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Literature Review On Customer Loyalty

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CUSTOMER RELATIONSHIP MANAGEMENT CIA-3

LITERATURE REVIEW ON
“CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY”

SUBMITTED BY- RAHUL CHATURVEDI (1321032) MARKETING – M1 (IJKG)

Institute of Management
Christ University, Bangalore
MBA 2013-2015

LITERATURE REVIEW

CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY

OVERVIEW
Loyalty is considered as a credit in cutting edge markets of today. Customer loyalty is recognized as the probability of purchase, probability …show more content…

In order for a business to consistently maintain success; it needs to satisfy its customers by providing high quality of products or services at the right price at right time. That’s why businesses need to constantly interact with customers in order to understand their true needs and desires. It needs to track and analyze those interactions in a systematic and organized fashion in order to build lasting customer relationship which translates to long-term success.

Building customer relationships seem simple; however businesses around the world have struggled with it. The key element of this is the need to get a 360 degree view of customers, which is why heavy investments in CRM solutions are currently underway globally. An effective utilization of this package in building customer loyalty is a major challenge faced by a firm implementing it for their advantage.
OBJECTIVE OF THE LITERATURE REVIEW

The primary objective of this literature review is to understand the role of Customer Relationship management in developing and maintaining customer loyalty.

ARTICLES REFFERED

ARTICLE # …show more content…

CRM is one of the critical strategies that can be employed by organizations to improve competitive advantage. Four critical CRM elements are measured in this study are behavior of the employees, quality of Customer services, Relationship development and interaction Management. The study was performed at a departmental store in Tehran, Iran. The study employed quantitative approach and base on 300 respondents. Multiple regression analysis is used to examine the relationship of the variables. The finding shows that behavior of the employees is significantly relate and contribute to Customer satisfaction and

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