Customer Relationship Management in Primark

Case Study On Primark
“To determine the effect of customer relationship management on
customer retention in Primark”
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Table of Contents
CHAPTER 1....................................................................................................................................6
INTRODUCTION...........................................................................................................................6
1.1- Background to the study..................................................................................................6
1.2- Rationale behind the study..............................................................................................7
1.3 – Aim of the study............................................................................................................7
1.4- The objectives of the study.............................................................................................7
1.5- Research Questions.........................................................................................................8
1.6 – Problem Statement.........................................................................................................8
1.7- Literature review.............................................................................................................8
1.8- The methodology............................................................................................................8
1.9- The structure of the study................................................................................................9
1.10- Conclusion...................................................................................................................10
CHAPTER 2..................................................................................................................................11
CASE BRIEF AN REVELANT LITERATURE..........................................................................11
2.1 Introduction....................................................................................................................11
2.2 Case Brief.......................................................................................................................11
Importance of customer relationship management to retain the customers.........................11
2.3 Factors that affect customer relation management of Primark.......................................13
2.4 To evaluate the importance of customer retention and its impact on company's
performance..........................................................................................................................16
2.5 To identify link between customer relationship management and customer retention in
Primark.................................................................................................................................17
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2.6 Conclusion......................................................................................................................19
CHAPTER 3..................................................................................................................................20
METHODOLOGY AND PLAN OF THE ANALYSIS................................................................20
3.1 Introduction....................................................................................................................20
3.2 Research philosophy.......................................................................................................20
3.3 Research approach..........................................................................................................21
3.4 Research design..............................................................................................................21
3.5 Data collection................................................................................................................22
3.7 Data analysis...................................................................................................................22
3.9 Research limitation.........................................................................................................24
3.10 Conclusion....................................................................................................................24
CHAPTER 4..................................................................................................................................25
FINDING AND ANALYSIS AND SOLUTION OF PROBLEM................................................25
4.1 Introduction....................................................................................................................25
4.2 Thematic analysis...........................................................................................................25
CHAPTER 5..................................................................................................................................31
CONCLUSION, CONTIBUTION & RECOMANDATION........................................................31
5.1 Conclusion......................................................................................................................31
5.2 Recommendation............................................................................................................32
REFERENCES..............................................................................................................................34
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ACKNOWLEDGEMENT
I would like to express my sincere thanks to my mentor Dr. Lawrence Akwetey who has
offered knowledge as well as support in order to conduct research with effectiveness. I would
also like to express my gratitude towards friends, colleagues as well as family members who
have assisted me at every step of the case study. Through this guidance and support I am able to
accomplish the dissertation in suitable manner. At last I would also like to put special thanks to
my team mates who have helped me in gathering data as well as conducting out the analysis
further.
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ABSTRACT
Aim: To determine the effects of customer relationship management on customer retention in
Primark.
Method: Secondary sources will be used for collecting the information. Further survey was
conducted in which questions are asked from the customer of Primark. In the present study
research used interpretivism philosophy as because it supports investigator to incorporate their
own views and suggestions related to the selected issues
Finding: By the means of carrying out analysis of the views of the customers of Primark
obtained through survey it can be examined that majority of the respondents believed that they
are being provided loyalty scheme because of their regular purchase. On the other side there are
few who state that they got discount whole some of them get membership card. Therefore, it
shows that Primark is focusing on making stronger relation with its customers and due to this
reason it provides different types of offers to its customer for retaining them longer period of
time. The literature review section also shows that with the use of CRM, System Company can
easily manage to keep records of its regular and new customers and also provide some offer or
customer loyalty rewards to its regular consumers.
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CHAPTER 1
INTRODUCTION
Primark is an Irish clothing and accessories company which is a subsidiary of AB
Foods. Its first store was founded by Arthur Ryan and its headquarter is situated in Dublin.
