Essays on The Impact of Information Technology on Business Communication with regard to Increasing Customer Loyalty Research Proposal

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The paper "The Impact of Information Technology on Business Communication with regard to Increasing Customer Loyalty" is a great example of a business research proposal. Businesses apply several statistical tools to make predictions regarding the potential for future events. Predictive analytics can be used in predicting the level to which answers from a survey connect to specific objectives like engagement or loyalty (Verhoef, 2003). Increased competition compels businesses to engage every kind of techniques in winning new customers and retaining the current ones. If keeping the current customers is less costly as compared to winning new ones, then businesses have no option but to invest in programs meant to keep their current customers like the loyalty programs (Deetz, 2001).

There is limited literature on the role of information technology on programs like loyalty schemes which could be used to keep or grow the businesses market share. Perfection in customer service can be enhanced by understanding the needs of customers through studying data gathered through customer loyalty platforms in companies. The information gathered through numerous interactions by the customers is integral in the formation of future strategies that results in better service delivery (Consuegra, Molina & Esteban, 2007).

At the heart of customer loyalty programs is the application of information technology in order to come up with comprehensive and centralized systems that enhance the quick gathering of data. This research proposal seeks to investigate the impact of Information Technology on business communication with regard to increasing customer loyalty in the 21 st Century. The research aims to increase literature concerning the application of information technology in business communication with a special look at customer loyalty and its impact on modern businesses. Companies that have invested in information technology to develop customer loyalty programs have ended up gathering crucial information on their customers and how to serve them better within a short time (Yen & Gwinner, 2003).

This research concentrates on exposing the gains of companies investing in information technology to develop customer loyalty programs in an effort to perfect business communication. The introduction sets the pace for the research by highlighting the importance of analytics in modern business and the results of having a centralized customer loyalty platform.

The literature reviews discuss the importance of effective communication and the need for companies to take advantage of information technology in developing effective customer loyalty programs. Different studies have been explored as well as past literature on the impact on information technology in the development of a successful loyalty program with the aim of increasing interaction with the customer. The objectives define the various items that will be explored in this research. The methodology outlines the means through which data will be gathered and interpreted.   Introduction In the current business world that is intensely competitive and has a fast-changing marketplace, companies cannot continue to rely on guesswork, gut instinct or business as usual.

In many industries, businesses are resorting to data analytics to accurately respond to and even be able to predict consumer behavior in their urge to increase revenue while concurrently ensuring customer loyalty (Vesel & Zabkar, 2009). The need to engage with customers effectively is propelled by the shift in power from sellers to buyers as a result of an increase in the use of social media as well as the rise of mobile computing.

Many competitive global firms are seeking a better interpretation of individual customer needs and enhanced responsiveness to the desires. Bak and Stair (2011) explain that the global market for business analytics software increased by 14% in the year 2011 and 11.6% in the previous year. It follows that the need for use of application of information technology in business communication in the effort to retain loyalty customer is a reality in many companies (Senft & Gallegos, 2010). Companies want to maintain their market share as they seek to acquire new customers in the process.

However, various firms across different industries have not integrated their loyalty schemes into a single integrated system. Some managers have not appreciated the importance of loyalty programs and the need of their companies to invest in them (Beverly et al, 2002). Many studies done have dwelled on consumer behavior and effective business communication. Nevertheless, few studies have ventured to explore the role of technology with regard to the retention of the customer through loyalty programs. Consequently, many companies do not take loyalty schemes serious but as only an appendage on their annual budget and there is nothing substantial that is allocated for the development of loyalty systems.

Business spends more trying to woe new customers as opposed to keeping the ones that they have hence companies have to make the application of information technology in loyalty programs serious (Serenko, 2006). A centralized loyalty platform enables a company to gather crucial information about its regular customers and understand emerging trends and how to meet customers’ needs better.

There is a need to understand the impact of information technology in business communication and how it affects customer loyalty for the purpose of maintaining and expanding market share.


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