Table of contents
CHAPTER ONE
INTRODUCTION
1.1
Background to the Study
1.2
Statement of the Problem
1.3
Research Objectives
1.4 Research
Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitations
of the Study
1.8 Operational
Definition of Terms
CHAPTER
TWO
LITERATUREREVIEW
2.0 Introduction
2.1 Theoretical Framework
2.1.1 Social
Exchange Theory
2.1.2 Customer
Service Theory
2.2 CONCEPTUAL REVIEW
2.2.1 Definitions of Customer
Relationship Management
2.2.2 The
Eight Building Blocks of CRM
2.2.3 Emergence of CRM
2.2.4 Meaning of Sales
2.3 Empirical Literature Review
2.4 Methodological Review
2.5 Appraisal of the Literature Review
CHAPTER THREE
3.0
Methodology
3.1
Research Design
3.2
Research Methodology
3.3
Population and Sample Size
3.4
Sampling Technique
3.5
Instrument of Data Collection
3.6
Method of Data Gathering Instrument
3.7
Brief History of KFC
CHAPTER
FOUR
DATA
PRESENTATION/ANALYSIS AND DISCUSSION
4.1 Data
Presentation
4.2 Presentation and Analysis of Data
According To Research Questions
4.3 Interpretation
CHAPTER
FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATION
5.1 Summary
5.2 Findings
5.3 Conclusion
5.4 Recommendation
5.5 Future research
REFERENCES
QUESTIONNAIRE
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Studies have shown that in this ever changing and dynamic business
environment driven by globalization, service industry needs to develop a good
product for the consumer, making the price affordable as well as interact with
the customers using a friendly language (Fozia,
Shiamwama and Otiso, 2014). This is pertinent because the higher the
customers, the higher the sales and in turn the profitability of the company. This
is because the quality of the product expected by the customers from
the company is very high and it must be of higher quality. To this end, many
service industries/organisation engage in stiff competition with one another with
a view to satisfying customers’ needs and expectation. For this reason,
companies (both foreign and local) are constantly engage in products quality,
brand promotion and rendering good customer service in order make their
customers remember them and place their product in a rightful position amidst a
competitive market. The aforementioned stiff competition among various
companies notwithstanding have cost many companies huge amount of money for
advertisement and promotion which is detrimental to the profit level of the
company.
It is in
this regard that many profit oriented companies are looking for a new dimension
of achieving brand loyalty for its product from the potential customers in
other to increase their sales patronage. To this end, Customer Relationship
Management (CRM) has been identified as an effective strategy to maintain both
the potentials and new customers.
Customer Relationship
Management (CRM) as a concept holds that, for a company to maximize profit, it
must increase its customer’s level. To do this, company must develop a
relationship with each valued customers and ensure that they have acquired
details information about them (Kotler, 2003). Customer
Relationship Management (CRM) also presupposes customers’ needs must be
identified, satisfied, and influences their behavior with the hope of reining
them through effective communication (George,
Emmanuel, Christiana, & Rachel, 2011). In the word of Kishore, (2009),
CRM has two specific and autonomous important strategies. The first strategy is
for a firm to be self-determine the cost and build a long term customer
relationship, the second is to
maintain this relationship using the
following tactics; collection and analysis of accurate data, ensure recent and
up to date marketing campaign as well as well as developing a problem solving
ability for the customers.
Julita, (2011) opines that
there is a thin line between a consumer and a customer, these words were used
interchangeable in a business field and is adding to the confusion. When you
are talking of a customer, this refer to someone who purchase goods and
services from someone else, while a consumer busy goods and services for
personal use.
Economics refers to a consumer as either a single person or an
entire organization that uses a certain type of service. For instance, someone
who is sells a coffee and buys a coffee from a coffee maker; this invariably means
that the restaurant buys the said equipment, for the benefit of its patrons or
guests. In this situation, the restaurant represents a customer and not the
actual consumer. Furthermore, in a resemblance situation, where you directly go
to the coffee maker and buy coffee for your family’s use, then you are the real
consumer. In simple sentence, any product bought other than for personal use is
refers to as a customer. The significance of a customer cannot be
underestimated as he/she represents in the office, on phone as well as mail or
e-mail. In another dimension, Welsh, (2008) sees customer as a person who is
capable of bringing the want of an organisation to their want, and it therefore
becomes the primary responsibility of the organisation to handle the customer
profitably and the achievement of the organisation and customers. Service provider
or organizations that would meet the need of the targeted customers’ audience
through various products and service must stay ahead of the competitive
companies and forced to turn their attention to the customers and value them as individual customer and the development of
personalized relationships. Customers must have knowledge of the products in
the market and the company at the same time should adapt their products to the
needs and requirement of the customers (Vogt,
2008).
From the foregoing, the overall essence
of customer relationship management is contingent upon how effectively a
company can manage its potential customers.
