ASSESSING THE CUSTOMER RELATIONSHIP IN EVERY BUSINESS THAT IS

NEEDED TO BE DISCERN BY MANKIND IN SOGOD, SOUTHERN LEYTE

A Thesis Proposal Presented to the

Faculty of the Graduate Studies
SOUTHERN LEYTE STATE UNIVERSITY – TOMAS OPPUS
In Partial Fulfillment of the Requirements for the Degree
Master of Business Administration
(Marketing Management)

RECLINAS, JOY ANTONETTE

PASCAN, NORALDEN
MALACURA, REA MAE

September 2022
 ACKNOWLEDGEMENTS

We, the researcher would like to express our sincere gratitude to our supervising teacher
Merarei Gono, for her valuable guidance and patience of our research process. We thank
her for giving us the opportunity to conduct our own research paper that can help us gain
more knowledge and learning opportunities.

The completion of this undertaking could not have been possible without the participation
and assistance of so many people whose names may not be enumerated. Our group would
like to express their deep appreciation and indebtedness particularly to the following:
To all relatives, friends and others whom are way or another shared their support, either
morally, financially, and physically, thank you.
Above all to the Great Almighty, the author of the knowledge and wisdom for this countless
love

We thank you.

ii
 ABSTRACT

Customer relationship management (CRM) is a combination of people, processes, and

technology that seeks to provide understanding of customer needs, to support a business strategy,
and to build long-term relationships with customers. Successful utilization of the integrated
technology requires appropriate business processes and organizational culture to adequately
address human behavioral elements. Because it is not simply a technology solution, success in CRM
business revolves largely around people. In order to build a clearer understanding of the content and
role of the human processes of CRM, this study analyzes the literature on CRM processes and people
dependencies and forms propositions about the need for human processes in CRM. It emphasizes
the responsibility of executives and operational staff in making critical decisions and using intimate
communications to conduct relationship management with their customers. Typical CRM human
processes are those that are difficult to implement or that cannot be carried on using technology
solutions alone, including such activities as planning customer strategy, designing CRM processes,
coping with customer problems, understanding customer needs, handling intimate communications,
and integrating customer responses. Factors that affect the dependency of human processes in CRM
are related to customer factors, the content of information, employee capabilities, and the
organizational environment. Propositions formed in this study are that the dependency on human
processes in CRM is affected by (1) customer emotional needs; (2) the need for tacit customer
information; (3) employees’ experience; and (4) the organizational culture.

Iii
 TABLE OF CONTENTS

ACKNOWLEDGEMENTS ii
ABSTRACT iii
TABLE OF CONTENT v
CHAPTER I 1
Review of Literature 1
Theoretical/Conceptual Framework 3
Statement of the Problem 4
Hypothesis 4
Significant of the Study 5
CHAPTER II 6
Design 6
Setting 6
Participants/ Respondents 6
Measure 7
Procedure 7
Data Analysis 8
Limitation of the Study 8
References 9
 v
CHAPTER I
INTRODUCTION

Review of Literature
This study that we conducted which is customer relationship. According to
Michael JA. Berry, Gordon S. Linoff. This article shows business managers, marketing
analysis, and also data mining specialists how to harness fundamental data mining methods
and techniques to solve common types of business. Each chapter covers a new data mining
technique, and then shows the mankind or the readers how to apply the technique to
improved marketing, sales, and customer support. The author build on their reputation for
concise, clear and practical explanations.
 According to international journal of electronic commerce 6 (2), 35-59,2001. Trust is a
vital relationship concept that needs clarification because researchers across disciplines
have defined it in so many different ways. This article is a typology of trust types would
make it easier to compare and communicate results, and would be especially valuable if
the types of trust related to one other.
 According to Bhattacharya & Sen, in this article, the authors try to determine why and
under what conditions consumers enter into strong, committed, and meaningful
relationship with certain companies. Which help then satisfy one or more important self-
definition, including the company identify an articulate a consumer level conceptual
framework that offers propositions regarding the key determinants and consequences of
such identification in the marketplace.
 According to Hsin-pin, Fsung-sheng chang an analysis of the factors affecting the
adoption of cloud consumer relationship management. This article is to understand the
factors that affect the adoption by a company
1
of cloud customer relationship management.
 According to Tahir M. Nisar, Guru Prabhakar: Hanabook of research on retailer-
consumer relationship development, this article is offering different angles to analyze the
exchange between the retailer and the consumer.
This handbook is valuable tool for professionals and scholars seeking to upgrade their
knowledge, as well as for upper level students. Despite this human need, industry analysts are
increasingly may have on CRM management and the CRM market in the near future. They
expected to strengthen CRM activities by speeding up sales, cycles, optimizing pricing and
distribution logistics, and preventing loss through fraud detection.
 2
Theoretical/ Conceptual Framework

