IDEAS home Printed from https://ideas.repec.org/a/sae/padigm/v22y2018i2p101-124.html
   My bibliography  Save this article

Customer Relationship Management and Marketing Effectiveness

Author

Listed:
  • Andy Fred Wali

Abstract

This article examines a comparative consumer study into the influence of firms’ customer relationship management (CRM) practices on their marketing effectiveness (ME) in the Nigeria and UK mobile telecommunications (MT) sectors. The qualitative multi-methods (focus groups [FGs] and secondary documents) were employed for data collection. The study involved six consumer FGs, three in Port Harcourt, Nigeria, and three in Huddersfield, UK. The author employed thematic and content analysis techniques to analyse the study data using NVivo 10 software. As per Nigerian study, it was revealed that firms’ CRM practices were not customer-friendly and had negative impacts on their ME, and these were motivated by external factors. Six themes showed support for improving consumers’ experiences. The UK study revealed that firms’ CRM practices were consumer-friendly and had positive influence on their ME and these were motivated by internal factors. Seven themes found support for continuously service improvement. The study contributes to institutional theory and consumer utility theory.

Suggested Citation

  • Andy Fred Wali, 2018. "Customer Relationship Management and Marketing Effectiveness," Paradigm, , vol. 22(2), pages 101-124, December.
    • Handle: RePEc:sae:padigm:v:22:y:2018:i:2:p:101-124
    DOI: 10.1177/0971890718787663
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0971890718787663
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0971890718787663?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Low, Wen-Shinn & Lee, Jeng-Da & Cheng, Soo-May, 2013. "The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 1-10.
    2. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    3. Zielke, Stephan, 2008. "Exploring asymmetric effects in the formation of retail price satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 335-347.
    4. Seo, DongBack & Ranganathan, C. & Babad, Yair, 0. "Two-level model of customer retention in the US mobile telecommunications service market," Telecommunications Policy, Elsevier, vol. 32(3-4), pages 182-196, April.
    5. W. To & Joyce Tam & Millissa Cheung, 2013. "Explore how Chinese consumers evaluate retail service quality and satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 121-142, March.
    6. Dr. Arup Kumar Baksi & Prof. (Dr.) Bivraj Bhusan Parida, 2012. "Exploring The Moderating Effects Of Relationship Inertia And Switching Cost On Automated Service Quality-Customer Satisfaction-Retention Link In A Crm Ecosystem: Empirical Evidence From Indian Banking," Paradigm, , vol. 16(1), pages 51-69, January.
    7. Andy Fred Wali & Idika Awa Uduma & Len Tiu Wright, 2016. "Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1183555-118, December.
    8. Fiorio, Carlo V. & Florio, Massimo, 2011. "«Would you say that the price you pay for electricity is fair?» Consumers' satisfaction and utility reforms in the EU15," Energy Economics, Elsevier, vol. 33(2), pages 178-187, March.
    9. Haverila, Matti, 2011. "Mobile phone feature preferences, customer satisfaction and repurchase intent among male users," Australasian marketing journal, Elsevier, vol. 19(4), pages 238-246.
    10. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    11. Teng, Weichen & Lu, Hsi-Peng & Yu, Hueiju, 0. "Exploring the mass adoption of third-generation (3G) mobile phones in Taiwan," Telecommunications Policy, Elsevier, vol. 33(10-11), pages 628-641, November.
    12. Hsiao, Chih-Hui & Shen, George C. & Chao, Pei-Ju, 2015. "How does brand misconduct affect the brand–customer relationship?," Journal of Business Research, Elsevier, vol. 68(4), pages 862-866.
    13. Tseng, Fang-Mei & Lo, Hui-Yi, 2011. "Antecedents of consumers' intentions to upgrade their mobile phones," Telecommunications Policy, Elsevier, vol. 35(1), pages 74-86, February.
