The Impact of CRM strategies on business performance (case study of PT. Body Shop)

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The Impact of CRM strategies on business performance (case study of PT. Body Shop)

Halim, Hasniati - Personal Name; Triananda, Muhammad Pradityo - Personal Name;

The rise of modern retailers in Indonesia has become an incentive for companies to adopt customer relationship management (CRM) into one of their marketing strategies. Implementing CRM can generate competitive advantage and can surely get the spotlight among the crowd of other modern retailers. Through the process of acquiring, retaining and maintaining customers, CRMcan provide superior value towards the company and the customer, which leads to enhancement of business performance. The research objective of this thesis is to examine the impact of CRM strategies (acquisition, retention and win-back)on business performance of PT. Body Shop.Sales, market share and brand awareness are used as business performance measurements. This thesis was inspired and supported by previous studies done by Ueno (2006) and Lindergreen & Shergill (2009)who developed a concept model of how to measure the impact of CRM on business performance using customer acquisition, retention and win-back. Both findings show a positive correlation between CRM strategies and business performance. Purposive random sampling is used to determine the sampling criteria, 100 respondents from Pondok Indah Mall that has the potential to visit Body Shop store are the target respondents. After collecting the data from the respondents, this thesis relies on multiple regression analysis to analyze the correlation between variables. SPSS is the trusted software for conducting all of the data analysis. The result indicates a positive correlation between customer acquisition, customer retention and customer win-back on business performance. Customer win-back shows the biggest impact on business performance, followed by customer retention and customer acquisition.

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Series Title: -
Call Number: 1409
Publisher: : Swiss German University., 2013
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
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Edition: -
Subject(s): IBA
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