An Exploration of Customer Relationship Management in Retail Industry

The provided content is a collection of academic articles and online resources related to customer relationship management (CRM), database management systems, and information systems. The articles cover topics such as critical ethnography, Bayesian tutorials, research design, data analysis, and marketing strategies. The online resources include definitions, types, and functions of databases and CRM systems.

Dissertation
On
“The Effectiveness of Information Systems and Database
Management in retailing industry to develop Customer
Relationship Management”
1

ABSTRACT
Customer relationship management is a system that is used by corporate entities to
manage and assess the customer interactions and data to know the customer behaviour towards
business. Business entities have to design their information system for correctively access the
information of customers that could further support the CRM system
Aim: The major aim of present investigation is to assess the effectiveness of Information Systems
and Database Management in retailing industry to develop customer relationship management.
Objectives : The objectives of business are : to explore the effectiveness of information systems
and database management in developing customer relationship management, to assess the
importance of information systems and database management for providing superior service and
consistent customer experience. To identify the impact of customer relationship management on
customer satisfaction and customers loyalty and to recommend the ways to improve customer
relationship within retailing industry of UK
Research Methodology: To attain the objectives of present investigation inductive approach as
well as qualitative and quantitative research types is used. Both primary and secondary methods
of data collection will be used for current study. Thematic analyses along with descriptive
analysis are used as data analyse tactics.
Conclusion : Information systems used within retail firm are beneficial in terms of managing
information of customers in safe and secure manner so as to maintaining long lasting relating
and ongoing business from them.
Recommendation: The UK retailing organizations should maintain integrity, confidentiality and
database security techniques in order to enhance security of CRM and information management
system.
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Acknowledgement
I would like to extend my sincere regards to my mentor whom guided was helpful for me to
complete the investigation is the most effective manner. I would happy to say that discussion
sessions with my supervisor was always inspiring and illuminating for me. I present my gratitude
to my supervisor who encouraged me to conduct dissertation. Further, I would also like to thank
my family and friends who have been a strong moral support all through this research process.
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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background............................................................................................................................6
1.2 Rationale of the study............................................................................................................6
1.3 Potential significance of study...............................................................................................7
1.4 Scope of investigation............................................................................................................8
1.5 Research aim and objectives..................................................................................................8
1.6 Research questions.................................................................................................................9
1.7 Structure of dissertation.........................................................................................................9
CHAPTER 2- LITERATURE REVIEW.......................................................................................11
2.1 Understanding of information systems and database management.....................................11
2.2 Importance of information systems and database management for organizations..............12
2.3 Concept of Customer Relationship Management................................................................14
2.4 Role of information systems and database management in developing Customer
Relationship Management.........................................................................................................15
2.5 Customer Relationship Management in the UK retail industry...........................................18
2.6 Impact of customer relationship management on customer satisfaction and customers
loyalty........................................................................................................................................20
2.7 Conclusion...........................................................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................23
3.1 Research philosophy............................................................................................................23
3.2 Research approach...............................................................................................................23
3.3 Research type.......................................................................................................................24
3.4 Research design...................................................................................................................25
3.5 Data Collection....................................................................................................................25
3.6 Research instruments...........................................................................................................26
3.7 Sampling..............................................................................................................................27
3.8 Data Analysis.......................................................................................................................27
3.9 Ethical issues........................................................................................................................28
3.10 Limitations.........................................................................................................................29
CHAPTER 4- DATA ANALYSIS................................................................................................30
4.1 Introduction..........................................................................................................................30
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4.2 Questionnaire statistics........................................................................................................30
4.3 Statistical analysis................................................................................................................31
4.4 Summary of statistical analysis............................................................................................36
4.5 Thematic Analysis...............................................................................................................36
4.6 Summary of Thematic Analysis..........................................................................................43
4.7 Summary..............................................................................................................................43
CHAPTER 5: CONCLUSION......................................................................................................44
5.1 Introduction..........................................................................................................................44
5.2 Conclusion of secondary investigation................................................................................44
5.3 Conclusion of primary investigation....................................................................................46
5.4 Recommendation.................................................................................................................46
5.5 Recommendation of further investigation...........................................................................47
REFERENCES..............................................................................................................................48
APPENDIX....................................................................................................................................52
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Title
“The Effectiveness of Information Systems and Database Management in retailing industry to
develop Customer Relationship Management”
CHAPTER 1: INTRODUCTION
1.1 Background
In present era, the leading competition and continuous change lead to thumping
challenge as well as mammoth opportunity for retailers. The importance of retailing sector is
witnessed as an important part of economic structure as well as individual’s days to day life. The
selling of goods has been seen as a propionate activity of today's retaining sector (Younes, 2013).
In present environment retailing is evolving into a global and high tech business. The retailing
business is seen as the largest private sector in all around the world. The retailing entity is aimed
at developing a long lasting relationship with the customers so they can be retained in the
organization and can provide ongoing business to the company. Customer relationship
management is a system that is used by company is to manage and assess the customer
interactions and data to know the customer behaviour towards business (Molan, 2012). The
major aim of an organization's information system is to improving business relationships with
customers and achieving customer retention and revenue growth. Business entities have to
design their system for correctively access the information of customers that could further
support the CRM systems, therefore, the applicability and effectiveness of information systems
and database management is required (Shainesh and Parvatiyar, 2001). The information is to be
storage, retrieve and update of data in a computer system therefore a system is used namely
database management.
1.2 Rationale of the study
The major motive behind conducting present investigation is to identify the
effectiveness of Information Systems and database management in retailing industry to develop
customer relationship management. Nonetheless, the interest of researcher in the field of
management especially customer relationship. It has been witnessed that the retail organizations
of UK are operating in competitive business environment (Ziliani and Ieva, 2015). The major
rationale behind conducting this present investigation is to deal with the aspect of customer
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relationship management. It has been witnessed that the information gathered by the entity in
respect with the customers is useful in making future strategy but it has been not evaluated that
how business could get use of information systems and database management in retailing
industry s to develop long lasting customer relations.
The foremost aim of companies is to assess the information that will be helpful in
maintain long lasting relation with the customers. In the retailing industry of UK, customers
retention is the major problem that could be resolved through developing good relation which
could lead to increase business (Younes, 2013). To support this decision, the company has to
know everything about its customers which could be done through developing effective
information system. The customers can be satisfied through providing good services that are
expected by them. Customer relationship management is a new aspect and the identification of
effectiveness of information system and database management for managing an effective
customer relationship system is the major motivation of this study.
1.3 Potential significance of study
The investigation herewith purposes at assessing the effectiveness of information systems
and database management in retailing industry s to develop Customer Relationship Management.
The significance of this investigation is to be seen in the manner of assessing the initiatives of
company in developing effective relation with customers while representing the importance of
information management and database management system. The study is useful for managers to
identify the effectiveness of information management system to develop effective customer
relationship management system. In addition to that the importance of this investigation is for
industry leaders and academic students (Li and Frömlohner, 2005). From this investigation, the
student can identify the importance of customer’s relationship management for an organization.
The relevance of information regarding customers can be identified through the present
investigation. The investigation is important as it reders information regarding numerous
initiatives to collect the information and managing data base as well as its importance in
developing customers relationship management.
The positive implications of this study can be seen in the form of customer’s loyalty.
Through effective management of database and information system company can store the
information related to costumes that will be helpful in providing effective service to them or
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making then satisfied, hence customer loyalty of business will increase. Effective information
system and data base management will be helpful in identifying and store information in regard
to customers (Uyen and Teresa, 2013). Nonetheless, the findings of present investigation will be
helpful in finding out the ways to improve customer satisfaction in retailing industry and will
also help business in achieving competitive advantages through making good and impressive
relations with customers (E- CRM, 2000).
1.4 Scope of investigation
The importance of Customer relationship management is seen throughout the industries
but there were not fine research have done to the preset topic. It was difficult to find out the
literature review for the present investigation hence, the unavailability of fine research can be
considered as the gap of preset investigation. The scope of present investigation to fill the gap
by conducting a study on the effectiveness of Information Systems and database management at
Retailing industry s to develop customer relationship management.
The second gap that is identified in literature review is that there were little research have
been conducted in regard to the application of CRM and information system in retaining industry
and this gap is going to be filled through conducting this study on UK retailing industry . This
investigation is significant for retailing industry as well as research scholars and different
