Customer Relationship Management (Tesco)

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

The aim of the study is to find out how Tesco is maintaining and building strong CRM. The study also investigates factors that are used by this super market for satisfying its customers and tools used for managing relations with its customers. In this research study, the mixed method was used. Tesco is more concerned about their customers and their business strategies are customers' oriented. Tesco is successful in building trust among their customers and this is the positive sign for that may be one of the reasons of their success. Tesco is focusing on their customers' information and not only this, this store is properly maintaining and monitors their customers information so that they best meet their requirements and if they launch any product and service they easily connect their customers with that. This store believes that they can only earn lucrative returns on long term if their business objectives are customer driven. Tesco is taking proper measures; as soon as, they receive any complain from their customers' side. Tesco tries to formulate and maintain relations with their customers by taking proper feedback of their products and services from the customers. The correlation analysis showed that there is direct relationship between dependent and independent variables. Thus, it can be concluded that Tesco is very well maintaining customer relationship management by offering quality services and different loyalty programs.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background of the study1

1.2 Research questions2

1.3 Research aims and objectives2

1.3.1 Aims2

1.3.2 Research objectives2

1.4 Dissertation layout3

CHAPTER 2: LITERATURE REVIEW4

2.1 Introduction4

2.2 Quality Service4

2.3 Relationship marketing5

2.4 Customer Relationship Strategy and satisfaction6

2.5 Customer Relationship Management9

CHAPTER 3: METHODOLOGY12

3.1 Research Design12

3.1.1 Mixed Methodology12

3.2 Data analysis14

3.3 Research instruments14

3.4 Sampling method14

3.5 Sample size15

3.6 Research Ethics15

3.7 Reliability and Validity16

3.8 Research limitations17

3.9 Keywords used for searching research material17

CHAPTER 4: ANALYSIS AND DISCUSSION18

4.1 Statistical analysis18

4.1.1 Questionnaire analysis18

4.1.2 Correlation analysis24

Independent variables24

4.1.2.1 Dependent variable24

4.1.3 Questionnaire Analysis From Customers24

4.2 Discussion28

4.2.1 Tesco loyalty program and CRM28

4.2.2 Tesco and building CRM29

4.2.3 Statistical finding30

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS32

5.1 Recommendations35

REFERENCES36

APPENDIX39

Case study39

Tesco Clubcard39

Earning rewards39

Deals40

Integrated channels42

Questionnaire from employees43

Questionnaire from customer46

CHAPTER 1: INTRODUCTION



1.1 Background of the study

Customer relationship marketing (CRM) and relationship marketing in general are hot topics for managers and academics alike. To more accurately calculate an individual customer's value, companies have dedicated increasingly substantial budgets to computer systems and marketing programs that allow managers to have a better understanding of their customers' behavior. Grönroos, (2010, 3) over a customer's lifetime, they are likely to be exposed to any number of retention oriented relationship marketing activities. The underlying goal of all of relationship marketing is to shape the relationship with the customer such that the customer becomes a long-term, profitable customer for the ...