Effectiveness of CRM on Customer Satisfaction: Charlotte Hotel Study

This research project investigates the effectiveness of Customer Relationship Management (CRM) system implementation on customer satisfaction at Charlotte Hotel. The study includes a comprehensive literature review, outlining the importance of CRM and its benefits, such as improved customer satisfaction and streamlined business operations. The research employs both primary and secondary research methods, including surveys and data analysis, to assess the impact of CRM on the hotel's performance and customer relations. The findings reveal that while CRM is generally perceived positively, with employees recognizing its benefits and the hotel providing training, challenges such as lack of technical skills and improper planning can hinder successful implementation. The project concludes with recommendations for Charlotte Hotel to overcome these barriers and optimize its CRM strategy for enhanced customer satisfaction and business outcomes. The research project is contributed by a student to Desklib, a platform providing AI-based study tools.

Research project
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Table of Contents
P1. A research proposal that clearly defines a research question supported by a literature
review.....................................................................................................................................3
P2. Suitable research methods and approaches to primary and secondary research 300.......6
P3 Conducting primary and secondary research through use of appropriate research methods
................................................................................................................................................7
P4. Appropriate analytical tools, analyse research findings and data 1500...........................9
P5. Communication of research outcomes...........................................................................18
P6. Reflection on effectiveness of research methods...........................................................18
P7 Considering alternative research methodologies.............................................................20
REFERENCES..............................................................................................................................23
Appendix........................................................................................................................................25
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P1. A research proposal that clearly defines a research question supported by a literature review
Background of study
Customer relationship management is defined as a collection and analysis of information
which is designed for sales and marketing decision for developing understanding related to
potential customer needs. With the use of CRM software, the firm can easily determine the needs
and wants of their customers through managing and organising and tracking its strong customer's
interactions (Khodakarami and Chan, 2014). The present research is based on exploring the
effectiveness of implementing customer relationship management system on the customer
satisfaction of Charlotte hotel. Further, the hotel is operating its business operation on a small
scale where there is lack of use of digital technology. Digital technology plays the significant
role within an organisation as it helps to carry out different activities in an effective manner.
Along with this, it is one of the cost-effective methods that help in carrying out a different
business operation on time without many efforts. The customer relationship management system
is one of the effective software that can be implemented by Charlotte hotel which helps in
keeping a record of its strong customers and maintain a strong relationship with them..
Aim
To explore the effectiveness of implementing customer relationship management system
on the customer satisfaction- A study of charlotte hotel
Research objective
 To understand the importance of customer relationship management system
 To identify the effectiveness of customer relationship management system on the
customer satisfaction
 To evaluate the impact of customer relationship management system on the customer
satisfaction on the charlotte hotel
 To recommend strategies for successful implementation of customer relationship
management system
Research questions
1. What are the importance of customer relationship management system?
2. What are the effectiveness of customer relationship management system on the customer
satisfaction?
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3. What are the impact of customer relationship management system on the customer
satisfaction on the charlotte hotel?
Literature review
According to the view of Agnihotri, Dingus and Krush, (2016), customer relationship
management system is one of the effective technique that helps in managing the information
provided by customers and to maintain a strong relationship with them. CRM system is valuable
because all the information provides assist in boosting the general business goals of the firm. For
example, if sales consultants knew the specific needs and preference of their customers then it
became easy for them to deliver more personalised services for enhancing customer satisfaction
(Choudhury and Harrigan, 2014). Customer relationship management offers a wide range of
services that can benefit the firm such as weaken expense and business risk, track industry
trends, track customers habit etc. The firm can select a wide range of CRM system but in short
for getting the most insightful information it is important to select CRM system that is closely
tailored to the business goals of the firm. Within the firm, there are different types of business
activities which are carried out such as preparing the requirement of customers. Bartolacci and
Meixell, (2015) state that people have a different set of preference and it is essential for hotel
management to understand them in order to deliver quality services and enhance customer
satisfaction. Through implementing CRM technology, it can become easy for the firm to work
effectively and efficiently. Author state that it is essential to satisfy the needs and wants of the
customer on time so that they do not switch to another brand for fulfilling their needs and wants.
