Impact of Customer Relationship Management on Customer Loyalty - A Case Study of Rabobank

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

1RESEARCH PROPOSAL
Abstract
Rabobank is one of the popular banks in rural New Zealand. The bank is recently trying to put
great deal of focus on its customer loyalty programs. However, there is no customer relationship
management practice that Rabobank follows. Therefore, the purpose of this research is to find
out the degree of impact that CRM technology will cast on the customer loyalty program of
Rabobank. For successfully conducting the research, this research proposal designs the
methodology on a mixed method where qualitative and quantitative data will be collected from
primary research strategy. Both survey and interview will be conducted and it is expected that
the research outcome will support research theme of CRM technology positively influence
customer loyalty in Rabobank.

2RESEARCH PROPOSAL
Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Problem statement.................................................................................................................3
1.2 Research rationale..............................................................................................................3
1.3 Research aim..........................................................................................................................4
1.4 Research question..................................................................................................................4
2.0 Literature review........................................................................................................................4
2.1 Definition of CRM technology..............................................................................................4
2.2 Importance of CRM in current business................................................................................5
2.2.1 Business automation.......................................................................................................5
2.2.2 Developing better communication..................................................................................5
2.2.3 Effective customer service..............................................................................................6
2.2.4 Interdepartmental proficiency.........................................................................................6
2.2.5 Improving analytical reporting.......................................................................................7
2.2.6 Makes customer happy...................................................................................................7
2.3 Efficacy of CRM in banking sectors.....................................................................................7
2.3.1 Customer retention..........................................................................................................7
2.3.2 Effective banking service...............................................................................................8
2.3.3 Increase bank profitability..............................................................................................8
2.3.4 Enhancing the marketing credibility...............................................................................9
2.4 Factors of customer loyalty...................................................................................................9
2.4.1 Expectation.....................................................................................................................9
2.4.2 Service............................................................................................................................9
2.5 Conceptual framework.........................................................................................................10
2.6 Literature gap.......................................................................................................................10
3.0 Methodology............................................................................................................................11
4.0 Research outline.......................................................................................................................12
5.0 Timeline...................................................................................................................................12
6.0 Expected outcome....................................................................................................................13
7.0 Reference.................................................................................................................................14

3RESEARCH PROPOSAL
Topic: Impact of Customer Relationship Management on customer loyalty- A case study of
Rabobank
1.0 Introduction
1.1 Problem statement
Rabobank is a popular rural banking entity in New Zealand that is primarily focused on
the banking activities like rural banking, business banking and saving services (Rabobank.com,
2019). Currently the organisation looking for the opportunity to expand its business further so
that it will deliver an effective and competitive advantage to Rabobank. In response to this, the
bank starts focusing on its customer loyalty programs and finds out that it does not have any
customer relationship management practice that will facilitate a direct communication with the
customers. As a result of that it presumes enormous threat to the success of Rabobank because
the bank fails to increase its number of customers in the rural sector of New Zealand.
1.2 Research rationale
The purpose of the research proposal is to set deep insights into the customer relationship
management and evaluate both the theoretical perception and practical implication that will
foster relevance to business operations. Moreover, the efficacy and degree of compatibility that
Rabobank can deal with while incorporating the Customer relationship management as a
technology is also a subject of this research. Besides this, with the help of empirical studies and
the research findings it is also pertinent to look into the efficacy of CRM technology in banking
sector. Therefore, this research proposal is highly important to usher a new paradigm of CRM
technology where customer loyalty can be achieved in an exemplary manner.