Customer Relationship Management Study

The assignment is a research study on customer relationship management. It involves collecting data from 120 respondents using questionnaires and online surveys, with a response rate of 91.5%. The study aims to analyze the effectiveness of CRM in mobile service providers and identify critical success factors. The methodology includes reviewing prior research, written papers, and electronic user-related journals. The document also discusses ethical considerations and references various studies on CRM.

1 | P a g e
Dissertation Proposal
Research Topic: Impact of e-Customer Relationship Management Performance of
Mobile Services in UK
Student’s ID:
Student’s Name:

2 | P a g e
Table of Contents
Introduction......................................................................................................................................3
Research Title..............................................................................................................................3
Research Aim...............................................................................................................................3
Research Objectives.....................................................................................................................3
Research Questions......................................................................................................................3
Background......................................................................................................................................4
Literature Review............................................................................................................................6
Customer Relationship Management (CRM)..............................................................................6
Electronic Customer Relationship Management (E-CRM).........................................................7
Customer Factors.........................................................................................................................7
Methodology....................................................................................................................................9
Research Population and Sample Size.......................................................................................10
Data Collection Method and Instrument....................................................................................10
Non Response Rate....................................................................................................................10
Ethical Considerations...............................................................................................................10
Timescale.......................................................................................................................................12
References......................................................................................................................................13

3 | P a g e
Introduction
Research Title
Impact of e-customer relationship management performance of mobile services in UK.
Research Aim
The research aims to investigate the impact of e-customer relation management on the loyalty
and changing mind-set of the customers.
Research Objectives
In order to fulfil the aim of this study, the subsequent objectives are pursued:
 To analyse how many types of mobile services are given by telecom companies to hold a
strong customer relation through e-CRM in UK
 Investigate how well are the customers satisfied from mobile services in UK
 Understand and evaluate customer feedback regarding the quality of service that is
provided in UK
Research Questions
In order to attain the said objectives, this analysis should answer the subsequent questions:
 How many types of mobiles services are provided in UK and which is the main type of
service?
 In UK how effective is the feature of e-CRM in regards to the customer perception for
service quality?
 Evaluate is there any relation with customer satisfaction and the quality of the service
provided?

4 | P a g e
Background
Customers have been exceedingly tough in current fast moving telecommunication market, and
many experienced people demand the most focus. Researchers found that when customers are
not pleased, customers switch the vendors, which certainly have detrimental effects on customer
loyalty (Blomqvist, 2004). Therefore, businesses turn their attention to the consumer in order to
satisfy and maintain them, hence the growing imports. Therefore, businesses turn their attention
to the customer in order to satisfy and maintain them, thus the increasing significance of
customer relationship management (CRM) (Buttle, 2015). During this intensified competitive
global environment, as CRM has become a major obstacle for many organizations, many experts
have tried to suggest the most precise description of the construct that can be accomplished.
Thus, techniques and explanations vary from one individual to another (Schierholz, 2007).
Companies in information technologies (IT) are inclined to clarify CRM as the system
implementations that modify enterprise promotion, trade and repair functions. According to Peel
(2002) injury triggered by a disgruntled customer is exponentially dilated. Square discontented
consumers calculate a lot of definitely defecting to competitors and a lot of undoubtedly winning
over others to change service providers (Blomqvist, 2004). Present era, it is not shocking that
customer experience management within the instruction and company arena will be an important
topic for debate. In Jordan, the telecommunications industry has proved to be one of the most
prosperous and competitive industries and has grown greatly in the past few years (Fjermestad,
2016). Recently, UK has seen the economic reform of the established telecom sector and a huge
increase of the smartphone market. This development has resulted in considerable advantages to
the public, not only in the provision and in efficiency of resources but also in the scope of
options available to the subscriber (Blomqvist, 2004). The position of the TRC
Telecommunications Regulatory Commission in this extension, and its continuing future role,
will continue to concentrate on developing and sustaining an atmosphere that promotes renewed
investment, fosters innovation, and provides meaningful benefits to consumers due to increased
levels of competitiveness in the United Kingdom (Buttle, 2015). As an example, over the last
few years, the entire market value of the telecommunications trade has boomed remarkably. In
comparison, the entire industry cap in 2004 hit US$ 192,691,509, reflecting a growth rate of fifty
relative to 2003 (Fjermestad, 2016). In the business world, mobile trade has one of the foremost

