Effective Customer Relationship Management Research Articles

ANALISIS STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBANGUN LOYALITAS PELANGGAN PADA BISNIS DEARLY CAKE

This study aims to analyze the implementation of Customer Relationship Management (CRM) strategies in building customer loyalty at Dearly Cake. CRM is an essential approach to enhancing customer relationships, maintaining satisfaction, and creating sustainable loyalty. This study uses a qualitative method with a purposive sampling technique to dig deeper into the CRM strategy implemented by Dearly Cake, the factors that influence its effectiveness, and the challenges faced in the implementation process. The results show that Dearly Cake successfully builds customer loyalty through effective communication, personalized service, and consistent product quality. However, challenges such as limited human resources and suboptimal customer data management hinder the maximum implementation of CRM. The study provides recommendations to enhance technology usage in customer data management and ongoing staff training to support more effective CRM implementation. It is expected that this study will provide insights for other businesses aiming to improve customer loyalty through effective CRM strategies.

Adoption of CRM technology to enhance business performance: Empirical study among Jordanian firms

This paper examined technology information as the factor that drives productivity among Small and Medium Enterprises (SMEs), particularly the effect of innovation on the performance of SMEs and the effect of Customer Relationship Management (CRM) Technology on industrial performance. The mediation of CRM Technology on the effect of innovation on company performance was examined as well. Survey questionnaire was distributed online to 544 firms, and data were analyzed through structural equation models using Amos version 23. Results show that innovation increases productivity (performance) of small businesses and plays a positive role on information systems. However, innovation had an insignificant role on industrial Performance. Meanwhile, CRM Technology shows no mediation in the relationship between innovation and performance. Generally, results proved the significance of innovation in enhancing company performance.

The Effect of Customer Relationship Management and Business Model Innovation on Startup Sustainability: Indonesia Evidence

The Effect of Customer Relationship Management and Business Model Innovation on Startup Sustainability: Indonesia Evidence

A Meta-Analytical Approach to Cognize the Pooled Effect of Customer Relationship Management on Firm Performance

A Meta-Analytical Approach to Cognize the Pooled Effect of Customer Relationship Management on Firm Performance

The Influence of Customer Relationship Management Organizational Practices and Customer Relationship Management Technological Practices on Veterinary Clinic Performance Mediated by Customer Retention (Study on Veterinary Clinics in Malang)

This study aims to analyze the effect of Customer Relationship Management (CRM) practices on organizational and technological dimensions on veterinary clinic performance, considering customer retention as a mediating variable. The study was conducted at a pet clinic in Malang City using a quantitative approach and hypothesis testing through the Partial Least Square (PLS) method. The results showed that Organizational CRM practices had a positive and significant effect on clinic performance and customer retention, while Technology CRM practices had a significant effect on customer retention but were not significant on clinic performance directly. Customer retention proved to be a partial mediator in the relationship between Organizational CRM and clinic performance, as well as a full mediator in the relationship between Technology CRM and clinic performance. These findings emphasize the importance of focusing on organizational management and CRM technology integration that supports customer retention to improve veterinary clinic performance. This study provides theoretical and practical contributions related to CRM implementation in the context of increasingly competitive animal health services.

The impact of ChatGPT integration and customer relationship management on MSME sales performance with operational efficiency as a mediating variable

In an increasingly advanced digital era, micro, small, and medium enterprises (MSMEs) face new challenges and opportunities in enhancing their sales performance. The use of innovative technologies, such as ChatGPT and Customer Relationship Management (CRM), is key to improving operational efficiency and strengthening MSME competitiveness. This study aims to analyze the impact of integrating ChatGPT and CRM on MSME sales performance with operational efficiency as a mediating variable. The research employs a quantitative approach using SEM-PLS methodology to explore the relationships between relevant variables. The study was conducted on 100 MSMEs in Subang Regency, Indonesia, using an online questionnaire as the data collection tool. The findings indicate that the integration of ChatGPT and CRM significantly affects MSME sales performance in Subang Regency, with operational efficiency as a mediating variable. First, ChatGPT has been shown to have a significant positive impact on MSME sales performance. This technology facilitates the adoption of new technologies, enhances customer interaction, and enables better service personalization, which directly impacts increased sales volume, sales growth, and revenue. Second, effective CRM implementation also demonstrates a significant positive influence on MSME sales performance. Good customer data management, customer satisfaction, and customer loyalty contribute to increased sales volume, sales growth, and revenue. Third, operational efficiency proves to play a significant mediating role in the relationship between ChatGPT and CRM integration and MSME sales performance. Improvements in operational efficiency through reduced processing times, optimized resource use, and cost reduction support increased sales volume, sales growth, and revenue.

