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Research Proposal 1
Heading: Research Proposal
Your name:
Course name:
Professors’ name:
Date
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Research Proposal 2
Introduction
Many small and even big business organizations spend a lot of time and money in looking for the
most suitable strategies of improving their performances. With the stiff competition that these
organizations face, there is a great and urgent need of identifying best ways of differentiating
their products and services, so as to enhance their competitive advantage; hence improved
performance. Some of the ways of enhancing business performance include promotional
activities that include personal selling, trade fairs, exhibitions, sales promotion, advertisement,
free gifts, social media network marketing. Another significant way is the use of Customer
Relationship Management (CRM) approach. Therefore, this research paper seeks to find out how
the use of the CRM strategy helps in the improved performance of a business organization, and
ultimate realization of goals and objectives.
Research problem
In this research project, the study question is how the use of CRM strategy can help in the
improvement of business organizations’ performance.
Aim
The research project has an aim of investigating on how the employment of Customer
Relationship Management (CRM) approach can improve the overall performance of a business
organization.
Objectives
The research project intends
To identify the effectiveness of CRM in business firms
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Research Proposal 3
To find out how the use of CRM strategy is beneficial in the enhancement of business
performance
To investigate on the popularity CRM usage in business firms
To study how customer retention and attraction is affected by the use of CRM by
business organizations
To establish the effect of using the CRM strategy on the customer relationships in
business environment
Rationale
This research project is worth conducting at this point as an attempt to bring to an end numerous
problems that face both big and small business firms. Every business organization in the world is
trying increasing its sales and profiting levels. Some spend huge amount of money in conducting
marketing campaigns, such as, social media marketing, sales promotion, trade fairs and
exhibitions, personal selling, and free offers and gifts. Nevertheless, these approaches do not
seem to have much positive results to companies as they fail to cope with stiff competition. In
fact, some firms end up closing down or collapsing due to large amount of losses that they make,
as well as failing to achieve their set objectives and goals (Suresh 2002, pp. 3-10).
Customer relationships management is a new approach that some companies have discovered as
one of the most suitable ways of improving their performances and attainment of their goals.
This seems to be one way in which any business in the world can increase its profits through
capturing a broader market than its competitors (Atos Origin, 2002, pp. 2-12). The research,
therefore, intends to investigate on the possible ways in which the employment of the CRM
strategy promotes a company’s performance and effective achievement of objectives and goals.
Design
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Research Proposal 4
This research project intends to use a qualitative research design in order to collect sufficient
information that will enable the research team achieve all the objectives. Some of the data
collection methods that the research will adopt include observation, interviews, focus groups,
and use of questionnaires.
Literature review matrix
Reference
Objectives
Main conclusions
Quality
Implications for
project
Title:
Customer Relationship
Management
Author:
Atos Origin
http://es.atos.net/NR/rdon
lyres/9C826F13-D59C-
456B-AC57-
416E686A4C30/0/crm_w
p.pdf
To find out
how CRM is
beneficial to
businesses
-Effective use of CRM
approach enables firms in
the identification of high
value clients and serving
them in a manner that will
promote their loyalty
-use of CRM improves
firm’s performance by
effective satisfaction of
customer needs, and
expectations
-CRM has a historical
perspective and analysis
of the existing and
prospective clients; hence,
Good
Organizations ought
to use CRM to
improve its
performance
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Research Proposal 5
reducing the search and
correlation of customers
and prediction of their
needs efficiently and
increased business
Title
Why do Customer
Relationship
Management
Applications Affect
Customer Satisfaction?
Authors
Mathas, S, Krishan, &
MS, Fornell, C 2005,
Journal of Marketing vol.
69, no. 3. pp. 201-209
To identify
the possible
effects of
CRM on
customer
satisfaction
in a business
firm
-CRM has every detail of
each client; thus, making
it easy for an organization
to track a client
accordingly and determine
which of them is
profitable and who is not.
-enables a company to
focus and concentrate on
every consumer
separately. This is because
it deals with both existing
and prospective clients
Good
CRM should be
employed so as
enhance
identification and
satisfaction of clients’
needs
Title
Attachment of the client
towards the company
main lever of relational
To find out
the level of
attachment of
clients to the
-CRM strategy enables a
company to attract many
clients and retain the
already existing clients
Good
Firms should use
CRM to promote
client attachment to
them
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Research Proposal 6
Marketing.
Authors:
Pop, NAL 2005,
Marketing-Management
magazine, vol. 1, no. 85,
pp. 1-26.
company
through improved services
and satisfaction of needs
Clients whose needs are
identified and effectively
met by an organization
tend to stick to the
company; they remain
loyal to the organization
-efficient dealing with all
clients and offering them
what they really enhances
their customer
satisfaction.
