Dissertation

Research topic: Examining the influence of customer relationship

management on sales growth in the context of the global retail
industry

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 Abstract
That transformational aspect of global retail through the influences of Industry 4.0 aspects as
well as changing consumer behavior is playing a vital role. Identifying the needs and attitude
of consumers is essential for the market to create effective relationships that can enhance the
overall business performance in the retail sector. On the other hand, the innovative
approaches of customer relationship management (CRM) essentially shows the direct and
indirect influences on the overall sales growth and revenue generation in this rapidly
changing market scenario. This research work focuses on thematic analysis through
qualitative and quantitative data analysis from a diverse range of secondary sources to assess
the impacts of customer relationship management on sales growth of the global retail
industry. Focusing on the current opportunities and challenges allows the researcher to
evaluate the scopes of business development through creating effective customer
relationships in the sector. Apart from that the objective data related to the market in retail
and CRM tools is showing the significant role of a business development in the near future
which needs to be assessed effectively through a vast range of evidential data. However, the
methodological approach in this study emphasizes on the appropriate tools and techniques
through the secondary data evaluation to create an in-depth knowledge and understanding on
the research problems. Identifying the results objectives essentially allows the researcher to
direct the analytical outcome in a specific way that can create authentic and impactful
research outcomes.
Critical evaluation of the Industry 4.0 And the technological developments plays a vital role
in this research to understand scopes of customer relationship management and its influence
on sales in different retail sectors. As ICT and information technology is playing a
significantly vital role in customer-centric services in global retail, this research work
effectively focuses on the technological landscape and its influence on the retailing
approaches. On the other hand, the structural approach of this dissertation signifies that
different areas of assessment through literature review and methodological approaches
throughout the research work. Achieving the research objectives through the secondary data
analysis essentially plays a vital role to create an in-depth understanding on the current issues
in the global retail sector in terms of customer relationship management. However,
contemporary CRM approaches significantly focus on personalized marketing campaigns for
improved customer services which can lead to higher degree of satisfaction and sales growth.
These factors are enormously important in the retail business organizations to understand the
decision-making process by the consumers and affordable services for influencing the
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decision making for the purchase. Moreover, focusing on customer satisfaction and shopping
experiences is playing a vital role in this contemporary business study which needs to be
evaluated through a diverse range of authentic sources in this study. The ethical
considerations in this research also shows the higher degree of academic integrity and
accountability of the researcher which provides authenticity in the overall research outcome.
This factor is crucial in contemporary business research which can effectively contribute in
the future studies related to the research subject.

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 Acknowledgment
I want to express my gratitude for my mentors and guide without whose participation this
research would not be completed. I am also grateful for my peers whose motivation and
participation in data collection allowed me to carry on the research process. I want to thank
my parents also who consistently encourage me to do my work with dignity and efficiency.

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 List of figures

Figure 1.1: Dissertation structure..........................................................................................12

Figure 2.1: Statistics of CRM features in retail business......................................................13

Figure 2.2: Elements of Social Exchange Theory focusing on relationship development..15

Figure 2.3: Components of Technology Acceptance Model..................................................15

Figure 2.4: Three stages of Customer Lifetime Value framework........................................16

Figure 2.5: Relationship Marketing Segmentation Theory..................................................17

Figure 2.6: Retail management software global market.......................................................19

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 Table of Contents

Chapter 1: Introduction............................................................................................................8

1.0 Introduction....................................................................................................................8

1.1 Research background....................................................................................................8

1.2 Research gap...................................................................................................................9

1.3 Research aim...................................................................................................................9

1.4 Research objectives........................................................................................................9

1.5 Research questions.......................................................................................................10

1.6 Research rationale........................................................................................................10

1.7 Research domain..........................................................................................................11

1.8 Dissertation structure...................................................................................................11

Chapter 2: Literature review..................................................................................................12

2.1 Overview.......................................................................................................................12

2.2 Interrelationship between customer relationship management and sales in

contemporary global retail sector.....................................................................................13

2.3 Theoretical frameworks...............................................................................................14

2.4 Contributing factors in successful customer relationship management in global

retail industry.....................................................................................................................18

2.5 Impacts of customer relationship management strategies on the sales growth in

retail business......................................................................................................................19

2.6 Role of CRM tools and techniques in increasing sales growth................................20

2.7 Recommendations for global retailers to optimize customer relationship

management strategies to increase sales growth.............................................................21

2.8 Conceptual framework................................................................................................22

2.8 Summary.......................................................................................................................23
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 2.9 Literature gap...............................................................................................................23

Chapter 3: Methodology.........................................................................................................23

3.1 Introduction..................................................................................................................23

3.2 Research onion..............................................................................................................24

3.3 Research philosophy and justification........................................................................25

3.4 Research approach and justification..........................................................................25

3.5 Research design and justification...............................................................................26

3.6 Research strategy.........................................................................................................26

3.7 Data incorporation and selection process..................................................................27

3.8 Data evaluation.............................................................................................................27

3.9 Ethical considerations..................................................................................................28

3.10 Timeline.......................................................................................................................29

Chapter 4: Results and findings.............................................................................................29

Chapter 5: Discussions...........................................................................................................33

Chapter 6: Conclusion and recommendation........................................................................38

6.1 Conclusion.....................................................................................................................38

6.2 Linking with the research objectives..........................................................................38

6.3 Recommendations........................................................................................................40

6.4 Research limitations.....................................................................................................41

6.5 Future scope..................................................................................................................41

References...............................................................................................................................42

Appendix..................................................................................................................................50

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Chapter 1: Introduction
1.0 Introduction
The global retail industry is expanding through the advanced technologies and service
development for creating higher degree of consumer convenience and experiences. The
incorporation of experience economy as well as Industry 4.0 aspects is crucially playing a
vital role in shaping business operations in the global retail businesses (Al-Gasawneh et al.,
2021). However, the Customer Relationship Management (CRM) approaches in
contemporary retail business development through new industry dynamics are playing a
crucial role in consumer engagement. The evaluation of the theoretical foundation of the
relationship between CRM and sales growth in this sector essentially emphasizes on the new
service developments and branding approaches to attract and retain a large number of
consumers.
However, measuring sales growth can involve a wide range of factors like revenue, customer
lifetime value, profit margins, return of investments (ROI) at an extensive level. According to
Soltani et al., (2018), sales growth shows complex and newly developing dynamics in the
retail sector depending on the underlying factors that drive customer relationship and service
approaches to the wide range of consumers in the industry. This research work focuses on
methodological approaches by adopting secondary data analysis from authentic price ranges
of authentic and relevant data sources. This approach has the potential to enhance the overall
efficiency and effectiveness of qualitative and quantitative data analysis processes through a
high degree of confidence and validity in the process. The technical approaches of thematic
analysis in this study have the potential to focus on effective assessment by incorporating the
recent developments in CRM and business performance within the global retail industry.

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1.1 Research background
The critical evaluation of the new developments in customer relationship strategies and
practices in the global retail sector is largely focusing on the advanced technologies and
changing consumer behavior (Yu et al., 2019). On the other hand, recent studies are
significantly focusing on the aspects of Industry 4.0 and changing consumer expectations to
enhance the overall understanding on retail business developments. For example, one of the
leading online retail brands, Amazon, focuses on effective CRM approaches that incorporate
customer data during purchase for building a strong customer base by enhancing shopping
experience (Hassan, and Hassan, 2021). The e-commerce business organization essentially
emphasizes customer experience and convenience to drive greater user satisfaction through
assessing a vast range of user data.
The customer relationship and communication practices of the apparel company largely
focuses on a vast range of customer data incorporation and customized service approaches.
Arrigo, (2018), argues that development of new and innovative CRM tools and systems are
being prioritized in the retail sector to engage the wide range of customers in different stages
of customer journey and increase sales. However, the food and groceries retail business
organization Tesco has successfully developed CRM strategies of the rewarding system for
customers through Clubcard which enables vouchers and discounts on other collaborated
businesses like restaurants or hotels (Kumar, 2019). Recent studies have looked at how these
technologies are incorporated into CRM strategy and how that affects sales growth. The
changing CRM landscape and the effective assessment of return of investment (ROI)
essentially measures the sales growth by considering the different crucial factors like pricing,
product quality, branding approaches, and customer intentions in the business sector (Guha et
al., 2018). The recent market data in the sector identifies the positive relationships between
customer management and sales growth to assess the retail business performance in this
transformative era of global market.
1.2 Research gap
The major attention in the recent research developments related to CRM and its impact of
sales in the retail sector largely focuses on regional or organizational contexts. Apart from
that, comparative study focusing on CRM adoption, strategic implementations and interlinks
between developed and emerging nations (Al-Weshah et al., 2019). These approaches
significantly lack the overall global environment analysis through the recent data
incorporation. On the other hand, secondary data analysis is essential to identify the current

