Analyzing CRM Strategies to Enhance Etisalat's Market Share in Telecom

This report examines the critical role of Customer Relationship Management (CRM) in maximizing the market share of Etisalat, a leading telecommunications company. It begins with an introduction to CRM, emphasizing its significance in building and maintaining customer relationships across various business functions. The report provides a background of Etisalat, highlighting its mission, vision, and the importance of customer-centric strategies. It explores the relationship between CRM and market share, detailing how effective CRM enhances customer service, reduces costs, and attracts new customers, ultimately boosting revenue and market share. The research problem focuses on the importance of CRM within the telecommunications sector, specifically within the organizational structure of Etisalat. The report includes research questions, aims and objectives, and a comprehensive literature review examining CRM, market share, and their interrelation. It presents a research framework, conceptual model, and factors affecting CRM success, especially within the technology sector. The report concludes with recommendations for Etisalat, emphasizing the use of knowledge-oriented CRM to improve customer relationships and organizational performance. The report also includes gaps in the literature, resource processes, philosophical approaches, research design, methods, sampling, data analysis techniques, ethics, reliability and validity measures, resource access, a research plan, and a timeline for thesis submission.

Running head: MANAGEMENT
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Name of Student:
Name of University:
Author Note

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Table of contents
Introduction......................................................................................................................................2
Research problem........................................................................................................................3
Aims and significance of the study..............................................................................................4
Research questions.......................................................................................................................4
Literature review..............................................................................................................................4
Research framework....................................................................................................................4
Understanding Customer relationship management (CRM).......................................................6
Customer relationship management as well as the knowledge management..............................8
Relation among CRM and market share......................................................................................8
Recommendation highlighting use of CRM to increase market share........................................9
Gap in the literature...................................................................................................................10
Resource Process...........................................................................................................................11
Philosophical approach..............................................................................................................11
Research design.........................................................................................................................11
Research methods......................................................................................................................11
Sampling....................................................................................................................................12
Data analysis technique.............................................................................................................12
Ethics.........................................................................................................................................13
Reliability and validity measures...............................................................................................13
Resource Access for primary and secondary data.........................................................................13
Research plan and timeline of thesis submission..........................................................................15
References......................................................................................................................................17

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Introduction
Customer relationship management consists of the creation, maintenance and strengthening of
the robust client as well as other stakeholder interactions. Customer Relation Management
involves all of the departments of the companies to work in collaboration with Marketing as a
customer service team and also to build customer loyalty at many levels, from economic to
social, technical and legal standards (Makena and Munyoki 2012). For a long time, retail
companies have had difficulty trapping their clients and retaining them. This has led to the
expensive marketing and comprehensive marketing strategies of most companies. Customer
Relationship Management allows the firm to establish or maintain communication with its
clients.
Background of the company
Established in more than four decades ago at UAE and headquartered in Abu Dhabi, Etisalat has
emerged as the first telecommunication service provider of the country. Currently it is one of the
leading telecom groups at the emerging markets. The current market cap of the company is
around $40.3 billion. The mission and the vision of Etisalat group is to drive the digital future
towards the empowerment of the societies. The three main factors followed by Elisalat includes
the customer, relationship and management. Etisalat works towards the attainment of higher
energy level among the employees for nurturing the customers with the best telecommunication
service possible.
These are the necessary organizational requirements that needs to be established to enhance
customer motivation, customer preservation and acquisition for the right customers of Elisat for

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targeting an increase in the share of the market. The relevance of choosing this particular
organization for the research study includes the target to identify the factors within CRM that can
help this leading telecom company to maximize its share in the global market.
Relation between CRM and market share
Customer relations management assists organizations in identifying key customers and the
importance of preserving them for their future exchanges followed by mass production, active
customer service and paying attention to its satisfaction. This will reduce costs, attract new
customers and thus boost the revenues. This results in maximizing the market share. CRM
enables organizations to provide customers with better services (Sibanda and Ndhlela, 2018).
The above system offers more opportunities for sale and is more effective, responds time and
improves the quality of customer service, understands the marketing unit and enhances the
patterns of customer compliance, addresses a unique opportunity to offer its customers and
enables the company ultimately to decide how to interact (Ghalandari 2018). The customer
relationship management of an organization can positively contribute towards maximizing
market share of a company. This research paper aims to identify the factors by which CRM
contributes positively towards increasing the market share of Etisalat in the global market.
Research Problem
Today, the production of mixed marketing products (product, price, locations and promotion) in
a different environment and transactional marketing cannot be sufficient on its own. In the light
of the organizational structure of Etisalat in Dubai, the customer relationship management play a
very important role within the background of telecommunication platform. This is connected to
the probability of increased sales, profitability and reduction of the operational costs of the