organizations. Along with this, it will be helpful for the organizations operating in retail sector of
UK.
1.5 Research aim and objectives
Aim
The major aim of present investigation is to assess the effectiveness of Information
Systems and Database Management at retailing industry to develop customer relationship
management.
Objectives
The points below represent the major objective of the proposed investigation herewith:
 To explore the effectiveness of information systems and database management in
developing customer relationship management
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 To assess the importance of information systems and database management for providing
superior service and consistent customer experience
 To identify the impact of customer relationship management on customer satisfaction and
customers loyalty
 To recommend the ways to improve customer relationship within retailing industry of
UK
1.6 Research questions
1. How effective the information system of Retailing industry in obtaining, storing and
using customers related information?
2. What is the significant impact of customer relationship management on customer
satisfaction and customer’s loyalty?
3. What are the ways to improve customer relationship within retailing industry of UK?
1.7 Structure of dissertation
Chapter 1: Introduction: Introduction is the first chapter of this dissertation that
explains the major problem of the study as well as the aim and objective of this dissertation. This
chapter is helpful in creating the background of investigation and the problem that is selected. In
addition to that the rationale behind conducting this investigation and potential significance are
presented. However, the research questions designed for the investigation are prepared.
Chapter 2: Literature review: The next in line chapter is literature review that is the
most crucial part of investigation which involves source of secondary data. The secondary
information is collected from articles, books and journals which were written on the usefulness
of information systems and database management in developing customer relationship
management. This chapter also represents the information that is collected from online and
physical library. The information is collected from articles written on customer’s relationship
management activities of business. The LR section presents the sub-themes that are designed to
answer the research questions.
Chapter 3: Research Methodology: This chapter represents the research methodology
that has been adopted to reach the objectives of present investigation. To attain the objectives of
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present investigation inductive approach as well as qualitative and quantitative research types are
used. Both primary and secondary methods of data collection will be used for current study. The
database referred for the same will include emerald insight, Google scholar etc. Studies will be
searched on information system, database management as well as customer relationship
management.
Chapter 4: Data Analysis: The data collected for the present investigation are of
quantitative nature that will be analyzed through using thematic analysis along with graphical
presentation. Along with this, descriptive analysis is used that will be helpful in presenting the
finding. The themes will be prepared on the basis of respondents’ views and research objectives.
In this respect, MS excel tools are going to be used for data analysis.
Chapter 5: Conclusion and Recommendations: This present research is going to
discuss the crux of the entire investigation while providing effective recommendations that are
drawn after data analysis.
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CHAPTER 2- LITERATURE REVIEW
Literature review is the most crucial aspect of an investigation that involves the use of
secondary data to collect the wide range of information pertaining to research topic. The present
section deals with the studies that have been conducted by various authors in regard to the topic
of customer’s relationship management and the use of information system and database
management. In order to collect the secondary data for preparing this literature review, various
studies conducted by business are going to be studies. For this various secondary sources are
analysed such as books, journals as well as online articles and blogs. In other words, the findings
of other studies have been presented in this section. The entire literature review is presented with
specific sub headings so that the information can be clearly pass on the readers. The literature
review section herewith clearly defines the information systems and database management as
well as importance of information systems and database management for gathering and storing
specific information. Furthermore, the concept of Customer Relationship Management is going
to be explained along with its impact on customer satisfaction and customer loyalty. The major
part of this literature review represents the role of information systems and database management
in developing Customer Relationship Management.
2.1 Understanding of information systems and database management
Information system is referred to software that is used to organize and analyse data (What
Are Information Systems? - Definition & Types. 2015). This system is used to resolve the
problems that are relating to an organization and helps in attaining the mission of an
organization. According to Vanitha (2012) all the big organizations work with large amounts of
information that includes basic values or facts that can be organized in a database. The
information system includes the data that has been organized and is helpful in answering the
questions for resolving business problems (Vanitha, 2012). To the view point of Alsultanny
(2010) major purpose of an information system is to translate the raw data into useful and
meaningful information so that an effective decision making can be done for an organization.
Nonetheless, there are two different kinds of information system such as general and specified
information system (Alsultanny, 2010). The system that is designed for general data analysis and
organize is known as general information system. These types of system include data base
management system and electronic spreadsheet. DBMS software is not designed to work with a
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specific organization or a particular type of analysis, on the other hand, electronic spreadsheet is
a tool that can be used for conducting basic data analysis using formulas.
In the investigation conducted by Uyen and Teresa (2013) some specialized information
systems have been defined as the information system that have been specifically designed to
analyse the specific information for caring out solutions for specific problems. As an illustration
Enterprise Resource Planning (ERP) is an information system that is designed for a specific
purpose. This information system is used for making an integration between internal and external
information within a company (Uyen and Teresa, 2013). On the other hand, Geographic
Information System (GIS) is a specific information system that is used for managing and
analysing geographical data.
Data base management is a type of general information systems which is also known as
DBMS. This information system is a combined from of software and data that allows
organization to effectively organize and analyse the data. However, it has been witnessed that the
DBMS software is not designed to work with a specific organization or a particular type of
analysis thus; it is an information system that is designed for general purpose. To the view point
of (Felix, 2015) Data base management system allows users to create, edit and update the
information at various points of time. Using a DBMS organization can store and retrieve data
that will be based on concurrent access meaning different departments can use same database at
the same time. The other functions of Database management include security, Backup and
recovery, Integrity and Data descriptions.
2.2 Importance of information systems and database management for organizations
To the view point of Kent and Dennis (2015) information system effectiveness is
described as efficiency of a system in terms of collecting, storing and distributing information to
the various parts of departments. In other words, it could be said as system from where business
could get the information that is significant for decision making (Kent and Dennis,2015). For
the organization the importance of information system and data base management is seen in the
form for making effective decisions. In the words of Grugulis and Bozkurt (2011) it has been
witnessed that the decisions are based on information that is processed through such systems
(Grugulis and Bozkurt, 2011). According to an investigation made by Hellriegel, Jackson and
Slocum (2001) the managers of big organization spend more than 80% of their time for
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passively exchanging information in the way by attending meetings, talking over telephone,
dictating letters and memos, receiving and sending e-mail, receive reports, and so on. In this
manner the importance of data base management is described as glue that clutches the
organisation together. The importance of data base management and information system is for an
organization is witnessed as a major base of decision makings. In addition, these tools help in
achieving goals and business success. The importance of information systems and database
management for organization is defined through the following relationship
Business success depends on goal achievement
Goal achievement depends on sound decisions
Sound decisions depend on good information
To the view point of Lee and Park (2014) the importance of database management system
is seen to organization in creating an environment in which users can better access the data and
can manage it as per decision making requirements. The organization can manage better data
Integration so that organizational operations can be managed. Furthermore, the importance of
data management is also said for minimising data inconsistency. The information installed in
data base management system helps in making effective decision that will be a quick response to
the problem (Lee and Park, 2014). The organization decision making process can be improved
after having a better management of data and improved access. The effectiveness of data base
management system for an organization is seen for generating better quality information, on
which better decisions are based. In addition to that Lucas (1972) revealed that DBMS also
increases the user productivity as the availability of data combines with tools so as to transform
this data into useful information (Lucas, 1972). To the view point of Suhaimi (2014) the
information system and database management system of company are significantly associated
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with the customer point of view (Suhaimi, 2014). Further Bertino, Catania and Ferrari (2001)
The information in regard to the customers is being stored in the data base system so as to
effective use can be made for attracting customers towards new product and management better
relations with them. On the other hand information quality is also an aspect that is considered
crucial for business (Bertino, Catania and Ferrari, 2001). The quality of information plays a
crucial role in decision making so it is required to update the systems regularly. However, in
respect with the technical aspect the information system and the software of data management
are the significant determinants of effectiveness. In support of this statement Younes (2013)
stated that the major changes have been seen in information systems that are contributed in
computing and information technology (Younes, 2013). The use of effective information
technology within the organization helps in conducting effective flow of information within the
organization. The essential information is to be transferred to the different department of an
organization. The information systems and data base management also contribute in the effective
flow of information within the organization. Furthermore, Bertino, Catania and Ferrari (2001)
revealed that there are some factors that affect the effectiveness of information system. In
addition, two significant factors affecting the effectiveness informational system are
organizational and technical contexts. For the organizational context, the commitment of
organization in respect with information gathering in relation to business practices is the factor
that affects the information system effectiveness. However, in respect with the technical aspect
the information system and the software of data management are the significant determinants of
effectiveness. As per the words of Robinson and Brisco (1938) the effectiveness of data
management system is for updating the information of customers so that they can be approached
with new products. The information system of an organization is to be adapted in a manner that
could help in maintaining direct online communications to issues of customers can be resolved
(Robinson and Brisco, 1938).
2.3 Concept of Customer Relationship Management
In today's corporate world, customer is the key focused area of business that enables
companies to make the customer satisfied so that long term business relations can be managed
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with them. To the view point of Adalikwu (2012) importance of retaining existing customers is
paramount in the present competitive era. Customer relationship management (CRM) is the tool
that helps business in gaining insights into the behavior of customers as well as modifying the
behaviors of business operations in the way to ensure that the company serves its customers in
the best possible manner (Adalikwu, 2012). Further, Customer relationship management (CRM)
is also witnessed as an approach that aims at managing the interaction of company with current
as well as potential customers. To a further extend, it can be said that CRM is helpful in
recognizing the value of customers and to take advantage of improved relations with existing
customers. In this regard Grünewälder (2008) stated that as better as company understands the
customers it will be helpful in more responsive to satisfy their needs. The customer satisfaction
of an organization is the major concern area that has been witnessed crucial for business. The
major aim of CRM is to gather the information of customers so that their needs can be satisfied
(Grünewälder, 2008). To the view point of Fisher and Hapanyengwi (1993) it can be said that the
CRM also helps in reducing the cost of acquiring new customers. The costs associated with
finding new customers are to be reduced however, every existing customer is also important for
