A Comparative Case Study Investigating the Adoption of Crm

ISBN-13: 9783659416446 / Angielski / Miękka / 2013 / 68 str.

Parves Masud;Hassan Azizul

Opis

This study concentrates on Tesco and Sainsburys - two major retailers in the United Kingdom as cases. The contents are rigorously developed under the title A Comparative Case Study Investigating the Adoption of CRM - The Case of Tesco and Sainsburys. From cross comparison viewpoint, the set objectives are: first, to explore the key influential aspects of Customer Relationship Management (CRM); second, to identify the current trends of CRM adoption; third, to identify the CRM practices employed by Tesco and Sainsburys; and finally, to critically evaluate and compare the impact of the CRM policies adopted by the two retailers as cases, regarding the consumer making process. This empirical study used the mixed method that combined both qualitative and quantitative research approach. The results are unique and have indicated the importance of adopting effective CRM policies to ensure business growth and profitability.

O autorze

Masud Parves received his MBA from the Cardiff Metropolitan University, UK. He is an independent retail market analyst and currently involved in retail business development role.Azizul Hassan is an independent tourism consultant and a member of the Tourism Consultants Network of the Tourism Society, UK.