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This paper analyzes the concept of Customer Relationship Management (CRM). The literature reviews strengthen the notion that the increase of customer loyalty can be achieved through positive impact of CRM strategy.
In addition to this, the purpose is to identify under-researched areas in the body of CRM research in which there are research questions requiring to be addressed by means of further research.
Design/methodology/approach A review is made of articles in three major journals.
The current challenge is effective utilisation of these data in CRM processes and selection of appropriate data analytics techniques.
Data analytics techniques help find hidden patterns in data.
An Examination of the Relationship Between Service Quality, Customer Satisfaction, and Store Loyalty, International Journal of Retail & Distribution Management.
Customer Satisfaction and Loyalty-Where Product and Service Quality Hit the Bottom-Line!
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In spite of the most essential advantages of CRM, there are some difficulties in CRM implementation for many organizations.
Therefore, this study attempts to investigate and find out the key elements of CRM that can lead to the increase of customer satisfaction and loyalty. Customer Relationship Management: In B2C Markets, often less is more, California Management Review.