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
State of digital marketing in Lebanon (DGTL#U 2012)Hiba Fayad
In a world rapidly becoming more and more digitalized, corporations have found themselves forced to follow the trend and to be up to date with all changes in communication and internet technology.
Mobile applications, m-payment, social media marketing, blogs amongst others have become “must-haves” for the world’s companies be it in their marketing strategies, customer services, recruitment plans and work tactics, as well as other activities.
Lebanese corporations are slowly but surely appreciating and embracing these technological changes, and our DGTL#U – Beirut event will ease the way and show them the path to follow a successful and visible online and digital presence.
In order to have an accurate view on how involved Lebanese corporations are in digital strategies, we have conducted a survey on a sample of 48 PR agencies which includes the top 10 agencies in Lebanon (based on biggest account holders).
Our survey aims to shed light on the activities of these agencies and transmit an accurate image on how corporations are faring in the midst of the digitalized world. It’s the first of numerous studies about digital marketing in Lebanon and the Arab world. Industry and other country specific reports are also planned.
The results of this first Corporate Digital Marketing Survey seek to demonstrate how far Lebanese corporations have come in this respect, their commitment and attitude towards these new plans, how strategies translate into sales and branding awareness, and what is keeping them from going further and expanding their online presence.
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.
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
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.
State of digital marketing in Lebanon (DGTL#U 2012)Hiba Fayad
In a world rapidly becoming more and more digitalized, corporations have found themselves forced to follow the trend and to be up to date with all changes in communication and internet technology.
Mobile applications, m-payment, social media marketing, blogs amongst others have become “must-haves” for the world’s companies be it in their marketing strategies, customer services, recruitment plans and work tactics, as well as other activities.
Lebanese corporations are slowly but surely appreciating and embracing these technological changes, and our DGTL#U – Beirut event will ease the way and show them the path to follow a successful and visible online and digital presence.
In order to have an accurate view on how involved Lebanese corporations are in digital strategies, we have conducted a survey on a sample of 48 PR agencies which includes the top 10 agencies in Lebanon (based on biggest account holders).
Our survey aims to shed light on the activities of these agencies and transmit an accurate image on how corporations are faring in the midst of the digitalized world. It’s the first of numerous studies about digital marketing in Lebanon and the Arab world. Industry and other country specific reports are also planned.
The results of this first Corporate Digital Marketing Survey seek to demonstrate how far Lebanese corporations have come in this respect, their commitment and attitude towards these new plans, how strategies translate into sales and branding awareness, and what is keeping them from going further and expanding their online presence.
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.
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
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.
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.
How Insurers Can Leverage Social and Messaging Apps to Enhance Digital ValueCognizant
Insurance carriers looking to bolster their digital ROI and reach their clientele of millennials most effectively must look beyond mobile apps and online portals, into social and messaging apps. We offer a roadmap and use cases for enhancing insurers' digital presence.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
Research Report: Customer Services in Social Media ChannelsAlexander Rossmann
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
Social collaboration-based sales and marketing technologies help companies understand and manage changing consumer demands. Learn how leading companies are incorporating collaborative sales and marketing solutions into their overall CRM strategy.
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
Internship report on HRIS: A case of Grameenphone Ltd.Samsul Alam
Being the leading telecommunication company Grameenphone Ltd. enters in
the business field that has already become the top telecommunication
company of the country. To achieve this goal P&O Division should play a
leading role. We know that proper management of people of an organization
using IS is essential for achievement of efficiency and effectiveness of
operation. If people are properly managed & organized then it will result in the
overall performance in a positive way to achieve short term & long term goal.
On the other hand, if these are not properly managed & organized then it will
result in poor performance. This report covers a thorough analysis about the
HRIS in P&O Division of Grameenphone Ltd.
This report covers the information necessary to understand the system
development process for HRIS. The system development process involves
multiple stages from initial design to implementation and evaluation. Failure to
follow these steps or rushing through them will result in a poorly designed
system that will ultimately fail when it is implemented. Thus, this report begins
to identify some of the information that is critical for the eventual
implementation of an HRIS. It is started with a focus on the users of the
system to help the system development process in its beginning steps. The
types of information about users/ customers of the HRIS, the sorting of HRIS
data into categories of human capital, and the main concepts of hardware and
database security are covered.
The first chapter covers the rationale, objective, research methodology,
limitation and organization of the report. The second chapter includes the
literature review, the third chapter includes the overall profile of
Grameenphone Ltd., the fourth chapter elucidates HRIS: A Case of
GrameenPhone Ltd. including all activities done through HRIS and HRMIS,
the fifth chapter describes analysis of the data and the remaining chapter
describes findings, conclusions, recommendations, references, and appendix.
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.
How Insurers Can Leverage Social and Messaging Apps to Enhance Digital ValueCognizant
Insurance carriers looking to bolster their digital ROI and reach their clientele of millennials most effectively must look beyond mobile apps and online portals, into social and messaging apps. We offer a roadmap and use cases for enhancing insurers' digital presence.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
Research Report: Customer Services in Social Media ChannelsAlexander Rossmann
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
Social collaboration-based sales and marketing technologies help companies understand and manage changing consumer demands. Learn how leading companies are incorporating collaborative sales and marketing solutions into their overall CRM strategy.
