The Effect of Customer Relationship Management System on Customer Satisfaction

Abstract

With contemporary technology, companies comprehend the need for a technological tool to direct their businesses relationships with customers. CRM system one of the modern inventions of technology that assist businesses to manage their information and to offer companies the whole view of each customer. This study used quantitative statistical methods to investigate the potential effect of the predictor CRM system on the criterion variable of customer satisfaction. The research provided a new survey instrument to assess the value-added of CRM systems in small- to medium-size companies in the United State (US) in terms of customer satisfaction. The findings of this study concluded that the utilize of CRM systems in business could improve customer satisfaction because customers become willing to purchase repeatedly, try the companies' other products or services, and eager to bring a new customer to the company.