Employees Outlook Regarding Quality and CRM Link for Enriched Competitive Strategy

Employees Outlook Regarding Quality and CRM Link for Enriched Competitive Strategy

Neeta Baporikar (Namibia University of Science and Technology, Namibia & University of Pune, India)
Copyright: © 2020 |Pages: 21
DOI: 10.4018/IJSEM.2020040103
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The business environment is dynamic and faces frequent changes driven by macro and micro factors. Due to these changes, businesses are forced to either evolve or exit. Those that evolve choose the path of advancement and are determined to sustain their competitive positions. The financial services sector is one sector that is particularly undergoing changes and banks particularly in this sector face changes from all front. All segments in which banks operate from payment transfers to home loans are under serious pressures due to FinTechs and technology. The banking sector in Namibia is no exception. Hence, adopting a qualitative research approach with content analysis, primary data gathered by questionnaires from Standard Bank employees, the study aims to investigate employees' outlook regarding quality and CRM nexus for enriched competitive strategy in an ever-changing and competitive environment. The findings reveal that quality and customer relationship management processes do influence customers' experiences, satisfaction levels, and loyalty.
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Literature Review

According to Beckford (2010), quality has proved to be and remained a dominant theme in management thought since the mid-twentieth century. Djerdour & Patel (2000) asserted that organizations could no longer afford to view quality as an optional afterthought; however, quality is an essential strategy for organizational survival. Billich & Neto (2000) strongly advocated for the elementary importance of quality and proposed the need for quality even in the mundane operations of the organization. These range from decision-making and policy formulation to the utilization of resources, product or service delivery, and staffing to meet the expectations of clients (Baporikar & Sony, 2020a). Juran (1991) identified customers' satisfaction as the single most crucial aspect of delivering quality service to the customers. Nevertheless, a wide variety of definitions of quality is to be found in the literature, each with its particular orientation and conceptualization of the notion of excellence (LaKhal et al., 2006).

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