Whether the Employee Commitment to Implementation of the CRM System Contributes to Customer Loyalty? Empirical Analysis of a Successful CRM Implementation in the Auto Industry in Bosnia and Herzegovina
Aida Habul,
Amila Pilav-Velić () and
Amina Fejzić
Additional contact information
Aida Habul: School of Economics and Business, University of Sarajevo
Amila Pilav-Velić: School of Economics and Business, University of Sarajevo
Amina Fejzić: School of Economics and Business, University of Sarajevo
A chapter in Financial Environment and Business Development, 2017, pp 401-411 from Springer
Abstract:
Abstract This paper aims at exploring whether employee commitment to CRM implementation and their satisfaction is a prerequisite for customer satisfaction. We made an empirical analysis of successful implementation of the CRM system in one of the largest domestic consortium in BiH which is also one of the domestic pioneers in CRM implementation. In order to explore both sides of the coin, we investigated customer and employee satisfaction. The research was conducted via two online questionnaires designed for both groups of respondents. The final samples included 46 employees and 214 customers. The research findings indicate that the employees did not have any major problems in getting used to the new system (CRM system) or in communicating with customers. It is evident that the employees involved in the CRM implementation understand the process and that they are dedicated to the CRM success, but most of them (96 %) believe that a successful implementation would not be possible without external expert involvement. This indicates that a lack of vision, leadership, and training of employees often results in failed implementation. On the other hand, customers are satisfied with services and communication with employees during the sales and post-sales processes. However, regarding the customer loyalty, as many as 49 % of respondents said that they would not leave the company while 35 % might leave, whereas 17 % of the surveyed customers said that they intend to leave the company. These 35 % of customers should not be lost and it is essential to investigate the causes of customer reluctance. In this regard, we provided concrete recommendations.
Keywords: CRM system; CRM implementation; Customer loyalty; Auto industry (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-319-39919-5_29
Ordering information: This item can be ordered from
http://www.springer.com/9783319399195
DOI: 10.1007/978-3-319-39919-5_29
Access Statistics for this chapter
More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().