Executing a Customer Relationship management Program in an Emerging market: An empirical Approach
Executing a Customer Relationship management Program in an Emerging market: An empirical Approach
Author(s): Akinyele Samuel Taiwo, Olorunleke KolaSubject(s): Business Economy / Management, Financial Markets, Business Ethics
Published by: Editura Universităţii din Bucureşti
Keywords: Retail; Financial services; Emerging markets; Customer service; Competitive advantage; Customer relationship management;
Summary/Abstract: Retail financial services in all markets, including emerging markets, are undergoing major transaction, driven by change, deregulation and customer sophistication. Customer service and specifically relationship management in particular, are crucial to attaining a sustainable competitive advantage in the marketplace. The execution of a one- to- one program within an emerging economy is the focus of this paper, specifically in the financial services environment. The steps in the execution of customer relationship management (CRM) as proposed by Peppers, Rogers and Dorf (1999-b) are examined and the effect on customer service in an emerging market is investigated. The findings indicates that there are positive associations with these steps and customer service.
Journal: Manager
- Issue Year: 2013
- Issue No: 17
- Page Range: 46-54
- Page Count: 9
- Language: English