澳大利亚皇家理工墨尔本理工大学（RMIT University）：案例研究方法、研究框架及研究工具的论述

RESEARCH METHODOLOGY
研究方法

Research framework
研究框架

The research method used is case study approach. A characteristic of case study research is the combination of data collection methods, such as interviews, questionnaires, and observations which provide both qualitative and quantitative data (Eisenhardt 1989; Marshall and Rossman 1989; Yin 1989). Case studies provide a special way of collecting, organizing, and analyzing data to gather comprehensive, systematic, and in depth information about each case of interest. Detailed and practical data of research area can be gained through case study. Although findings could not be extend to whole industry, it enriches academic thesis with practical case. It also provides good reference for organizations which share similar business model. Three ways collecting data in case studies are ask, observe, and use system documentation. Various sources like documents, archival records, interviews, direct observation, participant-observation, and physical artifacts could be reached to get the data needed (Yin 1989). In this study, questionnaire, interviews are used for primary data collection. Official website and annual report of organization studied were accessed to gather the secondary data.
所采用的研究方法是案例研究的方法。个案研究的一个特点是相结合的数据收集方法，如提供了定性和定量的数据（1989年艾森哈特;1989年马歇尔和罗斯曼，尹1989）的访谈，问卷调查和观察。案例研究提供了一种特殊的方式收集，组织和分析数据，收集全面，系统，深入地了解每个利益的情况下。研究区，通过案例分析，可以得到详细而实用的数据。虽然调查结果不能被延伸到整个行业，它丰富了与实际情况的学术dissertation。它，组织共享类似的商业模式也提供了很好的参考。三种方式收集案例研究中的数据，询问，观察，使用系统文件。各种来源，如文件，档案记录，访谈，直接观察，参与观察，可以达到物理构件来获得所需要的数据（1989年尹）。在这项研究中，问卷调查，访谈是用来收集原始数据。访问官方网站和研究机构的年度报告，收集辅助数据。

To conduct the study, Crocs, Inc - a rapid growing casual footwear manufacturer which is founded in 2002 was selected. The footwear manufacturer is international in terms of supply sources and selling markets. This study is focused on Australian market, especially Victoria which is the organization’s dominant market in Australia. Australian TCF industry faces intense competition in a continuous changing global market. As a new comer with rapid growth rate, Crocs, Inc developed competitive advantages to expand market. Managing customer service is extremely important for such a new organization because customer satisfaction influences organization’s profit. Based on the literature review, the author was aware that getting accurate information of customer expectation is the first priority in customer service management. A customer satisfaction survey was carried out between February and March 2007. There are two approaches in investigating expectation in literature – an inferred approach and a direct method. This research adopted direct method which asked customers to rank directly the extent to which the service experience exceed, met or fell short of expectations (Yuksel and Rimmington 1998).#p#分页标题#e#
According to conceptual model of logistics process, manufacturer’s flexibility and customer service raised by Tracey (1998), there is strong linear relationship within these variables. To get in-depth understanding of such relationship in organization studied, interview with target organization’s management was conducted. Crocs. Inc’s documents and archival records were accessed. A detailed supply chain diagram, related logistics process, and Crocs, Inc customer service level were described according to qualitative data collected. The relationship among logistics processes, manufacturer’s flexibility and customer service is then discussed based on quantitative data and qualitative data collected.
物流过程中，制造商的灵活性和客户服务之间的关系，然后讨论了基于定量数据和定性数据收集。

Research instrument
研究工具

Interview and organization documents review
面试和组织文件审查

Crocs Australia Operation Director was interviewed in regards to the logistics process, customer service management, and company’s performance (See Appendix I for questions list). Documents like SOP (standard operation procedure), related performance reports, and annual report were accessed to get further understanding how Crocs Australia delivers customer service and what extent logistics processes influence service quality delivered.
澳大利亚Crocs操作主任接受在物流过程中，客户服务管理，以及公司的业绩方面（见附录一的问题列表）。 SOP（标准essay程序），相关业绩报告，年度报告等文件被访问，以获得进一步的了解，Crocs澳大利亚如何提供客户服务和什么程度的物流流程影响服务质量交付。
http://ukthesis.org/dissertation_sample

Customer satisfaction survey
客户满意度调查

Sample
样品

140 Victorian retailers’ info was provided by Crocs Australia customer service manager. 112 of them were selected. Selecting criteria is one year or above customer-supplier relationship with Crocs Australian. Crocs’ product is quite new and during introduction period in Australia. Select retailers maintaining stable relationship with Crocs ensures data quality.

Selection of informant
被调查者的选择

The selection of an appropriate informant was of critical importance, as failure to do so could undermine the validity of the research (Collins et al. 2001). It was decided to use a single informant. Theodoras, Laios, and Moschuris (2005) suggest asking supplier’s logistics manager and the sales supervisors, who, bearing in mind the context of the list indicated one key person with responsibilities covering order placement, inventory control, receiving, handling returns, to select the informant. This method was adopted. Crocs Australian Logistics Manager provided contact information of 112 target retailers.#p#分页标题#e#
适当的被调查者的选择是至关重要的，因为不这样做可能会破坏研究的有效性（Collins等，2001）。

Questionnaire design
问卷设计

The questionnaire includes two parts, one is current customer service received evaluation and the other is overall satisfaction evaluation. A five-point scale was used (1= Very Dissatisfied, 5 = Very Satisfied). Informants were asked to rate from 1 to 5 in regards to attribute perceptions and customer satisfaction. The last two questions pertain to overall service quality and overall level of satisfaction.
该问卷包括两个部分，一个是当前的客户服务获得的评价，另一个是总体满意度评价。五点量表（1=非常不满意，5=非常满意）。线人被要求从1到5的速度属性认知和客户满意度方面。最后两个问题，涉及到整体的服务质量和整体满意程度。

According to the relevant literature, there are several ways to identify customer satisfaction measurements, like interviews with customers and the management; the adoption of customer service elements established in the literature (Collins et al. 2001; Emerson and Grimm 1996). A similar way was applied in this research. Firstly, 30 items were selected from attributes well-established in the literature as well as used in previous studies conducted in Australian TCF industry (Byrne et al. 1991; Holcoby 1994, Gunasekaran 2000; Perry and Sohal 2000; Perry and Sohal 2001; Buxey 2005). Secondly, Crocs Australian Operation Director, Logistics Manager and Marketing Manager modified the items to ensure that customer expectations were properly captured (See Table)
本研究采用了类似的方式。首先，30个项目中挑选出来建立在文献以及TCF行业在澳大利亚（Byrne等人1991年在以前进行的研究中使用的属性; Holcoby1994年，2000年Gunasekaran;佩里和SOHAL2000;佩里2001年SOHAL; Buxey 2005年）。其次，Crocs的澳大利亚运营总监，物流经理，营销部经理修改的项目，以确保客户的期望正确捕获（见表）