Asian Journal of Management

S. Lalitha ¹, V. M. Prasad ²

Affiliations
1 Bhavans Vivekananada College, Sainikpuri, Secunderabad-500094, IN
2 School of Management Studies, JNTUH, Kukatpally, Hyderabad-500085, IN

Abstract

Customer relationship and Customer Relationship Management are in forefront of recent business arena gaining prominence in management profession. Since long businessmen and academicians relied on relationships for their success. Many organizations started paying attention and spent lot of money on CRM and customer relationship programs. However, the results were not as expected. This created a need to look back on expected advantages from CRM and customer relationships by organizations. In this context, the real advantages of customer relationships and their management i.e., CRM practices and their expected advantages like customer satisfaction, customer loyalty, repurchases and positive references are required to be studied further. Studies are needed to be made not only from organizations (strategic and functional) point of view but also from customer's point of view, as they are the ones who make the organization's expectations fulfilled. The present research study attempts to explore these areas.

Keywords

CRM, Customer Relationships, Customer Satisfaction, Customers View, Services Marketing.

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