Start up of Replacement Ink Assignment Example | Topics and Well Written Essays - 2000 words

Start up of Replacement Ink - Assignment Example The concept of CRM is very closely related to the relationship marketing. It suggests that maintaining and fostering personalised relationships, in the context of business to consumer sales, can definitely lead to profit if it is combined by a mutual exchange of benefits and fulfilment of promises on the part of both the parties i.e., buyers and sellers. CRM therefore involves managing customer information in a way that can lead the organisation to satisfy its customers in a better manner. A new business of replacement inkjet cartridges, in the same vein, needs to employ effective customer relationship management programs such as customer surveys, service evaluations, pre-sale and after sale inquiries on a database driven system so as to foster the relationship with its customers and stimulate customer loyalty. Loyalty is regarded as an important aspect of relationship management. Crosby (2002, p273) expounds that, â€Å"loyalty refers to a strong emotional attachment to a firm that is manifest in customer behaviours like staying with the company, recommending it, buying additional products and services and so forth†. At the crux of customer relationship management is the concept of customer loyalty. CRM programs are basically designed to keep the customers loyal to the organisation. The customers display their loyalty mainly by coming to the company every time the same product is needed or recommending the product to the others. However, this report focuses on the criticism of relationship.... A new business of replacement inkjet cartridges, in the same vein, needs to employ effective customer relationship management programs such as customer surveys, service evaluations, pre-sale and after sale inquiries on a database driven system so as to foster the relationship with its customers and stimulate customer loyalty. Loyalty is regarded as an important aspect of relationship management. Crosby (2002, p273) expounds that, "loyalty refers to a strong emotional attachment to a firm that is manifest in customer behaviours like staying with the company, recommending it, buying additional products and services and so forth". At the crux of customer relationship management is the concept of customer loyalty. CRM programs are basically designed to keep the customers loyal to the organisation. The customers display their loyalty mainly by coming to the company every time the same product is needed or recommending the product to the others. CRM programs can be initiated to enhance relationships at both ends i.e., the suppliers as well as the customers. However, this report focuses on the criticism of relationship building in case of business to consumer sales. Criticism Of Customer Relationship Management In The Context Of Business to Consumer Sales: Despite the fact that there happen to be several benefits attributable to the implementation of customer relationship management, several criticisms have been levied against this concept in the context of business-to-consumer sales. In a consumer market scenario, the customer relationship management is not considered to result into enhanced customer relationship. A study of literature [for example, Mishra et al. (1998), Gronroos (1994), Bagozzi (1995), Tax et al.