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et al., Eltahir. "Comparative study of customer relationship management (CRM) and electronic customer relationship management (E-CRM)". International Journal of ADVANCED AND APPLIED SCIENCES 8, n. 7 (luglio 2021): 1–6. http://dx.doi.org/10.21833/ijaas.2021.07.001.
Testo completoAbstract (sommario):
Customer Relationship Management can have great help to different companies of different sizes as it offers direct relation with the efficient in organizing, disseminating, and establishing values. The current study is the investigation into and comparison of Customer Relationship Management (CRM) and Electronic Customer Relationship Management (E-CRM). The study also aims to compare CRM and ECRM. The study also aims at showing to what extent building good relationships with the customer is of great role to companies. The study reviewed the recent articles published in the international databases. No exclusion criteria were made according to the country or location of the study. It views profit from another perspective as it focuses on establishing good relationships with the customers and clients as it is a better window to create customer retention and loyalty and thus lead to profits is seen and treated from the customers and client's retention and loyalty point of view to assure customers and clients loyalty and retention, the study follows customer orientation approach.
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Kumar, M. P. Shiva. "Customer Relationship Management (CRM) - Retaining Customers". SEDME (Small Enterprises Development, Management & Extension Journal): A worldwide window on MSME Studies 33, n. 3 (settembre 2006): 63–72. http://dx.doi.org/10.1177/0970846420060306.
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Bhat, Suhail Ahmad, e Mushtaq Ahmad Darzi. "Customer relationship management". International Journal of Bank Marketing 34, n. 3 (16 maggio 2016): 388–410. http://dx.doi.org/10.1108/ijbm-11-2014-0160.
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Purpose – The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions (complaint resolution, customer knowledge, customer empowerment and customer orientation) on customer loyalty and competitive advantage of a bank. The study also explores the mediating role of customer loyalty in the relationship between CRM and competitive advantage in retail banking. Design/methodology/approach – The research is based on a theoretical model which consists of four CRM dimensions and two exogenous variables. These have been used for establishing the hypotheses to analyze relationships between the variables constituting the CRM model. The data have been collected from 278 customers of a private bank. The data were analyzed using structural equation modeling (SEM). The scale was developed and purified through factor analysis (exploratory and confirmatory factor analysis). SEM was then used to examine the causal relationships and “model fit” of the proposed model. Findings – The results provide evidence that the four CRM dimensions have a positive effect on customer loyalty and competitive advantage of the bank. Among the CRM dimensions, customer knowledge is most influential of all the dimensions. Furthermore, customer loyalty acts as the mediator in the CRM model between CRM and competitive advantage. Research limitations/implications – Since, the study involved a single bank and therefore the results should be generalized cautiously. Only four CRM variables were included in the study; additional variables can be introduced in further studies involving different contexts. Practical implications – The study highlights and supports the need for mangers to devote additional resources toward developing a better CRM system. Therefore, mangers need to think beyond the technological aspects and should focus on these four dimensions, especially customer knowledge, to enhance the loyalty and competitiveness. Originality/value – The paper investigated hitherto unexplored relationships between customer-centric CRM dimensions instrumental in providing competitive advantage to a bank through mediational analysis. Thus, it contributes to the information on the implementation of CRM practices valuable for banking sector.
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N, Ms Kalpitha. "Customer Relationship Management (CRM)". International Journal for Research in Applied Science and Engineering Technology 6, n. 5 (31 maggio 2018): 1583–87. http://dx.doi.org/10.22214/ijraset.2018.5256.
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Haas, Alexander. "Customer Relationship Management (CRM)". Controlling 14, n. 3 (2002): 189–90. http://dx.doi.org/10.15358/0935-0381-2002-3-189.
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Kumar, Pushpender, e Anupreet Kaur Mokha. "Electronic Customer Relationship Management (E-CRM) and Customer Loyalty". International Journal of E-Business Research 18, n. 1 (gennaio 2022): 1–22. http://dx.doi.org/10.4018/ijebr.293292.
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This study examined the impact of E-CRM on customer loyalty with the mediating effect of customer satisfaction in the banking industry. Customer satisfaction is important for loyalty because when the customers are satisfied with the services offered by their service providers, the relationship gets stronger which further leads to positive word-of-mouth. The data was collected using purposive sampling from 836 banks’ customers who were using E-CRM services and the data was analyzed using structural equation model (SEM) through AMOS. The results revealed that E-CRM and customer satisfaction had a significant positive impact on customer loyalty and also customer satisfaction partially mediated the relationship between E-CRM and customer loyalty. This study would offer useful acumen to both academicians and marketers and would help the bank managers to improve the quality of the services provided to their customers.
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DARA ANDRIANA, ANNA. "DEVELOPMENT OF CUSTOMER RELATIONSHIP MANAGEMENT APPLICATION USING DYNAMIC CRM FRAMEWORK". JSK (Jurnal Sistem Informasi dan Komputerisasi Akuntansi) 6, n. 2 (15 luglio 2022): 1–5. http://dx.doi.org/10.56291/jsk.v6i2.82.
Testo completoAbstract (sommario):
In the development of technology, currently it has covered all fields, including in the business field. Customer Relationship Management (CRM) is approach used by companies in fostering good relationships with customers. Managing relationships with customers has been proven to increase the company's income and can meet customer satisfaction, so that customers become loyal customers. The purpose of this CRM application is to attract as many new customers as possible, as well as retain old customers and increase customer loyalty. In CRM, companies and customers will benefit. The company will get profits as well as increasing income, and customers will get satisfaction for the services provided by the company. To create a CRM, the Dynamic CRM Framework is used which can simplify the development and analysis and design of CRM applications. Currently, CRM is a very important segment in customer management. So, companies can easily build good relationships with each of their customers by recognizing every customer in the company. This application is very helpful in managing good relations between companies and customers
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Sigala, Marianna. "Implementing social customer relationship management". International Journal of Contemporary Hospitality Management 30, n. 7 (9 luglio 2018): 2698–726. http://dx.doi.org/10.1108/ijchm-10-2015-0536.
