Impact of Customer Relationship Management on Customer Satisfaction

This research proposal examines the impact of customer relationship management (CRM) on customer satisfaction, specifically focusing on the case of Hilton Hotel Chain in the UK. It explores the rationale, aim, objectives, methodology, literature review, and timeline of the study.

Impact of Customer Relationship
Management on Customer Satisfaction The
Case of Hilton Hotel Chain in UK (Research
Proposal)
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Rationale......................................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Research questions.......................................................................................................................4
Methodology................................................................................................................................4
Literature review..........................................................................................................................5
Timeline.......................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Customer’s relationship management are strategies, tactics or practices that are used by
companies in order to manage and handle diverse individuals so that end goals can be achieved
in limited time frame. The main aim of customer’s relationship management is to enhance
customer’s retention or build strong relationship with maximum individuals so that they are
motivated to be part of organisation for longer time frame (Sofi and Hakim, 2018). The research
proposal will include rationale, aim, objective, methodology, relevant literature review and
timeline in context of impact of CRM on customer satisfaction.
Title: To evaluate impact of Customer Relationship Management on Customer Satisfaction. A
study of Hilton Hotel Chain in United Kingdom.
Rationale
Customers are most important for every organisation as they helps in generating lot of
sales and revenue by making purchase of products and services from specific company. Study of
topic on impact on customer’s relationship management on their satisfaction is important
because most of the companies are facing challenges in managing diverse individuals (Yadav,
2016). It is one of the current important topic because increasing competition level and
availability of alternative options has increase customers demand or lead to more switching
power therefore companies are unable to retained several individuals (Nikou and et.al., 2016).
Therefore, the research on impact of Customer’s relationship management will be helpful or
significant to employers, employees working or operating in hospitality industry.
Aim
To analysis impact of customer relationship management on customer satisfaction related
to Hilton hotel operating its business in United Kingdom.
Objectives
 To understand concept of customers relationship management.
 To identify different methods those are used by company to manage customer’s
relationship.
 To evaluate impact of customers relationship management on satisfaction level of several
individuals (Prabha and Subramanian, 2017).
 To suggested method that can be used by company to retained customers satisfaction
level.
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Research questions
 What does meant by customer’s relationship management?
 What are several methods or techniques that are used by organisation to handle diverse
customers?
 How does customer’s relationship management impact on customer’s satisfaction?
 What are different suggestions that company can make use to strength their relationship
with customers?
Methodology
Research methodologies are several techniques or process that are used by researcher to
conduct research on particular topic in order to get correct and appropriate information. The
researcher has planned to make use of specific methodology to accumulate right information or
data to make research more meaningful (Davidavičienė, 2018). Like:
Research type: Research is systematic procedure that is followed by scholar in order to gather
relevant information related to the topic such as qualitative and quantitative method. Qualitative
method of research is more based on words therefore in useful in understanding concept or
thoughts in better manner. While qualitative method make use of numerical facts and graph to
conduct research and understand useful information (TUZUNKAN, 2018). Out of both method
and types, scholar has planned to make use of qualitative research method to gathered relevant
information.
Research approach: It specific steps or detailed information about method that are used by
researcher to collect, analysis and interpretate necessary information. Inductive and deductive are
two approach of researches that are used by scholar to get collect and analysis data. In Inductive
approach, there is no use of exiting literature thus it include three main steps such as observation,
patter and develop a theory. While deductive theory starts with use of existing theory ,
formulation of hypotheses and test of hypothesis thus analysis the result by rejecting and
supporting the same (Madhovi and Dhliwayo, 2017). Therefore, scholar will make use of
inductive approach to conduct research on impact of customer relationship management on
customer’s satisfaction.
Research philosophy: It state belief or though that are used by scholar while conducting
research like interpretivim and positivism. Interpretivist is most suitable for qualitative data
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while positivist for quantitative method therefore research will make use of interpretivist method
as qualitative method is used to conduct research (Gaut and Kieran, 2018).
Sampling: It is statistical process in which samples or observation that are taken form group of
individuals in order to analysis key characteristics of whole population or group. Purposive and
simple are two sampling method that are used to conduct research out of which scholar will
make use of random sampling to gathered relevant information regarding impact of CSR on
customers satisfaction level (Gil-Gomez and et.al., 2020). The researcher will make use of
secondary sources in order to conduct research related to the topic for gathering relevant facts
and information.
Data analysis: It state about the way data is analysed which can be done in two different ways
like thematical and SPSS so among them researchers has decided to make use of thematical
analysis (Deshpande, 2018). Through this users of information can easily understanding key
information by just seeing at graphs or tables thus it is best method to analysis data.
Ethical consideration: All ethic value and principles has been considered while making
research related to impact of CSR on customers satisfaction level. Appropriate citatsion has
been made in order to specific from which sources information has been taken (Freeman, 2016).
Literature review
As per view of Amalnick and Zadeh, (2017), customers relationship management is
technique that is used by several organisations to handle diverse individuals or to interact, build
relationship with them so that they are motivated to select specific company for longer time
frame. In another terms Customers relationship management is concept that include several
process starting from attracting customers to influencing to make purchase for many years so that
firm can enjoy high profitability and market share. The author has also specific that this concept
has become important in recent scenario only because of rapid changes, development in
technology and increase in competition level in industry. Therefore, companies in order to retain
maximum customer within organisation focus on developing strong relationships. So that they
can be influenced to prefer it for satisfaction of their respective wants and company can gain
competitive advantages.