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
Internship report on HRIS: A case of Grameenphone Ltd.Samsul Alam
Being the leading telecommunication company Grameenphone Ltd. enters in
the business field that has already become the top telecommunication
company of the country. To achieve this goal P&O Division should play a
leading role. We know that proper management of people of an organization
using IS is essential for achievement of efficiency and effectiveness of
operation. If people are properly managed & organized then it will result in the
overall performance in a positive way to achieve short term & long term goal.
On the other hand, if these are not properly managed & organized then it will
result in poor performance. This report covers a thorough analysis about the
HRIS in P&O Division of Grameenphone Ltd.
This report covers the information necessary to understand the system
development process for HRIS. The system development process involves
multiple stages from initial design to implementation and evaluation. Failure to
follow these steps or rushing through them will result in a poorly designed
system that will ultimately fail when it is implemented. Thus, this report begins
to identify some of the information that is critical for the eventual
implementation of an HRIS. It is started with a focus on the users of the
system to help the system development process in its beginning steps. The
types of information about users/ customers of the HRIS, the sorting of HRIS
data into categories of human capital, and the main concepts of hardware and
database security are covered.
The first chapter covers the rationale, objective, research methodology,
limitation and organization of the report. The second chapter includes the
literature review, the third chapter includes the overall profile of
Grameenphone Ltd., the fourth chapter elucidates HRIS: A Case of
GrameenPhone Ltd. including all activities done through HRIS and HRMIS,
the fifth chapter describes analysis of the data and the remaining chapter
describes findings, conclusions, recommendations, references, and appendix.
Customer Relationship Management (CRM) has grabbed the attention of both practice and research in the past decade, developing into an area of major significance. The focus of the CRM concept is to build a long-term and value-added relationship for both the organisation and customers. Governments – although considered late followers compared to the private industry – have been showing growing interest in CRM systems recently to help public and government agencies track and manage relationships with their constituents. In this article, we review existing literature to provide an understanding of the field. We also present a proposed CRM framework based on literature review and practice work. The proposed framework is envisaged to act as a practical management tool that provides a holistic overview of implementation phases, components of each phase, and associate critical success factors.
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
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.
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.
EVOLUTION OF CUSTOMER RELATIONSHIP
CRM-Definition, emergence of CRM practice, factors responsible for CRM growth, CRM Process, framework of CRM, Benefits of CRM, Types of CRM, Scope of CRM, Customer Profitability, Future Trends in CRM, CRM and Cost-Benefit Analysis, CRM and Relationship Marketing, Customer Relationship Management Unit-1 IMBA Osmania University
Social Observational ActivitySpend some time observing another.docxsamuel699872
Social Observational Activity
Spend some time observing another adult interacting with at least one other adult (at home, in a park, at the mall, at work, etc.) and reflect on the nonverbal cues and body language that they tend to use. What are they trying to “say” to the other person?
Locate scholarly materials to help support your accuracy of what the person’s body language and nonverbal communication is conveying (eye contact, posture, appearance, leaning in, facial expressions, artifacts [a uniform, etc.] gestures, etc.) Be descriptive in your analysis of all non-verbal communication that you identify and body language examples.
.
Your paper should be 2-3 pages in length. Include at least two scholarly references in addition to the course textbook to support your analysis and position.
Introduction of the specific topic
Customer Relationship Management
As a group, we will be explaining how customer relationship management is a customer-focused and customer-driven organizational strategy. Elaborate on how modern CRM systems can build sustainable long-term customer relationships that can create value for both companies and their customers. In addition, to helping many companies acquire new customers while also retaining and expanding their relationships with advantageous existing customers. Overall, this topic is an approach to manage a company’s interaction with current and potential customers. It uses data analysis about customers history with a company to improve business relationships with customers. It specifically focuses on customer retention and driving sales growth. The reason this is important and relevant to our class is because businesses data is used to see what customers like and don’t like. Businesses use this because sales tend to improve overall when they use CRM.
Tentative milestone/schedule of the project.
Introduction
Customer relationship management is very commonly referred to as CRM within the business world. It is perceived as both a customer-driven and customer-focused strategy that in part is used to aid the communication between businesses and their customers (Rainer & Prince, 2020). It does in fact also contribute a great deal to many businesses marketing tactics and more specifically allowing them to focus on customers individually. Then, providing them with the proper information needed to meet their individual customer’s needs and desires, which in essence contributes to creating a customer intimacy that so many businesses lack today. With living in a very digital and internet driven world today, customer relationship management has been able to really fill a void that has unintentionally been created by the Internet because of how impersonal it has made what used to be in-person experiences, now digitized.
The process in which customer relationship management is utilized, is by employing information technologies through numerous systems and applications. It is a technology used to manag.
Social Observational ActivitySpend some time observing another.docxrosemariebrayshaw
Social Observational Activity
Spend some time observing another adult interacting with at least one other adult (at home, in a park, at the mall, at work, etc.) and reflect on the nonverbal cues and body language that they tend to use. What are they trying to “say” to the other person?
Locate scholarly materials to help support your accuracy of what the person’s body language and nonverbal communication is conveying (eye contact, posture, appearance, leaning in, facial expressions, artifacts [a uniform, etc.] gestures, etc.) Be descriptive in your analysis of all non-verbal communication that you identify and body language examples.
