Impact of Customer Relationship Management Assignment

TO REVIEW THE IMPACT OF CUSTOMER
RELATIONSHIP MANAGEMENT PRACTICE
ON THE OVERALL SALES OF AN
ORGANIZATION: CASE STUDY OF AMAZON
UK

ACKNOWLEDGEMENT
Firstly, I would give thanks to my tutor for supporting me with the motivation to complete
the project with success. Then I would like to special thanks in particular to my
supervisor and also to as well as, who provided their valuable guidance and helped me
to patch this project. Their suggestions and instructions have served as major
contribution in order to complete the project. I am so thankful to all those people who
have given me provision, guidance as well as much needed motivation so as to
complete the current research study. This includes support from my team members,
family and friends who helped me in all possible accords. This led to successful
completion of dissertation and achievement of relevant results. With all the support
given by these people who have immensely helped in developing my understanding and
knowledge of the topic selected in the dissertation.

ABSTRACT
Consumer relationship management will reflect benefits in raising the operational
identity and gains for the long-term operations. In the present era, there has been rise in
online trading activities as it is more convenient to consumers. It impacts entities as per
having increment in the revenue generation as well as gains for adequate control and
profit making. There will be influence of various thoughts which were being presented
by several authors. Moreover, out of such debates, there will be determination of
effective conclusion. Thus, it will be helpful to the scholars in analysing current issues
and implication of CRM techniques, which will have positive impacts in enhancing their
knowledge. Research study will be based on various techniques and data set which
were to be analysed and determined to have the appropriate solution to the research
issues. In the present study, in analysing the CRM approach to the operational
influences in Amazon there have been implication of various factors. In the present
study, interpretivism philosophy has been selected and analysed by the researcher
which will aimed at facilitating the appropriate determination to the facts. There will be
implication of deductive approach which in turn represents a more reliable statement
based on the reviews of participants that will be helpful in drafting a logical answer. In
the present study, there has been use of annual report of Amazon which consists of all
the details relevant with the profitability, liquidly as well as market value of the firm in the
given period. Thus, it will consist of overall information regarding the performance of this
entity over the years. The fact in this report was determined that with a boost to
consumer relation while using different approaches and techniques proved to be boon
for the Amazon. This can be said that with a satisfied consumer a list of new consumers
also gets attached with mouth publicity and the same consumer also visits amazon
again for making the purchase and this lead to the fact of consumer retention.

TABLE OF CONTENTS
CAHPTER 1: INTRODUCTION........................................................................................1
1.1 Research Background....................................................................................... 1
1.2 Organisational background................................................................................1
1.3 Rationale............................................................................................................2
1.4 Aim and Objectives............................................................................................2
1.5 Statement of problems.......................................................................................3
1.6 Research Questions.......................................................................................... 3
1.7 Hypothesis.........................................................................................................3
1.8 Research Structure............................................................................................4
CHAPTER 2: LITERATURE REVIEW..............................................................................6
2.1 Introduction........................................................................................................6
2.2 Concept of customer relationship management................................................6
2.3 Theories and models of CRM approach............................................................8
2.3.1 The IDIC Model..........................................................................................9
2.3.2 Quality Competitiveness Index Model......................................................11
2.3.3 CRM value chain Model...........................................................................12
2.3.4 The Forrester Model.................................................................................13
2.3.5 Conceptual Model.....................................................................................13
2.3.6 The Payne's Five Forces Model...............................................................14
2.4 Ways of Selling Smart Point Device to restaurant business............................16
2.5 CRM in boosting sales volume of online industries..........................................18
2.6 Conceptual framework.....................................................................................20
2.7 Conclusion of literature review.........................................................................20
CHAPTER 3: RESEARCH METHODOLOGY................................................................22
3.1 Introduction to research methodologies...........................................................22
3.2 Research philosophy.......................................................................................22
3.3 Approach......................................................................................................... 22
3.4 Design..............................................................................................................23
3.5 Data collection................................................................................................. 24
3.6 Methods........................................................................................................... 24

3.6.1 Descriptive analysis:.................................................................................24
3.6.2 Regression:.............................................................................................. 25
3.6.3 Correlation coefficient:..............................................................................25
3.7 Data analysis................................................................................................... 25
3.8 Sampling methods...........................................................................................26
3.9 Reliability and validity.......................................................................................26
3.10 Ethical consideration......................................................................................27
3.11 Limitations......................................................................................................28
3.12 Conclusion to research methodology.............................................................28
CHAPTER 4: FINDINGS AND DISCUSSION................................................................29
4.1 Introduction......................................................................................................29
4.2 Results.............................................................................................................31
4.2.1 Descriptive statistics:................................................................................31
4.2.2 Regression............................................................................................... 32
4.2.3 Correlation................................................................................................36
4.3 Conclusion.......................................................................................................38
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS..........................................39
5.1 Conclusion.......................................................................................................39
5.2 Recommendations...........................................................................................41
5.3 Further research methods................................................................................41
5.4 Personal reflection...........................................................................................42
REFERENCES...............................................................................................................44

