THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CONSUMER BEHAVIOR: A CASE OF RETAIL INDUSTRY IN MALAYSIA

Abstract

Companies will survive by exploiting knowledge resources to maintain customer relationships more efficiently and effectively, as well as enhance their service quality. CRM is one of the successful management and marketing strategies that help companies increase their customer satisfaction, loyalty and retention to build and manage long-term relationships. Hence, the purpose of this research project is to measure the effect of customer relationship management and its effectiveness on consumer behavior. The concerning factors in this project that will influence the behavior of customers are sales, technology, customer services and customer satisfaction. Besides, these factors are the link between CRM and consumer behavior to understand the behavior in the retail industry specifically TESCO Company in Nilai and how they will be influenced by these factors also how it can affect the overall experience for TESCO and its customers. Moreover, when a customer has an enjoyable experience, this service experience will transform into a new service expectation, and so the next experience will be compared to the previous one. Thus, companies should meet the demands and expectations of customers to provide satisfying services and enhance service quality.