IDEAS home Printed from https://ideas.repec.org/a/mth/bmsmti/v11y2020i2p117-133.html
   My bibliography  Save this article

Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)

Author

Listed:
  • Rao Tahir Anees
  • Nordiana Ahmad Nordin
  • Temoor Anjum
  • Luigi Pio Leonardo Cavaliere
  • Petra Heidler

Abstract

Customer focus is a concept that academics and professionals have been discussing in recent years. These are deeply ingrained ideas and standards that make customer relationships a top priority within the organization. The main objective of this research is to determine the impact of the CRM strategy on customer retention. The total sample of this study is 220, and the questionnaire includes 15 items. This research is based on exploratory and quantitative nature. Use survey methods to collect data from respondents through questionnaires. Calculate SmartPLS-SEM-3.0 to study the hypothesis of this investigation. The findings of this research show that Customer Orientation and Service Quality have an impact on Customer Retention. Additionally, the sale of a company can increases if they are maintaining the quality of the food, and there will be significantly less Customer Retention.

Suggested Citation

  • Rao Tahir Anees & Nordiana Ahmad Nordin & Temoor Anjum & Luigi Pio Leonardo Cavaliere & Petra Heidler, 2020. "Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)," Business Management and Strategy, Macrothink Institute, vol. 11(2), pages 117-133, December.
    • Handle: RePEc:mth:bmsmti:v:11:y:2020:i:2:p:117-133
    as

    Download full text from publisher

    File URL: http://www.macrothink.org/journal/index.php/bms/article/download/17934/13892
    Download Restriction: no
    File URL: http://www.macrothink.org/journal/index.php/bms/article/view/17934
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carl Shapiro, 2019. "Protecting Competition in the American Economy: Merger Control, Tech Titans, Labor Markets," Journal of Economic Perspectives, American Economic Association, vol. 33(3), pages 69-93, Summer.
    2. Anik Kusmintarti & Andi Asdani & Nur Indah Riwajanti, 2017. "The relationship between creativity, entrepreneurial attitude and entrepreneurial intention (case study on the students of State Polytechnic Malang)," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 10(1), pages 28-36.
    3. Ng, Sylvia C. & Sweeney, Jillian C. & Plewa, Carolin, 2020. "Customer engagement: A systematic review and future research priorities," Australasian marketing journal, Elsevier, vol. 28(4), pages 235-252.
    4. Nida Nazar & Sara Ravan Ramzani & Temoor Anjum & Imran Ahmed Shahzad, 2018. "Impact of Entrepreneurial Orientation of Bank Performance in Pakistan," Business Management and Strategy, Macrothink Institute, vol. 9(1), pages 290-309, December.
    5. Nita Umashankar & Yashoda Bhagwat & V. Kumar, 2017. "Do loyal customers really pay more for services?," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 807-826, November.
    6. Rakthin, Sirisuhk & Calantone, Roger J. & Wang, Joyce Feng, 2016. "Managing market intelligence: The comparative role of absorptive capacity and market orientation," Journal of Business Research, Elsevier, vol. 69(12), pages 5569-5577.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gregor Jarosch & Jan Sebastian Nimczik & Isaac Sorkin, 2019. "Granular Search, Market Structure, and Wages," NBER Working Papers 26239, National Bureau of Economic Research, Inc.
    2. Felix Montag, 2023. "Mergers, Foreign Competition, and Jobs: Evidence from the U.S. Appliance Industry," Rationality and Competition Discussion Paper Series 378, CRC TRR 190 Rationality and Competition.
    3. Michael K. Brady & Todd Arnold, 2017. "Organizational service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 785-788, November.
    4. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    5. Qi, Ji (Miracle) & Wang, Sijun & Lindsey Hall, Kristina K., 2023. "Bridging employee engagement and customer engagement in a service context," Journal of Business Research, Elsevier, vol. 160(C).
    6. Michael Böhm & Daniel Metzger & Per Strömberg, 2022. "“Since You’re So Rich, You Must Be Really Smart”: Talent, Rent Sharing, and the Finance Wage Premium," ECONtribute Discussion Papers Series 147, University of Bonn and University of Cologne, Germany.
    7. Gábor Koltay & Szabolcs Lorincz & Tommaso Valletti, 2023. "Concentration and Competition: Evidence From Europe and Implications For Policy1," Journal of Competition Law and Economics, Oxford University Press, vol. 19(3), pages 466-501.
    8. Steven Berry & Martin Gaynor & Fiona Scott Morton, 2019. "Do Increasing Markups Matter? Lessons from Empirical Industrial Organization," Journal of Economic Perspectives, American Economic Association, vol. 33(3), pages 44-68, Summer.
    9. Daan Freeman & Leon Bettendorf & Harro van Heuvelen & Gerdien Meijerink, 2021. "The contribution of business dynamics to productivity growth in the Netherlands," CPB Discussion Paper 427, CPB Netherlands Bureau for Economic Policy Analysis.
    10. Eid G. Abo Hamza & Yasmeen G. Elsantil, 2023. "Impact of Parents’ Stress on Engagement with Online Learning during COVID-19," Sustainability, MDPI, vol. 15(14), pages 1-14, July.
    11. Legros, Patrick & ,, 2022. "The Sale of Data: Learning Synergies Before M&As," CEPR Discussion Papers 17404, C.E.P.R. Discussion Papers.
    12. Montag, Felix, 2022. "Mergers, Foreign Entry, and Jobs: Evidence from the U.S. Appliance Industry," CEPREMAP Working Papers (Docweb) 2207, CEPREMAP.
    13. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    14. Monica Langella & Alan Manning, 2021. "Marshall Lecture 2020: The Measure of Monopsony [Monopsony in the UK]," Journal of the European Economic Association, European Economic Association, vol. 19(6), pages 2929-2957.
    15. Joeseph Carr & Stephen Davies, 2022. "Seller versus Producer concentration: incorporating the impact of foreign trade," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2022-05, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    16. Rabbani, Maysam, 2021. "Mergers with Future Rivals Can Boost Prices, Intensify Market Concentration, and Bar Entry," MPRA Paper 112864, University Library of Munich, Germany, revised 26 Apr 2022.
    17. Patel, Pankaj C. & Oghazi, Pejvak & Arunachalam, S., 2023. "Does consumer privacy act influence firm performance in the retail industry? Evidence from a US state-level law change," Journal of Business Research, Elsevier, vol. 162(C).
    18. Hui Jiang & Suli Wang & Lu Wang & Gang Li, 2020. "Golden Apples or Green Apples? The Effect of Entrepreneurial Creativity on Green Entrepreneurship: A Dual Pathway Model," Sustainability, MDPI, vol. 12(15), pages 1-16, August.
    19. Zijlstra, Toon, 2020. "A border effect in airport choice: Evidence from Western Europe," Journal of Air Transport Management, Elsevier, vol. 88(C).
    20. Langella, Monica & Manning, Alan Patrick, 2021. "The measure of monopsony," LSE Research Online Documents on Economics 113925, London School of Economics and Political Science, LSE Library.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mth:bmsmti:v:11:y:2020:i:2:p:117-133. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Technical Support Office (email available below). General contact details of provider: http://www.macrothink.org/journal/index.php/bms .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.