CAHPTER 1: INTRODUCTION
To review the impact of customer relationship management practice on the
overall sales of an organization.
1.1 Research Background
In the present era, there has been rise in online trading activities as it is more
convenient to consumers. It impacts entities as per having increment in the revenue
generation as well as gains for adequate control and profit making. Present research
project, there will be discussion based on Consumer relationship management in
Amazon with influence of e-commerce. Moreover, this research will ascertain various
trends and terms used for managing relationship with buyers in operations of an
organisation, which will be fruitful in context of resolving problems, bringing
dedication of employees towards work practices. It will also help in bringing
comprehensive planning and executing professional activities.
Along with this, research will be based on aim and various objectives that will
help in bringing in-depth analysis of current issues. In addition, there will be use of
SPSS tool to have effective analysis on gathered data on Amazon from 2000 to
2017. It will include various statistical tests such as descriptive statistics, T-test,
Anova, Regression, correlation etc. Thus, it will analyse current consumer
preferences as well as strengths of business in meeting them. It will help
professionals in analysing preferences and developing relevant strategies in
products, services, pricing as well as in promotional activities.
The main motive of this research project is for analysing the ways to bring
utmost consumer satisfaction. It will be help in determining current trends and
provokes the organisation in terms of bringing qualitative changes in work practices
(O’Beirne and et.al., 2018). Moreover, there will be preparation of research structure
which in turn benefits the researchers in developing framework and making proper
operational control.
1.2 Organisational background
Amazon is known as the best online retail organisation which have the highest
market share in the world in e-commerce segmentation. The consumer retention of
this business is comparatively higher than other competitors stated in the world.
Currently, industry is operating in more than 45 countries which has reflected the
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higher growth of revenue since last decade. Moreover, as per analysis on the online
business of Amazon on which it can be said that, this has been dealing in various
kinds of products such as clothing, accessories, electric goods, food articles, books
as well as various household products (Beke, Eggers and Verhoef, 2018). The rising
trend in online segmentation of the business enhances the operational efficiencies of
the organisation. Amazon itself known as the brand for various commodities and e-
services.
1.3 Rationale
Significance behind this research project will preformed on the basis of
analysing current obstacles and issues faced by online businesses in recent times.
Consumer relationship management is a prime requirement in every organisation
which helps in developing better operational strength. Moreover, this research study,
will bring accurate information regarding the implications of CRM system in business
as well as developing strategies for sound relationship with consumers.
In consideration with operational practices of Amazon, it can be said that there
are various activities which are required to be considered for effective determination
of all operations. However, implicating this system as well as training employees
accordingly will be adequate in bringing higher satisfaction and will result in rising
sales volume of the firm (Casalo, Flavián and Ibanez-Sanchez, 2017). Moreover,
there have been various issues which are associated with sales volume of
organisation due to dissatisfaction of buyers with prices, times frame as well as
product quality. Thus, with respect to such issues, this research will help in
identifying such facts and drafting a valid solution to over-come with these obstacles.
1.4 Aim and Objectives
Aim: To review the impact of customer relationship management practice on the
overall sales of an organization-case study of Amazon UK.
Objectives:
 To explore the concept of customer relationship management for maintaining
B2B relationship.
 To assess theories and models of CRM approach
 To determine the ways in which Amazon UK, will sell Smart Point Device to
restaurant business
 To derive use of CRM in boosting sales volume of Amazon UK
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1.5 Statement of problems
The operational framework of Amazon must be considered which is mainly
known as online business giant in the world. The implication of CRM system in
organisation is quiet mandatory for retaining the potential consumers on longer
terms. However, there has been various obstacles which were being faced by
business in the recent time. Thus, these are mainly relevant with initiating and
executing the CRM system as well as managing the wide spread business (8 CRM
implementation best practices, 2018). In addition, there are several issues which are
required to be addressed by the professionals for better execution and management
of various operations.
There are various issues which are the matter of main concern such as:
 Improper administration of sites as well as centralization of social media
interactions
 Mode of making payments to all articles which were being bought by
consumers
 Time utilisation for transactions such as delivery and payments.
 Employees are unaware with CRM process and lacks to value the existing
buyers.
 Lack of right and accurate solutions to any trade relevant issues.
 Improper sales volume as well as revenue generation of the organisation
which is affecting the financial health of organisation.
1.6 Research Questions
 Explain the concept of customer relationship management?
 How customer relationship program helps Amazon, UK in boosting its sale
volume?
 Describe the use of theories and models of CRM approach?
1.7 Hypothesis
To analyse impacts of CRM in financial or internal health of organisation, there
will be need of having effective analysing on the data set relevant with the business
and its consumer turnover. It will be consisting of various statistical tests such as
Anova, T-test, Regression, Correlation etc. These tests will be accurate in context
with drafting favourable recommendations based on CRM implication and growth of
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firm in the operational advancement. Thus, it will be analysed on the basis of below
presented hypothesis.
Null Hypothesis (H0): There is no mean significant difference in CRM
management and revenue retention of Amazon
Alternative Hypothesis (H1): There is a mean significant difference in CRM
management and revenue retention of Amazon.
1.8 Research Structure
Conducting a research analysis will be based on appropriate planning and
structured details regarding tasks and operations which are required to be covered in
the project. Thus, in accordance with analysing details and presenting a valid
information there will be need of addressing proper details (Ascarza and et.al.,
2017). However, in terms of analysing in-depth research and reach to the valid
information, there have been a presentation for below listed structure. Thus, this
involves all chapters and parts of the research which will be covered in report along
with its proper uses.
Chapter 1: Introduction
This is an initiating part of the research report which is comprised of all
relevant information regarding elements which will be used in the project. Thus, there
has been preparation of aim and objectives to the report which will process the entire
research. Along with this, there will be brief discussion based on the problem
statement which is currently affecting operations of firm. This part of study will also
consider the entire structure that will be based on several chapters with techniques
of analysing research issues.
Chapter 2: Literature review
This chapter of the study is based on generating ideas from secondary
sources and analysing research issues with its pros and cons. There will be
influence of various thoughts which were being presented by several authors.
Moreover, out of such debates, there will be determination of effective conclusion.
Thus, it will be helpful to the scholars in analysing current issues and implication of
CRM techniques, which will have positive impacts in enhancing their knowledge
(Casaló, Flavián and Ibáñez-Sánchez, 2017). Various theories and models will be
discussed which in turn brings accurate analysis over research issues and suggest
suitable techniques for implicating CRM methods in an organisation.
Chapter 3: Research methodology
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To perform a fruitful analysis over environment with consideration of collecting
relevant information, there will be use of specific techniques. There has ben use of
several methods based on philosophies, approaches, design of research. Along with
this the technique for gathering information will be considered and discussed. This is
the main part of research study which brings the overall framework for generate
accurate information through market. It ensures sampling or data analysis methods
on data that will bring accurate determination of facts. It will also bring relevant
information regarding ethical considerations and sources which were being used for
effective analysis and data collection.
Chapter 4: Findings and discussion
In this chapter, researcher will present raw data that will be gathered in
analysis to have concrete solutions to the research issues. It will ascertain various
statistical tests that will be applicable to generated data. Moreover, in relation with
analysing issues and bringing relevant information, on which it is the most important.
Apart from thus, this chapter will draw a valid conclusion and discussion based on
the research issues. Thus, outcomes which were being analysed and derived from
the operations will be supportive and helpful in terms of meeting goals and drafting
strategies to resolve such issues.
Moreover, on the basis of drafted hypothesis, there will be performance of
tests which will bring results that ascertains the acceptance as well as rejection to
hypothesis. These can be fruitful in developing new strategies as well as making
proper changes in operational practices of organisation.
Chapter 5: Conclusion and Recommendations
After completion of all parts such as literature review, methodology, findings and
analysis then drafting of a valid conclusion will be made. Thus, such determination
will benefit researchers in developing valid suggestions or recommendations to the
professionals of Amazon in context with making proper changes in operations. This
chapter will consist of gist of the entire research which will help in developing and
adopting new tactics for further research. The findings and outcomes will be
discussed here in a summarized form. Thus, it will be a specific and brief details of
overall report.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
To make an adequate analysis and influences of secondary research will help
in meeting a valid information. In ascertaining issues, there can be several obstacles
which will be analysed. In this part of research, there will be secondary analysis on
various issues and obstacles that are currently faced by organisations in relation with
CRM implication and management of online operations in entity. Moreover, there
have been debates based on several themes which will be discussed to have
relevant and authentic information regarding current market environment. Along with
this, there will be suggestive increment in the operations of an entity. Influences of
various theories and approaches will help the industry in retaining appropriate gains
as well as redesigning the activities. In order to enhance the CRM practices as well
as bringing several improvement in operation it is necessary that the business must
imply adequate operational variation which will lead it to retain satisfactory success.
2.2 Concept of customer relationship management
According to Xie, Zhang and Zhang, (2014), in relation with manging
operational criteria and meeting the organisation goals, it is necessary that an
industry should have reliable information regarding consumer wants and
preferences. It involves workforce management, analysis over availability of
resources which will be used in developing effective theories and methods. A trained
system will be more effective in analysing needs and wants of consumers. There can
be rise in sales of volume of industry as if professionals must be clear towards their
view point and business goals.
Trainor and et.al., (2014) said that, apart from involving various methods and
technique’s in operations, there will be use of relevant and effective information
which in turn brings ability to the firm for developing strategies and analysing needs
of buyers. Therefore, it can be said that, a firm need to focus on all segmentations or
departments of its operations such as sales, finance, marketing, consumer services
and its operations. There will be balance in work culture for more effectiveness in
bringing better operating profits.
Verma, Sharma and Sheth, (2016) determined that, personalization,
customization and scales for the future will bring ability to consumer in relation with
accessing and making several deals with organisation. It will be effective in bringing
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tailored situation to the business. Thus, potential buyers will have proper attention for
resolving their queries and making proper changes in activities. Soltani and
Navimipour, (2016) said that, a trained workforce will make it easy to establish and
effective CRM system in the organisation. There can be use of various training
programs such as seminars, conferences as well as workshop which will help in
identifying skills, talent and strength of employees for completing duties. Moreover,
there are several operational requirements which in turn will be useful for an entity to
achieve desired growth.
As per view of Hammer, (2015), Online businesses has to be concerned
regarding changing trends, governmental policies, choices, preferences of buyers
which will have positive as well as negative influences on trade practices. Therefore,
taking feedbacks, reviews from buyers will be a proactive approach to get
information regarding current obstacles. It will benefit an organisation in formulating
strategies and making relevant changes in the operational practices.
Grégoire, Salle and Tripp, (2015) ascertains that, if an organisation conduct
survey and marketing campaign on existing consumers which will bring them
detailed information regarding their issues in trading with them. Along with this,
professionals will have time to formulate strategies and techniques to overcome
issues. Implicating CRM technique will be helpful in context with predicting the future
trend as well as demands for a particular product. It will bring ability to make pre
plans and amendments to conduct further business activities.
Li and et.al, (2017) carried out a study that, managing an idol relationship with
potential buyers is more beneficial for the industry in terms of retaining the adequate
returns over their operational practices. There will be fruitful relationship which will
bring appropriate gains and creates unique identity in the market. It will improve the
productivity, sales volume as well as quality of the products and services offered by
an entity. O’Beirne and et.al., (2018) investigated that, CRM practices are to be
based on training the workforce in that manner that they can easily analyze the
buyer’s requirements and bring them satisfactory goods and services. It rewards the
business in context with attaining favorable growth and operational achievements
which expands the industrial operations on higher level.
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According to Trainor and et.al., (2014), increasing professionalism in company
will have positive outcomes in terms of supporting organization for attaining higher
targets. Therefore, it will encourage a healthy business to business relationship in
terms of supplying and delivering the goods and services among the industries.
There can be various trade benefits in terms of reduction of the costs as well as
availability of the resources for appropriate operational requirements. Products and
services will be delivered to the consumers on a cost-effective manner as well as
best in quality that helps in bringing appropriate satisfaction. Beke, Eggers and
Verhoef, (2018) stated that, buyers are required to be respected and must give
proper attention as per analyzing their wants and needs for a particular product and
services. Professionals has to be attentive towards taking reviews or feedback on
their products and services. Along with this analyzing their desired satisfaction will
bring them ability to re-design and reframe the operational activities.
2.3 Theories and models of CRM approach
According to Zhao and et.al., (2015), in relation with attracting new buyers as
well as improving current rating scale of business professionals that implicate
various techniques and plans to impacts on rising of turnover rate of business as well
as making adequate operational determinations. Retaining potential buyers are
prime focus of any organisation which in turn reflects positive changes and
operational gains to business through existing buyers. It can be said that, entity has
to make surveys on market which will demonstrate strategies to enhance revenue as
well as make proper operational changes. Fidel, Schlesinger and Cervera, (2015)
defined that businesses which are operating online practice has to implicate cloud-
based data collection and management of overall operations. Thus, consumers from
anywhere or at any time they can place order for any product. Similarly, employees
from any location an access and analyse data stated on the sites.
As per the views of Jennings and et.al., (2018), on which it has been analysed
that, online businesses will have large number of consumer to products and services
which is basically due to the convenience level of satisfaction awarded by them. The
main advantages of the buyers in this respect is based on making appropriate
increment in the profitability as well as revenue generation. It also requires
installation of CRM software which will be useful for managing the proper records of
8