Customer
Response

Customer
Knowledge
Customer
Acquisition

Customer perception of
customer relationship
management
Customer value Customer Information
evaluation System

3
Statement of the Problem:
Customer relationship management is a management approach that enables
organizations to identify, attract and increase retention of profitable customer through
improved bond customer relationship management. However, successful customer
relationship management focuses on understanding the needs and desires of the customer and
is achieved by placing these needs at the heart of the business by integrating them with the
organization`s strategy, people, technology and business process. Low customer relationship
management and this make the customer dissatisfied with the organizations. Unless
appropriate measures and taken as early as possible. So the issue is how we can create and let
the sector the very bond and emphatic relationship with customer and inclusive development.
The researchers want to figure out:
1. To what extent were the practice of empathy being implemented on customer retention
and loyalty?

2. What are the problem of customer relationship management?

3. Why we need to understand the need and desires of our customer?

Hypothesis

In this section, the hypothesis of the study is stated, we the researchers believe that the
customer`s relationship has a significant effect on customer`s reaction .

Significant of the study

 The result of this study would be beneficial to the following:

Entrepreneurs. Creates an opportunity for them to build new brand equity, improve
satisfaction and make them more sales. And that`s how you create customer loyalty and
increase revenue.

Consumers. The result of this study will help the consumers in analyzing and or choosing the
best that they needs and wants to achieved.

CHAPTER II

Methodology

Design

This study will employ the case study design of the quantitative research method is
used to measure how many people feel, think or act in a particular way. Quantitative research
is numerically oriented and involves statistical analysis. Consumer relationship research help
the company to determine their customers satisfaction towards their products and services.
The more suitable way to consider about consumer relationship management is as process
that will help bring together lots of sections of customer information, sales, ,marketing
efficiency, responsiveness and market trends.

Setting

This study is located at Southern Leyte section of the Pan-Philippine highway. The
regional center of Eastern Visayas, Sogod Southern Leyte.

Participants / Respondents

The respondents of this research study will be business that are operating in Sogod
Southern Leyte area. To identify and understand customers so tat a strong relationship is
build. Allows business to become more efficient by organizing automating certain aspects of
the business.

Measure

To get the appropriate data needed, the researchers will be conducting on interview to
get reliable data about the nature of the study and to ensure them that all the participants will
be held with great credence.

Procedure

The data collection of this study is through interview. The participants will by asked
by the researchers by the constructed questions. The respondents will interview in her/his
store more than 30 minutes to get the reliable data and how we approach their answers that
they give us to gathered.
 7

Data Analysis

Through descriptive analysis method all type of collecting and analyzing numerical
data accumulated during t conduct of this study will be treated. Through this approach
researcher can gain relies an concrete numbers and fewer variables. Thus, it help to remove
biases from the researcher and make the findings more accurate.

The data gathered will be the categorized into three before analyzing. First, will be
about how effective is the using of digital tools in making relationships with the customer,
second is determining the most used online platform these business will be using and lastly,
will be about knowing the best digital marketing tool that could helps them generate more
about getting the customers relationships.

Limitations of the Study

The limitations of this study in the aspect of gathering data is due to the reason of the
COVID-19 pandemic that still continue spreading in which the close physical contact is still
strictly prohibited and is needed in order to maintain the social distancing policy to avoid the
rapid increase of cases. With that the gathering data and information will only be conducted
the use of online.

References

https://scholar.google.com/scholar?
hl=cs&as_sdt=0%2C5&q=consumer+relationship+management&btnG=

https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Consumer+Relationship
%3A+is+essential+in+every+businesses+that+is+needed+to+be+discern+by+mankind&btnG=#d=gs_
qabs&t=1661236629449&u=%23p%3DCyEx3Ld0aCkJ
https://scholar.google.com/scholar?
hl=cs&as_sdt=0%2C5&q=consumer+relationship+management&oq=#d=gs_qabs&t=1661237715597
&u=%23p%3DyNBgOcZZTNgJ

https://scholar.google.com/scholar?
hl=cs&as_sdt=0%2C5&q=consumer+relationship+management&oq=#d=gs_qabs&t=1661237950227
&u=%23p%3DaRqs5PB0I5sJ

https://www.researchgate.net/publication/
221228829_Human_Processes_in_Customer_Relationship_Management