PREMASA Model: An Integrated Approach to Customer Relationship Management

Abstract

CRM is a process or methodology which is used to learn more about customers' needs and behaviors in order to develop stronger and reliable relationships with them. A problem is that CRM means different things to different people. The meaning of CRM ranges from direct e-mails, mass customization of products or services to complicated technical jargon related to terms like OLAP (on-line analytical processing) and CICs (customer interaction centers). Though CRM has many technical components, but representing CRM in primarily technological terms is a mistake. With the ever increasing importance of service sector in global economy, the more useful way to think about CRM is as a business process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends. This paper represents an empirical investigation involving internet service users in and around Kolkata whose opinions have been collected on some pre defined variables & multivariate statistical analysis has been used to identify key factors on which the customer marketer relationship depends and then it has been attempted to integrate the aspect of relationship marketing with consumer behaviour by incorporating the famous concept of cognitive dissonance to develop a CRM Model which should work not only as a theoretical framework but also as a base for future empirical research.

Keywords: Customer Relationship Management, Relationship Marketing, Cognitive Dissonance, Trust, Satisfaction, Loyalty & Commitment, PREMASA Model

JEL Classification: A10, C00, C10, C25, M10, M30