Central Queensland University: BUSN20019 CRM and Business Success

This research report investigates the connection between Customer Relationship Management (CRM) and organizational success. The study utilizes a qualitative methodology, primarily relying on secondary data analysis to explore the impact of CRM on customer engagement and satisfaction, and subsequently, on business performance. The report includes an executive summary, table of contents, introduction, justification of the topic, research aims and questions, a critical literature review, and detailed explanations of the data collection methodology, including tools used. The findings, presented descriptively, reveal a strong correlation between CRM practices and improved organizational outcomes, emphasizing customer engagement. The report discusses these findings in light of the existing literature, offering recommendations, acknowledging limitations, and concluding with a comprehensive overview of the research's significance. The study underscores the importance of CRM in fostering customer relationships and driving overall business growth.

DATA COLLECTION AND FINDINGS 1
DATA COLLECTION AND FINDINGS
Student’s Name
Professor’s Name
Institution
Course
Date

DATA COLLECTION AND FINDINGS 2
Executive summary
The essentiality of research is seen in its ability to provide evidence that helps in
answering research questions. The research that was conducted was aimed at revealing the truth
about the relationship between business success and CRM. The method that was utilised in the
collection of data was systematic analysis. The main concentration was on secondary data. To
make sure more detailed data was collected, the qualitative research method was utilised. The
reasons for collecting the data and also conducting the research were outlined. The findings
demonstrated that there is a close connection between CRM and organisational success. When
the customers are engaged by an organisation, they feel as part and parcel of the organisation,
and that affects their purchasing habits. Their satisfaction rate increases and that is an advantage
to an organisation. Considering the success of an organisation is affected by the attitude of
customers, when they are engaged, they engage in activities and habits that promote the growth
of an organisation because a positive attitude has been fostered. The research collected all
relevant material, but in the future, it would be better to conduct research that depends on
primary data.

DATA COLLECTION AND FINDINGS 3
Table of contents
Introduction…………………………….……………………………………………..……...5
Justification of topic………………………....………………………………………..….……5
Research aim……………………………………………………………………………………5
Research questions……………………………………………………………..………………6
Critical literature review…………………………………………………………….………….6
Data collection methodology………………………………………………..…………..………8
How the Data was collected……………………………………………….………..…………..9
Tools for collecting data………………………………………………….……………………10
Reasons for Collecting Data……………………………………………..……….…………….13
Findings from your secondary data and analysis (qualitative data)…….……….……….…….13
Descriptive finding for RQ1…………………………………….………………………..…….13
Themes………………………………………………………………………….…….….……..13
Descriptive finding for RQ2………………………………………………………….….……..14
Themes……………………………………………………………………….……….….……..14
Discussion of findings in light of your previously reviewed literature………….……..………14
Discussions of findings for RQ 1……………………………………………….…………..….14

DATA COLLECTION AND FINDINGS 4
Discussions of findings for RQ 2………….……………..……….………………………....…16
Recommendations……………………………….……….……….…………………………….17
Limitations……………………………………….……….…….……………………………….18
Conclusion………………………………………….………….………………………………..18
References………………………………..……………………..………………………………20

DATA COLLECTION AND FINDINGS 5
Introduction
CRM is a practice that is embraced by many organisations globally, and this is because of
its ability to impact businesses positively. The practice focuses on the relationship between the
customers and the organisation. CRM promotes customer satisfaction, and this is because
customers feel as part and parcel of the company. When the satisfaction of customers is
increased, customers support the company in terms of purchasing and advising. The research will
be focusing on the impacts that CRM has on the success and performance of an organisation.
Justification of topic
Customers are essential stakeholders in an organisation. An organisation can become
successful or a failure based on the relationship between a customer and an organisation. One of
the main reasons why organisations are operational is to make profits (Krishna and Ravi, 2016).
Profits are made through sales of goods and services, and the targeted persons are the customers.
In this respect, it is apparent that when an organisation establishes a specific relationship with the
customers, it is likely to succeed or fail based on the type of the relationship (Wang and Kim,
2017). Considering that customers play a vital role in the success or failure of an organisation,
there is a need for an organisation to come up with strategies of promoting customer satisfaction.
CRM comes in place to identify some of the best ways of looking into the expectations of the
customers through established relationships (Navimipour and Soltani, 2016). The topic is
important to any business student or business person. The reason behind it is because the topic
focuses on areas that are affecting businesses. In this respect, the topic is worth research.
Research aim

