Customer Relationship Management

← Back to document page

International Journal of Business and Social Science Vol. 2 No. 10; June 2011 166 Customer Relationship Management and Its Relationship to the Marketing Performance Dr. Hisham Sayed Soliman Lecturer Department of Business Management Faculty of Commerce Cairo University Abstract Purpose: This paper aims at exploring the theoretical foundations of Customer Relationship Management and its Relationship to the marketing performance from the several perspectives. Design/ methodology/approach : CRM was derived from systematic comparative analysis of the relevant Relationship marketing literature , there are additional elements that relating to the important of focus on main customers , the organizational efficiency and Customer knowledge Management elements and their influence on the marketing performance.

performance which is represented in attracting the customer, keeping him/her and increasing his/her loyalty and profitability. It can be noticed that this definition regards CRM as mere communication on the part of the organization to understand the customer's behavior. (Stone & Findlay, 2001, p. 167) defined CRM as the

  Customer, Loyalty