.
Your paper should be 2-3 pages in length. Include at least two scholarly references in addition to the course textbook to support your analysis and position.
Introduction of the specific topic
Customer Relationship Management
As a group, we will be explaining how customer relationship management is a customer-focused and customer-driven organizational strategy. Elaborate on how modern CRM systems can build sustainable long-term customer relationships that can create value for both companies and their customers. In addition, to helping many companies acquire new customers while also retaining and expanding their relationships with advantageous existing customers. Overall, this topic is an approach to manage a company’s interaction with current and potential customers. It uses data analysis about customers history with a company to improve business relationships with customers. It specifically focuses on customer retention and driving sales growth. The reason this is important and relevant to our class is because businesses data is used to see what customers like and don’t like. Businesses use this because sales tend to improve overall when they use CRM.
Tentative milestone/schedule of the project.
Introduction
Customer relationship management is very commonly referred to as CRM within the business world. It is perceived as both a customer-driven and customer-focused strategy that in part is used to aid the communication between businesses and their customers (Rainer & Prince, 2020). It does in fact also contribute a great deal to many businesses marketing tactics and more specifically allowing them to focus on customers individually. Then, providing them with the proper information needed to meet their individual customer’s needs and desires, which in essence contributes to creating a customer intimacy that so many businesses lack today. With living in a very digital and internet driven world today, customer relationship management has been able to really fill a void that has unintentionally been created by the Internet because of how impersonal it has made what used to be in-person experiences, now digitized.
The process in which customer relationship management is utilized, is by employing information technologies through numerous systems and applications. It is a technology used to manag.
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
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Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
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Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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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 9ǁ September. 2013ǁ PP.121-131
www.ijbmi.org 121 | Page
Rural Consumers’ Adoption of CRM in a Developing Country
Context
1,
Md. Rajibul HASAN, 2,
Mizan RAHMAN ,3,
Mehedi Munsur KHAN
ABSTRACT: This paper illustrates how understanding consumer preferences through market research may
enhance CRM adoption among the rural customers of a developing country like Bangladesh. It presents the
case of Community Information Centre (CIC) established by Grameenphone, a company owned by Telenor, the
Norwegian telecommunications company and Grameen Bank, the Nobel prize winning micro credit
organisation in the rural settings of Bangladesh. The paper shows that CIC is an innovative way of building and
maintaining customer relationships and technological interface with the financially constrained consumers in a
poor developing economy like Bangladesh.
KEYWORDS: CRM, Technology innovation and entrepreneurship, International marketing.
METHODOLOGY: Empirical study; interviewing.
I. INTRODUCTION
Customer Relationship Management (CRM) is an enterprise-wide business strategy to cut down on cost
and boost profitability by solidifying customer loyalty. Moreover, CRM gets together information from all data
sources within a business (and if possible, from outside the business) to provide one and holistic view of each
customer in real time. This allows customer-facing-employees in such areas as customer support, sales, and
marketing to formulate fast informed decisions from cross-selling and up selling prospects to target marketing
strategies and competitive positioning tactics. Effective customer relationship management technology needs
much more than simply tracking buying behaviour. In many cases, CRM implementations have faced serious
difficulties or even complete malfunctions for taking a narrow approach (Davids, 1999; Raman and Pashupati,
2004). These ineffective approaches were incapable of producing profitable growth and in some cases were
even damaging to existing customer relationships (Reinartz et al., 2004; Rigby et al, 2002). An effective CRM
approach is „personal‟, shows an awareness of customers' preferences and ensures that these preferences are
mirrored in how employees contact their customers, each and every time. The best way to improve CRM
adoption is finding more details about their customers/clients using best marketing research. Marketing research
helps to implement the CRM technology amongst different consumer bases.
This paper looks at the developing country perspective and its rural consumer base in Bangladesh, a
country in Southeast Asia. It illustrates the case of Grameenphone, a local name of the Norwegian
telecommunications company, Telenor, there. Grameen Bank, a Nobel Prize winning social enterprise, being a
partner of Telenor (Grameenphone) in Bangladesh, gives it an interesting social angle. How Grameenphone
builds relationships with rural consumers there with the use of Community Information Centre (CIC) is of
particular interest in the paper. It is novel and unique and it has replicability potential across developing
countries in Asia and Africa, wherever low level of infrastructure in rural areas necessitate such type „socially
good‟ presence in the form of community information centres. They are good advertisements for corporate
social responsibility for the organisations, but at the same time they are a different customised form of CRM
with a good business model that meets profit and non-profit motives simultaneously. CRM being essentially
technology driven, there is an implication of CRM technology whenever we use the term CRM.
II. LITERATURE REVIEW
Several studies have focused on technology as a dimension of CRM conceptualisation (Sin et al.,
2005), the effect of CRM technology adoption on sales agent performance (Avlonitis & Panagopoulos, 2005),
and diffusion of CRM in organisations (Wu & Wu, 2005). Moreover, the main purpose of CRM is to retain
current customers through escalating their loyalty and to select new customers ensuring higher profitability
(Hansotia 2002). In addition, CRM systems are popular with the growth of information technology applications
in organisations. Successfully implemented CRM systems assist organisations to manage customer information
more effectively, and increase customer satisfaction, customer loyalty and customer profitability through
meaningful communication with customers (Winer, 2001).Moreover, the integration of CRM within the firm
refers to the incorporation and synthesis with business processes and IT systems. The integration of CRM has
2. Rural Consumers’ Adoption Of CRM In ...
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been identified by IT researchers as a significant factor in the successful adoption of CRM within a firm (Ling &
Yen, 2001). Moreover, there is significant dissimilarity between a standalone customer contact application for
individual sales people and an enterprisewide centralised customer database accessible by all authorised users.
