Customer Relationship Management Assignment
19 Pages4492 Words196 Views
Added on 2019-12-28
Customer Relationship Management Assignment
Added on 2019-12-28
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Research Project1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Formulate and recording of possible research outline specifications....................................31.2 Identify the factors that contribute to the process of research project selection....................31.3 Undertake a critical review of key references........................................................................41.4 Produce a research project specification................................................................................51.5 Produce plan and procedure for subsequent research ...........................................................5TASK 2............................................................................................................................................72.1 Matching resources effectively to frame the research questions...........................................72.2 Undertake the proposed research investigation in accordance with the agreed specificationand procedures.............................................................................................................................72.3 Recording and collating the related data................................................................................8TASK 3............................................................................................................................................93.1 Effective use of appropriate research evaluation technique..................................................93.2 Interpreting and analysing the results....................................................................................93.3 Making recommendations and justifying the areas for further considerations....................14REFRENCES.................................................................................................................................16APPENDIX....................................................................................................................................182
INTRODUCTIONIn current market conditions, UK retail sector is facing number of issues so in order toovercome such kind of issues it is significant to analyse the impact of customer relationshipmanagement on the buying behaviour of consumer in retail sector. A study on Tesco PLC. Inorder to carry out a study and obtain suitable findings different type of tools and techniques ofresearch are being adopted by a scholar. Present study will provide information in regard toimpact of customer relationship management (CRM) on the buying behaviour of customer.Current study is also beneficial to have proper learning about working of retail sector. TASK 11.1 Formulate and recording of possible research outline specificationsAimKey motive behind the current study is to analyse the impact of customer relationshipmanagement on the buying behaviour of customer in retail sector. In this respect, Tesco PLC isconsidered as an organisation. In order to have effective outcome of the study the objectives alsoneed to be designed for the study. ObjectivesTo analyse the concept and practice of CRM in retail sector with special reference toTesco PLC. To identify the driving forces that influences relationship with consumer and helps ingaining satisfaction. To evaluate the relationship between buyer behaviour and customers relationshipmanagement. To recommend strategies to Tesco PLC for practising CRM in more efficient manner inorder to boost sales. 1.2 Identify the factors that contribute to the process of research project selectionThere are number of factors that has contributed in the process of research projectselection. Customers are considered as critical factor that allows business firm to have betteropportunities in the highly competitive market. Nowadays retail firms are more focused towardsdiverse tools that helps in record keeping functions so that better services can be provided to3
customers (Shani and Chalasani, 2013). CRM is one of key aspect that helps in storinginformation about customers and interact with existing and future customers. It is one of keyreason behind the selection of topic and it will provide effective learning in regard to CRM. Ithas been identified in previous studies that CRM helps in attaining better opportunities in themarket. In order to carry advance learning about the CRM and its impact on organisation growththe current study will be conducted (Oliver, 2014). 1.3 Undertake a critical review of key referencesAs per the view of Claycomb and Martin (2013), CRM practice plays a key role inbuilding better relationship with customers which is beneficial for organisation. In currentmarket conditions, CRM is referred as technological aspect that allows businesses to have directinteraction with customers in desired way. It is a method that helps in generating leading so thatorganisation can have better opportunities in the market (Claycomb and Martin, 2013). With anassistance of CRM the business firm can also attain information in regard to needs and wants ofcustomer. Sashi (2012) has stated that the CRM also helps in analysing the market trends so thatstrategies can be developed in appropriate manner. Issues can also be identified in appropriatemanner so that sound relationship with customers can be build for better success of organisation(Sashi, 2012). Customer buying behaviour is referred as study that provide understanding aboutperception of individual or group towards products and services. It mainly depends on thesociology, psychology, marketing and social anthropology. Wu (2013) has asserted that thebuying behaviour has great relationship with decision making process because it directly linkswith the needs. There are number of factors that impact the consumer buying behaviour.Classification of factors can be as cultural, social, personal and psychological factors. If anyorganisation is not meeting key standards of these factors then business firm may face criticalissues (Wu, 2013). For example, customer is more attracted towards low price products due tolow income level, but company is offering premium pricing goods then market share may getinfluenced. It is because the customer buying behaviour is attracted towards low price goods.Kandampully, Zhang and Bilgihan (2015) has contended that the CRM and customer buyingbehaviour has great relationship with each other. It has been noticed that CRM allows to gatherinformation about diverse customers that also allows to understand the needs and wants ofcustomer. However, consumer buying behaviour is somehow related with consumer needs.4
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