Dissertation How Do Automobile Companies Use CRM To Improve Customer Loyalty?

1.0 INTRODUCTION
1.1 Insight into this Paper
1.2 Reasons for Research Topic
1.3 Academic Objectives of the Paper
1.4 Chapters Overview

2.0 SETTING THE SCENE
2.1 Volkswagen Background

3.0 LITERATURE REVIEW
3.1 Introduction
3.2 Definitions of CRM
3.3 Reasons for the Emergence of CRM
3.4 The Growth of CRM
3.5 CRM in the 21st Century
3.5.1 The Emergence of the Internet - Opportunities and Challenges
3.6 The Use of a Database in CRM
3.6.1 The Database and Resulting Analysis
3.6.2 Measuring the Success of the Database
3.7 Criticisms of CRM
3.8 The Effects of CRM on Customer Loyalty
3.8.1 Loyalty Defined
3.8.2 Positive Aspects of Customer Loyalty
3.8.3 Ways in Which CRM Can Achieve Improved Customer Loyalty
3.9 Conclusion of Literature

4.0 METHODOLOGY
4.1 Introduction
4.1.1 Case Study Approach
4.2 Research Methods
4.2.1 Secondary Research
4.2.2 Primary Research
4.3 Quantitative Research - Questionnaires
4.3.1 Pilot Questionnaire
4.3.2 Final Questionnaire
4.3.3 Limitations of Questionnaires
4.4 Qualitative Primary Research - Interviews
4.4.1 Limitations of Interviews
4.5 Ethical Considerations

5.0 ANALYSIS & FINDINGS
5.1 Introduction
5.2 Interview A
5.2.1 Question 1
5.2.2 Question 2
5.2.3 Question 3
5.2.4 Question 4
5.2.5 Question 5
5.2.6 Question 6
5.2.7 Question 7
5.2.8 Question 8
5.2.9 Question 9
5.2.10 Question 10
5.2.11 Question 11
5.3 Interview B
5.3.1 Question 1
5.3.2 Question 2
5.3.3 Question 3
5.3.4 Question 4
5.3.5 Question 5
5.3.6 Question 6
5.3.7 Question 7
5.3.8 Question 8
5.3.9 Question 9
5.4 Questionnaires
5.4.1 Question 1
5.4.2 Question 2
5.4.3 Questions 3, 8 & 9
5.4.4 Question 4
5.4.5 Question 5
5.4.6 Question 6
5.4.7 Question 7

6.0 CONCLUSION
6.1 Introduction
6.2 Focus Group (Interview A)
6.3 Interview B
6.4 Questionnaires
6.5 Limitations
6.6 Possible Areas of Future Study and Recommendations

REFERENCES

BIBLIOGRAPHY

APPENDICES
A Statement of Learning
B Interview A (Focus Group) Transcripts
C Interview B Transcripts
D Pilot Questionnaire
E Covering Letter
F Final Questionnaire
G Questionnaire Results
H Setting the Scene
I Validity & Reliability
J Case Study
K The Likert Approach

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VW CRM Dissertations
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