Customer Relationship Management Approach Research Articles

CRM СПРЯМО СТРАТЕГИИТЕ ЗА ИНТЕРНАЦИОНАЛИЗАЦИЯ

This study examines the pivotal role of Customer Relationship Management (CRM) in the realm of international business strategy. By analysing various definitions and models of CRM, it identifies how CRM strategies align with organisational goals across different market conditions and cultural landscapes. The paper synthesizes these findings to propose a comprehensive CRM approach that enhances customer satisfaction and organisational profitability while addressing the challenges of international business operations.

The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

Today, businesses apply the Customer Relationship Management approach to ensure customer satisfaction and sustain customer loyalty. In this approach, it is aimed to go beyond satisfaction by putting the customer at the center. This research conducted at Antalya Airport aims to examine the impact of technological innovations by airline companies on the perceived service quality of passengers and how this impact is shaped through customer relationship management practices. The results of the study provide strategic recommendations and guidance for companies in the aviation sector. This presents an innovation in facilitating companies to make direct inferences from the research findings, aiding them in deriving practical insights. Through face-to-face interviews with passengers arriving at Antalya Airport, a sample of 430 respondents was reached, and all completed surveys were utilized. The data obtained from these passengers were analyzed using IBM SPSS 21 and SmartPLS 4 programs within the framework of established hypotheses. The results of the Structural Equation Analysis indicate a direct partial impact of innovative activities implemented by airline companies on the perceived service quality. This direct effect is found to create a complete impact indirectly. Additionally, it has been determined how customer relationship management practices shape this impact by acting as a mediator. The findings provide guidance to airline companies in understanding the influence of technological innovations on customer satisfaction and optimizing strategic customer relationship management practices. This study recommends that companies in the aviation sector focus on technological innovations to gain a competitive advantage and enhance customer satisfaction.

Implementing customer relationship management successfully: A configurational perspective

Although the management of customer relationships has become a key priority in firms in a broad range of industries, its effective implementation often creates major challenges. Couched in configuration theory and using a configurational approach, this article investigates how factors associated with firms' customer management, market approach, and business environment interact and fall into patterns to predict profitability. The results of a fuzzy-set qualitative comparative analysis reveal different configurations to a profitable implementation of customer relationship management. Insight into these configurations contributes to a deeper understanding of digital ecodynamics and advances the understanding of the interplay among important strategic, technological, and environmental factors. The findings of this inquiry can guide managers in designing effective customer relationship management approaches.

Reflection of the principle - a consumer, managing relations (CMR) in the assortment policy of the existing players in the food industry

The article presents an overview of customer relationship management approaches. These approaches are associated with CRM and CMR systems. The key aspects in them are personalization and individualization in working with consumers, which provides certain advantages for catering companies, including those in hotels. As such an approach, a direction in the assortment policy is considered - a special menu «AntiJetlag», which is most relevant for the catering service of accommodation facilities. This direction of the assortment policy is analyzed on the basis of the restaurant practice of the leading hotels in Krasnodar. The purpose of the study is to identify ways to form a loyalty system through keeping records of features and consumer wishes, based on innovative solutions related to the guest relationship management system based on the special AntiJetlag menu, based on new forms of service and technological ideas. Research methods: analysis, synthesis, generalization, observation and forecasting. Results and discussion: the article focuses on the fact that it is not enough to sell an assortment position or service to guests. They must be sold correctly, based on the tastes and capabilities of the guests. This is due to the trend of personalization and individualization of the guest, which is fundamental when developing a special menu «AntiJetlag». This is how all guest preferences are clarified, including arrival from which city, time spent in flight, whether there are any contraindications in order to choose a personal diet from the AntiJetlag menu using ingredients that help alleviate jetlag symptoms. Conclusions: in order to provide the guest with the best customer service, individualization is necessary in working with him, which is the basis of a proactive service that contributes to the growth of consumer loyalty and increases the likelihood of him returning to this hotel and restaurant complex again.

Beyond the Breach: Building Trust through Integrated Security and Customer Relationship Management

Customer information protection and maintaining people's trust are critical for any company. This paper focuses on the impacts of integrated security systems harmonizing customer relationship management (CRM) to ensure and maintain customers' trust. The paper provides step-by-step strategies showing how different organizations can address security breaches and improve customer relations. The implications of our study point to the fact that there is a strong positive interaction between security measures and CRM approaches on the one hand and the minimization of risks and building the long-term relationship between the firm and its customers on the other.

