Customer Relationship Research Articles

The impact of using the Six Sigma methodology in improving the quality of banking operations in Saudi banks: A case study of the Saudi National Bank

Adopting the Six Sigma methodology, known for its systematic approach to improving process quality and reducing defects, represents a promising avenue for improvement. However, the specific impact of Six Sigma on banking operations in Saudi Arabia, especially in institutions such as Saudi National Bank, remains unexplored. This study aimed to evaluate the effectiveness of applying Six Sigma in enhancing operational efficiency and customer satisfaction levels at Saudi National Bank, Kingdom of Saudi Arabia. The descriptive analytical method was used. The study used a questionnaire designed by the researcher to collect data consistent with the research objectives. The validity and reliability of the questionnaire was confirmed. A five-point Likert scale was used to answer the questions, and SPSS was used to analyze the results of the study and extract descriptive statistics. To test the hypotheses, the Chi-Square Test and the One-Sample T. Test were used. The study included 137 employees at the National Bank in the Kingdom of Saudi Arabia to evaluate the impact of applying the Six Sigma methodology. The results showed a noticeable improvement in operational efficiency, with average scores reaching 4.28 for the speed of banking procedures and 4.29 for the quality of operations. Customer satisfaction also increased, with average scores around 4.30 for service quality and 4.28 for overall customer experience. Significant reductions were observed in customer waiting time with an average of ≈ 4.30 and problem resolution time with an average of ≈ 4.23. Enhancing transparency with an average of ≈ 4.32, innovation with an average of ≈ 4.28) and improving customer relations with an average of 4.26. The study confirms the positive impact of the Six Sigma methodology on operational efficiency and customer satisfaction at the Saudi National Bank. These results underscore the importance of continuous improvement initiatives in enhancing banking operations and customer experiences. Keywords: Six Sigma – banking operations – Saudi banks – Saudi National Bank

Enhancing Salesforce Functionality with Ai and Machine Learning: A New Era of Automation

AI and ML integration to the Salesforce CRM is a giant leap in the CRM system as the companies move to the next level of automation and efficiency. In this paper, the author tries to understand how the application of AI and ML will positively impact Salesforce; decision making, work simplification, and control of the customer touch points. The use of such with the help of AI tools like predictive analytics and natural language processing can increase the understanding of customer’s needs and wants and be used for efficient and effective marketing and selling. In addition, machine learning algorithms can use the customer interactions and data in order to adapt to different processes, including scoring leads and predicting opportunities in Salesforce. While this surely means work planning_kind and functional integration this is coupled with sales team enablement with a rich set of activities which in turn are reinvestment for higher sales. Furthermore, the paper focuses on the difficulties arising from AI and ML in Salesforce: data quality problems, integration issues, along with organizational culture shift to adapt to the support of technology systems. In response to these considerations, recommendations for effective adoption and effective uses involving the integration of AI and ML in Salesforce are presented. In a broad sense, it is seen that through availing AI and machine learning, organizations can bolster the capacity of Salesforce, as well as position themselves for better competitive business, and in the process improve customer relations through the intelligent applications that the latter brings.

الدور الوسيط لعملية إدارة المواهب بين سلسلة التوريد والميزة التنافسية في الشركات الأردنية