As illustrated by González-Serrano and et.al., (2019), there are several method or
techniques which could be used by management of organisation to develop better relationship
with end individuals in order to enhance their satisfaction level and overall sales volume of firm.
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Like use of digital technologies and social media platform to gathered relevant information about
existing trend, taste and preferences of customers so that effective strategies can be used to
influence them. Email, Sms are some other method that can be used by companies to create
awareness among customers about recent products and services or promotional offers. It can also
take regular feedback from customers through both online and offline sources thus find
alternative options that can be useful in resolving their key issues. Another method that can be
used by enterprise to improve customer’s relationship management process is to work on every
touch point where customers interact with company. Touch point such as employees, official
website, products and services or promotion offers of company influence most of the individuals
to be part of specific organisation for satisfaction of their respective needs and wants. Therefore,
companies by using several methods can easily retained maximum number of individuals within
organisation for longer time frame.
As noted by Park and Morgan, (2017), customers relationship management have
positive impact on satisfaction level of customers as companies by effectively understanding
needs and preferences of individuals is able to find appropriate strategies that could be fruitful in
making them happy and satisfied. Company by taking continuous feedback from customers is
able to improve its performance and delivered services that are beyond expectancy of individuals
thus gain competitive advantages in hospitality industry. It is most successful marketing
strategies that are used by various organisation to attract and retained maximum individuals
within firm so that it can enjoy huge profitability and market share in external environment.
Company through maintaining strong relationship with customers can easily build brand image
and reputation that will further increases more number of people to select products and services
of specific organisation.
As per point view of Khashab, Gulliver and Ayoubi, (2020), customers expectation, taste
and preference are ever-changing in nature therefore companies can easily adapt to external
changes in customers’ requirements by maintain strong relationship with them. It helps in finding
data or facts related to purchasing habit of customers, their opinion and preferences thus
alternative way can be find to satisfied their requirements in best possible manner for growth and
sustainability of firm. Customers become more happy and satisfied when they know that
company is high concerned about their needs and preferences thus it helps in generating more
sales and revenue in the organisation. There are diverse individuals with different needs so it is
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quite difficult for firm to use of right strategies to influence right individuals. So, customer’s
relationship management helped in providing more personalised services to end customers
thereby contributing in achievement of end goals of organisation. Therefore, it can be stated that
company through working on building and maintaining customers relationship can easily gain
maximum market share and enjoy profitability for longer time frame.
Timeline
Introduction and
Rationale
Aim, objectives
and research
questions
Research
methodology
Literature review
Data analysis
Submission
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REFERENCES
Books and journals
Amalnick, M. S. and Zadeh, S. A., 2017. Concurrent evaluation of customer relationship
management and organizational excellence: an empirical study. Performance
Improvement Quarterly, 30(1). pp.55-88.
Davidavičienė, V., 2018. Research Methodology: An Introduction. In Modernizing the
Academic Teaching and Research Environment (pp. 1-23). Springer, Cham.
Deshpande, H. V., 2018. Research in Literature and Language: Philosophy, Areas and
Methodology. Notion Press.
Freeman, M., 2016. Modes of thinking for qualitative data analysis. Taylor & Francis.
Gaut, B. and Kieran, M. eds., 2018. Creativity and philosophy. Routledge.
Gil-Gomez, H and et.al., 2020. Customer relationship management: digital transformation and
sustainable business model innovation. Economic Research-Ekonomska Istraživanja,
pp.1-18.
González-Serrano and et.al., 2019. Entropic statistical description of big data quality in hotel
customer relationship management. Entropy, 21(4). p.419.
Khashab, B., Gulliver, S. R. and Ayoubi, R. M., 2020. A framework for customer relationship
management strategy orientation support in higher education institutions. Journal of
Strategic Marketing, 28(3). pp.246-265.
Madhovi, P. G. and Dhliwayo, S., 2017. The relationship between Customer Relationship
Management (CRM) and performance in the hotel industry. African Journal of
Hospitality, Tourism and Leisure, 6(1). pp.1-13.
Nikou, S. H and et.al., 2016. Electronic customer relationship management, customer
satisfaction, and customer loyalty: A comprehensive review study. International journal
of management and economics invention, 2(12). pp.1133-1144.
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Park, J. E. and Morgan, R. M., 2017. Outsourcing marketing and organizational learning:
Managing customer relationship management. Journal of Marketing Thought, 4(1).
pp.27-45.
Prabha, D. and Subramanian, R. S., 2017, January. A survey on customer relationship
management. In 2017 4th International Conference on Advanced Computing and
Communication Systems (ICACCS) (pp. 1-5). IEEE.
Sofi, M. R. and Hakim, I. A., 2018. Customer Relationship Management as Tool to Enhance
Competitive Effectiveness: Model Revisited. FIIB Business Review, 7(3). pp.201-215.
TUZUNKAN, D., 2018. Customer relationship management in business-to-business marketing:
example of tourism sector. GeoJournal of Tourism & Geosites, 22(2).
Yadav, S .K. S., 2016. Customer Relationship Management is the need of today. BEST:
International Journal of Humanities, Arts, Medicine and Science (BEST: IJHAMS), ISSN
(P), 2348, 521.
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