Senior Managers Research For Senior Managers TABLE OF CONTENTS INTRODUCTION 4 Overview 4 Overview 4 Research Objectives 6 Research Objectives 6 Research Techniques 6 Research Techniques 7 Research Met

Research For Senior
Managers
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Overview......................................................................................................................................4
Rationale of study........................................................................................................................5
Research Aim...............................................................................................................................5
Research Objectives.....................................................................................................................6
Research Questions......................................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................6
Research technique......................................................................................................................6
Research philosophy....................................................................................................................7
Research approach.......................................................................................................................7
Data Collection Method...............................................................................................................7
Accessibility Issues......................................................................................................................8
Ethical issues................................................................................................................................8
Data Analysis Plan.......................................................................................................................9
Research Limitations...................................................................................................................9
IMPLEMENTATION PLAN..........................................................................................................9
INTRODUCTION.........................................................................................................................11
Overview....................................................................................................................................11
RESEARCH METHODOLOGY...................................................................................................12
Research technique....................................................................................................................12
Research philosophy..................................................................................................................12
Research approach.....................................................................................................................12
Data Collection Method.............................................................................................................13
Sampling Method.......................................................................................................................13
Accessibility Issues....................................................................................................................13
Ethical issues..............................................................................................................................13
Data Analysis Plan.....................................................................................................................14
LITERATURE REVIEW..............................................................................................................14
DATA ANALYSIS........................................................................................................................17
RECOMMENDATION AND CONCLUSION.............................................................................23
REFERENCES..............................................................................................................................25
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APPENDIX....................................................................................................................................28
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Topic: “To assess the effectiveness of CRM in strengthening the customer base: A study on
Marks and Spencer”
INTRODUCTION
Overview
Customer relationship management (CRM) is considered as a significant aspect under
diverse managerial activities. It is referred as an essential practice that helps business
organisations to manage relationship with customers in an effective manner. In other aspect,
business entity can easily have regular interaction with clients through use of CRM at the
workplace (Preuss, 2009). Main rationale behind the application of customer relationship
management is to improve the business relationship with customers. It also helps in enhancing
customer retention ratio so that business can have impressive level of success. In addition to this,
CRM also plays a vital role in the formulation of organisational philosophy in order to identify
service user requirements and improve their satisfaction level (Ritchie and Lewis, 2013).
Now days, business firms are also using computerized CRM systems to identify
customer’s needs and acquire strategies that can enhance opportunities for them. Customer
relationship management facilitates in understanding the key requirements of clients so that goals
can be accomplished in an appropriate manner (Kumar, 2010). Customer base is considered as a
team of service users which focuses on the repetitive purchase of products and services in order
to meet their requirements. However, service user base needs to be considered as a significant
factor because it helps in generating more revenue (Buttle, 2009). In this, management of
business entities focuses on market research and analysis of individual experience as it provides
learning about customer behaviour.
Current research proposal will be designed to analyse the effectiveness of CRM in
strengthening the service use base and improving the performance. In addition to this, researcher
will consider CRM activities of Marks and Spencer. It will provide information about concept
and practice of CRM in respect to retail sector (Richards, 2008). Further, it has been identified
that enhanced use of internet has also promoted the application of CRM in the retail sector. Due
to this, it is essential for management to understand the buying behaviour of customers and other
factors that can impact the development (King and Burgess, 2008). It will also assist in gaining
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idea about buying behaviour of Marks and Spencer’s customers so that business can have better
opportunities.
Rationale of study
In the present era, most of the international market firms are focusing on the use of
customer relationship management in order to improve their customer base because it facilitates
in building strong relationship with users. Further, various researchers have conducted several
investigations in regard to customer relationship management but they have not mentioned any
comment on its effectiveness in strengthening the client base. Due to this, researcher will focus
on the concern topic (Krasnikov, 2009). Now days, retail sector focuses mostly towards the
application of CRM tools and techniques in order to enhance their reach towards the service
users. It helps businesses to attain better customer base and enhances the overall sales. Main
rationale behind the selection of Marks and Spencer is that it is referred as one of leading retail
organisations in the global market scenario (Ngai, 2009). This organization is continuously
focusing on the adaptation of various CRM techniques that can accomplish its goals and
objectives in a desired manner. It will assist management to analyse the effectiveness of CRM
techniques in strengthening the customer base so that better strategies can be designed to
improve organizational reach among customer's. With this study, actual evidence will be offered
to retail companies about how CRM is meeting the needs of targeted group and how this strategy
can be used for boosting the firm's profitability (Fader, 2009).
Research Aim
Aim: “To assess the effectiveness of CRM in strengthening the customer base: A study on
Marks and Spencer”.
The aim of current study will be to assess the effectiveness of customer relationship
management (CRM) in strengthening the customer base and gain competitive advantage in the
market. It will provide an assistance in understanding the concept of CRM and evaluate the
factors that impact the customer buying behaviour (Chilisa, 2011). It will also provide learning
about customer buying behaviour and its relationship with CRM. In order to meet the aim,
working of Marks and Spencer will be considered as a critical aspect.
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Research Objectives
In order to meet the aim of research, it is essential to focus on research objectives.
Classification of the defined objectives is as follows:
 To analyze the concept and practice of CRM in the retail sector with special reference to
Marks and Spencer.
 To determine the forces that influence relationship with consumer and help in gaining
effective customer base.
 To assess the effectiveness of CRM in meeting the requirement of target market.
 To recommend ways to Marks and Spencer for practicing CRM in more efficient manner
in order to boost the customer base.
Research Questions
 How CRM is being practicing in Marks and Spencer?
 What are the various elements that assist in building relationship with customers and
meet their requirements?
 How buyer behavior can be impacted through CRM tools and techniques?
 What are the methods under CRM practices that can enhance customer base and boost the
sales?
RESEARCH METHODOLOGY
Research technique
In order to conduct research effectively, it is essential for the investigator to consider the
selection of right research technique as a critical step. It is also necessary for the researcher to
ensure that selection of technique is according to the nature of study so that better coordination
among factors can be maintained. In this regard, researcher will focus on qualitative nature of the
study because it will assist in attaining better outcomes (Ackroyd, 2012). Qualitative and
quantitative research techniques are most commonly used methods that helps in accomplishing
objectives of the investigation. In current report, the investigator will consider qualitative
technique for assessing the effectiveness of CRM in strengthening the customer base. It is most
suitable because it provides descriptive information about the subject (Wiersma, 2015). It is also
appropriate as per the nature of the study that will provide understanding about different CRM
practices that are adopted by Marks and Spencer.
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