Customer Satisfaction and Loyalty : A Review in the Perspective of CRM

Authors

  • Raha Khalafinezhad Faculty of Management, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Malaysia
  • Choi Sang Long Faculty of Management, Universiti Teknologi Malaysia, 81310 UTM Johor Bahru, Malaysia

DOI:

https://doi.org/10.11113/sh.v64n2.40

Keywords:

Customer relationship management, customer loyalty, customer satisfaction

Abstract

This paper analyzes the concept of Customer Relationship Management (CRM). The literature reviews strengthen the notion that the increase of customer loyalty can be achieved through positive impact of CRM strategy. In spite of the most essential advantages of CRM, there are some difficulties in CRM implementation for many organizations. Therefore, this study attempts to investigate and find out the key elements of CRM that can lead to the increase of customer satisfaction and loyalty. Base on the literature review, four identified critical CRM elements are employees’ behavior, quality of customer services, relationship development and interaction management.

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Published

2013-08-15

Issue

Vol. 64 No. 2: Special Edition

Section

Articles

License

Copyright of articles that appear in Sains Humanika belongs exclusively to Penerbit Universiti Teknologi Malaysia (Penerbit UTM Press). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.

How to Cite

Customer Satisfaction and Loyalty : A Review in the Perspective of CRM. (2013). Sains Humanika, 64(2). https://doi.org/10.11113/sh.v64n2.40