Consequently, this
improves the level of
business and eventual
increase in profit turnover
Title:
Realizing business
Benefits through CRM:
Hitting the right target in
The right way.
To
investigate
how CRM
benefits a
business in
-CRM plays a significant
role in extending
marketing through
utilization of IT; hence
making it viable
Good
CRM should be used
so as to enhance
business performance
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Research Proposal 7
Authors:
Goodhue, DL, Wixom,
BH & Watson, HJ 2002
MIS Quarterly
Executive, vol. 1, no. 2,
pp. 79-93.
terms of
identifying
the right
target market
throughout different
clients
-enables a company know
customers needs and
expectations, and meeting
them effectively
-allows a company to
offer clients extraordinary
services; hence improving
its performance
Title
Customer Relationship
Management; An
Opportunity for
Competitive Advantage
Author:
Suresh, H 2002, pp. 3-
10.
http://www.ahmadsubagy
o.com/download/crm/CR
M_opportunity_to_comp
etetive_advantage.pdf
To establish
how CRM
usage
businesses
enhances
their
competitive
advantage
-CRM allows a firm an
opportunity to understand
and differentiate its clients
effectively
-enhances the acquisition
and retention of clients;
hence improved
performance and
achievement of objectives
and goals
-CRM allows the
development and
Good
Firms should use
CRM to enhance
their competitive
advantage
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Research Proposal 8
customization of its
operations
-CRM promotes
interaction and delivery of
clients and goods and
services respectively
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Research Proposal 9
References
Atos Origin, 2002, Customer Relationship Management, Pp. 2-12.
http://es.atos.net/NR/rdonlyres/9C826F13-D59C-456B-AC57-416E686A4C30/0/crm_wp.pdf
Goodhue, DL, Wixom, BH & Watson, HJ 2002, ‘Realizing business Benefits through CRM:
Hitting the right target in the right way’, MIS Quarterly Executive, vol. 1, no. 2, pp. 79- 93.
Mathas, S, Krishan, & MS, Fornell, C 2005, Why do Customer Relationship Management
Applications Affect Customer Satisfaction?Journal of Marketing, vol. 69, no. 3. Pp. 201-209.
Pop, NAL 2005, Attachment of the client towards the company main lever of relational
Marketing’, Marketing-Management magazine, vol. 1, no. 85, pp. 1-26.
Suresh, H 2002, Customer Relationship Management; an Opportunity for Competitive
Advantage, pp. 3-10.
http://www.ahmadsubagyo.com/download/crm/CRM_opportunity_to_competetive_advantage.pd
f

Unformatted Attachment Preview

Research Proposal 1 Heading: Research Proposal Your name: Course name: Professors’ name: Date Research Proposal 2 Introduction Many small and even big business organizations spend a lot of time and money in looking for the most suitable strategies of improving their performances. With the stiff competition that these organizations face, there is a great and urgent need of identifying best ways of differentiating their products and services, so as to enhance their competitive advantage; hence improved performance. Some of the ways of enhancing business performance include promotional activities that include personal selling, trade fairs, exhibitions, sales promotion, advertisement, free gifts, social media network marketing. Another significant way is the use of Customer Relationship Management (CRM) approach. Therefore, this research paper seeks to find out how the use of the CRM strategy helps in the improved performance of a business organization, and ultimate realization of goals and objectives. Research problem In this research project, the study question is how the use of CRM strategy can help in the improvement of business organizations’ performance. Aim The research project has an aim of investigating on how the employment of Customer Relationship Management (CRM) approach can improve the overall performance of a business organization. Objectives The research project intends • To identify the effectiveness of CRM in business firms Research Proposal • 3 To find out how the use of CRM strategy is beneficial in the enhancement of business performance • To investigate on the popularity CRM usage in business firms • To study how customer retention and attraction is affected by the use of CRM by business organizations • To establish the effect of using the CRM strategy on the customer relationships in business environment Rationale This research project is worth conducting at this point as an attempt to bring to an end numerous problems that face both big and small business firms. Every business organization in the world is trying increasing its sales and profiting levels. Some spend huge amount of money in conducting marketing campaigns, such as, social media marketing, sales promotion, trade fairs and exhibitions, personal selling, and free offers and gifts. Nevertheless, these approaches do not seem to have much positive results to companies as they fail to cope with stiff competition. In fact, some firms end up closing down or collapsing due to large amount of losses that they make, as well as failing to achieve their set objectives and goals (Suresh 2002, pp. 3-10). Customer relationships management is a new approach that some companies have discovered as one of the most suitable ways of improving their performances and attainment of their goals. This