International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Impact of Customer Relationship Management on Customers loyalty . Falana Temitope
A survey research on the impact of Customer Attraction , Customer retention, Customer satisfaction programs on Customers loyalty. In Asaba, Delta State, NIgeria .
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearman’s Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
Customer is a king and Customers are the mainly focused in making new marketing strategy. In the banking field a unique relationship exists between the customers and the bank. But because of various reasons like lack of training ,new technology literacy, financial targets, risk of failure etc., some banks are still following the traditional ways of marketing and another hand some are making attempts to adapt CRM. It is with this background, the researcher has made a modest attempt towards the idea that CRM can be adapted uniformly in the banking industry for betterment of Banking Services. Understanding on Customer Relationship Management is always a concern among the service providers especially banks. Banks makes their own way of managing their relationships new and existing customers. The aim of this paper is to examine the Customer Relationship Management as a new methodology looks forward to identify and attract consumers through the process of developing relationships (business - customer). The methodology of the CRM aims to maintain customer satisfaction and increase consumer loyalty. The purpose of this paper is to study the importance of CRM systems and in-depth knowledge of methods and management techniques customer relationships.
The main issue of this study is that CRM has become a multi-faceted and complex phenomenon that is ridden by various factors. Due to this complexity, a number of different variables have been used to measure CRM which investigated by several prior studies. However, most of businesses need to know and look at the particular measures and dimensions of the CRM that have a significant impact on customer satisfaction and loyalty, which would enrich the business' performance, especially with the increase in competition as well as lack of differentiation in providing a service. This paper aimed to review literature on CRM and to identify its impact on customer satisfaction and customer loyalty. The studies are analyzed on the basis of some general characteristics and variables that significantly enhance CRM and its influence on customer satisfaction and customer loyalty. For this purpose, we investigate the existing literature on the impact of CRM on customer satisfaction and customer loyalty along with its spread among publications to identify the potential development in the field.
Impact of Customer Relationship Management on Customers loyalty . Falana Temitope
A survey research on the impact of Customer Attraction , Customer retention, Customer satisfaction programs on Customers loyalty. In Asaba, Delta State, NIgeria .
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearman’s Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
Customer is a king and Customers are the mainly focused in making new marketing strategy. In the banking field a unique relationship exists between the customers and the bank. But because of various reasons like lack of training ,new technology literacy, financial targets, risk of failure etc., some banks are still following the traditional ways of marketing and another hand some are making attempts to adapt CRM. It is with this background, the researcher has made a modest attempt towards the idea that CRM can be adapted uniformly in the banking industry for betterment of Banking Services. Understanding on Customer Relationship Management is always a concern among the service providers especially banks. Banks makes their own way of managing their relationships new and existing customers. The aim of this paper is to examine the Customer Relationship Management as a new methodology looks forward to identify and attract consumers through the process of developing relationships (business - customer). The methodology of the CRM aims to maintain customer satisfaction and increase consumer loyalty. The purpose of this paper is to study the importance of CRM systems and in-depth knowledge of methods and management techniques customer relationships.
The main issue of this study is that CRM has become a multi-faceted and complex phenomenon that is ridden by various factors. Due to this complexity, a number of different variables have been used to measure CRM which investigated by several prior studies. However, most of businesses need to know and look at the particular measures and dimensions of the CRM that have a significant impact on customer satisfaction and loyalty, which would enrich the business' performance, especially with the increase in competition as well as lack of differentiation in providing a service. This paper aimed to review literature on CRM and to identify its impact on customer satisfaction and customer loyalty. The studies are analyzed on the basis of some general characteristics and variables that significantly enhance CRM and its influence on customer satisfaction and customer loyalty. For this purpose, we investigate the existing literature on the impact of CRM on customer satisfaction and customer loyalty along with its spread among publications to identify the potential development in the field.
Improving the quality of service through the application of CRM in insurance ...inventionjournals
Nowadays the quality of service is becoming increasingly important in insurance product differentiation in terms of strong competitiveness. In order to be successful and to survive in the conditions of this competition, providing high quality service have special importance for any company or economic enterprises, in particular in the insurance industry . Even in Albanian insurance companies today are being dedicated more and more attention to increasing the quality of services. The relationship between service quality and customer satisfaction has received considerable academic attention in recent years. This article explores the impact of CRM on customer satisfaction and their retention in insurance companies in Albania. Primary data were collected using a structured questionnaire with questions related to CRM, its impact on customer satisfaction and loyalty to the insurance companies in Albania. Secondary data were analyzed using data published by the FSA (Financial Supervisory Authority). The findings of the study provide that CRM can impact positively on the customer satisfaction and their loyalty to the insurance companies. If the insurance company retains relationships with its customers, customer loyalty to the company will increase, therefore, a CRM application will increase customer satisfaction
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
Marketing Mix and Service Quality Effect on Customer Satisfaction and Loyalty...QUESTJOURNAL
ABSTRACT: This study aims to test and empirical analysis the marketing mix and service quality effect on customer satisfaction and customer loyalty, research was conducted in 26 branches in Sulawesi a population of about 16 212 customers of PT. HadjiKalla in Sulawesi who purchase Toyota cars for 2015 with a sample of 390 customers. The results of the analysis of structural equation modelusing AMOS version 20 provide evidence that marketing mix has a positive and significant effect on customer satisfaction and customer loyalty. Service quality is positive and significant effect on customer satisfaction, but insignificant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Marketing mix and service quality has a significant on customer loyalty as a mediated customer satisfaction. The practical implication of this study provide increased knowledge and understanding of the customer and the company's management in Sulawesi in increasing customer loyalty through marketing mix, service quality and customer satisfaction. Limitations of this study on a sample size using only the customers car brands Toyota and just carried on Sulawesi area that may limit generalizability of the research findings. Originality of this study provide the basis for the development configuration modeling using structural equation model and conceptual models that prove marketing mix and service quality on customer loyalty as a mediated customer satisfaction in previous research done separately. The mediating role of customer satisfaction is proven to increase customer loyalty to the highway.
Relationship Marketing Strategies in Banking Sector: A ReviewIJBBR
The paper is review of relationship marketing strategies prevalent in Banking Sector. In this era of mature and intense competitive pressures, it is imperative that banks maintain a loyal customer base. Nowadays, banks realize the importance ofRelationship Marketing. Relationship marketing offers benefits to the banks,
customers as wellas employees of the organization. Relationship Marketing gives the banks way to developmutually beneficial and valuable long term relationships. These long term relationships are further helping banks in reducing operating cost and attracting new customers.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
Marketing Performance Analysis by Customer Relationship Marketing, Market Ori...inventionjournals
This study tried to determine and analyze the performance of marketing through customer relationship marketing (CRM), market orientation, and the image of Islamic Banks in Kediri, East Java, Indonesia. The population in this study some 65 873 customers who have savings in five Islamic Banks. Testing of the model is done with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 397 respondents. The test results model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which amounted to 0.915, 0.901, 0.949, 0.953, 0.063 and 1.497 are all that are in the range of expected values so that the model can be accepted.The results showed that: customer relationship marketing (CRM), market orientation, and image effect on the competitive advantage of Islamic Banks in Kediri. CRM, and market orientation affect the marketing of Islamic Banks Performance in Kediri. The company's image does not affect the marketing of Islamic Banks Performance in Kediri.It is suggested that the bank to constantly improve its image. This can be done by giving the concern for the surrounding community as the company's involvement with social activities. Thus the social programs that the company will be able to form a personality, raise the reputation of companies before the general public.