This paper explores the role of supply chain management in achieving competitive advantage within Jordanian pharmaceutical industrial companies, with a focus on the moderating effect of talent management. The research investigates four key dimensions of SCM: supplier relationships, intermediaries and distributors, customer relationships, and operations. This study relied on the descriptive analytical approach, where the study population consisted of all the Jordanian pharmaceutical industrial companies listed on the Amman Chamber of Industry, which are (72) companies, including (32) For human pharmaceutical industry companies only. Amman Stock Exchange, and the study tool was sent electronically and (176) responses were retrieved, (11) invalid questionnaires were excluded for the purposes of bioanalysis so that we have (165) questionnaires available. To achieve the objectives of the study, arithmetic averages and standard deviations were used in addition to multiple regression analysis and simple regression analysis. Findings reveal that SCM significantly enhances competitive advantage, accounting for 69.6% of its variation, with operations and intermediaries-distributor relationships exerting the strongest influence. Furthermore, the moderating role of TM is confirmed, increasing the explanatory power of SCM from 43.7% to 49.2%. These results underscore the importance of integrating TM practices into SCM strategies to sustain competitive advantage in a dynamic and highly regulated industry. The study provides theoretical contributions to the resource-based view by incorporating TM as a strategic enabler and offers practical insights for optimizing SCM and TM practices. Based on the results of the study, the study recommended several recommendations, the most important of which is the need for a specialized information network to exchange information between the company and suppliers, interest in involving suppliers in organizing And the development of the services provided, because of their experience and knowledge of the necessary materials and the expected costs.

Analysis of the Impact of E-Commerce Utilization, Digital Entrepreneurship, and Product Branding on MSME Customer Loyalty in West Java

This study examines the impact of Digital Entrepreneurship, E-Commerce Utilization, and Product Branding on MSME Customer Loyalty in West Java. A quantitative approach was employed with a sample of 200 MSME owners and customers, using a Likert scale (1-5) for data collection and Structural Equation Modeling - Partial Least Squares (SEM-PLS) for analysis. The results reveal that all three factors significantly influence customer loyalty, with E-Commerce Utilization having the strongest effect followed by Digital Entrepreneurship and Product Branding. These findings suggest that MSMEs that leverage digital platforms, adopt innovative business models, and establish strong brands are more likely to enhance customer satisfaction and loyalty. The study underscores the importance of integrating digital tools, e-commerce strategies, and branding in MSME operations to foster long-term customer relationships and competitiveness in the market.

Development of a Data-Based Customer Relationship Management (CRM) Model to Increase Customer Loyalty in the E-commerce Sector

The rapid growth of the e-commerce sector has intensified the need for effective Customer Relationship Management (CRM) systems to enhance customer loyalty. This study aims to develop a data-based CRM model tailored for the e-commerce industry, emphasizing the integration of personalized communication, data-driven insights, and responsiveness. A quantitative approach was employed, with data collected from 60 respondents using a Likert scale of 1 to 5. The data were analyzed using SPSS version 25. Findings reveal significant positive relationships between CRM components and customer loyalty, with data-driven insights emerging as the most influential predictor. This study contributes to the literature by providing actionable insights and a validated framework for leveraging CRM practices in e-commerce. The findings underscore the importance of data integration, personalization, and responsive customer engagement to foster loyalty and gain a competitive advantage in the evolving digital marketplace.

Analyzing customer behavior and retention strategies in the edible vegetable oil e-commerce industry

The research article explores consumer behaviour on e-commerce platform and proposes strategies to enhance customer retention within the edible vegetable oil industry. The growing adoption of e-commerce presents a crucial opportunity to understand purchasing patterns and consumer preferences compared to traditional retail models. The study is based on data collected from 200 respondents, providing valuable insights into customer behaviour regarding edible oils like soybean oil, palm oil, and sunflower oil, which dominate both the Indian and global markets. The research examines factors influencing customer loyalty, including brand awareness, online promotions, pricing, and product quality. The findings are expected to offer significant insights for companies seeking to optimize operations in the edible oil industry while refining e-commerce strategies. Additionally, the study aims to support the development of long-term customer relationships in a highly competitive market.

Policyholder Surrender Behavior in the Nepalese Life Insurance Market During the COVID-19 Pandemic

The Nepalese life insurance industry is facing a significant challenge due to its high surrender rate, which became particularly alarming during the COVID-19 pandemic. In this context, this study aims to explore the different reasons behind the life insurance policy surrenders and examine the association between the policy holding period and the demographic characteristics of policyholders. Primary data were collected during 2020-2021 through a questionnaire survey from 445 policyholders who had already surrendered the policy. The survey was conducted in eight major cities in Nepal. The findings reveal several key insights into policyholders’ surrender behavior. The most influential factors contributing to surrender include advice from family and friends, lack of knowledge about the policy, and insufficient information provided to policyholders. The study concludes that economic factors are the most significant driver of surrender behavior, followed by knowledge gaps, social influences, company-related factors, and, to a lesser extent, agent-related factors. Notably, no demographic variables were found to have a significant association with surrender reasons. The study recommends implementing tighter financial underwriting procedures, enhancing customer education and awareness about policies, and fostering stronger customer relationships to mitigate the incidence of policy surrenders.

