Customer Relationship Management Performance Research Articles

Digital marketing as a determinant variable for improving the business performance

This study analyzes the complex relationships between digital marketing, Customer Relationship Management (CRM), сompetitiveness, and business performance in the creative industry Small and Medium Enterprises (SMEs), focusing on craft-leading products in urban areas of East Java province. According to the sample size, the number of survey respondents was 172. There were 86 male entrepreneurs (50%) and 86 female entrepreneurs (50%). Primary data were collected by distributing the questionnaires according to the number of respondents to SME entrepreneurs who are managers or company owners with competence in the business field and more than five years of business experience. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results emphasize that digital marketing affects business performance through CRM by 0.126 with p-value of 0.006, and competitiveness by 0.260 with p-value of 0.000. It can be explained that digital media can identify, recruit, and turn potential customers into loyal customers. Higher demands from customers for online services are becoming increasingly crucial for digital marketing and business activities. The essence of the results of this study is that the more effective digital marketing is, the more influential the company’s CRM is to improve the company’s business performance, including profit growth, sales growth, and employment growth. The critical role of digital strategy, CRM, and competitiveness on business performance can overcome the challenges posed by the pandemic and drive success in creative industry SMEs of superior products in East Java, highlighted in this study. AcknowledgmentThe author would like to thank the Ministry of Education, Culture, Research and Technology. Directorate General of Higher Education, Research and Technology of The Republic of Indonesia, which has supported the research implementation and permitted publication of this article.

Mediation Social Media Resonance Relationship Capability And Environmental Turbulence On Social Customer Relationship Management And Corporate Performance

Mediation Social Media Resonance Relationship Capability And Environmental Turbulence On Social Customer Relationship Management And Corporate Performance

Golden Arches of Success: Enhancing Customer Relationship Management at McDonald's, Wide Angle, Ahmedabad

Customer Relationship Management (CRM) is crucial in the retail business, especially in the highly competitive fast-food sector. This research examines the customer relationship management (CRM) strategies used by McDonald's, Wide Angle in Ahmedabad. The objective is to get insights into their methods of managing customer relationships and improving corporate performance. The goals include evaluating current CRM strategies, identifying strengths and areas for improvement, and offering practical suggestions to increase CRM performance. The study used a qualitative research methodology, including semi-structured interviews with branch managers to get in-depth understanding of McDonald's customer relationship management (CRM) activities. The key results include McDonald's tactics for managing data, techniques for segmenting customers, avenues for contact, and programmes for fostering loyalty. The investigation demonstrates a significant focus on customisation, the use of technology, and the incorporation of client feedback methods. The strengths that have been highlighted include the implementation of comprehensive communication strategies and the successful implementation of loyalty programmes. On the other hand, the problems that need to be addressed are the integration of feedback into practical and effective initiatives.

The Influence of Service Quality, Customer Relationship Management (CRM), and Image on Patient Satisfaction and Service Marketing Performance at A Type B Private Hospital in Makassar

Purpose: The overarching purpose of this research encompasses a multifaceted examination aimed at understanding various factors influencing patient satisfaction and service marketing performance in private hospitals in Makassar. Specifically, the objectives are to explore the impact of service quality, customer relationship management (CRM), and image on patient satisfaction, as well as to analyze their influence on service marketing performance. Methods: Primary data for this study were collected through a survey conducted among 160 inpatients across four Type B private hospitals in Makassar. The survey was administered between April and June 2022. Data analysis was conducted using Structural Equation Modeling (SEM), a statistical technique utilized to examine complex relationships among variables. Results and Discussion: The findings of the research revealed several significant insights: (1) Service quality, CRM, and image each had a direct impact on patient satisfaction at private hospitals in Makassar. (2) Furthermore, patient satisfaction was found to significantly influence service marketing performance. (3) Additionally, the study identified indirect effects, such as the influence of service quality, CRM, and image on service marketing performance mediated through patient satisfaction. Implications of the Research: These findings hold important implications for private hospitals in Makassar. Understanding and enhancing service quality, CRM practices, and image perception can directly contribute to improving patient satisfaction, which in turn positively impacts service marketing performance. By recognizing and addressing these factors, hospitals can better align their strategies to meet patient needs and enhance overall performance. Originality/Value: This research contributes to the existing literature by providing comprehensive insights into the dynamics between service quality, CRM, image, patient satisfaction, and service marketing performance in the context of private hospitals in Makassar. The study's findings offer valuable guidance for hospital management in devising effective strategies to optimize patient satisfaction and enhance service marketing outcomes, ultimately improving overall organizational performance.

