Abstract: Customer Relationship Management (CRM) is the entire process that focuses on the interface between the organization and its customers. The objectives of CRM are to enhance profitability, income, and customer fulfillment. Customer fulfillment and customer trust are two main criteria for every organization to get success. A satisfied customer plays a role as a free advertiser for every organization. It was argued that, customer fulfillment alone is not enough to be successful in today’s competitive market. Previous researchers proved that the cost of retaining the exits customer is less than the cost of finding the new one. Therefore, customer trust must be considering as an important issue and it is required to increase the customer trust by positive impact of CRM strategy and customer fulfillment. In spite of the most essential advantages of CRM, there are some difficulties in CRM implementation for different organizations. Therefore, this study attempt to review the effective relationship between CRM, customer fulfillment and customer trust of the selected organization by investigating the key elements factors of CRM.
Keywords: Customer Relationship Management, Relationship Development, Customer Trust, Customer Fulfill ment, Interaction Management.
Title: CUSTOMER FULFILLMENT AND TRUST: A LITERATURE REVIEW IN THE MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Author: Dr. G. BALAMURGAN, AK ARUN KUMAR
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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