Crm and Its Affectiveness
Chapter 1 INTRODUCTION
This chapter will offer an introduction of the preferred topic for dissertation. Firstly presented is the background of the subject, where it will be given its shape. The problem discussion will be presented next, where discussion of the research area will be specified. Upon expounding the problem discussion, the research purpose and the outlined questions to elucidate the purpose will be presented. To conclude, the scope and the limitations to the dissertation will be articulated.
1.1 BACKGROUND
The dawn of the 21st century has seen the growing implementation of customer relationship management (CRM) by organizations. Regardless of their size, organizations have been optimistic to employ CRM to generate and maintain the relationship with customers in a more effective manner, in turn to develop a comparative advantage with competitors. According to Ndubisi and Wah (2011), customer loyalty and their retention, which is one of the factors for profitability, can be gained through the means of an enhanced relationship with the customers. Furthermore, the vast expansion of the Internet and constant development of technology has heightened the opportunities for marketing. This has therefore in turn transformed the route through which relationships between the customers and the organization is managed.
Lombard (2010) noted that organizations implement CRM as a strategic business instrument to assist in attaining various organizational objectives. The use of CRM by organizations for a variation of objectives have been identified as; enabling the marketing department to identifying and targeting the desired customers; manage marketing campaigns with clear goals and objectives; assist the organization to increase sales; generate quality leads for the sales force; managing sales by optimizing information shared across multiple departments in the organization; formation of individual relationships with customers, with an intent of maximizing
This chapter will offer an introduction of the preferred topic for dissertation. Firstly presented is the background of the subject, where it will be given its shape. The problem discussion will be presented next, where discussion of the research area will be specified. Upon expounding the problem discussion, the research purpose and the outlined questions to elucidate the purpose will be presented. To conclude, the scope and the limitations to the dissertation will be articulated.
1.1 BACKGROUND
The dawn of the 21st century has seen the growing implementation of customer relationship management (CRM) by organizations. Regardless of their size, organizations have been optimistic to employ CRM to generate and maintain the relationship with customers in a more effective manner, in turn to develop a comparative advantage with competitors. According to Ndubisi and Wah (2011), customer loyalty and their retention, which is one of the factors for profitability, can be gained through the means of an enhanced relationship with the customers. Furthermore, the vast expansion of the Internet and constant development of technology has heightened the opportunities for marketing. This has therefore in turn transformed the route through which relationships between the customers and the organization is managed.
Lombard (2010) noted that organizations implement CRM as a strategic business instrument to assist in attaining various organizational objectives. The use of CRM by organizations for a variation of objectives have been identified as; enabling the marketing department to identifying and targeting the desired customers; manage marketing campaigns with clear goals and objectives; assist the organization to increase sales; generate quality leads for the sales force; managing sales by optimizing information shared across multiple departments in the organization; formation of individual relationships with customers, with an intent of maximizing
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