A study on the CRM customer benefits towards customer satisfaction

The main purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. The first objective of this research is to find out the important benefits of CRM for customers based on the previous literatures. Then...

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Main Author:	Mohammadhossein, Nastaran
Format:	Thesis
Language:	English
Published:	2013
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/36695/5/NastaranMohammadHosseinMFSKSM2013.pdf
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id	my-utm-ep.36695
record_format	uketd_dc
spelling	my-utm-ep.366952017-07-17T04:22:23Z A study on the CRM customer benefits towards customer satisfaction 2013-06 Mohammadhossein, Nastaran HD28 Management. Industrial Management The main purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. The first objective of this research is to find out the important benefits of CRM for customers based on the previous literatures. Then a model has been developed and empirically validated through survey data collected from 150 customers of three Malaysian companies (AEON, Tesco, PETRONAS). SmartPLS is selected to analyse the collected data and test the hypotheses of the study. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer?s needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. Finally, based on this research finding the appropriate recommendations are proposed to the companies that using CRM to improve their customer satisfaction. This study contributes to the existing literature by incorporating the benefits of CRM for customers and the relationships of these benefits with their satisfaction in the proposed model. 2013-06 Thesis http://eprints.utm.my/id/eprint/36695/ http://eprints.utm.my/id/eprint/36695/5/NastaranMohammadHosseinMFSKSM2013.pdf application/pdf en public masters Universiti Teknologi Malaysia, Faculty of Computing Faculty of Computing
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management Mohammadhossein, Nastaran A study on the CRM customer benefits towards customer satisfaction
description	The main purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. The first objective of this research is to find out the important benefits of CRM for customers based on the previous literatures. Then a model has been developed and empirically validated through survey data collected from 150 customers of three Malaysian companies (AEON, Tesco, PETRONAS). SmartPLS is selected to analyse the collected data and test the hypotheses of the study. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer?s needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. Finally, based on this research finding the appropriate recommendations are proposed to the companies that using CRM to improve their customer satisfaction. This study contributes to the existing literature by incorporating the benefits of CRM for customers and the relationships of these benefits with their satisfaction in the proposed model.
format	Thesis
qualification_level	Master's degree
author	Mohammadhossein, Nastaran
author_facet	Mohammadhossein, Nastaran
author_sort	Mohammadhossein, Nastaran
title	A study on the CRM customer benefits towards customer satisfaction
title_short	A study on the CRM customer benefits towards customer satisfaction
title_full	A study on the CRM customer benefits towards customer satisfaction
title_fullStr	A study on the CRM customer benefits towards customer satisfaction
title_full_unstemmed	A study on the CRM customer benefits towards customer satisfaction
title_sort	study on the crm customer benefits towards customer satisfaction
granting_institution	Universiti Teknologi Malaysia, Faculty of Computing
granting_department	Faculty of Computing
publishDate	2013
url	http://eprints.utm.my/id/eprint/36695/5/NastaranMohammadHosseinMFSKSM2013.pdf
_version_	1747816445053501440

A study on the CRM customer benefits towards customer satisfaction

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