Customer Relationship Management Strategy Research Articles

The nexus between quality of customer relationship management systems and customers' satisfaction: Evidence from online customers’ reviews

Customer Relationship Management (CRM) is a method of management that aims to establish, develop, and improve relationships with targeted customers in order to maximize corporate profitability and customer value. There have been many CRM systems in the market. These systems are developed based on the combination of business requirements, customer needs, and industry best practices. The impact of CRM systems on the customers' satisfaction and competitive advantages as well as tangible and intangible benefits are widely investigated in the previous studies. However, there is a lack of studies to assess the quality dimensions of these systems to meet an organization's CRM strategy. This study aims to investigate customers' satisfaction with CRM systems through online reviews. We collected 5172 online customers' reviews from 8 CRM systems in the Google play store platform. The satisfaction factors were extracted using Latent Dirichlet Allocation (LDA) and grouped into three dimensions; information quality, system quality, and service quality. Data segmentation is performed using Learning Vector Quantization (LVQ). In addition, feature selection is performed by the entropy-weight approach. We then used the Adaptive Neuro Fuzzy Inference System (ANFIS), the hybrid of fuzzy logic and neural networks, to assess the relationship between these dimensions and customer satisfaction. The results are discussed and research implications are provided.

Big data analytics and market performance: the roles of customization and personalization strategies and competitive intensity

PurposeBig data analytics (BDA) plays a crucial role in understanding customer behavior through Customer Relationship Management (CRM), especially in a rapidly changing business environment. This paper investigates the direct effect of BDA use on market performance, besides the mediating effect through Big Data-enabled CRM strategies adoption (e.g. customization and personalization). The paper also examines the moderating role of competitive intensity in these effects.Design/methodology/approachDrawing from a knowledge-based view (KBV) and Organizational Information Processing Theory (OIPT), the authors formulated the research model. Subsequently, the measurement model and hypotheses were tested through PLS-SEM on online survey data of 229 managers from 167 companies out of Egypt's top 500.FindingsThe results indicated that BDA use does not directly affect the market performance, but this effect was significant through customization and personalization strategies adoption. The results also revealed a positive association between BDA use and the adoption of these strategies. Furthermore, competitive intensity only moderates the relationship between BDA use and personalization strategy adoption.Research limitations/implicationsCompanies can use BDA to improve customer knowledge and experience through customization and personalization, leading to better market performance and moving towards becoming a Big Data-driven organization. This study is limited to companies in the Egyptian context, which restricts the generalizability of the results.Originality/valueThis study conceptually and empirically explores how BDA usage, customization and personalization strategies impact market performance under competitive intensity situations, especially in the context of emerging markets.

Influence of Three Ways Strategy and Implementation of Customer Relationship Management on the IndiHome Customers’ Interest

PT Telkom has a specific strategy to dominate the market and attract customers to keep using IndiHome as the first choice for internet access. This research aims to study how the Three Ways strategy and Customer Relationship Management (CRM) influence the IndiHome customers’ interest in the Tangerang City Region. The communication theory examined in this research is the stimulus-response theory. It is the development of social learning theory. Besides, this research also examines the theories of Three Ways of Marketing: Public Relations, Customer Relations Management, and Customer Interest. The paradigm of this research is a positivistic paradigm through a quantitative approach. This research uses a survey method. The data collection technique uses questionnaires distributed to 386 respondents living in Tangerang City. The data analysis technique uses multiple regression with hypothesis testing using the T and F-tests. The analysis results show an influence of the Three Ways strategy and implementation of CRM on Indihome customers’ interest.

