Abstract
The present study examines the Customer Relationship Management (CRM) in Personal Computer (PC) industry in Malaysia from divergent angles. The term CRM has been widely recognized as an important business approach to understand and influence customer behavior through meaningful communications in order to improve customer retention and loyalty. The study highlights the major customer satisfaction factors, which can be used in customer satisfaction enhancement. Five top personal computer companies i.e. Hewlett Packard (HP), Dell, Acer, Lenovo and Toshiba were included in the study and data was collected from 350 respondents. The results of the analysis would enable the PC companies to further recognize the customers' needs and preferences for better customer satisfaction which ultimately leads to customer loyalty and portability.
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