A STUDY WITH SPECIAL REFERENCE TO BANKING INDUSTRY IN INDIAIAEME Publication
Customer Relationship Management (CRM) has emerged as a popular business strategy in today’s competitive environment. It is a discipline which enables the business to identify and target their most profitable customers. CRM involves new and advance marketing strategies which not only retain the existing customers but also acquire new customers. It has been invented as a unique technique capable of remarkable changes in total output of companies. CRM in financial services industry is a cyclical process which starts with definition of customer expectations which are difficult to manage but are often the cause of dissonance which results in loss of existing customer base.
Customer relationship marketing is an emerging customer innovation focused on growing customer’s
satisfaction, retention and loyalty that will culminate into bank profitability. The paper investigated the impact
of investment in implementing customer relationship marketing on the performance of commercial banks in
Nigeria. The study was carried out in Federal capital territory Abuja,
Embracing Customer Relationship Management (CRM) to Improve Organisational Vi...IOSRJBM
The study aimed at finding ways of improving organisational viability by small businesses in Chinhoyi through applying Customer Relationship Management (CRM). This study was prompted by lack of growth of the sector. These firms have been facing a business environment characterised by low Gross Domestic Product (GDP), foreign currency challenges, high unemployment, brain drain, liquidity crisis, high competition and low demand for domestic products. The descriptive design was used. Thirty registered small businesses, with approximately 100 subordinates and 25 managers/supervisors formed the target population for the study. The sample size was 40 and comprised of 30 subordinates and 10 managers/supervisors. Simple random sampling was used to select respondents for the study. The research instruments used were questionnaires, observations and interviews. The study found out that many small businesses do not have a comprehensive CRM programme. The study concluded that lack of a comprehensive customer relationship management programmes by small businesses has been hampering performance of the sector. The study recommends the implementation of CRM programmes by small businesses in Zimbabwe through information centres and embracing information technology. Feedback processes are also necessary for CRM. There is need to carry out a national survey on CRM for small businesses for generalisation of findings across the entire Zimbabwean economy.
Improving the quality of service through the application of CRM in insurance ...inventionjournals
Nowadays the quality of service is becoming increasingly important in insurance product differentiation in terms of strong competitiveness. In order to be successful and to survive in the conditions of this competition, providing high quality service have special importance for any company or economic enterprises, in particular in the insurance industry . Even in Albanian insurance companies today are being dedicated more and more attention to increasing the quality of services. The relationship between service quality and customer satisfaction has received considerable academic attention in recent years. This article explores the impact of CRM on customer satisfaction and their retention in insurance companies in Albania. Primary data were collected using a structured questionnaire with questions related to CRM, its impact on customer satisfaction and loyalty to the insurance companies in Albania. Secondary data were analyzed using data published by the FSA (Financial Supervisory Authority). The findings of the study provide that CRM can impact positively on the customer satisfaction and their loyalty to the insurance companies. If the insurance company retains relationships with its customers, customer loyalty to the company will increase, therefore, a CRM application will increase customer satisfaction
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
Marketing Mix and Service Quality Effect on Customer Satisfaction and Loyalty...QUESTJOURNAL
ABSTRACT: This study aims to test and empirical analysis the marketing mix and service quality effect on customer satisfaction and customer loyalty, research was conducted in 26 branches in Sulawesi a population of about 16 212 customers of PT. HadjiKalla in Sulawesi who purchase Toyota cars for 2015 with a sample of 390 customers. The results of the analysis of structural equation modelusing AMOS version 20 provide evidence that marketing mix has a positive and significant effect on customer satisfaction and customer loyalty. Service quality is positive and significant effect on customer satisfaction, but insignificant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Marketing mix and service quality has a significant on customer loyalty as a mediated customer satisfaction. The practical implication of this study provide increased knowledge and understanding of the customer and the company's management in Sulawesi in increasing customer loyalty through marketing mix, service quality and customer satisfaction. Limitations of this study on a sample size using only the customers car brands Toyota and just carried on Sulawesi area that may limit generalizability of the research findings. Originality of this study provide the basis for the development configuration modeling using structural equation model and conceptual models that prove marketing mix and service quality on customer loyalty as a mediated customer satisfaction in previous research done separately. The mediating role of customer satisfaction is proven to increase customer loyalty to the highway.
Relationship Marketing Strategies in Banking Sector: A ReviewIJBBR
The paper is review of relationship marketing strategies prevalent in Banking Sector. In this era of mature and intense competitive pressures, it is imperative that banks maintain a loyal customer base. Nowadays, banks realize the importance ofRelationship Marketing. Relationship marketing offers benefits to the banks,
customers as wellas employees of the organization. Relationship Marketing gives the banks way to developmutually beneficial and valuable long term relationships. These long term relationships are further helping banks in reducing operating cost and attracting new customers.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
Marketing Performance Analysis by Customer Relationship Marketing, Market Ori...inventionjournals
This study tried to determine and analyze the performance of marketing through customer relationship marketing (CRM), market orientation, and the image of Islamic Banks in Kediri, East Java, Indonesia. The population in this study some 65 873 customers who have savings in five Islamic Banks. Testing of the model is done with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 397 respondents. The test results model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which amounted to 0.915, 0.901, 0.949, 0.953, 0.063 and 1.497 are all that are in the range of expected values so that the model can be accepted.The results showed that: customer relationship marketing (CRM), market orientation, and image effect on the competitive advantage of Islamic Banks in Kediri. CRM, and market orientation affect the marketing of Islamic Banks Performance in Kediri. The company's image does not affect the marketing of Islamic Banks Performance in Kediri.It is suggested that the bank to constantly improve its image. This can be done by giving the concern for the surrounding community as the company's involvement with social activities. Thus the social programs that the company will be able to form a personality, raise the reputation of companies before the general public.
A STUDY WITH SPECIAL REFERENCE TO BANKING INDUSTRY IN INDIAIAEME Publication
Customer Relationship Management (CRM) has emerged as a popular business strategy in today’s competitive environment. It is a discipline which enables the business to identify and target their most profitable customers. CRM involves new and advance marketing strategies which not only retain the existing customers but also acquire new customers. It has been invented as a unique technique capable of remarkable changes in total output of companies. CRM in financial services industry is a cyclical process which starts with definition of customer expectations which are difficult to manage but are often the cause of dissonance which results in loss of existing customer base.
