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Research proposal


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Table of contents

Page no

Chapter 1: Introduction

1.1 Introduction 4

1.2 Research aim and objective 4

1. The problem statement: !

1.4 Research "uestions !

1.! #ummar$ %

Chapter 2: &iterature revie'

2.1 Introduction (

2.2Conceptual frame'or) (

2. Customer relationship management *

2.4 Customer lo$alt$ +

2.4 Customer satisfaction 1,

Chapter : Research design and methodolog$

.1 Introduction 11

.2 The research process 11


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. The research philosoph$ 11

.4 -ata collection process 12

.! #ampling techni"ue 12

.% #ample si e 1

.( The research ethics 1

.* The reliabilit$ and validit$ of the research 'or) 1

Chapter 4: Timetable and resources

4.1 Project budget and resources 1!

4.2 Project budget and resources 1!

4. Project Time plan 1%

Reference 1(


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Chapter 1: Introduction

1.1 Introduction:

At present competitive business world it is important for the business organisation to follow

certain principles and concepts towards the attainment of the organisational objective. It will

enhance the company to compete with the other competitors in the same industries.

According to the previous researchers and theorist the competitive advantage can be definedas the ability for the organisation to offer better quality product and services in comparison

with the other computers in the current marketplace. At present due to the advancement of

competition customer relationship management and customer loyalty has became a

significant determinant for the business organisation. In this study the researcher will focus

upon the significance of customer relationship management to increase customer loyalty in

fast food sector in context of Subway astham branch !". In addition to the researcher will

also reflect upon the significant determinants of customer satisfaction which is relatedtowards the utilisation and achievement of the research objective.

1.2 Research aim and objective:

In this research work the researcher aimed to investigate and analyse the importance of

customer relationship management towards the attainment of customer loyalty in context of

!" fast food sector.

Research objective#

$. %o examine the factors of customer relationship management &'R() in !" fast food

industry.

*. %o review the level of customer loyalty and customer association in !" fast food industry.


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+. %o evaluate the importance of importance of customer relationship management &'R()

and customer royalty towards the success of !" fast food industry.

,. %o make recommendations to improve customer loyalty program in Subway.

1. The problem statement:

According to the professionals /0en and #u 2,,4 the problem statement and objectives of

customer requirements in context of !" fast food sector has became increasingly evident at

present period. In addition to it is also observed by 3ruen et al. /2,,, that the customerrelationship management is considered to be the strategic asset for each and every

organisation and customer satisfaction is the starting point to define the objectives of the

business. In order to increase the return rate the positive relationship can create customers

higher commitment in the context of !" fast food sector. (oreover it is also observed that

the fast food industries are increasing their investments in order to improve the perceived

value and customer service quality for their potential customers in order to achieve customer

satisfaction and customer loyalty. In addition to Choi and Chu/2,,1 it is also observed that

the long term relationship between the customer and the company is becoming progressively

important because of the customer association and customer loyalty as well as the retention of

the existing customers. %herefore it will result in better relationship between the customer

and the company. -n the other hand it is also observed by ones/2,,( that the customer

relationship management has a remarkable positive effect upon the customers in the

household sector. It influences the budget decision making of the customers and also creates

a positive word of mouth towards the increase of the potential customer range. According to

5im et al. /2,,1 it is observed that retaining the existing customers is less expensive than

attracting new customers. (ost of the fast food organisations have come to realise that in

order to develop successful and long term relationship with the customers it is important to

focus on the economic valuable. /roper customer relationship practices can potentially

impact customers satisfaction by developing customer loyalty and can potentially lead to

increased customer retention their right imposing the customer satisfaction in the

organisation.

1.4 Research "uestions


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In this study the researcher has focused upon the customer relationship management which

are significant impact towards the customer loyalty in Subway astham branch during the

preparation of the research questions.

0hat other significant factors of customer relationship management in !"fast food industries1

2ow it is possible to improve the customer loyalty and customer association in!" fast food industries1

0hy it is important to develop customer relationship management andcustomer loyalty towards the overall success of !" fast food industries1

1.! #ummar$:

In this chapter the researcher has introduced about the research issue through the

identification of research objective and research question along with the problem statement. It

will enhance the researcher to develop the pillars of the research work in an efficient manner.


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Reference

3all4 5.4 'oelho4 /. S.4 6 7ilares4 (. 8. &*99:). Service personali;ation and loyalty. 8ournal

of Services (arketing4 *9&:)4 +4 &*99+). 'ustomer satisfaction# Applying concepts to industry wide

measures. 'ornell 2otel Restaur. Adm. ?4 ,,&,)# $@+ $ +.

'hoi %B4 'hu R4 &*99$). 5eterminants of hotel guests satisfaction and repeat patron

'urasi4 '. C.4 6 "ennedy4 '. = &*99*). Crom prisoners to apostles# a typology of repeat

buyers and loyal customers in service businesses. 8ournal of Services (arketing4 $:&,)4 +**

+,$.

Dill4 8. 6 8ohnson4 /. &*9$9)4 Research Methods for Managers 4 , th dition4 SAD

/ublication4 >ondon

Druen %04 Summers 8-4 Acito C4 &*999). Relationship marketing activities4 commitment4

and membership behaviors in professional associations. 8. (ark.4 :,&+)# +, ,ee 4 &*99$). ffects of relationship marketing on repeat purchase and

word of mouth. 8. 2osp. %ourism Res.4 *F&+)# *@* * .

"otler /. &*99+ ) Marketing Management 4 =ew 8ersey# /rentice 2all Inc.

"umar4 A4 -lshavsky4 R. 0. 6 "ing4 (. C.4 &*99$). xploring the antecedents of customer

delight. 8ournal of 'onsumer Satisfaction4 5issatisfaction and 'omplaining 3ehavior4 $,4 $,

*@.

>emon "=4 Heithaml 7A4 &*99$). 0hat drives 'ustomer quity1 (ark. (anage.4 $9# *9 *F.

(alhotra4 =.4 &*99


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-liver4 R. >. &$

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