The Influence of Social and Psychological Factors in the Success of Customer Relationship Management Strategies

Customer Relationship Management (CRM) is an important business approach in maintaining a strong relationship between a company and its customers. CRM strategies aim to increase customer satisfaction, build loyalty, and maximise customer value. This study aims to analyse the influence of social and psychological factors in the success of CRM strategies. This research is a literature review that adopts a qualitative method approach, which means that this research will analyse and interpret data by relying on information and text from various sources. The study results show that in a competitive business world, CRM plays an important role in building strong relationships with customers. Social and psychological factors have a crucial influence on the success of CRM strategies. Strong interpersonal relationships with customers are key, and companies should pay special attention to training employees to interact well and empathetically.

The impact of electronic customer relationship management strategies on customer loyalty: A mediated model

This study investigated the impact of electronic customer relationship management (e-CRM) strategies (functional and personal dimensions) on customer loyalty in the Jordanian telecommunication sector. The mediating role of perceived customer relationship quality (cognitive and an emotional dimensions) was tested in this relationship. Data was collected via online survey from 301 Jordanian online shoppers and analysed using structural equation modelling (AMOS). The results showed a significant and positive impact of the functional dimension on customer loyalty, while the personal dimension negatively affected it. However, the functional and personal dimensions had a positive effect of on perceived customer relationship (CR) quality, as it positively affected customer loyalty. Hence, CR quality is indirectly impacted the relationship between the functional dimension and customer loyalty; in other words, CR quality mediated the relationship between the personal dimension and customer loyalty. The study’s findings enhance the current understanding of the relationship between e-CRM strategies and customer loyalty in a context specific bounded to Jordan. In addition, it provides evidence of the mediating role of CR quality in the Jordanian telecommunication sector. This research suggests practical strategies for the Jordanian telecommunication industry to enhance customer loyalty.

Effects of customer relationship management (CRM) strategies and socio-cognitive constructs on the physical activity of individuals with arthritis over time.

Regular physical activity is important for arthritis self-management and could be promoted through tailoring community leisure and fitness centers' customer-relationship management (CRM) strategies. This study investigates the influence of two CRM strategies on individuals with arthritis reaching or maintaining two moderate-to-vigorous physical activity (MVPA) thresholds (≥150 and ≥45 minutes/week) from baseline-to-12 months and 12-to-24 months as well as mean changes in total minutes/week of MVPA. It also explores time-dependent variations in the influence of socio-cognitive variables on MVPA outcomes. Survey data from 374 participants with arthritis in a two-year randomized controlled trial (control versus two CRM strategies: IncentiveOnly and Incentive+Support) were used. Participants reported measures of physical activity participation, socio-cognitive decision-making, mental and physical wellbeing, friendship, community connectedness, sense of trust in others, and demographics. Receiving the Incentive+Support CRM strategy (versus control) increased participants' likelihood of reaching/maintaining both physical activity thresholds from 12-to-24 months (≥150 MVPA minutes/week, p < .001; ≥45 MVPA minutes/week, p < .032) but not from baseline-to-12 months. However, receiving the IncentiveOnly CRM strategy (versus control) did not predict reaching/maintaining these thresholds. Importantly, socio-cognitive decision-making variables' influence on reaching/maintaining these MVPA thresholds varied over time, suggesting CRM strategies may require further tailoring based on time-specific profiles. Perhaps because of new facility induced excitement, the mean change in total MVPA minutes/week for the control group significantly increased (26.8 minute/week, p = .014, 95% CI [5.5, 48.0]) from baseline-to-12 months, but subsequently declined by 11.4 minute/week from 12-to-24 months (p = .296, 95% CI [-32.7, 9.9]). Mean changes in total MVPA minutes/week were non-significant for those receiving IncentiveOnly content but significant for those receiving Incentive+Support content: baseline-to-12 months (38.2 minute/week increase, p = .023, 95% CI [4.9, 71.4]) and baseline-to-24-months (45.9 minute/week increase, p = .007, 95% CI [12.7, 79.1]).

