The Role of customer relationship management in enhancing customer satisfaction: The case of Jumia Algeria
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Date
2020-09
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes Commerciales
Abstract
Managers today are more aware than ever that customer involvement is the basic factor
underlying business success. Thus, customers are considered more as collaborators.
Starting from this concept of collaboration, customer relationship management or CRM is
the best strategy to run the interactions between a company and its customers. Hence,
CRM helps companies capture new customers, retain existing ones and maximize their
lifetime value; by generating, aggregating, analyzing customer data and, consequently,
employing the results for service and marketing activities.
Furthermore, CRM has a major objective which is the customers’ satisfaction by putting
the customer at the center of business; this satisfaction is essentially approved by loyalty,
which is an important feature of business success; since retaining existing customers is
still cheaper than acquiring new ones. However, the crucial changing in businesses such as
e-commerce has effectively changed not only the CRM strategies but also their role on
customers’ satisfaction and loyalty.
This research work examined the role of CRM in enhancing customer satisfaction and
showed, via the e-survey conducted; that CRM elements do not contribute to Jumia’s
improved customer satisfaction.
Description
Keywords
CRM, CRM elements, Customer satisfaction, Customer loyalty, Jumia Algeria