- Title
- Factors influencing customer relationship management at an automotive component manufacturer in East London
- Creator
- Makaza, Lufezo
- Subject
- Customer relations -- South Africa -- East London
- Subject
- Customer services -- South Africa -- East London -- Management
- Subject
- Consumer satisfaction -- South Africa -- East London -- Evaluation
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/22585
- Identifier
- vital:30013
- Description
- In the late 1990s, customer relationship management (CRM) was formed as a popular business term, which holds the same roots as relationship marketing and enhances the paradigm with the emerging information technologies (Öztayşi, Sezgin, Özok, 2011:944). For a supply chain to be effective, an organisation must decide on the nature of the relationship appropriate to product and market conditions and adapt management practises to that relationship (Bensaou, 1999:35). Current competitive challenges induced by globalisation, and advances in information technology have forced companies to focus on managing customer relationships. This study offers a modest contribution to evaluating factors influencing customer relationship management at an automotive component manufacturer in East London. The challenge for businesses is changing the current paradigm to a customer-centric approach. A theoretical overview was conducted to evaluate various definitions, CRM models, factors influencing CRM and the impact of competitive advantage on critical success factors. The research highlighted a number of common themes of CRM, which includes keeping the customer happy, customer satisfaction, reciprocal relationship between the organisation and employees, enthusiasm, involvement and motivation. This research identified which factors make positive contributions to key competitive advantage outcomes such as price, quality, delivery and flexibility capability. The study included an evaluation of findings. From the survey responses, the results were used to draw conclusions and develop various recommendations. The conclusions centered on the customer relationship management success factors defined in the survey. The results were then compared to previous studies. Survey findings of the current study and those of past studies were discussed. The recommendations focused on the top items identified in each factor group. Many factors influence CRM success in the organisation. The findings led to the conclusion that top management needs to support, and place focus on key activities that form part of the value proposition, capabilities and mix of resources on the CRM process, as well as the people and the procedures that make effective value creation.
- Format
- xii, 105 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economics Sciences
- Language
- English
- Rights
- Nelson Mandela University
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