business (Fisher and Hapanyengwi, 1993). Further, Customer Relationship Management (2015)
witnessed that the organization is aiming at creating long terms relationship with customers
hence, it is focusing on collecting information pertaining to the customer requirement and theory
behaviour towards purchasing products (Suhaimi, 2014). Customer’s relationship management
can be a significant tool to store the information in respect with the customers so that their needs
can be satisfied. In regard to this, Spotts (2014) have defined CRM (customer’s relationship
management) as a crucial tool that includes the information related to customers (Spotts, 2014).
2.4 Role of information systems and database management in developing Customer Relationship
Management
The major aspect of development of customer relationship management system is of
managing the information regarding to the customers and the bases of such information is
database management and information system. In the investigation of Lee and Park (2014) it has
been witnessed that the information that is stored with a data base management and information
system of company is used for making specific decisions for company. In this respect, role of
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information systems and database management in developing Customer Relationship
Management is crucial for the organization as the information of customers can be gathered and
stored in CRM using database management (Lee and Park, 2014). Hellriegel, Jackson and
Slocum (2001) revealed that the information is to be disseminated within the organization so
effective customers relations can be managed. The information system of a company is important
in collecting the information and effectively using it to attain business objectives (Hellriegel
Jackson and Slocum, 2001). According to Grünewälder (2008) effective information system is
used to collect the information and storing it so that at any required point it could be used by the
business (Grünewälder, 2008). Through e- CRM, (2000) it has been described that CRM is a
customer-oriented feature that is also having service response based on customer input. This is
the system that provides one-to-one solutions to customers' requirements as the information
regarding customer requirement is also included in this system. The solution of customer’s
problem can be done only by collecting and storing the information of customers. In this aspect
(e- CRM, 2000) clearly said that a strong CRM can be designed by having improved information
and data management system is to in the organization the major role of data management system
is to store the information and update it regularly (e- CRM, 2000). The database management is
useful in managing the information of business in respect with the customers and other parties.
The information included in the data base management is helpful for management in
assessing the information that is required to resolve the quarries. To the view point of (What is a
Database Management System? - Purpose and Function. 2015) whenever a customer makes
purchase from an organization then his her transaction record as well as the information such as
contact number, mail ids etc are recorded in data base. Furthermore such information is used in
future to communicate with the customers for new products. The mail ids can be used for
promoting the products of company and sending the information regarding new products. The
updated information provided to the customers will be helpful in managing the relations with the
customers. According to Spotts (2014) database management along with information system
provides the record of feedback provided by the customers that will be helpful rendering
effective service as per the needs and wants of customers. Using such sources the company can
collect customer feedback and develop products to exceed customer expectation. To the view
point of Hellriegel, Jackson and Slocum (2001) this will be helpful in providing effective
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specific information of customers needs hence, they will make satisfied with the services and
products of company. The satisfaction level of customers is going to be increased is goof for
organizational efficiency and productivity. Further, it can be said that customer delight can be
provided to the consumers that will lead to attract and retain loyal customer base and brand
ambassador (Spotts, 2014).
According to Viassone (2015) the proper use of effective information system is critical
for providing timely, accurate processing of customer orders and requests. However, the major
role of data based management is to regularly update the information in all aspects so that
effective decision can be taken and customer accounts can be managed on the ongoing basis
(Viassone, 2015). the company has to update the information of customer on regular basis so as
to effective communication can be made with them. This technique is helpful in making effective
relations with the customers by making their needs satisfied. It has been witnessed that (What is
a Database Management System? - Purpose and Function. 2015). The role of information
system is to collect and store the information of customers and the role of database management
system is to update the information on regular basis so that effective customers relationship
management can be designed and make use of such system to maintain effective and long term
relations with customers. The information in regard to customer will be helpful in meeting their
expectations. It has been further witnessed that these sites are the major source of data collection
pertaining to customers. The database management system of company is to be managed because
as per the information of customers and their needs (What is a Database Management System? -
Purpose and Function. 2015). Information provided by the customers can be obtained through
offering them feedback form over the social networking sites (Ambrosinib, 2003). The
organizations are making efforts of designing a website where a customer can be make feedback
of services and this feedback can be further used for making effective changes in service and
products. In the investigation made by Grünewälder (2008) it has been seen that most of the
information system of company are integrated with the social media sites such as Twitter,
LinkedIn and Facebook from where organization directly communicates with customers and
motivates them to share their opinions and experiences in regard to products and services
(Grünewälder, 2008).The database system is helpful in providing such data at the time of
updating customers relationship management system. The information system and data base
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management of company will also be helpful to store the data related to customers that will also
be helpful in maintaining long term relation with them so that ongoing business can be achieved
by them. In this regard Bertino, Catania and Ferrari (2001) revealed that the aim of information
and data base management is to building up customer relationships while drawing attention of
customers towards products, services and brands (Bertino, Catania and Ferrari, 2001).
2.5 Customer Relationship Management in the UK retail industry
According to Li and Frömlohner (2005) it has been witnessed that the retailing industry is
going through the fierce competition hence, it required to be aware with the changes held in the
environment and well as receptive to evolving changes (Li and Frömlohner, 2005). Within UK
retailing industry, Customers relationship management is seen a vital factor behind successful
enforcement of the strategies that ensure satisfaction of customers. However, further the
customer retention and customers loyalty can be increased in react with the particular
organization which uses CRM and the available information to design the policies. To the view
points of Younes (2013) CRM is witnessed as an important tool that is used for resolving the
customers related problems and identify the target market so that maximum profits can be
gained. The CRM programs used by UK retailing industry play an important role in the success
of retail organizations as well as it provides opportunities to gain competitive advantages
(Younes, 2013).
To the view point of Li and Frömlohner (2005) the retailing organizations are fully
committed to retain customers in business as well as to make them satisfied. The information
available in the CRM helps company to know its customer in a better manner that helps in
designing fruitful strategies so that the business entities can be made the customers more
satisfied than any other. It has further witnessed that the company is also fully aware with the
proliferation of information systems will reduce the product life cycle and will lead to
development of new products. If one talk about retailing industry, the company has gained fourth
position among retailer in UK, it has been witnessed that the company is committed for
satisfying customer's need as well as gaining loyalty of offering them products what they desire.
This is the well known fact that older customers show tendency to buy more and more products
and seen less price sensitive but organization should have known everything about its customers
which can only done by storing the information of customers in the data management system.
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Organizations in retailing industry of UK, use customers relationship management system in
which the information in regard to the customers can be stored and use at the time when business
identify the needs of customers (Li and Frömlohner, 2005).
To the view point of Ziliani and Ieva (2015) the major role of CRM is known for
effective market segmentation so that specific need of each and every customers can be
identified as well as better customers policies can be made. In order to attain customer
satisfaction the business entity has to strive for customer delight that can be also done through
having proper information in regard to customers and their requirements (Ziliani and Ieva, 2015).
Within UK retailing industry, it has been witnessed that the organization such as Tesco and
Sainsbury are going are gaining CRM benefits in the form of lower costs of customer
acquisition. Further, the old customers are beneficial for raising profitability and lowering the
cost to attract new customers. There are various benefits of using CRM to retailing industry as
the company can aware with the specific needs of consumers and can known them perfectly.
However, Viassone (2015) revealed that implementation of CRM allows business to assess the
customers who are profitable or who are not. In other words, it is to be assessed that focusing
on specific group of customers the business should generate more profit (Viassone, 2015). Li and
Frömlohner (2005) stated that CRM is a helpful tool in managing effective relations with
customers across the stages of purchase decision making. In all the stages of business, it has been
witnessed that customers behaves in a different manner and company can record the specific
behaviour of customers so that can be handled for the next time in better manner.
The information included in customer relationship management system helps retaining
organization to make long term relations with the customers so that they can provide ongoing
business to a firm. In today's competitive era, retailing organization are increasingly using online
media tools for improving the customer expectations (Li and Frömlohner, 2005). CRM can be
tool that would defiantly helps customers in identifying the new markets and arranging practices
as to attain competitive advantages. It can be said that the customers expect quality product at
reasonable prices and the retailing organizations of UK are facing competition in this respect. By
satisfying the needs of customers, the company can attain the competitive edge in the
marketplace against other organizations. This is more important for company for company to
have a leading position that can be done through satisfying the customers. Ambrosinib (2003)
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presented that the use of social media sites have been increased especially among young people.
Many of the UK retailing organization such as Tesco, Sainsbury , ASDA, Retailing industry and
many other entities are using SNS ( Social networking sites) tools to know about their customers
so as to they can be make satisfied.
2.6 Impact of customer relationship management on customer satisfaction and customers loyalty
Customers relationship management is an important aspect of attain customer satisfaction
and loyalty. The various aspect of CRM are organized, automated, and synchronized sales
information made by the customers, customer service, and technical support. The information is
gathered through the shortage tools such as CRM and related data base management. To the view
point of Adalikwu (2012) the major aim of CRM is to gather and store the information relating to
the existing customers of the company. In other words, the major role of CRM is to provide the
information regarding customers so that the business can arrange the practices as per customer
requirements and can make them satisfied (Adalikwu, 2012). In case the company aware with the
needs of customers, it can satisfy the needs and wants in a proper manner, hence, it can be said
that CRM is an effective tool to provide satisfaction to the customers.
The second aspect of customer relationship management is to maintain long term
business relations with customers or gaining customers loyalty. To the view point of Ambrosinib
(2003) through using the information in regard to the customer business can maintain long
lasting relations with them hence can achieving ongoing business through existing customers
(Ambrosinib, 2003). The information in respect with customers make easier for company to
provide the information regarding new products and services to the existing customers so that
they can be attracted towards the customers. In addition to that the business entity can provide
membership to the existing customers against which they can have discounts on purchase. In this
respect, company can also come up customer relationship programs that help in retaining
customers for long run as well as making long terms relations with them.
According to Bertino, Catania and Ferrari (2001) customer satisfaction is key aspect that
influences the economic performance of firms because it is directly associated with the customer
loyalty. In case customers will be satisfied their complaints will be reduced. The major aspect of
attaining customers satisfaction is to satisfy their needs and wants so that they can be attracted
towards the products. The effective services rendered to the customers as per their needs will
20

