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2034MKT Market Research

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2034MKT Market Research

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Course Code: 2034MKT
University: Griffith University

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Country: Australia

Question:
You need to produce a table summarizing the demographic profile of the respondents (Watch SPSS Video on Frequencies). Finally, you need to explain which analysis you have used to test the hypothesis (e.g. Correlation, Independent t-test or ANOVA).

Answer:
Literature Review, Problem Identification, and Research Aim
Uber is one of the major peer-to-peer ride sharing companies of the world. It also provides services of food delivery, bike sharing and personal taxi. It is headquartered in San Francisco, California, and operates in more than 750 metropolitan cities across the world (). The transportation network giant has faced severe controversies in the recent past due to the allegations of sexual harassment. The allegations were first put up by a former engineer in Uber, Susan Fowler, in her blog post in February 2017. Fowler had resigned from her post citing the sexual harassment issue and the inability of the management to address that and establish a transparent and ethical working environment. It was also mentioned that Fowler was threatened for employment termination if she continued to report those harassment issue and most importantly, the CEO was aware of it. However, after the allegation emerged, Uber CEO, Travis Kalanick launched an internal investigation (Reilly 2017). In the course of that year, many from the top management of the company resigned and some were fired. Solon (2017) reported that Uber fired more than 20 employees by June 2017 after the sexual harassment claim was proved. The company said that this allegation is not only ruining their business, but also affecting their internal work culture. Apart from sexual harassment of the passengers, the female employees also suffered gender discrimination at work. According to another report by O’Brien (2018), another former software engineer in Uber, Ingrid Avendaño, who had worked for Uber from February 2014 to June 2017, also filed a lawsuit by stating that, although the company claimed that it would take strict action against the allegations of sexual harassment, discrimination and unprofessional behavior from the top management as well as from the drivers, it did not do enough for addressing the allegations. Avendaño also reported that she had complained many times about the sexual harassment incidents but the HR department kept on ignoring her complaints. She was also denied promotions and pay increase despite receiving praise for her good works (Wakabayashi 2018). The hotline number opened after Fowler’s post got 215 calls on sexual harassment issues from customers and the employees, but it has been found that the company did not take actions for 100 instances among those. This led to firing of many employees (Solon 2017) Kalanick promised to take actions against these issues, however, his role was severely criticized and many senior officials resigned claiming that the allegations are true and those were going on for a long time. Finally, Kalanick resigned from his position of CEO of Uber in 2017 (Yohn 2017).
As these reports were being published in the leading news papers and news channels, there was a negative word-of-mouth (WOM) publicity for Uber among the customers. WOM plays a major role in shaping the consumers’ perceptions regarding any product or service, the experience of the customers with those have a greater impact if coupled with WOM (). As stated by Williams, Buttle and Biggemann (2012), negative WOM and customer dissatisfaction have a very severe downside effect on the corporate reputation. On the other hand, a positive WOM did not seem to have an equivalent upside impact on the corporate reputation. If negative connotation about any particular issue and customers’ experiences are spread, it affects the company reputation in a significant manner. Thus, if there is any negative allegation, such as, in case of Uber and the sexual harassment issues faced by the customers and employees, the WOM is likely to make the other customers have a negative perception about Uber and believe the allegations.
On the other hand, Pool, Pool and Taghipourian (2016) showed in their study that customer satisfaction is a highly important factor that affects the company reputation. The authors highlighted the effects of the company services on the customer satisfaction and WOM about it, and it was found that if the company could deliver values, close to the perceived values, then it would have a positive impact on the customer satisfaction and consequently on the WOM. However, since, customer satisfaction, that is, customer experience often influences the perception about company reputation; it would also impact the customer’s attitude towards any allegation against the company (Walsh, G., Dinnie, K. and Wiedmann, K.P., 2006). For example, if majority of the customers have a satisfactory experience from using Uber, then, it is unlikely that they would believe or be affected by the sexual harassment issue in Uber unless it is proved. Thus, customer experience and WOM have a significant impact on the company reputation.
Laroche et al. (2012) highlighted in their study that trust is major determinant factor in brand popularity. Once a company is able to gain the trust of the consumers, it would gain loyal customers and that would help its business to grow. In such cases, a negative publicity will take longer time affect the customer loyalty and affect the business at a lower scale. In a similar study, Gul (2014) showed in her paper that, customer satisfaction leads to customer loyalty and faith on the company and helps to build a company reputation and increase the perceived value. In such cases, the negative publicity might not affect the company reputation, or people might find it difficult to accept any negative event. However, acceptance of any negative incidence in the company history by the customers will affect the trust on the company. The problem for the research study is followed from this literature review.
The issue or problem of the research study that will be addressed by the researcher is the effects of the negative WOM and customer satisfaction on the reputation and perceived value of the brand Uber. To be precise, the positive impact of WOM and negative impact of customer satisfaction on the acceptance of the customers of the sexual harassment issue in Uber and the impact of the acceptance behavior on the relationship between negative WOM and positive experience will be studied in this study.
The aim of this research study is to identify the relationship between the WOM and customer experience and their combined impact on the customer’s perception about Uber. The study will also identify the impact of the customers’ acceptance of the sexual harassment issue in Uber on the relationship between negative WOM and consumer’s perceptions on the brand popularity of Uber.
Research Objective and Hypothesis
The research objectives of the study are as follows:

To evaluate the positive and negative impacts of WOM for Uber
To explore the effect of customer satisfaction on the perceived value of Uber
To assess the impact of consumer’s perception on the popularity or reputation of Uber
To examine the influence of acceptance behavior of people regarding the sexual harassment issue on the negative WOM and customer’s perception of Uber’s popularity

These objectives aim to explore the relationship between the customer satisfaction, perception, impacts of WOM and brand reputation for Uber. To conduct the study, the researcher has formulated three research hypotheses that include the above mentioned factors.
The research hypotheses are as follows:
H1: WOM about Uber will positively influence consumers’ acceptance of sexual harassment at Uber.
H2: Consumers’ satisfaction with Uber will negatively influence consumers’ acceptance of sexual harassment at Uber.
H3: Acceptance of sexual harassment at Uber will influence the relationship between negative WOM & consumers’ perception of Uber’s brand popularity
The above hypotheses require quantitative analysis to get a scientific outcome.
Method, Sampling and Approach
Research methodology refers to the particular techniques or procedures adopted to identify, collect and analyze the information to conduct a study on a topic (Lewis 2015). In the given research, the researcher aimed to study the relationship and impact of the factors, such as, company reputation, customer loyalty and perception and WOM in regards to the sexual harassment at Uber. Quantitative research methodology was adopted to conduct the study. The researcher collected primary data through a survey on the Uber customers. Research hypotheses were designed and correlation techniques were applied to get the outcome to accept or reject the null hypotheses.
Sampling refers to the concept of drawing of a small subset from the large population by applying suitable sampling technique. Since, it is not possible to study the entire population, especially if the population is large, due to time and cost constraints, smaller samples are drawn which bears the same characteristics of the population. This helps in getting precise results for the study. The population of the Uber customers is quite large, and in this paper, the sampling of 201 participants for the survey was done by applying simple random sampling, which is a probability sampling technique. The samples have equal probability of being selected under this sampling technique, and the chance of sampling error or biasness is much lower (Keith 2017).
The researcher adopted deductive research approach. This approach allows the researchers to examine the specific research hypotheses based on existing theories and infer a generalized conclusion (Sekaran and Bougie 2016). In this study, primary data was collected through a survey and the responses were analyzed using quantitative method to draw conclusion on the research hypotheses. The researcher has not proposed a new theory, as in case of inductive research approach. Uber was taken as the case study company and by examining the sexual harassment issue, the impacts and relationships of the factors, such as, WOM, customer perception and loyalty and brand popularity were evaluated through the hypotheses testing.
Data Analysis and Summarisation
The survey questionnaire contained 61 close ended questions, among which 56 were non demographic questions and last 5 were demographic questions. The response data was collected through 6, 7 and 9 point rating scales, values ranging from lowest to highest, that is, strongly disagree to strongly agree. The factors addressed in the questionnaire were Acceptance of Sexual Violence (ASV), ASP, Word-of-Mouth (Negative) (WOM), Brand Popularity (BP), Choice Freedom (CF), Emotional Receptivity (ER), Market Mavenism (MM), Service Convenience (Usage) (SCU), Service Convenience (Access) (SCA), Attachment to Company (ATC), Fear of Discrimination (FOD), Purchase Urgency (PU), Satisfaction with Service (SS), Inequitable Treatment by the Business (ITB) and Trust in Regulation (TR).
To conduct the study, the variables under the headings mentioned below were combined into a single variable as that would help make computation easier. Such as, the Acceptance of Sexual Violence (ASV), Word-of-Mouth (Negative) (WOM), Brand Popularity (BP), and Satisfaction with Service (SS) were combined using the median values into new variables, namely, ASV_Total, WOM_Total, BP_Total and SS_Total. Similarly, another new variable was created by combining Choice Freedom (CF), Service Convenience (Usage) (SCU), Service Convenience (Access) (SCA), Attachment to Company (ATC), and Inequitable Treatment by the Business (ITB). This variable was named as Perception_Combined. These factors are closest to the factors included in the research hypotheses and by creating a new variable, all their impacts are combined.
The mean values of these combined variables are:
Correlation was performed to find out the relationship between the variables, measuring the totals of ASV, BP, SS, WOM (negative), and Perception_Combined, which measures the perception of the consumers regarding various services in Uber. 