Customer relationship marketing is an emerging customer innovation focused on growing customer’s
satisfaction, retention and loyalty that will culminate into bank profitability. The paper investigated the impact
of investment in implementing customer relationship marketing on the performance of commercial banks in
Nigeria. The study was carried out in Federal capital territory Abuja,
Embracing Customer Relationship Management (CRM) to Improve Organisational Vi...IOSRJBM
The study aimed at finding ways of improving organisational viability by small businesses in Chinhoyi through applying Customer Relationship Management (CRM). This study was prompted by lack of growth of the sector. These firms have been facing a business environment characterised by low Gross Domestic Product (GDP), foreign currency challenges, high unemployment, brain drain, liquidity crisis, high competition and low demand for domestic products. The descriptive design was used. Thirty registered small businesses, with approximately 100 subordinates and 25 managers/supervisors formed the target population for the study. The sample size was 40 and comprised of 30 subordinates and 10 managers/supervisors. Simple random sampling was used to select respondents for the study. The research instruments used were questionnaires, observations and interviews. The study found out that many small businesses do not have a comprehensive CRM programme. The study concluded that lack of a comprehensive customer relationship management programmes by small businesses has been hampering performance of the sector. The study recommends the implementation of CRM programmes by small businesses in Zimbabwe through information centres and embracing information technology. Feedback processes are also necessary for CRM. There is need to carry out a national survey on CRM for small businesses for generalisation of findings across the entire Zimbabwean economy.
CUSTOMERS PERCEPTION TOWARDS CRM PRACTICES ADOPTED BY PUBLIC SECTOR BANKS IN ...IAEME Publication
The CRM practices are adopted to generate better understanding of the customers for product development, segmentation, appropriate targeting, campaign management and maintenance of long term profitable and mutually beneficial relationships with customers. A very small proportion of its potential has been utilized. Today's banking is known as Innovative banking. Driven by new technologies, changing customer preferences, and increased competition, banks have taken to heavy investments in new distribution channels like advance automated teller machines, telephone systems, and online banking, etc. The research work is an empirical study intended to explore the technological revolution that the commercial banks witnessed and how far it has benefited banks to build better customer relationship management (CRM) services of public sector banks.
The Role of Customer Relationship Management (CRM) in Improving Customer serv...AJSSMTJournal
This study aimed at identifying Customer Relationship Management (CRM) in improving customer services (responding time,
customer experience and product diversity) in the Cairo Amman Bank (CAB). The authors employed a predictive-descriptive
approach to identify the level of CRM at CAB. Male and female employees at CAB (No.327) participated in the study. A
questionnaire prepared to measure the role of CRM in improving customer services was implemented. Means, standard
deviations, multiple linear regression and 1-Way ANOVA analyses were used to examine the data. CRM from the perspective
of CAB employees scored a high level at overall test. Customer services level from the perspective of the employees at CAB
and its dimensions scored high. The predictive model of CRM and customer services from employee’s perspective was
statistically significant. Based on these results, the authors recommend ACB to take more interest in improving its CRM to
obtain customers satisfaction by encouraging customers to provide the company with feedback that improves the services
provided to them.
CUSTOMERS SATISFACTION TOWARDS CRM PRACTICES ADHERED BY PUBLIC SECTOR BANKS I...IAEME Publication
In a country, banking sector servers as the foundation on which the pillars of economic growth and development can be constructed. With the major reforms in banking sector, the scenario of bank market has been changed. Target market of banking sector has become highly competitive, dynamic and fragmented. Hence, there is a need for a shift from the transactional marketing strategy to relationship-based marketing strategy in all the banks. The current study attempts to conduct a study of deployment of CRM Practices Adopted by Public Sector Banks in E-Banking Era specific to an Indian Public sector bank, The research objective involves describing how the selected bank is deploying the CRM Best Practices toward building relationships with their customers.
CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN SELECT PUBLIC AND PRIVATE SECTO...indexPub
In the ever-evolving landscape of the banking sector, adopting a customer-centric approach stands as a pivotal strategy for attaining sustainable competitive advantage. This study delves into the realm of Customer Relationship Management (CRM) practices within public and private sector banks in Chengalpattu District, unraveling the intricacies of their implementation and effectiveness. With a keen focus on customer retention and satisfaction, the research employs an exploratory approach to scrutinize various dimensions of CRM practices. The primary objective is to assess the contribution of CRM practices in crafting a sustainable competitive edge by comprehending and exceeding customer expectations.
Ataullah Muneeb and Matiullah Shinwari. “Customer Relation Management (CRM) and its Impact on Organizational Performance: A Case of Etisalat Telecommunication in Afghanistan” United International Journal for Research & Technology (UIJRT) 1.4 (2019): 01-09
Application of Customer Relationship Management (Crm) Dimensions: A Critical ...IJMERJOURNAL
ABSTRACT”: Customer relationship management is crucial due to the competitive environment. For this reason, it has become a widely implemented strategy across the hotel industry in retaining customers and maintaining good relationships with them. It also promotes customer satisfaction and loyalty which lead to the achievement of competitive business performance. However, due to the ever-increasing competition and the continuous changing customers’ needs in the hotel industry, the ability to achieve customer satisfaction is becoming a major challenge. Using 40 respondents from 20 hotels, this paper, therefore, explores the managers’ perspective into how the application of CRM dimensions impact on the performance of hotels and also examines the relationships between them since studies evaluating their relationships are limited. It studies CRM from the hotels’ perceptive as Guest Services Managers and Marketing Managers were the respondents. This study employed an exploratory research design and quantitative technique. The survey was conducted in New Delhi and simple random sampling was the sampling technique used to select respondents. With the study’s objectives in mind, the developed research hypotheses constructed were tested using multiple regression analysis as the statistical tool. Through the results, it has been revealed that CRM dimensions are positively related to the performance of hotels. Finally, CRM dimensions are highly recommended as a competitive strategic tool to enhance competitiveness.
