Customer Relationship Management Activities Research Articles

Golden Arches of Success: Enhancing Customer Relationship Management at McDonald's, Wide Angle, Ahmedabad

Customer Relationship Management (CRM) is crucial in the retail business, especially in the highly competitive fast-food sector. This research examines the customer relationship management (CRM) strategies used by McDonald's, Wide Angle in Ahmedabad. The objective is to get insights into their methods of managing customer relationships and improving corporate performance. The goals include evaluating current CRM strategies, identifying strengths and areas for improvement, and offering practical suggestions to increase CRM performance. The study used a qualitative research methodology, including semi-structured interviews with branch managers to get in-depth understanding of McDonald's customer relationship management (CRM) activities. The key results include McDonald's tactics for managing data, techniques for segmenting customers, avenues for contact, and programmes for fostering loyalty. The investigation demonstrates a significant focus on customisation, the use of technology, and the incorporation of client feedback methods. The strengths that have been highlighted include the implementation of comprehensive communication strategies and the successful implementation of loyalty programmes. On the other hand, the problems that need to be addressed are the integration of feedback into practical and effective initiatives.

THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER LOYALTY AT PT APLIKASI KARYA ANAK BANGSA (GOJEK INDONESIA)

In the midst of intense competition among other companies, one way to retain customers is customer relationship management (CRM). Customer loyalty which can later be used as a benchmark in the sustainability of a company that is competing fiercely with its competitors. The existence of online transportation is an innovation in the era of the times which makes technological developments develop rapidly, especially in the field of transportation. The purpose of this study is to determine whether CRM activities affect customer loyalty or not. In addition, this study will also investigate how Gojek Indonesia's CRM affects customer loyalty. This research uses quantitative methods for data collection; surveys or questionnaires are used as samples, and the sample size of respondents is 100 people. And by using bivariate data analysis by testing between 2 variables, and data processing using SPSS. According to the results of the regression test analysis, there is a significant correlation between customer relationship management and customer loyalty of PT Gojek Indonesia.

Integration of AI for Routine Tasks Using Salesforce

Aims: In the previous decade, developments in machine learning techniques have drawn interest from the literature and corporate organizations to artificial intelligence technologies. However, despite the immense promise of AI technology for problem resolution, there are still limitations with practical application and a lack of expertise in employing AI strategically to produce business benefits. Customer Relationship Management (CRM) has recently experienced substantial developments. Companies have implemented AI-based CRM to effectively react to client inquiries and increase customer loyalty.
 Study design: Qualitative analysis.
 Methodology: We have selected 15 publications from the research database for further investigation. The rapid growth of modern sales technology literature has resulted in a rich but fragmented representation of what sales technology is, raising the question of how its position within the sales process can be effectively defined.
 Results: The results of the literature review enabled the author to recognize three major subfields of AI literature within the CRM domain (AI and machine learning techniques used for CRM activities, strategic management of AI-CRM integrations, and AI integration in Salesforce) and gather promising future development paths for each of these subfields. This study also proposes a three-step theoretical framework for AI deployment in CRM, which may help scholars further improve their expertise in this sector and managers create a suitable and consistent approach.
 Conclusion: A conceptual framework is offered, with four sources of value creation discussed: (i) decision assistance; (ii) consumer and employee involvement; (iii) automation; and (iv) new services and products. These findings add to both conceptual and administrative views, with several prospects for developing new theories and management techniques.

Brand Crisis and Customer Relationship Management on Social Media: Evidence from a Natural Experiment from the Airline Industry

The rise of social media platforms has created new opportunities for successful customer relationship management (CRM) activities. Compared with traditional CRM, social media–based CRM enables brands to easily and directly communicate with their customers, which can strengthen customer relationships. The public nature of social media offers an innovative way for brands to engage and manage their customer relationships, increasing brand awareness and enabling easy access to prospective customers. However, public customer engagement on social media does not come without risk. For example, negative word of mouth on social media stemming from poor customer engagement or a brand response can disseminate and reach a large audience. Despite the popularity of social media platforms as customer relationship channels, it is still unclear how a brand crisis can change a brand’s social CRM efforts. Leveraging a natural experiment setting, we investigate the impact of the United Airlines crisis on three dimensions of social CRM efforts: informativeness, timeliness, and attentiveness. Contrary to traditional CRM efforts and recommendations, we find that the brand crisis increases informativeness efforts but reduces timeliness and attentiveness efforts.

