Relationship Management Practices Research Articles

Performance of State Corporations in Kenya: The Role of Electronic Supplier Relationship Management

This paper aims to examine the relationship between electronic supplier relationship management (e-SRM) and the performance of state corporations in Kenya. Effective management of supplier relationships is crucial for enhancing suppliers' contributions to organizational performance. However, the adoption of electronic means for managing these relationships has been insufficiently explored, particularly in the public sector. The study focused on all 248 state corporations in Kenya, from which a sample of 153 corporations was selected using a stratified random sampling technique. Employing a descriptive correlational research design, primary data were collected through questionnaires and analyzed using both descriptive and inferential statistics. The findings indicate a significant relationship between electronic supplier relationship management and the performance of state corporations in Kenya (β = 0.843, P = 0.0001 < 0.05). The study concludes that the persistent underperformance of state corporations is significantly linked to the limited adoption of electronic supplier relationship management practices. Therefore, it is recommended that state corporations, through their senior management, including heads of procurement and supply chain, integrate electronic supplier relationship management to streamline their supplier relationships and enhance overall performance.

Impact of Digital Evolution on Customer Relationship Strategies in the Banking Sector

Digital evolution in the banking sector refers to the integration and development of digital innovations, such as internet banking, mobile applications, AI, and data analytics in banking operations and customer service measures. The research examines the influence of digital development on customer interaction strategies in the banking sector. As banks increasingly adopt digital tools to meet customer expectations for convenience and personalized services, the dynamics of customer relationships are changing. The study purpose is to understand how digital transformation influences customer engagement, satisfaction, loyalty and challenges banks face in maintaining personalized interactions in a digital environment. The study looks into a number of factors, including digital engagement, customer satisfaction, service personalization, customer loyalty, service accessibility, trust and security. The study involves 600 banking customers filling out a questionnaire after being informed about the purpose of the survey. SPSS was employed to conduct various statistics tests such as, pearson correlation, chi square, and t-test the obtain data and variables. The result indicates a positive correlation between the adoption of digital banking solutions and increased customer engagement. Research results underscore the importance of continued investment in a digital technologies to maintain a competitive edge in the banking industry. Banks that effectively integrate digital tools into their customer relationship management practices are better positioned to evolving requirement of customers, leading to improved satisfaction and loyalty.

Creating exceptional guest experiences: the role of engagement and relationship building in hospitality

PurposeThe study seeks to explore the intricate dynamics among customer relationship management (CRM) practices, guest satisfaction and loyalty in the hospitality context. Additionally, it aims to examine the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and loyalty.Design/methodology/approachAn integrated theoretical framework is developed by incorporating CRM practices and guest engagement into the satisfaction-loyalty framework. Two research instruments were adapted from the literature to assess the perspectives of customers and employees in the hotel industry in Kashmir. The customer survey measured guest satisfaction, loyalty, and engagement, while the employee survey focused on CRM practices, including key customer focus and CRM organization. Data was collected using a pen-and-paper survey with convenience sampling across 10 qualifying hotels, each classified as 3-star or above. A total of 270 matched responses from guests and employees were obtained and analyzed using descriptive analysis, structural equation modeling (SEM), and moderation analysis with SPSS and AMOS software. The study utilized a rigorous data matching process to ensure reliability, with guest-employee pairs verified and cross-checked with hotel records.FindingsThe results indicate CRM practices play a pivotal role in shaping guest satisfaction and loyalty. Notably, personalization and a targeted customer approach emerged as the most influential factors in enhancing tourist satisfaction. Similarly, prospecting, personalization, and effective knowledge management significantly contributed to visitor loyalty. The establishment of robust relationships is underscored through collaborative active guest engagement. Furthermore, the study highlights the nuanced relationship between satisfaction and loyalty moderated by guest engagement. High levels of guest engagement amplify the positive impact of satisfaction on loyalty, while lower engagement levels attenuate this effect. Moreover, the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and CRM practices and guest loyalty was notably strong at elevated guest engagement levels and relatively weaker at lower engagement levels.Research limitations/implicationsWhile the study findings encourage organizations to prioritize customer relationship development, hospitality entities must emphasize the adoption of CRM philosophy and robust guest engagement measures. Actively involving guests in co-creating services can yield incremental benefits in terms of attracting, retaining, and effectively serving guests.Originality/valueThis study introduces novel dimensions to the existing CRM framework within the hospitality context, specifically exploring the impact of hotel-specific elements (personalization and prospecting) on customer satisfaction and loyalty. Furthermore, it innovatively investigates the moderating role of guest engagement in the satisfaction-loyalty relationship, expanding its scope to include the relationships between CRM practices and guest satisfaction and guest loyalty.

