A study towards the relation of customer relationship management customer benefits and customer satisfaction

• Main Authors: Mohammadhossein, N., Ahmad, M. N., Zakaria, N. H., Goudarzi, S.
• Format: Book Section
• Published: IGI Global 2014
• Subjects: LB Theory and practice of education
• Online Access: http://eprints.utm.my/id/eprint/74703/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-84958626860&doi=10.4018%2f978-1-4666-7357-1.ch062&partnerID=40&md5=a52ad6a850ef927a753359852a36b5e6

The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results...