5 | P a g e
needed consumer turnover rates and it can literally surpass forty percent each year. The authors
reported that 2-4 percent of their clients are lost monthly by upwardly mobile services providers
(Blomqvist, 2004). This can typically be often attributed to increased customer dissatisfaction
resulting in unhappy consumers and therefore uncountable missed sales and benefit for mobile
companies. As a result, customer relationship management is already a serious problem for
service providers in the UK telecom industry; thus the introduction of internet-based applications
to meet the needs and demands of consumers (Buttle, 2015).
This research is therefore carried out to understand the effect of the success of e-customer
relationship management of mobile networks in the UK and will analyse the different impact of
service quality care through this research, along with how telecommunication companies can use
e-CRM to please their customers and draw more subscribers.

6 | P a g e
Literature Review
Customer Relationship Management (CRM)
CRM has been recognized as being among the fastest developing information systems embraced
by many organizations since 1990 (Schierholz, 2007). In terms of marketing, consumers are
always the core of any commercial operation. In an effort to develop competitive advantage, this
significance was mirrored in an increased desire for company organisations to implement
customer awareness in order to establish relationships with customers more efficiently (Li Kam
Wa, 2003). Furthermore, the exponential development of the Internet and its related technology
has dramatically expanded marketing possibilities and has changed the management of
partnerships between firms and their consumers. CRM emerged largely from the branding of
partnerships and the rapid expansion of enhancing customer satisfaction through customer
relationship management (Sesselmann, 2016).
CRM can be an efficient and highly important method for handling customer transactions in a
dynamic market, integrating the new technologies with current business processes (Schierholz,
2007). Therefore, companies have become more aware of the possible advantages CRM provides
(Li Kam Wa, 2003). These advantages include improved customer satisfaction and engagement,
greater consumer efficiency, customer value formation, versatility of goods and services and
lower costs, higher quality goods and services, according to Li Kam Wa (2003). In essence,
CRM is a platform approach that expands communications and operations to a focused initiative
by expanding transactions, virtual assistants and servers. CRM, though, is not only the
introduction of branding and transaction technologies, but rather a "merge, customer-driven,
infrastructure service management" that improves customer loyalty and encompasses the whole
enterprise (Li Kam Wa, 2003). Nevertheless, since the industry is choked with merchandise and
repair options, many businesses in the sports sector re-establish their ties to potential consumers
as established customers in order to enhance company long-term consumer loyalty (Peelen,
2009). Some businesses are successfully uniting rivals and challenging this race by incorporating
financial and strategic leveraging of partnership marketing concepts. CRM systems that are
digital (Li Kam Wa, 2003).

7 | P a g e
Electronic Customer Relationship Management (E-CRM)
CRM enhanced to Electronic CRM with the invention of the Internet and its use as a business
model (E-CRM). E-CRM is a mix of systems, tools, protocols, apps and administration to
optimize user experience and maintain quality service (Anderson and Kerr, 2017). E-CRM is a
concept used to handle user experience operations provided on the Web (Fjermestad and
Robertson Jr, 2015). It includes practices, resources and strategies for internet marketing
intended to create and strengthening relationships with customers (Schierholz, 2007). E-CRM
seeks to find potential market prospects by examining user data whereas organizational E-CRM
addresses the call centre, email messages, internet assistance desk, communication devices, and
fax machines customer touch points (Fjermestad and Robertson Jr, 2015). Any interaction or
digital platforms between consumers and service interactions will also impact the interaction
with users.
Technology is changing the way corporations are organized and operated drastically. It has
helped businesses not just to use the Internet to sell goods and services, as well as have the
ability for their users to visit the same goods and services across the Web (Fjermestad and
Robertson Jr, 2015). Although this is a positive incentive for industries to flourish, it provides the
consumer with a wide variety of options from which to choose the services or products and also
from the home or office as well. Therefore, the user now becomes master of a virtual universe,
when he doesn't want to think about his name, rank, position etc. In comparison, some e-CRM
customers have set out to stop financing a e-CRM because most e-CRM provides with no
concrete benefits (Fjermestad and Robertson Jr, 2015). In specific, the incomes and expenditures
of e-CRM deployment can be summed up as follows: twenty-eighth of the total quality goes to
the procurement of software packages, thirty-eighth of the income effect to resources such as
development of software packages, installation and guidance of applications, twenty-third of the
amount goes to hardware, 11 percent of telecommunications costs and infrastructure frame the
remainder (Sesselmann, 2016).
Customer Factors
Clearly, clients are not exactly the very same; each of them disagrees about personal traits and
non-heritable details whether the honesty is informed (Goodman, 2009). As such, since 2
organizational members face a given structure and community factors, individual attributes may