Application of GWO-attention-ConvLSTM model in customer churn prediction and satisfaction analysis in customer relationship management

Customer Relationship Management (CRM) is vital in modern business, aiding in the management and analysis of customer interactions. However, existing methods struggle to capture the dynamic and complex nature of customer relationships, as traditional approaches fail to leverage time series data effectively. To address this, we propose a novel GWO-attention-ConvLSTM model, which offers more effective prediction of customer churn and analysis of customer satisfaction. This model utilizes an attention mechanism to focus on key information and integrates a ConvLSTM layer to capture spatiotemporal features, effectively modeling complex temporal patterns in customer data. We validate our proposed model on multiple real-world datasets, including the BigML Telco Churn dataset, IBM Telco dataset, Cell2Cell dataset, and Orange Telecom dataset. Experimental results demonstrate significant performance improvements of our model compared to existing baseline models across these datasets. For instance, on the BigML Telco Churn dataset, our model achieves an accuracy of 95.17%, a recall of 93.66%, an F1 score of 92.89%, and an AUC of 95.00%. Similar results are validated on other datasets. In conclusion, our proposed GWO-attention-ConvLSTM model makes significant advancements in the CRM domain, providing powerful tools for predicting customer churn and analyzing customer satisfaction. By addressing the limitations of existing methods and leveraging the capabilities of deep learning, attention mechanisms, and optimization algorithms, our model paves the way for improving customer relationship management practices and driving business success.

Supplier Communication and Performance of Micro, Small and Medium Enterprises in Nairobi City County,Kenya

The study investigates the relationship between supplier communication and the performance of Micro, Small, and Medium Enterprises (MSMEs) in Nairobi City County, Kenya. Supplier communication was found to play a pivotal role in the operational efficiency and overall performance of MSMEs, especially in dynamic markets. Despite adopting Supplier Relationship Management (SRM) practices, many MSMEs continued to experience challenges such as poor record management, unclear expectations, and a lack of timely feedback. These communication issues contributed to delays, misunderstandings, and increased costs, which negatively impacted business growth. The study applied the Communication Accommodation Theory to explain how MSMEs adapted their communication styles in both high-context and low-context cultures. Using a cross-sectional research design, the study collected data from 373 MSMEs under the Access to Government Procurement Opportunities (AGPO) program. The results revealed a significant positive relationship between supplier communication and performance, with regression analysis showing that supplier communication explained 58.7% of the variance in MSME performance. The findings aligned with previous studies, emphasizing the importance of communication for successful supplier collaboration and supply chain management. The study concluded that frequent, transparent communication with suppliers improved product and service delivery and operational efficiency. Recommendations included investing in technologies that enhance communication and developing policies to support ongoing supplier relationship management. Further research could explore the impact of digital technologies on supplier communication and how communication with international suppliers influences MSME performance.

Complex outsourcing relationships management model

AbstractGlobal software development (GSD) refers to developing software with a distributed team spanning multiple locations and time zones. Based on relationships, there are four types of outsourcing: dyadic (one client–one vendor), multi‐vendor (one client–many vendors), co‐sourcing (many clients–one vendor), and complex outsourcing (many clients–many vendors). Compared to the other types of outsourcing contracts, complex outsourcing contracts are the hardest to work on and have the highest risk of project failure. This paper presents a model, the complex outsourcing relationships management model (CORMM), to assist the complex outsourcing stakeholders (both the clients and vendors) in managing their relationships in the context of GSD. This paper aims to develop a CORMM to assist the complex outsourcing relationships management stakeholders in GSD. Also, we are interested in identifying the applicability and effectiveness of the CORMM in the real‐world industry. The research approach follows a structured methodology comprising multiple phases. Initially, it leverages a systematic literature review (SLR) as its primary research method. The second phase involves the validation of the SLR findings via an empirical study. Subsequently, in the third phase, a model is developed. Finally, the proposed research approach is validated by incorporating two industrial case studies to assess the organization's relationship management utilizing the Motorola tool. The case study results show that CORMM can successfully point out relationship management issues in a complex outsourcing context. The feedback received from the participants of both companies indicates several positive and valuable insights about the CORMM and its application in the context of complex outsourcing relationships. The results highlight that CORMM serves as an assessment tool for evaluating an organization's relationship management capability and a means for organizations to enhance their position. Through CORMM, complex outsourcing organizations (many clients–many vendors) can identify strengths and weaknesses in their relationship management practices, enabling targeted improvement efforts.

