Literature Review: CRM Strategies and Business Performance in Telecom

This literature review examines the significance of Customer Relationship Management (CRM) and its impact on business performance, particularly within the telecom sector. The review begins by emphasizing the importance of a thorough literature search, including the selection of appropriate keywords and the use of recent publications. It highlights the role of secondary research methods and the need for authentic and ethical sourcing of information. A deductive research approach is recommended for developing hypotheses and assessing existing theories, with a cross-sectional study design suggested for evaluating the impact of CRM on business performance. The review suggests that such an approach will allow for an assessment of the effect of CRM on business performance and provide insights into how to improve CRM strategies for better future performance of telecom organizations.

A literature review essentially consists of an evaluation of existing research about a particular
topic. Therefore, the first step for conducting an accurate literature review is by broadening the
search area about the chosen topic. This would help in identifying the problems faced in this
research along with its scope. As asserted by Hart (2018), choosing the right keywords helps in
narrowing down the core information required for the presenting the literature review in an
adequate manner. The next step consists of finding relevant articles regarding the management
topic. A thorough assessment of these topics would help in the identification of appropriate
models and theories through which the research could be given a strong base. This aspect
followed by critical analysis of the research materials would help in addressing the strength and
weakness of the topic of the paper.
The base of a literature review consists of a thorough analysis of existing research materials.
Therefore, it consists of various resources upon which the analysis is carried out. Publications
and another kind of written or printed information are required in the process of secondary
research method (Hamari, Koivisto and Sarsa, 2014). These publications which are used for the
purpose of the literature review should be not more than 5 years old, then only it will prove to be
reliable and valid for present use. Another one of the most important things needed to be kept in
mind that the publications regarding the given topic are needed to be authentic and are needed to
be acquired by ethical methods.
The process of deductive research approach would be the best suited for the research topic which
is stated in this section. As opined by Colucci et al. (2014), a deductive approach is best used for
the development of a hypothesis. This hypothesis helps in the assessment of the existing theory
of the given topic and aid in designing a research strategy. Not only will the deductive theory of
approach help in generalizing the research aspect for the study to a given extent but also help in
measurements of concepts in the research. Therefore, through the aid of a deductive approach, a
hypothesis about customer relationship management can be formed for the conduction of the
study.

For the given topic, the cross-sectional method would be the best for an assessment of the
research materials. As per the view of Sallis et al. (2016), a cross-sectional study focuses on
observational studies through which researchers are able to access the importance of the study.
This aspect of research would aid in understanding the important areas needed to be evaluated in
this research. Important aspect such as the positive or negative impact of customer relationship
management on business performance can be accessed through the aid of such observational
study. It would provide the scope to understand the significance CRM plays for an organization
and thus, would help in the assessment of effective solution of how the aspect could be made
better for the future performance of telecom organization.