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.

Digital marketing strategies focused on social networks. Systematic review

Introduction: Social networks have become a very powerful commercial tool for companies. Using it strategically can boost sales, improve online presence, and build customer loyalty. The objective pursued in this scientific article is to analyze digital marketing strategies focused on social networks during the last five years. Methodology: For the study, the authors were based on a systematic review of the literature that addresses the relationship between digital marketing strategies focused on social networks. The methodological guidelines of the PRISMA method, published in the period between 2019 – 2023, were followed. Results: Currently, social networks have acquired a central role in digital marketing, offering companies the ability to deploy creative strategies and attract the attention of their target audience. Effective customer relationship management (CRM) and the building of emotional bonds stand out as essential elements to achieve the successful propagation of advertising campaigns on these platforms. Conclusion: The impact of digital marketing on social networks has been transformative in various aspects. There has been a notable increase in the global reach of brands, allowing them to connect with audiences worldwide. The interaction between brands and users has seen significant growth, driven by the proliferation of multimedia content and consumer engagement. This makes it easier for organizations to more effectively publicize their products or services on a broader scale, thanks to the impact generated on social networks.

The Impact of Digital Marketing, Product Quality, and Customer Relationship Management on Online Shop Consumer Loyalty

This study seeks to explore the effects of digital marketing, product quality, and customer relationship management (CRM) on consumer loyalty within the context of online retail. Employing a quantitative approach, the study conducted a survey among 91 respondents, comprising 34 males and 56 females. Data collection instruments utilized a Likert scale with 29 items designed to measure respondents' perceptions of the study variables. Regression analysis results indicate that collectively, digital marketing, product quality, and CRM explain 49.3% of the variation in consumer loyalty. Specifically, CRM emerges as significantly influential with the highest beta coefficient (0.438) and low statistical significance (p = 0.000), while digital marketing and product quality show less significant impacts With p-values of 0.296 and 0.127, respectively, these results highlight the critical role of effective customer relationship management strategies in fostering consumer loyalty in online commerce. They also indicate the necessity for strategic enhancements in digital marketing and product quality to optimize their influence. This research contributes to the comprehension of the dynamics affecting consumer behavior in the digital age.

The Influence of B2B Social Media Marketing and Relationship Marketing on Customer Relationship Management Effectiveness, WOM and Loyalty: A Mediator Analysis

This research aims to investigate the relationships between Business to Business (B2B) social media marketing, customer relationship management effectiveness (CRME), word-of-mouth (WOM), and loyalty, while also examining the mediating role of relationship marketing. A total of 256 respondents were recruited from a machinery manufacturing company’s customer base, encompassing regions as Taiwan and other Asia countries to assess their perspectives on B2B marketing. The following results were derived: (1) B2B social media marketing significantly impacts customer relationship, further enhancing the firm’s performance; (2) Customer relationship management effectiveness and customer loyalty notably influence word-of-mouth (WOM); (3) Social media marketing influences on CRME, WOM, and customer loyalty can be mediated through relationship marketing. This study’s findings provide crucial references for future academic validations. Moreover, professionals aiming to craft effective B2B customer relationship strategies can leverage these results for considerable potential.

Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram

This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.

The effect of customer relationship management on customer satisfaction performance in the hotel industry in Jordan

Despite extensive research and practice in the topic of customer relationship management (CRM), the hotel industry still lacks clarity on the effect of CRM on customer satisfaction performance. Thus, the study aims to investigate the effect of CRM through different dimensions (key customer focus, CRM organization, knowledge management, and CRM-based technology) on customer satisfaction performance in Jordanian hotels. A quantitative research approach through questionnaire adopted from relevant literature was used for data collection. The study participants were managers of Jordanian different star hotels. A total of 101 managers were involved in this study, and different key statistical analyses were applied to achieve its purpose using SPSS, regression and correlation analysis after validating the study measures and scale. The results showed that all dimensions of CRM have a positive and significant effect on Jordanian hotels’ customer performance and key customer focus has the greatest effect on customer satisfaction out of four CRM dimensions that were examined, followed by CRM organization and knowledge management. Although the technology of CRM considerably impacts customer satisfaction, this impact is very slight. Therefore, the results suggested that the hotel managers should pay attention to their internal resources such as top management support and employee involvement and assess the impact of CRM implementation of customer-orientation culture to improve their performance and consequently establish a competitive advantage.