Insights into the Impact of Online Product Reviews on Consumer Purchasing Decisions: A Survey-based Analysis of Brands' Response Strategies

This paper explores the significance of online product reviews in the purchasing decisions of consumers. We conducted a survey of potential buyers to understand how important they view product reviews available on online marketplaces and search engines. We also examined the degree to which customers rely on product reviews when forming their buying decisions. Additionally, we investigated how brands and companies monitor and respond to online product reviews, as well as the strategies they use to improve their product development and marketing. Our findings reveal that online product reviews play a crucial role in shaping the opinions of consumers and can significantly influence their purchasing decisions. We also found that companies and brands actively monitor online product reviews and use them to improve their products and marketing strategies. The results of this study can provide valuable insights for companies looking to improve their customer relationship management (CRM) strategies and enhance their product development and marketing efforts.

CRM in handling Complaint: the Use of Consumer feedback Column in Raising Consumer Trust and Intention To Buy

The result states Citrus Hill Farm. perform a Customer Relationship Management (CRM) strategy in handling complaints through a customer data collection process, customer data analysis, data collection on complaints that can be detrimental. From the consumer's point of view, in-depth interviews were conducted with (1) product evaluation, (2) the price of submitting a complaint,(3) speed of handling complaints, (4) level of consumer satisfaction after filing a complaint. complaint. The results show that Citrus Hill maintains and increases consumer trust by using a Customer Relationship Management (CRM) strategy and handling any complaints quickly. Citrus Hill has product advantages in the form of plant seeds and other agricultural products as well as the ease of purchasing goods online. In terms of handling consumer complaints, Citrus Hill handles them quickly and satisfactorily so as to increase trust and purchase of Citrus Hill products

Spatial CRM and location strategy: E-commerce solutions in the furniture industry. Case of IKEA pick-up points in Poland

E-commerce in the furniture industry is specific as delivery of heavy and oversized parcels with traditional channels is not feasible. Alternative solutions, aside from stationary shops, include pick-up points which combine e-commerce purchasing with stationary collection. Convenient pick-up locations that support environmental sustainability and offer cost savings is a domain of Spatial Customer Relationship Management (CRM), which is not enough discussed in the literature. In this paper we develop Spatial CRM for the location strategy of pick-up points in the furniture industry, using IKEA Poland as a case study. We provide the methodology for analysing the spatial range of population potential for collection points and stationary shops based on radial catchment areas of 20 km and precise population data from a grid 1 km × 1 km. We compare this market coverage with customers' attraction to IKEA shops expressed through Google Trends searches to evaluate location strategies for furniture retailers. Our regional approach is responsive to local needs, improves CRM, and remains cost-effective for businesses. Given the similarity of European furniture markets in terms of consumer perspective and e-commerce development, our analysis methodology can be adapted for use in other countries and markets.

Research on the Improvement of Service Quality in the Service Industry-Perspectives of Customer Relationship Management

Customer relationship management is an important strategy for the service industry to maintain its competitiveness. By integrating all business indicators including marketing, service process, quality management, after-sales care, brand image, etc., it can gain customer loyalty and provide customized Serve. In the face of such a fierce competitive environment, enterprises must be able to grasp customer needs if they want to continue to make profits. Therefore, they must rely on customer relationship management and emphasize the lifetime value of customers. In order to understand how much the leisure hotel industry attaches importance to customer relationship management, and to effectively summarize the applicable customer relationship management strategies, this article selects the most important indicators of customer relationship management through twelve senior experts in the leisure hotel industry. The ranking of the importance of the indicators is used as a suggested strategy for leisure hotel operators to operate customer relationship management in this study.