Efforts to Increase Congregational Commitment Using a Customer Relationship Management Approach

GKI Gresik, which is experiencing a decrease in the number of church attendance visits for worship. After the Covid-19 pandemic changed individual behavior in carrying out onsite activities. Currently, several congregations are switching their worship activities online. So it also affects the attendance of the congregation to carry out activities or worship at the church. In 2021 there will be a slight increase because he will be allowed to return to worship in person. The authors used qualitative field research and analytical description methods in this study. In collecting data, the researcher used a questionnaire to six sample congregations who were consumers of the services provided by the church. Improving services to congregations and sympathizers in the realm of management knowledge is included in CRM (Customer Relationship Management) theory. People, processes, and technology can influence customer satisfaction (congregation). Of course, at this time, it is very appropriate if the church can adopt it to maintain and even increase the congregation's commitment.

The Choice of Customer Relationship Management Approach in the Supply Chain: Examining Small Business Performance

This study examines supply chain management approaches to customer relationship management (CRM), and how they influence the performance of small businesses. Our motivation was to relate supply chain positioning to business performance. The data for the small businesses for our study were sourced from the US Census Bureau’s survey of business owners (SBO) Public Use Microdata Sample (PUMS). We categorized the CRM environment for small businesses by primary customer type and by size, and examined the performance differences across these categories. Specifically, the CRM categories were business-to-consumer (B2C), business-to-business (B2B), business-to-government/federal (B2Gf), or business-to-government/state and local (B2Gs); while the size categories were Micro (<10 employees), Mini (10–24 employees), Small-I (25–49 employees), and Small-II (50–99 employees). We found evidence of superior performance for B2B firms on several dimensions including sales, employment, as well as sales per employee and sales per payroll measures of efficiency. This study contributes to the literature by clarifying how the positioning of small businesses in the supply chain can influence their performance.

Application of the E-Bussines Concept to a Double Bread Company (Case Study of FEBI UINSU Students)

With the large number of fans of Roti Ganda outside the Pematang Siantar area, therefore an E-business implementation system is needed in the company. The use of e-business technology facilitates company performance and improves company quality. The application of this technology can expand the company's market share, especially the cost for advertising which is cheap compared to advertising on the street and mass media. There needs to be socialization and in-depth learning as well as careful preparation before implementing e-business applications. In the process of designing the application of E-Business at a web- based Double Bakery Shop with a CRM (Customer Relationship Management) approach, an explanation or theory is needed that can support and support success in making the information system and to explain to users how the functions and benefits of implementing E-Business are needed. on a web-based Double Bakery with a CRM approach.

A Survey on the Advance of Network-based Customer Relationship Management (CRM) for Beauty Health Centre

The hasty progress of beauty health centre was universally might stand determined the beauty and also women are dual things that remain unified. Almira Skin Care is a beauty health centre that emphases on helping beauty actions through medications framed by specialists. This effort in administration of dealing patient info, drug info, and also in treatment info, it as an influence on amenities to the health centre. It has problematics inconsistent clients may not structured properly. One more issue might ascends completely beauty harvests could not be verified at computerized record, it causes problems in penetrating product info. The persistence of the study has to plan an data structure, to facilitate and support amenities at Almira Skin Care and regulate the consequence of amenity excellence, product maintenance, sort of care, and also in recording on client gratification and its result on user constancy over Almira Skin Care to afford reasonable amenity to clients over the CRM (Customer Relationship Management) approach through observing at prevailing complications. The outcomes of the progress of the beauty health centre amenity structure at Almira Skin Care are made it informal for administrators to report client info, products, forms of care, registering, examining, persistent medicinal archives and condense faults in reviewing income description information that simplifies administrators responsibilities.

Optimizing Customer Relationship Management through Business Intelligence for Sustainable Business Practices

Amidst the dynamic landscape of contemporary business, the integration of Business Intelligence (BI) with Customer Relationship Management (CRM) emerges as a crucial paradigm for fostering sustainable business practices. This research investigates the synergy between BI-driven CRM strategies and sustainable operations, addressing the imperative to optimize customer relationships for sustainable business growth. Leveraging models such as BGNBD, and Gamma Gamma, and employing K-means clustering techniques, this study seeks to decode the intricate relationship between these strategies. The BGNBD model facilitates predictions of Customer Lifetime Value (CLTV), while the Gamma Gamma model estimates the Expected Average Profit, enabling a comprehensive understanding of customer behavior. Utilizing K-means clustering aids in customer segmentation, offering insights for targeted strategies. Visualization analyses, including the Elbow Method and Silhouette Plot, guide optimal cluster determination and cluster quality assessment. Ultimately, this research underscores the potential of BI-infused CRM approaches not only to drive profitability and enhance customer relationships but also to champion sustainable business practices. The findings provide a robust framework for businesses to craft and implement BI-enhanced CRM strategies, steering them toward sustainable growth while fostering customer-centricity and profitability in modern business environments.