The integration aspect replicates how well the CRM is connected to other aspects of the business to offer a
seamless customer experience (Richard et al, 2007).
CRM is critically enabled by IT, yet few research papers are available that focus on the level of
technology adoption to support CRM from the strategic marketing perspective (Reinartz et al, 2004). However,
amongst the few research work published, a conceptual model developed by Richard et al (2007) depicts both
market and technology orientation impacts on the level of CRM technology adoption, and subsequent effects on
relationship strength and performance, which is very useful. This conceptualisation is also motivated by the
challenge put forward by Reinartz et al (2004) for CRM research that identifies the type of CRM activities that
companies can employ and how this relates to performance. Their model proposes that firm orientation,
consisting of market orientation (MO) and technology orientation (TO), positively affects a firm‟s decision to
adopt CRM technology, not only through management commitment and resources, but more specifically
through the ability to adopt and leverage technology appropriately (i.e., what to adopt and how to integrate it)
(Karimi et al,2001). Furthermore, the degree of CRM technology adopted positively affects relationship
strength, measured through trust, commitment and communications quality, and relationship performance,
measured through customer satisfaction, loyalty and retention.
Moreover, MO has been shown to influence customer satisfaction positively (Singh and Ranchod,
2004) which in turn leads to customer retention and increased profitability (Storbacka, Strandvik and Gr nroos,
1994). The most common MO characteristic identified from the research is the degree of focus on the customer
(Gray, Matear, Boshoff and Matheson, 1998; Helfert, Ritter and Walter, 2002). Furthermore, underlying the
growing acceptance and adoption of CRM technology in business are the concepts of marketing orientation
(MO) and relationship marketing (RM) (Grӧnroos, 1995;Kohli, Jaworski and Kumar, 1993).A few studies have
been conducted to investigate the magnitude and functionality of CRM adopted by a firm and the impact on
relationship development, strength and performance (Dishaw & Strong, 1999; Venkatesh et al., 2003).
Interestingly, Aberdeen Research predicted during 2002 that over $13 billion was spent worldwide on CRM
related technologies and services (Thompson, 2003). Despite the huge growth in the acquisition of CRM
systems, critics point to the high malfunction rate of CRM implementations. CSO Insights has estimated in an
international survey of 1,337 companies who have put into practice CRM systems to support their sales force
that only 25 percent reported significant improvements in performance (Dickie, 2005).
Within the CRM domain, there is a lack of research that evaluates the success of CRM systems in
actual use. Moreover, Raman et al (2006) suggested that finding more details about their client using marketing
research techniques to improve CRM is the best way. This paper considers the internet modem business of
Grameenphone as a case study indicating that effective CRM involves understanding customers' preferences in
their context (rural, for example) and ensuring that these preferences are reflected in how employees
communicate with customers every time, again in their context. CRM is being adopted increasingly in
developing markets by multinational companies like Telenor who have the majority share in Grameenphone in
Bangladesh. Telecom sector in developing countries like Bangladesh is very promising. According to IE Market
research Corporation (2011), mobile subscriber connections are going to be 92 million in Bangladesh by 2015.
At present, there are six mobile phone operators there which makes the market more competitive for the
Telecom industry players. Among these six, five are providing GSM and one uses CDMA. The operator-wide
average subscriber growth Year Over Year (YoY) was 32.0% in 4th Quarter of 2010, up from 18.6% in 4th
Quarter of 2009. Banglalink (Orascom Telecom) saw its subscriber growth (YoY) rise from 34.3% in 4th
Quarter of 2009 to 40.7% in 4th Quarter of 2010. Grameenphone‟s subscriber growth rose from 10.8% in 4th
Quarter of 2009 to 25.8% in 4th Quarter of 2010. On the other hand, Robi Axiata‟s (another competitor)
subscriber growth (YoY) was 42.4% in 4th Quarter of 2010, slightly down from 43.3% in 4th Quarter of 2009
(IE Market Research Corp., 2011).
Grameenphone is one of the leading mobile phone operators in Bangladesh. It is a joint venture
organisation between Grameen Telecom Corporation (34.2%), a nonprofit sister concern of the internationally
acclaimed micro-credit pioneer Grameen Bank, and Telenor (55.8%), the leading telecommunications service
provider in Norway with mobile phone operations in 12 other countries. The other 10% shares belong to general
retail and institutional investors (Grameenphone Website, 2010).
