Business Commons^™

Relationship Marketing: The Icici Way, Prof. Ritu Srivastava

Management Dynamics

No abstract provided.

Service Quality Of Banks: Perception Of Customers Of Tier 2 Cities, Sabeeha Fatma

Management Dynamics

Customer retention has become a Herculean task in today's turbulent business environment. The situation has often been compared with a bucket in which water is being filled but the problem is that the bucket has got a hole in the bottom, thus although the bucket is getting filled, water is percolating out as well. The condition is even more difficult in service sector, where the main driver of customer retention, quality is hard to define and measure. India has witnessed many changes in last few decades. Opening of economy was one such turning point in history of India. It affected …

Electronic Customer Relationship Management (E-Crm): A Study Of Its Role, Influence & Benefitsto E-Commerce, Sarita Maxwell, Amir Moin Khan

Management Dynamics

Internet and other developing computing and communicative techniques have redesigned the way of commerce, erased old boundaries of time, place and have shaped novel cybernetic societies of customer and suppliers with new demands of products and services. E-CRM has also been becoming an important aspect in this regard since the emergence of technology as it encompasses all the CRM functions over the internet. Emerging usage of internet for commercial purposes has increased the impact of e-commerce on the entire business events done globally. Now India, China, Brazil and many South East Asian nations have become the center of the IT-enabled …

Complementary Effects Of Crm And Social Media On Customer Co-Creation And Sales Performance In B2b Firms: The Role Of Salesperson Self-Determination Needs, Omar S. Itani, Ashish Kalra, Jen Riley

Marketing Faculty Publications and Presentations

Highlights

• Social media, CRM technology & social CRM enrich the knowledge of salespeople.

• Social media, CRM technology & social CRM support value co-creation efforts.

• Knowledge mediates the effects of social media, CRM technology, and social CRM.

• Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation.

• Value co-creation increases sales performance.

Abstract

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and …

Effect Of Environmental Csr Initiatives On Potential Stakeholders’ Perception Of Non-Environmentally Friendly Sporting Events, Yong-Chae Rhee, Yukyoum Kim

Journal of Applied Sport Management

The protection of the natural environment is increasingly being perceived as a pillar of CSR. Although most professional sport organizations in the United States participate in some form of philanthropic activity, little research has examined how non-environmentally friendly sport organizations can effectively communicate their environmental initiatives. Two different CSR approaches (Environmental and Nationalistic) by NASCAR were exposed to potential stakeholders to examine the changes in the perception (Attitude, Reputation, Identification, and Perceived CSR) of the organization. We analyzed the MIMIC model to compare the means on the latent constructs. Environmental approach showed positive changes in potential stakeholders’ perception toward NASCAR. …

A Customer Segmentation Model Proposal For Retailers: Rfm-V, Pinar Ozkan, Ipek Deveci Kocakoc

University of South Florida (USF) M3 Publishing

Today's businesses have large quantity of demographic, economic and behavioral data on their customers with the rapid development of computer and internet technologies. Customer segmentation analyzes are carried out on the basis of various parameters in order to identify and group consumers with different needs and wishes and to develop marketing applications and solutions specific to each group. RFM analysis is a commonly used and well-known customer value evaluation tool for analyzing and classifying vast volumes of customer data quickly and effectively. It is used to numerically identify the correct customers by examining how recently, how often and to which …

Social Media And Customer Relationship Management Technologies: Influencing Buyer-Seller Information Exchanges, Omar S. Itani, Michael T. Krush, Raj Agnihotri, Kevin J. Trainor

Marketing Faculty Publications and Presentations

Highlights

• Social media and CRM technology aid salespeople in market sensing and customer-linking activities.

• Social media utilization enhance the competitive information collection abilities of the seller.

• CRM techpositively affects seller product information communication, which enablesbuyer information sharing intentions.

• Sellers capture value from buyers by CRM utilization.

• Seller experience has significant moderating and explanatory power regarding the use of sales technology.