CRM system can help in recording the behavior of employees and identifying their requirement
through the help of which company can modify their products and services and fulfill their
requirement. For an organisation, before implementing digital technology it is essential to
provide training and development facilities to employees so that they can use new technologies
in an effective manner. However, Bull, (2010) argued that if employees are not highly skilled or
knowledgeable then it will be not easy for them to use new CRM system in an effective manner.
Therefore, it can become a barrier for a company to implement a new technology successfully. It
is essential for the firm to be careful while implementing a new technology and proper step
should be taken so that they can easily
Activities and timescales
Activit 1th 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
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y Week Wee
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P2. Suitable research methods and approaches to primary and secondary research 300
To carry out research in a right direction there are different methods, techniques, and approaches
which can be considered by the scholar. Regarding this, different research philosophy is
provided below
 Research philosophy: Research philosophy is used through which right information can
be collected for present research. It is classified into two-part interpretivism and
positivism. For the present research, the scholar will use interpretivism in order to make
the focus on objectives and the aim.
 Research design: Research design help the investigator in carrying out research in a right
direction. It is of three type that is experimental, descriptive and exploratory. Among
these, for the present research, descriptive research design will be used in order to explore
population covered in the study.
 Research approach: There is two type of research approach inductive and deductive. The
present research is based on exploring the effectiveness of implementing customer
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relationship management system on the customer satisfaction, therefore inductive
approach will be used by the scholar. As it helps in collecting specific information related
to the selected topic.
 Data collection: Both primary and secondary method will be used for collecting the
information in order to gain depth information related to the selected topic. In the primary
method, information will be collected through survey and secondary information will be
collected through books, journals and articles.
 Data analysis: When all the information is collected it is essential to properly evaluate it
in order to gain a valid outcome. For the present research qualitative method will be used
under which different themes and charts will be prepared and on the basis of its
interpretation will be done.
P3 Conducting primary and secondary research through use of appropriate research methods
To conduct research in a most prominent way, it is essentially required that one should
have better planed and strategies for conducting the research in the market. It will help them in
ascertaining the sufficient data of information through various sources. In the present research
there has been use of data collection technique on which primary and secondary methods will be
followed by the professionals. The resources have been gathered with the help of primary
techniques such as conducting the interview and sending the questionnaires. However, here the
data has been gathered and analysed bay the researcher to identify the main issues and then
necessary changes will be made to cure such obstacles. Moreover, here the primary research was
made over asking questions to the 15 employees of the Charlotte Hotel which was on the motive
of gathering the appropriate knowledge or information regarding their daily problems in
industrial operations.
Data collection:
This method helps in gathering all the relevant information from the available sources to
analyse the reason behind research problems. It is beneficial in testing the hypothesis as well as
evaluating the outcomes from the research. The research will be based on two methods such as
primary and secondary. In relation with the secondary research technique thee information about
the consumers' relationship management (CRM) will be analysed through various sources such
as books, journals, articles and internet surfing. The researchers have considers all the blogs and
articles of the critics to analyse what are the current trend, fashion as well as what are the issues
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which are being facade by a hospitality business. In accordance with Charlotte Hotel it can be
said that there are various rivalries in the environment which are challenging the operational
practices of this hotel as well as the work pressure among the employees which leads the firm in
having poor internal control (Franke and et.al., 2017). However, to ascertain the requirements of
the workforce the research has planned to organise the primary research with the help of
questionnaires which are going to be asked to 15 professionals in the Hotel.
Data analysis:
This is the process which will be helpful to the entity and the researchers to have an
appropriate solution. However, this technique helps in analysing the collected information and
conveying such outcomes to the users. Here the qualitative techniques of analysing the data has
been taken into consideration as it will be helpful in analysing the collected information as well
as making the effective decision about modifying the organisational policies and procedures
(Johnston, 2017). In this technique there is analysis was made on making the qualitative data
collection with the help of interviews, focus group examination as well as analysing various
experiments etc. Thereafter the collection of such information it will be evaluated and the new
theories will be made which will fruitful in meeting the aims and objectives.
Research Limitations:
In consideration with determining the accurate reasons and reach to the appropriate
solution which will, be helpful in highlighting the issues in hospitality sector. There are several
sources which did not studied well by the researchers as the researcher has various limitations.