Customer Relationship Management (CRM) and Organizational Performance in Nigeria

This study investigated the effect of customer relationship management (CRM) on banks’ performance in Nigeria. To do this, 220 questionnaires were administered to employees of 5 selected commercial banks out of which 212 were fully retrieved. Data obtained via the questionnaire was analyzed using descriptive and parametric tests (regression). Based on the analysis, we found a significant relationship between CRM and profitability. Also, a significant relationship was found between CRM, asset base and turnover of the selected commercial banks. Based on the results, it was recommended that efforts should be made by commercial banks towards enhancing their CRM practices so as to heighten their profitability, asset base and turnover. This can be achieved by ensuring sustainability of CRM initiatives by commercial banks. Additionally, commercial banks should redesign their CRM frameworks for effective and efficient implementation of customer relationships in order to further curtail any current and future challenges they may face due to poor CRM implementation. This study contributes to knowledge by filling the lacuna in management literature on what is known about CRM and organizational performance in the Nigerian context.

Structural Analysis of Factors Influencing CRM Success in Oil and Gas Company

In Indonesia, Customer Relationship Management (CRM) has been widely adopted in many companies, including oil and gas companies (OGC). The CRM implementation was done to improve the company's performance. However, research studying the relationship between CRM and OGC's performance remains limited. Therefore, an in-depth analysis examining the conceptual model of CRM factors is needed so that OGC can understand how to improve its performance through the implementation of CRM. This research describes in detail the conceptual model that shows the relations of CRM factors with OGC performance to obtain the relationship between variables. Partial Least Square Structural Equation Modeling (PLS-SEM) method was used to analyze the model. There are six variables, five hypotheses, and 26 indicators. Results showed that only 4 of the hypotheses are supported. One factor, information technology, results in positive yet insignificant influence, thereby failing to support the hypothesis at hand. With this research, the model is provided for OGC as a reference to improve its performance through CRM implementation.

Leveraging Marketing Automation to Enhance Customer Relationship Management and Improve Management Performance in MSME B2B

This study aimed to explore the impact of using marketing automation in customer relationship management strategies and ultimately improving management performance in the context of B2B Micro, Small and Medium Enterprises (MSMEs). The research method involved primary data collection using a quantitative approach and a non-probability sampling method, specifically purposive sampling, on 105 samples that actively use marketing automation tools. The analysis technique used was Structural Equation Modeling (SEM) with the help of Lisrel 8.80 software. The results show that marketing automation has a positive and significant impact on B2B customer relationship management, with reach of message as the most dominant indicator, contributing 65.61%. Furthermore, B2B customer relationship management also has a positive and significant effect on Marketing Performance, where improving the quality of customer relationships is the most dominant indicator at 77.4%, and the most dominant indicator in shaping marketing performance is having a larger market, accounting for 42.25%. The conclusion of this study is that the use of marketing automation in customer relationship management strategies can improve the marketing performance of B2B-based MSMEs.

Examining The Link Among Customer Relationship Management, Market Orientation and Marketing Performance on Small and Medium Enterprises

The aim of this research was to determine the effect customer relationship management on market orientation and marketing performance of SMEs in Denpasar. The research was conducted at PT. GIEB Indonesia in Denpasar. Respondents in this research were customers of PT. GIEB Indonesia that was not definitive estimate of the population size. The sample size for this research was 100 respondents, calculated based on Rao Purba formula. Data collection for this research was carried out using questionnaires, interviews and observations. The collected questionnaire data was analyzed using descriptive analysis and Partial Least Square (PLS). The research revealed that Customer relationship management had a positive and significant effect on market orientation and marketing performance at PT. GIEB. It was also found that market orientation had a positive and significant effect on marketing performance at PT. GIEB Indonesia. The result of this research can be as reference for PT. GIEB Indonesia and other SMEs that customer relationship management and market orientation have important roles in improving marketing performance.

Social customer relationship management and business performance: Evidence from small and medium enterprises

Social customer relationship management and business performance: Evidence from small and medium enterprises

The Impact of Balanced Scorecard on Customer relationship management performance: Evidence from Egypt

The Impact of Balanced Scorecard on Customer relationship management performance: Evidence from Egypt

A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities

This study employs the CRM measurement model to the context of customer relationship management (CRM). It is aimed at indirectly examining the relationships between various resources of CRM and business performance. Additionally, this study is aimed at contributing to marketing research by placing an emphasis on CRM technology and their impact on performance. Through collecting secondary data, the direct and indirect effects of CRM resources and capabilities on business performance are examined within a sample of 6 case companies in the UK grocery market during 2015~2017. Additional measure of CRM capability is aggregated into the firm level to examine its relationship with their corporate performance. Furthermore, capability is categorized through defining the intention of initiating CRM programme. The results find a positive relationship between both CRM resources and their capabilities and performance. Besides, interactive capability is most essential for companies to enhance their CRM. Lastly, the interaction between technology and other resource is significantly associated with business performance. Managers may improve their CRM programs and eliminate side effects more effectively by concentrating on one type of resource to strengthen their most common CRM capability. This paper bridges significant gaps in the current literature through combining RBV and DC perspective, meanwhile, taking a capability view of CRM. Under a contemporary CRM measurement model, it examines how the possession of important CRM resource influences business performance in UK supermarket.

