Impact of Crm in Primark Essay

3144 Words Mar 11th, 2011 13 Pages
IMPACT OF CRM SYSTEMS ON RETAIL GIANT PRIMARK
TABLE OF CONTENTS
ABSTRACT
CHAPTER 1 INTRODUCTION Statement of the Problem Purpose of the Study Importance of the Study giant Scope of the Study Rationale of the Study Research aim and objective Research Questions
CHAPTER 2 LITERATURE REVIEW
CHAPTER 3 METHODOLOGY Approach Data Gathering Method Database of the Study Validity of Data Originality and
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LITERATURE REVIEW:
CUSTOMER RELATIONSHIP MARKETING: Customer Relationship Marketing is a practice that encompasses all marketing activities directed toward establishing, developing, and maintaining successful customer relationships. The focus of relationship marketing is on developing long-term relationships and improving corporate performance through customer loyalty and customer retention (Peppers & Rogers, 1997). CUSTOMER RELATIONSHIP MANAGEMENT: Customer relationship management is a business strategy that attempts to ensure every customer interaction that is appropriate and consistent regardless of the communication channel and that CRM is a core business strategy for managing and optimizing customer interactions across the public or private’s institutions’ traditional and electronic interfaces. CRM can be used to gain clearer insight and more intimate understanding of customers' behaviours and in helping to build an effective competitive advantage and its relationship to the e-business process (Khirallah 2000) and that committed customers can be viewed as company assets who are likely to be a source of favourable referrals and are more resistant to competitors' offers (Khirallah 2000).

Customer relationship management is a management system which works on the basic

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