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No matter how serious the competition on industrial marketing becomes, only consumer loyalty ensures steady and long-lasting revenue growth for any kind of businesses. The purpose of this study was to determine the relationship between Customer Relationship Management (CRM) strategy implementation and customer loyalty in telecommunication companies: user satisfaction as a mediating effect. This study discovered the elements of CRM that should be applied by telecomunication companies selected in its operation that leads to user satisfaction and customer loyalty. The study adapted and combined the three elements from previous studies namely customer focus, knowledge management, and electronic CRM (eCRM) as a CRM strategy implementation.
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Reseña del editor
No matter how serious the competition on industrial marketing becomes, only consumer loyalty ensures steady and long-lasting revenue growth for any kind of businesses. The purpose of this study was to determine the relationship between Customer Relationship Management (CRM) strategy implementation and customer loyalty in telecommunication companies: user satisfaction as a mediating effect. This study discovered the elements of CRM that should be applied by telecomunication companies selected in its operation that leads to user satisfaction and customer loyalty. The study adapted and combined the three elements from previous studies namely customer focus, knowledge management, and electronic CRM (eCRM) as a CRM strategy implementation.
Biografía del autor
A senior lecturer at the Faculty of Business Management UiTM Malaysia. He is also a fellow at Institute of Malay Thoughts and Leadership, Universiti Teknologi Mara Malaysia.
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User Satisfaction, Customer Relationship Management and Loyalty
Verlag:
LAP LAMBERT Academic Publishing, 2013
ISBN 10: 365941817X
ISBN 13: 9783659418174
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Taschenbuch. Zustand: Neu. User Satisfaction, Customer Relationship Management and Loyalty | Samsudin Wahab (u. a.) | Taschenbuch | 136 S. | Englisch | 2013 | LAP LAMBERT Academic Publishing | EAN 9783659418174 | Verantwortliche Person für die EU: BoD - Books on Demand, In de Tarpen 42, 22848 Norderstedt, info[at]bod[dot]de | Anbieter: preigu. Artikel-Nr. 105592607
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