Customer Relationship Management in Iloilo City, Philippines

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Customer Relationship Management in Small and Medium Sized Enterprises in Iloilo City and Its Effect on Customer Satisfaction

A Research Proposal
Submitted to
The Faculty of the Dept. of Business
College of Business and Accountancy

By:
Ronel Abdallah, Jr.
Jose Francel Celda
Nathan Labatorio, Jr.
Glayzee Galaraga
Tristian Silvederio
John Mark Villanueva
Criscel Almeñana

Acknowledgements

We would like to thank our dear God for giving us the strength to complete this challenging yet fruitful task.

We would also like to thank our dear teacher, Mr. Lucelle A. Larawan for teaching us this subject and with his encouragement we were able to comply with our requirements.

We would also like to thank our good friends for their time and support in this study.

Last but not the least, we would like to our parents who have suffered our long hours of absence from home uncomplainingly, thank you for all the support. Without their support, the completion of this research seemed impossible.

Table of Contents
Page
ACKNOWLEDGEMENTS ……………………………… ii TABLE OF CONTENTS ……………………………… iii ABSTRACT ……………………………… v

CHAPTER 1INTRODUCTION
1.1Background of the Study ………………………......... 1 1.2Problem Statement …………………………………… 2 1.3 Specific Objectives …………………………………… 3 1.4 Hypothesis …………………………………………….. 3 1.5Theoretical and Conceptual Framework ………….... 4 1.6 Operational Definition of Variables ………………….. 6 1.7 Significance of the Study ……………………………... 7 1.8Scope and Limitations ………………………………… 8

CHAPTER 2 REVIEW OF RELATED LITERATURE
2.1Introduction ……………………………………………. 10 2.2 Customer Relationship Management ……………… 10 2.3 Need for CRM ………………………………………… 11 2.4 Nature and Scope of CRM …………………………... 12 2.5Types of Customers ………………………………….. 14 2.6 CRM based on Emotion ……………………………… 15

CHAPTER 3METHODOLOGY
3.1Research Designs ……………………………………. 17 3.2...
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