Tesco – What is the Role of Customer Relationship Marketing in Retention and Acquisition of Customers? (2012)

Customer Relationship Marketing Dissertation – The main focus of this dissertation is particularly at the critical evaluation of quality customer relationship and the factors that affect customer retention. The role of quality customer relationship is crucial for businesses as the customers are the integral part of the business. Without the customers the profits maximization is out of question. Thus, this dissertation will concentrate on the case study of Tesco and survey their customers for determining these aspects of customers’ relationship management. Chapter one: This chapter makes clear the aims and objectives of dissertation that are showing in the background of research.

The overall scope and significance of the relationship marketing is customer’s retention and their impact on each other. Chapter Two: The second chapter makes the literature review of the thesis with the help of exploring the previous pedagogical researches that have contributed in customer’s relationship marketing and customer’s retention. This chapter explains the factors that affect the customer’s retention. Finally the slow progress in literatures will be mentioned till the aspects required will all be covered comprehensively.

Chapter Three: Third chapter will be about the way the research will be conducted. The tools that would be used are also mentioned. The research approach, strategy, paradigm and data collection methods and even the tools used are clearly narrated. The overall sequence of the research has also been explained clearly. Chapter Four: Chapter four will be about data review and analysis of data mentioned. The data analysis will be done critical evaluation of the problem and all the upcoming issues.

By critical analysis the data is analyzed for the customers’ retention and customers’ relationship marketing. Chapter Five: Chapter five will give the conclusion of the whole thesis. The conclusion is made through the data analysis done critically. In the end the suggestions are given and the whole thesis is summed up. The aims of this research are to critically evaluate customer relationship and learn its impact on the customer’s relationship and finally measure quality customer relationship. These aims will help in building a good theory in the end. The objectives of this research are:

  • To assess and critically evaluate the quality of relationship marketing in relation to Tesco in the United Kingdom
  • To critically analyze impact of relationship marketing on customer retention Tesco in the United Kingdom
  • To critically analyze the role of customer relationship marketing in retention and acquisition of customers of an organization Tesco in the United Kingdom
  • To identify the factors of relationship marketing which affect the retention and acquisition of customers for an organization Tesco in the United Kingdom
  • 20,000 words – 86 pages in length
  • Good use of literature
  • Good in depth analysis
  • Well written throughout
  • Includes survey questions
  • Ideal for marketing and business students

1 – Introduction
Aims and Objectives
Research Questions
Background and rationale of the research
Expected Research Methodology
Scope and Importance of the Research
Layout and Disposition

2 – Literature Review
Theories of Marketing
Prospect Theory
Relational Exchange Theory
Rationale theories of Relationship
Quality Relationship Marketing
Significance of Relationship Marketing
Role of Relationship Marketing (RM)
Quality Customer Relationship – QCR
Role of Customer Service
Rules for Customers Services
Factors Affecting Customer Satisfaction
Customer Relationship and Customer Satisfaction
Customer Service Theory
Customer Service Characteristics
Factors affecting the management of service quality
Customer Loyalty and customer satisfaction
Customer Acquisition
Customer Retention
Customer Retention Strategy
Firm’s Inevitability to keep all the customers
Retention rate relies on Management
Factors Affecting Customer Retention
Relation between Customer Satisfaction, Retention and Acquisition
Summary of Literature Review

3 – Research Methodology
Techniques used for Research
Research Philosophies
Research Approaches
Types of Research Methods
Types of data
Pros of Primary Data
Cons of Primary Data
Pros of secondary Data
Cons of Secondary Data
Comparison of Primary and Secondary data
Methods used in this approach
Research philosophy used
Chosen Research Approach
Chosen Research method
Strategy for Research
Research Design
Data Collection tools
Techniques for Secondary data collection
Research Ethics
Research Validity
Research Limitations

4 – Data Analysis and Discussion
Secondary Data
Relationship Marketing at TESCO
Club Card Scheme and Its Working
Efficient Targeting of Consumer Sectors
Tesco Kids Club
Tesco Baby and Toddler Club
Tesco’s Club for Healthy Living
Tesco World of Wine Club
Tesco Air Miles Travel Company
Primary Data
Focus Groups

5 – Conclusion and Recommendations

6 – Personal Development


Survey Questions

Customer Relationship Marketing Dissertation
Customer Relationship Marketing Dissertation

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