definitely reduce their complaints level that is good for company to maintaining reputation in
market. Through using customer’s relationship management, it can be identified that the
organization is going to assess the competitive positioning into the market (Bertino, Catania and
Ferrari, 2001).
Kent and Dennis (2015) stated that through having effective information system and data
base management that customers can be satisfied and can retained for long run. The author has
further discussed that the effective use of quality system will lead to customization of offerings
for each customer. The business entity can accumulate information across customer interactions
and this information can be processed for discovering hidden patterns of customer requirements.
The information gathered from the customers helps in identifying the factors that are to be
worked upon for reaching customer loyalty and satisfaction (Kent and Dennis, 2015). There have
been seen various customers who are focusing on quality products at low prices as well as they
provide information how the product value can be improved. To improve the value of products,
information provided by customers play a crucial role. It has been witnessed that the company
wants to identify the information in respect with customers so that they can be make satisfied.
CRM is a tool that can be helpful for company to provide effective information in regard to
customer and helps in improving customer loyalty (Kent and Dennis, 2015). Furthermore,
Suhaimi (2014) stated that business entity can go for using CRM applications that will be helpful
in customizing offering as per the taste and preference of individuals that will be helpful in
making all the customers satisfied (Suhaimi, 2014). in other words , the customers can have
products and services as per their needs and wants that will be more beneficial for business as
well as customers. Grünewälder (2008) stated that the information provided by the customers is
helpful in enhancing the perceived quality of products and services from a customer's viewpoint
because it is a major determinant of customer satisfaction (Grünewälder, 2008). The company
can provide the services as perceived by the customers so that customer delight can be achieved.
In this regard, (Customer Relationship Management. 2015) described that CRM applications put
a significant effect on customer satisfaction. The information is important to flow the
information within the required departments that will be helpful in managing the proper flow of
information in the organization. The information collected from customers is required to be
stored in the systems (Customer Relationship Management. 2015).
21

