Customer Relationship Management Practices Research Articles

Was the link between enterprise and consumers neglected on sustainable development issue? Antecedents and consequences of customer relationship management practices

Was the link between enterprise and consumers neglected on sustainable development issue? Antecedents and consequences of customer relationship management practices

A Study on Customer Relationship Management in Banking Sector

ABSTRACT Customer Relationship Management (CRM) plays a pivotal role in the Indian banking sector, offering a strategic approach to managing relationships with customers and enhancing their experience. This paper examines the impact of CRM on the banking industry in India, exploring how it can improve customer satisfaction, loyalty, and overall business performance. The study reviews existing literature and analyzes various aspects of CRM adoption in Indian banks, including challenges such as training, technology adoption, and changing customer expectations. The findings indicate that CRM strategies can significantly enhance the quality of customer service and strengthen customer relationships, leading to higher retention rates and a competitive edge in the market. Despite the challenges in implementing CRM, such as technological constraints and a lack of skilled personnel, the benefits far outweigh the obstacles. Through the effective use of CRM tools and techniques, Indian banks can foster stronger connections with customers, tailor services to individual needs, and ultimately drive growth and profitability. This paper concludes that the adoption of CRM in the Indian banking sector is essential for banks to thrive in a rapidly evolving market. By embracing CRM practices, banks can achieve higher levels of customer satisfaction and loyalty, which are crucial for long-term success in the industry.

Enhancing Customer Relationship Management in Retail: A Case Study of Reliance Trends

Within the dynamic realm of retail, the implementation of Customer Relationship Management (CRM) is essential for cultivating customer satisfaction, fostering loyalty, and ultimately propelling sales growth. This case study explores the CRM strategies utilised by Reliance Trends, a prominent fashion retail brand in India, to examine how it effectively utilises CRM practices to stay ahead in the competitive market. Using a qualitative case study approach, this research delves into the effectiveness of Reliance Trends' CRM initiatives in boosting customer satisfaction and loyalty. It also aims to identify any areas that could be enhanced. This study underscores the importance of CRM in retail environments, emphasising its influence on tailored customer interactions and the customisation of global strategies to fit local markets. Our findings provide valuable insights into CRM practices, highlighting both their strengths and weaknesses. Additionally, we offer recommendations for enhancing the effectiveness of CRM strategies.

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

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.

A Study on Customer Relationship Management Practices in Public & Private Sector Banks

A Study on Customer Relationship Management Practices in Public & Private Sector Banks

Business analytics in CRM: A comparative review of practices in the USA and Africa

In the dynamic landscape of global business, Customer Relationship Management (CRM) has emerged as a crucial strategy for organizations aiming to enhance customer satisfaction and loyalty. This study delves into the realm of Business Analytics (BA) within CRM, examining the diverse practices employed in the USA and Africa. The purpose is to identify similarities, differences, and potential areas for improvement, with the overarching goal of fostering more effective CRM strategies. The American business landscape, characterized by advanced technological infrastructure and matured data analytics capabilities, provides a fertile ground for sophisticated CRM practices. A comprehensive analysis of leading companies in the USA reveals a strong reliance on predictive analytics, machine learning, and artificial intelligence to glean actionable insights from vast datasets. Such approaches empower organizations to personalize customer experiences, optimize marketing strategies, and drive overall business growth. In contrast, the African business environment exhibits unique challenges and opportunities. While certain regions may face infrastructural constraints, innovative CRM practices tailored to local contexts are emerging. This study sheds light on the utilization of mobile technology, social media analytics, and localized data collection methods as crucial tools in the African CRM landscape. These adaptive strategies not only address challenges but also present opportunities for leapfrogging traditional CRM models. The comparative review uncovers key areas of convergence and divergence between the two regions, highlighting the need for a nuanced approach to global CRM strategies. By synthesizing insights from the USA and Africa, organizations can develop a more holistic understanding of effective CRM practices. This research contributes valuable insights to the ongoing discourse on global business analytics, offering a roadmap for organizations to navigate the intricacies of CRM implementation in diverse and dynamic markets.

The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

Today, businesses apply the Customer Relationship Management approach to ensure customer satisfaction and sustain customer loyalty. In this approach, it is aimed to go beyond satisfaction by putting the customer at the center. This research conducted at Antalya Airport aims to examine the impact of technological innovations by airline companies on the perceived service quality of passengers and how this impact is shaped through customer relationship management practices. The results of the study provide strategic recommendations and guidance for companies in the aviation sector. This presents an innovation in facilitating companies to make direct inferences from the research findings, aiding them in deriving practical insights. Through face-to-face interviews with passengers arriving at Antalya Airport, a sample of 430 respondents was reached, and all completed surveys were utilized. The data obtained from these passengers were analyzed using IBM SPSS 21 and SmartPLS 4 programs within the framework of established hypotheses. The results of the Structural Equation Analysis indicate a direct partial impact of innovative activities implemented by airline companies on the perceived service quality. This direct effect is found to create a complete impact indirectly. Additionally, it has been determined how customer relationship management practices shape this impact by acting as a mediator. The findings provide guidance to airline companies in understanding the influence of technological innovations on customer satisfaction and optimizing strategic customer relationship management practices. This study recommends that companies in the aviation sector focus on technological innovations to gain a competitive advantage and enhance customer satisfaction.

