2005 · 42 citations · 0 references
ManagementMarketingMarketing ManagementCustomer Relationship ManagementMarketing StrategyRelationship MarketingCustomer Service ManagementRelationship ManagementRetail Customer Relationship ManagementCustomer Service Strategy
Retail financial services in all markets, including emerging markets, are undergoing major transformation, driven by change, deregulation and customer sophistication. Customer service and specifically relationship management, in particular, are crucial to attaining a sustainable competitive advantage in the marketplace. The implementation of a one-to-one programme within an emerging economy is the focus of this paper, specifically in the financial services environment. The steps in the implementation of CRM as proposed by Peppers, Rogers and Dorf (1999b) are examined and the effect on customer service in an emerging market is investigated. The findings indicate that there are positive associations with these steps and customer service.