A Study on Customer Relationship Management at Yamaha Srinivasa Motors Puduch...ijtsrd
Most of the two wheeler industry focuses on customer relationship management these days. The first and foremost necessity is to satisfy the existing customers and make them come back for a repurchase of their products. This means Yamaha should concentrate on its customers. The aim of the study is to find the customer relationship management and brand loyalty at Yamaha Srinivasa Motors Puducherry. The relation between CRM and Brand Loyalty is also assessed. Primary and secondary data were used for the study. CRM questionnaire was used to collect primary data. Eighty samples are selected at random from a population of 100 customers. The data were analyzed using the spearmen coefficient of correlation and ANOVA. Suitable suggestions and conclusions were made from the findings of the study. Poorani. R | Arulselvi. T | Junojasmine. J "A Study on Customer Relationship Management at Yamaha Srinivasa Motors Puducherry" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29182.pdf Paper URL: https://www.ijtsrd.com/management/marketing/29182/a-study-on-customer-relationship-management-at-yamaha-srinivasa-motors-puducherry/poorani-r
CRM Implementation in Indian Telecom Industry – Evaluating the Effectiveness ...Waqas Tariq
With the liberalization and internationalization in telecommunication, service quality has become an important means of differentiation and path to achieve business success. Such differentiation based on service quality is seen as a key source of competitiveness for many Indian firms and hence have implications for leadership in such organizations. Faced with a growing market and increasing competition, companies in the telecom business are adopting to new technological imperatives in order to outperform their competitors. These companies adapt continuously to the dynamic environment so as to survive competition. The emphasis here lies in identifying critical value adding processes and redesigning them to become customer centric. One such approach in the adoption of an IT to move towards customers is the Customer Relationship Management (CRM). The Indian Mobile Service Providers are using CRM extensively to identify the needs of the customers and stretching out ways and means to satisfy them. In this context, it is absolutely essential to study the effectiveness of the CRM being practiced by the mobile service providers. This study specifically analyses the extent to which CRM is being practiced by the mobile service providers, and identifies the effect of the service quality of the mobile service providers on the Customer Loyalty. As CRM focuses on being customer centric, it becomes essential to measure the effectiveness of CRM in terms of the degree to which the customers are advocates of the mobile service provider as well as to measure the degree to which they participate in the cross selling and up selling of the various products and services of the provider. To evaluate the effectiveness, there are lots of quantitative techniques available and some work in this area has already been done. But there is a dearth of literature focusing on the relative efficiency. One advanced operations research technique which evaluates the relative efficiency is the Frontier Analysis or Data Envelopment Analysis (DEA). This paper attempts to use Data Envelopment Analysis to assess the effectiveness of Mobile Service Providers, specifically a set of the providers offering services in Chennai, Tamil Nadu, India. The research has identified a set of input and output parameters for each Service Provider, from which the efficient frontiers (DMUs) are determined. The relative efficiency of the Service Providers are measured with respect to the efficient frontier and then analyzed. Detailed recommendations are set forth, for appropriate interventions to address the specific gaps identified through the gaps analysis. The analysis further provides useful information and opens up new avenues for future research.
The Relationship between Customer Knowledge Management, Customer Relationship...inventionjournals
ABSTRACT: This study was aimed to assess the relationship between customer knowledge management and customer relationship management, with organizational innovation and customer loyalty (for consumers and retailers of protein industry in Isfahan province). The statistical population consisted of all employees (1385 people) and customers of nine production and distribution groups of the protein products in Isfahan province. Corresponding to the number in each group, stratified random sampling was made based on the contributions made, and 451 questionnaires were analyzed regarding the number of people in each group. The findings showed that there was a significant correlation between customer loyalty and customer relationship management, customer knowledge management and organizational innovation (P<0.01). The values of effective coefficients; β, showed that for every unit increase in innovation, knowledge management, and customer relationship management, the customer loyalty was increased 0.332, 0.331 and 0.331 units, respectively. According to the results of this study, it could be suggested that the protein industry retailers, must incorporate knowledge based and relationship marketing tools, such as customer relationship management, and customer knowledge management, for implementing customer loyalty strategies. Results of this study showed that organizational innovation should be considered as the first priority for implementing loyalty strategies of the organization.
CONCEPTUALTHEORETICAL PAPERCustomer engagement in serviceAlleneMcclendon878
CONCEPTUAL/THEORETICAL PAPER
Customer engagement in service
V. Kumar1,2,3,4 & Bharath Rajan1 & Shaphali Gupta1,5 & Ilaria Dalla Pozza6
Received: 1 February 2017 /Accepted: 20 September 2017 /Published online: 7 October 2017
# Academy of Marketing Science 2017
Abstract We develop a framework to facilitate customer en-
gagement in service (CES) based on the service-dominant (S-
D) logic. A novel feature of this framework is its applicability
and relevance for firms operating both in developed and emerg-
ing markets. First, we conduct a qualitative study involving
service managers from multinational companies (MNCs)
across the developed and emerging markets to understand the
practitioner viewpoints. By integrating the insights from the
interviews and the relevant academic literature, this framework
explores how interaction orientation and omnichannel model
can be used to create positive service experience. We also iden-
tify the factors that moderate the service experience, and
categorize them as follows: offering-related, value-related, en-
abler-related, and market-related. Further, we also propose that
perceived variation in service experience moderates the influ-
ence of service experience on satisfaction and emotional attach-
ment, which ultimately impacts customer engagement (CE).
From these factors, we advance research propositions that dis-
cuss the creation of positive service experience. One of the
study’s key contributions is that MNCs can focus their attention
on the moderators to ensure consistency in positive service
experience, in an effort to enhance CE.
Keywords Service experience . Customer engagement .
Developed markets . Emerging markets . Service-dominant
logic
Introduction
The emergence of service activities globally can be observed
at the firm level through the concept of customer engagement
(CE). In such an environment, engaging with customers has
been recognized as a viable way for enhancing brand and firm
performance (Gartner 2014). For instance, Gallup research
found that on a per-trip basis, Bfully engaged^ customers in
the consumer electronics industry spent $373, compared to
$289 by the Bactively disengaged^ customers (Sorenson and
Adkins 2014). With financial performance at stake, service
firms would, therefore, be more inclined to engage with their
customers.
Research studies have identified CE as a key success factor
for firms (Kumar and Pansari 2016; Verhoef et al. 2010). In
this regard, value contribution from customers to the firms
extends beyond just purchases transactions to also include
non-purchase related customer behaviors (Kumar and
Reinartz 2016). All these ways of customer value contribution
Satish Jayachandran served as Area Editor for this article.
* V. Kumar
[email protected]
Bharath Rajan
[email protected]
Shaphali Gupta
[email protected]
Ilaria Dalla Pozza
[email protected]
1 Center for Excellence in Brand & Customer Management, J. Mack
Robinson College of Business, Georgia State Univ ...
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International Journal of Business and Management Invention (IJBMI)
1. International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org Volume 2 Issue 7ǁ July. 2013ǁ PP.79-88
www.ijbmi.org 79 | P a g e
Impact of CRM Practices on Customers’ Behaviors
1,
Rameeza Ejaz, 2,
Mirza Ashfaq Ahmed3,
Zahoor Ahmad
1,2,
Faculty of Management and Administrative Sciences, University of Gujrat
3,
Department of Statistics, University of Gujrat
ABSTRACT : In recent era customers have become more sophisticated and they are enjoying more alternative
options of brands. Thus satisfying and retaining such customers is increasingly becoming more difficult for the
organizations. Customer satisfaction can only be attained by continuously sensing the changing needs and
preferences of customers, and by providing them with solutions that can better fulfill their need. Customer
Relationship Management (CRM) is regarded as one among the best approaches in achieving goals of customer
satisfaction and loyalty. However contemporary literature and publications on the subject of CRM may portrait
it as a strategy that can bring fruitful results in any context. There are contradicting views of researchers; in
literature about the effectiveness of CRM practices and policies. Unfortunately, very little empirical data is
there to prove the effectiveness of CRM practices in different industries. Therefore it becomes crucial for
practitioners to clearly understand that how changes in the level of CRM practices and their effectiveness
influence customer satisfaction and loyalty. Purpose of this research is to check how CRM affects customer
behavior, in the industries where switching cost is very low, like hotels and restaurants. A well-structured self-
administered questionnaire has been used for data collection. For the data analysis, and testing of hypothesis
Structural Equation Modeling (SEM) has been employed. Data was collected from 400 customers of two major
fast food chains in two different cities. Results indicate that CRM has only indirect impact on customer loyalty
and word of mouth. No relationship was found between CRM and customer loyalty and between CRM and word
of mouth. CRM have a positive impact on customer satisfaction and customer experience, which have impact on
customer loyalty. Customer loyalty has a direct impact on word of mouth. It was found that customer experience
also have a direct impact on customer satisfaction. Although, CRM don’t have direct impact on Word of Mouth
(WOM), it is a very influential contributor in convincing the satisfied and loyal customers to guarantee WOM.