buyers as well as their purchasing power. In consideration of such information the
business will generate new offers based on seasonal demands and events in the
environment. They can also bring them adequate discount on special categories of
goods and services that will be adequate in making appropriate changes to the
operational practices. Hammer, (2015) sought to analyse that, influences of various
theories and practices will be a funnelling agent to the professionals of various online
industries. There can be development of strategic policies which will result in
profitable gains and make appropriate variations in the operations. the policy
formulation will be based on current trend, consumer requirements as well as
developing strategies to meet challenges from rivalries.
2.3.1 The IDIC Model
Taherparvar, Esmaeilpour and Dostar, (2014) ascertains that, implication of
IDIC model which insists that, building a strong relationship with buyers which
requires that a firm must have consideration of four elements. It is generally,
relevant with techniques applicated by entity in terms of identifying, differentiating,
interacting and customizing buyers. It determines that if an organisation performs an
online segmentation, then there are less chances of having direct interaction with
their buyers. Similarly, there will be less trust and loyalty among them in terms of
trade practices. Therefore, building a trust among buyers is quiet mandatory for the
professionals, on which they have to identify potential consumers. It requires
research and execution of operational practices as well as highest amount payable
by buyers in shopping with company. Steward, Narus and Roehm, (2018) analysed
that, identification of potential buyers will develop policies and strategies made by an
organisation. There will be development of various offers and plans for discounting
buyers on their purchases.
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Figure 1 IDIC Model
(Source: Fidel, Schlesinger and Cervera, 2015)
As per the views of Beke, Eggers and Verhoef, (2018), differentiating buyers as
per their purchasing power and demands of frequently traded products will bring
professionals in accurately analysing decision making. Thus, it will ensure business
in terms of bringing CRM practices as the most considerable component like
managing costs as per investing in the right activities. There can be influence of
products demanded by buyers from different segmentations. It involves cultural and
traditional commodities which have been demanded in a particular location.
Moreover, in this case business has to develop effective strategies and connections
with suppliers to analyse demands and make availability of such products at concise
rates.
Ascarza and et.al., (2017) said that, for keeping the stock of various traditional
and culturable goods will require time consumption which will abandoned trade
practices. Similarly, analysing individual needs will be more effective and essential to
an industry to manage and monitor operational practices.
As determined by Xie, Zhang and Zhang, (2014), Interaction and customizing
the buyers will bring ability to entity in terms of understanding buyer’s expectations
as well as tendency to manage fruitful relationship. It can be done through analysing
demands and the purchasing power of buyers in due period. Along with this, making
public offer as well as discounts on specific commodities will have positive impacts
on buyer which will be helpful in retaining them.
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In accordance with Trainor and et.al., (2014), analysing individual behaviour will
bring benefits of an organisation for designing products and developing pricing
strategies to generate beneficiary ideas. Satisfactory level of increment in the
operational practices will be fruitful in increasing the consumer turnover of business.
2.3.2 Quality Competitiveness Index Model
Verma, Sharma and Sheth, (2016) demonstrated that, in quality
competitiveness index model, main emphasis of professionals or an industry is
payable on relationship management activities. Thus, this states in the centre of
model which is covered by various tasks and operations that will be helpful in
bringing satisfaction to buyers up to their expectations. It consists of activities such
as targeting conversion, retention activities, value development, welcoming new
buyers to know products and company offerings. However, it will be helpful in
meeting the goals as well as assistive in controlling costs of an organisation.
Figure 2 Qualitative Competitive ness Index model
(Source: Trainor and et.al., 2014)
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As per review of Soltani and Navimipour, (2016), growth in sales volume as
well as operational performance of organisation which is required that a business
must be focused on facilitating the best consumer experiences, propositions,
planning & analysis, measurements and organisation & people. Moreover, retention
of existing buyers as well as acquiring attention of new ones are quite necessary to
be acknowledged and administered.
2.3.3 CRM value chain Model
According to Hammer, (2015), this is a model of strategic influence which will
be assistive to business in context with developing strategies. Mainly, industries
operating in IT sectors such as software. Telecom, retail, media, financial services,
construction and production units have implicated this method to analyse and
manage the value chain. Therefore, in consideration with such concept that
ascertains as there will be development of various techniques and operations which
in turn have positive influence in managing business functions. Thus, it comprised of
maintaining a long term mutually benefited relations between consumers and
company. In this approach, there will be considerations of developing strategies such
as building consumer relationship as well as identification of various services which
have been performed by them.
Figure 3 CRM Value chain model
(Source: Verma, Sharma and Sheth, 2016)
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2.3.4 The Forrester Model
As per the views of Kumar and Reinartz (2018), Forrester model has been
classified into four groups such as Strategy, Process, Technology and People. It
helps to produce fruitful results in company in terms of strategic actions as through
analysis of business vendors can be made and discussion could be made with
consultants in a better way. The performance scorecard is used which highlights
whether firm is strategically performing using CRM in practice and attaining desired
results. It starts with customer strategy which proceeds to process group. It involves
marketing, e-commerce, direct and indirect sales, service and field service. This
passes on to technology group to evaluate customer analytics, customer data
management, infrastructure of technology. Lastly, it passes to people group i.e.
people management. Hence, overall performance is measured of organisation
through deploying Forrester model.
Figure 4 The Forrester Model
(Source: Grégoire, Salle and Tripp, 2015)
2.3.5 Conceptual Model
According to Lu and et.al (2018), main consideration is given towards CRM
competitive performance from internal and external perspectives in the best possible
manner. Dynamic capability for enhancing CRM in company is rapidly undergone
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change as business environment never remains stable and value of existing
competencies are prevailing in normal operational activities of company. The model
consists of resource re-configurability, capability of social networking and market
orientation forming main drivers for CRM. The variables used in IT are CRM
technology and knowledge management behaving as moderators which links
competitive performance and capability of CRM. Hence, it is required that direct
impact should be made of IT variables and consecutively seen on CRM competitive
performance.
Figure 5 Conceptual Model
(Source: Xie, Zhang and Zhang, 2014)
2.3.6 The Payne's Five Forces Model
As per the views of Li and et.al (2017), model lists down five major processes
in CRM such as value creation process, strategy development process, integrating
multichannel process, performance assessment process and lastly information
management process. These all elements or core processes can be grouped into
operational CRM, analytical and strategic CRM etc. In relation to this, strategy
development process is mainly concerned to integrate strategy of business to that of
customer strategy so that interaction can be done with them quite effectually. On the
other hand, as the name suggests of value chain process, value is to identified which
firm can create for consumers and further, could attain profits out of the same.
Multichannel integration usually has various channels namely physical and virtual
with help of it, organisation easily interacts in effective way. It is needed that contact
14

between channel must be attained but also aim for creating better experience which
is uniform for customers.
Figure 6 Payne’s Five Forces Model
(Source: Lu and et.al 2018)
Information management process is managing information of data repository
systems of IT variables, analytical tools, applications for front and back office. It is
utmost needed to accomplish visibility of IT system by which need for achieving
performance assessment procedure is done. Furthermore, it is also concerned with
proper monitoring so as to determine satisfaction level of customers. This help
company to target their customers in a manner by which they may easily attract to
products and services of organisation, thereby, increment in sales and profits could
be attained.
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2.4 Ways of Selling Smart Point Device to restaurant business
Beke, Eggers and Verhoef, (2018) represents that, Smart point devices are
needed to be implicate by business which will smooth the way of making appropriate
payments and determination of operational requirements. However, as per
considering the factors which affect operations and revenue generation in a
restaurant business are mainly relevant with the improper consumer relationships.
The services and quality of food is needed to be based on effective prices and
charges. Similarly, implication of smart point devices will help buyers in making easy
payments to food and beverages they have ordered in the business. In addition, it
will be a convenient mode of making payments to the products and services a buyer
has asked for. Casalo, Flavián and Ibanez-Sanchez, (2017) said that, sales of such
devices will bring a rise in promptness as well as accuracy in the operational
activities of the restaurant business. It will be a provoking term which helps in
enhancing the CRM practices in the organisation. There will be fruitful gains and
revenue generation which will result in proper consumer satisfaction.
As per the views of Fidel, Schlesinger and Cervera, (2015), it brings the
personalisation to the consumers in terms of accessing the site of business and
making payment of whatever order they have placed. Thus, it has been estimated
here that, such reforms will reflect rise in the revenue as well as operational
efficiencies in hospitality sector. People can easily place order and take advantages
of the services they have been engaged in. The implication of such techniques will
require accurate planning and administration of the overall operations. Moreover, it
requires that there will be proper training and development program needed to be
awarded to the employees or other professionals in the industry. Thus, proper
education and knowledge relevant with this revolutionary technique will be helpful in
uplifting the daily tasks. Grégoire, Salle and Tripp, (2015) stated that, Bringing the
innovation practice will require proper attention and explanation among workforce. In
restaurant business it is necessary that all employees must have proper information
regarding features, process as well as technical requirement before launching any
changes.
According to Hammer, (2015), Smart pointy device will be the most convenient
business tool which will help employees as well as buyers in terms of operating the
cloud system. Thus, they can access the site of business from anywhere at any time.
Selling such devices will bring monetary benefits to an online entity. In accordance
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with this, this revolutionary approach will be trending in the upcoming period that will
reflect in better consumer relationship management. It will have higher demands in
the future as well as result in potential growth of sales. Kumar and Reinartz, (2018)
determined that, it will be beneficiary to restaurant business in terms of accessing
the remote business as well as administrating the transactions. Moreover, a sound
financial health of business will be managed that in turn helps in retaining rapid
growth in revenues. Similarly, the cloud-based operations will bring convenience to
business professionals in terms of managing functions in entity.
Verma, Sharma and Sheth, (2016), introduced that, implicating the use of smart
point devices in the restaurant business which will be helpful in bringing the
profitable gains to business. There will be rise in the operational level as proper
records of all transactional activities will be managed and ascertained for having
better operational management. It creates obstacles in managing various operational
practices as well as for consumers in making payments to the services they have
ordered. The convenience level of such approach will have risen in demand in the up
coming period. Therefore, selling such innovative products will bring gains to the
online market as well as creates suitable revenue for them. Sudell, Kolamunnage-
Dona and Tudur-Smith, (2018) argued that, to bring such devices into practice will
reduce the use of traditional methods of making payments. Therefore, there will be
rise in the chances of having cyber crime with the mode of transacting funds from
one account to another account. Along with this influence of various hackers, thefts
along with this technique will also reflect the reduction in the sales of restaurant
business. Thus, it is necessary that industry must have implicated necessary
changes and uplift the level of operations performed by the firm in taking appropriate
initiative.
Singh, Behera and Girish, (2018) sought to analyze that, Smart point device is
an innovative approach towards making it easy for the consumers as well as to the
producer in terms of clearing of transactions as well as promptness in work. This
digital reform will be much helpful and adequate in uplifting the operational gains to
business. Influences of technical advantages will lead the organization in terms of
retaining higher returns and managing operations. Helpfulness of such devices in
hospitality sector mainly relevant with analyzing the consumer demands on the clear
and prompt way. There can be ease of operational practices and appropriate
analysis through attaining the objectives of firm. People can easily place order,
17

analyze the price of the product and services as well as make adequate remarks
over the highly preferred services. Casalo, Flavián and Ibanez-Sanchez, (2017)
determined that, increasing the operational level of business implicating such
techniques will be attainable for making rise in the profitability.
2.5 CRM in boosting sales volume of online industries
Li and et.al, (2017) ascertains that, in relation with the operations performed in
E-commerce business which approaches towards managing revenue and capital
stability in the organisation. In the run towards retaining higher profitability
professionals of an entity skips consumer relationship management. If an
organisation uses techniques to retain the existing consumers with the help of
offering them discount as well as managing their operational viabilities will be
adequate in terms of analysing the operational wants and needs. It has been
estimated that those online entities which have implicated the technique have higher
consumer expectations as that of offline ones. Therefore, CRM software is the
revolutionary aspect which in turn will be useful in managing the relationship with the
potential buyers. Beke, Eggers and Verhoef, (2018) defines that, CRM concept is
rapidly growing as per the use of interest has been grown in the recent years. Every
individual has all the useful applications in their devices and they have direct
interactions with the business. They place orders and make payments for the
purchased products.
According to Casalo, Flavián and Ibanez-Sanchez, (2017), managing
consumer relationship is not only a big matter of concern but there is needed to have
effective administration of all the data. Thus, confidentiality in the record keeping as
well as personal information of buyers is also mandatory. The bank accounts, pin no.
as well as personal address mobile numbers are the details which are to be kept
confidential. Therefore, such awareness will help in bringing trust and loyalty among
the buyers. Along with this, the professionals of an online business must be
conscious regarding the customer profile, past transactional history which will help
them in developing the future offers as well as discounting facilities to people. Fidel,
Schlesinger and Cervera, (2015), acknowledged that, analysing various activities will
be assistive and helpful in navigating marketing and shopping of the industries.
As per the views of Grégoire, Salle and Tripp, (2015), an organisation must be
focused on the methods of implicating new technologies in the operations. there will
18

