dc.description.abstract |
The survival of any organization depends on its customers. Customers are the source of
profits to be earned by a profit making organization. Due to the more and more fierce
competition in todays’ business, many companies are required to build long-term profitable
relationship with customers and to achieve customer loyalty. Therefore, customer
relationship management has become more and more important since last decade of 20th
century, especially in service industry. There are many different customer relationship
management dimensions implemented for retaining customers. Therefore, this study was
aimed to explore the effect of customer relationship management dimensions (trust,
commitment, communication, conflict handling, and competence) on customer loyalty, by
focusing on the ACSI. A theoretical framework was used as a guideline to test the
relationships between customer relationship management dimensions and customer loyalty. A
quantitative method which is cross-sectional study with deductive approach were chosen in
this research. In order to collect primary data, a self-completed questionnaire was designed
and convenient sampling technique was used to the customers of the ACSI. In addition to
questionnaire, semi structured interview questions were prepared to get information from the
organization which is analyzed qualitatively. The SPSS version 21 for windows was used to
process the primary data which is collected through questionnaire. The findings show that
customer relationship management dimensions have effect on customer loyalty. All the
independent variables are positively and directly related to customer loyalty particularly in
MFI of ACSI in chacha town. The relationship between customer relationship management
and customer loyalty is significant. Therefore, ACSI shall make the whole system on work
with customers, not in opposite of customers. And also they are expected to invest more on
attracting new customers and retaining the existed ones with regard to customer relationship
management to increase customer loyalty. |
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