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telecommunication field. In Etisalat, good and effective customer relationship management tends
to impacts the goals and the market share of the organization.
Research question
What is the role of Customer Relationship Management in maximizing the market share of
Etisalat?
Aims and significance of the study
The objective of this research study is to determine the importance of the role of customer
relationship management tool towards maximizing the market shares in one of the major
telecommunication industry in Arab, Etisalat.
The objectives of the research are as follows.
 To understand how CRM is implemented in Etisalat.
 To identify the relation between market share and customer relationship management at
Etisalat.
 To analyze the function of CRM over the market share of Etlisalat.
 To provide recommendations for Etisalat highlighting how CRM can be used to expand
its market share.
Literature review

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Research framework
Etisalat in Arab aims to build the total quality management and some of the strongest strategy for
the identification of the weakness, the opportunities, the risks and also the strength of the
organization towards CRM and improving the market share of the telecommunication industry.
In the context of understanding CRM and its impact over the market share, the
telecommunication industry follows the process of the planning as well as the degree for
achievement of the planned goals of the organization.
From the organizational context of Etisalat, the company needs to focus on three major factors –
1) client, 2) connection, 3) management governance
Customer: The customer's current profit and the potential development of the company is the
only cause. Technology within the organization offers the capability to differentiate and handle
clients.
Connection: The business and its customers communicate in two directions in the Etisalat, these
are prolonged communication and interactions. Although customers are positive about the
corporation and its product lines regarding the telecommunication services, they are very
situational in their buying behavior (Taleghani, Nasiriziba and Mozhdehi 2012).
Management Governance: CRM is not just a marketing department activity but involves ongoing
changes in heritage and procedures relevant to the technology field of Etisalat. In the technology
organization, Etisalat and its employees, CRM demands a significant change to maximize market
share of the organization.

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The conceptual Map
The conceptual framework model is the structure including the factors of importance that Etisalat
needs to apply within the context of the organization. The planning and the implementation of
marketing together with customer retention, technological advancements and learning and
growth are the factors Etisalat much apply for the aim of achieving the rise of its market share.
Customer relationship management (CRM)
As a combination of people, procedures, and specified technology, customer relationship
management is the belief and strategic planning of customer relations by focusing on the
development and retention of customers, and aims to optimize the balance by achieving a desired
Customer Relationship
Management (CRM)
Marketing planning and
implementation capacity
Customer Retention Rise of Market Share
Technological
Advancement
Growth and Learning

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balance between the investment of a significant enterprise and customer satisfaction
(Tamošiūniene and Jasilioniene 2007). In the context of Etlisalat, the leading telecom industry,
Customer relation management is crucial since it will enable the organization to accomplish its
business goals by providing robust functionality towards marketing tips and sales management.
Belonging from the technology sector, Etisalat will gain sustainable competitive advantages,
uncovering needs of the customer followed by the rise in profitability by the factors of CRM.
Factors effecting CRM
Successful CRM requires expertise in the following eight areas specifically in the
telecommunication industry at the field of technology sector:
 Strategy —formulate a plan to make the client base an investment with value proposals
for customers. This involves determining targets and assets for customer interactions.
 Vision — Generate an overview of what a client-centric company would feel like to
construct a sustainable business stance based on values identified, conveyed and
embodied by the brand of the business in the telecommunication field (Abomaye-
Nimenibo, Samuel and Effiong 2019).
 Collaboration in the organization — changed cultures, organizational constructions and
actions to guarantee collaborative efforts by staff, associates and vendors for client
importance.
 Valued customer experience - enabling clients to receive constant importance through the
business's products and relationships and attain the required business place.
 Information — Collect and route the correct information to the proper location.
 Technology — Information and data management, customer-oriented apps, IT and
technology facilities.

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 Processes — Managing efficiently not only client lifecycle procedures, for instance,
accommodation of the latest clients, management of requests and complaints and
retrieving missed clients
 Metrics — Measurement of CRM success and failure, both internally and externally. As
Gartner reports, distinct companies will have advanced to various stages in each of these
construction blocks.
Source - Tamošiūniene and Jasilioniene (2007)
The above factors are essential for a telecommunication industry to maximize its profits. In the
context of the organizational performance of Etisalat, the technology plays a very vital role.
According to Maggon and Chaudhry (2018), customer relationship management in a
telecommunication industry can not survive without technology. Technology serves as one of the
major partner to catering the requirements of the customers of the company. Etisalat needs a
perfect vision, strategy, collaboration and process of organization and the evolution of
technology to gain positive effects for establishing its business in the global market.