Artificial intelligence in customer relationship management: literature review and future research directions

PurposeDue to the recent development of Big Data and artificial intelligence (AI) technology solutions in customer relationship management (CRM), this paper provides a systematic overview of the field, thus unveiling gaps and providing promising paths for future research.Design/methodology/approachA total of 212 peer-reviewed articles published between 1989 and 2020 were extracted from the Scopus database, and 2 bibliometric techniques were used: bibliographic coupling and keywords’ co-occurrence.FindingsOutcomes of the bibliometric analysis enabled the authors to identify three main subfields of the AI literature within the CRM domain (Big Data and CRM as a database, AI and machine learning techniques applied to CRM activities and strategic management of AI–CRM integrations) and capture promising paths for future development for each of these subfields. This study also develops a three-step conceptual model for AI implementation in CRM, which can support, on one hand, scholars in further deepening the knowledge in this field and, on the other hand, managers in planning an appropriate and coherent strategy.Originality/valueTo the best of the authors’ knowledge, this study is the first to systematise and discuss the literature regarding the relationship between AI and CRM based on bibliometric analysis. Thus, both academics and practitioners can benefit from the study, as it unveils recent important directions in CRM management research and practices.

DIMENSIONS OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES FROM SHIP AGENCY PERSPECTIVE: AN EXPLORATORY STUDY

Customer focus, satisfaction, and value are among the key determinants in establishing customer relationship management. With the effects of increasing competition and negative environmental developments e.g., Covid-19, companies’ interests on Customer Relationship Management (CRM) activities have increased. This study explores some dimensions that are frequently used for establishing CRM such as customer focus approach, customer value and customer satisfaction from the ship agency perspective. According to the findings, agencies claim that they frequently have difficulties to achieve customer satisfaction, they adopt many strategies for CRM (e.g., telephone calls, e-mails, offering promotions, visits), they consider hiring staff of sales department carefully, they customized their services for customers, and they challenge competition and gain lower profits because of it. Surveys and feedbacks are frequently used by agencies for evaluating customer satisfaction.

Adaptive customer relationship management contingency model under disruptive events

PurposeGiven that few studies examine how disruptive events affect customer relationships during and after the event, this study examines the resilience of companies in Puerto Rico, their underlying vulnerabilities, and how they deployed customer relationship management (CRM) resilience strategies during and after Hurricane Maria.Design/methodology/approachThe study analyzed data gathered from qualitative focus groups composed of 41 firms via an exploratory approach. Participants were business owners and managers of enterprises in Puerto Rico.FindingsAll companies faced critical government infrastructure failures that affected their CRM activities. Firms implemented one or more CRM resilience strategies in response to the natural disaster. Accordingly, a comprehensive, adaptive CRM contingency model was postulated using marketing crisis management strategies discussed in the literature, existing resilience models and research studies in marketing resilience. The adaptive CRM contingency model operationalizes all processes at the business-logic level via the event-driven process chain (EPC) language, thus making it easier to understand and employ.Originality/valueThis study presents a unique model that shows the value of CRM and its capacity to evolve under disruptive environments that affect company–customer relationships. The operationalization of the model allows practitioners, policymakers and academic researchers to better understand how CRM is not only a suitable tool for managing business continuity after a natural disaster but also a mitigating technique for responding to new customer needs and expectations.

Social customer relationship management: a customer perspective

ABSTRACT While the construct customer brand engagement is gaining magnitude in hospitality studies, this study establishes positive word of mouth and brand loyalty as relevant outcomes of customer brand engagement. It proposes and empirically tests a model which is underpinned by social customer relationship management theory. By means of survey questionnaires, data was obtained from 373 customers from hotels, in the island of Mauritius. The proposed model was tested using the AMOS version 22, structural equation modelling software. Results indicate that social customer relationship management activities can trigger service process innovation which in turn leads to customer engagement with the hotel brand. However, the relationship between use of social media platforms and positive word of mouth was not supported. The current study brings interesting theoretical contributions and it further serves as a benchmark to hotel managers for the effective implementation of a SCRM strategy.

