[雙語翻譯]客戶關(guān)系管理外文翻譯--馬來西亞零售商的客戶關(guān)系管理策略實踐

1、3600 英文單詞， 英文單詞，2 萬英文字符，中文 萬英文字符，中文 6000 字文獻出處： 文獻出處：Sulaiman M A , Baharum M A A , Ridzuan A . Customer Relationship Management (CRM) Strategies Practices in Malaysia Retailers[J]. Procedia - Social and Behavioral Scien

2、ces, 2014, 130:354-361.Customer Relationship Management (CRM) Strategies Practices in Malaysia RetailersMohd Azizul Sulaiman, Mohd Amli Abdullah @ Baharum, Arifi RidzuanAbstractThe retailer and customer relationship is f

3、avourable for organizations to flourish in any economic condition and for customers to receive quality products and services. Therefore, the right Customer Relationship Management Strategies practiced is able to create a

4、 strong relationship with customers and at the end of the day it will creates loyal customers. This will subsequently increase company’s profitability regardless of economic condition. This study was conducted to examine

5、 the CRM strategies practices among retailers. A total number of 420 questionnaires were distributed to four selected retail companies in Shah Alam and 304 (72%) questionnaires were returned and used for the analysis. Ba

6、sed on the findings, it was found that Operational Excellence is the most effective CRM Strategies that led to customer loyalty in retail industry in Shah Alam, Malaysia. Whereby, product leadership less used by the reta

7、iler in CRM strategies. The researcher believes that the customer felt that they need to trust the company first before they can really commit and be loyal to the company. The findings of this study benefit the organizat

8、ion in many ways such as by using this study as a guideline to conduct business to achieve organizational goals and at the end of the day, creating customer loyalty. However, future research should include other the reta

9、il companies in Selangor and other states in Malaysia.Keywords: Customer Relationship Management; Operational Excellence; Product Leadership; Customer Intimacy; Customer; Trust; Customer Satisfaction; Customer Loyalty1.

10、IntroductionCustomer relationship has become the main medium in gaining profits by all kind of business in Malaysia. Roberts (2005) stated that, the 1980’s saw the emergence of database marketing, which was simply a catc

11、h phrase to define the practice of setting up customer service groups to speak individually to all of a company’s customers. Businesses started to see that the importance of having a good relationship their customers in

12、gaining more profits.Effectively designed customer relationship program gives a lot of benefits to the consumers as well as profits to the retailing businesses. Roberts (2005) clarified that Customer Relationship Managem

13、ent (CRM) is one of those magnificent concepts that swept the business world in the 1990’s with the promise of forever changing the way businesses small and large interacted with their customer bases. The importance of d

14、esigning effective customer relations program should be the first thing in mind of the retailing industry managers., The retailer need to know the exact stage of any given sales process, they need to know their best pros

15、pects and leads, they need to know the strengths and weaknesses of each member of their mobile sales team, and they need to know all this, or any part of it, instantly Syed Ali (2007). That's where the importance of

16、CRM comes into its own whether it's offering discounts or freebies; these are geared towards maintaining continued customer patronage and giving the customers 100% satisfaction from the the study. The study will be c

17、onducted on the customers of the selected retail companies in Shah Alam, Selangor Darul Ehsan. The second limitation of the study was the questionnaires as a tool for data gathering and collection. The validity and relia

18、bility of the data was depending largely on the respondents’ honesty and truthfulness in answering the questionnaire. The result depends mainly on the respondent’s opinions and perceptions which were beyond the control o

19、f the researcher.2. Literature Review2.1 Customer Relationship ManagementOsarenkhoe and Bennani (2007) stated that CRM was developed in order to secure and manage the relationship between businesses and customers. In Sch

20、ierholz, Kolbe, and Brenner (2007) study, CRM was defined as a complex set of interactive processes that aims to achieve an optimum balance between corporate investments and the fulfilling of customer needs in order to g

21、enerate maximum profit. While, in Chen and Popovich (2003) study, (CRM) identified as a combination of people, processes and technology that seeks to understand a company’s customers by using integrated approach (informa

22、tion technology and customer-centric process) to managing relationships by focusing on customer retention and relationship development. In the study also identified that companies that successfully implemented CRM will h

23、ave the rewards in customer loyalty and long run profitability. Chen and Popovich (2003) also cited in their work that CRM business strategy leverages marketing, operations, sales, customer service, human resources, R&am

24、p;D and finance, as well as information technology and the Internet to maximize profitability of customer interactions. Through the above studies, all agrees that customer is the main focus in CRM and also, business need

25、 to build capabilities and use resources to retain and develop a good relationship with customer.In Malaysia, awareness and acceptance of CRM solution is becoming more widespread. According to Lim (2008), Malaysia moved

26、out from agriculture and lean more towards customer centric business that focus on B2C business and is the nicer place for CRM solution to hold in Malaysian industry. Economy in Malaysia is growing and leads the retailer

27、s and businesses to explore more on how to gain more attention from customers and getting business profits. It is strongly believed that successful Malaysian companies will be those that continue to invest in CRM initiat

28、ives and shift their efforts from customer acquisition to customer retention. Malaysian companies are now more aware of CRM and have a positive view on its market growth.2.2 Value Discipline Theory (Treacy and Wiersema

29、1996)An organization need to find a suitable approach in maintaining CRM in organization. Value Discipline Theory that developed by Michael Treacy and Fred Wiersema (1996) can be used as element of approach as the theory

30、 that describes three generic value disciplines. In this theory suggest that company need to choose one of these value disciplines and act to it consistent and vigorous.There are three disciplines in this theory that the

31、 firms can adopt which are Operational Excellence, Product Leadership and Customer Intimacy. This theory suggested that in a business context, firms must select and excel at one of these discipline as a core operating mo

32、del, while remaining adept at the other two. Eichen (2006) states that, the ability to choose and excel at one value discipline and communicate this choice so that employees understand and carry it out effectively marks