Customer Relationship Management Practices of Megamart in the Kingdom of Bahrain

Abstract

The study aims to assess Customer Relationship Management (CRM) practices of MegaMart in the Kingdom of Bahrain. In this research, to adequately address the research questions, a variety of data collection methods and instruments were used and done by conducting an empirical investigation into Customer Relationship Management (CRM), an adoption behavior of 15 branches of MegaMart in the Kingdom of Bahrain. The purpose of the study was to evaluate the Customer Relationship Management (CRM) practices of MegaMart in the Kingdom of Bahrain. The effectiveness of Customer Relationship Management (CRM) was conducted through a survey, using the questionnaire as the research instrument. The respondents of the study are employees and customers of MegaMart in the Kingdom of Bahrain. The research instrument used the five-point Likert Scale. The statistical tools utilized in the study are multiple regression analysis and weighted mean. The study provides recommendations by the researcher in assessing those questions around Customer Relationship Management (CRM) methods in the Kingdom of Bahrain. Customer Relationship Management (CRM) can be applied as a tool to enhance the practices of MegaMart in the Kingdom of Bahrain. From the study, the researcher concluded that Customer Relationship Management (CRM) findings further depict managerial implications and opportunities for future research in the same area.

Keywords: Customer Relationship Management, MegaMart in the Kingdom of Bahrain, practices

DOI: 10.7176/EJBM/12-12-07

Publication date: April 30^th 2020