Font Size: a A A

Examining the Business Practices Impacting Customer Relationship Management Within Trelleborg Sealing Solutions Americas, Inc

Posted on:2015-07-15Degree:D.B.AType:Dissertation
University:Northcentral UniversityCandidate:Grossnickle, Alan EFull Text:PDF
GTID:1479390017498777Subject:Business Administration
Abstract/Summary:
Practical information and understanding about customer perceptions regarding satisfaction and relationships are a necessary factor in the practice of marketing in companies. A key issue of limited availability of information concerning the methods that affect satisfaction and relationships was apparent; therefore, the influence of business practices on customer relationship management (CRM) was the focus of this study. The problem was poor business practices are often not recognized, understood, and exercised effectively by companies. This lack of recognition and understanding indicated more information was desired about possible negative customer perceptions regarding customer satisfaction and retention. A second key issue was that information about best practices was also limited; therefore, the handling of business practices (communication, product delivery, and product quality) was evaluated through the implementation of a customer survey to determine the practices of a division within a multinational sealing solutions corporation. The perceptions of 364 American (North, Central, and South) customers were assessed. The research design of the study involved quantitative methods to analyze the data consisting of predictor variables related to communication, product quality, and product service and delivery, and two outcome variables: customer retention and satisfaction. A 5-point Likert scale was utilized to motivate the customers to respond quickly in order to obtain excellent participation as well as respect the customers' valuable time. The goal of the study was to find methodologies that would enhance CRM through best practices, leading to greater productivity and a sustained competitive advantage. Multiple regression analysis indicated that in all cases, the independent variables, communication, product delivery, and product quality, were significantly positively related to the dependent variables, satisfaction and retention; however, CRM and communication emerged as the strongest business practices that influenced the variables. Analysis indicated (r =.74, p < .001) and explained 54.9% of the variance for satisfaction (R2=.549, F(5, 38) =87.28, p = < .001and (r =.789,p = < .001) and explained 62.3% of the variance for retention (R2=.623, F (1,219) = 598,p = < .001). Further study was recommended to verify the findings and determine the effect of business practices on CRM.
Keywords/Search Tags:Business practices, Customer, CRM, Satisfaction, Information
Related items