The Impact of Customer Relationship Management on Customer Retention Case Study on Aramex

Running head: RESEARCH PAPER
Research Paper
(Topic: The Impact of Customer Relationship Management on Customer Retention, case
Study on Aramex)
Name of the Student
Name of the University
Author’s Note

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Abstract
This study had evaluated the impact of customer relationship management and
customer retention in Aramex. It has been seen that Aramex had been facing issues in
retaining their existing consumers in the market. The study had critically analysed different
literature and developed hypothesis. The research methodology had been developed based on
the objective of the research where the study had used a positivist approach and deductive
reasoning has been used. The study had surveyed 100 consumers and 5 managers to develop
in depth analysis of the topic. The result has shown that majority of the consumers are loyal
to the company but it has been seen that 9% of the employees are not loyal to the company
and had given bad reviews. This result is worrying for the company as 9% population in a
small sample would be huge in respect to the overall target population of the company. The
study had also analysed the problems faced by the organization and provided suitable
recommendations based on the need of the organization.

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Table of Contents
Chapter 1: Introduction..............................................................................................................4
1.0 Introduction:.....................................................................................................................4
1.1 Background of the research..............................................................................................4
1.2 Research purpose.............................................................................................................5
1.3 Problem statement:...........................................................................................................5
1.4 Research aims and objectives:.........................................................................................6
1.5 Research questions:..........................................................................................................6
1.6 Structure of the research paper:........................................................................................7
1.7 Research hypothesis:........................................................................................................8
Chapter 2: Literature Review...................................................................................................10
2.0 Introduction:...................................................................................................................10
2.2 Relationship between customer relationship management and customer retention.......12
2.3 Impact of customer relationship management for retaining the customers:..................13
2.4 Factors affecting in effective customer relationship management:................................15
2.5 Strategies on customer relationship management:.........................................................17
2.6 Relevant theories and models on customer relationship management...........................19
2.7 Literature gap:................................................................................................................20
2.8 Summary:.......................................................................................................................22
Chapter 3: Research Methodology...........................................................................................24
3.1 Research Philosophy......................................................................................................24
3.2 Research Approach........................................................................................................25

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3.3 Research Design.............................................................................................................26
3.4 Data collection and analysis...........................................................................................27
3.5 Sampling........................................................................................................................28
3.6 Reliability and Validity..................................................................................................29
3.7 Ethical consideration......................................................................................................29
Chapter 4: Findings and analysis.............................................................................................31
4.1 Quantitative Analysis.....................................................................................................31
4.1.1 Reliability test.............................................................................................................31
4.1.2 Descriptive statistics....................................................................................................34
4.1.3 Quantitative Questions................................................................................................37
4.1.3 Correlation...................................................................................................................61
4.1.4 Cross tabulation...........................................................................................................79
4.1.5 Regression analysis.....................................................................................................85
4.2 Qualitative analysis........................................................................................................89
Chapter 5: Conclusion................................................................................................................1
References..................................................................................................................................4

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(Topic: The Impact of Customer Relationship Management on Customer Retention, case
Study on Aramex)
Chapter 1: Introduction
1.0 Introduction:
After evaluating data of last five years it has been observed that organizations courier
service industry is facing immense challenges in maintaining their sustainable of business.
Lack of effective customer management system within organization is the primary reason due
to which customers are losing their loyalty day by day. This very specific research proposal
has selected Aramex as their chosen company. While evaluating in-depth case study on
Aramex it is however observed that the customers are showing the reluctance in using the
services from this company due to several issues. As a result, the organization is facing
immense challenges in maintaining their overall business sustainability. However, this very
specific study has focused to evaluate on how effective customer relationship management
can reflect a positive impact on customer retention. At the same time, some of the major
strategies of customer retention plan have also been critically evaluated in this research paper.
1.1 Background of the research
Aramex is one of the most prestigious international mail delivery and logistics chains
occupying recognizable place in UAE. Headquartered in Dubai the particular organization
has started their journey as a worldwide shipping solution at a competitive price. After the
company has expanded their wings in multinational boundaries, the business experts of
Aramex are facing several challenges in gaining customers’ loyalty. As a result, their
customers’ retention plan is getting immensely affected (aramex.com 2018). The primary
issue that Aramex is facing in retaining their customers is ineffective services. As this
organization is completely based on providing services and solutions the employees

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associated with the operations need to be very much technical and cooperative (Hwang and
Low 2012). After expanding their business in multinational countries, the business experts of
Aramex do not impose the employees in gaining Multilanguage competency. Customers
have to face challenges in interacting with the service providers. Major issue has been
identified that Aramex fails to deliver the services within proper stipulated time (Ahmad,
Wynn and Clarkson 2013). In this kind of situation, the entire method of product delivery is
getting late which ultimately leaves immense negative impact on the customers.
1.2 Research purpose
The primary purpose of the study is to critically analyse the impact of customer
relationship management on customer retention in context to the case study of Aramex. It
has been observed that Aramex fails to satisfy the needs and demands of the customers due
to several issues. Lack of service quality is one of the most effective reasons due to which the
business experts fail to meet the needs and demand of the customers (Voss 2012). On the
other hand, it has also been identified that the employees associated with the organization are
unable to communicate with the people of different cultural backgrounds and attitudes. As a
result, both the customers and services providers fail to make a good rapport with each other
(Kumar and Reinartz 2018). After identifying this concern, the business experts have decided
to implement customer relationship management strategies at the workplace for overcoming
this kind of major issues.
1.3 Problem statement:
The two identified business issues that have been selected for conducting this research
paper successful include customer relationship management and customer retention.
Customer relationship management is the dependent variable (Khodakarami and Chan 2014).
If the business experts are successfully able to follow customer relationship management, the
business experts can make an effective plan of managing and retaining customers. Aramex

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fails to satisfy the needs and demands of the customers due to several issues. Lack of service
quality is one of the most effective reasons due to which the business experts fail to meet the
needs and demand of the customers (Nguyen and Mutum 2012). After identifying this kind of
major issue the business experts have raised their concern on how customers’ loyalty can be
gained. The purpose of this very specific research is to understand on how Aramex needs to
adopt different customer retention strategies and policies for achieving business success. If
the business venture fails to fulfil the needs and demands of the customers, the entire process
of business faces challenges in reaching the peak of success (Ramchandani and Novitaz
2013). However, this very specific study has focused to evaluate on how effective customer
relationship management can reflect a positive impact on customer retention. At the same
time, some of the major strategies of customer retention plan have also been critically
evaluated in this research paper.
1.4 Research aims and objectives:
The research aims to explore the impact of customer relationship management on
customer retention in context to the case study of Aramex. The primary objectives of this
very specific study are as follows:
 To explore the impact of customer relationship management on customer retention
 To recognize the issues in customer relationship management process of Aramex
 To recommend effective customer relationship management strategies to Aramex for
retaining customers
1.5 Research questions:
 What is the impact of customer relationship management on customer retention?
 What are the major the issues in customer relationship management process of Aramex

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 What are the recommendations of effective customer relationship management strategies
to Aramex for retaining customers
1.6 Structure of the research paper:
The entire research paper is constituted with five major stages, which include
Introduction, Literature Review, Methodology, Findings and analysis and Conclusion and
Recommendation.
Chapter 1: Introduction:
In the very introduction chapter, the study has identified the research issue. The
primary concern of this very specific study is to evaluate the impact of Customer Relationship
Management on Customer Retention. Based on the identified research issue the study has
evaluated on how customer relationship management leaves positive impact in retaining the
customers (Choudhury and Harrigan 2014). Lack of service quality is one of the most
effective reasons due to which the business experts fail to meet the needs and demand of the
customers. After identifying this kind of major issue the business experts have raised their
concern on how customers’ loyalty can be gained.
Chapter 2: Literature Review:
Literature review is the critical evaluation of identified research issue by
incorporating the opinion of numerous research scholars. The primary purpose of
implementing customer retention plan is to render business sustainability. Without gaining
customers’ loyalty, the business organization can never retain customers. Without customer
retention plan the business experts are not able to expand their business in the overall global
market.
Chapter 3: Methodology

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In the part of methodology various tools have been used with the help of data is
gathered and evaluated. The limitation of the research paper is also been highlighted in this
very specific part.
Chapter 4: Findings and analysis
In this chapter, the researcher has made survey analysis with the help of which
participants have been directly involved with the identified research issue. The result of
survey is presented in this very specific part.
Chapter 5: Conclusion and recommendations:
In this very specific part, the study has provided overall findings of the result. Based
on the entire study major recommendations of improving customer relationship management
have been provided.
1.7 Research hypothesis:
H0: Customer relationship management has no major significance on overall customer
retention plan
H1: Customer relationship management has major significance on overall customer
retention plan
1.8 Summary of the research:
After evaluating the introduction part it can be summarised that the primary concern
of this very specific study is to evaluate the impact of Customer Relationship Management on
Customer Retention. The primary purpose of implementing customer retention plan is to
render business sustainability. Without gaining customers’ loyalty, the business organization
can never retain customers. This very specific research proposal has selected Aramex as their

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chosen company. While evaluating in-depth case study on Aramex it is however observed
that the customers are showing the reluctance in using the services from this company due to
several issues.
Major issue has been identified that Aramex fails to deliver the services within proper
stipulated time. In this kind of situation, the entire method of product delivery is getting late
which ultimately leaves immense negative impact on the customers. At the same time, some
of the major strategies of customer retention plan have also been critically evaluated in this
research paper. The study primarily aims to evaluate the impact of customer relationship
management on customer retention. After the company has expanded their wings in
multinational boundaries, the business experts of Aramex are facing several challenges in
gaining customers’ loyalty. As a result, their customers’ retention plan is getting immensely
affected. The introductory part has evaluated the overall structure of the study in brief, which
gives overall view about the entire structure of the research paper.

