Revisiting the Use of Customer Information for CRM

For the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a comprehensive overview of the empirical CRM literature. Along the phases of the CRM process, the authors show which kind of data has successfully proven to achieve the CRM objectives. The study provides researchers with a review of the empirical research on CRM and allows practitioners insights on the usability of customer data for CRM. --Customer Relationship Management (CRM),Customer Data

Customer retention and cross-buying in premium banking services : the roles of switching costs and interaction quality

The emergence of e-banking and intense competition in premium banking services have essentially evolved the way banks have conventionally conducted their business and the way customers interact with banks. Consequently, banks are increasingly confronted with the conundrum: customers may appreciate the convenience of e-banking but as they migrate away from conventional banking mediums, the extent of personal interaction with bank staff –and in the case of premium banking services their Relationship Managers –decreases as do switching costs and, ultimately, long-term customer commitment.While the constructs of commitment and trust have been widely applied in relationship marketing studies, there is a need for a more comprehensive model and more objective measurement of continuance commitment. In response, based on payment equity theory and social exchange theory, as well as logical arguments from previous research, this thesis extends Morgan and Hunt’s (1994) commitment–trust model into a single model that encompasses moderating effects such as switching costs and interaction quality as well as continuance commitment in the form of retention and cross-buying. It is important to study customer retention and cross-buying simultaneously, as they have been studied separately in previous research. The purpose of the study is thus to examine the roles of switching costs and interaction quality along with other key relational variables that influence customer retention and cross-buying behaviour in the premium banking services sector.Primary data for the study were collected from 525 bank customers in a large metropolitan area in Australia. The study identifies the importance of switching costs and interaction quality and their relationship with trust, reputation and expertise for continuance commitment (retention and cross-buying). Regression analysis and MANOVA were used to test the hypotheses. The analyses of the findings of this thesis provide support to the model and, in the main, support the hypotheses. The results confirm that while reputation and expertise have a positive impact on retention, they do not affect cross-buying. Only trust has a positive impact on both retention and cross-buying. To further investigate the roles of switching costs and interaction quality, investigation was carried out to examine if these two constructs moderate the relationship between trust and continuance commitment (retention and cross-buying). The results confirm that although switching costs have no impact on retention, they do affect cross-buying. Conversely, interaction quality has a positive impact on retention, but no effect on cross-buying. Hence, it can be concluded that customer retention is not necessarily translated into cross-buying.Primary data for the study were collected from 525 bank customers in a large metropolitan area in Australia. The study identifies the importance of switching costs and interaction quality and their relationship with trust, reputation and expertise for continuance commitment (retention and cross-buying). Regression analysis and MANOVA were used to test the hypotheses. The analyses of the findings of this thesis provide support to the model and, in the main, support the hypotheses. The results confirm that while reputation and expertise have a positive impact on retention, they do not affect cross-buying. Only trust has a positive impact on both retention and cross-buying. To further investigate the roles of switching costs and interaction quality, investigation was carried out to examine if these two constructs moderate the relationship between trust and continuance commitment (retention and cross-buying). The results confirm that although switching costs have no impact on retention, they do affect cross-buying. Conversely, interaction quality has a positive impact on retention, but no effect on cross-buying. Hence, it can be concluded that customer retention is not necessarily translated into cross-buying

CRM Framework for Higher Education in Mauritius

This research paper provides a conceptual CRM framework that may be used by public universities in Mauritius for managing student relationships. Several important components have been identified for improving relationships with students based on a survey carried out with students and staff in the different public universities in Mauritius. The research findings show that people integrity and trust, communication and adaptation, facilitation and support, technological support and student engagement activities are the most important factors for improving relationship building. The rationale of the study is built upon the increasing number of student complaints and problems in the public universities. The research outcome will be highly beneficial for the different stakeholders in higher education

Does Customer Relationship Management (CRM) implementation influence the performance of telecommunication services: Evidence from Nigeria

This study examines CRM implementation and proposed a conceptual model linking customer loyalty in the telecommunication industry.The model was developed based on observed practical issues, industry reports and explicit review of empirical literatures on CRM in multidimensional disciplines using qualitative technique.Findings from this research revealed a significant relationship between CRM measurements, customer satisfaction, switching costs and customer loyalty.Although few literatures have established the influence of CRM measurements on customer loyalty effectiveness, this study has further availed scholars/practitioners knowledge of the theoretical relationships as well as the importance of CRM maintenance in predicting successful CRM implementation.It finally recommends that CRM implementing organizations should integrate CRM maintenance as a precondition for CRM sustainability in their organizations

Relationship between E-CRM, Service Quality, Customer Satisfaction, Trust, and Loyalty in banking Industry

E-CRM strives to enhance customer service, build relationships with customers, and keep key clients. E-CRM deals with technology, people, and processes and with the goal of fostering customer loyalty. This paper aims to investigate the relationship between E-CRM, service quality, customer satisfaction, trust, and loyalty in banking industry. In order to gather sufficient reviews, a literature review was carried out utilizing a number of corresponding publications that were indexed in reliable databases. A model that highlights the relation between E-CRM and customer satisfaction, service quality, trust, and loyalty is also shown in this study. The supervisors of administrative organizations can utilize this research\u27s insights into E-CRM to build client loyalty and increase the revenue and profitability of their fir

