The Impact of Customer Relationship Management on Market Performance

日期 : Apr 2016 - Jun 2016

The literature provides fairly little support for the effectiveness of relationship marketing programs. The determination of this research is to produce some evidence of the relationship between customer relationship marketing strategies which are attraction activities and Loyalty programs (Bonus, Contact, Customer satisfaction, Contact) and the market performance. The proposed hypotheses are tested in the case of telecommunication service firms, where long-term relationship is needed. This research involved collecting data from Pakistan Telecommunication Private Limited to understand the relationship exists between attraction and loyalty programs (Bonus-Contact-Satisfaction and complaint) with market performance of the companies and the market performance is measured by market position, customer perception about the firm and customer’s loyalty.