Effectiveness of Customer Relationship Management Practices at Hyundai Motors

Effectiveness of Customer Relationship Management Practices at Hyundai Motors

Influence of Geopolitical Events on Procurement Strategies and Supply Chain Dynamics in Multinational Corporations

Purpose: The aim of the study was to examine the influence of geopolitical events on procurement strategies and supply chain dynamics in multinational corporations Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that geopolitical events exert a profound influence on procurement strategies and supply chain dynamics within multinational corporations (MNCs), compelling them to adapt swiftly to global uncertainties. The study underscored that events such as trade conflicts, sanctions, and political instability disrupt established supply chains, necessitating strategic adjustments in sourcing, supplier relationships, and operational practices. MNCs respond by diversifying sourcing locations, enhancing supply chain transparency, and integrating robust risk management frameworks to mitigate geopolitical risks effectively. Unique Contribution to Theory, Practice and Policy: Institutional Theory, Resource Dependence Theory & Transaction Cost Economics (TCE) may be used to anchor future studies on influence of geopolitical events on procurement strategies and supply chain dynamics in multinational corporations. Encourage MNCs to adopt agile procurement strategies that prioritize flexibility and responsiveness to geopolitical disruptions. This includes establishing multi-sourcing strategies, leveraging local suppliers, and implementing digital platforms for real-time risk monitoring and decision-making. Strengthen supplier relationship management practices to build resilient supply networks. Foster transparent communication and collaboration with suppliers to co-develop contingency plans and mitigate supply chain risks arising from geopolitical events. Advocate for transparent and stable trade policies that reduce uncertainty and facilitate global supply chain operations. Engage in constructive dialogues with policymakers to address trade barriers, tariffs, and regulatory inconsistencies that hinder cross-border trade and procurement efficiency.

Adopting E-CRM in Banking: A Comprehensive Survey of Customer Perspectives in Haryana

Nowadays all the banks are using E-CRM practices to streamline the various banking processes and to adopt Customer-centric approach. In this paper, we aim to provide a comprehensive analysis of the awareness, perception, and influencing factors of Electronic Customer Relationship Management (E-CRM) practices among bank customers in Haryana using a primary survey. The research captures various aspects of E-CRM from the customers' perspective. It assesses the level of awareness about E-CRM practices, examining customers' understanding of the digital tools and techniques employed by banks to manage relationships. The study also explores customers' perceptions of different dimensions of E-CRM, such as effectiveness, efficiency, and convenience. Additionally, it identifies the key factors influencing the adoption and success of E-CRM in the banking sector. By analyzing these elements, the research provides valuable insights into the perception and implementation of E-CRM practices in Haryana.

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

Leveraging supplier orientation for innovation: Exploring the impact of supply management innovativeness and innovation partnership

AbstractIndustry 4.0 has created new opportunities for enterprise innovation by leveraging emerging technologies. External innovation represents a valuable source of ideas and knowledge for internal innovation, and enterprises are increasingly leveraging their supplier relationships to gain a competitive advantage. Some researchers suggest that suppliers enhance the effectiveness and outcomes of lean innovation. To deepen our understanding of the relationship between supplier orientation and innovation outcomes, this study explores the mechanisms through which supplier orientation contributes to enhancing innovation performance, with a specific focus on the role of supplier orientation in improving supply management innovativeness and innovation partnerships. Survey data from 209 Chinese firms engaged in innovation practices was analyzed using a hierarchical regression based on resource dependency theory. Results reveal that supplier orientation positively influences supply management innovativeness and innovation partnerships. Supply management innovativeness and buyer–supplier innovation partnerships both contribute to improved innovation performance. Our findings suggest that the buyer–supplier innovation partnership plays a moderating role in the relationship between supply management innovativeness and innovation performance. These insights provide a valuable basis for developing innovative strategies and managing inter‐firm relationships, emphasizing the importance of supplier relationship management practices in enhancing firms' competitiveness and performance by leveraging external resources and knowledge.

Quantifying the influence of supplier relationship management and supply chain performance

