RESEARCH PAPER 1 Running Head: A Deeply Special Project

Running Head: RESEARCH PAPER
RESEARCH PAPER
Name of the Student:
Name of University:
Author Note:

1RESEARCH PAPER
Acknowledgment
This research is not possible without the help and assistance of the supervisor. I render a warm
thanks to him. His friendly guidance and expert advice have been invaluable throughout the
research. In fact, I would like to thank my friends and mates whose enormous support and
advices helped me to deliver the research positively. Each of the members of my dissertation has
provided extensive personal and professional guidance and taught me to focus on the scientific
research procedure effectively. Thank you all.

2RESEARCH PAPER
Abstract
Customer relationship management (CRM) is considered to be one of the effective tool to retain
customers. The advent of globalisation intensify the competition in the international market and
it results to introduce extensive focus on the customers and increase their values for the
organisation. Moreover, there is a key aspect of the CRM technique that is associated with
developing the performance of the organisation. Therefore, this research aims to investigate the
impact of CRM in consumer electronics industry. The objective of the research emphasises on
the role of the CRM in consumer electronics industry and resolving the issues due to
implementing the CRM techniques in Samsung. The literature review tries to depict a logical
explanation of the concept of CRM and organisational performance and intends to draw a
linkage between CRM and organisational performance in different sectors. The research further
narrows down the investigation by putting emphasis on the Samsung Electronics as a case study.
This report had developed a mixed method research design which used both quantitative and
qualitative method for analysing the data. The survey data had been collected from 100
consumers of Samsung in United Kingdom and the qualitative data had been collected from the
managers in Samsung. The results had shown that there is significant positive impact of CRM on
the performance of organizations in consumer electronics industry. It had identified an issue
where 30% of the respondents have provided negative feedback and the managers suggested that
the organization had been facing challenges in addressing the changes in market trends. The
report had developed necessary conclusions and recommendations necessary for implementing a
new CRM system.

3RESEARCH PAPER
Table of Contents
Chapter 1: Introduction....................................................................................................................6
1.1 Introduction............................................................................................................................6
1.2 Background of the study........................................................................................................7
1.3 Problem statement.................................................................................................................7
1.4 Research rationale..................................................................................................................8
1.5 Research aim..........................................................................................................................9
1.6 Research objective.................................................................................................................9
1.7 Research question..................................................................................................................9
1.8 Research hypothesis.............................................................................................................10
1.9 Dissertation structure...........................................................................................................10
1.10 Summary............................................................................................................................11
Chapter 2: Literature review..........................................................................................................13
2.1 Introduction..........................................................................................................................13
2.2 Customer relationship management....................................................................................13
2.3 Theoretical perspective........................................................................................................16
2.4 Theory on organisational performance................................................................................18
2.5 Impact of CRM on organisational performance..................................................................21
2.6 Conceptual framework.........................................................................................................25
2.7 Literature gap.......................................................................................................................26
2.8 Summary..............................................................................................................................26
Chapter 3: Research Methodology................................................................................................28
3.1 Introduction..........................................................................................................................28
3.2 Research philosophy............................................................................................................29
3.3 Research Approach..............................................................................................................29
3.4 Research Design..................................................................................................................30
3.5 Data collection and Analysis...............................................................................................31
3.6 Sampling Technique............................................................................................................32
3.7 Reliability and Validity........................................................................................................33
3.8 Ethical Consideration...........................................................................................................34
3.9 Summary..............................................................................................................................34
Chapter 4: Findings and Analysis..................................................................................................36
4.1 Introduction..........................................................................................................................36

4RESEARCH PAPER
4.2 Reliability and validity analysis...........................................................................................36
4.3 Quantitative Analysis...........................................................................................................37
4.3.1 Demographic questions....................................................................................................37
4.3.2 Questions on Customer Relationship Management..........................................................40
4.3.3 Questions on organizational performance........................................................................54
4.4 Correlation analysis.............................................................................................................59
4.5 Regression analysis..............................................................................................................61
4.6 Qualitative analysis..............................................................................................................64
4.7 Discussion............................................................................................................................66
4.8 Summary..............................................................................................................................66
Chapter 5: Conclusion...................................................................................................................67
5.1 Conclusion and Key findings...............................................................................................67
5.2 Recommendations................................................................................................................68
5.3 Limitations...........................................................................................................................68
5.4 Future Scope of research.....................................................................................................68
References......................................................................................................................................70
Appendices....................................................................................................................................79
Appendix 1.................................................................................................................................79
Appendix 2.................................................................................................................................87
Appendix 3.................................................................................................................................90
Appendix 4.................................................................................................................................97