The mediating effect of marketing capability in the relationship between CRM on business performance in Indonesia and Thailand service industry

This study empirically contributes to customer relationship management (CRM) activities on marketing capability and business performance. The authors also investigate the mediating role of marketing capability in enhancing business performance. A quantitative approach was employed by comparing service industry companies in Indonesia and Thailand. The respondents were managers responsible for managing relationships with customers. The sample size is 406 respondents consisting of 207 from Thailand and 199 from Indonesia, who were selected using the purposive sampling method. Results indicated that CRM activities positively affect marketing capabilities and business performance. This study also found that marketing capability played an essential role in mediating the relationship between CRM activities and business performance.

An Early Response To COVID-19: The Case of Phuket Tourism Business

This paper discusses the effects of the COVID-19 pandemic situation on the tourism industry, especially on the tourism business in Phuket. This preliminary study explores immediate responses that occurred during the first stage of the outbreak. The concept of customer relationship management (CRM) is applied in this study. It was found that, despite the challenging time, the tourism business, especially hotels, performed some CRM activities allowing them to continue to build and maintain relationships with their customers. The concepts of extension, retention, and socially responsible action are suggested. It is recommended that travel organizations practice CRM, especially during this crisis.

Measuring Customer Satisfaction for Customer Relationship Management Activities Perform by Indian Commercial Banks in Surat City

The primary purpose of this paper is to measure customer satisfaction for CRM activities perform by Indian Commercial Banks in Surat city. The other purpose is to measure overall customer satisfaction with the services provided by top 3 Indian private and top 3 Indian public commercial banks in Surat. Qualitative methods were used to develop the scope of research to study customer perception. This research study is descriptive in nature. The most appropriate method for selecting the target population is the sampling method of non-probability comfort followed by stratified sampling technique. Of the 1,200 questionnaires distributed, 973 questionnaires were finally considered to correctly analyze the data. Appropriate statistical tools and techniques were used for the research study. Factors were found to differentiate performance based on types of banks. For the reliability of private banks, the response elements and the marketing mix have a great relationship with overall satisfaction, as well as an important relationship between overall customer satisfaction and loyalty. For public sector banks, there is an important relationship between the elements of collateral and the marketing mix, the overall satisfaction of customers, and the overall satisfaction and loyalty. ICICI is the leading bank in terms of performance from a customer perspective and among the public sector bank BOB (Bank of Baroda) which has performed much better than other banks. With the researcher the researcher tries to establish a relationship between customer satisfaction and effective management of the customer relationship. The researcher concludes that for some factors, there is an important relationship between CRM and overall customer satisfaction and an increase in the customer base. Therefore, the management of banks is encouraged to implement CRM programs so that they can take advantage of the current competitive business environment.

Auditors’ Customer Relationship Management Activities and Managers’ Cooperation with Auditor Evidence Requests

Auditors execute customer relationship management activities (hereafter CRM), such as minimizing disruptions and communicating effectively, to maintain or increase customer satisfaction of client managers. These activities are typically linked to auditors’ commercial objectives. However, using Social Exchange Theory, we link CRM to improvements in the audit process. In an experiment, we predict and find that delivering higher quality CRM increases managers’ cooperation with auditor evidence requests. Compared to managers experiencing lower quality CRM, managers experiencing higher quality CRM assign higher priority to auditor evidence requests, work harder to gather audit-relevant information, are more forthcoming with information, and convey an openness to future rounds of negotiation. Importantly, managers experiencing higher quality CRM are even more forthcoming with information that contradicts their preferred accounting position and may not be readily discoverable by auditors. These findings add to our understanding of the complex relationship between auditors and their clients, suggesting a positive influence of CRM on audit processes, which should be considered by those interested in understanding and regulating auditor-client relationships.

Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework

Nowadays, Big Data and Artificial Intelligence (AI) play an important role in different functional areas of marketing. Starting from this assumption, the main objective of this theoretical paper is to better understand the relationship between Big Data, AI, and customer journey mapping. For this purpose, the authors revised the extant literature on the impact of Big Data and AI on marketing practices to illustrate how such data analytics tools can increase the marketing performance and reduce the complexity of the pattern of consumer activity. The results of this research offer some interesting ideas for marketing managers. The proposed Big Data and AI framework to explore and manage the customer journey illustrates how the combined use of Big Data and AI analytics tools can offer effective support to decision-making systems and reduce the risk of bad marketing decision. Specifically, the authors suggest ten main areas of application of Big Data and AI technologies concerning the customer journey mapping. Each one supports a specific task, such as (1) customer profiling; (2) promotion strategy; (3) client acquisition; (4) ad targeting; (5) demand forecasting; (6) pricing strategy; (7) purchase history; (8) predictive analytics; (9) monitor consumer sentiments; and (10) customer relationship management (CRM) activities.

The impact of customer relationship management on enhancing the customers loan satisfaction in commercial banks in Cameroon.

CRM is a strategy and business process encompassing many technologies by which firms acquire, manage, and serve customers. The goal of a bank implementing a CRM strategy is to gather and organize both data and knowledge about customers in order to provide support to advisers, salesforce, customer service representatives, and probably end customers. Therefore, this research examined the impact of customer relationship management activities in the commercial banks in Cameroon, in order to evaluate the customer satisfaction on loan acquisition. CRM solutions are very much in high demand, especially since financial services institutions want to provide as much transparency and customized service to customer as possible in order to enhance their satisfaction. CRM systems automate critical sales, marketing, and client service activities at a financial institution. Keyword: banks, customer relationship management, customer satisfaction, loan acquisition DOI : 10.7176/EJBM/11-12-23 Publication date : April 30 th 2019

Design of a CRM Level and Performance Measurement Model

The main objective of the contribution is to create the CRM (Customer Relationship Management) level and performance measurement model. It is almost impossible to create an absolutely universal model. On the other hand, we can develop a model in a particular sector based on the most advanced CRACK method with nine key areas such as Brand management, Offer management, Classic marketing, Sales activities, Service and support activities, Logistics operations, Compliance with promised terms, Internet activities, Customer Support, and Complex indicators. The monitored criteria in the key areas were determined on the basis of an objective questionnaire survey conducted by the pharmaceutical industry on the B2B market in the Slovak Republic. One of the primary requirements for the construction of the model was to obtain information to help predict the future development of performance because only in this way can the company correct CRM activities. Based on the data acquisition methodology, we can evaluate the CRM level and performance measurement model not only as a current state indicator but also as a foresight with insight based on hindsight because companies that choose to get info from customers will want to get closer to the desired optimal values of the customers.

Implementation effects in the relationship between CRM and its performance

Customer relationship management (CRM) is one of the most frequently adopted management tools and has received much attention in the literature. From a company-wide perspective, CRM is viewed as a complex process requiring interventions in different company areas. Previous research has already highlighted the pitfalls and failures related to a partial and incomplete view of CRM. This study advances research on CRM by investigating the impact of the relative implementation time according to which interventions are implemented in different areas (customer management, CRM technology, organizational alignment, and CRM strategy) on CRM performance. The results of the empirical study reveal that compared to other critical CRM activities, a later implementation of organizational alignment activities has a negative impact on performance. Further, our results show that CRM implementations do not equally address the areas of customer acquisition, growth, and loyalty, since this clearly depends on company objectives and also on geographical differences.

Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review

ABSTRACTThe purpose of this article is to review the literature on customer relationship management (CRM) to analyze the trends in CRM approaches, activities, tools, and implementation from 2007 to 2016. The objective is also to provide a classification of the literature with a comprehensive bibliography. The top 10 marketing journals, on the basis of SCImago rankings, were chosen for the study. A total of 56 research papers with 4633 citations emerged out of these top 10 journals for classification and analysis of different parameters. This research explores how CRM research has evolved over a period of 10 years in terms of key areas, research types, tools used, and most researched areas. It shows that the loyalty program is the most researched and published area with regard to CRM studies, whereas topics like privacy concerns and social CRM are underresearched areas. This article analyzes the CRM published research studies over a period of 10 years to provide topical classification, which can be useful for researchers, academicians, and practitioners to understand how CRM has progressed over the years. Since this article consists of the latest classification and analysis of CRM studies, it can be very meaningful for use in further teaching, research, and application by the industry. Also, none of the published research has reviewed the top 10 marketing journals to review and classify CRM articles. This article presents the first such review and therefore provides the latest classification and analysis of CRM literature.

Examining social customer relationship management among Irish hotels

PurposeThe purpose of this paper is to develop and test a model examining the key factors that emerge from the social customer relationship management (CRM) process. Specifically, this study aims to address the chain-of-effects that occurs as a result of the social CRM process, leading to superior levels of hotel performance.Design/methodology/approachData were collected using a quantitative approach. Using a mail and online questionnaire, data were gathered from 120 key informants in hotels in Ireland. The proposed model was tested using partial least squares structural equation modelling.FindingsResults demonstrate that the social CRM activities of hotels enhance hotel service innovation activities. This positively impacts the ability to develop a customer-linking capability, resulting in higher levels of customer performance. In turn, higher levels of customer performance leads to higher levels of financial performance.Practical implicationsService innovation and customer-linking capability are identified as critical outcomes of the social CRM process that lead to enhanced hotel performance.Originality/valueThis study explains the chain-of-effects through which the social CRM process results in higher levels of performance.

Customer Relationship Management in Online Grocery Stores

Purpose: This paper investigates into Customer Relationship Management activities done by Online Grocery Portals that leads to greater Customer satisfaction and how these activities play a major role in increasing value of the company.Methodology: The Descriptive and Exploratory research design was used to conduct this research. Descriptive Research Design will be used for collection of primary data with the help of a structured questionnaire to assess the importance of CRM in online grocery shopping. The respondents were chosen from the National Capital Region of Delhi through Non-probability convenience Sampling with the help of a structured questionnaire.Findings: Though all the Online Grocery stores are working tremendously on increasing Customer satisfaction from their services, they are still unable to meet the expectations of the customers in an efficient manner. As per our study of the factors taken in our research project we came to know that all the portals we have studied lack in some or the other field where they need to work with perseverance to get the adequate results and improve their competency.Research limitations/implications: Due to lack of time and resources we were unable to conduct study on large number of online shoppers. The study is limited to only 206 people that is very less a number to implement this study to understand and view the psychology of the entire population.Originality/value: This paper creates awareness about factors that have created customer satisfaction from the online portals studied in the research paper. It will also help the companies in understanding the loop holes that are responsible for customer satisfaction from the online grocery portals.

Exploring Strategies Microenterprise Owners use to Succeed in Business Beyond 2 Years

In the United States, microenterprises, critical segment of the small business population, accounts for 110 million small businesses that source new jobs. Despite the increase in the number of created businesses in the USA, more than 70% of microenterprise business owners are unsuccessful after 2 years. The multiple case study included 6 participants living in Houston, Texas, and intended to explore business strategies microenterprise event management owners used to succeed in business beyond 2 years. The conceptual framework that grounded the study was the 5-stage small business growth model and the 5-stage of the evolution of entrepreneurship theory. The data collection process consisted of interviews resulting in transcripts, review of company documents, and interview observations notes. The data analysis process while triangulating the data consisted of creating thematic codes, and clustering keywords, and ideas from the data. Development of visual aids assisted with organizing information, synthesizing, and generating new ideas. Text, word, and matrix coding queries were conducted and summarized for a cross-case analysis as relating to the interview questions. Thematic analysis and cross-case analysis revealed 3 major themes: customer relationship management, education/work experience, and promotional activities. Implications for social change include encouraging entrepreneurial and small business development programs to develop innovative curriculums that microenterprise business owners may benefit from to increase more business opportunities. An increase in microenterprises may help provide more employment opportunities that meet the needs of local communities and improve socioeconomic conditions.