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Chapter 2: Literature Review
2.0 Introduction:
Literature review is one of the most significant parts of research paper which critically
evaluates the identified research issue from numerous points of views. While making a
critical literature review numerous eminent scholars show their own point of views. In this
very specific part, the study has focused to make detailed analysis on how customer
Relationship Management leaves a major significant impact on Customer Retention. Various
critical theories have also been evaluated in this very specific study. On the other hand, this
specific literature review has find out major gap at the end with the help of which the
researcher can overcome those gaps.
2.1 Overview on customer relationship management
Koegler et al. (2013) opined that Customer relationship management is a practice or
strategy that organizations use for managing and analyzing the customer interactions. In order
to gain customers’ loyalty the business experts have to implement effective strategies and
policies. If the customers do not their interest in purchasing products and services, the entire
business organization fails to achieve its business goals and objectives. In order to maintain
customer relationship management the business experts have to focus on improving various
spheres of business. Saarijärvi, Karjaluoto and Kuusela (2013) stated that various spheres
include marketing, sales and services. In order to grab the attention of customers and build a
good relationship with the customers marketing and promotion is one of the most significant
factors. With the help of effective promotional techniques, the customers from various
geographical boundaries and attitudes can get detailed overview about the product
components and their durability as well as product features. As a result, the customers do not

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have to face innumerable challenges in acquiring knowledge on the products. By using
various media tools, the marketing executives can make an effective rapport with the
customers.
Kirmaci (2012) opined that direct marketing is one of the most significant ways of
building customer relationship. Large number of business organizations is there which tend to
prefer direct marketing so that they can make a good rapport with the customers. On the
other hand, it has also been observed that the customer service managers can directly interact
with the service users and hare their point of views with customers. As a result, they can gain
immense trust on the customers. On the other hand, sales department is another sphere of
building customers’ relation. Soltani and Navimipour (2016) commented that if the
promotional methods become successful, the customer service executives do not have to face
challenges in selling their products. However, while selling the products the business
executives can make an effective rapport with the customers.
Tseng and Wu (2014) opined that effective customer service is another form of
building relationship, which ultimately reflects on overall business profitability. It has been
observed that organization while maintaining a good rapport with the customers tends to
deliver the services within proper stipulated time. On the other hand, it has also been
observed that good customer service always gains customers’ loyalty. As a result, business
executives always search for maintaining effective bond with the customers by showing their
managing and behavioural approaches. Rosman and Stuhura (2013) stated that the customers
would not have to face challenges in receiving their services if the business executives want
to share a good bond. It can be therefore concluded that customer relationship management is
one of the most effective parts of retaining customers at the workplace.

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2.2 Relationship between customer relationship management and customer retention
The two overarching terms customer relationship management and customer
retention are inseparably related to each other. Khan et al. (2012) opined that in order to build
customer relationship the business experts have to implement effective strategies and
policies. If the customers do not their interest in purchasing products and services, the entire
business organization fails to achieve its business goals and objectives. In order to maintain
customer relationship management the business experts have to focus on improving various
spheres of business. Therefore, customer relationship management in other word is an
effective strategy and policy with the help of which the business experts intend to build the
heed of customers and maintain organizational sustainability.
Symons (2014) opined that customer retention is the underlining concept with the
help of which business experts make various plans and strategies in retaining the customers
by satisfying their needs and demands. In order to maintain market sustainability the business
experts have to face immense challenges in maintaining good rapport with the customers.
Padilla-Meléndez and Garrido-Moreno (2014) commented that language barrier, cultural
barrier, psychological barrier are the primary reasons due to which customers have to face
challenges in communicating with the service providers. In order to overcome this kind of
situations the business experts have to focus on maintaining effective communication with
the customers. On the other hand, it has also been observed that due to the lack of proper
communication customers he showed their reluctant attitude in using the services.
While evaluating the relationship between customer relationship management and
customer retention it can be observed that both the two concepts are inseparably related to
each other. Saarijärvi, Karjaluoto and Kuusela (2013) stated that if the business experts
cannot maintain effective customer management relationship the entire process of customer
retention will become failed. On the other hand, it has also been observed that customer

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retention is one of the most significant parts of maintaining organizational image and
reputation. Therefore, the business experts have to implement effective customer
management plans within operations so that they can grab the attention of large number of
customers. Mainela and Ulkuniemi (2013) commented that customers’ management plan
enables the business experts in satisfying the needs and demands service users. Amidst most
of the effective plans of customer management the business experts primary focus on three
major factors. The factors include effective communication with the customers, providing
good quality of products and delivering services within proper time.
Amoako et al. (2012) stated that customer service executive should always share a
good bond with service users. If the business experts have to face language barrier in
communicating with the customers the entire communication method becomes meaningless.
In the kind of situation, the business experts have to render multilingual competency. With
the help of an effective multilingual competency, the service providers can easily understand
the needs and demands of the customers. At the same time, business experts have to focus on
maintaining the superior quality of services. As a result, customers would like to show their
interest in purchasing foods and services. Therefore, the customer retention is highly
dependent on how the business experts are implementing customer relationship management
within business.
2.3 Impact of customer relationship management for retaining the customers:
While evaluating the impact of customer relationship management for retaining the
customers, numerous business experts have showed their different point of views. Abdul
Basri and Shaharuddin (2013) stated that some of the most eminent personalities have
showed their point of views that customer relationship management leaves immense positive
impact on retaining the customers. On the other hand, the study has also highlighted on how
the business experts have to face innumerable challenges in maintaining customer

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relationship management at the workplace effectively. However, some of the most effective
positive impacts of customer relationship management are as follows:
 Increases the number of target customers:
In order to increase the number of target customers the business experts of an
organization has to implement some innovative plans and policies so that they can expand
their business in various geographical boundaries. If the business experts cannot impress the
attention of customers by making effective interaction the entire process of business becomes
restricted within regional boundary. Jocovic et al. (2014) opined that while drawing the
attention of customers in different geographic boundaries the business experts would have to
face immense challenges in maintaining effective communication with each other. Amongst
most of the recognizable customer management policy, language flexibility is highly
prominent. With the help of effective language flexibility, the business experts can attract
customers of various cultural backgrounds and attitudes. Automatically the number of target
customers will be increased.
 Gain customers’ loyalty:
Yang (2012) opined that customers’ loyalty implies on how the business exerts are
able to satisfy the needs and demands of customers by providing quality of services as well as
products. One of the most effective strategies of building customer relationship is providing
good quality of products. In this kind of situation, the business experts always have to focus
on gaining the trust of people by serving superior quality of products. However, after
receiving good quality of products and services the business experts can get opportunities in
getting loyalty of the customers. Automatically, the organization can reach the peak of
success.

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 Business profitability:
If the business experts can gain the trust of people in providing good services, the
entire process of business can render immense profitability. Meadows and Dibb (2012)
opined that customers are the primary stakeholder for an organization. If the customers get
satisfied after receiving the services, they tend to use the service again. Automatically, the
sales volume of the business organization becomes high. The business experts can easily gain
profitability in the market.
After evaluating the overall study, it can be summarized that after receiving good
quality of products and services the business experts can get opportunities in getting loyalty
of the customers. Automatically, the organization can reach the peak of success. While
drawing the attention of customers in different geographic boundaries the business experts
would have to face immense challenges in maintaining effective communication with each
other. Taylor et al. (2014) stated that amongst most of the recognizable customer
management policy, language flexibility is highly prominent. Some of the most eminent
personalities have showed their point of views that customer relationship management leaves
immense positive impact on retaining the customers.
2.4 Factors affecting in effective customer relationship management:
Bach and Österle (2013) opined that customer relationship management is one of the
most important strategies for gaining attention of customers. At the same time, the business
experts have to face several challenges in maintaining effective relationship with the
customers. Various eminent scholars have provided their own opinion regarding this specific
factor.
 Economic constraints:

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Karjaluoto et al. (2014) commented that economy is one of the most effective barriers
due to which the business experts fail to implement effective customer management strategy.
If the organization does not have economic strengths, the business experts have to face
challenges in implementing strategies. In order to implement effective training and
development session the business experts would have to invest large amount of money.
Economy is one of the most important barriers due to which the business experts fail to
implement effective customer relationship management (Weske 2012). On the other hand,
due to lack of economic strengths the business experts cannot implement advanced
technology at the workplace. As a result, customers’ service system becomes very much slow
that highly reflects negative impact on the overall success of business as well as
organizational image.
 Lack of management skill:
Ramchandani and Ghias (2012) stated that lack of proper management skill is one of
the most significant reasons due to which the customer service executives do not build good
relationship. It has however been observed that the customers are from various geographical
backgrounds and attitudes. Their language, culture and psychology differ from one person to
another. In this kind of situation, the business experts have to face immense challenges in
communicating with those people who do not have competency in maintaining formal
communication. However, without having any proper management skill and competency
level the business experts cannot implement effective customer relationship management.
Due to the lack of proper communication, the customers are hesitated in visiting to the stores.
 Lack of technological competency:
It has also been observed that technology is one of the most effective barriers due to
which business experts cannot maintain good rapport with the customers. Large number of

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employees associated with the workplace is not well accustomed with the advancement of
technology. Herhausen and Schögel (2013) stated that they have to face immense barriers in
operating advanced technology. However, due to the lack of technological competency
customers become deprived of receiving effective feedback from the business experts.
However, in order to give proper feedback to the customers about brands as well as services
the business experts have to focus on enhancing their technological competency.
After evaluating the necessary factors affecting effective CRM system it can be
summarized that economy is one of the most important barrier due to which the business
experts fail to implement effective customer relationship management. Hwang and Low
(2012) opined that on the other hand, due to lack of economic strengths the business experts
cannot implement advanced technology at the workplace. The study has evaluated that
without having any proper management skill and competency level the business experts
cannot implement effective customer relationship management. Due to the lack of proper
communication, the customers are hesitated in visiting to the stores. They have to face
immense barriers in operating advanced technology. However, due to the lack of
technological competency customers become deprived of receiving effective feedback from
the business experts.
2.5 Strategies on customer relationship management:
In order to maintain effective customer relationship some of the major strategies and
policies should be implemented which are as follows and the strategies are as follows:
 Communicate rapidly and effectively:
Voss (2012) commented that the business experts would have to be prompt in
responding the customers in dealing with the employees effectively. It has often been
observed that the business experts are not very accustomed of giving rapid feedback to the

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customers due to their inefficiency in management kill. In this kind of situation, the
customers are not getting proper feedback from the customers. However, this very specific
study has focused to make detailed overview on how business experts in providing rapid and
prompt communication have dealt with the customers effectively (Khodakarami and Chan
2014). In order to maintain proper customer relationship the managers intend to make direct
and rapid feedback to the customers in order to maintain brand identity and brand image.
 Maintain product quality:
It has been observed that product quality is one of the most important factors due to
which customers tend to use the services. Choudhury and Harrigan (2014) stated that the
organization on the other hand becomes successful in gaining image and reputation. While
running the entire process of business in various geographical boundaries the business experts
have to focus on providing good quality of services. Saarijärvi, Karjaluoto and Kuusela
(2013) commented that effective quality of product is always helpful which impresses the
customers immensely in using the services repeatedly. Along with providing good quality of
services, the business experts instruct the customers to deliver the products within stipulated
deadline. In addition, quality service is always helpful in increasing the business wings in
different geographical boundaries as well.
 Provide effective customer services:
Effective customer service implies meeting deadline of delivering products.
Customers do not like to receive late delivery especially in the shipping industry. Therefore,
the business executives would have to be professionally trained so that they can deliver the
services within proper time. Kirmaci (2012) stated that the business experts need to be
responsive as well. With the help of providing effective response to the customers, the service
providers can make a good rapport with each other. If the delivery executives do not become

