Effective Customer Relationship Management Research Articles

Impact of Innovation on the Relationship between Customer Relationship Management and Brand Equity in the Medical Tourism of Jordan

This study intends to investigate the direct and indirect relationship between customer relationship management and overall brand equity through technical innovation and non-technical innovation in medical tourism in Jordan. Data were gathered through field study among 384 medical tourists who have been treated in the five private hospitals in Amman, and the data were assessed using SPSS and AMOS. The outcomes indicate that, customer relationship management directly affects technical innovation, non-technical innovation, and overall brand equity. In addition, the only innovation type that directly affects overall brand equity is technical innovation. Furthermore, technical innovation and non-technical innovation have a full mediating role between customer relationship management and overall brand equity. This empirical study throws more light into the indirect effect of customer relationship management on overall brand equity, especially the role of technical innovation and non-technical innovation. The results offer a good opportunity for decision makers to take certain actions for innovating and enhancing overall brand equity.

Service Delivery and Customer Satisfaction in Nigerian Banks

The study examined the impact of the quality of service delivery on customer satisfaction in the Nigerian banks using Ordinary Least Square (OLS) methodology. The study established a relationship between better banks performance in service delivery and customer satisfaction through effective customer relationship management (CRM). Findings revealed that increase in the number of working days and number of bank branches led to better levels of customer satisfaction. Empirical evidence also revealed that increase in PROFIT margin is a function of improved level of customer satisfaction while number of bank branches (NNB) has a positive but insignificant relationship with customer satisfaction because the spread of branch networks or channels has better effects on customer satisfaction than number of banks. It also emphasized the role of the number of working days in achieving better bank services and profitable customer relationship management. The study thus recommends that the Nigeria banking industry should improve the quality of service delivery as it is a prerequisite for achieving a high level of customer satisfaction.

Influence of Pharma CRM & Personal Selling Strategies on the Prescription Behaviour of Doctors- A Literature Review

<em>A major aspect of promotional strategy adopted by the Pharma firms in India, has been, personal selling through medical representatives (MRs). However from last few years particularly after the introduction of product patent regime in 2005, market scenarios started changing drastically. To add to the trouble of Pharma marketers, in a development in July 2012 the Indian Pharma companies agreed in principle to enforce a code that will restrict them from offering gifts or other SOPS to doctors. This has resulted in changes in the level,intensity and parameters of competition. MRs who earlier acted as the backbone for the Indian Pharma sector ,are finding it very hard to compete, and to make every interaction with doctors, count. Today the Pharma companies that leverage technology solutions such as ERP, CRM, mobility solutions, only have the scope of survival in future. Pharmaceutical companies are gradually realizing that they can no longer afford to be only product or market focused. They have to focus now on relationship marketing or customer relationship management (CRM) in order to gain a complete understanding of their current and potential customers. By implementing CRM, not only the efficiency of sales and marketing efforts increase, but also customer’s experience and loyalty towards the pharmaceutical company is enhanced. This research paper presents a review of some of the selected papers and analyzes the factors that influence the prescription behaviour of doctors and tries to evaluate the effects of CRM and personal selling strategies of Pharma companies on this prescription behaviour.</em>

Social Networks and Customer Relationship Development at the Saudi Telecommunication Service Providers

This paper is aimed at examining the relationship between the use of social networks and customer relationship development at the three telecommunication service providers in Saudi Arabia. It is also aimed at identifying some factors that may influence the companies’ relationships with their customers. Drawing on previous research, the researcher has selected three factors related to customers on social networks: trust and loyalty, service assessment, and information engagement. The study revealed a strong association of the use of social networks with the company’s customer relationship development, trust and loyalty, and service assessment, but not with information engagement. The findings also demonstrated significant positive associations of trust and loyalty, and service assessment with customer relationship development. However, an insignificant positive relationship was found between information engagement and customer relationship development. To leverage the effectiveness of customer relationship management at telecommunication companies in Saudi Arabia, the study recommended these companies to adopt the concept of Social Customer Relationship Management (Social CRM), and to develop customer service skills of their staff in charge of social networks. The study also pointed out the importance of encouraging customers to use social networks to connect with companies, rather than just using the traditional methods. Furthermore, the study recommended the companies to pay more attention to the customers’ assessment of their social networks, and to ensure security and privacy of their data. Ultimately, the companies need to focus on providing customers with the needed information, and benefiting from their feedbacks on social networking sites.

