to collect a

qualitative data or quantitative data or both the qualitative and quantitative data. This study

has been conducted to know the role of information systems to satisfy the customers and how

the information systems could be used to satisfy the customers. This purpose of the research

project could be achieved by collecting both the quantitative and qualitative data. More useful

and effective data could be generated by the selection of this research choice (Ghauri and

Grnhaug 2005).

7.6 RESEARCH INSTRUMENTSThere are different research instruments that the researchers use for the achievement of

research aims and objectives. Following are the research instruments that would be used for in

this research project:

7.6.1 DATA COLLECTION

7.6.1.1 PRIMARY AND SECONDARY DATA Primary data is the data that will be collected by the researcher for the first time for achieving

the purpose of this study. The researcher will collect primary data from the employees and

customers of Dell Inc. as Dell Inc. has been selected as a case organisation for the study. This

data will provide the researcher information that whether the systems integrated by the Dell

Inc. are useful enough to influence to satisfy the customers and collecting primary data from


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customers will make the researcher know whether the information systems of Dell Inc. is

satisfying them or not. The researcher will collect secondary data from the existing literature

sources and those sources are journals, articles, websites, newspapers and books. These will

help the researcher to gain knowledge about the research variables under consideration

(Hewson, et al, 2003).

7.6.1.2 DATA COLLECTION INSTRUMENTSThere are different research instruments that the researchers use for the purpose of collecting

data and getting information from the identified respondents. The most commonly used

research instruments are the questionnaire, observation and interviews. However the

researcher in this study is going to collect information from the employees and customers by

constructing a questionnaire. This will help the researcher in asking and gathering information

required by the researcher for the study. The customers will be accessed using social networks

and visiting the Dell centres in Pakistan while the employees of Dell Inc. will be contacted at

Dell centres in Pakistan and the information regarding the information systems and customer

satisfaction will be retrieved (Jankowicz, 2005).

7.6.1.3 SAMPLE SIZE AND SAMPLING INSTRUMENT The sample size for this study will be 100 respondents. The researcher will select 80 customers

of Dell Inc. and 20 employees for collecting data. This is a sufficient sample size according to the

information required for the study and will serve the research purpose. The sampling technique

for the study will be convenience sampling as this will make the researcher easily gather the

information required for the study (Fisher, 2004).

7.6.1.4 RESEARCH DATA ANALYSISAs the researcher for this study will collect both the qualitative and quantitative data, therefore

both the methods of qualitative and quantitative analysis will be used. Qualitative data will be

analysed using grouping and categorisation of similar data while quantitative data will be

analysed using tables, pie charts and regression analysis. The researcher will present the both


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the qualitative and quantitative data in tables and will analyse the research findings (Fisher,

2004).

7.7 RESEARCH ETHICSIn order to prove the research work more valid and authentic, it is most important that the

researchers focus on following the ethical codes of doing research projects. The researcher will

not copy any data from any source directly but will reference the data from wherever it has

been taken. The researcher will not disturb any of the customers and the employees but will

collect data according to their willingness.

8 RESEARCH TIME PLANMonth April May June July August

Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Literature Review

Methodology

Analysis

Conclusion

Recommendations

Introduction

Reviewing the

research

Finalizing the

research


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