A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction
The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results...
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| Veröffentlicht in: | International journal of enterprise information systems 2014-01, Vol.10 (1), p.11-31 |
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| container_title | International journal of enterprise information systems |
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| creator | Mohammadhossein, Nastaran Ahmad, Mohammad Nazir Zakaria, Nor Hidayati Goudarzi, Shidrokh |
| description | The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. This paper contributes to the existing literature by incorporating the benefits of CRM for customers and the relationships of these benefits with their satisfaction in the proposed model. |
| doi_str_mv | 10.4018/ijeis.2014010102 |
| format | Article |
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A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. 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A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. 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| ispartof | International journal of enterprise information systems, 2014-01, Vol.10 (1), p.11-31 |
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| subjects | Customer relationship management Customer satisfaction Customer services Enterprisewide computing Information systems Marketing Methods Surveys |
| title | A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction |
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