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Market Share
Badran (2019) have illustrated market share as the percentage of the market (explained in the
terms of revenue) that is accounted for by the means of a specified identity. Market share is also
interpreted as the measurement of the organizational ability for predicting market dynamics
together with the requirements of the targeted customer base. Anshari et al. (2018) in his
research illustrated market share as one of the valid measures of the marketing performance and
the key indicator of the competitiveness of an organization. The highest possible market share is
deeply rooted within the formulation and the achievement of the organization’s objectives which
projects a relation among market share and profitability.
The market share of Etisalat reflects the contribution of the marketing expenditure towards the
value of its stakeholders. It is the measure of the productivity of the marketing of the
organization that is linked to the overall profitability of the telecom industry.
Relation among CRM and market share
CRM skills in the technology sector have been developed on the basis of two central values:
first, it is a kind of evaluation which examines customer relationships that look over them more
than just a collection of distinct links (Feng, Morgan and Rego 2017).
However, the CRM capability of Etisalat with great capacity should be appreciated from the
point of perspective of earnings growth and the telecom organization should use their sources to
attract clients and apply their potential abilities for profitability in the upcoming days. Etisalat
needs to improve their understanding and experience and sharing it with clients, thereby reducing
product and service costs more. This will lead to an increasing amount of clients being retained
by competition, higher CRM capacities and a reduction in the price of service, resulting in

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skilled clients of the products and facilities of Etisalat. The telecom industry, Etisalat can
obviously improve their profit by the speed at which the median price of customer service is
successively reduced. Concerning the response of clients to the product of rivals at non-
purchasing rates, businesses with excellent CRM capacities will help in maximizing the market
share of Etisalat in the global telecom market.
Recommendation highlighting use of CRM to increase market share
Kumar, Lahiri and Dogan (2018) in their research paper recommended how it is helpful and
essential to acquire, retain and share understanding for the business in the technology sector. The
client relationship leadership method can be considered as a method of understanding linked to
an enormous volume and scope of information (Alrubaiee et al. 2017).
It is recommended for Etisalat to use different techniques for the leadership of information.
Thakur and Workman (2016) define knowledge-oriented client relationship management as
client knowledge leadership for Etisalat to enhance relationships and group effectiveness of
organizational profit and market share. Customer relationship management based on knowledge
is essential for Etisalat as a strategy or a solution based on technology. It is furthermore
important to note that knowledge leadership and client interaction management is an essentail
determining factor for Etisalat. Mass of customer information, using fresh technological
instruments, will definitely contribute to business possibilities of Etisalat, resulting in increasing
competitive benefits.

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Gap in the literature
The above review of the research discusses the variables and the critical component of the
customer relationship management, which are essential for Etisalat to maximize its profits and
market share. The variables that has been discussed in the light of the organization, Etisalat
includes strategy, vision, exeperince of the customers, collaboration of the organization,
technology, information, processes and metrics. The literature highlights the importance of the
implementation of these factors within an organizational context towards the achievement of
high profitability and market share in global market.
Etisalat has been of the top telecommunication industry in Arab. The company has gained certain
competitors and has been facing certain challenges lately. Towards the maximization its market
share at the global market, Etisalat lacks certain factors affecting its customer relationship
management process. This research aims to fulfill the gap of the practice or the implementation
of the above stated variables that Etisalat should follow for targeting its maximization of market
shares.
Resource Process
Philosophical approach
The philosophy of research is one set of convictions. In this research study, Interpretivism
philosophy will be used for accentuating the research issue related to Etisalat in Arab. This
research philosophy will assist the researcher in evaluating the current business situation in
Etisalat, which will give the study process a broader view. The investigator will choose the
philosophy of interpretivism research for contributing towards the investigation of the subject in
a logical and critical manner. While conducting the research on Etisalat, the interpretivism

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philosophical approach will help in gain of in depth approach regarding the perception of people
towards CRM and market share. This method will help the researcher to understand the similar
objective reality at different methods.
Research design
For comprehensive data on the subject of studies, the analytical or descriptive method of study
layout is always preferable, and the investigator will also use the same model in this research
study. The investigator will thus get a thorough insight into the different theories and other data.
This research study will use descriptive research design since this technique will also make the
researcher more critical of his study subject. While conducting research over Etisalat, descriptive
research design will help to analyze issues and non-quantified topics. This research design will
help the researcher to identify the association between the variables of study.
Research methods
The primary data has been the details that the investigator will collect through the different
studies as well as the surveys for this research. This is because the aggregate primary data is very
authentic and gives the research a stronger strategy. The secondary data is the knowledge already
printed or in some other form accessible. For this research study, the secondary data will include
current information from the Etisalat’s customer relationship management, the organizational
motive and the market share of Etisalat. Both techniques of compilation were used by the
researcher. The investigator will use the facts and statistics from numerous sources such as
journal papers and verified publications for this method of research. Moreover, study sources
will also used in any type of documents or problems released at the organization, Etisalat.

