A critical evaluation of the impact of customer relationship management on customer acquisition and retention – Tesco (GC01426)
Table of Contents
1.0 Introduction.
2.0 Aims, objectives and research questions.
2.1 Research Aims.
2.2 Research Objectives.
2.3 Research Questions.
3.0 Literature Review.
3.1 Introduction.
3.2 Concepts of customer relationship management
3.2.1 What is customer relationship management?.
3.2.2 Key features of customer relationship management (CRM).
3.3 Impact of CRM on customer retention and acquisition.
3.4 CRM practices in Tesco.
3.4.1 Existing CRM in Tesco.
3.4.2 Reasons for adopting CRM in Tesco.
3.4.3 Impact of existing CRM in Tesco.
3.5 The undertaken research on the proposed research topic.
3.6 Conclusion.
3.7 Conceptual framework.
4.0 Research methodologies.
4.1 Types of investigation.
4.2 Data Collection Method.
4.2.1 Primary data.
4.2.2 Secondary Data.
4.3 Sampling Method.
4.4 Accessibility Issues.
4.5 Ethical issues.
4.6 Data Analysis Plan.
4.7 Research Limitations.
5.0 Research Time Table.
6.0 Conclusion.
7.0 References.
1.0 Introduction
Customer relationship managing (CRM) is an innovative concept in the current business world which has been disclosed as one of the effective ways of acquiring and retaining customers (Berry et al., 2009). Business organizations have been taking this concept as the top priority to build up their products and services in the marketplaces. On the other hand, customers are being benefited getting available information and knowledge of their desire products and services through relationship marketing (Weinstein and Johnson, 2011). However, as Li and Nicholls (2010) note, many organizations are still now in dilemma about the effectiveness and impact of building customer relationships in achieving their organizational goals and objectives.
The proposed research study will determine the quality of customer relationships and their impact on the consumer’s retention and acquisition based on a particular organization namely Tesco plc, UK. The study will also focus on the issues which are responsible for quality consumer acquisition and retention. As the impact of loyal consumers and the maximized profit of an organization is co-related, the proposed study will emphasize sellers and buyers relationships and management following the case study of Tesco and survey its consumer’s relationship management (CRM).
2.0 Aims, objectives and research questions
2.1 Research Aims
According to Saunder et al. (2007), research aims focus on the intention and purpose of the undertaking research work.
The aims of this research study are to critically analyze and evaluate several sorts of training and development methods practiced widely in the current business world to compare with the existing ones in the Greggs Plc. Then, the study will suggest the suitable ones for Greggs Plc to meet the current challenges of poor employee performance and sales target.
2.2 Research Objectives
Saunder et at. (2007) state that, research objectives refer to the required steps to answer the research questions and to meet the research aims and goals. Research objectives define how the research aims can be achieved.
The objectives of this research study are:
- a) To critically analyze and evaluate the widely practiced training and development methods for organizations’ staffs in the current business world
- b) To identify the merits and demerits of these training and development methods.
- c) To explore the employee training and development techniques which are being applied within Greggs Plc at this moment
- d) To suggest the appropriate training and development method for Greggs Plc to improve its frontline staff’s performance and meet sale target.
2.3 Research Questions
Research questions are identified to explore the research problems answering them to meet the research aims and objectives (Saunder et al., 2007).
The research questions of the undertaking research are:
1) What are the current staff training and development techniques widely practiced in the present business world?
2) What sorts of training and development methods are being practiced by Greggs Plc in its current business, and how are they effective in improving employee performance and sales growth?
3) How can Greggs improve its training and development programs to meet the current challenges and both organizational and individual goals.
Main question
How Tesco can improve its customer relationship management (CRM) to promote customer acquisitions and retention?
Sub-questions
- What are the key features of customer relationship management (CRM)?
- What are the influential factors of customer relationship management which can contribute to the retention and acquisition of consumers?
- What features of customer relationships is Tesco practicing in its customer retention and acquisition?
- What are the gaps between effective customer relationship features and the Tesco practices in its business?
- How can Tesco fill these gaps to improve its customer relationships?
3.0 Literature Review
3.1 Introduction
As part of the literature review, the study first has focused on CRM concepts and their key features. Then, the study has emphasized on impact of CRM on customer acquisition and retention. Next, the research has concentrated on Tesco’s present CRM practices, the reasons and their impact on them. Then, the undertaken research on CRM and its impact on customer retention and acquisition has been discussed. Following this, the study has summarised the findings. Finally, it has built up a conceptual framework.
3.2 Concepts of customer relationship management
3.2.1 What is customer relationship management?
Customer Relationship Management is the establishment, development, maintenance and optimization of long-term mutually valuable relationships between consumers and organizations (BT Consulting Julian Garrett, 2011). Successful CRM focuses on understanding the needs at the heart of the business by integrating them with the organization’s strategy, people, technology and business process (CRM UK Ltd, 2000)…………………………….
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