IDEAS home Printed from https://ideas.repec.org/a/ris/ajotap/0009.html
   My bibliography  Save this article

Impact of Customer Relationship Management (CRM) on Organizational Performance: A Study from the Perspective of Bangladesh

Author

Listed:
  • Rahman, Md. Mostafijur

    (Lecturer, Department of Business Administration, First Capital University of Bangladesh, (FCUB), Chuadanga, Bangladesh)

  • Hussain, Md. Tuhin

    (Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

  • Moon, Shahnaz Parvin

    (Senior Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

  • Tisha, Monika Mehjabeen

    (Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

  • Lima, Mumtahina Tahsin

    (Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh)

Abstract

Customer relationship management is recognizing, attracting, obtaining, maintaining, and keeping profitable and faithful customers as the success of a business highly depends on them. The current study’s purpose is to measure the impact of customer relationship management on organizational performance. The study used Yamane’s (1967) formula to calculate the sample, and it has got 90 sample sizes and used semi-structured questionnaires containing pre-coded and open-ended questions. Descriptive statistics like frequency, percentages, and means have been performed. Besides, inferential statistics like correlation and regression analysis have been used to determine the relationship. The result showed that customer relationship management significantly and positively impacts organizational performance. The study will help the policy maker of any organization to rethink and give much more emphasis to customer relationship management.

Suggested Citation

  • Rahman, Md. Mostafijur & Hussain, Md. Tuhin & Moon, Shahnaz Parvin & Tisha, Monika Mehjabeen & Lima, Mumtahina Tahsin, 2021. "Impact of Customer Relationship Management (CRM) on Organizational Performance: A Study from the Perspective of Bangladesh," American Journal of Trade and Policy, Asian Business Consortium, vol. 8(3), pages 225-230.
    • Handle: RePEc:ris:ajotap:0009
    as

