Information Systems and Database Management Assignment

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