IDEAS home Printed from https://ideas.repec.org/a/rdc/journl/v2y2011i3p30-36.html
   My bibliography  Save this article

The Paradigm of Customer Relationship Management in the Fast Moving Consumer Goods (FMCG) Retail Industry

Author

Listed:
  • TANASE, George Cosmin

Abstract

Building strong relationships with customers has become a prime strategic objective of retail marketing. This article focuses on the paradigm of customer relationship management (CRM), regarding the principles of customer value and the constructs of customer loyalty and customer satisfaction. In highly competitive environment the relationship marketing is concerning on critical importance of clients for every business activity in market economy. The significance of customer relationship management is to lead to satisfied and loyal clients. From one side it is oriented to synchronize relations between the customers and the retail company, from the other side it is dedicated to optimize sources of information for better comprehension of consumer behavior. The CRM outline the main directions for development of client oriented products, high level consumer service and long term partnership with the company audiences and it is also an instrument of the intelligent company management in the field of customers relationship, taking into consideration the personal preferences and characteristics. This approach emphasizes the possibility to evaluate the separate clients according to their significance for business by realized sales, profitability and development potential. Also it is important to mention that in retailing the loyalty programmes are manifestations of customer relationship management.

Suggested Citation

  • TANASE, George Cosmin, 2011. "The Paradigm of Customer Relationship Management in the Fast Moving Consumer Goods (FMCG) Retail Industry," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 2(3), pages 30-36, September.
    • Handle: RePEc:rdc:journl:v:2:y:2011:i:3:p:30-36
    as

    Download full text from publisher

    File URL: http://crd-aida.ro/RePEc/rdc/v2i3/6.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Werner J. Reinartz, 2010. "Understanding Customer Loyalty Programs," Springer Books, in: Manfred Krafft & Murali K. Mantrala (ed.), Retailing in the 21st Century, pages 409-427, Springer.
    2. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
    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. James Breen & Darragh Clancy & Mary Ryan & M. Wallace, 2010. "Can’t See the Wood for the Trees: The Returns to Farm Forestry in Ireland," Working Papers 1003, Rural Economy and Development Programme,Teagasc.
    2. Alan Gregory, 2011. "The Expected Cost of Equity and the Expected Risk Premium in the UK," Review of Behavioral Finance, Emerald Group Publishing Limited, vol. 3(1), pages 1-26, April.
    3. Ana-Maria BERCU, 2014. "Performance Appraisal Of Civil Servants. Sustainability And Development," Proceedings of Administration and Public Management International Conference, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 10(1), pages 35-43, June.
    4. repec:fip:fedhep:y:2013:i:qii:p:30-46:n:vol.37no.2 is not listed on IDEAS
    5. Gedikoglu, Haluk & McCann, Laura M.J. & Artz, Georgeanne M., 2011. "Off-Farm Employment Effects on Adoption of Nutrient Management Practices," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(2), pages 1-14, August.
    6. Scherrer-Rathje, Maike & Boyle, Todd A. & Deflorin, Patricia, 2009. "Lean, take two! Reflections from the second attempt at lean implementation," Business Horizons, Elsevier, vol. 52(1), pages 79-88.
    7. Shachmurove, Yochanan & Vulanovic, Milos, 2013. "SPACs in Shipping," EconStor Preprints 88633, ZBW - Leibniz Information Centre for Economics.
    8. Benmelech, Efraim & Dlugosz, Jennifer, 2009. "The alchemy of CDO credit ratings," Journal of Monetary Economics, Elsevier, vol. 56(5), pages 617-634, July.
    9. Farrell, Terence C., 2008. "An Economic Evaluation of Conservation Farming Practices for the Central West of NSW," 2008 Conference (52nd), February 5-8, 2008, Canberra, Australia 6177, Australian Agricultural and Resource Economics Society.
    10. Felipe Jiménez & Wilmar Cabrera-Montiel, 2014. "System for Road Vehicle Energy Optimization Using Real Time Road and Traffic Information," Energies, MDPI, vol. 7(6), pages 1-23, June.
    11. Agata Mesjasz-Lech, 2009. "Selected Problems Of Reverse Logistics In Poland," Advanced Logistic systems, University of Miskolc, Department of Material Handling and Logistics, vol. 3(1), pages 181-190, December.
    12. J�r�me Massiani, Giovanni Santoro, 2012. "The relevance of the concept of capacity for the management of a tourist destination: theory and application to tourism management in Venice," RIEDS - Rivista Italiana di Economia, Demografia e Statistica - The Italian Journal of Economic, Demographic and Statistical Studies, SIEDS Societa' Italiana di Economia Demografia e Statistica, vol. 66(2), pages 141-156.
    13. Anuta Porutiu, 2010. "Decision and decision makers," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 15.
    14. Vassili Joannides & N. Berland, 2008. "Grounded theory: quels usages dans les recherches en contrôle de gestion?," Grenoble Ecole de Management (Post-Print) hal-00676580, HAL.
    15. Lino Cinquini & Andrea Tenucci, 2011. "Management Accounting for Service: A Research Agenda," Working Papers 201102, Scuola Superiore Sant'Anna of Pisa, Istituto di Management.
    16. Cristina Cella & Andrew Ellul & Mariassunta Giannetti, 2013. "Investors' Horizons and the Amplification of Market Shocks," The Review of Financial Studies, Society for Financial Studies, vol. 26(7), pages 1607-1648.
    17. Schürg, Carolin V. & Bannier, Christina Evelies, 2015. "Corporate investment, debt and liquidity choices in the light of financial constraints and hedging needs," VfS Annual Conference 2015 (Muenster): Economic Development - Theory and Policy 114561, Verein für Socialpolitik / German Economic Association.
    18. Christopher H. Herbst & Monique Vledder & Karen Campbell & Mirja Sjöblom & Agnes Soucat, 2011. "The Human Resources for Health Crisis in Zambia : An Outcome of Health Worker Entry, Exit, and Performance within the National Health Labor Market," World Bank Publications - Books, The World Bank Group, number 5938, December.
    19. Tzu-Chun Weng, 2014. "Exploring Customer Knowledge from Social Media to Improve the Performance of Strategy," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 3(2), pages 261-279.
    20. Martin Gächter & David A. Savage & Benno Torgler, 2009. "Retaining the Thin Blue Line: What Shapes Workers' Intentions not to Quit the Current Work Environment," Working Papers 2010-05, Faculty of Economics and Statistics, Universität Innsbruck, revised Mar 2010.
    21. Gauguier, Jean-Jacques, 2009. "L’industrialisation de l’Open Source," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/4388 edited by Toledano, Joëlle.

    More about this item

    Keywords

    customer; information; relationship; management; interaction; loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    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:rdc:journl:v:2:y:2011:i:3:p:30-36. 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: Theodor Valentin Purcarea (email available below). General contact details of provider: http://www.distribution-magazine.eu .

    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.