A Qualitative Investigation of the Technology Acceptance Model in the U.S. Cooperative Extension Service on the Adoption of Customer Relationship Management Systems

This research investigates the technology acceptance model (TAM) in the U.S. Cooperative Extension Service (CES) regarding the adoption of customer relationship management (CRM) systems to improve communications, outreach, and engagement with the publics and communities it serves. The CES comprises land-grant universities throughout the United States and offices in nearly every county in the country. It provides research-based educational programming to help communities of all sizes meet the challenges they face. However, many CES organizations have yet to adopt CRM technologies, leading to potential missed opportunities in improving client engagement, outreach, and communications. A thorough review of the literature of the TAM and CRM adoption in organizations covers topics such as critical success factors, organizational performance, and the value of CRM in improving engagement, satisfaction, and retention. A qualitative phenomenological approach utilizing existing data and one-on-one semi-structured interviews with CES leaders and professionals is utilized. Findings highlight various perceived benefits, barriers, and reported success rates from CES professionals. The findings suggest a positive correlation between the TAM variable of perceived ease of use and the reported adoption success of CRM technologies within the CES, positive attitudes toward perceived usefulness of CRM technologies, and high rates of employee resistance around the adoption of CRM technologies

Customer relationship management practices: the impact on organizational performance in SMEs of food manufacturing industry

The successful implementation of customer relationship management (CRM) practices is becoming widely accepted within marketing and sales department in manufacturing industry. Moreover, establishing the customer relationships have always been an important aspect of business. Hence, this study aims to explain the impact of CRM practices to organizational performance through a proposed conceptual model in Malaysian small and medium enterprises (SMEs) food manufacturing industry. A model developed and empirically tested through survey data obtained from 369 organizations. The results indicated that CRM practices have a significant positive effect on organizational performance. Similarly, the results revealed that enhanced key customer focus and relationship marketing leads to better organizational performance. Market turbulence was found to have a negative moderating effect on the relationship between CRM practices and organizational performance. This paper contributes to existing literature by incorporating CRM practices as a construct in the proposed model. The conclusions drawn have implications for CRM practices of key customer focus, relationship marketing and market turbulence in research literature

Customer Relationship Management Practices: The Impact on Organizational Performance in SMEs of Food Manufacturing Industry

The successful implementation of customer relationship management (CRM) practices is becoming widely accepted within marketing and sales department in manufacturing industry. Moreover, establishing the customer relationships have always been an important aspect of business. Hence, this study aims to explain the impact of CRM practices to organizational performance through a proposed conceptual model in Malaysian small and medium enterprises (SMEs) food manufacturing industry. A model developed and empirically tested through survey data obtained from 369 organizations. The results indicated that CRM practices have a significant positive effect on organizational performance. Similarly, the results revealed that enhanced key customer focus and relationship marketing leads to better organizational performance. Market turbulence was found to have a negative moderating effect on the relationship between CRM practices and organizational performance. This paper contributes to existing literature by incorporating CRM practices as a construct in the proposed model. The conclusions drawn have implications for CRM practices of key customer focus, relationship marketing and market turbulence in research literature. Keywords: customer relationship management practices, market turbulence, organizational performance, small and medium enterprises, food manufacturing industr

A review of the inconsistency in CRM measurement: evidence from the telecommunication industry

This study explores the varying contradictions in CRM measurements and proposed a conceptual model in association with customer loyalty in the telecommunication industry.The model was developed based on observed practical issues, industry reports and explicit review of empirical literatures on CRM in multifaceted disciplines using qualitative technique.Findings from this research revealed an optimistic relationship between CRM measurements, customer satisfaction, switching costs and customer loyalty.Although few literature have established the influence of CRM measurements on customer loyalty effectiveness, this study has further availed scholars/practitioners knowledge of the theoretical ties and the role CRM maintenance as key measurement has in predicting successful CRM implementation. Furthermore, it is recommended that CRM implementing organizations integrate the need for CRM maintenance as a prerequisite for CRM sustainability in organizations

Influence of Relational Experience on Customer Satisfaction Among Mobile Phone Users in Selected Public Universities in Kenya

The study focused on the influence of relational experience on customer satisfaction.The study was guided by the social exchange theory which focused on the fundamental principle that humans in social situations choose behaviors that maximize their likelihood of meeting self-interests in those situations.  Descriptive and explanatory research designs were utilized in this study and the following networks were sampled; Safaricom, Airtel,Orange  and , yuMobile A questionnaire was used to collect data from sample size of 250 respondents who were sampled from the staff of public universities in the Western region which included Moi, Masinde Muliro, Maseno, Jaramogi Oginga Odinga, University of Eldoret and Kisii University. Data collected was analyzed by use of descriptive and inferential statistics.Multiple regressions were used to establish the effect between customer relationship management practices, customer satisfaction and customer Retention. The results revealed that Customer relational experience had significant effect on Customer retention. Further,Customer relational experience had significant effect on Customer satisfaction.  Also it was established that, Customer satisfaction was significant in predicting customer retention. The study recommends that service providers should put more emphasis on Customer Relationship Management Practices since they influence customer satisfaction and hence customer retention. Keywords: Relational Experience, customer, customer satisfaction, retention DOI: 10.7176/EJBM/13-20-11 Publication date:October 31st 2021