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PurposeThis paper aims to debate the technology-driven transformation of customer relationship management (CRM) into social CRM, which entails a shift from a transactional and automational solution to a customer experience management philosophy, reflecting high levels of customer empowerment.Design/methodology/approachA literature review provides a critical analysis of the concept, tenets, aims and implementation approaches of social CRM. Arguments are summarised by developing a process-based framework for implementing social CRM.FindingsBy adopting a value co-creation approach that recognises the technology-fostered customer empowerment, the social CRM highlights the need to immigrate from relationship management to relationship stewardship. In this vein, social CRM implementation should support and foster dialogue facilitation and customer engagement in co-creating customer experiences. To achieve these, five approaches for implementing social CRM are proposed: collecting, analysing and interpreting customer insight; monitoring and improving the performance of CRM; developing holistic and seamless personalised customer experiences; gamifying CRM and loyalty programmes; and nurturing community relationship management.Research limitations/implicationsThe five approaches to social CRM implementation are identified and validated based on current industry practices, theoretical arguments and anecdotal evidence of professionals’ perceptions about their outcomes. Future research is required to collect hard evidence showing the business and customer impacts of these approaches.Practical implicationsSocial CRM immigrates relationship management from a transactional to a customer experience mindset that treats customers as co-creators of value and demands the tourism and hospitality firms to exploit the affordances of information and communication technologies to collect and analyse customer data for better understanding the customer; develop customer touch points that do not only aim to sell but also primarily aim to enhance the customer interactions and experiences; consider and treat the customers and the customer communities as co-creators, brand ambassadors and stewards of relations; and motivate and enable customer participation into value co-creation processes for developing customer experiences and building relationships.Originality/valueResearch in social CRM is emerging, but it mainly focusses on defining its scope and identifying the functionality and adoption of social CRM technology. The paper contributes to the literature by proposing five specific approaches and a process framework for implementing social CRM. Various directions for future research are also provided.
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Asiyah, Siti. "CUSTOMER INTIMACY VALUE STRATEGY BY IMPLEMENTING CUSTOMER RELATIONSHIP MANAGEMENT". Journal of Applied Management and Business (JAMB) 1, n. 1 (30 luglio 2020): 1–9. http://dx.doi.org/10.37802/jamb.v1i1.58.
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This article talks about a lot of systems to transform customers into resources proposed for organizations while making faithful customers. The technique that is the focal point in this article is customer Relationship Management (CRM). This is on the grounds that without a CRM system, organizations neglect to reap the advantages of CRM. CRM is fundamentally significant for the organization's future. CRM innovation empowers organizations to all the more likely comprehend customer conduct, foresee their conduct later on, give altered customer encounters, and assemble long haul customer connections. Nonetheless, given that CRM is just restricted by innovation it will be a serious mix-up for the organization. Organizations can't give excellent customer worth, administration and experience just by putting resources into CRM innovation. This article depicts customer life cycle the executives and proposes an all encompassing system for customer life cycle the board. This section finishes by examining methodologies for transforming customers into resources and making satisfied customers.
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Ryals, Lynette. "Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships". Journal of Marketing 69, n. 4 (ottobre 2005): 252–61. http://dx.doi.org/10.1509/jmkg.2005.69.4.252.
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Customer relationship management (CRM) is perceived to be failing, and there is an urgent need for some practical ways to address this issue. The research presented in this article demonstrates that the implementation of CRM activities delivers greater profits. Using calculations of the lifetime value of customers in two longitudinal case studies, the research finds that customer management strategies change as more is discovered about the value of the customer. These changes lead to better firm performance. The contribution of this article is to show that CRM works and that a relatively straightforward analysis of the value of the customer can make a real difference.
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Erlinda, Erlinda, Elgamar Syam e Sri Chairani. "PERANCANGAN APLIKASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) UNTUK MENINGKATKAN LAYANAN PELANGGAN PADA TOKO UNFORGIVN TOXIC FASHION LUBUK ALUNG". JURNAL TEKNOLOGI DAN OPEN SOURCE 3, n. 2 (18 dicembre 2020): 202–14. http://dx.doi.org/10.36378/jtos.v3i2.699.
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A study has been done on the sales Unforgivn Toxic Fashion store regarding application development Management Customer Relationship (CRM) with the use of the website. Management Customer Relationship (CRM) is one type of management that specifically discusses the theory about the handling of the relationship between the company and its customers with the aim of increasing the company's value in the eyes of its customers. today many companies are using Management Customer Relationship (CRM) to build customer relationships. by utilizing Management Customer Relationship (CRM), companies will know what is expected and required customers that will create an emotional bond that can create strong business relationships and open and two-way communication between them.
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Pashaie, Sajjad, Fatemeh Abdavi, Geoff Dickson e Romina Habibpour. "SPORT CUSTOMER RELATIONSHIP MANAGEMENT, COMPETITIVE ADVANTAGE, SATISFACTION, LOYALTY, AND COMPLAINT MANAGEMENT". Kinesiologia Slovenica 28, n. 1 (26 maggio 2022): 122–40. http://dx.doi.org/10.52165/kinsi.28.1.122-140.
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Customer relationship management (CRM) in sports venues is a strategy for interacting with customers and managing the activities necessary for an effective and enduring customer relationship. This study investigates the impact of CRM on loyalty and the moderating role of reducing customer complaints. Data were collected from clients of sports venues (n=384). The structural equation method surveyed the effect of variables and the PLS Smart Partial Least Squares Approach analyzed the patterns. The Hayes process examined the moderating effect of customer complaints reduction. Findings showed that CRM leads to increased loyalty, satisfaction, and competitive advantage. Also, reducing customer complaints (R2 = 0.81) moderated the impact of CRM success on customer loyalty. Therefore, making proper relationships with customers, satisfying them, and increasing the level of service facilities are the most important determinants of loyalty in sports venues. The reduction of customers' complaints can lead to increased loyalty and subsequently lower marketing expenses.
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Mohammadhossein, Nastaran, Mohammad Nazir Ahmad, Nor Hidayati Zakaria e Shidrokh Goudarzi. "A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction". International Journal of Enterprise Information Systems 10, n. 1 (gennaio 2014): 11–31. http://dx.doi.org/10.4018/ijeis.2014010102.
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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.
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Baek, Da Jeong, e Kyoung In Cho. "A Study on the Financial Institution's Customer Relationship Management (CRM) System". Research Society of Language and Literature 3, n. 4 (15 giugno 2015): 1–10. http://dx.doi.org/10.21594/itma.2015.3.4.10.