Grup BTS Menembus Pasar Musik Amerika Serikat : Pendekatan Customer Relationship Management (CRM) Big Hit Entertainment pada Global Fandom

Market research is important in business, furthermore, market research is considered a way of creating effective strategies and as a basis for consideration in marketing decision making. One of the goals in market research is always oriented towards creating relationships between corporate with customers or known as Customer Relationship Management (CRM). The CRM approach combines the policies, processes, and strategies that the company uses to interact with customers and also to track customer information. Related business, South Korea has become an influential country in the world because of the K-pop music business. Big Hit Entertainment which is the smallest agency in Korea has spawned the most phenomenal idol group idols are BTS to penetrate the international market especially the United States. Big Hit Entertainment is always consistent with various market research approaches CRM in particular. This paper will discuss how Big Hit Entertainment performs various Customer Relationship Management (CRM) strategies in increasing ARMY loyalty as a BTS fan and elaborating communication global marketing. The author will explain the conceptual approach related to CRM and its relationship to market research. Furthermore, the discussion will be classified in several sub-discussion. First, it will describe BTS as a product of Big Hit Entertainment's business. Second, discuss the market research approach of Big Hit Entertainment. Third, customer research through Membership Survey of BTS. Fourth, form of Big Hit Entertainment CRM approach. Fifth offers CRM development in Big Hit market review in the future.

Sales Promotion System Design with Customer Relationship Management approach at Hotel

The hotel needs to consider how to establish working relationships with other companies and how to continue to increase hotel revenue. The purpose of this research is to design a system that can provide recommendations on the types of promotions given to customers based on the hotel’s sales call data, therefore the hotel’s revenue targets could be achieved. Based on the results of the analysis that has been done, which is revenue for the next periods and target of sales promotion it can be concluded that the system design is made by calculating using the Trend Linear method can determine the estimated revenue that will be achieved in the future. Therefore, the Customer Relationship Management approach can help the Director of Sales Marketing in determining the target promotion and estimation of the hotel’s revenue so that the number of customers can increase.

Customer Segmentation Based On Recency Frequency Monetary Model: A Case Study in E-Retailing

Marketing studies have often drawn attention to the importance of customers for businesses that aim to endure in a harsh competitive environment. Customer Relationship Management (CRM) has been a prominent approach in marketing management that aims to improve relationships with customers. A practical implication of the CRM approach is the analysis of customer data to extract value for businesses, as well as customers. In this context, customer segmentation has been a useful task that helps to group customers with similar attributes and designate better-tailored marketing strategies for customer groups. Among a variety of approaches for customer segmentation, Recency Frequency Monetary (RFM) Model stands out as an easy-to-adopt and effective technique. Based on three dimensions regarding the sales data, the RFM Model depends on scoring customers with different approaches. In this study, a prototype software is introduced that helps to apply the RFM technique with two scoring approaches. Moreover, the sales data obtained from an e-retailer has been analyzed for clustering using the prototype software, and clusters discovered with RFM variants were compared using cluster evaluation metrics. Finally, the segments were presented along with relevant offers for marketing strategies.

Enhancing customer retention using customer relationship management approach in car loan bussiness

The objective of this study was to analyse the effects of customer-perceived value, corporate image, and service quality on customer satisfaction, as well as to analyse the direct effect of switchi...

POLITICAL MARKETING FACTORS THAT AFFECT VOTING INTENTION ON INDONESIAN 2019 ELECTION

Indonesia face the biggest democratic party, the presidential election in 2019. There are two candidates, Number 01 (Joko Widodo-Ma'ruf Amin) and Number 02(Prabowo Subianto-Sandiaga Uno). Increasing the number of voters from previous elections will certainly be a challenge for each candidate to win the hearts of the people with a political marketing approach that is by understanding the characteristics and behavior of the people in decision making. The purpose of this study is to identify the factors that influence voter perceptions in Java Island regarding the situation of presidential election 2019. Candidates conducted political marketing approach by doing research to understand the perception of voters. The data retrieval method is quota sampling technique. Data was collected using an online questionnaire with the object of respondents are Indonesian citizens, domiciled in Java Island and have voting rights in presidential election 2019. The processing and analysis of data uses logistic regression analysis with SPSS (Statistical Package for the Social Sciences) version 23. Statistical test results show that voter perception based on price, leadership, agricultural orientation, positioning and the decision to choose electronic Customer Relationship Management approach (pre-purchase aspect and at-purchase aspect) significant effect on the chosen candidate.

