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Correlation Between Customer Relationship Management System Usage, Product Innovation, And Customer Satisfaction

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  • Elfarmawi Wouroud

    (University of Phoenix, Tempe, Arizona, USA)

Abstract

This quantitative correlational research examined the correlations between customer relation-ship management (CRM) usage, product innovation, and customer satisfaction. The general problem was the lack of evidence indicating the use of CRM system as effective in improving small- to medi-um-size companies’ performance. Hence, the specific problem was to determine the beneficial use of a CRM system for customer satisfaction and product innovation. Data were gathered through sur-veymonkey.com. A total of 97 respondents were selected as sample from 10 small- to medium-size companies to answer the survey questions. Respondents were top managers, middle managers, and first-line managers of the selected organization. Statistics of the study were provided with the help of IBM Statistical Package for Social and Sciences version 23. The findings showed a strong correlation between the use of CRM system and customer satisfaction. They indicated the use of CRM system could improve the relationship with existing customers, could help attract prospective customers, and could win back former customers.

Suggested Citation

  • Elfarmawi Wouroud, 2019. "Correlation Between Customer Relationship Management System Usage, Product Innovation, And Customer Satisfaction," Foundations of Management, Sciendo, vol. 11(1), pages 23-32, March.
    • Handle: RePEc:vrs:founma:v:11:y:2019:i:1:p:23-32:n:2
    DOI: 10.2478/fman-2019-0002
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    More about this item

    Keywords

    correlation design; CRM system; customer satisfaction; product innovation; quantitative research;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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