QUALITATIVE INVESTIGATION OF TAM
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essential for a positive company reputation and loyalty and that the reputation of the company
depends on customer satisfaction, particularly in turbulent markets (Khan et al., 2020). This was
demonstrated through structured questionnaires delivered to 217 participants working in top
management for firms in Pakistan with small and medium-sized businesses. The findings of this
study suggest that customer relationships have a positive and significant impact on customer
loyalty and that customer satisfaction mediates the relationship among CRM, company
reputation, and loyalty. Additionally, this study provides suggestions to practitioners, including
using CRM to build a deep trust between customers and staff to improve company reputation.
Moreover, other areas of communications such as public relations, advertising, and marketing
campaigns can enhance efforts to change customer behaviors or motivate customers to a call to
action.
Hassan et al. (2015) studied the effect of CRM on customer satisfaction. This study
examined the effectiveness of CRM in retaining and satisfying customers in Shell Oil Pakistan
(Hassan et al., 2015). The study first examined the reasons for adopting CRM in this context and
notes that competition for customers is intense and that a 5% increase in retaining existing
customers translates into a 25% or more increase in profitability. The researchers utilized
qualitative methods and delivered a survey questionnaire through various banks in Pakistan with
a sample of 100 participants. The findings of this study suggest that CRM has a significant effect
on customer satisfaction and that when an organization implements a reliable CRM, the customer
is more likely to be satisfied and retain the company. This leads to increases in organizational
profits and an increase in the number of loyal customers. This study also found that employee
training in CRM systems led to better outcomes for the organization through increased customer
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