ISSN 0976-2612, Online ISSN 2278–599X, Vol-7, Special Issue3-April, 2016, pp914-925
http://www.bipublication.com
Case Report
Presentation and Model Review of Customer Relationship Management (Crm)
to Enhance Customer Satisfaction and Loyalty
Mojtaba Heravi *and Tabassom Azimi galeh
1
Master of Science, Knowledge Engineering and Decision Sciences; Member of Young Researchers and Elite Club,
Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2
Master of Science, Department of Business Management (Marketing), Islamic Azad University, Ahvaz Branch, Iran;
Member of Ahvaz Electric Power Distribution Company.
*Corresponding author: Email: mojtaba.heravi@gmail.com,
Tel: +98-9123808609
ABSTRACT:
After the Industrial Revolution, fundamental change in all aspects of trade and business appeared. The traditional strategy given replaced by new strategy and managers of commercial and production such as Electric Power Distribution Company (EPDC) in order to compete to gain greater market share rather than product focused to customer centric have turned. The impact of customer satisfaction and loyalty in increasing of profitability have motivated for organizations up to customer relationship management (CRM) as an important instrument to find trends. More review and knowledge discovery are provides useful information and better understanding for EPDC manager’s in the field of CRM on how to deal with customers. For this reason, in this paper, presentation and model review of CRM has been to enhance customer satisfaction and loyalty in EPDC. The results showed that behavior of employees, quality of service and products, and the development of communication, have been positive and significant impact on customer satisfaction and loyalty, but interactive management on customer satisfaction and loyalty will not have much impact.
Keywords: Customer Relationship Management, Customer Satisfaction, Customer Loyalty, Knowledge Discovery, Electric Power Distribution Company
[I] NTRODUCTION
After the industrial revolution, the world has been changed fundamentally in all aspects. Trade and business are also not exempt from this role and remarkable changes have happened in it. Business and marketing are not simple and traditional anymore and has become professional activity, an activity which requires comprehensive knowledge in various fields including, social, political, cultural, economics and information technology. Managers of business and service organizations, including, managers of Electrical Power Distribution Company (EPDC), to stay ahead of
attracting the new costumers and retaining the old costumers [1].
Nowadays, costumer’s loyalty is the key to the success of any business. By increasing the costumer’s loyalty, market share, profitability of business will be increased and also costumer’s loyalty creates long term benefits for these firms [2]. Costumer’s satisfaction and loyalty is a concept in today’s business, which has been paid more attention because loyal customers become the main components of organizational success. Loyal customers buy more and usually are considered as a conventional instrument for advertising [3]. By advances made in technology and market’s conditions which are becoming more competitive, in different sectors of productive and services, loyal customers are considered as the main assets of any company. Thus, it is necessary in EPDC that, a system is designed and implemented to attract and retain customers. A system which is able to emerge and manage the organization and customers relations well. Today, these systems are known as Customer Relationship Management (CRM) systems. CRM or customer value management, or customer-oriented management, are included all processes and technologies that organization use in order to identify, select, motivate, develop, maintain and give services to their own customers. CRM will make the managers able to use their customer knowledge in order to enhance sales, giving services, development and increase profitability based on continuous relations. CRM is one of the issues in today’s global economy which has motivated the organizations to rethink the ways of making communications with a wide range of customers [4].The importance and impact of customer satisfaction and loyalty to increase the market share, makes the organizations to have a greater tendency toward CRM, as a tool to increase their profitability. And organization’s attitude should be relied upon the perspective of attracting the loyal customers instead of focusing on trade. Because by increasing the competition and closing the quality and quantity levels of
services provided to the customers to each other, it is considered vital that, services should be provided which are able to attract customer attention and makes them as the permanent customers of organization’s services. This issue has a great importance as far as the cost of attracting a new customer has been estimated five times more than keeping current customers satisfied [5]. By paying attention to importance and necessity of implementation the CRM system in organizations and also increasing use of such systems by organizations, it is important to ensure whether these systems could effect on customer loyalty and satisfaction or not? Because, in case of CRM system’s failure in achieving its objectives such as enhancing loyalty and improving customer satisfaction, Organizations will be damaged by heavy and irreparable losses.Therefore, in this paper, we are studying the effects of CRM system’s agents including, behavior of employees, quality of services and products, developing communications and interactive management on customer satisfaction and loyalty in EPDC. Therefore, in section 2, a background related to CRM proposed and in section 3, a review of literature is described. In section 4, conceptual model of presented article and implementation of this model in section 5, has been carried out on a real example. Additional findings and analysis are presented in section 6. And in section 7, conclusion of this research investigated. Suggestions to improve the process for future works are listed at the end of this section (section 7).
