⾹港理⼯⼤学研究型硕⼠申请表范例
FORM RDC/1A
(Revid Mar 2009)
THE HONG KONG POLYTECHNIC UNIVERSITY
RESEARCH DEGREE PROPOSAL
(To be typewritten by the Applicant)
Note: Plea note that the information given in this form will only be ud for processing this application.
1. Project Title:
Rearch of consumer multi-loyalty behavior
2. Project Objectives: (Purpo of propod investigation)
First, finish the redefinition of consumer multi-loyalty. In the literature review, we learned that some scholars have discusd multi-band loyalty or multi-store buying; they either defined it from behavior dimension or from attitude dimension. However, we should not regard the two dimensions as mutually exclusive in order to reach the esnce meaning of consumer loyalty. The rearch will employ study theory to explain consumer attitudinal loyalty and recognition maladjustment theory to explore consumer multi-loyalty behavior.
Second, develop new tool for gmentation of consumer behavior. The rearch will compare premi variables of
multi-loyalty and single-loyalty, such as trust, satisfaction, perceive risky perceive value, and promis, and the results
of tho types loyalty such as nsitivity to price and public prais, find the difference and provide new gment tool
for further rearch of consumer behavior. Some conclusions of the compare rearch may turn out inconsistent with prevalent views. If so, I will stand cautious 科学记忆法
and give judgment according only to empirical data.
Third, establish driving mechanism of consumer multi-loyalty. By scrutinizing the external factors, such as the enforcement of competition and homogenization, and the internal factors, such as consumer’s ability to recognize the differences between brands, the rearch will ek the driving mechanism of consumer multi-loyalty.
3. Scope and Background of Rearch:
(Plea identify key issues/problems to be addresd)
The multi-loyalty issue is actually not unfamiliar to any of us. Just think, how many brands of toothpastes do we try
every year, how many different bank cards we have in our wallets and how many different restaurants do we eat in
during the past years? For various reasons, we may buy other competitive products of a certain brand while we claim
our loyalty to the brand, or we may be loyalty to veral brands of 国画白菜的画法
certain type of products and rvices at the same time.
If we do so, we are multi-royalty consumers. For my part, this phenomenon can be primarily attributed to two caus.
On one hand, with the development of manufacture technology and competition of the market, the certain kind of
products and rvices are becoming more and more homogeneous. On the other hand, consumers today are more easily tired of a brand than they were and new brands manifesting in the market are competing for consumers’ attention with exited ones.
Although many scholars and rearchers have gradually realized that the issue of consumers’ multi-loyalty behavior is a universal p楹联的意思
henomenon, and they have done tremendous rearches about consumer loyalty, whether tho rearches are over what kind of loyalty, including brand loyalty, products and rvices loyalty, and even resources loyalty in B2B business environment, or over the caus or the results of loyalty, few of the scholars and rearchers have clearly classified whether the loyalty is to a single brand or to multi-brands. Several scholars have discusd multi-loyalty and
multi-shopping behavior, but they either from the perspective of behavior (Ehrenberg and Goodhardt, 1970; Kau Ah
and Ehrenberg, 1984), or from the view of attitude (Jacoby, 1971) to define and measure. Thus, to explore the consumers’multi-loyalty problem in a deeper perspective, we should ba our rearch on both behavior and attitude dimension.
The key problems that the rearch suppod to solve are as follows: firstly, redefine consumer multi-royalty basing on Cognition Theory and the integration of both behavior dimension and attitude dimension; condly, compare and quantitative the distinction of between the loyalties to certain kind of products and rvices in a multi-loyalty t; thirdly, compare and find out the similarities and differences of the antecedents of loyalty, such as trust, satisfaction, perceive risky, perceive value and promis, and the conquences of loyalty such as nsitivity to price and public prais of
multi-royalty consumers and tho of single-royalty consumers; finally, explore the external and internal factors that contribute to multi-loyalty behavior and establish a decision-making model of multi-loyalty consumers.
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Form RDC/1A (page 2)
4. Rearch Methodology:
The rearch is suppod to adopt a method that combines both literature rearch and empirical analysis. It is widely accepted that consumer loyalty can be measured by measuring consumer’s choice of brand or behavior. Although it is difficult to quantitative consumer loyalty, many scholars have worked their way out. Mattila measured consumer loyalty by considering consumer’s priority in choosing suppliers in their choice t in 2001. The rearch will measure the behavior loyalty by measurement of the consumer’s decision of their choice, and refer to Mattila’s methodology in measuring consumer’s attitude loyalty.
First, arch of more national and international relative literature and establish theory frame. The rearch will further the arch and supplement additional literature materials. Meanwhile, I will establish the theory frame of the rearch and design index system and theory model.