DATA COLLECTION AND FINDINGS 6
The research has a purpose of identifying the connection that is present between and the
success and productivity of an organisation. The way an organisation deals with its customers
affects the attitude of the customers (Ruivo, Oliveira, and Mestre, 2017). Business is promoted
when there are interactions between the customer and the company. Therefore, when the
relationships of the customers and the company are mended, there are possible effects. The
customer relationship theory points out that any relationship between the customers and the
organisation has its effects (Tzokas, Kim, Akbar, and Al-Dajani, 2015). In this respect, the
research comes in place to make sure that data is collected and analysed with the main aim of
knowing the connection that is present between customer relationship theory and organisational
success.
Research questions
1. What is the role of CRM in a successful business organisation?
2. How does customer satisfaction gained through the CRM system affect organisational
success and performance?
Critical literature review
Nyadzayo and Khajehzadeh (2016), state that the relationship between an organisation
and customers is essential to the success of the organisation. Customers are the main pillars of an
organisation, and this is because if customers were not present, an organisation would not find a
market for its goods and services. Organisations that have realised the need to practice CRM
have benefited in different ways. The first way is through customer engagement and
participation. Customers are the consumers of an organisation's goods and services (Thakur and

DATA COLLECTION AND FINDINGS 7
Workman, 2016). When they are engaged, they help an organisation to understand their needs
and preferences.
Rahimi and Kozak (2017) argue that CRM creates an impression on the customers, which
has a positive effect on the organisation. When an organisation is interested in relationships with
the customers, it demonstrates that its main aim is to understand the customers as opposed to
only selling to the customers. CRM is not only interested in customers when they are buying, but
it creates relationships that go beyond purchases (Tsou and Huang, 2018). The organisation that
practices the strategy establishes a continuous relationship with the customers. Most
organisations are only interested in their customers when they need customers to purchase
certain goods. Therefore, when an organisation breaks the monotony, it sends a message to the
customers that they are part and parcel of the company, and that affects the satisfaction of the
customers positively.
According to Rahimi, Köseoglu, Ersoy, and Okumus (2017), CRM is a practice that has
turned out to be a strategy that is utilised by some of the best organisations in the world. The
reason behind it is associated with the fact that it has proved to affect the success of
organisations positively. Organisations that practice CRM have added advantage to their
competitors (Zerbino, Aloini, Dulmin, and Mininno, 2018). The relationships that are established
keep the customers close to the organisation, and in most cases, customers help organisations in
knowing more about the markets. The openness that is promoted motivates the customers to
share critical information about the products of the company and the products of the competitors.
Wynn, Turner, Banik, and Duckworth (2016) agree that customers are exposed to the products of
competitors more than organisations. Therefore, they can update an organisation on the quality

DATA COLLECTION AND FINDINGS 8
and characteristics of the products of competitors, and that helps an organisation to counter-
attack the strategies of the competitors.
Diffley, McCole, and Carvajal-Trujillo (2018) agree that an organisation cannot thrive
without the contribution of the customers. Organisations that have realized that there is a need to
take care of the needs of customers are the ones that have adopted customer relationship
management practice. Different factors affect an organisation, and one of the essential factors is
associated with the customers. Alananzeh, Jawabreh, Al Mahmoud, and Hamada (2018) state
that Customer Relationship Management affects the attitudes of customers. The attitude of
customers towards the products of an organisation is significant. When customers have a positive
attitude towards the products of a company, they buy the products in plenty, and that affects the
sales of the respective company positively.
According to Johnston et al. (2018), most researchers have looked at the practice of
customer relationship management from the perspective of customers. However, the practice has
effects that go beyond the satisfaction of customers. The management of an organisation makes
decisions that should be followed by all other employees. The strategies that promote good
customer relationship management are interactions with customers and the promotion of quality
services. The employees are the ones who have been given the role of meeting the needs of the
customers. Arnold (2017) also states that when the management team demonstrates that it is
interested in making customers happy, the employees get to realize the value that the company
has towards its customer. Therefore, the employees are effective in their duties because the
company's management has already demonstrated that it values the customers. In this case, it is
evident that customer relationship management does not only affect the customers, but it
motivates the employees to serve customers well, and that increases the level of quality.