8 | P a g e
have a significant effect on the methodology they perceive this modern techniques of the
introduction of a completely innovative product and, subsequently, on their ability to simply
embrace it (Goodman, 2009). Despite previous rapid technical advancement and growth in
numerous fields, such as sales, computerization, and sociology, the consumer remains the lord
and ruler by becoming the primary subject of analysts, directors, and representatives' interest.
Service provider conditions are the client quantities picked as indicators (Goodman, 2009).
Furthermore, the consumer dilemma selected as employee motivation is the explanatory
component or within gifts report. Forfeiting clients would have a detrimental effect on economic
performance and earnings. Operational security might be another firm concern which has already
been selected as the undergraduate degree explanatory component within the present report
(Goodman, 2009). Personal data may be a difficult concept to clarify and outline because
protection has been used to mean a wide variety of desires, along with personal information
control, procreative sovereignty, links to areas and assets, confidentiality, and individual growth
(Sesselmann, 2016). Databases are now available from the internet and that makes it very easy
and open for computers. As consumer protection is increasingly relevant in the online customer-
repair provider relationship, privacy issues have been shown to have a direct effect on the
behavioural intent of consumers in e-commerce.

9 | P a g e
Methodology
Research Design
A study which may be a performance of the goals of the project, is defined as a set of study aims
to explore which always generate the project defining the methods and procedures used to gather
the data needed. According to Silverman (2011), the design of study is essential in determining
the type of material, the strategy of gathering data, approach of sample, plan, and budget. It
basically involves aligning the approach to the problems of study. Researchers have proposed the
type of study into 2 categories: scanning, analytical (Silverman, 2011)). Such a research applies
these types of analysis such that the targets of this study are taken home by the bacon.
A research may begin with an analysis report that can demonstrate the requisite important
context knowledge prior to a descriptive study. When a researcher wants to more clearly describe
the issue and determine any particular goal or data criteria to be solved by additional analysis, an
Exploratory Research is necessary (Huisman and Tight, 2020). Furthermore, in order to establish
a long-term consumer partnership in the cyber space, the requirement of an exploratory analysis
is to acquire much needed context. In accordance to literature reports, an insight study, also
known as Main Informant Technique (KIT), builds on the expertise of others who are familiar
with the particular topic - in this case, the impact on consumer loyalty of E-CRM features.
Unorganized and semi-structured interviews with mobile operator managers and workers who
are responsible for monitoring web service operations is the second qualitative approach used.
The exploratory analysis findings helped to establish the scales for the survey questionnaire in
descriptive science (stage two) (Oakes and Ji, 2013). For eg, the questionnaire would concentrate
on details on the types of E-CRM features available in service provider’s website.
In exchange, knowledge gained from some kind of descriptive sample may encourage a direct
causal test for the individual of the research type. Few scholars have stated the field unit of
descriptive study forms for the key half of quantitative existence (Huisman and Tight, 2020).
There are 2 basic descriptive analysis approaches in the area unit: cross sectional and
longitudinal (Scheurich, 2014) In cross-sectional analyses, data is obtained for only single
objective from a defined demographic sample, while the longitudinal study relates with the
population sampling frame over a span of time (Scheurich, 2014). In contrast, the cross-sectional