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Several companies and organizations have welcomed the Big Data era has given rise to the need to more systematically manage their customers a diverse and fragmented. In this paper, we further customer recognition and management method for managing existing customer needs, the present invention relates to a CRM marketing strategies of financial institutions through customer segmentation. What was the introduction of CRM, looked out for sure what the process had been developed to better understand the CRM through the company's customer management change. Looked out of the CRM practice at the bank through the investigation, was identified positively influence your customers, staff concluded that specializes in CRM training is required for each point for a better direction.
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Singh, Jagwinder, e Shivani Saini. "Importance of CEM in CRM-CL framework". Journal of Modelling in Management 11, n. 1 (8 febbraio 2016): 91–115. http://dx.doi.org/10.1108/jm2-05-2014-0038.
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Purpose – The purpose of this paper is to propose a model to understand the role of customer relationship management efforts in building, sustaining and enhancing customer loyalty (CL). Design/methodology/approach – This paper reviews extant literature in customer relationship management (CRM), customer experience management (CEM) and CL, with a particular emphasis on exploring the relationships between these proposed domains. Findings – The CRM efforts, customer acquisition, retention and experience, are suggested to have positive influence on attitudinal and behavioural loyalty. A model for testing the associations of customer relationship efforts to various forms of CL, including the satisfaction, trust and commitment as mediators in CRM-CL link are proposed. Research limitations/implications – This paper represents a first attempt to build and propose a conceptual framework of CRM–CL. This is an indicative research than a conclusive one. Therefore, research implications are to perform the empirical testing of model in different business environments. Practical implications – This application of proposed model in a business environment will be helpful for the marketing practitioners to well understand the customers’ changing expectations as well as to prioritize the marketing functions. The emphasis and right calculation about the acquisition, retention and experience decisions would be helpful to marketers to know the expected profitability of customers. Originality/value – This is the first paper to provide a comprehensive integrated model of CRM and CL to understand the effects of CRM efforts on various forms of CL.
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Alryalat, Haroun, e Samer Al Hawari. "Towards Customer Knowledge Relationship Management: Integrating Knowledge Management and Customer Relationship Management Process". Journal of Information & Knowledge Management 07, n. 03 (settembre 2008): 145–57. http://dx.doi.org/10.1142/s0219649208002020.
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Due to the strong competition that exists among organisations and the rapid change in the business environment, knowledge has turned out to become a key source for organisations to enhance the competitive advantage. Integrating Knowledge Management (KM) and Customer Relationship Management (CRM) process is a new research area, therefore, scientific research and literature around it remain limited. In addition, the impact of KM process on customer acquisition, retention, and expansion to improve customer satisfaction remains under study and report. The aim of this paper is to present a conceptual framework of KM integrated with CRM called Customer Knowledge Relationship Management (CKRM) Process depending on analysis of various models presented in KM and CRM. The main highlighting is laid upon the concepts of the concept of customer knowledge (knowledge about customer, knowledge for customer, knowledge from customer). Therefore, this paper contributes to the development of KM process (Knowledge Process about Customer, Knowledge Process for Customer, and Knowledge Process from Customer). The paper investigated how the companies in Jordan developed KM process to improvement the CRM process. Based on data collected from the company, results from analysis indicated that the KM process had a positive effect on CRM process.
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Santari, Ni Putu Nita, I. Wayan Suartina e I. Made Astrama. "Pengaruh Customer Relationship Management dan Kepuasan terhadap Loyalitas Nasabah LPD Desa Adat Anggungan di Badung". Widya Amrita 1, n. 1 (20 gennaio 2021): 381–93. http://dx.doi.org/10.32795/widyaamrita.v1i1.1187.
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The LPD is a village economic institution that is used to collect and distribute funds in general as well as a source of development financing in almost all parts of customary village areas in Bali. Savings customers are the top priority of the LPD in the customary village of Anggungan to create Loyalty. In creating customer satisfaction and loyalty, the LPD in the customary village of Anggungan is required to implement a good and appropriate strategy, namely Customer Relationship Management (CRM) to increase customer satisfaction and loyalty. The purpose of this study to analyze the effect partially and simultaneously between Customer Relationship Management (CRM) and satisfaction on customer loyalty savings. The population in this study were 1,958 savings customers. The sample was determined based on the Slovin formula with the results obtained by 95 respondents. The results of data analysis indicate that Customer Relationship Management (CRM) and satisfaction simultaneously have a positive and significant effect on customer loyalty. Increasingly improving information technology strategies, namely Customer Relationship Management (CRM) in order to increase customer satisfaction and loyalty savings.
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Shea, Timothy, Ahern Brown, D. Steven White, Catherine Curran-Kelly e Michael Griffin. "Customer Relationship Management (CRM) Metrics". International Journal of Enterprise Information Systems 2, n. 3 (luglio 2006): 1–9. http://dx.doi.org/10.4018/jeis.2006070101.
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Chen, Injazz J., e Karen Popovich. "Understanding customer relationship management (CRM)". Business Process Management Journal 9, n. 5 (ottobre 2003): 672–88. http://dx.doi.org/10.1108/14637150310496758.
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Daniels, Martyn. "Customer Relationship Management (CRM): Profiting from today's customers". Serials: The Journal for the Serials Community 14, n. 3 (1 novembre 2001): 245–49. http://dx.doi.org/10.1629/14245.
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Kaoud, Menatalla. "Investigation of Customer Knowledge Management". International Journal of Service Science, Management, Engineering, and Technology 8, n. 2 (aprile 2017): 12–22. http://dx.doi.org/10.4018/ijssmet.2017040102.
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This article examines the Customer Knowledge Management (CKM) as an integration between the approaches of Knowledge Management (KM) and Customer Relationship Management (CRM). In the context of CRM, three types of knowledge flows play a critical role in the interaction between the organization and its customers: “Knowledge for Customers”, “Knowledge from Customers”, and “Knowledge about Customers”. A central question address here from a resource-based perspective is: How these customer knowledge flows are used through CRM business processes to improve effectiveness? Adopting a case study methodology in a sales outsourcing enterprise, this paper presents an in-depth investigation of Customer Knowledge Management through the CRM business processes. This research will help companies in the implementation of Customer Knowledge Management enabling them to improve their CRM effectiveness.