Customer relationship management and service quality: Influences in higher education

This study with international students in the UK Higher Education (HE) sector adopts a qualitative research approach to examine the impact of customer relationship management (CRM) and service quality. From the literature six construct themes for measuring customer relationship management were suggested and the interview data with focus groups from a university in the north of Britain were analysed using a thematic template analysis technique. The study showed that an effective CRM programme to improve service quality has the ability of inducing positive advocacy behaviour from its international students. The paper makes a recommendation for policy makers in the higher education sector to embrace investment in CRM.

Customer Relationship Management: A Comparative Study between Public and Private Sector Banks in Kolkata

There is a recent trend of globalization and liberalization has posed serious problems to domestic banks. Customer Relationship Management (CRM) in banking industry is entirely different from other sectors, because banking industry is purely related to financial services, which needs to create the trust among the people. This research makes an attempt to understand the significant difference in CRM between public and private banks in Kolkata. As CRM has become a major tool creating, maintaining and expanding customer relationship, we try to analyze the implementation of CRM in public & private sector bank. In this study, we try to analyze the selection criteria for opening an account with the bank as well as how effective CRM is in customer retention i.e. if there is direct relationship between CRM and customer loyalty. Due to wide spread globalization, different technologies are being used by the banks for effective relationship with their customers and therefore we try to analyze the services provided by the banks and whether these services are creating an effective CRM. This study is only limited to Kolkata.

The Effect of Customer Relationship Management and its Significant Relationship by Customers’ Reactions in LG Company

Abundant and diverse channels providing customers access to information and distribution of goods to choose a product competitive space, reduce their loyalty to the supplier. For this reason, the question of how to communicate effectively with customers and their survival, including the most important issues affecting the durability and stability of the company's competitiveness and profitability in them. The main objective of this study was to examine the relationship between customer relationship management and customer response among customers in Tehran LG Company. The method used in this study is a descriptive survey. Also, due to the potential application of the research results in the area of Tehran's research group. In this Survey we used questionnaire. In order to Analysis the validity of the survey instrument used structural equation modeling approach. After confirming the validity of the study is to Analysis the assumptions of regression. The analysis results showed that Internet service and customer response, brand development, and the customer support and response to price, brand development, brand preference, purchase castle and finally the reaction to price support and marketing, brand development, brand preference and intend to buy a significant relationship was observed.

Users' engagement on Facebook: a cluster analysis

Social media platforms have shown dramatic growth in the past few years. Social media presents a wealth of marketing opportunities for companies. Companies can use these platforms to do tailored marketing, to build more effective customer relationship management programs and to engage their customers, just to name a few. Understanding social media users' characteristics and behaviour on social media is critical. This paper delineates an exploratory study to understand users' engagement on social media by attempting to segment and classify Facebook users, being the most popular social media platform, segmenting Facebook users will be based on users' motives to log on to Facebook, usage patterns, lifestyle, attitudes towards Facebook and demographic variables. A sample of 290 users was drawn from the Facebook users in Egypt. Data was analysed using two stages cluster analysis technique. Three different clusters were obtained namely; socialisers, laggards and information seekers, each with different characteristics and Facebook usage patterns. Socialisers and information seekers are the most frequent users of Facebook, while the laggards are the least frequent users of Facebook with an intention of discontinuation. This study provides useful marketing insights and implications to companies in developing their marketing strategies.

