Customer Relationship Management (CRM) has garnered substantial interest from both market practitioners and academic researchers due to the increasing competition and limited consumer base in today's globalized economy. As products and services become more homogenized, organizations seek innovative strategies to remain competitive, often resorting to price reductions. Concurrently, empowered consumers with access to abundant information demand heightened levels of care from organizations, shifting the balance of power towards the customer. Consequently, fostering strong customer relationships has emerged as a critical competitive advantage for organizations aiming for profitability.
The study's significance extends beyond organizational practices to contribute valuable insights to CRM literature and knowledge. By examining the requirements and processes of CRM, the research aims to inform stakeholders such as policymakers, organizations, researchers, and academia about effective customer relationship management strategies. Additionally, the study aims to enrich the body of knowledge in related fields, laying the groundwork for future research endeavors.
Inhaltsverzeichnis (Table of Contents)
- CHAPTER 1: INTRODUCTION.
- Background of the Study.
- Problem Statement.
- Research Rationale.
- Research Aim
- Research Questions.
- Significance of Study.
- CHAPTER 2: BACKGROUND AND LITERATURE REVIEW.
- Customer Relationship Management.
- Factors Affecting Customer Relationship.
- Trust
- Commitment
- Communications
- CHAPTER 3: RESEARCH METHODOLOGY.
- Philosophy of research
- Data collection method.
- Primary Data Collection
- Secondary Data Collection
- Sampling
- Data analysis method.
- References.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The primary objective of this study is to assess the impact of Customer Relationship Management (CRM) on customer profitability. The research aims to explore how CRM strategies contribute to increased customer loyalty, retention, and ultimately, higher financial returns for businesses.
- The role of CRM in enhancing customer relationships and fostering customer loyalty.
- The impact of CRM on customer profitability and business performance.
- The importance of customer-centric approaches in today's competitive business landscape.
- The evolving nature of customer behaviour and the need for adaptable CRM strategies.
- The significance of measuring and evaluating the effectiveness of CRM initiatives.
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction: This chapter introduces the research topic of CRM and its relevance in today's business environment. It highlights the increasing competition and the need for organisations to focus on customer relationship management to achieve profitability. The chapter also outlines the problem statement, research rationale, aim, and questions that guide the study.
- Chapter 2: Background and Literature Review: This chapter provides a comprehensive overview of CRM, discussing its theoretical foundations and key concepts. It examines various factors that influence customer relationships, such as trust, commitment, and communication. The chapter also reviews existing literature on CRM and its impact on business success.
- Chapter 3: Research Methodology: This chapter outlines the research approach and methodology employed in the study. It details the philosophy of research, data collection methods, sampling techniques, and data analysis methods used to gather and interpret relevant information.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this study include customer relationship management (CRM), customer profitability, customer loyalty, customer retention, relationship marketing, competitive advantage, service quality, customer satisfaction, business-to-business (B2B), and customer-centric approaches.
- Quote paper
- Nashra Rafiq (Author), 2020, The Role of CRM in Maximizing Customer Satisfaction, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1449227