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very much responsive, the customers start to lose their trust on the organization. Therefore,
the business experts would have to be very much flexible in delivering the services within
proper deadline.
 Analyze customer relationship ROI:
After implementing different strategies on CRM, the business experts have to analyse
the result or feedback by using ROI analysis. The primary purpose of this very specific ROI
is to evaluate the implemented strategies and policies are effective enough for the business
experts or not. Soltani and Navimipour (2016) stated that if the business experts implement
“communicate rapidly and effectively” strategy, the business managers have to critically
evaluate whether this implemented strategy is effective enough for building customer
relationship or not. If the result is predicted as positive, the business experts can continue
with the CRM strategy in future in quest of achieving business aims and objectives.
After evaluating the overall CRM strategies, it can be concluded that the business
experts are not very accustomed of giving rapid feedback to the customers due to their
inefficiency in management kill. In this kind of situation, the customers are not getting proper
feedback from the customers. While running the entire process of business in various
geographical boundaries the business experts have to focus on providing good quality of
services. Tseng and Wu (2014) opined that effective quality of product is always helpful
which impresses the customers immensely in using the services repeatedly. The business
experts need to be responsive as well. With the help of providing effective response to the
customers, the service providers can make a good rapport with each other.
2.6 Relevant theories and models on customer relationship management
Among most of the prominent models of customer relationship management, IDIC
model is the most prominent model with the help of which the business experts have to

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follow four major stages for fulfilling customers’ needs and demands. At the very first stage,
the business experts have to identify the target customers. Saarijärvi, Karjaluoto and Kuusela
(2013) stated that after identifying the target customers, business experts have to differentiate
the customers as per their geographic, demographic and psychographic backgrounds. In
addition, interact is the stage where the business experts tend to know the needs and demands
of the customers. Based on the basic needs and desire of the customers the managers tend to
make their product design in accordingly. In addition, with the gradual flow of time the
business experts have to change their business strategy as per current market trends. Before
changing business strategy an effective interaction with the customers is highly important to
know their values and desires. Customize is the final stage where the business experts have to
select products as per needs and demands of customers. Mainela and Ulkuniemi (2013)
commended that based on the demands and income status of the customers the business
experts tends to segregate the products and services. As per market demand, the products are
manufactured as well. However, these four stages of CRM model primarily aims to segregate
on how customers want products and services and the business managers tend to deliver the
services as per their needs and desires. If the result of this IDIC model is predicted as
positive, the business experts can continue with the CRM strategy in future in quest of
achieving business aims and objectives.
2.7 Literature gap:
Before evaluating the literature gap, it can be analyzed that In order to maintain
customer relationship management the business experts have to focus on improving various
spheres of business. As a result, the customers do not have to face innumerable challenges in
acquiring knowledge on the products. By using various media tools, the marketing executives
can make an effective rapport with the customers. The study has however evaluated that the
customer service managers can directly interact with the service users and hare their point of

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views with customers. As a result, they can gain immense trust on the customers. On the
other hand, sales department is another sphere of building customers’ relation. Language
barrier, cultural barrier, psychological barrier are the primary reasons due to which customers
have to face challenges in communicating with the service providers.
However, the study is not devoid of some of its major literature gaps. The author has
not evaluated if the business experts cannot maintain effective customer management
relationship the entire process of customer retention will become failed. On the other hand, it
has also been observed that customer retention is one of the most significant parts of
maintaining organizational image and reputation. At the same time, business experts have to
not focused to discussed on maintaining the superior quality of services. As a result,
customers would like to show their interest in purchasing foods and services. The study has
not discussed while drawing the attention of customers in different geographic boundaries the
business experts would have to face immense challenges in maintaining effective
communication with each other. Amongst most of the recognizable customer management
policy, language flexibility is highly prominent. Automatically, the organization can reach the
peak of success. While drawing the attention of customers in different geographic boundaries
the business experts would have to face immense challenges in maintaining effective
communication with each other.
The study could have discussed on how economy is one of the most important barrier
due to which the business experts fail to implement effective customer relationship
management. On the other hand, due to lack of economic strengths the business experts
cannot implement advanced technology at the workplace. Effective quality of product is
always helpful which impresses the customers immensely in using the services repeatedly.
The study has not evaluated on how along with providing good quality of services, the

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business experts instruct the customers to deliver the products within stipulated deadline. The
theories of customer relationship management could have been evaluated in more detailed.
2.8 Summary:
After evaluating the overall literature review it can be summarized that this very
specific study has focused to evaluate on how effective customer relationship management
can reflect a positive impact on customer retention. At the same time, some of the major
strategies of customer retention plan have also been critically evaluated in this research paper.
It has also been identified that the employees associated with the organization are unable to
communicate with the people of different cultural backgrounds and attitudes. The study has
also highlighted that fact that if the business venture fails to fulfil the needs and demands of
the customers, the entire process of business faces challenges in reaching the peak of success.
However, this very specific study has focused to evaluate on how effective customer
relationship management can reflect a positive impact on customer retention. In addition, The
study has also highlighted that fact that lack of service quality is one of the most effective
reasons due to which the business experts fail to meet the needs and demand of the
customers. After identifying this kind of major issue the business experts have raised their
concern on how customers’ loyalty can be gained. The study has also highlighted that fact
that in order to gain customers’ loyalty the business experts have to implement effective
strategies and policies. If the customers do not their interest in purchasing products and
services, the entire business organization fails to achieve its business goals and objectives.
On the other hand, it has also been observed that the customer service managers can
directly interact with the service users and hare their point of views with customers. The
study has also highlighted that fact that the customers would not have to face challenges in
receiving their services if the business executives want to share a good bond. It can be
therefore concluded that customer relationship management is one of the most effective parts

23RESEARCH PAPER
of retaining customers at the workplace. In order to maintain customer relationship
management the business experts have to focus on improving various spheres of business.
Therefore, customer relationship management in other word is an effective strategy and
policy with the help of which the business experts intend to build the heed of customers and
maintain organizational sustainability. The study has also highlighted that fact that by
involving the opinion of numerous eminent scholars, the study has evaluated the fact that
amidst most of the effective plans of customer management the business expert’s primary
focus on three major factors. Some of the most effective strategies for maintaining customer
relationship management have also been critically evaluated in this study. Customer retention
is highly important for maintaining organizational glory as well as profitability. Therefore,
customer relationship management is the only significant strategy that can be implemented
within business organization for meeting customers’ needs and demands. At the end, the
study has critically found out major literature gap for improving the future scope of the study.

24RESEARCH PAPER
Chapter 3: Research Methodology
Research methodology consists of specific techniques for classifying, choosing,
processing and evaluating information regarding the topic of research. Research
methodology is chosen based on the objective of the research. Saunders research onion has
been used to develop the research methodology which each layer of the onion will unfold a
suitable instrument to be used in the research. This approach to research provides knowledge
regarding the boundaries and limitation within which the data will be collected and analysed
in the research (Mackey and Gass 2015). The core of the research onion is chosen by keeping
parity with the outer layer to manage reliability and validity of the research. The different
objectives of a research are explanation, description and prediction (Silverman 2016). The
purpose of the research is understanding the cause and effect relationship between customer
relationship management and customer retention. Therefore, the study has used experimental
research to examine the cause and effect relationship between both the variables.
This is an applied research as it addresses a research problem having practical
implications on business entities (Taylor,Bogdan and DeVault 2015). The research would
provide suitable recommendations based on the findings which can be implemented by the
managers to improve the customer relationship management strategies and retention of the
existing consumers. The research methodology section has provided detailed description of
research approach, philosophy, design, data collection, data analysis, sampling, reliability,
validity and ethical aspects of the research.
3.1 Research Philosophy
Research philosophy defines the beliefs and assumptions made by the researcher
while performing the collection and analysis of data. These assumptions can be ontological
(based on nature of reality), epistemological (assumptions regarding knowledge) and

25RESEARCH PAPER
axiological (based on ethics and values) (Hughes and Sharrock 2016). Epistemological view
provides the opportunity of using different types of research methods and it is more
appropriate for the development of the knowledge in business and management. The
different types of philosophies in research are positivism, interpretivism, realism and
pragmatism (Padilla-Díaz 2015). Positivism facilitates in taking scientific approach in the
research where observations are taken into account to develop effective generalisations. The
knowledge that is developed in positivism is accurate and unambiguous. Positivist approach
follows scientific empiricist approach to yield pure facts and data that is uninfluenced by
human bias and interpretation. Positivism facilitates in evaluating the cause and effect
relationship between customer relationship management and customer retention. Positivism
also facilitates in conducting quantitative analysis of data. The hypothesis has already been
developed based on the existing theories in the research and positivism will assist in testing
the theory and developing generalisations. This is the reason that positivism has been chosen
as the philosophy in this research.
3.2 Research Approach
There are two methods of reasoning in business research which covers a broad area
and these two approaches are inductive and deductive. These approaches define the type of
research to be performed. Deductive approach and inductive approach are differentiated by
the importance of hypothesis in the research and the way the hypothesis is formulated.
Inductive approach is more suited in research where specific observations are developed into
tentative theories (Sekaran and Bougie 2016). Therefore, new generalisations and paradigms
are formulated in this type of research approach. However, this study has used deductive
approach as it moves from generalisations to specific results. In deductive approach,
hypothesis is developed from the existing theories and these theories tested by quantifiable
data collection and analysis (Jackson 2015). The top down approach best suited in this