DATA COLLECTION AND FINDINGS 9
Data collection methodology
The method that was used to collect the data was the qualitative method. A qualitative
method provides more details, while a quantitative method provides more statistics. In the case
of this research, more explanations and descriptions are needed, and that means that the best way
to go is the qualitative way.
How the Data was collected
The method that was used in collecting the data was a systematic review method. The
research did not focus on collecting raw data, but instead, secondary data was collected. In a
systematic review, the findings of other researchers are compiled and analysed to answer the
provided research questions. In research, the credibility, authenticity, reliability, and relevance of
data are essential. Therefore, it is always fundamental to make sure that the process of collecting
data is not compromised (Anshari, Alas, Yunus, Sabtu, and Hamid, 2015). Different strategies
are used to make sure that credible data is collected in a systematic review. The three
considerations that were made during the collection of data were themes, relevance, and
credibility. When it came to themes, the data that was collected was aligned to the themes of
customer and organisation relationships. The main reason for doing so was to make sure that the
data that was collected was in line with the research questions.
Relevance was considered from the perspective of the time that the findings were
published. The materials that were targeted in this case were articles, reports from well-known
organisations, and books. All the materials had to be published in the last ten years to make sure
that the data would be updated (Soltani and Navimipour, 2016). The landscape of the business
world is changing, and that means that some of the business theories that were embraced twenty

DATA COLLECTION AND FINDINGS 10
years ago might be out-dated. In this case, it was important to make sure that only the most
recent materials were collected with the main aim of collecting data that could be applicable in
the modern world of business. Credibility was factored in from the perspective of the source of
the materials. The evolution that has taken place in technology affects the materials that are
available for use. Not all materials that are accessible pass the credibility test. It is important to
make sure that only credible materials are collected because this is the only way of promoting
research credibility. To promote credibility, only reports of the well-known organisations were
used. Articles that were utilised had to be peer-reviewed articles, and that helped in making sure
that only reliable and credible materials were used for the research.
Tools for Collecting Data
Content analysis was the tool that was used in collecting data for the research. The
following table shows the analysis of the data that was collected. In this case, it is essential to
note that this is a systematic analysis that deals with a non-numerical topic of research and
therefore the furthest the analyser can go is to rate the data that was collected in terms of
relevance, quality, uniqueness, and timeliness.
Title (Articles)
Sources of data
Uniquenes
s
Timeliness Topic
Relevanc
e
Overall
Quality
(1-5)
Diffusion of adoption of Facebook for
customer relationship management in
Australia: An exploratory study.
High Current High 5
The impact of customer relationship High Current High 5

DATA COLLECTION AND FINDINGS 11
management on tourist satisfaction: The case
of Radisson Blue Resort in Aqaba city.
Social customer relationship management and
student empowerment in online learning
systems.
High Current High 5
Fostering sustainability by linking co-creation
and relationship management concepts.
High Current High 5
Beyond the target customer: Social effects of
customer relationship management campaigns.
High Current High 5
Adopting technology for customer relationship
management in higher educational institutions..
High Current High 5
Feature Analysis of the "Customer
Relationship Management" Systems for Higher
Education Institutions.
High Current High 5
Can revenue management be integrated with
customer relationship management?
High Current High 5
Multidimensional appraisal of customer
relationship management: integrating balanced
scorecard and multi criteria decision making
approaches.
High Current High 5
Evolutionary computing applied to customer High Current High 5

DATA COLLECTION AND FINDINGS 12
relationship management: A survey.
The impact of cost, technology acceptance, and
employees' satisfaction on the effectiveness of
the electronic customer relationship
management systems.
High Current High 5
Implementing customer relationship
management (CRM) in the hotel industry from
organizational culture perspective: case of a
chain hotel in the UK.
High Current High 5
The antecedents of customer loyalty: A
moderated mediation model of customer
relationship management quality and brand
image.
High Current High 5
The effect of Customer Relationship
Management systems on firm performance.
High Current High 5
Big Data-enabled customer relationship
management: A holistic approach.
High Current High 5
Reasons for Collecting Data
Two reasons motivated the collection of data in this research. The first reason was
associated with answering the research questions. In any research, there are research questions