[II] BACKGROUND RESEARCH
technology system, efficiency, customer satisfaction and profitability. Statistic sample is included 309 employees and customers of those automotive companies which have attempted to set up the E-CRM system. Results of this research show a relationship between establishing this management system and organization’s success. In other words, by the better establishment of this system, the organization will have increased efficiency, more satisfied customers and finally, more profitability.Lee Kelly et al. [7] have conducted a study entitled, how E-CRM can enhance customer loyalty? In this research, which has conducted among buyers of CD, DVD and book via Pure-click site, investigate the impact of implementation of E-CRM by internet retailers on perceived E-CRM by customers and its impact on customer loyalty, and also perceived E-CRM by customers and its impact on customer sensitivity about price. The results shows a direct relationship between implementation of E-CRM by internet retailers and perceived E-CRM by customers, direct relationship between perceived E-CRM by customers and customer loyalty and also an inverse relationship between perceived E-CRM by customers and customer sensitivity about price. Kamalian et al. [8] conducted a research entitled, effect of E-CRM system on customer satisfaction (case study: Golsar Fars Company). The aim of this study was investigating the correctness or incorrectness of this hypothesis that in Golsar Fars Company, customer satisfactions who are users of E-CRM system, is more than non-users costumers. Statistic populations of this research are all of the Golsar Fars Company’s sales agencies across the country which is included 157 deputies. In this study, all of these deputies have intended as samples. The results showed that in Golsar Fars Company, customer satisfaction who are users the E-CRM system, is more than non-users of E-CRM system.Liu et al. [9] were conducted a research entitled, a study of the impact of the E-CRM perspective on customer satisfaction and customer loyalty (exemplified by bank Sino Pac). The study was conducted among 426 customers of Sino Pac
bank in Thailand and impacts of E-CRM dimension included technology integration, organizational support, environmental pressures and customer knowledge, on customer satisfaction and loyalty. The results of the research, shows a significant relationship between E-CRM and customer satisfaction and loyalty.Sang Lang et al. [10] have conducted a research entitled, impact of CRM factors on customer satisfaction and loyalty and has investigated the impact of 4 components of CRM on customer satisfaction and loyalty. These components are included employee behaviors, quality of services and products, development of communications and interactive management. Through analyzing the obtained data from 300 customers of a store, it has founded that employee behavior has a significant impact on customer satisfaction and loyalty.Rahimnia and Bagheri [11] have conducted a research entitled, a model to assess the impact of service quality, perceived value and corporate image on customer satisfaction by taking the role of the intermediary on customer loyalty and role of moderating the cost of moving. The aim of this study was to identify factors influenced on customer loyalty. The results, showed that the quality of services, corporate image and perceived value, have an effect on customer loyalty.Mandina [12] has conducted a research entitled, contribution of CRM strategies in enhancing customer loyalty in motor cycle industry. Sample are included 297 people which among them, 150 customers and 147 employees. The findings showed that honesty and commitment will lead to increase the customer loyalty.
[III] LITERATURE REVIEW
3.1. Customer relationship management
communication network with customers and continuous strengthening this network for mutual benefit to both parties, through interactive and personalized contacts along with value-added during a long period of time [14]. General process of creating and maintaining the relationships with profitable customers by providing additional values for customers and more satisfaction of them is called CRM [15]. Swift [16], believe that CRM is an organizational method which has improved the customer attraction, retaining, loyalty and profitability through useful communicational method and in addition to understanding the customer behavior, affect them. CRM, not only consider that how it can use customers effectively and identify more valuable customers from current and potential customers, but it also considered that how it can optimize the customer relationships in customer perspective and maximize the customer profitability to the organization [17]. CRM is defined as a process of monitoring the customers, collecting the appropriate data, managing and evaluating data and finally, creating the real advantage of extracted data during their interactions [18]. CRM is included a customer-oriented business model which has focused the company’s operations around customer needs not products, recourses or processes, in order to increase customer satisfaction, loyalty and retention [19].
