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A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction

Author

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  • Nastaran Mohammadhossein

    (Faculty of Computing, Universiti Teknologi Malaysia, Skudai, Johor, Malaysia)

  • Mohammad Nazir Ahmad

    (Faculty of Computing, Universiti Teknologi Malaysia, Skudai, Johor, Malaysia)

  • Nor Hidayati Zakaria

    (Faculty of Computing, Universiti Teknologi Malaysia, Skudai, Johor, Malaysia)

  • Shidrokh Goudarzi

    (Faculty of Computing, Universiti Teknologi Malaysia, Skudai, Johor, Malaysia)

Abstract

The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. This paper contributes to the existing literature by incorporating the benefits of CRM for customers and the relationships of these benefits with their satisfaction in the proposed model.

Suggested Citation

  • Nastaran Mohammadhossein & Mohammad Nazir Ahmad & Nor Hidayati Zakaria & Shidrokh Goudarzi, 2014. "A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 10(1), pages 11-31, January.
    • Handle: RePEc:igg:jeis00:v:10:y:2014:i:1:p:11-31
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