Loyalty and Customer Relationship Management in Tesco Plc.

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MBA
RESEARCH METHODS
Dissertation Proposal
Submission Date:12/10/2009

LOYALTY AND CUSTOMER RELATIONSHIP MANAGEMENT IN TESCO PLC.

CONTENT

PROVISIONAL TITLE……………………………………………………………...4 1. INTRODUCTION……………………………………………………………...….4 1.1. The Importance Of Customer Relationship Management………4 1.2. Retail Industry…………………………………………………………...5 1.3. Tesco……………………………………………………………………...7

2. LITERATURE OF VIEW……………………………………………………..….7 2.1. Customer service…………………………………………………….…8 2.2. Tesco’s Concept Of Relationship Management Begins And Ends With The Customer………………………………………………………....8

2.3. Customer Strategies in TESCO…………………………………...….9

2.4. Rhetoric vs. Reality……………………………………………………..9

3. RESEARCH METHODOLOGY…………………………………………….…10 3.1 Introduction…………………………………………………………..…10 3.2. Research Objective……………………………………………………10 3.2.1. Aims……………………………………………………………..10 3.2.2. Specific Objectives…………………………………………...11 3.3. Research Philosophy………………………………………………....11 3.3.1. Positivism……………………………………………………....11 3.3.2. Realism ……………………………………………………..….11 3.3.3. Phenomenology……………………………………………….11 3.4. Research Design………………………………………………………12 3.4.1. Qualitative research……………………………………..……12 3.4.2. Quantitative research…………………………………..….…12 3.4.3. Mixed methods research…………………………………….13

4. DATA COLLECTION METHODS…………………………………………….13 4.1. Secondary data………………………………………………………...13 4.2. Primary data……………………………………………………………14 4.3. Questionnaires………………………………………………………...14 4.4. Analysis Documents And Data…………………………………..…14 4.5. Method Of Data Analysis………………………………………….…14 4.5.1. Quantitative Research………………………………………..14 4.5.2. Three Approaches To The Analysis…………………….…15

4.5.3. Interpretivism………………………………………………..…15 4.5.4. Social Anthropology……………………………………….…15 4.5.5. Collaborative Social Research……………………………...15

5. CONCLUSION………………………………………………………………..…15 5.1. Form Of Presentation…………………………………………………15

6. TIME TABLE………………………………………………………………….…16

7. BIBLIOGRAPY………………………………………………………………..…17

8. QUESTIONNAIRE………………………………………………………………21

PROVISIONAL TITLE

How important are “loyalty” and “customer relationship management” in TESCO PLC.?

1. INTRODUCTION
Customer Loyalty has been one of the most misunderstood concepts of recent years (Payne, 2002). Unfortunately there is no universally agreed definition of loyalty (Jacoby and Chestnut 1978; Dick and Basu 1994; Oliver 1999). Oliver (1999) suggested that loyalty and satisfaction are linked inextricably, but also that this relation is asymmetric, arguing that although loyal customers are usually satisfied, satisfaction is an unreliable precursor to loyalty. This research seeks to define the ‘real’ meaning of loyalty in retail terms and how it differs to satisfaction.

Some loyalty Schemes are termed as a disguised from of Sales promotion. They are just another way of bribing the customers (Woolf, 1996), It’s a ‘zero sum game’ as profit margins are squeezed to run the scheme (Oliver, 1999). Handling data is like drinking water from a fire-hose (Humpy et al, 2004). Still, loyalty schemes are practiced by big retailers. This study seeks to identify the variables which help make a loyalty scheme successful

1.1. The Importance Of Customer Relationship Management
One of the most important writers and commentators on CRM is Merlin Stone. He, Woodcock, and Gamble (1999) defined CRM:

“CRM is an enterprise-wide commitment to identify your named individual customers and create a relationship between your company and these customers so long as this relationship is mutually beneficial.” (MERLIN, S., WOODCOCK, and GAMBLE, 1999).

In a business context loyalty has come to describe a customer’s commitment to do business with a particular organization, purchasing their goods and services repeatedly, and recommending the services and...
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