It is found that, negative WOM_Total (mean = 3.73) is positively related with ASV_Total (mean = 3.14).  The Pearson’s correlation coefficient is 0.357 and the significance value is 0.000, which is less than the critical p value of 0.05. Thus, it can be said that the first hypothesis is supported. In other words, it can be described that negative word-of-mouth will positively influence the acceptance of sexual violence in Uber. As the incidence of sexual harassment would increase, the acceptance of those incidences would also increase the negative WOM among the consumers.
Similarly, the SS_Total (mean = 4.9) is also positively correlated with the ASV_Total (mean = 3.14). The Pearson’s correlation coefficient value is 0.181, and the significance p value is 0.010, which is again less than the critical p value 0.05. Thus, the second hypothesis is also supported. In other words, customer’s satisfaction regarding the services of Uber will negatively affect the acceptance level of sexual violence, that is, as the acceptance of the sexual harassment increases, it will affect the satisfaction level negatively.
On the other hand, the Pearson’s correlation coefficient is negative (-.021) for WOM_Total and SS_Total. This indicates a negative correlation between the two variables, covering the factors like satisfaction with the service and WOM. In other words, this value represents that, when satisfaction level is higher, the level of negative WOM is lower. When people are satisfied with the services of Uber, they do not prefer to spread negative words about this. The significance value is 0.771, (p value > 0.05).
The brand popularity (BP_Total, mean = 4.88) and the perception factors (Perception_Combined, mean = 4.87) are also positively correlated (0.670), with a significance value of 0.000 (p value < 0.05). This result indicates that, if perception regarding the services of Uber is positive and increases over time that would positively influence the brand popularity, that is, BP_Total would also increase. On the other hand, although the person correlation coefficient is positive between the negative WOM_Total and BP_Total, the significance p value is 0.403, which is greater than 0.05. Thus, these two factors will not have a positive relationship; instead, if negative WOM increases, it would affect the brand popularity negatively. Thus, it is seen from the above table that, the acceptance of sexual violence (ASV_Total) is positively correlated with the other variables, namely, Perception_Combined, SS_Total, BP_Total and WOM_Total. The mean values of these variables indicate that the participants have a moderate opinion about these on an average. Hence, it can be stated that, positive ASV_Total value is positively correlated with the other factors, as the significance value of the Pearson's correlation coefficient is moderately positive for all these variables with respect to ASV_Total. Hence, third hypotheses is also supported, that is, acceptance of sexual harassment issues in Uber would affect the relationships among the other determinant factors, that is, negative WOM, perceptions, brand popularity and satisfaction regarding services. Synthesis, Interpretation, Conclusion, Managerial Implication and Limitations From the above analysis, it can be concluded that, acceptance of sexual violence or sexual harassment issues in Uber is a determinant factor of the relationships of other important factors like brand popularity, negative WOM, perceptions and loyalty, satisfaction regarding overall service. On one hand, the negative WOM affects the overall satisfaction and acceptance of the sexual harassment issues at Uber, on the other hand, the satisfaction level positively influences brand popularity and overall perceptions regarding the service. Acceptance of sexual violence or harassment incidences will have a significant impact on the popularity of Uber, perceived value in terms of choice freedom, attachment to company, inequitable treatment by the business, service conveniences and lastly satisfaction from the service. As it is a highly unethical practice, this would definitely negative WOM, which again will affect the business growth of Uber. As per the results of the study, it is observed that, satisfaction level influences the negative WOM, that is, increase in satisfaction decreases the negative WOM. On the other hand, increasing satisfaction level positively influences brand popularity. However, the acceptance of sexual violence or harassment has a moderate positive influence on all the other factors. It can also be said that customer's perceived value depends on many factors, like, attachment to the company, freedom of choice, usage and access convenience of services, and inequitable treatment by the business. The fear of discrimination, emotional receptivity, market mavenism, purchase urgency and trust in regulations are other important factors that affect the consumer behavior. By taking the measures to eliminate the sexual harassment and gender discrimination, Uber will not only ensure a safe environment to the female employees and customers, but will also ensure a better reputation. From the literature review, it was learnt that, Uber displayed a reluctant attitude when the customers and employees started reporting the sexual harassment