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Kocev, Stojan, e Dusko Kocev. "CUSTOMER RELATIONSHIP MANAGEMENT IN HEALTH ORGANIZATION". Knowledge International Journal 30, n. 6 (20 marzo 2019): 1691–700. http://dx.doi.org/10.35120/kij30061691k.
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CRM is a system that the customer-patient puts at the heart of the business process, and the deployment of the best CRM practices is the key to providing loyalty from customers as an integral part of a successful business. With this system, it is possible to study the behavior of the customer, thus providing the right direction for the best service of the customer and improving the relations and connections with them. CRM is the integration of sales, marketing, services and support strategy, processes, people and technologies to maximize customer benefits, values, relationships, and customer retention and their loyalty. These data are the basis for preparing information for marketing managers who need to help them in the decision-making process. Customer behavior is put in the focus of modern companies so that the CRM system is a synthesis of more functionalities such as sales, management, marketing and communication with customers as the main feature. These are methods for collecting and accumulating data for users and their behavior, preferences, inclinations and requirements Marketing decision support systems are usually part of CRM systems, which are a broad concept covering marketing activities, sales and overall communication, and customer relationships. The data collected is adapted to the marketing activities and the needs of marketing managers. Health CRM is a Customer Relationship Management System, designed specifically for use by healthcare organizations. Health CRM involves multiple sources of data (demographic data for consumers and patients, psychography, social, behavioral, clinical, financial, websites, call center, service check, etc.) to provide a comprehensive overview of the habits and activities of patient. The primary goal of the CRM healthcare system is to increase the quality of healthcare and the lives of patients to recruit new ones, and to retain existing patients.
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Hia, Era Era, Muhammad Khaidir Fahram e Siti Nurhasanah. "Penerapan Customer Relationship Management (CRM) Berbasis Website Terhadap Penilaian Pelanggan". Journal CERITA 8, n. 1 (8 febbraio 2022): 60–66. http://dx.doi.org/10.33050/cerita.v8i1.2136.
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reduce customer turnover or departure to other competitors. CRM system at PT. Wingoh Albinda still uses semi-computerization, namely Microsoft excel in managing its data, causing several problems in terms of late service, the response to customers is not optimal. This study presents an analysis of web-based CRM development on a marketing information system at PT. Wingoh Albinda. The result is a web-based CRM system that can manage customer data, product promotions, product sales data and customer service management which is used to store customer inquiries, complaints and ratings to create good relationships with customers. This system is expected to maintain good relations with customers.
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Inayatulloh, Inayatulloh, e Andi Sukandi. "Perancangan Aplikasi E-CRM Pada PT Manfuku Sejahtera Indonesia". ComTech: Computer, Mathematics and Engineering Applications 1, n. 1 (1 giugno 2010): 88. http://dx.doi.org/10.21512/comtech.v1i1.2198.
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The purpose of this research is to build an electronic Customer Relationship Management applications based computer by using Internet technology to enhance customer relationships. The research method is to do with company business process analysis in maintaining relationships with customers and develop computer-based applications that support enterprise business processes. In analyzing the company's business processes carried out several activities with the company to get the information required and the design of applications that will be built in accordance with needs. The conclusion the implementation of an electronic application web-based Customer Relationship Management can help companies improve relationships with customers based on questionnaires conducted several post-application. Conclusion of this paper is in improving relationships with customers built an electronic Customer Relationship Management applications based computer by using Internet technology that allows companies in gaining new customers, maintain customer loyalty with an intermediary application.
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Khasawneh, Rawan, e Emad Abu-Shanab. "Electronic Customer Relationship Management (e-CRM) in Jordan". International Journal of Technology Diffusion 3, n. 3 (luglio 2012): 36–46. http://dx.doi.org/10.4018/jtd.2012070104.
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The continuous and rapid development of information and communication technology (ICT) influenced the operations and services provided by the banking sector. Many financial institutions adopted the “customer is king\queen” strategy by changing their business environment, making use of various types of ICT to their relationship with their customers. One of the major new trends is the concept of e-CRM, which defines an improved relationship with customers utilizing the Internet, web browsers, and other web application. E-CRM is making customer service more effective and efficient. This paper aims to gain a better understanding of the application of e-CRM concept and its benefits to both customers and banks utilizing the case of the Egyptian Arab Land Bank in Jordan.
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Yadav, Brijesh Kumar, e Abhijeet Singh. "Analyzing the Influence of Customer Relationship Management on Firm Performance". International Journal of Customer Relationship Marketing and Management 5, n. 3 (luglio 2014): 69–97. http://dx.doi.org/10.4018/ijcrmm.2014070105.
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Today, companies have come to realize that customers are the foundation of a business and effective relationship management is indispensible for the success of an organisation. Hence, one of the most important objectives of a company is to satisfy its customers as they are the backbone and keep a business running. Moreover, it is being witnessed that customer's needs and buying behaviour have changed considerably. In order to meet ever changing demands, organisations need to adopt customer oriented marketing strategies to gain competitive advantage. Since customers nowadays are becoming more price sensitive and shift loyalty frequently in terms of selecting products and services of any company, it has become very difficult to retain them. As a result, emphasis on long term relationships with customers has gained momentum in businesses. The goal of the present study is to expand the study of customer relationship management (CRM) by investigating the association of dimensions of CRM and organizational performance. The study extends customer relationship management to the hotel industry context. It explores a set of CRM dimensions or constructs that are important for implementing CRM in hotel industry in Indian perspective.
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Mujio Mukmin, Toto, Rodhiah Rodhiah, Wasino Wasino, Septihani Michella Wijaya, Patrice Febiyani Metty, Carlene Lim e Rahma Della Safitri. "Marketing Strategy Based on CRM (Customer Relationship Management) at PT. Great Food Prosperity in Tangerang City". International Journal of Social Science Research and Review 4, n. 5 (5 dicembre 2021): 26–35. http://dx.doi.org/10.47814/ijssrr.v4i5.141.
