An action research on improving customer relationship

Date of Publication

2017

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Benito L. Teehankee

Defense Panel Chair

Rachel A. Quero

Defense Panel Member

Raymund B. Habaradas
Azenith H. Castillo
Maria Victoria P. Tibon
Brian C. Gozun

Abstract/Summary

OPI is one of the Philippines largest below-the-line marketing agencies. It is a member of UMI-Asia group; Asia's largest integrated retail and marketing solutions provider. The objective is to enhance the skills of our marketing team. Due to the tug-of-war nature of the selling process, conflict inevitably arises between the marketing officers (MO) and project management officers (PMO) together with their clients. This action research project aims to address this issue to improve the teams relationship with their clients thereby resulting to increased number of projects and revenues. The studies of Edralin (2011); Ricks, Williams, and Weeks (2008); and Bradford, Rutherford, and Friend (2017) became the main guides of this project insofar as the interventions are concerned. In the action research process, Kurt Lewins Change Management framework was used as the model for change. I used the concepts of triangulation to gather and affirm data and frameworks like Scheins ORJI model, Ladder of Inference, Left-Hand Column analysis, Scheins types of inquiry, and Fisher and Torberts four parts of speech. Focus group discussions, actual fieldworks, and one-on-one meetings were conducted during the action research cycles. I further added different articles on trainings (specifically sales), conflict management, and sales management to comprise my third person inquiry.

These tools aided in the completion of two action research cycles, on which a third cycle is already been contemplated. The results of the interventions showed marked improvements in the marketing teams confidence in engaging with their clients. These improvements were confirmed in OPIs evaluation from its top corporate client. Through this Insider Action Research project, we (the marketing team as my co-researchers) were given a venue to work closely in implementing projects that greatly impacts the team and OPI a t large.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007730

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Customer relations; Customer relations--Management; Conflict management

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