Attitude towards CRM System: A Study on Surgical Companies in India and Bangladesh

Urmee Ghose

Abstract


In present marketing practices, strategic perceptions become obsolete with the updating business trend for the frequent change of customer desire and related issues. Customer Relationship Management (CRM) plays a vital role by ensuring loyal, conscious and satisfied customer base for any organisation. To win and retain present customers as well as to attract the potential customers, CRM works as a tactical weapon in business atmosphere. The present study is a humble attempt to find out differences in attitude towards CRM system among companies manufacturing surgical goods in India and Bangladesh.CRM ―characterizes a management philosophy that is a complete orientation of the company toward existing and potential customer relationships‖ (Raab et al, 2008, p.6). The major research gap is lack of study on companies in the surgical goods sector although they cater customers having varied need due to differentiated health care need. The study undertakes a focus group interview through structured questionnaire and uses 5 points Likert Scale on individual customer. Stratified random sampling was adopted to select sample. The study uses t-test and chi square test to analyse the difference, if any, in attitude towards CRM usage in both the countries. The paper concludes that there is a vast opportunity of using CRM in both of the nations and it may be better for companies in surgical goods industry. The practical implication of the study lies in its recommendations. The study inter alia recommends that there is a vast opportunity of using CRM in both of the nations and it may be better for companies in surgical goods industry. The major limitation of the study is relatively small sample size and that cannot be avoided due to time and resource constrains. Furthermore, the study deals with a very small sub-sector of health care sector.

Aus. & NewZe J. Soci Busi. Env. Sus. Vol 2(2), October 2016, P 121-132


Keywords


Customer Relationship Management (CRM); surgical goods; India; Bangladesh

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