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This study aims to produce a marketing model design based on CRM (Customer Relationship Management), in establishing long-term relationships with retailers and in increasing customer loyalty. The case study was conducted at PT Jaya Pangan Makmur which is engaged in the coffee business with the Harum Sweet brand. The implementation method with literature study, secondary and primary data was carried out to produce a model. The results of the activity show the marketing strategy design model based on CRM (Customer Relationship Management), in establishing long-term relationships with retailers, in introducing the existence of sweet fragrant coffee to the community. It is necessary to use information and communication technology to develop the functions of CRM which include strategic, operational and analytical functions. Customer-centered strategy that aims to win and retain customers, plays a strategic role in attracting and retaining its customers. Operations focuses on automating customer-facing processes such as sales, marketing, and customer service. Analytical CRM transforms customer-related data into customer-based data that is decrypted in the customer database program. It is important for companies to have customer data based, in order to maintain continuity of customers and ultimately reduce costs. The implementation of the Customer Relationship Management (CRM) program will help companies strengthen relationships with customers which can reduce costs and increase productivity and profitability in the business.
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Tseng, Shu-Mei, e Pin-Hong Wu. "The impact of customer knowledge and customer relationship management on service quality". International Journal of Quality and Service Sciences 6, n. 1 (11 marzo 2014): 77–96. http://dx.doi.org/10.1108/ijqss-08-2012-0014.
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Purpose – Enterprises realize that customers are their most important asset and recognize that a high level of customer satisfaction can only be achieved by enhancing service quality. Thus, how enterprises acquire customer knowledge by which to initiate and maintain customer relationships, as well as to enhance service quality has become an important issue. The paper aims to discuss these issues. Design/methodology/approach – This study uses a questionnaire and statistical analytical techniques to explore the impact of customer knowledge and customer relationship management (CRM) on service quality. Findings – The results indicated that customer knowledge has a positive influence on service quality and CRM is the partial intervening variable between customer knowledge and service quality. That is, customer knowledge enhances the CRM, while CRM, in turn, increases service quality and provides competitive advantages. Research limitations/implications – This research explored the impact of customer knowledge and CRM on service quality based on the company's perception and there was no validation on the customers' perception of the company. Therefore, it is suggested that future research should involve company staff, current customers, and latent customers to strengthen the triangulation. Practical implications – The results found that customer knowledge is indeed an important source of competitive advantage. Hence, enterprises should acquire valuable customer knowledge in order to enhance the relationship with customers, as well as enhance their service quality. Originality/value – There is still little related literature investigating the relationships amongst customer knowledge, CRM, and service quality. Hence, this study applies questionnaire methods as the main research tools in order to conduct an in-depth investigation into the influence of customer knowledge and CRM on service quality. Furthermore, this research is expected to provide enterprises with valuable suggestions for management practices.
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Paliouras, Konstantinos, e Kerstin V. Siakas. "Social Customer Relationship Management: A Case Study". International Journal of Entrepreneurial Knowledge 5, n. 1 (1 giugno 2017): 20–34. http://dx.doi.org/10.1515/ijek-2017-0002.
Testo completoAbstract (sommario):
Abstract Social Customer Relationships Management (CRM) is a current business trend providing new channels of two-way communication with customers through social media sites, such as Facebook, Twitter etc. Social CRM enables companies to interact in an easy and contemporary way directly with customers as well as to track customer interactions and their social influence. In this paper we examine the importance of CRM, e-CRM and Social CRM for businesses. We provide perspectives on objectives and types of CRM, the working cycle of CRM, the stages of a CRM Strategy and technology tools that are used in CRM. Social CRM is in particularly analyzed, since this new trend requires active engagement by customers and other stakeholders. The engagement process is essential to successful Social CRM and to successful social business practices. Finally, we describe experiences from three family businesses that introduced Social CRM as a result of a project carried out as an assignment in the ‘Social Media Networking’ module of the MSc course in ‘Web Intelligence’ at the Department of Informatics of Alexander Technological Educational Institute of Thessaloniki. The assignment of the groups was to create a Social CRM Strategy in collaboration with a company. This study is a follow-up of the outcome of the projects carried out in the autumn semester 2014 and 2015. The results show that all three companies consider that Social CRM is an excellent tool for obtaining real time valuable data about customers and a cheap way to reach them.
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Qasem, Mohammad Fayez, Mohammed Abdallah Abukhadijeh e Mohammad "Abd Alaffo" Aladham. "Customer Relationship Management and Customer Retention in Jordanian Bank". International Business Research 9, n. 9 (18 luglio 2016): 41. http://dx.doi.org/10.5539/ibr.v9n9p41.
Testo completoAbstract (sommario):
<p>This study examined the impact of CRM Activities on bank’s customer retention in Jordan. In order to collect the data of study the researchers designed a survey, the sample was collected from (405) customers of Jordanian banks' as respondents for the research questionnaire in 2016, by using a random sampling method, using Google form and survey monkey. 388 questionnaires were usable, incomplete returned questionnaires had been eliminated. The statistical results provide evidence on the significant positive relationship between CRM Activities and Attitudes of bank’s customers. the significant analysis revealed that there is a significant positive relationship between the independent variables ( i,e CRM Activities represented Solving customers, Quality of service, Behavior of the employees, CRM technology; and Activities to retain) and Attitudes of Banks Customer as a dependent variable (trust, affective commitment, and customer retention), also the statistical analysis revealed that there is a no significant relationship between behavior of the employees and affective commitment, and activities to retain and customer retention.</p>
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Damanik, Erikson, e Ivana Maretha Siregar. "PENGEMBANGAN SISTEM CUSTOMER RELATIONSHIP MANAGEMENT BERBASIS WEB PADA PT. TERUS MEGA TARA JAKARTA". Jurnal Teknik Informasi dan Komputer (Tekinkom) 4, n. 1 (2021): 60–69. http://dx.doi.org/10.37600/tekinkom.v4i1.278.
Testo completoAbstract (sommario):
This study aims to develop a web-based CRM (Customer Relationship Management) system at the company PT. Terus Mega Tara authorized agent of AIWA electronic products. To improve service to customers and establish relationships with customers which have been done manually, it is necessary to build a web-based CRM media that can make it easier for customers to obtain the information services needed without the need to spend a lot of time and money visiting the company concerned This web-based CRM system can increase customer loyalty, provide customer satisfaction and increase the company's business opportunities in facing increasingly advanced business competition. With the existence of a web-based Customer Relationship Management (CRM) system at PT. Terus Mega Tara enables companies to improve services to their customers. Keywords: Product-Driven Company, Customer-Driven Company, CRM, Web
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Purwanto, Heri, Amartya F. Iswahyudi, Haikal Pirous e Dewi Indrawati. "Penerapan Sistem Informasi Electronic Costumer Relationship Management". INTERNAL (Information System Journal) 4, n. 2 (30 dicembre 2021): 113–22. http://dx.doi.org/10.32627/internal.v4i2.401.
