Critically evaluate appropriate management concepts, theories and/or tools, which will guide your research (include academic references). Critical evaluation refers to providing evidence taken from a wide range of sources which both agree with and contradict the concept under discussion using diverse and contemporary academic sources.
For the purposes of this literature review contemporary means published in the last ten years (since 2010). This is to ensure that you are aware of the current state of the discipline that you are reviewing
The literature review must demonstrate a critical understanding of academic literature that will inform the proposed project. This goes beyond simply describing the contents of a paper. It requires you to compare the different perspectives.
management concepts, theories and/or tools: 1. Customer relationship, 2. Gap Analysis for Service quality improvement, 3. Strategic Management