Analisis Strategi Customer Relationship Management untuk Meningkatkan Loyalitas Pelanggan dalam Pembelian Suku Cadang Pada PT Trakindo Utama Cabang BSD

The intense competition within the industrial sector drives companies to be more proactive in creating innovations and continuously designing strategies to maintain their position in the market. This action is also implemented by one of the heavy equipment companies in Indonesia, namely PT Trakindo Utama. The company must have an effective customer relationship management strategy to enhance customer loyalty, thereby improving relationships with customers and retaining existing ones. This research aims to determine whether the implementation of customer relationship management strategies effectively enhances customer relationships, retains customers, and increases loyalty. The methodology used in this research employs a qualitative approach, involving data collection techniques such as observation, interviews with employees from the Sales division and the Parts Counter sub-division of PT Trakindo Utama's BSD Branch, who have direct and intensive communication with customers, as well as documentation. Therefore, the data obtained are accurate based on sources within the company related to the research. Through observations and interviews, it can be seen that the customer relationship management strategies implemented by the company have been effective in improving and maintaining customer relationships and increasing customer loyalty by offering loyalty programs, such as excellent and solution-oriented services, providing incentives, annual contracts, membership rewards, and conducting evaluations based on customer assessments.

핀테크 이용 경험, 서비스 품질, 신뢰, 지속 이용성 의도에 대한 실증연구

This study investigates to provide information on the usage psychologies of FinTech services. Using cognitive behavioral theory, this study develops a theoretical research framework. Using the proposed model, this study analyzes the relationships among usage experience of FinTech services, perceived services quality, perceived trusts, and sustainable intention to use of FinTech services. The results of this study provide useful information for establishing marketing and customer relationship management strategies for FinTech services in the future.

Towards Customer Satisfaction: The Role of Customer Relationship Management, Service Quality, and Customer Perceptions

Orientation and focus on customer satisfaction is an important part of efforts to improve sustainable organizational performance. The Customer Relationship Management (CRM) strategy is part of an effort to find, collect, store information about customers and implement it in all parts of the organization so as to provide a unique experience for customers. However, most of the previous studies have focused on the effect of CRM on companies and few have reviewed CRM in the context of customer perceptions. Drawing based on congruity theory, this study aims to examine the effect of CRM on customer satisfaction through the mediating role of customer perceptions and service quality. Through random sampling, 87 data were obtained from customers who used the services of PT Jasco Logistics Semarang. Data was obtained using a questionnaire with the consent of the respondents. Then analyzed using Partial Least Square (PLS) with the Smart PLS 3.0 program application. The results of this study indicate that Customer Relationship Management (CRM) indirectly has a significant influence on customer satisfaction through service quality and perceived customer perceptions. It was also found that customer perception and service quality directly contribute significantly to customer satisfaction. However, service quality has a greater influence through customer perceptions. These findings provide significant insight for practitioners that in building a CRM strategy it must be able to provide a unique and valuable experience that is felt by customers, so that this will trigger satisfaction.

Understanding the Dimensions of Customer Relationships in the Heritage Hotels in Amman, Jordan

Customer relations is an important dimension of managing heritage hotels because the visitors expect not only a good ambiance at such a hotel but also gracious hospitality and good human relationships. This paper examines the dimensions of customer relationships in the heritage hotel industry in Amman. The research employs a hypothetical deductive research model, which involves the operational definitions of the study's independent and dependent variables, and the research hypotheses. Its hypotheses were examined through the utilization of multiple regression analysis. It investigates the effect of customer connections on customer acquisition, retention, growth, and trust, using a 5-point Likert scale, with numbers ranging from strongly disagree =1 to strongly agree =5. It also measured reliability and validity, with descriptive analysis used to characterize the characteristics of the sample and the responses to the questionnaire. The hypothesis was tested using multiple regression analysis. The paper concludes that the existing body of knowledge provides valuable insights for managers in this sector to effectively execute customer relationship management strategies that align with the specific needs of the Jordanian market. This, in turn, can lead to the development of stronger customer loyalty.

