The Impact of Customer Relationship Management on Customer Retention

Running head: RESEARCH PROPOSAL
The Impact of Customer Relationship Management on Customer Retention
Name of the Student:
Name of the University:
Author’s Note:

1RESEARCH PROPOSAL
Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.0 Introduction............................................................................................................................3
1.1 Background of Research........................................................................................................3
1.2 Research Purpose...................................................................................................................4
1.3 Problem Statement.................................................................................................................4
1.4 Presentation of Content..........................................................................................................5
1.5 Research Aim.........................................................................................................................5
1.6 Research Objectives...............................................................................................................5
1.7 Research Questions................................................................................................................5
Chapter 2: Literature Review...........................................................................................................7
2.1 Concept of Customer Relationship Management..................................................................7
2.2 Importance of Customer Retention........................................................................................7
2.3 Impact of Customer Relationship on Customer Retention....................................................8
2.4 Issues in Customer Relationship Management......................................................................9
2.5 Effective Customer Relationship Management Strategies....................................................9
Chapter 3: Research Design and Research Methodology..............................................................11
3.1 Epistemological Position.....................................................................................................11
3.2 Methodological Approach...................................................................................................11
3.3 Research Design..................................................................................................................12

2RESEARCH PROPOSAL
3.4 Proposed Research Methods................................................................................................12
3.4.1 Population and Sampling Strategy................................................................................12
3.4.2 Measurement and Data Collection Strategy.................................................................13
3.4.3 Methods of Data Analysis............................................................................................13
3.4.4 Aspects of Reliability and Validity...............................................................................14
3.5 Ethical Consideration...........................................................................................................14
3.6 Plan of Work........................................................................................................................15
Reference List................................................................................................................................16

3RESEARCH PROPOSAL
Chapter 1: Introduction
1.0 Introduction
In this highly competitive business environment, the organizations are facing it extremely
challenging to retain the customers for longer period of time (Nyadzayo and Khajehzadeh 2016).
Every organization is almost equally capable of providing similar quality products and services
to the customers. In such situation, customer relationship management is the only element for the
organizations towards retaining the customers for longer period of time (Khodakarami and Chan
2014). Customer relationship management strategies are mainly created with an intension of
creating long lasting relationship with the customers. This research proposal will be focused on
exploring the impact of customer relationship management on customer retention. The proposal
will specifically consider Panda Retail Company for collecting specific information about the
research topic.
1.1 Background of Research
Effective maintenance of customer relationship enhances the loyalty level of the
customers, which encourages the customers towards repeating the purchase leading to
organizational profit. Organizations can build relationship with the customers at superior level
through concentrating on customer relationship management process (Soltani and Navimipour
2016). Extended customer relationship is the only way of understanding the core needs and
demands of the customers. It helps the organizations towards providing customized products and
services towards creating high level of competitive advantage (Choudhury and Harrigan 2014).
Customer relationship also helps in assessing the issues of customers, which help organization to
resolve those issues immediately and retain the customers for longer period.