be proper administration of various operations and activities which in turn will be
useful for managing the requirements and administrating the operations. a regular
repair, execution of transaction as well as monitoring of activities must be there will
help in keeping sound effectiveness in the business growth. Taherparvar,
Esmaeilpour and Dostar, (2014) ascertained that, CRM practices will be helpful in
bringing the appropriate consumer and buyer relationship management. Thus, these
are the techniques which will be beneficial in analysing the requirements as well as
making appropriate changes in operations. increasing efficiency will be fruitful to
online business in terms retaining faith of buyers in the operation of industry. There
will be rise in sales revenue as well as operative gains of the business which can
influences for promoting business activities.
O’Beirne and et.al., (2018), sought to analyze that, increasing the sales volume
in an industry will require appropriate management of practices as well as
ascertainment of current wants and needs of the buyers. Thus, upgrading and
updating the business with new innovative changes will bring higher success. The
rise in sales depends upon the level of CRM practices obtained by the business. It
can be said that, industry has to be attentive towards analyzing the current wants
and needs of the individual. Li and et.al, (2017) stated that, it is necessary that the
professionals in an industry must maintain relationship with internal as well as
external buyers that will be helpful in leading business with proper administration. It
encourages the strong decision making which in turn will be useful for uplifting the
level of operational practices and rises level of sales volume in the industry. The
examination of buyer’s wants and needs will reflect positively over increasing the
ability to perform business activities.
As investigated by Grégoire, Salle and Tripp, (2015), making appropriate
changes in consumer backup of the industry will affect the positive and negative
variation in the sales volume of industry. Facilitating the products which are up-to
their requirement, costs-efficiency as well as satisfaction to quality will help in
retaining them. Moreover, they will feel satisfy with the quality of products and
services of firm. There will be generation of innovative ideas which are to be
implicated by professionals in designing the product as well as keeping the adequate
inventories for meeting rise in demands for a particular good. Singh, Behera and
Girish, (2018) demonstrated that, increasing work efficiency in industry will help the
firm in retaining the adequate gains and proper operational practices will result in
19

effective growth. There will be reduction in the response of various leads in sales.
Along with this, there will be proper optimization of industrial performance. There can
be rise in revenue and profitability in an industry which will result in fruitful gains and
operational control. Moreover, considering the various trends in terms of managing
the CRM practices in environment can be based promoting the brand through
various sources. The use of social media marketing on which asking questions to the
individual relevant with the products and services they have obtained through
business.
2.6 Conceptual framework
2.7 Conclusion of literature review
As per analysing the overall literature review which is based on analysing
various issues and operations to be considered in an online business. However,
there will be rise in the revenue and operational gains in the capital stability. Along
with this, there have been various obstacles in analysing their views and viewpoints
of various professionals. It has resulted in the improper management and
administration of the operational wants and needs. Further, implication of various
new techniques such as models, smart point sale devices as well as methods to
improve buyer relationship were discussed. Similarly, the obstacles incurred where
authors or the selection of relevant sources did not present the clear reviews of their
points.
20
Consumer
Relationship
Management
Boosting sales
volume
Business to
Business
Relationship
Smart point
Devices

In addition, it has been analysed here that, there will be rise in the profitability
and revenue of the organisation as if business must have serious efforts in terms of
making healthy relationship with the buyers. The potential buyers will be helpful in
uplifting the operational level of an entity. Along with this, it is necessary that the
business must come up with innovative and new ideas which will help in attracting
the large number of buyers. The benefits of such reforms will bring rise to the brand
image, sales and production capacity of the firm that will be adequate in uplifting the
level of operations performed by the firm.
21

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction to research methodologies
Research study will be based on various techniques and data set which were to
be analysed and determined to have the appropriate solution to the research issues.
In the present study, in analysing the CRM approach to the operational influences in
Amazon there have been implication of various factors. This chapter is consisting of
various elements such as research philosophy, approach, design, data collection,
analysis, reliability & validity, ethical consideration etc. thus, these are the factors
which will be evaluated to determines the accurate framework of the study (Jennings
and et.al., 2018). It will funnel the information of researchers in making proper
analysis on research issues. An adequate framework to the study will be beneficial in
analysing the abstract issues in research. It will benefit professionals at Amazon in
terms of having proper information regarding CRM practices and relevant changes
which are has to be adopted by them in upcoming period.
3.2 Research philosophy
The collection of relevant information as well as its analysis is based on various
methodologies which will be impacted by the researcher. A philosophy is set of
analysing and collecting such information which will be determined on the basis of
having effective conclusion to the research issues (Meredith and et.al., 2018). It
includes types of research philosophies such as interpretivism, positivism and
realism.
In the present study, interpretivism philosophy has been selected and analysed
by the researcher which will aimed at facilitating the appropriate determination to the
facts. Along with this, there will be proper demonstration of human wants and needs
associated with the business operations. However, the motive behind selecting this
technique is for developing techniques in analysing the data base and present the
suitable framework for gathering relevant information.
3.3 Approach
Considering an approach to the study is basically determines the entire process
and activities which will be performed in analysing data base and information which
were have been gathered (Wagaman, Obejero and Gregory, 2018). It comprised of
inductive and deductive techniques to be used for analysing the information as well
22

as making an abstract analysis. Therefore, to implicate theories and details which
will help in determining the gathered information are come under inductive approach.
Similarly, in relation with farming a reliable solution to the research issues based on
aim and objectives there will be use of deductive technique.
In the present research there will be implication of deductive approach which in
turn represents a more reliable statement based on the reviews of participants that
will be helpful in drafting a logical answer (Haydon, Browne and van der Riet, 2018).
Thus, gathering the information and implicating various tests will be adequate and
satisfactory in terms of making proper operational changes in the outcomes. The
growth od sales revenue and gains of business over the period will be analysed
through determining the variations in the activities.
3.4 Design
To analyse and measures the collected variables on the basis of implicating
appropriate techniques. It will include various techniques and operational
determinations. It includes qualitative and quantitative techniques which were being
undertaken by analysts. Qualitative is based on implicating the theories and models
to have effective solutions on the research issues (Singh, Behera and Girish, 2018).
On the other side, as per considering the quantitative technique on which there will
be use of scientific methods such as statistical or mathematical tools which will help
in analysing the numeric data base to fetch the reliable information.
In the present study there will be influences of the quantitative research design
on which statistical tool will be implicated on the data base gathered from annual
reports of Amazon. Moreover, there will be use of SPSS software in analysing data
set which will represent the solution of mean, mode, median and standard deviation
which in turn helps in having accurate solution to the issues. However, applicating
these tools will bring accurate and reliable information regarding research issues.
The ascertainment of various issues will be helpful in managing the operational
practices at a right time. Issues are generally relevant with the sales volume of the
organisation out of which it can be said that, there are significant changes in
industrial practices. It includes the examination of data with implicating descriptive
statistics, regression and correlation analysis. However, it can be said that such
influences will be effective in making appropriate changes and variations in activities.
23

3.5 Data collection
To retain the most reliable information which will be gathered from the authentic
sources, helps in having proper information. There can be use of various techniques
and operational determination which in turn will be useful for making adequate
operational influences (Sudell, Kolamunnage-Dona and Tudur-Smith, 2018). The
techniques for collecting reliable data is based on two techniques such as primary
and secondary. Primary sources are those on which one has to interact with
individuals on the basis of interview, questionnaire, focus group analysis etc. thus, it
is the most helpful technique which brings the clear and direct analysis on the human
behaviour and opinion base on research issues.
On the other side, secondary analysis is mainly based on determining the
various secondary sources such as internet, books, article, journals and annual
report of an industry (Patkar, 2018). In the present study, there has been use of
annual report of Amazon which consists of all the details relevant with the
profitability, liquidly as well as market value of the firm in the given period. Thus, it
will consist of overall information regarding the performance of this entity over the
years. Considering the annual reports of Amazon from year 2000 to 2017 on which
determination of the changes incurred in various factors has been analysed. Thus,
the main analysis is based on changes increased in the sales revenue as well as
consumer satisfaction level. Thus, the dependency of sales revenue is basically due
to changes incurred in consumer pricing index.
3.6 Methods
In testing the variables and data set there will be implication of various method
that will be helpful in addressing the issues. Applying such tests will bring the
accurate analysis over the data base. In relation with demonstrating the CRM
practices affect the sales volume as well as operations of Amazon these tests will
play crucial role. Thus, with the influences of the statistical measurements there will
be implication of various factors or tools such as:
3.6.1 Descriptive analysis:
This is a method of analysing the summary statistic which determines the
average, median, standard deviation and various statistical outcomes. Thus, the
summary of data base will be analysed through such tests. In consideration with the
descriptive statistics on which a large data set will be summarized in a specific result.
24

