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Relationship Between Market Orientation And CRM

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MS THESIS PROPOSAL

Relationship between market orientation and CRM

Submitted By:
Nida Abid: 19072

DEPARTMENT OF BUSINESS ADMINISTRATION

Relationship of CRM and market orientation
1. Introduction:
1.1 Background of the study
Today business environment is going toward increasingly globalization of services.trade in worldwide services grew faster than trade in merchandise during 1990s(Javalgi and White, 2002). Concept of marketing orientation is believed to be far reaching effects on organizations as it influence how employee act and think . market orientation is valuable because it focuses first on organization,continuously collect target customers information need and capabilities of competitors and then using this
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Market orientation has three behavioral components( Narver and Slater (1990) customer and competitor orientation and interfunctional co-ordination. And also on two decision criteria;s long term profitability and focus. Deshpande´ et al. (1993) define customer orientation as set of belief that puts customer interest first . George Day (1994) also define market orientation as it represent superior skills in understanding and satisfying customers. The concept of market oriented culture is important to all level of the organizations (Day, 1990; Deshpande´ and Webster, 1989; Narver and Slater, 1990; Shapiro, 1988). Narver and Slater (1990) finding is that there is positive relationship between market orientation and profitability . and also they conclude that the business in which there are highest degree of market orientation is the business that associated with highest profitability . Slater and Narver (1994) says that market oriented business are understand revenues and cost dynamics of not only current but also future target customers. This is achieved by spending considearable time on meeting and talking with customers formally and informally. Market driven business
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