Customer Relationship Management Practices: Customer Satisfaction & Retention

Marketing is all about creating value and Building profitable customer relationships. This book vividly explores and explains the mediating effect of customer satisfaction on the relationship between customer relationship management practices and Customer retention and it has been empirically examined in this book. There is support provided in this book for the Hypotheses linking CRM practices, customer satisfaction and customer Retention. Customer relationship management practices in today’s business makes sense by understanding how the relationships are executed in practice and how this type of marketing take effect by influencing long-term relationship building and customer loyalty. The book focuses on CRM practices which are integral part in building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. The key to building lasting customer relationship is through the creation of superior customer value and satisfaction. The book explains how companies develop a comprehensive picture of customer needs, expectations and behaviours and managing those factors that affect business performance. The book will have important implications for both academic marketing literature and practice. The managers will also find some useful implications that are relevant and can be applied in designing an appropriate CRM Practices for their customers. The book concludes that; the quality of a service is subjectively perceived by customers during the interactions with service providers which has critical impact on customers’ evaluation of service quality. Customer satisfaction was found to have a direct relationship with customer retention.