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trends and new directions of customer relationship management under the influence of
emerging technologies and changing consumer behavior. This approach needs to be
effectively addressed to develop in-depth understanding and knowledge on the current retail
business performance in global context.
1.3 Research aim
The aim of this research is to investigate the significant influences of customer relationship
management on sales growth in the global retail business sector.
1.4 Research objectives
 To critically evaluate the literature associated with customer relationship management
and sales growth in the global retail industry.
 To assess the significant factors that contribute to successful customer relationship
management (CRM) in the global retail sector.
 To explore the significant impacts of customer relationship management strategies on
sales growth in the global retail industry.
 To investigate the effectiveness of different customer relationship management tools
and techniques for increasing sales growth in the retail industry.
 To develop effective recommendations for global retailers to optimize their customer
relationship management strategies for improving sales growth.
1.5 Research questions
 What are the understanding and effective knowledge on customer relationship
management and sales growth in the global retail industry?
 What are the significant factors that contribute to successful customer relationship
management (CRM) in the global retail sector?
 What are the significant impacts of CRM strategies on sales growth in the global retail
industry?
 What is the effectiveness of different customer relationship management tools and
techniques for increasing sales growth in the global retail sector?
 What are the effective recommendations for global retailers to optimize their
customer relationship management strategies for enhancing sales growth?
1.6 Research rationale
Global retail business sector is showing the most rapid changes and being reshaped through
technological incorporations and changing consumer behavior. The implementation of
effective customer relationship management has addressed the new approaches of customer

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engagement which can essentially improve the sales growth on a large scale (Foltean et al.,
2019). On the other hand, the research problems effectively emphasize on the measures of
sales growth in terms of customer engagement and their buying intentions as a part of
consistent communicative approach from the global retail brands. Cao et al., (2018), suggest
that this factor is crucially important in the current business research context to explore a
wide range of perspectives associated with sales and customer relationships. On the other
hand, the thematic analysis approach through incorporating a vast range of authentic and
relevant secondary data has the potential to create effective insight through this research
work.
1.7 Research domain
The focused research area of this study signifies the measuring of sales growth by the
influences of customer engagement approaches through customer relationship management.
Addressing the extensive competition in the sector, the new studies need to understand the
positive as well as the challenging factors of developing CRM approaches to engage a large
customer base. The strategic adoptions of the methodology ensure effective technical aspects
of secondary data incorporation and evaluation process.
1.8 Dissertation structure
Chapter 1: Introduction
Introduction chapter of this study focuses on the research backgrounds for identifying the
research problem.
Chapter 2: Literature review
This chapter effectively develops effective insights on the influence of CRM on customer
engagement and sales growth.
Chapter 3: Research Methodology
Research methodology chapter provides the technical approaches of adopting data
incorporation and evaluation aspects with appropriate research approaches in this study.
Chapter 4: Results and finding
This chapter provides the technical approaches of the data evaluation process and outcomes
related to the research subject.
Chapter 5: Conclusion and recommendations
Achieving the research objectives and deriving conclusions from the data evaluation to
develop recommendations is the main factor of this chapter.

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 Figure 1.1: Dissertation structure
(Source: Developed by the author)

Chapter 2: Literature review

2.1 Overview
The contemporary global retail sector is showing rapid changes due to the influences of
advanced technologies and changing consumer behavior on a large scale. The adoption of
advanced technologies are influencing the consumer decision making and customer journey
by focusing on shopping experience and convenience. On the other hand, the current studies
on the impact of sales growth due to customer relationship management are showing a vast
range of incorporation of technologies and customer loyalty programmes to develop a strong
customer base and retain them (Khan et al., 2022). However, this literature review also
focuses on theoretical frameworks like social exchange theory, technology acceptance model
and customer segmentation to develop an in-depth knowledge on contemporary
organizational practices. However, the selection process of a diverse range of literature in this
study emphasizes on the authenticity and the relevance with the research problems to create
an effective insight. The selection criteria of the literature is focused on the significant

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research outcomes in the recent years, associated with the customer relationship and sales in
the business.
2.2 Interrelationship between customer relationship management and sales in
contemporary global retail sector
Rising extensive competition in the global retail sector is one of the most crucial issues that
needs to be focused by the business organizations. The customer journey and engagement are
being re-evaluated through technological developments creating a robust bond with the
diverse range of customers (Gil-Gomez et al., 2020). This strategic approach is essentially
important in the contemporary global retail scenario by aligning the business with the current
market dynamics and technology trends. However, factors like customer lifetime value
(CLV) and customer acquisition growth in terms of customer relationship management
showing effective influence on revenue growth directly and indirectly. On the other hand,
essential factors like customer retention growth fostered through customer loyalty is another
significant factor that drives sales growth in the retail sector. According to Kumar, and
Reinartz, (2018), current technological advancements are emphasizing on real-time
communication and enhancement in traditional relationship processes for the different brands
to engage the consumers on a different level. Emphasizing on the personalized services for
enhancing the experiences of customer journey is directly and indirectly influencing the
parties in the intentions of the consumers.

Figure 2.1: Statistics of CRM features in retail business

(Source: Youn, and Jin, 2021)

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However, for increasing the turnover, leading retail business organizations significantly focus
on innovative and most advanced CRM tools to attract and retain a large and diverse range of
consumers in the business. Recent studies show that 81% of the organizations are now
expected to deploy CRM tools and the systems for improving their communications with the
consumers (Youn, and Jin, 2021). These tools effectively show projected sales of the real
business organization based on the degree of communication and retention rate in a specific
business market. On the other hand, the influences of Industry 4.0 true digital revolution is
influencing rapid changes in the retail sector in case of service design and customer
interactions. Technologies like augmented reality (AR) for better customer interaction are
showing 40% more engagement among the Gen Z consumers in the UK now (Li, and Xu,
2022). These factors essentially show the incorporation of advanced strategies for customer
interaction tools and utilizing the changes in consumer behavior. For example, one of the
leading British food and groceries retail business organizations, Sainsbury's has successfully
introduced interactive voice recognition (IVR) systems in stores which is essentially
enhancing the overall customer experience during the shopping. On the other hand,
emphasizing on personalization by combining the customer data and the location data is a
gaining potential for attracting more customers by Sainsbury through incorporating efficient
data management technologies. However, the market data shows that the customer
relationship management software market is currently holding $4 billion and is projected to
grow to a market volume of $7.13 billion within 2028 (Nuseir, and Refae, 2022).
2.3 Theoretical frameworks
Social Exchange Theory

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 Figure 2.2: Elements of Social Exchange Theory focusing on relationship development
(Source: Bosio, and Scheiber, 2022)
According to social exchange theory, relationships are developed based on the principle of
exchange, which is essential in the retailing sector. The customers expect a fair return for
their monetary contribution through their purchasing product from the brands. However, this
approach is essentially playing a vital role for the retail business organizations to customize
offers and deliver personalized experiences to a vast and diverse range of consumers in the
contemporary market (Bosio, and Scheiber, 2022). On the other hand, providing the valuable
benefits to consumers through the convenience and shopping experience allows business
organizations to create a sense of reciprocal reciprocity in the purchase and post purchase
interactions. This theoretical implementation shows that creating trust and relationship
satisfaction based on the social or community perspective plays a vital role for developing
committed and long-lasting relationships with the consumers. Stafford, and Kuiper, (2021),
suggest that social exchange theory signifies that these approaches are significantly playing a
vital role in case of positive word of mouth and a higher degree of customer loyalty which
directly influences the sales growth. Development of higher degree of engagement through
the value of exchange essentially motivates the consumers to create a high degree of
engagement with the retail brand by motivating them farther apart from the brand.
Technology Acceptance Model (TAM)