Pengaruh Kualitas Pelayanan Akademik dan Costumer Relationship Management Terhadap Kepuasan Mahasiswa Reguler Pagi USB YPKP Bandung

This research aims to detremine, describe and analyze the effects of academic service and customer relationship management on student satisfaction. The method used is decriptive verificative with quantitative approach. Sample taking used cluster proportionare random sampling of 92 people. Data analysis showed that r2 value is 0,486. Based on the test results the partial hypotesis for the quality of thitung academic service, the value of thitung is 3,410 while ttabel’s value is 1,986 which means that the quality of academic service has a significant impact on student satisfaction. thitung value for customer relationship management is 3,509 while ttabel’s value is 1,986 which means that customer relationship management has a significant impact on student satisfaction. Based on simultaneously hypotesis Fhitung’s value is 42,129 while Ftabel’s value is 1,986 which means that simultaneously there is a significant effect between the quality of academic service and customer relationship management approach to student satisfaction.

A review of customer relationship (CRM) implications: Benefits and challenges in construction organizations

The management philosophy, namely, Customer relationship management (CRM) has been widely accepted and successfully applied across a range of sectors. However, there has been very little research efforts in the field of CRM in the construction industry. This paper provides a review of the CRM philosophy and technology, and considers the implications; benefits and challenges to construction organizations at a strategic business and operational level. Given the generally unstable economic and highly competitive marketplace, implementation of CRM throughout the lifecycle of assets may provide for more effective management of existing and prospective clients. The CRM approach would seem to be compatible with general trends in the construction industry towards more collaborative working and the paper provides that both the philosophy and technologies can be integrated with current initiatives such as building information modeling (BIM). Construction clients in the public and private sector are diverse in nature, complex in their buying processes and at varying levels of knowledge of the Industry. In addition to seeking value for money from their projects and assets, they have become more concerned about sustainability and environmental impact. It has been recognized that management of a broader range of business and project level stakeholders is necessary.

A CRM-based pathway to improving organisational responsiveness: an empirical study

ABSTRACT Successful organisations are characterised by how they adjust their organisational practices in response to the external environment. The concept of organisational responsiveness has been used to describe this ability to respond to market changes. The role played by customer relationship management (CRM) in supporting this process is considered, with a focus on the contribution made by how CRM is approached and embedded in the organisation, effective information systems, and staff empowerment. Drawing on data from an empirical study of financial services firms in Brazil, the findings show that improved organisational responsiveness is more effectively enabled by a ‘CRM approach – systems effectiveness – staff empowerment’ pathway, rather than the simple ‘CRM approach – systems implementation’ pathway adopted by many firms. The theoretical and managerial implications of the findings are explored.

The impact of the customer relationship management on the organization performance

Customer Relationship Management (CRM) is a very important growing business practice in today's environment. It is used for managing the interaction between a company and its future and current customers. CRM approach's task is analyzing data about the history of customers with a company. It focuses on a way to retain customers, therefore it helps the growth of sales. This leads to improvement of company's business relationship with customers. Current study's goal is to determine how technology, organizational capability, customer orientation, and customer knowledge management influence CRM success. We try to see that how the performance of an organization is affected by the achievement of CRM. For testing the hypotheses, Partial Least Squares Structural Equation Modeling (PLS-SEM) was adopted. Results have indicated that the success of CRM is highly influenced through “information technology use”, also “customer orientation”, “organizational capability”, and “customer knowledge management” are related to CRM success. Finally, along with the future research avenues and limitations, study implications and findings are discussed.

Implementasi Sistem Rekam Medis Pasien Menggunakan Pendekatan Customer Relationship Management (CRM)

Information technology is rapidly developed in this century that impact to various aspects of the organization really need information technology to support the performance and everyday business processes. In health services, information technology is required to process and storage the patient medical records, so that the patient's medical record is well preserved, and competitive advantage can be obtained between patient and polyclinic. The application of Customer Relationship Management (CRM) approach can be developed by implementing information system of medical record history to get new patient and retain existing patient, improving relationship with patient and maintaining patient loyalty as well as supporting the company/organization to provide excellent service to customers in real time through the advantage of information technology. The aims of this research are to understand patient medical record by CRM approach and Unified Modeling Language (UML) for system design, system validation using Forum Group Discussion (FGD), and using software testing Model ISO 9126. The result of this research are Medical Record History Information System and the result of system validation with FGD is 100% accepted, the result of system test using Model ISO 9126 is good with success rate 82,86%, so it can give contribution to polyclinic.