Sarkindaji, Bashir Danlami and Hashim, Noor Azmi and Abdullateef, Aliyu Olayemi (2013) Does Customer Relationship Management (CRM) implementation influence the performance of telecommunication services: Evidence from Nigeria. In: Conference on Business Management Research 2013, December 11, 2013, EDC, Universiti Utara Malaysia, Sintok.
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Abstract
This study examines CRM implementation and proposed a conceptual model linking customer loyalty in the telecommunication industry.The model was developed based on observed practical issues, industry reports and explicit review of empirical literatures on CRM in multidimensional disciplines using qualitative technique.Findings from this research revealed a significant relationship between CRM measurements, customer satisfaction, switching costs and customer loyalty.Although few literatures have established the influence of CRM measurements on customer loyalty effectiveness, this study has further availed scholars/practitioners knowledge of the theoretical relationships as well as the importance of CRM maintenance in predicting successful CRM implementation.It finally recommends that CRM implementing organizations should integrate CRM maintenance as a precondition for CRM sustainability in their organizations.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Additional Information: | Organized by: School of Business Management, College of Business, Universiti Utara Malaysia. |
| Uncontrolled Keywords: | CRM Dimensions, Customer Satisfaction, Switching Cost, Customer Loyalty |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | School of Business Management |
| Depositing User: | Dr. Noor Azmi Hashim |
| Date Deposited: | 10 Dec 2015 03:27 |
| Last Modified: | 19 Apr 2016 02:22 |
| URI: | https://repo.uum.edu.my/id/eprint/16354 |
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