An Investigation into the Role of Integrated Communication within Customer Relationship Management Strategy with Reference to CK Fast Foods as a Case Study

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

Fast food companies have now started to transform and re-evaluate their strategies in order to attract more customers. The use of CRM technology is on the rise within the service sector firms iin the United Kingdom, although most of the CRM programmes have failed. Followinig the footsteps of retail sector, the fast food firms have now embarked on a mission to implement an integrated CRM programme to market their wide ranging services to their existing as well as online customers, who have accessed their websites. With increasing competition, integrated CRM and multifaceted communication channels have emerged as two potential advantages for British fast food companies. This paper presents the case study of CK Foods, a leading fast food company, operating in Northeast England. In the first chapter, the researcher has presented a brief background of the company; aims and objectives; purpose; and research questions. Then follows the literature review, in which concepts related to customer relationship manangement, organisational culture, and customer centricity is presented. Methodology is presented in the third chapter, while the findings and analyses are dealt within the fourth chapter. The dissertation concludes with the fifth chapter, which provides summary, limitations, implications, and recommendations.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

About CK Fast Food Suppliers UK2

Purpose of the Study3

Problem Statement3

Aims and Objectives of the Study4

Rationale of the Study4

Research Questions5

Significance of the Study5

Organisation of the Study7

CHAPTER 2: LITERATURE REVIEW8

Theoretical Framework8

Customer Relationship Management9

Organisational Culture in Fast Food Companies13

Customer Centricity15

Customer Centricity and CRM16

CHAPTER 3: METHODOLOGY19

Research Approach19

Research Design20

Sample Selection21

Instrument22

Data Collection22

Reliability and Validity23

Ethical Considerations23

CHAPTER 4: DATA ANALYSIS25

Survey Analysis25

Discussion40

CHAPTER 5: CONCLUSION43

Summary43

Limitations of the Study44

Implications of the Study45

Conclusions47

Recommendations for Future Research48

REFERENCES50

APPENDIX61

CHAPTER 1: INTRODUCTION

Background of the Study

Customer Relationship Management (CRM), has emerged out as one of the most important topics in the field of management. With the diversification in customers' population, and their needs, companies have now started to formulate their marketing strategies, in such a way that it addresses the needs of the customers. A large number of people have migrated from their home countries to developed countries. Meanwhile, the multinational corporations - operating in retail, manufacturing, or service sectors have expanded their operations at the global level (Bolton, & Houlihan, 2005). These two factors - migration and expansion - have forced companies to adopt new ways to market their products and attract a large number of customers. In the wake of increased customer demands, companies have implemented customer relationship management ...