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A review research on reinventing business practices with customer relationship management

Author Affiliations

  • 1BIT, Durg, CG, India
  • 2BIT, Durg, CG, India

Res. J. Management Sci., Volume 7, Issue (4), Pages 1-4, April,6 (2018)


Customer Relationship Management and Customer Satisfaction has been significant importance in marketing practice and academic research. Customers are the only source of cash inflow to an enterprise. This is the major reason that the concept of CRM and customer satisfaction has gained much of interest in recent year. The enterprises have realised that customers can be effectively reached by an extension collaboration of network and business processes. Customer relationship management (CRM) has become worldwide executed tool for creating long-term relationships with customers and maintaining a loyal customer's base. Organizations have started attempting to anticipate customer's behaviour and preferences to support sales, marketing and customer support processes. Customer satisfaction is typically defined as a post consumption evaluative judgement concerning a specific product or service. It is the result of an evaluative process that contrasts pre-purchase expectations with perceptions of performance during and after the consumption experience of enterprises investing large amount of resources in CRM practices. This paper focuses on different behavioural aspects of customer behaviour resulting in better CRM practices and solutions.


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