seems to be one way in which any business in the world can increase its profits through capturing a broader market than its competitors (Atos Origin, 2002, pp. 2-12). The research, therefore, intends to investigate on the possible ways in which the employment of the CRM strategy promotes a company’s performance and effective achievement of objectives and goals. Design Research Proposal 4 This research project intends to use a qualitative research design in order to collect sufficient information that will enable the research team achieve all the objectives. Some of the data collection methods that the research will adopt include observation, interviews, focus groups, and use of questionnaires. Literature review matrix Reference Objectives Main conclusions Quality Implications for project Title: To find out -Effective use of CRM Customer Relationship how CRM is approach enables firms in to use CRM to Management beneficial to the identification of high improve its Author: businesses value clients and serving performance Atos Origin them in a manner that will http://es.atos.net/NR/rdon promote their loyalty lyres/9C826F13-D59C- -use of CRM improves 456B-AC57- firm’s performance by 416E686A4C30/0/crm_w effective satisfaction of p.pdf customer needs, and expectations -CRM has a historical perspective and analysis of the existing and prospective clients; hence, Good Organizations ought Research Proposal 5 reducing the search and correlation of customers and prediction of their needs efficiently and increased business Title To identify -CRM has every detail of Why do Customer the possible each client; thus, making employed so as Relationship effects of it easy for an organization enhance Management CRM on to track a client identification and Applications Affect customer accordingly and determine satisfaction of clients’ Customer Satisfaction? satisfaction which of them is needs Authors in a business profitable and who is not. Mathas, S, Krishan, & firm -enables a company to MS, Fornell, C 2005, focus and concentrate on Journal of Marketing vol. every consumer 69, no. 3. pp. 201-209 separately. This is because Good CRM should be it deals with both existing and prospective clients Title To find out -CRM strategy enables a Attachment of the client the level of company to attract many towards the company – attachment of clients and retain the client attachment to main lever of relational clients to the them already existing clients Good Firms should use CRM to promote Research Proposal Marketing. 6 company through improved services Authors: and satisfaction of needs Pop, NAL 2005, Clients whose needs are Marketing-Management identified and effectively magazine, vol. 1, no. 85, met by an organization pp. 1-26. tend to stick to the company; they remain loyal to the organization -efficient dealing with all clients and offering them what they really enhances their customer satisfaction. Consequently, this improves the level of business and eventual increase in profit turnover Title: To -CRM plays a significant Good CRM should be used Realizing business investigate role in extending so as to enhance Benefits through CRM: how CRM marketing through business performance Hitting the right target in benefits a utilization of IT; hence The right way. business in making it viable Research Proposal 7 Authors: terms of throughout different Goodhue, DL, Wixom, identifying clients BH & Watson, HJ 2002 the right -enables a company know MIS Quarterly target market customers needs and Executive, vol. 1, no. 2, expectations, and meeting pp. 79-93. them effectively -allows a company to offer clients extraordinary services; hence improving its performance Title To establish -CRM allows a firm an Customer Relationship how CRM opportunity to understand CRM to enhance Management; An usage and differentiate its clients their competitive Opportunity for businesses effectively advantage Competitive Advantage enhances -enhances the acquisition Author: their and retention of clients; Suresh, H 2002, pp. 3- competitive hence improved 10. advantage performance and http://www.ahmadsubagy achievement of objectives o.com/download/crm/CR and goals M_opportunity_to_comp -CRM allows the etetive_advantage.pdf development and Good Firms should use Research Proposal 8 customization of its operations -CRM promotes interaction and delivery of clients and goods and services respectively Research Proposal 9 References Atos Origin, 2002, Customer Relationship Management, Pp. 2-12. http://es.atos.net/NR/rdonlyres/9C826F13-D59C-456B-AC57-416E686A4C30/0/crm_wp.pdf Goodhue, DL, Wixom, BH & Watson, HJ 2002, ‘Realizing business Benefits through CRM: Hitting the right target in the right way’, MIS Quarterly Executive, vol. 1, no. 2, pp. 79- 93. Mathas, S, Krishan, & MS, Fornell, C 2005, ‘Why do Customer Relationship Management Applications Affect Customer Satisfaction?’ Journal of Marketing, vol. 69, no. 3. Pp. 201-209. Pop, NAL 2005, ‘Attachment of the client towards the company –main lever of relational Marketing’, Marketing-Management magazine, vol. 1, no. 85, pp. 1-26. Suresh, H 2002, Customer Relationship Management; an Opportunity for Competitive Advantage, pp. 3-10. http://www.ahmadsubagyo.com/download/crm/CRM_opportunity_to_competetive_advantage.pd f Name: Description: ...
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