Abstract

Due to the increasing array of sales technology, salespeople must understand how each application assists them. This study examines how business-to-business salespeople use different forms of sales technology to meet their boundary-spanning roles. Our research draws from social exchange …

Crm And Executive Decision-Making, Harriette Bettis-Outland, Keith Tudor, Muhammad Bilal

Atlantic Marketing Association Proceedings

No abstract provided.

S-D Logic-Informed Customer Engagement: Integrative Framework, Revised Fundamental Propositions, And Application To Crm, Linda D. Hollebeek, Rajendra K. Srivastava, Tom Chen

Research Collection Lee Kong Chian School Of Business

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE …

Examining The Role Of Sales-Based Crm Technology And Social Media Use On Post-Sale Service Behaviors In India, Raj Agnihotri, Kevin J. Trainor, Omar S. Itani, Michael Rodriguez

Marketing Faculty Publications and Presentations

Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that …

A Consumer-Based Brand Equity Model For The Luxury And Upscale Hotel Sector, Hairong Shan

Theses: Doctorates and Masters

Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector.

A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content …

Integrating Organisational Change Management And Internal And External Customer Relationship Management In A Casino, Charlie C. Mai Dr

International Conference on Gambling & Risk Taking

Casinos operate in a global industry, so the development of online gaming and new casinos in the Asia Pacific has challenged casino managers in Australia and elsewhere with pressures about customer engagement. These external pressures have forced some casino managers to consider organizational change management initiatives and/or the implementation of customer relationship management (CRM) initiatives. However, the implementation of these initiatives has often failed. This research aimed to solve the problem: How can casinos manage organizational change programs, and internal and external customer relationship management (CRM) programs? To find a solution, it used two stages of qualitative methods involving 21 …

Customer Relationship Management: A Theoretical Overview And The High Cost Of Failure (A Case Study), Tamilla Curtis, Donald Barrere, Tom Griffin

Dr. Tamilla Curtis

Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.

The Relationship Between Customer Relationship Management Usage, Customer Satisfaction, And Revenue, Robert Lee Simmons

Walden Dissertations and Doctoral Studies

Given that analysts expect companies to invest $22 billion in Customer Relationship Management (CRM) systems by 2017, it is critical that leaders understand the impact of CRM on their bottom line. The purpose of this correlational study was to investigate potential relationships between the independent variables of customer satisfaction and CRM utilization on the dependent variable of business revenue. The service-profit chain formed the theoretical framework for this study. The study population included 203 service branches for an industrial equipment manufacturer in North America. The service director for the subject organization provided the data for the study via data extracts …

Early To Adopt And Early To Discontinue: The Impact Of Self-Perceived And Actual It-Knowledge On Technology Use Behaviors Of End Users, Rohit Aggarwal, David Kryscynski, Vishal Midha, Harpeet Singh

Faculty Publications

For organizations to achieve the benefits of new IT systems their users must adopt and then actually use these new systems. Recent models help to articulate the potentially different explanations for why some users will adopt and then continue using new technologies, but these models have not explicitly incorporated IT-knowledge. This is particularly important in contexts where the user base may be non-IT professionals—i.e. the users may vary substantially in their basic IT-knowledge. We draw upon psychology to argue that in situations where there is wide variance in actual IT-knowledge there will often exist U relationship between actual and self-perceived …

Customer Relationship Management (Crm) Of Hotels In The Context Of Variety-Seeking Behaviour (Vsb), Maduka Udunuwara

Theses: Doctorates and Masters

This study combined two significant areas in marketing, customer relationship management (CRM) and variety-seeking behaviour (VSB), which are paradoxical constructs due to their contradictory intentions. While organisations implement various customer relationship management practices with an intention of retaining customers and generating loyalty, a preference for variety-seeking behaviour can make customers switch. This study investigated the impact of variety-seeking behaviour on generating outcomes of customer relationship management practices in the hotel context, by focusing exclusively on leisure travellers.