Purpose: This study explores the impact of Supplier Relationship Management (SRM) practices on supply chain performance, with a focus on cost efficiency, within the dynamic context of Bangladesh. The purpose is to elucidate the relationships between SRM practices, specifically Supplier Collaboration, Supplier Development, Supplier Evaluation and Selection, and Long-Term Supplier Relationships, and their influence on cost efficiency within supply chains. Design/Methodology/Approach: A quantitative research approach was employed, utilizing regression analysis and correlation analysis to analyze data collected through a structured survey from 270 Participants within Bangladesh’s Manufacturing and Service Sectors. The research adopted a cross-sectional time horizon, providing a snapshot view of the relationships between SRM practices and cost efficiency. Findings: The findings reveal that Supplier Collaboration and Long-Term Supplier Relationships significantly and positively influence cost efficiency within the supply chains of Bangladeshi organizations. These SRM practices collectively contribute to approximately 64.2% of the variance in cost efficiency, emphasizing their critical role in optimizing supply chain performance. Research Limitations/Implications: Limitations of this study include its cross-sectional nature and the focus on a specific set of SRM practices. Future research can explore additional SRM dimensions and employ longitudinal approaches for deeper insights. Practical Implications: Practitioners can leverage the study's findings to enhance supply chain performance by implementing holistic SRM strategies, fostering collaborative supplier relationships, and nurturing long-term partnerships with suppliers. Social Implications: This research contributes to the broader economic landscape of Bangladesh by highlighting the importance of SRM practices in enhancing cost efficiency, which can ultimately lead to economic growth and competitiveness. Originality/Value: This study extends the understanding of SRM practices by examining their applicability and significance in an emerging market like Bangladesh. It underscores the originality and value of SRM as a strategic imperative for organizations operating in diverse contexts.

Supplier Relationship Management Practices and Firm Performance: Evidence from Small and Medium Enterprises in India

Purpose: The aim of the study was to analyze the supplier relationship management practices and firm performance: evidence from small and medium enterprises in India. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study on Supplier Relationship Management (SRM) in Indian SMEs reveals a positive link between effective SRM practices and firm performance. It highlights benefits such as improved operational efficiency, cost reduction, and enhanced product quality. However, challenges like resource constraints hinder widespread adoption. Overall, prioritizing strong supplier relationships can boost SME competitiveness in India. Unique Contribution to Theory, Practice and Policy: Transaction cost economics (TCE), resource dependency theory (RDT) & social exchange theory (SET) may be used to anchor future studies on analyze the supplier relationship management practices and firm performance: evidence from small and medium enterprises in India. SMEs could also benefit from capacity-building initiatives aimed at enhancing their negotiation skills, contract management capabilities, and technological adoption to facilitate efficient SRM processes. Policymakers can leverage research findings to design supportive policies aimed at strengthening the SME ecosystem in India.

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

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

A multi-variable service supply management portfolio model for Telecom industry

Supply operations require some kind of classification according to the features of items. Based on the literature review and expert interview, a multi-variable service supply management portfolio model was developed to classify the procurable service items in the Telecom industry in a more realistic way with better precision. First, a multi-level relational reflective model was built based on four dimensions using the fuzzy Delphi method and the model was validated by factor analysis. Then, 50 service items were placed in 16 clusters of the portfolio model. For each category of services in the model, the pertinent supplier relationship management practices were proposed using the literature review accompanied by a focus group. The presented model contributed to the development of previous theoretical trends in supply management portfolio models by introducing a new dimension, called “pace of innovation in technology”, to those extracted from the literature review, such as “strategic importance of the items”, “supply risk”, and “extent of buyer captivity”. Despite the classical models targeting tangible goods and products, our model was customized for the service industry context and can be considered a starting point towards service supply market segmentation procedures according to the attributes of each service item category.

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.

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.

How customer relationship management and social media business profiles drive customer retention of MSMEs

This study examines the impact of customer relationship management (CRM) practices and social media marketing (SMM) activities on customer retention among MSMEs in Aceh. It considers the dual role of social media in relationship management (CRM) and business engagement (SMM). Recognizing the widespread use of social media, the study explores different stages of its adoption and utilization in business. A formalized social media business profile is used as the moderating variable, defined by a firm's formal allocation of responsibility, outsourcing, funding, governance of social media, and broader changes to structure, processes, leadership, training, and culture. Data was collected from 565 MSMEs using questionnaires and analyzed with partial least squares structural equation modeling (PLS-SEM) and multi-group analysis. The results demonstrated a high predictive power of the model on customer retention. Within CRM, the findings indicated a significant difference in the effect of key customer focus on customer retention, with higher effects observed in MSMEs that do not formalize their social media business profiles. Additionally, technology-based CRM showed significantly higher effects on customer retention for those who formalize their social media profiles. Within SMM, the study revealed significant differences in the effects of customization and trendiness on customer retention, both of which were more pronounced in MSMEs without formalized social media profiles. Furthermore, word-of-mouth had a significantly higher impact on customer retention for MSMEs with formalized social media profiles. This research contributes theoretically by developing an integrated framework that identifies how key customer focus, CRM organization, knowledge management, technology-based CRM, customization, entertainment, interaction, trendiness, and word-of-mouth influence customer retention. It also explores the moderating effects of formalized social media business profiles on CRM practices and SMM activities within MSMEs.