Figure 2.3: Components of Technology Acceptance Model

(Source: Mokha, and Kumar, 2021)
Technology Acceptance Model signifies the exploration of the responses of individuals in
case of adopting the use of technology. According to Mokha, and Kumar, (2021), this factor
is essentially playing a crucial role in the contemporary retailing sector, as the industry is
highly influenced by the advanced technologies for customer relationship management.
Technology acceptance model emphasizes how the individuals are influenced by external

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variables and start to use new technological advancements motivated for better solutions in
daily life through perceived usefulness and ease of use. This theoretical framework signifies
that the business organizations deployed CRM practices for leveraging advanced
technologies in an effective manner (Galib et al., 2018). However, the emergence of
advanced technologies like cloud computing, artificial intelligence (AI), machine learning or
blockchain technology is reshaping customer communication and relationship management
on a different level. Current changing consumer behavior and attitude focused on customer
experience and convenience essentially allows the business organizations to develop
innovative and effective approaches for communication and enhance the quality of customer
services. Apart from that, understanding customer preferences through a vast range of
individual data is also playing a vital role for providing engaging services through
technological adoption. These factors are highly influencing the purchase decision making
and future interactions in an extensive men are evolving retail sector.
Customer Lifetime Value (CLV)

Figure 2.4: Three stages of Customer Lifetime Value framework

(Source: Jasek et al., 2018)
Customer Lifetime Value (CLV) theory essentially emphasizes the significant impact of
long-term customer relationship management to get at a higher sales growth. As this
theoretical approach signifies that a long-term value generation for the customers is essential

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for the effective customer relationship management. Fostering loyalty and encouraging repeat
purchases is the fundamental approach for the business organizations (Jasek et al., 2018). On
the other hand, factors like increasing customer equity by loyalty and advocacy plays a vital
role in retail sales for creating long-term engagement with the diversity and retail consumers.
This factor has the potential to retain the larger customer base and maximize customer
lifetime value through different reward offerings and trust building approaches. Apart from
that, these approaches essentially play a vital role in case of cross selling and upselling
opportunities for the new products in the retail business industry (Jasek et al., 2019). Selling
supplementary products or high-end products in the competitive retail market is essential
through developing long-term relationships based on trust and customer equity.
Relationship Marketing Segmentation Theory

Figure 2.5: Relationship Marketing Segmentation Theory

(Source: Thaichon et al., 2019)
Relationship marketing segmentation theory shows the importance of development and in
nurturing long-term relationships with different segments of the customer base. In this
approach, customer relationship management essentially focuses on understanding the unique
characteristics and attitudes of the customers based on different preferences and groups in
terms of their behaviors and attitudes. However, Thaichon et al., (2019), argue that
relationship marketing segmentation theory has the potential to develop an in-depth
understanding of consumer behavior and behavioral aspects of purchasing a diverse range of
products based on their partnerships, perceptions and intentions. However, there is a
significant influence of personalized approaches for enhancing the customer experience and

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satisfaction is playing a crucial role in the contemporary changing retail market for the
targeted segments based on their purchasing, pattern and attitude (Roberts-Lombard, and
Petzer, 2021). This factor essentially shows repeat purchasing, long-term relationship
development with the consequence that directly and indirectly influences, and the sales
volumes of a real business organization.
2.4 Contributing factors in successful customer relationship management in global retail
industry
Customer Relationship Management with focusing on different specific areas of business
functioning in the sector, is revisiting the business projects in the contemporary global
market. For example, Apple computers like omni channel integration and data driven
decision making in terms of customer relationship management is essentially gaining
potential in that current retail scenario. On the other hand, data driven decision making has
shown 15% or higher customer retention compared to the traditional approaches and different
fashion and banking retail sectors (Lu, and Miller, 2019). The industry specific retailing
approaches through customized approaches to the relationship management strategies based
on products like grocery in this changing market scenario is being reshaped by the
digitalization. Apart from that, the omnichannel integration has shown positive engagement
approaches with a diverse range of customers with consistent pricing and personalized
recommendations in this Industry 4.0 context. This process essentially plays a vital role in
profitability and customer engagement in a large under long-term manner.
However, meeting customer expectations efficiently is the most crucial challenge in the retail
banking sector which is driving the organizations to adopt effective CRM tools to create
higher degree of engagement with the B2B and B2C customers in the post-pandemic era of
business development (Mehralian et al., 2022). These CRM approaches are significantly
focusing on converting leads into clients and improving customer experience through digital
frameworks of services. Continuous improvement through the feedback systems based on
digitized platforms is another significant factor with effective satisfaction scores of the
customers implemented by integrating a diverse range of consumers in an efficient manner.
This factor signifies the growth of foods and groceries retail sales from 9.3% in 2017 to 14%
in the year 2022 in the US (Chatterjee et al., 2021). These factors are essentially influencing
the market for focusing on consistent development in customer relationship management and
service approaches that can directly and indirectly influence the revenue generation for the
retail business.

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2.5 Impacts of customer relationship management strategies on the sales growth in
retail business
The contemporary global retail market shows an extensive level of strategic approaches and
practices to attract and retain a large and diverse range of consumers in the business.
Approaches like improved customer retention shows in building stronger relationships with
customers, loyalty programmes and creating higher degree of satisfaction through the
digitalized services. Tien et al., (2021), suggest that this approach signifies the incorporation
of purchase history and customer preferences and behavioral patterns in customer
communication, to create higher degree of satisfaction based on the personalized approaches.
On the other hand, the enhanced customer acquisition processes through the marketing
campaigns are playing an essential role in developing a robust customer base. However, the
rising market of retail management software deployment signifies the importance of CRM
approaches in the rapidly changing industry to boost the sales and customer acquisition. The
segmented overview of the retail customer management market in Europe refers to higher
degree of growth of revenue with a CAGR of 11.2% between 2023 and 2028 (Raeisi Ziarani
et al., 2023). Deploying the both cloud-based and on-premise retailing system allows the
business organizations to identify the customer needs and buying patterns which plays a
crucial role in this rapidly changing global retail environment.

Figure 2.6: Retail management software global market

(Source: Raeisi Ziarani et al., 2023)
The advanced technologies deployed to CRM services enables retail business organizations
to offer relevant and personalized promotional approaches that allows them to acquire new
customers on a large scale. On the other hand, effectively managing customer relationships
in this changing market scenario needs to be addressed in different stages of customer
journey in a more insightful manner. The current global market perspective shows that

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development of integrity and following trends like social media branding essentially
influences the sales of the retail business companies (Aljawarneh et al., 2020). The impacts of
new service approaches for higher degree of customer convenience and experience is the
most important driver of organizational decision making on CRM approaches in East Asia.
This factor has the potential to create trust and effective bonding from the early stages of
purchasing decision making in the rapidly changing East Asian retail market, which can lead
to higher degree of sales growth. However, approaches like cross selling and upselling
opportunities is another significant factor in this comprehensive marketing which can focus
on value alternatives for the customers. This factor needs to develop trust and stronger
relationships with the consumers by providing them with value through the transactions.
These processes essentially rely on the complaints, feedback, and inquiries from different
customers in an efficient manner to create trust and bonding for a long-term perspective.
2.6 Role of CRM tools and techniques in increasing sales growth
CRM tools essentially create a higher degree of integration among the consumers and
business functions. Implementation of advanced digital technology like artificial intelligence
(AI), machine learning, augmented reality (AR), cloud computing and blockchain technology
are playing a crucial role in the development of advanced tools related to customer
relationship management. For example, advanced data management technologies allow the
CRM tools for collecting and accessing a diverse and vast range of consumer data which is
essential to provide customized and personalized approaches to the consumer (Anshari et al.,
2019). Apart from that, approaches like centralized database management with lead
management and conversion to manage the leads all across the sales pipeline are allowing
business organizations to create a more efficient Retail Management System. This factor has
the potential to add up appropriate strategies for the sales representatives and marketers to
create effective follow ups and personalized communication with the consumers. On the
other hand, sales process automation is another significant implementation of CRM for
streamlining various sales processes efficiently by eliminating the manual tasks by
integrating the consumer data with its customer journey.
However, Goodman, (2019), argues that retail businesses may create individualized and
targeted experiences, quickly respond to consumer demands, and increase customer loyalty
by taking a comprehensive approach to customer interactions. It is evident that businesses
may find areas for improvement, improve sales tactics, and increase sales with this data-
driven approach. Apart from that, by giving businesses centralized customer data