26RESEARCH PAPER
research as conclusions has been derived from the facts that are available. This also facilitates
in numerical estimation and drawing statistical inference in the research.
3.3 Research Design
Research design has been defined differently by different researchers where some
considers is as the choice between qualitative and quantitative data. On the contrary, research
design has also been defined as the selection of different research instruments for effectively
collecting and processing data. In general, research design is the plan of using different
research instruments for addressing the research question. The three major types of research
design are exploratory, explanatory and conclusive (Meyers, Gamst and Guarino 2016).
Explorative research design is used in cases where there is lack of research and particular
aspects of the research area are explored. Exploratory study does not aim to provide any
conclusion in the research and does not provide any definitive answer to the research question
(Kratochwill 2015). However, exploratory research provides in-depth analysis at varied levels
within the research scope. The flexibility of this type of research design is high as it
facilitates in changing the direction of the research at any time.
On the contrary, conclusive research design are used to generate or develop findings
that have practical implications. The current study fits the criteria of conclusive research as
the results will facilitate in improving customer relationship management strategies and
customer retention at Aramex. Conclusive research assists in using quantitative methods of
collecting and processing data (Lewis 2015). The conclusive research design is ideal for
establishing relationship between two variables and developing findings that helps in
effective decision making. Conclusive research design can be further divided into two parts,
one is causal research design and another is descriptive research design. The descriptive
research is used for description of functions of phenomenon where case study method, cross
section study, longitudinal study, case series study and retrospective study (Hox, Moerbeek

27RESEARCH PAPER
and Van de Schoot 2017). However, in this research, causal research design is the most
appropriate as it has facilitated in measuring the relationship between customer relationship
management and customer retention strategies.
3.4 Data collection and analysis
This study has used a single research design and primary method has been used for
collecting data from the respondents. Secondary data has been collected to critical analyse
past literature on similar topics. This has provided in understanding the major gap in the
previous researches and a new design has been developed to address the gap in the literature.
The secondary data has been collected from peer reviewed journals that have been published
in the last 5 years. The primary data has been collected by generating a survey questionnaire.
The survey questionnaire consists of close ended questions and majority of the questions are
based on five-point Likert scale (Palinkas et al. 2015). The close ended questionnaire
facilitates in collecting quantitative data which can be statistically analysed. The close ended
questionnaire has also facilitated in collecting data that is relevant to the research. The study
has also collected qualitative data where open ended questions will be asked in interviews to
the managers. The open-ended question has facilitated in conducting in-depth analysis of the
data.
The data has been analysed using statistical tool like SPSS (statistical package for
social sciences). The research has used inferential statistics to establish the relationship
between customer relationship management and customer retention. The response
frequencies of the participants have been represented in tabular form along with graphs.
Descriptive statistics have been displayed and discussed which consists of mean, media,
mode and standard deviation. Pearson’s Correlation has been used as a method of analysing
the nature and degree of correlation between the variables (Quinlan et al. 2019). Regression
analysis has been used to test the hypothesis developed where F statistics have been used to

28RESEARCH PAPER
reject the null hypothesis. The qualitative data has been analysed using coding where both
open coding and axial coding has been used. The answers of the respondents have been
analysed to identify the key terms and phrases. These phrases are related to theories to
generate significant findings. The results from both qualitative and quantitative analysis has
been amalgamated to draw conclusions.
3.5 Sampling
Sampling is the method of choosing elements from the whole population. Sampling is
used to reduce the sampling size so that cost and time of conducting the research is also
minimized. Sampling process goes through five phases in case of primary data where
selecting the target population, sampling frame, sample size, sampling method and the
implementation are the steps. There are two types of sampling, one is probabilistic sampling
and other is non-probabilistic sampling (Etikan, Musa and Alkassim 2016). Probabilistic
sampling and non-probabilistic sampling can be further classified into different methods.
Probabilistic sampling can be classified into simple random sampling, stratified sampling,
cluster sampling and systematic sampling. Non-probabilistic sampling can be divided into
quota sampling, purposive sampling, multi stage sampling, snowball sampling and
convenience sampling (Gadde and Ortega 2015). In this study, the target population consists
of the population in UAE and the sampling frame will include only the consumers and
managers of Aramex. The sample size of the study consists of 100 consumers and 5 managers
of Aramex. Simple random sampling has been chosen as the method of sampling for
quantitative data. Simple random sampling is based on randomization which provides equal
opportunity to the consumers for being chosen. Purposive sampling has been used as the
method of the choosing managers within the organization.

29RESEARCH PAPER
3.6 Reliability and Validity
Reliability is the ability of the research to replicate the results by using different sets
of data. Reliability measures the precision of the instruments and the internal consistency of
the data collected. Cronbach’s Alpha has been used to measure the internal consistency of the
data collected. The scale reliability of the data is measured using cronbach’s alpha test. Test
retest reliability has been used to measure the reliability of the qualitative data (Noble. and
Smith 2015). Validity measures the suitability of the instruments used in the research and in
this study, pilot testing has been used to check the suitability of the questions in the research.
In pilot testing the question is sent to 10 consumers to check whether proper answers are
derived or not. The research has used construct validity to measure the validity of the
qualitative data.
3.7 Ethical consideration
Ethical consideration is one of the most crucial aspect for failure and success of the
research. The study has made sure to keep in mind the three cardinal sins of research.
Plagiarism, fabrication and falsification has been avoided in the research. The authors have
been credit for their contribution in the research by providing proper citations. The data
collected is authentic and none of the data is falsified for develop significant result in the
research. None of the data has been manipulated to generate findings in accordance to the
objective of the research (Bell, Bryman and Harley 2018). The study has followed the data
protection act to protect the privacy of the respondents. The participants’ anonymity has been
maintained and none of the data has been used for any other purpose. A consent form has
been sent to the participants which consists of all the details of the research. The purpose of
the research has been clearly communicated to the study so that the respondents have full
knowledge about the research. The respondents took part in the research on their free will and
none of them has been forced to take part. The questionnaire does not consist of any

30RESEARCH PAPER
discriminatory question which would harm the sentiments of the respondents. The collected
data has been stored effectively and will be destroyed after the research is completed.

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Chapter 4: Findings and analysis
This chapter has critically evaluated the data from both quantitative method and
qualitative method. The quantitative data has been evaluated by statistical tools and
inferential statistics. On the other hand, qualitative data has been evaluated using coding. The
data collected has been represented in tables and every table has been aptly interpreted to
draw relevant insights in respect to the research topic.
4.1 Quantitative Analysis
4.1.1 Reliability test
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items
N of Items
.931 .936 15
Table 1: Reliability statistics
(Source: As created by author)
Cronbach’s Alpha is used for measuring the internal consistency of the data collected.
This is an appropriate method of measuring the scale reliability where the survey
questionnaire consists of the questions having multiple Likert scale options. The value of
cronbach’s alpha in the study is .931 which shows that there is high level of internal
consistency between the variables. The item total statistics in the table below shows the value
of cronbach’s alpha if any item is deleted. It has been seen that in case of the first questions,
the value of alpha increases if these variables are deleted. This is also evident from the fact
that corrected item-total correlation is almost negligible when compared to the other
variables. This is due to the fact that these variables are not using multiple scale options for

32RESEARCH PAPER
the questions. These questions does not have any impact on the examining the relationship
between customer relationship and customer retention.
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Time period of being
associated with the
organization
27.62 125.753 -.022 .109
Gender 28.92 125.711 .041 .152
Tier of consumers 27.41 124.810 -.021 .104
Call centre provides best
possible service
28.44 106.471 .871 .818
satisfaction with outlet
representatives
28.46 108.716 .862 .793
Satisfaction with courier
services
28.51 106.071 .863 .840
good experience with
sales employees
28.47 108.231 .852 .762
Recommend company
services to friends,
family and acquaintances
28.48 107.101 .849 .801
Good experience with
mobile application
28.55 106.876 .861 .803
Excellent delivery 28.57 105.904 .877 .810

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service
Importance to the needs
of the consumers are
given
28.54 106.877 .865 .782
Value is given to
develop a healthy
relationship
28.46 107.180 .853 .831
Satisfactory effort is
being made to establish a
good relationship
28.50 108.131 .844 .777
Trust level 28.55 104.755 .889 .819
Overall Satisfaction level 28.54 107.604 .828 .730
Table 2: Item-total Statistics
(Source: As created by author)
Item-Total Statistics
Cronbach's Alpha if Item Deleted
Time period of being associated with the organization .945
Gender .937
Tier of consumers .954
Call centre provides best possible service .920
satisfaction with outlet representatives .921
Satisfaction with courier services .920
good experience with sales employees .921
Recommend company services to friends, family and .921

34RESEARCH PAPER
acquaintances
Good experience with mobile application .920
Excellent delivery service .920
Importance to the needs of the consumers are given .920
Value is given to develop a healthy relationship .921
Satisfactory effort is being made to establish a good
relationship
.921
Trust level .919
Overall Satisfaction level .921
Table 3: Item-total Statistics
(Source: As created by author)
4.1.2 Descriptive statistics
Statistics
No of
respondents
Time period
of being
associated
with the
organization
Gender Tier of
consumers
Call centre
provides
best possible
service
N Valid 100 100 100 100 100
Missin
g
0 0 0 0 0
Mean 2.81 1.51 3.02 1.99
Median 3.00 2.00 3.00 2.00
Mode 4 2 1 2

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Std. Deviation 1.098 .502 1.524 1.049
Variance 1.206 .252 2.323 1.101
Table 4
(Source: As created by author)
Statistics
satisfaction
with outlet
representativ
es
Satisfaction
with courier
services
good
experience
with sales
employees
Recommend
company
services to
friends,
family and
acquaintance
s
Good
experience
with mobile
application
N Valid 100 100 100 100 100
Missin
g
0 0 0 0 0
Mean 1.97 1.92 1.96 1.95 1.88
Median 2.00 2.00 2.00 2.00 2.00
Mode 2 1a 2 2 1
Std. Deviation .937 1.079 .974 1.038 1.037
Variance .878 1.165 .948 1.078 1.076
Table 5
(Source: As created by author)
Statistics

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Excellent
delivery
service
Importance to
the needs of
the
consumers
are given
Value is
given to
develop a
healthy
relationship
Satisfactory
effort is being
made to
establish a
good
relationship
Trust
level
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Mean 1.86 1.89 1.97 1.93 1.88
Median 2.00 2.00 2.00 2.00 2.00
Mode 1 1 2 2 1
Std. Deviation 1.073 1.034 1.029 .987 1.122
Variance 1.152 1.069 1.060 .975 1.258
Table 6
(Source: As created by author)
Statistics
Overall Satisfaction level
N Valid 100
Missing 0
Mean 1.89
Median 2.00
Mode 1
Std. Deviation 1.034
Variance 1.069

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a. Multiple modes exist. The smallest value is shown
Table 7
(Source: As created by author)
The above tables show the descriptive statistics of the data collected where mean,
median, mode, standard deviation and variance has been calculated. The entire population of
the sample has been represented using the descriptive statistics in the research. The data has
been broken down into measures of central tendency and variability.
4.1.3 Quantitative Questions
1. How long have you been availing services of Aramex? (where 1- Less than 1, 2- 1-2, 3-
2-4 and 4- More than 4)
Time period of being associated with the organization
Frequency Percent Valid Percent Cumulative
Percent
Valid Less
than 1
16 16.0 16.0 16.0
1-2 23 23.0 23.0 39.0
2-4 25 25.0 25.0 64.0
More
than 4
36 36.0 36.0 100.0
Total 100 100.0 100.0
Table 8: Time period of being associated with the organization
(Source: As created by author)

38RESEARCH PAPER
Figure 1: Time period of being associated with the organization
(Source: As created by author)
This question has aimed to identify the time period of association of the consumers
with Aramex. The results show that 36% of the respondents have been associated with the
organization for more than 4 years and 25% of the respondents have been availing the service
between 2-4 years. On the other hand, 23% of the consumers have been associated with the
organization between 1-2 years and 16% have been associated with the organization for less
than a year.