Users' engagement on Facebook: a cluster analysis

Social media platforms have shown dramatic growth in the past few years. Social media presents a wealth of marketing opportunities for companies. Companies can use these platforms to do tailored marketing, to build more effective customer relationship management programs and to engage their customers, just to name a few. Understanding social media users' characteristics and behaviour on social media is critical. This paper delineates an exploratory study to understand users' engagement on social media by attempting to segment and classify Facebook users, being the most popular social media platform, segmenting Facebook users will be based on users' motives to log on to Facebook, usage patterns, lifestyle, attitudes towards Facebook and demographic variables. A sample of 290 users was drawn from the Facebook users in Egypt. Data was analysed using two stages cluster analysis technique. Three different clusters were obtained namely; socialisers, laggards and information seekers, each with different characteristics and Facebook usage patterns. Socialisers and information seekers are the most frequent users of Facebook, while the laggards are the least frequent users of Facebook with an intention of discontinuation. This study provides useful marketing insights and implications to companies in developing their marketing strategies.

Impact of Effective Organizational Characteristics on Adoption of Customer Relationship Management in Melli Bank Branches in Khuzestan Province - Iran

The objective of this study is to identify effective organizational characteristics on adoption of customer relationship management in Melli bank branches in Khuzestan province-Iran. The research model was designed in accordance with TAM model to adopt new technologies. Studies conducted have noted to effective organizational characteristics on the adoption of customer relationship management system. In this study effective organizational features on adaption of customer relationship management system were measured based on research of Ko & Hung, variable of organization size, Agnes research, variable of innovation, Fakhrdaei and Peltier, variable of CRM knowledge, research of Agnes, Fakhrdaei and Peltier , variable of attitude toward to change, Agnes , Wu & Richard, variable of market orientation and based on research of Avlonitis, variable of expectations. In this research each variable is described using descriptive statistics indices, then it measure using causal model. The analysis results showed that in general knowledge of CRM and expectations through perceived ease of use affect adoption of effective customer relationship management system. Attitude toward to change through perceived usefulness affects adoption of effective customer relationship management system. Market orientation through perceived usefulness and perceived ease of use affect adoption of effective customer relationship management system. Perceived usefulness and perceived ease of use directly affect the adoption of customer relationship management system. The perceived ease of use has a positive effect on perceived usefulness.

Application of knowledge management factors on customer relationship management process

Purpose – The purpose of this paper is to study the application of knowledge management (KM) factors on customer relationship management (CRM) process in Malaysian Multimedia Super Corridor (MSC) status organisations. Design/methodology/approach – A questionnaire survey was conducted on KM workers (customer service) in Malaysian MSC status organisations. Based on the extensive review of the current literature, eight KM factors were investigated to examine the application toward CRM process. Findings – The data, collected from 96 knowledge workers, suggest that KM process, organisational infrastructure and technology are three important predictors for effective CRM process. Practical implications – The practical implication of this paper could be useful for business managers who want to enhance organisational CRM through implementing KM practices to support their organisation’s KM efforts. Originality/value – This is one of the few papers to study the application of KM factors on CRM process in Malaysia.

Using analytic network process to measure the determinants of low cost carriers purchase intentions: A comparison of potential and current customers

The goal of this study is to use the analytic network process (ANP) approach to develop an evaluation model which prioritized the relative weights of determinants of low cost carriers (LCCs) purchase intentions between potential and current customers. A field study with 96 potential customers and 84 current customers of LCCs was performed. The results found some similarities and differences between potential and current customers with regard to the determinants of LCCs purchase intentions. With respect to the final weights of these determinants, both customer groups considered “reliability and image” to be the important factor that affects their intentions to purchase LCCs. Additionally, “price and convenience” received a higher weighting by potential customers, while current customers emphasized the importance of “employee services”. The evaluation model and the results obtained using it provide a valuable reference for LCC managers who are seeking to facilitate effective customer relationship management.