Further, its organisation accomplish success and become one of the leading company. Soon it
started to expand its business in the United Kingdom and it opened a large store in Belfast city
centre. Further, it offered the diverse range of products and services so that it can be target large
number of customer and gain competitive advantages. Adored by fashion, fans, and value seeker
alike it is the widely established destination that keeps latest looks for grabbing the attention of
customers. Its diverse range of products and services such as children’s clothing, men’s wear,
women’s wear, beauty products, footwear, accessories etc. Further organisation sales it product
and services at low cost so that different class people can easily afford it. It also provides
irresistible offer so that customers do not switch to other brand product. It has more than 350
stores and its largest market store is situated in England, it rapidly expanding its business in
different countries such as Germany, Belgium, Portugal, Netherlands etc. In the year 2016
Primark has generated 5.9 billion British pounds in revenue. It accomplishes substantial growth
since from 2007 with the increase of 4.4 profits. However, Primark still needs to make its
presence in the other western Europeans countries. Hence, it shows that company is
accomplishing success and it's expanding its business which helps in earning huge profit and
market share. It is important for the company to make the relationship with its customers so that
it becomes easy for them to fulfil their needs and wants on time.
1.1- Background to the study
The present case study is based on “To determine the effect of customer relationship
management on customer retention in Primark”. Customer relationship management plays
significant role with respect to retain the customers for a longer period of time. It is known as the
strategies, practices, technologies that the company used for examining the interaction of them
with the aim to enhance their relationship with consumers. Customer retention is referred to the
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way company manage its customers and retain them for a long time. One of the primary
objectives of the company is to keep its customers engaged and interested in their products and
services. Loyal customers are more profitable. Therefore, it is important for Primark to
understand the importance of customer relationship management in order to retain them for the
longer period of time.
1.2- Rationale behind the study
Customer relationship management is the art of managing the organisation’s relationship
with the customers. It considers different techniques and strategies for maintaining the healthy
relationship with the regular and potential customers. It helps the company in accomplishing
success because with the help of this it becomes easy for them to retain customers, increase sales
and profit. The present research is based on Determine the effect of customer relationship
management on customer retention in Primark. Hence, this investigation will help in understating
the factors that impact customer relationship management and company performance. The
rationale behind conducting the study is to develop deep understanding related to the
significance of CRM and its impact on the firm.
1.3 – Aim of the study
Aim: To determine the effect of customer relationship management on customer retention in
Primark.
1.4- The objectives of the study
Objectives are provided on the basis of aims of the case study.
 To understand the concept of customer relationship management to retain the customers.
 To analyse the factors that affect customer relation management of Primark.
 To evaluate the importance of customer retention and its impact on company's
performance.
 To identify link between customer relationship management and customer retention in
Primark.
 To recommend different ways in which Primark can retain its customer for longer period
with the help of effective CRM strategies.
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1.5- Research Questions
Research questions are formed because it helps in building the strong framework for the
present case study. Here below are formulated research questions
 What are the concepts of customer relationship management to retain the customers?
 Which are the factors which affect customer relationship management?
 What is the impact of customer retention on company's performance?
 What is relationship between customer relationship management and customer retention
in Primark?
 How Primark can retain its customers for longer period
1.6 – Problem Statement
Many times, the company fails in making a relationship with customers due to which they
switch to other brand products and services. Keeping a regular communication with customers
and taking the review from them regarding the products and services help in holding them for the
longer period of time. The present case study is based on the “To determine the effect of
customer relationship management on customer retention in Primark”. Hence this study will help
Primark company to make improvement in its customer's relationship management so that they
can easily accomplish success. Organisations which fails in managing the customer relationships
and suffers serious competitive disadvantage. They lose the trust of their consumers which
directly affect their sales. The organisation which fails to maintain their relationships with
customers are unable to provide good customer service and effective and innovative products on
time
1.7- Literature review
The present research is based determining the effect of customer relationship management
on customer retention in Primark. Therefore, main literature which is going to review is customer
relationship management and its retention strategies.
1.8- The methodology
Framework analysis is one of the essential steps in which in order to collect information
from various sources which are reliable for making appropriate decisions and to get valid
conclusions. Here below are provided some steps in this regard:
1.8.1 Design of research– In the present research explanatory research design will be used in
order to get meaningful and effective information related to the topic.
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