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How to implement Customer Relationship Management to engage and improve customer loyalty: Case study 3 different international chain hotels in Bristol - Essay Example

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Essentially research approach refers to the nature of the methodology that has been adopted in a research process and it is useful to develop the conceptual framework of the methods and to determine the appropriate one for the research work. Research approach is of three types…
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How to implement Customer Relationship Management to engage and improve customer loyalty: Case study 3 different international chain hotels in Bristol
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How to implement Customer Relationship Management to engage and improve customer loyalty: Case study 3 different international chain hotels in Bristol

Download file to see previous pages... These approaches refer the participation of the researcher with the study. If the outcome of the research work is influenced by the researcher then it will be subjective approach, otherwise it will be objective approach.
Deductive approach refers to the move of the research process from general to specific and it is used to conclude in accordance to the accessible facts and figures. In case of inductive data, research process moves from specification to generalisation of the theories (University of Pretoria, 2001).
For this research paper qualitative and quantitative both approaches will be adopted for this study. As the CRM process of three hotels will be analysed to determine the effect of CRM in customer relationship, therefore it indicates generalisation of some specific information. It refers to inductive approach.
The approach for this study has been decided to be qualitative approach. There are various methods of qualitative research approach and those are case study, ground study, phenomenology, ethnography, observation written description by participants and interview. Among all these qualitative process, interview is the most preferable and common method (Creswell, 2003).
Even interview methods can also be conducted through various channels such as e-mail, telephone and face-to-face interaction. Though face-to-face interaction is the most effective interview method but interview via e-mail is the most time and cost effective and can cover vast area for the research work.
Even initially it has been intended to employ interview process for this research work. But with the passage of time decision has been changed and quantitative methods have been chosen to conduct the study. Three managers of three different 4 Stars hotel in Bristol have been chosen and it was very difficult to take their interview therefore it has been ...Download file to see next pagesRead More
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