39RESEARCH PAPER
2. Your Gender? (1- Male, 2- Female)
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid Male 49 49.0 49.0 49.0
Female 51 51.0 51.0 100.0
Total 100 100.0 100.0
Table 9: Gender
(Source: As created by author)
Figure 2: Gender
(Source: As created by author)
This question aims to examine the gender parity between the respondents in the
research. In this study, 49% of the respondents are male and 51% of the respondents are
female.

40RESEARCH PAPER
3. Tier of consumer? (1- Tier 1, 2- Tier 2, 3- Tier 3, 4- Shop and Ship, 5- Cash Customers)
Tier of consumers
Frequency Percent Valid Percent Cumulative
Percent
Valid Tier 1 25 25.0 25.0 25.0
Tier 2 15 15.0 15.0 40.0
Tier 3 17 17.0 17.0 57.0
Shop and
Ship
19 19.0 19.0 76.0
Cash
Customers
24 24.0 24.0 100.0
Total 100 100.0 100.0
Table 10: Tier of consumers
(Source: As created by author)

41RESEARCH PAPER
Figure 3: Tier of consumers
(Source: As created by author)
The question highlights the type of consumers taking part in the survey. This result of
the survey shows that 25% of the consumers belong to tier 1, 24% of the consumers belong to
cash customers, 19% of the respondents belong to the category of shop and ship, 17% belong
to Tier 3 and 15% belong to Tier 2.
4. How far do you agree that Aramex call centres provide you the best possible service?
(1- Strongly agree, 2- Agree, 3- Indifferent , 4- Disagree, 5- Strongly disagree)
Call centre provides best possible service
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
34 34.0 34.0 34.0
Agree 48 48.0 48.0 82.0
Indifferent 9 9.0 9.0 91.0

42RESEARCH PAPER
Disagree 3 3.0 3.0 94.0
Strongly
disagree
6 6.0 6.0 100.0
Total 100 100.0 100.0
Table 11: Call centre provides best possible service
(Source: As created by author)
Figure 4: Call centre provides best possible service
(Source: As created by author)
The question aims to portray the quality of the call centre services of Aramex. The
findings show that 34% and 48% have strongly agreed and agreed to the respondents in the

43RESEARCH PAPER
survey. On the contrary, it has been seen that 9% are neutral, 3% and 6% have disagreed and
strongly disagreed to the research question. This shows that the consumers are quite satisfied
with the call centre services of the organization.
5. How far do you agree that you are satisfied with the outlet representatives of
Aramex? (1- Strongly agree, 2- Agree, 3- Indifferent , 4- Disagree, 5- Strongly disagree)
Satisfaction with outlet representatives
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
32 32.0 32.0 32.0
Agree 50 50.0 50.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 7 7.0 7.0 98.0
Strongly
disagree
2 2.0 2.0 100.0
Total 100 100.0 100.0
Table 12: Satisfaction with outlet representatives
(Source: As created by author)

44RESEARCH PAPER
Figure 5: Satisfaction with outlet representatives
(Source: As created by author)
The question aims to examine the satisfaction of the respondents with the outlet
representatives of Aramex. The findings show that 32% and 50% have strongly agreed and
agreed to the respondents in the survey. On the contrary, it has been seen that 9% are neutral,
7% and 2% have disagreed and strongly disagreed to the research question. This clearly
indicate that the outlet representatives have been able to effectively deliver great quality of
services to the consumers. This means that there has been effective implementation of
customer relationship management within the organization and it is expected that there will
increase in consumer loyalty.
6. How far do you agree that you are satisfied with the courier services of Aramex? (1-
Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly disagree)
Satisfaction with courier services
Frequency Percent Valid Percent Cumulative

45RESEARCH PAPER
Percent
Valid Strongly
agree
41 41.0 41.0 41.0
Agree 41 41.0 41.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 3 3.0 3.0 94.0
Strongly
disagree
6 6.0 6.0 100.0
Total 100 100.0 100.0
Table 12: Satisfaction with courier services
(Source: As created by author)
Figure 6: Satisfaction with courier services

46RESEARCH PAPER
(Source: As created by author)
The question has critically analysed the satisfaction of the customers with the courier
services of Aramex. The outcomes show that 41% have strongly agreed and 41% have agreed
to the respondents in the survey. On the contrary, it has been seen that 9% are neutral, 3%
and 6% have disagreed and strongly disagreed to the research question. This question has
also revealed that the consumers have been highly satisfied with the courier services and it
has increased their loyalty towards the organization.
7. How far do you agree that you have good experience with the sales employees of
Aramex? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly disagree)
Good experience with sales employees
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
34 34.0 34.0 34.0
Agree 48 48.0 48.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 6 6.0 6.0 97.0
Strongly
disagree
3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 13: Good experience with sales employees
(Source: As created by author)

47RESEARCH PAPER
Figure 7: Good experience with sales employees
(Source: As created by author)
The question has highlighted the experience of the customers with the sales
employees of Aramex. The outcomes show that 34% have strongly agreed and 48% have
agreed to the respondents in the survey. On the contrary, it has been seen that 9% are neutral,
6% and 3% have disagreed and strongly disagreed to the research question. This question has
also revealed that the consumers have had a good experience in most of the occasions. There
are few consumers that have not had an appropriate experience with the company.
8. How far do you agree that you will recommend our company to your family, friends
and acquaintances? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly
disagree)
Recommend company services to friends, family and acquaintances
Frequency Percent Valid Percent Cumulative
Percent

48RESEARCH PAPER
Valid Strongly
agree
37 37.0 37.0 37.0
Agree 45 45.0 45.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 4 4.0 4.0 95.0
Strongly
disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 13: Recommend company services to friends, family and acquaintances
(Source: As created by author)
Figure 8: Recommend company services to friends, family and acquaintances
(Source: As created by author)
The question has evaluated the loyalty of the consumers towards Aramex. The
findings have shown that 37% have strongly agreed and 45% have agreed to the respondents

49RESEARCH PAPER
in the survey. On the contrary, it has been seen that 9% are neutral, 4% and 5% have
disagreed and strongly disagreed to the research question. This shows that majority of the
respondents have recommended the company to friends, family and acquaintances or are
willing to do so. This response is quite positive which shows that majority of the consumers
are quite loyal to the company.

50RESEARCH PAPER
9. How far do you agree that you have good experience with the mobile application of
Aramex? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly disagree)
Good experience with mobile application
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
43 43.0 43.0 43.0
Agree 39 39.0 39.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 5 5.0 5.0 96.0
Strongly
disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 14: Recommend company services to friends, family and acquaintances
(Source: As created by author)

51RESEARCH PAPER
Figure 9: Good experience with mobile application
(Source: As created by author)
The question has examined the experience of the consumers with mobile application
of Aramex. The findings have shown that 43% have strongly agreed and 39% have agreed to
the respondents in the survey. On the contrary, it has been seen that 9% are neutral, 5% and
4% have disagreed and strongly disagreed to the research question. User friendliness on
technological platform is one of the key aspects of providing the consumers with excellent
experience and the results reflect the same thing. The mobile application provides the
consumers with knowledge regarding their packages and deliveries so effective online
platform contributes to the customer journey map.
10. How far do you agree that you are provided with excellent delivery service of the
company? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly disagree)
Excellent delivery service
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
46 46.0 46.0 46.0
Agree 36 36.0 36.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 4 4.0 4.0 95.0
Strongly
disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 14: Excellent delivery service

52RESEARCH PAPER
(Source: As created by author)
Figure 10: Excellent delivery service
(Source: As created by author)
The question has aimed to evaluate the quality of the delivery service of the
consumers of Aramex. The findings have shown that 46% have strongly agreed and 36%
have agreed to the respondents in the survey. On the contrary, it has been seen that 9% are
neutral, 4% and 5% have disagreed and strongly disagreed to the research question. This
results clearly show that delivery service is excellent and majority of the consumers are
satisfied with the service. However, it is essential for the organization to examine those
consumers that are not satisfied with the consumer so that consistency of the services can be
increased.

