CRM System for Mall Management A Second Review Report (Submitted by Dineshkumar V, Roll No: 1007MBA0329, Reg No: 68310100138) 1 NEED FOR THE STUDY
The objective is to study the importance of CRM system on mall management and to know why business people are shifting to CRM applications. Also in this business world the customer is the superior to all. So to study on how to attract new customers and to sustain the existing customers to our business.
2.1 PRIMARY OBJECTIVE
The primary objective of CRM is to provide the entire organization with a complete, 360-degree view of the customer, no matter where the information resides or where the customer touch-point occurred. Today, many businesses manage different aspects of customer relationships with multiple information systems, which weaken customer service and ultimate reduce total sales potential. To realize the benefits of CRM, it is important to have an integrated solution across all customer information systems, tying together the front and back offices for a complete view of customers in order to service them better.
2.2 SECONDARY OBJECTIVE
The second main objective of the CRM is view our process and make corrections on the procedures that are followed in the organization in dealing with the customers. To solve a small problem of a customer the organization will go for complex procedures. But with the help of the CRM we can reduce this and will give a better solution to the customers.
3.1 RESEARCH DESIGN:
A Research design is purely and simply the framework and plan for the study that guides in collection and analysis of data. It is a blue print for a complete study.
3.1.1 TYPE OF RESEARCH DESIGN:
In this study he researcher used both exploratory type of research design and Analytical type of research design. Exploratory type of research design is used to explore the possibility of implementing CRM in Shopping Malls and analytical type of research design is used to analyze the effectiveness of CRM in maintaining the relationship with the customers.
3.2.1 AREA OF STUDY:
The research work is carried out in leading Malls in Chennai. The respondents were shop owners and customers to shops who use CRM system.
3.2 QUESTIONAIRE DESIGN:
3.2.1 RESEARCH INSTRUMENT:
The research instrument used for the study is structured questionnaire. A structured questionnaire consists of set of questions arranged in a sequenced manner in order to extract the viewpoint of respondents to the subject/problem under study. The questions in the questionnaire are of both open ended and close ended type. The type of questions is Dichotomous, Multiple-choice type, Likert scale type and Ranking type questions. 3.3 SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique of procedure, the researcher adopts in selecting the items for the sample. Sampling may be defined as the selection of some part of an aggregate of totaling of the basis of which a judgment or inference about the aggregate of totaling is made. The sample has been restricted to shop owners who hired the shops from malls and the customers.
3.3.1 POPULATION FOR THE STUDY
The researcher used Chennai region for his study. The population for this study is around 100 shop owners from leading malls and 400 customers. 3.3.2 SAMPLING UNIT
Shop Owners and customers visiting the malls to purchase various items were taken as the sampling units.
3.4 STATISTICAL TOOL AND TECHNIQUES:
3.4.1 PERCENTAGE ANALYSIS
It is used to give a tabulated representation of the respondent’s viewpoint Percentage = Number of Responses / total number of respondents x 100. 3.4.2 ONE SAMPLE RUN TEST
This test is used to test the randomness of...
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