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Sampling
The investigator should understand their target participants, who are suitable for studies, for this
sort of sample method. The investigator will use the non probability technique of sampling to
conduct this study.
The sampling technique that will be used in this research study is non probability sampling
because only the employees from the department of the customer support in Etisalat and the
managers of the organization will be taken into account for the research study. In order to gain a
view on the impacts of Customer relation Management on the development of the technology
sector, the investigator will select a number of employees from the Etisalat who are currently
employed within the organization. The sample size will include employees, IT managers of the
organization. The researcher will use purposive sampling technique to select the managers and
employees from the department of customer support in Etisalat at Arab.
Data analysis technique
For this particular research study, the researcher will depend on qualitative analysis for this
investigation. The reason why the researcher will chooses qualitative data analysis is that it will
qualitatively analyzes the relation among the variables. Customer relationship management and
market share in the light of the organizational structure of Etisalat in Arab. Qualitative data
analytics will be helpful for the researcher to understand how CRM can be helpful in increasing
market share of Etisalat in Arab. The tools that the researcher will utilize for the analysis of the
data are statistical analysis of the questionnaires, surveys and the evaluation of multiple ordinal
data.

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Ethics
The investigation was performed under rigorous ethical supervision, and the investigator took no
such intervention to undermine the legal procedure of carrying out this investigation. During the
process of survey, no one of the participants were confronted with any form of compulsory study
involvement. In addition, the investigator also held in mind that the study was performed solely
for scholarly operations, and it was not a marketing act of any kind. There was no logo or
symbol of Etisalat in the survey paper.
Reliability and validity measures
The author will use reliability analysis to assess consistency, accuracy, repeatability and
confidence of studies in order to prevent a theoretical and random error (Snyder 2019). Validity
and reliability in the research will increase transparency and reduces the chances of inserting
researchers into quality research. The researcher will do a thorough reliability and validity
evaluation that involves an evaluation of techniques for the collection of information for all
secondary data. It will show the level of its absence (fault-free) and thereby ensure coherent
cross-time measurements throughout the different elements in the technique of studies. The
author will use "Inter-rater reliability"; the relationship between the ratings of two or even more
independent evaluators. The sort of validity that will be evaluated during this study is the validity
to calculate two scores: the size of the market of business organization and the organization's
customer relationship.
Resource Access for primary and secondary data

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The researchers will obtain primary data from individuals working in Etisalat and staff
who are conscious of the method of customer relations. The operating experts in the Etisalat shall
be interviewed. The completed questionnaire will be accessible, and the opinions of each sample
will be taken into account. Data analysis and the results, along with suitable suggestions, will be
performed on the basis of their responses. In addition, the investigator will also depend on the
research's secondary sources.
Some of the arrangements that have been made for accessing the primary data for this research
study includes the collection of survey data via online and offline. The researcher of the study
will prepare the survey questionnaire both online and offline and distribute it among the samples
of the research. Furthermore, the researcher will also conduct one to one interview session to
record the opinion of the employees regarding market share, the profit line of the business
organization and customer relationship management. The secondary data will be collected from
online resources, scholarly journals and the official reports of Etisalat, Dubai.
Research plan and timeline of thesis submission
Major Stages or activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Selection of the topic of research 
Submission of research proposal  
Confirmation of proposal 
Creation of layout for final research   
Collection of the data  

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Review of the literature  
Appropriate research technique
Interpretation and analysis of data
 
Data Findings 
Limitations and Recommendations 
Conclusion of the Study  
Final Project Submission  
Figure - The Time Horizon (The Gantt Chart)
The first month will be used with assistance if there are several secondary papers and books. The
investigator shall use this time to gather expertise on the subject chosen. Following this phase,
the investigator shall conduct an appropriate literature review. In the fourth month, the primary
data will be gathered. The researchers shall, at this moment, retrieve the secondary data and
extract the primary data in the phase. Until the third month, the study method will proceed. The
study will be prepared to draw suitable findings from the studies undertaken by this moment.
Finally, the investigator will write the final closure of the study venture in the sixth month.

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