Executive Summary

The main role of CRM systems is to connect the organization with the customers. This paper will focus on the impact of CRM systems and its implementation on marketing of Aarong. According to Starkey and Woodcock, there is a correlation between customer management (CM) and business performance. This study is a descriptive research. Both the employees and the customers are to interviewed to gather their personal view regarding the CRM activities initiated by Aarong. For conducting this study, total 60 samples will be interviewed. Random Sampling Technique will be conducted for this purpose. This study will use primary as well as secondary data. The Survey questionnaire is a combination of both open and close ended questions. More specifically, MCQ, dichotomous question, and 5-point likert scale will be the form of questions. The limitation of this study may be senior executive and sales people may not be willing to provide confidential information of CRM. The respondents may become bias or they may provide incorrect information.

Introduction
The customer database along with the connectivity of the Internet provides a powerful linkage among several functions of Aarong. CRM systems range from the simplest contactmanagement systems which focus on assisting individual salespeople to most complex enterprise-wide and cross-enterprise systems. The main role of CRM systems is to connect the organization with the customers. CRM systems ensure that customers have a consistent experience across multiple retail outlets.

Statement of the Problem

The study intends to assess The Impact of CRM Systems on Marketing of Aarong.

Purpose of the study

This paper will focus on the impact of CRM systems and its implementation on marketing of Aarong. Other than this, it will also try To reveal the existing general customer behaviors To identify patterns of customer satisfaction, retention, and loyalty. To investigate customer information management which includes responses and relationships To evaluate the effectiveness of CRM system as a tool to achieve competitive advantage

Significance of the research

The study could provide a better understanding on the risks and costs of improper implementation of CRM. From a broader sense, this research could significantly contribute to Aarongs decision-making whether the application of CRM systems is the best option for this organization based on actual, positive and negative implications on marketing aspect. Studying this issue may help Aarong to create strategies on how to address specific weaknesses and develop courses of action based on strengths.

Literature Review
According to Starkey and Woodcock, there is a correlation between customer management (CM) and business performance. The expenditure on customer relationship management (CRM) base on IT systems has increased over the years. However, many CRM systems fail. The two authors claimed that the actual performance regarding customer management is not improving. Another research is carried-out by Mithas, Almirall and Krishnan about the effectiveness of CRM systems in one-to-one marketing. The purpose of their study is to provide an assessment of the causal effect of CRM applications on one-to-one marketing effectiveness. They use a propensity score approach to determine such causality. Their study included the discussion of the strengths and challenges of using this approach and its applicability on electronic commerce of a firm. Their finding include: firms using CRM systems have greater levels of one-to-one marketing effectiveness (2006). In this paper employee attitude, frequency and extent of complaint handling, customers perception about surroundings, attitudinal judgment, etc are key to judge the effectiveness of CRM system of any business organization like Aarong.

Research Questions
1. How much does CRM system reflect the buying behaviour? 2. How do CRM systems contribute to customer satisfaction and retention? 3. How effective is CRM system as a tool toward achieving competitive advantage?

Methodologies
Type of Research: This study is a descriptive research, as it has a problem statement and it describes the impact of CRM systems in real life business. Sampling Frame: The study tries to track the overall CRM system. Thus both the employees and the customers are to interviewed to gather their personal view regarding the CRM activities initiated by Aarong. Sample size: For conducting this study, total 60 samples will be interviewed. The sample includes 20 employees who directly deal with customers, 10 customers who own Aarongs Card, and 30 general customers. Sampling Method: As all the employees working in and all the customers shopping inside Aarong have equal chance of being selected. Thus Probability sampling method will be used in choosing respondents. Random Sampling Technique will be conducted for this purpose. Sources of Data: On the spot survey will be the main source of collecting primary data. Other than this, internet journals and other publications will be overviewed as secondary data source. Types and collection of Data: Descriptive research requires both qualitative and quantitative data for better analysis. In this study, survey will gather primary data from a group of samples based on questionnaires. Questionnaire Design and Pretest: The Survey questionnaire is a combination of both open and close ended questions. More specifically, MCQ, dichotomous question, and 5-point likert scale will be the form of questions. Data analyzing tools: The collected information will be analyzed by using Factor Analysis. The software package to be used in this study is SPSS 16. It is assumed that employee attitude, frequency and extent of complaint handling, customers perception about surroundings, attitudinal judgment, etc are key to judge the effectiveness of CRM system of any business organization like Aarong.

Limitations of the Proposal

Aarong is a trendy fashion house in Bangladesh. Senior executive and sales people may not be willing to provide confidential information of CRM. The respondents may become bias or they may provide incorrect information.

Time Frame

TASK 1st Read Literature Finalize Objectives Draft Literature Review Devise Research Approach Review Secondary Data Organize Survey Develop Survey Questions Conduct Survey Analyze secondary & primary data Evaluate data Draft Findings Chapter Complete remaining chapters Submit to tutor and await feedback Revise draft and format for submission Print, Bind Submit 2nd

Weeks 3rd 4th

Bibliography
Creswell, J W 1994, Research design: Qualitative and quantitative approaches, Thousand Oaks, California: Sage. Dych, J 2001, The CRM Handbook: A Business Guide to Customer Relationship, Addison-Wesley Professional. Mitas, S, Almirall, D & Krishnan, M s 2006, Do CRM Systems Cause One-to-One Marketing Effectiveness?, Statistical Science, vol. 21, no. 2, pp. 223-233. Starkey, M & Woodcock, N 2001, CRM Systems: Necessary, but not sufficient. REAP the benefits of customer management, Journal of Database Marketing, vol. 9, no. 3, pp. 267-275. Varey, R. J.; Wood-Harper, T. & Wood, B. (2002): A Theoretical Review of Management and Information Systems Using a Critical Communications Theory. Journal of Information Technology 17, 229 239. Zoltners, A A 2001, The Complete Guide to Accelerating Sales Force Performance, AMACOM Division: American Management Association.