Graham Glanville


BB(Hons) in Business


Research Project, customer relationship management, customer satisfaction


In today’s challenging business environment, the companies are mostly dependent on customer relationship management as they are considered as the key factors for improving the company sales and growth in the end. The report has focused upon the discussion of Customer relationship management (CRM) in the growth of the retail business and the importance of trade marketing for the increasing sales and profitability of the business. On the other hand, the importance of customer satisfaction after a company’s product sale and marketing has been critically analysed and the various challenges the retail companies face in maintaining good customer loyalty in this competitive business environment have been discussed. Through the findings of the literature review, the way buyers decision-making process is involved by a good marketing and sales policy of a company have been analysed and gaps in the previous research on this topic have been highlighted. The methodology section deals with the findings and the process in which the specific data related to the research topic have been collected.

Date of Award

Fall 2020

Document Type

Undergraduate Project

Resource Type

bachelor thesis


Applied Business Research Projects