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management and automating sales processes facilitating effective lead management and
conversion in the global retail industry. Automation processes minimize repetitive tasks and
ensure efficient sales and operations by understanding the consumer patterns and
expectations. However, sales forecasting and reporting by understanding customer
relationships is another significant process in the contemporary market which identifies the
key sales metrics and the conversion rate for creating insightful processes from a sales
perspective (Khan et al., 2022). Moreover, assessing deal sizes and sales team performance in
real time assessment is another crucial of course in advanced CRM systems based on the data
driven approach for example. For instance, developing salesforce by Starbucks, essentially
focusing on feedback from the customers developing integrated service approaches for their
customer base which can lead to higher degree of sales innovation on a monthly basis. This
factor essentially emphasizes on the incorporation of product ideas and experience ideas to
create higher degree of integration among them Consumer visa and in all across the world.
2.7 Recommendations for global retailers to optimize customer relationship
management strategies to increase sales growth
Implementation of the unified CRM system can be one of the most influential factors in
contemporary customer relationship management in the hotel sector. This approach has the
potential for enabling data. According to Soltani et al., (2018), it allows the retailers to create
a holistic view of customer interactions and services to create a higher degree of satisfaction.
On the other hand, the recent developments in the retail management systems shows the
opportunity of leveraging data analytics for a multipurpose aspect in customer relationship
management. Incorporating large amounts of data for identifying customer preferences and
buying patterns, purchasing behaviors or market forecasting is one of the most essential
factors in this changing business environment. This strategic approach can significantly
increase cross-selling several products and enhance upselling of premium products to
understand the consumers in a more in-depth manner. This factor focuses on identifying the
demographics, buying pattern, and the preferences of the retail customers to enable more
customization and lower costs. Foltean et al., (2019), argue that this factor essentially shows a
higher degree of return of investment (ROI) in this digitized, retailing business environment
to create a higher degree of engagement by acquiring the new customers through leads.
However, monitoring performance and tracking the KPIs of return of investment essentially
helps retailers to understand the market scenario and consumer behaviors, which is essential
for effective customer relationship management. However, these approaches essentially

21
impact the purchase decisions and profitability of businesses by creating a higher degree of
trust and reliability among customers. On the other hand, incorporation of omnichannel is
another significant factor that can enhance the overall experience of consumers by
customizing prices, promotions and branding by the retail business organizations. This
approach significantly focuses on customer services across the channels, which can positively
influence the customer decision making on purchases and retention. Another effective
strategy like investing in proactive customer services has the potential to create an effective
competitive edge by incorporating advanced technologies like augmented reality (AR) and AI
generated chatbot to enhance the overall experience of the consumers. This factor essentially
identifies that most proactive customers drive a profit and profitability on a long-term basis
by creating loyalty and trust among a segmented customer base (Yapanto et al., 2021).
However, encouraging the customer feedback and reviews in social media platforms is
effective for customer management that can significantly enhance sales and revenue in this
highly competitive global retail market. Fostering customer-centric culture in workplaces for
developing more effective customer relationship management is another essential approach
that can give the customer a new sender experience in a more in-depth manner. The strategic
implementation has the potential to create a more effective collaborative approach and
integration in the current transforming retailing environment leading to sustainability and
growth for a long run.
2.8 Conceptual framework

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 Figure 2.8: Conceptual framework
Source: Developed by the author
2.8 Summary
The current studies are significantly showing the emergence of advanced digital technologies
has created approaches of higher degree of personalization and customization in service
offerings in different retail sectors like fashion, groceries, technology and home appliances.
The customization approaches due to the advancements in Data Management and cloud
computing is essentially playing a vital role for the retail businesses all across the world. On
the other hand, the conceptual frameworks of service quality, post-purchase relationship, and
customer lifetime value is also playing a vital role to understand and our drivers of sales
improve the customer relationship management.
2.9 Literature gap
The contemporary studies on customer relationship management and its impacts on sales in
global retail significantly focuses on the technological advancements and service
developments. To create a more in-depth understanding, research works need to address the
changing customer behavior and their attitudes towards retail branding and communications
in a more in-depth manner. However, this research effectively focuses on the current market
data and individualistic perspectives in terms of customer relationship in different retail
business areas. The incorporation of a wide range of secondary data emphasizing on recent
technological adoptions and their impacts on the diverse customer base of global retail is a
significantly important factor in this study. This approach has the potential to create an
effective insight on sales growth due to implementation of advanced CRM strategies in the
sector.

Chapter 3: Methodology
3.1 Introduction
Research methodology signifies the technical aspects adopted for data incorporation and
analysis to achieve the research objectives. The technical approaches through appropriate
methods and techniques signifies suitability with the research object and problems to create
an in-depth understanding (Hughes, and Tarrant, 2019). However, as this research focuses on
the contemporary issues in global retail in perspective of customer relationship management
and its impact on sales growth, adopted tools and techniques emphasize on the systematic
problem solving by acquiring a large and diverse range of secondary data. This secondary

23
data analysis also shows the effective incorporation of qualitative and quantitative analyses
from a vast range of recent research works and scientific journals along with statistical data
relevant to the research subject. However, the strategic approaches of selecting the methods
and techniques essentially shows lower cost and in the limited timeline to gain effective and
authentic research outcome.
3.2 Research onion

Figure 3.1: Research onion

(Source: Developed by the author)
Research onion refers to the representation of the framework of the research methodology
and by defining and different areas of methods and activities for the information and analysis.
From the outer layer to the center of the systematic representation, reassessment methodology
focuses on research philosophy for overall understanding of the data, reserves approach for
directing the analysis, strategic approach towards the incorporated data, strategy for selecting
the sources of data and finally, the data incorporation and evaluation process (Ruggiano, and
Perry, 2019). However, by defining these different functional areas in methodology allows
the researcher to completely understand the suitable technical approach and techniques based
on the research subject and problems.

24
3.3 Research philosophy and justification
The epistemological approach in the research process signifies the development of
perspective regarding knowledge as part of a wider social element. However, the philosophy
or approach on knowledge essentially allows the researcher to define a specific direction and
data evaluation based on the research subject. According to Qamar, and Child, (2021),
research philosophy provides an overall perspective on incorporated data based on the
research problems and evidential data. However, individualism, positivism and realism are
the most utilized research philosophies in contemporary academic studies. This research work
incorporates positivism philosophy for the secondary data evaluation regarding contemporary
CRM in the global retail sector and its influence on sales growth. This research philosophy
has the potential to minimize information bias from the researcher and develop an in-depth
understanding through a wide range of prospective evidential data. Apart from that, this
research philosophy has the potential to enhance the effectiveness of the analytical outcome
through the reasoning-based approach which is essential for studying contemporary issues in
Business Management. One of the limitations of this research philosophy signifies the
extensive focus on observable approaches on knowledge by eliminating the subjective
experience. This factor needs to be assessed through the reasoning based approach towards
collected data to minimize the information bias (Sherif, 2018). However, as this study
incorporates the mixed approach of qualitative and quantitative degeneracies, positivism
research philosophy can significantly enhance accuracy and confidence of the data evaluation
with the subjective perspective.
3.4 Research approach and justification
Research approach refers to the overall planning and processing of data interpretation and
analysis. Research approach provides the overall direction of the analytical outcome by
accessing incorporated knowledge in the study. However, inductive, deductive, and abductive
are the most commonly implemented research approaches in the contemporary academic
area. This research work in corpora incorporates a deductive research approach to identifying
the interrelationships of CRM and sales growth in the contemporary global retail sector
(Davidson et al., 2019). Deductive research approach has the potential to identify patterns and
pre-existing concepts to create an in-depth understanding on the research problems from the
collected data. Apart from that, deductive research projects can be utilized for minimizing
and for enhancing overall efficiency of data collection and analysis by generalizing the
findings to a great extent. On the other hand, the scientific approach of confirming the

