Importance of Digital Technology in the Company-Morrison

1. Data collection tool to match research questions

METHODOLOGY

2. Ethical implications connected with research

In research, ethical implication consider important role to make success. In this regard, researcher needs to focus on the norms or standards to conduct distinguish between right and wrong thing. It assists to ascertain difference between acceptable and unacceptable behaviour. As results, it aids in prevent against fabrication and falsifying of data (Fouad and Al-Goblan, 2017). Hence, primary goal will be completed in research to focus on collaborative work. It includes guidelines, standard, confidentiality, etc. All these will assist to maintain welfare, compliance with law, etc.

3. Collecting data with using appropriate data collection tools

There are several tools used to collect appropriate data in research. All these elements helps to ascertained desired outcomes with different activities. They are as follows:

• Research philosophy: Research philosophy consider belief as investigator that is related with information. In this context, two types of research philosophies exist such as interpretivism and positivism (Mackey and Gass, 2015). On the basis of present information, researcher selects interpretivism research philosophy that helps to collect specific elements towards topic to undertake the aim and objectives.
• Research design: Research design also plays an important role in research to collect and present effective information. In a systematic manner, it would be beneficial to consider the research outcomes (Taylor, Bogdan and DeVault, 2015). There are different types of research designs such as explanatory, experimental, descriptive, etc. In the present research, researcher selects descriptive research design on the basis of which study will be covered.
• Research approach: Research approach is also an important element of research that assists to create systematic procedure to carry out and undertake results. In this regard, two kinds of approaches exist in front of researcher such as inductive and deductive (Lewis, 2015). Present report is based on exploring relationship management so that inductive approach has been taken to focus and collect specific information regarding topic. It also helps to focus to collect relevant data. It focuses on collecting specific and relevant work performances for valid outcomes.
• Data collection: Data collection is also an important source of research methodology. It helps to collect relevant information for the project to analyse and interpret information. There are mainly two methods implemented such as primary and secondary data collection (Ledford and Gast, 2018). Primary information collected from questionnaire which incorporated with survey to find useful information. Furthermore, secondary information is collected from all published sources that assist to gather information that is already used and helpful in the present research.
• Data analysis: Data analysis must be implemented in research that considers effective results to incorporated evaluation. On the basis of two tools such as qualitative and quantitative information, researcher explores proper findings at workplace to analyse results. It is an effective tool that considers findings and maintains a large amount of information (af Wåhlberg, 2017).
• Sampling: Sampling is the most useful tool in research methodology in which group of data selected for collection. In this study, simple random sampling has been implemented to find more relevant and effective information. There are 10 managers of Morrison who have been selected as respondents (McCusker and Gunaydin, 2015).

RESULTS/FINDINGS

Collating evidence with using frequency distribution

Theme 1: Morrison consider corporate strategy which gives importance towards customer needs and requirements.

Theme 2: Customer relationship creates a great value in the enterprise.

Theme 3: Training with new database is the main factor that is implemented to create customer relationship management.

Theme 4: With the help of customer relationship management, business increases better services, facilitate with new customers, enhances customer revenue and helps sales team.

Theme 5: Managers are highly satisfied with the implementation of digital technology in Morrison.

Theme 6: Strategy implementation is the best method for customer relationship management.

Theme 7: People are the most important element to consider success of CRM.

Theme 8: Both types of customers dealing by Morrison B2B and B2C

Theme 9: Morrison leading with marketing efforts and time

Theme 10: Internet is the preferred method to contact with different people of Morrison.

Theme 11: Safety in quality of products and services must be offered to satisfy customers.

Theme 12: Opinion to deal with products and services must be considered successfully in Morrison.

DISCUSSION

Analysis findings

Theme 1: Morrison considers the corporate strategy which gives importance towards customer needs and requirements.

Interpretation: In order to carry above graph, it can be stated that there are around 7 managers who said that Morrison considers corporate strategy to give importance towards all customers’ needs and requirement. It will help to attain the overall growth and profitability to attain more successful advantages at workplace. Furthermore, there are 3 people who said that corporate strategy is not useful to meet the desired results in enterprise. As results, overall it can be interpreted that corporate strategy is the most useful perspective that assists to attain creative results and outcomes in business environment.