Segmentation of Mentoring Customer Characteristics Using the K-Means Method and Hierarchical Clustering for Customer Relationship Management (CRM)

In the next 10-20 years, it is expected that Indonesia will enter a demographic bonus era, where the population of productive age exceeds that of non-productive age. This presents an opportunity for startups in the field of education to prepare better human resources in Indonesia. With the recent Covid-19 pandemic, the government has implemented regulations that require online teaching and learning. Startups, such as Outstanding Youth Indonesia (OYI), play a role in bridging distance learning, leading to increased competition in the education sector. To stay competitive, OYI is implementing a customer relationship management (CRM) strategy, using consumer characteristic segmentation through the K-means method and hierarchical clustering. The study aims to test the consumer characteristic cluster results and provide CRM recommendations based on the segmentation results. The results of the study revealed that the K-Means method was more optimal, with a score of 0.657, compared to hierarchical clustering of 0.644. The clusters tested included categories, intended education, and types of scholarships. Three clusters were produced: cluster 1, dominated by high school/vocational high school students; cluster 2, mostly university students; and cluster 3, dominated by employees of government agencies. Cluster one had the largest silhouette coefficient. Based on the clustering, a strategy was generated for each cluster to improve CRM in OYI.

Effects of social customer relationship management strategy on relationship quality in five-star hotels in Nairobi, Kenya

Effects of social customer relationship management strategy on relationship quality in five-star hotels in Nairobi, Kenya

Strategies Adopted by Commercial Banks to Enhance Customer Retention in Kenya

Customer retention is increasingly being seen as an important managerial issue, especially in the context of a saturated market or lower growth of the number of new customers. The purpose of the study will be to assess the influence of strategic responses by commercial banks on customer retention in Kenya, the case of Kenya Commercial Bank Kisii branches. The data was coded to enable the responses to be grouped into various categories. Data collected in this study was quantitative. The quantitative data was analysed descriptively using Statistical Package for Social Statistics. The findings were presented by the use of frequency distribution tables. The study sought to establish the strategic responses adopted by commercial banks in Kenya to enhance customer retention. The study deduced that the level of service quality in the bank was high. The study established that technology adoption affected customer retention to a moderate extent. To a moderate extent, the bank had adopted new technologies on time, adoption of new technologies had improved the task completion rate among staff, adoption of information technologies had improved the bank’s agency banking management, adoption of information technology had increased the modes of service delivery in the bank and adoption of information technology had improved the portability of the bank’s services internationally. The study further established that product differentiation had been adopted by the banks to a moderate extent. To a moderate extent, the Banks had well-differentiated financial products from other banks; the bank had a well-differentiated market segment from other banks; The Banks had unique financial products for their customers and financial product differentiation has allowed the bank to position itself better on the market. The study concluded that customer relationship management strategy had affected customer retention. Commercial banks had created a platform to manage interactions; the interaction system with customers had improved customer satisfaction levels; the interaction system with customers had reduced the number of customer complaints; and the interaction system with customers had enabled the banks to learn the expectations and needs of its customers. From the findings, it was evident that customer relationship management had affected customer retention; thus, the study recommends that commercial banks should improve customer satisfaction, interaction with customers and systems to know their needs. Technology adoption, commercial banks should adopt new information technologies which would meet customer needs and improve efficiency in the banking industry in Kenya.

Markov Analysis in Commitment Prediction of Insurance Customer to Minimizing Customer Attrition

Trust and commitment are the important things for insurance customer to continue doing business with insurance company. Customer commitment can be seen from payment history, whether customer doing payment on time or late. This research using Markov Analysis to predict customer commitment using data of insurance premium payment history from each period, identify customer profile, and analyze the type of insurance purchased. This research shows there are three steps of customer who vulnerable to terminate the insurance contract with company. Insurance company could use the result to minimize customer attrition level with several ways like review the applicant profile before make insurance contract, recommends which type of insurance will fit to applicant, and monitor customer who late to do premium payment for two consecutive periods. This research also propose Customer Relationship Management (CRM) strategy to handle customer who match with the three steps of terminating the insurance contract with providing special treatment and service to prevent discontinuance of insurance contract.