3.1.1. Element of customer relationship management
The content of CRM strategy is involved 6 interconnected indexes which have been raised in 2002 by Otoole and Donaldson that are as follows [20].Emphasizing on quality. Poor services are the main reasons of business failure. Product is not enough by itself and quality of services is considered as the main successful key in a business.Evaluating the customer satisfaction and managing the services given to customers. This refers to understanding and identifying the various benefits which are before customer buying. The gap between expectations and buy performances should also be managed.Making investment on
employees. Domestic affairs are important as well as outside affairs. Performing the relationship-oriented can only be done by the people in the organization who are able to understand determined goals and standards.Maintaining a dialogue with customers. Making a long-term relationship is considered as a key issue in CRM. Companies who listen to the preferences of individual customers, they are more likely to retain and turn them into loyal customers.Setting the realistic goals and achievable practices. Organizations should realize about the customer perception and understanding of the various proposed elements to them as much as possible.Exposures based on relationships. It means the availability of both domestic and outside groups of customers in order to have flexible and reactive behavior. In practice, there is always a gap between what the company is doing and what should be done by the company and the most desirable thing which should be done. By the help of relationship orientation, can be adapted to the needs of each customers.
3.2. Customer satisfaction
competitors and they are more loyal [21].Company’s success or failure, is depended on this fact that, how many percentage of their customers are they able to hold? Maintaining a large number of customers, which is possible on the bases of customer satisfaction level, it considers a success which is a big help to do a comprehensive measurement about the quality of products and services by measuring the quality of customer actual behaviors. In a heavily competitive environment, existing a non-customer-oriented company is dangerous, so that, most of markets are highly competitive and organizations needs to provide goods and services with high quality which are included customer satisfaction and loyalty. Today, achieving to the customer satisfaction, due to a clear and strong relationship between product’s quality and customer satisfaction, on one hand and profitability, on the other hand, considers a major target for commercial organizations [22].The concept of customer satisfaction means that, they are satisfied with treatment and providing services of organization and organization is succeeded in attracting and retaining them. These satisfied customers, the more time and money they spend for the organization, the higher quality will be expected to receive services [23]. Customer satisfaction actually is feelings or attitude of client or product and services applicant. If clients are satisfied with how to get certain good or services, they will probably promote their satisfaction [24]. Customer satisfaction, comes from experience, is after the purchase which expected quality will be compared [25]. Consumer, do a cognitive assessment from the previous shopping experience that lead to an occurrence of an emotional reaction and this reaction reflected by consent [26]. In fact, pleasure experience of past purchases of an organization’s product or services, creates customer satisfaction [27].
3.3. Customer loyalty
Maintaining and strengthening customer loyalty for the companies which are concern about retaining and developing their competitive
the effective factors on customer loyalty to these organizations has a great importance [30]. In general, loyalty to a strong commitment to repeat purchase of a product or a premier service called in future so that the same brand or product is bought in spite of competitor’s potential efforts and influences [31].
[IV] CONCEPTUAL MODEL
In this study, variables have been investigated based on the conceptual model (shown in
Figure1) is derived from Song Long et al.’s study [10].This model, suggests that standards of employee behavior, quality of services and products, development of communications and interactive management in CRM, have a direct relationship with customer satisfaction and loyalty. In order to evaluate these assumes in conceptual model, in next section, these assumes will be implemented on a sample in real situations and findings and results will be discussed.
Fig1. The conceptual model of CRM related to customer satisfaction and loyalty
[V] IMPLEMENTED ON A SAMPLE IN REAL SITUATIONS
In this study, in order to investigate and analyze the efficiency and accuracy of conceptual model, it is implemented on statistical population to evaluate the assumptions. Statistical population is included EPDC customers in Khuzestan province. It also must be said that, on data gathering perspective, this research is descriptive-correlation. Data gathering tool is questionnaire
which the impact of each of CRM impacts on customer satisfaction and loyalty are evaluated by Likert’s five point spectrums. The method of sampling in this study, is simple random and appropriate number of samples is used based on the role of setting the minimum required number in Partial Least Squares (PLS) that is proposed by Barclay et al. [32]. Proper sample size, on the bases of above rule, have been calculated 40 people but to make sure, 60 questionnaires were distributed and after gathering data and reviewing the responses, and eliminate the incomplete questionnaires, among the 57 returned questionnaires, 53 questionnaires were selected for analyzing. In analysis of raw data, technique of Structural Equation Modeling (SEM) and Smart PLS software has been used.
[VI] RESULT
In this section, at first, models were examined in order to investigate validity and reliability measurement tools of research. The concept of validity, answer this question that, what extent the measurement tools are able to measure the traits [33]. The concept of reliability or trustworthiness is also one of the technical characteristics of measurement tools. This concept, deals with that the tools in the same conditions, to what extent are able to achieve the same results. Reliability coefficient indicates that, to what extent the measuring tools are able to evaluate stable or variable and temporary features of subject [33]. It goes on to examine the fitness of structural model and then overall fitness of the model will be checked and eventually, research’s hypotheses will be tested.