Effect of Customer Relationship Management (CRM) on Performance of Small-Medium Sized Enterprises (SMEs) Using Structural Equations Model (SEM)

In today world, the necessity of continuing activities and maintaining the competitive advantage is attention to customers that due to their direct relationship with organization actions are valuable source for opportunities, threats and operational questions related to the industry. This study aims to investigate the effect of customer relationship management (CRM) on the performance of small and medium size enterprises (SMEs). Statistical population of this study is managers active in industrial park in Mashhad. Statistical sample of this research is 105 managers who were selected randomly from among the managers of industrial park located in this city. Library method was used for gathering data. In this research, survey method and questionnaire were used to identify the effect among variables and data analysis was done by AMOS18 and SPSS19 software. Results showed that CRM has significant effect on the performance of enterprises. Technology is a key factor which influences SMEs and leads to superiority on competitors. Besides, for achieving more desired performance, enterprises should pay attention to market and customers.

A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty

This paper has been devoted to theoretically examining the Customer Relationship Management (CRM) agenda which has been dominating the business world in recent years. Customer relationship management is a new competitive weapon for organizations for serving internal and external customers. Today's organizations are focusing on conquering the minds of customers, to make them satisfied and loyal with the help of sophisticated, well-organized CRM efforts. This paper is to explore the CRM agenda in organizational interfaces and its effectiveness with regards to customer satisfaction and customer loyalty. The related literature demonstrates that there is a significant association among effective CRM, customer satisfaction and customer loyalty.

Case Study of Hotel Taj in the Context of CRM and Customer Retention

To enhance profitability and guest satisfaction and loyalty, the organizations (hotels) should focus on implementing Customer Relationship Management (CRM) strategies that aim to seek, gather and store the right information, validate and share it throughout the organization . Hotel industry is a highly flourishing, lucrative and competitive market. To compete in such a market, the hotels should focus on maintaining good relations with the customers and satisfying the customers. Increasingly, the organizations are using Customer Relationship Management (CRM) to help boost sales and revenues by focusing on customer retention and customer loyalty. The present research was undertaken to study the Customer Relationship Management (CRM) practices in hotel industry. The purpose of this study was to determine the impact of Customer Relationship Management (CRM) on customer loyalty in the hotel industry. The study was conducted at the Hotel Taj Hotel, New Delhi. The objectives of the study were to determine if (CRM) has an impact on customer retention, to determine if the practice of effective CRM in organizations leads to a long or short term financial impact, to find out the extent or degree to which effective CRM leads to customer satisfaction and to assess if the services provided by the hotel meets the needs and wants of customers. It was found that most of the employees had a positive attitude towards CRM practices and the most common activities undertaken were studying the existing database of the customers and personal counseling. The benefits of CRM are increased customer satisfaction and increased customer retention.

The Effect of Consumer Relationship Management on Satisfaction and Loyalty: A Focus on Albanian Tour Operator Business

This paper examines the influence of Customer Relationship Management on customer satisfaction and customer loyalty in the Albanian Tourism Industry. Despite the fact that CRM positive influence on customer satisfaction is widely accepted as a rule of thumb, very little research has been done to further investigate on such a theory. Hence, the study tries to find out if an effective Customer Relationship Management strategy indeed influences customer satisfaction and loyalty. The empirical research attempts to unveil the relationship between Customer Relationship Management Effectiveness, customer satisfaction and customer loyalty by analyzing five CRM attributes, namely; Organizational commitment, Customer experience, Process-driven approach, Reliability and Technology Orientation. Results show that not all CRM features influence or equally influence customer satisfaction and loyalty. Furthermore, it proves that customer satisfaction is indeed a strong mediator of customer loyalty. Based on the results of the study, only organizational commitment, customer experience, process-driven approach and reliability influence customer satisfaction while only reliability positively influences customer loyalty. The hypotheses are tested using information collected from customers through structural equation model approach. The empirical results of this study have academic and managerial implications since they add to the existing body of knowledge and at the same time help CRM managers in the decision making process. DOI: 10.5901/mjss.2015.v6n2s1p635

