Impact of Customer Relationship Management (CRM) on Organizational Performance: A Study from the Perspective of Bangladesh

Md. Mostafijur Rahman; Md. Tuhin Hussain; Shahnaz Parvin Moon; Monika Mehjabeen Tisha; Mumtahina Tahsin Lima

doi:10.18034/ajtp.v8i3.609

Authors

Md. Mostafijur Rahman Lecturer, Department of Business Administration, First Capital University of Bangladesh, (FCUB), Chuadanga, Bangladesh
Md. Tuhin Hussain Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh
Shahnaz Parvin Moon Senior Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh
Monika Mehjabeen Tisha Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh
Mumtahina Tahsin Lima Lecturer, Department of Business Administration, Bangladesh University, Dhaka, Bangladesh

DOI:

https://doi.org/10.18034/ajtp.v8i3.609

Keywords:

Customer Relationship Management, Organizational Performance, Correlation, Management of Customer Knowledge, Customer Orientation

Abstract

Customer relationship management is recognizing, attracting, obtaining, maintaining, and keeping profitable and faithful customers as the success of a business highly depends on them. The current study’s purpose is to measure the impact of customer relationship management on organizational performance. The study used Yamane’s (1967) formula to calculate the sample, and it has got 90 sample sizes and used semi-structured questionnaires containing pre-coded and open-ended questions. Descriptive statistics like frequency, percentages, and means have been performed. Besides, inferential statistics like correlation and regression analysis have been used to determine the relationship. The result showed that customer relationship management significantly and positively impacts organizational performance. The study will help the policy maker of any organization to rethink and give much more emphasis to customer relationship management.

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