User Satisfaction, Customer Relationship Management and Loyalty
Автор:Samsudin Wahab and Siti Salmiah Abdullah Год: 2013 Издание:LAP Lambert Academic Publishing Страниц: 136 ISBN: 9783659418174 No matter how serious the competition on industrial marketing becomes, only consumer loyalty ensures steady and long-lasting revenue growth for any kind of businesses. The purpose of this study was to determine the relationship between Customer Relationship Management (CRM) strategy implementation and customer loyalty in telecommunication companies: user satisfaction as a mediating effect. This study discovered the elements of CRM that should be applied by telecomunication companies selected in its operation that leads to user satisfaction and customer loyalty. The study adapted and combined the three elements from previous studies namely customer focus, knowledge management, and electronic CRM (eCRM) as a CRM strategy implementation.