Second, design and implement diary study and questionnaire. Diary study is a very important rearch method of psychology logic and anthropology logic, referring to the methodology that keeps certain data of the obrved subjects’the everyday life. The rearch assumes to investigate consumers’ choice of some products or rvices, such as restaurants. The record of the investigation will be as explicated as the subjects’ choice of restaurants and the first considered restaurants when they made the decision. Prevalent criticism is that questionnaires have limited valu
e to rearch. Nevertheless, the questionnaire will be constrained to the consumers distinguished as single-loyalty or multi-loyalty in the diary obrvation. So the data will be more reprentative and easier for calculation and analysis.
Third, empirical rearch and reexamine of the theory model of the rearch. The rearch includes extra period of diary obrvation and other questionnaire to collect data that can be ud to reevaluate the conclusion of the former part. Doing so can also help to modify the theory model and guarantee the effectiveness of the model.
5. Project Significance and Value:
First, the rearch of multi-loyalty, will not only further the study of consumer behavior, but also contribute to the development of new marketing paradigm and the perfection of marketing theory.
With the development of marketing theory and practice, many new marketing paradigms emerged, such as relationship marketing and brand community. Most of tho new marketing paradigms can not be parated from consumer loyalty. However, the existing rearches over consumer multi-loyalty either study consumer multi-loyalty from the attitudinal dimension or from the behavioral dimension. This rearch will study the thesis from both dimensions and fill the blank of the field.
Second, the empirical significance is also profound. Via consumer multi-loyalty rearch, we can develop a new method to classify customers into multi-loyalty customers, single-loyalty customers and non-loyalty customers to help corporations to recognition customers in different loyalty types. So corporations can apply proper marketing strategy to explore and enforce their customer resources, and make better profits.
Customer loyalty is valuable to corporations. Loyal consumers are the main source of corporation revenue, they are likely to pay more for the brand they loyal to, they are less nsitive to price, they are willing to promote the brands and they are less passion about promotion but spend more. In addition, maintaining a customer costs less than exploring a new customer. Thereby, cultivating and maintaining consumer loyalty is the vital to the survival and development of a corporation. The rearch over customer loyalty can help marketing managers classify their customers more clearly and implement consumer loyalty plan more effectively.
Overall, the rearch of consumer multi-loyalty is not only meaningful for corporations to implement consumer loyalty plan
and strategy, but also significance to further study of consumer loyalty and discovery of other marketing paradigm.
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Form RDC/1A (page 3) 6. Details of Any External Collaboration:
The rearch will contain tremendous literature rearch, some surveys and interviews. It will require the usage of the school library and academic digital databa. It may require some finical aid from the institution for the conduction of surveys and interviews.
In the circumstances, are there likely to be any complications associated with the publication of your thesis? Give details. Not really. The school library and digital databa are provided by the school. The budget for surveys and interviews is not a big one, even the institution offers no finical aid, I can figure some ways out to solve the problem.
7. Rearch Ethics/ Safety Approval
(For ethics approval, plea read the Guidelines for Ethics Review for Rearch/Teaching Projects Involving Human Subjects, which are available at /doc/fd3fd06627d3240c8447ef4b.html .hk/ethics/Polyu/eth-hm-4.htm, and make sure that ethics approval is obtained if your project involves human subjects. For safety ap
proval, p lea read the policy and procedures for safety approval available at the Health, Safety & Environment Office Homepage. Plea attach the approval letter where appropriate.)
I/We confirm that approval:
* has been * is not required * will be obtained
obtained before the start
of the project
Human Rearch Ethics
Animal Rearch Ethics
Biological Safety
Ionizing Radiation Safety
Non-ionizing Radiation Safety
Chemical Safety
(* Plea tick as appropriate)
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Form RDC/1A (page 4)
8. Statement of the Applicant
I wish to register for a rearch degree on the ba孕妇补钙吃什么牌子的
sis团员个人小结
of the proposal given in this Form
(RDC/1A).
I understand that, during the period of my registration with the University, I may not be a
candidate for any other degree or award.
I understand that, except with the specific permission of th画画卡通图片
e Rearch Committee, I must
prepare and defend my thesis in English. (You are required to ek permission if another language, which is considered more appropriate to the subject, is to be ud in the prentation of the thesis. Plea submit the justification together with this application)
I undertake to abide by the general regulations of the University.
Signature Date January 25th, 2010
(Student Applicant)
Name of Applicant ,
9. Endorment by the Propod Chief Supervisor
Signature of Chief Supervisor Department/School
Name of Chief Supervisor Date
[Plea nd this form, application form (for admission to the Degree of MPhil/PhD), and Form RC/1 to the Head of Department/Director of School for completion of Section 10.]
10. Recommendation of Head of Affiliated Department in the University
I support this application, and confirm to the best of my knowledge that adequate facilities
as requested in Form RC/1 will be provided to enable the student to conduct and complete the rearch pro中秋传说
gramme in an
efficient and safe manner. I also agree to provide adequate rearch space for the applicant during the rearch programme. Signature Date
(Head of Department/Director of School)
[After completing all ctions, plea return this form to the Rearch Office]
RDC/1A