2.7 Conclusion
The above section represented secondary information that has been collected from range
of sources such as books, journals and online as well. The literature review presents the
information of information systems and database management. Furthermore, it also represents
the importance of information systems as well as database management for organizations. The
concept of Customer Relationship Management is shown in the above points while defining the
role of information systems and database management in developing Customer Relationship
Management.
22

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology can be regarded as a process that is used to collect data so as to
make appropriate business related decisions (Collis and Hussey, 2009). The methodology
selection of any study covers varied areas such as philosophy, data collection analysis among
others. The methods are there to state how the research question formulated for the study can be
addressed (Panneerselvam, 2014). The present section of given study on the effectiveness of
Information Systems and Database Management at Retailing industry ’s to develop Customer
Relationship Management will address different tools and techniques that can be used for present
research study. Clear reasons for the choice of particular methods and materials will also be
given.
3.1 Research philosophy
Research philosophy can be regarded as a concept based on shared values, concepts as
well as practices. It can further be defined as a function about how the researcher thinks with
respect to development of knowledge (Kuada, 2012). In this regard, there are different types of
research philosophies that include positivism, interpretivism and realism. Positivism philosophy
states that there can be application of natural science methods while studying social reality
(Hultén, 2011). Realism on the other hand states that reality about a topic can be understood by
using natural science methods (Ingram and et. al., 2012). Interpretivism aims to understand how
individuals create as well as maintain social worlds while carrying out detailed observation of
people present in natural settings (Kothari, 2004).
The present study on Information Systems and Database Management at Retailing
industry ’s will make use of Interpretivism research philosophy. This is as the philosophy is
likely to aid towards generation of qualitative primary data that has high level of validity
(Interpretivism/interpretivist, 2015). The research technique may further allow for providing a
more personal and flexible research structures for studying the information systems and database
management at Retailing industry ’s. It is also likely to assist in capturing meanings of the
responses given by employees (Prabash, 2012).
3.2 Research approach
These can be regarded as the plans as well procedures that include steps starting form,
assumptions to detail, and methods. In his respect, there is a presence of inductive as well as
23

deductive method of research (Kotzab, Seuring, Muller and Reiner, 2006). Deductive approach
aid in testing the validity of formulated assumptions that are present in the given research study.
In the same way, inductive approach is there to aid in emergence of new theories as well making
generalizations (Kumar, 2014).
The current study with respect to retailing industry will make use of inductive approach
as it would make use of research questions to narrow down the scope of study (Gabriel, 2013).
The indicative research will assist in developing subject integration with respect to database
management in retailing industry. Hence inductive study is best suited so as to gain sufficient
knowledge in subject matter. It will further assist the researcher in gaining subjective knowledge
of topic which is likely to aid in fulfilling the given set of objectives (Krishnaswamy, Sivakumar
and Mathirajan, 2009).
Deductive approach cannot be used for the present research as it lacks the development of
hypothesis. Moreover, the research will start from collecting data relevant to the topic which is
only possible in inductive approach (Bhattacharyya and Rahman, 2004).
3.3 Research type
It is very important to ensure that there has been a selection of an appropriate research
type. This is as proper selection is likely to affect the nature of study. It can further aid in
analysing the aims and objectives of research (Bhattacharyya, 2006). Research types are
basically two in number. Quantitative type is based on statistical facts and figures. It entails to
analyse the given data with respect to statistical models. This is done by conducting surveys so
as to get data in numbers (Thomas, 2006). On the other hand, Qualitative research can be
regarded as description based. This involves for taking observations or events so as to analyse
the given information. The focus is given on trends rather than numbers which is the major basis
for a quantitative study (Teddlie, 2007).
The current study is both Qualitative and quantitative in nature. This is as the qualitative
section will aid towards carrying out an in depth analysis on effectiveness of information systems
and database management in retailing industry to develop customer relationship management.
The technique will further aid in getting a show real insight about the views of different authors
to arrive at recommendations (Qualitative and Quantitative Research, 2015). While quantitative
technique will add to reliability of study due to use of statistical tools and techniques. It would
24

thus aid in providing a measure about provides a measure of what people think from a statistical
and numerical point of view (Collis and Hussey, 2009).
3.4 Research design
This can be regarded as the entire blueprint that aids the researcher in conducting study
(Ingram and et. al., 2012). It thus helps to answer the specific research questions that have been
formulated for the study. The research designs are of many types that include descriptive and
exploratory (Sobh and Perry, 2006). Descriptive study is based on the collecting information
without changing the overall environment. On the other hand, exploratory study is based on
exploring the topics or areas of study that have not been worked on by any researcher in the past
(Sivia and Skilling, 2006).
Descriptive design has been used for current study in order to describe the current state of
Information Systems and Database Management at retailing industry of UK. It would further
assist in gaining valuable information to improvise CRM at retailing industry’s (Penwarden,
2014). The design may act as a major precursor to carry out more quantitative studies
(Shuttleworth, 2015). It has further been considered as most suitable design as enough of studies
are available on the given topic. Hence this will aid the researcher to collect wide information
from different sources on database management to be practised in retailing industry of UK (Dey,
2002).
3.5 Data Collection
Data collection is a process to gather as well as measure information on the target
variables so as to establish itself in a similar fashion (Singh, 2006). This ensures that the relevant
questions are answered by researcher followed by assessing the requisite outcomes (Goddard and
Melville, 2004). Primary study entails for collecting first-hand information by the researcher
through carrying out surveys, interviews etc. On the other hand, secondary method is all about
reviewing the previous studies done by researchers so as to analyse the information (Golafshani,
2003).
Both primary and secondary methods of data collection will be used for current study.
Primary data will be collected by making use of open and close ended questionnaire (Kotzab,
Seuring, Muller and Reiner, 2006). These will be asked from employee at various level of
25

management in retailing industry of UK. Use of open ended questionnaire will assist in
generating a greater variety of responses from participants being employee at retailing industry
of UK. While close ended questionnaire will be easy to analyse on a statistical level (Hale,
2015). In the same way, secondary data collection will be aided by information generated from
books, online articles as well journals. The database referred for the same will include emerald
insight, Google scholar etc. Studies will be searched on information system, database
management as well as customer relationship management (Krishnaswamy, Sivakumar and
Mathirajan, 2009).
The purpose of preparing the questionnaire is to interact with employees and managers of
retailing industry in UK to know their perception about use of CRM and information system at
workplace. In this regard, questionnaire has been made which contains open, close and Likert
scale questions. With help of survey (questionnaire) method, researcher would be able to assess
the importance of information systems and database management for providing superior service
and consistent customer experience. Along with this, ethical consideration and confidentiality are
kept while collecting data from respondents. Fifty sample size and random sampling method are
taken to identify the impact of customer relationship management on customer satisfaction and
customer’s loyalty. Besides that, researcher has great care of confidentiality and records of
participants who participated in the study will not be disclosed.
3.6 Research instruments
Questionnaire – For the present study there has been a usage of open as well as close
ended questionnaire for the purpose of primary data collection. The questioned set includes
information about demography of respondents being Name, Gender, Designation and how long
the employee has served the present company. Other than this, questionnaire has been asked with
respect to varied areas. These include database training program undertaken in company,
Effectiveness of information systems and database management in developing customer
relationship management as well as major functions performed by retailing organizations, using
of information systems and database management system. The section of both open and close
ended questions has been justified as close ended questionnaire limits respondents with a list of
answer choices. This thus helps in analysing the information in a given area. On the other hand,
26

open ended questions will help the researcher to probe the respondents so as to derive maximum
information about a given topic.
Secondary instruments – This includes books, journal, online articles and research papers
on customer relationship management, database management system as well as information
systems. Focus has also been given on finding out information with respect to database
management system that is generally adopted in retailing companies.
3.7 Sampling
It can be regarded as a statistical method by which representative data or observations
are obtained from a group inclusive of lot, batch, population, or universe. Sampling techniques
are of various types that are divided into two major sets (Ingram and et. al., 2012). These include
Probability sampling where equal chance of selection is given to all the individuals that will act
as respondents for the study (Sharma, 2001). In case of non-Probability sampling, the selection
of candidates depends on the motive of research (Guercini, 2014).
In order to collect authentic information from the appropriate group of respected,
sampling techniques are the foremost requirement of an investigation. The sampling is going to
be used at the time of collecting primary data for research (Kotzab, Seuring, Muller and Reiner,
2006). In regard to the present investigation, random sampling method is going to be used. The
rationale behind using random sampling method is to provide equal chance to respondent to be
selected in questionnaire survey. The primary data is going to be collected from the employee at
various level of management in retailing industry. The sample size of present study is 50
respondents.
3.8 Data Analysis
This technique can be regarded as the systematic process of inspecting, cleaning,
transforming as well as modelling the data with a goal to discover useful information followed
by suggestion of collusion as well as supporting decision-making (Krishnaswamy, Sivakumar
and Mathirajan, 2009).
Data analysis is the most crucial part of investigation that is going to be considered to
make fruitful results from the investigation. In regard to the present investigation, the data are
going to be collected from primary as well as secondary sources. The data collected for the
present investigation are of quantitative nature that will be analysed through using thematic
27

