Customer Relationship Management Report - Charlotte hotel

Added on - 21 Jul 2020

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Research project1
Table of ContentsP1. A research proposal that clearly defines a research question supported by a literaturereview.....................................................................................................................................3P2. Suitable research methods and approaches to primary and secondary research 300.......6P3 Conducting primary and secondary research through use of appropriate research methods................................................................................................................................................7P4. Appropriate analytical tools, analyse research findings and data 1500...........................9P5. Communication of research outcomes...........................................................................18P6. Reflection on effectiveness of research methods...........................................................18P7 Considering alternative research methodologies.............................................................20REFERENCES..............................................................................................................................23Appendix........................................................................................................................................252
P1. A research proposal that clearly defines a research question supported by a literature reviewBackground of studyCustomer relationship management is defined as a collection and analysis of informationwhich is designed for sales and marketing decision for developing understanding related topotential customer needs. With the use of CRM software, the firm can easily determine the needsand wants of their customers through managing and organising and tracking its strong customer'sinteractions (Khodakarami and Chan, 2014). The present research is based on exploring theeffectiveness of implementing customer relationship management system on the customersatisfaction of Charlotte hotel. Further, the hotel is operating its business operation on a smallscale where there is lack of use of digital technology. Digital technology plays the significantrole within an organisation as it helps to carry out different activities in an effective manner.Along with this, it is one of the cost-effective methods that help in carrying out a differentbusiness operation on time without many efforts. The customer relationship management systemis one of the effective software that can be implemented by Charlotte hotel which helps inkeeping a record of its strong customers and maintain a strong relationship with them..AimTo explore the effectiveness of implementing customer relationship management systemon the customer satisfaction- A study of charlotte hotelResearch objectiveTo understand the importance ofcustomer relationship management systemTo identify the effectiveness ofcustomer relationship management system on thecustomer satisfactionTo evaluate the impact ofcustomer relationship management system on the customersatisfactionon the charlotte hotelTo recommend strategies for successful implementation ofcustomer relationshipmanagement systemResearch questions1.What are the importance ofcustomer relationship management system?2.What are the effectiveness ofcustomer relationship management system on the customersatisfaction?3
3.What are the impact ofcustomer relationship management system on the customersatisfactionon the charlotte hotel?Literature reviewAccording to the view of Agnihotri, Dingus and Krush, (2016), customer relationshipmanagement system is one of the effective technique that helps in managing the informationprovided by customers and to maintain a strong relationship with them. CRM system is valuablebecause all the information provides assist in boosting the general business goals of the firm. Forexample, if sales consultants knew the specific needs and preference of their customers then itbecame easy for them to deliver more personalised services for enhancing customer satisfaction(Choudhury and Harrigan, 2014). Customer relationship management offers a wide range ofservices that can benefit the firm such as weaken expense and business risk, track industrytrends, track customers habit etc. The firm can select a wide range of CRM system but in shortfor getting the most insightful information it is important to select CRM system that is closelytailored to the business goals of the firm. Within the firm, there are different types of businessactivities which are carried out such as preparing the requirement of customers. Bartolacci andMeixell, (2015) state that people have a different set of preference and it is essential for hotelmanagement to understand them in order to deliver quality services and enhance customersatisfaction. Through implementing CRM technology, it can become easy for the firm to workeffectively and efficiently. Author state that it is essential to satisfy the needs and wants of thecustomer on time so that they do not switch to another brand for fulfilling their needs and wants.CRM system can help in recording the behavior of employees and identifying their requirementthrough the help of which company can modify their products and services and fulfill theirrequirement. For an organisation, before implementing digital technology it is essential toprovide training and development facilities to employees so that they can use new technologiesin an effective manner. However, Bull, (2010) argued that if employees are not highly skilled orknowledgeable then it will be not easy for them to use new CRM system in an effective manner.Therefore, it can become a barrier for a company to implement a new technology successfully. Itis essential for the firm to be careful while implementing a new technology and proper stepshould be taken so that they can easilyActivities and timescalesActivit1th2nd3rd4th5th6th7th8th9th10th4
yWeekWeekWeekWeekWeekWeekWeekWeekWeekWeekFindresearchTopicLiteratureReviewDrafting ofmethodologyFinishProposalDesignquestion andpilotresearchCarryout &RecordResearchDataAnalysis andMakin5
gGraphsDiscussionandConclusionFinalReportEditing &CompletionP2. Suitable research methods and approaches to primary and secondary research 300To carry out research in a right direction there are different methods, techniques, and approacheswhich can be considered by the scholar. Regarding this, different research philosophy isprovided belowResearch philosophy: Research philosophy is used through which right information canbe collected for present research. It is classified into two-part interpretivism andpositivism. For the present research, the scholar will use interpretivism in order to makethe focus on objectives and the aim.Research design: Research design help the investigator in carrying out research in a rightdirection. It is of three type that is experimental, descriptive and exploratory. Amongthese, for the present research, descriptive research design will be used in order to explorepopulation covered in the study.Research approach: There is two type of research approach inductive and deductive. Thepresent research is based on exploring the effectiveness of implementing customerrelationship management system on the customer satisfaction, therefore inductiveapproach will be used by the scholar. As it helps in collecting specific information relatedto the selected topic.6
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