Evaluating Small and Medium-Sized Enterprises’ Resilience in South Africa

Abstract Research background Small and medium-sized enterprises (SMEs) face unique challenges that require a deeper understanding of the mechanisms that contribute to their resilience in a dynamic economic landscape. Purpose This study investigates the factors that impact the resilience of SMEs, highlighting strategic partnerships, technological advancements, employee engagement, and customer relationships as pivotal elements. Research methodology Employing Yamane’s formula and purposive sampling, the research involved the distribution of a closed-ended questionnaire via email, resulting in an 85% response rate from 153 SME owners and managers. Results Utilizing a multiple linear regression analysis, the research findings revealed an adjusted R-squared of 94.50%, signifying a significant influence of the identified factors on SME resilience in South Africa. Notably, the statistical significance of strategic partners management, technology adoption, employee engagement, and customer relationship management (CRM) emphasizes their contributions to SME resilience. Novelty Enhancing SME resilience involves actively cultivating strategic partnerships for effective disruption anticipation and response. Prioritizing the adoption of relevant technologies, supported by policymakers, can elevate efficiency and adaptability. Crucially, investment in a positive work culture through employee engagement, continuous training, and adaptive human resource strategies is vital. Moreover, businesses should prioritize customer-centric approaches, adopting effective CRM strategies to comprehend customer needs and fortify their market presence.

The Effect of Power Outages on Small- and Medium-sized Enterprises in South Africa

The frequent power outages in South Africa have had a detrimental impact on the nation’s economy overall and on small and medium-sized enterprises in particular. The goal of this study is to determine how load shedding affects small- and medium-sized enterprises (SMEs) in South Africa. The research design pinpoints practical ways to reduce the negative effects of power outages on these companies. This study adopts a quantitative research approach. Fifty SME owners and managers from the Mahikeng local municipality were selected to represent the entire country using a descriptive single cross-sectional design and a non-probability convenience sample technique. The Statistical Package for the Social Sciences (SPSS), Version 27.0, was used to evaluate the collected data. The findings of the study indicate that load shedding has caused significant operational problems for South African small enterprises since 2008. As a result, to maintain output, many companies have had to make adaptations, including establishing backup power solutions and moving to manual labor. SMEs continue to face significant challenges because of the high cost of backup systems, the increase in criminal activity during blackouts, and the requirement for open and positive customer relations, despite efforts to mitigate these consequences. The present study underscores the criticality of SMEs’ investments in crime prevention strategies and dependable backup power systems in Mafikeng and throughout South Africa to mitigate the adverse impacts of ongoing load shedding on commercial operations and economic stability. It is underlined that maintaining client confidence and ensuring continued business performance despite these challenges requires effective customer relationship management.

Enhancing Customer Relationship Management in ERP Systems with AI: Personalized Interactions, Predictive Modeling, And Service Automation

This research paper delves into the integration of Artificial Intelligence (AI) in Customer Relationship Management (CRM) systems within Enterprise Resource Planning (ERP) frameworks, with a focus on personalized interactions, predictive modeling, and service automation. The primary objective was to empirically investigate how AI enhancements in CRM functionalities can contribute to more efficient and effective customer relationship management within ERP systems. A quantitative research design was adopted, utilizing a structured questionnaire distributed among CRM managers and IT professionals across various industries, with the data analyzed using the Statistical Package for the Social Sciences (SPSS). Key findings from the study reveal significant positive impacts of AI integration on CRM functionalities, notably in personalized customer interactions, predictive modeling accuracy, and service automation efficiency. These enhancements were found to contribute to improved customer satisfaction and operational efficiency, suggesting that AI - driven CRM strategies within ERP systems offer substantial benefits to organizations. The research fills a critical gap in existing literature by providing empirical evidence of the specific benefits of AI in CRM and underscores the strategic value of AI integration in enhancing CRM functionalities. The broader implications of this study highlight the transformative potential of AI in CRM, encouraging organizations to leverage AI technologies to gain a competitive edge in customer relationship management.

THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON HOTEL REPUTATION: AN EMPIRICAL STUDY

The reputation of a hotel is of paramount importance; however, its establishment can be a complex and demanding endeavor. Accordingly, this study was conducted to investigate the impact of various dimensions of customer relationship management (CRM) on the reputation within the hotel sector. Data were gathered from 136 participants through a 23-item questionnaire utilizing a convenience sampling approach. Multiple linear regression analyses were employed to evaluate the hypotheses. The results reveal that critical dimensions such as key customer focus, knowledge management, and technology-based CRM exert a positive and significant influence on hotel reputation. Conversely, CRM organization did not demonstrate a significant effect on hotel reputation, confirming that the effectiveness of CRM lies in its practical implementation and not just its organizational framework. This study serves to enhance hotel managers' understanding of the vital role that CRM strategies play in enhancing their establishments' reputations.

