Dissertation Assignment 2022

Running head: DISSERTATION
DISSERTATION
Name of the Student
Name of the University
Author Note

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Acknowledgement
I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and organizations. I would like to extend my sincere thanks
to all of them.
I am highly indebted to (Name of your Organization Guide) for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for their
support in completing the project.
I would like to express my gratitude towards my parents & member of (Organization Name) for
their kind co-operation and encouragement which help me in completion of this project.
I would like to express my special gratitude and thanks to industry persons for giving me such
attention and time.
My thanks and appreciations also go to my colleague in developing the project and people who
have willingly helped me out with their abilities.

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Executive Summary
The Customer relationship management can be mentioned to be a useful tool which is made use
of in order to attract various customers towards the enterprise. It can be stated to be a
management tool which is essential in ensuring that, the customers can be closely related and
attracted towards the enterprise. The study follows a systematic format whereby the usefulness
of the Customer relationship management as a tool and as a strategy has been analyzed critically.
This is then followed by the analysis of the way in which Zara will be able to utilize this tool and
be able to leverage considerate advantage. The report provides considerable recommendations as
well as findings which elaborate upon the manner in which the firm is being able to take
advantage of the Customer relationship management tool and gain success.

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Table of Contents
Executive Summary.........................................................................................................................2
Chapter 1: Introduction....................................................................................................................6
1.0 Background of the Research..................................................................................................6
About Zara...................................................................................................................................7
1.1 Statement of the Problem.......................................................................................................7
1.2 Rationale of the Research......................................................................................................8
1.3 Research Question.................................................................................................................8
1.4 Research Aim and Objectives................................................................................................8
1.5 Research Methodology..........................................................................................................9
Chapter 2: Review of Literature....................................................................................................11
2.0 Overview..............................................................................................................................11
2.1 Customer relationship management....................................................................................11
2.2 Benefits of the Customer relationship management............................................................12
2.3 Types of CRM solution.......................................................................................................13
2.4 Drawbacks of the CRM.......................................................................................................14
2.5 Factors affecting customer relationship management.........................................................15
2.6 Overall performance of Zara...............................................................................................17
2.7 Customer relationship management at Zara........................................................................18
2.8 Impact of customer relationship management at Zara.........................................................19
2.9 Conceptual Framework........................................................................................................20
2.10 Literature Gap....................................................................................................................20
2.11 Summary............................................................................................................................21
Chapter 3: Research Methodology................................................................................................22

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3.0 Overview..............................................................................................................................22
3.1 Research Outline..................................................................................................................22
3.2 Research Philosophy............................................................................................................22
3.3 Research Approach..............................................................................................................22
3.5 Research Design..................................................................................................................23
3.5 Research strategy.................................................................................................................23
3.6 Data collection.....................................................................................................................24
3.7 Data analysis........................................................................................................................24
3.8 Reliability and Validity........................................................................................................24
3.9 Research Budget..................................................................................................................25
3.10 Ethical considerations........................................................................................................25
3.11 Summary............................................................................................................................25
Chapter 4: Discussion and Analysis..............................................................................................26
4.1 The Role of Customer Relationship Management software in Zara`s Retail Industry
Landscape..................................................................................................................................26
4.2 Leveraging CRM in the retail segment................................................................................27
4.3 Implications for Retail CRM services.................................................................................30
4.4 Effects of CRM on Retail industry and on Zara..................................................................31
4.5 Tools which can be made use by Zara to improve business competency...........................33
Chapter 5: Conclusion and Recommendations..............................................................................35
5.0 Overview..............................................................................................................................35
5.1 Limitations of the study.......................................................................................................35
5.2 Future scope.........................................................................................................................36
5.3 Recommendations................................................................................................................36
Zara leveraging the Customer relationship management in the Retail business.......................36

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References......................................................................................................................................39

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Title: How can customer relationship management (CRM) are used effectively in the clothing
industry? “A case study of Zara”

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Chapter 1: Introduction
1.0 Background of the Research
The customer relationship management can be described as a combination of various
practices, strategies as well as the technologies which the various enterprises make use of in
order to determine the needs of the various customers and along with this assists in determining
the interactions of the customers and find the relationship which exists between their purchase
and their overall sales (Abu Amuna et al. 2017). The CRM systems need to compile the data
across the various channels and act as the point of contact between the customer and the
company which can take place through various mediums like the telephone, live chat, the direct
mail, materials, social media and other related means. It is in consideration of this that the CRM
is essentially useful in retaining the different customers and in addition to this, building their
loyalty towards the enterprise at large. The global fashion industry is largely concentrated
towards the Burberry Group plc. The other companies which are present can be considered to be
the Next Plc which is the most active company present round the globe The retail giants Marks
and Spencer’s can also be considered to be in the top 10 largest fashion companies present in the
globe in line with this, the enterprise sells general merchandise to the audience and additionally
has been facing a continuous downfall in the market value (Alananzeh et al. 2018). The Inditex
group also comes in consideration of the same operations and is largely focused towards its units
which cater to the usual luxury brands which are present. The enterprise which has been chosen
for the analysis in this case study can be essentially mentioned to be the Zara. The reason why
the research is being conducted is to find the effectiveness of the CRM strategies which Zara
employees and to understand the influence of this CRM being used by the firm on the
satisfaction of the customers and the sales volume of the firm. This assists in certifying that
certain recommendations can be built for the firm which will then assist in underlining the
activities which need to be undertaken by the firm in order to ensure long term success. In
addition to this, examining the Customer relationship of Zara will also assist in understanding the
advancements and rules which can be made use of by the enterprise in order to ensure long term
competitive advantage.