    14. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    15. Finnegan, David J. & Currie, Wendy L., 2010. "A multi-layered approach to CRM implementation: An integration perspective," European Management Journal, Elsevier, vol. 28(2), pages 153-167, April.
    16. Bacchiocchi, Emanuele & Florio, Massimo & Gambaro, Marco, 2011. "Telecom reforms in the EU: Prices and consumers' satisfaction," Telecommunications Policy, Elsevier, vol. 35(4), pages 382-396, May.
    17. Andy Fred Wali & N. Gladson Nwokah, 2017. "Aviation customers’ journey, who cares? Managing customer experiences with customer relationship management strategy: Insight into Nigerian customers’ perspectives," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 123-135, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Codruţa Mare & Simona Laura Dragoş & Dan Tudor Lazăr & Cristian Mihai Dragoş, 2013. "Consumer protection through prices: an analysis of the energetic sector in European Union countries," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 327-341, June.
    2. Bastianin, Andrea & Castelnovo, Paolo & Florio, Massimo, 2018. "Evaluating regulatory reform of network industries: a survey of empirical models based on categorical proxies," Utilities Policy, Elsevier, vol. 55(C), pages 115-128.
    3. Giancarlo MANZI & Pier Alda FERRARI, "undated". "Statistical methods for evaluating satisfaction with public services Abstract: Contrary to private enterprises, public enterprises can be unaware of the impact of their performance when providing serv," CIRIEC Working Papers 1404, CIRIEC - Université de Liège.
    4. Andy Fred Wali & Hope Adanne Andy-Wali, 2018. "Students as Valuable Customers," Paradigm, , vol. 22(1), pages 1-16, June.
    5. Gerpott, Torsten J. & Meinert, Phil, 2018. "Termination notice of mobile network operator customers after a tariff switch: An empirical study of postpaid subscribers in Germany," Telecommunications Policy, Elsevier, vol. 42(3), pages 212-226.
    6. Wang, Yu-Yin & Wang, Yi-Shun & Lin, Tung-Ching, 2018. "Developing and validating a technology upgrade model," International Journal of Information Management, Elsevier, vol. 38(1), pages 7-26.
    7. Sebastian Jilke & Steven Van de Walle, 2013. "Two track public services? Citizens' voice behaviour towards liberalized services in the EU15," Public Management Review, Taylor & Francis Journals, vol. 15(4), pages 465-476, May.
    8. Andrea Bastianin & Paolo Castelnovo & Massimo Florio, 2017. "The Empirics of Regulatory Reforms Proxied by Categorical Variables: Recent Findings and Methodological Issues," ETA: Economic Theory and Applications 257877, Fondazione Eni Enrico Mattei (FEEM).
    9. Lim, Jinyang & Nam, Changi & Kim, Seongcheol & Rhee, Hongjai & Lee, Euehun & Lee, Hongkyu, 2012. "Forecasting 3G mobile subscription in China: A study based on stochastic frontier analysis and a Bass diffusion model," Telecommunications Policy, Elsevier, vol. 36(10), pages 858-871.
    10. Ezlika Ghazali & Bang Nguyen & Dilip S. Mutum & Amrul Asraf Mohd-Any, 2016. "Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(2), pages 157-171, May.
    11. Tseng, Fang-Mei & Wang, Shenq-Yuan & Hsieh, Chih-Hung & Guo, Aifang, 2014. "An integrated model for analyzing the development of the 4G telecommunications market in Taiwan," Telecommunications Policy, Elsevier, vol. 38(1), pages 14-31.
    12. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    13. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    14. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    15. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    16. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    17. Marino, Marianna & Parrotta, Pierpaolo & Valletta, Giacomo, 2019. "Electricity (de)regulation and innovation," Research Policy, Elsevier, vol. 48(3), pages 748-758.
    18. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    19. Vishal Gaur & Young-Hoon Park, 2007. "Asymmetric Consumer Learning and Inventory Competition," Management Science, INFORMS, vol. 53(2), pages 227-240, February.
    20. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:padigm:v:22:y:2018:i:2:p:101-124. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.