10 | P a g e
analysis is cited as a representative sample in which chosen individual area units are asked to
respond to a group of uniform and organized inquiries about what they think or feel. The purpose
of this study is to explore the influence of E-CRM on customer loyalty through mobile service in
UK, to achieve these goals, the research format of this study is to be conducted out in 2 stages:
exploratory and descriptive analysis.
Research Population and Sample Size
For this study, the population sample was identified as people using a mobile web service in the
UK (Huisman and Tight, 2020). In view of the following variables, there are 4 major and several
other minor reported mobile service providers in the UK according to UK statistical results, the
questionnaire was undertaken on the 4 main operating service providers and 30 questionnaires
were circulated per service provider without operator size perspective as it is convenience study.
120 respondents were determined to be the sample size for this analysis.
Data Collection Method and Instrument
In this analysis, the tool and primary resources used were:
 Questionnaire section
 Person interviewing
 The secondary knowledge that formed the context of this analysis was collected by review of
the book, prior research, written papers, electronic user-related journals, directories, and
information for mobile web service providers.
Non Response Rate
The non-response rate is a crucial restriction of a sample, according to Chen (2007). In order to
minimize the non-response rate in this sample, during the execution of the survey in mobile
service provider locations, the analysts were available with each respondent and tried contacting
each participant who completed the questionnaire online directly to assist in some move or to
clarify any unclear question. 15 questionnaires were returned in number and only 104 were
available. 1 questionnaire was inoperable, as a few inquiries were left unanswered by the survey
participants. The survey response rate was 91.5%, of 104/120 participants.

11 | P a g e
Ethical Considerations
In order to ensure that the conclusions and the final result of this analysis truly reflect all the
evidence and related circumstances, ethical concerns were discussed during the whole process
(Fjermestad and Robertson Jr, 2015). The research was done and as per the research ethics policy
of the Economic and Social Research Council (ESRC). According to ESRC standards of ethics,
the questionnaire was developed. Accordingly, a covering letter outlining the purpose of the
project was included in the report, suggesting that participation in the survey and that responses
would be viewed anonymously (Buttle, 2015).

12 | P a g e
Timescale
Week 1 2 3 4 5 6 7 8 9 10
Selecting Topic for
the Research Study
Aim of Research,
Objectives and
Questions
Literature Review
Preparation
Methodology of
Study
Sample Data
Collection
Validation of Data
Collected
Findings and
Recommendation

13 | P a g e
References
Anderson, K. and Kerr, C., 217, Customer relationship management.
Blomqvist, R., 2004. Customer relationship development. London: Routledge.
Buttle, F., 2015. Customer Relationship Management. Taylor and Francis.
Chen, A., 2007. Research in finance. Amsterdam: Elsevier JAI.
Columbus, A., 2009. Advances in psychology research. Huntington, NY: Nova Science
Publishers.
Fjermestad, J. and Robertson Jr, N., 2015. Electronic Customer Relationship Management.
Hoboken: Taylor and Francis.
Goodman, J., 2009. Strategic customer service. New York: AMACOM.
Huisman, J. and Tight, M., 2020. Theory and Method in Higher Education Research. Bingley:
Emerald Publishing Limited.
Li Kam Wa, P., 2003. The critical success factors of customer relationship management (CRM)
technological initiatives. Ottawa: National Library of Canada = Bibliothèque nationale du
Canada.
Oakes, M. and Ji, M., 2013. Quantitative methods in corpus-based translation studies.
Amsterdam: J. Benjamins.
Peel, J., 2002. CRM. Amsterdam: Digital Press.
Peelen, E., 2009. Customer relationship management. Amsterdam: Pearson Education.
Scheurich, J., 2014. Research Method in the Postmodern. Hoboken: Taylor and Francis.
Schierholz, R., 2007. Mobile customer relationship management. [Bradford, England]: Emerald.
Sesselmann, J., 2016. Empowering Brands with Customer Integration. Wiesbaden: Springer
Fachmedien Wiesbaden Gabler.
Silverman, D., 2011. Qualitative research. London: SAGE.