User Satisfaction, Customer Relationship Management and Loyalty

Wahab, Samsudin, Abdullah, Siti Salmiah

ISBN 10: 365941817X / ISBN 13: 9783659418174

Published by LAP LAMBERT Academic Publishing, 2013

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Bibliographic Details

• Title: User Satisfaction, Customer Relationship Management and Loyalty
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2013
• Language: English
• ISBN 10: 365941817X
• ISBN 13: 9783659418174
• Binding: paperback
• Condition: New
• Book Type: book

About this title

Synopsis

No matter how serious the competition on industrial marketing becomes, only consumer loyalty ensures steady and long-lasting revenue growth for any kind of businesses. The purpose of this study was to determine the relationship between Customer Relationship Management (CRM) strategy implementation and customer loyalty in telecommunication companies: user satisfaction as a mediating effect. This study discovered the elements of CRM that should be applied by telecomunication companies selected in its operation that leads to user satisfaction and customer loyalty. The study adapted and combined the three elements from previous studies namely customer focus, knowledge management, and electronic CRM (eCRM) as a CRM strategy implementation.

About the Author

A senior lecturer at the Faculty of Business Management UiTM Malaysia. He is also a fellow at Institute of Malay Thoughts and Leadership, Universiti Teknologi Mara Malaysia.