The impact of customer relationship management on business performance. Chapter 9

Siti Hajar , Mohamad and Norfaridatul Akmaliah, Othman and Juhaini, Jabar (2014) The impact of customer relationship management on business performance. Chapter 9. In: JPP Book Management. McGraw-Hill, pp. 35-48. (In Press)

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Abstract

This study attempts to determine the most significant factors of contributing CRM process to improve a business performance in Small Medium Enterprises (SME’s) firm. The factors utilized based on Customer Relationship Management (CRM) process as sales, marketing and services. The data collections from 114 SME’s firms were gathered in field survey. The findings indicate that firms with improved CRM process enjoy better organizational performance. Moreover, the results revealed that services as a successful key of CRM processes are more affected by combination of managerial commitment, cultural change and a combination of resource to achieve improving business performance. Research on the CRM processes has been fragmented due to various perspectives onbusiness performance.

Item Type: Book Section
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Technology Management and Technopreneurship > Department of Technology Management
Depositing User: Dr. Juhaini Jabar
Date Deposited: 11 Aug 2014 15:08
Last Modified: 28 May 2015 04:28
URI: http://eprints.utem.edu.my/id/eprint/12982
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