Does Supply Chain Resilience Mediate the Relationship Between CRM Dimensions and Customer Satisfaction?

Supply chain (SC) disruptions are increasingly common in today’s dynamic business environment, and understanding the effectiveness of customer relationship management (CRM) practices in achieving customer satisfaction through supply chain resilience (SCR) can provide valuable insights for businesses. This study aims to empirically examine the impact of CRM dimensions and SCR on customer satisfaction. It also examined the mediation role of SCR between different dimensions of CRM and customer satisfaction. A total of 529 responses were collected from different customers of small and medium-sized enterprises (SMEs) in the Middle Eastern region. For empirical analysis, this study employed structural equation modelling through PLS software. The results clearly show a significant direct influence of SCR, customer orientation and knowledge management on customer satisfaction, while surprisingly technology-based CRM does not influence customer satisfaction. Further, the outcomes of this study indicate that there is a significant mediation role of SCR between CRM practices (knowledge management, technology-based CRM) and customer satisfaction. The findings of this study can have important ramifications for managers, stakeholders and policymakers regarding the significance of CRM dimensions and SCR as factors that increase customer satisfaction in Middle Eastern businesses in particular and in developing nations in general.

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.

A Study on Customer Relationship Management through Customer Satisfaction, Loyalty, and Profitability of Nestle India Limited

This research paper explores the customer relationship management (CRM) practices of Nestle India, a leading food and beverage company. The study is based on primary data collected through interviews with Nestle India’s CRM team and secondary data from academic literature and industry reports. The paper investigates the various channels and technologies used by Nestle India to manage its customer relationships, including social media, email, and phone. It also examines how the company collects and analyzes customer data to gain insights into their preferences, behaviors, and needs. The paper highlights Nestle’s India efforts to personalize its marketing messages, offer relevant product recommendations, and improve customer experiences through its CRM initiatives.

Influence of Supply Chain Integration Practices on Operation Performance at Trans-Nzoia County Government Treasury, Kenya

Supply chain integration practices are considered a powerful weapon to gain competitive advantages and linking performance measurement systems to supply chain integration practices can lead to increased success of supply chain initiatives. This study sought to analyze the influence of supply chain integration practices on operation performance at Trans-Nzoia County Government Treasury, Kenya. Porter's Value Chain Theory and Systems Theory guided the study. This study employed a descriptive research design. Data collection involved a diverse group of participants, totalling 1207 individuals, from which a sample size of 121 respondents was determined. Descriptive data analysis was conducted using SPSS version 28, enabling the examination of both quantitative and qualitative information through coding. The research instrument, a five-point Likert scale questionnaire, demonstrated high reliability through its internal consistency, with a Cronbach's Alpha correlation coefficient exceeding 0.7. To assess the data both descriptively and inferentially, statistical techniques, including means, standard deviations, Pearson's correlation, and regression analysis, were employed. The findings highlighted the significant impact of supply chain integration practices, encompassing efficient consumer response practices, customer relationship management practices, vendor-managed inventory practices, and enterprise resource planning practices on operation performance at Trans-Nzoia County Government Treasury. The regression analysis revealed that when considered together, these practices explained 73.4% of the variance in operation performance. Furthermore, a positive correlation was observed between these supply chain integration practices and operation performance. Based on these insightful findings, the study recommended a more substantial incorporation of supply chain integration practices, particularly in efficient consumer response practices, customer relationship management practices, vendor-managed inventory practices, and enterprise resource planning practices. These implications held value for various stakeholders, including policymakers, government entities, researchers, and academics. By providing actionable insights, this research facilitated informed decision-making, ultimately contributing to the enhanced operation performance at Trans-Nzoia County Government Treasury, Kenya.

Influence of Customer Relationship Management on Customer Retention in the Banking Sector in Tanzania

This study aims to assess the influence of customer relationship management on customer retention in the banking sector in Tanzania with particular reference to Tanzania Commercial Bank (TCB). In this study, customer relationship management was measured by customer complaint handling and improved customer service quality. The study employed mixed method research design were qualitative and quantitative methods were used. The study gathered data from 100 respondents through structured questionnaires and interview. The collected data were analysed by SPSS 24.0 for giving out results that were really presented through descriptively and inferentially statistics. However, the respondents’ profile was analysed with descriptive analysis with the help of frequency table and percentages. On other hands the relationship of the study variables was performed by correlation and multiple regression analysis. Data obtained using interviews were transcribed and interpreted using content analysis. The study findings revealed that customer complaint handling and improved customer service quality have positive and statistically significant effects on customer retention in TCB. This implied that customer retention in the banking industry is influenced by customer relationship management practices assessed in this study. The findings of the study showed that the predicting variables of the study; improved customer quality service and complaint handling have a statistically positive and significant influence on customer retention in banking sector in Tanzania.

