Impact of Recruitment on Customer Relationship Management - Case Study on Beaverbrook Hotel

This research proposal examines the impact of recruitment on customer relationship management in the case of Beaverbrook Hotel. It covers the aim, objective, literature review, methodology, and challenges faced by the hotel in managing customer relationships.

Business and
Management
Dissertation

EXECUTIVE SUMMARY
Recruitment and customer relationship plays a vital role as it hep an organisation to achieve
its desired objective in an improved way and also to obtain competitive or aggressive
position among competitors. This research proposal covers research aim, objective, literature
review, methodology for completing the task in proper time mad budget without nay
hindrances. s

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
TOPIC:.............................................................................................................................................4
INTRODUCTION...........................................................................................................................4
Overview of project area........................................................................................................4
B) Theoretical background and project focus..................................................................................4
Project Aim:............................................................................................................................4
Project Objective....................................................................................................................4
Project Question.....................................................................................................................5
LITERATURE REVIEW....................................................................................................5
Concept of recruitment and Customer Relationship Management.........................................5
Impact of recruitment on Customer Relationship Management function of Beaverbrook
Hotel.......................................................................................................................................6
Challenges which Beaverbrook Hotel face while managing customer relationship..............6
C) Justification and contextualization..............................................................................................7
Project Rationale....................................................................................................................7
Project Structure.....................................................................................................................8
D) METHODOLOGY.....................................................................................................................9
Method to carry out project....................................................................................................9
Types of project methods.....................................................................................................10
Ethical Consideration...........................................................................................................11
Research Limitation..............................................................................................................12
REFERENCES..............................................................................................................................13

TOPIC:
“An Investigation to Appraise the Impact of Recruitment on Customer Relationship
Management - Case study on Beaverbrook Hotel, Surrey”
INTRODUCTION
Overview of project area
Recruitment is the process of identifying, attracting, analysing the personnel and placing
them in a proper position based on their capabilities or abilities. It is considered as one integral
function in hotel industry as it help management to predict the changes occurs in hospitality
industry environment in order to satisfy the needs or demands of customer in an improved way.
However, an effective pool of personnel generate positive impact over customer relationship
management as it empower them to gain increased level of customer loyalty towards brand that
improves firm's overall productivity ratio (CHEN, GUO and SHI, 2015). Additionally, acquiring
impressive recruitment strategy assist organisation to build a better relationship with society or
consumer that reflect in enrichment of brand value among competitors in an amended style. IN
regard of this project, Beaverbrook Hotel has been considered which is one of the reputed and
branded hotel within UK and it is established in the year of 1866. In this project, it involves
project aim, objective, questions. Finally, identification of different project methodology and
review of literature for accomplishing the desired objective in a better manner.
B) Theoretical background and project focus
Project Aim:
The aim of this project is, “To examine the impact of recruitment on CSR at Beaverbrook
Hotel”.
Project Objective
 To study the concept of recruitment and Customer Relationship Management
 To identify the impact of recruitment on Customer Relationship Management function of
Beaverbrook Hotel.
 To examine the challenges which Beaverbrook Hotel face while managing customer
relationship.