KEY WORDS: Customer Relationship management, Customer satisfaction, Customer loyalty, Customer
experience, Word of mouth, Fast food restaurants.
I. INTRODUCTION
After air and water, food is the third most essential element for life. It has been critical contributor to
health, a determinant of pleasure or stress and the greatest category for spending money, across the world
(Rozin, et al 1999). Increasingly, today’s complex food system, from production-to-consumption has made food
more safe, delicious, healthy, varied, convenient and more readily available (John et al, 2010). According a
report by La Trobe University (2009),food sector is one of the biggest sectors as compared to the traditional
industries. Food industry is as big as to cater the activities form growing and cultivation of food to proceed and
cooked food retailers like restaurants (Report by La Trobe University,2009). Pakistan is the world’s eighth
largest country for food consumption, where people spend 42% of their income on food. Within the country,
food is found to be the second biggest industry, contribute 16% of employment in production (Express Tribune,
2012). A number of researches conduced in different countries, including Pakistan have reported remarkable
changes in food consumption patterns and that there is an increasing trend of fast food, and dining out in
restaurants,(Bahaduran et al, 2012, Baig at el. 2012, Banwell et al 2010, Sa et al 2012).Not only adults are the
customers of these restaurants but children also want to celebrate their memorable events out in restaurants
(Shamoon et al, 2012). So the target market of these restaurants is young people and children from the age of 6
to 35.
Out of 170 million of population 104 million people are estimated to be below the age of 30. In the 58
years of time span, urban population has increased seven-fold.Per capita real income has also grown 1% more in
2011-12 than the previous year i.e. 2.3%, where consumers spend almost half of their expenditure on food and
beverage. It is also reported that middle class is growing and is 25% of the total population. Food inflation in
country has decreased to 11.1 % in the current year compare to 18.8% in previous year (Economic Survey of
Pakistan, 2011-12). All these facts collectively have created a golden opportunity for all fast food restaurants to
expand their business in Pakistan.
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Consequently, demand for restaurant food is increasing1
, but as consumers are getting more educated in
terms of nutrition and quality, they compare prices menus quality and serves available. It is hard for restaurants
chains, with the limited funds available, to compete through mass advertisement, public relations or through
low-cost strategy. However, they can get sustainable growth through differentiation in their marketing strategies
(Yang et al, 2011). All these aforementioned challenges highlight the Importance of CRM. CRM is basically a
business philosophy, that emphasis that customer is everything to business. It focuses on retaining existing
customers than to winning new ones (Gilaninia et al, 2011). It is the combination of information technology
tools and customer service strategies. It organizes the information technology and marketing together in such a
way to generate useful information. CRM enables business to identify most profitable customers and to maintain
such relationship with them that can turn them into loyal customers. In order to increase customer satisfaction,
businesses needed to articulate a system that could establish long lasting relationships with customers.
Consequently, CRM was introduced in US in 1990s (Zamil, 2011). The success of CRM projects that were
initiated in 1990s gave it a status of popular business tool, (Sudhakar&Ravindran, 2012). Eventually CRM has
become a topic of interest for the academic researchers and practitioner as well. It has evolved into a basic
component of the overall business strategy. And as, increasingly, businesses are incorporating CRM, customer
expectations toward services and support activities are also increasing. CRM is regarded as one of the best
approaches in achieving goals of customer satisfaction and loyalty (Gilaninia et al, 2011). However there are
conflicting views in literature about the effectiveness of CRM practices (Saxena&Khandelwal, 2011). Critics are
of the view that CRM is hard to implement in some industries, and its cost benefit value is very low (Zamil,
2011). In past two decades. Several researches have also reported some CRM projects as a failure (Nargesi et
al).
A research on customers’ attitude toward CRM practices in five star hotels proved positive attitude of
customers toward these practices (Hashem, 2011). But little is known about the satisfaction level, and attitude of
customers toward CRM practices in Restaurants of emerging markets. It is crucial for practitioners to clearly
understand how changes in the level of CRM practices and their effectiveness influence customer satisfaction
and loyalty, and its ultimate effect on Word of mouth. Purpose of this research is to evaluate the effectiveness of
CRM practices in customer purchase behavior, and WOM, especially in the industries where switching cost is
very low. For this purpose data is collected, from customers of two popular restaurants, (Macdonald’sand
KFC2
).
II. LITERATURE REVIEW
“Customer Relationship Management (CRM) means developing a comprehensive picture of customer
needs, expectations and behaviors and managing those factors to affect business performance”. CRM is also
defined as, “A system that focuses on managing the relationship between a company and its current and
prospective customer base, as a key to success, (Gebert, 2003). CRM activates help in building long lasting
relationships and these relationships give company joy of retained customers. Relationship marketing is a way
to obtain trust and satisfaction, which in turn ensures sustainable success of an organization, (Lo, 2012).It is so
also regarded as part of sales function, as sales department study buying habits and trends of customers and try
to match service level. The purpose is to minimize number of sales, and to design a system to retain customers.
The whole process is aided through computer programs, (Hoots, 2005). CRM has two basic types, Analytical
CRM and Behavioral CRM. Analytical CRM collects and analyzes available customer information to increase
firm’s value. Behavioral CRM focuses upon psychological underpinning of service interaction and managerial
structures and make use of experiments or surveys for effective CRM, (Kamakura et al, 2005).CRM capabilities
of an organization influence its performance, (Wang, 2012).CRM practices lead an organization towards profits.
