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Customer Relationship Management (CRM)

S/M/595. Dissertation. Customer relationship management at Tesco

WORDS:
14200
DATE:
2011
PRICE:
149.99 GBP

This dissertation examines customer relationship management (CRM), and discusses the way in which it can build customer loyalty. Tesco’s is used as a case study for this dissertation, and begins by providing the background to the case study and CRM. The study aims to explore the vital role of CRM in Tesco, to explore how CRM affects customer loyalty in Tesco, and to conduct a review of the literature on customer loyalty on the context of CRM. The review of literature discusses CRM in great detail, along with Total Quality Management (TQM) and Electronic customer relationship management (E-CRM). The methodology section is very detailed, and data is collected through use of the case study approach, surveys, and structured interview. The paper then discusses and analyses all of the data collected. Conclusions are made regarding recommendations for Tesco.

 

KEYWORDS: Dissertation, Tesco, customer relationship management, CRM, customer loyalty, Total Quality Management, TQM, Electronic customer relationship management, E-CRM!,

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