Project Question
 What do you mean by the concept of recruitment and Customer Relationship
Management?
 What is the impact of recruitment on Customer Relationship Management function of
Beaverbrook Hotel?
 What are the challenges which Beaverbrook Hotel face while managing customer
relationship?
LITERATURE REVIEW
Concept of recruitment and Customer Relationship Management
As per the views of David Smooke, 2013, In present scenario of marketplace, there is an
intense level of competition and rivalries among companies which directly influence company’s
potentiality in obtaining sustainable growth and development. However, for gaining competitive
advantage within existing marketplace, a highly skilled and talented personnel is required as they
enable firm to determine current and future requirements in order to accomplish sustainable
growth and also to fulfil the requirements of customer in a satisfactory manner (Dal Forno and
et.al., 2014). Hence, the concept of recruitment relates to the those procedure in which
organisation makes an initiative in finding, attracting, assigning accurate candidate and place
them in right position for achieving organisational goal or objective in an impressive and
efficacious manner. Moreover, a productive pool of personnel aid an establishment to maintain
the working culture as well as lead them to build a healthy and positive relationship among
manpower (Candidate Relationship Management (the recruiting CRM), 2013). On the other
hand, the aspect of customer relationship management also plays a vital role in hotel sector as it
defined as a approach to manage and analyse firm's interaction with potential and new customer
for enhancing the brand value of an organisation. Along with this, the term recruitment and
customer relationship management is viewed as an essential component in hotel industry as
combination of both the division help establishment to bring high level of customer satisfaction
and also empower them to enlarge its market share or size in an improved way. This is because, a
highly talented or capable personnel put their best contribution in implying novel ideas or
thoughts regarding sustain in competitive business environment which benefit firm to meet out
customer demand or need in an innovative and effective way. Therefore, both the aspects are
equally important for the growth and development of an organisation as it motive them to ensure

that the personnel who are recruited are highly skilled or talented to meet out business goal or
objective in an innovative style. improving firm's productivity in source which enable an
organisation to stand part among competitor
Impact of recruitment on Customer Relationship Management function of Beaverbrook Hotel.
In the view of Scott Wardell, 2018, Recruitment is one of the important approach for
every organisation as it deals with the aspect of hiring, distinguishing, delegating, evaluating
candidates and put them in an appropriate position which matches with their skill or potentiality.
Along with this, it lead an establishment to grab all sort of opportunities as well as to cope up
with current or emerging market trend or demand in order to obtain profit maximisation in a
prescribed time duration without any hindrances. In addition to this, present marketplace is
extremely competitive and challenging which directly influence company's ability in hiring
potential or skilled personnel who can impose innovative or novel ideas for attaining increased
level of profit margin (Mackelprang and et.al., 2014). On the contrary, the another concept
which hinder hotel sector is that improving sales performance as well as fulfilling the dynamic
nature of customer demand and wants in a creative way. Therefore, the role of recruitment is
considered as an integral function within organisation's CRM function in order to improve the
overall performance of company's productivity and also to retain existing customer as well as to
capture new consumers towards the brand (Why Candidate Relationship Management IS
Candidate Experience, 2018). Along with this, an effective recruitment empower firm to analyse
internal and external marketing environment in order to place the brand in a competing position
and also to adopt appropriate strategies for gaining competitive advantage in an innovation style.
Additionally, it help management to manage and coordinate among manpower effectively so that
that there will less possibility of arising conflict of interest that benefit them to acquire increased
level of sales growth and also can obtain customer satisfaction in a better mode among
competitor.
Challenges which Beaverbrook Hotel face while managing customer relationship.
According to Neil Kokemuller, 2019, The aspect of customer relationship management
provide enormous benefits or advantages to organisation in terms of handling or managing
personnel as well as consumers needs in an innovative or productive style. This is because
consumer centricity is the key to success for hotel industry as lead them to build long lasting
relationship that benefit them by attaining strategic advantage. On the other hand, it also render

