Role of CRM in Profitability of Service Organizations: A Case of a Leading Telecommunication Company in Bangladesh

Posted: 15 Jun 2009

See all articles by Mohammad Imtiaz Ferdous

Mohammad Imtiaz Ferdous

affiliation not provided to SSRN

Mohammad Mizenur Rahaman

Shahjalal University of Science and Technology - Department of Business Administration

Date Written: June 15, 2009

Abstract

Realizing the importance of Customer Relationship Management (CRM) systems to increase profitability almost every organization regardless of their size are increasingly adopting CRM systems. Firms use CRM systems not only to automate customer oriented business processes to reduce costs, but also to collect and analyze customer data to better fulfill customer needs and improve customer satisfaction to ultimately retain the customer (karimi et el, 2001). The two simple and cost effective steps to customer retention are (i) gathering information to use the patterns and trends of the information, (ii) to predict future behavior and mine the information using mathematical analysis involving many variables for business decision making. Telecommunication business in Bangladesh is in a growth stage with stiff competition and making an enormous profit every year. Most of the companies are using CRM. This paper will reveal how important is the CRM strategy of Grameen Phone (GP) Ltd., a leading telecommunication company in Bangladesh contributes in changing Return on Assets (ROA), Return of Equity (ROE) of the company in the stiff competitive market.

Keywords: CRM Strategy, ROA, ROE, Cost Effectiveness

Suggested Citation

Ferdous, Mohammad Imtiaz and Rahaman, Mohammad Mizenur, Role of CRM in Profitability of Service Organizations: A Case of a Leading Telecommunication Company in Bangladesh (June 15, 2009). Available at SSRN: https://ssrn.com/abstract=1419729 or http://dx.doi.org/10.2139/ssrn.1419729

Mohammad Imtiaz Ferdous (Contact Author)

affiliation not provided to SSRN ( email )

Mohammad Mizenur Rahaman

Shahjalal University of Science and Technology - Department of Business Administration ( email )

Sylhet
Bangladesh

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