Theme 2: Customer relationship creates a great value in the enterprise.

Interpretation: As per the above graph, it can be said that there are 6 managers who said that customer relationship assists to create major value in the business that assists to increase significant advantages at workplace. It will help to focus on maintaining strong relations with different people in the enterprise. Furthermore, there are 2 managers who said that customer relationship does not create effective relationship in the business so that it not be useful to make innovations and creativity. As per remaining manager’s views, it could be ascertained that it cannot be said that whether customer relationship is a great perspective or not in the business.

Theme 3: Training with new database is the main factor that is implemented to create customer relationship management.

Interpretation: According to the above graph, it could be said that there are 8 respondents consider their views that training with new database of main factor that implement to maintain strong customer relationship management. Furthermore, there is 1 person who said that building roadmap is also a useful perspective in Morrison that assists to create customer relationship management. Remaining 1 person said that business strategy is an effective consideration that assists to focus on the implementation of customer relationship management at workplace.

Theme 4: With the help of customer relationship management, business increases better services, facilitate with new customers, increase customer revenue and helps sales team.

Interpretation: In accordance with the above graph, it can be stated that there are 7 managers who said that with the consideration of customer relationship management, Morrison able to gain increasing better customer satisfaction, increasing in customer revenue, facilitate with new customer discover and helps to sales team. All these perspectives assist to focus on attaining significant results at workplace. It will help to maintain more creative growth at workplace with customer relationship management. However, there is one manager who said that customer relationship management assists to enhance the customer revenues. Furthermore, there is one person who said that it assists to facilitate and discover new customers. Remaining 1 person said that it assists the sales team to cope up with innovation and creativity.

Theme 5: Managers are highly satisfied with the implementation of digital technology in Morrison.

Interpretation: In the above graph, there are 6 managers who stated that they are highly satisfied with implementation of digital technology in Morrison. As results, it will help to focus and maintain more effective work performances in business environment. Furthermore, there is one person who said that he is satisfied with using digital technology to maintain customer relationship management.

Theme 6: Strategy implementation is the best method for customer relationship management.

Interpretation: In the present graph, it can be said that there are 5 managers who depicted that strategy is the most important method to implement customer relationship management at workplace. In this regard, successful results will be gained in the research. Furthermore, there are 2 persons who said that training is the most important perspective to implement towards customer relationship management. As results, it will helpful to focus on attaining more desired perspective. Furthermore, there are 2 people who that said that internal guidelines are also important to attain significant results in the business. Remaining one person said that super use is also an important element to make customer relationship management.

Theme 7: People are most important element to consider CRM success

Interpretation: In the present graph, there are 7 managers who stated that people are the most important element to make successful operations and functions. Furthermore, there are 2 managers who said that process is the most important consideration that is useful to focus on customer relationship management in Morrison. As results, it increases attainment of effectiveness and development of business goals. Remaining 1 person said that technology is a useful perspective that assists to consider success of CRM in the business. Technology plays very important role in the business success to cope up with customer relationship management.

Theme 8 Both types of customers dealing by Morrison B2B and B2C

Interpretation: In the present graph, it can be interpreted that there are 8 people said that Morrison deal with B2B and B2C both types of customers. As results, it can be stated that Morrison will able to attain more desired results and creative performances. There is one manager said B2B type of customers mainly consider by Morrison to develop significant advantages. As results, it will help to maintain contacts with different businesses to attain more desired outcomes. On the basis of remaining manager statement, B2C is important customer for Morrison deal in systematic manner.

Theme 9 Morrison leading with marketing efforts and time

Interpretation: In the present graph, it can be interpreted that there are 7 managers stated that Morrison leading their operations and functions with marketing efforts. As results, it will assist to attain more creative work performances and outcomes with business development. On the basis of 2 people views, it can be stated that chosen enterprise not deal with marketing efforts and time. Overall it could be interpreted that selected business need to lead with more systematic results with time and efforts.