The data set which was being collected through annual report of Amazon will be
addressed through implicating various tactics.
3.6.2 Regression:
To ascertain the relationship between various variables. Thus, changes in one
variables will affect the another one or not, will be ascertained through regression
analysis. The data has been categories between dependent as well as independent
variables. In the present research there will be determination of CRM practices and
its impacts on sales volume of the organisation. Therefore, the changes incurred in
each period as well as the relationship between such variables will be analysed
through implicating such tactics.
3.6.3 Correlation coefficient:
As per considering the similar aspects of the observations there will be
emphasis payable on two variables. Thus, here the relationship among two different
variables. Therefore, such analysis will be helpful in representing the adequate
outcomes that defines relationship among test elements.
Moreover, as per considering these methods there will be profitable gains and
rise in the volume of sales which will represent the accurate analysis over the
gathers data. Collected information will be studied and examined for having better
operational determination and analysis through the various relevant issues.
Implicating these statistical tools will help researchers in terms of making proper
judgement on the outcomes and a reliable change will be made for improving
operational practices.
3.7 Data analysis
In this factor there will be analysis on the gathered information and collected
data. The implication of various statistical tool to measure the information stated in
the data set such as descriptive analyse, t test, Anova etc. which will help in
presenting acceptance of rejection to any hypothesis (Gast and Ledford, 2018).
Moreover, it is result discussion part which will present the reasons behind
outcomes. It will help professionals of Amazon in terms of making appropriate
improvements and operational enhancement of various activities. However, such
demonstration of the issues and the outcomes will help in developing new strategies
and operational tactics that will be helpful in uplifting the level of operational
practices (Singh, 2018).
25

Along with this, professionals of Amazon will have analysis over currently
stated issues and operational obstacles which will be resolved by them for
developing proper analysis. It brings them ability to think and redesign the
operational activities which in turn will be useful for uplifting the business activities.
Identification of such factors and issues will be helpful in making drastic changes in
the operations which in turn will be useful for improving the business strength and
operational variations. It will highlight the impacts of changes incurred in sales and
profitability of the firm over the period in respect to consumer satisfaction. The
reasons behind such issues will be examined and valid conclusion will be drawn for
presenting the proper estimation of the facts.
3.8 Sampling methods
In order to collect and analyse the data base there will be use of various
techniques and tools which in turn have impacts on rising the operational motives of
the business. It consists of various sampling techniques such as simple random,
stratified and cluster techniques. However, these are the techniques which will be
used to have measurement of the data base based on various issues and obstacles
which have been gathered and determined to have reliable sample which will be
tested (Jennings and et.al., 2018). Influences of various information which leads the
organisation in retaining and analysing the various outcomes.
In the present report to analyse the financial health as well as CRM techniques
adopted by Amazon have been addressed and determined to have appropriate
operational determination. However, Cluster sampling techniques have been
addressed here to have analysis on the specific group of information (Meredith and
et.al., 2018). Thus, on which researcher have selected customer turnover of
organisation along with its financial outcomes. Examination of various issues will be
adequate in making revolutionary changes in the operational practices. Among the
various elements stated in the annual report there will be selection of sales and
consumer satisfaction index which will be examined for analysing the relationship
between such variables.
3.9 Reliability and validity
To conduct an accurate analysis and bring the appropriate information among
the society than it is necessary to use the reliable data. Considering the outcomes of
26

the annual performance of Amazon which had been collected through the annual
report of the organisation (Wagaman, Obejero and Gregory, 2018). Thus, this
disclosure of statement had been presented by them on their official site which have
been gathered as well as analysed by the researchers. Along with this, in terms of
analysing the research issues and obstacles stated in the literature review of study
there has been use of data and details presented by various authors and analysts.
Thus, all the sources which have been used in performing this research were
perfectly references and cited in the text. Moreover, in terms of collecting such
information there has been use of authentic sources such as official website of
Amazon had been considered. The information relevant with sales revenue,
operating profit, net profit etc. had been gathered through such sources. In addition,
on which collection of such information have helped in making reliable determination
of the facts. The solution to research issues will be ascertained as per having
appropriate information from such gathered information.
3.10 Ethical consideration
Ethics, laws and regulation which have to be considered while performing any
research. The use of various resources and information has to be cited in a report.
Moreover, in the present research, scholars have gathered the secondary data which
have been cited and referenced appropriate to bring it a legal look (Haydon, Browne
and van der Riet, 2018). Similarly, there has been consideration of not using any
unethical and unlawful techniques such as plagiarising other information etc. all
details have listed in this study have been self-analysed and determined with
considering various theories and models. In addition, all details which have been
mentioned in the analysis has been perfectly cited in report.
Along with the research ethics, there are various factors which are has to be
considered by researchers such as considering the belief, morals and values of the
participants in the research study. Therefore, confidentiality of the data base is quite
mandatory in terms of making reliable changes in the operational practices. These
are the details which are needed to be kept in control and proper security of the data
is required to be made.
27

3.11 Limitations
There have been various obstacles while performing this research study. Scholar
do not have effective time which helps them in presenting proper analysis and
determination of data gathered by them in this process (Singh, Behera and Girish,
2018). Moreover, use of various tools in measuring data base which had been
presented adequately for making proper analysis to the facts. In addition, the time
awarded to perform the literature review as well as analysing various facts was less
as well as there are various models and theories which were being unanalysed.
Similarly, in relation with measuring the data base on information of Amazon’s
annual performance was not being analysed perfectly which have results in
inappropriate observation.
Along with this, the analysis of the data set took time in terms of implicating
tests. Thus, variations in outcomes utilise the time in attaining the proper information
about the changes in outcomes. There have been influences of various obstacles
which creates distraction in the completion of the report. Along with this there have
been several plans and objectives which had been considered that will be helpful in
addressing further issues in up-coming researches. There can be use of alternative
research methods which in turn will have positive impacts in raising the operational
goals of business.
3.12 Conclusion to research methodology
As per considering various techniques and methods which have been implicated
by the researcher in terms of performing the entire research process. Thus, on which
it can be said that there has been requirement of appropriate dedication and time to
complete entire work as well as bring a reliable solution to professional of Amazon.
However, in this chapter there had been use of interpretivism philosophy, deductive
approach on the basis of quantitative analysis. Thus, there will be consideration of
secondary sources of data that consists of annual financial details of organisation.
Further, this part of the research helped in developing a criteria or framework which
will help researchers in analysing the information and making reliable operational
determination over the facts.
28

CHAPTER 4: FINDINGS AND DISCUSSION
4.1 Introduction
In this chapter there will be analysis over the data set which were being
gathered from annual report of Amazon. However, there will be implication of various
statistical tool that will be useful in examining the outcomes. The tests will be made
on considering the hypothesis as well as issues which will help in demonstrating the
CRM benefits in organisation. The variations in various outcomes such as profit
margin, sales and return payable by them with respect to consumer index will be
evaluated. Moreover, these outcomes will be addressed and analysed on which a
valid conclusion will be drafted by scholar. In respect with such outcomes and
determination of accurate observation will define true impact of CRM of Amazon over
its entire sales. The examination of the impacts of rising the customer satisfaction
over changes in the sales volume industry has been studies and identified for having
accurate outcomes.
Hypothesis:
To perform a valid test over the outcomes there will be implication of various
techniques and tools that will help in making proper determination of variables.
Moreover, in analysing the impacts of CRM practices in the sales revenue of
Amazon there has been creation of below depicted hypothesis as:
Null Hypothesis (H0): There is no mean significant difference in CRM
management and revenue retention of Amazon
Alternative Hypothesis (H1): There is a mean significant difference in CRM
management and revenue retention of Amazon.
Raw Data:
In accordance with presenting the accurate analysis and solutions to the
research issues there have been consideration of selecting various raw data base.
Thus, there will be selection of information as stated in the annual report of Amazon.
It includes revenue generated by business in a certain period, expenses, returns
payable by them as well as consumer index in each period from 2000 to 2017.
29

