Home»Business Administration and Management» Impact of customer relationship management on customer buying behavior - case study of Bonas Shopping Complex Wukari, Taraba state

Impact of customer relationship management on customer buying behavior - case study of Bonas Shopping Complex Wukari, Taraba state

 Department: Business Administration and Management  
 By: usericon SIRJOSEPH  

 Project ID: 7787
   Rating:  (5.0) votes: 1
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Customer relationship management (CRM) is a comprehensive business and marketing strategy that integrates technology, processes and business activities around the customer. CRM is assumed to lead to bottom-line benefits for the organization. Advances in information and communication technologies have provided an effective platform to deliver electronic CRM functions. Despite widespread agreement that CRM can have direct and indirect satisfaction, loyalty, sales and profit, the significance of CRM and its features in influencing customer satisfaction has not been well-researched in non-consumer goods firms. In this study, our focus was on the impact of CRM on customer buying behavior, with particular references to Bonas Shopping Complex Wukari, Taraba State. The study is was specifically focused on investigating the factors that influence the buying behavior of customer behavior and examining the impact of CRM on organizations. The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondents are customers in Bonas Shopping Complex Wukari, Taraba State. The need to justify the impact of CRM on organizational performance in the boardroom has never been more important. Shareholders expect value for their investments organizations have invested large sums of money in people, processes and technology in order to imbibe the CRM culture. The promises of CRM are enormous. Yet, various organizations cry out for help over lost investments and damaged relationships. Is CRM promising too much or perhaps are the executives expecting more than they can get Literature suggests that in order to justify the investments of CRM, there is the need to develop a universally accepted holistic framework for the measurement of CRM activities is the lack of a universally acceptable definition of CRM. ...
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