Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan)

Rao Tahir Anees, Nordiana Ahmad Nordin, Temoor Anjum, Luigi Pio Leonardo Cavaliere, Petra Heidler

Abstract


Customer focus is a concept that academics and professionals have been discussing in recent years. These are deeply ingrained ideas and standards that make customer relationships a top priority within the organization. The main objective of this research is to determine the impact of the CRM strategy on customer retention. The total sample of this study is 220, and the questionnaire includes 15 items. This research is based on exploratory and quantitative nature. Use survey methods to collect data from respondents through questionnaires. Calculate SmartPLS-SEM-3.0 to study the hypothesis of this investigation. The findings of this research show that Customer Orientation and Service Quality have an impact on Customer Retention. Additionally, the sale of a company can increases if they are maintaining the quality of the food, and there will be significantly less Customer Retention.


Full Text:

PDF


DOI: https://doi.org/10.5296/bms.v11i2.17934

Copyright (c) 2020 Rao Tahir Anees, Nordiana Ahmad Nordin, Temoor Anjum, Luigi Pio Leonardo Cavaliere, Petra Heidler

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Business Management and Strategy  ISSN 2157-6068

Email: bms@macrothink.org

Copyright © Macrothink Institute 

To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.