Evaluating Factors of CRM on Customer Satisfaction – Managerial Perspective of PTCL (Telecommunication Giant of Pakistan)

Abstract

The aim of the study is to evaluate the factors of CustomerRelationship Management on Customer Satisfaction from the managerialperspective of PTCL employees (CRM users) to check the CRM is increasingcustomer satisfaction through this study. The research is quantitative bases inwhich the research is conducted through primary data received fromquestionnaire from the respondents of PTCL managerial level. Total populationis included in the research since it was small population. Total 78 populationsis forwarded online survey out of which 60 respondents submitted thequestionnaire and research is the results of 60 respondents receive. Theresearch is limited to Karachi bases due to having term paper report and it isalso limited to respondent CRM users only and managerial level is only BPS – 17and above is called managerial level as per definition of PTCL employees. Theresearch finds that the customer satisfaction is increasing due to CRM factorsof focusing key customers, organize around CRM, managing knowledge andincorporating CRM technology and results are contributing positively to thisstudy where majority of CRM users and managerial level have either remarkedwith strongly agree and agree which is showing mean greater than 3.0. The studyis followed by the research which is already conducted earlier and pastresearch shows that it can further be extended for evaluating sales growth andcustomer retention.Keywords: Customer Relationship Management, CustomerSatisfaction