Implementation of Sustainable Custom-er Relationships Management in FMCG Industry Myanmar

Abstract

This study emphasized to explore the implementation of sustainable customer relationship management (SCRM) within Myanmar's FMCG industry, where sustainability has become increasingly vital due to envi-ronmental, social, and economic pressures. The primary objective was to explore current sustainable ap-proaches to integrating sustainability into customer relationship management (CRM) practices, identify key challenges faced by companies, and suggest practices to overcome these challenges. The research reviewed literature on sustainability development, sustainable business practices, and sustainable customer relation-ship management. After that employing a theoretical framework that contextualized sustainable CRM with-in the broader sustainability pillars, challenges on implementation of sustainable CRM and performance measurement models. The methodology adopted a qualitative approach, utilizing semi-structured inter-views for data collection, with data analyzed through thematic analysis to identify common themes and insights. The main findings revealed that most companies in Myanmar’s FMCG sector primarily rely on tra-ditional CRM methods and face significant challenges while adopting sustainable practices, including organi-zational, technology and customer awareness. Despite these challenges, some organizations demonstrated initiative-taking efforts to incorporate sustainability through eco-friendly packaging, customer engagement, and corporate social responsibility. The study concluded that fostering sustainable CRM in Myanmar re-quires targeted practices that address internal and external barriers and emphasize long-term relationship building aligned with environmental and social.