An Analysis of Sales and Customer Relationship Management at Emudhra Private Limited, Bangalore

This study presents an analysis of sales and customer relationship management (CRM) at eMudhra Private Limited, Bangalore, a leading provider of digital security solutions. With the rapid growth of the digital transformation sector, the company has been pivotal in delivering secure identity and trust solutions, including digital certificates and e-signatures. The research explores the company's sales strategies, CRM tools, and customer engagement practices. By examining how eMudhra utilizes CRM systems to streamline sales processes, manage customer relationships, and enhance customer satisfaction, the study provides insights into the effectiveness of these strategies in driving business growth and client retention. Furthermore, it assesses how eMudhra personalized customer service, data-driven insights, and technological innovations have contributed to building long-term customer loyalty and increasing market share in the highly competitive digital security domain. The findings highlight the significance of integrating sales and CRM for improving operational efficiency and providing superior customer experiences. The study concludes with recommendations for further enhancing CRM practices and aligning sales strategies with customer expectations in an ever-evolving digital landscape

Local mutual funds, corporate community investment and shareholder value

PurposeThis paper shows that local mutual funds lead firms to engage in corporate social activities locally – corporate community investment (CCI).Design/methodology/approachUsing an extensive US sample of 3,691 firms for the period of 2005–2018, we find that mutual funds investing in local firms tend to increase CCI. To address endogeneity concerns, we employ an instrumental variable (IV) approach with the S&P 500 Index and Russell 1000/2000 Indexes, which suggests a causal effect of local mutual funds on CCI. Our robustness tests include alternative measures of CCI and local ownership as well as different samples using sole-HQ firms, time lags and a matching sample analysis. In addition, we employ alternative approaches for causality tests.FindingsWe find that mutual funds investing in local firms tend to increase CCI. In addition, our results indicate that CCI tends to increase firm performance measured with Tobin’s Q and operating cash flow, especially in the consumer-oriented industries where customer relations are critical. The findings imply that CCI is considered as building reputational and relationship capital in communities (i.e. strategic intangibles related to stakeholders). Local mutual funds can help firms develop such strategic intangibles that promote shareholder value.Originality/valueOur study is the first to investigate the role of local institutional shareholders as a driving force of a firm’s community investments.

Would Sales Employees’ Customer-Oriented Selling Approaches Stimulate Customer Satisfaction in the Hospitality Industry?

Customer complaints and dissatisfaction have worsened nowadays because of poor quality service delivery by organizations' frontline sales personnel. However, the influence of customer-oriented salespersons’ selling approaches necessary for achieving customer satisfaction in the hospitality industry was investigated. The exact objectives were to determine the influence of consultative selling on customer satisfaction in the hospitality industry, to examine the influence of solution selling on customer satisfaction in the hospitality industry, and to explore the influence of relationship selling on customer satisfaction in the hospitality industry. The study comprises customers of selected fast-food restaurants in Enugu metropolis whose population is non-finite. Using Cochran’s formula, the sample size of 384 was obtained and subsequently, the survey method was adopted and copies of structured questionnaires were distributed to the 384 respondents who returned 300 properly filled copies of the questionnaire. Cronbach's alpha was used in conducting the reliability test and 0.895 was obtained, indicating that there is internal consistency. Furthermore, analysis of data was done using simple linear regression and the findings revealed that consultative selling has a significant and positive influence on customer satisfaction in the hospitality industry. Similarly, it was revealed that solution selling has a significant and positive influence on customer satisfaction in the hospitality industry. Moreover, it was revealed that relationship selling has a significant and positive influence on customer satisfaction in the hospitality industry. Consequently, salesperson's customer-oriented selling traits such as consultative selling, solution selling, and relationship selling have proven to trigger customer satisfaction, thus, managers are encouraged to recruit salespersons with customer-oriented characteristics to enhance revenue generation and profitability via improved customer acquisition, relationship, satisfaction, retention, and loyalty.

