An analysis of the impact of Customer Relationship Management in improving Online Sales: A Case Study of Asda Inc., UK

Harvard, 12000 Words


An effective dynamic Customer Relationship Management popularly known as CRM is the precondition of sound business performance of a business institution. Customers are the heart of the business. Customer satisfaction is the key point of conducting any business especially in the case of retail industry. Customer Relationship Management is considered one of the major tools of satisfying various extra facilities towards the customers. In the context of huge competition in the business it is urgent for every business institution to have Customer Relationship management.

Online Sales is the new business adjustment which is basically run by the CRM functioning. Due to its various advantages it is becoming more and more popular towards the customers. The growth of Online Sales solely depends on the performance of CRM. Therefore this study is basically upon the impact of CRM in the growth of online sale in the context of ASDA incorporation of UK. For this research, the researcher has chosen total 100 respondents. For conducting the study the researcher examined the present CRM model of ASDA incorporation which gives some lacunae of that model. In order to fulfill these lacunae survey was conducted for the extraction of reasonable solution.










Table of Contents

Supervisor’s Declaration

Student’s Declaration


1        Introduction

1.1        Background of the Study

1.2        Rational of the Study

1.3        Research Objective

1.4        Research Question

1.5        Problems of the Study

1.6        Scope of the Research

2        Literature Review

2.1        Introduction

2.2        CRM

2.2.1        Importance of CRM

2.2.2        CRM at Online

2.2.3        CRM for Better Customer Service

2.3        Online Sale

2.4        CRM impacts on improving online sale.

2.4.1        CRM Impacts on IT Project Development

2.5        Conceptual Framework

2.6        Research Hypothesis

3        Research Methodology

3.1        Introduction

3.2        Research Philosophy

3.2.1        Selected Research Philosophy

3.3        Research Design

3.3.1        Selection of research design

3.4        Research Approach

3.5        Type of Investigation

3.6        Research Method

3.7        Data Collection Techniques

3.7.1        Primary Data Collection

3.7.2        Secondary Data Collection

3.7.3        Selection of Data Collection Method

3.8        Sampling Technique

3.8.1        Justification for choosing sampling method

3.9        Data Analysis

3.10     Research Reliability and Validity

3.11     Accessibility Issues

3.12     Ethical Considerations

3.13     Research Limitations

3.14     Timetable

3.15     Conclusion

4        Data analysis and Research Findings

4.1        Introduction

4.2        Online Questionnaires Techniques

4.3        Department Management Interview

4.4        Key Research Finding and Effects

4.5        Conclusion

5        Conclusion and Recommendation:

5.1        Conclusion

5.2        Recommendation

5.3        Fulfill Research Objective

5.4        Personal Development

6        References

7        Appendix – A

8        Appendix – B




Table of figures:

Figure 1: Conceptual Framework of Online Sale. 16

Figure 2: Types of research philosophy. 17

Figure 3: Classification research design. 19

Figure 4: considering issues for selecting sampling. 22

Figure 5: Gantt Chart 24

Figure 6: Responders on the basis of gender 26

Figure 7: Respondents age range. 27

Figure 8: Educational Status of the respondents. 28

Figure 9: purchase behaviour 29

Figure 10: The duration of product 30

Figure 11: CRM Activities Touching the Mind of Customers. 32

Figure 12: CRM of ASDA Maintaining Good Relation with the Customers. 33

Figure 13: Quick Response to Customer Complaint 35

Figure 14: Increase Customer’s Repurchasing Intention. 36

Figure 15: CRM is Helpful for the Growth of Online Sale. 37