It provide firm with greater knowledge of customer values, and firms change their strategies according to this
knowledge. These changes results in better firm performance. A simple analysis of customer value is always
critical in enhancing the firm's performance, (Ryals, 2005). For each relationship, scale of success is ultimately
financial performance. So, for organizations implementing CRM, there must be a system in place to check
performance of customer relationship management, (Lambert, 2009)..CRM practices have a good capacity for
increasing customer base. It is a good tool for obtaining information, for formulating strategies regarding new
products. Customers rate banks services superior, which practice CRM, than those who don’t practice. It means
that CRM practices entail some very positive and favorable results like increased customer base, information
about the customer preferences and favorable rating and a lot more yet to explore, (Chaubey at el,
2010).However,Implementation of CRM can only be successful when, there is good integration
between knowledge management abilities and information technology.The success of CRM system lies in the
1
Research conducted by Nelson, Pakistan for MPOC
2
Research conducted by Nelson, Pakistan for MPOC
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effective management and implementation of gained customer knowledge. so, CRM and knowledge
management are related to each other, and if knowledge management is process oriented, it will support CRM
system.There is consensus upon the fact that CRM cannot be implemented effectively without committed
involvement of senior management. It was also found that CRM is not a solution to problems; it is basically a
strategy that, if implemented effectively, gives practicing firm a number of competitive advantages, (kotorov,
2003).A positive and strong relationship exists between CRM and market performance, customer commitment,
satisfaction and confidence. However research fails to find any relationship between CRM and customer loyalty,
(). A clear and positive relationship exists between CRM and customer satisfaction, (Yao &Khong, 2011). CRM
application leads organization towards greater knowledge of customers, and this customer knowledge and
integration has a mediating role between CRM practices and customer satisfaction. Effective CRM practices
have a positive impact on customer satisfaction, (Mithas et al, 2005). Five dimensions of Customer satisfaction
effectiveness has been identified, namely, organizational commitment, customer experience, process approach,
reliability and technology-orientation. Three dimensions, organizational commitment, customer experience and
reliability have direct and Zali&Heydarian, 2012positive relationship with customer satisfaction, while only
reliability has positive relationship with customer loyalty. It was also found that customer loyalty and customer
satisfaction are related to cross-buying, (Padmavathy, 2012). CRM practices also have an impact on sales
growth. Four dimensions of CRM practices have been identified, that are, and “focusing on key customers,
incorporating CRM based technology, managing knowledge and Organizing around CRM”. Focusing on
technological component is not the crux of the CRM. Managers must have to integrate all four dimensions into
CRM system, that will enhance the customer satisfaction and retention, which ultimately increases sales. (Yim
et al, 2004).
Customer relationship practices have a direct and positive relationship with customers’ loyalty. Better
the CRM practices more will be the loyalty. Customer loyalty forms the basis for retained and profitable
customers, (Khandekar&. Deshmukh, 2012).Loyalty is the most desirable outcome for any firm, as it ensures
continuous inflows of customers and ultimately of profits. Since popularity of CRM practices is growing
rapidly, different researches have been conducted to check the impact of CRM on loyalty. Similarly empathy,
perceived conflict handling; trust, perceived value, and commitment are all the outcomes of CRM, which in turn
are the predictors of customer loyalty. The analysis of the data showed that all the predictors have positive
correlation to customer loyalty. (Jumaev, at el. 2012).It means that if firms and specially the service sector firms
are to increase customer loyalty, they must have to strive to practice good CRM practices. And this phenomenon
is predicted to be even stronger in restaurant industry, which is increasing facing more intense competition than
the banking sector and where switching is more easy. For hotel industry, service quality and the service features
are more influential in predicting customer satisfaction. Customer needs must be fully understood and customers
must be provided with courteous services. The hotels should also strive for providing personalized services to
customer, (Abbasi at el,2010). CRM practices have a strong and direct impact on customer satisfaction, and the
customer satisfaction has in turn a direct impact on customer loyalty. Although customer loyalty is affected by
many other factors, depending on the industry and type of product, customer satisfaction has the most direct
impact on loyalty, (Rezvani et al 2011). If a business is to enhance its performance, it must have to realize
importance of considering customer value, customer satisfaction and customer loyalty. When the products have
little difference in terms of features and quality and variety, then customer satisfaction and customer loyalty will
play a vital role in increasing the rating of firm. Increased customer satisfaction has a very strong and positive
impact on customer loyalty, (Tsai, et al, 2010).
Customer value, customer satisfaction and switching barriers have positive impact on repurchase
intentions and attitudinal loyalty. Satisfied customers are more inclined towards repurchase and they also
recommend the product to other potential customers. (Qian et al, 2011).Experience has a direct impact on future
purchase behavior. Positive experience is directly related to repeat purchase behavior, and negative experience
is directly related to switching. So, it is crucial for the service sector to make the customer experience more
satisfying. (Alshurideh et al, 2012). Service quality, whether technical or functional, has a direct and positive
impact on customer satisfaction, and customer satisfaction in turn has a positive impact on behavioral intentions,
i.e. retention, word of mouth. Similarly, service quality also has a direct and positive relation with behavioral
intention, (Choy et al, 2012). Today for most of the organizations, one of the most important challenge and goal
is customer retention. A research in hotel industry, practicing CRM has revealed that, most of the hotels in
sample were practicing CRM, but those who were graded higher had more complicated system in place.
Moreover,
very few hotels had a regular system of investigating customer complaints and tracking them. Most of
the hotels were capturing considerable customer data, but very few were analyzing data to minimize guest
failures, and thus repeating the dame mistake. None was extensively mining data to identify most profitable
customers. However, most of the hotels practicing effective CRM are successful in retaining customers. It
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means that CRM practices also have a direct relation with the customer retention, (Lo et al, 2012).“Sharing of
information from one person to another person or groups has risen in past decades, through human
communication such as face-to-face contact, telephone, correspondence (letters, e-mail, text messaging) or
social media”, (Gombesk et al, 2011).Increasingly customers heavily rely on word of mouth, for purchase of
virtually everything. Power of word of mouth becomes more critical with the fact that negative word of mouth
tend to spread more rapidly than positive WOM, (Aslam et al, 2011). In this age of micro media, where there is
wide use of internet and mobiles, word of mouth has gained the popularity of determining success factor
marketing. The changing life styles have impacted consumer behavior and purchasing patterns. Power of WOM
is increasing rapidly, as it was reported to have 61.3% influence on purchase decision which reached to 76% in
2007. It means marketers cannot avoid the power of WOM now. In this competitive age, CRM if practiced
effectively, can have the power to generate positive word of mouth, while, if not managed properly, it can also
have adverse effects and can result in negative word of mouth, (Kokokusha co., Ltd, 2007). It also has great
impact on customer decision making. So, organizations must have to keep a track of word of mouth spread by
its existing customers, as they will ensure new loyal customers. Satisfied and delighted customers are a source
of positive word of mouth, (Heriyati&Siek, 2011).
One prominent aspect of CRM is to deal each customer differently, based on the idea that each
customer has different needs. Moreover, CRM involves identifying the most profitable customers and
maintaining good relationship with them. But if overly used and misused, it can pose a threat for the firm.
Different treatment with different customers may harm customers’ trust and they may perceive it as
discrimination. So, in implementing CRM, firms must have to address this issue in order to avoid
dissatisfaction, (Nguyen &Mutum, 2012). Customers that possess relational satisfaction are more likely to be
involved in the activities of positive word of mouth. Customers that identify themselves with the organization
are also retained customers, (Akm, et al, 2011). Service quality has a direct and positive impact on customer
satisfaction. Satisfied customers are less, price sensitive and are more likely to tell other people about their
favorite experience. Customer satisfaction also affects customer loyalty. Further service quality also has a direct
impact on customer loyalty. So the service quality is related to repeat purchases, and positive word of mouth,
(Chotivanich, 2012). It is generally believed that effectiveness of CRM should be measured in terms of
customer’s behaviors. Some researchers have checked the effectiveness of CRM in terms of firm profitably, but
profitability in a particular period of time may be the result of combination of some factors. Although researches
have been conducted to check impact of CRM practices on customer satisfaction and loyalty, customer
satisfaction and customer loyalty are intangible reactions or perceptions of customers. But for companies
applying CRM, tangible actions of customers are more important. So CRM applying firms must give importance
to customer retention and word of mouth, and repurchase that are the tangible outcomes of CRM, (Wang et al,
2004).