Business process reengineering for designing a knowledge-enabled customer-centric competitiveness strategy

PurposeThe study aims to design a holistic multi-stage hierarchical model that leverages the firm's knowledge-enabled distinctive core competencies (DCCs) and builds enduring and profitable customer relationships to achieve sustainable competitive advantage (SCA) in dynamic and challenging environments. It developed a knowledge-enabled customer-centric competitiveness strategy (KCCS) model that integrates four pillars: business process reengineering (BPR), knowledge management (KM), customer relationship management (CRM) and competitiveness strategy. It also proposed a BPR model to enable cross-functional cooperation and coordination for firms dealing with customers, provided a blueprint for KCCS's successful implementation and compared the KCCS model with other customer-centric (CC) approaches.Design/methodology/approachThis study adopted an exploratory research design based on a literature review of relevant studies. It has systematically analyzed 130 articles and books from Scopus, the Web of Science, Google Scholar and other renowned databases from 1982 to 2022. The analysis involved identifying and selecting relevant literature and conducting thematic research to develop a theoretical KCCS model that integrates BPR, KM, CRM, competitiveness strategy and the firm's SCA into a KCCS model.FindingsThis study developed an integrative KCCS theoretical model rooted in the extant literature in BPR, KM, CRM, competitiveness strategy, DCCs, SCA and other fields. The study proposed a BPR model as a significant component of KCCS that enables cross-functional cooperation and coordination, which are often troublesome for firms in their dealings with customers. The study also provided a blueprint for successfully implementing the KCCS model and compared the KCCS model with other CC approaches.Originality/valueThis study filled many research gaps in the literature in which knowledge-enabled CC frameworks are widely scattered. It offered a conceptual multi-stage hierarchical KCCS model that combines interrelated elements of BPR, KM, CRM, and competitiveness strategy. It proposed a BPR model as a significant component of the KCCS that enables cross-functional cooperation and coordination, which frequently form barriers when dealing with customers. It also provided a blueprint for successfully implementing the KCCS and compared it with other CC approaches.

EMPLOYEE PERFORMANCE IMPROVEMENT STRATEGY IN EFFORTS TO IMPROVE CUSTOMER RELATIONS USING HIERARCHY PROCESS ANALYSIS AND CUSTOMER RELATIONSHIP MANAGEMENT METHODS AT PT.MASAJI KARGOSENTRA TAMA BELAWAN

Based on the analysis and discussion of research regarding complaint handling at PT. Masaji Kargosentra Tama, it can be concluded as follows. Employee performance appraisal at PT Masaji Kargosentra Tama is carried out using a comprehensive approach. This performance appraisal process involves various KPI parameters related to customer service. For each KPI parameter, employees are given an assessment based on a predetermined scale or scoring system. This rating scale allows management to measure the quality of employee performance in aspects relevant to their duties and responsibilities. This assessment can be carried out periodically, for example every month or every year, using available data and information. During the assessment process, the management of PT Masaji Kargosentra Tama evaluates employee performance by considering each KPI parameter separately or as a whole. This performance appraisal can involve various methods, such as direct observation, data collection, interviews, or feedback from customers and colleagues. After getting the assessment results. Based on the results of the analysis using AHP, the division that has the highest assessment score is 3.15, followed by Operations with a score of 2.84, followed by Finance with a score of 2.01. So it is found that the commercial division is the focus in service to customers. With a strong focus on customer service, companies can direct efforts and resources to improve service quality, respond effectively to customer needs, and build good relationships with customers. Priority given to customer service will help companies to increase customer satisfaction, maintain customer loyalty, and achieve competitive advantage in a highly competitive industry. The proposed strategy that can be carried out by PT Masaji Kargosentra Tama is to create a customer membership system. The goal is for customers to get special services such as offering special prices, thereby increasing customer satisfaction. And for companies to find out detailed customer information so as to increase the possibility of carrying out customer programs as the implementation of a more personal customer relationship management (CRM) strategy.