How Do Starbucks Use Crm to Improve Customer Loyalty in Thailand

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Chapter 1: Introduction 1.0 Introduction This chapter will start with the research background to sum up the research area. Next, this is the followed by the problem discussion, with overall purpose of the study and research question. 1.1 Background Nowadays, The CRM issue is not new for companies (Jobber, 2004) moreover; the CRM also has become increasingly more important for businesses (Malisuwan, 2002). Several companies always ask ‘how a company can achieve by using CRM’. In the result of CRM has ability to improve customer loyalty (Peelen, 2004). Therefore, the results make many businesses interested in CRM. On the other hand, Payne and Frow (2005) argue that the definition and CRM processes are still unclear and need to develop. Although the definition of CRM is still unclear but Hussain et al. (2009) agree with this terms of the importance of CRM strategy that companies can keep customer connection and increase the number of new customers without losing any old customers. Furthermore, Anton and Petouhoff (2002) supported this point that CRM can help businesses and still keep the customer relationship due to CRM can predict the future, and in this result make, the company knows how to build the customer loyalty. Far more clearly in terms of the benefits of CRM is when companies adopt CRM for customer loyalty, undoubtedly CRM business is touching quicker than the previously, and billions of dollars are paid to CRM requesting, accessing, and preparation in every year (Kumar and Reinartz 2006). In this statement can be supported by Khalifa and Liu (2001) where they noted that more than 1,600 companies and IT professionals from the survey was produced from customer information by data warehouse companies and found the answer that the companies investment with CRM project more than $10
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