IMPLICATIONS OF CONSUMER BEHAVIORAL FACTORS ON CUSTOMER RELATIONSHIP MANAGEMENT

MADHUSHREE SUR

Abstract


The following paper emphasizes the broad outline of application of consumer behavior especially in the area of marketing. Previously it was taken into consideration that the consumers are the end points of the overall selling- buying process. But through the years this rigid theory exists no more. The whole marketing concept now doesn’t complete by the selling point. It believes that the buying behavior of consumer is the threshold of Customer Relationship Management (CRM). The buying behavior of the consumer is complex in nature since it is influenced by several other factors which are analyzed in the paper. The most critical factor is the Psychological factor of consumer which is again influenced by some key factors. A hypothesis is taken into consideration which states that: The consumer behavior rests on 4 broad factors: Empathy, Reliability, Responsiveness and Assurance. The main limitation of such research work is to get the actual feedback of the consumers & record them accordingly. A case study is made on consumers of Airtel Telecom Services for this purpose and for testing the hypothesis , data has been collected from different customers of different age, sex, income & lifestyle group. The relevance of such testing lies in the fact that if the hypothesis is accepted that there is correlation, then this will lead to a long term relationship between the organization and the customers which in turn will lead to value addition to the organizations as well as the society as whole.

Keywords


Consumer Behavior, Customer Relationship Management, Reliability, Responsiveness

Full Text:

PDF

References


. Alshawi, Sarmad, Farouk Missi, and Zahir Irani. "Organisational, technical and data quality factors in CRM adoption—SMEs perspective." Industrial Marketing Management 40.3 (2011): 376-383.

. Bohling, Timothy, et al. "CRM implementation effectiveness issues and insights."

Journal of Service Research 9.2 (2006): 184-194.

. Borsaly, A. "The Effect of Customer Relationship Management on Organizations performance and Competitive Advantage-Effect of Process and Information Technology." Proceedings of 9th International Business and Social Science Research Conference. Novotel World Trade Centre, Dubai, UAE. 2014.

. Boulding, William, et al. "A customer relationship management roadmap: What is known, potential pitfalls, and where to go." Journal of marketing 69.4 (2005): 155-166.

. Cooper, D. R., Schindler, P. S., & Sun, J. (2003). Business research methods.

. Chen, Injazz J., and Karen Popovich. "Understanding customer relationship management (CRM) People, process and technology." Business process management journal 9.5 (2003): 672-688.

. Kaynak, Hale. "The relationship between total quality management practices and their effects on firm performance." Journal of operations management 21.4 (2003): 405-435.

. Kim, Hyung-Su, and Young-Gul Kim. "A CRM performance measurement framework: Its development process and application." Industrial marketing management 38.4 (2009): 477-489.

. Kotler, Philip, Kevin L. Keller, Fabio Ancarani, and Michele Costabile.Marketing management 14/e. Pearson, 2014.

. Mohammadhossein, Nastaran, and Nor Hidayati Zakaria. "CRM benefits for customers: Literature review (2005–2012)." International Journal of Engineering Research and Applications 2.6 (2012): 1578-1586.

. Payne, Adrian, and Pennie Frow. "A strategic framework for customer relationship management." Journal of marketing 69.4 (2005): 167-176.

. Penny, W., & Henson, R. (2006). Analysis of variance. Statistical parametric mapping: The analysis of functional brain images, 166-177.

. Reimann, Martin, Oliver Schilke, and Jacquelyn S. Thomas. "Customer relationship management and firm performance: the mediating role of business strategy." Journal of the Academy of Marketing Science 38.3 (2010): 326-346.

. Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of marketing research, 41(3), 293-305.

. Santouridis, Ilias, and Eirini Tsachtani. "Investigating the impact of CRM resources on CRM processes: a customer life-cycle based approach in the case of a Greek bank." Procedia Economics and Finance 19 (2015): 304-313.

. Storbacka, Kaj, Tore Strandvik, and Christian Grönroos. "Managing customer relationships for profit: the dynamics of relationship quality." International journal of

service industry management 5.5 (1994): 21-38.

. Verhoef, Peter C., et al. "Customer experience creation: Determinants, dynamics and management strategies." Journal of retailing 85.1 (2009): 31-41.

. Wang, Fang, and Milena Head. "How can the web help build customer relationships?: an empirical study on e-tailing." Information & Management 44.2 (2007): 115-129

. Wilson, Hugh, Elizabeth Daniel, and Malcolm McDonald. "Factors for success in customer relationship management (CRM) systems." Journal of marketing management 18.1-2 (2002): 193-219.

. Zablah, Alex R., Danny N. Bellenger, and Wesley J. Johnston. "An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon." Industrial marketing management 33.6 (2004): 475-489.


Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2021 INTERNATIONAL EDUCATION AND RESEARCH JOURNAL