Tag: CRM

Recent Articles-AJMR

Investigating Customer Relationship Management and service quality in Malaysian higher education
Author(s)- Wiwied Virgiyanti, Abu Hassan Abu Bakar, Muhammad Asim Tufail

ABSTRACT

In today’s highly-competitive and cut-throat service industries, managing the balance between costs of delivery, level of service and customer satisfaction can mean the difference between business growth, and dwindling customers and market share.  Customer retention has become vital, as even a small reduction in customer defection can have a disproportionately positive effect on profitability. Excellent customer relationships are the major key of organizational triumph. Today world has moved toward recognizing the positive relationships with customers as it is vital for the long-term success. Higher Education Institutions are even no exception as these organizations face greater challenge to sustain good relationship with customers and ensure that quality services are provided as well. Thus, this research investigates Customer Relationship Management (CRM) system at Student Admission section in Malaysian higher education institution and to study the customers’ satisfaction to the service given by the university. To achieve the objectives, survey was conducted to analyze the implementation of CRM and quality of the service provided. This study comes up with the analysis of the data collected from the questionnaire distributed to the respondents. The analysis pictures the condition of the CRM implementation in the organisation and the quality of the service provided by the university, from the students’ point of view.

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Recent Articles-AJMR-The different perspective of Managerial and Operational Level toward Customer Relationship Management (CRM) Practice in Thailand

ABSTRACT

Nowadays, Customer Relationship Management (CRM) has become the important part of business due to the benefit of analyze sale opportunities, campaigns management, personalization to each individual customer, cross-selling and up-selling. It also supports the organization to increase in the level of customer relationships, customer satisfaction, efficiency, effectiveness of its internal processes and higher revenue. Through these advantages a lot of organizations try to invest and put their effort in CRM practice. Unfortunately, many research evidence shows that most of the companies fail to make their CRM effort to pay off. Thus success CRM is required co-operate from the management top down in the CRM installed companies but there is no commonly agreed framework for the effective CRM’s implementation and CRM’s influential factors toward the managerial and operational perspective. Therefore this study will fulfill the gap and highlight the different influential factors. The finding has shown that each part of the organization has to take care for their role and responsibility in order to success in CRM practice.

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