6.1. Checking the fitting of measurement models
In order to test the reliability of questionnaire, three criteria were used which are included factor loading coefficient, Cronbach’s alpha coefficient and composite reliability coefficient. These criteria have been respectively shown in Table1,
Table2 and Table3.
Customer satisfaction
Customer loyalty Employee behaviors
Quality of services and products
Development of communications
Interactive management
Table1. Factor loading coefficient of questionnaire Question
No.
Factor loading
Question No.
Factor loading
1 0.623 12 0.674
2 0.819 13 0.903
3 0.718 14 0.814
4 0.754 15 0.608
5 0.602 16 0.866
6 0.864 17 0.742
7 0.687 18 0.900
8 0.833 19 0.567
9 0.824 20 0.838
10 0.777 21 0.700
11 0.778 22 0.895
By paying attention that the appropriate amount of factor loading coefficient is equal or more than 0.4 (≥0.4) [34] and according to the findings of
Table1, obtained amounts for all of the questions, are more than this amount, so it is reliable.
Table2. Cronbach’s alpha coefficient for all of variables
Variable’s name Cronbach’s alpha
Employee behaviors 0.711
Quality of services and products 0.738 Development of communications 0.717
Interactive management 0.733
Customer satisfaction 0.784
Customer loyalty 0.741
By paying attention that, the appropriate amount of Cronbach’s alpha coefficient is equal or more than 0.7 (≥0.7) [35] and according to the findings of Table2, obtained amounts for all of the variables are more than this amount, so it is reliable.
Table3. Composite reliability coefficient for all of variables
Variable’s name Composite
reliability
Employee behaviors 0.820
Quality of services and
products 0.838
Development of
communications 0.836
Interactive management 0.842
Customer satisfaction 0.864
Customer loyalty 0.842
By paying attention that, the appropriate amount of composite reliability coefficient is equal or
more than 0.7 (≥0.7) [36] and according to the findings of Table3, obtained amounts for all of the variables are more than this amount, so it is reliable.In this paper, to investigate the validity, the convergent validity (Average Variance Extracted (AVE) criterion) has been used. For study the convergent validity, the index of AVE of variables was used. AVE for each of the variables, are visible in Table4.
Table4. Average Variance Extracted of variables
Variable’s name
Average Variance Extracted
Employee behaviors 0.535
Quality of services and
products 0.569
Development of
communications 0.630
Interactive management 0.644
Customer satisfaction 0.620
Customer loyalty 0.578
By paying attention that, the proper amount of AVE is equal or more than 0.4 (≥0.4) [37] and in accordance to findings of table4, obtained values for all of the variables, is more than that, so it is a good convergent validity.
6.2. Checking the fitting of structural models
R2 benchmark. R2 is a criterion for connecting the
measurement part and structural part of structural equation modeling and shows the impact that an exogenous variable have on an endogenous variable. The more is R2 related to the endogenous structures of the model, the better is the fitting of the model. Chin [38] has introduced three amounts of 0.19, 0.33 and 0.67 as a criterion for, weak, mediocre and strong amounts of R2. Table5 shows the R2 criteria for each of endogenous variables of the model.
Table5. R2 criteria for each of endogenous variables of the model
Variable R2 criteria Result
Customer satisfaction 0.685 Strong
Customer loyalty 0.655 Strong
strongly confirms. Q2 benchmark. This criteria which has been introduced by Stone [39] and Geisser [40], specifies the predictive power of the model. They believe that models which have an acceptable structural fitting should be able to predict the indexes related to endogenous structures of model. Henseler et al. [41], about severity of model’s predictive power in endogenous structures, have determined three amounts of 0.02, 0.15 and 0.35 which respectively shows weak, mediocre and strong prediction powers of a structure against its indices. Table6
shows the values of Q2 for each of the endogenous variables of the model.
Table6. Q2 criteria for each of endogenous variables of the model
Variable Q2 criteria Result
Customer satisfaction 0.419 Strong
Customer loyalty 0.361 Strong
By paying attention to the obtained values of Q2, endogenous variables of the model, model’s strong productivity, is confirmed.
