The Fundamentals of Customer Relationship Management

2018 ◽  
pp. 44-60
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Customer Relationship Management ◽  
Business Performance ◽  
Relationship Management ◽  
Customer Retention ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Sustainable Competitive Advantage ◽  
Business Growth ◽  
Business Environments ◽  
Modern Business

This chapter presents the overview of customer relationship management (CRM), CRM and customer retention, CRM and customer engagement, CRM and technological utilization, and the importance of CRM in modern business. With the support of advanced technologies, CRM is the advanced approach that can enhance companies to achieve the positive relationships with customers, and can increase both customer retention and customer engagement in their products and services. The application of CRM can promote the capability of interacting with customers conformed to their customer requirements, and can help increase both sales and business growth in the competitive business environments. The chapter argues that utilizing CRM has the potential to enhance business performance and gain sustainable competitive advantage in the digital age.

The Moderating Effect of Environmental Turbulence on the Relationship Between Customer Relationship Management and Business Performance

2021 ◽  
pp. 87-105
Author(s):  
Samuel Gyedu ◽  
Tang Heng ◽  
Michael Verner Menyah ◽  
Junior Oti-Frimpong
Keyword(s):  
Customer Relationship Management ◽  
Business Performance ◽  
Positive Impact ◽  
Linear Regression Analysis ◽  
Relationship Management ◽  
Customer Relationship ◽  
Environmental Turbulence ◽  
Telecommunication Sector ◽  
Technological Turbulence ◽  
The Relationship

This article mainly aims to verify the moderating role environmental turbulence plays on the relationship between customer relationship management and business performance. The research was performed based on the survey performed in Ghana telecommunication sector, and the sample included 579 staff from MTN Ghana, VODAFONE Ghana, ALTEL/TIGO Ghana, ESPRESSO Ghana and GLOBACOM Ghana. The statistical analysis of the obtained results was carried out using multiple linear regression analysis with STATA and AMOS statistical software package. The obtained results clearly show that all constructs of CRM namely information sharing, customer involvement, joint problem solving, long-term partnership and technology-based CRM have a significantly positive impact on business performance. The moderation analysis indicated that technological turbulence positively moderates the relationship that existed between the various constructs of customer relationship management and business performance indicating that technological turbulence significantly strengthens the relationship between these variables. On the contrary, market turbulence significantly weakens the relationship between the various customer relationship management constructs and business performance. These findings contribute immensely to literature and knowledge by indicating which moderating environmental turbulence significantly strengthens and weakens the existing relationship between customer relationship management and business performance within the Ghanaian telecommunication sector.

scholarly journals Marketing Investigation: Customer Relationship Management and Innovation to Improve Competitive Advantage and Business Performance

2021 ◽  
Vol 9 (4) ◽  
pp. 430-438
Author(s):  
Rita Indah Mustikowati ◽  
Endi Sarwoko ◽  
Mohammad Arief ◽  
Iva Nurdiana Nurfarida
Keyword(s):  
Competitive Advantage ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Business Performance ◽  
Relationship Management ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Retail Business ◽  
Analysis Technique

The purpose of this study is to analyze the relationship between customer relationship management (CRM) and competitive advantage and to analyze the role of innovation capabilities in mediating CRM with a competitive advantage. In addition, it examines the role of competitive advantage on retail business performance. The study was conducted on retail companies in Indonesia using a quantitative approach, and responses from 255 retail owners/managers were obtained via the random sampling method. The analysis technique used is structural equation modeling (SEM) using SmartPLS software. The research findings reveal that retail competitive advantage can be achieved through the implementation of customer-oriented CRM. CRM is also able to support innovation capabilities, which will further increase competitive advantage. It is important for retail companies to strengthen the implementation of customer relationship management in order to achieve business performance because CRM is proven to increase the ability of innovation and competitive advantage of retail companies. Research on a broader type of company is needed to provide a better level of generalization.

Sign in / Sign up

Export Citation Format

Share Document