25
theories through this research approach allows the researcher to develop in-depth knowledge
on the subject by focusing on the reasoning-based approach towards the collected knowledge.
3.5 Research design and justification
Research design provides the overall strategy for the researcher to incorporate that data in a
manner that can be enriching for the analytical outcome. Jessiman et al., (2022), suggest that
the development of an overall framework through research design relies on the measurement
of data and analytical outcome in the assessment process. However, explanatory, exploratory
and descriptive are the three major research designs in contemporary studies which enhances
the overall impact of analytical outcomes. These research work incorporate explanatory
research design relying on a diverse set of secondary data to achieve that results objectives.
On the other hand, explanatory research design in this research can effectively focus on the
current issues of CRM development and the influences of technology that can identify that
research problems in an effective manner. However, one of the limitations of this research
design is that explanatory research and design emphasizes on the specific contexts and areas
of data which can create a limitation in generalization of the new findings. This factor needs
to be assessed through the incorporation of a diverse range of samples of secondary data and
developed insightful approaches (Fàbregues et al., 2021). Explanatory research design has the
potential to identify gathering casual relationships between and the business and underlying
mechanisms and that can influence the direction of informed decisions. This factor is
essentially important for enhancing your authenticity and reliability of data analysis and
yourself comes in that contemporary business research work.
3.6 Research strategy
Research study strategy signifies the overall planning and framework of analytical
approaches in the research. Different adopted tools and techniques as well as the sources of
data plays a vital role in case of a research strategy. Research strategy allows the researcher
to identify the appropriate planning and monitoring of the incorporation and analytical
process to enhance the overall reliability of political outcomes (Beck, 2019). On the other
hand, research strategy has the potential to minimize time duration of the analysis enhancing
the overall efficiency of the analytical process. This research significantly focuses on
incorporating a vast and diverse range of secondary data from different sources like scientific
journals, recent research outcomes, and statistical data sources associated with customer
management and sales growth in that global retail sector. As the contemporary retail sector is
showing a significant level of technological advances incorporating qualitative and

26
quantitative data from different authentic sources is essential for this research work.
However, the selection criteria of the secondary sources is highly based on authenticity and
feasibility and secondary sources incorporated in this research work. Apart from that, in-
depth analysis of this data for thematic analysis potential to focus on specific areas of
customer relationship management and use impacts on sales growth in the contemporary
competitive retail industry (Sari, 2021). This research strategy significantly helps the
researcher to align the analytical and direction with the research objectives which is essential
to enhance the overall effectiveness and efficiency in the business research.
3.7 Data incorporation and selection process
Data Collection is one of the most core activities of a research which significantly defines the
effectiveness and impact of the overall analytical outcome. This research focuses on both
qualitative and quantitative and data from a vast range of secondary sources to develop an in-
depth knowledge and understanding on contemporary CRM practices in the global retail
sector for enhancing the sales growth. However, the data collection processes in this study
highly relies on the diverse range of open-source data from dividend and digital platforms.
Google Scholar and Microsoft Academics play a vital role in this data collection process
through effective keywords related to the research problem and objectives. Apart from that,
the selection criteria of the secondary sources shows a higher degree of authenticity and the
reliability of open sources to enhance the overall effectiveness of the analytical outcome.
However, the sampling method of the data collection approach signifies probability sampling
for minimizing the time duration to enhance overall efficiency in the data collection process.
Effectively assessing the titles and after different research and also plays a vital role for
identifying the appropriate data sources related to the customer relationship management and
retail sales enhancement (Largan, and Morris, 2019). The strategic approach of data
collection processes essentially allows the researcher to effectively incorporate relevant
sources like recent research outcomes to enhance the in-depth understanding on current issues
and strategic approaches of CRM to enhance the overall business performance.
3.8 Data evaluation
This research focuses on secondary data based on the mixed approach of a quantitative and
qualitative data analysis through reasoning-based approach. Thematic analysis in this
research significantly emphasizes on the specific research area based on the evidential data
related to customer relationship management and sales in the retail sector. The qualitative
data analysis essentially focuses on the subjective perspectives of the contemporary user to

27
enhance the in-depth understanding of the sales and customer communication on a large scale
(Heaton, 2021). On the other hand, quantitative data analysis essentially focuses on statistical
data with the objective perspective to create an insightful understanding on recent issues. This
analytical approach effectively shows the importance of current complexities in a rapidly
changing retail sector which enhances the fundamental knowledge related to sales and
customer communication.
However, based on the evidentiary data, the results are significantly focused on theme
development based on the Boolean logic to enhance the overall accuracy of the analytical
outcome. Apart from that, the secondary data analysis essentially focuses on the past range of
recent research outcomes, which essentially provides an in-depth knowledge on the research
problems related to the major software sales and customer interactions (Whiting, and
Pritchard, 2020). However, the high proximity and accuracy is developed through the
reasoning based approaches of thematic analysis, focusing on the both objective and
subjective perspectives that collected data from a diverse range of sources. This factor
essentially plays a vital role to enhance the overall efficiency in the desk-based approach of
research in the limited timeline. However, minimizing information bias through the influence
of positivism research philosophy and the deductive research approach essentially plays a
vital role in this study. These processes have the potential to focus on a wide range of
perspectives on the region to enhance overall knowledge and understanding related to the
research problems.
3.9 Ethical considerations
Ethical considerations is one of the most crucial factors in contemporary research works
which conveys academic integrity and accountability of the researcher by enhancing
authenticity and the reliability of the overall research outcome. However, this study
significantly focuses on data incorporation acknowledging the original authors through
appropriate referencing. The referencing approach with proper citation allows the researcher
to acknowledge original ideas which enhances accountability of the researcher in the entire
analytical process (Ferretti et al., 2021). On the other hand, factors like data confidentiality
and anonymity plays a vital role due respect to the agreements and restrictions associated
with the data management in the academic organization. This factor essentially played a vital
role for addressing the secondary and data sources in an appropriate manner through the
referencing system. Apart from that, avoiding plagiarism also plays a vital role in this study
to deliver authentic research outcomes. Moreover, the validity and the reliability of the open

28
sources plays a vital role under the ethical considerations to enhance the overall academic
integrity in this study. Incorporating the reputable as well as the reliable sources is one of the
most fundamental approaches in this research work which shows a higher degree of
accountability of the researcher in this study. On the other hand, unbiased analysis is also an
essential factor in contemporary business research that presents a balanced interpretation of
the existing information.
3.10 Timeline

Table 3.1: Gantt chart

Source: Developed by the author

Chapter 4: Results and findings

Theme 1: Interrelationship between CRM and sales growth in contemporary global

retail studies
The contemporary global retail scenario is showing enormous levels of changes in a rapid
pace through the incorporation of advanced digital technologies. On the other hand, the

29
current studies are also showing rapid consumer behavior changes and their inclination
towards new approaches through online shopping. However, customer relationship
management is essentially playing a vital role for adults adopting new consumer behavior and
patterns that can influence the sales of different target products in the sector (Lokuge et al.,
2020). For example, personalization and target marketing are gaining potential in recent years
for creating a higher degree of engagement in pre and post purchase interactions with the
different consumers. Apart from that, with the effective incorporation of digitalized
approaches and advanced technologies like AI and cloud computing, customer retention
strategies and loyalty programmes are also being changed through these technologies.
Influences of Industry 4.0 in the e-commerce retail business organizations like Amazon are
maintaining a comprehensive customer database to understand the needs and attitudes of the
consumers and develop an effective communication process that can benefit in case of sales
and customer retention on a large scale. According to Nair, and Shams, (2021), the long-term
assessment of consumers through data is enormously influencing and upselling opportunities
of premium products for different global retail brands. However, the technology retail sector
is also incorporating the sales forecasting approach by identifying B2B and B2C customer
relationships for developing sustainable marketing approaches. Identifying the scopes of
Industry 4.0 through implementing customer-centric approaches are playing a vital role in
creating higher degree of customer engagement and long-term sales propagation. These
approaches significantly influence the customer relationship management through assessing
the business crucial data like purchase history, market trends and customer buying patterns in
terms of a particular technology product (Al-Suraihi et al., 2020). Developing convenience
and effective customer experience is also essential in this changing sector scenario which
needs to understand the customers in a more in depth manner. These processes essentially
focus on streamlining supply chains for creating higher degree of convenience and that can
influence the customer journey for purchase.

