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A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty

Author

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  • S. M. Kamrul Islam Shaon
  • Hasebur Rahman

Abstract

This paper has been devoted to theoretically examining the Customer Relationship Management (CRM) agenda which has been dominating the business world in recent years. Customer relationship management is a new competitive weapon for organizations for serving internal and external customers. Today's organizations are focusing on conquering the minds of customers, to make them satisfied and loyal with the help of sophisticated, well-organized CRM efforts. This paper is to explore the CRM agenda in organizational interfaces and its effectiveness with regards to customer satisfaction and customer loyalty. The related literature demonstrates that there is a significant association among effective CRM, customer satisfaction and customer loyalty.

Suggested Citation

  • S. M. Kamrul Islam Shaon & Hasebur Rahman, 2015. "A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty," Central European Business Review, Prague University of Economics and Business, vol. 2015(1), pages 23-36.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:1:id:116:p:23-36
    DOI: 10.18267/j.cebr.108
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    References listed on IDEAS

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    1. Mohammed ALAMGIR & Tasnuba NASIR & Mohammad SHAMSUDDOHA, 2010. "Determinants Of Customer Relationship Management (Crm): A Conceptual Analysis," The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 10(1(11)), pages 95-101, June.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Andrea Escobar, 2016. "The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury)," Central European Business Review, Prague University of Economics and Business, vol. 2016(2), pages 17-36.
    2. Muneer M. Abbad & Ibrahim Hussien Musa Magboul & Faten Jaber & Wasfi Alrawabdeh, 2022. "User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-24, January.
    3. Sulabh Agarwal & Shekhar Srivastava, 2021. "Customers’ Perception towards CRM Practices in reference to Organized Retail in India," Journal of Social Sciences Advancement, Science Impact Publishers, vol. 2(4), pages 105-112.
    4. Marzouq Ayed Al-Qeed & Basem Yousef ALsadi & Zeyad F Al-Azzam, 2017. "The Impact of Customer Relationship Management on Achieving Service Quality of Banking Sector of Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(3), pages 180-180, February.

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    1. S. M. Kamrul Islam Shaon & Md. Hasebur Rahman, . "A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty," Central European Business Review, University of Economics, Prague, vol. 0, pages 23-36.

    More about this item

    Keywords

    Customer Relationship Management (CRM); Customer Satisfaction; Customer Loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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