Management Research Question 2022

Running head: MANAGEMENT
MANAGEMENT
Name of Student:
Name of University:
Author Note

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MANAGEMENT
Table of contents
Introduction......................................................................................................................................2
Research problem........................................................................................................................3
Aims and significance of the study..............................................................................................4
Research questions.......................................................................................................................4
Literature review..............................................................................................................................4
Research framework....................................................................................................................4
Understanding Customer relationship management (CRM).......................................................6
Customer relationship management as well as the knowledge management..............................8
Relation among CRM and market share......................................................................................8
Recommendation highlighting use of CRM to increase market share........................................9
Gap in the literature...................................................................................................................10
Resource Process...........................................................................................................................11
Philosophical approach..............................................................................................................11
Research design.........................................................................................................................11
Research methods......................................................................................................................11
Sampling....................................................................................................................................12
Data analysis technique.............................................................................................................12
Ethics.........................................................................................................................................13
Reliability and validity measures...............................................................................................13
Resource Access for primary and secondary data.........................................................................13
Research plan and timeline of thesis submission..........................................................................15
References......................................................................................................................................17

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MANAGEMENT
Introduction
Customer relationship management consists of the creation, maintenance and strengthening of
the robust client as well as other stakeholder interactions. Customer Relation Management
involves all of the departments of the companies to work in collaboration with Marketing as a
customer service team and also to build customer loyalty at many levels, from economic to
social, technical and legal standards (Makena and Munyoki 2012). For a long time, retail
companies have had difficulty trapping their clients and retaining them. This has led to the
expensive marketing and comprehensive marketing strategies of most companies. Customer
Relationship Management allows the firm to establish or maintain communication with its
clients.
Background of the company
Established in more than four decades ago at UAE and headquartered in Abu Dhabi, Etisalat has
emerged as the first telecommunication service provider of the country. Currently it is one of the
leading telecom groups at the emerging markets. The current market cap of the company is
around $40.3 billion. The mission and the vision of Etisalat group is to drive the digital future
towards the empowerment of the societies. The three main factors followed by Elisalat includes
the customer, relationship and management. Etisalat works towards the attainment of higher
energy level among the employees for nurturing the customers with the best telecommunication
service possible.
These are the necessary organizational requirements that needs to be established to enhance
customer motivation, customer preservation and acquisition for the right customers of Elisat for

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MANAGEMENT
targeting an increase in the share of the market. The relevance of choosing this particular
organization for the research study includes the target to identify the factors within CRM that can
help this leading telecom company to maximize its share in the global market.
Relation between CRM and market share
Customer relations management assists organizations in identifying key customers and the
importance of preserving them for their future exchanges followed by mass production, active
customer service and paying attention to its satisfaction. This will reduce costs, attract new
customers and thus boost the revenues. This results in maximizing the market share. CRM
enables organizations to provide customers with better services (Sibanda and Ndhlela, 2018).
The above system offers more opportunities for sale and is more effective, responds time and
improves the quality of customer service, understands the marketing unit and enhances the
patterns of customer compliance, addresses a unique opportunity to offer its customers and
enables the company ultimately to decide how to interact (Ghalandari 2018). The customer
relationship management of an organization can positively contribute towards maximizing
market share of a company. This research paper aims to identify the factors by which CRM
contributes positively towards increasing the market share of Etisalat in the global market.
Research Problem
Today, the production of mixed marketing products (product, price, locations and promotion) in
a different environment and transactional marketing cannot be sufficient on its own. In the light
of the organizational structure of Etisalat in Dubai, the customer relationship management play a
very important role within the background of telecommunication platform. This is connected to
the probability of increased sales, profitability and reduction of the operational costs of the