analysis along with graphical presentation. Along with this, descriptive analysis will also be used
that will be helpful in presenting the finding. In addition the techniques of SPSS such as cross tab
and frequency analysis have been applied to the study.
Thematic analysis can be defined as form of qualitative research which entails for
pinpointing, examining, and recording patterns known themes within the given data set. Themes
are defined as data set patterns that are essential to describe the process. These are also
associated with a specific research question. The themes will be prepared on the basis of
respondents’ views and research objectives. In this respect, MS excel tools are going to be used
for data analysis. The rationale behind making use of both the approaches is that study is based
on subjective and numerical grounds. This is as data has been collected both by primary and
secondary means. Hence, there will be a generation of numerical fact through primary sources
and theoretical data through secondary sources. Therefore, both the techniques being qualitative
as well as quantitative have been used for the study.
3.9 Ethical issues
Ethics in research can be defined as the set of moral rules and professional codes of
conduct. It is required to be followed while collection, analysis, reporting, and publication of
information. Ethical issues are the major concerned area that is to be taken into account at the
time of conducting present investigation (Kotzab, Seuring, Muller and Reiner, 2006). All the
ethical issue are going to be considered at the time of preparing research specifications.
 Plagiarism – The secondary data that has been collected for given study on database
management in retailing industry’s will be properly rephrased so as to avoid the issue of
plagiarism. In texting and citation of author work will be done so as to maintain
authenticity, validity as well as reliability factor in research.
 Fabrication and falsification – The data collected for study from promote as well as
secondary sources of retailing industry will not be falsified and fabricated, Information
given by prodders will be presented as it (Collis and Hussey, 2009). Same apples to the
data collected from secondary sources. Furthermore, Honesty and integrity is to be
maintained throughout the research.
 Faulty data-gathering procedures – In order to ensure that data collection through primary
as well as secondary sources has been done properly, the need is to follow proper ethics
28

in it. In this regard, it was made sure that answers given by respondents have not been
modified so as to duty the nature of study. Sample ales to secondary data as well.
3.10 Limitations
There were some limitations that are going to be faced by the researcher at the time of
conducting present investigation. Such barriers include Limited funds – There was a requirement of funds by researcher while carrying out the
study. The funds were required with respect to conducting surveys based on the prepared
open and close ended questionnaire, paying salary to assistant researchers. Funds were
also required for collection of secondary data through paid websites. Availability of time - In the absence of sufficient time the quality of data collection can be
hampered however; researcher is going to overcome all such issues by implementing time
management strategies and putting sufficient resources at the time of conducting the
investigation (Krishnaswamy, Sivakumar and Mathirajan, 2009).
 Limited contents - As it has been mentioned that the information is going to be collected
from primary as well as secondary sources so some difficulties are faced at that point.
The limited secondary source is going to be the foremost limitation of the research. This
is as very few studies are available on database management and linked to Customer
Relationship Management. Moreover, the study lacks in the area of linking it to entire
retailing industry.
 The biased behaviour of respondent - At the time of collecting primary data, biasness was
seen in responses given by respondents. They tried not to given negative information
about the company and its practices. This acted as a major barrier of study
(Krishnaswamy, Sivakumar and Mathirajan, 2009).
29

CHAPTER 4- DATA ANALYSIS
4.1 Introduction
Data analysis is the most crucial part of an investigation that helps in analysing the
information that is gathered from primary and secondary data collection sources. The major aim
of present investigation is to evaluate the effectiveness of Information Systems and Database
Management at retailing industry s to develop Customer Relationship Management. For this
purpose, primary and secondary information is analysed using SPSS analysis and thematic
analysis. It has been witnessed that the information of quantitative and quantitative nature. The
qualitative data is analysis using thematic analysis method in which various themes have been
designed to get fruitful results. This thematic analysis is presented along with graphical
presentation. In addition to that, the information/ data of quantitative nature is analysed using
statistical method and SPSS technique. For this, will also be used that will be helpful in
presenting the finding. The themes will be prepared on the basis of respondents’ views and
research objectives. In this respect, MS excel tools are going to be used for data analysis.
4.2 Questionnaire statistics
As per your opinion, security and privacy
parameters used by organization are adequate for
managing records of customers and employees
properly?
No of respondents
Yes 38
No 12
Do you welcome any changes regarding database
and information system at workplace?
No of respondents
Yes 43
No 7
30

Major applications of CRM and information system in retail industry
Application Strongly
disagree
Disagree Neutral Agree Strongly
agree
Classification and
management of large amount
of data
4 7 5 12 22
Builds personalized
customer experience across
all channels
3 7 2 8 30
Creating a branded
environment
10 4 6 12 18
Enhancing shopping
experience and builds brand
loyalty
1 1 2 7 39
Helping retailer to track
customer history and meet
their expectations
effectively.
2 2 1 3 42
4.3 Statistical analysis
Frequency table
Table 1: Demographic profile of respondents
Frequency Percent
Gender Male 34 68.0
Female 16 32.0
Designation
Top level employees 9 18.0
Middle level
employees 32 64.0
Bottom level
employees 9 18.0
Associated
with
Retailing
industry
Less than one year 9 18.0
1-3 years 20 40.0
31

3-5 years 8 16.0
More than 5 years 13 26.0
Pie Chart
32

Interpretation: From the above frequency table, it is clear that total fifty participants were
participated in survey. Both male (34) and female candidates (16) were participated in survey to
share their view about effectiveness of CRM and information used in retailing organizations. In
addition, all level of employees belong to different designations and having job experience were
shard their views regarding to use of information system.
Table 2: Descriptive table
N Minimum Maximum Mean Std.
Deviation
Security
and privacy
parameters
used by
organization
50 0 1 .52 .505
Interpretation: The value of mean (0.52) and standard deviation (0.505) shows that
security and privacy parameters were used by IT department of company to securing the
confidential information about customers and employees are satisfactory. However, some top
and middle level employees and managers were not fully satisfied with the security and privacy
policies followed by retail firm. They told that firm present security policies and systems which
33

were used by retailing organizations were not fully secured. Besides that, in the absence of
security protection and technology advancement in database systems, firm would be unable to
meet confidentially and transparency related needs of customers in a significant manner.
Table 3: Cross-tabulation 2
Satisfied with the information and database management
systems used by company Total
Highly
dissatisfied Dissatisfied Neutral Satisfied Highly
Satisfied
Designation
Top level
employees 0 1 1 3 4 9
Middle level
employees 1 2 4 20 5 32
Bottom level
employees 0 2 0 4 3 9
Total 1 5 5 27 12 50
Interpretation: Cross tabulation between employees designation and satisfaction level
are applied. The main purpose behind this is to know the satisfaction level of participants toward
the information and database management systems used by company at the workplace. From the
statistical value, it can be said that most of the middle level managers (20) were highly satisfied
with the information and database management systems used in retailing industry. They argued
that they IT systems used within retail firm was beneficial for firm in terms of managing
information of customers in safe and secure manner.
Hypothesis 1
H0: There is a significant different between customer relationship management tool used by
company and its impact on customer satisfaction and customer’s loyalty program.
H01: There is no significant different between customer relationship management tool used by
company and its impact on customer satisfaction and customer’s loyalty program.
Table 4: One way Anova
Customer relationship management tool used by company and its impact on
customer satisfaction and customer’s loyalty program.
Sum of Squares df Mean F Sig.
34

