BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

The Role of Customer Relationship Management towards

Customer Retention of Mr d.I.y at Ever Gotesco Mall:A
basis for improving customer retention program

A Bachelor’s Marketing Research Study Presented

To The Faculty of Business Administration

Bestlink College of the Philippines

In Partial Fulfillment of the Requirement

For the Degree Bachelor of Science in

Business Administration Major in

Marketing Management

MA.SARAH . VITAL

October 2022
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Marketing is one of the core disciplines of successful management today.

It impacts on society everyday in myriad of ways - Creating new products
and services. Obviously marketing is important in all areas of the
organization, and customers are the reason why business exist.

Based on the nature of marketing, it involves voluntary “exchange”

relationship where both sides must be willing parties. The parties must be
able to communicate which could be through different instrument.
Therefore, nowadays highly competitive environment business needs to
better understand their customers, which who are the most profitable, and
how to best retain those customers.

In another word, customer relationship management is an effective tool

for allowing customers to perform their own services and also helps to
develop stronger relationship with them. The situation in the market
nowadays has changed, The increasing number of actors in the market
has caused a rise in the significance and relevance of customer retention
(Raab et al.,2010) Customer Relationship Management is a
comprehensive strategy and process of acquiring, retaining and
partnering with selective customers to create superior value for the
company and the customer.
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

Statement of the Problem

This study aims to find out the role of customer relationship

management towards customer retention of mr d.I.y at ever gotesco mall

Specifically, this study seeks to answer the following questions:

1..What are the demographic profile of the customers in terms of:

1.1 Gender,

1.2 Age,

1.3 Income,

2. How does the respondent asses customer relationship of mr diy to

retain customer in terms of:

1.1 Leadership

1.2 Organizational

culture

1.3 Financing resources

3. How does the customer relationship assess customer retention in terms

of:

1.1 Service quality

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

1.2 Customer satisfaction

1.3 Trust

4. What are the challenges of customer relationship to retain customers?

5.Recommendation

Significance of the Study

The study was conducted to know the role of customer relationship

management towards customer retention and to give information and

knowledge regarding the chosen topic.

Benefiting the study is the various sectors as follows:

Students. The direct recipients of the output of this research are

student. Any improvement of the business that they choose can pave

the way of better learning about the chosen topic.

Teachers. This study will very beneficial to the marketing teachers

especially to the teacher who are will newbie in the teaching

profession through this, research teachers may purposefully discover

marketing management is challenging learning.

Future Researchers. Being a newbie for this kind of topic is a

challenge for the upcoming marketing management like the

researchers so this will be an instrument that will guide and navigate

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

them in discovering credible and reliable factors that they are knows

as indispensable data for further understanding on the topic. Indeed,

this research is going to be the source of enlightenment that they will

surely need in their future studies.

Scope and Limitations

This study focuses on the role of customer relationship management

towards customer retention of Mr d.I.y at ever gotesco mall .The data

collection will be conducted on 50 randomly selected people who are the

customers of mr diy at ever gotesco mall.

Each respondent will be given the same questionnaires to answer. The

main source of data will be the questionnaire, which is prepared by the

researchers.

Definition of Terms

Customer relationship describes the end-to-end process of a

business’s interaction with its customers

Leadership the action of leading a group of people or an organization.

Finance is the process of providing funds for business activities,

making purchases, or investing.

Student is a person who is studying at a school or college.

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

Teacher is a person who teaches, especially in a school

Future researcher is a person who wills carriers out academic or

scientific research in the future.

Customer a person or organization that buys goods or services from a
store or business

REVIEW OF RELATED LITERATURE AND STUDIES

Local Literature

Sunstar Cebu (2020) stated that Customer retention is more cost-effective

than acquiring new customers, thus businesses should work hard to

maintain positive connections with their existing client,. The literature

review served as the incentive for the investigation since it highlighted the

impact of the worldwide financial and economic crisis of 2018. To that end,

this article aims to provide readers with a deeper understanding of

customer relationship management (CRM) and how it can be used to

boost customer value even while confidence in brands continues to erode.

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

Foreign Literature

Soltani 2018 according to his article. Customer Relationship

Management (CRM) is a very important growing business practice in

today's environment. It is used for managing the interaction between a

company and its future and current customers. It focuses on a way to

retain customers, therefore it helps the growth of sales. This leads to

improvement of company's business relationship with customers.

Local Studies

Lacerna et.al., (2019) according on their study. Customer Relationship

Management is the process of carefully managing detailed information
about individual customers and all customer “touch points” to maximize
loyalty. Customer retention is more important than customer attraction. In
satisfying customer needs, service performance must be able to attain, or
better, exceed the customer expectations. Recommendations on customer
service, marketing, and internal processes are given to address the gap
between customer expectations and customers’ actual experience.
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Foreign Studies
According  to Sota, Chaudhry  and Chamaria ( 2018) this article analyzes
the CRM published research studies over a period of 10 years to provide
topical classification, which can be useful for researchers, academicians,
and practitioners to understand how CRM has progressed over the years.
Since this article consists of the latest classification and analysis of CRM
studies, it can be very meaningful for use in further teaching, research,
and application by the industry. 

Synthesis of Related and Literature Studies

The cited literatures and studies will be vital in this present study;

it serves as a guide and a backbone on knowing the findings on the

role of customer relationship management towards customers

retention.

Theoretical Framework

This study anchored with the Theory adopted by D. Sudha, P.

Maheswaramma (2017) Customer relationship management (CRM) is a

customer-focused business strategy that dynamically integrates sales,

marketing and customer care service in order to create and add value for

the company and its customers. The purpose of the study is to the

understanding of CRM and its role in enhancing customer value. CRM is

an integrated approach to managing relationships by focusing on

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

customer retention and relationship development. Definitional aspects of

CRM, The competitive environment in which companies operate are

forcing companies to adopt customer centred strategies. This study

develops a methodology to support CRM in the retail sector.

Conceptual Framework

This study utilized the INPUT-PROCESS-OUTPUT method in conducting

the research.

Figure 1 shows the input of the study consist of fifty(50)customers will be

both 25 men/ 25 women,of mr diy at ever gotesco mall:What are

demographic profile of customers in terms of , Gender, Age Income —

collection of related literature and studies; and provided with the Theory

originally created by D. Sudha, P. Maheswaramma. (2017)

The process of the study required How does the respondent asses

customer relationship of mr diy to retain customer in terms of:leadership

organizational culture and financing resources

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

The output of the study required the possible recommendation

INPUT PROCESS OUTPUT

25 customers men/ How does the

25 customer women respondent asses
customer
Demographic profile
relationship of mr
of customers in
terms of;
diy to retain
customer in terms
1. Gender,
of;
2. Age, Recommendation.
3. income 1. Leadership,
2. Organizationa
Related literature
l Culture
and studies
3. Financing
Resources

Questionnaire What are the

challenges of
customer
relationship to
retain customers?

Figure1. Conceptual model of the Study

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION