Customer Relationship Management

Analysis of the importance in adopting CRM to develop customers’ loyalty in OHTSU Del Caribe Auto parts, Santiago, D.R.”
Literature Review.
Customer Relationship Management (CRM) is the best wayfor companies to build strong relationships with its customers (Anderson & Kerr, 2002). Buttle (2009) defines CRM as the process of managing all aspects of interaction that a company has with itscostumer, including prospecting, sales and service. It is an integrated approach to identifying, acquiring and retaining customers. CRM helps organizations maximize the value of every customerinteraction and drive superior corporate performance.
On the other hand, CRM is seen as a business strategy that uses IT to provide an enterprise with comprehensive, reliable and integrated views of itscostumers’ base so that all processes and customer interactions help maintain and expand mutually beneficial relationships, according to Baran, Halka & Strunk (2008).
Additionally, Brumley(2002) states the basic premise behind CRM, which is to create, preserve, and enhance long-term relationships with individual customers and other stakeholders for mutual benefit. According to Anderson& Kerr (2002), one of the best ways for a company to build strong relationships with their customers is to build up customer loyalty and, therefore CRM can be the single strongest weapon one has as amanager to ensure that a customer becomes and remains loyal.
In the particular case of an auto repair shop, Ohtsu Del Caribe, Ti Bei and Chiao (2006) studied the variables that must be taken intoaccount in achieving customers’ loyalty. This will help our research to follow a structure as the “purpose of this study is to investigate how customers’ perceptions of service quality, product quality,and price fairness influence their loyalty to a particular service provider” (Ti Bei & Chiao, 2006). According to this research the variables taken into account when speaking about customer...