Analysis of the Influence of Customer Relationship Management and Service Quality on Customer Loyalty at Avia Tour, Summarecon Mall Serpong

Tourism is an activity conducted by individuals or groups to enjoy destinations with cultural, unique, or historical attractions. This study examines the influence of Customer Relationship Management (CRM) and service quality on customer loyalty at Avia Tour. The research adopts a quantitative approach using descriptive methods, with Avia Tour customers as the research subjects. The results show that CRM and service quality significantly influence customer loyalty. Effective customer relationship management and high-quality service collectively contribute to increasing customer loyalty at Avia Tour. In conclusion, both variables positively and significantly impact customer loyalty.

Enhancing Customer Satisfaction

Customer satisfaction is crucial for the sustained success of e-commerce platforms, necessitating effective Customer Relationship Management (CRM) strategies to bolster relationships and overall performance. While existing research provides insights into factors like payment methods, shipping times, and customer demographics that influence satisfaction, significant gaps remain in fully understanding these dynamics, particularly within specific contexts such as Olist, a prominent Brazilian online marketplace. This study aims to address these gaps by leveraging advanced machine learning techniques on a comprehensive dataset comprising 100,000 orders spanning 2016 to 2018. Through meticulous analysis, which includes rigorous feature selection and the application of predictive models like logistic regression, decision trees, and random forests, we pinpoint crucial determinants of customer satisfaction. Our findings underscore the pivotal role of operational efficiencies in shaping customer experiences and offer actionable recommendations for enhancing e-commerce performance. By bridging these research gaps, this study not only contributes to the existing body of knowledge but also informs practical strategies for optimizing customer satisfaction and guides future research endeavors in the realm of e-commerce and CRM.

A sales force effectiveness framework for enhancing healthcare access through pharmaceutical sales and training programs

This paper introduces a conceptual framework aimed at enhancing sales force effectiveness within the pharmaceutical industry, specifically focusing on improving healthcare access through optimized sales training programs and customer relationship management (CRM) systems. The proposed framework recognizes the critical role that pharmaceutical sales teams play in facilitating healthcare delivery, particularly during public health crises. It emphasizes the integration of effective training strategies and advanced CRM tools to enhance engagement with healthcare professionals, thereby improving product distribution and patient outcomes. The framework comprises three essential components Sales Force Training Enhancement, which focuses on developing targeted training programs that equip sales representatives with the necessary skills and knowledge to effectively communicate the value of pharmaceutical products to healthcare providers. This includes understanding clinical data, addressing healthcare providers’ concerns, and fostering a consultative selling approach. Secondly, CRM System Implementation, which underscores the significance of adopting robust CRM systems that streamline interactions between sales teams and healthcare professionals. By leveraging data analytics and customer insights, pharmaceutical companies can tailor their approach to meet the specific needs of healthcare providers, thereby enhancing relationship-building and communication. Thirdly, engagement and Outcome Measurement, which highlights the importance of measuring engagement levels and patient outcomes resulting from effective sales strategies. This component advocates for the use of key performance indicators (KPIs) to assess the impact of training and CRM initiatives on product distribution and healthcare access. The framework ultimately aims to foster a more collaborative environment between pharmaceutical sales teams and healthcare professionals, ensuring that patients receive timely access to essential medications and services. By focusing on the strategic integration of training and CRM systems, this framework presents a comprehensive approach to improving sales force effectiveness in the pharmaceutical sector. Future research and practical applications of this framework can further explore its implications for enhancing healthcare access, particularly in times of public health challenges.

Analisis Pengaruh Customer Relationship Management (CRM) Terhadap Customer Satisfaction dan Customer Loyalty

This research aims to determine the effect of Customer Relationship Management (CRM) on Customer Satisfaction and Customer Loyalty on the Gopay e-wallet in Pekalongan and its surroundings. This type of research is quantitative with a purposive sampling technique using a questionnaire distributed to 50 Gopay users in Pekalongan and surrounding areas. This research uses multiple regression analysis methods, classical assumption tests, t tests, and R2 square tests, using SPSS V.20. Partial test results show that Customer Relationship Management has a positive and significant effect On Customer Satisfaction and Customer Loyalty.