A Research Project on Digital Technology and CRM Software in Morrison

This research project investigates the use of digital technology and Customer Relationship Management (CRM) software within Morrison. The study aims to explore the implications of CRM software, analyze its relationship with Morrison's growth, and ascertain its advantages and disadvantages. The research includes a literature review examining CRM, digital technology, and their impact on businesses. The methodology involves an interpretivism philosophy, an inductive approach, and a descriptive research design. Primary data collection through surveys of Morrison managers, using a random sampling method, is planned. Qualitative data analysis, including the creation of themes and charts, will be employed. A Gantt chart outlines the project's timeline, covering research topic selection, literature review, methodology drafting, proposal finalization, data collection, analysis, and the completion of the final report. The project emphasizes the significance of digital technology in enhancing business operations and customer relationships, particularly within the retail sector.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................5
Reference.........................................................................................................................................9

INTRODUCTION
In the present era, there is huge competition among the corporation as every one requires
to gain effective success and profitability in the competitive business environment. For perform
in well manner, firm adopt effective strategies and practices that support company in compete
with rival. Digital technology is one of the impressive source that helps in increasing speed of
business operation and quality of services (Silverman, 2016). digital technology consolidates all
kind of electronic equipment and applications that use information in the firm of numeric code.
In the modernized advancement, all electronic apparatus use the information in sort of numerical
code. This information is generally in combined code. Code that can be addressed by string of
only two numeric character. The present report provides the detail knowledge and understanding
about the digital technology and its various method that used in the business enterprise.
Researcher has main aim is to explore the use of customer relationship management software
in Morrison. In order to address the mentioned aim researcher have developed various
objectives regarding the customer relationship management software and its significance
within business firm.
Research Aim
'”To explore the use of customer relationship management software in Morrison”
Research Objective
 To explore implication of customer relationship management software.
 To analyses the relationship between customer relation and growth of Morrison.
 To ascertain advantage and disadvantages of customer relationship management.
Research Questions
What is the meaning of digital technology ?
What are different customer relationship management software ?
What are different advantage and disadvantages of customer relationship management ?
Rationale of the study
At the season of determination of the exploration subject, a few parts have influenced the
analyst. One of the central point is scientist enthusiasm for the said subject. As researcher needed
to get the detail information and comprehension about the advanced innovation and its effect
upon the deals inside retail division. By utilization of this examination subject, specialist can

explore the few channels of the advanced innovation that is the reason this point has been chosen
by researcher.
Significance of the study
Customer relationship management can be defined as revolving process in which companies try
to interact more with consumers in order to identify their needs and requirements. It supports in
providing satisfactory services to customers so that they feel satisfied.
LITERATURE REVIEW
According to the view of Yuksel, Yuksel and Bilim, (2010) CRM is an approach of the
overseeing and keeping up the organization cooperation and association with potential clients. In
this perspective, data has been accumulated from different correspondence stations like
organization's site, email, phone, live visit, advertising material, online networking and so on
client relationship administration is a framework under which association and client can create
solid relationship.
According to the view of Yoshida and James, (2010) in the hospitality sector, there are
various kinds of software an application are available that is used to improve customer
relationship management. By help of developing customer relationship management, corporation
can easily develop healthy relations with customer and identify their requirement regarding the
product and services. Thus, it can be said that digital technology helps to business firm in large
manner through which it can easily connect with customer and increase their business process,
marketing, advertisement and promotion activities. In the opinion of Taylor, Bogdan and
DeVault, (2015) social media and its various channels are major sources in the digital
technology that assists to corporation in developing effective customer relationship.
By drawing in with online networking, organization can without much of a stretch recognize real
prerequisite of clients in regards to administrations and enhance its current execution of business.
Online networking advertising serves to clients likewise in getting learning and data about
administrations and things. On these stage, client can put input and audit and other client can
undoubtedly read. Along these lines, one might say that at the season of obtaining ware and
administrations, web-based social networking organizations in impacting administration clients
buying choice. By help of web-based social networking organization put a few posts, pictures,
video, joins and so on with respect to item and administrations through which client can get
detail information and set their observation in regards to the same. By observing alluring

