The Impact of Customer Relationship Management (CRM) Practices on Customer Satisfaction

  • Subhasish Das
  • Manit Mishra


Customer Relationship Management (CRM) is total alignment of business around the customer. It is a business practice focused on customers; being customer-centric and staying customer-centric. Customers know that the biggest gift they can give to an enterprise is their loyalty. They expect to deal with enterprises the way they like. Enterprises won’t satisfy the customers unless they re-engineer their processes to be customer focused and customer oriented. They have to keep track of the customer’s past activities in order to influence the customer’s future activities. Therefore, there is no substitute to customer-centrism. The objective of a business should be to create customers and keep them, and CRM helps in doing just that.


  1. Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123e138.CrossRefGoogle Scholar
  2. Cronin Jr., J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55e68.CrossRefGoogle Scholar
  3. Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty and satisfaction in the german cellular telecommunications market. Telecommunications Policy, 25(4), 249e269.CrossRefGoogle Scholar
  4. Hair, J. F., Jr., Anderson, R. E.,Tatham, R. L., Babin, B. J., & Black, W. C. (2007). Multivariate data analysis (6th International ed.). Delhi: Dorling Kindersley (India) Pvt. Ltd.Google Scholar
  5. Homburg, C., & Baumgartner, H. (1995). Beurteilung von Kausalmodelen. Marketing, 17(3), 162e176.Google Scholar
  6. Johnson, D., Anderson, E., & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21(4), 695e707.CrossRefGoogle Scholar
  7. Kim, M., Park, M., & Jeong, D. (2004). The effects of customer satisfaction and switching Barrie on customer loalty in th ekorean telecommunication services. Telecommunications Policy, 28(2), 145e159.CrossRefGoogle Scholar
  8. Lai, F., Hutchison, J., Li, D., & Bai, C. (2007). An empirical assessment and application of SERVQUAL in mainland china’s mobile communications industry. International Journal of Quality and Reliability Management, 24(3), 244e262.CrossRefGoogle Scholar
  9. Nelson, S., & Eisenfeld, B. (2003a). CRM best practices: From strategy to collaboration. Gartner Report COM-21-1015.Google Scholar
  10. Nelson, S., & Eisenfeld, B. (2003b). CRM best practices: From processes to metrics. Gartner Report COM-21-1108.Google Scholar
  11. Oliver, R. L. (1997). Satisfcation: A behavioral perspective on the consumer. New York, NY: Mc Graw Hill.Google Scholar
  12. Pahuja, A., & Verma, R. (2008, January). Customer relationship management need of the hour. Marketing Mastermind, 26–29.Google Scholar
  13. Shin, D.-H., & Kim, W.-Y. (2008). Forecasting customer switching intention in mobile services: An exploratory study of predictive factors in mobile number portability. Technological Forecasting and Social Change, 75(6), 854e874.CrossRefGoogle Scholar
  14. Teo, T. (2011). Factors influencing teachers’ intention to use technology: Model development and test. Computers & Education, 57(4), 2432–2440.CrossRefGoogle Scholar
  15. Turel, O., & Serenko, A. (2006). Satisfaction with mobile services in Canada: An empirical investigation. Telecomunication Policy, 30(5e6), 314e331.Google Scholar
  16. Zeithml, V. A., Bitner, M. J., Gremler, D. D., & Pandit, A. (2011). Services marketing (5th ed.). Boston: McGraw-Hill Publishing Company Limited.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Subhasish Das
    • 1
  • Manit Mishra
    • 2
  1. 1.CUTMJatniIndia
  2. 2.International Management InstituteBhubaneswarIndia

Personalised recommendations