Testo completoAbstract (sommario):
E-CRM is customer management in electronic-based companies, dealing with complex management, attracting customers, and business partners through various media, including online and offline media, personal contacts, and other electronic communication media. E-CRM enables companies to better understand customer behavior and forecast customer needs through online activities, and can increase profitability. At PT. Suwanda Karya Mandiri has a problem with how to keep customers using the services of a technical consultant. Therefore, the initiative was taken to make it easier for customers who want to be interested in technical efforts and resources in an effort to keep customers using the services of technical consultants. To compete with competitors, the company implements E-CRM strategy to be able to establish good relationships and maintain customer satisfaction. In this study, the method used is the Prototype Method. The software used to develop E-CRM at PT. Suwanda Karya Mandiri uses Odoo software. Odoo software is software for business management. Based on the results of the test, it can be ascertained that using Odoo software and E-CRM can facilitate transactions between customers. This system can be further developed by implementing other modules such as Sales, Point of Sale, and Invoicing which can better assist PT. Suwanda Karya Mandiri.
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Erlygina, E., e V. Filimonova. "Customer Relationship Management". Bulletin of Science and Practice 6, n. 2 (15 febbraio 2020): 212–18. http://dx.doi.org/10.33619/2414-2948/51/21.
Testo completoAbstract (sommario):
The modern market is characterized by changes in the relationship between companies and customers. Today, customer relationships are an orderly system process that needs to be monitored and managed. In the context of complex sales in highly competitive markets, the use of automated systems will provide organizations with increased competitiveness. Automated CRM software can become a solution for implementing a personalized marketing strategy, which will allow you to more effectively manage business processes that occur within the framework of interaction between employees and customers.
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Padmavathy, C. J., e V. Sivakumar. "Dimensions of CRM Effectiveness and its Effect on Relationship Quality". International Journal of Customer Relationship Marketing and Management 3, n. 1 (gennaio 2012): 1–17. http://dx.doi.org/10.4018/jcrmm.2012010101.
Testo completoAbstract (sommario):
Despite numerous studies in customer relationship management (CRM), research into CRM effectiveness is limited. The purpose of this study is to first identify the dimensions of customer relationship management effectiveness (CRME) and then investigate the effect of CRME dimensions on customer satisfaction, customer trust and customer commitment. Based on a sample of 458 Indian retail bank customers, the study has identified four dimensions of CRME, namely, reliability, process focus, customer focus and technology focus. It is found that CRME dimensions positively influence customer satisfaction; customer satisfaction positively affects customer trust and customer trust has positive effect on customer commitment. The study findings imply bank mangers that orchestration of all the four dimensions will increase the effectiveness of CRM practices and foster in enduring relationship with customers.
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Agrawal, Shalini. "Customer Relationship Management in Private Sector Banks". International Journal of Advance Research and Innovation 1, n. 3 (2013): 140–46. http://dx.doi.org/10.51976/ijari.131318.
Testo completoAbstract (sommario):
Customer Relationship Management is a business strategy in this competitive scenario.CRM is being used as a tool to enhance a business and a firm profit. Banks are giving much emphasis on CRM to maintain old customers and make new customers. Present study focuses on CRM. Customer relationship management (CRM) is a business strategy in public sector banks. Geographical region Jaipur (Rajasthan) in India has been selected for this research paper. Multiple choice questionnaires is drafted and random sampling is used for this study. 86 private sector banks customers have been selected- 43 ICICI bank customers and 43 AXIS bank customers. Mean and percentage have been used for data analysis. After data analysis findings show that customers are satisfied from service factors, staff factors, environment factors apart from promotional factors. By promotional factors customers are less satisfied.
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Baser, Narayan C., e Dhavalkumar Gunvantlal Thakar. "A Literature Review on Customer Relationship Management in Banks". International Journal of Customer Relationship Marketing and Management 6, n. 4 (ottobre 2015): 43–56. http://dx.doi.org/10.4018/ijcrmm.2015100103.
Testo completoAbstract (sommario):
In this day and age, customers are regarded as an article of trade. With the growth of Service Marketing, Customer Relationship Management (CRM) advanced and became popular in India. CRM became crucial to cope up with exceeding competitive market. (CRM) in a bank bring about important phases such as incorporating the communication tools to meet the needs of customers, referring each customer as individuals, and making the customer relationship an impressive and long-lasting experience. The purpose of this study is to determine the usefulness of CRM implementation on customer contentment and perceived business performance. It takes stock of findings and conclusion of different researchers so that it can provide fruitful insight into the CRM implementation. Also the paper put forward the view of various researchers together so that a conclusive picture can be drawn regarding CRM and its benefits.
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Laksmana, I. Nyoman Hendra, IGA Eka Teja Kusuma e I. Nengah Landra. "Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali". International Journal of Contemporary Research and Review 9, n. 03 (13 marzo 2018): 20610–17. http://dx.doi.org/10.15520/ijcrr/2018/9/03/470.
Testo completoAbstract (sommario):
A highly competitive market makes companies need to maintain a positive relationship with their customers. A good CRM (customer relationship management) program will help the company to satisfy its customers. This research will explore various methods and techniques to build effective customer relationship management to satisfy customers. The purpose of this study is to examine the effectiveness of customer relationship management in maintaining and satisfying customers. This research shows that customer relationship management has a significant effect on customer satisfaction and loyalty. The variable also has a positive relationship. The company makes CRM as a capital to make customers more satisfied and stick with the company. This study concludes that CRM plays a major role in improving customer satisfaction, deep customer knowledge and customer loyalty. A better CRM will have clear information about what customers want, what their needs are, and what will make them more satisfied.
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K, Haritha. "Customer relationship management: a new dimension of managing customers". Journal of Management and Science 11, n. 3 (30 settembre 2021): 31–34. http://dx.doi.org/10.26524/jms.11.20.
Testo completoAbstract (sommario):
CRM or Customer Relationship Management is a system that caters to the management of a firm’s interactions with past, present,and future customers. Since the beginning of the new millennium, traditional marketing practices have not been effective in yielding good returns. Companies have turned reluctant to spend huge advertising expenditure and marketing research –the potent tool of getting deeper insights of customer has lost its charisma. Due to enigmatic customer behavior, it becomes inevitable for the companies to develop new marketing strategies. CRM has emerged as a new marketing strategy in that tenor.This article deals with importance of CRM and customer modeling. Further it extends the constraints of CRM and how it affects the organizational change.
