The Impact Of Customer Relationship Management (CRM) Toward Sales At Bumidotcom Sdn. Bhd.

Mat Hassan, Noor Rashida (2014) The Impact Of Customer Relationship Management (CRM) Toward Sales At Bumidotcom Sdn. Bhd. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Customer Relationship Management (CRM) is the most important aspect for company to gain competitive advantage and also a key to increase their sales, to maintain and increase their customers. As a business philosophy, CRM is a relationship orientation, customer retention and superior customer value through process management. Besides that, based on business strategy, CRM is a customer-focused business strategy that aims to increase customer satisfaction and customer loyalty by offering more responsive and customized services to each customer. The uses of CRM will increase the sales or at least maintain stability in revenue and maintain the close relationship with customers. Thus, these researches identify the effect of CRM in term of sales value at Bumidotcom. Sdn. Bhd. (BDC). This research will be targeted on BDC customer. Therefore, there are three independent variables that had been identified in this research project to understand the factor that could affect sales at BDC which is the current practice of CRM at BDC and the customer response, expectation and satisfaction towards CRM practising at BDC. The primary data is collected in this research which is through questionnaire in order to investigate the research objective. 100 questionnaires will be distributed to the respondent. However, this research have several limitation that are not covered such as database customer, implementing and handling CRM and this research only done in BDC Melaka. Besides, having CRM will gain good relationship with customer that can speed up the process of purchase and get better support from customer. The research method use is quantitative method by giving up questionnaire and analyse quantitatively. As the result, the use of CRM will increase the sale and increase the customer loyalty. BDC sales become more effective and CRM is a key factor for the success.

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