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Marketing academicians and practitioners have over the past years advocated the importance of customer relationship management principles within firms.This article present a summary of our research that investigates how companies can take use of relationship marketing management in order to enhance customer retention and affects repurchase behavior,its purpose is to provide a better understanding of this process and its impact on customer retention using case study of trading company engaged in business-to-business sales.Indeed,this article draws on adaptive theory to frame the CRM processes within companies and its advantage of maintaining customers.The study finds that in the case of trading company;CRM process become particular not matching exactly the theory,because of its particular organization structure and business nature,further,maintenance faithfulness and commitment appears to have more ultimate impact on customer retention.The study suggests that pursuing customer retention has limited effectiveness unless accompanied by a broader range of initiatives aimed at making the firm more customer-focused.
Marketing academicians and practitioners have over the past years advocated the importance of customer relationship management principles within firms.This article present a summary of our research that investigates how companies can take use of relationship marketing management in order to enhance customer retention and affects repurchase behavior, Its purpose is to provide a better understanding of this process and its impact on customer retention using case study of trading company engaged in business-to-business sales.Indeed, this article draws on adaptive theory to frame the CRM processes within companies and its advantage Of maintenance customers.The study finds that in the case of trading company;CRM process specifically particular matching the the theory,because of its particular organization structure and business nature,further,maintenance faithfulness and commitment appears to have more ultimate impact on customer retention .The study suggests that pursuing customer retention Has also limited performance unless accompanied by a broader range of initiatives planned at making the firm more customer-focused.