Does Customer Relationship Management (CRM) implementation influence the performance of telecommunication services: Evidence from Nigeria

• Main Authors: Sarkindaji, Bashir Danlami, Hashim, Noor Azmi, Abdullateef, Aliyu Olayemi
• Format: Conference or Workshop Item
• Language: English
• Published: 2013
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/16354/1/10.pdf; http://repo.uum.edu.my/16354/
• Institution: Universiti Utara Malaysia

This study examines CRM implementation and proposed a conceptual model linking customer loyalty in the telecommunication industry.The model was developed based on observed practical issues, industry reports and explicit review of empirical literatures on CRM in multidimensional disciplines using qualitative technique.Findings from this research revealed a significant relationship between CRM measurements, customer satisfaction, switching costs and customer loyalty.Although few literatures have established the influence of CRM measurements on customer loyalty effectiveness, this study has further availed scholars/practitioners knowledge of the theoretical relationships as well as the importance of CRM maintenance in predicting successful CRM implementation.It finally recommends that CRM implementing organizations should integrate CRM maintenance as a precondition for CRM sustainability in their organizations.