Customer Relationship Management (CRM) Strategies Practices in Malaysia Retailers

Abstract

The retailer and customer relationship is favourable for organizations to flourish in any economic condition and for customers to receive quality products and services. Therefore, the right Customer Relationship Management Strategies practiced is able to create a strong relationship with customers and at the end of the day it will creates loyal customers. This will subsequently increase company's profitability regardless of economic condition. This study was conducted to examine the CRM strategies practices among retailers. A total number of 420 questionnaires were distributed to four selected retail companies in Shah Alam and 304 (72%) questionnaires were returned and used for the analysis. Based on the findings, it was found that Operational Excellence is the most effective CRM Strategies that led to customer loyalty in retail industry in Shah Alam, Malaysia. Whereby, product leadership less used by the retailer in CRM strategies. The researcher believes that the customer felt that they need to trust the company first before they can really commit and be loyal to the company. The findings of this study benefit the organization in many ways such as by using this study as a guideline to conduct business to achieve organizational goals and at the end of the day, creating customer loyalty. However, future research should include other the retail companies in Selangor and other states in Malaysia.