Figure 1: Conceptual Model Customer Relationship Management
III. HYPOTHESIS
H1: CRM practices have a significant positive relationship with customer satisfaction
H2: CRM practices have a significant positive relationship with customer experience
H3: Ccustomer experience has a significant positive relationship customer satisfaction
H4: CRM satisfaction has a significant positive relationship customer loyalty
H5: Customer experience has a significant positive relationship with customer loyalty
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H6: Customer loyalty has a significant positive relationship with word of mouth
H7: CRM practices have a significant positive relationship with word of mouth
H8: CRM practices have a significant positive relationship with customer loyalty
H9:Customer experience has a significant positive relationship with word of mouth
H10:Customer satisfaction have a significant positive relationship with word of mouth
3.1.Research Methodology
The study is intended to investigate how customer relationship management practices affect different
behaviors of customers. These behaviors include customer satisfaction, customer behaviors, customer loyalty
and word of mouth.
3.2.Population:
Population for this study is customers of Fast Food Restaurant. Target population is Fast Food customers of six
different outlets of two well reputed fast food chains in two major cities i.e. Lahore and Islamabad.
3.3.Study Design:
It is a cross sectional analytical study. Data have been collected from sample of 370, at a defined date
and time. It is providing an overview about the perceptions and behaviors of respondents about CRM practices.
Associations between different variables have been checked through hypothesis, which has made it an analytical
study.
3.4.Data Collection Technique:
Data were gathered through a field survey. A well-structured questionnaire was developed to collect
the data. The questionnaire best suited to the current research, as the study involved a big sample size and a big
geographic area. Moreover as the research includes people who were out for dinning out, we could not disturb
them, and questionnaire is the only data collection instrument that generally does not make people apprehensive.
Questions were grouped into different constructs. This questionnaire included five construct, containing a total
of 29items. There were three parts of it, first to obtain personal information, second to estimate number of visits
and third to measure the constructs. Five point Likert scale (1for strongly disagree and 5 for strongly
disagree),was used, as it is the most useful method for measuring opinions attitudes and behavioral tendencies.
These responses can easily be quantified, and thus get equipped for any mathematical analysis. Data was
evaluated through the help of SPSS and statistica. After conducting CFA, in SPSS, SEM was conducted on data
through Statistica.
3.5.Sampling Technique:
As it was not possible to prepare population frame, individual customers have been approached to fill
out the questionnaire on convenience based. Two major cities, Lahore and Islamabad were selected to gather
data, as customer traffic to fast food restaurants in these cities is good enough to obtain specified sample
response. Questionnaire has been distributed among customers who were present there for dinning. Out of 370
questionnaires 350 were received back, 316 were actually useable, creating a response rate of 85%. A response
rate is considered to be minimum acceptable response rate, depending on nature of the survey. Surveys inquiring
upon views preferences and beliefs require a higher response rate. The present study has generated a response
rate of 85%, and that is a good rate. The reason is that management of the restaurants allowed to distribute and
collect back questionnaire while respondents were dinning. Otherwise it might not be possible to get such a
good response rate.
3.6.Sample Size:
As exact population size was not possible to determine, subject to variable ratio has been used to
deicide the appropriate sample size. According to theory of subject-to-variable ratio, 7 to 20 cases per variable
create an appropriate sample size, in case exact population size cannot be determined. There are total 29 items in
the scale used for this research. And a total of316 cases have been taken for research that makes a ratio of 10:1.
According to literature, for SEM, a subject to variable ratio of 10:1 is a good ratio (Hair, 2007).
3.7.Statistical Techniques:
For data analysis, and testing of hypothesis SEM (structural equation modeling) has been used that is a
very powerful statistical technique for multivariate analysis. Normally behavioral and social sciences researches
include complex multivariate data sets, and SEM suits best to such complex casual modeling. It includes a
number of standard multivariate analysis methods like regression, factor analysis and analysis of variance.
Gerbing and Anderson, 1988 states that SEM helps in analyzing the relationships between multiple dependent
and independent variables simultaneously. Also in SEM latent variables are free from random error, as it is
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estimated and removed here. For data analysis Statistica7 has been employed, that is a comprehensive analytic,
research, and business intelligence tool.
IV. ANALYSIS AND DISCUSSION
4.1.Reliability of Scale:
As the scale used for data collection is a Licktert scale, so, in order to check its reliability, high quality
reliability test is required. Normally, an index of reliability, alpha is used, for this purpose. It is a measure of
internal consistency. Reliability estimates and ranges from 0 to 1. Higher the score of the index higher the
reliability of the instrument designed. Alpha below 0.59 is not reliable. If alpha have a value of 0.6 it is not very
much reliable, however a value of 0.7 or above is considered to be sufficiently reliable. The present research
has used five constructs and the questionnaire is having a five point Likert scale, so alpha has been used to
check the internal consistency reliability. The measurement scale for this study is showing a very good value of
alpha, that is 0.898. This means that the developed scaled is 89.8% reliable in measuring the constructs.
4.2.Descriptive statistics:
Table 1: Percentages of Demographic Variables
Gender
Male Female
61.7 38.3
Marital Status
Married Single
36.1 63.9
Education
Under metric Metric Intermediate Graduation Masters MPhil PhD
1.9 5.4 14.9 39.9 35.8 1.3 .3
Residential Area
Rural Urban
12.7 87.3
Descriptive statistics showed that majority of these fast food restaurant customers is male, that is
61.1%. Females are only 38.3% of total customers. Similarly 63.9% of total customers are unmarried and
remaining are married. Majority of the customers have, or are currently persuading either graduation or masters
degree, i.e. 39.9% and 35.8% respectively. However 14.9% of customers have an intermediate degree. Further it
was also found that most of the customers of these restaurants are residents of urban areas. Only 12.7%
customers came there, belonged to rural areas and remaining 87.3 were the residents of cities. So, the main
market of these restaurants is residents of those cities, and most of them single, came with friends for
enjoyment. Majority of the customers are male, but females are also a good part of customer’s pool.
4.3.Confirmatory Factor Analysis:
Initially there were 9 questions in the scale for Customer Relationship Management. Through CFA, 3
questions were identified those were confirmed in factor analysis but as per there very low values, were not
much important in measuring the construct of CRM. So, 6 items were finalized to measure the construct of
CRM. Out of these 6 itmes, 3 items, namely, Variety of items in Manu, Quality of food, and Reason of priority,
with the values of 0.804, 0.754 and 0.715 respectively are most important items. In the construct of Customer
Satisfaction, six items were included, which all were confirmed by CFA. 3415 however items namely Quality of
food, satisfaction with the overall services, level of customer comfort and meeting customer expectations,(
0.822, 0.787, 0.729, 0.715 respectively) are the most important contributors of customer satisfaction. Next, in
measuring Customer Loyalty, all seven items were confirmed by CFI. First priority (0.866), View about next
visit (0.730), and Reason of priority, (0.755), are most strongly affecting the customer loyalty. Similarly in
measuring WOM, items namely, frequently tell friends about excellent services and I recommend this restaurant
to my friends and family, having values of 0.918 and 0.725 are more important than others. Initially there were
five items in this construct but one item due to having very low value was excluded from the scale.