Sustainable Marketing Performance of Banks in the Digital Economy: The Role of Customer Relationship Management

Customer relationship management (CRM) has become the lifeblood of banking and the principal driver of sustainable marketing performance in the digital economy. The discovery of computers and the Internet has transformed the industrial economy into digital through the integration of CRM and related elements, resulting in several benefits, including growth in research documents and increased collaborations. Marketers have developed a CRM system that integrates the digital infrastructure and digital capabilities of people to promote the sustainable marketing performance of banks through innovations such as customer acquisition, segmentation, customization, loyalty, and profitability. The paper aims to analyse the scientific landscape of CRM and sustainable marketing performance in the digital economy. The authors resorted to the Scopus database to extract 1485 documents and filtered 248 for Scopus analysis and to determine the roles of CRM. The filtered documents were then exported to VOSviewer for visualization mapping, including co-authorship and co-occurrence analysis. The visualization mapping depicts relationships among the keywords. The results of the research indicate an upwards growth in research publications since 2003, growing interest in funding and collaborations by countries and institutions, and the relationship among the keywords. The emerging financial crisis is a motivation for research in the area of study. The results also indicate that the integration of CRM into digital technology promotes collaborations and innovations resulting in the development of banking software applications to promote customer acquisition, retention, loyalty, profitability and sustainability. The study developed an integrated framework for sustainable banking performance. Global crises, including financial crises and COVID-19, have increased research output and become an integral part of CRM. Green banking is to be researched and integrated. The study will be used as a basis for further studies and for bankers for policy formulation.

Effect of Sustainable Supply Chain Management and Customer Relationship Management on Organizational Performance in the Context of the Egyptian Textile Industry

This study aims to test the effect of sustainable supply chain management on customer relationship management, competitive advantage, and organizational performance by collecting and analyzing data from the Egyptian textile industry. A suggested research model shows the hypothesized relationship between sustainable supply chain management, customer relationship management, competitive advantage, and organizational performance. The proposed research model and hypotheses were tested using correlation analysis and structural equation modeling based on data collected from 148 companies working in the Egyptian textile industry. Statistical analysis of the collected data supports the positive relationship between sustainable supply chain management on one side and customer relationship management, competitive advantage, and organizational performance on the other. Additionally, statistical analysis supports the positive relationship between customer relationship management and competitive advantage from one side and organizational performance from the other side. Data were collected through an online survey from 147 supply chain managers in the Egyptian textile industry to test the research hypotheses. The results suggest that the successful implementation of sustainable supply chain management will help in improving customer relationship management, competitive advantage, and organizational performance.

Differential Impact of Customer Equity Drivers on Satisfaction: The Case of China’s Telecommunications Industry

As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities. There are three drivers of CE: brand, value, and relationship equity. This study aims to investigate the impact of three drivers on customer satisfaction. Market competition is an environmental factor that affects the effectiveness of CRM. This study divides target firms into leaders and followers. This study found that the differential impact of CE drivers on customer satisfaction depends on the firm’s status (leader or follower). Specifically, the brand equity driver significantly impacts the leader firm. However, the impacts of value and relationship equity drivers are bigger for follower firms. The above results suggest that firms need to build CRM strategies that consider the competitive situation of the market and their position.

Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach

Improving the performance of customer relationship management regarding trust factors by a unique mathematical programming approach

Enhancing Customer Relationship Management through Sentiment Analysis and Social Media Data Mining

Customer Relationship Management (CRM) is a crucial aspect of modern business that enables companies to maintain healthy relationships with their customers. In today's digital age, customers interact with companies through multiple channels, including social media, email, and phone. Therefore, analyzing customer feedback and sentiment has become increasingly important in understanding their needs and improving the overall customer experience. To this end, this work proposes a new system that applies deep learning for sentiment analysis in a way that improves the performance of CRM by analyzing customer feedback from various sources, companies can gain valuable insights into customer needs and preferences and identify areas for improvement in their products and services. Then, we present a case study of a company that implemented the proposed system in its CRM strategy. The results showed that our system could improve customer satisfaction and retention rates and enable the company to identify and address customer concerns more efficiently.Our approach can be applied as a powerful tool to enable companies to gain valuable insights into customer needs and preferences, identify areas for improvement in their products and services, and develop targeted marketing campaigns and personalized communication strategies.