several challenges within business function if they fails to comply with all standardised
techniques or implementation. However, CRM is regarded as an essential technology for
marketing for capturing the attention of consumers towards brand but when an establishment
fails to make use of their available CRM solution for which firm undergoes through an issue of
cultural shift (Business Challenges of CRM, 2019). Along with this, the another issue that hinder
company is that imposing the program of CRM within functional unit is highly complicated and
challenges because it has taken huge time, cost in coordination or collaborating all function
together in order to gain competitive advantage. Therefore, providing appropriate training and
development programs to workforce assist enterprise to overcome such issues and can obtain
smooth functioning of managerial or operational function in an improved way. Some other
challenges are maintaining infrastructure development, managing service performance and many
more that hamper the entire working process of establishment and also its productivity ratio
(Martin, Askim-Lovseth and Bateman, 2018).
C) Justification and contextualization
Project Rationale
The main reason behind conducting this study is to understand or examine the importance
and impact of recruitment on customer relationship management of Beaverbrook Hotel.
However, in current marketplace, there is a huge level of rivalries between companies which
create big challenges over managers in terms of managing or handling the business activities in
effective way. However, an organisation which contain extremely skilled or potential personnel
are more productive and competitive as it help management to acquire novel or innovative ideas
or thoughts for obtaining profit maximisation in a better way. Moreover, by executing this study,
it assist researcher to analyse the relationship between recruitment and customer relationship
management. Along with this, investigator was able to explore the aspect that combination of
both recruitment and CRM aid organisation to generate positive or healthy working environment
in an efficacious way. Due to which, it lead administration to control over the issue of
misunderstanding, confusion, conflict of inters, disputes in an amended manner and can enhance
the market share or size. Furthermore, with the assistance of this investigation, it will be simple
for investigator to grasp significant resources which is available within marketplace and
simultaneously, they can also separate and address changes in suitable and critical way. In

addition to this, by executing this study, investigator was able to examine various benefits which
an impressive recruitment impose over customer relationship management function within an
organisation. The foremost benefit which it provide is that it empower establishment to identify
current or upcoming market trend as well as consumer taste or preference. Moreover, it lead
them to take corrective course of action in order to place their brand in a competitive position
and also to fulfil the requirements of customer in a satisfactory manner. Additionally, this
research help researcher to determine several challenges which an enterprise come across while
managing customer relation within functional unit. Therefore, adoption of appropriate action
assist company to enhance its volume of sales and also can acquire better positing in among
competitors. Thus, due to such wide range of scope regarding recruitment on CRM encouraged
or motivate researcher to conduct this particular study which in result help them to gain in deeper
understanding of topic for attaining long term goal in a desired time frame without any obstacles.
Project Structure
This phase summarise the area which this research covers and it is discussed below:
Chapter 1: Introduction encompasses the overview of topic by highlighting the phases which
report will include (Rasch and Gilbert, 2015).
Chapter 2: Review of Literature are those in which researcher collect information on the
basis of published data by other author. Moreover, it also involve comparison of both the
study in order to give better conclusion.
Chapter 3: Research Methodology covers the aspects of various methods of gathering
information for accomplishing the objective in a time frame.
Chapter 4: Data Interpretation is relate with those concepts in which collected data is
converted into graphic presentation and interpret the same in a better way.
Chapter 5: Findings, Recommendation and Conclusion comprises analysis of received
findings and render suitable suggestion for improving the overall performance of
organisation.
D) METHODOLOGY
Method to carry out project
The aspect of project methodology is termed as those concept which signifies that it is a
process or procedure for searching the information in order to provide solution to particular

problem in a effective way. Along with this, it is regarded as an integral phase in conducting
project as it help investigator to obtain accurate or relevant information related to specified topic
or objective for improving the overall quality of project. However, there are two ways of
collecting data which contains their own function and role for accomplishing the defined aim in
stipulated time period. Hence, the explanation of two kinds of project method are as follows:
Primary Data: In this method, it is relate with those procedure in which researcher
gather data for the first time which means it is not attempted by any other researcher before. The
primal benefit which this give is that it assure high quality of project as it contains first-hand
information. In addition to this, there are different kinds of gathering primary data such as
questionnaire, observation, data analysis, interview and so on. However, in regard of this project,
researcher make use of questionnaire method in which they prepared a set of questions in order
to acquire relevant or reliable information related to defined topic in an effective way (MIits
open and MACKO, 2014).
Secondary Data: Under this component, data or information are already attempted and
completed by some other publishers or authors and it is available in market. Moreover, it also
contain different methods to obtain data like journals, magazines, articles, websites and so on.
However, on the basis of collected information, existing researcher insights more content over
past records and render to market or organisation in order to accomplish their pre determined
goal in a better way. Therefore, in context of this project, researcher utilise several online sources
as well as different articles, journals are also been used for conducting literature review in a
reliable way.
Qualitative and Quantitative: These two techniques are also considered as an important
concept of project as it help investigator to obtain relevant and reliable information in order to
bring out better outcome. In terms of qualitative, which is also termed as exploratory project in
which researcher obtain detailed information in regard of providing best result and also to give
effective solution for particular project problem. On the other hand, quantitative method are
those in which data are expressed in the form of data, graph, diagram, statistical way and many
more. However, in relation to this project, investigator make use of qualitative data for gathering
information as it assist them to acquire in depth understanding of topic and objective and also
lead them to enrich the quality of project in a better manner.