Theme 2: Contributing factors in successful customer relationship in retail

With the rapidly changing of the technological landscape and consumer buying patterns,
personalized customer experiences are playing a vital role in the contemporary retail business
sector. Developing excellent customer service essentially allows real business organizations
to create positive influence among the consumers and influence them in different stages of
customer journey. For example, attending the effective complaint resolution system, the
online shoe and clothing retail business organization Zappos has effectively developed a high
30
degree of customer satisfaction leading towards higher customer loyalty in the retail sector
(Guerola-Navarro et al., 2021). On the other hand, the current global industry is focusing on
omnichannel experience for the customers to develop a robust relationship in a systematic
strategic manner. This approach is significantly focusing on mobile applications and
dedicated websites as well as in-store services that can create effective relationships with
consumers. However, proactive communication is playing a vital role in this highly
competitive global market. The current study shows that 87% of retail customers are more
inclined towards repeat purchases afforded through the loyalty programmes (Eltahir et al.,
2021). Incorporation of seamless omnichannel shopping experiences influence these loyalty
programs to create a better shopping experience and satisfaction for a diverse range of
consumers. Apart from that, developing transparent and trustworthy retailing practices also
essentially allows the technology retailers like Apple to create higher degree of engagement
and dissatisfaction among the global consumers. These approaches essentially focus on the
values of environment and social structure to create individualistic approaches for the
consumers. However, commitment to sustainability and trust essentially play a vital role in
the consumer relationship and development which can influence sales and growth in a long-
term manner in this extensively competitive global retail scenario.

Theme 3: Impacts of customer relationship management strategies and practices in

global retail sector
As the contemporary retail sector is showing extensive competition and being reshaped
through the influence of technology and consumer services, customer relationship
management (CRM) strategies need to focus on creating higher degree of customer
satisfaction and effective experience through the shopping. Emphasizing on customer
retention is one of the most crucial approaches for enhancing sales in a long-term manner.
However, developing an effective reward system and loyalty programmes essentially play a
vital role to enhance higher degree of engagement among the consumers. The current market
shows that a 5% increment of customer retention rate can increase the profit to a minimum
level of 25% in the contemporary global retail sector (Naim, and Alqahtani, 2021). On the
other hand, the effective CRM practices are essentially emphasizing on customized branding
approaches and personalized product recommendations to enhance a higher degree of
customer trust and engagement. This approach also allows consumers to enhance cross
selling e-commerce businesses organizations on a large scale. However, one of the most
promising apparel retailers Stitch Fix has shown significant positive results through data-
31
driven CRM practices with a conversion rate more than 30% this factor essentially
influencing the global retail sector to create a degree of customer engagement leading
towards improving in the passage and long-term customer relationship development.
Moreover, the current market also shows the importance of enhanced targeted marketing and
campaigns and campaigns to create positive word of mouth to the social media platforms.
These approaches essentially enhance the influence of customer satisfaction and electronic
word of mouth approaches which essentially influences the sales and customer relationship.
The recent strategic approaches of streamlined customer service and support essentially
emphasis on trust and transparency to develop higher degree of engagements with different
customer segments (Maggon, and Chaudhry, 2018). This factor allows the customers to
identify cost-effective approaches of customer engagement by effectively understanding their
needs and intentions through data-driven CRM systems.

Theme 4: Tools and techniques of effective CRM for improving sales growth
The CRM tools and techniques are now largely focusing on a diverse range of processes
through technical as well as a subjective process towards the customer engagement. Hasan,
(2021), argues that customer segmentation is playing a vital role for identifying and potential
customer groups based on their purchasing behavior and preferences in a more in depth
manner through data driven CRM systems. However, customizing the marketing campaigns
and target product offerings essentially influences consumers in a positive manner which
significantly reflects on the purchase decision making. On the other hand, Industry 4.0
aspects shows approaches like marketing automation is another significant factor that our
global retailers are implementing on a large scale for personalized digital marketing based on
the customer responses. This approach has largely influenced customer engagement and sales
force based on the purchasing history and patterns. The return of investment (ROI) of current
CRM approaches are showing gradual growth and the CRM tools market is also expanding in
a rapid manner. This process shows that the incorporation of social CRM is playing a crucial
role by involving monitoring the brand mentions for creating integrated customer support in
the electronics retail sector. However, social CRM has shown a 20% increase in customer
satisfaction in the electronic retailing sector with a significant amount of reduction in
customer service costs (Kampani, and Jhamb, 2020). On the other hand, salesforce
automation is another crucial approach which signifies a higher degree of leading
management and contact management by automating the sales process. This approach has
shown 32% increase in sales productivity in recent retailing processes of the
32
global organizations (Del Vecchio et al., 2022). Moreover, customer analytics and data
mining are another potential area of CRM that needs to be developed based on in-depth data
assessment of the customers.

Theme 5: Recommendations on effective customer relationship management for retail

sales growth
Identifying the scopes of customer relationship management and the challenges is playing a
crucial role in this contemporary changing real business sector. However, contemporary
market assessment shows the importance of customer data assessment for developing
effective personalized approaches to a diverse range of consumer segments. On the other
hand, developing personalized customer experience has the potential to create a higher degree
of satisfaction and consumer experience in different areas of retailing (Hendriyani, and
Auliana, 2018). Development of exceptional customer service by understanding the
consumers’ needs and expectations is another potential factor which can get a higher degree
of consumer engagement in this changing digital business functioning context. Incorporation
of effective CRM tools has the potential to ensure higher sales growth through long-term
interactions with the consumers in a positive manner. Apart from that, the omnichannel
approach is a significantly essential approach that can create a higher degree of effective
customer interactions which can lead to sales and revenue. Enabling the innovative
perspective across the distribution channels has the potential to create a degree of
engagement and satisfaction which can be used to implement the loyalty programmes
successfully. However, developing long-term goals in terms of customer relationship
management and salesforce essentially creates positive influences on the customer journey
through the social media platforms and user generated content. This strategic approach has
the potential to minimize the costs of the business organizations and get a higher degree of
integration through the real business ecosystem (Nuseir, and Refae, 2022). On the other hand,
consistent improvement of the employees also needs to enhance the quality of customer
relationship management that can directly and indirectly influence the overall retail business
performance on a large scale.