Particulars 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Gross profit 655777 798558 992618 1257168 1602 2039 2456 3353 4270 5531 7643 10789 15122 20271 26236 35355 47722 65932
Net profit -1411273 -567277 -149132 35282 588 333 190 476 645 902 1152 631 -39 274 -241 596 2371 3033
Operating
expenses 1519657 1210815 928494 986573 1162 1607 2067 2698 3428 4402 32798 47215 60417 73707 88810 104773 131801 173760
COGS (cost
of goods
sold)
2106206 2323875 2940318 4006531 5319 6451 8255 11482 14896 18978 26561 37288 45971 54181 62752 71651 88265 111934
Return on
invested
capital
145.91% 39.39% 11.02% -3.41% -259.03% 135.37% 44.08% 39.77% 24.14% 17.16% 16.78% 8.13% -0.48% 2.81% -2.24% 4.45% 12.29% 10.95%
Sales 2761983 3122433 3932936 5263699 6921 8490 10711 14835 19166 24509 34204 48077 61093 74452 88988 107006 135987 177866
Earnings per
share -4.02 -1.56 -0.39 0.08 1.39 0.84 0.45 1.12 1.49 2.04 2.53 1.37 -0.09 0.59 -0.52 1.25 4.90 6.15
Brand value 4528.00 3130.00 3175.00 3403.00 4156.00 4248.00 4707.00 5411.00 6434.00 7858.00 9665.00 12758.00 18625.00 23620.00 29478.00 37948.00 50338.00 64796.00
Customer
satisfaction
(index score)
0.84 0.84 0.88 0.88 0.84 0.87 0.87 0.88 0.86 0.86 0.87 0.86 0.85 0.88 0.86 0.83 0.86 0.85
Return on
equity 402.66% 47.13% 10.68% -2.95% -0.11% 3505.26% 56.13% 58.48% 33.34% 22.75% 19.01% 8.63% -0.49% 3.05% -2.35% 4.94% 14.52% 12.91%
30

4.2 Results
By considering the above stated raw data base which determines the outcome
of sales, expense, costs, returns and consumer satisfaction index had been
analysed through implicating various mathematical tools and data analysis
techniques. In includes descriptive statistics, regression analysis etc. however, there
will be discussion based on the analysis which will be bring the information among
the professionals of Amazon with respect to make proper decisions and make
relevant changes in the operations.
4.2.1 Descriptive statistics:
This is a technique of analysing the data base in a summarized format which
will represent the outcomes such as mode, median, average, standard deviation etc.
However, such determination will bring ability to analyse the outcomes and make
appropriate determination of firm’s performance in those respective years.
31

Interpretation: As per analyzing the above listed descriptive analysis of the
variables which represents that, there have been determination of mean, mode,
medina and standard deviation which have helped in analysing the actual summary
of all variables. However, the average gross profit over the year was 219580.1,
average of net profit as -115638, average of operating profit as 298568.8, average of
COGS as 663384.1, average of return on invested capital as 0.13728, mean value of
sales as 882964.2, EPS as 0.98, brand value as 16348.78, Customer satisfaction
index as 0.86 and Return on equity as 2.3298
4.2.2 Regression
This is the analysis of determining the relationship between two variables over
the period. Thus, such identification will be helpful in decisions making and fetching
32

the reliable information regarding the relationship among various variables. In the
present study, as per analysing the relationship between CRM practices and sales
revenue growth of Amazon over the period on which it is necessary to have
appropriate operational determination. To analyse the relationship among such
variables in the below analysed outcomes.
Descriptive Statistics
Mean Std.
Deviation
N
Sales 882964.22 1655704.283 18
Customer satisfaction
(index score) .8600 .01572 18
Correlations
Sales Customer
satisfaction
(index score)
Pearson
Correlation
Sales 1.000 .142
Customer satisfaction
(index score) .142 1.000
Sig. (1-tailed)
Sales . .287
Customer satisfaction
(index score) .287 .
N
Sales 18 18
Customer satisfaction
(index score) 18 18
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
Customer
satisfaction
(index score)b
. Enter
a. Dependent Variable: Sales
b. All requested variables entered.
33

Model Summary
Model R R
Square
Adjusted
R
Square
Std. Error of
the Estimate
Change Statistics
R
Square
Change
F
Change
df1 df2 Sig. F
Change
1 .142a .020 -.041 1689365.207 .020 .329 1 16 .574
a. Predictors: (Constant), Customer satisfaction (index score)
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 93978661022
8.664 1 93978661022
8.664 .329 .574b
Residual 45663276847
732.460 16 28539548029
83.279
Total 46603063457
961.125 17
a. Dependent Variable: Sales
b. Predictors: (Constant), Customer satisfaction (index score)
Coefficientsa
Model Unstandardized
Coefficients
Standar
dized
Coeffici
ents
t Sig. 95.0% Confidence
Interval for B
Correlations Collinearit
y
Statistics
B Std.
Error
Beta Lower
Bound
Upper
Bound
Zero
-
orde
r
Parti
al
Part Tol
era
nce
VIF
1 (Consta
nt)
-
1198140
3.111
224215
61.132
-.53
4
.600 -
59512989
.371
35550183.1
49
34

Custom
er
satisfac
tion
(index
score)
1495856
6.667
260674
71.077 .142 .574 .574
-
40302003
.406
70219136.7
39 .142 .142 .142 1.0
00 1.000
a. Dependent Variable: Sales
35

36

Interpretation: On the basis of above listed analysis there have been
determination of various operations such as regression, correlation, ANOVA and
coefficients. thus, in respect with correlation of the data base where sales represent
1 and customer satisfaction represent 1. Therefore. These are the outcomes which
are in between the level of -1 to 1. It defines that, there is positive relationship among
the variables. Moreover, it can be said that the changes in customer index will affect
sales of the organization. As per considering the model summery of the outcomes
where R square has been analyzed as 0.020 which is 2% Thus, there is 2% of
relationship between the variables of sales and consumer index.
Moreover, in terms of analysing the ANOVA of the outcome which represent
that the significant value of the variable is 0.574. Thus, as per ascertaining the level
of P-value which defines the better hypothetical test is more or less to 0.05. Thus, in
this case the outcome represents p value more than P>0.0.5. It defines that, there is
acceptance to the alternative hypothesis as well as strong evidence again the null
hypothesis. Moreover, there is a mean significant difference between the sales and
consumer index. On the basis of such outcomes it can be said that, the changes
incurred in the consumer index will affect the dependent variables sales.
In addition, it can eb said that, the business has to maintain proper CRM
practices in the operational activities which will help them in achieving targets. Thus,
there will be rise in the sales volume of industry which inn turn will be useful
enhancing the operational goals of venture. Moreover, amazon has to implicate
several techniques and strategies which will help them in retaining the potential
buyers. Management of health relationship with consumers will result in raising the
revenue generation for firm. Online business segmentation will be more convenient
and appropriate as if the business manages quality of products as well as bring such
goods to buyers as per their satisfactory requirements. Therefore, consumer backup
will be adequate in bringing proper administration and control over operations.
4.2.3 Correlation
Implication of this statistical tool will ascertain the relationship among two or
more variables. Thus, it will bring the adequate information regarding the connection
among several variables which in turn will be useful and appropriate as per
managing the operational level of the entity. Moreover, in the below listed analysis
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there will be identification among the variables of CRM and sales revenue of
Amazon. Thus, the relation of such factors will be examined and valid interpretation
has been made over it.
Descriptive Statistics
Mean Std.
Deviation
N
Customer satisfaction
(index score) .8600 .01572 18
Sales 882964.2
2
1655704.28
3 18
Correlations
Customer
satisfaction
(index
score)
Sales
Customer satisfaction
(index score)
Pearson Correlation 1 .142
Sig. (2-tailed) .574
Sum of Squares and
Cross-products .004 62825.980
Covariance .000 3695.646
N 18 18
Sales
Pearson Correlation .142 1
Sig. (2-tailed) .574
Sum of Squares and
Cross-products 62825.980 4660306345
7961.125
Covariance 3695.646 2741356673
997.713
N 18 18
Interpretation:
On the basis of above analyzed correlation among customer price index and
sales revenue of the firm on which the relationship among these variables had been
analyzed. Thus, the majority of outcomes have been obtained are between 0 to +1
which indicates that there is positive relationship between such elements. In
accordance with such operational determination, it has been analyzed here that,
changes in consumer satisfaction index will positively affect changes in sales
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volume. Therefore, there will be rise in revenue of firm which can result in gains to
firm. However, introducing new products and articles which will help in retaining
profitability as well as attracting new buyers.
The main reason of such positive relation is that, online segmentation operations
are quite satisfactory and convenient to the buyers which results in managing
approximate operational changes. Moreover, in this case it can be said that
Consumer satisfaction index was an independent variable on which sales depends.
Thus, there has been changes sales volume of Amazon if they do not make
emphasis on retaining the buyers for the longer period. It is necessary that they must
implicate new techniques and operational variations which will bring rise to the level
of profits.
4.3 Conclusion
As per analyzing outcomes states in the above chapter on which application of
various statistical tool had been implied top address the changes in variables. Thus,
the relationship among customer satisfaction index and sales revenue of Amazon
had been considered to have appropriate estimation and analysis over the facts.
This chapter is consisting various tools such as descriptive analysis, regression and
correlation analysis over data set. Examination of such elements had been
addressed to have appropriate determination of reliable issues. Moreover, as per
implicating the tools and methods to ascertain the outcomes it can be said that, there
is positive relationship between customer satisfaction index and sales revenue of
Amazon. It insists that, the changes in the level of consumer satisfaction will result in
rise and fall of the sales volume in industry. Additionally, it can be said that,
professionals at this online business has to be conscious with respect to bring
innovative changes in operations. They must bring advanced and technical products
in circulation which in turn reflect the positive impact in raising the sales as well as
favorable growth to the business. Along with this, it requires to have effective CRM
practices which will retain consumers as well as generate fruitful revenue to entity for
longer terms.
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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
The above dissertation is aimed at evaluation of impact on sales and growth on
Amazon in UK by implementation of consumer relationship management practices in
the organization. For this all the objective mentioned in beginning of the report have
been covered and with its completion it can be concluded that CRM practices in
Amazon in UK resulted in boosting up the sales figures and leading to increment in
sales revenue. The fact in this report was determined that with a boost to consumer
relation while using different approaches and techniques proved to be boon for the
Amazon. This can be said that with a satisfied consumer a list of new consumers
also gets attached with mouth publicity and the same consumer also visits amazon
again for making the purchase and this lead to the fact of consumer retention. The
applicability of CRM resulted in enhancement of the sales, sales revenue and
retention of consumer along with addition in new and prospective consumers as well.
For the above dissertation report on consumer relationship management (CRM)
of Amazon and its effect on its sales and growth, it can be concluded that with an
enhancement of relationship quotient with consumers a boost in the sales is seen
the seals of all the products in all stores around the UK. The aim of this project report
was to analyze the impact of CRM on overall sales practice of Amazon in UK. With
finalizing of the report, it was found out that with application of this model in business
practices a positive and high increment in sales figures are anticipated.
Further it was interpreted in this report that for development of relation with
consumer first a business bond with other business organization must be developed
and maintained in order to gain consumer access and retention. As Amazon is an
online store it deals with numerous other businesses that are small, medium and
large in structure with every business it has developed a different technique to
maintain a healthy relation so that consumers get each article of their demand and
on time. With development of consumer relationship importance to business relation
was also given by Amazon because no organization work alone the reason behind
their success it relation and material of other business as well. The success of the
business cannot be determined with increased sales revenue of number of
consumer it is evaluated on overall relationship of Amazon with its peers, other
40