Square
Between
Groups 1.742 3 .581 .689 .563
Within
Groups 38.758 46 .843
Total 40.500 49
Interpretation: One way test is applied to measure the significant difference between two
variables. The rationale behind applying this test was to identify the impact of customer
relationship management on customer satisfaction and customer’s loyalty program. When
researcher compared the significant value of one way test with ideal value which is 0.05 then it is
found that calculated value is greater than 0.05. From the calculated value of significant
difference which was 0.563, it can be said that null hypothesis is accepted and alternative
hypothesis was rejected. Result of one way ANOVA test indicates that customer relationship
management has created great impact on customer satisfaction and customer’s loyalty program
used in retailing industry. Employees and managers who were participated in survey argued that
CRM system created great impact on the canvas of minds of customers. Because most of the
customers are today using online medium for shopping purpose and their private information like
payment card information, address and many more are stored in database of organization. It is
very challenging task for IT department of UK base retail giant to manage information of
customers in safe and secure manner. However, without considering security and privacy
policies, firm would be unable to meet expectations of customers in significant manner. But
through emphasizing on security policies and standards, enterprise would be able to meet
expectations of their customers effectively.
Hypothesis 2
H0: There is no significant different between the role of information systems and database
management and their roles in developing customer relationship management within
organization.
35

H01: There is a significant different between the role of information systems and database
management and their roles in developing customer relationship management within
organization.
Table 5: One way Anova
Sum of Squares df Mean
Square F Sig.
Between
Groups 3.149 4 .787 .664 .620
Within
Groups 53.351 45 1.186
Total 56.500 49
Interpretation: On the basis of comparing significant calculated value (.620) and ideal
value (0.05), it is found that calculated value is higher than actual one. It means that null
hypothesis was rejected and alternative hypothesis was accepted. It indicates that employees of
firm were agreed with information systems and database management in developing customer
relationship management within organization. Database system used by UK base retail giant
helps employees of organization to distinguish between VIP and casual customers. In addition, it
also helps in decisions about discounts and makes pricing strategies to attract new and retain
customers with firm for long time period.
4.4 Summary of statistical analysis
From the result of survey and respondents views, it is clear that database and IT
management used within organization has several characteristics such as record maintain,
distinguish customers on the basis of demographic and social basis etc. which magnetizes
customers to use services and products of Retailing industry using online medium.
4.5 Thematic Analysis
Theme 1: Different type of functions are performed by retailing industry through its database
management system
From the information gathered it has been found that through presence of effective
database management and information system different type of functions are performed by
company. Majority of the employees working in retailing industry responded that using
36

information gathered customers are targeted and it becomes easy to know about their actual need
and requirement. The main reason behind using database management system is to offer products
to the customers as per their need and this enhances overall performance of business in the
market. Marketing of product range is another function performed by business by using
information system as through this it is known what kind of promotional strategy is effective
through which customers can be easily delivered important information. Therefore, to promote
product range becomes much easier for the business in front of target market and acts as
development tool for the enterprise. Sharing important information with customers on continuous
basis is another function performed by retailing industry through its database management
system. Data linked with modification in the product range or any other type of important
information is shared with customers by obtaining information and this in turn allows business to
enhance its sales volume. So, these are some of the major functions being performed by
company by obtaining information with the help of database management system and it has
assisted enterprise in gaining competitive advantage and in turn is acting as a development tool.
Theme 2: Security along with privacy parameters of retailing industry is appropriate for
managing records
37

From the information gathered it has been found that company has taken corrective
measures so that security and privacy issues may not arise due to which important information
linked with customers can be accessed by third parties. Further, 38 out of 50 staff members
replied that management strongly focuses on security issues and till not such type of issues have
not been faced by business. Further, it is highlighted in front of target market that websites of
retailing organization are safe to be accessed and they can make payment easily. Moreover, to
maintain privacy is one of the main objectives of every enterprise and this has been done by
retailing companies by employing advanced technology. Sites of company are secure where
customers can freely provide important information to the company and they can use passwords
of net banking. 12 staff members working in retailing industry replied that security along with
privacy parameters employed by business is not up to the mark and requires improvement.
Hackers and other type of individuals can try to access personal information of customers and
due to this reason website of firm is required to be developed so that such type of issues may not
arise in near future. Therefore, with the help of this type of information it can be said that
organization such as Retailing industry is capable enough of dealing with privacy and security
issues faced during online shopping and due to this reason majority of the customers prefer to
access its website for obtaining important information and buying products.
Theme 3: Retailing industry of UK welcomes any type of change in relation with information
system
38

From the information gathered it has been found that retailing industry welcomes any
type of change within workplace regarding its information system. 43 out of 50 staff members
replied that suggestions given by any individual is considered for modifying the information
system of the enterprise. Further, time to time it is ensured by management whether its database
system is up to the mark or not and in case if any modification is required then suggestions are
welcomed by company. Moreover, many experts and professionals are working in enterprises
that support organization in improving the system of managing crucial information. With the
help of this retailing industry is using advanced database system through which customers are
targeted in appropriate manner. Moreover, it allows business to know about the changing need of
customers so that product range can be modified accordingly. 7 staff members replied that firms
does not considers any type of change being recommended by others for development of
database system and this is having adverse impact on the business where understanding about
actual need of customers becomes difficult. Therefore, this data represents that company like
retailing industry is efficient enough in considering the recommendations provided by other for
development of its information system and it provides base in satisfying need of its target market
in appropriate manner.
Theme 4: In retail industry different applications of CRM along with information system is
present
39

From the information gathered it has been found that classification and management of
large amount of data is one of the main applications of CRM where 22 staff members out of 50
strongly agree with this. Respondents replied that this system supports in providing large amount
of information which is of different types such as need and requirement of target market etc.
Moreover, the crucial data can be easily stored for targeting customers and in turn loyal
customers can be easily retained for longer period of time. Management of large amount of
information is possible with the help of database system and through this retailing industry is
able to strengthen its customer base. Building personalized customer experience across the
channels is one of the key applications of CRM and information system in retail industry. 30 out
of 50 staff members replied that tool such as customer relationship management provides
remarkable experience to the target market in the field of retail and strengthens business
relationship with those of target market. In short presence of effective CRM system has provided
opportunity to business in better understanding actual requirement of its customers and provides
are delivered to them as per needs.
40

Development of personalized customer experience is one of the main benefits of this
system. Developing a branded environment is also one of the main applications of CRM and
information system as through this business can easily develop unique environment through
which it is ensured that branded products are delivered to target market as per their needs. This
type of environment is basically beneficial for target market as through this expectations of target
market can be met easily by business and it assist in accomplishment of desired aims along with
objectives of company. Enhancing shopping experience and development of brand loyalty is also
one of the applications of CRM and information system where 39 out of 50 staff members
strongly agree with this fact and they replied that through this system different type of shopping
experience is provided to the target market. This directly enhances their satisfaction level and
retaining loyal customer becomes easy for enterprise. Further, retailing industry is able to build
brand loyalty through presence of effective CRM system and it is supporting firms to deal with
the range of issues present in the business environment. Helping retailer to track customer’s
history and meeting their expectations is the last application of CRM where 42 out of 50 staff
members are in favour of this and they replied that with the help of proper information
customer’s history is tracked and their expectations can be well met.
41

1.
42

Theme 5: Different ways are present to improve customer relationship system within retail
industry
From the information gathered it has been found that different effective ways are present
with the help of which CRM system can be made more effective within the workplace. Majority
of the staff members replied that providing training to them on continuous basis will assist them
to work more efficiently with this effective system. Further, this will enhance their knowledge
level along with skills and they can take active participation in the affairs of organization.
Integrating CRM system with social media is also one of the most appropriate way of improving
system as through networking sites business can better share information along with ideas and
this is associated with overall growth of company in the market. Keeping up to date is also
appropriate way of improving CRM and with the help of this current market trends and changing
overall requirement of target market can be known easily by business.
4.6 Summary of Thematic Analysis
Overall thematic analysis has shown that CRM system of retailing industry is highly
effective and it is supporting firm to better understand need and requirement of its customers.
Important information linked with customers can be easily stored in the database and same can
be used for conducting different type of operation such as building marketing strategy,
promotional tools etc. Further, retailing industry is being able to build stronger relationship with
its target market as efficient CRM system is present and through this need of target market is
43

kept on the top of priority. Apart from this, privacy along with security issues are kept on the top
by business so that level of customer satisfaction may not decline due to this and brand loyalty
can be enhanced.
4.7 Summary
CRM system of retailing industry is effective and through this management of enterprise
is able to better manage important information linked with its target market such as their taste
and requirement etc. Further, time to time changes are made in the existing system with the aim
to provide more comfort along with convenience to target market. All the staff members are
encouraged to use to database system for targeting customers and this has enhanced overall
performance of retailing industry in the competitive market where large number of challenges
are present.
44

