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CRM Implementation: A Descriptive Study of the Service Industry in Pakistan

Author

Listed:
  • Khan, Sana Akbar
  • Qureshi, Salman Ali
  • Hunjra, Ahmed Imran

Abstract

In service industries, the customer relationship has become a core issue for achieving competitive advantage. The firms prefer to invest in the technology based Customer Relationship Management (CRM). However, mere implementing the CRM applications does not itself ensure success until the consequent factors of the CRM are considered by the enterprises concerned. This study provides the descriptive analysis of the CRM implementation and two important factors: customer knowledge and customization. The aim is to analyze the degree to which service firms utilize CRM technology, customize services and store customer knowledge. The results show that CRM application is extensively used in the firms who store and manage customer knowledge. This helps in increasing organizational performance. However, customization is not always the practice of the service firms.

Suggested Citation

  • Khan, Sana Akbar & Qureshi, Salman Ali & Hunjra, Ahmed Imran, 2014. "CRM Implementation: A Descriptive Study of the Service Industry in Pakistan," MPRA Paper 60788, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:60788
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    References listed on IDEAS

    as
    1. Greg Shaffer & Z. John Zhang, 2002. "Competitive One-to-One Promotions," Management Science, INFORMS, vol. 48(9), pages 1143-1160, September.
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    3. Minami, Chieko & Dawson, John, 2008. "The CRM process in retail and service sector firms in Japan: Loyalty development and financial return," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 375-385.
    4. Fay, Scott & Mitra, Deb & Wang, Qiong, 2009. "Ask or infer? Strategic implications of alternative learning approaches in customization," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 136-152.
    5. Becker, Jan U. & Greve, Goetz & Albers, Sönke, 2009. "The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 207-215.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customization; CRM Implementation; Customer Knowledge; Customer Satisfaction; Economic Performance;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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