events, which ultimately led to the downfall of the former CEO. This had hampered the brand loyalty of Uber and also increased the incidence of negative WOM. The attitude of the company and its senior management also affected the satisfaction level of the company and many participants reported that they had fear of discrimination, sexual harassment and inequitable treatment by Uber. As per the past research works on the consumer trust, loyalty and satisfaction, it was observed that, company behavior regarding employee welfare policies and customer's safety issues create a big impact on the stakeholders and that affects the business growth positively. If negative word-of-mouth publicity happens for any reason, it would affect the customer loyalty and trust negatively. This has happened in case of Uber. However, the company has implemented few policies to supervise such issues and takes strict actions immediately. The managerial implication of the study is that, the report suggests that there are varieties of factors that affect the company reputation, and among them, some are internal and some are external. Uber should focus on reducing the burning issue of sexual harassment of their employees and customers by designing more strict policies and regulations. Uber should try to improve their brand popularity and access and usage convenience to the customers, increase the factors like, freedom of choice, trust of customers, and decrease the fear of discrimination among the employees and the customers, and inequitable treatment. Thus, the company should reform its business and marketing policies and incorporate more ethics in its practices. They should also highlight the ethical practices in its marketing activities to attract the attention of the customers. It should take strict action against the people, that is, employees and drivers, advocating and practicing gender discrimination and sexual harassment. The company also faced allegations that even if the incidents were being reported, they were not taking enough actions. Thus, its popularity was hampered. Therefore, Uber must take proactive actions to increase the trust level of the employees as well as that of the customers. Limitations of the study is that the researcher has focused on conducting the survey on the customers only, while the female employees of Uber has also faced sexual harassment and gender discrimination. The survey should be conducted in different locations to find out which regions face the maximum number of sexual harassment incidents. This would help the company to take special actions in those regions to ensure a safe and secure working and riding environment. Lastly, secondary research could not be performed due to lack of data on exact cases of sexual harassments occurred in Uber.    References Gul, R., 2014. The relationship between reputation, customer satisfaction, trust, and loyalty. Journal of Public Administration and Governance, 4(3), pp.368-387. Keith, L., 2017. Environmental sampling and analysis: a practical guide. Routledge. Laroche, M., Habibi, M.R., Richard, M.O. and Sankaranarayanan, R., 2012. The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), pp.1755-1767. Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475. O'Brien, S. A., 2018. Former employee sues Uber for sexual harassment, discrimination. [online] CNN Tech. Available at: https://money.cnn.com/2018/05/21/technology/uber-sexual-harassment-discrimination-lawsuit/index.html [Accessed 3 Oct. 2018]. Pool, A.K., Pool, M.K. and Taghipourian, M.J., 2016. Customer satisfaction through corporate reputation: The mediating role of perceived value. International Journal of Humanities and Cultural Studies (IJHCS)? ISSN 2356-5926, 3(2), pp.1424-1434. Reilly, K. (2017). Every Event That Led to Uber CEO Travis Kalanick's Resignation. [online] Fortune. Available at: https://fortune.com/2017/06/21/uber-controversy-timeline-travis-kalanick/ [Accessed 3 Oct. 2018]. Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach. John Wiley & Sons. Solon, O. (2017). Uber fires more than 20 employees after sexual harassment investigation. [online] The Guardian. Available at: https://www.theguardian.com/technology/2017/jun/06/uber-fires-employees-sexual-harassment-investigation [Accessed 3 Oct. 2018]. Wakabayashi, D., 2018. Former Uber Engineer's Lawsuit Claims Sexual Harassment. [online] The New York Times. Available at: https://www.nytimes.com/2018/05/21/technology/uber-sexual-harassment-lawsuit.html [Accessed 3 Oct. 2018]. Walsh, G., Dinnie, K. and Wiedmann, K.P., 2006. How do corporate reputation and customer satisfaction impact customer defection? A study of private energy customers in Germany. Journal of Services Marketing, 20(6), pp.412-420. Williams, M., Buttle, F. and Biggemann, S., 2012. Relating word-of-mouth to corporate reputation. Public Communication Review, 2(2). Yohn, D. L., 2017. Why Did Sexual Harassment Fell Uber? [online]. Forbes. Available at: https://www.forbes.com/sites/deniselyohn/2017/03/25/why-did-sexual-harassment-fell-uber/#509f11642050 [Accessed 3 Oct. 2018]. Free Membership to World's Largest Sample Bank To View this & another 50000+ free samples. Please put your valid email id. 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