The effects of customer relationship management on customer focus in Malaysian house-building companies

Abstract

CRM is one of the most important parts in housing industry that have been adopted among researchers, companies, institutions and organizations nowadays. CRM is a combination of people, processes and technology that seeks to understand a company's customers. Companies that successfully implemented CRM and customer focus programs; will collect the rewards in customer loyalty, customer satisfaction and customer retention and long run profitability. CRM training generally produced positive reactions, enhanced learning, and promoted desired behavioural changes. CRM has been the most widely used instructional strategy to enhance teamwork skills within housing industry. This study aims to investigate the prima facie conjecture that there are problems to the mediating effect of CRM on the relationship between TC and CF in Malaysian house-building (MHB) companies. The problems were transformed into three hypotheses to be accepted or rejected. This research is a descriptive-survey and inferential type based on the data collection method where parametric tests were used with the help of SPSS. The result shows that the proposed framework can indeed help house building companies to improve the work efficiency by developing good customer relationship and providing good quality services.