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Loyalty and Customer Relationship Management in Tesco Plc.

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Loyalty and Customer Relationship Management in Tesco Plc.
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
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