Contents

• Introduction 2
• Literature Review 2
• Research Questions 6
• Research Objectives 7
• Research Methodology 7
• Research Design 8
• Data Collection Methods 9
• Research Philosophy 11
• Population and Samples 12
• Analysis and Findings 12
• Conclusions, Recommendations & Limitations 13
• References 15

Description

Customers play an important role in the success or failure of a product, service or brand. It is very essential for organization to strategize their processes and deliver products by focusing on the needs and expectations of the potential customers. Organizations need to maintain effective relationship with the customers for its growth, sustainability and profitability. Customer Relationship Management (CRM) is a tool, which has grown to a greater extent due to technological advancements leading to increased innovations and enhancing the capabilities of organization to interact and build effective relationship with the customers. The growing technology and innovation has brought a significant difference in the business growth and profitability of service industries. Today, the market in customer driven and hence the use of CRM tool has become very significant and has allowed companies to respond more effectively and at a faster rate to the ever changing customer needs. This research is carried out to determine the role of technology and innovation in the customer relationship management and its effectiveness in business growth and profitability. The findings of the research would provide information on the impact of CRM technologies on the businesses of the retail and fast food chains.