Theme 10 Internet is preferred method to contact with different people of Morrison

Interpretation: In the present graph, it can be stated that there are 7 managers said that internet is more important and preferred method that help to connect different people of Morrison. In this regard, chosen enterprise will be able to communicate several benefits in business environment. As per the views of 1 manager, telephone is important tool to connect several candidates of Morrison. On the basis of more creative work performances, it could be said that company will gain more success and profitability at workplace. There is also one manager said that personal contact must be develop to ascertained significant advantages in Morrison. It will grow opportunities and systematic results at workplace.

Theme 11 Safety in quality of products and services must be offered to satisfy customers

Interpretation: With the help of above graph, it can be stated that there are 6 managers said that safety in quality of products and services is main consideration which ascertained with digital technology. It will help to focus on grow desired business performances in significant manner. Furthermore, there are 2 managers said that demand draft or mail transfer is one of the important consideration that help to look upon satisfaction level of customers. It helps to focus and maintain creativity that assists to satisfy customer demand and requirement in systematic manner. Remaining 1 manager stated that information and customer inquiry assists to develop more creative work performances. It will help to undertake creativity at workplace that help to maintain more profitability and revenue in business.

Theme 12 Opinion to deal with products and services must be consider successfully in Morrison

Interpretation: In the above graph, it can be stated that there are 7 managers said that opinion is important consideration to deal with products and services of Morrison. As per the views of 1 manager, it can be interpreted that products and services determines moderate level of satisfaction in the business. As results, it will help to focus and maintain desired performances at workplace. As per another manager views, it could be said that high level of satisfaction of customers could be seen in the business that assists to meet with innovative results at workplace.

CONCLUSION

From of the above report, it can be stated that Morrison consider more systematic work performances with implement digital technology at workplace. It will assist to focus and maintain creative work performances to attract maximum people. As per the view of different managers, distinguish advantages and disadvantages has been implemented at workplace that help to meet with innovative work performances. Furthermore, it can be summarised that digital technology help to promote more profitability and revenue with consideration of activities and tasks. Morrison promote customer relationship management in respect with innovations and creativity. As per views of respondents, it can be interpreted that safety of products and services quality must be implemented to focus on business goals and objectives. At last, it can be articulated that management must follow their rules and regulations to attain customer relationship management. This is because, it assists to maintain effective work performances in Morrison.

REFLECTION

With respect to conduct present research, it can be stated that I have learned many things. It helps to develop my communication and presentation skills that support to attain more significant advantages at workplace. As per qualitative information, it can be interpreted that I need to focus on respondents views so that it increase my understanding with them. Along with this, report also helps to conduct data analysis so that it develop my skills and provide in-depth knowledge towards present research. It will assist to attain more creative work performances in the whole research. At last, I provide recommendation on the basis of my understanding so that it also increases my knowledge to produce more effective work performance.

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RECOMMENDATIONS

In respect to develop more creative work performances, it can be stated that Morrison must focus on following recommendations that assists to meet with innovative results.

• Provide training regarding customer relationship management software: Morrison should provide training program to all their employees regarding new software. This is because, it assists to focus and maintain on creative work performances. As per training, they should deal with products and services to satisfy customers. It will develop profitability with management software so that desired performances will be ascertained to gain creativity (Nyadzayo and Khajehzadeh, 2016).
• Dealing with creative work performances: In respect to deal with systematic work performances, it could be said that manager must implement innovations and creativity that help to attract maximum customer with using one strategy. Hence, it is important to focus on business development which would be beneficial to maintain innovative transaction (Khodakarami and Chan, 2014).
• Focus on new tools and techniques of digital technology: With the help of new tools and techniques, manager should perform their functions and operations. As results, it will help to increase their performances in new areas. According to business needs and requirement, it is important to consider digital technology at workplace. Furthermore, more creative work performances also ascertained to perform several operations and functions (Kumar and Reinartz, 2018).

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