Chapter 5: Discussions
Studying the recent developments in customer relationship management (CRM) in global
retail and its impact on sales growth is an essential factor for businesses. However,
identifying the opportunities and challenges in this area essentially allows the researcher to

33
develop specific areas of analysis through the thematic analysis approach (Dastane, 2020).
The qualitative and quantitative data on customer engagement and purchasing decision
making shows significantly changing we have the ones in the contemporary sector. Thematic
analysis through specific areas based on the business problems and objectives essentially
requires subjective approaches to the recent developments and future scopes of customer
relationship management. The research shows that as contemporary and global retail is
rapidly being reshaped, identifying drivers of changes allows the retailers to understand the
customers in a better manner through incorporating a diverse and vast range of data. The
statement of aim and objectives with research questions essentially provides the clear
direction for data evaluation and outcome. However, the thematic analysis also shows the
importance of data in collaboration for assessing the crucial factors like purchasing
intentions, purchasing patterns, availability of customers-centric services, and the
effectiveness of targeted product recommendation approaches. According to Suharjo, and
Wibowo, (2020), contemporary CRM strategies essentially focus on the personalized product
recommendations and the service development that can create a value addition to a large and
diverse range of consumers in the retail business sector. This factor essentially allows the
retailers to identify the intentions of the diverse range of consumers and creative force
marketing to enhance sales volume.
Contemporary retail business organizations are now showing the importance of advanced
digital technologies like aI cloud computing and data science to develop a robust database
that can enhance the credibility of the customer relationship management services. On the
other hand, emphasizing on these technological infrastructure, global retailers like Amazon
and Apple are emphasizing on customized approaches for the consumers to enhance a higher
degree of satisfaction, shopping experiences. However, the thematic analysis also shows that
the satisfaction of the consumer experience is playing a vital role for sales growth through
incorporating and effective CRM tools and techniques. Apart from that, the contemporary
industry 4.0 approaches digitalization is playing a crucial role for enhancing the overall sales
volume and implementation of CRM tools in the global retail sector (Akubilo, 2023).
Forecasting the market based on the consumer buying patterns, effective implementations of
CRM tools essentially enhance the decision-making capacity of the global retailers in an
effective manner. On the other hand, implementation of the Industry 4.0 aspects is expanding
the capacity of the technological infrastructure of the retail business organizations to enhance
overall quality customer relationship management services (Dastane, 2020). The statistical
data in the thematic analysis significantly shows the importance of CRM systems market
34
importance on the rising demand of these tools in the retail sector. However, this factor
essentially shows the significant rise in sales by enhancing the customer retention rate and
engagement through pre and post purchase purchases by the retailers.
The apparel retail industry is significantly focusing on the customer's approaches, product
recommendations and creating an integrated customer base through including social media.
According to Lu, and Miller, (2019), this factor essentially allows the organization to create a
higher degree of engagement through review and complaints and management by assessing
the user generated data on different platforms. Farmania et al., (2021), suggests that these
factors show the rising implementation of positive word of mouth for developing a higher
degree of customer satisfaction and leading to higher sales volume based on the different
products like electronics or apparel. Food and groceries retail business organizations are now
developing customized approaches for attracting and retaining a large and diverse range of
consumers. On the other hand, the grocery retail sector is now focusing on environmental
sustainability approaches and values for developing effective relationships. with the
consumers. This factor has the potential for gaining long-term profitability for different
business organizations, all across the world. However, the specific areas of implementations
of CRM tools and its impacts on the customer engagement shows a significant increase in
sales and profitability as well as minimisation of service cost (Al Karim et al., 2023). The
digitalized approaches in customer interactions essentially allows the retailers to efficiently
and cost-effectively create long-term relationships with the segmented customers. On the
other hand, strategic approaches of market segmentation and effective deployment of the
CRM systems allows the retailers like Stitch Fix to develop robust data-driven systems to
create higher ROI (Rodriguez, and Boyer, 2020). These approaches are gaining potential to
influence the customer retention strategies and practices to create a higher degree of
engagement in the retail business. However, incorporating effective reward systems and
loyalty programs through the CRM approaches has shown significant potential in attracting
and retaining a large number of global customers in the retail industry.
Identifying the challenges like changing consumer behavior and complicacy of innovations in
digital technologies is a significant factor in the business sector. These factors are really
impacting on the effectiveness of CRM approaches and that can directly and indirectly
influence the sustainability and growth of the retail businesses. Effective assessment of the
customer intelligence and their buying patterns through data incorporating utilization is
showing enormous level of potential for developing effective customer relationships (Nair,
and Shams, 2021). The qualitative data analysis approach of thematic analysis significantly
35
focuses on the challenges like changing consumer behavior and the extensive competition in
the global retail sector to develop strategic customer relationship management. On the other
hand, identifying drivers of changes in the current retail industry is essentially playing a vital
role in this study to identify the challenges and scope for customer relationship management
that can enhance the overall sales and profitability. However, it is evident that recent
developments in digital technologies allows the business organizations to minimize the cost
of branding and customer interactions through different digital platforms and tools. For
example, social media is playing a vital role for creating a higher degree of user interactions
and the influence of decision making through customer journey apart from data and the real-
time assessment and monitoring of sales and market dynamics (Navimipour et al., 2023).
Digitalization is also playing a vital role for the global retail business organizations for
developing customer interactions in the most convenient manner. As the contemporary retail
market shows the inclination of consumers towards a higher degree of convenience and user
experience, creating increasing customer satisfaction is one of the key issues for increasing
the sales volume. However, customer relationship management strategies are playing a vital
role for the retailers to interact with the diverse range of customers for creating satisfaction
and engagement that can enhance the overall performance of the retailing business
organizations. Apart from that, these approaches essentially influence sales productivity in a
more integrated manner. Creating a higher degree of integrated systems in this transformative
global retail market is crucially important to develop customer engagement and satisfaction.
Focusing on customer loyalty and transparent communications, the contemporary global
retailers need to assess the potential of the competitive edges through relationship building.
This approach shows the incorporation of effective CRM systems and customer convenience
through the overall shopping experiences in e-commerce as well as the brick-and-mortar
stores (Indah et al., 2021). However, in-store services in the food and groceries retail
businesses in many different countries are evolving through the automation and AI generated
approaches to enhance the overall satisfaction level of the consumers focusing on a diverse
range of customer segments and these interactions essentially emphasize on the customer
convenience and postpartum services to enhance overall satisfaction of the customers. On the
other hand, the recent studies also represent the importance of consumer relationships
through customer loyalty and effective shopping experiences which can create value
throughout the customer journey in the retail business in Industry 4.0 context. Identifying the
potential gaps of communication is essential now to create effective competitive advantage
for the retail brands. As the global market is showing extensive level of competition, due to
36
the customer centric service development and enhancements in product quality, customized
approaches of pricing and access to the products plays a crucial role in the contemporary
retail business (Maheshwari, and Kushwah, 2019). Providing flexible pricing and reorder
allows the marketers how to attract and retain a large number of consumers in the groceries
retail which can lead to higher degree of profitability and through enhanced sales. On the
other hand, e-commerce approaches in electronic devices as well as banking retail shows the
importance of innovative approaches in customer loyalty and satisfaction for improving and
upselling of new products. As the FinTech sector is comparatively new and evolving through
advanced technologies, this business sector is largely focusing on customer convenience and
transparency through the customer interactions in an in-depth manner. Tien et al., (2021),
argue that these aspects of the current retailing business development essentially emphasize
the innovation and ICT skills of the employees to enhance the quality of the overall post
purchase services to the diverse range of customers. On the other hand, information systems
in the global supply chain are also playing a vital role for creating effective customer
relationships through customer-centric approaches with the effective assessment of a vast
range of data.
Information technology essentially helps the business organizations to develop in-depth
knowledge on the consumers and influence them through the customer centric approaches.
The incorporation of automation and AI with the incorporation of cloud computing has
enhanced the scope of data incorporation and assessment of a large and diverse range of retail
customers. These strategies are focusing on creating a higher degree of user convenience and
shopping experience in the retail sector. These approaches are gaining significance in this
transformative context of retail business development. Mogili, and Natarajan, (2021), argue
that the global landscape of technology is showing an enormous level of development of real-
time monitoring and feedback assessment which is crucial for developing effective customer
relationships. Focusing on advanced technological infrastructure is now essential for the
retailers to understand the customer behavior and their needs to enforce effective CRM
approaches which can influence the sales both directly and indirectly.
The thematic analysis focusing on the contemporary development of customer relationship
management has the potential to assess the innovative approaches of CRM under the
influences of Industry 4.0 in recent global retailing context. However, the qualitative data
analysis is based on the evidential data that shows the importance of the extensive
technological influences and inclination of the consumers towards customer convenience for
driving the strategic incorporations. However, enabling opportunity management by
37
providing efficient sales forecasting and reporting capabilities support effective CRM tools
and techniques which can play a crucial part in driving sales growth in the retail sector. On
the other hand, as this research work essentially focuses on the both quantitative and
qualitative data analysis approaches the statistical essentially emphasizes on the objective
perspective related to the recent developments as well as future forecasting. For example, the
assessment of the CRM tools and software for implementing in retail and business
development shows the importance of ROI to drive the salesforce in an effective manner
(Fatouretchi, 2019). Extensive focus on integrated approaches for customer engagement and
satisfaction essentially shows the direct impact on long-term relationships and purchasing
decision making of a large number of retail customers. Businesses may create individualized
and targeted experiences, quickly respond to consumer demands, and increase customer
loyalty by taking a comprehensive approach to customer interactions. Alsulami, (2021),
suggests that the current assessment of the global retail market and organizational strategies
is showing the transformative scenario in the market. Apart from that, the changing market
dynamics also influences the strategic decision making of the global retailers for enhancing
the overall business performance through focusing on effective customer relationship
developments.