Customer Relationship Management Systems and the Mediating Role of Digitalization in Philippine Real Estate Marketing

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Importance of ethical behavior in sales organizations

This dissertation explores the critical importance of ethical behavior in sales organizations, delving into how it shapes trust, compliance, and stability in business relationships. Ethical conduct, characterized by integrity, truthfulness, and commitment to moral values, is positioned as a fundamental pillar for maintaining a positive reputation and fostering long-term customer relationships. The study highlights the negative repercussions of unethical practices, including reputational damage, legal consequences, and financial losses. It highlights the importance of trust in forming strong business relationships and the legal consequences of unethical behavior in sales. Additionally, the study explores how organizational culture affects ethical behavior, the role of ethics in employee well-being and motivation, and the wider consequences of ethical practices in relation to corporate social responsibility goals. Using qualitative research methods, this study seeks to offer an in-depth insight into the ethical dilemmas encountered by sales professionals, the impact of leadership and organizational policies on ethical decision-making, as well as the various advantages of maintaining ethical conduct in sales settings.

Assessing user preferences and competitive strategies of Gojek and Grab in ASEAN’s ride-hailing market

Along with the development of current economic patterns, digital platforms provide infrastructure to facilitate interaction between users. One example is a ride-hailing platform that allows interaction between users who may never have met. This study aims to determine the criteria, sub-criteria, and alternatives influencing users in choosing ride-hailing and map Gojek and Grab’s grand strategy to compete in the ASEAN market, especially in Indonesia, Thailand, Vietnam, and Singapore. This research uses a questionnaire to collect data, with 377 Gojek and Grab users as participants. The main criteria in each country were obtained using the Analytical Hierarchy Process (AHP) method with the Expert Choice tool. Safety, price, and usability were the main criteria for choosing a ride-hailing platform in Indonesia, Thailand, and Vietnam. In contrast, in Singapore, privacy emerged as the main criterion when choosing these platforms, in addition to safety. To increase competition in ASEAN, Gojek and Grab should improve customer relationship criteria, as these criteria can add value to the company. This research also shows that Grab dominates the ride-hailing market in Thailand, Vietnam, and Singapore because it implemented a horizontal strategy by acquiring Uber. Gojek only excels in its home country, Indonesia, by acquiring and innovating in integrating with the commuter line and launching an Initial Public Offering (IPO). This research found that there is still a need to improve vertical and horizontal strategies and outsourcing to compete effectively in the global market.

Digital Strategies for Sustainable Fashion: Insights from Emerging Ghanaian Fashion Designers

Purpose: This study explores the use of social media marketing by emerging fashion designers in Ghana, with a focus on how they leverage these platforms to promote sustainability in their designs. The research aims to understand the effectiveness of social media tools in building brand identity, fostering customer relationships, and expanding global reach for designers in Ghana’s growing fashion industry. Methodology/Design: The study employed a qualitative, phenomenology approach by conducting in-depth interviews with 52 emerging fashion designers based in Accra and Kumasi. The sample selection technique used in the study is non-probability purposive sampling. This approach was chosen to intentionally select participants who could provide relevant and diverse insights into the use of social media marketing to promote sustainable brands in the Ghanaian fashion industry. Findings: The findings reveal that social media platforms, like Facebook, Instagram and TikTok, play a crucial role in connecting emerging designers with sustainability-conscious consumers. Designers use techniques like live-streaming, discovery reels, and hashtags to promote sustainability and build authentic brand identities. The study also highlights the power of influencers, hashtags and the global reach of social media in attracting international customers. Practical and Social Implications: This research shows how emerging designers in Ghana can use social media to engage with a global audience and promote sustainable fashion practices. It also demonstrates the importance of cultural sensitivity when using social media tools like hashtags and emojis. The findings provide valuable insights for fashion designers looking to integrate social media marketing into their business strategies, contributing to the growth of sustainable fashion in Ghana and beyond. Originality: This study is one of the first to examine the role of social media marketing in Ghana’s emerging sustainable fashion sector. Focusing on the intersection of social media, sustainability, and fashion entrepreneurship offers new perspectives on how digital platforms are transforming the fashion industry in Africa. The study also highlights the potential for emerging designers to utilize cost-effective digital tools to compete on a global stage.