Even though customer relationship management is widely adopted in the hotel domain, much of its discussions are on implementation related aspects, rather than …

Integrating Organisational Change Management And Customer Relationship Management In A Casino, Charlie Chi Cong Mai, Chad Perry, Erwin Loh

UNLV Gaming Research & Review Journal

This research aims to solve the problem: how can casinos manage organizational change programs, and internal and external customer relationship management (CRM) programs? To find a solution, it uses two stages of qualitative methods: convergent interviewing and case research about four departments of a casino in Australia. After a thorough data analysis of documents and interview data, 12 themes were identified and they led to the development of a model of how organizational change management and CRM can be integrated to improve initiatives in organisations such as casinos. The model has seven core elements: vision, key challenge, objective, measure, strategy, …

Parallel Sessions (Marketing Paradigm): Services Marketing And Crm – Perceptions Of Academicians And Practitioners Based On Common Activities, Salma Rahman, Sarwar Azhar

International Conference on Marketing

Services marketing and CRM have generated a lot of interest within practicing managers as well as academicians. This paper aims to determine the commonalities in the two paradigms from the viewpoint of academicians as well as practitioners as previous studies indicated a gap regarding the importance being given to CRM as a new paradigm on one hand and its unsuccessful implementation status on the other hand. In order to achieve the above mentioned objectives, research was carried out in two phases. In phase one systematic review of eight Services Marketing and 9 CRM research papers was carried out in order …

Mpc, Yong June Kim, Hak Kyun Kim

Asia Marketing Journal

MPC is a specialized CRM company providing one-stop service through contact centers and has built a No. 1 “MPC Brand" in the industry. Founded in 1991, MPC has expanded into CRM solutions and services by launching businesses with database marketing. On Dec. 12, 2005, MPC became listed as the first company in the CRM industry on KOSDAQ. Now, MPC reserves 2,932 seats nationwide. MPC provides inbound/outbound services through various channels, such as phone and e-mail, and analyzes operating results in various aspects to improve services and make suggestions. MPC offers specialized training based on analyses of customers` requirements. Also, MPC …

Corporate Communication In The Twenty-First Century, Susan Laws

Other Graduate Scholarship

Corporate communication represents an evolving area of study within the increasing puzzle of global growth in the twenty-first century. The theoretical history of public relations originated in North America and the United Kingdom before the ubiquitous presence of technology and the internet. Since the 1950s, numerous approaches and models of corporate communication have emerged. The focus of this study is to contribute to the development of a new theory of corporate constructs of identity, image and reputation, formulating competitive advantage with strategy formulation, within the framework of the new political economy – these economies do not and cannot operate in …

Change Management: Antecedents And Consequences In Casino Crm, Sudhir H. Kale

UNLV Gaming Research & Review Journal

Customer Relationship Management (CRM) continues to attract increasing attention within the casino industry. While the vital role of change management in making CRM projects successful has been acknowledged for quite some time, there is little in extant literature to explain the nature and conduct of change management in the CRM context. This article posits that relevant change management is a prerequisite for successful implementation of a casino's CRM. Change management involves five key initiatives: selling change internally, creating an appropriate infrastructure for change management, CRM-relevant training, a reconfiguration of the organization structure and performance assessment measures, and recasting existing incentive …

Crm In Gaming: It's No Crapshoot!, Sudhir H. Kale

UNLV Gaming Research & Review Journal

CRM, or Customer Relationship Management, though slightly more than a decade old, has become the management craze of the 21st century. Yet, managerial understanding of what CRM is, what it does, how to implement it, and the grounds for success or failure in CRM implementation, seem far from crystallized. This paper looks at why so many CRM endeavors fail, and proceeds to discuss issues critical to CRM's success. CRM projects in casinos will have a higher chance of success if CRM is viewed as a business philosophy and becomes a part of the corporate culture. Appropriate customer strategy, organizational transformation, …

What Impact Does Cause-Related Marketing Have On Professional Sports Teams?, Christina Damore

Honors Theses

In today's competitive business climate, firms must find new and innovative ways to differentiate their brand from others in their field. American Express Credit Card Company discovered such a marketing tool in 1981 when they sponsored the Statue of Liberty Restoration Project by donating a predetermined percentage of their card sales. The purpose of the sponsorship was twofold: American Express wished to increase card usage as well as support a cause to gain an overall better corporate image. In the end, American Express experienced a 28% increase in card usage and was able to donate $1.7 million to the Statue …

