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- W3145566889 abstract "Marketing academicians and practitioners have over the past years advocated the importance of customer relationship management principles within firms.This article present a summary of our research that investigates how companies can take use of relationship marketing management in order to enhance customer retention and affects repurchase behavior,its purpose is to provide a better understanding of this process and its impact on customer retention using case study of trading company engaged in business-to-business sales.Indeed,this article draws on adaptive theory to frame the CRM processes within companies and its advantage of maintaining customers.The study finds that in the case of trading company;CRM process become particular not matching exactly the theory,because of its particular organization structure and business nature,further,maintenance faithfulness and commitment appears to have more ultimate impact on customer retention.The study suggests that pursuing customer retention has limited effectiveness unless accompanied by a broader range of initiatives aimed at making the firm more customer-focused." @default.
- W3145566889 created "2021-04-13" @default.
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- W3145566889 date "2013-01-01" @default.
- W3145566889 modified "2023-09-25" @default.
- W3145566889 title "The Practice of CRM in BtoB Companies and Its Impact on Customer Retention" @default.
- W3145566889 hasPublicationYear "2013" @default.
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