Grameenphone is used to considering the cultural and social aspects of a developing country like
Bangladesh, partly because of multinational business experience and practices, and partly because of its
3. Rural Consumers’ Adoption Of CRM In ...
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grassroots level understanding of consumers by its partner – Grameen Bank. With this unique partnership, it
gained successful entry in the telecom business in Bangladesh. For example, with a combination of micro loans,
a savvy entity structure, and superior word of-mouth, Bangladesh's Grameen Bank has managed to bring cell
phone service to estimated 42,000 rural villages through its Village Phone Programme (VPP). The strategy in
this case was to make micro loans to local entrepreneurs who set up cell phone "exchanges" – basically pay
phone locations – giving access at low rates to people who had no access to telecom previously (Grameenphone
Website, 2010).
However, Grameenphone realised that providing cell phone service only to rural poor is not enough to
sustain in the competitive market in a social business model. Soon, it got into another market – that of internet
modem. It is widely accepted that information and communication technologies can be used to remove a wide
range of obstructions for economic and social progress in the developing world. This is particularly true of the
Internet. As a universal platform for sharing and accessing information, the Internet offers unique opportunities
to meet the informational needs of businesses, and communities in a developing country like Bangladesh.
Grameenphone did all these keeping in mind that a combination of poor telecommunications infrastructure,
population density, inadequate regulation, and high cost technologies make Internet connectivity in many parts
of Bangladesh a complex and costly proposition. It is good news that Grameenphone developed wireless
Internet technology which is raising new hopes for sustainable Internet diffusion in the developing world. These
technologies allow sharp reductions in Internet deployment costs. More importantly, Grameenphone made
possible an infrastructure improvement model based on small-scale investments, community-shared resources,
and user experimentation (Grameenphone Website, 2010). After the development of wireless Internet
technology, Grameenphone assures to enlighten the lives of 20 million people by giving easier and faster access
to information than before. Grameenphone so far brought Internet to people in the following ways: 1) Mobile
screen browsing, 2) Desktop and Laptop browsing, and 3) Community Information Centre - CIC
(Grameenphone Website, 2010).
Grameenphone is looking to spread out further into the digital world by expanding its Internet
platforms and developing more Internet related products, thus becoming the biggest Internet Service Provider of
Bangladesh (Grameenphone Website, 2010). For this, Grameenphone brought a unique Plug-Play device called
Internet Modem to give a complete Internet solution. There is no doubt that Wireless Internet Modem has
already added an extra value for Grameenphone (Grameenphone Website, 2010). Currently, Grameenphone
leads the market with nearly 20 million subscribers in Bangladesh. Moreover, it tries to give the best customer
services to retain the existing customers and attract potential and new customers. Increasing sales is not only the
main thing to maximise the profit of the company today - retaining the existing customer is also important.
Moreover, attracting the new customer is more costly than retaining the present customer. Therefore,
Grameenphone emphasises more on its customer service and builds up a good relation with the customer and in
many cases they are successful in retaining their existing customers and attract new customers by using their
own Customer Relationship strategy. Moreover, Grameenphone has their call centre under their customer
service division, and they manage 70% of their customer retention and new customers operation from there.
Customers dial to call centres to know about the product attributes, different value added services, which are
provided by the operator, or whether they face any problem regarding the use of their connection
(Grameenphone Website, 2010). From the call centres, the outbound calls generate new customer for the
attraction of different offers. Grameenphone uses CRM software like Seibel communication 8.1 (Oracle based
CRM Software), which gives the service as efficiently as possible to the customer (Grameenphone Website,
2010). The information above was to give an overview of Grameenphone, its operations and customer service in
general. Now, we focus on the rural consumers focused community information centre related details that are of
particular interest in this study.
III. GRAMEENPHONE COMMUNITY INFORMATION CENTRE (CIC)
Grameenphone Community Information Centre (CIC) is an organisation that was formed as a means of
maintaining the relationship with customers in the rural areas. The objective of a CIC is to function as nodal
points for information exchange, communication, entertainment, citizen-centric services and learning. The CIC
fulfills the objectives by the establishment of IT infrastructure, IT awareness amongst the local populace. The
CIC makes all possible efforts to put the remote areas of the country IT enabled. The establishment of CIC helps
the people in the rural areas to advance in tandem with the rest of the country. CIC is an internet service
providing project. Grameenphone is providing this service by using their EDGE GPRS technology. The CICs
consist of one or two computers, printers, digital camera, web camera etc.
4. Rural Consumers’ Adoption Of CRM In ...
www.ijbmi.org 124 | Page
There are 525 CICs in Bangladesh located in different villages and underprivileged areas
(Grameenphone CIC Website, 2011). Grameenphone works with different organisations, in various categories,
as strategic partners. The rollout partners of Grameenphone in this initiative are Grameen Telecom, Society for
Economic and Basic Advancement (SEBA), Eagle nationwide, Kalikapur Daridro Kallan Sangsta (KDKS),
Socio-Economic Development Association (SEDA), Karmakutir, Goriber Asroy, and SSTD Communication.
All of these organisations are Non-Governmental Developmental organisations working with the rural populace
for the development of the individuals and the community (Grameenphone CIC Website, 2011).
Effectiveness of CIC largely depends on how the concept is introduced to the people. This might pose a
great challenge because most of the rural people might not have received even primary education. Getting used
to and availing IT services is a completely new phenomenon to them. Grameenphone has some strategies which
helps them to introduce IT services in the rural areas. While choosing partner entrepreneurs, they select those
under the age of 40 with primary knowledge of computers and internet. They prefer persons who have
credibility in the community so that they can influence people to get acquainted with IT services. After the
selection process, Grameenphone provides training on preliminary knowledge of relevant hardware and
software. This training is provided free of cost and is essential for most of the entrepreneurs to make a head-start
(Grameenphone CIC Website, 2011).
