Literature review customer relationship management

Literature review customer relationship management

Literature Review On Customer Relationship Management. Words4 Pages. Saiman Shetty | Literature Review. Customer Relationship Management. Page 5. 2. Definition and Evolution of CRM. Different authors define Customer Relationship Management in various alternative blogger.comr; throughout this literature review we shall adopt the approach of Payne and Frow [1] who The author of this literature review "Customer Relationship Management" discusses how hotels can use customer relationship management to enhance customer loyalty and retention. Reportedly, customer relationship management has become a subject of Literature Review Review of Literature on CRM: Customer Relationship Management (CRM) has become one of the most dynamic technology topics of the millennium. According to Chen and Popovich (), CRM is not a concept that is really new but rather due to current development and advances in information and enterprise

Customer Relationship Management Literature review - 1

Mueller characterises customer relationship management aspect of the business as a highly dynamic, and convincingly argues that businesses have to adopt a proactive approach in devising relevant programs and initiatives in order to remain competitive in their industries.

Sinkovics and Ghauri relate the necessity for engaging in customer relationship management to high cost of direct sales, highly intensifying level of competition in the global level, and need for information about various aspects of the business in general, and consumer behaviour in particular, that can be used to increase the levels of sales. According literature review customer relationship management Peppers and Rogersthere is global tendency in customer relationship management that relates to the shift from transactional model towards the relationship model.

In other words, Peppers and Rogers argue that satisfying customer needs as a result of on-time transaction is not sufficient today in order to ensure the long-term growth of the businesses. Instead, literature review customer relationship management, businesses have to strive to maintain long-term relationships with their customers in order to maintain flexibility to adopt their increasing expectations and thus achieving their life-long loyalty.

Peppers and Rogers further stress that, businesses that refuses to acknowledge this tendency in the global marketplace would be risking their market share and growth prospects in the future. The book offers an in-depth discussion of the concept of Customer Touch Map and discusses the role of information technology in facilitating customer literature review customer relationship management management.

The work of Mathur represents another significant contribution to the research area to be used in the study. Namely, the author provides a wide range of specific customer relationship management techniques and principles that are used by multinational businesses.

The findings of Mathur can be compared to the primary data findings in the proposed research, thus enhancing the scope of the study. Khuranaon the other hand, discusses the concept of customer relationship management in a great detail, and also addresses advantages and disadvantages associated with a range of relevant software applications. Specifically, Pradan identifies customer relationship management as an emerging aspect of marketing in retail and discusses its importance for ensuring long-term growth for retail businesses.

The value of this specific work to the proposed research can be explained in a way that it will allow the comparison of customer relationship management principles to the similar principles exercised by other multinational retailers in a global marketplace, literature review customer relationship management.

Bhatia offers in-depth discussions related to the use of loyalty cards by retailers, and this literature review customer relationship management a comprehensive analysis of the issue in the secondary data. The most valuable part of this specific article is that it provides highly practical recommendations to retailers of various sizes literature review customer relationship management terms of increasing the levels of revenues through adopting a range of customer relationship management principles.

A range of academic models and writings relate to this research in direct and indirect ways and some of the most relevant models are going to be explored in the study.

One of the most models to be used in the study is The Gap Model of Service Quality. These five gaps are a the gap between customer wants and the management perceptions about customer wants; b the gap between the management perceptions about customer wants and the specifications of service developed; c the gap between the service specifications and the actual service provided; d the gap between the quality of service promised and the quality of service provided, and e the gap between expected service and perceived service on behalf of customer.

Another relevant model to be tested during the study constitutes Relationship Model of customer relationship management proposed by Peppers and Rogers Specifically, the model advocates adopting a pro-active approach in sustaining customer relationships and proposes a set of specific principles that would assist to accomplish this task. Brink, A. Goldenberg, B. Mueller, B. Peppers, D. Pradan, S. Raab, G. Sinkovics, R. Category: Customer Services, literature review customer relationship management.

Tags: Retail.

Introduction to CRM - Examples of CRM

, time: 4:20

A Brief Literature Review: Customer Relationship Management

Customer Relationship Management (CRM) can be understood as a revolving process during which companies interact with their customers, there by generate, aggregate, and analyze customer data, and The author of this literature review "Customer Relationship Management" discusses how hotels can use customer relationship management to enhance customer loyalty and retention. Reportedly, customer relationship management has become a subject of The literature review is the segment which deals with the assessment of the past and proposed theories given in respect of the given topic. The review here will deal with and Help in academic theories proposed for the effective customer management and customer retention by the retail stores in Australia. The proposed theories will help the researcher to understand the factors that influence the customer /5(K)