A Study on Customer Relationship Management as a Competitive Strategy Adopted by Public Sector Banks with Reference to State Bank of India, Guwahati-The Customer’s Perspective

In the current era of economic revolution such as demonetization and digitization, banks are considered to be playing an important role. To sustain in this challenging environment, it is crucial that banks maintain good reputation with their customers. The survival of service organizations is imaginable only if they follow strong Customer Relationship Management practices. CRM is a strategy to acquire, grow and retain profitable customers in order to get competitive advantage. Banks are also such organizations that entirely subsist on their relationship with their customers. Therefore, it is extremely essential to understand if banks are following worthy CRM practices and whether customers are satisfied with these practices or not. In the light of this scenario, a research will be conducted to focus on customer’s perspective on various CRM strategies adopted by SBI. This research will be conducted to find out the satisfaction level of customers of SBI with its services. This research will aim at the problem that customers are currently experiencing and suggestions may be provided to solve the emerging issues in the bank if any. Keywords: Customer relationship management, Customer satisfaction, Service quality.

Electronic Loyalty of Islamic Banks in Saudi Arabia

This paper aims to explore the impact of electronic customer relationship management practices (website quality, ease of use, customer privacy, and information quality) on the customer electronic loyalty. The population of this study is customers of the Islamic banks in Saudi Arabia. The questionnaire is used as a basic tool in the survey related to the current research. The hypothesized structural equation model was tested using the AMOS software version 20. The study has found that with respect to the bank customers, e-CRM has a significant impact on electronic customer loyalty. Based on the results of the study, bank managers and decision makers should focus more on the optimal distribution of the available resources and strengthening their electronic relationship with customers in order to attract more customers, retain existing customers, and get rid of less profitable customers.

Concept of Integration between Social Media and Customer Relationship Management: Impact on business performance and growth

Companies that successfully integrate Social Media (SocMed) as a tool for their Customer Relationship Management (CRM) will create a synergy that will further enhance business performance and growth. Unfortunately, not many SMEs realize this potential and because of that Social Media adoption for CRM and other purposes among SMEs is still very low. This study aims to develop a research framework of Integration between Social Media utilizations and Customer Relationship Management practices on business performance and growth. The findings will help to formulate strategies on how to further enhance the use of SocMed and CRM to improve business performance and growth.

The Effect of Sustainability Orientation on CRM Adoption

As research stresses the relevance of sustainability orientation and the necessity of viewing it as a key source of organizations’ competitive advantage, interest in it from a number of academic fields is growing and gaining ground. Furthermore, organizations are under tremendous pressure to be more socially responsible and environmentally sustainable while staying customer-focused. This has resulted in the development of the practice of customer relationship management (CRM) towards sustainability, which considers social, economic, and environmental implications while developing fruitful, long-term customer relationships. The main goal of this study was to determine whether there is a relationship between individuals’ sustainability beliefs and their intention to use CRM systems (intention) and commitment to organizations that provide CRM systems (commitment). It is proposed that sustainability orientation indirectly predicts two outcome constructs, intention and commitment, through two mediators, namely, attitude towards using CRM systems and trust in firms providing such systems. The data were collected from Australia using an online survey panel with a total of 303 completed responses. The results showed that the hypothesized relationships between sustainability orientation and attitude towards using CRM systems and trust in the firms providing CRM systems were all significant and in the proposed direction. Attitude and trust were found to significantly affect intention to adopt CRM systems and commitment to the firms that provide such systems, confirming the hypothesized mediation role of attitude and trust. Furthermore, this mediation was partial since there were significant and direct relationships between sustainability orientation and the two outcome constructs, intention and commitment.

The Influence of Customer Relationship Management Practices on the Organization Performance of Hotels in Malaysia: The Mediating Role of Market Orientation

The Influence of Customer Relationship Management Practices on the Organization Performance of Hotels in Malaysia: The Mediating Role of Market Orientation

Customer relationship management practices and organisational performance of commercial banks in Ghana: a mediation analysis

Customer relationship management practices and organisational performance of commercial banks in Ghana: a mediation analysis

The mediating role of technology innovation in the relationship between customer relationship management and customer loyalty, a case of Kuwaiti banking industry

This study examines the mediating role of technology innovation in the relationship between customer relationship management (CRM) and customer loyalty in Kuwait's local banks. The study also investigates the impact of CRM practices such as information sharing, customer involvement, knowledge management and technology based-CRM on customer loyalty in the Kuwaiti local banks. Using the convenience-sampling technique, 433 useful questionnaires were collected from the 460 distributed questionnaires in the survey. The collected data were analysed using AMOS to test the hypotheses that show a significant mediating effect of the technology innovation in the relationship between the CRM practices and customer loyalty. The study also identifies the significant or moderate impact of different CRM practices on customer loyalty in Kuwait's case of local banks. The discussion, implications and limitations and direction for future research have been discussed.