5RESEARCH PAPER
Topic: CRM in Consumer Electronics Industry: A case study of Samsung Electronics
Chapter 1: Introduction
1.1 Introduction
Customer relationship management (CRM) plays a crucial role in organisational
relationship with the clients and potential customers. It can be argued that the customer
relationship is a practice that most of the organisations have followed in order to maximise
their customers effectively. According to the research of Khodakarami and Chan (2014)
Customer relationship management is identified as a customer oriented approach of business
that is coupled with the practice of analysis, planning, controlling and co-ordination. As per
the report of Nyadzayo and Khajehzadeh (2016) it can be argued that CRM is a concept that
brings more efficacy into the organisational activities in order to shape better relationship
with the customers. On the other hand, there is a long term impact of the customer
relationship management strategy on the profitability of the organisation in course of dealing
or interacting with the customers more intensely. However, in course of time the theoretical
concept of the CRM has been turned into a technological mechanism that is more intrigued to
develop better relationship between the business farm and the customers. Moreover,
Choudhury and Harrigan (2014) articulated that with the advent of technological
advancement the importance and relevance of the technology based CRM is growing in a
rapid pace that makes the CRM approach a pragmatic strategy for the organisations to
develop.
Based on this understanding, this research cares to evaluate the role of customer
relationship management in Consumer Electronics industry. As a matter of fact, the research

6RESEARCH PAPER
tries to narrow down the investigation by focusing on Samsung Electronics and is going to
find out the specific and accurate impact of the CRM techniques on that company.
1.2 Background of the study
Samsung Electronics is belonged to a South Korean origin with its headquarters in
Suwon, South Korea. KI Nam Kim is the present CEO of the organisation and the
organisation is popular for its huge business operations in Consumer electronics, IT and
mobile communications and the device solutions. As per the information shared by the
organisation, it can be stated that in 2006 Samsung first won the global market share with the
help of enormous cutting edge technologies and innovative designs that strengthened the
market base for the Samsung globally. A huge market experience of more than 50 years leads
the company to get the title of one of the major electronic product manufacturing company
all over the world. The Vision 2020 is considered to be a pertinent aspect for the organisation
as the core value of the Samsung is envisioned through its Vision 2020 program. According
to the report, Samsung aims to create a better world full of richer digital experiences with the
help of technology and products. it means the innovation of the company is not only focusing
on the role of the product development but the service is also referred as one of the most
significant part of the organisation that facilitates effective means of progress in business
profoundly.
1.3 Problem statement
According to the research of Hassan et al. (2015) the organisational performance is highly
linked with the Customer Relationship Management. In this regard, it can be argued that the
role of the customer relationship management is based on a meta-capability or high order
construct that focuses on the farm’s ability to harness and orchestrate the low order

7RESEARCH PAPER
capabilities. Soltani and Navimipour (2016) opined that the low order capabilities of an
organisation is related to the marketing and business strategies that an organisation is going
to opt in order to render more market capitalisation. In fact, the ability of the organisation to
expand its business is also a core concept that can be related to the CRM techniques. One of
the major aspect of the CRM technique is to create better consumer orientation for the
business organisation and increase the ability of the organisation effectively. Trainor et al,
(2014) mentioned that due to the increase in the competitiveness in the market as a result of
globalisation it becomes a pertinent measure for the companies to ensure its business stability
through maximisation of customers. It also depends on the organisational performance to
offer quality production and services to the customers and get the feedback that will help to
evaluate the efficacy of the organisational strategies. Therefore, it is important for the
organisation to use the CRM techniques as a core competency of the organisations to
evaluate the policies and strategies.
1.4 Research rationale
The impact of globalisation develops high competition in the market. Most of the companies
are trying to reach out the global or multi-national markets and it results an intense
competition in the domestic and international market as well. Therefore, implementing new
and unique strategies are the key concern for the corporate farms. As a matter of fact, it is
intertwined with the CRM strategies because the organisations are using CRM as a
proficiency measurement tool. Moreover, maximising the customers is also a significant
facet of CRM strategy. Therefore, procuring a good measure with the help of the CRM
techniques is supposed to provide a strong impact on the performance of the organisations.
Henceforth, the research cares to put focus on the impact of CRM on organisational