Assessing CRM Practices in Hotel Industry: A Look at the Progress and Prospects

Purpose: Customer Relationship Management (CRM) is a unique key element considered in the hotel diligence which is extremely thriving plus competitive market at present. The study purpose is to identify how CRM can be strategy tactics for solution as business attitudes towards the hotels. It generates nine different items with regards to CRM. Design/methodology/approach: The study progressed in four phases. The empirical data were collected. A sample of 100, four, five and five star luxury hotels was considered for the study. To explore CRM process in hotel industry, an analysis was carried out to identify different CRM levels (performance and importance). The study was tested and analyzed by adopting a scale developed by Reinartz, Krafft and Hoyer. Findings: The result largely supports the CRM process developed in hotels theoretically but does not seem to have the balance between the CRM levels evenly. Crucial discoveries of the learning are firstly, CRM remains characterized via nine different items in the hotel diligence connecting to Measure, Acquisition, Regain, Maintain, Retain, Cross up, Referrals, Termination Measure and Exit. The best predictor of CRM is the items on performance level referred as Measure followed by Regain and Acquisition and on the importance level, Referrals followed by Cross-up and Regain. Practical Implications: The result suggests that the hotels must understand today's customer's wants and needs. The hotels need to be more proactive in developing a balance between CRM levels for effective CRM in hotel diligence. Novelty/assessment: The learning highlights the importance of CRM and its relationship in service industries in the literature. The study focuses in particular on CRM in hotel industry and the linkage between the CRM levels (Performance and Importance).

The effect of customer relationship management on customer loyalty: Evidence from banking industry

Article history: Received March 25, 2015 Received in revised format August 16 2015 Accepted September 12 2015 Available online September 14 2015 Measuring customer satisfaction in banking industry plays essential role for increasing market share and profitability. In this paper, we present an empirical investigation to measure the effect of customer relationship management (CRM) on customer loyalty in Iranian banking industry. The study aims to understand whether implementation of a good CRM could increase the quality of services. The study designs a questionnaire in Likert scale and distributes it among 65 selected customers who do their banking activities with Bank Melli Iran in city of Semnan, Iran. Cronbach alpha has been calculated as 0.939, which is well above desirable level. Using t-student test, the study has determined that implementation of CRM could increase customer loyalty and quality of services. Growing Science Ltd. All rights reserved. 5 © 201

Effect of Customer Relationship Management on Customer Satisfaction

Abstract In a highly competitive market, companies need to maintain positive relationship with their customer. A good CRM (customer relationship management) program that helps company in satisfying the customer, the research study would explore different methods and techniques for establishing effective CRM to satisfy the customers. The purpose of the study was to check the effectiveness of customer relationship management (CRM) in retaining and satisfying customers with reference to Shell Pakistan. This study shows that customer relationship management has significant effect on the customer satisfaction and both variables have positive relation. Company makes its CRM as strong and reliable the customer will be more satisfied and retain with the company. The study concluded that CRM is playing a major role in increasing the market share, it enhances productivity, superior employee's morale in the mean while it improves the in depth customer knowledge and also higher customer satisfaction to improved customer loyalty company will also have the clear information that what are their customers, what are their needs, and what will make them more satisfied.

Investigating the effects of customer relationship management and supplier relationship management on new product development

Original scientific paper Most organizations today are increasingly influenced by competition and global markets due to advancements in information technology and economic globalization. Developments in information technology and increasing competitiveness are led to shorter product life cycles, increase rate of product obsolescence, growth of high-quality products and introduction of new products into the market. These factors have stimulated organizations to follow NPD goals such as reducing product development time, lower product cost with higher quality, shorter time-to-market, and improving delivery performance to achieve profitability and keep their market position. Customer and supplier involvement during the NPD processes has attracted widespread attention in the literature. SRM and CRM can improve the performance of New Product Development (NPD) as well as facilitate the role of customers and suppliers in NPD in the path towards a high-performance organization; therefore, it is necessary for organizations to gain a correct understanding of the roles of CRM and SRM in NPD processes and to draw on such a knowledge to enhance the performance of the new product. Given the advantages of applying CRM and SRM within organizations, this paper tries to explore the different roles of CRM and SRM which play in NPD process.