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Unit 5 Dissertation Proposal Level 5 Regent College


1.1 Overview of the research

Customer relationship management can be defined as a very crucial concept which is necessary to be used by every company. The main reason behind implementing this is to develop the growth and profitability of the company and enhancing the productivity as well.  If there will be good interaction between the members of company and its customers then it will be easy for the customers to get connected with the company (Eid and El-Gohary, 2013). It is the fundamental concept that of company is having a good image in market then it become very easy for them to attract large no. of customers and gain their trust as well. So, of companies will be engage in more no. of CRM activities then it will be profitable for them only.

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1.2 Rationale of the Study

The importance of Customer relationship can not be undermined in today's era. The organisation always want to know the exact relationship between the sales and profits of company with customer satisfaction and relationship. Thus it is quite important, that a proper research on these factors are conducted so that proper knowledge of the same can be made. This will help company in shaping its goods and services effectively. This study will throw light on the impact of CRM on overall profitability of Easy Jet.

1.3 Significance of Study

This study will give direction to the Company as to where necessary improvement can be made and how effective customer relationship management will enhance the profitability of company. The company will be able to devise various ways through which they can serve customers well and can achieve higher profitability in the longer run (Stahl and et. al., 2012). This will eventually help consumers as well because they will be able to know about company and its methodologies. The proper study of research will also give direction to the company and its management for building a better relation and trustworthiness. Hence it is very important to Know the significance of the study to know what outcomes can be achieved through the same.

1.4 Research Aim

“To analyse the implications of CRM activities on enhancing the business profitability. A case study on Easy Jet.”

1.5 Research Objectives

The objectives are as follows:

  • To determine the benefits of CRM activities.
  • To analyse the implications of CRM on attaining profitability for firms.
  • To assess the ways through which company's profitability can be enhanced.
  • To analyse the link between customer satisfaction and CRM activities.

1.6 Research Questions

The research questions which are prepared are as follows:-

  • How to determine the benefits of CRM activities?
  • What are the ways through which company can analyse the implications of CRM in achieving profitability?
  • What are the ways by which company's profits can be enhanced?
  • How to analyse the link between customer satisfaction and CRM activities?

1.6 Framework and analysis

Framework and analysis is considered as one of the most important part of the research process which is very helpful for the company in getting detailed information about the issues in which the whole research is conducted. This will help in drawing valid outcomes from the project as well. As per the undergoing research, in order to understand the impact of CRM in business activity, following tools and techniques are required to be considered:

Research design: It is very crucial for the investigator to choose a correct research design for their otherwise there are high chances that it may go wrong. There are various options for the researcher for selecting the research design and here the investigator has chosen descriptive research design. This is selected because here impact of CRM activities is required to analysed in easy jet and it will help them in collecting the data by making use of description of population understudy (Chiang,  2017).

Research philosophy: It can be very well understood that this research is based on a theoretical aspect since they are required to analyse the effectiveness of CRM activities. So, by following this, the researcher has chose to implement interpretivism philosophy and by this they will be able to express the benefits gained from this implementation.

Research type: The investigator is also required to identify the type of research they are doing because then only they will be able to conduct it in a proper manner. Here, they are implementing qualitative research type as they are required to make use of qualitative means for analysing the gathered data. Through this, they will be able to derive good outcomes from the collected information as well.

Research approach: This dissertation writing will be based on deductive approach as then only they will be able to derive good results from the research conducted. This will be very effective for them in collecting relevant data for understanding the importance of CRM activities in he companies (Nwokah NG, Gladson-Nwokah, Bieger and Wittmer, 2011).

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