Concept of Customer Relationship in Mark and Spencer : Case Study

Added on - 06 Jan 2020

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Research Project
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................41.1 Background of the research...................................................................................................41.2 Research Aim and objectives................................................................................................5Aims and Objectives........................................................................................................................5Research questions...........................................................................................................................51.3 Literature Review..................................................................................................................51.4 Research methodology..........................................................................................................61.5 Structure of the Project..........................................................................................................6CHAPTER 2: LITERATURE REVIEW.........................................................................................72.1 Introduction...........................................................................................................................72.2 Literature review...................................................................................................................7CHAPTER 3: RESEARCH METHODOLOGY...........................................................................113.1 Introduction.........................................................................................................................113.2 Research Methods...............................................................................................................113.2.1 Research Approach.....................................................................................................113.2.2 Research Philosophy..................................................................................................123.2.3 Research Design..........................................................................................................123.3 Data Collection....................................................................................................................133.4 Sampling............................................................................................................................133.5 Data Analysis......................................................................................................................143.6 Ethical Consideration.........................................................................................................14CHAPTER 4: DATA COLLECTION AND ANALYSIS............................................................144.1 Data collection....................................................................................................................144.2 Data analysis and discussions.............................................................................................16CHAPTER 5: CONCLUSION AND RECOMMENDATION......................................................15.1 Conclusions...........................................................................................................................15.2 Recommendations................................................................................................................15.3 Areas for further study..........................................................................................................2REFERENCES................................................................................................................................3
CHAPTER 1: INTRODUCTION1.1 Background of the researchIn the era of digitalisation, advancement of communication has made the connectivityand networking very strong. It has made the users to interact with each more effectively andquickly. Among the different ways, social media is the lucrative means for the enhancement ofinteraction level. This platform is utilized for varied purposes by all the users. Business entitiesand organisations also leverage the benefits of this internet based application and make theirrelationship strong with their customers. Social media incepting with the purpose of increasinginteraction level on internet, is utilized for wider range of purpose. Earlier confined to the limiteduse of informal connectivity, its uses has also been expanded for professional and commercialpurposes as well (Castronovo and Huang, 2012). Concept of customer relationship is the centralpart of all the functioning and operations processed by any business organisation.It refers to the management of all the affairs related to their users such as identification ofpotential customers, differentiating them on the basis of varied values and needs and customizingthe operations as per the needs and wants of them in all means. Increased awareness about theutility has widened the user base in all the dimensions of social media such as its differentplatforms are blogs, social networking sites, pod-casts and forums are few among them.Organisations are well utilizing them for enhancement of relational constructs between differentcomponents and agents associated with it such as suppliers, consumers, business traders andintermediaries (Weinberg and Pehlivan, 2011). Among this, relationship building betweenemployee and customers is the very crucial one.These customer-employee relationships are affected by the number of factors. This reportelucidates these influencing agents along with their impact on it. Fundamental influencers arecommunication channels used by the organisation to stay in contact with their customers,knowledge management that is the manner in which data and information about customers isutilized for maintaining good relations with them, the efficiency level of the employees who aredirectly in link with the users and the technology used in the organisation. In all the mentionedoperations, social media plays vital role in getting the connectivity and networking strongerbetween employees and customers (Rosman and Stuhura, 2013). It is utilized by organisation indifferent means such as to interact with customers for different purposes, post the details and
information about the products and services offered by the organisation and seek the currentbrand perception in the market and among the customers of varied choices and preferences.1.2 Research Aim and objectivesAims and ObjectivesThe major aim of the research is to identify the impact of social media on thedevelopment of customer relationship- Case study of Mark and Spencer. Following objectiveshave been stated for achieving the above aim:To investigate the rising trends of Social mediato examine the concept of customer relationshipsTo identify the factors affecting customer relationshipsTo study the impact of social media on customer relationshipsResearch questionsHow the concept underline customer relationships in the context of Mark and Spencer?What are the factors affecting customer relationship in mark Spencer?How the social media is impacting development of customer relationship in Mark andSpencer?1.3 Literature ReviewIn the current study, it analyses the impact of social media on the development of thecustomer relationship in the organisation. Social media is the internet based application whichallows sharing common interests and informational content on the virtual communities andnetworks. It has created the new opportunities for an organisation to communicate and shareinformation. It enables the customer relationship in the organisation. It provides the platform tostay connected with the customers and seek their perception with respect to the products andservices offered on frequent basis. It benefits the organisation to create brand image among thelarge group of people increase their participation (Smith and Zook, 2011). Along with benefitingthe organisation it also threatens the reputation of organisation. Due to certain attributesassociated with the use of social media such as fast pace circulation of any information orcontent related to any engaged entity, there are many drawbacks linked to it. Such as circulationof any mis-fiting information about the organisation challenges its reputation and image inmarket. It makes the customer relationship dwindled in significant manner. In that regard
organisations utilizing this platforms are supposed to use this in rational manner by keeping inconsideration all the pros and cons of use of social media to develop customer relationship.1.4Research methodologyPresent research is conducted to gain knowledge about the role of social media indeveloping relations with customers. In this regard, inductive approach is applied as it supportsin collecting data and analysing the same in order to develop theory out of it. Further,interpretivist philosophy is applied along with descriptive design that aids in describing the keyfindings in detail. Moreover, descriptive design is applied from which interpretation of responsesbecomes possible and researcher is able to evaluate the role of social media in depth. Data hasbeen collected from primary and secondary in order to gain sufficient knowledge about thesubject matter. In this regard, primary data has been collected through survey from the existingcustomers of Marks and Spencer (Zikmund and et. al., 2012). To collect data, questionnaire isused as a research instrument in which close ended questions are included. In addition to it,secondary sources like books, journals, magazine and online articles are used to obtaincontextualize information. In present research, simple random sampling is employed to choosethe sample for this study. Sample size for the study is determined as 50 customers. In addition toit, qualitative data analysis is done in which thematic analysis is done in order to assess the roleof social media in developing relations with customers.1.5 Structure of the ProjectPresent study is segmented into five chapters explaining the impact of social media ondevelopment of customer relationship. Chapter one is introduction in which outline of the projectis presented with the explanation of project description in brief; the aims and objectives of thereport; critically discussed literature review; research methodology and structure. Chapter two isthe literature review which study the topic in detail. Further, in research methodology data iscollected through primary research from 50 customers. In chapter four thematic data analysis isdone and lastly chapter five discusses the conclusion of the topic along with certainrecommendations.
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