Implementation Of Customer Relationship Management Strategy Research Articles

Enhancing Customer Relationships: A Case Study of CRM Practices at City Square Mart in Ahmedabad city of Gujarat State

This study paper provides an in-depth examination of customer relationship management (CRM) operations conducted at City Square Mart, a well-known retail business specializing in supermarket trends. This research seeks to provide insights that will improve the development and implementation of CRM strategies in the retail industry by conducting interviews with store managers and analyzing their CRM methods. This study analyzes key elements of consumer engagement channels, such as in-store experiences and online platforms, to understand how City Square Mart effectively combines these channels to provide a seamless and cohesive customer experience. This research also examines consumer feedback methods, loyalty programs, complaint management processes, and initiatives aimed at personalization and customization of goods. The results of this research provide important insights for retail managers who want to improve their CRM strategies and for academics who want to increase their understanding of customer relationship management in the retail industry. This research aims to improve customer interactions and drive company success in the changing retail market by analyzing the unique CRM tactics implemented by City Square Mart

INFLUENCE OF THE CHARACTERISTICS OF SMALL AND MEDIUM FAMILY BUSINESSES ON CRM IMPLEMENTATION: A CASE STUDY

Purpose: This paper aims to explore the customer relationship management (CRM) strategies adopted by Family Small and Medium Entreprises (SME), while highlighting the impact of their characteristics and their assets on the choice and the adoption of these CRM strategies. Methodology: Since the unique case study approach allows in-depth, multi-faceted explorations of complex issues, we opted for it as a research strategy in order to develop a detailed understanding of the problem. Therefore, an in-depth case study was carried out within a small and medium family business in Morocco. Findings: Through this study, we have highlighted causal links between the characteristics and specificities of the family SMEs and their impacts on the adoption and implementation of CRM tools and strategies. While some characteristics linked to the nature of family SMEs such as participatory management style, familiness, the desire to transmit the business to future generations and proximity to customers constitute assets for the implementation of CRM, other characteristics, such as the desire to maintain financial independence and recruitment policies that are most often in favor of family members despite their competence, can negatively influence the implementation of successful CRM projects. Implications for Theory and Practice: The results of the present paper allow the authors to draw conclusions that are relevant to both academics and practitioners. As for the theoretical implications, this study highlights the relationship between the characteristics of family SMEs and the choice and implementation of CRM strategies, while relying on their strengths. Furthermore, developing a good understanding of the specificity of CRM adoption and implementation approaches within family SMEs has important managerial implications for family SME decision-makers, as it can help them make better decisions regarding the choice of relevant CRM strategies and to optimize the deployment of available human, financial and technological resources, while relying on their socio-emotional wealth and their motivation to perpetuate the company. Originality: This paper is one of the first to explore CRM strategies adopted by family SMEs. The authors present a conceptual framework that can help researchers and practitioners better understand how the family business nature can influence decisions about CRM tools and strategies implementation.

The effect of customer relationship management (CRM) dimensions on hotel customer’s satisfaction in Kashmir

PurposeThe study aims to investigate the effect of four customer relationship management (CRM) dimensions, namely, customer orientation, customer relationship management organization, managing knowledge and CRM based technology, on customer satisfaction in the hospitality sector of Kashmir.Design/methodology/approachA survey instrument with a slight modification is adapted from literature and is exercised on the customers of three- and four-star hotels operating in Kashmir. A total of 176 responses received using systematic random sampling were subjected to exploratory factor and regression analyses to uncover the underlying relationships among dependent and independent variables.FindingsThe results revealed a significant and positive relationship between CRM dimensions, namely, customer orientation, managing knowledge and CRM organization on customer satisfaction. Though the results also indicate a significant positive effect of CRM-based technology on customer satisfaction, the magnitude of this effect is very weak. This suggests that hotel organizations use technology as a mere tool to store customer information only. Thus, CRM-based technology should be used by the hotels to analyze customer information and, subsequently, design customized products. This will unravel the full potential of the technology and lead to better customer satisfaction.Practical implicationsThe findings of this study provide significant insights to the practitioners to understand the role of successfully implementing a CRM strategy. It reflects that establishing an effective CRM strategy helps managers in improving customer satisfaction and in maintaining a long-term relationship with customers to achieve the organizational goals. Thus, establishing an efficient and effective CRM strategy should be (one of) the key objectives for all hotel managers. Moreover, the hotels that successfully implement CRM strategy and manage customer knowledge properly will reap the rewards in terms of better customer loyalty and long-term sustainable profitability.Originality/valueThis study approaches the implementation of CRM strategy from a customer perspective with a specific focus on investigating the effect of four CRM dimensions on customer satisfaction in the hospitality sector. This will provide a novel impetus to the hotel managers to devise and manage a CRM strategy that leads to (better) customer satisfaction.

A structural model of customer relationship management (CRM) strategies, rapport, and learner intentions in lifelong education

The purpose of this study is to suggest an alternative to maximize the relationship between education service provider and learner in CRM in the implementation of CRM strategy by lifelong education institutions and members. This study clarified the relationship between CRM strategy (e.g., customer orientation, education service quality, and customer value), rapport, and behavioral intention of lifelong educational institutions and employees. Content validity was verified by experts and a total of 274 preliminary surveys were used for reliability analysis and scale validation. 566 respondents were finally analyzed. The results showed that the relationship between customer orientation and customer value was mediated by the quality of education service; the quality of education service fully mediated the relationship between customer orientation and customer value; rapport had a mediating effect on the relationship between customer orientation and quality of education service, but it was found that rapport had no mediating effect in relation to quality of education service and customer value. Based on the results, this study suggested practical implications for HRD practitioners.

Implementation of CRM Strategies to Increase Customer Loyalty, Case of Kazakhstan Companies

<table border="1" cellspacing="0" cellpadding="0"><tbody><tr><td width="618"><p align="center"> </p></td></tr><tr><td valign="top" width="618"><p>In the conditions of growing dynamics and complexity of the competitive world, the formation of loyalty is not an easy task, thus underscoring the need for companies to consider various strategic options and programs to survive and flourish. One such program is customer relationship management (CRM). Each organization seeks to maintain and use critical information about the needs and choices of customers to make them satisfied and loyal. This study suggests that customer relationship management generally affects customer satisfaction and its impact on customer loyalty. The research population was a customer of the company "Business Event Network". The SPSS program was used for the analysis. The results of testing the study showed that 102 respondents were able to explain the relationship between customer relationship management (CRM), customer satisfaction and customer loyalty "Business Event Network" company. The result shows that customer relationship management has a significant impact on customer satisfaction; customer satisfaction significantly impact on customer loyalty.</p></td></tr></tbody></table>

The use of technology in customer relationship management (CRM)

Relationships have increased in importance in the field of business and marketing in the recent past. This importance can be linked to the changing nature of competition and technological developments. In this context, the question that has been posed is how these two factors affect the development of relationships. In the case of competition, relationships can serve as the basis for competitive advantage, while technology serves as the enabler of relationship building. The focus of this article is a theoretical discussion of the technological developments and their application in the CRM context in the implementation of CRM strategy. The article examines the nature of CRM and the components of the various technological CRM systems as well as the specific types of systems that can be used in relationship building, concluding with a discussion of specific technological tools in the CRM context.