Customer Relationship marketing opportunities for Inspectorate International Limited (Dubai)

by

ACKNOWLEDGEMENT

I would like to thank my supervisors, friends and family, without their support this research study would not have been possible.

DECLARATION

I adjudge that the entire content of this dissertation is entirely my own work; the content used in this dissertation has not been submitted before in any educational institution and represents my own opinion.

Signed __________________ Date _________________

ABSTRACT

Customer Relationship Marketing opportunities for Inspectorate International Limited (Dubai)

By Roshni Shah

2012

One of the top priorities of marketing managers, executives and researchers is to improve their understanding of how firms, particularly service firms, can create and sustain relationships with its customers. CRM is a practice employed by companies to focus on customer satisfaction, retention and brand loyalty. After all, a company's relationship with any of its customers does not end with a business transaction. This study focuses on the use of CRM strategies and how they can help Inspectorate Dubai ensure customer satisfaction and earn more profits in the long run. The main purpose of the research is to determine whether CRM activities and practices have any consequence on customer satisfaction and loyalty in the testing and inspection sector, particularly on Inspectorate Dubai. The data was gathered using mixed research method. Both primary and secondary research method were used to collect data for the study. Secondary research was used to collect qualitative and quantitative data for the literature review and performance of Inspectorate International Ltd. (Dubai) respectively. Primary data was obtained through interviews and surveys. Interviews were conducted to explore the current CRM strategies of Inspectorate International Ltd. (Dubai) and surveys were conducted from the customers of Inspectorate International Ltd. (Dubai) to measure the CRM capabilities of the organization. The results show that there have been many changes and reforms in the system of the organization that lead to the issues regardi8ng to the consumer services management as well as consumer relationship management.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background1

1.2 Background of the Study4

1.3 Problem Discussion5

1.4 Dissertation Structure6

1.5 Statement of the Problem6

1.6 Significance of Study8

1.7 Scope and Delimitations of the Study8

CHAPTER 2: LITERATURE REVIEW10

2.1. Review of Related Literature and Studies10

2.2 Customer Relationship Marketing (CRM)10

2.3. Importance of Customer Relationship Marketing13

2.4. Benefits of CRM14

2.41. Enhance the work efficiency of the business staff, quality of work and level of sales14

2.4.2. Improving the process of decision-making15

2.4.3. Enhance the new and old customers' satisfaction and loyalty of old customers and thus expand the sales15

2.4.4. Enhance the ability of the companies identify loyal customers15

2.4.5. Information sharing16

2.5.6. Quality selling16

2.5.7. Automated output17

2.5.8. Efficient administrative support17

2.5.9. Effective management tool18

2.5. Customer Retention and Loyalty19

2.6. Summary23

CHAPTER 3: IMPLEMENTATION AND CHALLENGES OF IMPLEMENTATION24

3.1Introduction24

3.2Implementation of CRM24

3.3Customer Satisfaction and Keys to attaining Customer Satisfaction25

3.4How to implement CRM29

3.5Customers' Adoption of CRM technology30

3.6Challenges and issues of implementing CRM32

3.7Adopting the CRM35

3.8Social Media Marketing36

3.9CRM in service organizations37

Services marketing41

Relationship marketing42

3.10Implementing CRM in an organization42

Implementing Strategic customer relationship management43

3.11Levels of organizational strategy46

Competitive advantage47

3.12How to improve CRM?48

CHAPTER 4: RESEARCH METHODS49

4.1Methodology49

4.2Measurement of CRM49

4.3Research Design52

4.4Data Collection53

4.5Sampling Plan53

4.6Treatment of Data54

4.7Validity and Reliability55

4.8Data Analysis56

CHAPTER 5: RESEARCH AND FINDINGS57

5.1 Results and ...