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Budiman, Budiman, e Irnita Ajeng Yuli Muryati. "Customer Relationship Management (CRM) dan Nilai Pelanggan terhadap Loyalitas Pelanggan". Winners 11, n. 2 (30 settembre 2010): 151. http://dx.doi.org/10.21512/tw.v11i2.692.
Testo completoAbstract (sommario):
The tourism world today gains a lot of attention and spotlight is greatly increased in many countries and in different places in the world. It is proven by the increasing number of tourist resorts built, due to visitors using the facility. The purpose of this study is to determine whether there is influence of Customer Relationship Management (CRM) on Customer Value at Hotel Crystal, to see if there is influence of CRM on Customer Loyalty at Hotel Kristal, and to find out whether there is influence of Customer Value on Customer Loyalty at Hotel Kristal. The research is descriptive, while the research method used is survey of 100 customers in Hotel Kristal, South Jakarta. Path analyze is used to determine the influence between variables. Result indicates that the CRM provides a positive and significant influence on the Customer Value at Hotel Kristal. Meanwhile, CRM and Customer Value provide a positive and significant influence at Hotel Kristal subsequently affecting Customer Loyalty Hotel Kristal.
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Wildan, Muhammad, e Safitri Juanita. "Implementasi Electronic Customer Relationship Management pada Aplikasi Layanan Pelanggan Hotel". Infotekmesin 13, n. 1 (22 gennaio 2022): 144–50. http://dx.doi.org/10.35970/infotekmesin.v13i1.1045.
Testo completoAbstract (sommario):
The interest of hotel visitors has decreased since the Covid-19 pandemic. So it is recommended that hotels implement Customer Relationship Management (CRM) which has three stages: getting new customers (Acquire), improving customer relationships (Enhance), and retaining customers (Retain). However, hotels currently do not have practical service applications that help to maintain the relationship between hotel management and consumers, so it requires research that implements E-CRM by designing a prototype of web-based Hotel customer service applications. This study aims to standardize hotel customer service applications that implement E-CRM. It uses qualitative research methods by applying the prototype system development method. The research contribution is to make an E-CRM prototype in a hotel customer service application with several features such as complaints, testimonials, promotions, and point redemption. Based on experiments and testing from a user using UAT and interview, the implementation of E-CRM using a prototype of web-based Hotel customer service applications helps the staff to find customer complaints. The promotion feature helps staff add promotional information that appears on the website's front page. Hotel customers can use the feedback feature in complaints, testimonials and redeem points exchange with prizes. In future research, sentiment analysis on hotel customer reviews using a classification algorithm can be carried out.
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et al., Algamdi. "CRM system and potential customer loyalty trends: Some evidence of customer engagement". International Journal of ADVANCED AND APPLIED SCIENCES 8, n. 5 (maggio 2021): 44–52. http://dx.doi.org/10.21833/ijaas.2021.05.005.
Testo completoAbstract (sommario):
This present paper aims to validate the relationship between loyalty programs and to recognize the value of implementing CRM systems by the dimensions of CRM realize and commercial banks. This article also presents an emerging CRM research literature as CRM's customer-focused component, investigating the relationship between CRM and customer loyalty. By implementing robust information management, CRM aims to improve customer interactions through a portfolio of trust-building activities. Simultaneously, most CRM literature focuses on banks designing and executing CRM initiatives. The current research explored various customer loyalty determinants but pay less attention to understanding the relationship between product dimensions and fundamental loyalty mechanisms. The study used both quantitative and qualitative data, focusing on Saudi banks' CRM dimensions and customer loyalty. The Data were collected using surveys and interviews. The finding of this study indicates that the basis of the relationship between the bank and customers is the element of credibility and security privacy and confidentiality of information. However, customer acquisition practiced more than preserving customers (contact, quality of service, market response). Building relationships with them, so the Bank services focused on the retention customers and building relationships with them in the short term, because it is a Less cost, and ameliorate part of customer segmentation actual and potential market of banks on the long term strategy. The study enriches the banking literature on how to implement customer relationship management (CRM) in financial institutions. This topic has not been discussed mainly in the Middle East except in a few studies. Despite the challenges facing banks in light of the spread of Fintech companies and their repercussions on banks operating in the region.
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Dennis Rydarto Tambunan, Heru Kreshna Reza, Melly Susanti e Sabri. "Customer Relationship Management In Banking Sector Case Study Of Conventional Banks". International Journal of Science, Technology & Management 2, n. 6 (29 novembre 2021): 2136–42. http://dx.doi.org/10.46729/ijstm.v2i6.364.
Testo completoAbstract (sommario):
The importance of Customer Relationship Management (CRM) to help businesses acquire new customers, retain existing ones and maximize their lifetime value. This paper discusses the role of Customer Relationship Management in 4 bank units and the need for Customer Relationship Management to increase customer value by using several analytical methods in CRM applications. This paper attempts to identify the technological revolution witnessed by commercial banks and to what extent it has benefited banks to build better customer relationship management (CRM) services between public sector banks and private sector banks. The purpose of this study is 1) to analyze customer opinions about bank CRM in relation to service quality management. 2) To find out the customer's opinion about the bank's CRM on customer relationship management. This study uses primary and secondary data. Primary data will be collected by distributing structured questionnaires to conventional banks (Private and Government). Secondary data will be collected from records published by the financial services authority (OJS), standard textbooks and published research papers, and through web information. The primary data required will be collected from 6 banks in Bengkulu. In addition to collecting information from banks, it also collects information from the general public who have bank accounts.
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Sexauer, Hagen J. "Entwicklungslinien des Customer Relationship Management (CRM)". WiSt - Wirtschaftswissenschaftliches Studium 31, n. 4 (2002): 218–22. http://dx.doi.org/10.15358/0340-1650-2002-4-218.
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Alt, Rainer, e Olaf Reinhold. "Social-Customer-Relationship-Management (Social-CRM)". WIRTSCHAFTSINFORMATIK 54, n. 5 (6 settembre 2012): 281–86. http://dx.doi.org/10.1007/s11576-012-0330-6.
