Studying the Changing Customer Relationship Management Practices for Consumer Packaged Goods: An Empirical Investigation

Posted: 21 Jan 2009

See all articles by Rajesh Jayprakash Bhatt

Rajesh Jayprakash Bhatt

Department of Business Administration; Department of Business Adminstration,Bhavnagar University

Date Written: January 21, 2009

Abstract

Customer Relationship Management enables companies to provide excellent real-time customer service by developing a relationship with each valued customer through effective use of individual account information.

2. A better appeal to customers needs better products,better communicability and consistency in customer interfaces. By putting the 'custom' backin the customers, these companies can target their customers better and can deliver persuasive information and promotions more effectively.

3. In the constantly changing world CRM practices may need several changes to ensure better functionality of data, creating a unique and consistent approach to deal with customers, etc.

This paper explores through primary data, how CRM practices in this context needs to be changed in order to get sustainable competitive advantage.

Keywords: CRM, Consumer Packaged Goods, Loyalty

Suggested Citation

Bhatt, Rajesh Jayprakash, Studying the Changing Customer Relationship Management Practices for Consumer Packaged Goods: An Empirical Investigation (January 21, 2009). Available at SSRN: https://ssrn.com/abstract=1330803

Rajesh Jayprakash Bhatt (Contact Author)

Department of Business Administration ( email )

Bhavnagar, Gujarat
India
0278-2524216 (Phone)
0278-2524440 (Fax)

HOME PAGE: http://bhavunimanagement.org

Department of Business Adminstration,Bhavnagar University ( email )

Bhavnagar, Gujarat
India
0278-2524216 (Phone)
0278-2524440 (Fax)

HOME PAGE: http://bhavunimanagement.org

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