Impact Of Crm Systems On Organisational Performance: A Case Study Of Anz Bank, Deogratias Harorimana Sr

Dr Deogratias Harorimana

This paper reports case study results analysis of the ANZ Bank in the Pacific Region. The case study results show that ANZ has a well-established CRM system supporting its marketing and sales activities, but equally the results indicate mixed scenarios. A positive relationship between CRM to performance was established. That is, it has a positive contribution to the bank’s performance, both financial and non-financial. There is also negative feedback on the bank’s CRM system which illustrates that CRM system can also have negative consequences. CRM success is questionable from a stand-alone perspective. Although there are encouraging results from the use …

Cause Related Marketing And Its Impact On Sales, Ahmed Imran Hunjra, Ghulam Shabbir Khan Niazi

Ahmed Imran Hunjra (PhD)

This study examines the impact of cause related marketing (CRM) campaigns on brand loyalty, consumer purchase intention and on sales. The significance of this research involves the careful study to find the importance of CRM. This new form of marketing, practiced extensively from last two decades across the globe, focuses on CRM practices and its impacts on the companies’ sales. It will help in: a) devising better strategies for the future, b) guide organization that CRM influence the choice of consumers, c) prove to be a very important tool and instrument in creating brand awareness & loyalty and d) boosting …

Change Management: Antecedents And Consequences In Casino Crm, Sudhir Kale

Sudhir H. Kale

Customer Relationship Management (CRM) continues to attract increasing attention within the casino industry. While the vital role of change management in making CRM projects successful has been acknowledged for quite some time, there is little in extant literature to explain the nature and conduct of change management in the CRM context. This article posits that relevant change management is a prerequisite for successful implementation of a casino's CRM. Change management involves five key initiatives: selling change internally, creating an appropriate infrastructure for change management, CRM-relevant training, a reconfiguration of the organization structure and performance assessment measures, and recasting existing incentive …

Technology And Its Crm Implications In The Shipping Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

This paper investigates the relative importance of service factors such as technology and facilities, how service providers are rated on those factors, and their relationship to customer satisfaction in a B2B environment. The results show that in the ocean freight shipping industry, customers placed more importance on factors such as efficiency in complaint handling, prompt availability of delivery information as compared to the use of latest equipment and technology. Most importantly, customers who had a more favourable evaluation of shipping companies on these factors also experienced a higher level of service satisfaction. Implications of these results for the use of …

The Future Of Customer Relationship Management, Rebecca Larson

Faculty Publications and Presentations

Customer Relationship Management is no longer considered a business trend, but an industry standard that is required to secure and maintain competitive advantage. CRM, when correctly and effectively utilized, results in increased profitability and greater customer loyalty, two key needs for any organization. This paper will address the future of CRM, and will support assumptions for future CRM value based on effective examples of modern day success. The internet can be effectively utilized for CRM, and one company that is an example of customer loyalty success is Harrah’s Casino. Furthermore, multi-channel approaches are essential for future CRM success, as shown …

Crm 몰입과 조직문화가 Crm 성과에 미치는 영향, Tae Hoon Park, Young Kyun Lim

Asia Marketing Journal

The purpose of this study is to identify the organizational characteristics that enhance CRM performances of a company. Based on a review of diverse definitions of CRM performance, this study examines the relationships among CRM performance measures and organizational characteristics. A questionnaire survey of 123 CRM managers of Korean companies was conducted to test the proposed research model, and a series of structural equation modeling identified the strong effects of organizational characteristics on CRM performance. It was found that top management commitment to CRM and a firm`s strategic readiness lead to high levels of CRM investment, which, in turn, enhance …

Customer Relationship Management: A Theoretical Overview And The High Cost Of Failure (A Case Study), Tamilla Curtis, Donald Barrere, Tom Griffin

Publications

Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.