4.4.Parameter Estimates:
Structural equation modeling is a multivariate statistical technique that helps to understand interactions
between different variables simultaneously. As it checks the all relationships simultaneously it is considered to
be the best in testing mediation mechanism.Goodness of fit between various variables and model is tested
through a number of fit indices. There is a general believe that a single measure of goodness should not be used
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to make decisions about the goodness of fit. Present study has used GFI (Goodness of Fit Index), AGFI
(Adjusted Goodness of Fit Index), Root Mean Square Error Aproximation. RMSEA and chi-square/ d.f. Values
of GFI and AGFI should be closer to 9. Higher values indicate a good fit. Value of RMSEA less than 0.08 is
good. The value of χ2/d.f should be less than 3. Lesser the value, better the fit. p≤0.001 indicates a good value.
The table below shows values of GFI, AGFI, RMSEA and /chi square of all five constructs. All the constructs
are showing very strong values for all four parameters of model fit. Thus it means that model is a good fit.
Table 2: Goodness of Fit Values
Customer Relationship Management
GFI 0.972
AGFI 0.934
RMSEA 0.081
Chi-square/d.f=27.9682/9=3.1075
Customer Satisfaction
GFI 0.972
AGFI 0.935
RMSEA 0.080
Chi-square/d.f=27.7166/9=3.06
Customer Loyalty
GFI 0.965
AGFI 0.929
RMSEA 0.077
Chi-square/d.f=43.7177/14=3.12
Word of Mouth
GFI 0.997
AGFI 0.987
RMSEA 0.000
Chi-square/d.f= 1.62029/2=0.81
Customer Experience
GFI 0.988
AGFI 0.963
RMSEA 0.055
Chi-square/d.f= 9.48724/5=1.89
Table 3: Path Analysis
Structural Relation
Parameter
Estimates
Standard Error T-Statistic Prob.Level
(CRM)-57->(CS) 0.208 0.063 3.326 0.001
(CRM)-58->(CE) 0.629 0.052 12.004 0.000
(CE)-61->(CS) 0.568 0.087 6.512 0.000
(CS)-62->(CL) 0.782 0.145 5.392 0.000
(CE)-64->(CL) 0.293 0.126 2.329 0.020
(CL)-66->(WOM) 0.430 0.207 2.081 0.037
Path 1: CRM*CS*CL*WOM = 0.28*0.78*0.430 = 0.093912
Path 2: CRM*CE*CS*CL*WOM = 0.629*0.568*0.78*0.430=0.1198
Path 3: CRM*CE*CL*WOM= 0.629*0.293*0.430=0.07924
Thus most strong path to affect word of mouth is Path 2 i.e. CRM practices, customer experience, customer
loyalty and word of mouth.
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V. RESULTS
Results of the study are based on cross sectional data. This type of study is best where hypothesis
generation and attestation is involved. It helps in finding out association between different variables; however it
is not suitable when objective is to find the cause of a problem. So to get better understanding of the
mechanism, and for broad generalization and validation of the study, a longitudinal research must be conducted.
Before conducting the actual research, the instrument was pilot tested on a sample of 32 customers. The
reliability results show a cronbatch alpha of .898, which shows a very strong value. For standard questionnaire
alpha’s value above 0.7 is considered to be good. However for newly developed questionnaire a value above 0.5
is also acceptable. It was found that CRM has a direct relationship with customer satisfaction and customer
expectation. Customer expectation is found to have associations with customer satisfaction and customer
loyalty. However customer expectation has no direct relationship with word of mouth. It means that good
customer experience doesn’t make customers talk positively about the organization instantly. The continuous
experience lead them to develop positive perceptions about the organization and they feel satisfied while using
that product. Customers do not bother one time good experience, they use the product over time and after a
number of positive exposures, they get satisfied and loyal to the organization. Another relationship that initially
seemed rational and logical, but that was not found to be present later in this model is between customer
satisfaction and word of mouth. It was found that out of four variables, three variables, i.e. CRM, Customer
satisfaction and customer experience don’t have any direct relationship with word of mouth. Final model
revealed a direct relationship between customer loyalty and word of mouth. This model reveals that CRM
practices don’t directly lead customers toward word of mouth, it just affect customer satisfaction and enhance
the value of customer experience. Customer experience also has effect on satisfaction and both construct have
the direct relationship with customer loyalty. Customer loyalty in turn affects word of mouth.
VI. CONCLUSION
Findings of this research provide insights into the mechanism that impact the customer behavior.
Research has investigated the impact of CRM practices on different customer attitudes and behaviors. The
empirical results of the study proved that CRM does not have any direct impact on customer loyalty. These
results are consistent with the results of previous researches, (Zali&Heydarian, 2012). Similarly no direct
relation was found between CRM and word of mouth. Research has failed to find any relationship of Customer
satisfaction and customer experience with CRM. However CRM does have a direct and positive relationship
with customer satisfaction and customer experience. Customer experience also has a positive relationship with
customer satisfaction. Customer satisfaction and experience affects the customer loyalty and loyalty in turn
results in word of mouth. As majority customers of these restaurants are the urban citizens, dinning out
frequently has become a part of their life style. It is not a luxurious thing anymore. So the CRM practices neither
make these customers loyal nor get them to speak for these restaurants. However these practices provide them a
good and memorable experience and get them satisfied. This satisfaction and good experience, in turn,
positively impact the customer loyalty. Customer loyalty however has an impact on WOM.
VII. IMPLICATIONS
Results indicate that in the context of Pakistan, it is hard to make customers loyal. However certain
steps can be taken to improve the satisfaction and loyalty of customers. Increasingly, dining out is becoming the
part of the life style of urban population. People have number of option open to try for. So, they talk less about
the good experience of a restaurant , and try more. However, bad experiences have long lasting impact. That is
why research has failed to find any relationship between CRM practices and word of mouth. So, CRM practices
are less likely to generate any PWOM, if they are not delivering a good experience and not satisfy customers.
So, it becomes crucial for the managers of these restaurants to design such practices and policies to
createexceptionally good experience and get customers satisfy. The customer satisfaction and good experience
will lead customer to loyalty and they will choose the same restaurant every time they plan to dine out.The
restaurant managements must have to reexamine their relation building activities. They should focus on
behavioral aspect of CRM rather than analytical aspect. They should understand the psychological underpinning
of service interaction and response quickly. There are some other factors that affect customer satisfaction, that
include variety of menu and cleanliness. These restaurants should conduct regular customer survey and response
to the suggestion, in order to get a loyal customer base.
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Figure 2: Proposed Model of Customer Relationship Management
Figure 3: Fitted Model of Customer Relationship Management
CRM
Practices
Customer
Experience
Customer
Satisfaction
Customer
Loyalty
Word of
Mouth
Customer
Experience
Customer
Satisfaction
Word of
Mouth
Customer
Loyalty
CRM
Practices