MANAGEMENT DISSERTATION PROPOSAL PROFORMA

1. Aim, objectives, and feasibility of the dissertation

Research Background
Most organizations today have found out that pursuing unique marketing options is the key to persistently progressive performance indicators such as customer loyalty. Išoraitė (2016) defines customer loyalty as a voluntary decision to not only create but also sustain a long-term relationship with a company that delivers some value to them. Strategic alliance or partnership is one of the most prominent contemporary marketing initiatives used to drive customer loyalty. Ghalami (2006) describes strategic partnership as a cause where stakeholders, who might differ in terms of their nature, dedicate their resources to a mutual project over an extended period, spreading the underlying risks among themselves, sharing information, and distributing rewards realized from the relationship. According to Ghalami (2006), the stakeholders that mostly enter into strategic alliances are those that have a business orientation and majorly include suppliers. As demonstrated by the recent trends, the strategic partnership has become vastly common in the telecommunication industry of Saudi Arabia. Prominent service providers such as Zain Saudi Arabia, STC Telecom, and Etihad Etisalat/Mobily have all pursued tactical alliances, however with different stakeholders (Zain Saudi Arabia, 2011, Rasooldeen, 2012, and ZTE, 2018).

Aim
The general aim of the forthcoming scientific inquiry is to explore the ability of the strategic partnership in assuring brand/customer loyalty in the telecommunication sector of Saudi Arabia focusing on the three primary competitors, namely, Zain Saudi Arabia, STC Telecom, and Etihad Etisalat/Mobily.

Objectives
The researcher breaks the broad aim above down into four key objectives. These are;
To explore the context or details of each company’s strategic partnership entered with their respective stakeholders in the past two years
To establish whether the strategic alliance initiatives pursued by the three companies have succeeded into promoting a greater extent of customer or brand loyalty
To recommend novel strategic partnership models to the Saudi Arabian telecommunication companies to help them promote a greater level of customer engagement with their brands

Feasibility of the study
The forthcoming study is highly feasible as the researcher has almost unlimited access to the precise type of information necessary for him to execute the empirical study successfully. The researcher is a stakeholder in the Saudi Arabian telecommunication industry as he is an employee at Zain Saudi Arabia. In particular, the researcher works as a performance administrator at the firm. What this necessarily means is that admission to both sources of data, namely, primary and secondary sources, is seamless. The researcher has access to workmates along with peers from other industrial players besides corporate reports documented over years concerning the phenomena under study. Furthermore, the inquirer has an adequate background not mentioning the appropriate skills necessary to execute a scientific study successfully. For example, prior to writing this proposal, the researcher was involved in a lot of writing, authoring an assortment of research papers and short essays. This experience has been overly beneficial as the investigator gained immense ability to search deeply for relevant information from multiple sources. The researcher believes that these skills and competencies are the very same necessitated in executing a scientific research process and the prior experience places him in a better position for attaining optimum success.

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