Customer Satisfaction Research Zara Rotterdam
Zoom in on the experience of the customers of Zara
Selin Gunduz
IB22 – 4310497
, Business Research 2
Research Portfolio
Student Name: Selin Gunduz
Student Number: 4310497
Research Portfolio Title: Customer Satisfaction Research Zara Rotterdam
Research Portfolio Subtitle: Zoom in on the experience of the customers of Zara
Module: Business Research 2
Study Program: International Business
Faculty: School of Business and Communication
University: Fontys University of Applied Sciences
Campus: Eindhoven
Service provider branch: Zara, Binnenwegplein 31 3012 KA Rotterdam
Lecturer: Jeroen Aarts
Submission Date: 09-04-2021
© Fontys University of Applied Sciences 2021
, Customer Satisfaction Research Zara Rotterdam
Zoom in on the experience of the customers of Zara
Selin Gunduz
Statement of Authenticity
I, the undersigned, hereby truthfully and solemnly declare that:
1. all materials presented here are of my own creation, and that any work adopted from other
sources is clearly cited and referenced as such.
2. this research portfolio is my original work, gathered and utilized specifically to fulfil the purposes
and objectives of the module and program as stated on the previous page, and has not been
previously submitted for any other module or to any other university for fulfillment of any module or
study program.
3. I am fully aware that any violation of this code may result in disadvantageous consequences for
me, including but not limited to, withdrawal of study credits and, in the case of a serious violation,
withdrawal of a complete study program.
4. I am fully aware that if fraud can be proven, I will be required to bear the costs and consequences
of the investigation into and sourcing of the original document.
Student Name: Selin Gunduz
Student Number: 4310497
Signature:
Date: 09-04-2021
Place: Panningen
Page i
, Customer Satisfaction Research Zara Rotterdam
Zoom in on the experience of the customers of Zara
Selin Gunduz
Table of Contents
Statement of Authenticity .......................................................................................................... i
1. Problem Background, Problem Statement and Literature Review ....................................... 1
1.1 Problem Background and Problem Statement .............................................................. 1
1.2 Literature Review ........................................................................................................... 2
2. Research Questions and Sampling ...................................................................................... 8
2.1 Research Questions ...................................................................................................... 8
2.2 Sampling ........................................................................................................................ 9
3. Survey Design .................................................................................................................... 10
3.1 Pilot Test ...................................................................................................................... 10
3.2 Survey ......................................................................................................................... 11
4. Data Preparation and Analysis ........................................................................................... 15
4.1 Codebook .................................................................................................................... 15
4.2 Sample Characteristics ................................................................................................ 18
4.3 Answers to Research Questions ................................................................................. 20
5. Conclusions and Recommendations .................................................................................. 33
5.1 Conclusions and Recommendations ........................................................................... 33
5.2 Limitations and Directions for Future Research .......................................................... 35
References ............................................................................................................................. 36
Page ii
Zoom in on the experience of the customers of Zara
Selin Gunduz
IB22 – 4310497
, Business Research 2
Research Portfolio
Student Name: Selin Gunduz
Student Number: 4310497
Research Portfolio Title: Customer Satisfaction Research Zara Rotterdam
Research Portfolio Subtitle: Zoom in on the experience of the customers of Zara
Module: Business Research 2
Study Program: International Business
Faculty: School of Business and Communication
University: Fontys University of Applied Sciences
Campus: Eindhoven
Service provider branch: Zara, Binnenwegplein 31 3012 KA Rotterdam
Lecturer: Jeroen Aarts
Submission Date: 09-04-2021
© Fontys University of Applied Sciences 2021
, Customer Satisfaction Research Zara Rotterdam
Zoom in on the experience of the customers of Zara
Selin Gunduz
Statement of Authenticity
I, the undersigned, hereby truthfully and solemnly declare that:
1. all materials presented here are of my own creation, and that any work adopted from other
sources is clearly cited and referenced as such.
2. this research portfolio is my original work, gathered and utilized specifically to fulfil the purposes
and objectives of the module and program as stated on the previous page, and has not been
previously submitted for any other module or to any other university for fulfillment of any module or
study program.
3. I am fully aware that any violation of this code may result in disadvantageous consequences for
me, including but not limited to, withdrawal of study credits and, in the case of a serious violation,
withdrawal of a complete study program.
4. I am fully aware that if fraud can be proven, I will be required to bear the costs and consequences
of the investigation into and sourcing of the original document.
Student Name: Selin Gunduz
Student Number: 4310497
Signature:
Date: 09-04-2021
Place: Panningen
Page i
, Customer Satisfaction Research Zara Rotterdam
Zoom in on the experience of the customers of Zara
Selin Gunduz
Table of Contents
Statement of Authenticity .......................................................................................................... i
1. Problem Background, Problem Statement and Literature Review ....................................... 1
1.1 Problem Background and Problem Statement .............................................................. 1
1.2 Literature Review ........................................................................................................... 2
2. Research Questions and Sampling ...................................................................................... 8
2.1 Research Questions ...................................................................................................... 8
2.2 Sampling ........................................................................................................................ 9
3. Survey Design .................................................................................................................... 10
3.1 Pilot Test ...................................................................................................................... 10
3.2 Survey ......................................................................................................................... 11
4. Data Preparation and Analysis ........................................................................................... 15
4.1 Codebook .................................................................................................................... 15
4.2 Sample Characteristics ................................................................................................ 18
4.3 Answers to Research Questions ................................................................................. 20
5. Conclusions and Recommendations .................................................................................. 33
5.1 Conclusions and Recommendations ........................................................................... 33
5.2 Limitations and Directions for Future Research .......................................................... 35
References ............................................................................................................................. 36
Page ii