It is easier for newly established industries with few employees and few
customers to satisfy the needs of the customers and satisfy them, the moment
your customers increases, you must add links to the customers’ service chain (Khwala, 2016). This is where customer relationship
management comes into play. The perception and feeling customers have towards a
brand goes a long way in determining the success or failure of the brand. For this reason businesses strive to build good brand
equity for their brands using various means in which good customer service is
included. It doesn’t just end in good customer service; businesses have taken
steps in harnessing the ‘goodness’ of customer relationship management.
Consequent upon the above, many service industries were aggressively
implementing the CRM to increase their sales; food industry is not an
exception. Food is seen as the third most essential
element for life apart from air and water. In fact, in Abraham Maslow’s
hierarchy of human needs, food occupies the number basic need of life for human
survival. Food in this regard represent an essential factor in living a healthy
life, providing pleasure as well as reducing stress for human survival (source 30). Because of the immeasurable benefits
attached to food consumption, production of food has become safer, delicious,
varied, convenient and readily available for consumption at all times. To this end, the report by La Trobe University (2009) shows
that the food sector is one of the biggest sectors as compared to traditional
industries. Thus, cultivation, processing, and production of food must be
adequately managed by the food industry (Ejaz,
Ahmed, & Ahmad, 2013).
However, despite the increasing demand for
food restaurant, customers are becoming more educated and conscious, therefore,
they compare the nutrition and quality to the price of the menu and the
services rendered to them. In this case, small restaurant with limited
resources would find it difficult to compete vigorously with large enterprise
in terms of advertisement and public relation tecniques in order to increase
customers’ patronage. Consequent upon the above, the only way for a small
restaurant to get sustainable growth is to adopt different marketing strategy
through the effective use of customer relationship management. Based on this understanding, an explanation on how the use
of good customer service has been translated to sales for businesses will be
given using KFC outlets in Ikeja City Mall and the Palms Lekki both in Lagos as
reference point.
1.2 Statement of the Problem
With the increasing demand and patronage
of Quick Service Restaurants, the role and value of customer relationship
management cannot be over-emphasized. Neglect of customer relationship
management has led to reduced traffic to the stores in recent times. By
implication, the sales and profitability of the company reduces which might
undermine the sustainability of the company if not collapsed out rightly.
Against this backdrop, the
thrust of this research is to determine if KFC as food industry has adopted CMR,
if yes, what influence doe it has on the sales of KFC products; hence the
study.
1.3 Research
Objectives
The specific objectives are:
·
To establish the influence of customer relationship
management on the sales of KFC products in shopping malls in Lagos.
·
To identify the ways in which
customer relationship management influences the sales of KFC products in
shopping malls in Lagos.
·
To establish the level of
influence of customer relationship management on sales of KFC products in
comparison with other factors.
1.4 Research Questions
The following research questions will be
used in determining the influence customer relationship management has on the
sales of KFC products in Lagos shopping malls.
·
How does customer relationship
management influence the sales of KFC products in Lagos shopping malls?
·
What is the influence of
effective customer relationship management practice on the sales of KFC products
in Lagos shopping malls?
·
What level of influence does customer
relationship management have on sales of KFC products in comparison with other
factors?
1.5 Significance of
the Study
This study will examine the role of
customer relationship management on the sales of KFC products. The various
significance of this study will be divided into three categories; educational,
media enterprise/practitioners and scholarship.
Ø To students: The
proposed study will serve as a reference or guide to students in understanding
‘Customer Relationship Management’ and how it translates to sales.
Ø To the management of KFC: The proposed study will help them
understand the role good customer relationship management plays in the sales of
their products.
Ø To competitors: It will educate them on the importance of CRM in
the management of their businesses.
Ø To scholarship: The proposed study will benefit and serve as guide
to the future. The study also opens up opportunity for further research in this
area of study.
This study will serve as an
eye-opener to the influence that good customer relationship management has on
sales on businesses or organizations and various ways of measuring and managing
relationships with customer or clients.
1.6 Scope
of the Study
This study will focus on
understanding the concept of Customer Relationship management and its influence
on sales of products using KFC product as the case study. This study will
ascertain how CRM positively or negatively impacts sales of products in KFC
stores.
1.7 Limitations
of the Study
There
are some anticipated hiccups which may serve as limitation to the credibility
of this reserch. Some of the anticipated
limitations may include time and fund availability, limited sample, newness of the concept of CRM, as well as financial
constraints in carrying out the research. These above challenges
notwithstanding, the researcher attempted to elicit honest responses from
the focus group discussion participants and findings would be reported
objectively.
1.8 Operational Definition of Terms
In other to ensure clarity as well as
avoiding ambiguity, attempt shall be made to define the following terms the way
it is used in this study.
·
Influence: This simply refers to an extent to which
someone’s decision and behavior can be changed through persuasion and lobbying.
·
Customer Relationship Management: In the opinion of the
researcher, CRM means responding to the needs of customers timely, make the
satisfaction of the customer your priority, and interact with them in a polite
manner.
·
Sales: In simple term, a sale is what
transpires between a producer and a customer in exchange for money.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Login To Comment