Application of robotic process automation (RPA) technology in enhanced customer relationship management performance

Robotic process automation (RPA) is a modern technology that enables the automation of routine and repetitive tasks in business processes, helping businesses save time, reduce costs, and improve efficiency and operating performance. Since its inception, RPA has been widely applied in many industrial fields, evolving according to the business needs of each enterprise. In the field of Customer Relationship Management (CRM), RPA was developed to promptly respond to customers' needs and increase customer satisfaction with stable quality and productivity by automating some important processes. This study delves into the application of RPA in CRM, focusing on building CRM automation processes and research simulations using the Uipath tool and on the Bitrix24 CRM platform. UiPath is the primary implementation tool because of its user-friendliness, robustness, ease of installation and use, cost savings in deployment, and ease of portability across enterprises. Specific processes are presented, including automatically updating customer information on the CRM system and automatically answering customer inquiries on the system. Testing with data sets of 50, 100, 300, 500 shows that the bot works stably and accurately, and implication has been suggested.

A critical psychometrical analysis of customer relationship management practices in the Local Government Authorities in SADC

The purpose of the study is to explore the critical success factors for CRM in the local government authorities in SADC. Although many empirical studies have been conducted on customer-relationship-management (CRM), little research on the psychometric properties of CRM scale items in the local government authorities’ context has been conducted. This empirical study, based on key informant data drawn from sampled local government authorities in three SADC countries (Zimbabwe, Botswana and South Africa), developed a reliable scale with demonstrated content and convergent validity. In this study, confirmatory factor analysis (CFA) was employed using the Amos 18 version and the SPSS version 20 software. The study results revealed that for CRM Strategy success to be achieved, LGA needs to consider the following factors: Due diligence, Strategy focus and alignment, customer focus, change management, Implementation Strategy, Implementation approach, Metrics, Project management, Process design, Buy-in and adoption. Therefore, the study results suggested that city and town council managers must seriously consider all the ten critical success factors to improve the CRM performance of local government authorities.

An online statistical analysis of the hotel management and operation performance model

Abstract With the rapid development of Internet technology, the field of hotel management has begun to carry out informatisation construction, through which the management level and operational efficiency of hotels can be improved. The traditional hotel management work with a complex structure and cumbersome process is facing huge challenges. Therefore, this paper aims to design, develop and implement a small and medium-sized hotel management system based on customer relationship management (CRM), according to the characteristics of small and medium-sized hotel management. Management and system setting management of small and medium-sized hotels can reduce the hotel operating costs and increase the profitability by using this system. The department and employee performance appraisal can be divided into four dimensions, finance, customer, internal business process, and learning and growth for job analysis and design, using the key performance indicator method to lock key appraisal indicators, and ignore or omit irrelevant or insignificant indicators. Then the analytic hierarchy process is used to scientifically determine the indicator weights. The Delphi and in-depth interview methods are used to complete construction of the performance appraisal system, and the constructed CRM performance management system is used to achieve the hotel’s strategic goals, thus completing the fundamental goal of using the CRM model. The slacks-based measure model is based on the assumption of variable returns to scale, considering that the input redundancy and output deficiency of ineffective decision-making units are measured based on their slack. This paper defines input inefficiency as the ratio of input slack to actual input, and output inefficiency as the ratio of output slack to actual output. The total input inefficiency rate of the hotel industry in China’s ineffective provinces and regions is 0.458, while the total output inefficiency rate is 0.077, indicating that if the total investment in the hotel industry is reduced by 47.8% on average and the total output is increased by 6.9% on average, the hotels in these ineffective provinces and regions can all be relatively effective. Finally, the overall performance of the system will be evaluated, and a set of safe, convenient and friendly hotel management system will be developed.

Customer Relationship Management, Innovation Capability, Technological Environment, and Performance of Small and Medium Scale Enterprises: A Research Framework and Proposition

This study looked into the consequences of customer relationship management by creating empirical evidence grounded in relationship marketing theory and dynamic capability theory. The study proposed a direct as well as an indirect relationship between customer relationship management and firm performance, recognizing technological environment as the interacting variables of customer relationship management that influences the performance of small and medium scale enterprises (SMEs), suggesting that technology environment as a moderator in the customer relationship management model. The study explained the theoretical and practical contributions of the model in our understanding of customer relationship management practices and the intervening role of innovation capability. Technological environment was also discussed especially from the perspective of SMEs.