Chapter 6: Conclusion and recommendation

6.1 Conclusion
The analytical outcome of the thematic analysis signifies a wide range of assessment of the
current studies associated with customer relationship management and its impact on retail
business performance. The specific areas of the subjective evaluation essentially shows the
current drivers of changes for customer satisfaction and engagement to enhance the sales
growth.
Apart from that, CRM systems are currently signifying the fastest growing software market in
the current transformative market environment. However, personalized approaches for
marketing campaigns and service development in the retail sector is also emphasizing on a
vast range of customer data for getting higher degree of convenience and the experience. On
the other hand, effectively segmenting the customer base is another significant factor that can
allow them to enhance accessibility and minimize cost for customer relationship
management.

38
6.2 Linking with the research objectives
Objective 1: To critically evaluate the literature associated with customer relationship
management and sales growth in the global retail industry.
The current study significantly focuses on the identification of interrelationships between
customer relationship management and sales growth in the global sector. As the current
market is evolving through the advanced technologies and changing your behavior, these
studies essentially are drivers of changes that can be added value for the consumers as well as
the business. However, the research work shows that technological advancements related to
the CRM tools essentially enhance the overall sales and cross sells and upsells for retail
business organizations. Different examples in groceries and food retailers as well as fashion
retailing shows an effective incorporation of advanced technologies through online platforms
as well as the in-store applications which are directly influencing the purchasing decision
making of a diverse range of consumers.
Objective 2: To assess the significant factors that contribute to successful customer
relationship management (CRM) in the global retail sector.
This research objective significantly shows that specific areas of customer relationship
management influence the overall business performance. Factors like personalized
approaches as well as the data-driven assessment of customers is now playing a vital role in
the global retail sector. The qualitative data analysis shows that development of feedback
systems through different digitalized tools and platforms are directly communicating with the
controversial which has positive responses in terms of sales. However, the quantitative and
qualitative data analysis of the current market essentially shows the importance of customer
relationship management tools for deriving the view of consumer engagement and sales.
Objective 3: To explore the significant impacts of customer relationship management
strategies on sales growth in the global retail industry.
The current rapidly changing Regional Business Sector shows the requirement of advanced
technological incorporation as well as strategic development in terms of customer
relationship management. Focusing on customer convenience and shopping experiences are
playing a vital role in the consumer sector to get higher degree of engagement and sales on
long-term minute. However, this study emphasizes on the current approaches and its
organizational approaches in the retail business sector in different product areas enhance and
effective communication approaches. These factors are essentially focusing on getting a
degree of satisfaction by understanding the needs and attitude of the consumers through
accessing a vast range of customer data.
39
Objective 4: To investigate the effectiveness of different customer relationship
management tools and techniques for increasing sales growth in the retail industry.
This research objective focuses on the rising importance of customer convenience and
shopping experiences which are creating significant competition in the global retail sector.
Developing a competitive edge through customer relationship management is essential to
create a loyal customer base and enhance sales growth on a large scale. However, investing in
advanced CRM tools and tech techniques allows retailers to effectively assess the consumer
data and the customer centric approaches in terms of communication. These tools have the
potential to understand consumer news and their behavior, which is providing personalized
approaches in sales and business communication. The evidential data shows the insightful
approaches of creating integration through these tools to enhance the retail business sales in
the contemporary competitive global market.
Objective 5: To develop effective recommendations for global retailers to optimize their
customer relationship management strategies for improving sales growth.
Creating personalized approaches and omni channel approaches is crucially important for
global users to attract and retain a large number of consumers. This study signifies the
importance of shopping experiences and convenience for a diverse and large number of
customers whose needs to be assessed through the effective organizational strategic
approaches of CRM. On the other hand, to create a competitive edge The customized
approaches essentially allow consumers to create a higher degree of satisfaction, which is
essential for purchasing decision making in this competitive market. The centralized
approaches of data collection and evaluation can create a significant level of customer
engagement and value which can provide sustainability and growth to the retailers for a long
run.
6.3 Recommendations
Data-driven approach
Data-driven approaches to customer communication in different stages of customer journey
are now essential (Castagna et al., 2020). The research shows that effective communication
and post-purchase interactions play a vital role for developing long-term relationships with a
diverse range of customers in the retail sectors.
Personalized service approaches
The assessment of a diverse range of evidential data signifies the importance of personalized
approaches of communication and branding for the retail customers. However, this approach

40
can significantly create value and satisfaction for a large and diverse range of customers in
the global retail business industry (Gil-Gomez et al., 2020).
Effective deployment of ICT skills
As the current global market is changing along with the consumer attitude, enforcing
consistent development of skills of the employees is crucially important (Eriksson et al.,
2022). This approach has the significant potential to create customer-centric approaches
through CRM to create higher degree of customer engagement which can lead to higher
degree of sales growth in the sector.
Innovation and technology
The multidimensional influences of Industry 4.0 essentially allows the retail business
organizations to identify the scopes of technology and innovations for customer-centric
communication service development (Hoyer et al., 2020). On the other hand, the evidential
data shows the direct, competitive, and temporary communication approaches in terms of
customer relationship management has the potential to influence consumers on a different
level.
6.4 Research limitations
This research work deals with the newly emerging retail business issues under the influences
of new and innovative technologies along with the rapidly changing consumer attitude. For
creating a more in-depth understanding and knowledge on the current business scenario, a
combination of primary research would be more effective. On the other hand, limitation of
timeline and a limited monetary budget also played a crucial role in this study. Limitation of
transportation of the researchers and the expanded time duration for the primary research led
to adopting only the secondary data evaluation in this contemporary business study.
6.5 Future scope
This study signifies a wide range of data evaluation on the recent developments of customer
relationship and its impacts on business performance of the global retail business industry. As
this research collects secondary data from a wide range of authentic and relevant sources, the
analytical outcome of this study also ensures higher degree of accountability in understanding
the role of customer relationship management for sales growth. This research work can
contribute the research outcome and understanding for the future research works associated
with the similar research problems in this transformative era of business development.

41
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Appendix

Research context First level coding Second level coding Major themes

Assessment of
recent research
Context of sales
works on customer
growth in global retail Interrelationship
relationship
under the influence of between CRM and sales
management and
customer relationship growth in
sales growth
Examining the management contemporary global

50
influence of Current changes in retail studies
customer global retail sector
relationship in terms of
management on customer
sales growth in the relationship
context of the global management
retail industry.
Significant factors
of effective
Changing influences Contributing factors in
customer
in customer successful customer
relationship
relationship relationship in retail
management
management for
better retail business
Effective recent
performance
developments in
customer
relationship
approaches

Influencing factors Role of customer Impacts of customer

of CRM strategies relationship strategies relationship
in retail sales growth management strategies
Direct and indirect in contemporary and practices in global
impacts of CRM on global retail industry retail sector
retail sales

Assessment of
different customer Effective tools and
Tools and techniques of
relationship techniques of
effective CRM for
management tools contemporary CRM
improving sales growth
practices for retail
Effective sales growth
techniques for sales

51
 growth in terms of
CRM

Effective strategic
approaches through Required focus of
Recommendations on
CRM for sales global retailers on
effective customer
growth in retail effective customer
relationship
relationship
management for retail
Optimization of management that can
sales growth
CRM strategies for positively impact the
better business sales growth
performance

52