Title: THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON THE GRANTING OF CONSUMER AND RETAIL CREDIT
Abstract: As a result of globalization of business and the evolving recognition of the importance of customer retention, market economies and customer relationship economics, there has been a change in the main stream marketing (Gronroos, 1997). Kevin and Yen (2003) explained that over the past few years there has been a shift in relationship literature from focusing on the benefits of long term relationship for companies to the benefit that accrue to customers. Because of this it is becoming evident that companies fundamentally have to change the way in which marketing is done thus a fundamental shift from managing a market to managing a specific customer (Bose, 2002). Establishing relationship with a customer is to attract the customer and to build a relationship with the customer so that the economic goals of the relationships are maintained (Gronroos, 1997).
Publication Year: 2012
Publication Date: 2012-11-28
Language: en
Type: dissertation
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