Moreover, Grameenphone arranges an inauguration ceremony at the place where CICs are situated.
There the local people are informed about the services that are available and the opportunities and benefits.
After the inauguration, promotional and awareness activities are left to the devices of the respective
entrepreneurs. The initial communication process to raise awareness regarding community information centre is
followed up by conducting separate training programmes or workshops with different workgroups like peasants,
students, educated youth, women etc. In these workshops people of different professions are informed about the
potential benefits they can reap out of it. Local students from colleges and high schools are trained to use
computers and internet so that they can use the services independently.
In addition, initial technical know-how is a very important factor for the success of the CIC
programme. The entrepreneurs are responsible for the operation so they are given preliminary training on the
basics of computing and networking like modem installation, LAN setting and the use of internet. This training
programme is conducted by experienced professionals and provides basic knowledge that is required for
availing the internet services. The services that users frequently avail in CICs are e-mail, video-conferencing,
digital photography, printing (including high quality photo printing), agricultural consultation etc. E-mails are
used by the consumers as a substitute for the traditional mail services.The best part is that this facility is
available at incredibly nominal rates. As a result, visitors of all age groups come to CICs to communicate with
others in the digital world (Grameenphone CIC Website, 2011).
Video conferencing is used to communicate with near and dear ones. Since this technology allows
people to watch live video, it has some emotional aspect as well. There are numerous instances of people being
very emotive after seeing the near and dear ones after many years via video-conferencing. This has a
tremendous effect on the social life of the rural people. Even the most ignorant persons know that one can chat
with people through computers where live pictures are also available. CIC has been most successful in spreading
this service to the most remote parts of the country. Another frequently used service is the digital photography
and subsequent printing facility. People can have their pictures taken and printed within ten minutes which
previously took 1-2 days. They can send their photos to relatives through e-mails. This has radically changed the
total concept of communication (Grameenphone CIC Website, 2011).
Farmers can get suggestions about their crops and cultivation through CIC. Sometimes they take
pictures and send those to ruralinfobd.com. Experts of ruralinfobd send necessary suggestions which help the
farmers take necessary actions like applying pesticides and fertilizers, etc. Farmers can also become members of
a forum called ekrishok and use the service to get information about modern cultivation techniques to have
better harvest. However, this kind of usage has not become very popular yet. People can use value added
services such as flexiload, public phone facilities, ring tones downloading, etc. at each CIC. The internet
browsing service is another service commonly provided by CIC. Moreover, CICs provide basic computer
composing services. Potential job candidates can compose their CV for the purposes of job application. CICs are
supposed to offer e-governance service as well. But since egovernance is at its infancy in Bangladesh and is
limited to very few organisations only, this service has a long way to go before it becomes successful. Thus
Grameenphone CIC is an innovative way of building and maintaining customer relationships in the rural
landscape of Bangladesh.
5. Rural Consumers’ Adoption Of CRM In ...
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IV. OBJECTIVE AND METHODOLOGY OF RESEARCH
This paper reports preliminary findings from a quantitative research study that was undertaken to
explore the linkage between CRM technology adoption and marketing research to understand the customers‟
preferences for Grameenphone‟s internet modem. A further qualitative research with open-ended interviews
with customers and young entrepreneurs in the rural areas of Bangladesh was conducted to understand rural
consumers‟ views in their social and cultural context in a developing country perspective.
Measurement instrument and data source
Exploratory as well as descriptive research methods were used in this study. Primary data were
collected through survey questionnaire for quantitative research and personal interview for qualitative research.
A sample of 100 people has been used. This sample consists of internet users. Sampling frame of quantitative
research includes existing Grameenphone subscribers. Cluster sampling method is used in this quantitative
research. Moreover, twenty people were interviewed individually in the remote and rural areas of Bangladesh
for qualitative research because it is an easy way to get information from people who are very low on literacy
and numeracy. Young consumers were the group of interest for the study because of their current and potential
high level of use of such services.
Sources of secondary data were annual reports, newspapers and official web site. The secondary data
also include internet sources, company prospectus, news clips, etc. While using the secondary data, criteria like
specification, error, currency, objective, nature and dependability of the secondary data were considered. The
questionnaire included both open and close-ended questions to facilitate a more insightful understanding of the
views and attitudes of the consumers. The questionnaire was developed in order to explore important elements
for attracting and retaining new customers of Grameenphone internet modem through CRM. The questionnaire
used simple, direct and familiar words, keeping the respondents in mind. Interview of 20 people were conducted
for qualitative research to find out how Grameenphone is implementing CRM in the rural areas of Bangladesh
by using marketing research and insights into consumer preferences.
Quantitative research hypotheses
The verbal model of hypothesis under consideration is “Consumer satisfaction of wireless internet
modem of Grameenphone depends on internet availability, the effects of different marketing promotions,
internet speed, monthly rate, network coverage, initial cost, and positive image of Grameenphone.”
Null hypothesis (HO):
Preference for using Grameenphone internet modem does not
depend on internet availability, the effects of different marketing promotions, Internet
speed, monthly rate charge, network coverage, initial cost, positive image of
Grameenphone.
