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Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)

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Listed:
  • Rao Tahir Anees
  • Nordiana Ahmad Nordin
  • Temoor Anjum
  • Luigi Pio Leonardo Cavaliere
  • Petra Heidler

Abstract

Customer focus is a concept that academics and professionals have been discussing in recent years. These are deeply ingrained ideas and standards that make customer relationships a top priority within the organization. The main objective of this research is to determine the impact of the CRM strategy on customer retention. The total sample of this study is 220, and the questionnaire includes 15 items. This research is based on exploratory and quantitative nature. Use survey methods to collect data from respondents through questionnaires. Calculate SmartPLS-SEM-3.0 to study the hypothesis of this investigation. The findings of this research show that Customer Orientation and Service Quality have an impact on Customer Retention. Additionally, the sale of a company can increases if they are maintaining the quality of the food, and there will be significantly less Customer Retention.

Suggested Citation

  • Rao Tahir Anees & Nordiana Ahmad Nordin & Temoor Anjum & Luigi Pio Leonardo Cavaliere & Petra Heidler, 2020. "Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)," Business Management and Strategy, Macrothink Institute, vol. 11(2), pages 117-133, December.
    • Handle: RePEc:mth:bmsmti:v:11:y:2020:i:2:p:117-133
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    References listed on IDEAS

    as
    1. Nida Nazar & Sara Ravan Ramzani & Temoor Anjum & Imran Ahmed Shahzad, 2018. "Impact of Entrepreneurial Orientation of Bank Performance in Pakistan," Business Management and Strategy, Macrothink Institute, vol. 9(1), pages 290-309, December.
    2. Nita Umashankar & Yashoda Bhagwat & V. Kumar, 2017. "Do loyal customers really pay more for services?," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 807-826, November.
    3. Carl Shapiro, 2019. "Protecting Competition in the American Economy: Merger Control, Tech Titans, Labor Markets," Journal of Economic Perspectives, American Economic Association, vol. 33(3), pages 69-93, Summer.
    4. Anik Kusmintarti & Andi Asdani & Nur Indah Riwajanti, 2017. "The relationship between creativity, entrepreneurial attitude and entrepreneurial intention (case study on the students of State Polytechnic Malang)," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 10(1), pages 28-36.
    5. Ng, Sylvia C. & Sweeney, Jillian C. & Plewa, Carolin, 2020. "Customer engagement: A systematic review and future research priorities," Australasian marketing journal, Elsevier, vol. 28(4), pages 235-252.
    6. Rakthin, Sirisuhk & Calantone, Roger J. & Wang, Joyce Feng, 2016. "Managing market intelligence: The comparative role of absorptive capacity and market orientation," Journal of Business Research, Elsevier, vol. 69(12), pages 5569-5577.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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