    Download full text from publisher

    File URL: https://www.abc.us.org/ojs/index.php/ajtp/article/view/609
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kumar, Dhanonjoy & Hossain, Md. Zakir & Jebin, Aleya, 2016. "Organizational Commitment among the Employees of NGOs in Bangladesh: An Empirical Study," American Journal of Trade and Policy, Asian Business Consortium, vol. 3(3), pages 109-114.
    2. Masum, Abdullah Al & Johora, Fatema-Tuz, 2012. "Performance Evaluation of Selected Ceramic Companies of Bangladesh," Asian Business Review, Asian Business Consortium, vol. 1(1), pages 37-48.
    3. Haenlein, Michael & Kaplan, Andreas M., 2009. "Unprofitable customers and their management," Business Horizons, Elsevier, vol. 52(1), pages 89-97.
    4. Arie Y. Lewin & John W. Minton, 1986. "Determining Organizational Effectiveness: Another Look, and an Agenda for Research," Management Science, INFORMS, vol. 32(5), pages 514-538, May.
    5. Alemu Muleta Kebede & Zewdu Lake Tegegne, 2018. "The effect of customer relationship management on bank performance: In context of commercial banks in Amhara Region, Ethiopia," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1499183-149, January.
    6. Rahman, Md. Mostafijur & Chowdhury, Md. Razwan Hasan Khan & Islam, Md. Amirul & Tohfa, Mst. Ummay & Kader, Md. Abdul Latif & Ahmed, Alim Al Ayub & Donepudi, Praveen Kumar, 2020. "Relationship between Socio-Demographic Characteristics and Job Satisfaction: Evidence from Private Bank Employees," American Journal of Trade and Policy, Asian Business Consortium, vol. 7(2), pages 65-72.
    7. Nadeem, Kawish & Siddiqui, Danish Ahmed, 2017. "The Effect of Strategic Orientation on Green Supply Chain Practices and Performance: A Case of Manufacturing Companies in Pakistan," Asian Business Review, Asian Business Consortium, vol. 7(2), pages 59-70.
    8. Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
    9. Rahman, Md. Habibur & Dey, Tonmoy & Al-Amin, Md., 2019. "Relationship between Organizational Strategy and Leadership Style in Performance Efficiency," Asian Business Review, Asian Business Consortium, vol. 9(1), pages 17-22.
    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. Waqar Ahmad Saleem Qazi, 2017. "Impact of Workforce Development on Organizational Effectiveness: Evidence from Pakistani Public-Sector Organizations," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 9(3), pages 123-154, September.
    2. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    3. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    4. Powel Maxwell Worimegbe & Agbaje Ifedayo, 2020. "Corporate Rebranding And Customers Retention. A Study Of Selected Telecommunication Firm In Nigeria," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 2(1), pages 17-25.
    5. Abbas Keramati & Fatemeh Shapouri, 2016. "Multidimensional appraisal of customer relationship management: integrating balanced scorecard and multi criteria decision making approaches," Information Systems and e-Business Management, Springer, vol. 14(2), pages 217-251, May.
    6. Khavul, Susanna & Pérez-Nordtvedt, Liliana & Wood, Eric, 2010. "Organizational entrainment and international new ventures from emerging markets," Journal of Business Venturing, Elsevier, vol. 25(1), pages 104-119, January.
    7. Tuleu Daniela, 2015. "Antecedents Of Customer Relationship Management Capabilities," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1285-1294, July.
    8. Abdul Alem Mohammed & Basri B. Rashid & Shaharuddin B. Tahir, 2017. "Customer relationship management and hotel performance: the mediating influence of marketing capabilities—evidence from the Malaysian hotel industry," Information Technology & Tourism, Springer, vol. 17(3), pages 335-361, September.
    9. Hussein A. Al-Homery & Azizah Ahmad & Hasbullah AsharaiS, 2019. "The Core Components and Types of CRM," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(1), pages :121-145, March.
    10. repec:iim:iimawp:13106 is not listed on IDEAS
    11. Kingshuk K. Sinha & Andrew H. Van de Ven, 2005. "Designing Work Within and Between Organizations," Organization Science, INFORMS, vol. 16(4), pages 389-408, August.
    12. Nerkar, Atul A. & McGrath, Rita Gunther & MacMillan, Ian C., 1996. "Three facets of satisfaction and their influence on the performance of innovation teams," Journal of Business Venturing, Elsevier, vol. 11(3), pages 167-188, May.
    13. Matthew J. Robson & Constantine S. Katsikeas & Daniel C. Bello, 2008. "Drivers and Performance Outcomes of Trust in International Strategic Alliances: The Role of Organizational Complexity," Organization Science, INFORMS, vol. 19(4), pages 647-665, August.
    14. Sora Lee & Jaewon Yoo, 2021. "Determinants of a Firm’s Sustainable Competitive Advantages: Focused on Korean Small Enterprises," Sustainability, MDPI, vol. 13(1), pages 1-16, January.
    15. Chuang, Shu-Hui & Lin, Hong-Nan, 2013. "The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan," International Journal of Information Management, Elsevier, vol. 33(2), pages 271-281.
    16. Anand Iyengar & Ketan Suri, 2012. "Customer profitability analysis an avant-garde approach to revenue optimisation in hotels," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 6(1/2), pages 127-143.
    17. Julie Smith David & Yuhchang Hwang & Buck K. W. Pei & J. Hal Reneau, 2002. "The Performance Effects of Congruence Between Product Competitive Strategies and Purchasing Management Design," Management Science, INFORMS, vol. 48(7), pages 866-885, July.
    18. Pingsheng Tong & U. N. Umesh & Jean L. Johnson & Ruby P. Lee, 2016. "Collaborative Relationships — The Role of Information Technology," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(03), pages 1-30, June.
    19. Day, Diana L. & Lewin, Arie Y. & Li, Hongyu, 1995. "Strategic leaders or strategic groups: A longitudinal data envelopment analysis of the U.S. brewing industry," European Journal of Operational Research, Elsevier, vol. 80(3), pages 619-638, February.
    20. Priyanka Meena & Praveen Sahu, 2021. "Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification," Vision, , vol. 25(2), pages 136-158, June.
    21. Daniela Corsaro & Isabella Maggioni & Mirko Olivieri, 2021. "Sales and marketing automation in the post-Covid-19 scenario: value drivers in B2B relationships," Italian Journal of Marketing, Springer, vol. 2021(4), pages 371-392, December.

    More about this item

    Keywords

    Customer Relationship Management; Organizational Performance; Correlation; Management of Customer Knowledge; Customer Orientation;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

    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:ris:ajotap:0009. 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: Alim Al Ayub Ahmed (email available below). General contact details of provider: https://abc.us.org/ .

    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.