53RESEARCH PAPER
11. How far do you agree that our company gives importance to the needs of the
consumers? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly disagree)
Importance is given to the needs of the consumers
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
42 42.0 42.0 42.0
Agree 40 40.0 40.0 82.0
Indifferent 9 9.0 9.0 91.0
Disagree 5 5.0 5.0 96.0
Strongly
disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 14: Importance is given to the needs of the consumers
(Source: As created by author)
Figure 11: Importance is given to the needs of the consumers

54RESEARCH PAPER
(Source: As created by author)
The question has highlighted the level of importance given to the needs of the
consumers in Aramex. The findings have shown that 42% have strongly agreed and 40%
have agreed to the respondents in the survey. On the contrary, it has been seen that 9% are
neutral, 5% and 4% have disagreed and strongly disagreed to the question. The majority of
the consumers have felt that adequate importance has been given to them but it is critical to
analyse the consumer and mode of service that has made the consumer feel less important.
12. How far do you agree that our company gives value in developing a healthy
relationship with the consumers? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree,
5- Strongly disagree)
Value is given to develop a healthy relationship
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
35 35.0 35.0 35.0
Agree 47 47.0 47.0 82.0
Indifferen
t
9 9.0 9.0 91.0
Disagree 4 4.0 4.0 95.0
Strongly
disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 14: Value is given to develop a healthy relationship

55RESEARCH PAPER
(Source: As created by author)
Figure 12: Value is given to develop a healthy relationship
(Source: As created by author)
The question has highlighted the value given to develop a healthy relationship for the
consumers in Aramex. The findings have shown that 35% have strongly agreed and 47%
have agreed to the respondents in the survey. On the contrary, it has been seen that 9% are
neutral, 4% and 5% have disagreed and strongly disagreed to the question. The majority of
the consumers have felt that adequate importance has been given to them but it is critical to
analyse the consumer and mode of service that has made the consumer feel less important.
13. How far do you agree that our organization makes satisfactory effort in building
relationship with the consumers? (1- Strongly agree, 2- Agree, 3- Indifferent , 4- Disagree,
5- Strongly disagree)
Satisfactory effort is being made to establish a good relationship
Frequency Percent Valid Percent Cumulative

56RESEARCH PAPER
Percent
Valid Strongly
agree
37 37.0 37.0 37.0
Agree 45 45.0 45.0 82.0
Indifferen
t
9 9.0 9.0 91.0
Disagree 6 6.0 6.0 97.0
Strongly
disagree
3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 15: Satisfactory effort is being made to establish a good relationship
(Source: As created by author)
Figure 13: Satisfactory effort is being made to establish a good relationship
(Source: As created by author)

57RESEARCH PAPER
The question has examined the perception of the consumers regarding the effort given
to develop a healthy relationship for the consumers in Aramex. The findings have shown that
37% have strongly agreed and 45% have agreed to the respondents in the survey. On the
contrary, it has been seen that 9% are neutral, 6% and 3% have disagreed and strongly
disagreed to the question. The majority of the consumers have felt that the company has made
significant effort in developing an effective relationship with the consumers.
14. How far do you agree that you have placed your trust on Aramex? (1- Strongly
agree, 2- Agree, 3- Indifferent, 4- Disagree, 5- Strongly disagree)
Trust level
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
46 46.0 46.0 46.0
Agree 36 36.0 36.0 82.0
Indifferen
t
9 9.0 9.0 91.0
Disagree 2 2.0 2.0 93.0
Strongly
disagree
7 7.0 7.0 100.0
Total 100 100.0 100.0
Table 16: Trust level
(Source: As created by author)

58RESEARCH PAPER
Figure 14: Trust level
(Source: As created by author)
The question has identified the trust level of the consumers towards the services
provided by Aramex. The findings have shown that 46% have strongly agreed and 36% have
agreed to the respondents in the survey. On the contrary, it has been seen that 9% are neutral,
2% and 7% have disagreed and strongly disagreed to the question. The majority of the
consumers have developed a trust level towards the organization but there are still 9%
respondents that do not trust the services the provided by the organization.
15. How far do you agree that you are satisfied with the overall experience with the
services of the organization? (1- Strongly agree, 2- Agree, 3- Indifferent, 4- Disagree, 5-
Strongly disagree)
Overall Satisfaction level

59RESEARCH PAPER
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly
agree
42 42.0 42.0 42.0
Agree 40 40.0 40.0 82.0
Indifferen
t
9 9.0 9.0 91.0
Disagree 5 5.0 5.0 96.0
Strongly
disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 17: Overall Satisfaction level
(Source: As created by author)

60RESEARCH PAPER
Figure 15: Overall Satisfaction level of the consumers
(Source: As created by author)
The question has depicted the overall satisfaction level of the consumers of Aramex.
The findings have shown that 42% have strongly agreed and 40% have agreed to the
respondents in the survey. On the contrary, it has been seen that 9% are neutral, 5% and 4%
have disagreed and strongly disagreed to the question. The majority of the consumers are
satisfied with the overall services provided by the organization. However, it is crucial to
examine the reason the remaining consumers are not satisfied as it is affecting the business.

61RESEARCH PAPER
4.1.3 Correlation
Correlations
Time
period
of
being
associ
ated
with
the
organi
zation
Ge
nde
r
Tier
of
consu
mers
Call
cent
re
prov
ides
best
poss
ible
serv
ice
satisfact
ion with
outlet
represe
ntatives
Satisf
action
with
courie
r
servic
es
good
exper
ience
with
sales
empl
oyees
Recom
mend
compa
ny
service
s to
friends,
family
and
acquain
tances
Good
exper
ience
with
mobil
e
applic
ation
Exce
llent
deliv
ery
servi
ce
Impor
tance
to the
needs
of the
consu
mers
are
given
Value
is
given
to
devel
op a
health
y
relatio
nship
Satisf
actory
effort
is
being
made
to
establi
sh a
good
relatio
nship
Tru
st
leve
l
Overa
ll
Satisf
action
level
Time
period
Pears
on
1 .10
4
.087 -.08
1
-.064 -.090 -.036 -.079 -.056 .011 .035 -.041 -.003 .014 -.027

62RESEARCH PAPER
of being
associat
ed with
the
organiz
ation
Corre
lation
Sig.
(2-
tailed
)
.30
2
.391 .426 .524 .375 .726 .433 .582 .910 .731 .687 .976 .889 .786
Sum
of
Squar
es and
Cross
-
produ
cts
119.39
0
5.6
90
14.38
0
-
9.19
0
-6.570 -
10.52
0
-
3.760
-8.950 -
6.280
1.34
0
3.910 -4.570 -.330 1.72
0
-3.090
Covar
iance
1.206 .05
7
.145 -.09
3
-.066 -.106 -.038 -.090 -.063 .014 .039 -.046 -.003 .017 -.031

63RESEARCH PAPER
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Gender Pears
on
Corre
lation
.104 1 -.093 .029 .097 .001 .083 -.009 .022 .021 .109 -.048 .073 .092 .012
Sig.
(2-
tailed
)
.302 .359 .775 .336 .988 .409 .931 .830 .833 .280 .634 .472 .364 .907
Sum
of
Squar
es and
Cross
-
produ
5.690 24.
990
-
7.020
1.51
0
4.530 .080 4.040 -.450 1.120 1.14
0
5.610 -2.470 3.570 5.12
0
.610

64RESEARCH PAPER
cts
Covar
iance
.057 .25
2
-.071 .015 .046 .001 .041 -.005 .011 .012 .057 -.025 .036 .052 .006
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Tier of
consum
ers
Pears
on
Corre
lation
.087 -.09
3
1 .013 .015 -.060 .007 -.070 -.011 .026 -.005 -.064 -.086 -.02
8
-.005
Sig.
(2-
tailed
)
.391 .35
9
.900 .886 .550 .942 .492 .912 .794 .961 .527 .393 .781 .961
Sum
of
Squar
es and
14.380 -
7.0
20
229.9
60
2.02
0
2.060 -9.840 1.080 -10.900 -
1.760
4.28
0
-.780 -9.940 -
12.86
0
-
4.76
0
-.780

65RESEARCH PAPER
Cross
-
produ
cts
Covar
iance
.145 -.07
1
2.323 .020 .021 -.099 .011 -.110 -.018 .043 -.008 -.100 -.130 -.04
8
-.008
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Call
centre
provide
s best
possible
service
Pears
on
Corre
lation
-.081 .02
9
.013 1 .791** .838** .761** .797** .825** .842*
*
.781** .804** .760** .806
**
.753**
Sig.
(2-
tailed
)
.426 .77
5
.900 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum -9.190 1.5 2.020 108. 76.970 93.92 76.96 85.950 88.88 93.8 83.89 85.97 77.93 93.8 80.89

66RESEARCH PAPER
of
Squar
es and
Cross
-
produ
cts
10 990 0 0 0 60 0 0 0 80 0
Covar
iance
-.093 .01
5
.020 1.10
1
.777 .949 .777 .868 .898 .948 .847 .868 .787 .948 .817
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
satisfact
ion with
outlet
represe
ntatives
Pears
on
Corre
lation
-.064 .09
7
.015 .791
**
1 .787** .752** .777** .807** .789*
*
.779** .816** .795** .785
**
.747**
Sig.
(2-
.524 .33
6
.886 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000

67RESEARCH PAPER
tailed
)
Sum
of
Squar
es and
Cross
-
produ
cts
-6.570 4.5
30
2.060 76.9
70
86.910 78.76
0
67.88
0
74.850 77.64
0
78.5
80
74.67
0
77.91
0
72.79
0
81.6
40
71.67
0
Covar
iance
-.066 .04
6
.021 .777 .878 .796 .686 .756 .784 .794 .754 .787 .735 .825 .724
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Satisfac
tion
with
Pears
on
Corre
-.090 .00
1
-.060 .838
**
.787** 1 .775** .834** .767** .810*
*
.807** .852** .753** .818
**
.780**

68RESEARCH PAPER
courier
services
lation
Sig.
(2-
tailed
)
.375 .98
8
.550 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
es and
Cross
-
produ
cts
-
10.520
.08
0
-
9.840
93.9
20
78.760 115.3
60
80.68
0
92.600 85.04
0
92.8
80
89.12
0
93.76
0
79.44
0
98.0
40
86.12
0
Covar
iance
-.106 .00
1
-.099 .949 .796 1.165 .815 .935 .859 .938 .900 .947 .802 .990 .870
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

69RESEARCH PAPER
good
experie
nce
with
sales
employ
ees
Pears
on
Corre
lation
-.036 .08
3
.007 .761
**
.752** .775** 1 .787** .805** .778*
*
.778** .775** .764** .800
**
.738**
Sig.
(2-
tailed
)
.726 .40
9
.942 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
es and
Cross
-
produ
cts
-3.760 4.0
40
1.080 76.9
60
67.880 80.68
0
93.84
0
78.800 80.52
0
80.4
40
77.56
0
76.88
0
72.72
0
86.5
20
73.56
0

70RESEARCH PAPER
Covar
iance
-.038 .04
1
.011 .777 .686 .815 .948 .796 .813 .813 .783 .777 .735 .874 .743
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Recom
mend
compan
y
services
to
friends,
family
and
acquain
tances
Pears
on
Corre
lation
-.079 -.00
9
-.070 .797
**
.777** .834** .787** 1 .773** .773*
*
.776** .840** .765** .819
**
.757**
Sig.
(2-
tailed
)
.433 .93
1
.492 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
es and
Cross
-8.950 -.45
0
-
10.90
0
85.9
50
74.850 92.60
0
78.80
0
106.75
0
82.40
0
85.3
00
82.45
0
88.85
0
77.65
0
94.4
00
80.45
0

