Customer Relationship Management: A Review and Classification

Research methods for business and management
Course Work B: Research Proposal
Research Topic: A critical evaluation of the impact of customer relationship
management on customer acquisition and retention – Tesco (UK)
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Research methods for business and management
Table of Contents
1.0 Introduction.....................................................................................................................................2
2.0 Aims, objectives and research questions.........................................................................................2
2.1 Research Aims.............................................................................................................................2
2.2 Research Objectives.....................................................................................................................4
2.3 Research Questions......................................................................................................................4
3.0 Literature Review............................................................................................................................5
3.1 Introduction.................................................................................................................................5
3.2 Concepts of customer relationship management..........................................................................5
3.2.1 What is customer relationship management?........................................................................5
3.2.2 Key features of customer relationship management (CRM).................................................5
3.3 Impact of CRM on customer retention and acquisition................................................................6
3.4 CRM practices in Tesco...............................................................................................................6
3.4.1 Existing CRM in Tesco.........................................................................................................6
3.4.2 Reasons for adopting CRM in Tesco....................................................................................7
3.4.3 Impact of existing CRM in Tesco.........................................................................................7
3.5 The undertaken research on the proposed research topic.............................................................7
3.6 Conclusion...................................................................................................................................8
3.7 Conceptual framework.................................................................................................................8
4.0 Research methodologies..................................................................................................................9
4.1 Types of investigation..................................................................................................................9
4.2 Data Collection method..............................................................................................................9
4.2.1 Primary data..........................................................................................................................9
4.2.2 Secondary Data.....................................................................................................................9
4.3 Sampling Method......................................................................................................................10
4.4 Accessibility Issues....................................................................................................................10
4.5 Ethical issues.............................................................................................................................10
4.6 Data Analysis Plan.....................................................................................................................11
4.7 Research Limitations.................................................................................................................11
5.0 Research Time Table.....................................................................................................................12
6.0 Conclusion.....................................................................................................................................12
7.0 References.....................................................................................................................................13
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Research methods for business and management
1.0 Introduction
Customer relationship managing (CRM) is the innovative concepts in current business world
which has been disclosed as one of the effective ways of acquiring and retaining customers
(Berry et al., 2009). Business organisations have been taking this concept as the top priority
to build up their products and services in the marketplaces. On the other hand, customers are
being benefited getting available information and knowledge of their desire products and
services through relationship marketing (Weinstein and Johnson, 2011). However, as Li and
Nicholls (2010) notes, many organisations are still now in dilemma about the effectiveness
and impact of building customer relationships in achieving their organisational goals and
objectives.
The proposed research study will determine quality of customer relationship and its impact
on the consumers retention and acquisition based on a particular organisation namely Tesco
plc, UK. The study will also focus on the issues which are responsible for quality consumers
acquisition and retention. As the impact of loyal consumers and the maximized profit of an
organisation is co-related, the proposed study will emphasis on sellers and buyers
relationships and management following the case study of Tesco and survey its consumers
relationship management (CRM).
2.0 Aims, objectives and research questions
2.1 Research Aims
According to Saunder et al. (2007), research aims focus on the intention and purpose of the
undertaking research work.
The aims of this research study is to critically analyse and evaluate several sorts of training
and development methods practiced widely in current business world to compare with the
existing ones in the Greggs Plc. Then, the study will suggest the suitable ones for Greggs Plc
to meet the current challenges of poor employee performance and sales target.
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Research methods for business and management
2.2 Research Objectives
Saunder et at. (2007) state that, research objectives refer to the required steps to answer the
research questions and to meet the research aims and goals. Research objectives define how
the research aims can be achieved.
The objectives of this research study are:
a) To critically analyze and evaluate the widely practiced training and development methods
for organisations' staffs in current business world
b) To identify the merits and demerits these training and development methods.
c) To explore the employee training and development techniques which are being applied
within Greggs Plc at this moment
d) To suggest the appropriate training and development method for Greggs Plc to improve its
frontline staffs performance and meet sale target.
2.3 Research Questions
Research questions are identified to explore the research problems answering them to meet
the research aims and objectives (Saunder et al., 2007).
The research questions of the undertaking research are:
1) What are the current staffs training and development techniques widely practiced in
present business world?
2) What sorts of training and development methods are being practiced by Greggs Plc in its
current business, and how are they effective in improving employee performance and sales
growth?
3) How can Greggs improve its training and development programs to meet the current
challenges and both organisational and individual goals.
Main question
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