Discuss About The Journal Of The Academy Of Marketing Science.
The importance of CRM is increasing in the business field. CRM is mainly based on establishing a sustainable relationship with the customer to obtain his loyalty. The successful implementation of the CRM strategy will result in a great benefit to the organization. The literature review reveals a lack of research on CRM in the hospitality industry, although there is an increasing use of the CRM in the tourism industry. Accordingly, conducting CRM in the hotel industry is expected to be effective considering that hotels have a lot of information about customers (Mohammed & Rashid 2012). The following section describes the research problem, objectives, design, population and sample, the proposed questionnaire, data analysis techniques and the ethical considerations.
The highly competitive nature of the market requires organizations to understand and respond to the customer needs to be able to meet them timely. It is important to them to conduct environmental scanning to provide the best service quality and products to the customer. It is expected that the future of competition will push the organizations to transform their way of doing business. It will be challenging for organizations to succeed and increase their sales volume and profits (Colquitt et al. 2011). According to Reimann, Schilke & Thomas (2010), there is a research gap in addressing the customer relationship management practices in Victoria. This research is significant in conducting a survey in CRM practices in Melbourne hotels. The research objectives are as follows:
The research method is determined by the research methodology, as it directs the research techniques and their related decisions. There are two main philosophies, the ontology and the epistemology. The ontology philosophy is related to the real nature of the social phenomenon that exists and the researcher tries to know it. The epistemology refers to the way the researcher uses to realize the truth from his own perspective and his way of realizing the world (Bhattacherjee, 2012). The positivism approach argues that the world is permanent and its laws and rules are unchanging. This requires the researchers to be objective and conduct an independent analysis of the phenomenon of the investigation. On the other hand, the interpretivism approach assumes that there exists no universal truth. The researcher interprets the phenomenon through his orientation and prior knowledge (Aliyu et al. 2014). This research follows the positivist design, the researcher contribution will be minimal. It aims to careful observation and detailed documentation of facts about the CRM in the Melbourne hotels.
Data obtained from surveys by using the structured questionnaires is quantitative. It is different from the qualitative data that depends on observation, by using, for example, unstructured interviews and focus groups. Both of the quantitative and qualitative data are important in the social research, but each of them is used according to the research design. Some of the researchers use the mixed methods of collecting the qualitative and quantitative data (Kuha 2011). The positivist philosophy adopts the quantitative research. It depends on objectivity in collecting data to be used in testing the research hypotheses. The positivist philosophy assumes that the researcher uses a natural way in observing the natural world to know the reality. This research is going to use the quantitative data analysis. It will follow the top down approach known as the deductive approach which is also related to the positivism. The research hypothesis are to be disproven by the researcher rather than to prove them. The researcher past experience directs the future of the research, as the phenomenon of investigation, which is the CRM in Melbourne hotels could be predicted by the researcher past experience. The researcher starts with the conceptualization of the model or framework, then he formulates the research hypotheses, followed by data collection to be used in hypotheses testing, the theory becomes reality when the hypotheses are approved and if the researcher failed to approve them, then adjustment should be made to the theory (Xian & Meng-Lewis, 2018; Bhattacherjee, 2012). According to Bartholome (2013), the questionnaires are set of questions sent to the respondents to provide an answer for them and they are asked to return them back to the researcher when they are filled. This research will use questionnaires to know the opinions of the staff at Melbourne hotels. Questionnaires are considered a low cost data collection method that could cover a large sample.
Survey on CRM in Melbourne Hotels
Q1 What is your gender?
Male
Female
Q2 What is your age?
16-25
25-40
40-60
Q3 What is your highest level of education?
High school
Bachelor
Other
Q4 As a staff member of Melbourne Hotels, do you use ICT
Yes
Maybe
No
Q5 If Yes to Q4, what is/are your possible ICT activities in your specified role at work?
Typing and printing reports, editing documents using Microsoft Office Word
Using the Internet for business purposes
Using the Internet to follow up booking rooms in the Hotel
Q6 If No to Q4, what is/are your reasons why you don’t use ICT in your specified role at work
I am not ICT and Computer Literate
I don’t perform ICT activities when I lodge in a Hotel
Other
Q7 Does Melbourne Hotels provide 24 Hours Wireless Internet Connectivity?
Definitely yes
Probably yes
Might or might not
Probably not
Definitely not
Q8 If Yes to Q7, how would you rate the internet connection?
Positive
Negative
Q9 How would you rate your ICT and Computing Services of Melbourne Hotels?
Excellent
Good
Average
Poor
Terrible
Q10 Do you know what is CRM?