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Alt, Rainer, e Olaf Reinhold. "Social Customer Relationship Management (Social CRM)". Business & Information Systems Engineering 4, n. 5 (6 settembre 2012): 287–91. http://dx.doi.org/10.1007/s12599-012-0225-5.
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Ramadhanti, Alya Rysda, Rafa Syafiq Bastikarana, Andry Alamsyah e Sri Widiyanesti. "Determining Customer Relationship Management Strategy With Customer Personality Analysis Using Ontology Model Approach". Jurnal Manajemen Indonesia 20, n. 2 (30 agosto 2020): 83. http://dx.doi.org/10.25124/jmi.v20i2.3196.
Testo completoAbstract (sommario):
Indonesia is a market with attractive e-commerce growth in the past four years. The tight competition made the company try to find ways to maintain customer loyalty, including making improvements to the Customer Relationship Management (CRM) strategy. The way to establish a good CRM strategy is driven by a good approach from the company to customers. Through the process of understanding customer personality, major companies able to understand their customer behaviour, therefore, companies driven by their marketers can perform product marketing activities that are tailored to the tendency of the customer's personality. This research was conducted to determine the personality of the customer by utilizing data obtained from online reviews of several products using the ontology model approach. Personality is measured based on words and phrases given by customers through their online reviews with the help of the Big Five Personality theory in the classification process. The results of this study indicate that the measurement of personality using an ontology model reconstructed with the n-gram algorithm shows that customers on several products have different personalities. These personalities can be used as a foundation in determining and establishing CRM strategies in order to gain higher customer engagement.
Keywords—Customer Relationship Management; Online Review; Ontology Model; Personality Measurement
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Elfarmawi, Wouroud. "Correlation Between Customer Relationship Management System Usage, Product Innovation, And Customer Satisfaction". Foundations of Management 11, n. 1 (1 marzo 2019): 23–32. http://dx.doi.org/10.2478/fman-2019-0002.
Testo completoAbstract (sommario):
AbstractThis quantitative correlational research examined the correlations between customer relation-ship management (CRM) usage, product innovation, and customer satisfaction. The general problem was the lack of evidence indicating the use of CRM system as effective in improving small- to medi-um-size companies’ performance. Hence, the specific problem was to determine the beneficial use of a CRM system for customer satisfaction and product innovation. Data were gathered through sur-veymonkey.com. A total of 97 respondents were selected as sample from 10 small- to medium-size companies to answer the survey questions. Respondents were top managers, middle managers, and first-line managers of the selected organization. Statistics of the study were provided with the help of IBM Statistical Package for Social and Sciences version 23. The findings showed a strong correlation between the use of CRM system and customer satisfaction. They indicated the use of CRM system could improve the relationship with existing customers, could help attract prospective customers, and could win back former customers.
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Budi Bramasta, Admiral. "Analisis Strategi Online Consumer Relationship Management Pada Produk Pisau Cukur Banner". Jurnal Media dan Komunikasi 1, n. 1 (1 novembre 2020): 55. http://dx.doi.org/10.20473/medkom.v1i1.22927.
Testo completoAbstract (sommario):
This research uses a qualitative research approach with descriptive type and uses in-depth interviews as primary data in research data collection. This research is important because along with the digital transformation that is developing, marketing is now experiencing a development from transactional to marketing on a relationship basis. The use of various marketing tools to manage customer relationships such as Instagram and Whatsapp can also help to maintain customer relationships because this complete the customer's culture. The result of this research is an online CRM strategy built by Banner using artificial intelligence/chatbot to be able to manage relationships with customers. PT. AWP as the manager of the Banner product uses an online CRM program called Siska to be able to manage relations with customers
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Saqib, Muhammad, e Robin Zarine. "Evaluating Customer Relationship Management (CRM) as a Business Knowledge and Intelligence Management Tool". iRASD Journal of Management 3, n. 2 (30 settembre 2021): 171–84. http://dx.doi.org/10.52131/jom.2021.0302.0036.
Testo completoAbstract (sommario):
Tense competitions have always been the case in the banking industry. Its very customer-oriented nature explains the need to recognize the importance of customers with respect to growth and success, and so the battle to recruit new and retain existing customers are inevitable. Related competitiveness in such area has been highly linked to effective Customer Relationship Management (CRM) systems implementation that can provide the necessary business knowledge and intelligence. This paper seeks to evaluate the preparedness and the extent Omani retail banks are incorporating CRM as a business knowledge and intelligence management tool to assist in their customer recruitment and retention activities. This study uses a quantifiable methodology with MS Excel data analytic tool to analyse primary data to determine the extent to which CRM systems are being incorporated as a business knowledge and intelligence management tool in the banking industry. Data were collected across departments from 5 of the 7 Omani retail banks with average ratings used for each question. The findings show that CRM as business intelligence management tool is already well incorporated in banks of Oman and the banks are also well equipped to further embrace such tools to strengthen their customer recruitment and retention capabilities. The findings also show that the banks have the necessary Information Technology capabilities, Customer Service capabilities and marketing capabilities which have assisted them to deliver higher quality customer services, run more effective marketing and promoting campaigns, and enhance their management decision making. The findings should assist decision-makers in realizing the importance of CRM with appropriate kind of functionalities as a business intelligence tool to optimize customer recruitment and retention activities.
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Ezilarasi, S., e M. Kavitha. "A Study of Customer Relationship Management and Customer Preferences in Apparels with Special Reference to Chennai Retail Stores". ComFin Research 10, n. 1 (1 gennaio 2022): 52–57. http://dx.doi.org/10.34293/commerce.v10i1.4569.
Testo completoAbstract (sommario):
Customer Relationship Management (CRM) is a comprehensive approach to developing, sustaining, and expanding customer relationships. Customer relationships, on the other hand, are not widely considered in the businesses of small street vendors. The customer relationship management adoption process in small businesses and the goal of this paper is to expand knowledge and provide a better understanding of the CRM adoption process through an empirical study in Chennai and also particularly bring out the most effective practice that influences customers shopping decision. The Indian apparel retail sector is booming, leading to intense competition. The companies are tailoring CRM initiatives to increase their customer base. The customer’s role is crucial in maintaining long term profitable relationships with the customers. This research attempts to study various touchpoints related to apparel retailing. The study aims at establishing the importance of customer touchpoints in CRM.