pictures, pictures, recordings and so forth of item and administrations client's obtaining choice
can impact. Consequently, one might say that with help of said channels purchasers choice of
acquiring item and administration impact. Moreover, with help of these channels, client can get
other administration clients surveys, criticism and feeling in regards to item and administrations.
This causes them in taking the choice with respect to acquiring of item and administrations.
The customer relationship management software and applications is developed with help of
digitalisation. Thus, it can be said that for develop healthy relationship with buyers, corporation
have to use several applications of the CRM. Internet, WiFi, Social media, mobile, laptop etc are
the technology which included in the digital technology that assists in connecting people with
each other. By help of these technologies, company can get touch with customer and identity
their requirement regarding product and services.
According to the view of Smith, (2015) there are various kinds of the customer
relationship management software and systems available within the company. The operational
kind of CRM system considers on using software applications which aid incorporate the various
sets of information available on each customer into useful file. In addition to this, sales force
automation system assist to employees in developing report, scheduling calls, mailing etc within
the business enterprise. In the opinion of Ryu, Lee and Gon Kim, (2012) analytical and
collaborative is another very important software and application of customer relationship
management that assists in analyse customer information and develop strategies of marketing.
The collaborative system of CRM is designed to improve the customer experience.
RESEARCH METHODOLOGY
Research Methodology plays a very significant role in the entire research through which
scholar can address the right outcome about entire study. It refers to the techniques through
which information is collect, analyse and interpret in effective manner. By help of several
methods associated with research methodology, scholar can obtain the solution of research
problems. In the present study, for explore the use of customer relationship management
software in Morrison, scholar will apply several methods of research methodology which
are discussed below-
 Research Philosophies- Research philosophies is considered as belief of the
investigator related to the selection and analysing of the information. There are two
types of philosophies that are interpretivism and positivism. For the present research

interpretivism philosophy will be used by the scholar. It will help in collecting
information which is specific to the topic and effective in order to reach the aims of
the present research.
 Research Approach- Research approach is known as the plan for which a systematic
procedure is undertaken in order to carrying out the study. There are two types of
approach inductive and deductive. The present research is based on exploring the use
of customer relationship management software in Morrison therefore inductive
approach will be used by the scholar. It focusses on collecting the specific information
first then move toward the general one. It help in linking the general information with the
specific information which assist in providing valid outcome.
 Research Design- Research design is known as the strategy of collecting and
presenting the information in an systematic manner. There are three different types of
research design that are descriptive, exploratory and explanatory. For the present
research descriptive research design will be used. In this all the population which is
covered in the study will be covered in the topic. Reason for selecting this design is
that it proven to be effective in respect to carry out research in an effective manner.
 Data collection- Data collection is another one of the significant method in the
research methodology that assists in collecting information about the subject. In the
absence of data collection, it is impossible to carry out research. There are major two
sorts of data collection method that is primary and secondary data collection. In the
primary data collection, scholar can collect information from the survey, interview,
observation etc. On the other hand in the secondary data collection, scholar can
collect data from the books, journal, online blogs, articles etc. In the current thesis,
with help of primary data collection, individual will address the aim of study. In this
primary data collection, researcher will conduct survey of 10 managers of Morrison.
 Sampling- It is also significant method in research methodology by which some
group of people will select for data collection. Researcher will random sampling
method under which 10 managers of Morrison will select for data collection.
 Data analysis: After collecting the information it is important to analyse it in an effective
manner. There are two techniques which can be considered for evaluating the information
that are qualitative and quantitative. The present research is based on exploring the use

of customer relationship management software in Morrison, therefore qualitative
technique will be considered by the researcher. In qualitative all the information is
presented in non-numerical form. It is effective at the time when large amount of
information is not required to consider for the study.
In this different themes and charts will be prepared by an investigator on the basis of
results. Reason for selecting this technique is that it will help in presenting the findings in
an effective and systematic manner.
Gantt chart
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Reference
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality
Management, 24(2), pp.200-223.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality
Management, 24(2), pp.200-223.
Silverman, D., 2016. Qualitative research. Sage.
Smith, J.A., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods:
A guidebook and resource. John Wiley & Sons.
Yoshida, M. and James, J.D., 2010. Customer satisfaction with game and service experiences:
Antecedents and consequences. Journal of sport management, 24(3), pp.338-361.
Yuksel, A., Yuksel, F. and Bilim, Y., 2010. Destination attachment: Effects on customer
satisfaction and cognitive, affective and conative loyalty. Tourism
Management, 31(2), pp.274-284.