Multiplying Impact: The Role of Emotional Marketing in Mitigating Customer Revenge

This study investigates the effectiveness of emotional marketing strategies in reducing instances of customer revenge, focusing on Fayd AL-Qassim Company in Al-Najaf Al-Ashraf as the applied context. Emotional marketing—characterized by personalized communication, empathetic customer service, and brand storytelling—plays a significant role in shaping customer perceptions and responses. By appealing to customers' emotions, companies can enhance satisfaction and loyalty, thereby reducing the likelihood of revengeful actions against the company. Using a descriptive-analytical approach, data were collected from employees of Fayd AL-Qassim Company. Statistical analysis conducted with SPSS v27 and Amos v24 revealed a significant correlation between emotional marketing efforts and revenge behaviors. The findings indicate that implementing emotional marketing techniques can provide substantial benefits for companies, not only by fostering positive customer relationships but also by protecting the company’s reputation and financial stability. This study contributes to the growing body of knowledge on the importance of emotional marketing in mitigating negative customer behaviors, highlighting its role in amplifying positive impacts on business outcomes.

Empowering small businesses through innovative marketing technologies: A blueprint for growth and competitiveness

Small businesses are the backbone of the global economy but often face significant challenges in competing with larger enterprises, particularly in the digital age. This publication explores how innovative marketing technologies can empower small businesses to overcome these challenges, drive growth, and enhance customer engagement. By leveraging tools such as artificial intelligence (AI), customer relationship management (CRM) systems, social media analytics, and personalized marketing platforms, small businesses can transform their marketing strategies and achieve competitive advantage. The discussion begins with a broad overview of the evolving marketing landscape, highlighting the increasing importance of data-driven decision-making and digital-first approaches. It then narrows its focus to the specific needs of small businesses, emphasizing the cost-effectiveness and scalability of modern marketing tools. Case studies of successful implementations illustrate how technologies like AI-powered chatbots, programmatic advertising, and predictive analytics can streamline operations, improve customer experiences, and maximize ROI. Moreover, the publication examines the role of marketing professionals as strategic partners in guiding small businesses through the adoption of these technologies. It addresses potential barriers, such as limited budgets and technical expertise, and offers practical solutions, including collaborative training programs and access to open-source tools. Ultimately, this blueprint positions marketing innovation as a catalyst for small business success, advocating for a balanced approach that aligns technological adoption with core business values. The publication concludes by outlining actionable strategies for marketing professionals to empower small businesses, ensuring their sustained growth and competitiveness in an ever-evolving marketplace.

Big data analytics for customer relationship management: Enhancing engagement and retention strategies

This paper examines the application of big data analytics to enhance customer relationship management (CRM) engagement and retention strategies. The primary objective is to explore how big data analytics can be leveraged to gain insights into customer behavior, preferences, and interactions, thereby improving CRM initiatives. The research methodology involves a comprehensive literature review and case study analysis of organizations that have successfully integrated big data analytics into their CRM systems. Key findings indicate that big data analytics significantly enhances the ability to personalize customer interactions, predict customer needs, and identify at-risk customers, leading to improved engagement and retention. The analysis reveals that data-driven CRM strategies enable organizations to create more targeted marketing campaigns, optimize customer service processes, and develop loyalty programs that resonate with customers. Additionally, the study highlights the importance of integrating various data sources, including social media, transactional data, and customer feedback, to gain a holistic view of the customer journey. The conclusions underscore the transformative potential of big data analytics in CRM, suggesting that its strategic implementation can lead to substantial improvements in customer satisfaction and loyalty. This research emphasizes the need for organizations to invest in advanced analytics tools and data management practices to fully capitalize on the benefits of big data analytics in their CRM efforts.

