The Effect of Customer Relationship Management (CRM)
Added on 2021-04-21
24 Pages6512 Words94 Views
Running Head: THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)CONCEPT ON ADOPTION OF CUSTOMER SATISFACTIONThe Effect of Customer Relationship Management (CRM) Concept on Adoption of CustomerSatisfactionName of the StudentName of the UniversityAuthor Note
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CONCEPT ONADOPTION OF CUSTOMER SATISFACTION1Table of ContentsChapter 1: Introduction....................................................................................................................31.1 Background of the Study with respect to UAE.....................................................................3Chapter 2: Hypothesis Testing.........................................................................................................42.1 Problem Statement.................................................................................................................42.2 Objectives of the Study..........................................................................................................42.3 Hypothesis Statement............................................................................................................42.4 Methodology..........................................................................................................................42.4.1 Secondary Data Collection.............................................................................................52.4.2 Primary Data Collection.................................................................................................52.5 Scope and Limitations of the Study.......................................................................................52.5.1 Time Frame.....................................................................................................................52.5.2 Scope...............................................................................................................................52.5.3 Limitations......................................................................................................................5Chapter 3: Literature Review...........................................................................................................63.1 Introduction............................................................................................................................63.2 Relationship marketing..........................................................................................................73.3 Customer Relationship Management.....................................................................................83.4 Customer Satisfaction..........................................................................................................10Chapter 4: Data Analysis...............................................................................................................124.1 Primary Research and Data Collection................................................................................124.1.1 Survey Composition.....................................................................................................124.1.2 Target Group and Response Rate.................................................................................124.1.3 Survey Administration and Execution..........................................................................134.2 Data Collection for Analysis...............................................................................................13
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CONCEPT ONADOPTION OF CUSTOMER SATISFACTION2Chapter 5: Intermediate Analysis..................................................................................................145.1 Statistical Data Analysis and Regression Analysis.............................................................145.1.1 Intermediate Analysis of the Survey Data....................................................................145.1.2 Regression Analysis of the Variables...........................................................................165.2 Hypothesis Testing..................................................................................................................18Chapter 6: Conclusions..................................................................................................................206.1 Summary of Findings..........................................................................................................206.2 Overall Conclusion and Recommendation..........................................................................206.3 Lessons Learned..................................................................................................................20References......................................................................................................................................22
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CONCEPT ONADOPTION OF CUSTOMER SATISFACTION3Chapter 1: IntroductionThis section of the research paper deals with the background of the study so that a clearidea of the research area is received. The discussion of the problems and the purpose of the studywill follow the background from which the research objectives and the research hypothesis willbe framed. 1.1 Background of the Study with respect to UAEThe hotel industry in UAE has shown a significant growth in the past few years. Therehas been significant growth in the inventories of the rooms staring from the budget hotels to theluxury hotels as well as the hotels providing limited services. There have been significantcontinuous gains observed in the hotels from both domestic as well as international travellers.There has been demand for the hotels in both the sectors of business and leisure. Presently, inUAE, there are more than 100,000 hotel rooms. The type of the hotel rooms has a spread acrossthe hotel rooms as well as guest houses. There has been 13 percent increase in the hotel rooms inthe beginning of 2018 from 2017. It has been observed that the demand for hotels is increasing.There are various reasons for the increase. The reasons behind this increase has been assessed inthis research paper.
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CONCEPT ONADOPTION OF CUSTOMER SATISFACTION4Chapter 2: Hypothesis Testing2.1 Problem StatementFrom the discussions conducted so far, it is clear that customer relationship managementhas a huge impact on customer satisfaction. The hotel industry is one of the most importantindustry in UAE and has a huge impact in the country’s GDP. The more the people visit thehotels in UAE, the more will the industry be on profit and thus, the impact on GDP will be more.Thus, the hotel industry has a huge impact in the economy of the country as well. Thisindicates the importance of customer satisfaction. There are various different factors that areresponsible for the customer satisfaction in the hotel industry. The factors that are responsible forcustomer satisfaction and whether customer satisfaction affect the relationship management withthe customers will be assessed in this paper. 2.2 Objectives of the StudyThe purpose of this research is to estimate whether there is any impact of customersatisfaction on the management of customer relationship. To study that, the following researchquestions can be designed: What is the significance of the hotel industry in the economy of UAE?What is the importance of CRM adoption on the hotel industry?How does the adoption of CRM concept help the hotel industry in reaching customersatisfaction?2.3 Hypothesis StatementBased on the research objectives, the following research hypothesis can be framed: Null Hypothesis (H0):There is no effect of Customer Relationship Management (CRM) concepton Customer SatisfactionAlternate Hypothesis (HA):There is significant effect of Customer Relationship Management(CRM) concept on Customer Satisfaction2.4 MethodologyThis study will be based on analysing the questions stated in the objectives section. Thestudy will be conducted using two different research methods. One method involves research
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CONCEPT ONADOPTION OF CUSTOMER SATISFACTION5using primary data which was collected with the help of the questionnaire prepared for thepurpose of the study. Another method involves analysis of secondary data, where the data will becollected from secondary sources such as books, websites, journals, etc. 2.4.1 Secondary Data CollectionTo frame of the background of the study on UAE, previous studies on the hotel industryin UAE has to be has been considered. The information has been collected from differentsecondary sources such as journals and websites that contain any published information of theindustry. The statistics were obtained by researching from different websites and organizations.These information has been used to analyse and discuss the results. 2.4.2 Primary Data CollectionThe primary data was collected with the help of the questionnaire that has been designedfor this study. The questionnaire was distributed to 150 customers and their responses wererecorded. Out of the 150 distributed questionnaires, 100 valid questionnaires were obtained inthe end and the data on these 100 valid responses have been considered for this study. With thehelp of the survey data, it can be understood how important is the hotel industry to people ofArabia as well as to people who are not UAE residents. 2.5 Scope and Limitations of the Study2.5.1 Time FrameStarting from construction of the questionnaire, collection of the data from both primaryand secondary sources and up to analysis of the data and preparing this report took a total time oftwo and a half months. Conducting the survey took almost a month of time and the analysis tookthree weeks of time to be ready. 2.5.2 ScopeThere are various factors that affect customer satisfaction. Here, the factors have beenlimited to certain specific factors that are most important in affecting customer satisfaction. 2.5.3 Limitations
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