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These five gaps are a) the gap between customer wants and the management perceptions about customer wants; b) the gap between the management perceptions about customer wants and the specifications of service developed; c) the gap between the service specifications and the actual service provided; d) the gap between the quality of service promised and the quality of service provided, and e) the gap between expected service and perceived service on behalf of customer. (2011) “Marketing: Student Edition” Cengage Learning Mathur, U. Another relevant model to be tested during the study constitutes Relationship Model of customer relationship management proposed by Peppers and Rogers (2011). (2008) “Retail Management” John Wiley & Sons Brink, A. (2009) “Relationship Marketing and Customer Relationship Management” Juta Publications Goldenberg, B. (2008) “CRM in Real Time: Empowering Customer Relationships” Information Today, Inc. (2011) “Retail Analytics: The Secret Weapon” John Wiley & Sons Khurana, M. The book offers an in-depth discussion of the concept of Customer Touch Map and discusses the role of information technology in facilitating customer relationship management.
The most valuable part of this specific article is that it provides highly practical recommendations to retailers of various sizes in terms of increasing the levels of revenues through adopting a range of customer relationship management principles. (2008) “Customer relationship management: a global perspective” Gower Publishing Sinkovics, R.
A range of academic models and writings relate to this research in direct and indirect ways and some of the most relevant models are going to be explored in the study. (2010) “Dynamics of International Advertising: Theoretical and Practical Perspectives” Peter Lang Peppers, D. (2011) “Managing Customer Relationships: A Strategic Framework” John Miley & Sons Pradan, S.
In other words, Peppers and Rogers (2011) argue that satisfying customer needs as a result of on-time transaction is not sufficient today in order to ensure the long-term growth of the businesses.
Instead, businesses have to strive to maintain long-term relationships with their customers in order to maintain flexibility to adopt their increasing expectations and thus achieving their life-long loyalty.
A literature review is an account of what has been published on a topic by accredited scholars and researchers.
Occasionally you will be asked to write one as a separate assignment, but more often it is part of the introduction to an essay, research report, or thesis.The value of this specific work to the proposed research can be explained in a way that it will allow the comparison of customer relationship management principles to the similar principles exercised by other multinational retailers in a global marketplace.Bhatia’s (2008) work, “Retail Management” is also going to be used in the proposed study due to the significance of the contribution of the work to the research area.Peppers and Rogers (2011) further stress that, businesses that refuses to acknowledge this tendency in the global marketplace would be risking their market share and growth prospects in the future.One of the most critical sources for the research is the book “Relationship Marketing and Customer Relationship Management” authored by Brink and Berndt (2009).Due the conflicting theoretical conception and hypothetical disagreement about the general acceptance of the definition, Price (2007) definition would be used to in this literature because it better explained and cover huge areas of the study.According to Price (2007): “A philosophy of people management based on the belief that human resources are uniquely important to sustained business success.Specifically, Pradan (2009) identifies customer relationship management as an emerging aspect of marketing in retail and discusses its importance for ensuring long-term growth for retail businesses.A global approach towards the issues of customer relationship management is adopted by Raab et al (2008) in “Customer relationship management: a global perspective”.Bhatia (2008) offers in-depth discussions related to the use of loyalty cards by retailers, and this represents a comprehensive analysis of the issue in the secondary data.Moreover, Cox’s (2011) “Retail Analytics: The Secret Weapon” deserves also to be mentioned in here thanks to the most modern and fresh perspective the author adopts in order to approach the research issues.