Alternative hypothesis (H1):
Preference for using Grameenphone internet modem
depends on internet availability, the effects of different marketing promotions, Internet speed, monthly rate
charge, network coverage, initial cost, positive image of
Grameenphone.
V. DATA ANALYSIS
After getting all the questionnaire, each of the questions has been coded along with the variables in
SPSS. The SPSS database then has become the source of further analysis. This helped to make the analysis of
data collected during the research easier, more efficient, and more effective.
Multiple regression analysis results
Multiple regression analysis is a descriptive tool used to test and explain relationships. In this study, a
multiple regression analysis was used to test and explain the relationships between the independent and
dependent variables. The following independent and dependent variables are taken into consideration for this
regression model.
Dependent variables:
Prefer to use internet modem of Grameenphone (Y).
Independent variables:
Internet availability(X1), effects of different marketing promotions (X2), internet
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speed(X3), monthly rate charges(X4), network coverage (X5), initial cost(X6), positive image of
Grameenphone(X7).
Thus, the regression equation is:
Preference for using Grameenphone internet modem= β0+ β1internet availability+ β2 effects of different
marketing promotion + β3 internet speed + β4 monthly rate charge+ β5 network coverage + β6 initial cost + β7
positive image of Grameenphone+ εi
Where,
β0= coefficient of the constant
β1= coefficient of internet availability
β2= coefficient of effects of different marketing promotion
β3= coefficient of internet speed
β4=coefficient of monthly charge
β5=coefficient of network coverage
β6= coefficient of initial cost
β7= coefficient of positive image of Grameenphone
εi= Error term
Null hypothesis, H0: β1= β2= β3= β4= β5= β6= β7=0
Alternative hypothesis, HA: at least one βj ≠0
These hypotheses were tested using the F test. The results of these tests are given
below.
Table 1 Anova
Table 1. Anova
Source DF Sum of squares Mean square F-value Sig.
Model 7 38.142 5.449 9.782 0
Error 92 51.248 0.557
Total 99 89.39
Here, null hypothesis Ho is rejected and alternative hypothesis H1 is accepted, because
p-value (0.000) < (0.05).
The regression equation is-
Prefererence for using internet modem of Grameenphone (Y) = .194+.177(internet access availability)
+.360(effects of different marketing promotion) +.128(speed is fairly good) +.264(monthly rate charges) +.047
(network coverage of Grameenphone) -.187(initial cost of internet modem) + .074 (positive image of
Grameenphone)
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Table 3 Model summary
Table 3. Model summary
R Square 0.427
Adjusted R Square 0.383
Std. Error of the Estimate 0.746
From model summary, we see R2=42.7%. Since it is >20%, we can say that the dependent variable is
explained by independent variables in a good manner. It means that independent variable is explained by
dependent variable with 42.7% accuracy. In other words, we can say that 42.7% variation in the dependent
variable is due to the effect of all explanatory variables. The previous regression model was consisting of some
insignificant variables. Therefore, the models discussed in this paper was of the best among all of the models
that were being tested in this type of analysis as these models were revised by dropping insignificant variables.
The results of the revised multiple regression analysis are shown in Table 4.
Table 4 ANOVA
Table 4. ANOVA
Source DF Sum of squares Mean square F-value Sig.
Model 4 36.837 9.209 16.648 0
Error 95 52.553 0.553
Total 99 89.39
Here, null hypothesis Ho is rejected and alternative hypothesis H1 is accepted, because
p-value (0.000)<(0.05).The regression equation is-
Preference for using internet modem of Grameenphone (Y) = .386+.235 (internet access availability)
+.409 (effects of different marketing promotion) +.256 (monthly rate charges) -.173(initial cost of internet
modem).
Table 5 Coefficients
Table 5. Coefficients
Model Unstandardized Coefficients T Sig.
B Std.
Error
(Constant) 0.386 0.097 3.974 0
Internet access available in my area 0.235 0.1 2.35 0.02
Effects of different marketing promotion 0.409 0.083 4.925 0
Monthly rate charges by Grameenphone is higher than its
competitor
0.256 0.07 3.67 0
Initial Cost of Grameenphone interent modem is high
comparing to the modem or broadband
-0.17 0.083 -2.09 0.04
Dependent Variable: Preference of Grameenphone Internet Modem
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Table 6 Model Summary
Table 6. Model Summary
R Square 0.412
Adjusted R Square 0.387
Std. Error of the Estimate 0.744
From model summary of Table 6, we see R2=41.2%. Since it is >20%, we can say that the dependent
variable is explained by independent variable in a good manner. It means that the explanation of the variables is
with 41.2% accuracy. In other words, we can say that 41.2% variation in the dependent variable is due to the
effect of all explanatory variables.
Residual analysis of this regression model
Figure 1 Residual analysis of revised regression model –
Figure 1 shows that the Residuals of the regression model have been graphically
represented with the help of histogram of residuals and also their normal probability
plot. And from these graphs it can be suggested that the residual of the model has somewhat well enough fit to
comment that the residuals of the model is somewhat
normally distributed.
