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The Impact of Customer Relationship Management (CRM) Practices on Customer Satisfaction

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Business Governance and Society

Abstract

Customer Relationship Management (CRM) is total alignment of business around the customer. It is a business practice focused on customers; being customer-centric and staying customer-centric. Customers know that the biggest gift they can give to an enterprise is their loyalty. They expect to deal with enterprises the way they like. Enterprises won’t satisfy the customers unless they re-engineer their processes to be customer focused and customer oriented. They have to keep track of the customer’s past activities in order to influence the customer’s future activities. Therefore, there is no substitute to customer-centrism. The objective of a business should be to create customers and keep them, and CRM helps in doing just that.

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Appendix

Appendix

Table 4.4 (Scale for the study) questionnaire
Table 4.5 Regression weights: (group number 1—default model)
Table 4.6 Standardized regression weights: (group number 1—default model)

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Das, S., Mishra, M. (2019). The Impact of Customer Relationship Management (CRM) Practices on Customer Satisfaction. In: Rajagopal, Behl, R. (eds) Business Governance and Society. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-94613-9_4

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