| Summary: | In recent decades, many organisations and marketers have recognized the need to effectively retain existing customers and personalize preferences. Customer Relationship Management has largely emerged as a reaction to the mass standardization of products and service to personalization of preferences, partly fuelled by the realization that customer needs have to be fulfilled in a more personalized way than was previously thought.
Current literature examines Customer Relationship Management from a Business-to-Consumer perspective, with little attention being paid to the Customer-to-Business perspective (Law, Lau and Wong, 2003). The purpose of this dissertation is to examine CRM from a customers perspective, looking into the various spheres of customer retention, profitability, and service excellence, along with various critical factors required for success. The focal area of this dissertation will evaluate the CRM within the business-to-consumer environment in a service sector organisation, more specifically how useful CRM is in forging and shaping the relationship with customers through consistency and adopting a customer-centric approach.
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