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Measuring Effectiveness of Customer Relationship Management Strategies in Achieving Customer Loyal

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  • December 12, 2010
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Measuring Effectiveness of Customer Relationship Management strategies in achieving customer loyalty A Case Based Study of Nandos UK (Kings Cross Branch)

Introduction:Businesses has grown on fast pace in last few decades. This rapid growth in business ha snot only increased the competition but also provided the customers to choose from the products .increased competition and market uncertainty has left organization to think the ways to retain and attract more and more customers. Wining the heats and minds of customers is now the ultimate goals of much organization to earn profitability. (Kicaid, 2003) It is because organizations know a satisfied customer can refer many new customers to them with no cost of marketing. Customer relationship Management is concept of delivering best customer services in order to retain customers for long time in other words customer relationship management is name of customer satisfaction that makes customer to buy again and again from same organization. Customer relationship is built and maintained through relationship strategies utilizing latest IT concepts that help in delivering better customer services. Increased used of internet and computers has forced organization to invest in IT based applications to not only facilitate their customers but also to use IT application to help customers serve in better way. (Gummesson, 2002) “CRM is an IT the outcomes of which optimize profitability, revenue and customer satisfaction by organizing around customer segments, fostering customer-satisfying behaviours and implementing customer-centric processes”.(Peelan.2003)

Fig (1.1) CRM Growth trends

According to Gartner survey significant growth in spending on CRM in past few years CRM software related investments were $7.8 billion in 2008 with 14.4 % increase from previous year. This healthy trend is expected to reach $13.3 billion by year 2012. The investors remained positive despite economic meltdown

Problem Statement;-...