Implementation of CRM Strategies to Increase Customer Loyalty, Case of Kazakhstan Companies

Abstract

In the conditions of growing dynamics and complexity of the competitive world, the formation of loyalty is not an easy task, thus underscoring the need for companies to consider various strategic options and programs to survive and flourish. One such program is customer relationship management (CRM). Each organization seeks to maintain and use critical information about the needs and choices of customers to make them satisfied and loyal. This study suggests that customer relationship management generally affects customer satisfaction and its impact on customer loyalty. The research population was a customer of the company "Business Event Network". The SPSS program was used for the analysis. The results of testing the study showed that 102 respondents were able to explain the relationship between customer relationship management (CRM), customer satisfaction and customer loyalty "Business Event Network" company. The result shows that customer relationship management has a significant impact on customer satisfaction; customer satisfaction significantly impact on customer loyalty.

Influence of Supply Chain Technological Integration on the Performance of Formal Manufacturing Firms in Mombasa County, Kenya

“…According to research by Akhmedov (2017), manufacturing companies may increase sales, boost customer loyalty, and increase profitability by implementing CRM systems. CRM systems allow businesses to customize their goods and services to match the changing demands and tastes of their clientele by utilizing customer data and insights.…”