Determinants of factors for service quality excellence at dealer end leading to CRM - an AHP approach

Customer relationship management (CRM) is a process of managing communication of the organisation with its customers to gain their profitable trust. This paper analyses the factors responsible for service quality excellence at dealer/customer end leading to CRM. An effort has been made here to show the improvement in perception of customers and especially original equipment manufacturers (OEM). The customer value helps in the growth of the organisation and the organisation also gets better understanding of customers' needs and choices though CRM, which is having a paramount importance in automotive industry. Here, analytical hierarchy process has been used as a tool to rank the different sub factors of key factors affecting service quality excellence at dealer end in automobile manufacturing industries. Findings indicate that tangible service dimensions and perception of service quality can be antecedent to customer delight and posit CRM. This paper will be a managerial guideline to build and maintain strong covalent customer relationship bond benefitting the organisation in many ways.