Figure 2 Normal P-P plot of regression standardised residual
Figure 2 shows that the residual plot shows a random scatter of the points (independence) with a
constant spread (constant variance). The residual plot shows a random scatter of the points (independence) with
a constant spread (constant variance) with no values beyond the ±2 standard deviation reference lines (no
outliers). The normal probability plot of the residuals shows the points close to a diagonal line; therefore, the
residuals appear to be approximately normally distributed. Thus, the assumptions for regression analysis appear
to be met.
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Main Findings from the Quantitative Study
Main elements important for retaining and attracting new customers of Grameenphone internet modem,
thus improving CRM are -
• The effect of the different marketing promotions which generates feelings of disadvantage among the
customers because of not having internet modem.
• Internet access availability in the area of the customers which means the network coverage of Grameenphone
in the area of the customers so that customers can access the internet.
• Monthly rate charges by Grameenphone – in this case it is higher than its competitor which indicates that
Grameenphone needs to rethink its monthly charges in a competitive market.
• Initial cost of Grameenphone internet modem - in this case it is higher compared to the modem or broadband
available, which indicates that Grameenphone internet modem‟s initial cost is an important element to attract
the new customers.
Insights from Qualitative Research
As seen from the above, one of the findings from the quantitative research was that consumers‟
preferences for Grameenphone Internet modem depends on internet access in the consumers‟ area. However, in
the rural areas of a developing country like Bangladesh, there was no internet connection available.
Grameenphone understands that internet access is important in remote areas. For that very reason, it established
the Community Information Centre (CIC), which provides the facility to access internet in the rural areas. One
customer said: “…by using community information centre, I can easily access internet, voice communications,
video conferencing, and other information services. It is very helpful to have internet access in a remote and
rural area like this”.
CIC was a pilot project started in February 2006 with 16 CICs; today the project has become a massive
operation with over 500 CICs operational in nearly 450 Upzilla‟s (GrameenphoneCIC Webisite, 2010). CIC also
works as CRM in the rural areas to solve the various problems of customers. One customer said: “….from CIC
we get other forms of support like payphones, electronic recharge for prepaid and post paid mobile connection,
IT facilities, solution to different problems regarding the use of mobile phones and internet.”Moreover,
Grameenphone understands that consumer preferences of Internet modemalso depend on the initial cost of the
Internet modem. Therefore, they do not try to sell the Internet modem to each individual in the rural areas as a
family‟s economic condition of rural areas in Bangladesh is not good. Grameenphone realises that it is not
possible for people in the rural areas to afford an Internet modem because of the high initial cost of purchasing
Internet modem of Grameenphone. Therefore, Grameenphone utilises CIC, where Grameenphone‟s wireless
internet modem is used to give the Internet service to the rural areas. One customer said: “…it is not possible for
me to afford an Internet modem, however, now I am getting the internet service by using CIC which is very
helpful, flexible and reasonable for me.”
On the other hand, monthly charge is another important factor in consumer preferences. The fees
charged by Grameenphone CIC are very reasonable keeping in mind the income level of the consumers in the
rural areas. One customer said: “……the CIC is very flexible to use, I can use it when it is necessary to use for
any important purpose, and I need to pay based on usage. “Another finding from the previous quantitative
research was that consumer preferences of Grameenphone internet modem depends on the effects of the
different marketing promotions which create the feeling of disadvantage of not having internet modem among
the customers. Therefore, Grameenphone also realised that different marketing promotions are also required to
raise awareness, and educate customers regarding the services of CIC in the rural areas of Bangladesh.
Grameenphone designed their CIC to be run independently as small businesses by local entrepreneurs, and the
entrepreneurs are trained and provided with continuous support from Grameenphone to promote their CIC
services to the customers of rural areas. One young entrepreneur of Grameenphone said: “…I visited the local
educational institutes with laptop and Motorola mobile phone and showed demonstration of Internet. I also took
these equipments to houses of the family members of overseas workers and informed that they could
video/voice chat with their family members at a very cheap rate. I also conducted local seminars. I distributed
leaflets, posters, visiting cards in the locality….”. CIC is a unique way of CRM adoption in the rural areas of
Bangladesh, and it is best implemented by using marketing research to understand consumer preferences.
VI. CONCLUSION
CRM is an exciting and topical area, but there are few rigorous studies exploring the phenomenon
within the Relation Marketing context. Some IT and marketing research indicates that CRM may not actually
help in the formation or maintenance of customer relationships (Peters & Fletcher, 2004). In contrast, CRM is
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considered by some academics as the practical implementation of Relationship marketing theory (Gummesson,
2004) and social and cultural context influences the development of a CRM project (Lorenzon and Pilotti,
2008).This study provides some evidence that understanding customer preferences, social and cultural factors
using marketing research techniques help adopt CRM at the consumers‟ end. Moreover, Customer relationship
management (CRM) helps businesses to gain an insight into the behaviour of their customers and modify their
business operations to ensure that customers are served in the best possible way. In essence, CRM helps a
business to recognise the value of its customers and to capitalise on improved customer relations. The better a
company understands its customers, the more responsive it can be to their needs. CIC is in this study is deemed
as an effort as such in understanding rural customers in a developing economy like Bangladesh. The paper
shows that CIC in this case is an innovative way of building and maintaining customer relationships and
technological interface with the financially constrained consumers in a poor developing economy like
Bangladesh.
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