Beyond Service Fads Meaningful Strategies for the Real World - Research Paper Example

These approaches refer to the participation of the researcher with the study. If the outcome of the research work is influenced by the researcher then it will be a subjective approach, otherwise, it will be an objective approach. Deductive approach refers to the move of the research process from general to specific and it is used to conclude in accordance with the accessible facts and figures. In the case of inductive data, research process moves from specification to generalization 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 analyzed to determine the effect of CRM in the customer relationship, therefore it indicates generalization of some specific information. It refers to the inductive approach. The approach for this study has been decided to be a qualitative approach. There are various methods of qualitative research approach and those are a case study, ground study, phenomenology, ethnography, an observation was written description by participants and interview.

Among all these qualitative processes, 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. Through 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 an 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 decided to sent them a questionnaire and let them fill it up at their convenience and sent back.