71RESEARCH PAPER
-
produ
cts
Covar
iance
-.090 -.00
5
-.110 .868 .756 .935 .796 1.078 .832 .862 .833 .897 .784 .954 .813
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Good
experie
ce with
mobile
applicat
ion
Pears
on
Corre
lation
-.056 .02
2
-.011 .825
**
.807** .767** .805** .773** 1 .810*
*
.769** .772** .790** .812
**
.760**
Sig.
(2-
tailed
)
.582 .83
0
.912 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
-6.280 1.1
20
-
1.760
88.8
80
77.640 85.04
0
80.52
0
82.400 106.5
60
89.3
20
81.68
0
81.64
0
80.16
0
93.5
60
80.68
0

72RESEARCH PAPER
Squar
es and
Cross
-
produ
cts
Covar
iance
-.063 .01
1
-.018 .898 .784 .859 .813 .832 1.076 .902 .825 .825 .810 .945 .815
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Excelle
nt
delivery
service
Pears
on
Corre
lation
.011 .02
1
.026 .842
**
.789** .810** .778** .773** .810** 1 .796** .773** .791** .817
**
.723**
Sig.
(2-
tailed
.910 .83
3
.794 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000

73RESEARCH PAPER
)
Sum
of
Squar
es and
Cross
-
produ
cts
1.340 1.1
40
4.280 93.8
60
78.580 92.88
0
80.44
0
85.300 89.32
0
114.
040
87.46
0
84.58
0
83.02
0
97.3
20
79.46
0
Covar
iance
.014 .01
2
.043 .948 .794 .938 .813 .862 .902 1.15
2
.883 .854 .839 .983 .803
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Importa
nce to
the
needs
Pears
on
Corre
lation
.035 .10
9
-.005 .781
**
.779** .807** .778** .776** .769** .796*
*
1 .737** .774** .799
**
.773**

74RESEARCH PAPER
of the
consum
ers are
given
Sig.
(2-
tailed
)
.731 .28
0
.961 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
es and
Cross
-
produ
cts
3.910 5.6
10
-.780 83.8
90
74.670 89.12
0
77.56
0
82.450 81.68
0
87.4
60
105.7
90
77.67
0
78.23
0
91.6
80
81.79
0
Covar
iance
.039 .05
7
-.008 .847 .754 .900 .783 .833 .825 .883 1.069 .785 .790 .926 .826
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Value is Pears -.041 -.04 -.064 .804 .816** .852** .775** .840** .772** .773* .737** 1 .773** .810 .756**

75RESEARCH PAPER
given to
develop
a
healthy
relation
ship
on
Corre
lation
8 ** * **
Sig.
(2-
tailed
)
.687 .63
4
.527 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
es and
Cross
-
produ
cts
-4.570 -
2.4
70
-
9.940
85.9
70
77.910 93.76
0
76.88
0
88.850 81.64
0
84.5
80
77.67
0
104.9
10
77.79
0
92.6
40
79.67
0
Covar -.046 -.02 -.100 .868 .787 .947 .777 .897 .825 .854 .785 1.060 .786 .936 .805

76RESEARCH PAPER
iance 5
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Satisfac
tory
effort is
being
made to
establis
h a
good
relation
ship
Pears
on
Corre
lation
-.003 .07
3
-.086 .760
**
.795** .753** .764** .765** .790** .791*
*
.774** .773** 1 .813
**
.774**
Sig.
(2-
tailed
)
.976 .47
2
.393 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
es and
Cross
-
-.330 3.5
70
-
12.86
0
77.9
30
72.790 79.44
0
72.72
0
77.650 80.16
0
83.0
20
78.23
0
77.79
0
96.51
0
89.1
60
78.23
0

77RESEARCH PAPER
produ
cts
Covar
iance
-.003 .03
6
-.130 .787 .735 .802 .735 .784 .810 .839 .790 .786 .975 .901 .790
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Trust
level
Pears
on
Corre
lation
.014 .09
2
-.028 .806
**
.785** .818** .800** .819** .812** .817*
*
.799** .810** .813** 1 .781**
Sig.
(2-
tailed
)
.889 .36
4
.781 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000
Sum
of
Squar
1.720 5.1
20
-
4.760
93.8
80
81.640 98.04
0
86.52
0
94.400 93.56
0
97.3
20
91.68
0
92.64
0
89.16
0
124.
560
89.68
0

78RESEARCH PAPER
es and
Cross
-
produ
cts
Covar
iance
.017 .05
2
-.048 .948 .825 .990 .874 .954 .945 .983 .926 .936 .901 1.25
8
.906
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
Overall
Satisfac
tion
level
Pears
on
Corre
lation
-.027 .01
2
-.005 .753
**
.747** .780** .738** .757** .760** .723*
*
.773** .756** .774** .781
**
1
Sig.
(2-
tailed
)
.786 .90
7
.961 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000

79RESEARCH PAPER
Sum
of
Squar
es and
Cross
-
produ
cts
-3.090 .61
0
-.780 80.8
90
71.670 86.12
0
73.56
0
80.450 80.68
0
79.4
60
81.79
0
79.67
0
78.23
0
89.6
80
105.7
90
Covar
iance
-.031 .00
6
-.008 .817 .724 .870 .743 .813 .815 .803 .826 .805 .790 .906 1.069
N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed)

RESEARCH PAPER 80
The correlation table clearly shows that majority of the elements of customer
relationship management is positively correlated with the elements of customer retention. The
average correlation value is 0.7 and it is significant at two tailed. The two tailed test has
assisted in understanding the direction and degree of relationship between both the variables.
The Pearson’s correlation clearly shows that customer satisfaction and customer loyalty is
directly linked to the quality of service provided by the organization.
4.1.4 Cross tabulation
Tier of consumers * Call centre provides best possible service Crosstabulation
Count
Call centre provides best possible service Total
Strongl
y agree
Agree Neutral Disagre
e
Strongl
y
Disagre
e
Tier of
consumers
Tier 1 10 10 3 0 2 25
Tier 2 6 6 2 0 1 15
Tier 3 4 10 1 1 1 17
Shop and
Ship
6 10 2 0 1 19
Cash
Custome
rs
8 12 1 2 1 24
Total 34 48 9 3 6 100

RESEARCH PAPER 81
The cross tabulation between the type of consumers and their opinion on the
respective topic does not have significant implication. There is no difference in behaviour
pattern among the consumers and there is even spread across the population. The cross
tabulation has not been able to derive any significant result from the data.
Tier of consumers * satisfaction with outlet representatives Crosstabulation
Count
satisfaction with outlet representatives Total
Strongl
y agree
Agree Neutral Disagre
e
Strongl
y
Disagre
e
Tier of
consumers
Tier 1 8 12 3 2 0 25
Tier 2 4 8 2 1 0 15
Tier 3 6 8 1 2 0 17
Shop and
Ship
6 10 2 1 0 19
Cash
Customers
8 12 1 1 2 24
Total 32 50 9 7 2 100
The cross tabulation between the type of consumers and their opinion on the
respective topic does not have significant implication. There is no difference in behaviour
pattern among the consumers and there is even spread across the population. The cross
tabulation has not been able to derive any significant result from the data.
Tier of consumers * Satisfaction with courier services Crosstabulation

RESEARCH PAPER 82
Count
Satisfaction with courier services Total
Strongl
y agree
Agree Neutral Disagre
e
Strongl
y
Disagre
e
Tier of
consumers
Tier 1 10 10 3 0 2 25
Tier 2 4 8 2 0 1 15
Tier 3 8 6 1 1 1 17
Shop and
Ship
6 10 2 0 1 19
Cash
Customers
13 7 1 2 1 24
Total 41 41 9 3 6 100
The cross tabulation between the type of consumers and their opinion on the
respective topic does not have significant implication. There is no difference in behaviour
pattern among the consumers and there is even spread across the population. The cross
tabulation has not been able to derive any significant result from the data.
Tier of consumers * good experience with sales employees Crosstabulation
Count
good experience with sales employees Total
Strongl
y agree
Agree Neutral Disagre
e
Strongl
y
Disagre

RESEARCH PAPER 83
e
Tier of
consumers
Tier 1 10 10 3 2 0 25
Tier 2 3 9 2 1 0 15
Tier 3 4 10 1 1 1 17
Shop and
Ship
8 8 2 1 0 19
Cash
Customers
9 11 1 1 2 24
Total 34 48 9 6 3 100
The cross tabulation between the type of consumers and their opinion on the
respective topic does not have significant implication. There is no difference in behaviour
pattern among the consumers and there is even spread across the population. The cross
tabulation has not been able to derive any significant result from the data.
Tier of consumers * Recommend company services to friends, family and
acquaintances Crosstabulation
Count
Recommend company services to friends, family and
acquaintances
Strongly
agree
Agree Neutral Disagree Strongly
Disagree
Tier of
consumers
Tier 1 9 11 3 1 1
Tier 2 3 9 2 0 1
Tier 3 6 8 1 1 1

RESEARCH PAPER 84
Shop and
Ship
6 10 2 0 1
Cash
Customers
13 7 1 2 1
Total 37 45 9 4 5
The cross tabulation between the type of consumers and their opinion on the respective topic
does not have significant implication. There is no difference in behaviour pattern among the
consumers and there is even spread across the population. The cross tabulation has not been
able to derive any significant result from the data.
Tier of consumers * Good experience with mobile application Crosstabulation
Count
Good experience with mobile application Total
Strongl
y agree
Agree Neutral Disagre
e
Strongl
y
Disagre
e
Tier of
consumers
Tier 1 9 11 3 1 1 25
Tier 2 8 4 2 1 0 15
Tier 3 6 8 1 1 1 17
Shop and
Ship
10 6 2 1 0 19
Cash
Customers
10 10 1 1 2 24
Total 43 39 9 5 4 100

RESEARCH PAPER 85
The cross tabulation between the type of consumers and their opinion on the respective topic
does not have significant implication. There is no difference in behaviour pattern among the
consumers and there is even spread across the population. The cross tabulation has not been
able to derive any significant result from the data.
Tier of consumers * Excellent delivery service Crosstabulation
Count
Excellent delivery service Total
Strongl
y agree
Agree Neutral Disagre
e
Strongl
y
Disagre
e
Tier of
consumers
Tier 1 12 8 3 1 1 25
Tier 2 9 3 2 0 1 15
Tier 3 6 8 1 1 1 17
Shop and
Ship
8 8 2 1 0 19
Cash
Customers
11 9 1 1 2 24
Total 46 36 9 4 5 100
The cross tabulation between the type of consumers and their opinion on the
respective topic does not have significant implication. There is no difference in behaviour
pattern among the consumers and there is even spread across the population. The cross
tabulation has not been able to derive any significant result from the data.

