Bücher von Nashra Rafiq

Seminar paper from the year 2020 in the subject Business economics - Customer Relationship Management, CRM, grade: A+, Coventry University (Faculty of Social Sciences), course: Business Management and Marketing, language: English, abstract: Customer Relationship Management (CRM) has garnered substantial interest from both market practitioners and academic researchers due to the increasing competition and limited consumer base in today's globalized economy. As products and services become more homogenized, organizations seek innovative strategies to remain competitive, often resorting to price reductions. Concurrently, empowered consumers with access to abundant information demand heightened levels of care from organizations, shifting the balance of power towards the customer. Consequently, fostering strong customer relationships has emerged as a critical competitive advantage for organizations aiming for profitability.The study's significance extends beyond organizational practices to contribute valuable insights to CRM literature and knowledge. By examining the requirements and processes of CRM, the research aims to inform stakeholders such as policymakers, organizations, researchers, and academia about effective customer relationship management strategies. Additionally, the study aims to enrich the body of knowledge in related fields, laying the groundwork for future research endeavors.

Research Paper (postgraduate) from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Harvard University, course: MGT301, language: English, abstract: For this study, the research question is: What impact do different marketing strategies have on customer behavior in online shopping in UK?Marketing plays a key role in determining the consumer needs and wants for the demand of specific product. Organizations tend to conduct thorough marketing strategies so that they would know what is required by the customer and make products according to it. In such a competitive environment, it become significant for organizations to understand the behavior of their consumer. That is why; they undergo extensive marketing strategies so as to better understand the actual behavior of consumer towards a specific product. Therefore, the focus of this study is to understand what impact do different marketing strategies have on consumer specifically with regard to online shopping. In online shopping, organizations give adequate consideration to determine the consumer behavior by designing different marketing strategies. On the other hand, previous studies pertaining to online shopping were less focused on determining the impact of marketing strategies on customer behavior in online shopping. Therefore, this study focuses on what impact does different marketing strategies have on behaviors of online customers.

Case Study from the year 2019 in the subject Leadership and Human Resources - Employee Motivation, grade: A, Coventry University, course: MGT 301, language: English, abstract: The main objective of this paper is to investigate the impact of employee motivation on service quality in organisations. This study mainly focused on Britain¿s leading retail organisation: Tesco. Researcher has used both primary and secondary sources of data. Data for this research was collected through questionnaire survey from staff members and potential customers of Tesco. The research data was analysed using statistical software so that the impact of employee motivation on service quality could be examined. In this study, the researcher has used two variables. Employee motivation is the independent variable, while service quality is the dependent variable. Researcher divided the questionnaire into two components, in which the first part was filled by 50 potential customers of Tesco, while the other half was filled by 50 staff members of Tesco. The study has used frequency distribution as the statistical technique to determine the individual result of each question of the survey. The hypothesis of the study was tested by using linear regression statistical technique because the major aim of this research was to analyse the impact of employee motivation on service quality. The result of this study indicates that employee motivation positively impacts the service quality of the organisation. Similarly, employee motivation leads to customer satisfaction. This suggests that if employees are motivated, this will eventually increases the quality of services provided by the organisation and thus, it will enhances the overall performance of the firm.

Case Study from the year 2020 in the subject Leadership and Human Resources - Employee Motivation, grade: A, University of Edinburgh (College of Arts, Humanities and Social Sciences), language: English, abstract: Employee retention is one of the biggest challenges that human resource management of organisations is currently faced with. The uncertainty in the changed economic conditions, diversity in workplace and increased competition has forced majority of the organisations to hold on their top performers at any cost that they have to pay. It is very crucial task for recruiters in organisations to hire such professionals that have right skills and expertise to serve for the company. Thus, the focus of organisation has shifted from numbers to quality and from recruitment to retention. Based on the research topic, the researcher has gathered primary data regarding employee motivation and satisfaction at Zara and its effect on employee retention. The study aimed to assess whether there exist a relationship between employee motivation, satisfaction and employee retention. The literature review has described major factors that influence job satisfaction while the levels of employee job satisfaction were found through surveys at Zara. The literature also described the link between employee motivation and employee retention, in addition to employee satisfaction and employee retention. Survey and interview questionnaires were designed to gather primary data. The interviews revealed what employee motivation and satisfaction measures were adopted by Zara. The interviews also found the importance of employee retention from manager¿s point of view. The study concluded that employee motivation and satisfaction has effect on employee retention. It was also found that organisation found significant to make their employee feel happy, motivated and satisfied so that they can give their best to achieve organisational goals. Organisational productivity is dependent on employee¿s productivity, and employee¿s productivity can be increased by making them best satisfied with their jobs. For such reasons, organisations provide their employees with flexible work culture, benefits, welfare services, job promotion opportunities and other measures that keep them motivated and satisfied with their jobs. By doing so, the ultimate goal of organisation in retaining its best talent is achieved.