Customer Relationship Management (CRM) and Customer Loyalty Dissertation

Open, View, and/or
Download this Document

Total Length: 1740 words ( 6 double-spaced pages)

Total Sources: 6

Page 1 of 6

Customer relationship Management (CRM) and customer loyalty are successful marketing strategies in banking industry in Hong Kong

The role of customer relationship management is significant to facilitate the customer satisfaction within several industries including banking. Integration of marketing strategy, customer relationship and customer satisfaction processes results into reduced cost and performance improvement. Business allows the optimal use of resources resulting into optimal performance; it is facilitated through several initiatives of customer service and marketing tactics. The assimilation of information systems and customer relationship management processes facilitates effective flow of communication for all the participants of the systems. The increased flow of information allows the organizations to optimize the business processes performance. Cost reduction, shorter lead time, and improved communications are substantial benefits of customer relationship management.

The case of Hong Kong banking industry is investigated in order to understand the impact of customer service and customer satisfaction. The marketing strategy based on a customer centric approach is required to undertake initiatives of customer relationship management as well as measure customer satisfaction. The survey of 150 individual and corporate customers is performed to validate the research hypothesis. The staffs of 15 different banks are also interviewed to understand the initiatives taken by the relevant institutes in order to adopt customer relations functions of these initiatives in improving business performance.

I am sincerely and heartily grateful to my supervisor, Philip Snelle, for the support and guidance he showed me throughout my dissertation writing. I am sure it would have not been possible without his help. Besides I would like to thank to Dr. Terence Li, my classmates and my colleagues helped me strongly and provided me great information materials.

Stuck Writing Your "Customer Relationship Management (CRM) and Customer Loyalty" Dissertation?

View All Our Example Customer Relationship Management (CRM) and Customer Loyalty Dissertation

Have A Custom Example Essay Written



Table of Contents

Abstract:

First Chapter - Introduction (research purpose and objectives)

Customer relationship Management (CRM):

Customer loyalty:

Successful marketing strategies in banking industry:

Understanding the Market:

Level of Competition:

Marketing Strategy:

Hong Kong Banking Sector:

Customer Centric Approach:

Conclusion:

Second Chapter -- Literature Review

Customer Relationships Management:

Concept:

Strategy:

Tools:

Uses of CRM:

Impacts of CRM:

21 CRM and Customer Loyalty:

Marketing Strategies in Banking Industry:

Role of Information Systems:

Automating CRM:

Application of CRM:

Risks in Implementation of CRM:

Strategic Gap Analysis:

Figure: Generic Strategic Gap Analysis:

Regulatory environment in Banking

Technological Change

Developments of Issues

Security issues

Legal issues

Regulatory and Compliance Issues

Enhance IT Security

Payment Flows

Second Chapter -- Research Methodology

Research design

Questionnaire:

Customer Survey Form:

Interview:

Interview Questions:

Interview Analysis:

Population:

Sample

Method of Data Collection:

Ethical Considerations:

Results and Discussion:

Chapter 4 - Data Description:

Demographic information:

Sample Characteristics:

Chapter 5 -- Findings and Data Analysis:

Findings:

Literature review findings:

Service Charges as a factor:

Income level:

Consumer attitude:

Social and Personality factors:

Economic and ethical phenomenon:

Internal factors and ethnicity:

Relationship between internal and external factors:

Results of primary research:

Response Percentage Analysis:

Mean Response:

Impact of internal factors:

Chapter 6 - Conclusions and Recommendations:

Measures for Customer Satisfaction for Banks in Hong Kong:.....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Customer Relationship Management CRM And Customer Loyalty" (2013, August 14) Retrieved June 25, 2025, from
https://www.aceyourpaper.com/essays/customer-relationship-management-crm-customer-94587

Latest MLA Format (8th edition)

Copy Reference
"Customer Relationship Management CRM And Customer Loyalty" 14 August 2013. Web.25 June. 2025. <
https://www.aceyourpaper.com/essays/customer-relationship-management-crm-customer-94587>

Latest Chicago Format (16th edition)

Copy Reference
"Customer Relationship Management CRM And Customer Loyalty", 14 August 2013, Accessed.25 June. 2025,
https://www.aceyourpaper.com/essays/customer-relationship-management-crm-customer-94587
   

Open, View, and/or
Download this Document
order custom essay example