Abstract
The study aims to assess Customer Relationship Management (CRM) practices of MegaMart in the Kingdom of Bahrain. In this research, to adequately address the research questions, a variety of data collection methods and instruments were used and done by conducting an empirical investigation into Customer Relationship Management (CRM), an adoption behavior of 15 branches of MegaMart in the Kingdom of Bahrain. The purpose of the study was to evaluate the Customer Relationship Management (CRM) practices of MegaMart in the Kingdom of Bahrain. The effectiveness of Customer Relationship Management (CRM) was conducted through a survey, using the questionnaire as the research instrument. The respondents of the study are employees and customers of MegaMart in the Kingdom of Bahrain. The research instrument used the five-point Likert Scale. The statistical tools utilized in the study are multiple regression analysis and weighted mean. The study provides recommendations by the researcher in assessing those questions around Customer Relationship Management (CRM) methods in the Kingdom of Bahrain. Customer Relationship Management (CRM) can be applied as a tool to enhance the practices of MegaMart in the Kingdom of Bahrain. From the study, the researcher concluded that Customer Relationship Management (CRM) findings further depict managerial implications and opportunities for future research in the same area. Keywords: Customer Relationship Management, MegaMart in the Kingdom of Bahrain, practices DOI: 10.7176/EJBM/12-12-07 Publication date: April 30 th 2020
Highlights
The conception of Customer Relationship Management (CRM) has emerged within the selling literature by stimulating the interest of the educational community
Based on the questions as mentioned above, this study aimed mainly on how Customer Relationship Management (CRM) has an effect on MegaMart in the Kingdom of Bahrain practices on customers, that will help with communication, loyalty, and attitude on marketing
The chapter presented the research findings attained from the questionnaire. The data of this questionnaire were collected by surveying, which was distributed in 15 branches to 100 random customers in MegaMart
Summary
The conception of Customer Relationship Management (CRM) has emerged within the selling literature by stimulating the interest of the educational community. It involved the combination of provide-chain functions to attain a more considerable potency in delivering and up-to customer worth that represents a desirable domain within which to research the management of customer relationships. Customer Relationship Management (CRM) practices, an outsized set of tools, the technologies, and the company procedures help to stimulate the relationships with the consumer to increase the percentage of the sale. Customer Relationship Management (CRM) practices, its strategy, which is used daily to originate and maintain long term relationships with profitable customers (Lee 2018)
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