Sampling: It is also an essential component in project methodology as it states the
selection of required respondents from the larger number of population for obtaining improved
way of outcome. Furthermore, it is classified into two types i.e. probability and non- probability
Hence, in regard of this project, researcher make use of random sampling method of probability
technique which is cost effective to carry out the task in a amended way (Stettina, C. J. and Hörz,
J., 2015.
Wilson, J., 2014). Along with this, the benefit is that it provide equal opportunities to
respondents in terms of sharing their views or opinion for completing the assigned task.
Moreover, investigator select 30 respondents as a sample size from Beaverbrook Hotel.
Types of project methods
There are various types of collecting information or data for specified project such as
survey, questionnaire, observation, interviews, experimental design and many more. IN addition
to this, each of them contains their own set of roles and features which make them different from
each other. However, in context if this project, investigator make use of questionnaire and
observation method which has been discussed below:
Questionnaire: It is considered as a project instrument in which reseacher prepares a a
series of questions for the purpose of gathering or collecting information from targeted
respondents. Along with this, it is expressed in the form of written interview.
Strength
The foremost strength which questionnaire method provide is that it is inexpensive as
well as quick or easy to collect results from online and mobile tool.
Weakness
Its main disadvantages in that there is a possibility of obtaining biased information which
decreases the quality of project as well as impact over organisation productivity.
However, due to such benefits, it motive researcher to imply questionnaire method into
its project so that they can easily cover large number of population towards the brand. ON the
other hand, it also contain some
Observation: This project is regarded as a type of correlational project in which
investigator observes ongoing behaviour and make appropriate conclusion for completing the
objective of report in an improved or productive manner.
Strength

The primal advantage which observation project provide is that it enable a personnel to
observe potential customer in a natural setting or surrounding which benefit them to collect
required material or data in an efficacious and expeditious manner.
Weakness
The major weakness which observation method render is that for some organisation or
project it may viewed as an unethical factor because collecting information without the
knowledge or other person consent may impact over project performance as well as its
productivity.
Henceforth, in context of this project investigator also utilised observation method which
help them to gather data in a better manner as it incur less expense compare to other methods i.e.
focus group and survey (Stettina, C. J. and Hörz, 2015).
Ethical Consideration
This determinant is also plays a crucial role in project methodology because it is directly
link with attaining relevant and accurate data in order to acquire best position among competitor.
There are several factor which a researcher consider while executing specified task or project
like confidentiality, seeking the consent, avoiding personal question and etc. However, in context
of this project, investigator mainly focused on:
Confidentiality: This aspect is relate with keeping the participants information safe and
securely that lead them to gain increased level of satisfaction and motivation. Hence, in relation
to this research, investigator maintain all acquired data of targeted respondents which help them
to build a better and positive relationship with them and can produce best outcome in a stipulated
time period.
Seeking the consent: In this, researcher provide all relevant and reliable information to
its respondents or manpower so that each of them can be able to share their views or ideas
effectively. Due to which, it enrich the performance of research and help investigator to create
positive response among marketplace.
Research Limitation
While carrying out the activities of this research, investigator came across with a
limitation of time constraint and personal commitments (Wilson, J., 2014 Wilson, J., 2014).
Moreover, there were not enough time duration for accomplishing the task as well as targeted

personnel were not much dedicated to give their ideas or thoughts which hinders the researcher
to complete the given study.

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<https://smallbusiness.chron.com/business-challenges-crm-64644.html>
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