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A study towards the relation of customer relationship management customer benefits and customer satisfaction

Mohammadhossein, N. and Ahmad, M. N. and Zakaria, N. H. and Goudarzi, S. (2014) A study towards the relation of customer relationship management customer benefits and customer satisfaction. In: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications. IGI Global, pp. 1268-1287. ISBN 978-146667358-8

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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.

Item Type:Book Section
Uncontrolled Keywords:marketing, multichannel integration, time-saving
Subjects:L Education > LB Theory and practice of education
ID Code:74703
Deposited By: Haliza Zainal
Deposited On:26 Nov 2017 08:00
Last Modified:26 Nov 2017 08:00

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