Customer Relationship Management Marketing And Retention - TESCO

Added on - 03 Dec 2019

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Research Methodologies
Table of ContentsAssignment 1.............................................................................................................................................4Research Topic......................................................................................................................................4Research Background............................................................................................................................4Research Aim........................................................................................................................................4Research Objectives..............................................................................................................................4Research Questions...............................................................................................................................5Contribution to knowledge....................................................................................................................5Research philosophy..............................................................................................................................5Research Paradigm................................................................................................................................7Research Reasoning..............................................................................................................................7...............................................................................................................................................................8Research Approach................................................................................................................................8Data Collection Method........................................................................................................................9Sampling Technique..............................................................................................................................9Data Analysis.......................................................................................................................................10Assignment 2............................................................................................................................................10references.................................................................................................................................................15
Illustration IndexIllustration 1: Saunder's Onion...................................................................................................................7Illustration 2: Deductive and Inductive Approach.....................................................................................8
ASSIGNMENT 1Research TopicWhat is the Role of Customer Relationship Marketing in Tesco in Retention and Acquisition ofCustomers?Research BackgroundCustomer relationship marketing is a crucial overall marketing functions and process as it isdirectly associated with effectiveness of overall operations of an organization (Petty, Thomson andStew, 2012). It is a system through the help of which companies can develop and maintain positiverelations with their customers which essentially would lead to overall improvement of image ofcompany in the market. Therefore, customer relationship marketing can be defined a business processwhere client relationships, customer loyalty, brand value, etc. are developed through differentmarketing and promotional tactics or activities. In recent years, it has many retail organizations in theUK which are not able to retain their customers and are neither able to attract new ones which clearlyindicate that, there is lack of presence of proper customer relationship marketing strategies in suchcompanies (Chilisa, 2011). Furthermore, this also means that, companies like Tesco have failed todevelop and maintain healthy relations with the customers.Many past studies and investigations on the topic have stated that, it is imperative fororganizations to share positive relations with the customers as success of the firm, to a great extent isdependent on it (Amelina and Faist, 2012). This study was conducted with an aim to evaluate role ofcustomer relationship marketing tactics of Tesco on retaining and acquiring users. View behindconducting this investigation was to assess how such marketing strategies help in retaining existingcustomers as well as attracting new ones. Since, the UK retail industry is considered to be one of themost competitive markets in the country, retaining existing as well as acquiring new customersbecomes a very tedious and difficult task to perform. Therefore, the role of customer relationshipmarketing strategies is prominent in this regard (Golgowska, 2011).Research AimAim of this study is“To Evaluate the Role of Customer Relationship Marketing in Retentionand Acquisition of Customers: A Case Study of Tesco Plc”.Research ObjectivesIn order to achieve this aim, the following objectives would have to be attained:To conduct a critical review of literature on customer relationship marketing.To identify the factors of relationship marketing that affects the retention and acquisition of
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