Asian Journal of Management

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Customer Integration Strategies to Improve Organization Competitiveness


Affiliations
1 Department of Management, College of Business and Economics, Ambo University, Ethiopia
2 Department of Commerce & Mgmt. Studies, Andhra University, Andhra Pradesh, India
     

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The role of Customer is gaining prominence in Globalized Competitive markets. Today the Customer is more informed, Conscious of Product Quality and expects value for money. In view of severe Competition and Product Variety, it has become a challenge for Organizations and Customers to take Product Decisions. The Product life cycle have become short and Organizations are moving ahead with New Product development plans. The Customer is pre-occupied with product information, and development of Information Technology (I.T) has further facilitated Secure-Payment, Product Delivery and Speed in the market place. The present article attempts to investigate the impact of C.R.M Strategies on Customer Integration, and the role of Customer Integration, in improving Organization competitiveness within Indian Retail Industry. Organization competitiveness is taken as a composite construct of increase in Sales, increase in market share, increase in Customer Foot-Falls and Customer Satisfaction. Survey Method is used to collect the data from Customer Relationship Managers from Retail Organizations operating in India. The Results have suggested key Customer Relationship Management (C.R.M.) Strategies and highlighted the role of Customer Integration in improving Organization Competitiveness.

Keywords

Customer Integration (C.I.), Retail Sector, Competitiveness, Product Life Cycle, Customer Relationship Management (CRM).
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  • Customer Integration Strategies to Improve Organization Competitiveness

Abstract Views: 507  |  PDF Views: 2

Authors

A. V. Nageswara Rao
Department of Management, College of Business and Economics, Ambo University, Ethiopia
V. Krishna Mohan
Department of Commerce & Mgmt. Studies, Andhra University, Andhra Pradesh, India

Abstract


The role of Customer is gaining prominence in Globalized Competitive markets. Today the Customer is more informed, Conscious of Product Quality and expects value for money. In view of severe Competition and Product Variety, it has become a challenge for Organizations and Customers to take Product Decisions. The Product life cycle have become short and Organizations are moving ahead with New Product development plans. The Customer is pre-occupied with product information, and development of Information Technology (I.T) has further facilitated Secure-Payment, Product Delivery and Speed in the market place. The present article attempts to investigate the impact of C.R.M Strategies on Customer Integration, and the role of Customer Integration, in improving Organization competitiveness within Indian Retail Industry. Organization competitiveness is taken as a composite construct of increase in Sales, increase in market share, increase in Customer Foot-Falls and Customer Satisfaction. Survey Method is used to collect the data from Customer Relationship Managers from Retail Organizations operating in India. The Results have suggested key Customer Relationship Management (C.R.M.) Strategies and highlighted the role of Customer Integration in improving Organization Competitiveness.

Keywords


Customer Integration (C.I.), Retail Sector, Competitiveness, Product Life Cycle, Customer Relationship Management (CRM).

References