The influence of collaborative customer relationship management on customer retention : Case study: Taj Mehal Afro-asian store, Tikkurila
Makanjuola, Moruf (2017)
Makanjuola, Moruf
Haaga-Helia ammattikorkeakoulu
2017
Creative Commons Attribution-NonCommercial-NoDerivs 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060712784
https://urn.fi/URN:NBN:fi:amk-2017060712784
Tiivistelmä
This Bachelor's thesis discussed the effects of collaborative Customer relationship management on customer retention in the case company, Taj Mehal. The objectives of the research were to demonstrate the impact of CRM on customer satisfaction and loyalty and also to examine the overall impact of CRM on the organisational success. Also, the research assessed the influence of collaborative CRM in customer retention. The study comprised of the theoretical framework and the empirical aspect that are strategically linked together to demonstrate the impact of CRM and CCRM on customer retention.
The theoretical framework employed a comprehensive literature review and gathered primary data to examine such concept as customer relationship management (CRM), service-profit chain management, and Customer management. The author applied the qualitative method to arrived at the research objective which eventually answered the research questions posed at the beginning of the thesis. The interview was the primary research tool used to acquired more information. To gain a better knowledge needed to validate the research, interviews were put through to the employees at the case company.
Moreover, a few customers who walked in over a period of two days were also interviewed and observed during their shopping activities to study their shopping experience. Generally, the research shows there are many benefits involved in implementing collaborative CRM to boost brand image.
The research specifically revealed that CCRM has a positive relationship with customer retention. Not only that but, satisfaction and loyalty are correlative and crucial to customer retention. The author gave some recommendations related to the implementation and fostering of CCRM were also given at the end of the thesis that can help the case company rethink how it does business with its customer segment.
The theoretical framework employed a comprehensive literature review and gathered primary data to examine such concept as customer relationship management (CRM), service-profit chain management, and Customer management. The author applied the qualitative method to arrived at the research objective which eventually answered the research questions posed at the beginning of the thesis. The interview was the primary research tool used to acquired more information. To gain a better knowledge needed to validate the research, interviews were put through to the employees at the case company.
Moreover, a few customers who walked in over a period of two days were also interviewed and observed during their shopping activities to study their shopping experience. Generally, the research shows there are many benefits involved in implementing collaborative CRM to boost brand image.
The research specifically revealed that CCRM has a positive relationship with customer retention. Not only that but, satisfaction and loyalty are correlative and crucial to customer retention. The author gave some recommendations related to the implementation and fostering of CCRM were also given at the end of the thesis that can help the case company rethink how it does business with its customer segment.