Research for Senior Managers

Research Project
Topic: “To assess the effectiveness of CRM in
strengthening the customer base: A study on Marks
and Spencer”

Research Aim
Aim: “To assess the effectiveness of CRM in strengthening the
customer base: A study on Marks and Spencer”.
The aim of current study will be to assess the effectiveness of
customer relationship management (CRM) in strengthening the
customer base and gain competitive advantage in the market. It will
provide an assistance in understanding the concept of CRM and
evaluate the factors that impact the customer buying behaviour
(Chilisa, 2011). It will also provide learning about customer buying
behaviour and its relationship with CRM. In order to meet the aim,
working of Marks and Spencer will be considered as a critical aspect.

Research Objective
In order to meet the aim of research, it is essential to focus on research
objectives. Classification of the defined objectives is as follows:
 To analyze the concept and practice of CRM in the retail sector
with special reference to Marks and Spencer.
 To determine the forces that influence relationship with consumer
and help in gaining effective customer base.
 To assess the effectiveness of CRM in meeting the requirement of
target market.
 To recommend ways to Marks and Spencer for practicing CRM in
more efficient manner in order to boost the customer base.

RESEARCH METHODOLOGY
 In current report, the investigator will consider qualitative technique
for assessing the effectiveness of CRM in strengthening the customer
base.
 Current investigation will be conducted on the basis of interpretivist
philosophy so that diverse factors of customer buying behaviour can
be analysed in order to design effective CRM practices.
 In the current study, inductive approach will be considered by the
researcher for data collection.
 Primary and secondary data collection methods will be referred for
completion of the study.
 Moreover, the sampling for current research will be 5 managers of
Marks and Spencer.