Benefits of Customer Relationship Marketing

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Name of the Student
Name of the University
Author Note

RESEARCH PROPOSAL1
Table of Contents
An introduction with appropriate research aim and........................................................................2
Background of the study..............................................................................................................2
Research aim................................................................................................................................3
Reseach Objectives......................................................................................................................4
Research Questions......................................................................................................................4
Research Hypothesis....................................................................................................................5
Research rationale........................................................................................................................5
An exploratory literature review......................................................................................................6
Customer relationship marketing.................................................................................................6
Benefits of Customer Relationship Marketing............................................................................7
Customer retention.......................................................................................................................8
Factors affecting customer retnyion............................................................................................9
Conceptual Framework..............................................................................................................11
Research methodology...................................................................................................................11
Research philosophy..................................................................................................................11
Research approach.....................................................................................................................12
Research design.........................................................................................................................12
Research strategy.......................................................................................................................13
Data collection...........................................................................................................................14

RESEARCH PROPOSAL2
Data Analysis.............................................................................................................................14
Sampling....................................................................................................................................15
Resources needed.......................................................................................................................15
Ethical consideratins......................................................................................................................16
An indicative research project plan...............................................................................................16
References......................................................................................................................................17

RESEARCH PROPOSAL3
Topic: The influence of Customer relationship marketing on customer retention: A case study of
Tesco in UK
An introduction with appropriate research aim and objectives
Background of the study
The customer relationship marketing can be ideally defined as the technique using which
the customer relationships in the enterprise can be maintained and sustained accordingly (West,
Ford and Ibrahim 2015). In association with this, it can effectively be indicated that, the
customer relationship management and marketing as a technique tends to undertake the customer
data and feedback, utilizes adequate marketing and pricing strategies in order to come up with
adequate techniques so as to ensure that they are being able to occupy in adequate initiatives in
order to confirm that the customers are being able to be targeted accordingly (Chernev 2018).
Hence, for a firm to ensure success, it becomes effective to state that, the collection of the
consumer data is essential. When the customer relations are sustained in an enterprise, then in
such a scenario, the enterprise is being able to ensure effective operations and the customers
become adequately loyal towards the cause of the enterprise.
There are several examples of the different enterprises whereby, the various companies
have made use of the customer relationship marketing technique and gained the trust of the
customers and considerate success. Mcdonald (2016), states that there are several customer
relationship marketing strategies as well as techniques which can be followed by an organization
to ensure long term success. These strategies and techniques can be agreed to be providing
adequate customer service strategies at all times, offering loyalty perks and rewards for the
customers, turning the internet as well as the social media to pursue the customer marketing

RESEARCH PROPOSAL4
activities, engaging in associated activities as well as plans on social media which help in
maintaining strong relationships with them (Banerjee 2017). The main profit of the customer
relation marketing technique can be indicated to be the strong retention of the different
customers.
The customer retention can be rightfully referred to as the technique whereby an
enterprise has the adequate facility of being able to retain a product user for a longer time frame.
When the customer retention of the enterprise is considerably high then in such a scenario, it
may lead to larger scale sales and the customer defections may be reduced (Aghazadeh 2015).
The customer retention generally tends to begin with the first contact which can organization has
with its customers and continues throughout the lifetime of the relationship with them. All
enterprises would be required to undertake initiatives to ensure that the customer retention can be
ensured. In association with this, it can be considered effective to mention that the customers
who remain retained contribute to enterprise welfare to a greater extent (Kim, Shin and Min
2016). The study aims to conduct a research in the domain of Customer relationship marketing
and the customer retention. The enterprise which has been selected for the purpose of the
assessment can be cited to be the Tesco in UK
Research aim
The main aim of the proposed study will be to understand the inspiration of the Customer
relationship marketing on the customer retention of the Tesco Supermarket as situated in the
United Kingdom.

RESEARCH PROPOSAL5
Research Objectives
The research purposes which have been set down for the study can be indicated to be as
follows:
1. To understand the overall concept of customer retention.
2. To examine the meaning and related techniques of the Customer relationship marketing
technique
3. To comprehend how the customer relationship marketing as a technique can be applied
for retaining the customers of an enterprise
4. To find the association of the customer relation marketing technique on the customer
retention
5. To provide endorsements based on which the customer retention at the Tesco UK can be
improved with the help of the customer relationship marketing
Research Questions
The research questions which have been designed for the study can be indicated to be as follows:
1. What is the overall concept of customer retention?
2. What are the related techniques of the Customer relationship marketing technique?
3. How can the customer relationship marketing as a technique be applied for retaining the
customers of an enterprise?
4. What is the association of the customer relation marketing technique on the customer
retention?