organization and consumers along with considering the financial and sustainability
points.
For preparation of this dissertation report various CRM approached and theories
have been applied in order to determine the best techniques/ methods or
combination of them that must be applied in Amazon in order to gain an advantage
over the consumers. The approach used in this report for evaluation is carried IDIC
model have been applied. The reason behind using this was that it provides a plan of
action t to employed by an organization for building, keeping and retaining long term
one to one relationship with all its consumers. With application this model in Amazon
techniques have been developed and applied so that a direct communication can be
established with consumers and their suggestions and feedback's can be taken, this
helps in understanding he needs demands and requirement of the consumers and
with these measures and steps were taken to build up trust of the consumers in
Amazon and this in turn boosted the consumer retention and number of consumers
with Amazon.
Another important objective of boosting consumer relation is determined as
selling of Smart Point Device to restaurant businesses in UK, this devise is basically
a software that provided takes online orders of costumers for the restaurant and it
gives inn details of ingredient and method of preparation of their chosen food item
and then online payments can be done for the same and ordered is place in minimal
time. The implement ion of this devise results in two-way progress of Amazon as its
business to business relation are enhanced as this device increased sales if
restaurant and on the other hand it consumer relation gets boosted up as it provided
a link as being a mediator between restaurants and ultimate consumers.
For preparation of this dissertation report the deductive approach have been
applied and research design used was interpretivism approach this helps in explain
the information and data in detail. For interpretation of the qualitative data taken
form the secondary resources and cluster sampling was done through analytical tool
correlation and regression. The research methodology chosen for this dissertation
project was purely based on taking quantitative data because the above report
reveals the impact of CRM on sales, the increment in sales is always evaluated in
data and figures through this approach is being used in present report.
Finally, it can be concluded for the above report, that consumer relationship
management in Amazon have a positive impact on sales of the organization by
41

boosting the sales numbers, retention of consumer and adding up a large quantity of
potential customers. Along with this it can be interpreted that with CRM practices
business to business relationship also boosted up and it is a boon for Amazon as it
aids in overall development and growth of business.
5.2 Recommendations
In relation with improving the operational tendency and activities in Amazon it is
required that, they must implicate several changes in their operational practices.
There has been various suggestion which will help business in improving CRM
practices as well as managing sales volume each period. There can be rise in the
level of operations handle by the business on online segmentation as well as offering
innovative products among them. Thus, such increment in the operational practices
will be helpful in reaching to the qualitative gains. However, the recommendations
which have been awarded to the professionals of Amazon UK are as follows:
 Improving the CRM practices which will help in establishing inter-
organisational relationship that will improve the trade practices among
corporation.
 Introducing innovative products and features which will be attractive to retain
the existing buyers as well as attracting new.
 Managing appropriate inventories for smart point devices to restaurant
business which will make increment in the operational gains of such
hospitality sector as well as will also reflect positive rise in revenue of
Amazon.
5.3 Further research methods
As per considering the above research study there have been implication of
various techniques and methods which have helped in addressing the relevant truth
and factors which had been gathered for adequate analysis. Researchers have been
suggested to imply various other methods that will be useful in performing research
study. Alternative techniques have to be implied in the research such as positive
philosophies, inductive approach, qualitative design as well as primary method of
collecting data. Thus, these are the alternative methods which will result in collecting
relevant and reliable information as well as it will bring ease in analysing the
outcomes.
42

Additionally, implicating the primary techniques will be helpful in generating
information through primary sources such as taking interviews, analysing outcomes
from questionnaire. Thus, such methods will help in addressing the relevant facts
belongs to the behaviour, morals and value of each individual. The preferences of
the option will bring proper information regarding research issues. Moreover, CRM
practices and its influences on the sales or production of business will have positive
impacts in raising the operational goals at the right time.
5.4 Personal reflection
With preparation of this dissertation report on consumer relationship
management and its impact on overall sales on amazon in the country on UK, the
main thing I have learned that being consumers we are being given privileged in
every business organization as their motive these days have become as happy and
satisfies consumers means retention of that person as long-term consumer and
increased in long term sales of the organization.
Further, I have learned that to determine the actual impact a research have been
conducted and same have enhanced my knowledge in field of CRM and factors that
affect the sales in organization like Amazon. It has been observed by me that for
preparation of report data must be collected in appropriate manner and then its
analysis and evaluation is done while taking into consideration various techniques
and tools. Fr data collection have use secondary sources and cluster sampling
method and for this a critical thinking is depicted by me for taking relevant
information from the annual report of amazon. The analysis of data is done with
using qualitative approach and in this correlation, regression was use and I have
learned how to use the software to calculated this and it enlightened my critical
analytic approach that these tools are very useful in evaluation of performances of
business organization.
Another thing which I have learned while preparation of this report is the
preparation of dissertation project requires an analytical critical thinking and this was
applied by me resulting in enhancement of my research skills and thinking process
as for data collection and analysis I have used tools and techniques that requires a
calculation and a relevant search of the data and information.
Lastly, in my opinion the CRM model is the best practice and toll that every
organization must implement in their business operation and enhancing their
43

relations with consumers as this is a boon to the making technology and retention of
the customers with particular organization.
44

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