RESEARCH PAPER 86
4.1.5 Regression analysis
Regression
Model Summaryb
Mode
l
R R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change
df1
1 .883a .780 .769 .500 .780 66.737 5
Model Summaryb
Model Change Statistics
df2 Sig. F Change
1 94 .000 2.186
a. Predictors: (Constant), Trust level, Importance to the needs of the consumers are given , Value
is given to develop a healthy relationship, Satisfactory effort is being made to establish a good
relationship, Excellent delivery service
b. Dependent Variable: Recommend company services to friends, family and acquaintances
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression 83.288 5 16.658 66.737 .000b
Residual 23.462 94 .250
Total 106.750 99

RESEARCH PAPER 87
a. Dependent Variable: Recommend company services to friends, family and
acquaintances
b. Predictors: (Constant), Trust level, Importance to the needs of the consumers are
given, Value is given to develop a healthy relationship, Satisfactory effort is being
made to establish a good relationship, Excellent delivery service
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) .126 .117 1.081 .282
Excellent delivery
service
.069 .094 .071 .731 .466
Importance to the
needs of the
consumers are given
.185 .092 .184 2.018 .046
Value is given to
develop a healthy
relationship
.427 .091 .423 4.681 .000
Satisfactory effort is
being made to
establish a good
relationship
.059 .100 .056 .592 .555
Trust level .208 .098 .225 2.132 .036

RESEARCH PAPER 88
a. Dependent Variable: Recommend company services to friends, family and acquaintances
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.07 4.68 1.95 .917 100
Residual -1.022 .926 .000 .487 100
Std. Predicted Value -.955 2.977 .000 1.000 100
Std. Residual -2.045 1.853 .000 .974 100
a. Dependent Variable: Recommend company services to friends, family and
acquaintances
Charts
Regression analysis is used to develop a model to depict the relationship among two
or more variables. In this scenario, linear modelling has been used to establish the
relationship between customer relationship management and customer retention. The value of

RESEARCH PAPER 89
Multiple R is 0.883 which measures the correlation between the variables and the study
shows that there is strong positive correlation between the variables. R square is the
coefficient of determination which measures the goodness of fit of the model developed in
the research. R square also measures the explaining capability of the independent variable.
The value of R square is 0.780 which is almost close to 0.8 and the value of the good of fit is
high at 0.8. The histogram and the normal probability plot show that the data follows
standard normal distribution and the data plotted in the graph also follows a linear pattern.
This means that there is positive relationship between the variables in the research. It has also
been seen concluded that customer relationship management can explain 78% of the
characteristics of the independent variable, customer retention. The F statistics has shown that
value of F is less than 0.05 which means that the null hypothesis can be rejected and the
alternative hypothesis can be accepted.
4.2 Qualitative analysis
Questions Comments
1. What are the challenges you face while “In majority of the cases, we face challenge in

RESEARCH PAPER 90
developing effective relationship with the
consumers?
coping up with the needs of the consumers and
the new technological development in the
industry”
“We mainly face issues in continuously
innovating the services provided by us. It is
tough to bring about rapid changes as economic
implications are high in these scenarios.”
“We face difficultly in understanding the
changing needs of the consumers as it the
industry has become quite fast paced.”
“In majority of the cases, we face challenge in
coping up with the needs of the consumers and
the new technological development in the
industry”
“We mainly face issues in continuously
innovating the services provided by us. It is
tough to bring about rapid changes as economic
implications are high in these scenarios.”
2. What is the role of technology in CRM
implementation?
“CRM is itself a technological tool used to
effectively communicate with the consumers.
Technology facilitates in developing effective
software that improves the relationship with the
consumers.”
“Technology and CRM goes hand in hand and
it helps in streamlining the business processes.
It also helps in improving the profitability of the
organization “
“Technology is a key component of customer

RESEARCH PAPER 91
relationship management and it helps us to stay
connected with the consumers. We even
understand the needs and wants of the
consumers based on the data acquired through
CRM tool and assists in effective decision
making.”
“CRM is itself a technological tool used to
effectively communicate with the consumers.
Technology facilitates in developing effective
software that improves the relationship with the
consumers.”
“Technology is a key component of customer
relationship management and it helps us to stay
connected with the consumers. We even
understand the needs and wants of the
consumers based on the data acquired through
CRM tool and assists in effective decision
making.”
3. What are the methods you use while training
employees in effective customer handling?
“ We provide varied skills to our employees but
we mainly focus on improving the soft skills of
the employees and handling clients under
pressure situation. “
“ We provide varied skills to our employees but
we mainly focus on improving the soft skills of
the employees and handling clients under
pressure situation. “
“We provide varied skills to our employees but
we mainly focus on improving the soft skills of

RESEARCH PAPER 92
the employees and handling clients under
pressure situation. “
“We provide varied skills to our employees but
we mainly focus on improving the soft skills of
the employees and handling clients under
pressure situation. “
“We provide varied skills to our employees but
we mainly focus on improving the soft skills of
the employees and handling clients under
pressure situation. “
4. What is the role of CRM in customer
retention?
“CRM is one of the key aspects of retaining the
existing consumers and developing effective
relationship with new consumers in the market.
CRM improves the trust level and satisfaction of
the employees which enhances the relationship
between both the parties.”
“Customer retention is enhanced by the CRM
activities developed by the organization. It
facilitates in gaining data on customer
behaviour. “
“CRM is one of the key aspects of retaining the
existing consumers and developing effective
relationship with new consumers in the market.
CRM improves the trust level and satisfaction of
the employees which enhances the relationship
between both the parties.”
“Customer relationship management is one of
the effective tools for improving the satisfaction

RESEARCH PAPER 93
level and loyalty of the consumers.”
5. How does the data collected through CRM
processes help the business entity in enhancing
the relationship with the consumers?
“The data collected through CRM is used to
analyse the behaviour of the consumers and
their needs. We use CRM to streamline the
processes and continuously improve logistics.”
“The data collected through CRM is used to
analyse the behaviour of the consumers and
their needs. We use CRM to streamline the
processes and continuously improve logistics.”
“The data collected through CRM is used to
analyse the behaviour of the consumers and
their needs. We use CRM to streamline the
processes and continuously improve logistics.”
“The data collected through CRM is used to
analyse the behaviour of the consumers and
their needs. We use CRM to streamline the
processes and continuously improve logistics.”
“The data collected through CRM is used to
analyse the behaviour of the consumers and
their needs. We use CRM to streamline the
processes and continuously improve logistics.”

Questions Codes
1. What are the challenges you face while
developing effective relationship with the
consumers?
Time constraint, rapid change in external
environment and customer need
2. What is the role of technology in CRM
implementation?
Streamlining overall processes, Collecting
consumer data
3. What are the methods you use while training
employees in effective customer handling?
Soft skill training, customer handling techniques
4. What is the role of CRM in customer
retention?
Positive relationship, directly proportion,
improves customer loyalty and satisfaction
5. How does the data collected through CRM
processes help the business entity in
enhancing the relationship with the
consumers?
Analysing the behavioural patterns of the
consumers

Chapter 5: Conclusion
Objective 1: To explore the impact of customer relationship management on customer
retention
The findings of the study have clearly shown that there is positive relationship between
customer retention and customer relationship management. The value of Multiple R is 0.883
which measures the correlation between the variables and the study shows that there is strong
positive correlation between the variables. R square is the coefficient of determination which
measures the goodness of fit of the model developed in the research. R square also measures the
explaining capability of the independent variable. The value of R square is 0.780 which is almost
close to 0.8 and the value of the good of fit is high at 0.8. The histogram and the normal
probability plot show that the data follows standard normal distribution and the data plotted in
the graph also follows a linear pattern. This means that there is positive relationship between the
variables in the research. It has also been seen concluded that customer relationship management
can explain 78% of the characteristics of the independent variable, customer retention. The F
statistics has shown that value of F is less than 0.05 which means that the null hypothesis can be
rejected and the alternative hypothesis can be accepted.
Objective 2: To recognize the issues in customer relationship management process of Aramex
As per the statements made by the managers, “We mainly face issues in continuously
innovating the services provided by us. It is tough to bring about rapid changes as economic
implications are high in these scenarios.” This shows that time, flexibility, continuous innovation
and economic capital are few aspects which is keeping the customer relationship management

from being fully effective in the market. The company requires flexibility and high investment
so that they can develop effective technology that would improve the overall process of adapting
to the change in the consumer pattern.
Objective 3: To recommend effective customer relationship management strategies to Aramex
for retaining customers
The report has provided following recommendation to improve the CRM process based
on the issues identified and the responses of the consumers:
 It is essential to communicate rapidly and effectively to adapt to the changes in the
working environment. It has often been observed that the business experts are not very
accustomed of giving rapid feedback to the customers due to their inefficiency in
management kill. In this kind of situation, the customers are not getting proper feedback
from the customers. However, this very specific study has focused to make detailed
overview on how business experts in providing rapid and prompt communication have
dealt with the customers effectively. In order to maintain proper customer relationship,
the managers intend to make direct and rapid feedback to the customers in order to
maintain brand identity and brand image.
 It is key to maintain the quality of the services offered by the organization. It has been
observed that service and product quality is one of the most important factors due to
which customers tend to use the services. It has been stated that the organization on the
other hand becomes successful in gaining image and reputation. While running the entire
process of business in various geographical boundaries the business experts have to focus
on providing good quality of services. Along with providing good quality of services, the

business experts instruct the customers to deliver the products within stipulated deadline.
In addition, quality service is always helpful in increasing the business wings in different
geographical boundaries as well.
 The organization needs to increase the efficiency and customer orientation of the services
provided by the organization. Effective customer service implies meeting deadline of
delivering products. Customers do not like to receive late delivery especially in the
shipping industry. Therefore, the business executives would have to be professionally
trained so that they can deliver the services within proper time. With the help of
providing effective response to the customers, the service providers can make a good
rapport with each other. If the delivery executives do not become very much responsive,
the customers start to lose their trust on the organization. Therefore, the business experts
would have to be very much flexible in delivering the services within proper deadline.
 The organization needs to monitor and analyse the return on investment of customer
relationship. After implementing different strategies on CRM, the business experts have
to analyse the result or feedback by using ROI analysis. If the result is predicted as
positive, the business experts can continue with the CRM strategy in future in quest of
achieving business aims and objectives.

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