Digital Tools adoption and business growth of Micro and Small Enterprises (MSEs) in Calapan City, Oriental Mindoro

Digital tools have become integral to modern business operations, enabling companies to navigate the challenges of an ever-evolving business landscape to ensure its growth and sustainability. While the importance of digital tools in promoting business growth is widely recognized, there is limited research on the specific relationship between digital tool adoption and business growth. This study investigated the correlation between digital tool adoption and business growth among Micro and Small Enterprises (MSEs). A descriptive-correlation research design was employed, and purposive sampling was used to obtain 46 MSEs in Calapan City Oriental Mindoro. A researcher-made questionnaire was used to assess the digital tools adoption and business growth. Pearson's Correlation Coefficient was conducted to examine the relationship between digital tools adoption and business growth. The study found a significant and strong positive correlation between digital tools adoption and business growth. Specifically, digital marketing was perceived as cost-effective and impactful for expanding customer reach, and customer relationship management systems were seen as beneficial for enhancing customer satisfaction and loyalty. However, some MSEs preferred face-to-face interactions, and cloud computing was recognized for improving operational efficiency, though concerns about cost and the necessity for data security remain. Overall, digital tools significantly contribute to competitive advantage, enhanced customer experience, and cost reduction.

An Analysis on Implementing Marketing Automation for Business Growth at Aral Connect, Tamil Nadu

This study investigates the implementation of marketing automation at Aral Connect, a prominent company in Tamil Nadu, to promote business growth and optimize marketing efficiency. In today’s fast-evolving digital environment, marketing automation plays a vital role in helping organizations streamline operations, enhance customer engagement, and maintain a competitive edge. The research evaluates the best marketing automation tool for Aral Connect and analyzes how the quality of leads improves through the use of an automation tool, utilizing ANOVA and t-test methods respectively. The study also explores the potential benefits and challenges of integrating marketing automation tools and proposes a customized strategy tailored to the company's unique needs. Findings suggest that adopting marketing automation tool ‘Hubspot’ can significantly enhance lead generation, improve customer segmentation, and facilitate personalized communication while providing actionable analytics for informed decision-making. Successfully implementing marketing automation at Aral Connect is expected to increase operational efficiency, strengthen customer relationships, and achieve sustainable growth, underscoring the transformative potential of technology in driving business success. Key words: Marketing Automation, Business Growth, Marketing Automation Platforms, Lead Generation.

THE SERVICE QUALITY AND CUSTOMER VALUE IMPACT ON LOYALTY: MEDIATING ROLES OF TRUST AND SATISFACTION (STUDY AT IKAN BAKAR CIANJUR SURABAYA RESTAURANT)

This study investigates the impact of service quality and customer perceived value on customer loyalty, mediated by trust and satisfaction, in the context of Ikan Bakar Cianjur (IBC) Surabaya. A quantitative approach involved 116 respondents who provided data through structured surveys. The analysis, conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveals that service quality and perceived value significantly enhance trust and satisfaction but have a limited direct impact on loyalty. Instead, trust emerges as the key determinant of loyalty. The study underscores the importance of fostering trust and satisfaction to build long-term customer relationships and maintain competitive advantage. High service quality provides numerous advantages for a company. According to Kotler and Keller (2016), businesses that excel in service quality are likely to enjoy increased customer loyalty and a competitive edge in the marketplace. Customers who have positive service experiences are more inclined to return and recommend the business to others. Copyright © 2024 by Authors, Published by Jurnal Bisnis Terapan. This work is licensed under a Creative Commons. Attribution-ShareAlike 4.0 International License.