There has been preparation of the questionnaires which were asked to the employees but its has
been analysed that they are not showing interest in presenting their views as well as they feel
hesitated in presenting their thoughts (Franke and et.al., 2017). The research took time of 20
weeks which was not adequate in analysing all the factors which are influencing the operational
practices of the hospitality sectors. It has been analysed that there are more issues which are not
been studied during the period as there will be requirement of more time and efforts of the
researchers to conduct the appropriate study and analysis over the facts.
Ethical consideration:
To bring the research a legal approval there is need to implement all the sources from
where the researchers has collected the details. However, to have the adequate ethical influence
there has been proper referencing form the books, journals and various online sources. It will
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give the adequate information regarding the data gathered by the professionals through various
sources (Johnston, 2017). Thus, the consideration of such source will help the study to have the
legal influence as it secure the thoughts and views of such authors who has proposed their
theories and ideas in such organisational issues.
Reliability and Validity:
In relation with the reliability and validity of the study. The researchers have made the
adequate study and analysis over these observations. The implication of the various resources
which refers to each theories and arguments help in validating the research. The data gathered
from several sources will be helpful in making the adequate analysis over the issues as well as
make the appropriate analysis of the operations (Kobelt and et.al., 2017). The collected
information belongs to the personal views and thought of such employees and they have helped
in making the fruitful study. Thus, the influence of such details has been referred to the
authenticated sources which will be helpful in making validated efforts.
P4. Appropriate analytical tools, analyse research findings and data 1500
Theme 1: Charlotte hotel used customer relationship management system
1. Does Charlotte hotel used customer
relationship management system? No. of respondents Percentage
Yes 12 80%
No 3 20%
No sure 0 0%
15 100%
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Interpretation and analysis: From the above result it is found out of 15, 12 state that Charlotte
hotel used CRM system. The hotel makes use of new technology in order to deliver quality
services and for increasing satisfaction level of customers. On the other side, 3 said that
company does not use CRM system. Therefore, it can be stated that few of the employees do not
know that company used new technology. It shows improper management of the Charlotte hotel
and lack of finance due to which CRM system is implemented and in few operations. Hence it is
essential for Charlotte hotel to need to do proper planning of finance so that all the operations of
the business can be work in an effective manner.
Theme 2: customer relationship management system is beneficial for enhancing customers
satisfaction
2. Do you agreed customer
relationship management system is
beneficial for enhancing customers
satisfaction? No. of respondents Percentage
Highly agree 5 33%
Agree 3 20%
Neutral 2 13%
Disagree 3 20%
Highly disagree 2 13%
15 100%
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Interpretation and analysis: The aforementioned chart shows that when the question asked
regarding CRM system is beneficial for enhancing customers satisfaction then out of 15, 5 are
highly agreed and 3 only agreed. It clearly shows that employees have knowledge related to
benefit of CRM system. Employees use this system in an effective manner which helps them in
improving their performance and accomplishes the goal on time. On the other side, 3 disagree
and 2 highly disagreed with the given statement. Employees who state that they do not think of
any benefit related to the use of customer relationship management system for customer
satisfaction. Due to this reason they avoid using CRM system. However, 2 among neither agreed
nor disagreed about any benefit of the customer relationship management system. Hence,
Charlotte hotel should ensure that employees are aware of these new technologies and its
benefits so that they can use them in their practices for increasing customer satisfaction. When
employees came to known about the significance of CRM system then they will start using it in
order provide quality services to customers.
Theme 3: There is positive outcome on business activities while using CRM system
3.) Do you find any positive outcome
on business activities while using
CRM system? No. of respondents Percentage
Yes 8 53%
No 5 33%
Do not know 2 13%
15 100%
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Interpretation and analysis: From the above result it is found out of 15, 8 state that there is
positive outcome on business activities while using CRM system. It means employees are aware
of how much CRM can benefit them. Further 5 think no any type of positive impact on business
activities. However, 2 do not know about the customer relationship management and its impact
on the business activities. There are different types of perception which is carried out by the
employees. From the finding it can be stated that majority of people has noticed positive impact
of CRM technology on the business activities. Hence, employees know the implication of digital
technology and how effectively it can improve Charlotte hotel performance.
Theme 4 Charlotte hotel provide training and development facility to employees regarding
the use of CRM system
4.) Does Charlotte hotel provide
training and development facility to
employees regarding the use of CRM
system? No. of respondents Percentage
Highly agree 5 33%
Agree 6 40%
Neutral 1 7%
Disagree 2 13%
Highly disagree 1 7%
15 100%
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