Customer Relationship Practices through Processes Automation and Customer Satisfaction. Service Industry Experience

Dr. Kennedy Ntabo Otiso ()

International Journal of Strategic Marketing Practice, 2024, vol. 6, issue 3, 18 - 32

Abstract: Purpose: The Purpose of this study was to establish the effect of Customer Relationship Management practices through Process Automation and customer satisfaction at Koitaleel Samoei University College. Specifically, this study was anchored on the CRM practices through processes automation and how they influence customer satisfaction. The study was based on symbolic interaction theory which insisted on the codependence of individuals and ideologies and how customer satisfaction depends on the CRM practices. Customer relationship management theory, an accepted philosophy that is concerned with identifying, satisfying, retaining, partnering and maximizing the value of customers by effectively managing the relationship between parties. Methodology: Descriptive design was used in this study. Data was collected by use of questionnaires and interview schedule. Data was presented by use of charts and tables. The target population was 150 individuals within KSUC. Strata of fifty (50) individuals was sampled compromising of suppliers, management and staff. The tools of data collection helped in ensuring the validity and reliability of the data that was collected. Ethical standards were considered where seeking permission before data collection from individuals was sought and the respondent’s privacy was granted. Findings: The study found out that CRM is a critical component in customer satisfaction and therefore can be highly applied. Unique Contribution to Theory, Practice and Policy: The study recommended provision of platforms for customers to leave reviews or even complaints and suggestions from their experience, Enhancement of Communication Channels and Implementation of clear and accessible communication channels for stakeholders to interact with the procurement department.

Keywords: Customer Behavior; Satisfaction; Business Practices; Service Industries (search for similar items in EconPapers)
Date: 2024
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