6.3. Checking the fitting of overall sectors
Goodness of Fit (GOF) benchmark. It can produce the fitting of overall sectors, based on fitting the measurement part and structural overall model part of the research. GOF criterion was invited by Tenenhaus et al. [42] and can be calculated by
Equation1.
(1)
Wetzels et al. [43], have introduced three amounts of 0.01, 0.25 and 0.36 as weak, mediocre and strong values for overall fitting of the model (GOF criteria).
(2 )
(3 ) According to the three proposed amounts which have been introduced as weak, mediocre and strong amounts of GOF, making 0.632 for fitting the overall model is strongly confirmed.
6.4. Hypothesis testing
In order to test hypothesizes, two criteria have been used “t significant coefficients” and “path standardize coefficients”. In t significant coefficients (t–values), for each of the hypothesizes, if they obtained values are more than 1.96, showing the integrity of relationship between structures and thus confirming the hypothesis with 95% confidence level. Path standardized coefficient, related to the hypothesis between independent and dependent variables, also shows that, independent variable explains this percentage of dependent variable changes. In
table7, the results of hypothesis testing are presented based on two criteria t significant coefficients and path standardized coefficients.
Table7. Results of the research hypothesis based on the results of structural models
Hypothesis t significant
coefficients
path standardized coefficients
Result test
There is a significant and positive relationship between behavior of
employees and customer satisfaction. 3.026 0.306 Accept
There is a significant and positive relationship between behavior of
employees and Customer loyalty. 2.374 0.261 Accept
There is a significant and positive relationship between quality of
services and products and customer satisfaction. 2.778 0.280 Accept There is a significant and positive relationship between quality of
services and products and Customer loyalty. 2.650 0.281 Accept
There is a significant and positive relationship between development
of communications and customer satisfaction. 2.464 0.308 Accept
There is a significant and positive relationship between development
of communications and Customer loyalty. 2.465 0.323 Accept
There is a significant and positive relationship between interactive
management and customer satisfaction. 1.010 0.104 Reject
There is a significant and positive relationship between interactive
[VII] DISCUSSION AND CONCLUSION
Today, most of the organizations and commercial and service companies, including EPDC have realized the importance of customers in their survival. Because of this, they spend most of their time and efforts for understanding the customer behavior and try to discover and provide the better ways to satisfy and retain the loyal customers by the use of new strategies. CRM systems, as a position of providing the appropriate management models, is one of the best options in advancing the organization and company’s goals which have the ability to investigate and analyze the relationships and assumptions, act highly efficient in determining of the best organization’s orientation. In this study, a certain model in CRM systems have been provided and investigated which can be referred and developed to in all of the same organizations. The aim of this model is increasing the customer satisfaction and loyalty in EPDC. By the help of different techniques and standards, included assumptions have been provided, proven and analyzed in models.By the approval of influence hypothesis of the employee behavior on customer satisfaction and loyalty, it was concluded that, activities such as behavior of employees based on respect with customers, keeping customer dignity, identifying and solving the customer problem, considering the customer interests at the time of interacting with them, introducing products and services needed by customers and many other cases, can lead to increase customer satisfaction and loyalty and thereby causes repeat purchases by existing customers and entering new customers, through advertising the existing customers, corporate’s profitability, will be increased, also by approving the hypotheses of influencing the products and services quality on customer satisfaction and loyalty, it is concluded that, providing products and services needed by customers with a good quality, balance between quality and price of products and services, low technical defect of products and loyalty. This increasing the customer satisfaction and loyalty, will lead to introducing
the company’s products and services to their friends and acquaintance by current customers and encourage them to buy from the company. Another advantage of customer loyalty is do not coming the customer to the competing companies In order to buy products and similar services. In the field of approving the hypothesis of influencing the communication development on customer satisfaction and loyalty, activities such as creating long-term relationship with customers, creating multiple links and efficient to communication with customers, expanding the comprehensive ties between the company and customers and many other cases, causes that customers are more satisfied with the organization and remain loyal to the organization. This satisfaction and loyalty is included lots of benefits such as preventing from heavy costs to attract new customers, to enjoy the benefits of advertising through words of mouth by current satisfied customers and preventing from declining (loss) current customers for the company. The results of the approval or rejection of the assumptions in table7, is in line with obtained results of Sang Lang et al.’s study [10]. Also parts of the results have been confirmed by other studies [11].
should be done by managers by the way that be commensurate with the quality of provided products and services and measures taken to ensure that provided products and services have very little technical defects. EPDC managers and the other similar companies, establish numerous and efficient ways of communications in order to have a direct communications with customers and make a long-term relationship.
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