The Effectiveness of Information Systems at Morrison's: CRM & Database

This project investigates the effectiveness of information systems in developing customer relationship management (CRM) and database capabilities at Morrison's. It begins with an aim to analyze how information systems impact CRM and database management, followed by specific objectives including evaluating the importance of information systems, identifying different types of systems, analyzing how system adoption helps manage customer relationships, and recommending appropriate systems for Morrison's. The research employs a mixed-methods approach, using secondary data from literature reviews and primary data gathered through a survey of 15 Morrison's employees. The project outlines data collection methods, including the advantages and disadvantages of primary data. It also acknowledges project limitations, such as time constraints and sample size. The survey questions assess employee perspectives on the role and effectiveness of information systems in CRM and database management. The project concludes with a list of references, including books and journals that support the research. Overall, the project offers insights into the practical application of information systems in enhancing customer relationships and database management within a retail setting.

ASSIGNMENT
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TABLE OF CONTENTS
PROJECT TITLE............................................................................................................................1
AIM, OBJECTIVES AND RESEARCH QUESTIONS.................................................................1
SUMMARY.....................................................................................................................................1
PROPOSED DATA COLLECTION METHOD.............................................................................2
PROJECT DELIMITATIONS........................................................................................................2
SURVEY QUESTIONS..................................................................................................................2
REFERENCES................................................................................................................................4
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PROJECT TITLE
The Effectiveness of information systems at Morrison’s to develop customer
relationship management and database
AIM, OBJECTIVES AND RESEARCH QUESTIONS
Aim
To analyse effectiveness of information systems at Morrison’s to develop customer
relationship management and database
Objectives
 To evaluate important for information system for developing customer relationship
management
 To identify different types of information system for customer relationship within
organization.
 To analyse ways in which information system adoption can help n organization to effectively
manage customer relationship.
 To recommend appropriate information system that can be used for customer
relationship management and database at Morrison’s.
Research Questions
 How important information systems are for developing customer relationship management?
 What are different types of information systems that can help an organization in management
of customer relationship within organization?
 To analyse ways in which information system adoption can help n organization to effectively
manage customer relationship.
 What type of information system can be used for customer relationship management and
database at Morrison’s?
SUMMARY
For collection of secondary data different likes of literature like research papers, books,
journals, articles etc. were reviewed in order to understand research topic in a much better and
appropriate manner and can develop a base for the research. There are various kinds of
information system that can be used by organizations for management of customer relationship
and database (Azadeh and et.al., 2017). These information systems are quite effective and can
help organizations like Morrison to effectively manage their customer database and develop
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effective relationship with them. Information system like CRM can be used that works as a
database for effectively managing data related to their customers in an appropriate manner
(Badwan and et.al., 2017).
PROPOSED DATA COLLECTION METHOD
There are two types of data used within a research: primary and secondary data. Primary
data is collected by research for the first time and secondary data is a kind of data that has
already been published and is collected from books, articles, journals, newspapers etc. (Frederiks
and et.al., 2016). For this research, primary data will be collected from 15 employees of
Morrison in which a survey will be conducted.
Advantages of primary data collection method: One of the main advantages of primary data
collection method is that more up to date data can be collected and gathered (Frederiks and et.al.,
2016). It is more accurate method though much accurate and appropriate data can be collected.
Disadvantages of data collection method: This method is quite costly and time consuming as
compared to secondary data collection method.
PROJECT DELIMITATIONS
One of the main limitations of this project was time limitation and due to current
pandemic situation, it was a bit difficult to get responses of respondents within given time
period. Due to limited time period, number of respondents selected for sample were reduced so
that it becomes easier to collect response of respondents though email. Reducing sample size
further helped in collection of required data on time for research.
SURVEY QUESTIONS
1. Do you think adoption of appropriate information system can help in customer
relationship management and database?
 Agree
 Strongly Agree
 Disagree
 Strongly disagree
2. Do you think information system are effective enough that can help Morrison for
managing their customer database and information in an appropriate manner?
 Agree
 Strongly Agree
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 Disagree
 Strongly disagree
3. Does Morrison use any kind of information system for customer relationship
management?
 Agree
 Strongly Agree
 Disagree
 Strongly disagree
4. What type of information system are used by your organization currently?
 CRM
 ERP
 MIS
 Others
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REFERENCES
Books and Journals
Anshari, M., and et.al., 2019. Customer relationship management and big data enabled:
Personalization & customization of services. Applied Computing and Informatics. 15(2).
pp.94-101.
Azadeh, A., and et.al., 2017. Performance assessment and optimisation of a large information
system by combined customer relationship management and resilience engineering: a
mathematical programming approach. Enterprise Information Systems. 11(9). pp.1401-
1415.
Badwan, J.J., and et.al., 2017. Adopting technology for customer relationship management in
higher educational institutions.
Frederiks, E., and et.al., 2016. Pathways for primary data collection in EUDM. Australia:
CSIRO.
Kis, Y., and et.al., 2019, May. Development of system for managers relationship management
with customers. In International Scientific Conference “Intellectual Systems of Decision
Making and Problem of Computational Intelligence” (pp. 405-421). Springer, Cham.
Ozan, Ş., 2020. Case studies on using natural language processing techniques in customer
relationship management software. Journal of Intelligent Information Systems, pp.1-21.
Talón-Ballestero, P., and et.al., 2018. Using big data from Customer Relationship Management
information systems to determine the client profile in the hotel sector. Tourism
Management. 68. pp.187-197.
Tugiman, T., Basri, A. and Daniawan, B., 2020. Customer Relationship Management
Information System in Medika Lestari Hospitals. Tech-E. 3(2). pp.49-56.
Wang, Y., 2016, August. Database Design on Customer Relationship Management System.
In 2016 International Conference on Economics, Social Science, Arts, Education and
Management Engineering. Atlantis Press.
Zerbino, P., and et.al., 2018. Big Data-enabled customer relationship management: A holistic
approach. Information Processing & Management. 54(5). pp.818-846.
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