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Effect of customer relationship management on customer satisfaction and loyalty
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Effect of customer relationship management on customer satisfaction and loyalty
Ngọc Lam
110
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In this study we look for various factors that are necessary for an effective CRM. In this research, we concentrate on these issues that are fetching importance to higher level officials in an organization: is there a relationship between CRM with customer satisfaction and loyalty in Indian organizations? | Effect of customer relationship management on customer satisfaction and loyalty International Journal of Management INTERNATIONAL IJM ISSN 0976 JOURNAL 6502 Print ISSN 0976 IJM OF MANAGEMENT - 6510 Online Volume 6 Issue 5 May 2015 pp. 01-07 IAEME ISSN 0976-6502 Print ISSN 0976-6510 Online IJM Volume 6 Issue 5 May 2015 pp. 01-07 IAEME http www.iaeme.com IJM.asp IAEME Journal Impact Factor 2015 7.9270 Calculated by GISI www.jifactor.com EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION AND LOYALTY Dr. E. B. KHEDKAR Dean Faculty of Management Sciences Savitribai Phule Pune University Formerly University of Pune amp Director D Y Patil Institute of Management Charholi Lohegaon Pune. ABSTRACT The Customer Relationship Management CRM is the highly valued in market for existing and current customers. In this research we explore the effect of CRM on factors such as customer satisfaction and customer loyalty. Since CRM is defined as an important key in business among companies to maintain and increase their customers base. In this study we look for various factors that are necessary for an effective CRM. In this research we concentrate on these issues that are fetching importance to higher level officials in an organization is there a relationship between CRM with customer satisfaction and loyalty in Indian organizations If so then how we can relate CRM with customer satisfaction and loyalty With globalization industries are growing rapidly and with ever growing industries competition is also increasing. Further with appropriate statistical analysis the hypotheses framed in this study is validated and the results shows high positive correlation among the variables considered for the study. Keywords Customer Relationship Management CRM Customer Satisfaction Customer Loyalty. INTRODUCTION In 1980s the concept of Direct Marketing was greatly dependent on customer databases that were available with the organization. The concept of relationship centric .
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