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Impact of Customer Relationship Management (CRM) on Organizational Performance: A Study from the Perspective of Bangladesh

Author

Listed:
  • Rahman, Md. Mostafijur

    (Lecturer, Department of Business Administration, First Capital University of Bangladesh, (FCUB), Chuadanga, Bangladesh)

  • Hussain, Md. Tuhin

    (Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

  • Moon, Shahnaz Parvin

    (Senior Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

  • Tisha, Monika Mehjabeen

    (Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

  • Lima, Mumtahina Tahsin

    (Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

Abstract

Customer relationship management is recognizing, attracting, obtaining, maintaining, and keeping profitable and faithful customers as the success of a business highly depends on them. The current study’s purpose is to measure the impact of customer relationship management on organizational performance. The study used Yamane’s (1967) formula to calculate the sample, and it has got 90 sample sizes and used semi-structured questionnaires containing pre-coded and open-ended questions. Descriptive statistics like frequency, percentages, and means have been performed. Besides, inferential statistics like correlation and regression analysis have been used to determine the relationship. The result showed that customer relationship management significantly and positively impacts organizational performance. The study will help the policy maker of any organization to rethink and give much more emphasis to customer relationship management.

Suggested Citation

  • Rahman, Md. Mostafijur & Hussain, Md. Tuhin & Moon, Shahnaz Parvin & Tisha, Monika Mehjabeen & Lima, Mumtahina Tahsin, 2021. "Impact of Customer Relationship Management (CRM) on Organizational Performance: A Study from the Perspective of Bangladesh," American Journal of Trade and Policy, Asian Business Consortium, vol. 8(3), pages 225-230.
    • Handle: RePEc:ris:ajotap:0009
    as

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    References listed on IDEAS

    as
    1. Kumar, Dhanonjoy & Hossain, Md. Zakir & Jebin, Aleya, 2016. "Organizational Commitment among the Employees of NGOs in Bangladesh: An Empirical Study," American Journal of Trade and Policy, Asian Business Consortium, vol. 3(3), pages 109-114.
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    More about this item

    Keywords

    Customer Relationship Management; Organizational Performance; Correlation; Management of Customer Knowledge; Customer Orientation;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

    Statistics

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