Definitely yes
Probably yes
Might or might not
Probably not
Definitely not
Q11 If your answer to Q10 is yes, do you think that CRM increases the customer base?
Yes
No
Maybe
Q12 If your answer to Q10 is yes, do you think that CRM increases the longevity of the customer relationship?
Yes
No
Maybe
Q13 If your answer to Q10 is yes, do you think that CRM offers better value to customer’s money by constantly improving the quality of services offered to them?
Yes
No
Maybe
Q14 Did the CRM usage by Melbourne Hotels increase its profitability?
Yes
No
Maybe
Q15 Do Melbourne Hotels give personal recognition to customers?
Yes
No
Maybe
Q16 Are the customer complaints being handled in an effective manner?
Yes
No
Maybe
Q17 Do Melbourne Hotels offer customized services?
Yes
No
Maybe
Q18 Do Melbourne Hotels collect information about customer’s attitude towards the hotel staff?
Yes
No
Maybe
The population of the study refers to the group of individuals that have common characteristics. The population of this research represents the staff from the CRM, customer care departments and the marketing department in Melbourne hotels. The sample consists of 40 staff members, it is considered a large sample as it is more than 30 units (Delice 2010).
This research uses the quantitative data analysis, it depends on data collection from surveys, questionnaires, measurements and statistics. The accumulation of data or facts are necessary to be addressed. The frequency distribution tables will be used to represent the frequency of the outcomes that take place within a particular time frame. It makes the comparison of sets of data easier before the analysis takes place. The scale of the questions should be considered and the closed questions are to be encoded. Following the coding process of data, they should be entered manually in the spreadsheets. Software packages like the SPSS are useful in making data analysis. Data should be cleaned after entry to get rid of duplication and missing values. Statistical operations are used to conduct the required analysis (Pal 2017). Quantitative data analysis is related to the analysis of the quantities and amounts (Webb 2017).
Ethical issues in research method are essential to provide accepted activities. Ethics as objectivity, honesty, carefulness and integrity are important to be able to disseminate the results of the research and respond to their feedback. It is also necessary to respect the property rights of others and keep personal data about the respondents confidential (Healey, 2017; Harriss & Atkinson, 2011).
Conclusions
This report sheds the light on the light on the research problem and objectives, design and the philosophical approach, the population and sample, the Qualtrics survey, the data analysis technique and finally the ethical consideration of the social research. The field research is going to take place in the Melbourne hotels by asking the staff members about their opinion in the CRM. This research follows the positivist design, it uses quantitative data analysis techniques and it is a deductive research.
References
Aliyu, A, Bello, M, Kasim, R & Martin, D 2014, ‘Positivist and non-positivist paradigm in social science research: Conflicting paradigms or perfect partners?’, Journal of Management and Sustainability, vol 4, no. 3, pp. 79-95.
Bartholome , N 2013, ‘Assessment of customer relationship management strategies used by tourist hotels in Dar Es Salam’, The Open University of Tanzania, Tanzania.
Bhattacherjee, A 2012, Social science research: Principles, methods, and practices, University of South Florida, USA.
Colquitt, J, Lepine, J, Wesson, M & Gellatly, I 2011, Organizational behavior: Improving performance and commitment in the workplace, McGraw-Hill, USA.
Delice, A 2010, ‘The sampling issues in quantitative research ‘, Educational Sciences: Theory & Practice, vol 10, no. 4, pp. 2001-2018.
Harriss, D & Atkinson, G 2011, Update – ethical standards in sport and exercise science research, Liverpool John Moores University, UK.
Healey, N 2017, ‘Reflections on the value of insider research as a qualitative research methodology’, SAGE Research Methods Cases Part 2.
Kuha, J 2011, ‘Introduction to quantitative analysis’, London School of Economics and Political Science, UK.
Mohammed, A & Rashid, B 2012, ‘Customer relationship management (CRM) in hotel industry: A framework proposal on the relationship among CRM dimensions, marketing capabilities and hotel performance’, International Review of Management and Marketing, vol 2, no. 4, pp. 220-230.
Pal, A 2017, ‘Quantitative data analysis and representation’, International Journal of Engineering Science and Computing, vol 7, no. 3, pp. 4853-4856.
Reimann, M, Schilke, O & Thomas, J 2010, ‘Customer relationship management and firm performance: the mediating role of business strategy’, Journal of the Academy of Marketing Science, vol 38, no. 3, pp. 326-346.
Webb, L 2017, Online research methods, qualitative, Florida International University, USA.
Xian, H & Meng-Lewis, Y 2018, ‘Business Research Methods for Chinese students: A practical guide to your research project’, SAGE Publications Ltd, London.
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