CHAPTER 5: CONCLUSION
5.1 Introduction
The chapter herewith summarises the finding of the entire investigation that has been
made on the effectiveness of Information Systems and Database Management in retailing
industry is to develop Customer Relationship Management. This section discusses the results of
primary and secondary information that has been collected from the rage of sources. The
summary of literature review chapter as well as the crux of data analysis chapter is presented in
this report. Further, it has been witnessed how the objectives of business have been attained.
The major aim present investigation is to identify the effectiveness of Information
Systems and Database Management to develop customer relationship management. For which a
retailing organisation is chosen. The first objective is to explore the effectiveness of information
systems and database management in developing customer relationship management. Second
objective is to assess the importance of information systems and database management for
providing superior service and consistent customer experience. Further, identification of impact
of customer relationship management on customer satisfaction and customer’s loyalty is the one
objective of this consideration. Some recommendations have been also made in respect with the
improving customer relationship within retailing industry of UK.
5.2 Conclusion of secondary investigation
The secondary information was helpful in attaining the major objective of this study that
was to identify the effectiveness of information systems and database management in developing
customer relationship management. The information collected from secondary sources include
the meaning of information system as a software used for organizing and analysing data,
however, this system is said useful for resolving the problems relating to an organization. The
major purpose of information system was found to translate raw data into useful and meaningful
information so as to made effective decision. To the other hand data management system is also
found to be major aspect of an organization which is used for combining software and data but it
is found that this system is not designed to work with a specific organization or a particular type
of analysis. The effectiveness of information system is found in collecting, storing and
distributing information from the different departments of management. This is defined to be a
system from which business could get the information for making effective decisions. For
45

retailing industry of UK, this system is found to be effective for collecting information in respect
taking optimal decisions. Furthermore, it has been witnessed that data base management and
information system are helpful in achieving goals and business success. The relations include
business success depends on goal achievement, Goal achievement depends on sound decisions
and Sound decisions depend on good information. Furthermore the systems are found effective
in creating an environment in which users can better access the data and can manage it as per
decision making requirements.
DBMS is identified to be effective for increasing user productivity and as tool to
transform this data into useful information. In the secondary information section, it was found
that quality of information plays a crucial role in decision making so it is required to update the
system on regular basis. The role information systems and database management in developing
Customer Relationship Management is crucial as such systems are useful in managing the
information of business in respect with the customers and other parties and such information is
helpful for management in assessing the information that is required to resolve the quarries. In
respect with retailing organization it has been found that whenever a customer’s purchase from
an organization then their transaction are recorded as well as the information such as contact
number, mail ids etc. are recorded in data base. This information is used in future to
communicate with the customers for new products. The mail ids can be used for promoting the
products of company and sending the information regarding new products.
It has been witnessed that information system of retailing companies are integrated with
the social media sites such as Twitter, LinkedIn and Facebook from where organization directly
communicates with customers and motivates them to share their opinions and experiences in
regard to products and services. The use of customer’s relationship management helps retaining
organization to maintain long term relations with the customers so that they can provide ongoing
business to a firm. UK retailing organization such as Morrison, Tesco, Sainsbury, ASDA,
Retailing industry are witnessed for using Social networking sites to know about their customers.
Using the information in regard to the customer business is helpful in maintaining long lasting
relations so as to achieve ongoing business through existing customers.
46

5.3 Conclusion of primary investigation
The primary investigation was done through using questionnaire as a survey method in
which 50 employees of different level of managers were approached in the primary investigation
it was found that making use of information systems it becomes easy to know about their actual
need and requirement of customers. According to respondents, database management system is
used to offer products to the customers as per their need and this enhances overall performance
of business in the market. Further, 38 out of 50 staff members said that that management strongly
focuses on security issues and said that websites of retailing organization is safe to be accessed
and make payment easily. Many of experts and professionals have supported organization in
improving the system of managing crucial information. It was found that retailing industry
welcomes any type of change in relation with information system with the help of this retailing
organizations are using advanced database system through which customers are targeted in
appropriate manner.
It has been found that classification and management of large amount of data is one of
the main applications of CRM as 22 staff members out of 50 strongly agree with this.
Respondents replied that this system supports in providing large amount of information which is
of different types such as need and requirement of target market etc. From the statistical data it
was revealed that security and privacy parameters were used by IT department of company to
securing the confidential information about customers and employees are satisfactory. From the
statistical value, it was concluded that most of the middle level managers (20) were highly
satisfied with the information and database management systems used in retailing industry.
Result of one way ANOVA test indicated that customer relationship management has created
great impact on customer satisfaction and customer’s loyalty program used in retailing industry.
Employees and managers who were participated in survey argued that CRM system created great
impact on the canvas of minds of customers.
5.4 Recommendation
Update system : Database management system and information system is to be updated
for updating on a regular basis with the information of customers as it has been evident that
information system of retailing organizations of UK can be adapted in a manner that could help
in maintaining direct online communications to issues of customers can be resolved.
47

Maintain data integrity, confidentiality and database security: Top management level
employees suggested that firm should use data integrity, confidentiality and database security
techniques in order to enhance security of CRM and information management system
effectively.
Use of social media sites to collect information: The information provided by the
customers must be obtained through offering them feedback form over the social networking
sites. The retailing organization can make efforts for designing a website where a customer can
provide feedback of services. This feedback will be helpful in making effective changes in
service and products offered by company.
In addition to that the business entity can provide membership to the existing customers
against which the customers can be provided discounts against purchase. Companies can also
come up customer relationship programs that help in retaining customers for long run as well as
making long terms relations with them.
5.5 Recommendation of further investigation
This investigation was limited to some extent and such limitations can be overcome
through making further study to this topic. During conducting the secondary investigation, it has
been found there were little research has been conducted towards the effectiveness of
information system in CRM. Furthermore, the authors are recommended to conduct the similar
study to other industry so that gap of present investigation can be fulfilled. The future
investigations can be based on different uses of information systems in the organization.
However, the importance of customer’s relationship management can be identified to retailing
organization for improving business profitability.
48

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APPENDIX
Questionnaire
Name
 Gender
 Male
Female
Designation:
 Top level employees
 Middle level employees
 Bottom level employees
How long you are associated with retailing organizations?
 Less than one year
 1-3 years
 3-5 years
 More than 5 years
Does your company offer database training program to increase awareness among its employees?
 Yes
 No
Do you agree with the fact that retailing organizations have effective information systems and
database management in developing customer relationship management?
 Not effective
 Effective
 Very effective
 Not at all
What are the major functions performed by retailing organizations using of information systems
and database management system from customer perspectives?
-----------------------------------------------------------------
Are you satisfied with the information and database management systems used by retailing
company for providing superior service to its customers?
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 Highly dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Highly Satisfied
Are you agreed with the fact that customer relationship management has created great impact on
customer satisfaction and customer’s loyalty program?
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
As per your opinion, security and privacy parameters used by organization are adequate for
managing records of customers and employees properly?
 Yes
 No
Do you welcome any changes regarding database and information system at workplace?
 Yes
 No
As per your opinion, what are the major applications of CRM and information system in retail
industry?
Application Strongly
disagree
Disagree Neutral Agree Strongly agree
Classification
and
management
of large
amount of
data
Builds
personalized
customer
experience
across all
54

channels
Creating a
branded
environment
Enhancing
shopping
experience
and builds
brand loyalty
Helping
retailer to
track
customer
history and
meet their
expectations
effectively.
What are the ways through which retailing industry, UK can improve customer relationship?
55